purchase funnel

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.

Pre-pandemic, Great Wolf Lodge devoted the majority of its media strategy to performance-based marketing and programmatic buying. But as the family resort rebuilds after the pandemic, it’s turning back to its upper-funnel roots with an omnichannel, brand-building campaign. Upper-funnel metrics are now front-and-center for the hospitality-focused brand.

TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.

With the looming threat of privacy crackdowns across the globe – and big platform changes coming – contextual advertising is starting to look pretty good again. And not just on the open web – on TV, too. On Wednesday, Precise TV, a kid-safe contextual advertising platform for YouTube, announced a partnership with video data platform […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Behind The Wheel Auto makers aren’t the kingmakers they were in the Mad Men heyday, but it’s a major category and a bellwether for upper-funnel advertisers.  Before 2021, there was little to no advertising for EVs. And Tesla didn’t prompt ad budgets to shift […]

You know you’ve won the lottery as a brand when you go viral on TikTok (for a good reason). Last year, it was Ocean Spray, and this year it’s Gap, whose vintage logo sweatshirts – the brown one, in particular – made a comeback on TikTok as an unexpected fashion trend of 2021. Gap capitalized on […]

Intel has a product to sell, but it’s not a retailer. And that’s where campaign management gets tricky. The chip manufacturer has long partnered with retailers and ecommerce sites like Walmart, Best Buy, Target and Amazon to sell laptops and desktop computers with Intel processors inside. Intel, which doesn’t sell consumer-facing hardware on its own […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…