AI’s speed of innovation and deployment have raised concerns about risks and harm to people and businesses. Here are some tips for how to use it responsibly.
The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.
Advertisers and agencies are recognizing the importance of SPO to select strategic SSPs that reduce the number of intermediaries, offer more control and align on better financial incentives and greater cost savings.
As we look ahead to the much-hyped AI revolution, businesses should learn from the last two major technological revolutions: the internet and social/mobile media. History tends to repeat itself, and as a tech “veteran” old enough to have worked through both, I’ve seen the risks of companies going all-in on the hype before the tech is ready. I’ve also seen the dangers of being too cynical and slow-moving.
Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.
Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.
“What frustrates me most about this situation is how easily it can be remedied in a way that will benefit all parties,” writes Lou Paskalis about the Google Search Partner network brand safety debacle.
Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.
Let me put it plainly: You’re taking a huge gamble on your company’s ability to reach its target audience, and time is running out!
Lawmakers’ categorization of what is sensitive (and what is not) is a silver bullet. What might be noncritical to one person could be extremely sensitive to someone else.
By focusing on whether streaming is bigger or better than linear TV – or any other delivery platform for that matter – the ad-buying industry is not asking the right questions to successfully connect marketers and buyers with people.
While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.
In the absence of a federal privacy law, advertisers can expect a steady stream of state privacy law announcements. Just fill in the blanks.
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
In the ever-evolving digital advertising landscape, CPGs face unique challenges in achieving their KPIs. The demand for developing cost-effective media programs that drive a brand’s desired outcomes is daunting.
Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media.
With 2024 on the horizon, advertisers are evaluating how to invest in AI – particularly, generative AI. Reliable and practical applications, however, can be hard to find.
How should a business begin thinking about its generative AI strategy against this buzzy backdrop?
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.
Commerce media has been stirring up a ton of buzz as the next big disruptor in digital marketing. What lies behind this buzz? Cutting through the hype is as simple as following the numbers.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.
As supply-path optimization (SPO) becomes the rallying cry of our entire industry, the complexity of the CTV landscape is in the spotlight. Calls are growing louder for publishers to dramatically slash the number of SSPs included in their unified auctions. A more centralized approach with fewer SSPs, these folks argue, will bring clarity and efficiency that will draw buyers. But this view oversimplifies the situation.
There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.
GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.
We’re less than 6,500 hours from the single most significant third-party signal loss our industry has faced: the end of the Chrome third-party cookie. And it’s time for us all to stop hopping from lily pad to lily pad looking for Band-Aids. There are proven solutions to this signal loss – ones that offer the advertising performance and measurability we collectively need. In particular, authenticated inventory offers publishers and advertisers the ability to reach premium, authenticated audiences, driving better results and building stronger relationships with consumers.
No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.
As streaming platforms navigate a seismic shift – pivoting to profitability after a decade of all-out growth mode – they’re racing to develop their subscriber-retention muscles. But they also need to step back to ensure they’re flexing those muscles in the right way (specifically, getting a better and broader understanding of the full subscriber journey) to make sure they’re targeting retention spend where it counts.
TIME is using AI agents to draft proposals and troubleshoot campaigns – but not to replace the human relationships that drive ad sales.
Why the midterms may not spell doom for ad tech consolidation. Plus, how sports leagues are putting ad revenue before player safety.
Agentic media buying is the No. 1 topic du jour in ad tech discussion circles. But how does agentic buying even work when it comes to buying TV and streaming ads? And how does that workflow differ from programmatic? The startup Swivel aims to address those questions.
AppLovin is growing at a blistering pace, but Wall Street investors remain cautious about the business.
High-end ad blockers mimic some of the same behavior as bot traffic. So WiseGuyGaming repurposed the tools it was already using to identify bots to reveal its ad-blocking audience as well.
Criteo has weathered considerable storms in its day, including a painful moment in March 2020 when its market cap bottomed out below $500 million. Can it pull off yet another turnaround?
