How programmatic is opening up the Olympics to advertisers

Brands with smaller budgets now have a run at the Games. What does that mean for its premium status? June 27, 2024 [PRESENTED BY]( [How programmatic is opening up the Olympics to advertisers]( Brands with smaller budgets now have a run at the Olympic Games. [What does that mean for its premium status?]( Additional coverage: - Publishers are leaning into the opportunity to score more ad dollars from marketers that are eager to enter the women's sports category. [More in this Digiday+ Media Briefing.]( - Following the revelations of misconduct by “the Doc,” many of his [sponsors and business partners quickly distanced themselves]( from the livestreamer. In retrospect, however, indications of Guy “Dr Disrespect” Beahm’s brand safety issues have been readily apparent for years. - Having ads that capture attention is great, but do they actually drive responses? That’s [the big question Heineken’s marketers are trying to answer]( these days. - As Toys”R”Us continues to seek a successful post-brick-and-mortar future, it’s hoping [a new AI-generated video]( helps portray the dreams and magic of its founder. - [This edition of the Digiday+ Research Briefing]( examines how Amazon is facing retail media competition from Walmart and Target, how publishers are preparing for Amazon Prime Day despite a drop in affiliate commerce revenue and how X’s CEO was on a mission to drum up business at Cannes. Other things to know about - The [Digiday Awards]( recognize the companies and campaigns modernizing media and marketing, including past winners from GE, Netflix and more. The last chance to enter is Friday, August 2. - As the travel industry heads into the summer season, marketers must [prioritize personalized customer experiences](. Sponsored by Adstra. - New tools are helping brands [unveil efficiency opportunities and reduce waste]( by using creative data. Sponsored by CreativeX. Top Stories Ivy Liu [Brand Safety]( [How programmatic is opening up the Olympics to advertisers]( Brands with smaller budgets now have a run at the Games. What does that mean for its premium status? SPONSORED BY [Logo] [Why enriched small business data is crucial for B2B and business marketers]( [img]( B2B and business marketers often need help connecting effectively with small and medium-sized business accounts. Some of this is due to the difficulty in reaching SMBs effectively with the tools available. Through Intuit’s SMB MediaLabs, business marketers can reach business audiences based on Intuit’s first-party data, taking their marketing efforts to another level with accuracy and efficiency. This first-of-its-kind B2B media network is focused solely on small businesses, leveraging unmatched data via Quickbooks to reach SMB audiences for ultimate success. [Learn more]( howdy! [Beyond Ads]( [Media Briefing: Publishers pitch women’s sports as advertiser interest grows]( Publishers are leaning into the opportunity to score more ad dollars from marketers that are eager to enter this category. [Sponsored by Contentful]( [Virtual event: How brands encourage generative AI experimentation]( According to a new survey, marketers are eager to see what generative AI can do for them, but they’re concerned about doing something harmful or unethical. Join this virtual event on July 16 at 1 p.m. ET for more insights into how brands implement generative AI. howdy! [Gaming & Esports]( [YouTuber Dr Disrespect's inappropriate conduct seemed to be an open secret in the industry]( Following the revelations of misconduct by “the Doc,” many of his sponsors and business partners quickly distanced themselves from the livestreamer. In retrospect, however, indications of Beahm’s brand safety issues have been readily apparent for years. [Sponsored by Amazon Ads]( [Publishers are fine-tuning first-party data collaboration strategies]( As the value of legacy identifiers declines, publishers are activating their first-party data as a durable, privacy-first approach to support ad targeting and personalization. howdy! [The Programmatic Marketer]( [Attention grabbers or action drivers? Heineken's ad tests uncork surprising results]( Having ads that capture attention is great, but do they actually drive responses? That’s the big question Heineken’s marketers are trying to answer these days. Advertisement [Sponsored by Wurl]( [Why effective TV advertising comes back to serving the audience]( Achieving alignment among ads, CTV programming and the intended audience is necessary to foster positive attention and maintain brand suitability. howdy! [Generative AI]( [Why Toys"R"Us used OpenAI's Sora to create an AI-generated video]( The goal was to create the “same magic, new method,” while also honoring Charles Lazarus, who was born a century ago and died in 2018. howdy! [Retail Revolution]( [Research Briefing: Amazon faces retail media competition from Walmart and Target]( In this edition of the Digiday+ Research Briefing, we examine how Amazon is facing retail media competition from Walmart and Target, how publishers are preparing for Amazon Prime Day despite a drop in affiliate commerce revenue and how X’s CEO was on a mission to drum up business at Cannes, as seen in recent data from Digiday+ Research. 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