The Spotlight is illumin’s monthly round-up of the latest trends and must-read articles in journey advertising.
‘Bad’ Digital ad Spending is bad for the environment
Scope3’s State of Sustainability Report found that ads that are often clickbait, fraudulent, or offer low-value inventory can harm the environment. It is estimated that the energy used for these ads generates the same amount of greenhouse gases as 24 million gallons of gasoline.
The “advertising life cycle” begins with the programmatic selection process and ends with the delivery of the ad. Each step along the way contributes to the ad’s emissions. It will be easier to discover excess energy uses if you know the impact of each part of the advertising journey.
Microsoft announces a Chat API for publishers and online services
Microsoft Advertising announced a new API for delivering ads through chat for publishers, apps, and online services. Sites and apps can customize their chat experience, choose ad formats that work best for them, and integrate relevant ads for their audiences through the new Chat API. Microsoft Advertising’s new API allows publishers who build chat functionality into their sites or apps to monetize using relevant ad serving in the chat.
Amazon develops AI-based ads
To automate the creation of videos and images for advertisers on its platform, Amazon is forming a team to develop new AI tools. Amazon’s move is part of an effort to expand its business portfolio. The help will be accessible to merchants on stages, for example, Amazon News, Amazon Music, and Freevee.
Additionally, it will include tools for optimizing search results for both visual and audio advertising. By assisting with tailored suggestions, interactive video searches, and other intelligent story-telling capabilities, the company is developing a generalized large language model (LLM) to increase its revenue potential.
iPhone reaches 72% North American programmatic advertising market
A report from Pixalate revealed the top mobile devices across regions based on programmatic ad traffic. Apple (iPhone) leads across North America, EMEA, and APAC with 72%, 42%, and 33% market share, respectively. Apple, however, lags in LATAM at No. 5
This information is specially relevant for advertisers to focus on the prevalent devices consumers are using to view ads in their target locations. This can help personalise content and rethink the message delivery system to optimise reach.
illumin in the wild
We’ve participated in many events in the past months spreading the word about illumin’s rebrand from AcuityAds and our industry-leading journey advertising platform. Here’s a write-up on a couple of the bigger events we attended in April 2023.=
POSSIBLE 2023 in Miami
This year POSSIBLE was held in Miami, Florida at the Fontainebleau Hotel from April 17 to 19. Read all about illumin’s massive activation space and how we a-scented-ed to new heights in South Beach.
This year, illumin’s CSO Seraj Bharwani and VP Enterprise Sales, Michael Stanczak razzled and dazzled alongside many others at Portada 2023 in Mexico. Check out the highlights and video of the team.