Marketing

Advertisers face a challenge: while brand building is essential for growth, measuring its impact remains frustratingly elusive. According to Boston Consulting Group, 46% of B2C marketing leaders are balancing their efforts between short-term revenue and long-term growth. And while brand advertising drives sales, the gap between an upper-funnel awareness campaign and final purchase makes accurate […]

OpenAI and its first ad tech partner Criteo are framing their pitch around conversational advertising — a format that’s long been promised but rarely delivered at scale. The pitch is landing in clients’ inboxes just days after Criteo announced it would give its advertisers direct access to ChatGPT inventory through its platform. And true to

Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its

It can be hard to measure the effect of advertising on in-person sales. Men’s Wearhouse partnered with measurement agency Ovative to see what was working. The post Men’s Wearhouse Grows Its Audience Through A Campaign Run Solely On Digital Audio appeared first on AdExchanger.

Welcome back to AdExchanger’s Commerce Media Newsletter. Some sad news to start. Pour one out for the ecommerce brand founders who’ve been putting their marketing budgets on a corporate (or even a personal) credit card. Meta has confirmed rumors that next month it will begin requiring advertisers to pay by invoice, no more credit cards.

Netflix unveils a conversion API; some publishers are using AI tools to expand their footprints; and CFOs are getting more involved in marketing decisions. The post Netflix Embraces The CAPI Trend; Can AI Save The News? appeared first on AdExchanger.

This week’s Media Briefing looks at the influx of GEO vendors promising publishers and brands better visibility in AI search — and why some in the industry are skeptical. The GEO gold rush Yahoo sells Engadget, AP says AI in newsroom is inevitable, and more. Inside the GEO cottage industry The race to show up