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Why marketers must combat the hidden threat of MFA sites

Martech

This exploitation leads to several negative outcomes: Dilution of ad effectiveness: Ads placed on MFA sites may get impressions but often fail to engage the intended audience meaningfully. MFA supply has surged from 5% of web auctions in early 2020 to nearly 30% by mid-2023. The study found that: Only $0.36

Marketing 121
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Why Curating Diverse-Owned Media is Good Business for Agencies—And How to Get It Right

Basis

On the complex side, sentiments around brand diversity, equity, and inclusion (DEI) programs have fluctuated in recent years, from brands going all-in in 2020 to a recent string of reductions and cuts. Tapping into diverse suppliers is an impactful strategy for both reaching target audiences and engaging new clients.

Agency 96
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2024 US Elections Digital Advertising Trends: CTV Drives Programmatic Ad Spending

Basis

In 2020 , we saw a dramatic rise in programmatic advertising and the awakening of CTV for elections. Given the fragmentation in the CTV space, many paths emerged to buy ads through OEMs, content and audience targets. Video ad spend share was largely consistent with levels in 2020 and 2022 (70%).

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What’s The Latest with Big Tech?

Basis

AI Mode represents a new era in advertising, where machine learning plays a central role in audience targeting, creative iteration, and performance optimization,” says Heather Crider, VP of Search Media Solutions at Basis. Meta’s Personal Social Networking Antitrust Trial Meta is also facing regulatory scrutiny.

Retail 79
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Customer Journey Models That Generated 341% More Conversions

Single Grain

The key is understanding your audiences unique behaviors and to plan strategies that will enhance metrics like customer lifetime value (CLV). Second-Generation Models (2015-2020) : Multi-channel attribution with emotional journey mapping. Customer journey mapping offers both challenges and opportunities.

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The WIR: ProSieben and FreeWheel Partner for Cross-Media Campaigns, ITV Emphasises Outcomes with New Offerings, and US Senators Propose Drug Ad Ban

VideoWeek

The broadcaster is also launching ‘ITV YouTube Affinities’, using Google’s audience and search data to target ads on ITV’s content. Thomas joined Snap in 2017, becoming Head of UAE Operations in 2020. Again outcome measurement plays a role here, as the two will use brand lift studies to measure impact.

Media 52
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The Future of LinkedIn Advertising: AI-Driven ABM Innovations

Single Grain

While traditional LinkedIn ABM campaigns have delivered impressive results, the next generation of AI-powered approaches promises to take personalization, efficiency, and performance to unprecedented levels.