In the age of streaming services, it’s easy to overlook the enduring power of linear TV. But even though platforms like Netflix and Hulu have captured a significant portion of the market, traditional television still reaches a massive and valuable audience.
With the growing number of social media users paying for a premium and often ad-free service, how can marketers engage these audiences?
Despite Chrome’s cookie deprecation turnaround, a comprehensive CAPI strategy remains crucial for brands advertising on Meta, LinkedIn and Snap – yet many advertisers are dragging their feet. Why the reluctance?
A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.
We should welcome the opportunity to be part of identity’s path forward, now that we’ve released ourselves from the shackles of the cookie, writes Mark McEachran, SVP of product at Yieldmo.
How do we create a more agile system while still respecting the privacy of our audience? Let’s start by talking about what’s broken in the status quo, writes Ted Sweetser, VP of ad sales at PurpleLab.
The catalyst for Google’s future success – regardless of any legal ruling – is its YouTube strategy. Opening YouTube’s ad inventory to outside demand will increase its value.
For years, connecting TV advertising to mobile performance – like app downloads or purchases – was a guessing game. But with the evolution of CTV, advertisers can now link TV ad exposure directly to mobile actions, bridging the gap between the biggest screen in the home and the smallest.
During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?
Here’s an idea: Forget years of appeals. Google should spin out its entire network unit as a public benefit “B Corp” with capped margins. writes Arete Research’s Richard Kramer.
Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.
Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.
Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.
IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”
Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!
What’s the point of a market research survey that could take weeks, when consumer sentiment is rollercoasting up and down every day? That’s the problem MX8 Labs aims to tackle.
