Category: In the News

This week’s Media Briefing looks at why publishers are disappointed by Apple News advertising revenue, considering how happy they are with the eyeballs their content is reaching on the platform.

• Publishers aren’t happy with the amount of Apple News ad revenue they’re getting, compared to the engagement they’re seeing on the platform and Apple’s recent push to sell more ad inventory. 
• Bloomberg’s AI experiments need corrections, court dismisses some of The New York Times’ claims in OpenAI lawsuit, and more.

Apple News ads woes

Publishers still can’t make meaningful ad revenue from Apple News despite its push to sell more ad inventory. 

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Marketers’ calls for more granular insights from retail media networks have reached a fever pitch as of late. Last January, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) finalized retail media measurement standards, to which retailers like Instacart and others have aligned themselves with. Still, marketers question measurement, specifically: Would that sale have happened regardless of the ad?

In response, The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy. 

Zach Darkow, senior director of marketing measurement at The Home Depot, floated the idea of ROMO to a room full of 350 suppliers, marketers and The Home Depot associates in Atlanta at its second annual InFronts presentation. InFronts is the retailer’s annual event to tout its retail media offering, Orange Apron Media, similar to upfront negotiations or digital media affairs the NewFronts that will kick off late this month and in May.

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