Marketing

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

Many people stumble into ad tech from entirely different career paths. But Angelina Eng, a 30-year industry veteran who serves as the IAB’s vice president of measurement, addressability and data center, has been swimming in the ocean of digital advertising from the very beginning. The post Top Women Honoree Angelina Eng Shares How The Culture

Ask a marketer where their last ad ran and why, and they’ll probably shrug or send a spreadsheet that answers nothing. Programmatic promised clarity: automation, efficiency and measurable outcomes. What we got instead is complexity dressed up as optimization: a stack of acronyms performing trust theater. DSPs, SSPs, exchanges, verifiers and data vendors now pile

Amazon will consolidate its legacy ad APIs into one offering; retail media powers to mobile economy; advertisers aren’t feeling Pride Month this year. The post Wait, An Open Internet Backed By Amazon?; Beyond Retail Media appeared first on AdExchanger.