Sat.Feb 24, 2024 - Fri.Mar 01, 2024

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Google Is Paying Publishers to Test an Unreleased Gen AI Platform

Adweek

Google launched a private program for a handful of independent publishers last month, providing the news organizations with beta access to an unreleased generative artificial intelligence platform in exchange for receiving analytics and feedback, according to documents seen by ADWEEK. As part of the agreement, the publishers are expected to use the suite of tools.

Media 363
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Why B2B marketing needs brand building more than lead gen

Martech

B2B marketing has become overly focused on measurement and attribution, appearing and claiming to be more science than art. Everyone wants to believe it’s a science. Investors, boards and leadership expect marketing growth to be measurable, predictable and projectable. But the truth is that marketing is not a hard science. Experiments are not repeatable and playbooks are not fully transferable between companies.

Marketing 136
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Trending Sources

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Prepare For the Worst, But Don’t Expect Cookie Deprecation To Stick

AdExchanger

When Google finally flipped the switch and stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. Following nearly four years of pronouncements, pushed deadlines, industry committees, and technology tests, Google finally made good on its initial promise. But at the end of the day, it’s […] The post Prepare For the Worst, But Don’t Expect Cookie Deprecation To Stick appeared first on AdExchanger.

Cookies 128
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Google’s Privacy Sandbox Risks “Fragmenting the Internet” Says IAB Tech Lab

VideoWeek

Earlier this month, IAB Tech Lab carried out gap analysis of Google’s Privacy Sandbox, the tech giant’s set of tools designed to replace third-party cookies, which are due to be fully phased out of Chrome in Q3 2024. But large pockets of the digital advertising industry remain unconvinced by the Sandbox, with critics citing its limitations, complexity, and potential for anti-competitive practices.

Ad Server 129
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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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The Fractional CMO Is a Trendy New Marketing Title—and It’s Not Going Anywhere

Adweek

Out of a global workforce of 3.38 billion people, almost half (1.57 billion) are freelance, The World Bank revealed last year. But the definition of "freelance" is evolving to now reach the C-suite, including senior marketers. The pandemic changed many aspects of work, introducing more companies to the concept of hybrid schedules and boosting digital.

Marketing 308
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Introducing Initial OpenRTB Support for the Protected Audience API

IAB Tech Lab

Google’s Privacy Sandbox introduces a number of APIs that impact how advertising is bought and sold. Some of them, like TOPICS, are relatively straightforward and were successfully mapped to existing programmatic constructs. Others, like the Protected Audience API, are significantly more complex and require the evolution of OpenRTB for clear […] The post Introducing Initial OpenRTB Support for the Protected Audience API appeared first on.

Audience 127

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A Marketer’s Guide To Generative AI Startups

AdExchanger

Marketers know all about hype. And generative AI is in the middle of a feeding frenzy. While many marketers are working with ChatGPT, which debuted in November 2022, or its competitors, generative AI-focused startups are also building custom products designed for marketers to solve more nuanced or marketing-focused use cases. But with so many new […] The post A Marketer’s Guide To Generative AI Startups appeared first on AdExchanger.

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Half of Top News Sites Blocked OpenAI’s Crawlers in 2023

Adweek

At the end of 2023, nearly one-half (48%) of the top news websites, based on reach, across 10 countries blocked OpenAI's crawlers, while nearly one-quarter (24%) blocked Google's AI crawler, according to a study by Reuters Institute. Reuters Institute analyzed the robots.txt of the 15 online news sources with the widest reach, including titles like.

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The leap

Seth Godin

In action movies, there’s a lot of leaping. Brave shifts in which the hero gets from here to there, all at once. It’s easy to imagine that sudden leaps are how we make our impact. This is blog post #9000 (give or take). When did the leap happen? It wasn’t an external leap. The first hundred blog posts were read by fewer than a dozen people.

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How influencers and content creators are reshaping brand strategies

Martech

Content creators and influencers are now achieving the same level of engagement once reserved for traditional advertising methods like billboards, print ads and TV commercials. They’re captivating millions with content that deeply connects with their followers. Influencer and creator marketing is becoming the mainstay for brands aiming to reach their audience where they are: online and engaged in a two-way conversation.

