While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]
As often happens with emerging channels, advertising dollars are still way behind when it comes to matching the time spent on smartphones and tablets. One barrier to greater spending is the lack of measurement of both the mobile web and app activity, but online analytics provider Quantcast is trying to tie usage across devices together […]
Although Quantcast has often discouraged observers from attempting to group the analytics provider into the “ad effectiveness” category with comScore, Integral Ad Science (fka “AdSafe”), DoubleVerify and others, its acquisition this morning of MakeGood Software would appear to put the company in closer competition with those parties. In a post on Quantcast’s blog, CEO Konrad […]
Online analytics provider Quantcast is unveiling a new self-service tool for its brand targeting solution, Quantcast Advertise for Branding. After months of beta, starting today publishers and advertisers can better manage deals directly based on specified audiences. Quantcast CEO Konrad Feldman told AdExchanger the goal is to be viewed as the company that makes real-time bidding and […]
