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The Chrome Privacy Sandbox, Google’s petri dish for testing and developing privacy-preserving ad targeting and measurement, has become the rope in a game of tug of war. On one side we have Google Advertising and sandbox backers, and on the other, industry opponents, including The Trade Desk, who see Google as self-serving and sandbox solutions […] The post Google Tells Ad Tech To Take Its Medicine And Give The Privacy Sandbox A Try appeared first on AdExchanger.
The advertising viewer experience is about to get better. Today, ad-tech platform FreeWheel, along with audience research firm MediaScience, released new findings from the Viewer Experience Lab initiative, with the latest report revealing how publishers can optimize ad breaks to create more brand impact and better viewer sentiment. "With so much choice for consumers on.
Frederick Lewis Donaldson created a list of seven social sins that was soon popularized by Gandhi. One hundred years later, it’s more relevant and more urgent than ever. Wealth without work. Pleasure without conscience. Knowledge without character. Commerce without morality. Science without humanity. Religion without sacrifice. Politics without principle.
The $100 billion creator economy is changing how brands collaborate with influencers across social media and niche communities. Today’s brands recognize the value of authenticity and targeted reach for online consumers. They’re embracing the demand for relatable content, the power of niche audiences and the unignorable effectiveness of influencer partnerships.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain. Despite 2023’s turmoil, there’s […] The post The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024 appeared first on AdExchanger.
WNBA legend Sue Bird is teaming up with Giant Spoon's Laura Correnti to change the way brands interact in the women's sports world. Correnti launched Deep Blue Sports + Entertainment in December with the mission of forming the leading agency of record in women's sports, and the firm has now added Bird as chief strategy.
She doesn’t grow plants. The plants grow themselves. Her job is to create conditions for the plants to grow. The soil, the water, the light, the weeds… these are the conditions. But none of it happens if the plants don’t do the thing they want to do in the first place. This is always true, anywhere a leader succeeds. Creating the conditions is the hard part.
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She doesn’t grow plants. The plants grow themselves. Her job is to create conditions for the plants to grow. The soil, the water, the light, the weeds… these are the conditions. But none of it happens if the plants don’t do the thing they want to do in the first place. This is always true, anywhere a leader succeeds. Creating the conditions is the hard part.
As we slide into 2024, B2B marketing leaders face new challenges: deals are harder to close, budgets are shrinking, and expectations are rising. It’s a challenge beyond being more efficient with limited resources. We must rethink what it means to be effective in marketing. Traditionally, aiming for something like a 20% improvement in activity or efficiency in marketing, especially during budget constraints, has been normal.
VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade. The post Why VideoAmp Stumbled In The Race To Replace Nielsen appeared first on AdExchanger.
Prime Video's ad tier is on the way, and Amazon is trying to make advertisers and viewers an offer they can't refuse. The company is offering lower ad prices than competitors at launch on Jan. 29, and projecting massive reach thanks to a plan that automatically enrolls consumers, according to several media buyers familiar with.
Robert Caro never learned to type. He pecks out his books two fingers at a time on an electric typewriter. There are two reasons to avoid learning a proven new technology: You know what it can do and how it will change your life and you don’t want it. You don’t know what it can do and you don’t want to find out. Kevin Kelly has pointed out that many Amish communities are in the first camp.
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When done right, email is an effective low-cost channel that speaks directly to the customer. In 2024, this channel will grow in importance as marketers deal with the deprecation of third-party cookies and other privacy challenges. Marketers will continue to refine their email strategies because the payoff can be substantial. A full 58% of consumers say they’re positively influenced by email about purchase decisions, according to a new survey of 1,000 consumers by media technology company Adlook
The Federal Trade Commission isn’t kidding around. In late December, right before the holidays, the FTC announced a notice of proposed rulemaking to update its Children’s Online Privacy Protection (COPPA) Rule. And it’s been a long time coming. Passed in 1998, COPPA is a US federal law that restricts what data online service providers can […] The post How Will Contextual Advertising Fare When The FTC Revises Its COPPA Rule?
Yahoo is helping ad buyers get ready for cookie decline. The company is letting buyers compare campaigns running with third-party cookies and identifiers against those running without, days after Google finally deprecated third-party cookies for 1% of Chrome users. This testing capability is an evolution of Yahoo's Identity Solutions, which covers addressable and non-addressable inventory.
“Do as I say.” That’s industrial management in four words. If you don’t follow the instructions to the letter, you’re insubordinate. Not subordinate. Complete subordination might have been the goal in an industrial setting. But now, it’s dangerous, expensive and inefficent. Because people close to the work know exactly what needs to be done.
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
On the eve of the National Retail Federation’s annual convention, Google Cloud announced a slew of new AI-powered tools for retailers. They are designed to ease the rollout of chatbots and AI, improve search and create more personalized shopping experiences. There appears to be a significant need for improvement in all these areas. Only about one-third of consumers who have used virtual assistants are satisfied with them and nearly 20% don’t want to use them again, according to a new survey from
Retail media may be hot right now – but retail search is a bit of a hot mess. Brands bid against themselves, retailers bid against brands they carry, and sometimes a product search for one item leads to a purchase – but not of the product itself. One retail search startup, Symbiosys, which launched last year, […] The post Retail Search Startup Symbiosys Raises $9 Million For Its ‘Collaborative Bidding’ Model appeared first on AdExchanger.
