Marketing

Attention metrics’ play to replace viewability is inching closer to reality. And using attention for ad targeting could help advertisers avoid undesirable ad inventory that games viewability. Attention measurement provider Adelaide announced Tuesday that attention-based segments are available for pre-bid targeting in The Trade Desk (TTD). Buyers can target low-, medium- and high-attention inventory via […]

As Roblox expands its advertising business, WPP has become the latest major industry player to announce a partnership with the metaverse platform. WPP and its media buying arm GroupM today have officially been inducted into the Roblox Partner Program. The giant agency holding company is the first new member to join the program following the

Contextual targeting – one of the oldest tricks in the advertising playbook – has been enjoying a comeback in recent years as an alternative to third-party-cookie-based audiences. Dotdash Meredith (DDM) reembraced contextual when it launched an in-house contextual targeting solution, D/Cipher, back in 2022. The solution combines content-based signals with first-party data insights into how

In a virtual seminar hosted by U of Digital on Friday, Madison and Wall principal Brian Weiser and senior analyst Olivia Morley shared their predictions for the looming TikTok Ban and potential Google ads divestment. The post How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Curation Nation Chalice, a maker of custom bidding algorithms, integrated with Index Exchange, and it’s not a typical partnership, Adweek reports.  What’s new is that Chalice has “containerized” its machine learning models, essentially running a virtual version of its bidding algorithm within Index

Today’s marketers are facing increasing pressure to tie marketing into business performance, catching them between two often conflicting priorities: brand storytelling and performance marketing.  Lately, that conversation has been bubbling up among marketers, becoming a talking point on at least three panels on Monday at this year’s Advertising Week conference in New York.  The debate

As the gaming industry embraces the live-service model, some publishers are baking film and TV adaptations into their business plans from the start to help extend the lifespan — and revenue-generating potential — of their top titles. Sony Interactive Entertainment’s official messaging around the game “Ghost of Yotei,” whose first official trailer came out on September

A growing consensus in ad circles: The Trade Desk is veering dangerously close to “bad actor” territory. If this rising unease had a name, it would be “TTD’s Dominance Distress Trauma (DDT)” — a growing fear that the ad tech powerhouse’s influence is pushing the industry into dangerous waters.  And bit by bit, the evidence