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What was new in adtech, in June

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This month in adtech saw the IAB Tech Lab call time on DigiTrust, which was one of the industry initiatives for cookie sharing. As Google’s Chrome makes up the majority of DigiTrust’s ID footprint, the clock has been ticking for the platform as the sun sets on the third-party cookie. As a result, the IAB Tech Lab will pull the plug on DigiTrust on 31st July.

According to AdWeek, the statement from the IAB Tech Lab advises publishers which have integrated with DigiTrust to remove all relevant code from their websites before DigiTrust ceases on the 31st July.

Some good news about the consumption of news. The Publishers Audience Measurement Company (PAMCo) found the daily consumption of national print and digital news brands in the UK soared to more than 30 million in Q1 of 2020, up by 18% and taking it to the highest ever number. During the first quarter of the year, there was an extra 6.6 million daily digital readers – an increase of 35% YoY, WARC reports. The report suggests more than 25 million people are now turning to a digital national news brand each day.

Short-form video app TikTok has announced it will be making its platform more accessible to brands with the introduction of TikTok For Business. Dubbed ‘Don’t Make Ads, Make TikToks’ the platform is aiming to attract advertisers in a bid to reconsider their traditional marketing with its storytelling platform, The Drum reports. Currently, the app provides options for; in-feed video ads, brand takeovers, hashtag challenges, branded AR content, and customer influencer packages. However, this has never been outlined to brands in this way before so it is hoped that this new positioning will attract more attention to its brand offering. Marketers will be able to access tools to help them be discovered on the platform and to connect with communities, while TikTok promises to give guidance on creative storytelling and show brands how they can have meaningful engagements with users.

It was also the month AT&T’s advertising company, Xandr, teamed up with IAB Europe for an insider report looking at Connected TV (CTV). The findings showed that 89% of respondents are currently dedicating less than 10% of their total ad spend to CTV. When looking at what is needed to accelerate growth, 58% of respondents reported targeting efficiencies as being a key driver in considering or increasing investment. According to PerformanceIN, 41% of respondents stated a lack of understanding of the CTV ecosystem as being a key barrier to adoption, while 35% said data insights were a key driver to considering or increasing investment.

Also in June, Group M’s programmatic company, Xaxis launched the Xaxis Creative Studios (XCS) to help brands integrate creative assets into data-driven digital campaigns, Campaign reports. The new creative hub will be staffed by designers and interactive developers, and will design creative assets that work with Xaxis’ AI-powered planning and optimisation capabilities in a bid to make campaign creative more impactful, efficient and effective. Working with agencies, XCS will reimagine existing assets into new formats to optimise in the creative process depending on the target audience and the format.

Also focusing on creativity, Teads held its inaugural Consumer Healthcare Creative awards which celebrated campaigns that had been adapted to deliver maximum effectiveness in mobile environments. As an industry which is often not recognised by traditional programmes, Teads hosted a month of creativity which centred around the many ways creativity in the ad industry is evolving, and celebrated the best work in video, display and campaign orchestration. GSK cleaned up at the awards winning in several categories including ‘Best Campaign Orchestration’ category with the Otrivin Genie campaign.

Lastly, the specialist marketing technology division of independent marketing group Incubeta – DQ&A – has been named a global Google Marketing Platform Sales Partner, adding to its long-standing status across APAC, EMEA, and AMER. With the power of Google Marketing Platform combined with Google Cloud Platform, brands have the ability to implement privacy-centric digital marketing infrastructures. Brands can also achieve data-driven dynamic creative solutions at scale and speed, delivered through highly optimised paid media campaigns, providing Incubeta’s clients with a unique proposition. You can read the full story over at AdTech Daily.