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AdExchanger Content Studio
Articles By AdExchanger Content Studio
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Why CTV Belongs At The Center Of Every Omnichannel Strategy
Consumers don’t experience media in silos. They might stream a live game on their TV, scroll social feeds during halftime and research products on their mobile device later that night.
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The End Of Endless Scale: How AI Is Forcing A Rethink Of What ‘Data-Driven’ Really Means
As the digital advertising industry enters a new phase of maturity, so does its relationship with data. Going into 2026, marketers’ long-standing obsession with scale is giving way to something more grounded: a push for smarter, actionable, owned data.
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AI Won’t Replace Marketers, But It Will Redefine What Makes Them Great
Artificial intelligence has become marketing’s favorite headline. Every platform, publisher and technology partner now promises “AI-powered” solutions that will make campaigns smarter, faster and cheaper.
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Five Strategies For Privacy-First Data Collaboration That Drive Results
Publishers, brands and agencies today are navigating a new landscape. With rising consumer expectations and evolving regulations, delivering personalized campaigns requires a fresh approach.
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Viamedia All In On AI with Brand and Platform Refresh
Viamedia has transformed into Viamedia.ai, a next-generation ad tech company built to solve the challenges of today’s fragmented media ecosystem. The firm has rebranded as Viamedia.ai while also introducing a fresh AI-powered platform built from the ground up to effectively manage campaigns and represent providers across traditional linear, streaming and digital channels. New capabilities available […]
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Stop Grading Your Own Homework: Why CTV Needs Program-Level Trust
A quarter of all Connected TV (CTV) bid requests can’t be trusted.
That doesn’t mean fraud every time. Sometimes, it’s incomplete data. Sometimes, it’s oversimplified or mislabeled content. And sometimes, it’s more intentional misrepresentation. But the effect is the same: Advertisers don’t know if they’re getting what they paid for and publishers can’t be sure they’re getting fair value for their inventory.
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How Smart Curation Helps SMBs Win In A Fragmented CTV Landscape
CTV has become a powerful full-funnel channel, attracting advertisers of all sizes – and the momentum isn’t slowing.
CTV ad spend is projected to rise another 16% this year to $26.6 billion, according to the IAB. But with rapid growth comes complexity. Advertisers now face a maze of platforms, apps and channels, each with different buying models, audience access and inconsistent measurement. For SMBs without large teams or budgets, this fragmentation is especially challenging to navigate.
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The Most Powerful Force In Advertising Is The One We Measure The Least
It has long been understood that brand is advertising’s most powerful driver of growth. Yet, in a marketplace worth more than one trillion dollars, less than 10% of digital campaigns track brand outcomes.
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Three Questions Every CMO Should Be Ready To Answer For Their CFO
In today’s economic climate, every marketing dollar is under scrutiny. CMOs aren’t just required to build brands and grow demand; they’re expected to prove that their budgets drive measurable business value. And no one is more invested in that proof than the CFO.
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Build Better Highways, Not Faster Cars: The Infrastructure Ad Tech Really Needs
For all of the ad tech industry’s sophistication, fragmentation remains its original sin.
The solution isn’t a mystery. Everyone agrees that greater interoperability is the answer. So what’s standing in the way?
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Marketing’s Future Depends On Frameworks That Speak Finance
For as long as I’ve been in marketing measurement, people have been searching for the “easy button,” the one tool, model or platform that will finally tell them which marketing dollars truly drive growth. But, after 15 years and four attribution startups, I can tell you with confidence: The easy button doesn’t exist.
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TV’s Powerful Halo Effect: What It Is, How To Measure It And How You Can Harness It
You just launched a new campaign across multiple channels, from search to social. Perhaps you’ve gone out on a limb – maybe even against the recommendation of your CEO or board – and included streaming TV in the mix.
