Anthony Vargas, Author at Chief Marketer

OMD Shares Its Alternative ID Strategy At AdExchanger’s Programmatic IO

The number of alternative IDs in the market is daunting. But OMD has a philosophy for determining which IDs will work best for brands’ needs. Emily Proctor, the ad agency’s executive director of data and technology solutions, shared that philosophy at AdExchanger’s Programmatic IO in Las Vegas on Tuesday. It boils down to this: “Test, […]

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Marketers

Google’s Move Toward Attention Metrics Could Be A Viewability Killer, Says Jaguar Land Rover

Could Google’s embrace of attention metrics help the industry evolve past easily manipulated viewability measurement? Danny Zhu, director of digital and performance marketing at Jaguar Land Rover (JLR) North America, thinks so. Google DV360 adding Adelaide’s Attention Unit (AU) metric as an optimization signal is “going to be a game changer for us,” Zhu told […]

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Marketers

AI Will Replace Marketing Jobs As CMO Budgets Stagnate, Says Gartner

It’s official: AI is coming for marketing jobs. CMOs’ ad budgets are flat this year compared to last year, according to Gartner’s annual CMO Spend Survey. Fifty-nine percent of CMOs said they don’t have enough budget to execute their strategy this year. Overall, brand marketing budgets will average 7.7% of company revenue in 2025, the […]

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AdExchanger Talks

The Outcomes Era Is Dead. Long Live The Quality Era

The digital ad industry is obsessed with outcomes – to its detriment. That’s the case made by Erez Levin, principal at media consultancy Emet Advisory, on this week’s episode of AdExchanger Talks. Levin has often pushed back against the industry hype machine touting its “Outcomes Era” and the promise of advanced ad targeting and optimization […]

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Marketers

How Shutterfly Used A Search-Powered Custom Algorithm To Zoom In On New Customers

Everyone in programmatic knows that the best way to drive outcomes is to use some kind of identifier … right? But a CTV campaign Shutterfly ran at the end of last year to promote its holiday gift packages and photo deals challenges that perception. Shutterfly’s goal was to uncover new pools of potential customers to […]

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The Big Story

Riffing On Tariff Tiffs And Risks As Uncertainty Reigns

The Trump tariff situation is in constant flux, creating uncertainty that spells doom for any potential growth in US ad spending this year. Plus, how retail media and other emerging channels could be threatened by tariff turmoil.

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Marketers

How AI Helps Butler/Till Curate High-Performing PMPs

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead. Butler/Till ran a display ad campaign on behalf of a financial services client between August and September last year that utilized tech from SWYM.ai, a company that provides programmatic decisioning tools […]

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Marketers

Trump’s Tariffs Are Bad News For Anyone Who Relies On Ad Revenue

The Trump tariffs are official – and the impact on ad spend could be even more grim and wide-ranging than expected. On Wednesday, President Trump announced 10% baseline tariffs on just about every country, including a few uninhabited islands. Certain countries, including China, Vietnam, Taiwan and the EU got slapped with even higher tariffs. The […]

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AdExchanger Talks

How Publishers Can Place Safe Bets In A Rigged Programmatic Game

For publishers, digital advertising is a lot like playing craps, says Aditude’s Justin Wohl. It’s all about tuning out the noise while placing safe bets that work for your monetization strategy.

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Marketers

Data Sharing Across In-House And Agency Teams Is Hard. Basis Wants To Make It Easier

These days, brands are swimming in data. And using that data to drive marketing decisions requires a unified vision. However, within a single brand, in-house teams and agency partners can be responsible for overseeing different parts of a campaign, or even separate campaigns with entirely different goals. And as brands bring on new agency partners, […]

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