AdExchanger Content Studio
Articles By AdExchanger
-
From Downloads To Daily Use: Rethinking The Value Exchange In App Marketing
The last decade of app marketing drove massive success in downloads thanks in large part to preloads, install campaigns and carrier partnerships. But the app download is just the beginning. EMarketer warns that 90% of new users stop using an app after seven days.
-
A New Standard For Transparency In CTV: What Advertisers Should Expect
As connected TV (CTV) matures, advertisers aren’t just raising expectations; they’re resetting them. And increasingly, transparency isn’t a value-add, it’s the cost of entry.
-
An Audience So Nice You Bought It Twice (And That’s Not A Good Thing)
Brands have gotten adept at finding and following their audiences across the media landscape. Today, that means everywhere: linear TV, CTV, YouTube and the open web, often in the same evening.
-
How Mobile Became The Foundation Of Omnichannel Identity
When it comes to identity, most marketers moved past third-party cookie concerns a long time ago. Identity today is not about a single technology or solution; it is about learning how to combine different signals in ways that allow campaigns to reach real people across channels while respecting privacy and maintaining performance.
-
Going Global? Contextual AI Needs To Be Your Strategy
In the rush to scale globally, US brands are often content with “accidental attention.” But attention isn’t a lottery; it’s a strategy that requires a deep familiarity with context in real time.
-
Curation Is Changing Programmatic — But Not Always For The Better
For years, programmatic advertising has operated on the assumption that most buyers didn’t really want to know how the system works. That’s changing. More advertisers are asking harder questions about where their media dollars actually go, and those questions are increasingly come from mid-market agencies that would historically rely on DSPs to manage the complexity of supply for them.
-
AI Is Nothing Without Data Fidelity. Here’s A Four-Step Approach to Protect It
AI is only as good as the data that fuels it. In advertising, however, that foundation is often flawed.
-
5 Years Of ATT: What We’ve Learned, And What The Future Of iOS Performance Looks Like
When Apple launched AppTrackingTransparency (ATT) in 2021, access to deterministic identifiers fell sharply as roughly 80% of users opted out of tracking. User-level feedback loops became sparse and biased, and iOS performance marketing shifted into a different measurement environment under SKAdNetwork (SKAN). Apple’s AdAttributionKit (AAK) later delayed postbacks, compressed conversion values and set privacy thresholds that made signal availability dependent on campaign structure and scale.
-
Reclaiming The Original Promise Of Programmatic
No one in programmatic advertising needs another reminder about fragmentation. This complexity stands in sharp contrast to the original promise of the open internet. Programmatic was supposed to give marketers the freedom to reach audiences anywhere online by combining data, automation and inventory from across the web.
-
Programmatic Video’s Waste Problem Is A Growth Lever – If We Choose To Pull It
It’s widely reported that anywhere from 20% to 30% of programmatic video spend is lost due to supply-side misrepresentation, invalid traffic and low-quality inventory. That’s billions in wasted ad spend – not to mention billions in ad revenue siphoned away from premium publishers – further eroding high-quality video inventory.
-
Retail Media’s Measurement Problem Is A Trust Problem – And Incrementality Is The Way Forward
Retail media is booming.
Spend is climbing, new networks are launching and every platform seems to deliver strong returns. And yet many marketers are asking the same uncomfortable question: How do we know what’s actually driving growth? -
The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up?
In 2011, three media devices captured 87% of consumer attention. Today, that figure has dropped to 65%, according to McKinsey. The fragmentation isn’t slowing down; it’s accelerating. Streaming services, social media, podcasts and gaming now compete for eyeballs, making traditional media planning feel like navigating with an outdated map.
-
It’s Time For CTV To Fix Its Accuracy Problem
When Truthset revealed that IP-to-postal matches are accurate only 13% of the time, it exposed an uncomfortable truth about connected TV advertising: The industry has been optimizing for the wrong metric.
-
Beyond Programmatic: A New Model For Buying Premium CTV Inventory
If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO).
