Tinuiti

Streaming is rapidly becoming a top performance channel for brands like NOBULL that are looking to drive outcomes up and down the funnel.

The vast majority (90%) of programmatic Olympics ad sales on Peacock are coming from brands that are new to the Games, according to data NBCU shared with AdExchanger earlier this week. And agencies are seeing good results.

In today’s newsletter: Microsoft Edge debuts its Ad Selection API, a PAAPI competitor; the EU’s DMA is live; and OhHello aims to help ad industry employees network.

Brands are more interested in marketing on YouTube Shorts because YouTube has finally been addressing their biggest ask: to unbundle Shorts from other YouTube inventory.

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).

Attempts to measure the impact of digital ad dollars on physical sales often fall flat. Blame it on retail data silos, says Graham Goeppert, VP of digital commerce and media at probiotic soda brand Poppi.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling ­– even if it means giving credit to their competitors for driving conversions.

Data intelligence platform Tracer selected Obele Brown-West to be its first president on Wednesday on the brink of closing its Series A round of funding.