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AdExchanger Content Studio
Articles By AdExchanger Content Studio
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Beyond CDPs: The Rise Of AI-Driven Customer Intelligence
Advanced and generative AI are transforming marketing from fragmented workflows into an engine of profitability and growth. Yet, despite AI’s promise, many in marketing remain trapped in outdated systems that fail to deliver.
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The Retail Media Boom Is About To Shift Gears
The next wave of the boom isn’t going to come from the same online corners as it has over the past five years.
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Beyond The Cookie: How Connectivity Is Redefining Advertising’s Future
The need for addressability has been a rallying cry among advertisers for the past five years. But clinging to outdated notions of addressability means overlooking the broader needs of today’s modern media landscape.
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Getting Into The Game: Hatching Innovative Ad Formats For Live Sports
Amid shifting habits in media consumption, live sports have demonstrated significant staying power. Over the past five years, the NFL has consistently claimed at least 70 of TV’s top 100 telecasts, and 2024 saw record-setting viewership for major sports events like the Olympics and MLB World Series.
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The AI Leap In Contextual Advertising: Transforming A Legacy Solution
Once considered the “old reliable” next to programmatic advertising, contextual targeting is having a resurgence – and this time, it’s powered by AI. AI is redefining how contextual targeting works, making it smarter, more scalable and more effective. And the timing couldn’t be better, as marketers navigate a landscape increasingly shaped by privacy regulations and the demand for relevance.
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MMM Is Going To Fail Us Again, Unless We All Think Bigger
I’ve spent nearly a decade in marketing mix modeling (MMM), and I can tell you this: MMM starts with the model and proves itself in product and growth. An MMM without growth is like a car without fuel; it simply doesn’t work.
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AI Puts Innovation In Your Hands – It’s Time To Run With It
If the past few decades have proven anything, it’s this: Consumers and businesses expect constant innovation, and brands must evolve or perish. Mediocrity won’t cut it. That’s where AI can help, even if it brings a sense of uncertainty.
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Beyond ‘Gaming for Gamers’: Why Non-Gaming Advertisers Are Flocking To Gaming Apps
As the lines between the gaming and non-gaming worlds continue to fade, gaming publishers are unlocking a massive opportunity: non-gaming advertisers. We’re already seeing a surge of in-app advertising (IAA) spend from non-gaming advertisers, but we’re about to see the flood gates opened by a major tech innovation: modern machine learning (ML) algorithms that turbocharge the formerly slow, resource-intensive and relatively unscientific process of finding audience overlaps.
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Next-Gen Clean Rooms Signal a New Era for Data Collaboration
The last five years saw our industry’s conventional models of ad targeting and measurement evaporate with the regulatory and cultural shift toward privacy. But out of these ashes, the advance of clean room architecture is enabling a deeper level of measurement and insights, which is moving us toward something much better than ever before.
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Put Down The Remote: A Strategic View Of TV Investment
For over a year now, audiences have been changing channels (pun intended).
In today’s day and age, a robust healthcare media mix covers a variety of channels, including television, digital, social media, audio, out-of-home and others, all dedicated to one goal: targeting the right audience at the right time with the right message.
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Cracking 2025’s Toughest Marketing Challenges With A Smarter Data Strategy
According to Emarketer, global ad spending surpassed $1 trillion for the first time ever last year, growing at a rate of 9.5%. That growth is expected to continue in 2025, with digital platforms capturing 72.9% of total ad revenues this year, rising to 76.8% by 2029.
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Swipe Right On The Perfect Data And Identity Partner: Your Marketing Matchmaker Guide
Navigating the world of data and identity partners can feel like scrolling through a dating app: In a sea of options, only a few are worthy of swiping right. To find your perfect match, look for a partner who checks all the right boxes.
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Inside-Out Adoption Strategy Is The Key To AI Marketing Success In 2025
The pace of AI innovation in 2025 is staggering. New models and capabilities emerge weekly, each promising to be transformative. PwC predicts AI will add $15.7 trillion to global GDP by 2030, a 14% boost to the world economy. Goldman Sachs projects $200 billion in AI investment in 2025 alone.
