Marketers

This week, Experian launched its own marketplace for third-party data vendors at the Consumer Electronics Show in Las Vegas.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Dealmaking and AI (and blackjack) are top of mind for those heading to CES. Plus, don’t expect brands to reengage with hard news in 2025.

What captured our readers’ attention this year was both a continuation of and a departure from years past. Our top 10 stories in the past year coalesce around two themes: kookies and kwality. Ahem, cookies and quality.

2024 was a year of hectic change for ad measurement. These are a few of the new ad attribution trends and techniques programmatic advertiser should know going into 2025.

Achieving consensus on the definitions for even baseline retail media metrics required a tough 18-month slog. Unfortunately, this was the easy part.

A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.

Success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves. That’s where the PPCCs framework comes in.

Sonos chief marketer Jordan Saxemard spoke with AdExchanger about balancing brand and performance marketing and the evolution toward a new hybrid kind of ecommerce and retail shopping.

Cleaning the programmatic supply chain is slow going. Plus, Shopify’s ecommerce ad product will soon be available to all Shopify merchants.

On Tuesday, mobile video ad platform LoopMe bought mobile monetization platform Chartboost from mobile game publisher Zynga. That’s a lot of mobile. But with more scale and direct connections to app publishers, said LoopMe CEO Stephen Upstone, “more brand dollars are going to move into the app environment.”

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

“It’s going to be harder for [indie agencies] to compete,” said Rob Rivenburgh, the CEO of Mars United, who also now leads the Publicis Commerce global group.

Ad industry growth will slow to single-digits next year; consolidation hits the CPG market; and predicting the future of the FTC based on a commissioner’s pitch to the president-elect.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

If “Austin Powers” supervillain Dr. Evil wanted to hold the world ransom for $100 billion, the global advertising industry might actually be able to afford it – at least, according to GroupM’s end-of-year forecast.

True crime podcasts are incredibly popular with listeners. But they’re a hard sell with advertisers. So Sony Music Entertainment is turning to sentiment analysis to address buyer concerns.

Cyber Monday may be done, but the ad tech deal making just won’t quit. Experian has joined the ad tech consolidation parade with its acquisition of Audigent, a startup DMP and curation vendor.

Personalization and customization are great, but when marketers go overboard with targeting, they don’t cast a wide enough net to attract new customers and foster growth, says JP Jansen, SVP of marketing and CMO for North America at Mars Pet Nutrition.

Dave Strauss, VP of revenue operations and strategy for North America, spoke with AdExchanger about The Guardian’s PMP priorities and how it’s tapping into other emerging revenue streams.

Call it a Glitchmas miracle. Maybe. Meta finally appears to have resolved a glitch in its ad platform that prevented new financial services advertisers from running campaigns.

Nikki Bhargava, a partner at law firm Reed Smith, spoke with AdExchanger about knowns – and unknowns – on the privacy as we gear up for the next four years.

Dustin Hinz is CMO of Firestone Walker Brewing, which just launched its first non-alcoholic beer line. Now comes the marketing challenge.

Here are 12 essential tips to help advertisers optimize their retail media investments and thrive in this fierce new arena, based on insights from the ANA’s Retail Media Networks Fair.

Is the marketing funnel as we know it officially dead? Variations of that eternal question were posed over and over again to panelists at Paramount Advertising’s Performance Now Summit in New York City on Tuesday.

What’s the best way for advertisers to get the most performance possible out of their Meta campaigns? The answer, according to Meta, is to buy more ads on Meta.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term.

Meet Evertune AI, a startup that helps advertisers understand how their brands and products appear in generative AI search responses.

On Tuesday, MediaSense, a UK-based company that specializes in handling media account reviews, announced its acquisition of R3.