How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.
Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.
There is no shortchanging the complexity of today’s media industry or the impact that the ever-expanding range of choice has on effective cross-media measurement. That complexity, however, doesn’t grant marketers any leeway when it comes to delivering on business objectives. In reality, increased complexity amplifies accountability.
The last few years saw the app giants take over the mobile app ecosystem, wielding brute strength to overwhelm the smaller publishers whose innovation and risk-taking historically drove things forward. But generative AI is leveling the playing field, giving small and midsize app developers the ability to create new apps and innovate on existing platforms dramatically faster with substantially fewer resources.
In a wildly exciting and inventive sector, YouTube is merely meeting the status quo – with scope for so much more.
Having time to prepare for major changes is generally regarded as a good thing, both in life and the digital advertising industry. But when it comes to preparations for a privacy-first, post-cookie world, there’s been far too much talk about preparation and far too little action. This is hurting advertisers’ results today, not just in some theoretical future.
A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.
The Washington Post is looking to capitalize on a resurgence in advertiser interest in news content, and the AI trend, to create new opportunities for brand collaborations.
The more time the marketplace has to evaluate the Privacy Sandbox – and, particularly, the Topics platform – the worse those platforms will look.
When an ad tech company goes belly up – and its destiny is being decided by indifferent creditors – it becomes difficult for unfamiliar bankers to capture (or preserve) the value.
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.
