Here are 12 essential tips to help advertisers optimize their retail media investments and thrive in this fierce new arena, based on insights from the ANA’s Retail Media Networks Fair.
Is the marketing funnel as we know it officially dead? Variations of that eternal question were posed over and over again to panelists at Paramount Advertising’s Performance Now Summit in New York City on Tuesday.
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
Threads will introduce ads to capitalize on users fleeing X; Perplexity tests ads and sponsored queries; and Amazon pulls the plug on Freevee.
Nielsen has received accreditation from the MRC for a product that integrates a broadcaster or media company’s first-party streaming data into Nielsen’s TV panel ratings. Plus, Google launches a curation service that bundles ad inventory within its own Google Ad Manager.
Google Search dings big-name pubs’ affiliate-link-laden articles; Google’s new audience prospecting guesses user intent from less obvious keywords; and TikTok Shop’s success could finally make social commerce a thing in the US.
The term “data clean room” has gotten co-opted. Plus, a useful one-pager on the new baseline standards for DTC marketing.
Airbnb gets one step closer to launching a retail media biz; Google shakes up its ad tech executive team; and streamers struggle to balance ad and subscriber revenues.
TikTok announced this week that it would allow search advertising to be targeted by keyword. Plus, streaming ad supply now outpaces demand.
