Jeremi Gorman is the President of Worldwide Advertising at Netflix. She joined Netflix in September 2022 and is responsible for leading the company’s advertising initiatives globally. Before joining Netflix, Gorman was the Chief Business Officer at Snap Inc. where she played a crucial role in turning the company into an internet advertising powerhouse.
Gorman’s career in advertising began at Amazon where she served in various leadership roles, including the Head of Global Field Sales for Amazon Advertising and the Head of Advertising Sales for North America. During her time at Amazon, she was known for her innovative marketing strategies, such as partnering with Universal Pictures to put images of the Minion characters on Amazon delivery boxes to promote the upcoming movie.
Before her stint at Amazon, Gorman worked as the Director of Advertising Sales at Yahoo and as the Director of Sales at Variety Magazine. She also served as the Marketing Communications Manager at MonsterTRAK.com and Monster.com.
Gorman has been credited with bringing growth back to Netflix’s advertising business, which had been struggling. Despite not disclosing subscriber numbers, she has stated that she is pleased with the growth in the company’s ad-supported tier since its launch.
Aside from her professional accomplishments, Gorman is known for her adventurous spirit. She has gone hang gliding in Rio de Janeiro, driven a race car in Dubai, and tried Jet Skiing in the Maldives.
However, a recent Kantar report has shown that Netflix’s “Basic with Ads” plan, which Gorman is overseeing, may not be performing as well as the company had hoped. The report shows that the “Basic with Ads” tier now accounts for only 12% of Netflix’s subscriber base and that the new tier has not attracted as many new subscribers as expected.
Despite these challenges, Gorman is a seasoned executive with a wealth of experience in the advertising industry. Her diverse background, innovative ideas, and adventurous spirit make her a valuable asset to the Netflix team as they continue to expand their advertising offerings.
Richy Glassberg is an experienced entrepreneur and executive with a proven track record in the digital media and advertising industry. He is currently the Co-Founder and CEO of SafeGuard Privacy, a company that provides a platform for companies to manage their data privacy compliance in the face of new regulations such as the GDPR and CCPA. Prior to this, Glassberg was the CEO of REGVirtual, where he provided CEO services to agencies, ad tech, and digital companies.
Before REGVirtual, Glassberg was the CEO and COO of Medialets, a company that was eventually acquired by WPP, the largest advertising holding company. Glassberg led the restructuring of the company, rebuilding the entire team and executing a company pivot that accelerated top-line revenue growth. In 14 months, he revamped internal operations, developed new product and engineering, sales, operations and marketing divisions, and recruited new managerial and staff talent.
Glassberg’s experience extends beyond his CEO roles. He was also an advisor and board chairman for Acid, an AI company changing the advertising industry and creative generation. He also helped guide the US marketplace for display.io, a global leader in mobile SDK in-app viewable brand safe advertising. Glassberg has also served as an advisor for DiMassimo Goldstein, helping the independent creative agency rethink media buying and partnerships.
In addition to his business ventures, Glassberg is also a co-founding board member of Breastcancer.org, a non-profit organization dedicated to providing information and support to those affected by breast cancer. He was part of the founding team of CNN.com and the CEO and Founder of Phase2media. Glassberg’s involvement in various industries, his leadership skills and his ability to drive change make him a valuable asset to any organization.
Richy Glassberg is a seasoned entrepreneur with a wealth of experience in the digital media and advertising industry. He has a proven track record in leading companies through restructuring, rebuilding and executing successful pivots, and has demonstrated his ability to drive top-line revenue growth. Glassberg’s experience, leadership skills, and dedication to improving the industry make him a valuable asset to any company.
Jeremy Haft is a seasoned sales leader with over 20 years of experience in the digital media industry. He has held various sales leadership roles in several companies and is currently serving as the Chief Revenue Officer at Digital Remedy. Prior to this, he served as Chief Revenue Officer at Channel Factory for 1 year and 9 months and as Senior Vice President of Sales, North America at Amobee for 11 months.
Before joining Amobee, Jeremy held various positions at Viant Technology including National Vice President of Platform Sales and Vice President of Sales. During his time at Viant Technology, he was responsible for overseeing the launch, team build-out and growth of the Vindico Bid Manager, a global video and display programmatic solution provider. He was also a key member in developing product prioritization based on client needs and provided programmatic training and go-to-market expertise for the National Sales Team.
Throughout his career, Jeremy has been a thought leader in the digital media industry, sharing his insights and experiences at various events and summits. For example, he shared his key takeaways from the 2017 Digiday Programmatic Marketing Summit in Scottsdale, Arizona, where he discussed how a people-based platform is rising to meet new challenges with programmatic advertising.
