Marketers spent the past decade and a half obsessing over how to reach millennials (many of whom are in their late thirties by this point, god help us). Now, brands are turning their attention to Generation Z … and some are a little flummoxed about how to relate.
When messaging app developer Pinger started experimenting with CTV advertising last year, it learned a lot – about what not to do. “Mistake number one is that we really thought a CTV agency could guide us through the process … and I would encourage you not to assume that,” says Brook Lenox, Pinger’s senior marketing manager.
Supply-path optimization (SPO) is one of three key growth strategies for PubMatic this year, Rajeev Goel, PubMatic’s CEO and co-founder, told investors during the company’s Q4 earnings call on Monday. Omnichannel and audience addressability are the other two top priorities.
Media leans white, from the content studios of Hollywood to the ad agencies of Madison Avenue. Where does the lack of diversity come from? A lot of it has to do with insufficient industry exposure to Black college students and graduates, said Steven Golus, a digital advertising trainer and consultant. Golus founded The Boyd Initiative […]
The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media […]
Programmatic is a journey – and most advertisers need a copilot. But the advice they get is often too narrowly focused on tactics, like programmatic ad buying and supply-path optimization (SPO), rather than on auction dynamics across all biddable media, said Rob Norman, former chief digital officer at GroupM and a strategic advisor to Up & […]
There’s a talent crunch bearing down on the digital advertising ecosystem. Agencies, brands and publishers are struggling to manage an ongoing labor shortage that’s been exacerbated by the pandemic, a demand for more flexible working environments and elevated expectations for diversity, equity and inclusion practices. “Everyone’s heard of ‘The Great Resignation,’ and we’re really seeing […]
Disney laid out an aggressive plan to unify all of its screens, automate more than half of its business and make the majority of its inventory – both linear and digital – addressable within five years. As part of that plan, it created a programmatic exchange, DRAX, which will allow programmatic buyers to compete for […]
Digital marketing firm Jellyfish has acquired five companies specializing in ecommerce, creative tech, content creation, gamification and more as part of an aggressive global expansion. The company has scooped up Seelk, a French software and consultancy for Amazon Marketplace; Splash, an England-based creative technology service with global localization; UK-based Quill, which offers performance content for […]
Ad software provider Viant Technology Inc. filed an S-1 on Friday with the US Securities and Exchange Commission ahead of an initial public offering as the company positions itself for future growth. The company anticipates a boom in the growing programmatic advertising market, particularly across linear TV, CTV and mobile. Viant, which was founded in […]
