Publishers and ad tech vendors disagree on contextual data

Also: Marriott's educational approach to advertising Ad tech vendors are tightening their grip on their right to use and sell contextual targeting data based on publishers’ content while publishers feel slighted yet again. May 12, 2023 [PRESENTED BY]( [Publishers want compensation for the contextual targeting data used (and sold) by ad tech vendors, but the likelihood is slim]( Ad tech vendors [are tightening their grip]( on their right to use and sell contextual targeting data based on publishers' content while publishers feel slighted yet again. Additional coverage: - Marriott Bonvoy [wants people to know]( that it's more than just Marriott, so it's taking an educational approach to its advertising to showcase the various experiences across its offerings. - With greater use of artificial intelligence across influencer marketing and social media, [agencies are having to prioritize]( transparency and tighten brand safety measures when working with influencers. - Podcast networks and ad platforms [were optimistic about the continued growth]( of the medium despite slower ad revenue growth, in their presentations to marketers at the IAB's annual Podcast Upfront. - The New York Excelsior's mixed-gender "Overwatch" team [might be the industry’s most ambitious]( esports diversity push yet. - Our most read story this week: Why identity, as a valuable marketing tool, [is at a turning point](, per new report. - ICYMI: Take a look at [Digiday's latest special project, called the Commerce Media Era](. This limited editorial series explored how commerce media, from e-commerce to retail media networks, has entered a new era and the opportunities and challenges of doing so. Other things to know about - To future-proof content recommendation models, publishers are working to ensure they can [move beyond third-party cookies and optimize their feeds with contextual and first-party data](. Produced in partnership with Marketecture. - Advertisers are leveraging solutions that make the [most significant impact on their business KPIs this upfronts season](. Sponsored by DIRECTV Advertising. - Retail media isn’t just a space for retailers; it’s one that [any industry can take part in and reap many benefits from]( — including awareness, engagement and conversions. Sponsored by Best Buy Ads. Top Stories Ivy Liu [Beyond Ads]( [Publishers want compensation for the contextual targeting data used (and sold) by ad tech vendors, but the likelihood is slim]( Ad tech vendors are tightening their grip on their right to use and sell contextual targeting data based on publishers’ content while publishers feel slighted yet again. howdy! [Brands in Culture]( [Why Marriott Bonvoy wants everyone to know it’s more than just a hotel chain]( The chain’s in-house agency, Riot House, which has roughly 40 employees, came up with the strategy for this particular approach. SPONSORED BY [Logo] [How agencies are optimizing campaign planning]( [img] To get results for brands, media planners are focused on reaching audiences with premium placements across every channel and device — including CTV, display, video, audio and OOH. The challenge is streamlining and scaling customized omnichannel campaigns that deliver against any KPI. Infillion’s full-funnel media buying product, InfillionX, incorporates the sophistication of precision targeting with premium inventory coupled with agile creative and actionable insights. From a single platform, InfillionX brings efficiency to media teams of all sizes and equips them with intelligent cross-device solutions to easily target and retarget omnichannel audiences. [Learn More]( [Sponsored by Treasure Data]( [How centralized tech stacks are helping brands elevate CX]( With integrated tech stacks that unify customer insights, brands are better equipped to personalize customer experiences to drive revenue. howdy! [The Creator Economy]( [How media agencies are tightening brand safety and transparency measures as influencers tap AI]( With greater use of artificial intelligence across influencer marketing and social media, agencies are having to prioritize transparency and tighten brand safety measures when working with influencers. [Sponsored by Mailchimp]( [Report: The email marketer’s guide to the customer journey]( Download this guide to learn how marketers map customer journeys to draw deeper insights and enhance consumer experiences. howdy! [Audio Anywhere]( [Podcasters focus on expansion and reach despite slower ad revenue growth at upfronts]( Podcast networks and ad platforms were optimistic about the continued growth of the medium despite slower ad revenue growth, in their presentations to marketers at the IAB’s annual Podcast Upfront. Advertisement [Sponsored by Unruly]( [Broadcasters are combining tools to tackle the new TV upfronts]( Using advanced programmatic strategies, broadcasters are tackling persistent challenges within TV buying and selling. Cross-platform planning tools, advanced self-service SSP solutions and purpose-built CTV ad servers allow broadcasters to gain flexibility, strategize more effectively and deliver a more premium experience for audiences. howdy! [Gaming & Esports]( [Why fans are coming around to the New York Excelsior's mixed-gender "Overwatch" team]( In recent years, organizations such as Evil Geniuses and XSET have leaned into DEI branding to separate themselves from the pack, but the Excelsior’s mixed-gender “Overwatch” team might be the industry’s most ambitious esports diversity push yet. howdy! [Content & Commerce]( [What publishers and advertisers want from Microsoft's new chat ads API]( As Microsoft prepares a new chat ads API for Bing, publishers and advertisers are interested even as they look for more info. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](