What is incrementality testing? “I’ve been doing more interviews with journalists lately and realize I need a better answer to this question,” says Haus Head of Strategy Olivia Kory.
Retail media and tech platforms now represent a return to agency scale dynamics. The proposed Omnicom and IPG merger is the latest example.
Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.
“It’s going to be harder for [indie agencies] to compete,” said Rob Rivenburgh, the CEO of Mars United, who also now leads the Publicis Commerce global group.
Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.
Retailers should always have a shopper-first mentality – and sometimes that may mean having to deprioritize their retail media business.
Personalization and customization are great, but when marketers go overboard with targeting, they don’t cast a wide enough net to attract new customers and foster growth, says JP Jansen, SVP of marketing and CMO for North America at Mars Pet Nutrition.
Here are 12 essential tips to help advertisers optimize their retail media investments and thrive in this fierce new arena, based on insights from the ANA’s Retail Media Networks Fair.
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
Brands are getting back to basics. They’re rethinking their packaging and trying to figure out how they fit into the new world of retail store shelves. And while they are getting more data-driven, the data is not necessarily for advertising.
Walmart’s latest data play: an app for unlocking barricades on store shelves; training generative AI may rely more on scraping big-name sites than previously thought; and tracking the issues that mattered most to Trump and Harris, based on ad spending.
The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.
Airbnb gets one step closer to launching a retail media biz; Google shakes up its ad tech executive team; and streamers struggle to balance ad and subscriber revenues.
“I always said, I think we need to change our title, because it’s not the old school shopper marketing,” said Anne Martin, director of shopper marketing for Mondelez International, which owns Oreo, Ritz, and a variety of other snacks.
HUMAN plans to build a deterministic ID from its tracking of more than 20 trillion digital signals per week across 3 billion devices, which will aid attribution for ecommerce.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Crusts Are Off The growth of online groceries and retail media puts new pressure on false advertising. It is not a coincidence that false advertising lawsuits have risen sharply. For one thing, claims made on packages on a store shelf or in a […]
Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?
Pacvue has promoted COO Rahul Choraria to chief executive.
Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Roku could start running ads every time you pause a blu-ray. Plus, the kickbacks required to play in the retail media market might eventually shut out all but the biggest brands.
Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide. Here’s how the success of TikTok Shop forecasts the future development trends of ecommerce and social commerce in the US.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
Many of Publicis’ fastest-growing and most strategic business units – including CitrusAd, Profitero, Epsilon and Conversant – earn a large chunk of their revenue from other agencies. Is that a problem?
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
Amazon’s Advertising Services segment is delivering the dough. It generated $12.8 billion last quarter, up by a cool $2 billion year over year.
Q2 was relatively ho-um for Criteo. Its revenue ticked up by just 1%, although the company did move from a net loss of $2 million in the year-ago quarter to a $28 million profit.
In the past couple of weeks, many of the world’s biggest CPG and grocery store brands have reported their latest earnings. One thing is clear: CPG brands are under pressure by retailers to squeeze their margins, lower prices and spend more on ads.
Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.
The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.
