Marketing

Last year, the online transaction company PayPal hired Mark Grether, former CEO of Sizmek, who has also had stints as head of Amazon Advertising and Uber Ads, to lead its nascent advertising division. And in just the past six months the company has announced a string of new products. These include SSP data integrations, shoppable […]

Publishers, brands and agencies today are navigating a new landscape. With rising consumer expectations and evolving regulations, delivering personalized campaigns requires a fresh approach. The old model of broadly sharing consumer data has given way to privacy-centric collaboration, where trusted partners work together to understand audiences while keeping personal information protected. Embracing this approach isn’t

It looks as if ByteDance is finally divesting its US TikTok operations under political pressure. A $14 billion deal led by Oracle and investors raises a bigger question than ownership: Who will control the algorithmic intelligence that powers the platform’s unique engagement engine? In some respects, the headline event is a technology story. Yet for…

Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of marketing mix modeling platform Mutinex. “We don’t have a perception that marketing is a growth driver in the

Prebid doing away with universal Transaction IDs is just the latest example of the ad industry’s counterproductive history of information asymmetry and obfuscation. When both sides of a transaction aren’t working with the same information, you can’t have a fair market. Strong business relationships can’t be built on mistrust. But to get to the heart

Wouldn’t it be great to enact standards rather than talk about them?; Amazon wants to go fully automated; and revenue doesn’t seem to drop like search traffic does. The post Why Don’t Marketers Demand Better?; Attack of the Job-Killing Robots appeared first on AdExchanger.

With the Chinese government offering little indication it will sign off on TikTok’s proposed framework deal with Washington, ad execs are left addressing marketers’ concerns that the agreement could still unravel. They’ve spent recent weeks telling marketers that nothing will change in the fourth quarter and that the uncertainty hanging over the platform’s future should