TripleLift’s Post

I’m incredibly proud to share the results of TripleLift’s global research addressing the State of DE&I Investment in Digital Advertising. The report surveyed 200 digital marketers and 100 diverse-owned publishers to establish benchmarks and calls to action for a better future of equitable advertising. We found a considerable disconnect between publishers and advertisers—especially when defining the successful fulfillment of digital ad spend in DE&I commitments. The report also revealed a critical gap in the market that is leaving barriers to entry for smaller, diverse-owned publishers, highlighting the value of working with diverse-owned publishers, which goes beyond growing revenue for each respective party.

dentsu released its annual media trends report, titled: The Pace of Progress: dentsu 2024 Media Trends. Created by gathering insights from its specialists within Carat, dentsu X and iProspect globally, the new dentsu report highlights 10 key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

When it comes to principal-based media trading, AKA arbitrage, “we can argue about the pros and cons but collectively [marketers] are saying that they kind of accept, if not sometimes prefer, that model,” says Madison and Wall founder and one-time WPP global business intelligence chief Brian Wieser, CFA. It’s no coincidence that two of the “most aggressive” proponents of buying ad inventory from media owners and on-selling it to clients with handsome markups saw their respective media businesses notch double-digit growth in 2023. Publicis and Omnicom also have the most bullish growth forecasts for 2024. Yet their broader business strategies and models are almost polar opposites and Wieser sees a structural fault line widening across the major holdcos – unified businesses that sideline individual agency brands at Publicis and Dentsu versus traditional multi-brand models at WPP, IPG and Omnicom. Both can work, says Wieser, but he thinks those with fewer silos are “more likely to thrive” and suggests very few marketers still care about conflict, one of the original reasons for holdcos running lots of agencies. Dentsu is tracking closer to Publicis on consolidation but the Japanese firm hasn’t executed like the French. One positive for Dentsu, per Wieser, is “it’s hard to imagine it getting any worse”. Regardless of model, he sees a single key differentiator in determining holdco winners as IT services firms streak ahead and the big platforms use generative AI to eat further into agency turf: Investment ambition, or lack thereof.

These talented individuals are not just navigating the future of media—they're actively shaping it. Meet the Future Shapers: Justin Bennett - GroupM Alexandra Cannon- Mindshare Sarah Cobuzzi - PHD Alexandra Cudia - OMD USA Zoie Hashim - dentsu Media U.S. Allie Kelly - Publicis Collective Sean Mathew - Mediahub Worldwide Morgan McAlister - Initiative Kyle McNiff - dentsu Media U.S. Beau Riva - Dentsu Media U.S. Kathy Rodkey - UM Carlos Sanchez - Publicis Media Jehanzeb S. - Wavemaker Griffin Timoney - Hearts & Science Gina Waterman - EssenceMediacom Lauren Wilcox - dentsu Media U.S. From advocating for ethical practices and diversity in media investments to exploring new technologies like augmented reality and interactive ad formats, these professionals are at the forefront of the industry. Their collective efforts are paving the way for a more inclusive and technologically advanced media landscape. The vision and creativity of these 16 professionals underscore a significant shift in media buying—toward more strategic, responsive, and responsible advertising. Their work promises not only to influence future advertising strategies but also to redefine the ethical boundaries of the industry. Let's applaud their achievements and the vibrant future they are helping to craft! https://lnkd.in/gQN5WDHR #adtech #advertising #marketing #trends

This morning Ad Age published "Inside the State of DE&I Media Investment - An 'Illusion of Inclusion' As Rapid Growth Fades." This article discussed how diverse-owned media companies are seeing slowed growth in commitments despite the recent optimism around the topic. This comprehensive article features many perspectives of diverse owned media leaders and shares meaningful thoughts from our Chief Growth Officer Cavel Khan as well. We agree with Cavel that brands and agencies should be more intentional about "shouting from the rooftops about the success of investing in Black-owned media that is driving growth and delivering results." Check out this great story here : https://lnkd.in/eZhZGi3P

The issue of media decarbonization has been increasingly buzzy, but many brands and agencies have trouble finding the best measurement paradigm to reduce the carbon impact of their media spend, and even more, advertisers don't even know how to start connecting carbon to advertising, according to previous Adweek reporting. At Adweek's NexTech event Nov. 15,... #adweek #brand #advertising

Japanese-owned agency holding company dentsu has a bit of a history, perhaps even a reputation, for #restructuring the company in search of better results. Its latest, engineered under the auspices of no-longer-so-new Americas CEO Michael Komasinski, may have unlocked the value #Dentsu has been missing the last two years. New alignments have brought new clients, in the hopes of returning back to growth. In this piece by Michael Burgi, we also speak to Jay Pattisall of Forrester, Liz Rutgersson of iProspect, Leah Meranus, Michael Law of Carat, and Sean Reardon of MiQ.

“Media is not just becoming a distribution vehicle or even the message. It’s the solution. As an industry, we’re not just creating new tactics, or innovating new formats, we’re building new media channels. It’s quite exciting and I think it’s never been in a healthier place.” - Chris Colter, Chief Product & Strategy Officer, Initiative Australia chats with Mediaweek Australia on industry changes through the years and how purposeful planning can drive growth and competitive advantage for clients. https://lnkd.in/gS72_Q-r IPG Mediabrands APAC

Last week's Green Media Summit featured key discussions from brands, publishers, agencies and ad tech firms with a focus on making media plans that emit less carbon. Industry leaders united together to tackle new challenges, from publishers needing more data to make their sites cleaner, to low adoption from the buy side. In a recent ADWEEK article,Catherine Perloff highlights some of the key takeaways from the 2024 Green Media Summit: https://lnkd.in/eGi9dV54 #GMS2024 #GreenMediaSummit #Sustainability

With rapid advances in technology influencing and influenced by consumers, how do advertisers stay relevant? Sharb Farjami (GroupM NA CEO) talks about how GroupM is leaning into new and exciting technologies to create advertising that deepens real connections between consumers and brands 🎯 __ #GroupMNA