Marketing

It’s a familiar tale: A new media channel becomes the ad industry’s shiny object, touted as a silver bullet only for concerns about return on investment, performance and transparency to arise after marketers have already shelled out ad dollars to invest in said channels. Most recently, it was a scene from the programmatic space, in […]

The National Women’s Soccer League (NWSL) and publisher Footballco are increasing their engagement with the creators working on soccer’s sidelines. The approach has attracted advertisers, including Google Pixel, to women’s soccer in the U.S. amid a landmark season for the sport. This year marked the first of a $240 million media rights deal struck between

Chris Bellinger discussed the demands of an always-on content strategy and bringing back Doritos’ “Crash the Super Bowl” at Advertising Week.  

End-to-end platforms are back in style (unless you’re Google, of course, with antitrust regulators breathing down your neck). On Wednesday, video monetization platforms Connatix and JW Player announced plans to merge into a new entity called JWP Connatix. That’s just a placeholder name, though; there’s a rebrand in the works. The merger was first rumored

Publishers need multiple integrations to take advantage of any first-party data they collect: alternative identity providers, curation platforms, clean rooms, CDPs, DMPs, exchanges, measurement tools and others. It’s time-consuming, and publishers have limited engineering resources, which makes it hard to know which partners to focus on. But that’s not even the biggest roadblock, said Keith

The measurement market is going to get a bit more crowded. Ad fraud detection and verification company HUMAN announced Wednesday it raised more than $50 million in a growth funding round. It will use the infusion of cash to evolve its ad fraud detection platform into a full-fledged measurement solution, with an emphasis on closed-loop

Brands growing 10% faster than their sector’s average are investing more than $100 million in e-commerce technology, and recruiting new tech talent to help capture a larger share of sales in the holiday shopping season, according to McKinsey & Company.   Its latest e-commerce study explored what leading brands are doing to win in e-commerce and…