Data-Driven Thinking

Ad quality issues are widespread, even on legitimate websites. But today, advertisers have more control over what goes into programmatic’s mixed bag. 

Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.

RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.

Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.

Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

Global Privacy Controls should be less of an on/off switch, and more of a dimmer switch that reflects online privacy preferences across a continuum from restrictive to permissive.

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

Is consolidation among clean rooms actually going to make things any cleaner when it comes to collaboration, accessibility and pricing?

Advertising is now a regulated industry. And with enforcement coming at the state and federal level, data privacy standardization is an urgent issue.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

New requirements with respect to the processing of children’s data are occurring at the U.S. state level and seemingly flying below the radar. Here’s how these changes could impact targeted advertising in the United States.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

There are a number of landmines in the world of generative AI. Here’s what to watch out for and how to avoid them.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.