Andrew Frank

AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.

The more the TV industry rallies around new video currencies, the more programmers and advertisers are zooming in on ACR as a must-have data set for measurement and targeting. But how does ACR work? And is it really privacy-safe?

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

Gartner’s fourth annual Magic Quadrant for buy-side ad tech in a nutshell: Keep your eye on Amazon. Amazon is ascending into the stratosphere, where it’s now rubbing shoulders in the “leader” category alongside Google and The Trade Desk. Rounding out the leader quadrant you’ll find Adobe, Amobee, Adform and Mediaocean. MediaMath, Criteo, Verizon Media (ahem, […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Andrew Frank, VP distinguished analyst at Gartner. As yesterday’s cross-domain tracking methods fade into history, the entire digital ad community is casting around for a suitable replacement – and marketers trying to navigate through the […]

Privacy’s growing impact on targeted advertising is creating unprecedented challenges for marketers. One underlying reason contributing to the stress: Marketers feel betrayed by big data, said Andrew Frank, VP distinguished analyst for Gartner. “Big data was supposed to give us this scalable customer intimacy, this ability as marketers to know exactly what to sell to […]

Neustar is splitting its business into two independent, publicly traded companies. The divide, announced Tuesday, is an effort to boost motivation in the capital markets by clearing up confusion around Neustar’s company story and the various services it provides, said Neustar president and CEO Lisa Hook. One company will retain the Neustar name and provide […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Andrew Frank, research vice president at Gartner. Of all the challenges facing data-driven marketers today, finding the right balance between relevance and privacy ranks near the top. Personalize too aggressively […]