Marketing

Despite how it looks, X claims to be a community safe zone — and a prime advertising playground — according to its latest transparency report. No surprises there. The platform has been beating this drum ever since Elon Musk’s controversial takeover nearly two years ago. But what stands out this time is the medium through […]

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are cost-effective, straightforward and reliable, if done right. Geo media experiments typically use large marketing areas, such as Nielsen’s Designated Market Areas (DMAs). Unlike traditional matched market testing, this modern approach involves

Welcome to Week Three of the US vs. Google ad tech antitrust trial. Plus, ews publishers are turning to WhatsApp for traffic. The post Google Begins Its Defense; WhatsApp Is The New Publisher Traffic Source appeared first on AdExchanger.

According to most media spend prognosticators, the out-of-home media business continues to enjoy a resurgence of ad dollars following a serious dip in the immediate wake of the pandemic. At the same time, opportunities to grow media revenue has companies looking to less mature markets, including the Asia Pacific region. Billups, an out-of-home specialist managed

Artificial intelligence is showing up in nearly all areas of the media business, from advertising sales to editorial. And now it’s being put to the test in publishers’ subscription strategies, with the hope that the technology is better at identifying the articles that are most likely to convert audiences into paid readers. This is the

In July, when Google announced its decision not to deprecate third-party cookies in Chrome by default, publishers were faced with reevaluating their post-cookie plans in light of a post-cookie landscape not necessarily being guaranteed. Hearst Magazines was among those publishers, having introduced its first-party targeting tool Aura a month prior. “We paused for about five

This week’s Future of TV Briefing looks at how Overtime and Vox Media are adapting their podcasts into long-form videos. ‘A modern talk show’ Olympics wins watch time gold for NBCUniversal Lionsgate’s AI deal, YouTube’s AI tools, Amazon’s AI ads and more ‘A modern talk show’ Honestly, I thought video podcasts were just a fad.

As competitive gaming emerges from an industry-wide winter, the esports organization Sentinels believes it will become profitable in 2025, thanks in part to Riot Games’ updated revenue share strategy. Sentinels, a privately held esports team based in Los Angeles, is projecting confidence after undergoing an equity crowdfund last year. After generating just under $3 million

Christine Grammier, vp of global measurement products, LiveRamp  The advertising industry is still adjusting to the challenges of privacy-first advertising.  The evolving legal and regulatory requirements and the ongoing impact of Apple’s and Google’s opt-out policies are reshaping what compliance, data ownership and measurement look like for digital advertising without the help of third-party cookies. 

Ed Dinichert, Chief Revenue Officer, TripleLift Some advertising media can take hold very quickly. Retail media and connected TV were fringe considerations just a few years ago but have gone mainstream. They rose independently of each other, but marketers are now combining the two to create opportunities larger than the sum of their parts.    Retail