Data-Driven Thinking Archives - Page 2 of 20

Stop Scaling Mediocre Ads: How AI Can Actually Elevate Performance Marketing

In a largely creative industry like advertising, performance marketing can seem a bit soulless. Algorithms, tracking and optimization can help us reach targets quicker and more efficiently. But the creative used in performance campaigns can often look or feel … off. When there are metrics to hit and placements to fill, creative often takes a […]

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Data-Driven Thinking

The DROP Is Coming: Why Fines Under California’s Delete Act Are About to Spike

By now, most ad tech professionals should be familiar with California’s data broker registration requirements under the Delete Act. Any entity that is a “business,” as defined by the California Consumer Privacy Act (CCPA), and that knowingly collects and sells to third parties the personal information of a consumer with whom the business does not […]

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Data-Driven Thinking

What Happens When The Attribution Cartel Meets Advertising’s Halo Effect?

With everything else going on in 2026, at least we don’t have Google’s “Privacy Sandbox” to worry about. The high-profile project is over. Or is it? Not quite. Now, instead of one browser introducing its own ad features while the others sit back, browser vendors are collaborating to move ads under browser control piece by […]

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Data-Driven Thinking

Why CTV Is Becoming The First Real Test Of Agentic Advertising

Connected TV demand is strong, budgets are growing and premium inventory continues to command attention. Yet, for publishers, the growth of CTV has complicated how deals get done. That’s because CTV never fit cleanly into campaign execution models built for RTB-based trading. Programmatic trading introduced efficiency for commoditized inventory, but CTV has always been defined […]

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Data-Driven Thinking

The Creativity Trade-Off: What Marketers Risk Losing In The Age Of AI

We used to have a saying at the first agency I worked for: “Money flows to new.” Back then, “new” meant things like QR codes, mobile video and social media. Then, tech really took off and programmatic advertising, augmented reality and data-driven insights became the new “new.” AI was also a thing, but it wasn’t […]

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Data-Driven Thinking

From Trend Spotters To Strategic Translators: How AI Is Reshaping The Marketing Scientist Role

The role of the marketing scientist has never stood still, but artificial intelligence has hit fast-forward. Once the quiet architects behind dashboards and reports, marketing scientists are now at the epicenter of creativity, technology and strategy. Machines can now flag anomalies, surface trends and spin insights in seconds. Nearly everything at the observational level can […]

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Data-Driven Thinking

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

If you’re evaluating a programmatic partner right now, the demo probably looks great. The pipes connect, the UI is tidy, and the road map sounds like it was written for your exact pain points. That’s the easy part. The harder part is admitting what your checklist can’t tell you. Plugging in cleanly doesn’t reveal whether […]

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Data-Driven Thinking

Saying The Quiet Part Out Loud: AI Isn’t Neutral, So Let’s Stop Pretending

The play “Data” sparks conversations about AI, surveillance, data tracking and predictive modeling. The ad tech world should be paying attention.

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Data-Driven Thinking

AI Perfectionism Is Slowing Marketing Down. Decision Velocity Is The New Advantage

Not long ago, the biggest challenge with AI in marketing was access. Tools were expensive, immature or experimental. Most teams were running pilots simply to understand what was possible. Today, marketers face the opposite reality. There are too many options. Models, copilots, platforms and point solutions promise to improve every part of the marketing life […]

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Data-Driven Thinking

AI Media Is Already Here. Here’s What Marketers Need to Know

Debra Aho Williamson will be a keynote speaker at AdExchanger’s Programmatic AI conference, taking place May 18-20 at the Park MGM in Las Vegas. Register today if you haven’t already signed up! OpenAI’s ChatGPT, Microsoft’s Copilot, Google’s AI Overviews and Amazon’s Rufus are quickly becoming a new form of media. And OpenAI’s hiring of Meta […]

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