Ad Tech
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CTV Roundup
What Advertisers Miss In Their Quest To Reach Hispanic Audiences
For a moment in time, agencies and brands upped their efforts to reach diverse audiences and spend on diverse-owned media. But that hype has since petered out, in part because brands lack the data to effectively target this audience.
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Online Advertising
TransUnion And Ally Bank Pilot The Notion Of A Movable Middle Audience
Some ad campaigns target customers most likely to convert. Another common tactic is to conquest a competitor’s known customers. But bringing in the consumers most likely to convert often means a brand is paying to get a sale that was already coming their way. And targeting competitors’ customers can waste budgets on people who simply […]
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Marketers
Why It Matters That Google Merchant Center Is Ditching The Word “Feed”
Some ecommerce pros were surprised recently to log in to their Google Merchant Center and see the “Feeds” tabs gone. The disappearance of the word “Feeds” is a sign Google is becoming less reliant on information provided by the brand or merchant to inform its marketing services.
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Data-Driven Thinking
Navigating New Brand Safety Complexities: A Digital Marketer’s Perspective
A couple of years ago, I listened to a speech that affected me deeply and triggered serious self-reflection on my role as a digital marketer. The presentation, “The Decade of Delusion,” based on the book Advertising For Skeptics by Bob Hoffman, painted a compelling and alarming picture of digital advertising as a corrupt, wasteful, secretive […]
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Marketers
Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem
Advertisers that rely on ad tech vendors to protect them from buying ads on shoddy, offensive or deceptive news content are … in for some bad news. Researchers at Stanford University and Carnegie Mellon University recently set out to determine how often ads are served to sites that publish misleading stories, propaganda or conspiracy theories […]
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Marketers
The New York Times And Instacart Integrate For Shoppable Recipes
The New York Times and Instacart walk into a kitchen. That’s not the start of a bad joke. It’s an actual partnership. On Tuesday, the two companies announced a deal to make New York Times Cooking recipes shoppable via Instacart, of course, and to embed its cooking videos within the Instacart app. The deal is […]
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Online Advertising
Experian Enters The Third-Party Data Onboarding Business
You don’t hear much about third-party data onboarders anymore, but it’s still a growing category. In fact, Experian entered the market on Tuesday with a new product appropriately called Experian Third-Party Onboarding based on its Tapad acquisition. The idea is to cut out the need for a middleman vendor between Experian’s offline consumer data and […]
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CTV Roundup
Show-Level Transparency Could Be A Differentiator For FAST Channels
The more new FAST channels there are, the harder it is for them to stand out to advertisers that have long perceived them as the bargain bin of streaming. One way to grab the attention of advertisers is to provide the data and transparency they’ve long been asking for from CTV partners.
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Data-Driven Thinking
Unlocking The Power Of AI In Contextual Targeting: A Guide For Agencies
The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data. However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]
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The Big Story
Ranking The Open Web
SPO is moving from efficiency to curation to ranking the top 500 publishers. We talk through industry reactions to The Trade Desk’s SP500+ product. Plus: Seedtag acquired Beachfront, a deal that’s emblematic of multiple trends in CTV, privacy and the rise of contextual.
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