Marketing

As virtual-world creators begin building large audiences — and real incomes — on platforms beyond Roblox and Fortnite, advertisers are starting to take notice. A new kind of creator has emerged in the past two years: the user-generated content (UGC) creator, whose preferred medium is three-dimensional virtual items and worlds, rather than audio, video or […]

With mounting pressures to do more with fewer resources, publishers are starting to explore how agentic AI could help them work smarter, faster and more efficiently. Hearst is testing how agentic AI can improve its processes for its ad sales division, while Thomson Reuters — owner of news agency Reuters — has incorporated agentic AI

As podcast consumption shifts to video, advertisers are treating the format as more premium than ever, drawn by opportunities across multiple channels — and are investing more marketing dollars accordingly. In the first quarter of the year, ad revenues for podcast representation agency True Native Media jumped 40 percent year over year, according to founder Heather

Google’s recent clarification that it can still crawl and index web content — even after publishers opt out of its AI training — serves as yet another reminder of how little control publishers have historically had within the Google ecosystem. Here’s a look at what’s in and out for publishers in the era of Google

This week’s Future of TV Briefing looks at how Amazon and Netflix offer upfront advertisers more extensive cancelation options, which could affect how upfront dollars are allocated. Streamers’ upfront flex Streaming, YouTube gain more share of TV watch time CBS News chief exits, YouTube Shorts’ ad revenue milestone and more Streamers’ upfront flex Sports may

Nate Carter, vp, global sales, agency and identity, Dun & Bradstreet Marketers today are operating in the aftermath of a fundamental shift. The signals that once powered precise targeting are disappearing. Regulatory crackdowns, shifts in consumer behavior and changes among major ad platforms have all converged to create a fragmented, foggy view of the customer

A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.

Microsoft’s decision to shutter its Xandr DSP, formerly AppNexus, a pioneer in programmatic advertising, is reverberating throughout the ad tech industry.  As Microsoft itself puts it: “Our commitment to more private and personalized advertising experiences for a conversational and agentic world is not achievable with the industry’s current DSP model and, therefore, it no longer

The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.

Frequency capping has long relied on a static “set it and forget it” mindset: once every 24 hours, three times every seven days and so on. This passive approach to avoiding consumer ad overexposure relies on the presence of ad identifiers, which continue to deteriorate. New approaches like performance-based frequency use advanced modeling to determine