Marketing

Verification is moving beyond its traditional role as a protective shield. In today’s digital ad market, advertisers need to do more than avoid bad placements. They want clear evidence that verification drives performance – which, increasingly, means demonstrating that premium placements move the needle, says Lisa Utzschneider, CEO of verification provider Integral Ad Science, on

For as long as most of us in digital media can remember, professional publishing has relied on a fragile assumption: If you build a destination – a site, an app, a channel – audiences will come. And if you have an audience, you can make content publishing economics work through advertising, subscriptions or some mix

Netflix Flexes Its Ad Muscles Advertisers who were once lukewarm on Netflix’s ad offering are giving it another look. When Netflix first launched an ad-supported tier in late 2022, buyers were concerned about the limited scale and targeting options – you know, the stuff that makes streaming worth the premium CPMs. Then Amazon showed up with

The hype around generative AI has marketers in a bit of a tizzy. C-suite executives from the CEO to the CFO and CMO are pressuring their marketing departments to adopt AI — but oftentimes without a coherent strategy or the necessary tools.  Those are the top-line findings of new research released yesterday from marketing intelligence

This week’s Future of TV Briefing looks at how the streamer’s expanded ad targeting and measurement options have resulted in increased advertiser spending. From tudum to ta-da WBD’s latest bids, OpenAI’s Hollywood envoy and more From tudum to ta-da Netflix’s move to take its ad platform in-house last year is paying off. This is a

Marketers worried about improving their brand’s profile in LLM chatbot results or within the concise summaries of Google’s Overviews have mostly focused on the world of text: earned media coverage, website copy or user-generated reviews. Lately, they’ve been pivoting to video. More accurately, to transcripts of videos. According to SEO company BrightEdge, YouTube is now

This story was originally published on sister site, Modern Retail. When Sarah O’Leary, the chief executive officer of breast-pump company Willow Innovations, found out that the Supreme Court struck down President Donald Trump’s sweeping tariffs on Friday, she breathed a sigh of relief.  “There was an emotional reaction and an element of relief, and maybe

The podcast industry has entered its video era. But audience behavior hasn’t fully followed.  Recent data shows more listeners still prefer audio, and switch between audio and video depending on context. That’s leaving producers to treat video as a growth lever rather than a full replacement. And yet, while audio may be the dominant format,