Agencies that dismiss in-house development are limiting their potential for differentiation. Here are five questions to ask yourself before committing to in-house tech.
SSPs are staring at their own demise. And it’s because, for over a decade, SSPs have positioned themselves as agnostic platforms.
The old approach to media and measurement is no longer sustainable. AI is now embedded across every step of the media value chain, and AI is only as good as the data it’s fed.
We spoke to a score of ad tech leaders to uncover seven competencies essential for the success of the next generation of ad tech leadership.
Straddling the line between content creator and content-conscious mother offers a fresh perspective on the importance of media literacy and advertisers’ role in the online ecosystem.
In an era marked by generative AI, algorithmic optimization and an obsession with outcomes, cloud infrastructure has become a competitive differentiator.
Remember when you could update your privacy disclosures and be in good shape for a few years? Well, those days are long gone.
The competitive set has shifted and it’s stacked against independent DSPs. But, instead of chasing what competitors already own, TTD can own what they can’t: trust.
New social media content moderation policies will enable connections with audiences that reflect a broader range of perspectives, expand inventory, and provide opportunities for contextual alignment.
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.
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
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.
The demise in recent years of legacy DSPs is not a glitch in the matrix; it’s a business model failure, leaving SSPs and publishers to pick up the pieces.
Sometimes it takes an outsider to point out the obvious: There was a lot of talk about AI in Cannes, but where is the real ad tech innovation?
After a reenergizing week at the Cannes Lions festival, here are six observations on how our industry is changing to meet its new challenges.
When it comes to the red-hot retail media sector, history doesn’t have to repeat itself. Here’s how to add accountability and transparency to a space where those attributes are sorely lacking.
Economic uncertainty provides the perfect scenario for demonstrating marketing’s essential role in driving growth, resilience and adaptability. Here are actionable strategies CMOs can take to thrive amid market volatility.
Retroactive reinforcement won’t be enough to ensure a fairer and more innovative ad market going forward. The advertising industry needs proactive antitrust enforcement.
2025 promises a proliferation of US state laws regulating the processing of children’s data, with new rules either already in effect or coming into force later this year.
Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?
Programmatic promised clarity: automation, efficiency and measurable outcomes. What we got instead is complexity dressed up as optimization: a stack of acronyms performing trust theater.
As AI agents begin to mediate everything from search to purchase, marketers are being forced to confront the reality that they must treat machines as customers.
Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.
We’re seeing the worst possible outcomes with the CPM-based buying approach. And Google’s recent decision to hang on to cookies indefinitely risks perpetuating the worst parts of the digital ad business.
The era of fragmented, adversarial ad tech is winding down. A new paradigm is emerging defined by AI-first, end-to-end platforms and collaboration among buyers and sellers.
Political advertisers, by necessity, have built precise, privacy-conscious targeting strategies that work without relying exclusively on third-party data like cookies.
Short-form video, infinite scrolling and hyper-targeted algorithms aren’t neutral mediums. They shape, and often compromise, the attention they harvest, creating compulsive habits that warrant serious reflection.
Transparency has become the currency of credibility in advertising. Larger holding companies and black box AI platforms must recognize that their opaque practices are no longer sustainable.
