AdExchanger Content Studio
Articles By AdExchanger
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Programmatic Advertising’s Final Frontier Is Linear TV
Seven years ago, some people believed targeting on connected TV (CTV) wouldn’t be possible without cookies. Fast-forward to today, and cookieless CTV targeting is not only possible but commonplace. We’ve entered an era where precision targeting is the norm, even as the traditional methods of tracking have evolved.
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How Different Generations Will Shop This Holiday Season
The holiday season is here, and understanding how different generations plan to shop can help you tailor your messaging, media planning and creative based on the generation you’re targeting.
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As Acquisition Becomes Trickier, Traditional Marketing Is In For A Reckoning
Could Google’s antitrust cases change how we use the internet? The short answer: possibly.
Marketers are on edge, as the remedies for this case could disrupt the bedrock of marketing. Search marketing, for example, is a linchpin of acquisition strategies that commands nearly 40% of US ad spend. Google’s ad tech commands a massive share of the online display market. If the cornerstone that is Google marketing crumbles, the ripple effects would be massive. Traditional search and acquisition strategies could falter.
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Why Loyalty, Not Churn, Is The Key Metric For Streaming Platforms
The streaming landscape is rapidly expanding, with over 2,000 streaming services vying for US consumers’ attention. This surge has not only increased content availability but also heightened competition and subscriber churn. Samsung Ads’ data shows that, for every active user on a streaming app, eight users churned last year. This poses a significant concern, complicating media planning and monetization.
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Experiencing Identity Chaos? Adopt An Integrated View Of Identity
Identity chaos – that’s what a customer recently called the current state of identity management (or lack thereof). It became clear that the customer’s plethora of options, methodologies and use cases – all with their own trade-offs and a lack of interoperability – resulted in significant confusion and limitations.
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Actionable AI: How Advertisers Can Harness The Power Of Performance, Creativity And Communication
At the risk of sounding like “the year of mobile,” we’re at the beginning of a new phase in ad tech with the rise of AI. Advertisers and ad tech partners alike are overwhelmed with AI opportunities, eager to implement it in meaningful ways. But when seemingly everything is powered by AI, how can you make sure you’re using it successfully?
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How Performance Advertisers Are Working Backward To Build Their Brands
The controls and measurement for performance advertising keeps getting more granular, more precise and more sophisticated. Yet brand advertising – even on digital channels – may feel like it’s stuck in the 1950s. Advertisers blanket broad audiences with high-level brand messages, accepting that the value and impact of these efforts may be largely intangible or […]
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As Viewer Habits Shift On CTV, Are Advertisers Keeping Up?
The TV industry has come a long way from the early days of cord-cutting skepticism. Today, consuming entertainment on the living-room screen over the internet is the norm.
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The Digital Ecosystem Isn’t Crumbling – It’s Maturing
Despite Google’s recent decision to continue support for third-party cookies on Chrome, the ongoing degradation of legacy identifiers and data signals within the digital marketing ecosystem continues at an impressive pace.
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Data Can Supercharge Your Health Care Marketing Strategies
If your marketing strategy isn’t data-driven, you’re not alone. Data has played a role in advertising for decades, going back to market research focus-grouping to understand feedback on branding. In the health care space, however, data is often underutilized due to fragmented systems and a lack of integration between marketing and clinical data. With over 97% of health care data still untapped, vast opportunities for creative, targeted solutions remain undiscovered.
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