Search Results for: data

TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

Recent reporting from Adalytics and the Wall Street Journal exposed that Forbes, a publisher with more than a century’s worth of brand equity, was running a parallel made-for-advertising site in the shadows.  One of the most trusted brand names in business reporting was using tactics advertisers usually associate with bot farms or clickbait content. This […]

As news and content choices become more personalized and tailored for the average consumer, specialized outlets, also known as trade media, can make even more of an impact.

Nowadays, strategies for thriving in the ever-evolving world of digital media and digital advertising are more about navigating the complex seas of regulation than anything else. With the Digital Markets Act (DMA) and the Digital Services Act (DSA), the European Union is charting new territories — particularly following significant actions against tech titans like Apple, Google, and Meta. 

PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

Once upon a time, ads didn’t change. They didn’t consider data inputs like a customer’s location, device, day of the week and time of day, weather conditions, search history and prior website interactions. Then dynamic creative optimization (DCO) came along. Easily paired with programmatic advertising technology, it automatically creates, iterates on and optimizes personalized ads […]

US state comprehensive privacy laws like the California Consumer Privacy Act (CCPA) have been garnering much attention over the past year. However, new requirements with respect to the processing of children’s data are occurring at the US state level and seemingly flying below the radar.  Participants in the ad tech ecosystem should take note. These […]

Walmart’s $2.3 billion acquisition of Vizio has sent ripples through the marketing industry, particularly among advertisers and ad-buying agencies that heavily rely on Vizio’s data tracking millions of consumers’ viewing habits. Vizio, a leading player in the connected-TV market, utilizes automatic content recognition (ACR) technology to provide precise data on consumer behaviors, aiding marketers in […]

For retail brands, Chief Marketing Officers (CMOs) are at the forefront of innovation and adaptation. With consumer behavior changing rapidly and technology constantly advancing, CMOs are embracing data-driven insights, leading strategic evolution, and spearheading transformation efforts within their organizations. Abercrombie and Fitch is utilizing their data to continue serving their consumer on their growth journey, […]