The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie?
The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.
The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging?
If advertisers don’t adopt strategies in adherence with the strictest privacy laws, they are likely looking at a future of continuous pivots, wasting time and money, writes Rachel Gantz.
Open social platforms need established content policy that is underpinned by transparency, advanced technology and feedback loops for constant improvement, writes Zefr’s Cameron Cramer.
These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.
Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.
In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new.
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.
Ad quality issues are widespread, even on legitimate websites. But today, advertisers have more control over what goes into programmatic’s mixed bag.
Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.
Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.
Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.
Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.
RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.
Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.
There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.
