addressability

But publishers have more power than they think to authenticate their audiences – they’ve just gotta learn how to wield it.

Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.

If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.

Forget cookieless. Now it’s time for ID-less solutions. No doubt you’ve heard someone drop that buzzword in a conversation recently. But what are they, exactly?

It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

On Tuesday, PubMatic entered the crowded retail media space with the launch of a self-service ad platform for commerce media called Convert.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Goodway Group has chosen Jay Friedman as CEO. Friedman assumes the chief executive position after more than 16 years at the company, most recently as president. Former CEO David Wolk moves into the role of executive chairman.

P&G publicly signaled its support for Unified ID 2.0 on Thursday. But the CGP giant had already been using UID 2.0 since last year to create anonymized identifiers tied to its first-party data for activation in the bidstream.