Opinion
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OPINION: Data-Driven Thinking
With Privacy Top Of Mind, The Future Of Targeting Could Be In Mobile’s Hands
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.
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Cookies Will Finally Die In 2024: Here’s Why Advertisers Should Celebrate The Upgrade.
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.
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OPINION: On TV & Video
Target One Audience, Measure Another: The Definition Of TV-Buying Insanity
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
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OPINION: Data-Driven Thinking
Why Is The Push For Children’s Online Protection Moving So Slowly?
Lawmakers are busy playing politics, and it’s getting in the way of creating safety guardrails for children’s privacy online.
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OPINION: Data-Driven Thinking
How Marketers Can Claim Their Spot At The AI Discussion Table
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.
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OPINION: On TV & Video
Lucrative Long Tail: Why CTV Advertisers Should Think Beyond Premium Channels
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.
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OPINION: Data-Driven Thinking
CMOs: It’s Time To End The Age Of BS
Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.
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OPINION: The Sell Sider
The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024
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:- addressability
- ana
- attention metrics
- bid enrichment
- CTV
- curation houses
- deal curation
- deal IDs
- distribution traffic
- DMP
- DSP
- generative AI
- Google Chrome
- google privacy sandbox
- Messer Media
- openRTB
- post-impression filters
- pre-impression filters
- Protected Audiences API
- scott messer
- SSP
- third-party cookie deprecation
- Viewability
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OPINION: Data-Driven Thinking
9 Measurement Questions Every Marketer Should Ask Retail Media Partners
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.
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OPINION: Data-Driven Thinking
How Self-Supervised Learning In AI Can Reduce Reliance On User Data
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.