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'The pendulum's swinging back to quality': Inside Vox Media's local ad markertplace Concert – The Drum

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Media company Vox Media has been running an adtech alliance with top publications for several years now, but Concert Local, as the name suggests, has opened the product to local titles in a move Vox hopes scales up its buyable audiences and garners better ad rates for journalistic ventures.

Over the last decade, Vox Media has built a publishing platform (Chorus), a first-party data product (Forte) and a comment moderation product called (Coral), its attempt to attract content-inspired conversations back into the first party platforms. Back in 2016 however, it took its most ambitious steps and launched a programmatic advertising network called Concert in tandem with NBC Universal.

This digital ad network now has more than 20 media partners including Quartz and BuzzFeed, and accumulates 220 million monthly unique users. Roughly 700 brands have given it a try to date, which has generated nearly 13 billion ad impressions across the marketplace.

Now the in-house digital marketplace is making a regional push in the US in the hopes of attracting smaller, local, or independent titles into the mix, with its Concert Local product. The efforts have the backing of the Google News Initiative.

AJ Frucci, vice president of concert and programmatic at Vox Media, believes the time is prime for Concert Local to take off.

“The pendulum is swinging back towards an emphasis on quality, as marketers understand the value of aligning with trusted content and contextual relevance.” He evidenced how the coming cull of the third party cookie on Google, a vital component of ad targeting, is creating opportunities for publishers who have strong relationships with audiences.

He indicates that spend is showing this. “PMP spending is expected to exceed spending across the Open Exchange for the first time in 2020.”

To garner better rates, publishers are getting better at speaking up the quality of their environments. They are comparing the effectiveness of their ad units against the mass sprawl of the web news media has been competing against to date. Movements like Sleeping Giants are shining a light on where a lot of that untracked spend is going on the open web, into the arms of hate-sites, misinformation groups or low-quality pages saturated with competing ads or low viewability.

Project Ozone in the UK has united several of the region’s top media companies in a similar fashion to Concert. Conditions are ripe for publisher alliances to wield back some spend from the duopoly.

Frucci said that Concert provides marketers with a centralized point of access to “trusted, quality publisher inventory with transparency, relevance, and safety — without sacrificing scale. While a typical ad network could boast as many as tens of thousands of properties, Concert partners are paying for vetted, verified, top tier publishers.”

Part of the pitch is the opportunity for marketers to support “the creation of trusted, quality journalism”. New Concert Local partners include Advance Local, Boston Globe, Chicago Sun-Times, CNHI, Dallas Morning News, Deseret News, Hearst Newspapers, Star Tribune, Tampa Bay Times, and Texas Monthly.

If marketers are buying into media for a hallow effect of trust, the relationship that local titles share with their audiences, he claims, only deepens that. “Local media is deeply intertwined within its community and has been shown to generate a closer connection and deeper level of trust with its audience. Advertising in these environments allows marketers to tap into this trust, in addition to contextual and regional relevance.”

The pitch looks to have appealed to Omnicom Media Group (OMG) is the world’s third-largest ad-buying company, which has signed up for launch.

Luke Lambert, head of programmatic for OMD USA, an OMG agency, said: “Concert Local aligns with OMG’s approach to programmatic, which puts curation at the core of our offering to assure an investment context that links media and brand equity.”

As well as attracting agencies with some of the largest clients in the world, Frucci hopes Concert Local could also attract small and medium enterprises into the network, where a lot of untapped value currently sits.

Jason Washing, Google managing director of global partnerships. “This project with Vox Media is a positive step forward in helping local news publishers attract national advertising campaigns at scale, and activate new revenue streams to fund high-quality journalism in their communities. We’re proud to bring our funding and digital expertise to help build, iterate and improve Concert Local over time.”

Late last year, Vox Media acquired New York Magazine, bringing its final portfolio to Curbed, The Cut, Eater, Grub Street, Intelligencer, New York Magazine, Polygon, Recode, SB Nation, The Strategist, The Verge, Vox, Vulture, and where it all began, Vox. Recode was of course merged with Vox last year, becoming a content vertical rather than a full-out brand.

It was a tough time for the digital media sector. Early in 2018, it made adjustments by laying off 50 employees, largely from its social video teams that were largely dependent on revenue from third-party platforms like Facebook (which famously overstated views on videos for years after championing the medium).

It’s no wonder Vox Media’s been building its own first-party network since.

