“What’s the AdExchanger angle?”
It’s a query that always comes up throughout our editorial conferences once we’re deciding whether or not to cowl a narrative that isn’t a bull’s-eye for our area of interest and nerdy protection space however might nonetheless presumably be fascinating for our viewers.
For instance, say a PR individual pitches us on their shopper, some giant model that simply hit 1 million followers on TikTok. That’s not a headline for us. But when that model’s CMO can also be prepared to speak about how they use information to help their advertising and marketing technique, we are able to use the TikTok “information” as our entrée.
We additionally ask ourselves what the AdExchanger angle is when one thing huge is occurring on the planet and we’re attempting to determine how – and whether or not – we, as a B2B commerce publication about ad tech, have the authority to handle it.
Arguably, there isn’t any “AdExchanger angle” on the Israel-Hamas warfare.
Sure, we might write about how manufacturers and companies are responding to the combating, which has already claimed the lives of greater than 2,800 folks in Israel and Gaza and wounded practically 10,000.
Or we might look into whether or not advertisers are, but once more, utilizing blocklists to keep away from information websites in a misguided try to protect themselves from a brand-safety perspective.
There are additionally many ad tech firms primarily based in Israel. We might discuss to them about life on the bottom proper now.
We might write about combating the monetization of misinformation by way of the lens of this bloody battle.
And we’ll attempt to deal with not less than some, if not all, of these matters quickly.
However all through this previous week, I’ve puzzled to myself whether or not our readers “care” to listen to from us about warfare within the Center East. They arrive to AdExchanger for tales about matters like TV measurement, information privateness compliance, media combine modeling, retail media, the DOJ’s antitrust case towards Google …
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… all of which feels instantly reasonably unimportant as compared.
Deven Machette, a senior model strategist at Betty Buzz, a line of nonalcoholic mixers based by Blake Energetic, expressed an identical sentiment on Twitter.
We prepped for months for Prime Day. MONTHS. All of it appeared so essential. It was all so excessive stress.
It’s all so ridiculous.
It was the best alternative to tug again on these advertising and marketing efforts and I imply EASIEST. I’m lucky to work with robust, resilient and considerate…
— Dev Machette (@DevMachette_) October 10, 2023
However greater than something, Machette’s level highlights one of many many essential variations between advertising and marketing and journalism: Pulling again on advertising and marketing throughout a time of disaster generally is a signal of respect, whereas journalists not addressing sure points after they have a discussion board to take action is the precise reverse.
Alison Weissbrot, Marketing campaign US’s editor-in-chief and a former AdExchanger editor, put it effectively in a LinkedIn publish earlier this week:
What occurred in Israel this previous weekend and the warfare that has damaged out in consequence is flooding cable information, social media feeds and mainstream newspaper headlines.
However test the promoting trades, and it’s nearly as if the battle isn’t occurring in any respect.
In in the present day’s world, enterprise and geopolitical battle are inseparable. Workers and shoppers don’t have time or endurance for manufacturers and firms that ignore the problems which can be shaping the world round them and personally impacting them. As a information writer, it’s essential to doc how the enterprise world is responding and mobilizing in mild of world crises, even when they really feel removed from dwelling.
It’s exhausting to say it any higher or clearer than that, and we’ll aspire to satisfy the problem.
Within the coming weeks, you will note tales from us in regards to the ongoing warfare, and we’ll do our greatest to deal with the topic with respect.
That is no time to draw back from actuality.
“Knowledge-Pushed Considering” is written by members of the media group and incorporates recent concepts on the digital revolution in media. This column is a part of a sequence of views from AdExchanger’s editorial staff.