Here’s an idea: Forget years of appeals. Google should spin out its entire network unit as a public benefit “B Corp” with capped margins. writes Arete Research’s Richard Kramer.
Google isn’t perfect. But it offers convenient, cost-effective advertising tools that millions of small businesses use to find customers, grow and succeed. If the DOJ breaks up the company, it will also break those tools.
As we lean heavily on AI tools to enhance content efficiency, we may have reached a tipping point where we are creating more content in service of media algorithms, rather than for the benefit of consumers and brands.
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.
If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.
As AI eases one process, it creates new concerns around data privacy. And with more regulations like California’s AI safety bill surely coming soon, marketers need to stay on top of their ethics game.
While you may have been making strides in diversity, equity and inclusion, your AI journey has the power to derail and undermine your actions.
With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
An ex-Googler asks: Has the commitment to perfection over progress led to the current state of play for the Privacy Sandbox and harmed the industry’s opportunity to provide better consumer privacy?
The only way forward for the industry is to put consumer choice first. That means putting the cookie behind us and rebuilding our relationship with consumers.
Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide. Here’s how the success of TikTok Shop forecasts the future development trends of ecommerce and social commerce in the US.
Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.
With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?
The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie?
The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.
The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging?
If advertisers don’t adopt strategies in adherence with the strictest privacy laws, they are likely looking at a future of continuous pivots, wasting time and money, writes Rachel Gantz.
Open social platforms need established content policy that is underpinned by transparency, advanced technology and feedback loops for constant improvement, writes Zefr’s Cameron Cramer.
These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.
Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.
