- Marketecture
- Posts
- The Refresh: July 11 Edition
The Refresh: July 11 Edition
AdTech God
July 11, 2024
Welcome to The Refresh, a new weekly newsletter from AdTechGod and Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.
Breaking News
Retail media’s Top 3 growing pains (AdWeek)
Global ad spend to outpace global GDP growth (ExchangeWire)
How CTV is redefining ad campaigns (AdAge)
Larry Ellison’s family invests $6 billion into Paramount deal (Axios)
Get your popcorn: The DOJ’s witness list for the Google antitrust trial is a who’s who of advertising (AdExchanger)
Addressing the compliance challenges posed by the protecting Americans’ Data from Foreign Adversaries Act of 2024 (IAB)
Political ad spend projected to climb to $10.7 billion (MediaPost)
 | Named the ‘Easiest DSP to Use’ by G2 |
Sign-up today and get instant access to AdLib, a buying platform that connects to top global DSPs with no contracts and no minimum spend.
Ad
The Latest and Greatest
Podcast of the week The AdTech Forum, sponsored by IQM, features a three-part discussion on the election year. We covers political digital advertising trends. The forum also dives into misinformation, data analytics, ethical ad targeting, and the role of AI in political ads.  | Justify Your Existence Three smallish adtech companies come to the pod to try and Justify Their Existence. This week features three startups: Viewst (a creative vendor), Advisr (workflow), and UPaid (paying consumers for their data).  |
Paparo’s Purview
Our dear leader gives his hot takes on the news of the week
Seedtag acquires yet another adtech company as M&A heats up.
Global adtech firm Seedtag has acquired JustEggs to expand into the APAC market. The merger integrates JustEggs' high-impact creative solutions with Seedtag’s contextual ad tech. JustEggs’ leadership will continue to steer operations in Australia. This acquisition follows Seedtag’s recent purchase of Beachfront, a US-based CTV SSP, to bolster its global expansion efforts.
Ari’s view: JustEggs has got to be one of the funniest adtech names since AdSpert. The meta-story here is there’s lots of small private companies to acquire and if you have a PE backer you can get deals done.
The Golden calf of addressability: Reevaluating the foundations of digital advertising
The author, David Nyurenberg, compares the story of the Israelites and the golden calf parallels to our digital advertising industry's misplaced faith in addressable targeting. With third-party cookies fading, we must shift to AI-powered, broad-targeting strategies. It's time to evolve beyond our addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover the empirically proven fundamentals of marketing effectiveness in the digital media era.
Ari’s view: I’m a huge Old Testament fan, so props for the deep cut. The rest here has been etched into tablets more than ten times.
Are alternative ad solutions ready to rise
Do you believe that current alternatives to cookies, such as clean rooms, contextual advertising, and alternative identifiers, are as effective for publishers and advertisers?
I was a bit shocked (or was I) by the responses, comments, and votes. Perspectives on our preparedness for the deprecation of cookies, alternative solutions, and the potential impact on our industry vary widely.
I, for one, believe the industry is only getting started. Our dependency on cookies, while effective in some ways, has been intrusive and, dare I say, crippling. The issue lies in the market's overall lack of comparable alternatives, testing at scale, and knowledge.
We know the end of days for cookies is coming, but will we be ready?
Here are some of the comments on the poll:
Community
AdTechGod Community Spotlight
Tammy, Head of Brand Marketing and Communications at EX.CO, is a core member of the AdTechGod Slack Community. She co-founded the Women In AdTech Group, now with over 100 members. I'm thrilled to have her support in my mission to unite and bring the community together.
Meme of the Week
Connect with Us
Thanks for reading this weeks Marketecture Newsletter. Marketecture Media wants to help bring you the latest news, opinions and community updates. If you are interested in advertising on this newsletter, our podcasts, The AdTech Forum or our slack community you can by contacting us here.
Reply