McKinsey Archives | AdExchanger

What Scandi-Land Can Teach The US About Cookieless Targeting

AdExchanger Guest Columnist — Wed, 20 Dec 2023 05:35:21 +0000

US advertisers have been preparing for the cookieless future for years. States like California, Virginia, Colorado and others have already enacted or have pending data-privacy legislation. This patchwork of rules will redefine the US online advertising ecosystem in 2024. But what does the death of the cookie actually mean for agencies and publishers? Welcome to […]

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Beyond Words: Programmatic Advertisers Need More Than Just Large Language Models

AdExchanger Guest Columnist — Mon, 27 Nov 2023 05:35:50 +0000

With apologies to the legendary David Ogilvy, advertising today is no longer simply “the business of words.” Though one might be forgiven for not realizing it given the genuine excitement and abundance of public discourse produced by the growth of generative AI tools built on Large Language Models (LLMs). The transformative rise of LLMs is […]

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As Publishers Try To Go Green(er), Sharethrough Pays To Measure Their Emissions

Anthony Vargas — Wed, 18 Oct 2023 13:00:27 +0000

Advertisers are getting serious about cutting carbon from their campaigns. But before publishers can make their ad tech greener, they have to measure their emissions to create an accurate foundation for building a sustainability strategy upon. However, measurement and consulting can be expensive. And publishers are often reluctant to make changes to their ad tech […]

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3 Ways Advertisers Can Effectively Gather More First-Party Data

AdExchanger Guest Columnist — Wed, 04 Jan 2023 05:35:42 +0000

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Scott McDonald, President and CEO of the Advertising Research Foundation. There’s no need to rehash all the privacy-related legislation sweeping the digital world and how the advertising industry is evolving […]

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Retail Media Waxes As MTA Wanes, With McKinsey’s Emily Del Greco

Allison Schiff — Tue, 09 Aug 2022 10:00:12 +0000

Emily Del Greco likes to understand how things work and make sure they work well. This applies as much to the Dyson humidifier she recently took apart and reassembled as it does to the inner workings of ad tech. Today, Del Greco is a consultant and partner at McKinsey & Company, but her career spans […]

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Google Tests A Price Indicator That May Rattle Retailers; The CNIL Comes For Google Analytics And Facebook Connect

AdExchanger — Wed, 13 Apr 2022 04:03:21 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Put A Price On … Price? Google is testing “Higher price” and “Lower price” indicators for shopping searches. Brian Freiesleben, an SEO industry observer and practitioner, spotted the badge in the wild on a $760 fireplace from Home Depot. It was […]

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Facebook’s Misinfo Problems Continue; Vizio’s Inscape Limits Data Use

AdExchanger — Mon, 07 Dec 2020 05:03:29 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Falling Short? Facebook updated its misinformation policy to include vaccine-related content, as the company continues fighting against claims that it isn’t doing enough to protect its billions of users. The Wall Street Journal reports that the social networking giant will over the coming weeks […]

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L’Oréal CMO: Digital Is Changing Our Content, Creative And Conversation

Kelly Liyakasa — Fri, 13 Sep 2013 19:17:14 +0000

Four years ago, consumer beauty and cosmetics company L’Oréal did not have a chief marketing officer. When Marc Speichert joined the company, it became overwhelmingly apparent how much decentralization existed across the company’s four divisions and 20-plus brands, a challenge for any global enterprise. “I think CMOs need to be agents of digitalization in an […]

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Cannes Post-Script: Is The Creative Agency Becoming A Point Solution?

Zach Rodgers — Wed, 03 Jul 2013 16:41:53 +0000

Once upon a time, ad agencies were masters of data. Which is to say, research. Before the internet, firms like Leo Burnett and The Martin Agency wielded – and still wield – sizeable research budgets, which they used to uncover demographic opportunities and strategic consumer insights. These insights were turned into big ideas and placed […]

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At ARF Re:think, Researchers Grapple With Emerging Markets

Kimberly Maul — Wed, 20 Mar 2013 04:04:18 +0000

At the Advertising Research Foundation’s Re:think conference in New York yesterday, discussion revolved around emerging markets such as China, India, and Brazil. John Forsyth, principal at McKinsey & Company, presented data showcasing the growth in these markets. “If you look at the growth over the next 15 years, three-fourths of the global growth is going […]

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