In the MiX | Q2 2022: Currencies, cookies, Cannes, & tracking our industry commitments to DEIB

Written By Michael Stoeckel
 

Welcome to In the MiX, a curation and commentary series covering the latest news and insights from across the mediascape. This edition is brought to you by our expert team at Hudson MX, with a spotlight by Michael Stoeckel.

Q2 2022 at a glance

Looking back at a season defined by upfronts, persistent economic uncertainty, and the return of Cannes—this quarter’s In the MiX centers around themes of the continued evolution of measurement currencies, cookieless pivots, re-energized emphasis on creative, Web3, and diversity, equity, inclusion and bias (DEIB).

While this year’s upfront bids have still overwhelmingly been bought against Nielsen ratings, many networks have announced trials and interest in emerging measurements including iSpot, Comscore, Samba TV, and VideoAmp. And, even though some major brands have scaled back their ad spend in response to inflation, fears of recession, and the war in Ukraine, media companies like NBCU are reporting upticks in ad sales as they close their upfronts—thanks to continued bets on digital streaming. Still, while it is true that streaming services have been a win for many, they haven’t been a slam dunk for everyone. In April, Warner Bros. Discovery pulled the plug on CNN+ just a mere month after it launched.

Spotlight: Tracking industry commitments to DEIB in 2022

By Michael Stoeckel

Recent developments of late may finally provide cause for cautious optimism with respect to progress toward greater diversity, equity, and inclusion in the media industry. 

Resources like Media Framework’s Master Advertising Vendor Encoding & Nomenclature (m.a.v.e.n) and the list of ANA Certified Diverse Suppliers have existed for some time. However, as many of us learned long ago on the sell-side, if media isn’t easy to buy, it more than likely won’t be bought.  Thus, advancements in the buying platforms, as outlined in Google Ads New Inventory Packages for Ad Campaigns to Encourage Support of Media Diversity, along with additional strategic steps found in our recent MX Blueprint, Creating and Executing Diverse Media Supplier Strategies, can be helpful. Players like Horizon have also announced their own platform partnerships for “multicultural buying” and IBM’s Advertising Toolkit for AI Fairness 360 to center stage during Cannes.

Diversifying the seller pools and creating bias screening algorithms are positive steps but, like many others, will be limited unless they are a part of a more holistic, structural shift and executed in unison with other efforts. Taking a look at representation, we only have to look around to appreciate the persistent need to build a more inclusive and diverse pipeline and make pathways into careers in media advertising more accessible. 

However, we can see some tangible efforts taking shape to this end. Take for instance the University of Tennessee, With A Focus On DEI, Tombras Ad/PR School Unveiled At U. Of Tennessee, Knoxville, and City College of New York, MediaDailyNews: Big 6 Team To Support New Graduate Media Program, Fund Full Scholarships, who are amping up recruitment efforts and scholarship opportunities for underrepresented groups, with a focus on career-building opportunities like networking and internship programs—the latter of which has even enlisted the entirety of Big 6 holding companies to endow a generous scholarship fund.

If this year is one of experimentation and uncertainty, it is clear that all sides of the media ecosystem will need to think critically about how they leverage new trials, initiatives, and pivots to both compete and effect change in the quarters ahead.

More Q2 highlights—from around the web

 
 
 
Headshot of Michael Stoeckel

About Our Spotlight Author

Michael Stoeckel

Strategic Technology Advisor, Cross-Media
Hudson MX

Michael is a digital advertising executive with diversified business and technology skills at the intersection of media, mathematics, and organizational leadership. With a strong reputation for navigating diverse stakeholder needs and mobilizing resources, Michael has over 3 decades of experience effectively partnering with technology, marketing, and sales teams to drive innovation in disruptive industries. Michael lives at the Jersey Shore with his wife and daughter and enjoys sports activities like golf, softball, bicycle riding, body surfing, and attending athletic and music events as well as traveling with friends and family. Connect with Michael here.

 
Michael Stoeckel

Strategic Technology Advisor, Cross-Media @ Hudson MX

Michael is a Digital Advertising Executive with diversified business and technology skills at the intersection of media, mathematics, and organizational leadership. With a strong reputation for navigating diverse stakeholder needs and mobilizing resources, Michael has over 3 decades of experience effectively partnering with technology, marketing, and sales teams to drive innovation in disruptive industries.

https://www.linkedin.com/in/stokeystoeckel/
Previous

ShopTalks | Zufiya Edwards & Bobbie Perez talk about working across teams, client care, & our new Ratings Explorer functionality
Next

In the MiX | Getting ‘meta’ over the Metaverse, digital x OOH, and audience targeting