GDPR may not be perfect, but it forced European companies to adopt a privacy-by-default position. For US companies, this is a clear signal: Change is inevitable.
I’ve spent nearly a decade in marketing mix modeling (MMM), and I can tell you this: MMM starts with the model and proves itself in product and growth. An MMM without growth is like a car without fuel; it simply doesn’t work.
Now that Chevron is overturned, it will be easier for companies to challenge FTC regulations in court, arguing that they exceed the FTC’s mandate, writes OpenX’s Julie Rooney.
If the past few decades have proven anything, it’s this: Consumers and businesses expect constant innovation, and brands must evolve or perish. Mediocrity won’t cut it. That’s where AI can help, even if it brings a sense of uncertainty.
To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.
As the lines between the gaming and non-gaming worlds continue to fade, gaming publishers are unlocking a massive opportunity: non-gaming advertisers. We’re already seeing a surge of in-app advertising (IAA) spend from non-gaming advertisers, but we’re about to see the flood gates opened by a major tech innovation: modern machine learning (ML) algorithms that turbocharge the formerly slow, resource-intensive and relatively unscientific process of finding audience overlaps.
Curation is amazing – for SSPs. The question publishers continually ask is, “Is curation good for us?” That’s the wrong question.
The last five years saw our industry’s conventional models of ad targeting and measurement evaporate with the regulatory and cultural shift toward privacy. But out of these ashes, the advance of clean room architecture is enabling a deeper level of measurement and insights, which is moving us toward something much better than ever before.
Not every retailer has a solid handle on emerging AI tech. While some thrived, others stumbled – sometimes spectacularly. Here are some lessons to learn from Q4 campaigns.
For over a year now, audiences have been changing channels (pun intended).
In today’s day and age, a robust healthcare media mix covers a variety of channels, including television, digital, social media, audio, out-of-home and others, all dedicated to one goal: targeting the right audience at the right time with the right message.
According to Emarketer, global ad spending surpassed $1 trillion for the first time ever last year, growing at a rate of 9.5%. That growth is expected to continue in 2025, with digital platforms capturing 72.9% of total ad revenues this year, rising to 76.8% by 2029.
Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks?
Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.
As we navigate the challenges facing our industry, we must prioritize both efficiency and integrity – and focus on quality over quantity in ad delivery.
The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.
Under the new leadership, the FTC is signaling a pivot away from sweeping rulemaking efforts to let Congress play that role, writes Uplevel CEO Raashee Gupta Erry.
Navigating the world of data and identity partners can feel like scrolling through a dating app: In a sea of options, only a few are worthy of swiping right. To find your perfect match, look for a partner who checks all the right boxes.
Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.
The pace of AI innovation in 2025 is staggering. New models and capabilities emerge weekly, each promising to be transformative. PwC predicts AI will add $15.7 trillion to global GDP by 2030, a 14% boost to the world economy. Goldman Sachs projects $200 billion in AI investment in 2025 alone.
Agents are autonomous and thoughtful, incredibly fast and knowledgeable. They won’t replace star performers, but they will supercharge your team’s delivery.
The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.
The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.
Under the guise of preventing “censorship,” Jim Jordan and the FCC’s Brendan Carr are attacking the First Amendment rights of private companies to choose what kinds of political content they support.
Today, AI is being used in CTV for a variety of machine learning applications. But in the future, AI will drive an unprecedented level of personalization. In this interview at CES 2025, LG Ad Solutions CTO Dave Rudnick talks about the division’s new “moonshot” unit, Innovation Labs, and more ways technology is transforming the streaming […]
Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.
Nineteen states have passed comprehensive privacy laws, but how close are we really to a federal privacy law?
There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to degrading multi-touch attribution (MTA) systems. However, as this moment unfolds, I’ve realized something critical: Understanding of marketing mix modeling solutions is woefully out of date. The industry has been stuck in a time warp, and marketers need to understand what’s changed to avoid settling for less.
Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.
Complexity is going to create new opportunities to reach audiences, says Nielsen Chief Marketing Officer Alison Gensheimer. She sits down with AdExchanger Executive Editor Sarah Sluis to discuss how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.
What is the future of curation in 2025? On the CES conference floor, PubMatic Chief Revenue Officer Kyle Dozeman talks about why curation is such a hot topic in ad tech.
On Wednesday, and in time for the upfronts, Nielsen added more than 200 advanced audience segments in Nielsen ONE, its cross-platform analytics dashboard.
Infillion, an ad tech business built on M&A, is back with another acquisition. This time it’s Catalina, a century-old market research and shopper marketing company with roots in physical cash register machines.
OpenX and Givsly’s new curation solution lets political campaigns reach voters based on data sourced from nonprofits, rather than traditional party affiliation.
“Fully a third of our profit in the most recent quarter was related to advertising and membership income,” Walmart CFO John David Rainey told investors on Thursday.
Omnicom just reported its first earnings since closing the IPG deal and, shocker, it’s saying AI is main growth driver for combined holdco.
Companies like P&G, PepsiCo and Colgate-Palmolive are cutting marketing spend as the easiest and quickest way to protect profitability.
