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The Trade Desk has a clear message for publishers worried about missing out on ad dollars due to a lack of a large logged-in audience: It doesn’t have to be that big.
The panic started earlier this month when the ad tech vendor’s CEO Jeff Green drew a figurative line down the open web — a realm plagued by poorly targeted ads, fraud and “malvertising” on one side — and what he calls the “...
Gaming is well on its way to becoming a part of brands’ marketing budgets in 2024 — but via customized brand integrations, rather than traditional programmatic formats. As the space matures, both publishers and marketers are looking to develop more seamless ways for brands to plug themselves into these in-game experiences.
Promising signs
Marketers were quick to jump on the opportunity as...
TikTok last week launched another creator program as social platforms continue battling over creators — and media agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times.
“Gen Z has a deep connection to impactful advocacy, and the associated content seems to make waves with other demographics on the platform as well,” said Nickey...
The ad agency world knows it may have a problem on its hands if the Association of National Advertisers issues a report about some practice those agencies are using.
The latest iteration of that reality came out earlier in May when the ANA published the report, “The Acceleration of Principal Media (What Marketers Need to Know),” which tackled the growing practice among agencies of investing in...
WPP’s integration of Anthropic’s Claude 3 model to the holding company’s AI platform is illustrative in the evolution of how agencies are approaching interoperability with generative AI models.
Choosing which AI models to use has been a key factor for companies as they develop AI strategies for marketing and other applications. By adding Claude 3 into WPP Open, Anthropic joins rival models...
Cualquier supermercado popular en México cuenta seguramente con las galletas Marías de Gamesa entre su inventario, esto se debe a su gran auge entre consumidores de todos los demográficos, reportes de PepsiCo han coronado este producto como uno los favoritos en el país azteca durante décadas.
La empresa que creó la marca Gamesa fue fundada en 1921, conocida en aquel entonces como La Industrial...
This Tactics + Insights guide, sponsored by creator marketing platform Collective Voice, examines how brands work with creators to reach and engage audiences across multiple touchpoints and channels. As the sales funnel has evolved to be non-linear, creators are essential for brands to reach consumers throughout all customer journey stages.
Brands are tapping creators to produce effective,...
Amid rising consumer demand for secondhand fashion, the e-commerce platforms that helped create the online thrifting economy are working to tempt specific audience cohorts in the hope of coming out on top.
eBay launched a pincer movement aimed at British sellers last month, cutting fees for selling clothes on the platform to zero in a bid to out-compete rivals such as Vinted and Depop, while...
While TikTok’s uncertainty in the U.S. continues, its platform competitors are already making moves to steal its ad dollars.
That is, Snapchat, Meta, Pinterest and Google are pitching to be part of advertisers’ TikTok contingency planning.
And why wouldn’t they? They are all competing for the same growing pot of digital ad dollars after all. Some are blatantly making the case; others are...
There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans.
Those plans include its proprietary attention metric, launched last year, and a recent partnership with measurement firm Adelaide announced last month.
Of the two, the partnership with Adelaide is particularly revealing.Continue reading this...