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.
In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new.
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.
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.
