Opinion

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

New requirements with respect to the processing of children’s data are occurring at the U.S. state level and seemingly flying below the radar. Here’s how these changes could impact targeted advertising in the United States.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

If advertisers feel like they need to go out of their way to support journalism, that is proof the programmatic open marketplace is broken. Yet we can’t place all the responsibility on the buy-side; media owners need to develop effective strategies to support themselves.

More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.

Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.

If there is one term dominating the headlines right now, it’s AI. With the promise to transform the world as we know it, advertisers need to understand how consumers perceive the use of AI and what drives their sentiment.

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.

When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

There are a number of landmines in the world of generative AI. Here’s what to watch out for and how to avoid them.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

Now that Google has deprecated 1% of cookies, the clock is ticking for advertisers and agencies to future-proof their media buying strategies. Cookies offered precision and scale in ad tech, and their deprecation leaves trading teams with more fragmentation and complexity to manage than ever before.

The question isn’t whether Google will fall, but whether its time is near. And, if so, what will finally bring it down?

The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads.

New year, same conversation. Generative AI exploded onto the scene more than a year ago, and now you can’t go an hour without a new announcement about AI. While AI isn’t new, the introduction of generative AI has brought about the art of possibility. It brought what seems impossible within arm’s reach. Suddenly content at […]

“Standard advertising services” shouldn’t include recording intimate patient-doctor conversations to help drug companies guide doctors on how to push opioids.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

How can we establish guardrails for the use of generative AI while supporting creative exploration? As banal as it sounds, the answer is to create a comprehensive gen AI policy.  

The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.

When Google first announced plans to disable third-party cookies on Chrome in January 2020, the news hit ad tech like an earthquake. But a lot has changed in the past four years. Now, as Google finally begins acting on those plans, the death of the third-party cookie is looking a lot more like opportunity than crisis.