“Anything That Can Be Traded, Will Be Traded”: The Contests to Automate and Financialize Advertising Futures Markets

This article explores potential advertising futures markets that may emerge from current trends of automation and financialization in digital advertising. Managing price and availability is important to advertisers for securing prices and premium inventory and to publishers for safeguarding long-term revenue. The article compares US network television’s annual upfront events with adtech company the New York Interactive Advertising Exchange (NYIAX). This article contributes two primary observations. First, that buying and selling forward advertising inventory is an important, and understudied, part of advertising markets. Second, the design of infrastructures that enable adverting futures markets are social and contested. The formation and framing of forward media markets has consequences for the advertising industry at a time of critical juncture and for broader media that rely on advertising revenue.

Publish the Picture at Your Peril: Visual Ideas and the Commercial Apparatus of Life Magazine

In the early years of the twentieth century, Life magazine had only approximately one hundred thousand subscribers, yet its illustrated images (like the Gibson Girl) significantly influenced fashion trends and social behaviors nationally. Its outsized influence can be explained by examining the magazine’s business practices, particularly the novel ways in which it treated and conceptualized its images as intellectual property. While other magazines relied on their circulation and advertising revenue to attain profitability, Life used its page space to sell not only ads, but also its own creative components—principally illustrations—to manufacturers of consumer goods, advertisers, and consumers themselves. In so doing, Life’s publishers relied on a developing legal conception of intellectual property and copyright, one that was not always amenable to their designs. By looking at a quasi-litigious disagreement in which a candy manufacturing company attempted to copy one of the magazine’s images, this article explores the mechanisms behind the commodification and distribution of mass-circulated images.

Australian dispute exposes big tech's power and fears

Significance Facebook on February 17 cut off its users from Australian news, in protest against the proposed legislation. News publishers want ‘big tech’ that earn advertising revenue from their news to pay for the journalism. They currently earn digital revenue from the click-through traffic that Facebook and Google dribble in their direction. Impacts Facebook's ability to block news in Australia entirely and at scale contrasts sharply with its other dilatory content moderation efforts. Without a settlement, Facebook risks Australia widening the draft law to include other Facebook ad-supported properties, eg, Instagram. Publishers are unlikely to devote all the money received from big tech to expanding newsroom budgets. Canada intends to adopt Australia's approach as it drafts its own legislation in coming months.

More Cost-Effective but Confusing Advertising Options

Since 2006, American newspapers have lost nearly two-thirds of their advertising revenue, and a similar tipping point has now hit broadcast and cable television. In 2016, digital advertising expenditures in the U.S. surpassed TV advertising for the first time, and by 2021, digital is expected to surpass all traditional forms of advertising combined. Traditional advertising is dying, and the battle between the digital competitors is heating up, leading to diverse and rapidly changing advertising opportunities. And yet, marketing executives say they are confused and frustrated by all the changes. This chapter documents the new and continuing trends that are reshaping the advertising landscape.

Architecture and basic conditions for organizing video hosting based on a p2p-network

The paper discusses the principles of developing a software package based on a distributed registry (proprietary blockchain) for performing applied tasks within a decentralized video portal. Such structure is concerned to distribute of user-generated content, implying the principles of “reverse economy” that suggest to reward proactive users of the service via sharing advertising revenue of the video portal amongst all participants in the advertising chain.

Analysis and Design of Activity Degree Monitoring Algorithm

DAU (Daily Active User) is the number of daily active users, often used to reflect the operation of websites, Internet APPs and games [1]. DAU usually counts the number of users who have logged in or used a product (removing users who are repeatedly logged in) within one day (statistical day), which is similar to the concept of visitors (UV) in the traffic statistics tool. As we all know, the revenue source of some Internet applications lies in the revenue of advertising, and the amount of advertising revenue depends on the size of DAU. Therefore, the design strategy and algorithm to monitor the fluctuations of DAU can better help people analyze and improve our products, thus bringing improvements to the products. Therefore, this paper will design a variety of algorithm construction models to monitor the fluctuation of DAU, and achieve alarm announcement, analysis and location of the abnormal fluctuation of DAU, so as to explore of the value of DAU.

Ad Networks and Consumer Tracking

We study the role of ad networks in the online advertising market. Our baseline model considers two publishers that can outsource the sale of their ad inventories to an ad network, in a market where consumers and advertisers multi-home. The ad network increases total advertising revenue by tracking consumers across outlets and reduces competition between publishers by centralizing the sale of ads. Consequently, outsourcing to the ad network benefits the publishers, but may penalize the advertisers. We show that the ad network’s ability to track consumers may either expand or reduce the provision of ads, depending on consumers’ preferences for the publishers and how advertisers use tracking information. Specifically, tracking is more likely to expand (respectively, reduce) the provision of ads when consumers’ preferences for the publishers are positively (respectively, negatively) correlated. Tracking is also more likely to expand (respectively, reduce) the provision of ads when advertisers use tracking information to cap the frequency of impressions (respectively, target specific consumers). Furthermore, we study the implications of consumers’ choice to block tracking. Generally, blocking negatively impacts the advertising industry by making ad allocation less effective. Blocking also entails an externality on consumers, which is negative when tracking reduces the provision of ads. Given these conditions, regulatory restrictions on tracking may reduce consumer surplus as well as advertising revenue. These findings contrast with the presumption that regulation should make it easier for consumers to avoid tracking. We propose further extensions, including competing ad networks, more than two publishers, and networks that do not sell ads, but only tracking information to the advertisers. This paper was accepted by Juanjuan Zhang, marketing.

THE LOCAL CREATIVE ADS ON SRITANJUNG FM TO INCREASE FINANCIAL REVENUE DURING COVID-19 PANDEMIC

<p>The COVID-19 pandemic condition requires private radio managers’ creativity, one of which is the Sritanjung FM in the Banyuwangi Regency. Uniquely, as a cultural radio, Sritanjung FM advertising revenue increased precisely during the COVID-19 pandemic. This research uses a virtual ethnographic method that collects data offline and online. Researchers conducted direct observations of Sritanjung FM in Rogojampi District, Banyuwangi Regency, and conducted a virtual search through audio streaming, Facebook, and WhatsApp. In this study, informants amounted to four people, two from radio staff, one cultural expert, and one loyal listener. The results showed that the number of local advertisers and the frequency of local advertisements had increased three times. The internal causes include the creativity of Sritanjung FM in creating cultural programs and religious programs, creativity in the designing messages for ads spots, and uniqueness of using local language that match the COVID-19 theme. Local culture advertising creativity can be felt as the main taste of content that has relevance to postmodernism studies. External causes include the need for a business breakthrough to maintain income, the socio-cultural context of Osing ethnicity for the Banyuwangi people. Combined interest between local advertisers, strong Osing culture identity, and advertisers' creativity make Sritanjung FM experience a surge in revenue from local advertisers during the COVID-19 pandemic.</p>