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Articles by AdExchanger

Kevin Whitcher of Oracle
How Does Audience Attention Impact Your Cross-Platform Reach?

This article is sponsored by Moat by Oracle Data Cloud. When it comes to TV commercials, the difference between a successful ad and a failure can be difficult to pin down. Sometimes the timing was wrong, or the target demographic was off – and other times the message simply didn’t resonate. Whatever the reason, advertising... Continue reading »
by AdExchanger Content Studio // October 5th, 2020 //
»
9 Questions DSPs Need To Answer To Prepare For The Future Of Programmatic OTT

This article is sponsored by Xandr. As OTT continues to gain popularity, the industry is developing a road map of improvements that will need to be completed before advertisers and publishers can truly achieve programmatic success. Just as many SSPs have begun to make changes to support OTT, DSPs must also make substantial investments to... Continue reading »
by AdExchanger Content Studio // September 15th, 2020 //
»
Kevin Whitcher of Oracle
As Ad Spending Falls, Savvy Marketers Turn Focus To Optimizing Cross-Platform Reach

This article is sponsored by Moat by Oracle Data Cloud. The global pandemic of 2020 has had far-reaching economic effects – with few industries spared from the need for quick adaptation. The television advertising market, for one, has already seen stay-at-home orders contribute to the first increase in traditional television viewership since 2012. Yet upfront... Continue reading »
by AdExchanger Content Studio // August 12th, 2020 //
»
A Checklist for Publishers Considering Programmatic OTT

This article is sponsored by Xandr. Nearly one-third of TV and streaming viewership now takes place through OTT platforms – an increase of 23% over last year according to Xandr’s 2020 Relevance Report and eMarketer. But capitalizing on this shift is about more than simply expanding OTT ad inventory. Publishers who wish to maximize OTT’s... Continue reading »
by AdExchanger Content Studio // August 6th, 2020 //
»
Riding The Streaming Wave To Reach Audiences At Scale

This article is sponsored by Verizon Media. We are living in a world few saw coming as recently as six months ago. In a climate where making long-term predictions is all but impossible, even the savviest marketers are being forced to rethink their media strategies around ever-changing consumer behaviors. With more to lose – and... Continue reading »
by AdExchanger Content Studio // August 4th, 2020 //
»
Sam Marshall, Xandr
A Review Of Key Terms And Emerging Best Practices In Connected TV

This article is sponsored by Xandr. Recent growth in streaming video viewership around the world has been stunning, leading many advertisers to question how and where to reallocate or complement linear TV budgets, or extend digital display and video into streaming video. But the landscape is rife with confusing acronyms, layers of opaque content licensing... Continue reading »
by AdExchanger Content Studio // July 28th, 2020 //
»
Cast Away But Not Lost: How Publishers Can Navigate Their New Surroundings

This article is sponsored by Criteo. Consider being suddenly plunged into unfamiliar territory. Tom Hanks’ character surveying his island in “Castaway” comes to mind. Whether you’re alone on an island or are a publisher contemplating your next move, it’s essential to identify the elements for survival. Since we don’t yet have the full set of tools to face a future with... Continue reading »
by AdExchanger Content Studio // July 22nd, 2020 //
»
Forget Your Cookie Nostalgia: We Have Bigger Problems To Solve

The reigning paradigm for media exchange – serving free content in exchange for relevant advertising – depends on cookies. With the depreciation of the third-party browser cookie, the infrastructure for the open web will lose its cornerstone, opening digital media to a new era. The opportunity to build a new infrastructure for media exchange has... Continue reading »
by AdExchanger Content Studio // July 21st, 2020 //
»
Leveraging Data To Address Consumers’ Most Pressing Needs

This article is sponsored by Experian. Identifying the right prospects has always been an important first step for any successful marketing campaign, but in the current COVID-19 landscape – and the new normal that will soon follow – it’s crucial to connect with the right audience. The pandemic has created a fluid situation for people,... Continue reading »
by AdExchanger Content Studio // July 8th, 2020 //
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Data Activation Important To Stay Afloat In A Deluge Of Insights

This article is sponsored by TransUnion Connected consumers have an unprecedented ability to decide what content they consume and how it’s accessed. This empowerment has fueled a growing demand for personalized experiences, with 76% of consumers expecting companies to understand their needs, according to research from Salesforce. Brands are achieving that deeper understanding in part... Continue reading »
by AdExchanger Content Studio // May 11th, 2020 //
»
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