CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.
Most advertisers aren’t happy about the effects of tariffs. But the industry that a business operates in has a major impact on its financial security.
Concern over brand safety and suitability is now tied with campaign underperformance as the top reason for why advertisers pull back on budget.
Nielsen told ad buyers that it plans to drop panel-only ratings later this year. The decision signals an inflection point in media measurement that publishers and buyers have both been waiting for.
As we move into 2025 and beyond, there are a few areas where President-elect Donald Trump’s policy proposals will directly affect the advertising industry, writes Eric Haggstrom of Advertiser Perceptions.
Good news for the skeptics: 2025 will hopefully be a year of more practical AI use cases for advertising, especially as agencies get more hands-on with the tech.
The IAB gave us new retail media standards for Christmas. But will the industry actually adopt them? Plus: how AI will be used in advertising in 2025.
When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall media buys. But according to new findings released by Go Addressable and Advertiser Perceptions on Wednesday, adoption of addressable TV advertising has increased significantly.
Publishers are skeptical that “curation” is actually doing anything for them. Plus, what’s coming up in 2025?
The Connected Commerce Council (CCC), a lobbying organization based in Washington, DC, hosted a virtual press conference to spotlight small businesses and their concerns with the APRA, the latest attempt at setting national privacy standards.
The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.
TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signal, Please TV may not rely on third-party cookies, but that doesn’t mean the television industry isn’t feeling the impact of signal loss. The phaseout of third-party cookies is having a “trickle-down effect” on the TV world, says Lauren Fisher of Advertiser Perceptions, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Inside Track How can I track you? Let me count the … hundreds of thousands of ways. The Markup analyzed a spreadsheet linked to a public page on Microsoft-owned Xandr’s website, and it was quite the trove of audience data. The spreadsheet contains […]
This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.
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.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
The programmatic ecosystem is so complex and opaque that bad actors are able to game the system to fund hate and social harm. Now, advertisers are getting more concerned about funding harmful activity through ad fraud and high-velocity disinformation within social and programmatic ecosystems, writes Sarah Bolton, EVP of business intelligence at Advertiser Perceptions.
You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
Although cookies will soon be off the menu and mobile identifiers are under fire, advertisers are taking their sweet time to cook up alternatives. Two-thirds of marketers say they’ve hit pause on actively transitioning from third-party identifiers, according to a new survey from Advertiser Perceptions.
Google Ad Manager is still the dominant supply-side platform – but the race for second place is tighter than ever. Forty-six percent of publishers say they use Amazon Publisher Services, Amazon’s supply-side platform, according to Advertiser Perceptions’ SSP report for the second half of 2021, which was enough for Amazon to maintain its grip on the No. 2 spot.
Let us help you serve yourself. That’s the accelerating trend in fast-food chains, car dealerships, remote work life and, yes, in ad tech. The ascendancy of the self-serve DSP is here, according to the latest Advertiser Perceptions DSP wave. The report is based on a survey of 336 brand and agency advertisers who spend at […]
Privacy is the number one reason why marketers say they want to partner with a customer data platform. Twenty-six percent of marketers cite data compliance and ensuring consumer privacy as the top benefits of working with a CDP provider, according to the companies surveyed by Advertiser Perceptions in its wave on the CDP market covering […]
Just before Google Chrome postponed its phaseout of third-party cookies until late 2023, publishers and advertisers were both optimistic and unprepared, according to Advertiser Perceptions’ latest Cookieless Future Report. Based on surveys and interviews taken in April and May of this year, the report practically comes from a different age – but the data is […]
The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site […]
Over half (52%) of marketers say that they use Salesforce or Microsoft as their customer data platform, according to the most recent Advertiser Perceptions report on the CDP market. Clear evidence that the marketing clouds are dominating the CDP category … right? Here are a few grains of salt. For one, when Advertiser Perceptions conducted […]
Google Ad Manager remains on the top perch across almost every category in the latest Advertiser Perceptions report. Though the pandemic transformed the buy side of the advertising business, giving Amazon Publisher Services a huge boost, the sell side saw more of the same. Publishers leaned into the partners they already used and were comfortable […]
