Why Google on trial is the pivotal moment that could shape the future of online advertising

When the U.S. government faces off against Google in court later today, it will be the start of the first significant attempt to rein in a major tech giant in a generation. If the Department of Justice manages to pull this off, it could really shake things up for Google, possibly giving its rivals a chance to grab a bigger slice of the pie in what used to be Google’s stronghold: search advertising.

Whether this happens depends on if Judge Amit P. Mehta believes that Google played a bit dirty by cutting deals with Apple, telco companies and other device makers to be the automatic search engine to users on their platforms and tech. The U.S. government argues that this strategy has harmed fair competition, effectively locking Google into a dominant 80 percent or higher market share in search.

Key dates for trial

Tuesday, September 12, 2023:

Tuesday September 12 – Friday October 6, 2023:
Parties opening statements
DOJ’s Case-in-Chief

Tuesday October 9 – Tuesday October 24, 2023:
(Colorado) State AGs Case-in-Chief

Wednesday October 25 – Wednesday November 15, 2023:
Google’s Case-in-Chief

Thursday November 16 – Friday November 17, 2023:

Friday January 26, 2024 (estimated):
File Post-trial briefs & PFOF (estimation based on scheduling order)

Perhaps this talk of monopolistic behavior rings a bell? That sense of déjà vu is because the U.S. government is also making a similar attempt to challenge Google’s dominance in open web advertising. The outcomes of both trials could be seismic, but the search one is arguably more critical since it’s the foundation of Google’s business. It’s also likely to impact the outcome of the ad tech case, which won’t start until some time next year at the earliest. 

Whether Google

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AGCO to prohibit use of athletes in online gaming advertising, marketing activities in Ontario

The Alcohol and Gaming Commission of Ontario (AGCO) has updated the Registrar’s Standards for online gaming, prohibiting the utilization of athletes in online gaming advertising and marketing activities. The regulator is also restricting the use of celebrities “who would likely be expected to appeal to minors.”

These changes come as a response to growing concerns about the potential adverse effects such promotions might have on underage individuals. The updated standards are set to take effect on February 28, 2024, and follow the first year of Ontario’s regulated iGaming market.

During this period, the AGCO identified several instances where athletes and celebrities were employed in iGaming advertising. The Commission recognized these approaches as potential hazards, particularly to those who are not of legal gambling age, which prompted the regulatory adjustments.

The AGCO’s decision to tighten restrictions on athlete and celebrity endorsements followed comprehensive consultations conducted in April 2023. Stakeholders from various domains, including mental health organizations, public health experts, responsible gambling advocates, gaming operators, broadcasting firms, marketing agencies, and the public, all weighed in on the policy update.

In light of the feedback received during these consultations, the AGCO determined that prohibiting the use of athletes, except for advocating responsible gambling practices, and imposing limitations on celebrities, role models, social media influencers, entertainers, cartoon characters, and symbols that could have an appeal to minors, was crucial to safeguarding young individuals from potentially harmful content.

Tom Mungham, Registrar and CEO of AGCO, underscored the considerable influence athletes and celebrities have on children and youth. Mungham noted: “Children and youth are heavily influenced by the athletes and celebrities they look up to. We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”

In addition

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Ontario bans use of pro athletes to advertise, market online sports betting

Ontario announced Tuesday that the province will ban the use of athletes in advertising for online gambling, while also strengthening standards to restrict the use of celebrities who the government says might appeal to minors. 

But advocates, the Opposition NDP and a Canadian senator who has called for stricter regulations in the sector say that while the ban is welcome, it doesn’t go far enough to protect those who are most vulnerable to gambling addictions. 

Advocates and academics have raised concerns about the inundation of sports betting advertising seen in the province since Ontario opened up to independent online gambling sites last year, and decried the impact those advertisements could have on the health of young people.

The Alcohol and Gaming Commission of Ontario (AGCO) announced Tuesday it updated the Registrar’s Standards for Internet Gaming to prohibit the use of athletes and said new restrictions will come into effect Feb. 28, 2024.

Hockey legend Wayne Gretzky and current NHL stars Connor McDavid and Auston Matthews are among the athletes who have appeared in ads for gambling sites.

“Children and youth are heavily influenced by the athletes and celebrities they look up to,” Tom Mungham, the AGCO’s registrar and CEO, said in a statement. “We’re therefore increasing measures to protect Ontario’s youth by disallowing the use of these influential figures to promote online betting in Ontario.”

Change comes after consultations with public, experts

In April, the AGCO held consultations on its proposal for the ban and received submissions from a host of stakeholders, including mental-health organizations, gambling experts, gaming operations and the public.

In its report Tuesday, the AGCO said its proposal “comes after significant criticism from advocates, experts and parents about the notable rise of online gambling advertisements, especially during live sports.

“For example, during a 2023 playoff series game

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St Augustine, FL Online Advertising Services, Digital Marketing Solutions Update


Published August 24, 2023

The expanded service combines high-level marketing strategy design with content production to reach new audiences, drive engagement, and increase lead generation. The core goal is to build a repeatable system for each client – based on their target KPIs and brand vision – which they can then scale up or down as needed.

More information can be found at https://marketing.tactiv.io/info

With consumers spending more time online, local businesses must establish an online presence to reach potential customers. However, these owners often struggle to create targeted campaigns within their limited budgets. Tactiv’s team of digital marketing experts aims to help local businesses harness the power of platforms like Google and Facebook to drive real growth.

Tactiv begins each new client relationship with an in-depth strategy call to understand the business’s offerings, ideal customers, and goals. This insight allows the team to craft customized campaigns to reach qualified local customers at each stage of the buying journey. The agency develops cohesive strategies encompassing search engine optimization, pay-per-click ads, and social media marketing.