-
The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI
Marketers are projected to have invested nearly $400 billion in US media in 2025, based on estimates from MAGNA and eMarketer. About half of that will go toward finding new customers. Yet, as marketing investment grows, clarity on what actually drives ROI and growth continues to shrink. The loss of third-party identifiers, rising privacy restrictions and closed ecosystems have made it harder to see what’s working.
-
The Missed Opportunity In Performance TV: Long-Term Brand-Building
When marketers get too fixated on measuring short-term performance, they miss opportunities to capitalize on TV’s strength as a brand-building channel.
-
Advertisers Should Think Of Video Holistically. Consumers Already Do.
Consumers today switch between screens and viewing interfaces to seamlessly view content. Now it’s time for advertisers to catch up to this convergence, so they can make ad experiences better – not worse, said Cadent CEO Doug Rozen.
-
The Best Way To Embrace Convergent TV? Break Down The Silos Between Linear And Streaming
Marketers who want to remain competitive need to reexamine the way they view, plan and measure performance across video and streaming platforms. If they’re still debating programmatic vs. direct or linear vs. streaming, then they’re missing out on the real meaning behind convergent TV, according to Mike Fogarty, head of client development, brand and agency […]
-
CTV’s Local Moment Has Arrived Thanks To Total TV Convergence
As the video landscape evolves, one thing is clear: CTV is no longer operating as a standalone line item. It is now a foundational component of fully converged, total video strategies. The implications are especially significant for regional and local advertisers.
-
The End of ‘Good Enough’ Data: Advertising’s Shift Toward Defensible Performance
For most of the last decade, performance marketing was rewarded for momentum. Spend efficiently. Scale quickly. Optimize continuously. If the line went up and to the right, few questions followed. But that era is ending, because performance without accountability is no longer credible.
-
AI In Advertising: What’s Real Beyond The Buzz
AI in advertising has gone from a buzzword to a full disruptor in what feels like just a few months. If CES was any indication, there is no sign of this slowing down.
-
Programmatic’s Next Era: Clarity Is The New Currency
Programmatic’s biggest promise was never automation for its own sake. It was accountability. But today, the industry is moving from reporting performance to steering performance.
-
Why Marketing Lost Its Long View – And How To Get It Back
When measurement systems are optimized for transactions rather than enterprise value, marketing is forced to justify spend instead of leading growth.
-
Why Political Advertisers Can’t Afford Unverified Reach In 2026
Political advertising has always evolved alongside media consumption. But the shift from linear television to streaming has introduced challenges that campaign managers are still working to navigate. While connected TV (CTV) promises precision and flexibility, the reality facing political advertisers today is far more complex and less standardized.
-
Viewers Don’t Just Want To Watch Your Ads. They Want To Interact With Them
Viewers aren’t just watching streaming content anymore; they’re living in it. And while they’re streaming, they’re telling us something important about how they want to experience advertising. They want to do more than watch; they want to engage.
-
Why Sports Is The Fastest Way To Break CTV’s Programmatic Ceiling
Programmatic media buying is expected to account for the majority of growth in the CTV market in 2026. This year alone, over 90% of CTV ad dollars were transacted through programmatic pipes. That data isn’t surprising. Programmatic has solved a real problem by helping brands reach TV viewers with targeted precision at much lower costs.
-
CTV In 2026: Three Priorities Every Advertiser Must Get Right
CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.
-
Predict Or Perish: Why Performance Marketing Must Evolve With AI In 2026
Marketers used to wait for obvious signals, like a product page view, a cart add or a keyword search, before triggering campaigns. But in today’s fractured landscape, those signals can arrive too late.
-
App Installs Aren’t Enough: Why Marketers Need Life Cycle Measurement In The AI Era
Mobile apps are now at the center of the consumer relationship. They’re where customers browse, buy, stream, check balances and redeem loyalty rewards. However, app measurement remains one of the weakest links in modern marketing.
-
Overcoming The AI ‘Confidence Gap’ Among US Marketers
There’s a paradox at play in how marketers are adopting artificial intelligence.
Eighty-seven percent of US advertisers say they plan to increase AI usage over the next 12 months. But only 45% feel confident in their understanding of how AI-powered technologies work. That 42-point gap is an indicator of early friction in AI adoption.