AdExchanger Archives - Page 8 of 25

Authenticity Can Help Brands Ride The Election Wave – Without Drowning

As marketers, we often feel like we’re walking through a minefield, meticulously reviewing analytics and responding to data insights while trying to get the most out of our clients’ ad budgets. Throw in the chaos of the election year, which has already delivered unprecedented surprises, and it’s like adding juggling torches to the mix. It […]

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Data-Driven Thinking

Mitigating Misrepresentation: Is There A Proper Approach To ID Bridging?

It has become clear recently that some sellers in the RTB ecosystem are engaging in abnormal practices regarding how IDs are populated in bid requests. These sellers are causing a cookie ID to be presented in the bid request, in the customary field (“buyeruid”), but this cookie is not present in the browser. MediaMath listed […]

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The Big Story

The VC POV

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

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CTV Roundup

Will Alternative TV Currencies Ever Be More Than A Nielsen Add-On?

Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.

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Data-Driven Thinking

Has Idealism Killed Google’s Pursuit Of Privacy?

It’s been a busy few weeks for those following Google. It all started with the Privacy Sandbox team announcing a pivot away from phased third-party cookie deprecation in Chrome to one driven by user prompts … for settings they already have. By now, many hot takes on the Sandbox announcement have already been written. But […]

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Marketers

Colgate-Palmolive’s First-Party Data Strategy Is A Study In Quality Over Quantity

When Brigitte King heard about Google’s third third-party cookie deprecation delay in April, she thought, “Oh no, here we go again.” As the chief digital officer of Colgate-Palmolive, a big part of King’s job has been to evangelize the need for cookieless prep, which is hard to do without the urgency of a deadline. And […]

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Data-Driven Thinking

Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be

Google’s decision to cancel cookie deprecation may just be the move that eliminates third-party cookies for good. Exact details are still unclear, but Google said it will offer Chrome users the chance to “make an informed choice that applies across their web browsing.” The fate of cookies is now in the hands of the consumer. […]

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Marketers

Can E.L.F. Cosmetics Become A Consumer Destination, Not Just A Brand?

For a startup, 20 years can feel like a long time. But for e.l.f. Cosmetics, the upstart beauty brand that made good, it doesn’t feel that way. “We might be pretty big right now,” e.l.f. Chief Brand Officer Laurie Lam told AdExchanger. “But we are not a leader, necessarily, in the sense that we don’t […]

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CTV Roundup

How Sensodyne Is Optimizing TV Ads Using Attention Metrics

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads. The Haleon-owned toothpaste brand also wanted to optimize for attention.

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Data-Driven Thinking

How TikTok Shop Is Redefining Social Commerce In The US

Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide in the coming years. In 2023, social commerce generated an estimated $571 billion globally. With a compound annual growth rate of 13.7%, revenues are expected to surpass one trillion dollars by 2028. In China, the social commerce market is […]

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