The advertising technology industry is undeniably hot. By one estimate, over $2.5 billion has been invested in nearly 200 companies spanning 24 categories. The upside to all this activity: innovation keeps coming. The advent of ad exchanges gave birth to demand-side platforms and data exchanges, giving rise to agency trading desks. But it’s also led to innumerable point solutions, like ad verification, tag management and dynamic ad creative. That gives rise to the downside of all this: it’s a complex, messy landscape that’s hard and expensive to navigate. As Google CEO Eric Schmidt said this week, “It’s still too complicated to get a campaign up. It’s just too hard.”
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, which expands the features of youth-focused platforms, the league is engaging with fans in new, innovative ways through games, technologies, or just through creative social media engagement through a variety of creative tools and platforms. Creators are targeted within strategic verticals such as fashion, gaming, wellness, and music, as well as those from TikTok, SnapChat, Twitter, and Instagram focusing on humor, food, art, animals, or football-related content on and off the field
Publishers test personalizing newsletters with varying degrees of success
Publishers are testing personalizing newsletter content based on readers’ interests - but it doesn't always work.
Indie agency Known beats out incumbents to land AMC Networks’ media business
In essence, Known is helping AMC Networks become more of a direct-to-consumer client as the programmer expands into more streaming options on top of its linear foothold.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
How agencies adapt as bots evolve
Social media bots may represent just a sliver of an app's total users, but it turns out they may be generating more content than we were previously aware. The challenge is separating the good ones from the bad.
Publishers feel the crunch of cookieless browsers like Apple’s Safari
Bid enrichment provides publishers the means of sprucing up their cookieless impressions to improve their value in advertisers’ eyes.