While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.
VideoAmp released a tool that allows publishers and advertisers to compare audience viewership second by second throughout the duration of a program. The purpose is to help buyers target their ads more effectively. Advertisers have been demanding discrete program insights for targeting and measurement planning, Jonathan Bohm, VP of product at VideoAmp, tells AdExchanger.
Marketers are banking on compelling creative and contextual signals for performance, with challenges to addressability, says Forrester Senior Analyst Nikhil Lai. Plus: How TV can reduce digital advertising costs.
You can’t have supply path optimization (SPO) without supply chain transparency. The ads.txt version 1.1 update released in April added OWNERDOMAIN and MANAGERDOMAIN variables that allow publishers to label a site’s parent company and the intermediary that is selling a site’s ad inventory. The IAB Tech Lab’s Jill Wittkopp spoke to AdExchanger about how these supply chain transparency tools relate to the industry’s pursuit of SPO.
For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unfluential Meta claims to have taken down a Chinese political influence operation that used fake accounts to agitate and misinform Americans. The China-backed ring of accounts focused on hot-button issues, such as gun control and abortion, from both sides. This was about China […]
As technology and industry self-regulation converge to make supply and demand path optimization more seamless and efficient, we need a better name to describe optimization across the advertising ecosystem, writes Stephen Johnston, CTO of PubWise. “I’d like to submit for your consideration a new term: advertising logistics.”
It makes sense that brands in sexy verticals like fashion and hair care turn to social media influencers. But banking brands hire influencers, too. Kasasa, a fintech company that launched in 2003 to help local credit unions and community banks open more user accounts, ran a recent video campaign with a twist on the “shop local” trend featuring YouTube creator Trey Kennedy.
CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.
Smartify Media launched in 2020 as a digital out-of-home platform to allow small businesses in Boston to share real-time updates with customers during the pandemic. Now, the company is trying to create a retail media network with small businesses nationwide, like bodegas and other mom-and-pop shops, through its Small Business Revenue+ program.
If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.
While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.
Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.
Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.
Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
