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.
To make sense of changes to mobile campaign reporting, marketers need to understand postbacks – the most essential element of mobile attribution.
To get the most out of SKAN 4 and prepare for future advancements, advertisers should focus on these four areas.
Connected TV advertising is here to stay. However, there is a downside: ad money leaking away due to fraud. Gijsbert Pols, PhD, director of connected TV and new channels at Adjust, offers suggestions for how to avoid the fraudsters when buying CTV ads.
The slow dismantling of cookie-based tech had its fingerprints all over our coverage in 2022 (if you’ll excuse the mixed metaphor). Data privacy supplied the drumbeat, from stories about clean rooms to new privacy-forward ad tech products to the rise of retail media (a data safe haven).
SKAdNetwork (SKAN) 4.0 was released last month and there’s a lot to be optimistic about. But there’s also complexity to unpack. While Apple has focused on bringing more measurement into their framework, it could further fragment the advertising ecosystem, too. Katie Madding, chief product officer at Adjust, offers five key changes to be aware of.
With a bear market upon us and the chance of a recession as high as 44%, marketers are bracing for budget cuts. Typically, marketers pull back on branding when money gets tight, retreating to superficial, measurable safe havens like search and social. But one channel that is likely to endure the recession is CTV, writes Gijsbert Pols, PhD, director of CTV and new channels at Adjust.
Advertisers love a captive audience, and there are few audiences more captive than mass-transit riders. So it was perhaps inevitable that Intel-owned urban mobility app Moovit would launch an ad platform. Moovit’s advertising service is live for advertisers in Latin America, Italy and Israel, and the company plans to roll it out everywhere its app is used.
At this year’s WWDC, Apple announced updates to SKAdNetwork, its privacy-adjusted mobile measurement framework. For marketers, embracing, understanding and developing a robust strategy for SKAdNetwork is essential for user engagement and measurement on iOS. From there, the key will be maximizing the value of first-party data and designing long-term acquisition and measurement strategies – based on user consent for targeted advertising, writes Katie Madding, chief product officer at Adjust.
Google has tried – and so far mostly failed – to get its customers on board with major new migrations for its online advertising platform. But Google means business this time, with the migration to the new GA4 analytics solution. You’ve got one year. Also: Tech layoffs are on the rise.
