AI is being embedded in tools, tagged in decks and tossed into internal sprints. But for agencies, publishers, brands and platforms, there’s still no shared definition of success.
If the court ultimately orders Google to spin off AdX or DFP, the result would be a fundamental rebalancing of power across the digital advertising supply chain. For marketers, the implications are just as significant.
It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.
Many well-intentioned advertising standards efforts gather digital dust thanks to industry politics and competing interests. Here’s how the industry can stop sabotaging its own progress.
Here are three areas that marketing technology professionals must handle successfully to get the most out of their AI applications.
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.
