HP

HP is using The Trade Desk’s UID2 product to improve targeting for CTV buys in a way that passes the privacy sniff test.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Metaverse’s Second Life? The metaverse has gone from the next big thing to a punchline about the danger of chasing Big Tech’s shiny objects. Even Meta is downplaying its investment in immersive virtual worlds. Yet, despite reports to the contrary, metaverse marketing […]

Freddie Liversidge, HP’s global head of media, explains the benefits and challenges of building an in-house digital media agency from the ground up.

Today, there are so many flavors of in-housing. The term itself has become a bit like “programmatic,” where the meaning across organizations varies so greatly that there’s little point in using it on its own. What matters now isn’t how brands define “in-house” or if in fact they “in-house” at all – it’s whether they approach their digital advertising strategically and thoughtfully, writes Dan Larden, head of UK at TPA Digital.

The term “sustainable marketing” calls to mind disposable bamboo razor handles from Schick, the promise McDonald’s made last year that by 2025 all Happy Meal toys will be made from environmentally friendly material and Coca-Cola’s plan to launch a new bottle made from 100% recycled plastic. But digital media has a carbon footprint, too. A big one.

There’s no other way to say it, tag wrapping is a pain in the butt. But it’s a necessary evil of ad ops. On Thursday, Integral Ad Science introduced a tag wrapper that automates the process of wrapping campaigns with ad server and third-party verification tags for Google Campaign Manager. The feature, in beta with […]

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, head of Americas marketing at HP. Despite criticism that it is just a marketing gimmick, brand transparency is more relevant and meaningful than ever. It is becoming fundamental to how companies engage with customers. By […]

The in-housing trend is real, but agencies aren’t getting kicked to the curb. Their role is simply evolving. “Agencies have been around for years, and they’re not going away,” said Freddie Liversidge, HP’s director of digital activation, speaking at AdExchanger’s Programmatic IO show in San Francisco on Tuesday. HP recently completed a multiyear process to […]

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, head of Americas marketing at HP. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever. Ninety-eight […]

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes in […]