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DEI might not dominate boardroom agendas like it once did, but for marketers it remains essential. After all, growth doesn’t come from ignoring the audiences who make it possible.
That’s why Heineken’s marketers are digging into research from creative data platform CreativeX, looking at how ads featuring people with different skin tones perform across social media platforms. The goal isn’t...
If there’s one thing keeping Zola’s new CMO up at night, it’s search — or rather the messy reinvention of it.
Barely two weeks into the role, Briana Severson is already navigating a marketing minefield, where the old playbook is fading fast and the new one is still being written.
“Were someone to ask me to sum up what’s on my mind as a marketer these days, it would be search,” said...
Transparency is one of the ad industry’s favorite pet topics.
Today’s marketers spend sleepless nights puzzling over how much of their budget is lost along the mazelike programmatic supply chain, if they can trust CTV middlemen, or whether supposedly epoch-defining AI tools are in fact Mechanical Turks.
The disinfectant of sunlight, in theory, provides a means of resolving those concerns....
A fresh wave of publishers have signed up for generative AI startup ProRata’s revenue share program, including The Boston Globe, Vox Media and Future, as well as Fast Co. and Inc owner Mansueto Ventures.
ProRata operates Gist.ai, an AI-powered search engine that utilizes licensed content to generate answers, which launched in December 2024. Today, the company will announce a dozen more, taking...
Jorge Poyatos, co-founder and co-CEO, Seedtag
Contextual ad targeting capabilities are expanding rapidly, and AI is playing a prominent role in that evolution. In the same way that the human brain uses neural networks to recognize patterns and assign meaning to them, the latest contextual ad technology employs these same principles to go beyond mere content categorization into understanding...
More media agencies are attempting to go around traditional ad tech gatekeepers to strike their own deals with supply-side platforms (SSPs).
Media agencies are under pressure, squeezed between marketers holding back on budgets and the cost of doing business with demand-side platforms (DSPs) like The Trade Desk. At the same time, clients want to ensure their media dollars are only going toward...
Against all odds – and headlines – ad spending is holding steadily.
Despite a parade of problems, the market hasn’t blinked. Ad buyers are saying it, and the latest forecast from Madison...
This week’s Media Briefing looks at the state of publishers’ commerce and affiliate businesses, given the recent news that Business Insider is shutting down most of its commerce division in light of search referral traffic declines.
Publishers say affiliate and commerce businesses aren’t dead in the AI search era, but personal, voicey and category-specific recommendations are key.
The...
If you thought the hype around AI was receding, think again. Generative AI applications have become the key battleground between marketing services companies of all stripes, from creative to strategic consulting, to media planning and buying.
The American public believes generative AI will have a negative impact on U.S. society, according to recent polling by Pew and Forrester. But...
The Trade Desk is poised to launch Deal Desk, a new capability within the demand-side platform aimed at easing the structural inefficiencies in the Deal ID ecosystem.
Deal Desk’s official announcement is expected imminently, although Will Doherty, svp inventory development, The Trade Desk, teased the launch on stage at the IAB Tech Lab Summit, hosted in New York City, June 4.
In discussion...