The real challenge is drawing a clear line between the AI-generated content that adds value and the kind that erodes trust and leads to significantly lower ad effectiveness.
Enough with the ROAS obsession. It’s time for a smarter approach to measurement that focuses on more than short-term objectives, says Melanie Babcock-Brown, VP of media and monetization for Orange Apron Media, The Home Depot’s retail media network.
Former Meta employee files a complaint regarding the company’s illegal business practices; virtual AI salespeople are hosting 24/7 livestreams; and Google SPN advertisers will now receive a list of URLs where their ads appeared.
Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.
Linkby, which connects brands with publisher content that advertisers pay for based on reader engagement, announced its $15 million Series B on Tuesday.
Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.
Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Critics say the FTC’s deal with OMG/IPG prohibits agency practices that don’t exist. And it distracts from legitimate concerns about brand safety news blocking and principal media.
Meta introduced a set of new features Wednesday that gives advertisers more granular metrics for how they value traffic and ad campaign conversions .
