$114M in Ad Sales Uncovered and the OpenRTB's IP Warning

Welcome to The Refresh, a weekly newsletter from AdTechGod and Marketecture. Every Thursday we’ll bring you the latest advertising news, commentary, and memes.

• AdExchanger Awards were a hit! See the winners here (AdExchanger)

• Google Antitrust? Now its Visa’s turn (NPR)

• TikTok updates search campaigns with keyword targeting (Social Media Today)

• 3 cost-conscious tips for building effective TV advertising (AdWeek)

• Programmatic I/O: How programmatic platforms can capitalize on the open internet (AdExchanger)

• Paramount kicks off phase 2 of lay offs (AdWeek)

• (Ad) IAB Tech Lab: As the Cookie Lingers in Mountain View. Special discount code: CookieLingers200! for $200 off! (IAB Tech Lab)

• Banned political ads found on TikTok (NBC News)

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Multi-retailer attribution showed an additional $114.56M in ad sales outside Amazon

This chart shows that while Amazon ads drive sales, a significant amount happens outside of Amazon, with Walmart benefiting the most. It’s proof that consumers shop across multiple platforms, not just Amazon, and brands should diversify their ad strategies to capture sales across different retailers.

This data highlights the importance of cross-channel attribution, as advertising on one platform can influence purchase behavior across several others. It reflects how informed and deliberate today's consumers are, often comparing prices and seeking variety across retailers like Walmart, Target, or smaller niche sites.

While Amazon might drive initial awareness, other retailers like Walmart are gaining significant benefits from these ads, encouraging brands to develop tailored strategies for each platform.

The trend points to the necessity of omnichannel marketing, where a seamless consumer experience across platforms is key to capturing sales. With the rise of retail media networks like Walmart Connect, brands should consider allocating budgets across multiple platforms to maximize engagement and drive sales at various stages of the customer journey.

Ari’s view: This just makes it more clear how important good measurement is. Each channel will claim its own conversions, and if you take their word for it you will under invest in what works.

See Linkedin post and comments

OpenRTB 2.6.202409 IP Exclusion Notice

An "IP Exclusion Notice" was filed for OpenRTB 2.6.202409, indicating that a company believes their patents may be impacted by the new release.

IAB Tech Lab does not assess the validity of these claims, so companies looking to implement the new features should consult with their legal teams to determine any potential risks.

The notice only applies to this version and any future versions incorporating the same elements, but does not affect earlier versions or specific extensions.

Ari’s View: This OpenRTB change was to enable better disclosure of ID Bridging and disclosure of ID sources. Apparently someone claims a patent on this, so use at your own risk.

IAB Tech Lab

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