Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).
Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.
Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.
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.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]
Is the programmatic advertising industry in a rut? Maybe just call it a midlife crisis, says JiYoung Kim, president for North America at GroupM Nexus, because there are bright spots – namely, retail media.
AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.
Performance marketing is more effective when it’s woven into a broader strategy that also includes branding efforts, according to Ally Financial CMO Andrea Brimmer.
True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.
Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.
