10+ mon, 2+ week ago  (303+ words) If a brand wants to improve its search visibility, there are all sorts of well-understood mechanisms " paid, organic and earned " to do so. But for a brand marketer whose CEO says, "We need to appear in these customer journey recommendation…...

2+ week, 4+ hour ago  (950+ words) By Alvaro Palacios, Newsweek The industry has spent years debating third-party cookies, but AI has settled the debate. AI decision engines optimized for outcomes (sales, retention, lift) require deterministic identity, clean feedback loops and governable data lineage." First-party data isn't…...

1+ week, 5+ day ago  (784+ words) The programmatic supply chain might not be fixable, but that doesn't mean publishers shouldn't try. Especially now, when they're facing what Danny Spears, COO of publisher alliance Ozone, describes as a "perfect storm" of macro pressure, signal loss and traffic…...

4+ mon, 2+ week ago  (1091+ words) The people who know how best to market to college students are other college students "and that's doubly true on a social media platform whose entire user base is college students. Teddy Solomon and Ashton Cofer dropped out of Stanford…...

1+ week, 4+ hour ago  (1005+ words) By Frans Vermeulen, Swivel 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…...

1+ week, 4+ day ago  (1078+ words) For many online advertisers, product prices and ad budgets are flip sides of the same coin. Is a brand better off discounting prices by $1 or spending $1 more per purchase on ads?" For many of the biggest CPG brands, marketing budgets…...

1+ week, 5+ day ago  (420+ words) Epic Games has had an epically bad couple of weeks. Could ad revenue turn things around? The Fortnite publisher laid off over 1, 000 employees two weeks ago, citing lower engagement with its flagship metaverse-like gaming property. And on Monday, a federal…...

1+ week, 5+ day ago  (711+ words) No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution startups and consultants use phrases like "triangulation" to refer to a patchwork approach between multitouch attribution (MTA), marketing mix modeling (MMM) and…...

2+ week, 4+ day ago  (1053+ words) It's a tough time for digital publishers. That extends to publisher ad networks, too. Monetization platform Mediavine announced layoffs last week in a Linked In post by CEO Eric Hochberger." "The landscape for creators and publishers is evolving rapidly, and…...

2+ week, 6+ day ago  (1122+ words) Retail media is booming. Spend is climbing, new networks are launching and every platform seems to deliver strong returns. And yet many marketers are asking the same uncomfortable question: How do we know what's actually driving growth? These campaigns are…...