The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.
When Google first announced plans to disable third-party cookies on Chrome in January 2020, the news hit ad tech like an earthquake. But a lot has changed in the past four years. Now, as Google finally begins acting on those plans, the death of the third-party cookie is looking a lot more like opportunity than crisis.
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
Lawmakers are busy playing politics, and it’s getting in the way of creating safety guardrails for children’s privacy online.
With the encroaching reality of AI, marketing professionals should be included in strategic planning, given the roles we play in shaping public image and maintaining a brand.
Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.
Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.
OPINION: The Sell Sider
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.Tagged in:
- attention metrics
- bid enrichment
- curation houses
- deal curation
- deal IDs
- distribution traffic
- generative AI
- Google Chrome
- google privacy sandbox
- Messer Media
- post-impression filters
- pre-impression filters
- Protected Audiences API
- scott messer
- third-party cookie deprecation
Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers.
Self-supervised learning is at the heart of generative AI, and it’s perfectly suited to address the signal loss we’re increasingly facing in digital advertising today.
Wall Street wanted profits. Big Tech delivered. That was the case for Google, Meta, Microsoft, Apple and – more than any other US tech giant – Amazon.
Google has always been the internet waystation. People arrive to be shuttled someplace else. Increasingly, though, Google is the destination.
Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.
Conagra-owned brand Birds Eye brings a new approach to online video, social shopping and first-party data.
Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.
Overall deal activity in the ad tech market was down 10% year over year in 2023, according to LUMA Partners. But 2024 may be looking up.