Marketers

As stiffer competition between social media companies shuts out publishers that depend on social traffic, BuzzFeed’s ad revenue drops 35%.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Whoever Attributes, Wins When people refer to the control that Apple and Google exert over the mobile ecosystem, they usually focus on onerous app store fees. Which, okay, fair enough. But “there’s a looming, more subtle, and much more esoteric form of control […]

A true epoch of ad tech has passed. Criteo’s retargeting revenue was less than half the company’s total earnings in Q3, a first for the company.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

The impact of tech on monetization – from SPO sustainability initiatives to the looming end of the cookie and the challenges of implementing its replacements – has publishers feeling jaded. Plus, for retail media fans: inside the Pantry Wars.

DTC brands bring sharpened audiences and keyword targeting to search-based grocery platforms. But can they beat the CPG giants at their own game?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The ‘Post-Social’ Web The writing is on the wall: Big Tech is breaking up with news, and the traffic publishers used to rely on from search and social media isn’t coming back any time soon. Last week, Google cut about 40 positions from […]

Yahoo Backstage, a sorta SSP, is emblematic of a­n SPO trend that hops over either DSPs or SSPs. Plus: a primer on the ecommerce ad metrics and tools changing how marketers buy digitally, from ACOS to TROAS to cost capping.

No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rare Wares TV inventory is on track to become an even scarcer resource. US television (linear and streaming combined) will likely lose almost a quarter of its ad inventory volume over the next four years, according to media prognosticator Brian Wieser, writing at […]

Advertisers that shun legit news sites for fear of blowback from consumers should think twice – people are smarter than they think, says Vanessa Otero, CEO of Ad Fontes Media, a startup that rates the news for bias and reliability.

Jessica Padula describes how Nespresso attracts Gen Z customers who are “obsessed with coffee” via brand events, a strong CRM program and Reddit.

While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of Home, Out Of Mind?  Data-driven out-of-home media hasn’t taken off, in part, because most buyers don’t see it as a channel for generating mass reach and conversions. But the fact that people don’t feel bombarded by ads in the world around them […]

Healthy habits are hard to form and even harder to maintain, especially after a lifetime of neglecting the advice of doctors to eat better and exercise more.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Is Free Social A ZIRP? Social media is free. Well, it’s supposed to be, anyway. That’s the point. All your friends join, it’s free fun, and rather than paying money you get served with ads.  But that could change. On Monday, Android Authority […]

How the blanket brand Rumpl is adding CTV to its digital media plan for results with a broader audience.

Programmatic platforms are still unclear whether supply-path optimization is a way to compete or cooperate with each other.

It may look as if there hasn’t been much progress with alternative currencies – at least not commensurate with the hype. Just because alt currencies didn’t take over the upfronts this year doesn’t mean there hasn’t been movement.

Chris Symmes, director of dressings for Unilever North America, on marketing Hellmann’s and its West Coast counterpart, Best Foods.

The CEOs of the three largest advertising trade orgs – IAB, ANA and 4A’s – agree that we need a federal privacy law. They just don’t agree on exactly how to get there.

Programmatic transparency is achievable in theory, but elusive in practice, says Sherine Ebadi, managing director of forensic investigations and intelligence at risk management services provider Kroll.

CTV is entirely its own thing. Doggedly following display practices can cost you time and money.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Buy, Build Or Borrow? When should brands in-house their media and when should they turn to an agency? Marketing consultant Alex Greifeld posts about this conundrum in her newsletter, No Best Practices. While practically every major brand needs advertising services in some way, […]

Is the programmatic advertising industry in a rut? Maybe just call it a midlife crisis, says JiYoung Kim, president for North America at GroupM Nexus, because there are bright spots – namely, retail media.

American Express doesn’t just issue credit cards; it’s also in the attribution business. Because Amex can see both sides of a transaction, it’s able to collect insights about buying behavior directly from the source.

Before the pandemic, the pace of programmatic had slowed, and people in the ad industry had a grasp of how things worked. But third-party deprecation, regulations and privacy policies, threw online advertising back in turmoil. “That’s the fun part for me,” says Sam Cox.

Digital media and television have been playing by different sets of rules due to the nature of ad delivery and tracking. But these worlds are slowly colliding.