Mobile banner ads have made a major comeback. The sheer volume of requests spurned by programmatic mediation have catapulted banner ads back into the ad tech spotlight.
When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.
As brands continue to explore what customer data platforms (CDPs) are and how best to use them, the introduction of reverse ETL tools and deconstructed CDPs have only further muddied the water.
As the economy fluctuates and budgets tighten, 2023 will be a year of adjustment. In the face of these conditions, and the removal of IDFA, app marketers will need new ways to find scale for their app advertising campaigns, writes Levi Matkins, CEO of LifeStreet.
Companies throughout the ad tech ecosystem are reckoning with the fact that, due to the revised definition of “business purpose” in the CPRA, they may no longer qualify as “service providers” under California privacy law. Davis+Gilbert’s Richard Eisert and Zachary Klein break down what to expect.
Data sharing creates liability. Many brands and publishers employ consent management platforms (CMPs). However, true privacy compliance requires more than that, writes Dan Frechtling, CEO of Boltive.
A probabilistic and iterative model like the digital twin of the customer (DToC) may be more useful during uncertain times, when customer behavior becomes harder to predict based on historical data, writes Lizzy Foo Kune, VP and analyst at Gartner, Inc.
In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.
In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.
When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.
