Opinion

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

If your marketing strategy isn’t data-driven, you’re not alone. Data has played a role in advertising for decades, going back to market research focus-grouping to understand feedback on branding. In the health care space, however, data is often underutilized due to fragmented systems and a lack of integration between marketing and clinical data. With over 97% of health care data still untapped, vast opportunities for creative, targeted solutions remain undiscovered.

In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

As AI eases one process, it creates new concerns around data privacy. And with more regulations like California’s AI safety bill surely coming soon, marketers need to stay on top of their ethics game.

While you may have been making strides in diversity, equity and inclusion, your AI journey has the power to derail and undermine your actions.

The distribution of live sports on CTV is driving one the biggest disruptions to traditional linear TV advertising. For the first time, NBCUniversal Olympics inventory was made biddable on Peacock. With over 4.5 billion minutes of coverage streamed during opening weekend – and the second-best day of engagement ever for Peacock – advertisers reaped the rewards of digital viewership.

With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

An ex-Googler asks: Has the commitment to perfection over progress led to the current state of play for the Privacy Sandbox and harmed the industry’s opportunity to provide better consumer privacy?

The only way forward for the industry is to put consumer choice first. That means putting the cookie behind us and rebuilding our relationship with consumers.

Publishers are in the business of selling their readers’ attention to advertisers. But in response to consumer preferences and regulatory pressure, publishers should reposition themselves as champions of data dignity.

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide. Here’s how the success of TikTok Shop forecasts the future development trends of ecommerce and social commerce in the US.

Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.

With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?

We live in interesting times. Between a slew of evolving regulatory changes, Google’s back-and-forth stance (and ultimately unsurprising decision) on third-party cookie deprecation and ongoing signal loss, marketers are forced to operate with reduced access to consumer data.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.

In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.

If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.

Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.

Streaming TV (STV) has transformed content consumption. Viewers find it convenient and cost-effective and they enjoy the vast range of content to binge. As STV continues to grow exponentially, its full potential as an advertising channel hinges on building robust measurement capabilities.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

Halfway through 2024, however, many publishers are feeling hopeful, especially as election season heats up and puts a focus on news – a category with an extremely engaged audience, writes Connatix CRO Jenn Chen.

“Can you tell me which hour of the day is most profitable for us?”

It’s a familiar scenario: You’re meeting with your client to review their latest campaign dashboard, and your client asks for a custom metric that goes just beyond the dashboard you’re sharing with them. You say you’ll check with the team and get right back to them.

By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms. 

Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie? 

Sure, it’s July. But as the 2024 holiday shopping season nears, using location intelligence allows businesses to integrate physical and digital experiences, creating a cohesive customer journey across both realms.