At first, Oracle’s plan was clear. Online #advertising was exploding and the software giant wanted a piece of the action. It started with acquisitions: Vitrue, Inc. and Eloqua in 2012, followed by Oracle | Datalogix and BlueKai in 2014, AddThis in 2016, Moat in 2017, and finally Grapeshot in 2018. #Oracle was buying its way into the booming ad tech world, one deal at a time. To clients, deep-pocketed Oracle seemed to be building one of the most compelling new players in advertising.
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Updates
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More than half of the streaming ad dollars committed with The Walt Disney Company in this year’s upfront will be transacted programmatically, Disney’s Jamie Power said in a live Digiday Podcast recording. #disney Listen to the full episode here: https://lnkd.in/evNzBr6c
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Amazon’s decision to place more than $2 billion in media spend was announced with a bit of a surprise: both Omnicom and WPP shared the win. #Amazon handed #WPP, as in GroupM, media duties for EMEA and APAC — helping that troubled holding company with much-needed new business in Europe, and a big boost in India and Australia, which offer the best potential for growth in APAC for the client. (Remember, China has its own dominant e-commerce business.) Consultancy MediaSense managed the review.
WPP, Omnicom and even Dentsu have a good day at the office (thanks to Amazon and eBay)
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It seems the debate over #branding versus #performance, which has picked up in volume since it became clear the pandemic’s effect on consumers wasn’t as long lasting as once thought, is settling into the conclusion that it’s branding and performance. The latest example of this melding of upper-funnel and lower-funnel marketing lies with independent performance agency Wpromote, which has quietly expanded from its performance roots to what it’s calling “brandformance” — a more full-funnel approach for many of its clients. The agency also has just expanded its C-suite to include a brand-side exec and a new managing director, to help ensure it is firing on full-funnel cylinders.
Wpromote expands its offerings to full service, dubbing it 'brandformance'
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Like many other businesses, Unilever wants to get its brands in front of more gamers — but the consumer goods company is still taking a measured approach as it determines just how much gaming could actually impact its bottom line. The way Unilever talks about its gaming efforts says it all. The company has tripled its spending in the sector, according to its global head of sport and entertainment partnerships and Personal Care media lead, Willem Dinger. However, he declined to share hard numbers — despite the fact that gaming is clearly an area of interest for Dinger and his colleagues, who have funded activations touching on just about every facet of the burgeoning gaming community. There’s an Axe-branded Fortnite world, an official Dove video game and a Lifebuoy Minecraft build, among numerous other examples of Unilever’s gaming presence. It’s just not yet clear how big a focus area gaming is for the future. While Unilever currently boasts a network of about 30 internal gaming experts, these marketers do not have the word “gaming” in their official titles. For the moment, the company is still leaning on internal staff to take on gaming responsibilities as part of their regular day jobs, rather than making dedicated gaming hires. To learn more about why one of the world’s largest consumer goods companies is starting to lean into gaming, Digiday spoke to Dinger for an annotated Q&A.
Unilever 'triples' its gaming investment: A Q&A with global head of sport and entertainment partnerships Willem Dinger
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In? Holdcos talking up creativity. Out? Holdcos talking up AI. This year’s Advertising Week will kick off on Monday in Manhattan. To get ahead of the event, here’s what Digiday predicts will be in and out at the conference.
Advertising Week Briefing: The definitive Digiday guide to what’s in and out at Advertising Week 2024
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CMOs eager for a bigger seat at the boardroom table might finally get their wish. Companies are relearning that while brands take years to build, they can unravel in an instant — just ask Nike. Once the gold standard, Nike’s status is looking shaky thanks to its overzealous push into direct-to-consumer (courtesy of eBay alum and CEO John Donahoe). The move alienated key #retail partners, while constant discounting on its own site cheapened the brand. Throw in lackluster innovation, cost-cutting layoffs and the loss of its “cool” to upstarts like On and HOKA, and it’s clear: the business is stumbling to keep pace in the very markets it once dominated. #Nike
Nike's move to brand thinking over quick wins shows boardrooms are relearning patience
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This week has brought another flurry of AI-related ad news as major players like Microsoft and Google, and even social platform Pinterest roll out more ways for advertisers to create and buy ads across social, search and chatbots. On Tuesday, Pinterest debuted new ways for advertisers to use generative AI to generate ad creative and automate media buying through its recently unveiled Pinterest Performance+ platform. One new tool lets advertisers turn blank backgrounds into “lifestyle imagery” to enhance a brand’s products. Alpha program advertiser Walgreens tested the tool for 50 products — including a perfume bottle ad that appears to sit on a showroom table — to drive 55% higher click-through rates.
AI Briefing: Pinterest, Microsoft and Google bring new generative ad features for social and search
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As major sports brands step up their presences inside virtual worlds, some observers believe that live sports could help push internet users into the metaverse. Following the salad days of 2021 and 2022, the hype surrounding the idea of the metaverse has returned to earth. Years after some individuals spent millions of dollars on non-fungible token avatars such as Bored Apes, the number of ways in which these avatars can be practically used remains relatively few, and the metaverse has largely remained the territory of teens, gamers and NFT enthusiasts.
Why live sports could be the 'killer app' of the metaverse and a new arena for big brands
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