Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.
By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.
There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.
GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.
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.
In the coming weeks, you will see stories from us about the ongoing war, and we’ll do our best to treat the subject with respect. This is no time to shy away from reality.
After attending the Federal Trade Commission’s virtual roundtable about the impact of generative AI on creative fields last Wednesday, all I can wonder when I see an AI-generated creation is whose work it’s based on.
Marketing analytics and ad ops teams are overwhelmed with data, which is compounded by the accelerated pace of generative AI-produced content.
The industry is too focused on quantity over quality. Unfortunately, it seems there are many people still chasing scale due to a lack of understanding.
