Marketers

OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.

Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.

CMOs’ ad budgets are flat this year compared to last year, according to Gartner. As a result, CMOs are looking for efficiency wherever they can find it, and AI is a top strategy.

According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.

Shutterfly’s recent CTV campaign tested a custom algorithm that relies on search data to find geographic regions with the most prospects. It performed better than targeting deterministic IDs.

Parts of Comcast might be struggling, but the company still feels “well-positioned” in advance of the TV upfronts in May, according to CFO Jason Armstrong.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

Forecasters expected tariffs would impact advertising growth projections. But that was before we knew exactly how steep these tariffs would be – and now that we do, it doesn’t bode well.

Why is programmatic media buying so dang complicated? That question was an ever-present topic at the 2025 ANA Media Conference in Orlando, Florida this week.

Video gaming is the only market where revenue is largely tied to the sales of consoles and ad-free subscription services, André Swanston tells AdExchanger.