Opinion

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.

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.

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. 

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.

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. 

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.

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.

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.

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.

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.