AI went from quirky novelty to dominant disruptor in a matter of months, taking over the headlines, as consumer-friendly and business-centric AI applications continue emerging in every sector. AI’s role in digital advertising is much more established, but rapid advances increasingly deliver unexpected and transformative capabilities for digital marketers.
History proved that black-box algorithms aimed to optimize business metrics will have severe, harmful consequences that are often not predicted.
Here’s how you succeed in ad tech: Analyze more data in more complex ways and turn that into differentiated products.
Ad tech players know it’s not that simple. Until recently, this path required obscure detours through data summarization and sprawling tech specialization.
Following the broader digital ad world, the TV market is rapidly moving to the impression-based model. Managed services for impression-based (including addressable) remain alive and well, but this year’s Upfronts demonstrated the most dynamic growth centers on the programmatic marketplace.
In truth, it doesn’t matter when – or if – third-party cookies go away for good.
Despite the industry’s collective hand-wringing, we’re in a moment rife with possibility. The advertising industry has never been better positioned to think differently about how to delight consumers with useful and relevant advertising while continuing to prioritize their trust. Of course, this requires making use of different, sometimes new technologies and tactics and embracing an open mind.
More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.
There’s no better way to improve customer trust – and boost brand reputation – than handling first-party data respectfully and effectively, writes Recurly CMO Theresa McEndree.
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
The key to developing a marketing strategy that spans multiple products and stakeholders is to not only identify technical interdependencies of different product teams (or even subsidiaries), but also the conflicting interests of the stakeholders.
Although businesses think they are paying the correct affiliate partners, there is huge risk that they’re pumping money into misattributed sources.
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.
