Opinion

This isn’t another article about the death of third-party cookies.

Cookies are false precision and they always have been. Conversations about cookies and what advertisers are going to do when they’re gone are missing the point. It’s a distraction.

The media industry has a junk food problem.

Marketers and their agency and DSP partners have grown so focused on vanity media metrics, such as clickthrough rate (CTR), cost-per-click (CPC) and video watches, that roughly half of all ad supply is made-for-advertising (MFA) inventory – sites and pages that use clickbait headlines and filler content to generate traffic and cluttered layouts with awful user experiences to cram more display and video ads onto the page.

The number of young people using TikTok as a search tool – almost 40% – created a perfect opportunity for TikTok and its competitors to introduce search ads. 

Among the most frequent benefits touted with SPO is improved efficiency. When costs are reduced while maintaining effectiveness, greater return on ad spend is achieved. But, asks InMarket’s Joshua Koran, is it really that simple?

Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.

With screens omnipresent in modern life, the digital out-of-home (DOOH) advertising channel continues to see growth.

One reason for this: We’ve modernized workflows such as conventional insertion order (IO)-based transactions and streamlined much of the manual process through the advent of advertising technology. Today, there are programmatic capabilities, real-time bidding (RTB) and streamlined automation of ad serving and delivery of campaigns.

The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line.  Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]

While an SSP’s primary function as the technological connection to advertising demand for publishers remains, the strategic value an SSP provides has changed. So it might be time for SSPs to abandon revenue sharing with publishers in favor of a software-as-a-service (SaaS) model.

Advertisers have been chasing cord cutters for the last 10 years. But the story in 2023 is viewers cutting streaming subscriptions – and most advertisers aren’t keeping up with this behavior change.

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

While a number of companies have already made a name for themselves in the data clean room category, it has become clear that no single solution, or even a single data clean room model, will emerge as the industry standard.

A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.

After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.

Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.

The growth of ad-supported CTV is completely upending our thinking on what an open marketplace or open ad exchange can deliver. Combined with new programmatic protocols and ad serving technology that’s finally delivering the transparency, control and security digital advertisers have come to expect, the open CTV ad exchange is about to democratize TV advertising in an exciting way.

Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.

Blind emphasis on brand safety drives a blunt approach to blocking, creating an immense waste of quality impressions and lost opportunities.

Given industrywide pushback, the IAB Tech Lab has amended its previous update to its guidelines for in-stream and out-stream video.

Putting data in the possession of a presumably trusted third party makes a world of sense. But while clean rooms are very useful for some things, it is questionable whether they are the panacea for all privacy-compliance challenges.

GDPR and Apple’s App Tracking Transparency have put an end to behavioral targeting. The result? The rise of contextual targeting.

Rather than allowing an ecosystem in which all media is interchangeable to remain the default, media owners must differentiate themselves to maximize their value to readers and advertisers.

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.