Data-Driven Thinking

GDPR and Apple’s App Tracking Transparency have put an end to behavioral targeting. The result? The rise of contextual targeting.

The language of Wall Street has become the language of ad tech, an industry on the cusp of major change because of a new bill in Congress, the AMERICA Act.

While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.

If we set ChatGPT aside, AI has the potential to transform how marketing and ad tech handles data transfer between platforms.

As Mark Zuckerberg has said, the metaverse is still years away. So, for the near term, Meta’s opportunity is in messaging.

Any new regulations can potentially throw a wrench into your operations. Prepare for what’s to come with this breakdown of what these laws are and their effects on marketing strategy. 

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

How can marketers get the most out of their limited marketing spend and zero in on investments that most powerfully impact revenue?

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.