Premium publishers are losing more than $1.27 billion each year due to ad fraud, and marketers should only buy programmatic inventory that's authorized via publishers' ads.txt files, according to a Google study. The Interactive Advertising Bureau Tech Lab's Dennis Buchheim said, "It is critical that the industry comes together to put a stop to criminal activity and secure the health of the supply chain."
Kraft has unveiled a campaign from Leo Burnett called "Family Greatly," which features real parents and their children to emphasize how the brand "supports today's modern families." The campaign includes new consistent packaging across Kraft brands, TV, digital, a dedicated site and a social effort to encourage families to share their own stories, with the brand's employees also acting as social influencers.
BBDO Atlanta has created HoneyBaked Ham's first TV spot in 10 years, which features a woman named Kelly making the disastrous choice to try to cook a "KellyBaked" ham instead of opting for the brand's product. The ad shows Kelly becoming increasingly frenetic as she unsuccessfully tries to bake her own ham, finally resorting to using a chain saw to carve her burnt creation.
Humanaut's long-form digital spot for Home Paternity reimagines a modern Nativity tale, with Mary and Joseph appearing on a tabloid talk show to try and convince the audience that God is the baby's father. The show is interrupted with an ad from the brand telling men they can test for paternity from the comfort of their own homes.
Facebook has rolled out its AR Studio to all creators, including its "World Effects" feature, which is similar to Snapchat's World Lenses. "We want artists, developers, brands and more creators to be able to build and share amazing AR experiences," Facebook's Ficus Kirkpatrick wrote.
Local cable video advertising sales will rise 7.9% to $6.8 billion in 2018, according to BIA/Kelsey data. Total local video ad revenue will account for $32.8 billion, or an 8.4% rise.
IPG's The Martin Agency has named Kristen Cavallo as its new CEO, replacing Matt Williams with immediate effect. The move follows Chief Creative Officer Joe Alexander's departure from the agency amid allegations of sexual harassment.
Russian game studio Playrix is taking a new approach in its app-installation campaigns by getting creative involved to help advertisers spend marketing budgets more effectively. Artur Grigorjan, head of growth marketing for the studio, said, "By this point, most advertisers have enough expertise when it comes to buying. Now they're transitioning to the next level, which is how to buy effectively with the same budget, and that's where the creative kicks in."
4A's President and CEO Marla Kaplowitz talks about working with other industry groups, and in particular, the group's relationship with the Association of National Advertisers and her goal to work together to address joint issues. "We are making progress. ... It just takes time to make sure that trust and that relationship is there," she says.
Agencies and brands should be up in arms about the likely repeal of net neutrality as it will have a massive impact on digital advertising -- from the cost of inventory to slow loading times affecting viewability impressions, writes Elizabeth Bleser. "[T]he digital marketing industry will need to completely reinvest itself and brands that will no longer be able to pay agencies to help them fairly compete," she writes.
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