Disney is known for its vast media holdings, but it is working to become an ad-tech juggernaut, too, and marketers are noticing. Two years ago, Disney launched clean room capabilities. The tool's main use case in advertising is to match brand and publisher first-party data sets in a privacy-safe way, for targeting, activation and measurement.
It’s either part of your strategy or you’re paying for your mistake. 800 numbers changed the way large brands dealt with the public. Instantly, and for free, a consumer could contact a company about a product or service and they would work to make it right. It was more than fodder for an infinite number of New Yorker cartoons. Some brands made it a part of their marketing strategy (Zappos, for example) while others saw it as a bottomless expense and did as little as they could (Googl
Incorporating generative AI (gen AI) into your sales process can speed up your wins through improved efficiency, personalized customer interactions, and better informed decision- making. Gen AI is a game changer for busy salespeople and can reduce time-consuming tasks, such as customer research, note-taking, and writing emails, and provide insightful data analysis and recommendations.
Years ago, I was working with an ecommerce team that would hire and fire based on what they saw in their Google Analytics dashboard. It’s hard to see anything like that happening in today’s world, where marketers are increasingly doubting the accuracy and veracity of their analytics data. The reason for this is one word: privacy. And it’s causing a big rethink on the viability of web-based analytics — a category caught in the crossfire between government regulators, Big Tech and our own mo
When a generative AI tool spouts misinformation, breaks copyright law or perpetuates hateful stereotypes, it’s the people using the technology who take the fall. After all, a large language model (LLM) generating text or an image “doesn’t use a brain of its own” or understand the implications of what it’s generating, said Paul Pallath, VP […] The post Crafting A Conscience For Generative AI In Marketing appeared first on AdExchanger.
Ikea isn't a brand usually synonymous with luxury, so creative agency Mother aimed to show off the design and quality of its kitchen furnishings by inventing a fictional premium brand with its own commercial and influencer event. The 30-second "Eureka Spiritis" spot is dripping with absurdity and pretension, with a woman playing a cello under.
Last in the series… Most of us were indoctrinated to believe that completing chores is the appropriate measure of productivity. “I did all my homework.” Doing all your homework is a measure for industrial bosses. But what, precisely, did your homework ever do for you? The actual measures of productivity that might be useful range quite a bit: I did enough to not get fired.
In today’s ultra-competitive markets, it’s no longer enough to wait for buyers to show obvious signs of interest. Instead, sales teams must be proactive, identifying and acting on nuanced buyer behaviors — often before prospects are fully ready to make a purchase. In this eBook from ZoomInfo & Sell Better, learn 10 actionable ways to use these buyer signals to transform your sales strategy and close deals faster.
Like much marketing technology, many marketing automation platforms (MAPs) are being enhanced with new AI-powered features. One reason for this is the need to improve personalization and drive it to all parts of marketing. A recent survey shows 73% of respondents — both consumers and business buyers — expect companies to “understand my unique needs and expectations,” while 62% expect companies to anticipate their needs, and 56% expect offers to always be personalized, according to the Salesforc
Disney announced the availability of combined Disney+ and Hulu ad campaigns for brands in the US during its fourth annual (and first in-person) Tech and Data Showcase. The post Disney Makes Its Case For Bigger Ad Budgets At CES appeared first on AdExchanger.
When we last saw the Geico Caveman, he was having nightmares about being slighted by the brand so many years ago, but resolved to tell his truth. Now, just as it appears that the character is getting his due by being the subject of a Geico documentary, viewers will see that the modern Neanderthal plays.
Or trying better? Fast runners aren’t the same as slow runners, but with more effort. And great chefs or violinists or actors… it’s not about doing what you did yesterday, but more of that. It’s something different.
As prospects define their problem, search for solutions, and even change jobs, they are generating high-value signals that the best go-to-market teams can leverage to close more deals. This is where signal-based selling comes into play. ZoomInfo CEO Henry Schuck recently broke down specific ways to put four key buying signals into action with the experts from 30 Minutes to President’s Club.
Many marketers speak at industry events for various reasons. Some do it to position themselves as thought-leaders, gain new clients or just because they enjoy teaching. I’ve had the pleasure of working with many interesting marketing speakers over my 20-plus years in events. Here are a few tips for success I have developed from watching hundreds of presentations and reading tons of audience feedback.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […] The post Learnings On Ad Loads; Take Your Bets On Programmatic Gaming appeared first on AdExchanger.
DoorDash is adding another top shop to its already stacked agency roster. In addition to working with The Martin Agency, Adweek's 2020 and 2021 U.S. Agency of the Year, and Gut, Adweek's 2023 Breakthrough Agency of the Year, DoorDash is entrusting Wieden+Kennedy with creating a brand strategy that the brand can build off of in.
What if your boots don’t have any straps? Bootstrapping is logically impossible. You can’t pick yourself up into the air by lifting on your boots, no matter how hard you try, because gravity isn’t just a good idea, it’s the law. But it’s significantly more difficult if your boots don’t have straps. The word “purchase” has many meanings, but the most eloquent one describes the foothold we find when we’re trying to climb a wall.
Sales and marketing leaders have reached a tipping point when it comes to using intent data — and they’re not looking back. More than half of all B2B marketers are already using intent data to increase sales, and Gartner predicts this figure will grow to 70 percent. The reason is clear: intent can provide you with massive amounts of data that reveal sales opportunities earlier than ever before.
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