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How to balance ROAS, brand safety and suitability in social media advertising

Martech

Brand safety and suitability are just as important, especially on social media. Balancing this trifecta protects your brand’s reputation and supports long-term success in social advertising. Tracking frameworks within the walled gardens of social media prioritize last-touch attribution.

Media 129
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Why Mobile Game Developers Are Betting on Brand Ads

PubMatic

Native, in particular, is the primary ad type for e-commerce and social advertisers – two verticals now expanding their media strategies beyond closed platforms. At the same time, advertisers are showing up with fresh interest in mobile gaming audiences, particularly those theyve historically under-indexed on.

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The New Marketing Mix: Why CMOs Are Refocusing on Owned Media Channels

Digital Ad Blog

This recalibration is not merely tactical; it marks a return to foundational marketing principles: clarity of message, ownership of audience, and long-term value creation. Marketing in Transition: A Reassessment of Channel Prioritization Over the last decade, digital advertising offered the promise of precision, scale, and real-time feedback.

Media 59
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Innovations in Search and Social Advertising

Basis

EXPERT POV: While improved safety and privacy for users is undoubtedly a net positive overall, advertisers should monitor for any potential impacts on targeting and data. If large segments of users adjust their privacy settings to be more restrictive, there could be future rollbacks to audience targeting capabilities.

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B2B marketing on X: What you need to know

Martech

And yet, the audience didn’t vanish. Source: SimilarWeb Location The United States has the largest portion of X’s audience, with 106.23 Source: X Customer care X is the top social media platform for seeking customer care. Source: Sprout Social Advertising Potential ad reach: 586 million users. million to 70.9

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Let’s talk about tariffs: How marketers can brace for the looming future

illumin

It will also limit advertisers abilitities to maintain brand visibility, reach new audiences, or stay competitive in a crowded market. Pivot to different and new channels of advertising eMarketer reports that social advertising will be one of the channels taking the biggest direct hit from the tariff and regulatory shifts.

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Ad Agencies: An Inforgraphic On the History of Social Advertising

Fuel Lines

Social Advertising is projected to generate $11 billion in revenue by 2017. Check out this infographic, created by UNIFIED, on the history of social advertising to see some of the events that illustrate the amazing growth and innovation in a rapidly expanding market.