Opinion

These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.

In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new. 

The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.

The programmatic advertising landscape has evolved significantly since its inception, introducing new complexities and challenges for both buyers and sellers.

Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.

The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.

Ad quality issues are widespread, even on legitimate websites. But today, advertisers have more control over what goes into programmatic’s mixed bag. 

Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.

It’s no secret that there are a lot of people watching connected TV (CTV) these days. And where the audiences go, advertisers follow.

The big promise of programmatic is expanded reach. But we all know the reality is a lot more complicated.

Advertisers see the value in AI. Still, there’s plenty of potential that remains untapped when it comes to developing creative.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

In today’s evolving digital landscape, the absence of third-party cookies presents new opportunities, and harnessing AI has become indispensable for marketers striving to maximize their budget and performance.

The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.

Imagine you’re deep into streaming game five of the NBA playoffs. After enduring the same car commercial countless times, frustration sets in: “Not that truck ad again. I’m not in the market for a car, but even if I were, I’d never buy this now because they practically ruined the game for me.”

The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged.

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.

RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.

Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.

Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

Remember that car you had in college? You took it everywhere and used it for everything. You loved it. Sadly, you eventually outgrew it. You needed more room, some basic safety features, and it had a faulty transmission that wasn’t worth replacing.

Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before they get worse.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to be sustainable for the long haul.