Marketing

In marketing, there’s always a shiny new object to admire, whether it’s a (supposedly) smarter algorithm or a platform promising effortless performance. But the fundamentals always still matter more than whatever’s trending, says Sharona Sankar-King, chief data and product officer at Havas Media Network, on this week’s episode of AdExchanger Talks. Driving profitable growth and

Most marketing teams do not have a channel problem. They have an attention and action problem. Paid social can generate awareness. PPC can capture intent. Email can nurture relationships. Direct mail can create impact. But even strong campaigns can lose momentum when the next step depends on someone opening another email, clicking another ad, or

For marketers, just knowing that an ad performed isn’t good enough anymore. To better understand the why behind ad performance, luxury real estate firm The Corcoran Group tapped an AI-based startup called mktg.ai. The post Creative Plus Performance Equals Less Ad Waste, Says The Corcoran Group appeared first on AdExchanger.

You’ll Pay For This Ofcom, the British communications regulator, published a report earlier this month on best practices for countering platform ad fraud and threats to account integrity. Rob Leathern, who led ads integrity and privacy teams at Facebook and Google, was among the group of experts Ofcom consulted and has a detailed breakdown on

The conversation around AI visibility is changing. Publishers once focused on whether AI answer engines like ChatGPT would send enough referral traffic to offset declining clicks from traditional search, have mostly moved on.  Publishers are now beginning to treat AI answer engines less as a source of human referrals and more as a distribution layer.

Apple may have raised the ire of some within the ad industry for its more-or-less discontinuation of SKAdNetwork, a framework that dozens of companies collectively invested hundreds of millions of dollars in adopting, but that’s not to say the iPhone-maker’s ambitions in the advertising space are over. Last week, Apple quietly provided its clearest indication

Subscribe: Apple Podcasts • Spotify The era of the traditional holding company is over. At least, that’s how Ralph Pardo sees it. It’s less a bold call and more an apt observation coming from Pardo. He’s the CEO of Omnicom Media Group North America, an agency that’s currently in the process of rewriting the holdco