campaign optimization

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

The brands seeing the greatest lift from Andromeda have adjusted not by outsourcing judgment to the algorithm but by refining their creative strategy. Here are three best practices to keep in mind.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Nextoor is rolling out a bunch of new ad capabilities, including campaign optimization, contextual weather-based ad targeting and expanded video ad formats.

Artificial intelligence has become marketing’s favorite headline. Every platform, publisher and technology partner now promises “AI-powered” solutions that will make campaigns smarter, faster and cheaper.

My Marketing Pro has set out to automate the entire marketing process, from brainstorm to launch, via conversations with an agent.

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

SiriusXM integrated with Innovid to provide advertisers with the type of impression-level data they get for other digital channels, facilitate more direct comparisons and spur more investment in digital audio.

Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

The process of setting up curated private marketplaces for bespoke audiences and vetting what inventory gets included can be incredibly time-consuming for agency teams.

Pinterest reported $1.2 billion in Q4 revenue, an 18% year over year increase – and its first-ever billion-dollar quarter.

Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.

As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

Meta is working on AI-powered optimization updates to its ads system so advertisers can customize business objectives, measure incrementality and have direct integrations with third-party analytics tools.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.

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.

Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.

Russia’s invasion of Ukraine is a test case for how ad tech can be used as an instrument of psychological warfare. But some ad tech companies are fighting back with their own AI-powered tools.