Marketing

Earlier this year, at a Signal Shift event in NYC, the IAB Tech Lab officially announced a new open-source initiative designed to shift more digital advertising operations server-side, “providing publishers on the open web with privacy-first control over their monetization that is independent of browser APIs and signal loss.” The unveiling of Trusted Server, an […]

Nobody’s Property, Everybody’s IP Last December, Google reversed a long-held policy forbidding IP addresses for ad targeting.  The no-IP stance was awkward for Google. The company was trying to get ahead of what many saw as the inevitable end of IP addresses for targeting. Plus, Google’s under constant scrutiny, and IP addresses can be tied

In 2025, podcasts are more attractive than ever to advertisers who want to reach young and plugged-in consumers. As podcasting evolves from an audio medium into a video medium, brands are increasingly viewing the format as premium, complete with high viewability, strong engagement and audience quality. As a result, brands are starting to pull from

This week’s Future of TV Briefing features an interview with YouTube creator Michelle Khare who has 5.1 million subscribers on YouTube and potentially someday soon an Emmy Award. YouTube TV (Emmys edition) TelevisaUnivision’s ad boss exits, Disney’s new streaming bundle and more YouTube TV (Emmys edition) The conversation over whether YouTube is TV may be

Oatly’s marketers don’t do normal – even when it comes to market research. Usually it’s sanitized – committee-approved, consultant-scripted and delivered too late to shape real creativity.  Oatly, the oat milk brand, however, is taking a different approach – one that’s looser, more intuitive and built to serve the people actually shaping the brand. It’s

IAB Tech Lab has used its annual summit to announce two major initiatives aimed at modernizing digital advertising infrastructure and content governance, as well as addressing some of the fundamental challenges that generative AI and LLMs pose to content monetization. The two-part announcement details two key initiatives with the LLM Content Ingest API Initiative, addressing

TikTok really wants advertisers to see it as a place to drive full-funnel results — not just boost brand awareness but deliver on performance too. “We’ve been listening and building alongside our partners to create tools that drive full funnel growth on TikTok from that first scroll to the final purchase,” TikTok’s global head of

Childhood staples from the era like Bagel Bites are seeing prices slashed this summer as the grocery delivery platform leans into value. 

There’s a new contextual curation platform in town, and it has the backing of some industry heavy hitters. The startup, called Classify, aims to evolve contextual and semantic targeting beyond keyword-based taxonomies. It offers buy-side deal curation tools, as well as a sell-side product for publishers to package their inventory into curated deals. Classify is

The alternative currency bucket could use a rebrand. Why should an entire category define itself in direct reference to the company (Nielsen, of course) it’s trying to unseat? That referential and somewhat deferential phraseology – “alternative currency” – drives Peter Liguori, VideoAmp’s executive chairman, a little nuts, he says on this week’s episode of AdExchanger Talks. The