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Articles by AdExchanger

Next-Gen Media-Buying AI Eliminates The Privacy Versus Performance Trade-Off

By Rémi Lemonnier, co-founder and president, Scibids The apocalyptic headlines about cookie deprecation and the shift toward privacy have slowed somewhat ­– but don’t get too comfortable. Regulators around the world remain emphatic about privacy, big ad tech still plans big deprecation and a cookieless future for ad tech will be here before you know… Continue reading »
by AdExchanger Content Studio // May 13th, 2022 //
»
Why The Cookieless Future Will Look A Lot Like The Mass Media Past

By Søren H. Dinesen, CEO and founder of Digiseg If you are Gen X or (gasp!) a boomer, you remember a time when listening to the new hit song at home meant buying the whole album. Getting what you wanted required paying for a bunch of stuff you didn’t: the other ten songs on the… Continue reading »
by AdExchanger Content Studio // April 28th, 2022 //
»
1:1 Marketing Is Not Dead: A Crusade For User Fidelity

By Julian Baring, Regional President – Americas, Adform Every article I read about the “cookieless future” leaves me envisioning a desolate world where the dream of 1:1 marketing has died, and we’re all back to Wanamaker’s infamous cliché (Which half of my spend is wasted?). But that dream is not dead. It’s just lost amid… Continue reading »
by AdExchanger Content Studio // April 26th, 2022 //
»
Goodbye, Silver Bullet – Hello, Golden Balance: Preparing Publishing for a Cookieless Future

By Jackie Lee, head of publishers and media industry at Similarweb The free and open internet as we know it is not free at all: Someone somewhere is footing the bill so publishers can fund the creation of that “free” content. Publishers used to do that with high-margin print and linear TV ads before those… Continue reading »
by AdExchanger Content Studio // April 12th, 2022 //
»
Built-for-Political Platforms Will Power 2022 Political Campaigns: Here’s Why

By Erik Brydges, Head of Political at Xandr  Imagine: You are a political trader, and it’s 7 p.m. on a Friday night in October 2022. A customer needs to launch 13 CTV-focused campaigns that target districts in four states – immediately. Do you have the tools to make it happen? Quick-turn requests like these are… Continue reading »
by AdExchanger Content Studio // April 6th, 2022 //
»
CMOs Beware: Recent Google Analytics Decisions In The EU Put Data At Peril

By Anders Pilgaard Andersen, senior vice president, general counsel, Adform  Recent decisions by multiple EU data protection authorities signal the use of Google Analytics violates the EU General Data Protection Regulation (GDPR). These decisions sound a warning not only to the many companies using Google Analytics but, more broadly, to any company using US-based ad… Continue reading »
by AdExchanger Content Studio // March 15th, 2022 //
»
Forget FLoC, But Not Cohorts: Why Cohorts Still Represent The Future Of Targeting

By Kristina Prokop, CEO and Co-founder, Eyeota  Now that Google has scrapped its plans for Federated Learning of Cohorts (FLoC) in favor of its proposed Topics API, the buzz around “cohorts” is fading. But cohorts remain a powerful path forward for advertisers in a cookieless world. That’s because the strength of cohorts extends well beyond… Continue reading »
by AdExchanger Content Studio // March 14th, 2022 //
»
As Publishers Pivot For Sustainability, Editorial Needs A Seat At The Table

By Stephanie Himoff, VP of global publishers and platforms at Outbrain This article is sponsored by Outbrain. Already battered by years of marginalization from walled gardens, media owners on the open web are looking over a cliff. The deprecation of third-party cookies promises to hamper targeting on their sites, threatening to wipe out 52% of… Continue reading »
by AdExchanger Content Studio // March 10th, 2022 //
»
Three Common Mistakes That Inhibit First-Party Data Activation

The rising value of first-party data has created a bit of a “gold rush” mentality. Companies are hearing that first-party data represents unrealized marketing value, so they’re mistaking the goal as amassing as much first-party data as possible. But first-party data is a lot more like crude oil than gold. It doesn’t have inherent value.… Continue reading »
by AdExchanger Content Studio // March 8th, 2022 //
»
How Gaming Apps Can Solve The Cross-Promo Guessing Game

By Margot Miller, Brand Content Manager, Adikteev Apple’s ATT framework continues to make user acquisition and retention campaigns more difficult to deploy, track and measure. In light of this, app marketers must find new avenues for maintaining an engaged audience. The number of available advertising IDs on iOS (IDFAs) is decreasing, and Apple’s native tracking… Continue reading »
by AdExchanger Content Studio // March 2nd, 2022 //
»
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