Marketers Archives - Page 7 of 8

YouTube Is Invading The Living Room

TV programmers have long looked down their noses at YouTube. User-generated content isn’t as premium as their prestige programming, or so their argument goes. YouTube, for its part, has long attempted to pitch itself to advertisers as not only just as good as TV, but, in many cases, more effective. At its Brandcast presentation on […]

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It’s Time For Buyers To Ditch Vanity Metrics And Start Collaborating With The Sell Side

Andrea Kwiatek will be presenting at Programmatic I/O, taking place May 20-22 in Las Vegas. Get your tickets here. If marketers weren’t so obsessed with vanity metrics like viewability and click-through rate (CTR), the open internet would have less of a media quality problem. Buyers could solve many of the issues they have with the […]

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Google Search’s Core Updates Are Crushing Sites And Reshaping The Web

Had enough of marketing changes and disruption this year? Too bad. Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet. Last month, Google completed the rollout of its first “core update” of 2024, which […]

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Ibotta Crosses The IPO Finish Line – Now The Real Work Begins

Ibotta (pronounced like “I bought a”) has made many twists and turns between when it was founded 13 years ago and going public last week. It was founded as a cashback app that earned a living on the value of customer receipts. And its evolution since then is emblematic of the industry’s overall transition from […]

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Inside AB InBev’s Strategy For Tapping Into First-Party Data

Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data. All its first-party data – roughly 100 million customer records – is housed within a single customer data platform (CDP). With all of its data accessible in one place, AB InBev can generate customer insights across […]

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The POV From Possible: When Will The Digital Ad Industry Stop Navel-Gazing And Realize Its Potential?

If sunlight is the best disinfectant – well, Florida certainly has a lot of sun, and the online ad ecosystem needs a cleanup. But despite forceful calls for a shakeup of the digital ad business from the main stage at the Possible conference in Miami this week, the online ad industry remains locked in a harmful […]

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Turning Signal Loss Into A Gain

Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.

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MMM Is Back, And Now It’s Accessible For Mid-Tier Marketers

As third-party cookies disappear, old marketing tricks reemerge. It happened for contextual targeting and direct deals. Now media mix modeling (MMM) – analyzing sales data over time to determine which marketing tactics drive conversions – just might be due for a resurgence. But for MMM to truly have a comeback, it needs to become more […]

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Check It Out: Arielle Garcia Is The New Director Of Intelligence At Check My Ads

In moves-that-just-make-sense news, Arielle Garcia has joined digital advertising watchdog Check My Ads as director of intelligence. Garcia made waves last year when she publicly resigned her role as UM Worldwide’s chief privacy and responsibility officer. She was brutally honest about her struggles to reconcile her values with the imperatives of the large agency holding […]

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Media Disco Launches Self-Serve Ad-Buying Platform For SMBs

Publishers are eager to work with big agency holding companies, but small and midsize brands (SMBs) get less publisher love, despite having great cumulative dollars to spend. And that’s partially due to access. SMBs lack the resources – the ad tech tools, time, money and people – to assume the media-buying operation across so many […]

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