Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
Instead of relying on rigid audience segments, modern systems can interpret a real-world moment in real time, combining layers of information to better predict what someone might actually care about right now.
As artificial intelligence transforms advertising analytics, many organizations are rushing to adopt AI tools, hoping for a “magic button” that instantly democratizes data access.
Three years after launching its own data clean room, Roku is trying to bring something new to the table. On Monday, the company announced the launch of a new offering, the Roku Data Cloud, which allows marketers access to more granular streaming TV data via ad tech and agency API partners.
Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.
Every week, we publish an original comic inspired by trends in the online advertising industry. These are the stories – and the puns – behind AdExchanger’s top 10 comics of the year.
Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”
On Amazon’s earnings call last week, CEO Andy Jassy said the company has “barely scraped the surface” of its advertising business potential. Generating $12 billion in ad revenue last quarter doesn’t seem like “barely” scratching the surface. But Jassy’s right – Amazon Ads is just getting started.
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.
In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another.
Amazon Web Services took another step in its development as a key ad tech integration hub on Wednesday, with the general launch of a product called Entity Resolution.
TV publishers and brands are paying extra careful attention to what their adversaries are up to. And one opportunity to get data about competitors comes with programmatic integrations.
Clean rooms are dominating ad tech conversations, and the rise of connected TV has spurred clean room adoption to new levels because of inventory fragmentation.
Data clean room startup Samooha wants to make it easier for marketers who don’t have a data science background to securely access and share data regardless of where it sits. Because the dirty secret about clean rooms is they can be rather difficult for nontechnical people to use.
On Tuesday, data collaboration and clean room platform Optable announced $20 million in Series A funding, with participation from Hearst Ventures, Brightspark Ventures, Desjardins Capital, Deloitte Ventures and asterX.
Disney bumped up its annual tech and data showcase from March to January this year to show off its ad targeting and measurement chops in time for the upfronts.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Better Sorry Than Safe Twitter is partnering with DoubleVerify and Integral Ad Science on brand safety. Gotta do something to woo back its advertisers. “Through custom-built solutions for Twitter’s feed environment, these tests have shown that more than 99% of measured impressions appeared […]
Privacy and measurement were overarching themes of CES. Not to say that the two don’t overlap.
First, get our boots-on-the-ground CES rundown on all things TV. Then: a roundup of Big Tech’s antitrust troubles in 2023.
TV industry execs talked clean rooms at CES – including their ironic lack of interoperability. Advertisers will need more than just clean rooms to solve for measurement.
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.
Data privacy. Clean rooms. Measurement. Gaming. M&A. Which trends deserved the hype – and which ones didn’t – in 2022? We dig into some of the biggest topics of the year
Automotive marketers were among the first major advertisers for legacy television. Now, they’re ditching their age-old audience demos for first-party audience data like everyone else. General Motors is the first brand to adopt NBCUniversal’s first-party data platform, NBCUnified – but the integration is just one of many stops on GM’s first-party data road map.
Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.
With more eyes on consumer privacy than ever before, data clean rooms have become one of the hottest technologies in marketing when it comes to secure, modern data collection. But as clean rooms come to the forefront, many brands are finding that building and working with this technology requires a little acumen and a lot of planning. St.Clair McLean, VP of infrastructure and security at Alliant, shares three clean room approaches to consider as brands look to align the right capabilities with their needs.
Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.
Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.
Taking the “room” metaphor literally, the current clean room system is akin to a collection of stand-alone rooms existing outside the form and function of a house. That’s why the next level must look beyond clean rooms. It’s time to build a clean house using a method called distributed analytics, writes Marc Rossen, SVP investment and activation analytics at Omnicom Media Group.
Well, here’s the most ad techy thing ever: Clean room platform InfoSum is integrating with Unified ID 2.0 to expand how advertisers can use their first-party data in the bidstream. Omnicom Media Group is one of the first buy-side partners planning to take advantage of the integration.
Former physicist Melinda Han Williams used to spend her time studying “electronic transport in nanostructured graphene devices.” These days, as chief data scientist at Dstillery, she’s creating identifier-free solutions to transport us past the end of third-party cookies.
