first-party data

On Tuesday, game engine Unity, which has a growing advertising business, announced the appointment of Chris Feo as its new SVP of programmatic.

In June, Marriott launched a new media network designed to connect its customers to relevant brands throughout the travel journey.

Publishers like News Corp are walking a fine line—suing AI companies for scraping their work while cutting multimillion‑dollar licensing deals with others.

Hearst has seen improvements in addressability between 30% and 200% since introducing AURA, its AI-powered ad targeting solution, last year.

Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.

In a world where privacy regulations are tightening and third-party cookies are increasingly unreliable, first-party data has emerged as a cornerstone of modern marketing strategy.

With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.

Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.

OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.

Political advertisers, by necessity, have built precise, privacy-conscious targeting strategies that work without relying exclusively on third-party data like cookies.