Less BS, More Facts, Some Opinions
The federal antitrust trial against Google that began earlier this week in Virginia went so deep into the ad tech weeds on Day Three that even this ad tech reporter was barely familiar with some of the terminology. Truthful DRS, anyone? Read on for an explanation as testified to by DOJ witness Professor R. Ravi, […]
The post DOJ vs. Google, Your Day Three Download: A Former Googler On The Stand And Auction Dynamics In The Spotlight appeared first on AdExchanger.
Campaign planners are the oracles of advertising, poring over prior results, designing A/B tests, identifying target audiences and crafting compelling messages to maximize the chance of success. Through well-honed hunches and cold hard data, advertising mixes art and science to peer into the future. Now, AI is ushering in the next frontier of brand-on-brand competition. […]
The post Predictive AI Can Unlock The Value Of Unpredictability appeared first on AdExchanger.
Is there a secret society of socialists within programmatic? Probably not. Plus, rumor has it that The Trade Desk is building its own smart TV OS.
The post DOJ Outs Ad Tech Open-Source Supporters; Jeff Green Dings The TTD TV Rumors appeared first on AdExchanger.
The pending departure of Oracle from the advertising business has created a frenzy of competition between large and small ad tech players.
Competitors Integral Ad Science (IAS) and Doubleverify have been rushing to court clients that previously used Oracle businesses such as Grapeshot, Moat, Bluekai and Datalogix — and the employees who previously staffed them.
Though most ad tech firms looking to hoover up business and talent have been coy about whom and how many Oracle employees they’ve been hiring, IAS chief executive officer Lisa Utzschneider said her company has hired over 20 former Oracle Advertising staffers since June, when Oracle announced it would shutter its advertising arm.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
With retail media networks continuing to attract a significant increase in media dollars from endemic advertisers — one estimate from eMarketer puts omnichannel retail media spend in 2024 at just under $60 billion — there’s one part of the business that’s been almost overlooked. Ironically, it’s the part of the business that’s been around longest: in-store media.
Granted, a lot of the hype driving significant growth among RMNs is the ability to link shopper data with viewership on CTV and other digital platforms. But some companies are now taking steps to help improve stats that support in-store media efforts, which remain a part of campaigns — things like foot traffic, conversion rates, unique visitors, engagement levels and others.
Last week, in-store ad provider Vibenomics partnered with measurement firm Pathformance to develop more advanced in-store measurement tools that aim to tackle inconsistencies in evaluating and delivering in-store impressions. The first effort will address in-store audio with an eventual goal to assess in-store video, given how much digital out-of-home networks are leaning toward that medium.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The open web tends to get a bad rap in advertising circles. Fair or not, it’s often viewed as a breeding ground for low-quality inventory, rife with fraud and malvertising. Yet, in a surprising twist, one of its biggest advocates is none other than Coca-Cola.
The company not only spends ad dollars on the open web, but it also plans to keep investing in these spaces that exist outside the walled gardens of platforms like Amazon, YouTube and Google. However, Coca-Cola does so with strict safeguards in place to ensure its ads avoid the open web’s shadier corners.
Speaking at Exchangewire’s ATS event in London yesterday (Sept. 11), Coca-Cola’s programmatic lead James Trott offered a brief overview of how these guardrails work.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
As podcast networks chart their course for revenue growth in the back half of 2024, it’s clear that the way forward requires a bit of a reroute through new waters within the advertising industry.
Three podcast execs told Digiday that during the second quarter, it became clear that they should try and win ad dollars out of marketers’ influencer budgets instead of solely going after the (oftentimes smaller pool of money) that marketers earmark for audio.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.