Q&As 2009

MMM can tell marketers what worked, but Lifesight’s open-sourced forecasting tool aims to tell them what to do next.

As programmatic buying becomes more common in audio, marketers and platforms fight the temptation to cram in as many placements as possible.

Connected TV advertisers are still pining after show-level control. And PubMatic announced contextual targeting at the episode level is available to media buyers accessing CTV inventory through its platform.

Rather than relying on machine learning, SQREEM uses a mathematical AI model to track how systems change over time and predict audience behavior.

Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.

Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.