The real challenge is drawing a clear line between the AI-generated content that adds value and the kind that erodes trust and leads to significantly lower ad effectiveness.
Enough with the ROAS obsession. It’s time for a smarter approach to measurement that focuses on more than short-term objectives, says Melanie Babcock-Brown, VP of media and monetization for Orange Apron Media, The Home Depot’s retail media network.
Former Meta employee files a complaint regarding the company’s illegal business practices; virtual AI salespeople are hosting 24/7 livestreams; and Google SPN advertisers will now receive a list of URLs where their ads appeared.
Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.
Linkby, which connects brands with publisher content that advertisers pay for based on reader engagement, announced its $15 million Series B on Tuesday.
Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.
Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Critics say the FTC’s deal with OMG/IPG prohibits agency practices that don’t exist. And it distracts from legitimate concerns about brand safety news blocking and principal media.
Meta introduced a set of new features Wednesday that gives advertisers more granular metrics for how they value traffic and ad campaign conversions .
OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.
The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.
Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.
CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?
Albertsons Media Collective, the retail media network (RMN) operated by food and drug retailer Albertsons, released a working draft of a retail media standardization framework on Thursday.
Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).
Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Better Safe Than Sorry Brands are nervous about misinformation, especially as generative AI tools make it relatively easy to create convincing fake images, audio files and videos. General Mills is teaming up with verification company Zefr to measure misinformation around its social media […]
Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.
The digitization of advertising unleashed a torrent of easily measurable statistics for marketers to measure performance. These KPIs have their place in marketing strategy. But digital marketing has become too focused on proxy KPIs in lieu of the metric that matters most: revenue, writes Michael Morris, co-founder of Hyperlocology.
Richard Russell, VP of omnichannel marketing at Deckers Brands, parent company of Ugg and Teva, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric” and to reorient the company’s marketing strategy to focus on getting the most out of first-party data.
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dor Birnboim, US VP, Strategic Partnerships, ironSource Attribution is a key part of successfully scaling and optimizing user acquisition campaigns for the highest quality users. But there is no one-size-fits-all […]
Despite a global pandemic, Google still managed to dominate the top three most trafficked AdExchanger stories in 2020. In December, Google faced its third government antitrust lawsuit in less than two months, and since the start of the year, readers were keeping eyes on the tech giant when it announced that it would eliminate third-party cookies […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Attribution, or the measurement and assignation of an outcome following an ad exposure, has revolutionized media planning and buying with the promise of being […]
