Opinion
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OPINION: Data-Driven Thinking
Forget Branding Vs. Performance – Both Are Critical, And Attention Metrics Bridge The Gap
Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.
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OPINION: Data-Driven Thinking
Who Stands To Benefit In Search Ads Following Google’s Antitrust Verdict?
With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?
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When It Comes To Addressability And Identity, What’s Old Is New Again
We live in interesting times. Between a slew of evolving regulatory changes, Google’s back-and-forth stance (and ultimately unsurprising decision) on third-party cookie deprecation and ongoing signal loss, marketers are forced to operate with reduced access to consumer data.
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OPINION: Data-Driven Thinking
Forget Chrome’s Cookie Concerns: Solutions To Signal Loss Are Already Here
The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
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OPINION: Data-Driven Thinking
The End Of GARM Is A Reset, Not A Setback
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
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OPINION: Data-Driven Thinking
The 2024 Olympics Is A Reminder That Appointment TV Is Alive And Well
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
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Why Health Care Brands Can No Longer Ignore Influencer Marketing
If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.
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OPINION: Data-Driven Thinking
Retail Media Has Its Own Last-Click Addiction – And The Problem With Add-To-Cart Rates
Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.
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It’s Time To Use Streaming TV As A Full-Funnel Advertising Channel
Streaming TV (STV) has transformed content consumption. Viewers find it convenient and cost-effective and they enjoy the vast range of content to binge. As STV continues to grow exponentially, its full potential as an advertising channel hinges on building robust measurement capabilities.
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OPINION: On TV & Video
CTV Providers Are Doing Their Own Thing – And That’s Great For The Industry
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.