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LG Ad Solutions' CTO Dave Rudnick On How AI Will Influence CTV Experiences
Today, AI is being used in CTV for a variety of machine learning applications. But in the future, AI will drive an unprecedented level of personalization. In this interview at CES 2025, LG Ad Solutions CTO Dave Rudnick talks about the division’s new “moonshot” unit, Innovation Labs, and more ways technology is transforming the streaming […]
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Nielsen's Matt Devitt On Guiding Advertisers Through The Fragmented TV Market
Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.
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Marketing Mix Modeling Isn’t What It Used To Be – Here’s Why You Need To Consider The Next Generation Of Modeling
There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to degrading multi-touch attribution (MTA) systems. However, as this moment unfolds, I’ve realized something critical: Understanding of marketing mix modeling solutions is woefully out of date. The industry has been stuck in a time warp, and marketers need to understand what’s changed to avoid settling for less.
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CES 2025: EX.CO CEO On Expanding Its Ad Server To New Channels
Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.
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CES 2025: How Brands Can Find Opportunity In A Fragmented Market, With Nielsen CMO Alison Gensheimer
Complexity is going to create new opportunities to reach audiences, says Nielsen Chief Marketing Officer Alison Gensheimer. She sits down with AdExchanger Executive Editor Sarah Sluis to discuss how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.
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CES 2025: The Future Of Curation, with PubMatic CRO Kyle Dozeman
What is the future of curation in 2025? On the CES conference floor, PubMatic Chief Revenue Officer Kyle Dozeman talks about why curation is such a hot topic in ad tech.
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The Dawn Of First-Party Data: Navigating The New Advertising Landscape
Back in 1966, McKinsey astutely observed, “Change gets costlier every day, yet not changing can be costlier still.” This statement rings truer than ever in today’s rapidly evolving advertising landscape.
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How AI Has (Already) Become The Foundation Of Digital Advertising
Generative AI is quickly becoming the bedrock of the digital advertising landscape.
That might sound like a bold statement—after all, generative AI only hit the mainstream two years ago. But while many industries are just beginning to explore the potential of generative AI, advertisers have been leveraging AI and machine learning for years.
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Key CTV Trends Driving Advertising Innovation In 2025
In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance-driven results. Its power to connect broad audiences with lower-funnel impact makes it the ultimate game-changer in modern marketing.
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Beyond The Click: The Value Of Full-Funnel, Omnichannel Measurement
The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to effectively measure impact across touchpoints to understand: How do marketing efforts across all stages of the customer journey contribute to overall business outcomes?
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It’s Time To Watch TV: Why Streaming TV Should Be Part Of Your Full-Funnel Strategy
Here’s a call to action that all advertisers should hear: If your advertising strategy doesn’t include streaming TV, you’re missing out. And if you’re stuck in the mindset that TV is just for brand awareness, it’s time for a serious rethink.
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Demystifying Curation: Redefining Digital Advertising Beyond The Buzzword
The ad tech industry is great at creating new buzzwords, but less successful at defining them.
Take curation: Every major ad tech platform claims to do it, but there are conflicting definitions of what it is or how it works.
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Driving Innovation: How OEMs Are Redefining The CTV Ecosystem
CTV advertising is experiencing a power shift as original content manufacturers (OEMs) position themselves at the intersection of audiences, advertisers and content providers.
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Unlock Retail Media’s Full Potential With These Effective Strategies
As the deprecation of third-party cookies accelerates and consumer demand for privacy intensifies, brands need new ways to reach their ideal audiences. Enter retail media, a rapidly growing channel offering a lifeline in a privacy-first world.
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In 2025, Marketers Should Regain Choice And Control
As we close the books on 2024, we’ve noticed some trends over the past twelve months. Any of these could summarize the “theme” of 2024: the rise of AI, the debate over supply curation, the “will they, won’t they” around cookie deprecation. Together, these trends have laid the groundwork for what’s to come in 2025: It will be the year of empowerment for buyers through choice and control.
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Why Traders Are (Still) The Future Of Programmatic In An AI-Driven World
The rise of artificial intelligence (AI) and new automation tools has disrupted the programmatic advertising industry, stoking fears among some marketers about the future or scope of their roles.
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Debunking The Four Biggest Myths About CTV Content-Level Signals
Throughout the CTV market, there is an ongoing push for higher levels of transparency and control – and for good reason. Advertisers need deeper insights into the audiences and types of content surrounding their ads if they want to drive maximal interest.