With 2024 on the horizon, advertisers are evaluating how to invest in AI – particularly, generative AI. Reliable and practical applications, however, can be hard to find.
How should a business begin thinking about its generative AI strategy against this buzzy backdrop?
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.
Commerce media has been stirring up a ton of buzz as the next big disruptor in digital marketing. What lies behind this buzz? Cutting through the hype is as simple as following the numbers.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.
As supply-path optimization (SPO) becomes the rallying cry of our entire industry, the complexity of the CTV landscape is in the spotlight. Calls are growing louder for publishers to dramatically slash the number of SSPs included in their unified auctions. A more centralized approach with fewer SSPs, these folks argue, will bring clarity and efficiency that will draw buyers. But this view oversimplifies the situation.
There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.
GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.
We’re less than 6,500 hours from the single most significant third-party signal loss our industry has faced: the end of the Chrome third-party cookie. And it’s time for us all to stop hopping from lily pad to lily pad looking for Band-Aids. There are proven solutions to this signal loss – ones that offer the advertising performance and measurability we collectively need. In particular, authenticated inventory offers publishers and advertisers the ability to reach premium, authenticated audiences, driving better results and building stronger relationships with consumers.
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.
