Opinion

In the absence of a federal privacy law, advertisers can expect a steady stream of state privacy law announcements. Just fill in the blanks.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.

In the ever-evolving digital advertising landscape, CPGs face unique challenges in achieving their KPIs. The demand for developing cost-effective media programs that drive a brand’s desired outcomes is daunting.

Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media. 

With 2024 on the horizon, advertisers are evaluating how to invest in AI – particularly, generative AI. Reliable and practical applications, however, can be hard to find.

How should a business begin thinking about its generative AI strategy against this buzzy backdrop?

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.

it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.

Commerce media has been stirring up a ton of buzz as the next big disruptor in digital marketing. What lies behind this buzz? Cutting through the hype is as simple as following the numbers.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?