“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 particular person pitches us on their shopper, some massive model that simply hit 1 million followers on TikTok. That’s not a headline for us. But when that model’s CMO can be prepared to speak about how they use information to assist their advertising and marketing technique, we will use the TikTok “information” as our entrée.
We additionally ask ourselves what the AdExchanger angle is when one thing massive is going on 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 a “AdExchanger angle” on the Israel-Hamas conflict.
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 almost 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 defend themselves from a brand-safety perspective.
There are additionally many ad tech corporations based mostly in Israel. We might speak to them about life on the bottom proper now.
We might write about combating the monetization of misinformation via the lens of this bloody battle.
And we are going to attempt to deal with at the least some, if not all, of these subjects quickly.
However all through this previous week, I’ve puzzled to myself whether or not our readers “care” to listen to from us about conflict within the Center East. They arrive to AdExchanger for tales about subjects like TV measurement, information privateness compliance, media combine modeling, retail media, the DOJ’s antitrust case towards Google …
… all of which feels out of the blue fairly unimportant as compared.
Deven Machette, a senior model strategist at Betty Buzz, a line of nonalcoholic mixers based by Blake Energetic, expressed the same 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 simplest selection to drag again on these advertising and marketing efforts and I imply EASIEST. I’m lucky to work with sturdy, 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 once 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 put up earlier this week:
What occurred in Israel this previous weekend and the conflict that has damaged out because of this is flooding cable information, social media feeds and mainstream newspaper headlines.
However examine the promoting trades, and it’s nearly as if the battle isn’t taking place in any respect.
In right now’s world, enterprise and geopolitical battle are inseparable. Staff and shoppers don’t have time or endurance for manufacturers and corporations that ignore the problems which might 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 gentle of worldwide crises, even when they really feel removed from dwelling.
It’s exhausting to say it any higher or clearer than that, and we are going to aspire to satisfy the problem.
Within the coming weeks, you will notice tales from us concerning the ongoing conflict, and we’ll do our greatest to deal with the topic with respect.
That is no time to shrink back from actuality.
“Knowledge-Pushed Pondering” is written by members of the media group and accommodates recent concepts on the digital revolution in media. This column is a part of a collection of views from AdExchanger’s editorial workforce.
Observe Allison Schiff (@OSchiffey) and AdExchanger (@adexchanger) on Twitter.
