Marketing

Susan Wu, associate vice president of marketing research, PubMatic After decades of fragmentation punctuated by episodic roll-ups, digital advertising has entered a different kind of consolidation phase: one driven by AI and supply path discipline, not just M&A. As marketers push for fewer hops, lower latency and transparent economics, and publishers seek durable yield with […]

Nisha Ridout, marketing director, Quantcast For more than a decade, AI in advertising has promised transformation. Yet for many marketers, the reality has felt more like automation than intelligence. They’ve seen incremental optimizations rather than exponential gains. That’s changing. Autonomous AI represents a structural shift from systems that optimize after the fact to intelligence that

Amazon has emerged as a formidable challenger to The Trade Desk’s DSP market share. And at least one major agency holding company might be pivoting a large share of its programmatic business to Amazon DSP – at The Trade Desk’s expense. Two sources at ad tech platforms that observe programmatic bidding patterns told AdExchanger they’ve

With its latest funding, Agentio plans to expand its team and to establish creator marketing as part of every advertiser’s media plan. The post Agentio Announces $40M In Series B Funding To Connect Brands With Relevant Creators appeared first on AdExchanger.

Every conversation about addressability eventually lands on the same word: fragmentation. But the real symptom of that fragmentation isn’t just operational complexity; it’s also declining match rates. That single number explains why marketers are struggling to make their data work. Match rate is the percentage of users you can actually recognize and reach when data

Havas makes a play for WPP; The European Commission is getting simplified; and retail chains are monetizing their Muzak. The post Havas Says Let’s ‘Have Us’ WPP; GDPR You Kidding Me appeared first on AdExchanger.

The longstanding divide between marketing and communications is eroding — not with a bang but with a slow, uneven merging of responsibilities. What used to be two distinct tracks — one focused on brand storytelling, the other on message discipline is increasingly a shared lane. In some companies, the shift is formal: a single exec

What if you could test a new product idea and get your audience’s reaction before launching, without bothering real people? Well, now you can, with synthetic audiences.  The process involves taking a publisher or brand’s audience dataset and using AI to create a copy of those audience behavior patterns to use for market research.  Continue