Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.
Linkby, which connects brands with publisher content that advertisers pay for based on reader engagement, announced its $15 million Series B on Tuesday.
Marketers today are operating in an outcome-obsessed world. For mobile app marketers, especially, the smallest screen in the home – the mobile phone – has become the default choice for driving lower-funnel outcomes.
Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Critics say the FTC’s deal with OMG/IPG prohibits agency practices that don’t exist. And it distracts from legitimate concerns about brand safety news blocking and principal media.
Meta introduced a set of new features Wednesday that gives advertisers more granular metrics for how they value traffic and ad campaign conversions .
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.
The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
