Marketing

Global martech firm and marketing cloud provider, Mapp, has launched Mapp AI Chat, a tool designed to transform how marketers analyse their data and extract actionable insights to optimise marketing campaigns. As part of the Mapp AI Assistant package, Mapp AI Chat is powered by advanced ChatGPT4o algorithms and enables marketers to ‘talk with their data’…

Ad tech fees are too high. And the idea of a software-as-a-service (SaaS) model for SSPs and publisher tech is gaining momentum. Publisher monetization platform Sovrn is expanding availability of its SSP’s flat CPM pricing model in a bid to scoop up smaller pubs who are sick of sharing a percent of every CPM with

Strong customer relationships are table stakes. Marigold’s brand rankings report highlights 200 brands across personalization, loyalty and omnichannel experiences.

Brand media and performance are two separate job functions at toy and game brand Hasbro. But when they collaborate closely, going “splitsies” makes sense, said Jennifer Burch, Hasbro’s senior director of global media. Burch oversees all aspects of Hasbro’s media planning and execution. The work she and her team does helps fill the funnel through

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Gamesmanship Frameplay, an in-game advertising company, is joining direct competitors to cultivate a critical mass of scale for programmatic gameplay ads.  The Frameplay Exchange now includes impressions from two other in-gaming ad exchanges, Adverty and AdInMo, which Frameplay CEO Sandy Shanman says represents

Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel. YouTube has traditionally been the dominant platform when it comes to video-focused social media — something that’s true for publishers just as much as any other group. And while publishers’ use of YouTube remains strong, Digiday+ Research surveys conducted

Measurement can feel like a constant moving target for media agencies tasked with proving their results for clients — but can incremental testing become one solution? The argument in its favor is that incremental testing can offer a more accurate and data-driven approach to understanding the true impact of marketing investments across various channels for

With less than a month until the 2024 U.S. presidential election, political advertisers are increasing spending to reach voters in just a half dozen states.  Since Vice President Kamala Harris announced her presidential candidacy in late July, Democrats have spent $1.1 billion in aired ads and future reservations while Republicans have spent just $400 million.