Newswire - November 2021

A recent op-ed calls into question the efficiency of Big Tech advertising within their own “walled gardens,” closed platforms or ecosystems where a technology provider has significant control (like Google or Amazon). Many “walled gardens'' act as both suppliers and buyers of inventory, leading to an inherent conflict of interest that some marketers regard with suspicion — particularly when it comes to reporting and attribution. (AdExchanger)

While many advertisers see digital users as either “ad viewers” or “ad blockers,” a third segment of 225 million ad-filtering users has been growing rapidly in recent years. These “ad filterers” tend to be younger, digitally-savvy consumers; they’re more than happy to view (and even engage with) advertising, but ad creatives and formats must be respectful and non-invasive to get their approval. (Digiday)

Linear TV and social media receive a far greater share of ad spending — but a comparatively lower amount of consumer time — than online press, online audio, and podcasts. While communications value and creative impact certainly differ between media channels, awareness of these broad spending discrepancies gives advertisers an opportunity to better reach consumers where they spend the most time. (MediaPost)