AdExchanger Archives - Page 35 of 42

RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results

First-party data has long been in a marketer’s toolkit as a critical instrument to personalize the customer experience across media touch points. But it has yet to influence how most companies use generative AI technology. However, proprietary data sets have the potential to play an important role in several key marketing applications for generative AI […]

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The Big Story

‘Incrementality’ Is The Buzzword That Stole Prog IO

Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.

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Marketers

Ally Financial On Why Marketing And IT Need To Be BFFs

If you’re a brand that wants to in-house its programmatic media buying, the best thing you can do is to make friends with the IT guys. Because without buy-in and support from the internal tech team – whose job it’ll be to handle most of the technical development of any mar tech or data warehouse deployment […]

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Data-Driven Thinking

Political Advertisers Promoted Polarization. Now We Need To Help Fix It

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media. These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not […]

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Data-Driven Thinking

We All Have A Role To Play In Ending MFA

Like any addiction, buying cheap impressions on made-for-arbitrage (MFA) content is a vicious cycle that feeds itself. If our industry doesn’t stop the cycle at the source, it will continue indefinitely. The need for a solution is growing as junk publishers tarnish the reputation of the open internet. We’ve even reached the point where The […]

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AdExplainer

AdExplainer: The Rise Of Sell-Side Curation

Audience curation is a manifestation of what the online ad industry has long been calling for: closer collaboration between partners that isn’t built on unreliable third-party signals. To curate custom ad inventory, buyers have started working more closely with the sell side. Publishers have strong insights into user browsing behavior that advertisers can use for […]

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CTV Roundup

Netflix Put Its Own Spin On The Upfronts To Pique Advertiser Interest

In addition to taking execs through its plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content as part of its efforts to stand out to advertisers.

From

The Big Story

Measuring Muck

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

From

Marketers

YouTube Is Invading The Living Room

TV programmers have long looked down their noses at YouTube. User-generated content isn’t as premium as their prestige programming, or so their argument goes. YouTube, for its part, has long attempted to pitch itself to advertisers as not only just as good as TV, but, in many cases, more effective. At its Brandcast presentation on […]

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Data-Driven Thinking

How Mobile’s Focus On Performance Helps It Avoid The MFA Problem

Much has been said and written in recent months on the made-for-advertising (MFA) phenomenon, or the diversion of ad dollars from legitimate publishers to sites that exist purely to sell ads at a higher cost than the traffic they acquire. We know MFAs are a big problem on the open web. But what about mobile, […]

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Ad Tech