Opinion

Will ChatGPT take all of our jobs or just make them easier?

I’m optimistic. Even early use cases for AI and tools like ChatGPT have shown to improve our efficiency and quality of life — and the ad tech world holds several early AI success stories. AI is improving performance, enabling us to finally scale up hyper-segmentation, real-time experimentation and one-to-one feedback loops. But, more importantly, AI is freeing up sharp human minds to be more strategic, curious and explore new ideas.

Instead of keeping tabs on static data assets, organizations must adapt to a world in which data is embedded in ubiquitous and rapidly evolving AI tools. 

Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?

Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).

Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?

This isn’t another article about the death of third-party cookies.

Cookies are false precision and they always have been. Conversations about cookies and what advertisers are going to do when they’re gone are missing the point. It’s a distraction.

The media industry has a junk food problem.

Marketers and their agency and DSP partners have grown so focused on vanity media metrics, such as clickthrough rate (CTR), cost-per-click (CPC) and video watches, that roughly half of all ad supply is made-for-advertising (MFA) inventory – sites and pages that use clickbait headlines and filler content to generate traffic and cluttered layouts with awful user experiences to cram more display and video ads onto the page.

The number of young people using TikTok as a search tool – almost 40% – created a perfect opportunity for TikTok and its competitors to introduce search ads. 

Among the most frequent benefits touted with SPO is improved efficiency. When costs are reduced while maintaining effectiveness, greater return on ad spend is achieved. But, asks InMarket’s Joshua Koran, is it really that simple?

Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.