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Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!

As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.

Retail media is built on its attribution quality, but real purchases can be gamed by programmatic metrics and create perverse incentives for RMNs to serve ads across low-quality inventory.

Google and Meta are playing with fire. Their opaque refund practices have already exposed them to customer blowback – and could lead to class-action lawsuits by disgruntled advertisers.

Mike Yeagley, an independent contractor who has scouted and acquired commercial data and technology on behalf of intelligence agencies, is one of the earliest evangelists of using ad tech tracking information to identify and surveil government targets.

Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made for advertising sites – and yet supply sources remain oversaturated with garbage inventory.

Cross-cloud data collaboration technology is the best bet for a post-cookie solution. But it’s vulnerable to similar privacy concerns.

Topsort raised $20 million, with plans to seize the 2024 opportunity for post-cookie ad tech.

Programmatic advertising is rife with misinformation. Brands can protect themselves this election season without blocking the news.

Data clean rooms are becoming an important part of how agencies analyze and use data. Canvas, for one, added InfoSum as its first data clean room and collaboration tech partner.

AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.

Google announced a suite of updates to PMax that expand its generative AI creative capabilities, including auto-generated videos.

Don’t get me wrong – Walmart is going to sell a lot of Vizio TVs. But its bigger interest in Vizio stems from data and advertising.

“I know you’re going to ask me specifically about Privacy Sandbox, because nearly everyone else does,” The Trade Desk CEO Jeff Green said on the company’s Q4 earnings call.

This week, I’m examining how the era of standalone walled gardens and content fortresses has given way to new forms of ad platform partnerships.

This is the story of Adalytics, the advertising analytics startup founded by a computational biology researcher with a knack for uncovering ad tech’s ills and publishing blockbuster research reports to expose them.

The Criteo bounce back is in full effect after the company reported strong profit growth and continues to hit benchmarks distancing it from the old days of retargeting.

“Standard advertising services” shouldn’t include recording intimate patient-doctor conversations to help drug companies guide doctors on how to push opioids.

In short, does the Privacy Sandbox work? In the Tech Lab’s view: No. But whether these APIs work or not is a deceptively slippery question, because it depends on your definition of “work.”

Nielsen’s complaint against VideoAmp is the ninth patent infringement lawsuit it’s brought against rival companies in just three years.

Wall Street wanted profits. Big Tech delivered. That was the case for Google, Meta, Microsoft, Apple and – more than any other US tech giant – Amazon.

Google has always been the internet waystation. People arrive to be shuttled someplace else. Increasingly, though, Google is the destination.

Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.

Conagra-owned brand Birds Eye brings a new approach to online video, social shopping and first-party data.

Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.

Overall deal activity in the ad tech market was down 10% year over year in 2023, according to LUMA Partners. But 2024 may be looking up.

ASICS is testing data clean rooms and other cloud-based advertising solutions. It shows why vendor and channel tests are important, but not for the faint of heart.

Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.

Planet Fitness is hiring an in-house ad sales team to win agency and advertiser budgets for its omnichannel media netw … Wait, what? That’s right. The gym chain has an RMN now.

GroupM’s integration with Google allows its Choreograph campaign planning and insights platform to compile data derived from Google – including signals from Search, YouTube and Google Analytics – in one interface.