Opinion

As Mark Zuckerberg has said, the metaverse is still years away. So, for the near term, Meta’s opportunity is in messaging.

5G can provide significantly greater speeds and accommodate more devices than dated 4G networks. For consumers, it’s revolutionizing communications and content.

But from a marketer perspective, the impact will be no less transformative. So, what do today’s brands need to know about this revolution?

Any new regulations can potentially throw a wrench into your operations. Prepare for what’s to come with this breakdown of what these laws are and their effects on marketing strategy. 

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.

Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.

Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.

Gamers’ affinity for ad-supported content presents a golden opportunity for brands

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.