Data-Driven Thinking

Audience suppression may be the missing link between annoying a consumer and building a lasting relationship.

Does AI kill authenticity? Or is it just another evolution of content creation? And does it even matter? After all, consumers say they care about authenticity, but their actions don’t always match their words.

It’s difficult for advertisers to enter into contracts with every company to which they disclose personal information. However, difficulty is no longer an acceptable excuse.

Many in the industry see Google’s fingerprinting reversal as an irresponsible move due to privacy concerns, particularly in regions with strict data regulations.

Despite diverse hiring initiatives and programs to support women in the workplace, representation in ad tech is lacking. And given threats to women’s rights and the rollback of DEI efforts due to political pressure, the time to take action is now.

Where principal media has gone wrong is that buyers have commoditized it due to an overreliance on vanity metrics in contractual agreements.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.

GDPR may not be perfect, but it forced European companies to adopt a privacy-by-default position. For US companies, this is a clear signal: Change is inevitable.

Now that Chevron is overturned, it will be easier for companies to challenge FTC regulations in court, arguing that they exceed the FTC’s mandate, writes OpenX’s Julie Rooney.

To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.

Not every retailer has a solid handle on emerging AI tech. While some thrived, others stumbled – sometimes spectacularly. Here are some lessons to learn from Q4 campaigns.

Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks? 

Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.

As we navigate the challenges facing our industry, we must prioritize both efficiency and integrity – and focus on quality over quantity in ad delivery.

The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.

Under the new leadership, the FTC is signaling a pivot away from sweeping rulemaking efforts to let Congress play that role, writes Uplevel CEO Raashee Gupta Erry.

Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.

Agents are autonomous and thoughtful, incredibly fast and knowledgeable. They won’t replace star performers, but they will supercharge your team’s delivery.

Under the guise of preventing “censorship,” Jim Jordan and the FCC’s Brendan Carr are attacking the First Amendment rights of private companies to choose what kinds of political content they support.

Nineteen states have passed comprehensive privacy laws, but how close are we really to a federal privacy law?

As we move into 2025 and beyond, there are a few areas where President-elect Donald Trump’s policy proposals will directly affect the advertising industry, writes Eric Haggstrom of Advertiser Perceptions.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

Success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves. That’s where the PPCCs framework comes in.

The hunger for first-party data is driving companies to demand our information more aggressively than ever. It’s hard to buy a coffee, magazine or sweater these days without someone demanding your name, number, email or home address.

Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.

When talk turns to the most impactful state privacy laws, the conversation usually starts and stops with California. However, recent developments may make Maryland the most challenging state for compliance by the digital media industry.

Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.

Publicis outperforms its agency holding company rivals because of three primary factors: technology strategy, leadership and deal-making.