Tactiv uses precision targeting and proven methodologies to hit key performance indicators for each business. The agency will choose platforms and tactics with the highest leverage based on the goals of each client – and optimize over time based on results to improve lead generation.

With WebFX research showing that digital advertising accounts for 66% of total ad spend, local businesses can no longer rely on traditional marketing alone. Tactiv’s services allow small companies to capitalize on this transition to data-driven, targeted digital campaigns.

Business owners can expect to see tangible results within two weeks of launching a new digital marketing program, the agency notes. Tactiv aims to become a valued partner, guiding local businesses to online success with strategies that develop over time

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How the generative A.I. boom could forever change online advertising

Sebastien Bozon | AFP | Getty Images

Shortly after ChatGPT hit the market last year and instantly captured headlines for its ability to appear human in answering user queries, digital marketing veteran Shane Rasnak began experimenting.

As someone who had built a career in creating online ad campaigns for clients, Rasnak saw how generative artificial intelligence could transform his industry. Whether it was coming up with headlines for Facebook ads or short blurbs of ad copy, Rasnak said, jobs that would have taken him 30 minutes to an hour are now 15-minute projects.

And that’s just the beginning.

Rasnak is also playing with generative AI tools such as Midjourney, which turns text-based prompts into images, as he tries to dream up compelling visuals to accompany Facebook ads. The software is particularly handy for someone without a graphic design background, Rasnak said, and can help alongside popular graphic-editing tools from Canva and Adobe’s Photoshop.

While it’s all still brand new, Rasnak said generative AI is “like the advent of social media” in terms of its impact on the digital ad industry. Facebook and Twitter made it possible for advertisers to target consumers based on their likes, friends and interests, and generative AI now gives them the ability to create tailored messaging and visuals in building and polishing campaigns.

“In terms of how we market our work, the output, the quality and the volume that they’re able to put out, and how personalized you can get as a result of that, that just completely changes everything,” Rasnak said.

Rasnak is far from alone on the hype train.

Meta, Alphabet and Amazon, the leaders in online advertising, are all betting generative AI will eventually be core to their businesses. They’ve each recently debuted products or announced plans to develop various tools

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Bettendorf Online Advertising & Marketing Agency: Brand Awareness Service Launch


Published July 4, 2023

The full-stack marketing agency now offers data-driven online marketing solutions for brands across sectors – with options including search engine optimization, paid advertising, and social media growth strategies.

More information can be found at https://zorgtek.com/

With the latest expansion, ZorgTek enables clients to outsource their marketing efforts to a specialist team – with expertise spanning graphic design, blog writing, and video production.

ZorgTek’s digital marketing services offer a strategic approach to improving online visibility, enabling businesses to reach their target audience effectively and boost organic traffic. This is increasingly important because more than two-thirds of all users on Google never reach the second page of results.

SEO services include optimizing on-page elements, conducting keyword research, and implementing link-building techniques. ZorgTek optimizes website performance through technical SEO audits and creates responsive designs – improving search engine rankings while creating a more engaging experience for customers.

To complement the organic efforts, ZorgTek integrates paid advertising solutions into its digital marketing services. Businesses can reach a broader audience and enhance brand visibility through expert ad copy – and drive leads through managed social media promotions on Twitter, Instagram, and Facebook.

The agency’s web design service creates a strong foundation for every other aspect of its digital marketing packages. The designers create visually appealing, user-friendly websites and landing pages optimized for conversion. By aiming for positive user experiences across devices, ZorgTek helps businesses establish a strong online presence that drives customer engagement and fosters long-term growth.

The digital marketing services are backed by comprehensive tracking and analytics capabilities. Detailed reports cover campaign performance metrics and ranking improvement – allowing clients to make data-driven decisions and make specific adjustments over time to enhance engagement.

A spokesperson states: “Any business seeking to increase visibility, authority, reputation, exposure, traffic, and sales

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The on-line ad industry is in a slump

Analysts told Fashionable Retail that even though there is an total pullback in the ad market place reflected in the quantities cited above, there is a chance of a recovery. For instance, macro-financial indicators like the employment report have demonstrated some indications of improvement. In January, the U.S. included 517,000 jobs and unemployment concentrations fell to an about four 10 years lower at 3.4%. However, these earnings reports indicate that lots of makes and shops are nonetheless cutting back again on advertising, with inflation however dampening consumer expending.

“What we’re observing is softness now. Advertisers have been careful, but there’s possible for rebound right here,” Andrew Lipsman, principal analyst for retail and e-commerce at Insider Intelligence said. But, he added, “there’s heading to be customer demand and buyer desire ultimately drives advertising.”

“It feels like we are likely hitting the worst of it proper now,” explained David Heger, senior equity analyst at Edward Jones, “in conditions of diverse industries and firms conversing about slowdowns in their businesses and rethinking paying out.” Heger included that “perhaps by the next half of the 12 months — if the economy’s starting to enhance — then we may possibly see the shelling out surroundings occur back again up a tiny bit.”

Heger mentioned its apparent from Meta and Google’s outcomes that “the on line ad marketplace has slowed down pretty a bit from where we had been all through the pandemic.”

Each Meta and Google attributed their earnings declines to lowering advertising budgets and overseas forex headwinds in all worldwide areas.

For the quarter, Google CEO Sundar Pichai famous that the look for giant’s promotion earnings was “impacted by pullbacks in advertiser expend and the impact of international exchange,” additional Pichai. Lookup and other revenues at Google Advertising and marketing ended up down 2%

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