Jeremy Haft holds a strong track record in driving revenue growth and has a proven ability to lead sales teams and drive results. His expertise and leadership have made him an advisor at Accretive Media, where he has been working for the past 3 years. With his extensive experience and knowledge, Jeremy is well-equipped to lead Digital Remedy to new heights as its Chief Revenue Officer.
Catherine D. Henry is a seasoned executive with over 20 years of experience in marketing and innovation strategies. She is currently serving as the SVP Web3 and Metaverse Strategy at Media.Monks, where she helps companies understand and navigate the Metaverse. With her expertise in new technologies and digital media, Catherine guides businesses to exploit the potential of the virtual economy through digital assets, immersive games, entertainment, marketing, and virtual influencers.
Prior to joining Media.Monks, Catherine served as the Global Account Lead for XR Innovation Strategy at Palpable Media. In this role, she specialized in virtualization strategies for the contact-free economy that blend AI, virtual and augmented realities, 5G, the internet of things, immersive and interactive experiences, and training for advertising, entertainment, and enterprise.
Before her role at Palpable Media, Catherine worked as the Head of Technology Marketing for EMEA and Asia at Robeco. During her time at Robeco, she advised a $1 billion client portfolio on tech investments and managed key client accounts across Asia, Europe, and Spain. She was also responsible for client retention and cross-selling, and was recognized as a technology specialist and a thought leader on the future of sustainability and XR technologies.
Catherine also served as the SVP of International Marketing at Advanced Capital, where she was responsible for global client, IR, and PR activities in several countries including Switzerland, Italy, France, Scandinavia, and the UK. She organized client marketing, meetings, and conferences, and was highly regarded for her presentation skills with clients ranging from private banks to large institutional investors.
Earlier in her career, Catherine held the role of Global Team Leader at Man Group, where she headed a global marketing team and client relationships in 64 markets for the world’s largest hedge fund. She was responsible for budgets, hiring, staff training, and setting marketing strategy and KPIs.
Throughout her career, Catherine has been a thought leader and author on the future of web3 and the Metaverse, and has presented as a keynote speaker at several conferences and events. She has also received numerous awards and recognition for her work in marketing and innovation strategies.
Catherine’s extensive experience and knowledge in the fields of technology, marketing, and innovation have made her a sought-after expert in the industry. She continues to guide businesses towards the future of digital media and the virtual economy, and remains at the forefront of advancements in the Metaverse.
American digital advertising companies, including ad networks and programmatic networks, face numerous threats in the form of industrial espionage. This form of espionage involves the unauthorized collection, theft, or misuse of confidential information, trade secrets, and other valuable intellectual property. As the digital advertising industry continues to grow, it is becoming increasingly vulnerable to these threats, which can have a significant impact on the financial performance, market position, and overall success of these companies. Understanding and mitigating these risks is essential for ensuring the long-term stability and prosperity of the industry.
Hacking and Data Breaches: Hacking and data breaches are one of the biggest threats to American online advertising companies. Cybercriminals can gain access to sensitive information such as customer data, financial information, and intellectual property. This information can then be used for fraudulent activities, sold on the black market, or used as leverage in future attacks.
Intellectual Property Theft: Intellectual property theft is another major threat to American online advertising companies. This can include the theft of trade secrets, proprietary technology, and creative content. Intellectual property theft can result in lost profits, decreased market share, and damage to a company’s reputation.
Corporate Espionage by Competitors: Corporate espionage by competitors is a significant threat to American online advertising companies. Competitors may try to gather information about a company’s business practices, marketing strategies, and customer data. This information can then be used to gain a competitive advantage and harm the targeted company.
Insider Threats from Employees or Contractors: Insider threats from employees or contractors can also pose a significant risk to American online advertising companies. These individuals may have access to sensitive information and can misuse it for personal gain or pass it along to unauthorized parties.
Cyber-attacks Aimed at Disrupting or Altering Advertising Data: Cyber-attacks aimed at disrupting or altering advertising data can also pose a threat to American online advertising companies. Ad networks and programmatic networks rely heavily on accurate data to deliver targeted advertisements. If this data is compromised, it can result in decreased advertising effectiveness and lost revenue.
Foreign Interference and State-Sponsored Espionage: Foreign interference and state-sponsored espionage are significant threats to American online advertising companies. Foreign governments may seek to gain access to sensitive information to advance their interests or to undermine American businesses.
