Marketers

Concern over brand safety and suitability is now tied with campaign underperformance as the top reason for why advertisers pull back on budget.

Short-form video, infinite scrolling and hyper-targeted algorithms aren’t neutral mediums. They shape, and often compromise, the attention they harvest, creating compulsive habits that warrant serious reflection.

According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.

Agentic AI aims to take the work out of campaign targeting; marketers are increasingly using retail media data in non-retail channels; and Puma drives sales by re-embracing its branding.

The art-filled lobby of Miami’s Hotel Fontainebleau was overtaken by the trappings of ad tech this week for the third-annual Possible Conference, a show that’s rapidly established itself as an influential industry event.

Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.

Parts of Comcast might be struggling, but the company still feels “well-positioned” in advance of the TV upfronts in May, according to CFO Jason Armstrong.

Americans are dealing with tumultuous change. For an ecommerce ad agency, that means navigating the same tariff craziness, Temu advertisements being pulled from the US market, the Meta ad platform going haywire and platform AI solutions all looking to replace human agency services.

Temu pulled back on its US ad spend this week, as tariffs loom. Plus, in France, the ATT prompt was deemed anticompetitive and, as a result, will likely need to be changed.

There’s a decision! On Thursday, Judge Leonie Brinkema published her long-awaited ruling in US v. Google, finding Google guilty of having monopolized two online advertising markets.

Sabrina Sierant joined Mondelez more than 12 years ago, which seems like a prior age in shopping terms. In December 2019, she took on marketing for the US Chips Ahoy business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand.

It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.

Although Olaplex is still in its “nascent days” when it comes to data-driven analysis, CMO Katie Gohman says understanding the digital marketing ecosystem is now a core part of how her team operates.

Agencies around the globe weigh in on principal-based buying; live sports are king, but new sports like F1 are having trouble gaining traction; and Adobe gets roasted by Bluesky’s artist community.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.

More than 100 years after its founding, the Association of National Advertisers (ANA) finally has its own product to advertise. Sort of.

Forecasters expected tariffs would impact advertising growth projections. But that was before we knew exactly how steep these tariffs would be – and now that we do, it doesn’t bode well.

While advertisers’ interest in gaming may be growing, their spending commitments seem stuck on pause, judging by Tuesday’s IAB PlayFronts event.

Does AI kill authenticity? Or is it just another evolution of content creation? And does it even matter? After all, consumers say they care about authenticity, but their actions don’t always match their words.

Why is programmatic media buying so dang complicated? That question was an ever-present topic at the 2025 ANA Media Conference in Orlando, Florida this week.

Meta introduces new ad placements, promo opportunities and AI prompts; an influencer campaign prompts right-wing influencers to oppose RFK Jr.’s soda crackdown; and transcription platform Otter launches an AI assistant.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

Video gaming is the only market where revenue is largely tied to the sales of consoles and ad-free subscription services, André Swanston tells AdExchanger.

Programmatic algorithms optimize for performance, which can leave digital media companies floundering. Inside programmatic’s pursuit of “premium.” Plus: an ad tech acquisition forged on matchmaking buy-side and sell-side IDs.

T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.

Google has been spotted triple serving ads to search pages. Plus, good luck getting ads next to Oscars content this year.

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

Pinterest is being overrun with low-effort generative AI slop. Plus, Stagwell partially credits its 14% growth last year to – you guessed it – AI.