Apple’s ATT framework continues to make user acquisition and retention campaigns more difficult to deploy, track and measure. In light of this, app marketers must find new avenues for maintaining an engaged audience. The number of available advertising IDs on iOS (IDFAs) is decreasing, and Apple’s native tracking and attribution solution, the SKAdNetwork, has serious limitations for app marketing campaigns.
When first-party data became the center of every marketing conversation, every CMO I talk to started asking the same questions: How do I achieve return on marketing investment in a cookieless world? How do I navigate evolving data governance and privacy concerns and meet customer expectations for hyper-personalized experiences?
Most of the time, advertising is reacting to a changing world. Brands have precious few tools to balance reach and brand safety, and keyword blocklists are at the top of that short list.
Spurred by the rapid global changes of the last two years, the use of keyword blocklists is at an all-time high. But as brand safety tools reached ubiquity in response to changing global conditions, they lost much of their elegance and with it their ability to help brands lead the way on important, salient topics.
This year is forecasted to see healthy growth in ad spend thanks to the continued surge in digital advertising. Case in point: eMarketer projects that $239.89 billion will be spent on digital advertising in 2022, a 13.6% increase from 2021. Some of the largest ad-holding groups recently posted strong Q4 and overall 2021 earnings fueled by growth in digital ad spend.
Over the last year, evolving trends and policies aimed at increasing consumer privacy have caused marketers of all sizes to explore alternative approaches for connecting with consumers. The implications of these changes have opened the door for emerging channels to become mainstream.
By Ben Antier, co-founder and CEO of Publica This article is sponsored by Publica. The Renaissance was a period of European history that marked the transition from the Middle Ages to modernity. Taking its name from the French word for “rebirth,” it was a time of social, artistic, economic, philosophical and cultural change that pulled […]
By Todd Cohen, Vice President of National Video/CTV Strategy at Undertone This article is sponsored by Undertone. The first TV commercial aired 80 years ago. The 10-second ad cost only $9 and looked every bit the price. It included shaky camera work and five sparse words: “America runs on Bulova time.” Advertising has changed significantly […]
By Karim Rayes, chief product officer at Tremor International This article is sponsored by Tremor Video. For a long time, opacity was the norm in the programmatic industry. Budgets went in, media placements came out the other side, and few questions were raised in between. But as technology improved and the focus on ROI increased […]
Just when we thought it was safe to plan a return to the office, here comes the omicron variant and another wave of pandemic uncertainty. With the ongoing impact of COVID, along with the “Great Resignation” and the likelihood of remote working conditions extending well into the new year, marketers everywhere are being forced to reevaluate their ambitions for 2022.
By Patrick Shea, Co-Founder, AdDaptive Intelligence Remember the quaint days when simply capturing, sharing and using data was a competitive advantage for agencies marketing B2B brands? Welcome to 2022 — when every brand customer demands more scale, higher accuracy and richer data sets that can be linked directly to performance. Typically, B2B sales cycles are longer […]
By Lewis Rothkopf, President of Martin In the past year, we’ve witnessed ad tech companies merge, acquire, change names, evolve business models, upsize (and downsize), go public (and go private) and modify targeting and attribution strategies. Despite all the turmoil and noise, has it been enough to solve the fundamental problems that have long plagued […]
By Ravi Patel, Director, Customer Transformation Product, PwC Your digital advertising supply chain is in a vast, impenetrably murky cloud of impressions and clicks. Fortunately, data can help you gain clarity. By identifying, capturing and managing the immense amount of data that already resides in your company, you can add visibility to your advertising supply […]
By Samuel Seljan, Senior Director, Data Science, Xandr Digital and television advertising – once culturally and technologically divergent ecosystems – are finally converging to improve how marketers target and reach consumers. As viewership habits shifted away from traditional linear television to internet-enabled connected TV (CTV) or other video-on-demand options, advertisers struggled to reach audiences at scale. Interestingly, […]
By Konstantin Bayandin, Founder & CEO at Tomi.ai Every advertiser knows the value of using microsegmentation to target audiences most likely to buy a product. But only the savviest online advertisers know the inherent downfall of that approach – and how to overcome it. With predictive optimization, you can still target the highest-performing audience segments […]
By Ben Kneen, Senior Director, Product Management, Xandr The identity world is fragmented. The death of the third-party cookie is well publicized, but there are other dynamics in play complicating the identity landscape. The growth in video spend across multiple formats, devices and providers is also a huge challenge. Buyers and sellers must adjust to […]
