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AdExchanger Content Studio
Articles By AdExchanger Content Studio
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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.
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Steering CTV Programmatic Toward Trust And Transparency
Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before they get worse.
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Navigating Identity Shifts: Strategies for Sustaining Addressability Amid New Landscapes
The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to be sustainable for the long haul.
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Beyond Cookies: Using Location Intelligence To Power Privacy-First Audience Segmentation
Habits are easy to form and hard to break. But occasionally, the world helps you out with a giant push toward a better path. With Google (finally) phasing out third-party cookies this year, digital marketers have the chance for a fresh start: It’s time to go beyond surface-level demographics and psychographics to move toward location-based targeting that not just understands interest but predicts intent.
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Programmatic TV Tax Day Is Not Just April 15. It's Every Day
As April 15 marks the deadline for filing personal taxes in the US, it’s crucial to bring attention to a less acknowledged but equally significant tax in the CTV landscape. Unlike the annual tax day, the ad tech tax is a perpetual drain on advertisers’ budgets, diminishing their return on investment with every campaign run through the programmatic CTV pipes.
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With Cookies On The Way Out, Publishers Need To Pick A Path Forward Soon
One morning in the near future, you’ll open your favorite mobile app or visit your favorite website and face a sign-up wall that didn’t exist before. Targeted advertising is under threat.
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How Advertisers Can Unlock The Promise Of AI With Transparency
If there is one term dominating the headlines right now, it’s AI. With the promise to transform the world as we know it, advertisers need to understand how consumers perceive the use of AI and what drives their sentiment.
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What Most Buyers Are Missing In Their Cookieless Strategy
Now that Google has deprecated 1% of cookies, the clock is ticking for advertisers and agencies to future-proof their media buying strategies. Cookies offered precision and scale in ad tech, and their deprecation leaves trading teams with more fragmentation and complexity to manage than ever before.
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Is Your Marketing Technology Future-Ready?
New year, same conversation. Generative AI exploded onto the scene more than a year ago, and now you can’t go an hour without a new announcement about AI. While AI isn’t new, the introduction of generative AI has brought about the art of possibility. It brought what seems impossible within arm’s reach. Suddenly content at […]
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Cookies Will Finally Die In 2024: Here’s Why Advertisers Should Celebrate The Upgrade.
When Google first announced plans to disable third-party cookies on Chrome in January 2020, the news hit ad tech like an earthquake. But a lot has changed in the past four years. Now, as Google finally begins acting on those plans, the death of the third-party cookie is looking a lot more like opportunity than crisis.
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With Transparency, The Choice Is Yours: Change The Game Or Sit On The Sidelines
Marketers and advertisers have been calling for transparency into their advertising investments – from planning to activation, measurement and optimization – for years. Yet, by and large, the lack of transparency has been accepted as the status quo: While we’ve made strides, data remains fragmented – operationalized and accessed on behalf of marketers, rather than with them.
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The Addressable Ecosystem Bubble Is About To Burst. It’s Time To Use Emerging Methodologies That Address The Non-Addressable
The ad tech industry has undergone an identity transformation. With 2024 around the corner, the end of the once-reliable cookie is finally at hand. But signal loss doesn’t stop with cookies.
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Is Your CDP Built To Support Partner Data?
The need to expand beyond first-party identifiers fundamentally changes how companies think about building out a future-ready mar tech stack – with some big implications for how many companies have designed their customer data platforms (CDPs) today.
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The Principles That Will Guide The Future Of B2B Data
For the past two decades, B2B marketers have been inundated with messaging telling them they need to “take a page from the B2C playbook.” There’s truth in this advice – but there are faulty assumptions at play, too.
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How To Craft An Effective Supply-Path Optimization Strategy
Advertisers and agencies are recognizing the importance of SPO to select strategic SSPs that reduce the number of intermediaries, offer more control and align on better financial incentives and greater cost savings.
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Business Transformation Via Augmented Intelligence
As we look ahead to the much-hyped AI revolution, businesses should learn from the last two major technological revolutions: the internet and social/mobile media. History tends to repeat itself, and as a tech “veteran” old enough to have worked through both, I’ve seen the risks of companies going all-in on the hype before the tech is ready. I’ve also seen the dangers of being too cynical and slow-moving.
