Marketing

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

Subscribe: Apple Podcasts • Stitcher • Spotify CMOs are once again grappling with the age old question of their role in the C-suite. The job has gotten more difficult in today’s business landscape as marketers face increasing pressure to tie marketing to business results (all while being asked to do more with less money). In

01 Introduction It’s shaping up to be a bigger and better year for ad spending in 2024. The U.S. presidential election is boosting political spending, and other key factors like retail media, social video, sports programming and streaming are adding fuel to the economy.   Major ad forecasters have predicted improved U.S. media spend totals for

As the craft and science of marketing continues to be plagued by fragmentation and sharply reduced budgets, brand marketers are increasingly more receptive to alternative advertising options to reach consumers. Those marketers are investing in “nontraditional formats,” explained Evan Giordano, strategist at Mother New York, with the hopes of creating moments in culture that consumers

With another Advertising Week well underway, Omnicom Media Group continues to work behind the scenes to address systemic issues around the more opaque processes in digital investment.  The Omnicom-owned media agency network already set its sights on the ad auction process, working in conjunction with a host of industry organizations and auction firms to help