Marketers

PetSmart adopted Hightouch’s AI decisioning tool in 2023 to better reach its customers on a one-to-one basis through nuanced insights into campaign results.

CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.

Agentio’s AI connects advertisers with relevant content creators through an automated bidding process, similar to the programmatic system.

Change can be bumpy. From The Trade Desk’s Solimar-to-Kokai transition to Nielsen’s transition to its Big Data + Panel offering, we go inside customers’ challenges with these two transforming platforms.

As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.

Now that upfront negotiations are almost over, the industry appears to have settled back into its default position of being mad at Nielsen – which is likely good news for its currency competitors, but not so great for everyone else in the meantime.

DCG’s new tool analyzes the given moment – culturally, politically and economically – to understand how to best target its audience.

Ride-hailing app company Curb Mobility is bringing TikTok’s user-generated content to Taxi TV, its network of more than 15,000 in-taxi screens across 65 US markets.

When used strategically, AI can produce content on par with the quality of marketers’ work. What does that mean for the job market?

Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.

Amidst post-tariff tumult, this campaign encouraged grocery shoppers across Canada to buy products featuring the maple leaf icon that designates Canadian brands.

Marketing zippers is harder than you think; What should the new SEO be called? And TV-era consumer brands are all-in on influencers.

Pixels attached to articles explaining a recent health diagnosis – without consent  – led Healthline to a record $1.55 million fine for violating CCPA. Plus: the new AI contract.

The rapid evolution of generative AI technology has created uncertainty between brands and their agencies. But finding answers can be difficult when advertisers often don’t even know what questions to ask.

Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand. 

The Trade Desk makes the S&P 500, triggering a stock price rebound; Estée Lauder is the latest big legacy brand to embrace influencers; and CMOs are trying to measure their return on AI, but it’s tricky.

Over the past few years, sell-side curation has gained popularity as a way for advertisers to target high-quality publishers. Companies like OpenX are expanding their toolkits to support advertisers as well as publishers.

TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?

Linkby, which connects brands with publisher content that advertisers pay for based on reader engagement, announced its $15 million Series B on Tuesday.

Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.

Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

YouTube accounts are uploading recent Hollywood movies, racking up views while advertisers (and sometimes creators) remain in the dark. Plus: Could Cloudflare’s AI bot blockers provide a salve for digital media’s traffic declines?

Data and tech company Fyllo announced its relaunch as an advertising partner for regulated industries, helping brands adhere to stringent state laws and publisher policies.

Advertising restrictions on social platforms often flag keywords and images used in women’s health care ads, preventing those ads from reaching their target audience. There is a “gag order around women’s health care,” Caruso said.

Making Science recently launched an AI tool that helps advertisers optimize their marketing campaigns while maintaining creative control.

Critics say the FTC’s deal with OMG/IPG prohibits agency practices that don’t exist. And it distracts from legitimate concerns about brand safety news blocking and principal media.

Häagen-Dazs launched its new “Slow” campaign earlier this year, hoping to strike a chord with a diverse array of consumers across platforms.

On Wednesday, AI-powered audio intelligence platform Sounder launched a new version of its brand suitability and contextual targeting tool for podcasts that can understand the nuances of Spanish-language audio content.

The FTC approved the Omnicom-IPG merger, but with a brand-safety caveat: The agencies cannot create agency-level blocklists of any media that’s political or ideological. With Ad Fontes CEO Vanessa Otero, we unpack the consent order’s ramifications.