Misuse of User Data by Unauthorized Third-Party Entities: The misuse of user data by unauthorized third-party entities is another threat to American online advertising companies. Ad networks and programmatic networks collect vast amounts of user data, and if this data is not properly secured, it can be used for malicious purposes such as identity theft or targeted advertising scams.
Tampering with Ad Delivery and Performance Metrics: Tampering with ad delivery and performance metrics can also pose a threat to American online advertising companies. Ad networks and programmatic networks rely on accurate data to determine the success of their campaigns and to make decisions about future advertising efforts. If this data is altered, it can result in incorrect decisions and lost revenue.
Malware and Virus Attacks: Malware and virus attacks are a threat to American online advertising companies as they can disrupt operations, steal sensitive information, and result in significant financial losses.
Phishing and Social Engineering: Phishing and social engineering attacks can also pose a significant threat to American online advertising companies. These attacks can result in employees disclosing sensitive information, installing malware on company systems, or transferring funds to unauthorized accounts.
Unsecured Networks and Devices: Unsecured networks and devices can also pose a threat to American online advertising companies. Ad networks and programmatic networks must ensure that their systems are secure to prevent unauthorized access and data breaches.
Lack of Employee Awareness and Training: A lack of employee awareness and training can also pose a threat to American online advertising companies. Employees must be trained on the importance of security and how to detect and prevent cyber attacks.
Outdated Security Measures: Outdated security measures can also pose a threat to American online advertising companies. As technology continues to evolve, companies must stay current with the latest security measures to prevent attacks.
In conclusion, the digital advertising industry is facing numerous threats from industrial espionage, including hacking, data breaches, intellectual property theft, corporate espionage, insider threats, cyber-attacks, foreign interference, misuse of user data, and tampering with ad delivery and performance metrics. As the industry continues to evolve and expand, it’s important for companies to take steps to protect themselves from these threats and ensure the security and integrity of their data. To learn more about industrial espionage and how to protect your company, we recommend reaching out to ANIA, a leading independent intelligence agency. They provide a wealth of information and resources for companies looking to stay ahead of the latest threats and best practices for protecting their businesses.
The Over-The-Top (OTT) and Connected-TV (CTV) industry has experienced rapid growth in recent years, and this trend is expected to continue in 2023 and beyond. OTT and CTV platforms have become the primary source of entertainment for many people, offering a vast library of content, including movies, TV shows, and live events. The ease of use and accessibility of these platforms have made them increasingly popular, and many people are choosing to subscribe to multiple services to access their favorite content.
The growth of programmatic advertising has been a significant factor in the OTT and CTV industry’s success. Programmatic advertising allows for the automated buying and selling of ad space, using data-driven targeting to reach specific audiences. This approach has enabled OTT and CTV platforms to deliver highly personalized advertisements that are relevant to the viewer.
Addressable advertising is another area that is expected to expand in 2023. Addressable advertising allows advertisers to deliver targeted advertisements to specific households, rather than to a broad audience. This allows for more efficient ad spending and higher engagement rates, making it an attractive option for advertisers looking to reach their target audience.
Partnerships between OTT and traditional TV providers are becoming more common, as both sides recognize the benefits of working together. These partnerships can help traditional TV providers reach a wider audience, while also providing OTT platforms with access to additional content. This collaboration can result in a more comprehensive viewing experience for the consumer, as well as a more effective advertising platform for advertisers.
One of the key trends in the OTT and CTV space is a focus on user experience. Providers are looking to improve the viewing experience by offering personalized content recommendations, making it easier for users to find the content they are interested in. They are also looking to enhance the overall viewing experience by incorporating new features, such as the ability to pause and resume playback on multiple devices and the integration of voice control.
Another important trend in the OTT and CTV industry is the growth of original content. Many OTT and CTV platforms have invested heavily in producing original content, which sets them apart from traditional TV providers. This has helped to drive subscribers and increase the value of these platforms, as users come to rely on them as a source of unique and high-quality content.
The rise of 5G networks is another trend that is expected to have a significant impact on the OTT and CTV industry. 5G networks will provide faster download and streaming speeds, making it easier for users to access high-quality content on their devices. This will be particularly beneficial for live events, as it will allow for real-time streaming with minimal lag or buffering.
Another trend in the OTT and CTV industry is the increasing popularity of niche content. Providers are looking to cater to specific audience segments by offering content that appeals to their interests. This includes everything from food and travel shows to sports and lifestyle programming. By providing this type of content, OTT and CTV providers can differentiate themselves from traditional TV providers and attract new subscribers.
