Inside the Buy Side Archives - Page 4 of 6

Advertisers, Are You Ready for This Year’s Election Cycle?

Political advertisers are forecasted to spend over $12 billion across all channels during the 2024 election cycle, the most in United States history, according to the latest figures from eMarketer. Due to the broad nature of political messaging, a significant portion of that spend is predicted to be funneled into linear TV advertising, where audiences are wide and all-encompassing.

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Inside the Buy Side

UI Upgrade: How Future Today is Transforming Streaming for Viewers and Brands Alike

Future Today’s apps, including HappyKids, Fawesome, and iFood.TV are tailored for specific audiences. Their hero images align with the app’s theme, such as family-friendly imagery for HappyKids, diverse content for Fawesome, or lifestyle programming for iFood.TV. Jennifer D’Alessandro, Head of Ad Sales and Marketing emphasizes that brands can create thematic takeovers related to holidays, programming, or genres.

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Inside the Buy Side

TWIM 2024 Honoree Meredith Brace: Pioneering the Path to Data Inclusivity

Through our conversation with Meredith Brace, you’ll learn how XR Extreme Reach sets itself apart by providing a holistic solution for ad delivery and data management, ensuring compliance through meticulous adherence to standards, and fostering inclusivity as a driver for better business outcomes.

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cookies

Beyond Cookies: Rethinking Supply Chain Optimization in the Face of Advertising Challenges

With cookies eventually going away for good, SPO may never be the same. So where does that leave SPO and how will advertisers and suppliers work together again to retain the efficiency to which they’re accustomed?

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AI

Marketing Engineering – Uniting the Power of Cultural Insights and Data Analytics

Jaime Cardenas, CEO, AC&M Group, says that marketers must unite creativity and an engineering mindset to create authentic and nuanced campaigns. “Any campaign must resonate with the lived experience and shared values of the communities it is attempting to reach,” he writes. Marketers must (and can) do better — it is time to unite the creativity our industry is known for with an engineering mindset to create authentic and nuanced campaigns. The first step is not only understanding which insights you are searching for, but how specifically to go about uncovering them.

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Inside the Buy Side

How Data Curation Cures Publishers’ MFA Sickness: Q&A with Eli Heath, Head of Identity at Lotame

The MFA debacle plagued the minds of publishers and advertisers alike last year, and many made pledges to do their best to eradicate their existence on their sites. Yet, MFA sites are still going steady. According to Eli Heath, Head of Identity at Lotame, this underscores advertisers’ need to explore alternative strategies to ensure brand safety and ad quality through data curation.

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Inside the Buy Side

Shaping the Future of Auto Advertising: Harnessing CTV and 1st-Party Data for Precision Targeting in a Post-Cookie Landscape

With purchase cycles spanning weeks and customers encountering hundreds of auto ads, it can be difficult to differentiate yourself from the competition. Add the slow demise of 3rd-party cookies, and it’s never been harder to get your ad in front of your target customer. CTV is helping fill the void.

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Inside the Buy Side

TikTok’s Ticking Clock: Ad Tech Experts Sound Off on the Looming Ban

As the saying goes, ‘With great popularity comes great scrutiny.’ The House’s sudden decision to ban TikTok in March, which caught TikTok executives off guard, is a testament to this. The strained relationship between our government and the ByteDance-owned company, exemplified by CEO Shou Zi Chew’s contentious court appearance with Senator Tom Cotton, further adds to the drama.

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Inside the Buy Side

Yahoo Elevates CTV Advertising: Unveils Dynamic Identity Solutions and Politics Partnerships

Sitting beachside at the Yahoo Cabana at Possible, we had a very in-depth conversation with Roodman about targeting and addressability. He assured us that Yahoo DSP’s upcoming developments will prioritize measurement. But before diving into that, let’s explore how Yahoo’s Identity Solutions are expanding into CTV.

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Inside the Buy Side

Revealed at Possible: Insights Shaping Marketing’s Future

Last year, Possible emerged as the first conference to headline AI, and this year, it extensively focused on the application of AI. The event united diverse viewpoints across media, communication, ad tech, and MarTech industries. Stepping away from New York and immersing ourselves in a new environment with varied perspectives really inspired out-of-the-box thinking.

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