Data-Driven Thinking

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

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

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

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.

By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.

There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.

GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.

No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.

In the coming weeks, you will see stories from us about the ongoing war, and we’ll do our best to treat the subject with respect. This is no time to shy away from reality.