Opinion

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.

A probabilistic and iterative model like the digital twin of the customer (DToC) may be more useful during uncertain times, when customer behavior becomes harder to predict based on historical data, writes Lizzy Foo Kune, VP and analyst at Gartner, Inc.

TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies, writes Stacy Durand, co-founder of SmartMedia Technologies.

In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.

In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.

Every marketer knows the old adage: It costs much more to get a new customer than to keep an existing one. How much more may vary, but the principle holds true, and it’s the basic idea behind retargeting.

So why is retargeting still overlooked and underfunded by almost every app marketer?

When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.

If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.

The media landscape is changing thanks to the looming phaseout of third-party cookies and changes being made by smartphone manufacturers. The largest demand-side platforms, meanwhile, are each tackling addressability differently. This makes it more difficult for decision-makers to plan their road maps, which they are working on as we speak.

With over half of all TV now consumed via streaming services, measuring it in a granular way is possible for the first time. Given this newly-available feedback loop, Jason Fairchild, CEO and co-founder of tvScientific, shares how advertisers can actually apply the scientific method to TV advertising.

Programmatic OOH – paired with new cross-channel management capabilities – means prospects can now be served OOH ads on their actual journey to the store as part of a more holistic marketing strategy. Omri Argaman, chief marketing officer at Zoomd, explains why OOH campaigns can have a massive impact and how to maximize it. 

Connected TV advertising is here to stay. However, there is a downside: ad money leaking away due to fraud. Gijsbert Pols, PhD, director of connected TV and new channels at Adjust, offers suggestions for how to avoid the fraudsters when buying CTV ads.

Success in the first-party web is based first and foremost on relationships, quality and trust, neither of which are improved by most content currently provided by recommendation engines, writes audience and data strategy consultant Alessandro De Zanche.

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Greg Morrow, general manager, streaming media group at Bitcentral. We all know about the value of CTV. But there is rarely any conversation about the spread of audiences and how to reach them.  CTV tends […]

Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.

Meta’s wide reach and success around low-funnel objectives can be worth it. CPMs might be high, but if a brand’s cost per order has remained stable, it’s likely a worthwhile investment. For advertisers focused on higher funnel objectives like awareness or reach, however, there are alternatives, writes Amy Rumpler, SVP of paid search and social media at Basis Technologies.

There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.

Despite the benefits of addressable TV, advertisers haven’t been taking advantage as much as one might imagine.

Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.

CTV publisher Future Today banks on co-viewing to prove the value of household-level targeting against ad impressions served within its children’s streaming app, HappyKids. Future Today can’t track or store personal identifiable information for advertising on children’s content, but it can home in on co-viewing households to drive better business outcomes.

The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.

Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.

Podcaster adoption of dynamic ad insertion (DAI) increased from less than 50% in 2019 to a whopping 84% in 2021. But for podcasters to get the most value out of DAI, they need an open environment. Using DAI within a walled garden makes it harder to get the full benefit of great innovation, writes Jon Stephenson, Founder and CEO of SoundStack.

Brand safety’s detrimental impact on diverse, equitable and inclusive media goals is a question of automation gone wrong, ham-fisted implementation and industry leaders choosing the easy route, writes Charles Cantu, CEO and founder at Reset Digital. In this column, he reviews how brand safety’s DEI problem has developed and recommends steps advertisers, agencies and brand safety organizations can take to overcome it.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.

In a recent terrorism advisory bulletin, the Department of Homeland Security increased levels of concern for potential violence against LGBTQ, Jewish and migrant communities. It’s now more important than ever for brands to have strong ethics and flex their ad dollar muscles. They must demand that social media platforms do all they can to rein in hate speech and insinuations of violence on their platforms, writes Michael Benedek, CEO of Datonics.

Right now, I’m shopping online for a very important purchase: I’m trying to find the right remedy for my allergies. Your best chance of getting my click isn’t serving me an ad for the socks I bought earlier today or the car my demographics suggest I might buy. The smart move is to serve me an ad that helps me choose something that will take care of my allergies.