Home The Big Story The Big Story: Ad Tech’s Big Bets

The Big Story: Ad Tech’s Big Bets

SHARE:
The Big Story podcast

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.

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.