AdExplainer

As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.

DCO has been around for a long time, but it’s still popular with marketers. And although upcoming signal loss may challenge all the ways advertisers can optimize their ads, creative remains a key lever that brands can pull to improve performance.

The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

Return-path data (RPD) is viewing information processed by a TV device. But it’s still convenient to distinguish data from set-top boxes versus automatic content recognition.

To make sense of changes to mobile campaign reporting, marketers need to understand postbacks ­– the most essential element of mobile attribution.

“Measurement” and “currency” are often conflated in TV land, but they’re not the same. They have different standards and use cases – and these contrasts matter as the industry looks for a better way to transact TV ads.

Virginia is for lovers – and privacy lawyers. Although California has attracted most of the attention as the first US state to pass and enact comprehensive data privacy legislation, other states, including Virginia, have been swiftly following suit with regulations of their own.

Although there are important nuances between the different laws, businesses that have been working toward compliance with the California Consumer Privacy Act and California Privacy Rights Act are in a good position for complying with other state privacy statutes. But the CPRA has several unique provisions that make it a beast all its own.

For more than a decade, the ad tech industry has tried to replace the term “fingerprinting” with euphemisms, like probabilistic modeling. But too bad for ad tech, because the term stuck.