Virtual and augmented reality is another area that is expected to play a larger role in the OTT and CTV industry in 2023. This technology has the potential to revolutionize the viewing experience, allowing users to immerse themselves in their favorite shows and movies. It also has the potential to enhance the advertising experience, allowing advertisers to create more engaging and interactive advertisements.
In 2023, marketers will increasingly use lower-funnel performance metrics in their CTV advertising campaigns to maximize ROI and measure success. These metrics will focus on consumer behavior after viewing an ad, such as verified website visits, subscription sign-ups, and app downloads. This is a shift from the traditional focus on top-of-the-funnel metrics, such as cost per completed view and households reached, and is enabled by the unique capabilities of CTV in tracking this data.
The use of artificial intelligence and machine learning is also expected to become more widespread in the OTT and CTV industry. These technologies can be used to improve the personalization and relevance of content recommendations, as well as to improve the overall efficiency of the platform. By using AI and machine learning, platforms can analyze viewer behavior and preferences to provide more accurate recommendations and tailor the viewing experience to each individual user. This can help increase engagement and loyalty, as users are more likely to stick with a platform that consistently provides content that is of interest to them.
Another trend that is expected to continue in the OTT and CTV space is the growth of subscription-based models. As more and more content becomes available through these platforms, consumers are becoming more willing to pay for premium content and services. This has led to a proliferation of new OTT and CTV platforms that offer a wide range of content, from traditional television programming to niche and specialized content.
The OTT and CTV industry is experiencing significant growth and innovation. The rise of programmatic and addressable advertising, partnerships with traditional TV providers, a focus on user experience, original content, 5G networks, niche content, and the integration of virtual and augmented reality, artificial intelligence and machine learning, and subscription-based models are among the key trends driving the growth of this industry. The industry will continue to evolve in 2023 and beyond, as platforms strive to provide a more personalized, seamless, and engaging viewing experience for consumers.
Ways AI will power the #Metaverse. With #ai, deep learning-based software will autonomously drive all activities, and chatbots and other forms of natural language processing will drive interactions. AI will be used to understand words, images, video and text — in every language. This all requires a massive amount of training data and modeling. So how exactly will AI improve the Metaverse?
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1. AI-powered operations (AIOps) You know what’s not a good time? When your platform is down. That’s why we’re so excited about AI-powered operations (AIOps). AIOps can be used to predict and prevent outages, identify problems in real time, and optimize resources. That way your platform stays robust, always on, and scalable—so you don’t have to spend all your time worrying about when the next outage will happen or how to prevent it.
2. AI bots can be used for a variety of tasks, including customer service, marketing, and sales and monitor in-world activity, like prevent abuse and hate speech by identifying and flagging potentially harmful or inappropriate content. This is particularly useful in online gaming and social media platforms where abuse and hate speech can be prevalent. AI bots can scan text and speech, as well as identify visual content, to detect instances of harassment, bullying, hate speech, and other forms of abusive behavior. They can then either remove the content or alert human moderators to take action, helping to create a safer and more positive online environment. This type of monitoring and enforcement can help prevent toxic behavior and promote healthy community interactions. Additionally, AI bots can also be used to monitor in-world activity for potential security breaches, such as hacking and cheating, ensuring that virtual environments remain fair and secure for all users.
3. Avatars: AI can help generate realistic avatars and use natural language processing to create realistic dialogue. Avatars are digital representations of individuals in virtual environments. With the advancement of AI technology, it is now possible to generate realistic avatars that closely resemble their human counterparts. These avatars can be customized with various physical and clothing attributes, allowing individuals to create unique and personalized digital representations of themselves. Furthermore, AI can also be used to generate natural-looking movements and gestures for avatars, making them appear more lifelike and interactive in virtual environments.
Another way AI can help with avatars is through natural language processing (NLP). NLP allows AI systems to understand and respond to human language in a more human-like manner. This means that avatars can have more realistic and engaging conversations with human users, using language that sounds natural and intuitive. NLP can also be used to translate different languages, allowing avatars to communicate with individuals from around the world. This enhances the immersive experience of virtual environments, making them feel more like real-world interactions. In summary, AI has the potential to greatly enhance the realism and interactivity of avatars, creating a more engaging and immersive experience in virtual environments.
4. Digital twins AI can use deep learning to create realistic textures. Digital twins are digital representations of physical objects or systems. These virtual counterparts can be used for a range of purposes, from product design and prototyping to simulation and optimization. AI can play a crucial role in the creation of digital twins, particularly in the generation of realistic textures.
