Marketing

Marketers hoping to reach soccer fans at this summer’s World Cup face a dilemma — take the reach of TV at a premium, or consider other options. Sport radio, streaming audio and especially podcasts could offer an alternative. “Digital audio has been growing for us in terms of client interest over the past few years […]

Omnicom has started using AI agents to buy media. On its Q1 earnings call on Tuesday, the holding company said it has already executed live buys for several clients through an agent-to-agent framework. In practice, that means software is autonomously purchasing ad inventory directly from publishers, bypassing the ad tech middlemen that Omnicom says cream

Back in 2018, Omnicom passed on buying Acxiom for $2 billion, which went to IPG instead. In retrospect, that was a good move twice over, CEO John Wren told investors during the holding company’s Q1 earnings call on Tuesday, which was also its first full quarter with IPG folded in. Seven years after IPG bought

The two longest-standing names in the affiliate and partnership marketing category, Rakuten and Impact.com, have decided to stop fighting each other and will instead fight together. Rakuten is best-known for its consumer retail and rewards apps, but its competed with Impact as early affiliate networks platforms for ecommerce companies and other direct advertisers to connect

I didn’t expect to walk into a lead generation and customer acquisition-focused event and come out thinking about ad ops. But that’s exactly what happened when I traveled to Las Vegas for Leadscon last week.  Lead gen and programmatic tend to live in different corners of the ecosystem. Lead gen is obsessed with calls and

Don’t hate, integrate. That could be the programmatic motto. And it’s definitely true today. Because on Tuesday The Trade Desk announced that it will begin allowing mutual clients to use its DSP within the Pacvue or Skai platforms. That sounds like a mundane integration story, of which there are countless within the martech and ad

AI chat is starting to look more and more like a media channel, which means someone’s gotta figure out the ad model. Although chatbot conversations are loaded with commercial intent – ChatGPT knows it – there’s still no clear playbook for monetizing those interactions without messing with the user experience. Search advertising specialist adMarketplace is one of

As an industry, marketers and agencies are inching closer to solving the riddle on what ads made consumers buy products or services — and retail media networks seem to be offering the best brainpower. Digiday has learned that Walmart Data Ventures is rolling out Scintilla Media Data Feed, a new API that empowers advertisers and