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Embrace Cookie-Free Innovation With ID Clustering, Buyer IDs And Extended IDs For Enhanced Consumer And Advertiser Value
Let me put it plainly: You’re taking a huge gamble on your company’s ability to reach its target audience, and time is running out!
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Streaming vs. Linear: Let Ad Buyers Be Aware
By focusing on whether streaming is bigger or better than linear TV – or any other delivery platform for that matter – the ad-buying industry is not asking the right questions to successfully connect marketers and buyers with people.
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AI's Impact On CPG Advertising: A Game-Changer For Achieving Business Goals
In the ever-evolving digital advertising landscape, CPGs face unique challenges in achieving their KPIs. The demand for developing cost-effective media programs that drive a brand’s desired outcomes is daunting.
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Generative AI in Advertising: A Road Map for Scalable Implementation
With 2024 on the horizon, advertisers are evaluating how to invest in AI – particularly, generative AI. Reliable and practical applications, however, can be hard to find.
How should a business begin thinking about its generative AI strategy against this buzzy backdrop?
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Contextual Data Is The Backbone Of Commerce Media
Commerce media has been stirring up a ton of buzz as the next big disruptor in digital marketing. What lies behind this buzz? Cutting through the hype is as simple as following the numbers.
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Better CTV Auctions: The Argument For Engaging Multiple SSPs
As supply-path optimization (SPO) becomes the rallying cry of our entire industry, the complexity of the CTV landscape is in the spotlight. Calls are growing louder for publishers to dramatically slash the number of SSPs included in their unified auctions. A more centralized approach with fewer SSPs, these folks argue, will bring clarity and efficiency that will draw buyers. But this view oversimplifies the situation.
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Authenticated Inventory: A Necessary Premium
We’re less than 6,500 hours from the single most significant third-party signal loss our industry has faced: the end of the Chrome third-party cookie. And it’s time for us all to stop hopping from lily pad to lily pad looking for Band-Aids. There are proven solutions to this signal loss – ones that offer the advertising performance and measurability we collectively need. In particular, authenticated inventory offers publishers and advertisers the ability to reach premium, authenticated audiences, driving better results and building stronger relationships with consumers.
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The Streaming World Needs To Get Smart About Subscriber Churn
As streaming platforms navigate a seismic shift – pivoting to profitability after a decade of all-out growth mode – they’re racing to develop their subscriber-retention muscles. But they also need to step back to ensure they’re flexing those muscles in the right way (specifically, getting a better and broader understanding of the full subscriber journey) to make sure they’re targeting retention spend where it counts.
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Here’s Why CTV Isn’t Working For Performance Marketers
Most performance marketers’ experience with connected TV starts with sticker shock and ends with broken promises.
It wasn’t supposed to be this way. When CTV burst onto the scene as the holy grail of reach and targeting, eyes popped at the rates quoted by the big CTV players. Marketers held out hope that the promise of hyper-targeting would make the high costs worth it.
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5 Ways Enhanced Connectivity Will Transform DOOH
The number of online 5G devices doubled between 2021 and 2022, reaching nearly 162 million active 5G devices in the US alone, according to CTIA data. And based on data from Omdia and 5G Americas, 5G wireless connections will reach 5.9 billion devices globally by the end of 2027.
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The Growing Importance Of Audience Data In B2B Marketing
The B2B marketing space has never been as dynamic and powerful as it is today. Much of that power comes from the evolution of the data and tools available to drive precision targeting and messaging at scale. At the center of these evolving capabilities sits audience data, an essential component of today’s successful B2B campaigns.
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3 Ways Google’s Privacy Changes On Android Will Impact Your Business
Advertisers are laser-focused on the seismic shift happening next year with the deprecation of third-party cookies on Google Chrome. But it’s not just cookies on Chrome – Google’s Sandbox initiative is also targeting mobile signals on Android.
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Why Advertisers Should Take Full Advantage Of FAST
There are over one billion connected TVs globally, with US advertisers expected to spend nearly $27 billion on Connected TV (CTV) in 2023 alone. And as the rise of CTV disrupts the industry, it’s generating new marketing opportunities for advertisers.