Opinion

Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.

In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another. 

MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.

To get the most out of SKAN 4 and prepare for future advancements, advertisers should focus on these four areas.

Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?

YouTube is very much in the hot seat. However, let’s zoom out and consider all of the different media companies and platforms that are doling out “grab bags” of video inventory.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.  

The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.

How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.

Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.

There is no shortchanging the complexity of today’s media industry or the impact that the ever-expanding range of choice has on effective cross-media measurement. That complexity, however, doesn’t grant marketers any leeway when it comes to delivering on business objectives. In reality, increased complexity amplifies accountability.

The last few years saw the app giants take over the mobile app ecosystem, wielding brute strength to overwhelm the smaller publishers whose innovation and risk-taking historically drove things forward. But generative AI is leveling the playing field, giving small and midsize app developers the ability to create new apps and innovate on existing platforms dramatically faster with substantially fewer resources.

In a wildly exciting and inventive sector, YouTube is merely meeting the status quo – with scope for so much more.

Having time to prepare for major changes is generally regarded as a good thing, both in life and the digital advertising industry. But when it comes to preparations for a privacy-first, post-cookie world, there’s been far too much talk about preparation and far too little action. This is hurting advertisers’ results today, not just in some theoretical future.

A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.

The Washington Post is looking to capitalize on a resurgence in advertiser interest in news content, and the AI trend, to create new opportunities for brand collaborations.

The more time the marketplace has to evaluate the Privacy Sandbox – and, particularly, the Topics platform – the worse those platforms will look.

When an ad tech company goes belly up – and its destiny is being decided by indifferent creditors – it becomes difficult for unfamiliar bankers to capture (or preserve) the value.

It’s only fitting that YouTube, which has long coveted TV’s ad dollars and advertisers, should find out what it feels like to be treated as if it were TV.

U.S. state privacy laws are multiplying at a dizzying rate. Here are the key points to know for the collection and processing of sensitive information for the rest of 2023.

Based on the growing flurry of lawsuits against creators, it’s clear that many of them are dangerously unaware of the legal risks involved in influencer marketing.

Publishers who have strong first-party relationships with loyal user bases are at an advantage – and the homepage is where that relationship thrives. 

The alleged independent third-party ad verification on YouTube and across its network does not actually meet the standards any rational being would have for “independent” or “verification.”

When you lose something important, you want to get it back. That’s the human instinct driving the conversation around signal loss. Marketers rightly feel an urgency to get back to a higher level of confidence targeting, attribution and measurement – particularly with broader economic pressures squeezing budgets.

Now that the new California Privacy Rights Act (CPRA) has long been in effect, it’s time to clean up your pixel game.

The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.

Video and CTV bring challenges and opportunities for notice and choice. And doubts persist about whether the industry can self-regulate on the issue.

If you scan the ad tech headlines, you’d assume artificial intelligence (AI) offers the solution to every challenge facing today’s brands and agencies. Even if marketers understand how the hype machine works, many are still willing to buy into the smoke and mirrors, especially when it comes to the power of AI to cure what ails them (e.g., the deprecation of third-party cookies and the loss of other previously relied-upon industry identifiers).

AI went from quirky novelty to dominant disruptor in a matter of months, taking over the headlines, as consumer-friendly and business-centric AI applications continue emerging in every sector. AI’s role in digital advertising is much more established, but rapid advances increasingly deliver unexpected and transformative capabilities for digital marketers.