Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.
Throughout the CTV market, there is an ongoing push for higher levels of transparency and control – and for good reason. Advertisers need deeper insights into the audiences and types of content surrounding their ads if they want to drive maximal interest.
Digital media agency Hotspex Media’s emotional contextual tool, Reticle AI, analyzes the emotions an ad is trying to evoke and the context of where the ad might show up to find congruent ad placements.
URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.
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.
NewsGuard created a whitelist of publishers based in Ukraine, where the news media market has been in decline since the Russian invasion began in February 2022.
Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.
Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.
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.
Ad agencies are understaffed and their clients – small businesses in particular – often don’t have the time or the technical background to sift through reams of campaign data. And so, increasingly, they’re turning to automation to cut down on the more tedious and time-consuming aspects of account management. Tag, an independent agency based in Iowa, uses a suite of automated reporting tools, including from Basis Technologies, to communicate cross-platform campaign metrics to its clients.
