AdExchanger | Swipe Insight

Google Merchant Center Replaces 'Feeds' with 'Data Sources' in Strategic Shift

6 months ago

Google Merchant Center removed the term “Feeds” from its UI, signaling a shift towards valuing its own data collection and algorithms over merchant-provided data. Feeds, previously essential for structured data like product catalogs, are now rebranded as “data sources” and less prominent. This change reflects a broader trend in Google services, emphasizing automated insights over user-controlled data and reducing the need for manual feed management.

RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results

6 months ago

AI

New RAG (Retrieval Augmented Generation) pipelines can enhance generative AI models by integrating first-party data, improving content production, campaign insights, and customer service. By contextualizing AI prompts with proprietary data, marketers can achieve customized, on-brand creative outputs. This approach leverages structured and unstructured data, offering a competitive edge, especially for traditionally data-poor brands.

YouTube Challenges Traditional TV with Creator Content and New Ad Formats

7 months ago

TV Ads CTV +1 more

YouTube is challenging traditional TV, arguing its content is often more effective. At its Brandcast presentation, YouTube showcased creators with large fan bases. Views on connected TV devices have grown over 130% in the past three years. YouTube's CEO argues that creators should be eligible for Emmys. YouTube also announced the expansion of its YouTube Select program and an AI-powered ad format for TV screens.

Automate Your Marketing Audits - Say Goodbye to Manual Checklists

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Marketing Auditor is a comprehensive, automated tool designed to revolutionize the process of auditing digital marketing campaigns. It supports platforms like Google Ads and Google Analytics, performing 200+ automated checks to uncover growth opportunities and deliver actionable insights. Users can generate professional, white-labeled reports customized to their branding and preferred formats like Google Slides and PowerPoint.

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Netflix to Launch Ad Tech Platform, Expanding Programmatic Partnerships

7 months ago

Programmatic Ads

Netflix is set to launch its own ad tech platform by next year, aiming to give Netflix and agencies more control and transparency. The platform will be tested in Canada this year and aims to be globally available by the end of next year. Netflix also announced new partnerships with more programmatic platforms and measurement vendors. Furthermore, Netflix is expanding into live events and sports to boost viewing time.

The Trade Desk Reframes Its Open Internet Vision As ‘The Premium Internet’

7 months ago

The Trade Desk Programmatic Ads

The Trade Desk reported Q1 revenue of $491 million, a 28% increase from last year, and net income rose from $9 million in Q1 2023 to $32 million in 2024. The company is now focusing on the 'premium internet', differentiating between low-quality and high-quality content. CEO Jeff Green criticized the role of walled gardens in distributing low-grade, ad-focused inventory and their lack of transparency in ad attribution.

Disney Taps Walmart Connect To Bring More Shopper Data To Streaming

7 months ago

TV Ads Programmatic Ads

Disney Advertising and Walmart Connect are partnering to enable Walmart advertisers to utilize shopper data for targeted advertising and measurement on Disney's platform. This marks Disney's first use of retail data for ad sales on Disney+, not just Hulu. The partnership, currently in beta testing, is expected to be accessible to all advertisers in June. This move is part of a trend where streaming services are partnering with retail media for data-driven advertising.

Google Search's Core Updates Reshape Web, Crush Sites

7 months ago

SEO

Google Search's new core update and spam policy are causing traffic drops for many publishers. The updates downrank sites at the publisher level when unhelpful content or spam is detected, leading to widespread downrankings. Many publishers report a 70% to 90% decrease in site traffic. Large platforms like Reddit and Google are benefiting, while smaller sites are losing out.

Criteo Separates Retail Media Revenue for the First Time

7 months ago

Criteo

Criteo has revealed its retail media business earnings for the first time, showing a Q1 revenue of $50.2 million, up from $37.4 million last year. The company's total Q1 revenue also rose from $445 million to $450 million. Traffic acquisition costs dropped from $224.4 million to $196.2 million in Q1, a trend expected to continue as retail media surpasses retargeting. Criteo spent $62 million on share buybacks in Q1 and plans to spend at least $150 million in 2024.

Privacy Sandbox Testers Are Relieved After Google Delays Cookie's Demise

7 months ago

Tracking Cookieless Future

Google has delayed the demise of third-party cookies, providing relief to testers of its Chrome Privacy Sandbox. The delay was expected due to numerous unresolved issues, with over 350 issues still open in Privacy Sandbox GitHub repositories. The UK’s Competition and Markets Authority (CMA) has been overseeing the Sandbox rollout and has received feedback from 21 ad tech companies, publishers, and industry groups. The delay gives the industry more time to work with Google.