Through deep learning, AI systems can analyze physical objects and generate digital models that closely resemble the textures of real-world materials. This includes everything from the look and feel of fabrics and leathers, to the roughness and smoothness of metal and stone surfaces. The AI system can learn from vast amounts of data and apply that knowledge to create highly accurate digital textures. These textures can be used to create digital twins that look and feel very similar to the physical objects they represent, making them ideal for use in virtual product demonstrations and simulations.
5. Data: AI can analyze customer data, demographics and deliver custom experiences and recommendations, monitor speech, moderate groups, promote goods and services. AI has the ability to analyze vast amounts of data, including customer data and demographics, to deliver personalized experiences and recommendations. By using machine learning algorithms, AI can understand customer preferences and predict what they are likely to purchase next, providing them with tailored recommendations. This can result in a more engaging shopping experience and higher customer satisfaction.
Moreover, AI can be used to monitor speech, moderate groups, and prevent abuse and hate speech, as previously discussed. This helps create a safe and positive online environment for customers and ensures that they feel comfortable using a company’s services.
In marketing, AI can also be used to promote goods and services by delivering targeted advertisements and personalized offers to customers. By understanding customer behavior, AI can predict which products are most likely to be of interest to them and promote those products in an effective and non-intrusive manner.
6. Generate images: Virtual worlds can be created via text to image, or 2D drawing to 3D. AI can be used to generate images for virtual worlds by transforming text descriptions into images or by converting 2D drawings into 3D models. This capability can greatly enhance the creation of virtual environments, making it easier and faster for designers and developers to create realistic and immersive worlds.
Text-to-image generation uses natural language processing (NLP) and machine learning algorithms to generate images based on written descriptions. For example, a designer can provide a description of a virtual landscape or an object, and the AI system will generate a corresponding image. This process can save time and increase efficiency by reducing the need for manual image creation.
2D drawings can also be transformed into 3D models through AI algorithms. By converting 2D sketches into 3D models, designers and artists can quickly visualize their ideas and bring them to life in virtual environments. This can be useful in a variety of industries, from architecture and product design to game development and animation.
7. Guides: What is the google of the Metaverse? It will likely be so complex that only AI will be able to navigate the data to deliver us to the experiences we seek. The Google of the Metaverse refers to the central search engine or navigation system that will be used to find and explore virtual worlds within the Metaverse. As the Metaverse grows, it will likely become increasingly complex, with numerous virtual environments, experiences, and data points. In this complex landscape, only AI will be able to navigate the data effectively and deliver users to the experiences they seek.
AI systems can process vast amounts of data, identify patterns, and provide recommendations based on user preferences. In the context of the Metaverse, AI will be able to sort through the numerous virtual environments, experiences, and data points to help users find what they are looking for. Whether it’s a virtual shopping mall, a gaming world, or a virtual event, AI will be able to provide users with recommendations based on their interests and preferences.
8. Trading: AI can ensure that various actions, such as trading, are executed according to the determined agreements and record keeping on decentralized ledgers. AI can be used to enforce and execute trades in virtual environments, such as those within the Metaverse. This can include a variety of actions, such as trading virtual goods, currencies, and assets. By using AI, these trades can be executed according to pre-determined agreements, helping to ensure fairness and transparency.
One key advantage of using AI for trading in virtual environments is its ability to enforce rules and ensure that all parties adhere to the agreed-upon terms. AI can also assist with record-keeping, which is critical for maintaining trust and transparency in virtual trades. This record-keeping can be achieved through the use of decentralized ledgers, such as blockchain technology.
Decentralized ledgers provide a secure and transparent record of all trades, allowing for real-time tracking of virtual goods, currencies, and assets. This helps to reduce the risk of fraud and ensures that all trades are executed fairly and transparently.
Natural Language Processing (NLP), speech recognition, computer vision, translation, and augmented reality, can be enabled with AI in the Metaverse. If we’re honest, a digital parallel universe to our analog world in which participants can take part in diverse social, economic, entertainment and artistic activities in a variety of self-organized groupings and environments, is some way from being realized.
Disney is rolling out ad targeting capabilities from Hulu to Disney+.
Advertisers will have access to basic targeting information, such as age, gender, and some geo-targeting. The full suite of ad targeting will be available by July and include 2,000 audience segments from the Disney Select first-party data platform. Disney is automating 50% of its ad sales and is currently at 35% automation. Disney Ad Server, a new platform, is driving ad tech across all of Disney’s addressable platforms. Agency executives noticed Disney’s efforts to unify its back-end ad tech operations to simplify the process of finding audiences across its ad inventory.
