performance advertising

If you ask the executive leadership of Affle and Perion why the two companies are merging, the answer you’ll get is “synergies.”

While Eric Seufert’s “everything is an ad network” mantra keeps being proven correct, a new truism is also taking shape: “Wherever an advertising business emerges, the measurement challenge follows.”

Gamera, a media quality measurement startup for publishers, announced on Tuesday it raised $1.6 million to promote its service that combines data about a site’s ad experience with data about how its ads perform.

Manscaped’s CMO Marcelo Kertész on flipping its strategy from quick-win performance marketing to building a lasting brand with smarter, long-term growth.

A peek into fintech app Betterment’s nimble growth marketing strategy amid tariffs turbluence, with CMO Kim Rosenblum.

After six months of pilot testing with The Trade Desk, Spotify launched its ad exchange on Wednesday and added new supply and demand partners to the mix.

Now that Teads and Outbrain are one, the vision, explained CEO David Kostman when the deal was first announced, is to become an “end-to-end, full-funnel platform for the open internet.” But what does that mean in plain English?

Having nipped at Meta’s and Google’s heels for years, Pinterest is finished with being the underdog. It’s been getting very “serious” about its investments in lower-funnel advertising products, says Pinterest CRO Bill Watkins.

Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

We asked the experts: Which channels are you leaning into — and where are you pulling back – during Black Friday, Cyber Monday and the rest of the holiday season?

Snapchat’s user base is broader than it often gets credit for, says Patrick Harris, who joined Snap to lead partnerships in May after nearly 12 years in executive roles at Meta.

True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.

Television advertising has the reputation of mainly being a vehicle for branding. But that’s a misconception, says Arjun Kapur, managing partner and founder of Comcast’s Forecast Labs.

Performance marketers once turned up their noses at creative, seeming to only care about audience targeting. But signal loss is putting creative back into the spotlight by highlighting how essential even the smallest of details can be, says VidMob CEO Alex Collmer. Also: Hot takes on generative AI art. (Spoiler: Humans aren’t obsolete – yet.)

CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.

Bill Watkins, a 9-year Pinterest veteran in sales who was named CRO this year, says the company is focusing on three main pillars: its creator ecosystem, facilitating shopping and ad-based monetization.

Instead of a funnel that slows traffic, we need to create a ubiquitous, always-accessible “sales superhighway” that provides countless on-ramps. This change of perspective will impact both how we define our potential audiences and the speed with which we have meaningful interactions with them, writes Lance Porigow, EVP of growth at The Shipyard.