Ad tech industry gears up to combat MFAs

Also: Will Hollywood strikes swing the upfront to streaming? On the surface, MFAs don’t sound that harmful. After all, how much damage could sites specifically designed for ad-serving purposes really cause? It turns out, a lot. July 19, 2023 [PRESENTED BY]( [Ad tech industry gears up to combat MFAs]( On the surface, made-for-advertising sites don't sound that harmful. After all, how much damage could sites specifically designed for ad-serving purposes really cause? [It turns out, a lot.]( Additional coverage: - This week's [Digiday+ Future of TV Briefing]( looks at how this year's upfront negotiations are shaking out and how the writers' and actors' strikes could further reshape the market. - For the [latest edition of our Confessions series](, in which we exchange anonymity for candor, Digiday spoke to an expert publicist who has managed PR for several prominent esports organizations. - We're getting closer to the actual beginning of the end of the third-party cookie, but [marketers aren't as worried]( about targeting and measuring ads in the post-cookie world as you might think — especially in the case of brands. - With back-to-school season starting in September, JanSport has [taken the initiative to target Gen Z students]( before the shopping period kicks off to get a jump on their competitors. Other things to know about - Join us for the [Digiday Publishing Summit]( taking place in Miami from September 18-20 to connect with publishing leaders from the New York Post, VICE Media, Forbes and many more. Secure your pass by August 8 to save. - To future-proof marketing strategies in this evolving space, marketers are [adopting context- and customer-forward strategies]( based on real-time behavior, online and offline environments and the psychology of customers. Sponsored by Infillion. - Marketers use data to [personalize each connected touchpoint for consumers, including CTV](. Sponsored by Quantcast. Top Stories Ivy Liu [The Programmatic Marketer]( [Ad tech industry gears up to combat MFAs]( On the surface, MFAs don’t sound that harmful. After all, how much damage could sites specifically designed for ad-serving purposes really cause? It turns out, a lot. howdy! [Business of TV]( [Future of TV Briefing: How the Hollywood strikes could end up swinging the upfront to streaming]( This week’s Future of TV Briefing looks at how this year’s upfront negotiations are shaking out and how the writers’ and actors’ strikes could further reshape the market. SPONSORED BY [Logo] [Report: Running the same ads too many times is eroding purchase intent]( [img] Repeating ads is a technology issue that results in wasted impressions for advertisers and unhappy audiences for platforms. And when it comes to streaming, oversaturation is the norm. New research from Nexxen and Magna Media Trials shows that 87% of viewers say they see too much of the same ad. The result often leaves a lasting impression, but for all the wrong reasons — it became disruptive or annoying and not a reason to buy. Learn how repeating ads affect viewers, brands and platforms. Download the latest research study performed in partnership with Magna Media Trials. [Download Here]( [Sponsored by Channel Factory]( [How conscious advertising addresses media wastage and drives business outcomes]( Advertisers are prioritizing diverse audience outreach and partnering with diverse-owned businesses to make meaningful consumer connections. howdy! [Gaming & Esports]( ['A lot of these people are Elon': Confessions of an esports publicist on the industry's unique challenges]( The last two years have not been so kind to the esports industry. Investors have grown skeptical of esports organizations’ ability to generate a profit; esports executives and influencers alike have mired themselves in scandals; and marketers have increasingly questioned the space’s brand safety, leading some advertisers to pull away from the space. For the latest edition of our Confessions series, in which we exchange anonymity for candor, Digiday spoke to an expert publicist who has managed PR for several prominent esports organizations. [Sponsored by Best Buy Ads]( [How brands are using hybrid retail media activations to engage consumers]( According to a recent study, in-store retail media offers access to audiences an average of 70% larger than digital audiences. howdy! [Life Beyond the Cookie]( [Digiday+ Research: Brands express a lot less worry tied to the end of the third-party cookie]( We’re getting closer to the actual beginning of the end of the third-party cookie, but marketers aren’t as worried about targeting and measuring ads in the post-cookie world as you might think — especially in the case of brands. Advertisement [Sponsored by Permutive]( [Why publishers are pursuing experienced first-party data strategy partners]( As cookies disappear and users opt out of sharing their data, companies are strategizing ways to monetize their audience portfolios while respecting their data choices. howdy! [Beyond Ads]( [Jansport plans to use Twitch, social media to connect with Gen Z ahead of the back-to-school season]( With back-to-school season starting in September, JanSport has taken the initiative to target Gen Z students before the shopping period kicks off to get a jump on their competitors howdy! [Privacy]( [Norway becomes latest country to pressure Meta's ad business]( Meta already faces a lot of regulatory pressure in Europe, but the parent company of Facebook and Instagram now has yet another government poking at its privacy practices. [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](