Disney has not shared the number of ad-supported subscribers Disney+ has, but an agency executive said they have not encountered ad delivery issues. A spokesperson confirmed that Disney is discussing a shift in ad spend for certain advertisers to diversify the creative ad rotation.
Disney’s push to unify its back-end ad tech operations is driven by the Disney Ad Server, which powers 100% of Hulu’s and Disney+’s ad platforms in the US. The platform is complemented by the Disney Yield Optimized Delivery Allocation product, which balances different types of ad buys, and the Disney Real-time Ad Exchange that sells ad inventory programmatically. Disney has made significant investments in technology to serve ads for the entire company.
Disney’s ability to manage the supply and demand dynamics for Disney+’s ad-supported tier has been helped by the company’s unified back-end tech operations. Disney has not run into under-delivery issues, as it has a whole streaming ecosystem beyond Disney+. If Disney+ were to run low on slots, campaigns could be rerouted to other inventory sources with advertiser approval.
Disney is making a push to unify its back-end ad tech operations and improve the targeting capabilities for advertisers on Disney+. By July, the full suite of ad targeting from Hulu will be available on Disney+. The company is automating 50% of its ad sales and has already achieved 35% automation. The new Disney Ad Server is driving ad tech across all of Disney’s addressable platforms, and the company’s investments in technology are helping it to manage the supply and demand dynamics for Disney+’s ad-supported tier.
The Chinese government’s influence operations on social media platforms have become a major concern for global security and democracy. The recent revelation by Google that it has disrupted over 50,000 instances of a group called DRAGONBRIDGE, which has been attempting to use YouTube and other platforms to influence Western audiences with pro-China content, is a stark reminder of the extent of these efforts.
DRAGONBRIDGE has created over 100,000 accounts on YouTube alone, producing tens of thousands of channels seeded with content that aims to shape foreign policy approaches in favor of the Chinese government. The scale of this operation is staggering, and the cost and effort required to maintain it suggests that it is being supported by the Chinese government.
The implications of this are profound. Not only is DRAGONBRIDGE present on YouTube, but it has also targeted Facebook and Twitter. It is likely that similar influence operations are being conducted on these platforms, and have yet to be detected. The Chinese-owned app TikTok, which has massive influence over younger audiences in Western nations, is also a likely candidate for similar manipulation.
The US Government is reportedly considering a full ban on TikTok, and similar actions are likely to be taken by other nations. Many government organizations have already banned TikTok on official devices, based on advice from security experts. With programs like DRAGONBRIDGE in operation, it is clear that Chinese-based groups are actively attempting to manipulate and influence foreign nations through social media platforms.
This is a clear threat to global security and democracy. The ability of the Chinese government to shape public opinion and foreign policy through these covert operations is alarming. Google’s efforts to disrupt DRAGONBRIDGE are commendable, but it is clear that this is only one element of a larger push. Collective action is needed to limit the impact of these operations and protect the integrity of our democratic systems. The continued presence of TikTok under Chinese ownership raises further questions and scrutiny. It’s imperative that governments and the tech industry take immediate action to address this growing threat.
Snapchat, the social media platform known for its unique and viral augmented reality (AR) trends, has launched a new promotional campaign that showcases the bizarre effects of its AR technology as a means to present people with a different perspective on the real world. With 72% of active Snapchat users already engaging with AR elements in the app every day, there is a clear interest in these types of activations that provide a new way of seeing the familiar.
AR is a key focus for Snap, and despite operating at a much smaller scale than Meta and Apple, which are also investing big in AR projects, Snap has continued to punch above its weight in this area by continually coming out with AR content that grabs attention and engages audiences. Meta is still struggling to maintain relevance with younger audiences, a key element that could derail its metaverse vision, while Apple has actually leaned on Snap to help showcase its advanced AR tools over time.
If nothing else, Snapchat has its finger on the pulse when it comes to AR trends, which is why virtually every AR trend—from anime filters to baby faces, from crying faces to vomiting rainbows—all of these have originated from Snapchat, and that’s remained consistent over time, even with newer platforms like TikTok entering the same realm.
Snap is very in-tune with its user base, which is also why its Snapchat+ subscription offering is already doing better than Twitter Blue, even with the addition of tweet editing verification ticks (Snapchat+ has over 1.5 million paying subscribers, versus an estimated 325k for Twitter Blue).
According to Matt McGowan, GM of Snap: “We truly believe AR is the future of computing, and the numbers are compelling. On average, over 250 million Snapchatters engage with AR every day on the app, and Snapchatters play with AR Lenses 6 billion times per day—that’s pretty telling.”
