Change – even change that restricts data collection or use – doesn’t have to be a negative for digital advertisers, writes Leigh Freund, president and CEO of the Network Advertising Initiative.
Retail media may still be a nascent industry, but it is quickly becoming integral to retailers’ advertising strategies. And, as traditional advertisers like Sainsbury’s or Tesco join the retail media space, there are issues and questions the market must urgently address.
Mobile banner ads have made a major comeback. The sheer volume of requests spurned by programmatic mediation have catapulted banner ads back into the ad tech spotlight.
When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.
As brands continue to explore what customer data platforms (CDPs) are and how best to use them, the introduction of reverse ETL tools and deconstructed CDPs have only further muddied the water.
As the economy fluctuates and budgets tighten, 2023 will be a year of adjustment. In the face of these conditions, and the removal of IDFA, app marketers will need new ways to find scale for their app advertising campaigns, writes Levi Matkins, CEO of LifeStreet.
Companies throughout the ad tech ecosystem are reckoning with the fact that, due to the revised definition of “business purpose” in the CPRA, they may no longer qualify as “service providers” under California privacy law. Davis+Gilbert’s Richard Eisert and Zachary Klein break down what to expect.
Data sharing creates liability. Many brands and publishers employ consent management platforms (CMPs). However, true privacy compliance requires more than that, writes Dan Frechtling, CEO of Boltive.
A probabilistic and iterative model like the digital twin of the customer (DToC) may be more useful during uncertain times, when customer behavior becomes harder to predict based on historical data, writes Lizzy Foo Kune, VP and analyst at Gartner, Inc.
In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.
In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.
When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.
Programmatic OOH – paired with new cross-channel management capabilities – means prospects can now be served OOH ads on their actual journey to the store as part of a more holistic marketing strategy. Omri Argaman, chief marketing officer at Zoomd, explains why OOH campaigns can have a massive impact and how to maximize it.
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.
Meta’s wide reach and success around low-funnel objectives can be worth it. CPMs might be high, but if a brand’s cost per order has remained stable, it’s likely a worthwhile investment. For advertisers focused on higher funnel objectives like awareness or reach, however, there are alternatives, writes Amy Rumpler, SVP of paid search and social media at Basis Technologies.
There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.
The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.
Brand safety’s detrimental impact on diverse, equitable and inclusive media goals is a question of automation gone wrong, ham-fisted implementation and industry leaders choosing the easy route, writes Charles Cantu, CEO and founder at Reset Digital. In this column, he reviews how brand safety’s DEI problem has developed and recommends steps advertisers, agencies and brand safety organizations can take to overcome it.
In a recent terrorism advisory bulletin, the Department of Homeland Security increased levels of concern for potential violence against LGBTQ, Jewish and migrant communities. It’s now more important than ever for brands to have strong ethics and flex their ad dollar muscles. They must demand that social media platforms do all they can to rein in hate speech and insinuations of violence on their platforms, writes Michael Benedek, CEO of Datonics.
The post-cookie marketplace must be reimagined for active customer data collection in which both the customer and brand are incentivized to create a more direct and reciprocal relationship in which both reap the benefits. Matt Chmiel, strategy director at Siberia, recommends four steps that will help brands make the journey from passive to active data collection.
The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.
FTC v Kochava is a landmark battle in the long war over data privacy regulations. But regardless of how this particular case turns out, the digital marketing industry needs clearer standards for the collection, exchange and use of consumer data, writes Carolina Abenante, co-founder of NYIAX.
Brands are feeling the pressure to cut costs as the global economy remains uncertain. Some are even appealing to agencies to extend payment terms to get a handle on their finances. But it’s time for payment terms to be pruned to reasonable lengths to restore brand-agency relations and ensure supply chains don’t become overburdened with debts, writes Hasan Arik, Founder and CPO, Redmill Solutions.
Back in 2018, Tim Cook said, “The truth is, we could make a ton of money if we monetized our customer—if our customer was our product.” Fast-forward to 2022, and, to deliver the most relevant Apple Search Ads, the company uses “information a customer includes in their Apple ID account” for ad targeting purposes. If that isn’t monetizing your customers, what is, writes Uriah Av-Ron, partner and founder at Oasis Public Relations.
SKAdNetwork (SKAN) 4.0 was released last month and there’s a lot to be optimistic about. But there’s also complexity to unpack. While Apple has focused on bringing more measurement into their framework, it could further fragment the advertising ecosystem, too. Katie Madding, chief product officer at Adjust, offers five key changes to be aware of.
Following Elon Musk’s takeover of Twitter, the heads of privacy, security and compliance all abruptly left the company. The legal department is scrambling to pick up the pieces, asking engineers to “self-certify compliance.” The door is open for massive privacy breaches, writes Vuk Janosevic, co-founder and CEO of Blindnet.
Why is it considered a brand safety issue for advertisers to buy against news content when it’s clearly not an issue for national brands to advertise against violent, albeit fictional, content elsewhere, including on CTV?
Reminders of our own mortality trigger dramatic behavioral change. Terror management theory dictates that any death reminder will initiate a spectrum of behaviors designed to protect and uplift our sense of self. And these adaptations include changes in purchasing behavior, too, writes Swaroop Reddy, CIO at Omnicom Precision Marketing Group.
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.
Only about half of marketers are utilizing the full breadth of capabilities of their marketing tech stack. But, writes Katie Klumper, CEO and founder of Black Glass, what if we treated technology like a team member?
