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Google is making big changes to the ad rules on YouTube as it looks to clean up the site amid ongoing issues for markete...
26/08/2022

Google is making big changes to the ad rules on YouTube as it looks to clean up the site amid ongoing issues for marketers around brand safety.

The update means YouTube will impose stricter criteria on the types of videos that can generate ad revenue and introduce a new review process for ‘Google Preferred’, its premium content. It also claims it will offer greater transparency around where brands’ ads are appearing and simpler controls.

However, while the ad industry has welcomed the changes, most do not think it goes far enough and are calling for further work and investment from Google this year.

Following revelations last year that brands’ ads were appearing next to extremist content on YouTube, Google has laid ou...
25/08/2022

Following revelations last year that brands’ ads were appearing next to extremist content on YouTube, Google has laid out its plans to make digital advertising more “transparent, trustworthy and valuable” to advertisers.

Speaking at a press conference during Advertising Week Europe on Wednesday (21 March), Google’s senior vice president of advertising and commerce, Sridhar Ramaswamy, said Google is making “very strong progress” with brand and platform safety, and – in a quiet acknowledgement that trust has been lost – that it is “confident” it will regain the trust of marketers in doing so.

Tesco is “frustrated” that it is having to spend an increasing amount of money on ensuring its advertising does not appe...
24/08/2022

Tesco is “frustrated” that it is having to spend an increasing amount of money on ensuring its advertising does not appear next to inappropriate content and believes publishers should foot more of the bill.

Speaking during a game-show style panel at Advertising Week Europe today (19 March), Tesco’s head of media and campaign planning Nick Ashley said media spend is increasingly being “siphoned off” and spent on ad verification technology and “bits of tech”.

Two years ago, the UK advertiser body ISBA and premium publisher body AOP set out to solve a key business challenge: wha...
23/08/2022

Two years ago, the UK advertiser body ISBA and premium publisher body AOP set out to solve a key business challenge: what do programmatic supply chains really look like?

Previous studies had examined only buy-side data so this would mark the first time programmatic supply chains had been mapped end to end, from advertiser to publisher, with the aim of truly understanding these increasingly complicated supply chains and the monetary amounts assigned to each element.

During the first quarter of 2020, PwC collected data from 15 advertisers, eight agencies, five demand-side platforms, six supply-side platforms and 12 publishers. Of the more than 1.3 billion impressions collected from the participating advertisers, 267 million were served via the study tech vendors to the study publishers.

Ikea has been able to gain a better understanding of consumers and what they want from the brand by layering up digital ...
23/08/2022

Ikea has been able to gain a better understanding of consumers and what they want from the brand by layering up digital insight with more traditional customer research.

Since its inception 77 years ago, the Swedish retailer has been putting itself “in the shoes of people” and spending time in their homes around the world to help it decide what furniture to develop.

But the rise of digital has allowed the brand to gain a much deeper understanding of customers at a more granular level, according to Ikea’s chief digital officer, Barbara Martin Coppola.

According to Intel CMO Karen Walker, B2B buyer behaviour has changed “drastically” over the past five years. The differe...
23/08/2022

According to Intel CMO Karen Walker, B2B buyer behaviour has changed “drastically” over the past five years. The differences between a consumer’s and business buyer’s path to purchase used to be considerable – but with everything now moving online, that gap is beginning to shrink.

A recent study by Gartner found only 17% of a business buyer’s time is now spent meeting with suppliers. While over a quarter of their time (27%) is allocated to independent online research.

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