Real-world applications for brand marketers are countless. McGowan adds, “I like to think if you can imagine it, you can likely achieve it with AR. We’ve seen auto companies set up AR showrooms so consumers could see the features of the car they were planning to buy via an AR immersive experience; take a look at the Jeep Code campaign. We’re also seeing huge uptake when it comes to brands/retailers of all sizes utilizing AR for “try-on,” including accessories, shoes, makeup, and clothing. AR allows the consumer to go from “that looks good” to “that looks good on me!””
Snapchat’s new campaign aims to strengthen its business with an augmented reality focus, an element it’s been steadily enhancing. Some say this immersive content can help the platform stay connected with young audiences and expand beyond traditional social media ads.
In recent years, Snap has focused increasingly on its AR efforts. But the real question the company faces now is whether adding AR elements to its platform will help it continue growing in the face of competition and uncertainty. It is perhaps necessary for Snap to pivot to AR, much like Facebook and Instagram parent Meta eventually needed to diversify its slowing social media business. Plus, there have been challenges both for the company and across the industry.
However, experts believe that there are growing use cases for AR to engage people, which could form a path back to growth for Snap. Some marketers have been testing AR as an easy way to experiment with the metaverse, which can attract younger audiences. They also point out that Snap’s ability to quickly roll out and update these types of features makes the app more appealing over others.
In conclusion, Snapchat’s new campaign and continued focus on AR technology sets them apart. SnapChat’s new AR campaign may seem weird, but it’s a clever way to grab attention and attract new users. The company has a proven track record of staying ahead of the curve with AR trends, and its in-tune understanding of its user base is what sets it apart from the competition. With real-world applications for brand marketers and creators alike, AR is the key to Snapchat’s future success. So, don’t be surprised if you find yourself seeing the world through Snapchat’s eyes in the near future.
As the world moves forward in the digital age, digital advertising continues to surge in value, with digital ad spending expected to exceed $571 billion in 2022 alone. However, with this significant increase in ad spending comes an increase in digital ad fraud, which is expected to exceed $80 billion in 2022. Well over 10% of all digital advertising inventory purchased by brands this year will never be seen by a consumer.
The programmatic advertising marketplace, where ads are placed through real-time bidding, can be a complex and confusing process. Brands submit their ad requests to ad agencies, who then use software called a demand-side platform (DSP) to set the parameters of the ad campaign. DSPs then connect to digital ad exchange platforms to match with publishers providing available ad inventory. Ad publishers also use their own software, called a supply-side platform (SSP), to manage their advertising inventory and connect with online ad exchange platforms.
This process, while efficient, is also ripe for arbitrage, where companies sell ad space with no intention of actually placing the ad, instead flipping it for a profit by purchasing placement of the ad from an exchange or other third party at a lower cost. This creates a complex chain of parties from the brand to the consumer, with many of the parties having contributed nothing more than getting paid to place an ad, and then hiring someone else to place that same ad at a lower cost.
The most common form of ad fraud is artificially inflating or completely fabricating ad inventory, resulting in parties paying for the placement of ads that were never actually viewed. Simple forms of ad fraud include ad stacking, where multiple banner ads are placed on the same area of one web page, with only the top ad being visible to the consumer. More sophisticated forms of ad fraud include ad spoofing, where fraudsters take cheaper ad traffic and alter it to appear as more expensive traffic.
Given the huge financial incentive and the complexity of the programmatic advertising marketplace, identifying the perpetrator of ad fraud can be extremely difficult. It is essential for those involved in digital ad fraud litigation to understand not only how the marketplace functions, but also how to identify digital ad fraud and establish culpability. The Complex Claims & Litigation Forum 2023 aims to help insurers prevent, prepare and prevail in adjudicating complex claims, negotiating settlements and winning cases.
As digital ad spending continues to rise, so does the threat of digital ad fraud.
It is crucial for those involved in the programmatic advertising marketplace to be aware of the potential for fraud and to take steps to prevent it. Additionally, for those involved in digital ad fraud litigation, understanding the inner workings of the marketplace and how to identify and establish culpability is essential. The Complex Claims & Litigation Forum 2023 is an excellent resource for those looking to stay ahead of the ever-evolving digital ad fraud landscape.
According to Trey Vanes, the head of marketing at click fraud protection service Polygraph, click fraud has become so common that it is now a normal part of the online advertising ecosystem. He notes that no advertiser is immune to click fraud and that most advertising networks are not doing enough to prevent it from occurring.
