Opinion

Nineteen states have passed comprehensive privacy laws, but how close are we really to a federal privacy law?

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to degrading multi-touch attribution (MTA) systems. However, as this moment unfolds, I’ve realized something critical: Understanding of marketing mix modeling solutions is woefully out of date. The industry has been stuck in a time warp, and marketers need to understand what’s changed to avoid settling for less.

Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.

Complexity is going to create new opportunities to reach audiences, says Nielsen Chief Marketing Officer Alison Gensheimer. She sits down with AdExchanger Executive Editor Sarah Sluis to discuss how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.

What is the future of curation in 2025? On the CES conference floor, PubMatic Chief Revenue Officer Kyle Dozeman talks about why curation is such a hot topic in ad tech.

As we move into 2025 and beyond, there are a few areas where President-elect Donald Trump’s policy proposals will directly affect the advertising industry, writes Eric Haggstrom of Advertiser Perceptions.

Back in 1966, McKinsey astutely observed, “Change gets costlier every day, yet not changing can be costlier still.” This statement rings truer than ever in today’s rapidly evolving advertising landscape.

Generative AI is quickly becoming the bedrock of the digital advertising landscape.

That might sound like a bold statement—after all, generative AI only hit the mainstream two years ago. But while many industries are just beginning to explore the potential of generative AI, advertisers have been leveraging AI and machine learning for years.

In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance-driven results. Its power to connect broad audiences with lower-funnel impact makes it the ultimate game-changer in modern marketing.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

Success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves. That’s where the PPCCs framework comes in.

The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to effectively measure impact across touchpoints to understand: How do marketing efforts across all stages of the customer journey contribute to overall business outcomes?

Here’s a call to action that all advertisers should hear: If your advertising strategy doesn’t include streaming TV, you’re missing out. And if you’re stuck in the mindset that TV is just for brand awareness, it’s time for a serious rethink.

The hunger for first-party data is driving companies to demand our information more aggressively than ever. It’s hard to buy a coffee, magazine or sweater these days without someone demanding your name, number, email or home address.

The ad tech industry is great at creating new buzzwords, but less successful at defining them.

Take curation: Every major ad tech platform claims to do it, but there are conflicting definitions of what it is or how it works.

Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.

CTV advertising is experiencing a power shift as original content manufacturers (OEMs) position themselves at the intersection of audiences, advertisers and content providers.

When talk turns to the most impactful state privacy laws, the conversation usually starts and stops with California. However, recent developments may make Maryland the most challenging state for compliance by the digital media industry.

Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.

Publicis outperforms its agency holding company rivals because of three primary factors: technology strategy, leadership and deal-making.

As the deprecation of third-party cookies accelerates and consumer demand for privacy intensifies, brands need new ways to reach their ideal audiences. Enter retail media, a rapidly growing channel offering a lifeline in a privacy-first world.

As we close the books on 2024, we’ve noticed some trends over the past twelve months. Any of these could summarize the “theme” of 2024: the rise of AI, the debate over supply curation, the “will they, won’t they” around cookie deprecation. Together, these trends have laid the groundwork for what’s to come in 2025: It will be the year of empowerment for buyers through choice and control.

A creative director shares his favorite use cases for generative AI, his favorite AI tools (and the ones he won’t trust yet) and best practices for refining outputs.

Here are 12 essential tips to help advertisers optimize their retail media investments and thrive in this fierce new arena, based on insights from the ANA’s Retail Media Networks Fair.

Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.

Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.

Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term.

As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.

The rise of artificial intelligence (AI) and new automation tools has disrupted the programmatic advertising industry, stoking fears among some marketers about the future or scope of their roles.