Marketing

At this point, it’s clear generative AI adoption has reached critical mass among marketers and advertisers in everything from ideation to content creation. What’s less clear, however, is AI’s return on investment. For an industry that’s obsessed with ROI, few businesses have developed straightforward frameworks for measuring and understanding the impact their AI investments are […]

The IAB Tech Lab is working to assemble a task force of publishers and compute edge companies to kick off its plan to create a technical framework that helps publishers gain better control of, and be paid for, LLM crawling.  So far, it has roughly a dozen publishers on board for the task force, who

This week’s Future of TV Briefing looks at the tensions bubbling up in the TV ad market as some TV networks press Nielsen to postpone its decision to deprecate panel-only measurement. A measurement mess The modern creator career path Apple’s F1 bid, YouTube’s AI slop sweep and more A measurement mess Likely one of the

Holdcos keep talking up AI. Omnicom put it on the record. Its chief technology officer took a lead role on the earnings call on Tuesday (July 15), putting the tech — and the business case — squarely in focus. Like its peers, Omnicom is in flux. A solid second quarter, with revenue up from $4.02 billion

YouTube has been making overtures to agencies and brand advertisers in the hope they’ll increase their media investments with the Google-owned video platform. The platform’s execs have been underlining YouTube’s new position at the top of the TV pyramid in conversations with media buyers, while emphasizing ad products like Peak Points and YouTube Select, as

Water is wet, the sun sets in the west and Omnicom still says it expects to close its merger with IPG in the second half of this year. The post Q2: Omnicom Says Its Merger With IPG Will Happen Any Day Now, Promise appeared first on AdExchanger.

TV audiences are rallying around CTV, and advertisers are following suit[1]. But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem? The answer may lie in metadata. Rich, contextual signals – like content genre, theme, tone, setting and even character

The data-driven ad industry has begun to collapse the mental barrier between brand and performance marketing. Next up is PR. The content and ad network Linkby, an Australian startup founded in 2020, connects brands with what the company deems “performance-based editorial,” per the announcement – or, in other words, publisher content that advertisers pay for