The Media Minute 2.15.23

Recent Digiday reports have 2023 starting slow for both direct and programmatic ad sales. At the same time, however, some media executives are telling Digiday that they see promise in programmatic direct deals that can “make up for the shortfalls.” Speaking to anonymous publishing execs, Digiday shared stories of programmatic guaranteed buys and their resulting RPMs all on the rise.

Will Ferrell is taking viewers on a joyride this Super Bowl—but he’s sharing the front seat with not one, but two brands, as General Motors teams up with Netflix for an electric vehicle marketing partnership. Similarly, Molson Coors tapped DraftKings for an engagement-boosting betting game and Michelob Ultra will promote Netflix’s golf docuseries as advertisers join forces to rise above their competition …

Teads, a global media platform, has released research it conducted in collaboration with Censuswide that found 83% of UK marketers believe attention metrics are  important in order to reduce the environmental impact of digital ads. Jeremy Arditi, co-chief executive officer at Teads, believes attention metrics picked up steam in the UK before coming to the United States. Privacy regulation became a driving factor.

Last week saw the announcement from Google that it plans to integrate the Bard AI chatbot into its search. Microsoft confirmed that it will do the same with ChatGPT in its Bing search engine. The widespread development of AI technologies has been described as ‘the most important shift in consumer technology since the iPhone’. But the introduction of ‘complete answers’ from AI-powered chatbots could have serious consequences for publisher traffic and revenue.

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