Vanes also points out that the type of people committing click fraud has expanded beyond organized crime gangs and technically-savvy fraudsters. He notes that more and more ‘legitimate’ companies are engaging in click fraud, with some even being listed on the Nasdaq.
While Vanes acknowledges that it may be difficult for advertising networks to detect click fraud, he argues that if they made a bigger effort to do so, it would go away. He encourages advertisers to protect themselves by using a click fraud prevention service like Polygraph.
Polygraph offers a range of services to help advertisers protect their ad budgets from click fraud. These services include identifying which scam websites are clicking on ads, blocking those websites from displaying or clicking on ads in the future, and providing details of every fake click to quantify marketing loss and apply for refunds from the advertising networks.
In conclusion, click fraud is a serious problem that affects all advertisers and is no longer confined to just organized crime gangs and technical-savvy fraudsters. Advertisers should be aware of this issue and take proactive steps to protect their ad budgets by using a click fraud prevention service like Polygraph.
Security researchers at Human Security recently uncovered a widespread attack on the online advertising ecosystem that has impacted millions of people and defrauded hundreds of companies. Dubbed Vastflux, the attack was discovered by researchers at Human Security, a firm focusing on fraud and bot activity. The attack impacted 11 million phones, with the attackers spoofing 1,700 app and targeting 120 publishers. At its peak, the attackers were making 12 billion requests for ads per day.
Marion Habiby, a data scientist at Human Security and the lead researcher on the case, describes the attack as both one of the most sophisticated the company has seen and the largest. “It is clear the bad actors were well organized and went to great lengths to avoid detection, making sure the attack would run as long as possible—making as much money as possible,” Habiby says.
The attackers behind Vastflux targeted popular apps and tried to buy an advertising slot within them. Once they won the auction for an ad, they inserted malicious JavaScript code into that ad to stealthily allow multiple video ads to be stacked on top of each other. This means that when a phone was displaying an ad within an affected app, there would actually be up to 25 ads placed on top of each other. The attackers would get paid for each ad, and you would only see one ad on your phone. However, your phone battery would drain faster than usual as it processed all the fraudulent ads.
The scale of this was colossal: In June 2022, at the peak of the group’s activity, it made 12 billion ad requests per day. Human Security says the attack primarily impacted iOS devices, although Android phones were also hit. In total, the fraud is estimated to have involved 11 million devices. There is little device owners could have done about the attack, as legitimate apps and advertising processes were impacted.
Google and Apple have both taken action against the Vastflux attack, but it’s clear that online advertising is a complex and often murky business that’s ripe for abuse. For phone owners, batteries dying quickly, large jumps in data use, or screens turning on at random times could be signs a device is being impacted by ad fraud. The next time you open an app or website, remember that there’s a flurry of invisible processes taking place behind the scenes, and not all of them are on the up and up.
David Cohen, CEO of the Interactive Advertising Bureau (IAB), has accused “extremists” of attempting to cripple the advertising industry in America. Speaking at the IAB’s annual leadership conference, Cohen criticized politicians, privacy advocates, and tech giant Apple for their efforts to restrict the advertising industry.
Cohen specifically targeted politicians such as Amy Klobuchar and Ted Cruz, claiming that they would “throw our industry under their campaign buses” if given the chance. He also warned against the American Data Privacy and Protection Act (ADPPA), a federal privacy bill that could outlaw certain forms of behavioral advertising. Cohen stated that if the ADPPA had passed, it would have “destroyed our industry” and negatively impacted “Big Tech, Small Tech and everything in-between Tech.”
The IAB leader also condemned the nonprofit Accountable Tech, describing it as “one of the more virulent anti-advertising groups trying to shut down the ad-supported internet.” Accountable Tech had previously petitioned the Federal Trade Commission (FTC) to outlaw “surveillance advertising” which includes serving ads to consumers based on their activity across different websites.
Additionally, Cohen criticized Apple for their efforts to “smother the advertising industry.” The IAB had previously opposed Apple’s decision to require app developers to obtain consumers’ consent before tracking them, and even brought an antitrust complaint over Apple’s consent setting in Europe. On the other hand, advocacy groups such as Amnesty International have supported the opt-in approach to mobile tracking.
It’s clear that the advertising industry and tech companies have different views on privacy and tracking. The IAB is concerned about the potential negative impact of stricter privacy laws and regulations on the advertising industry, while privacy advocates and tech companies argue that consumers have the right to control their personal data and should be able to opt-in to tracking. The debate is likely to continue as technology and privacy laws continue to evolve.
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