article thumbnail

Demandbase rethinks ABM amid B2B marketing challenges

Martech

“So if a customer is running CTV, display, LinkedIn and paid search, is the combination working harder than any individual one so that the CPC goes down but the ROI goes up?” Now cookies are going away. There’s enough robust data in there that even without cookies you can piece together robust identification.”

Marketing 122
article thumbnail

Best of AdMonsters Wrapper: The Top Ad Tech News Stories You Couldn’t Stop Clicking on in 2024

Ad Monsters

Yahoo This issue opened with a deep dive into DSPs cautiously dipping their toes into Googles Protected Audience API ( PAAPI ), testing privacy-focused solutions as the cookie crumble looms closer. DSPs, AI Tools, and TTD v. Pinterest entered the AI game with Performance+ , an ad tool designed to drive efficiency for advertisers.

Ad Tech 98
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Trending Sources

article thumbnail

ROAS Masterclass: 12 Techniques to Maximize Ad Spend

Single Grain

Enhanced CPC (ECPC) : Maintain manual control while allowing slight bid adjustments based on conversion likelihood. Manual CPC with bid adjustments : Maintain granular control with manual adjustments based on device, location, audience, and time of day. Cost metrics comparison : Compare your CPM, CPC, and CPL to industry averages.

article thumbnail

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

Digital Ad Blog

As more brands invest in digital advertising, demand has outpaced supply, driving up cost-per-click (CPC), cost-per-acquisition (CPA), and other media pricing metrics across platforms. Privacy Constraints The phasing out of third-party cookies, combined with increasingly stringent global privacy laws (e.g.,

Media 59
article thumbnail

Innovations in Search and Social Advertising

Basis

. - Alexa Dillon | VP of Search Media Investment Google Ads to deprecate enhanced CPC for Search and Display Ads [:02] THE NEWS: Google Ads Enhanced CPC (eCPC) bidding option will be removed for new Display and Search campaigns in October 2024, and all remaining campaigns using the strategy will transition to Manual CPC bidding by March 2025.

article thumbnail

Beyond Google: Top-Performing Paid Media Alternatives for 2025

Single Grain

Privacy changes : Cookie deprecation and privacy regulations have impacted targeting capabilities across all platforms, creating opportunities for alternatives with strong first-party data Plus, there are many benefits to including Google alternatives in your paid media campaign.

Media 52
article thumbnail

5 DSP Tweaks to Increase Programmatic Performance From an Expert Media Buyer

Ad Monsters

Instead of buying traffic resold by intermediaries at subpar CPA or CPC rates, agency-employed media buyers can tweak their CTR and conversion rates directly in the platform. Switch the Bidding Model to CPC RTB auctions are initially based on CPM pricing. Likewise, demand-side platforms add CPC bidding as an option.

CPC 111