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.
MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.
The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.
Habits are easy to form and hard to break. But occasionally, the world helps you out with a giant push toward a better path. With Google (finally) phasing out third-party cookies this year, digital marketers have the chance for a fresh start: It’s time to go beyond surface-level demographics and psychographics to move toward location-based targeting that not just understands interest but predicts intent.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
Global Privacy Controls should be less of an on/off switch, and more of a dimmer switch that reflects online privacy preferences across a continuum from restrictive to permissive.
Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.
As April 15 marks the deadline for filing personal taxes in the US, it’s crucial to bring attention to a less acknowledged but equally significant tax in the CTV landscape. Unlike the annual tax day, the ad tech tax is a perpetual drain on advertisers’ budgets, diminishing their return on investment with every campaign run through the programmatic CTV pipes.
Netflix’s revenue grew 12% YOY to $12.9 billion in Q3, which it maintains is in line with its forecast. Its ads business, however, is lagging slightly compared with expectations, causing Netflix to tweak its forecast for the rest of the year.
Apple is coming for identity resolution. WebKit’s latest tracking crackdown targets the infrastructure behind post-cookie IDs – and switching to a first-party setup won’t necessarily spare vendors.
Advertising supply chain intelligence company DecryptAds uncovered more than 2,100 AI-generated recipe sites that are monetized with programmatic ads and feature fabricated author profiles.
Most brands and businesses are trying to figure out how to improve their metrics when it comes to AI – and also what those metrics even are.
Minerva wants to turn fragmented customer data into something marketers can use, with AI agents doing the work behind the scenes.
VideoAmp is competing in the measurement space by sharpening its focus on TV audience data, ad performance and, of course, AI. The company is also making strategic hires and promoting from within.
