Short Takes: Trust Metrics Focuses on Ad Environments
There’s an endless debate over why brand dollars aren’t flocking to the online space at the same rate as consumers are shifting their eyes and dollars to digital content and commerce. Some blame the unworkable array of point solutions in ad tech, making the handling of big data for targeting, measurement and the verification of inventory daunting and expensive. Others blame the quality of inventory creative and the uncertainty of the verification industry, which often simply looks at a publisher’s aggregate audience without examining deeper variables, such as whether a website is a match for content quality, relevance and consistency. Few are talking about the receptivity of a consumer in the context of a web environment, according to Andrew Lerner, a 20-year publishing veteran and CEO of startup Trust Metrics. Lerner cites as an example a goth site targeting young women that was hosting a name-brand bleach ad that was repeatedly served to an adult male. Those missteps don’t have to happen, Lerner believes, if brands begin to look at the big picture on ad spend.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.