AdExchanger Archives - Chief Marketer

The Brand Safety Myth: Why Most Marketers Don’t Need Brand Safety Verification

When I started working with marketers in the early 2000s, they were advertising on fewer digital channels than today, and there were fewer nefarious challenges, like fraud and malicious advertising attacks. But brand marketing has gotten more challenging over the years. Today, marketers expect their partners to monitor and measure viewability, engagement and conversions, because […]

From

Data-Driven Thinking

Undermining Ourselves: How Advertising Keeps Getting Standards Wrong

Many well-intentioned advertising standards efforts gather digital dust. Others have even shut down in the face of lawsuits claiming insufficiently broad industry engagement. Why? Because we mistake the release of a proposal for the achievement of standardization and create more noise than clarity. My standards journey began with IAB’s Future of the Cookie (FotC) working […]

From

CTV Roundup

VideoAmp’s Vampfront Event Proves The Measurement Company Is Out For Blood

When Executive Chairman Peter Liguori kicked off VideoAmp’s “Vampfront” presentation on Tuesday by encouraging more people to sit in front with a joke – that contrary to the popular idiom, he does bite, actually – of course I started thinking about my favorite pop culture vampires.

From

The Big Story

Riffing On Tariff Tiffs And Risks As Uncertainty Reigns

The Trump tariff situation is in constant flux, creating uncertainty that spells doom for any potential growth in US ad spending this year. Plus, how retail media and other emerging channels could be threatened by tariff turmoil.

From

Marketers

How AI Helps Butler/Till Curate High-Performing PMPs

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead. Butler/Till ran a display ad campaign on behalf of a financial services client between August and September last year that utilized tech from SWYM.ai, a company that provides programmatic decisioning tools […]

From

Data-Driven Thinking

Is Your Data Gen AI-Ready? Here Are 3 Steps For Shaking Up Your Data Strategy

It’s tempting to think AI models can hack their way to the best solution possible, no matter how basic the input we give. But feeding clean first-party data to AI models is an absolute prerequisite to ensuring that the output is on-brand and accurate. And there is little value in generating five times more content […]

From

Marketers

Trump’s Tariffs Are Bad News For Anyone Who Relies On Ad Revenue

The Trump tariffs are official – and the impact on ad spend could be even more grim and wide-ranging than expected. On Wednesday, President Trump announced 10% baseline tariffs on just about every country, including a few uninhabited islands. Certain countries, including China, Vietnam, Taiwan and the EU got slapped with even higher tariffs. The […]

From

The Big Story

Bots And Games Are Back (For Ad Tech)

What’s old is new. Time is a flat circle. Trends are cyclical. Choose your idiom, because this week’s episode grapples with two topics that are not new to online advertising, but have both roared back into the public consciousness. The first is the scourge of bot traffic, scrutiny courtesy of a recent Adalytics report, and […]

From

Online Advertising

WPP Acquires Data Clean Room Startup InfoSum

WPP has bought InfoSum, a data clean room and collaboration startup. Terms of the deal, announced on Thursday, were not disclosed. This acquisition reunites InfoSum with Brian Lesser, its former CEO. InfoSum will sit within GroupM, now led by Lesser, who was chairman and CEO of InfoSum until he joined WPP in September.

From

Data-Driven Thinking

Less Is More: Why Excluding Audiences Leads To Stronger Campaigns

Advertisers and their agency partners are well-versed in assembling audiences based on who they want to reach. Yet effective audience composition isn’t simply about deciding who is ideal; it’s also about determining who should be excluded. Audience suppression is a superpower that many advertisers don’t realize they have. When used effectively, it can be the […]

From