Marketing

This week’s Future of TV Briefing looks at why paying creators based on reach misses the mark and what IAB is doing to clear up the creator-brand currency situation. Currency exchange Starz’s A+E interest, Apple’s MLS deal, NBCU’s ESPN and more Currency exchange Search has been such a money magnet for advertisers, in no small […]

Trust remains the fault line running through Amazon’s ad ambitions. It has been there from the start. Marketers learned early that partnering with Amazon meant buying media from a company that not only set the marketplace’s rules but also stocked the shelves and sold competing products. The tradeoff was efficiency. The tension never disappeared.  In

Brands and agencies have rushed to use a panoply of software tools and solutions to help them understand their place in a changing search context. Now, they’re using those same tools to direct media planning and buying operations. Tinuiti is categorizing and collating prompts used by consumers, mapping them to audience personas and intent, Using

The biggest sports tentpoles, from the Super Bowl to the Olympics, have become the closest thing platforms have to guaranteed windfalls. Everyone circles the same moments, intent on wringing as much commercial upside from a captive global audience. Against that backdrop, X is angling for an early edge heading into next year’s FIFA World Cup.

Billions of engaged consumers with disposable income spend hours of their lives playing mobile games. But, for some reason, marketers are still only dipping a toe. And that’s been the case for years. “It’s been quite a long time that ad spend in gaming isn’t commensurate with time spent in gaming,” says Gabrielle Heyman, Zynga’s

Competitive tensions and ad tech drama have flared all year. DSPs and resellers … I mean, SSPs, have butted heads over access to bidstream data. Google screwed over every vendor that committed time and energy to the Chrome Privacy Sandbox. The Trade Desk is throwing its weight around. Prebid and The IAB Tech Lab are

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