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Articles by AdExchanger

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 //
»
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 //
»
For Publishers, First-Party Data Is A Product Question

This article is sponsored by Publishers Clearing House.  Now that Google has helped put a firm date on the death of the third-party cookie (within the next two years) many publishers are prioritizing the acquisition of new first-party data assets via logged-in users. At the heart of these efforts is the question of value exchange:... Continue reading »
by AdExchanger Content Studio // April 28th, 2020 //
»
What Does The Future Hold For First-Party Data Activation?

This article is sponsored by Verizon Media. Up until recently, brands looking to break through the heavily saturated digital advertising ecosystem adopted third-party cookies as the anchor for behavioral and interest-based targeting. Even two years ago, spend on third-party data was still rapidly increasing – by 17.5% to $19.2 billion, according to a 2018 study... Continue reading »
by AdExchanger Content Studio // April 22nd, 2020 //
»
Surge In CTV Viewing Creates New Urgency To Solve Identity

This article is sponsored by Xandr. Given the events of the past month, few questions should remain about the importance of Connected TV (CTV) as an integral part of advertisers’ media plans. According to Nielsen, the AT&T TV Now streaming service saw an approximately 20% increase in total viewing time in the third week of... Continue reading »
by AdExchanger Content Studio // April 15th, 2020 //
»
How to Elevate Your Streaming TV Campaign with Higher Quality Impressions

This article is sponsored by Tatari. OTT viewing is on the rise. Once considered a supplementary source of TV content, streaming now accounts for nearly 30% of viewing – and growing. As publishers continue to move more of their content libraries to the advertising video on demand (AVOD) ecosystem, streaming ad impressions will become a... Continue reading »
by AdExchanger Content Studio // April 8th, 2020 //
»
Tips For The New Regulation Age: How To Curate And Ethically Use Data To Build Consumer Trust

The data, insights, technologies and communication channels that today’s marketers have at their disposal should make this the transformative age of marketing. But as new regulations such as the California Consumer Privacy Act (CCPA) go into effect, US marketers are finding that earning the trust of consumers while remaining compliant is increasingly complicated. Successful brands... Continue reading »
by AdExchanger Content Studio // February 25th, 2020 //
»
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