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The Full-Funnel Retail Media Network: Bridging On-Site And Off-Site For Seamless Customer Journeys
Retail media networks (RMNs) burst onto the scene as a transformative solution for lower-funnel, point-of-purchase conversions. It’s no wonder the category is surging: eMarketer projects retail media spending will top $60 billion in the US alone this year (up 20% from 2024) and reach $100 billion in the US by 2028.
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Pharma Advertising Was Late To Digital. Now It’s Leading The Way
Healthcare and life sciences have long lagged in digital advertising, still focused on mass-audience approaches. But as the blockbuster drug era fades and precision medicine rises, broad strategies often fail to make precision therapies commercially viable – leaving life-changing treatments underutilized.
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Why Real Video AI Is Ad Tech’s Next Frontier
The AI moment in advertising is exiting the trough of disillusionment and entering the slope of enlightenment, but video is still a glaring blind spot.
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Stop Paying For The Same Eyeballs Twice: How Smarter CTV Planning Unlocks True Reach
Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.
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Unlocking AI’s Full Potential: Why Data Collaboration Is The Missing Link
In today’s digital advertising landscape, first-party data and clean rooms remain highly relevant. However, artificial intelligence (AI) has also been dominating much of the conversation lately.
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The False Trade-Off: Why Marketers No Longer Have To Choose Between Precision And Scale
For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?
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Scale Without Sacrifice: Unlocking Commerce Media’s Next Chapter
Commerce media is booming, and everyone wants a piece of it. For commerce media networks, servicing the growing pool of media buyers brings many new opportunities and new challenges.
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From Upfronts To Endgame: Navigating 2026’s Sports Advertising Market
2026 will be a massive year in sports, and the race is on for advertisers to reach sports viewers.
There’s no shortage of sports programming options, with everything from major global tentpole events like the 2026 FIFA World Cup and the 2026 Winter Olympics to nonstop NFL action, college football and basketball, NBA/WNBA, MLB, NHL, NASCAR, Formula 1, the PGA, horse racing and even NCAA Wrestling.
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Why Developer Experience Is The Next Battleground In Programmatic Advertising
Today’s developers face mounting challenges: heavier workloads, complex tech stacks and an increasingly fragmented advertising landscape demanding automation at scale. This complexity limits their ability to adopt new products and innovate.
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Beyond The Install: How Smart Brands Are Turning App Users Into Year-Round Shoppers
Today’s biggest retail events are noisy, fast-moving and fiercely competitive. From back-to-school time and Prime Day to Black Friday, Cyber Monday and the entire holiday shopping season, success comes down to securing attention before the rush begins.
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Why Programmatic CTV Isn’t Enough: Unlocking The Full Potential Of Your TV Ad Strategy
Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.
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The New Ad Tech Compass: How To Guide Media Performance With Precision
In today’s digital advertising landscape, speed, scale and sophistication have become both a promise and a problem. Innovation has accelerated – but so too has fragmentation. Marketers are expected to drive performance across an ever-expanding universe of platforms, formats and data streams – often without the clarity or confidence they need to succeed.
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The End Of The CPM Era: Why ‘Unlimited’ Is The Future For Ad Tech Partners
As the advertising industry races forward, core technology providers – particularly ad servers, dynamic creative platforms and attribution or measurement companies – play an increasingly critical role in powering the infrastructure that enables targeted, data-driven and performance-optimized campaigns at scale. But one outdated pricing model is becoming an obstacle to innovation, efficiency and effectiveness: CPM-based pricing.
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Unlocking Clarity: The End Of Guesswork For Publishers
With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.
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Unlocking Holiday Success: 5 Tips To Make Your CTV Investment Go Further
For advertisers, the holiday season poses an optimal opportunity to reach a new and broader audience, boost sales and foster brand loyalty with customers. And this season, CTV should be a core area of focus.
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Video Metadata Is Driving Advertising Success In CTV
TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?
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Mobile App Marketers Shouldn’t Ignore The Biggest Screen In The Home
Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.
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Curation Clarified: Why The Industry Should Stop Settling For Superficial Solutions
Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.