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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Trump Media & Technology Group Faces Declining Stock Amid Financial Struggles and Increased Competition

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Tech News in Canada

Trump Media & Technology Group’s stock has taken a significant hit, dropping more than 11% this week following a disappointing earnings report and the return of former U.S. President Donald Trump to the rival social media platform X, formerly known as Twitter. This decline is part of a broader downward trend for the parent company of Truth Social, with the stock plummeting nearly 43% since mid-July. Despite the sharp decline, some investors remain unfazed, expressing continued optimism for the company’s financial future or standing by their investment as a show of political support for Trump.

One such investor, Todd Schlanger, an interior designer from West Palm Beach, explained his commitment to the stock, stating, “I’m a Republican, so I supported him. When I found out about the stock, I got involved because I support the company and believe in free speech.” Schlanger, who owns around 1,000 shares, is a regular user of Truth Social and is excited about the company’s future, particularly its plans to expand its streaming services. He believes Truth Social has the potential to be as strong as Facebook or X, despite the stock’s recent struggles.

However, Truth Social’s stock performance is deeply tied to Trump’s political influence and the company’s ability to generate sustainable revenue, which has proven challenging. An earnings report released last Friday showed the company lost over $16 million in the three-month period ending in June. Revenue dropped by 30%, down to approximately $836,000 compared to $1.2 million during the same period last year.

In response to the earnings report, Truth Social CEO Devin Nunes emphasized the company’s strong cash position, highlighting $344 million in cash reserves and no debt. He also reiterated the company’s commitment to free speech, stating, “From the beginning, it was our intention to make Truth Social an impenetrable beachhead of free speech, and by taking extraordinary steps to minimize our reliance on Big Tech, that is exactly what we are doing.”

Despite these assurances, investors reacted negatively to the quarterly report, leading to a steep drop in stock price. The situation was further complicated by Trump’s return to X, where he posted for the first time in a year. Trump’s exclusivity agreement with Trump Media & Technology Group mandates that he posts personal content first on Truth Social. However, he is allowed to make politically related posts on other social media platforms, which he did earlier this week, potentially drawing users away from Truth Social.

For investors like Teri Lynn Roberson, who purchased shares near the company’s peak after it went public in March, the decline in stock value has been disheartening. However, Roberson remains unbothered by the poor performance, saying her investment was more about supporting Trump than making money. “I’m way at a loss, but I am OK with that. I am just watching it for fun,” Roberson said, adding that she sees Trump’s return to X as a positive move that could expand his reach beyond Truth Social’s “echo chamber.”

The stock’s performance holds significant financial implications for Trump himself, as he owns a 65% stake in Trump Media & Technology Group. According to Fortune, this stake represents a substantial portion of his net worth, which could be vulnerable if the company continues to struggle financially.

Analysts have described Truth Social as a “meme stock,” similar to companies like GameStop and AMC that saw their stock prices driven by ideological investments rather than business fundamentals. Tyler Richey, an analyst at Sevens Report Research, noted that the stock has ebbed and flowed based on sentiment toward Trump. He pointed out that the recent decline coincided with the rise of U.S. Vice President Kamala Harris as the Democratic presidential nominee, which may have dampened perceptions of Trump’s 2024 election prospects.

Jay Ritter, a finance professor at the University of Florida, offered a grim long-term outlook for Truth Social, suggesting that the stock would likely remain volatile, but with an overall downward trend. “What’s lacking for the true believer in the company story is, ‘OK, where is the business strategy that will be generating revenue?'” Ritter said, highlighting the company’s struggle to produce a sustainable business model.

Still, for some investors, like Michael Rogers, a masonry company owner in North Carolina, their support for Trump Media & Technology Group is unwavering. Rogers, who owns over 10,000 shares, said he invested in the company both as a show of support for Trump and because of his belief in the company’s financial future. Despite concerns about the company’s revenue challenges, Rogers expressed confidence in the business, stating, “I’m in it for the long haul.”

Not all investors are as confident. Mitchell Standley, who made a significant return on his investment earlier this year by capitalizing on the hype surrounding Trump Media’s planned merger with Digital World Acquisition Corporation, has since moved on. “It was basically just a pump and dump,” Standley told ABC News. “I knew that once they merged, all of his supporters were going to dump a bunch of money into it and buy it up.” Now, Standley is staying away from the company, citing the lack of business fundamentals as the reason for his exit.

Truth Social’s future remains uncertain as it continues to struggle with financial losses and faces stiff competition from established social media platforms. While its user base and investor sentiment are bolstered by Trump’s political following, the company’s long-term viability will depend on its ability to create a sustainable revenue stream and maintain relevance in a crowded digital landscape.

As the company seeks to stabilize, the question remains whether its appeal to Trump’s supporters can translate into financial success or whether it will remain a volatile stock driven more by ideology than business fundamentals.

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