By Webb Wright The holding company also is aiming to establish itself as a gatekeeper to one of online gaming’s most popular platforms. Advertising holding company WPP has announced a new partnership with Roblox, the online gaming platform that in recent years has become a major destination for brands looking to connect with a younger audience. The deal includes a training program designed to help marketers navigate Roblox’s unique virtual environment. “The multi-module training course will be developed for both creative and media agencies, with WPP team members being the first to get certified on Roblox’s platform,” the holdco stated in a press release. Read full story › Source: The Drum...
Read MoreBy Maria Greaves Extra! Extra! Read all about it… Advertisers should be investing in valuable news publishing inventory – but outdated brand safety concerns and vanity metrics are holding them back, says leaders from Outbrain, Heineken, The Telegraph and The7stars. Advertisers need to “stop chasing vanity metrics like clicks and impressions. They’re missing the bigger picture of real consumer attention and engagement.” That’s the verdict of Alex Cheeseman, head of enterprise brands for Northern Europe, Outbrain. He was speaking alongside Dan Glynn, programmatic lead, Heineken, Anthony Crocker, director of commercial success, The Telegraph, and Michelle Sarpong, commercial lead, The7stars, in The Read full story › Source: The Drum...
Read MoreBy Wes Morton Disney recently joined Warner Bros Discovery, Paramount+, and Netflix in the ‘finally profitable’ club. How? By increasing prices and acting more like the traditional providers they replaced, says Wes Morton. 2024 is the year that streaming TV finally achieved profitability. Disney recently announced that its streaming business (consisting of Disney+, Hulu, and ESPN), achieved here Read full story › Source: The Drum...
Read MoreBy The Drum The Drum’s US editorial team is reporting live from Advertising Week New York 2024 this week, bringing you the top insights from the conversations happening on the ground. Here are the juicy bits and bobs we’re hearing from the industry’s top players. Anonymous agency leader: “If everyone’s doing ‘best practices,’ then they aren’t really the best, are they?“ Eric Seufert, independent consultant and analyst, Mobile Dev Memo: “There is just no future for fingerprinting. It shocks me that advertisers still continue to invest in those tools… [And as for cookies], Google’s announcement about not actively deprecating cookies was misinterpreted – I think Read full story › Source: The Drum...
Read MoreBy Webb Wright Also, Microsoft Copilot speaks. Newsom vetoes SB 1047 California Gavin Newsom announced Sunday that he was vetoing SB 1047, a bill that would have imposed safety standards on some of the biggest AI models. The bill had been fiercely opposed by industry giants like OpenAI, while veteran researchers like Geoffrey Hinton and Yoshua Bengio had voiced their support. In his here Read full story › Source: The Drum...
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