AdExchanger Archives - Page 7 of 58

Samsung Ads Canada Brings Improved Targeting To Porter Airlines’ CTV Strategy

No brand is universally known, even ones considered to be “household names.” Fly across the ocean, or even the country, and you’re bound to discover that something you thought was ubiquitous was actually … biquitous? You get the idea. Canadian air carrier Porter Airlines takes pride in its “strong brand identity and brand recall within […]

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Marketers

This CDP Is Using AI To Reach People (And Their Pets) On An Individual Level

Herding cats. A wild goose chase. Leading a horse to water (or, more specifically, trying to make it drink). Pick your animal-related idiom of choice, because no matter what, the point is the same: Sometimes, you try your best, and things still feel out of your control. That’s what it can feel like for marketers […]

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AdExchanger Talks

AI In Ads – And Ads In AI

Paul Longo, GM of AI in ads at Microsoft Advertising, breaks down what it means to bring ads into conversational experiences and how AI-powered tools are changing the way advertisers work. Plus: Microsoft may be shutting down the Xandr DSP next year, but that doesn’t mean Microsoft is getting out of the ad tech game.

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Data-Driven Thinking

Bid Collision Is Dead, Long Live Smart Retargeting

Bid collision is a song of the past. Go ahead, use multiple retargeting partners. Just make sure they’re different in kind. In performance marketing, practices that were once best-in-class can quietly create blind spots. Not because marketers get complacent but because the mechanics underneath strategies invisibly evolve, and the mental models often lag behind. Almost […]

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The Big Story

Not So Long, Solimar

Change can be bumpy. From The Trade Desk’s Solimar-to-Kokai transition to Nielsen’s transition to its Big Data + Panel offering, we go inside customers’ challenges with these two transforming platforms.

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CTV Roundup

Why FAST Channels Are So Interested In Courting YouTube Creators

My YouTube creator obsession has me fascinated by an ongoing trend I’ve noticed in the CTV industry: A lot of companies that produce free ad-supported channels rely on content that already exists on YouTube.

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Data-Driven Thinking

How Vanity Metrics Stole Marketing’s Credibility – And How CMOs Can Get It Back

Vanity metrics have been a sugar rush for marketers for nearly two decades, but they’re ultimately unsatisfying. Clicks, likes, page views and time-on-site may look impressive on a dashboard or great in a deck, but they rarely correlate to true success where it matters: revenue, growth and long-term business performance. These surface-level metrics give a […]

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AdExchanger Talks

Making Sense of DSP-SSP Convergence

DSPs are building tools to bypass SSPs, and SSPs are trying to cut out the buy side. But the real question in the noise is whether the technology improves effectiveness, says Kara Puccinelli, chief customer officer at Nexxen, which just so happens to describe itself as an end-to-end platform.

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Marketers

Digital Culture Group Intros Its AI Tool For Measuring Ad Resonance

With the pace of online culture and digital media, an advertiser might use a new meme at the beginning of a campaign that already feels outdated before the campaign has run its course. “The speed of culture has outpaced ad tech,” said Crystal Foote, founder and head of partnerships at the ad tech company Digital […]

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AdExplainer

Why You Should Know (And Use) The Marketing Efficiency Ratio Metric

“In the year of the lord 2025, we do not use ROAS.” That was the position of one agency media buyer during a conversation about the Marketing Efficiency Ratio (MER). The data-driven advertising metric has been around for many years but is now reaching mainstream or at least revered status. That is an exaggeration, of […]

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