forrester

Marketers will fold generative AI into more of their creative processes and ad creative in 2024.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Email Spreads Its Feathers Ultra-trendy CTV networks are turning to an old-school method for retaining users: email marketing. NBCU’s Peacock is using good-old-fashioned email blasts to reduce churn and increase viewership, Marketing Brew reports. Free and paid subscribers receive three to five emails […]

In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.

The most commonly cited rationale for publisher staffing cuts has been marketers’ hesitance to spend on advertising amid persistent economic uncertainty. But publishers’ latest pivot to video and increased competition among digital channels is also likely to blame.

In a saturated technology marketplace, it is becoming harder for vendors to differentiate themselves. A competitive environment means using all methods available to win over buyers. One time-tested way is via industry analysts, writes Marc Johnson, general manager and CMO at Bombora. 

Marketers are banking on compelling creative and contextual signals for performance, with challenges to addressability, says Forrester Senior Analyst Nikhil Lai. Plus: How TV can reduce digital advertising costs.

What exactly does “premium” mean? It seems the definition varies depending on who’s using it – that “premium” is in the eye of the beholder. But there are some areas of agreement. And the industry isn’t setting the premium bar as high as you might think.

Video games can support intrinsic or native in-game ads, as well as ads that are delivered alongside gameplay but exist outside the game itself, like pause-menu display ads and rewarded video. Marketers can also sponsor and advertise on channels related to gaming, such as at esports events and across online streaming platforms, particularly Twitch and YouTube. And we can’t forget about the metaverse.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?

Writer Charlie Warzel recently linked to a piece by University of Chicago’s Dr. Richard I. Cook called, “How Complex Systems Fail.”  It’s a theoretical framework for assessing failure within medical systems. But in reading it, I couldn’t help but notice that Cook’s findings of complex system failure could apply to marketing technology, too.