Welcome to The Refresh, your weekly download of what actually matters in advertising. Brought to you by Marketecture Media and written by AdTechGod. Every Thursday, we bring you the latest news, commentary, and memes that speak the truth about this industry. If it's happening in AdTech, media, or marketing and it’s interesting, it’ll be here.
Want faster updates and sharper takes on what’s happening in advertising, media, and AdTech? Follow me on LinkedIn for the latest news, insights, and commentary as it happens.
Pharma Marketers Grapple With Trump-Era Regulatory Whiplash (Adweek)
Putting UID2 Under the Legal Microscope (AdExchanger)
Why brands should stand firm on their values despite the fear of backlash (Marketing Dive)
Marketers have a lot to worry about in the face of AI-induced shifts (Digiday)
AppsFlyer and Roku’s New SRN Integration Will Shed Light On CTV Campaign Impact (AdExchanger)
Spotify enters partnership with OpenAI that will allow ChatGPT to make personal recommendations (Yahoo! Tech)
The Reach Effect: Inside the Business of Smarter TV
AdTechGod is joined by Alexander Groysman and Dan Callahan from Spectrum Reach to discuss the collaboration between product and revenue teams, the impact of technology and AI on the industry, and the importance of networking.
The Future Is Live: Embracing Real-Time Advertising
FreeWheel’s Mark McKee discusses the growing importance of live advertising and the integration of programmatic solutions. He highlights FreeWheel's investments in live events, the challenges of monetizing live content, and the need for collaboration within the advertising ecosystem.
A Huge Thank You to Our AdTechGod Party Sponsors
Before I get into this week’s newsletter, I want to take a moment to give a big shoutout to the incredible sponsors of the AdTechGod Party.
This was our second time hosting the event at New York City’s beautiful Virgin Hotel, and it couldn’t have happened without an incredible amount of planning, preparation, and teamwork. I’m truly grateful to the team behind the scenes and, of course, to all our amazing sponsors who made it possible.
We’re committed to making each event better, while always delivering an environment that’s both fun and brand-safe. We all know how important brand safety is.
Thank you again for being part of this event!
Nielsen Integrates Adelaide’s Attention Metrics into Nielsen ONE to Strengthen Campaign Outcome Measurement
Nielsen has partnered with measurement firm Adelaide to incorporate Adelaide’s AU attention metric into its Nielsen ONE outcomes measurement platform. The collaboration aims to help advertisers, agencies, and publishers better evaluate campaign performance by combining audience reach with attention quality. The integration introduces two new tools: an efficiency index that measures ad attention levels post-campaign and a marginal efficiency index that predicts effectiveness by merging AU and reach data.
Duolingo Launches In-House Ad Platform to Tap Its Massive Free User Base
Duolingo has launched Duolingo Ads, a new in-house platform giving brands direct access to its massive global audience. Announced at Advertising Week New York, this is in essence moving Duolingo away from external DSPs and allows greater control over ad delivery and creative integrations. More large-scale companies should be doing this, and I’ve never understood why they wouldn’t. However, AdTech X (Twitter) says differently. I’m not sure what I’m missing, but check out this tweet from @bradAT.
Mastercard Enters $100B Commerce Media Market with Data-Powered Ad Network
Mastercard has launched Mastercard Commerce Media, a global advertising network leveraging permissioned transaction data from over 160 billion annual payments. The platform connects 25,000 advertisers to 500 million consumers through banks, publishers, and Mastercard-owned channels, offering unified attribution for both in-store and online purchases.
Everything is an ad network.
Stay Ahead with the Marketecture Roundup
Worried you missed something important? Stay in the loop with the Marketecture Roundup. Our monthly LinkedIn newsletter brings you a digest of all-things-Marketecture. From fresh content and upcoming conferences to can’t-miss parties, we cover both what’s happened and what’s ahead.
Marketecture Live: The Age of Outcomes
Less than 3 weeks left until our second Marketecture Live conference! We’d love for you to attend. Check out our agenda and buy your tickets here.
Connect with Us
Thanks for reading this week’s The Refresh by Marketecture. Marketecture Media is committed to bringing you the latest news, opinions, and community updates. If you are interested in advertising on this newsletter, our podcasts, The Advertising Forum, or in our Slack community, you can contact us here.