AdExchanger Archives - Page 8 of 35

CES 2025

For The Ad Tech Industry, CES’s Real Draw Is The ‘Show Within The Show’

The Consumer Electronics Show may be “the event that folks love to hate,” as IAB CEO David Cohen put it to AdExchanger – but it’s still the place to be at the start of every new year.

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CTV Roundup

Higher, Further, FAST-er: CTV Will Keep On Growing In 2025

As the new year begins, expect CTV growth to continue blasting along with a vengeance. Experts are “bullish” on the channel and believe that many of 2024’s biggest CTV trends will continue well into 2025.

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Marketers

The Ad Measurement Trends That Reshaped Online Advertising This Year

2024 was a year of hectic change for ad measurement. Third-party cookies may have been given a reprieve by Chrome, perhaps even an indefinite lifeline. But, still, user-level data is running dry, to the point that last-click and multitouch attribution have lost their edge entirely. In their place, data-driven advertisers have reverted to familiar stalwarts […]

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Online Advertising

AdExchanger’s Top 10 (Or 16) Most Popular Opinion Columns Of 2024

As we turn the calendar to 2025, let’s reflect on the topics that resonated with ad industry thought leaders this year. The columns below were the most popular pieces penned by AdExchanger’s guest contributors in 2024. They offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises […]

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CTV Roundup

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 gave us new retail media standards for Christmas. But will the industry actually adopt them? Plus: how AI will be used in advertising in 2025.

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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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