By: Inder Singh, SVP Commerce, InMobi Jimit Doshi, Vice President, Head of Revenue and Operations, InMobi Commerce Retail media has taken the marketing and advertising world by storm. And we have reasons – actually, 30 billion reasons – why we believe its ascent is only beginning. According to eMarketer’s latest forecast, advertising spend could exceed $30 billion […]
This article is sponsored by Commerce Signals, a Verisk Financial business. By Nick Mangiapane, Chief Marketing Officer Get closer to customers – even as they pay somebody else for products and services. Direct-to-consumer (DTC) sales have skyrocketed. DTC brands across nearly every consumer category – from bustling bug-spray manufacturers to cook-from-home meal-kit providers to sustainable shoe […]
By Eran Udassin, VP of product and operations at Rivr This article is sponsored by Rivr. Programmatic bidding should be efficient and effective – especially RTB. But over time, the tools we use to execute and measure programmatic have become fragmented, and inefficiencies and waste seeped between the cracks. This has led to many issues, […]
By Oz Etzioni, CEO of Clinch This article is sponsored by Clinch. What has the advertising industry been doing for the last 25 years if not constantly changing? And with every great evolution, there’s always more change ahead. Ever since ad tech became a driving force in the industry, almost all players have touted their […]
By Kunal Nagpal, SVP and GM, Publisher Platform and Exchange, InMobi We’re at the end of the beginning of online privacy reformation. Safari and Firefox browsers removed third-party cookies a while ago, then Apple made iOS opt-in while Google will move next year to make GAID opt-out, to begin with. Meanwhile, regulators globally have been […]
By Mathieu Roche, co-founder and CEO of ID5 This article is sponsored by ID5. Identity is making lots of headlines. What used to be a niche topic is getting a lot of attention now that the means to it are at risk. The good news is that, as the cookie panic subsides, it’s giving way […]
By Lyndon Campbell, corporate SVP of sports and brands at MarketCast This article is sponsored by MarketCast. This year, sponsors will spend more than $20 billion with sports leagues in North America and more than $60 billion globally. The appeal for brands sponsoring live sports is simple: It remains one of the few categories in […]
By Will Kunkel, VP of Marketing at Stirista This article is sponsored by Stirista. There’s really no excuse for ineffective campaigns anymore. These are big words – but they reflect the significant momentum toward confidence in data as both sides of the ad spectrum look for solid footing in the wake of rapid changes. The […]
Alex Chatfield, VP, Marketplace Development, Xandr Once upon a time, desktop display advertising was the central way for brands to reach digital audiences. It was a simple process: “I want to appear in The New York Times. I will target nytimes.com. My ad is live on nytimes.com.” While desktop display still plays a prominent role in digital campaigns […]
By Rob Armstrong, SVP of Product at Eyeota If you’re a publisher operating in today’s digital ecosystem, you’re probably pretty sick of hearing that you need to get better at capturing permission-based audience data. The future, everyone tells you, belongs to the publishers with the strongest first-party data strategies. While that’s true, it’s not helpful […]
This article is sponsored by Oracle Advertising. CTV is undoubtedly becoming a critical slice of the advertising pie. After months at home in lockdown, without restaurants, movie theaters or live events to attend, television – more specifically, CTV – was the real winner. Between Q3 2019 and Q3 2020, streaming adoption increased 11% among viewers […]
This article is sponsored by Connexity. The Google/Facebook/Amazon hegemony isn’t falling anytime soon, but the familiarity of ad offerings and constant swerves in consumer behavior are driving retailers to investigate new tactics. “Google, Facebook and Amazon are obviously still important to digital strategy, but they’re becoming increasingly crowded and challenging,” according to Bob Caputo, EVP, […]
This article is sponsored by GroundTruth. As consumers continue to evolve the way they shop and interact with brands, accuracy has become more critical than ever for advertisers and publishers. Relationships across the ad tech spectrum now strongly depend on truth in data, and increasingly this applies not only to online data but to location-based […]
This article is sponsored by RTB House. Google’s recently updated timeline for phasing out third-party cookies in Chrome wasn’t the end of the story. Late on Friday, July 23, Google launched a dedicated website with a more detailed running timeline, which it plans to update every month. It announced the website’s launch via tweet rather […]
By Aaron Martin, Director, Product Management, Forecasting and Inventory Management, Xandr This article is sponsored by Xandr. It’s a transformational time for television consumption. The entire industry is focused on finding the best ways to reach audiences across the different delivery platforms used by consumers. Success will require a technological bridge between digital and linear […]
