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Ad Tech Insights
The Long Haul: X's Brand Safety Recovery
The story: X's revolving door of safety team leadership has routinely hindered its reputation as a platform that’s safe for advertisers. But recent hires, including Kylie McRoberts and Yale Cohen, could signal a positive step forward for the social media giant. It also appears that X is working to regain brand safety certifications, as confirmed by Trustworthy Accountability Group (TAG) CEO Mike Zaneis.
Nevertheless, there is still significant ground to cover for X to regain advertiser trust. Guideline data shows that between February 2023 and January 2024, X accounted for only 3% of global ad spend. This, coupled with a 64% decline in ad revenue within the same period makes brand safety a steep climb for X.
The takeaway: Although positive change seems likely for X moving forward, advertisers should still remain vigilant and proceed with caution when it comes to Musk’s platform. Guideline’s data points to lofty and ongoing challenges, making X’s recovery a more long-term endeavor.
Extra Industry Insights
- Consumer lawn and garden products company Scotts Miracle-Gro is relying more on retail partners, like The Home Depot’s Orange Apron Media, to leverage their first-party data as Google’s third-party cookie continues to crumble.
- Morgan Millard, director of partner management at Orange Apron Media, calls in-store retail media “…the next progression of retail media.”
- Walmart’s ad division was wildly successful in 2023, with revenue soaring up to $3.4B.
- Walmart Connect’s recent updates may lead to even more growth for the retailer. Updates include opening doors to small businesses, international suppliers, and non-endemic brands, like auto and financial marketers.
Kevel Catch-Up
LIVE: Kevel x New Digital Age
In this New Digital Age article, Kevel CEO & Founder James Avery talks about navigating the evolving retail media landscape -- from the growing demand for unique ad formats to the importance of first-party data.
Check out the full opinion piece here.
Keep Learning
WATCH - Kevel CEO & Founder James Avery takes to POSSIBLE 2024's Innovation Stage to talk about unlocking retail media's full potential through data and ad tech innovation.
READ - Infillion's coverage of POSSIBLE 2024 - the brand-new advertising conference in its sophomore year. Taking place in the Fontainebleau Hotel in Miami, POSSIBLE gathered the tech companies and marketers shaping the world of retail media and ad tech. Check out these 5 trends from Infillion's on-the-ground coverage.
LISTEN - Episode 25 of the AdTechGod Pod sits down with Principal & Co-Founder of Sparrow Advertisers, Ana Milicevic, as she talks about redefining what's possible in the digital space, how to focus on strategic investments, consulting, and operational excellence.
