Content Studio

With screens omnipresent in modern life, the digital out-of-home (DOOH) advertising channel continues to see growth.

One reason for this: We’ve modernized workflows such as conventional insertion order (IO)-based transactions and streamlined much of the manual process through the advent of advertising technology. Today, there are programmatic capabilities, real-time bidding (RTB) and streamlined automation of ad serving and delivery of campaigns.

Advertisers have been chasing cord cutters for the last 10 years. But the story in 2023 is viewers cutting streaming subscriptions – and most advertisers aren’t keeping up with this behavior change.

The growth of ad-supported CTV is completely upending our thinking on what an open marketplace or open ad exchange can deliver. Combined with new programmatic protocols and ad serving technology that’s finally delivering the transparency, control and security digital advertisers have come to expect, the open CTV ad exchange is about to democratize TV advertising in an exciting way.

As the digital advertising industry upgrades its privacy protections for consumers, some ad tech providers have wondered what the business impact for improving privacy will be. But how often do ad tech providers consider the cost of staying on legacy technologies such as third-party cookies?

5G can provide significantly greater speeds and accommodate more devices than dated 4G networks. For consumers, it’s revolutionizing communications and content.

But from a marketer perspective, the impact will be no less transformative. So, what do today’s brands need to know about this revolution?

As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.

Gamers’ affinity for ad-supported content presents a golden opportunity for brands

For app marketers, success comes down to answering one question: Which users are most likely to churn?

Just as it has democratized more data-driven approaches to so much other business decision-making, machine learning is fundamentally changing churn prediction from an inexact art into a precise science.

Every marketer knows the old adage: It costs much more to get a new customer than to keep an existing one. How much more may vary, but the principle holds true, and it’s the basic idea behind retargeting.

So why is retargeting still overlooked and underfunded by almost every app marketer?

The media landscape is changing thanks to the looming phaseout of third-party cookies and changes being made by smartphone manufacturers. The largest demand-side platforms, meanwhile, are each tackling addressability differently. This makes it more difficult for decision-makers to plan their road maps, which they are working on as we speak.