Marketers
-
Marketers
DoubleVerify Breaks The Moat And Storms The Social Castle
What do Pepsi, Ulta Beauty and AB InBev have in common? A year ago, they were Moat clients. Now they’re in DoubleVerify’s camp. “It’s always an interesting dynamic when a competitor just literally drops off the map the way Oracle did with Moat,” DoubleVerify CEO Mark Zagorski told investors during the company’s earnings call on […]
From
-
Marketers
Vendors Like RTB House And Raptive Bought Into The Privacy Sandbox. Do They Feel Burned?
Google sent the online ad ecosystem reeling a week ago with the news that, upon reflection, third-party cookies will not be deprecated for the entire browser. But what about the ad tech vendor partners that committed serious energy and resources to test Chrome’s Privacy Sandbox proposals? Vendors like Criteo, RTB House, Raptive and MiQ placed […]
From
-
Marketers
The FTC Orders Companies To Disclose Info On “Surveillance Pricing”
President Joe Biden is out of the race. And FTC Chair Lina Khan isn’t slowing down at all. “Sure,” you say. “But why is that relevant to the AdExchanger Commerce Media newsletter?” Because Khan, an aggressive antitrust enforcer, is ordering data from eight companies, which she describes as a “shadowy ecosystem of pricing middlemen,” in […]
From
-
Marketers
Bacardi Takes A Sober And Serious Approach To Customer Data Collection
Bacardi doesn’t have a digital marketing strategy, per se. And that’s because digital is the rum brand’s marketing strategy, said Laila Mignoni, Bacardi’s global VP of marketing and creative excellence. “We still buy TV, of course, mostly around live sports,” Mignoni told AdExchanger, “but digital is in everything we do; it’s the majority of our media […]
From
-
Marketers
Programmatic Companies Wrestle With ID Bridging And What Counts As Fraud
In January, the Chrome browser removed third-party cookies for 1% of users to facilitate testing of the Privacy Sandbox – and a new controversy was born. This small change precipitated a major crisis among DSPs, which began seeing IDs – what appeared to be third-party cookies on Chrome – used to propagate what should have been […]
From
-
Marketers
Fire Pit Brand Breeo Is Tapping Tatari To Rekindle Its TV Ad Buying Strategy
Smokeless fire pit brand Breeo is ready to make TV an even bigger piece of its marketing strategy after trying Tatari’s new TV planning tool.
From
-
Marketers
How One DTC Startup Is “De-risking” Its Business As It Prepares For A Potential TikTok Ban
CAKES body, a DTC startup that launched in early 2022 selling self-adhesive nipple covers, is diversifying its media mix to “de-risk” its business as it prepares for a potential TikTok ban in the US.
From
-
Marketers
Uber’s Evolution Shows How Retail Media Will Get More Complicated – And Lucrative
Uber has rocketed from no formal ad business two years ago to being on pace to earn more than a billion dollars from advertisers this year. Following the departure of Mark Grether, who spearheaded the Uber ad business and is now doing the same for PayPal, Uber is creating a three-legged ad business. The new […]
From
-
Data-Driven Thinking
The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising
In the tale of the Israelites and the golden calf, fear and doubt drive a once-faithful people to embrace a shiny object – a symbol of misplaced trust and faith. This story finds a poignant parallel in today’s digital advertising industry, particularly as we stand at the crossroads shaped by the impending sunset of third-party […]
From
-
Marketers
Reaching LGBTQ+ Consumers Is Important All Year Round – And Here’s How To Do It
Rainbow-themed marketing schemes were muted during Pride Month this year, continuing an unfortunate trend of brands moving away from marketing to the LGBTQ+ community. Experts weigh in on how to effectively reach and resonate with this audience, despite a dearth of identifiable data.
From
