Marketers

As performance takes center-stage in more advertising discussions, demands to solve fragmentation and cruddy measurement are reaching a fever pitch.

Prebid is turning the page on what might be called its second chapter as the organization navigates some major changes in the digital advertising landscape and within its own ranks.

Media fragmentation means marketers need better targeting strategies and data. AHS partnered with Audigent to improve its segmentation and targeting.

Walmart Connect is adding a second DSP partner: Yahoo DSP. Plus: It looks like location data is being used to spy on the military now.

It’s the accepted wisdom that all brands need to spend big on search – but in Owlet’s experience, not every keyword is worth the money.

Although tides of ad revenue flow based on the ratings of certain tentpole TV events, a new crop of scammers now operate illicit sports livestreaming rings, and there’s almost nothing broadcasters can do about it.

Agentic shopping is the next big thing. At least that’s the message from Google’s big annual conference for ad product updates.

Hundreds of exasperated and unexpected ad industry phone calls were made on Sunday, as agencies and ad tech vendors discussed the fallout of Publicis Groupe’s $2.2 billion acquisition of LiveRamp over the weekend.

Viant’s modest growth story took a backseat to a far louder claim: that fed-up advertisers are finally ready to ditch the rigged economics of Big Tech’s walled gardens.

Agentic media buying may cut middlemen or add more chaos; Grocers are remodeling for retail media amid rising costs; Peacock is betting on the booming microdrama trend.

For companies like Shopify, Criteo and Instacart – and even for giants like Amazon and Walmart – figuring out if the agentic oasis is real or a mirage is their priority No. 1.

TTD CEO Jeff Green laid out the DSP’s plan for winning in a new world of advertising that – AI aside – necessitates major changes in how marketers behave.

Criteo shares dropped by 20% Wednesday morning after the company reported shaky Q1 earnings and revised its guidance downward for the rest of the year.

Amazon has packaged a handful of upgrades to its ads measurement solutions, obviously catered to TV and streaming media advertisers.

I find it useful on occasion to interview people who are marketing-adjacent, and thus possess a different and perhaps more highly clarified perspective on the tools we use for data-driven online advertising. One such recent briefing was with Joe Torreano, VP of product and UX for outdoorsy gear and clothing online retailer Backcountry.

Alphabet earned $109.9 billion in Q1 this year, up from $90.2 billion a year ago. And that’s not even the truly gobsmacking number.

With its new funding, commerce data platform Chord plans to help brands access their data more easily by unifying it within one platform.

The two longest-standing names in the affiliate and partnership marketing category, Rakuten and Impact.com, have decided to stop fighting each other and will instead fight together. 

Last week, I went to LeadsCon in Las Vegas. After sitting through sessions on customer lifetime value and creator-led video performance, it became clear to me that lead gen and programmatic folks are trying to solve the same problem, just from different angles.

NBCUniversal successfully called its shot with the nickname “Legendary February.”

Partnerize has developed an an industry-wide standard to measure AI search performance and compensate publishers accordingly.

The IAB’s Connected Commerce event in New York City this week felt to me like the retail media industry’s first sit-down explanation to a child who is now a “big kid” and must act accordingly.

A new marketing intelligence platform helps brands like nutpods address fragmentation by unifying data and inventory across the digital ecosystem.

Swivel and Olyzon’s new partnership brings buy-side and sell-side agents together as early examples of an agentic marketplace.

The retail media revolution of data-driven, digital marketing monetization is coming to the sports industry.

Meet Clamor, a new social listening product that pulls cultural insights from online conversations in real time. Clamor helped Manscaped freshen up its marketing, including for this year’s Super Bowl.

The age-old question for streaming TV advertisers is, how to target the viewers they want while reaching the scale their businesses need. The quick-serve restaurant operator CKE, which owns Carl’s Jr. and Hardee’s, sought an answer in a case study with Attain and Amazon Ads.

Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly.

MyFitnessPal has just announced the launch of a data-driven advertising business that draws on its wealth of user-provided meal planning, fitness and nutrition data.

Viant reported its Q4 and full-year 2025 earnings on Wednesday evening and investors appeared pleased.