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Articles By AdExchanger Content Studio
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Study: Increasing App-to-Web Match Rates Could Drive Millions In Revenue For Ad Tech And Improve ROI For Brands
One key to successful advertising is showing ads to people at just the right moment. Advertisers understand the typical smartphone user moves seamlessly between apps and websites throughout the day, and this makes showing ads on both crucial to reaching their audience.
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Retail Is Leading The AI Charge – And Winning
Retail may have a classic, old-school image, but it’s leading the charge in AI adoption. While, historically, retailers have been slow to embrace new technology, the latest Marketing AI Institute research tells a different story.
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It’s Time For A Smarter Approach To Measuring Supply-Side Signals
For years, the pervasive uncertainty surrounding cookies pained publishers.
DSPs used cookies to reach defined audiences without meaningful involvement from publishers. This dynamic disintermediated publishers, disconnecting them from their ability to drive better results for advertisers through their robust understanding of their site’s experiences, contexts and audiences.
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Streaming Reach Is Still No Match For Linear
In the age of streaming services, it’s easy to overlook the enduring power of linear TV. But even though platforms like Netflix and Hulu have captured a significant portion of the market, traditional television still reaches a massive and valuable audience.
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How Health Care Marketers Can Develop HIPAA-Compliant Audiences
How do we create a more agile system while still respecting the privacy of our audience? Let’s start by talking about what’s broken in the status quo, writes Ted Sweetser, VP of ad sales at PurpleLab.
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The Future Of Mobile Performance Is CTV-Driven
For years, connecting TV advertising to mobile performance – like app downloads or purchases – was a guessing game. But with the evolution of CTV, advertisers can now link TV ad exposure directly to mobile actions, bridging the gap between the biggest screen in the home and the smallest.
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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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Unlocking The Potential Of Programmatic CTV For Publishers
The distribution of live sports on CTV is driving one the biggest disruptions to traditional linear TV advertising. For the first time, NBCUniversal Olympics inventory was made biddable on Peacock. With over 4.5 billion minutes of coverage streamed during opening weekend – and the second-best day of engagement ever for Peacock – advertisers reaped the rewards of digital viewership.
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When It Comes To Addressability And Identity, What’s Old Is New Again
We live in interesting times. Between a slew of evolving regulatory changes, Google’s back-and-forth stance (and ultimately unsurprising decision) on third-party cookie deprecation and ongoing signal loss, marketers are forced to operate with reduced access to consumer data.
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Why Health Care Brands Can No Longer Ignore Influencer Marketing
If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.
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It’s Time To Use Streaming TV As A Full-Funnel Advertising Channel
Streaming TV (STV) has transformed content consumption. Viewers find it convenient and cost-effective and they enjoy the vast range of content to binge. As STV continues to grow exponentially, its full potential as an advertising channel hinges on building robust measurement capabilities.
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End The Insight Doom Loop
“Can you tell me which hour of the day is most profitable for us?”
It’s a familiar scenario: You’re meeting with your client to review their latest campaign dashboard, and your client asks for a custom metric that goes just beyond the dashboard you’re sharing with them. You say you’ll check with the team and get right back to them.
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To Up-Level 2024 Holiday Campaigns, Take A Phygital Approach
Sure, it’s July. But as the 2024 holiday shopping season nears, using location intelligence allows businesses to integrate physical and digital experiences, creating a cohesive customer journey across both realms.
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The Supply Side's Crucial Role In SPO Accountability
The programmatic advertising landscape has evolved significantly since its inception, introducing new complexities and challenges for both buyers and sellers.
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How CTV Publishers Can Thrive With The Right Technology Partner
It’s no secret that there are a lot of people watching connected TV (CTV) these days. And where the audiences go, advertisers follow.
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Comprehensive Supply Access: How Marketers Can Efficiently Reach Their Audience
The big promise of programmatic is expanded reach. But we all know the reality is a lot more complicated.
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Harnessing AI: Transforming Creative Development In Advertising
Advertisers see the value in AI. Still, there’s plenty of potential that remains untapped when it comes to developing creative.
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Harmonizing AI: Ensuring Transparency And Control In A Performance-Driven World
In today’s evolving digital landscape, the absence of third-party cookies presents new opportunities, and harnessing AI has become indispensable for marketers striving to maximize their budget and performance.
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3 Ways CTV Advertising Can Get So Much Better
Imagine you’re deep into streaming game five of the NBA playoffs. After enduring the same car commercial countless times, frustration sets in: “Not that truck ad again. I’m not in the market for a car, but even if I were, I’d never buy this now because they practically ruined the game for me.”
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Moving Away From MTA And Toward A Better Model Of TV Measurement
The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged.
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Putting Ads Without Third-Party Cookies To The Test: A Roadmap To Advertising Durability
Remember that car you had in college? You took it everywhere and used it for everything. You loved it. Sadly, you eventually outgrew it. You needed more room, some basic safety features, and it had a faulty transmission that wasn’t worth replacing.