AdExchanger Archives - Chief Marketer

AdExchanger’s Top 3 CTV Stories Of 2024

With both Christmas and New Year’s falling right in the middle of the week this year, let’s be honest with ourselves: For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.

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The Big Story

Hallelujah, Retail Media Standards: Miracle Or Meh?

The IAB released its first set of standards for retail media at the beginning of December. But are these new standards the Christmas gift advertisers have been waiting for? Not exactly. Brands want standards to make it easier to spend across multiple retail media networks. Absent standardization, it makes sense for brands to spend their […]

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Marketers

Is 2025 The Year Of Retail Media Standardization?

Retail media standards: Still a thing we’re working on! The tagline needs work. But the demand for IAB-based retail media standards is still growing. A year ago, ad tech vendors led by the startup Kevel created an outside group to accelerate retail standardization, hoping it would happen in 2024. The group later merged its work […]

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Data-Driven Thinking

If Games Want Brand Advertising, They Should Play By Brands’ Rules

This year, numerous publications (including AdExchanger) have reported stagnation in the gaming segment of the advertising ecosystem. These reports reference recent studies by the IAB and WARC/Dentsu, which found that brand advertising spend on video games still lags behind audience time spent playing these games. For those who have been championing in-game advertising for years, […]

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Data-Driven Thinking

Curation’s Double-Edged Deals: Balancing Efficiency, Transparency And Value In PMPs

Curation continues to gain momentum in our industry, yet the current dialogue seems to be missing some important nuance. On one side, the value argument for curation highlights its ability to refine audience targeting, increase efficiency and reduce waste, creating more meaningful connections between brands and consumers. Meanwhile, the ad network argument emphasizes the role […]

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Data-Driven Thinking

The PPCCs Of Gen Z Marketing

Gen Z is the audience everyone’s chasing. Like millennials before them, they sit at the intersection of what’s next and what matters. But this generation is different; they were born into the social media age with instant access to millions. Their influence isn’t just significant; it’s exponential. Brands are laser-focused on capturing their attention because […]

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CTV Roundup

Macy’s Made A Shoppable TV Special For Black Friday – Here’s How It Went

The advertising industry is abuzz with the potential of shoppable television. But the concept of buying something directly from your television isn’t new; it began back in the ’80s with channels like QVC and HSN.

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Marketers

Sonos Goes Back To Basics With A Holiday Brand-Building Campaign

When Jordan Saxemard, former president of Dyson’s EMEA business, took over as CMO of audio tech maker Sonos in May, his first task was to revive the brand’s cultural impact. One way to achieve that is with a holiday marketing campaign – something Sonos hadn’t done for years. So the brand went big this year […]

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The Big Story

Running the Numbers on Omnicom-IPG

Omnicom is acquiring IPG. We unpack the proposed deal with ad agency expert Brian Wieser, founder of the constancy Madison and Wall.

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Data-Driven Thinking

In-Person Data Collection Annoys Customers – And It’s Ineffective

I pity the fool that gets between me and my lunch – but that’s precisely what the server behind the counter did last time I was at my favorite burger joint. As I placed my order, he asked for my phone number “to look me up in the system.” I said I’d rather just buy […]

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