Digiday's History of Ad Tech: In the beginning ...

A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash. December 04, 2023 [PRESENTED BY]( Digiday's History of Ad Tech: In the beginning … A look [at the genesis of ad tech](, from the first online display ad in 1994 to the dotcom crash. And [listen to this corresponding podcast]( with one of the godfathers of ad tech on creating an industry, competing with Big Tech, and exactly why he didn’t join AT&T, plus much more. Additional coverage: - Several small waves of layoffs have hit across Mediabrands’ various media agencies (mostly UM) in recent months, on top of several high-level executive departures [that have had an impact]( on operations there. - All the AI hype [has made its way]( into the app stores. - Less competition for ad inventory [means lower prices](, but at the cost of associating with a platform facing ethical challenges. - FLEDGE [stands for]( 'First Locally-Executed Decision over Groups Experiment' and makes ad auction decisions in the browser, rather than at ad server level. Watch this video explainer. - Even with more than 20 agencies and 3,000 employees under its umbrella, parent Plus Company [doesn’t position itself]( as the typical holding company. Other things to know about - Enter this year's [Digiday Media Buying and Planning Awards]( to recognize your team's efforts in modernizing the media landscape and have the chance to join the list of past winners from Hearts & Science, E.LF. Cosmetics, Prime Video and more. - Recent research shows nearly 90% of moms are gaming across mobile, tablet, console and PC platforms. In response, advertisers are [increasing their focus on gamer moms](. Sponsored by Activision Blizzard Media. - In a [new survey from Digiday and Clinch](, 99% of agency respondents said DCO is a significant factor in their work, including 45% that reported that DCO is “very significant.” Sponsored by Clinch. Top Stories Ivy Liu [The Programmatic Marketer]( [Digiday's History of Ad Tech: In the beginning …]( A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash. howdy! [Evolving Agencies]( [UM and Magna undergo multiple rounds of layoffs amid client losses]( Several small waves of layoffs have hit across Mediabrands’ various media agencies (mostly UM) in recent months, on top of several high-level executive departures that have had an impact on operations there. SPONSORED BY [Logo] [How mobile app marketing is shifting from reach to results to meet performance needs]( [img] Traditionally, mobile app marketers keep strategies and budgets to themselves to avoid competitors learning their secrets to success. However, this makes it difficult for marketers to benchmark the approaches used on one app against another. To shed some light on the scenario, Moloco partnered with Ipsos, surveying 1,675 global marketing managers about trends and challenges in the coming year. One key finding: Advanced machine learning is the number-one factor in vetting mobile app performance marketing solutions. With more marketers accountable for business impact and ROAS, shifting from traditional brand marketing to performance-driven approaches with mobile app marketing, for example, is gaining importance. [Download Report]( [Sponsored by Pixability]( [How brands are using YouTube for full-funnel campaigns]( As YouTube viewing habits shift from mobile to TV, so have advertisers’ media strategies. howdy! [Marketing on Platforms]( [Digiday’s Oral History of Ad Tech podcast, episode 1, with Brian O’Kelley]( One of the Godfathers of ad tech on creating an industry, competing with Big Tech, and exactly why he didn’t join AT&T, plus much more. [Sponsored by Bango]( [How super bundling is unlocking new opportunities for content providers]( According to research from Bango, 78% of U.S. consumers want a single platform for all their subscriptions. howdy! [Generative AI]( [AI Briefing: Apple and Google feature AI-powered apps in their 'best of 2023' lists]( Honored apps include ChatGPT, Canva, Picsart, Character AI, Pinterest and Artifact. Advertisement [Sponsored by Optable]( [How publishers are growing their ad businesses amid digital-first mindsets]( As the world shifts to a digital-first — and digital-only — mindset, some long-established brands are still playing catch up, fine-tuning strategies and data collaboration investments. howdy! [Marketing on Platforms]( [Advertising on X right now might not be all bad – for some]( Less competition for ad inventory means lower prices, but at the cost of associating with a platform facing ethical challenges. howdy! [Life Beyond the Cookie]( [WTF is Google's Protected Audience?]( FLEDGE stands for ‘First Locally-Executed Decision over Groups Experiment’ and makes ad auction decisions in the browser, rather than at ad server level. 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