Ad Tech
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Marketers
How This Investment App Is Adapting Its Growth Strategy To Deal With Market Volatility
What’s it like managing user acquisition for a consumer-facing investment and financial planning app during an ongoing trade war? A little tricky. Markets are turbulent, trade policies are unpredictable, and retail investors are trying their best to navigate it all. But Betterment’s customers “have largely stayed the course,” says CMO Kim Rosenblum, who oversees the […]
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AdExchanger Talks
Context(ual) Switching, With Viant CEO Tim Vanderhook
Viant is on an M&A tear, with two acquisitions – IRIS.TV followed by lockr – in less than six months. Although the rationale behind these deals might be obvious to ad tech insiders, Wall Street investors speak a different language, one that Viant CEO Tim Vanderhook has become fluent in as the leader of a publicly traded company.
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Online Advertising
The Jay Friedman ‘Exit’ Interview (It’s Zesty)
If there’s one buzzword Jay Friedman would pay money to never hear again, it’s “brand safety.” Technically, that’s a buzz phrase, but fair enough. Not that brand safety isn’t important; it is, said Friedman, who stepped down as CEO of digital marketing services agency Goodway Group earlier this month, handing the reins to Chief Growth […]
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CTV Roundup
Why CTV Won’t Fall Into The Same Commoditization Trap As The Open Internet Did
At AdExchanger’s Programmatic IO event in Las Vegas this week, our executive editor, Sarah Sluis, asked a panel of experts from NBCUniversal, Roku and Tubi if programmatic buying will inevitably lead to a repeat on CTV of what happened with digital media publishers.
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The Big Story
Prog IO Live: AI, But With A Human Gut Check
Recorded live on the Programmatic IO stage in Las Vegas, the editorial team recaps the trends that dominated our conference: marketers adopting AI and finding truth through measurement.
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Marketers
OMD Shares Its Alternative ID Strategy At AdExchanger’s Programmatic IO
The number of alternative IDs in the market is daunting. But OMD has a philosophy for determining which IDs will work best for brands’ needs. Emily Proctor, the ad agency’s executive director of data and technology solutions, shared that philosophy at AdExchanger’s Programmatic IO in Las Vegas on Tuesday. It boils down to this: “Test, […]
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AI
Prog IO: After Years of Learning, Microsoft’s AI Assistant Is Ready For The Copilot Chair
Microsoft will be the first to tell you that successfully implementing new technology means learning from your mistakes. That’s what Microsoft spent the last several years doing since the launch of Bing Chat, their first AI assistant in 2023. Their most recent iteration of Copilot, described as an “AI companion,” is a far cry from […]
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Online Advertising
Google And Amazon Flex Their AI-Powered Ad Tech And Creative Suites
Google and Amazon compete for people’s time and wallets, and for advertisers’ budgets. And on Wednesday, they both kicked off their marketing industry conferences and announced a round of big ad tech news focused on how they’re trying to differentiate their offerings to the industry. Here’s a breakdown of the important takeaways from Google Marketing […]
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Data-Driven Thinking
Google Is Keeping Cookies, So Advertisers Will Keep Buying Junk Data In Bulk
The rise of digital media offered the promise of paying for advertising based on definable, measurable impressions. Finally, decades of basing TV and radio advertising on limited survey models were coming to an end. While surveys left advertisers with no insight into who was actually seeing their ads, the new digital advertising environment allowed advertisers […]
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Data-Driven Thinking
After Xandr: Why The Open Internet’s Future Hinges On Integration, Not Fragmentation
Microsoft’s decision to shutter its Xandr DSP, formerly AppNexus, a pioneer in programmatic advertising, is reverberating throughout the ad tech industry. As Microsoft itself puts it: “Our commitment to more private and personalized advertising experiences for a conversational and agentic world is not achievable with the industry’s current DSP model and, therefore, it no longer […]
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