Opinion

The language of Wall Street has become the language of ad tech, an industry on the cusp of major change because of a new bill in Congress, the AMERICA Act.

As the digital advertising industry upgrades its privacy protections for consumers, some ad tech providers have wondered what the business impact for improving privacy will be. But how often do ad tech providers consider the cost of staying on legacy technologies such as third-party cookies?

While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.

If we set ChatGPT aside, AI has the potential to transform how marketing and ad tech handles data transfer between platforms.

As Mark Zuckerberg has said, the metaverse is still years away. So, for the near term, Meta’s opportunity is in messaging.

5G can provide significantly greater speeds and accommodate more devices than dated 4G networks. For consumers, it’s revolutionizing communications and content.

But from a marketer perspective, the impact will be no less transformative. So, what do today’s brands need to know about this revolution?

Any new regulations can potentially throw a wrench into your operations. Prepare for what’s to come with this breakdown of what these laws are and their effects on marketing strategy. 

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.

Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.

Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.

Gamers’ affinity for ad-supported content presents a golden opportunity for brands

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.

Ask most industry experts about the advantage of advertising on streaming platforms, and chances are they will tell you “better targeting.” It’s true that streaming TV offers much better targeting than traditional linear. The only problem is that most major TV advertisers don’t want better targeting; they want massive reach and frequency – and an effective […]

How can marketers get the most out of their limited marketing spend and zero in on investments that most powerfully impact revenue?

For app marketers, success comes down to answering one question: Which users are most likely to churn?

Just as it has democratized more data-driven approaches to so much other business decision-making, machine learning is fundamentally changing churn prediction from an inexact art into a precise science.

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.

Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?

Change – even change that restricts data collection or use – doesn’t have to be a negative for digital advertisers, writes Leigh Freund, president and CEO of the Network Advertising Initiative.

Retail media may still be a nascent industry, but it is quickly becoming integral to retailers’ advertising strategies. And, as traditional advertisers like Sainsbury’s or Tesco join the retail media space, there are issues and questions the market must urgently address.

Mobile banner ads have made a major comeback. The sheer volume of requests spurned by programmatic mediation have catapulted banner ads back into the ad tech spotlight.

With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company.

To create the caliber of inclusive cross-platform measurement that it aspires to – the Jont Industry Committee must broaden its horizons.

When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.

As brands continue to explore what customer data platforms (CDPs) are and how best to use them, the introduction of reverse ETL tools and deconstructed CDPs have only further muddied the water. 

Tying ad spend to conversions by making ads actionable is one sure way to measure ROAS more effectively. To that end, many brands are turning to solutions like shoppable TV ads.

As the economy fluctuates and budgets tighten, 2023 will be a year of adjustment. In the face of these conditions, and the removal of IDFA, app marketers will need new ways to find scale for their app advertising campaigns, writes Levi Matkins, CEO of LifeStreet.

Companies throughout the ad tech ecosystem are reckoning with the fact that, due to the revised definition of “business purpose” in the CPRA, they may no longer qualify as “service providers” under California privacy law. Davis+Gilbert’s Richard Eisert and Zachary Klein break down what to expect.

Data sharing creates liability. Many brands and publishers employ consent management platforms (CMPs). However, true privacy compliance requires more than that, writes Dan Frechtling, CEO of Boltive.