Opinion
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OPINION: Data-Driven Thinking
What Scandi-Land Can Teach The US About Cookieless Targeting
Welcome to Scandi-Land, where the cookieless future has been our online media reality for the last five years. Here are three lessons for media planners, buyers, sellers and platforms who are going to have a tough time navigating the thicket of change.
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With Transparency, The Choice Is Yours: Change The Game Or Sit On The Sidelines
Marketers and advertisers have been calling for transparency into their advertising investments – from planning to activation, measurement and optimization – for years. Yet, by and large, the lack of transparency has been accepted as the status quo: While we’ve made strides, data remains fragmented – operationalized and accessed on behalf of marketers, rather than with them.
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OPINION: Data-Driven Thinking
As Antitrust Concerns Mount, Google’s Ad Business Is Nearing Its Ceiling
Google has had to rely on vectors other than an increase in search volume for growth. Without proper protective legislation in place, however, the result could be a dangerous one.
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The Addressable Ecosystem Bubble Is About To Burst. It’s Time To Use Emerging Methodologies That Address The Non-Addressable
The ad tech industry has undergone an identity transformation. With 2024 around the corner, the end of the once-reliable cookie is finally at hand. But signal loss doesn’t stop with cookies.
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OPINION: On TV & Video
CTV Isn’t Just The Evolution Of TV – It Brings Unique Advertising Potential
The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.
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Is Your CDP Built To Support Partner Data?
The need to expand beyond first-party identifiers fundamentally changes how companies think about building out a future-ready mar tech stack – with some big implications for how many companies have designed their customer data platforms (CDPs) today.
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The Principles That Will Guide The Future Of B2B Data
For the past two decades, B2B marketers have been inundated with messaging telling them they need to “take a page from the B2C playbook.” There’s truth in this advice – but there are faulty assumptions at play, too.
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OPINION: Data-Driven Thinking
Conscious AI Innovation: How To Protect Your Business And Your Customers
AI’s speed of innovation and deployment have raised concerns about risks and harm to people and businesses. Here are some tips for how to use it responsibly.
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OPINION: On TV & Video
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics
The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.
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How To Craft An Effective Supply-Path Optimization Strategy
Advertisers and agencies are recognizing the importance of SPO to select strategic SSPs that reduce the number of intermediaries, offer more control and align on better financial incentives and greater cost savings.
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