Merkle Becomes First Agency To Offer Adobe Mix Modeler
The performance agency’s clients now have access to build integrated models, giving them complete control of data and modeling as well as access to real-time reporting and optimization.
Sweetgreen’s Newest Product Is Indicative of a Larger Problem in Our Industry
Last week, Sweetgreen’s newly unveiled Kale Camo Hoodie hit my social feed. My first reaction was: “What a clever way to super-serve mega fans.” The company proudly heralded the idea in a press release and touted the new merch on social media just before the holidays. An hour later, another post hit my feed. Apparel…
Join Us for the WIRED Big Interview Event
On December 3, WIRED will be sitting down with some of the biggest names in technology, business, science, and beyond for a full day packed with in-depth conversations.
The Man Behind Amazon’s Robot Army Wants Everyone to Have an AI-Powered Helper
Brad Porter helped Amazon deploy an army of warehouse robots. His new creation—Proxie—could help other companies embrace more automation.
What the Comcast Cable Spinoff Really Means to the TV Industry
It’s official. Comcast will spin off its cable network channels, the company confirmed on Wednesday. The networks being spun off into a new company include USA Network, CNBC, MSNBC, E!, SYFY, and the Golf Channel. The split also includes Fandango and Rotten Tomatoes, GolfNow, and Sports Engine, according to a company memo sent from Comcast…
40% of an Ecommerce Brand’s Pmax Buys Were Served on AI-spun MFA Sites and Dead Domains
The increase in AI-spun made for advertising sites is making it harder for buyers to ensure their ads show up in quality environments, especially when using AI-powered media buying tools like Google’s Performance Max, according to four sources. One ecommerce brand found that, for one recent campaign, between 30% and 40% of its Pmax display…
What’s Next, With Nextdoor CEO Nirav Tolia
When Nextdoor, a social networking platform for local neighborhoods, launched its advertising business in 2017, CEO and Co-Founder Nirav Tolia declared it would be a $1 billion business by 2020. “I’m going to have to ask for all the articles where I said that to be revoked,” Tolia jokes on this week’s episode of AdExchanger […]
The post What’s Next, With Nextdoor CEO Nirav Tolia appeared first on AdExchanger.
The Trade Desk finally confirms it: Meet Ventura, the OS to cement its grip on CTV
The Trade Desk is indeed building a CTV operating system. So much for shutting down those rumors. Weeks ago, CEO Jeff Green insisted they were off-base. Turns out, they’re only off-base if you think this OS will compete with others in the space. Classic ad tech boss sleight of hand: What they don’t say is often as revealing as what they do.
Here’s the lowdown on what this move is (and isn’t).
WTF is The Trade Desk doing?
It’s rolling out its own smart TV operating system Ventura, giving it direct control over the streaming TV experience. This paves the way for even more growth in its booming CTV ad business, which already makes up nearly half of its ad revenue and is still surging.
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Brands are reinventing performance marketing for a flattened funnel
Susan Wu, Senior Director, Marketing Research, PubMatic
Amid the growing complexity of the digital advertising ecosystem, today’s leading brands are leaning into programmatic’s ability to power a more holistic customer-centric model — one in which brand and performance budgets and strategies are converging. But what does that mean regarding media budgets, partner selections and technology investments?
A new State of the Industry report, sponsored by PubMatic, took a deep dive into how marketers are refining their performance marketing strategies in the face of unprecedented addressability challenges and shifts in consumer behavior. Impressively, 82% of brands surveyed are no longer thinking about the marketing funnel as the traditional linear model that has long been espoused within the industry — and that has big implications for the future of media.
Marketers are expanding performance campaigns across the open web
As performance marketers expand their campaigns across the open web, they are finding greater flexibility, control and quality in their media opportunities, leading to improved ROI compared to walled gardens. Overall, performance budgets are spent on the open web over walled gardens — 37% versus 31%, respectively. At the same time, the research also found that the lines between performance and branding budgets are blurring, suggesting performance efforts — particularly on the open web — might be even more well-funded than these figures indicate.
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