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The Big Story: Ad Tech’s Big Bets

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Digital advertising is in a growth and regeneration period.

New appendages, from connected TV to retail media to privacy tech, present opportunity beyond programmatic banners and boxes.

But to ride that growth wave, everyone from marketers to ad tech to publishers needs to adjust their focus from short-term thinking to long-term thinking. They also need to understand some of the asterisks and nuances that go beyond the simple charts showing the exponential growth predicted in these emerging areas.

During AdExchanger’s Programmatic IO conference this week in Las Vegas, many speakers talked about the tension between long-term and short-term thinking.

It’s easy to focus on the quick boosts in performance that derive from optimizing short-term metrics in areas such as measurement and product development. But taking a long view enables better measurement beyond click-through rates, like ongoing brand health, especially with continuing signal loss. It also creates more sustainable marketing that will go the distance.

Listen in as the AdExchanger editorial team talks through this growth-related theme and other observations fresh from Programmatic IO.

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