Marketers

Describing Google’s revenue growth has become a problem, it so vastly outpaces the human capacity to understand large numbers and percentage growth rates. The company earned more than $113 billion in Q4 2025, and more than $400 billion in the past year.

“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.

Marketers are running their own plays during and after the Super Bowl, seeking proof of performance from their streaming campaigns to justify their investments.

The MRC’s auction transparency standards aren’t intended to force every programmatic platform to use the same auction playbook – but platforms do have to adopt some controversial OpenRTB specs to get certified.

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Amazon Ads’ MCP server is in open beta, allowing advertisers to connect their own tools to its API functionalities through one integration.

Supply-path optimization may not be the trendiest three-letter acronym in ad tech anymore, but the SPO trend is still playing out – especially in the CTV category.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

This Wednesday marks the beginning of Hershey’s first major brand marketing campaign since 2018

True Religion CMO Kristen D’Arcy approaches marketing measurement the way you’d shop for jeans – by looking for the right fit. She’s moved past last click, using real-time data to see what actually drives sales, and she isn’t afraid to make fast changes when something isn’t working.

Retail’s Big Show, the annual NRF event in New York City, was big on agentic commerce, unsurprisingly, as well as influencer and creator marketing, which was an eye-opener.

Human-made creative is in again; The Atlantic accuses Google of (another) monopoly; and it turns out brands like to have a say in their sponsorships.

Believe it or not, car oil change service company Valvoline is in the midst of a fascinating retail marketing transformation.

Agentic Alphabet Soup Another day, another attempt at making sense of agentic AI. On Tuesday, the IAB Tech Lab released its Agentic Roadmap, a framework designed to help the industry scale agentic buying and selling without rewiring existing workflows. Tech Lab CEO Anthony Katsur says the new road map will minimize fragmentation and confusion across […]

Ring In The New Year The “everything is an ad network” trend will live forever.  There are always new advertising canvases and data sources to be plumbed. For instance, consumer wearables are primed to go off in 2026, Bloomberg reports, especially accessories and rings. That said, smart watches remain the top wearables choice by far, […]

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

If any single event can be considered the jumping-off point for TV upfronts, it’s the Consumer Electronics Showcase (CES), which kicks off this week in Las Vegas, Nevada.

As brand safety standards evolve and oversight shifts from platforms to third-party vendors, Brittany Scott, SVP of global partnerships at Zefr, explains what the rise of generative AI – and Meta’s decision to step away from MRC brand safety audits – means for the future of media quality.

This year, programmatic companies faced tough decisions about privacy, awkward acquisitions and the cookie die-off that never quite happened.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

H&R Block’s marketing strategy focuses on Gen Z and relatability, both during tax season and beyond.

Inside Coca-Cola’s pivot from TV advertising to influencer marketing; Netflix inks another exclusive video podcast deal with iHeartMedia; and Madison & Wall predicts slow US ad spend growth in 2026.

The VAB is accusing Nielsen’s Big Data + Panel of producing “instability, inconsistency and irrational” TV audience measurement results, particularly when compared to its legacy panel-only product.

CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.

The grocery chain Albertson’s is trying to reduce the time and number of clicks it takes to add an item to an online shopping cart. It’s new click-to-cart product should help.

An important part of developing the in-house creative group at HexClad is to prove the return on investment, according to Head of Content Matt Duckor.

Almost everything in AI feels big. But are you looking at the next Gangnam Style or the birth of a new industry? Here’s how to assess whether an AI vendor is likely to matter in two years.

Marketers used to wait for obvious signals, like a product page view, a cart add or a keyword search, before triggering campaigns. But in today’s fractured landscape, those signals can arrive too late.

The Economist is charting its own course in the age of AI, says Nada Arnot, the 182-year-old publication’s EVP of marketing. It’s steering clear of licensing deals and lawsuits and partnering with Claude on its own terms.

For years, MFA was a mostly web-based problem. Now, generative AI has supercharged the made-for-advertising model, and it’s infecting social media feeds and vertical video platforms.