Marketers

Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.

Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.

In today’s newsletter: Meta’s growing “other” revenue; charting the depths of Reddit and Google’s new partnership; and TikTok’s ecommerce biz doubles down on influencers.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

Due to declining paid social traffic, Wildgrain, a subscription box company that built its brand on Facebook, has ramped up its email marketing efforts through a partnership with LiveIntent.

In addition to establishing another pipe for programmatic demand, Colossus SSP will add SHE Media’s network of minority- and woman-owned publishing brands to its own minority-focused PMPs.

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Meta’s shares surged by nearly 15% after reporting Q4 earnings on Thursday. It was the company’s fourth consecutive quarter of revenue growth, following a dismal 2022.

On Thursday, TEGNA-owned CTV ad platform Premion announced the acquisition of Octillion Media, a DSP launched in 2019 to serve local CTV ad buyers. Premion declined to disclose the terms of the deal.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

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.

The industry is “at a critical inflection point in our digital evolution,” David Cohen told attendees at the 1,200-person-strong Annual Leadership Meeting in Florida on Monday.

Conagra-owned brand Birds Eye brings a new approach to online video, social shopping and first-party data.

Getting personalization right remains tricky, and AI will only make it trickier. Then, inside Privacy Sandbox testing and the rise of curation tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ring Airer Netflix is paying more than $5 billion for the rights to livestream “WWE Raw,” Variety reports. The 10-year deal is effective starting next January and represents Netflix’s biggest push into live content. Following a live sports debut with its “Netflix Cup” […]

DEI is increasingly coming under scrutiny from activists and politicians. But some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

Roku is making more space for brands on its home screen because it’s a good place to reach viewers with lower-funnel marketing messages.

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.

Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pining For AI Google laid off nearly 1,000 employees last week – but the hits keep coming. It’s also scrapping hundreds of jobs in its ad sales division, Business Insider reports. The headcount reduction is a byproduct of restructuring its ad sales team, […]

Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.

CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.

Netflix shared another update on viewer numbers for its ad-supported tier, which currently stands at 23 million global montly active users, and announced plans to introduce pause ads in the next few months.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […]

Instacart is expanding its ad offerings with Caper Carts, the Instacart-owned shopping carts that scan items for self-checkout. But the rollout will be gradual while Instacart figures out how the ads are actually impacting shopper behavior.

Reaching a scaled audience is important for publishers, but scale at all costs is just a race to the bottom in disguise. When publishers have a deep and direct relationship with their readers, advertisers see stronger performance, says Semafor CRO Rachel Oppenheim.