Marketing

Patrick Roman Gut, svp and head of new business, Adstra Ask the marketing leader of a typical challenger brand about identity and they’ll likely say more about aspirations than applications. Brand teams know that identity is fundamental to everything they care about, from finding new customers and lowering acquisition costs to accurately measuring campaign effectiveness […]

Disney’s Q4 earnings double down on the success of sports streaming content, but the YouTube TV blackout continues. The post Move Over, Princesses – Disney Is Going All In On Sports appeared first on AdExchanger.

A campaign timed to World Kindness Day includes audiovisual stories designed to interrupt consumers’ feeds and combat doomscrolling.

Brands at the 2023 iteration of Bravo’s fan convention for its reality shows saw double-digit lifts in brand recall, purchase intent and emotional engagement.

The IAB Tech Lab’s latest framework proposes new standards for containerization and sets the stage for a fully agentic media buying process. The post The IAB Tech Lab Releases Its First Framework For Agentic Ad Buying Standards appeared first on AdExchanger.

Christopher Nolan’s Tenet imagined a world where time could fold back on itself. The IAB Tech Lab’s new Agentic RTB Framework takes a more literal swing at the idea – or more precisely, by stripping out the lag that slows every real-time auction. The milliseconds saved can finally go toward making smarter decisions about programmatic

Enterprises are facing more pressure to gain clear customer insight as people move between apps, websites, and stores. Old-style segmentation doesn’t help much anymore. For CIOs and CMOs trying to tailor services at scale, using models that read intent from behaviour is becoming a practical way forward. NTT and NTT DOCOMO recently developed a Large…