Audience 111
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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Why The Atlanta Convention & Visitors Bureau Prioritizes ‘Audience Before Content’

AdExchanger

The Atlanta Convention & Visitors Bureau had a wide-ranging goal for its new campaign: to show the city as a welcoming, inclusive, diverse and creative urban center. The bureau tapped Orange142, a digital media company owned by Direct Digital Holdings, to get the job done. Orange142, which has worked with the bureau before, focused on […] The post Why The Atlanta Convention & Visitors Bureau Prioritizes ‘Audience Before Content’ appeared first on AdExchanger.

Audience 112
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People Want to Know When AI Is Used in Ads, Research Confirms

Adweek

People generally prefer to know when they are being shown content generated by artificial intelligence, according to one study. To better understand people's attitudes toward AI-generated imagery in ads--including AI models, background and images--Publicis Media polled 1,200 U.S. consumers, showing them ads that included disclosures stating that AI was used.

Media 284
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High Highs and Low Lows — Streamers Battle Turbulence in 2024

MNTN

It was the best of times, it was the worst of times — for streaming services, that is. In 2023, cord-cutters overtook linear holdouts ( 44% vs. 41% ), meaning cable TV was no longer enemy no. 1 for streamers. This sounds as if it would fall in the “best of times” bucket, right? Maybe not. The big streamers may have cemented themselves in our everyday lives, but for others, the road to profitability is a long and winding one.

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How to build trust and loyalty in retail with reception marketing

Martech

The consumer experience has fully evolved from anonymously transactional to personally helpful. Retail brands must seamlessly mesh into and be present throughout the customer journey to remain useful to consumers. They must provide real value in the right place at the right time. Consumers make purchase decisions largely based on their online research, not necessarily on product packaging, benefits or customer service.

Retail 100
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Vizio’s Profitability Could Be A Boon For Walmart’s Ads Business

AdExchanger

Vizio shared its Q4 earnings results with investors, but skipped an earnings call and guidance due to the pending Walmart acquisition. The post Vizio’s Profitability Could Be A Boon For Walmart’s Ads Business appeared first on AdExchanger.

Retail 110
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Pride in London Won’t Let Brands Rainbow Wash Its 2024 Parade

Adweek

Pride in London is one of the U.K's largest LGBTQ+ festivals, attracting 1.5 million people to the city each June with 30,000 participating in the parade itself. But in 2024, brands will have to walk the walk at a corporate level if they want to march the march. In a bid to weed out rainbow.

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Google MCM vs. Google GCPP: What’s The Difference?

Oko

When searching for a monetization partner online, it’s easy to get bogged down in acronyms. Here’s how to find the one that works for you. If you’re interested in maximizing your revenue from advertising on your site/app/CTV channel, you’re going to need to include Google AdX into your demand stack. And if you’re interested in […] The post Google MCM vs.

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3 tips to maximize your martech stack’s value

Martech

“Do more with less” is a popular theme in marketing today. I cringe every time I hear this phrase because it usually means one of two things: Reduction of headcount with no reduction in expected results. Reduction of budget with no reduction in expected results. Including this phrase in your 2024 marketing plan deck may prompt at least one team member to start job hunting.

MarTech 99
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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%

AdExchanger

Three months ago, PubMatic outlined its bounceback plan to capitalize on the return of ad spend after an anemic year-plus for the ad market. Well, it looks like advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth, with a total of $84.6 […] The post Who Said Display Is Dead?

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Tubi Brand Refresh of New Logo, Colors and Sound Is Not Tubi Ignored

Adweek

Tubi has a new look for the first time since 2017. The Fox-owned advertising-based video-on-demand streaming TV service is debuting an updated brand identity that includes a fresh color scheme, a custom font and an updated homepage and user interface. Done in partnership with design agency DixonBaxi, the new look is designed to target the.

Agency 277
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WEBINAR: What you need to know about out-of-home advertising in 2024

illumin

Out-of-home advertising is returning to pre-pandemic levels. The format is projected to hit double-digit growth this year, led by a rise in programmatic digital out-of-home (pDOOH). From financial services to travel and tourism, the data points to a significant increase in ad spend across multiple categories. Dive into these trends in our upcoming Inside Scoop webinar with Drew Thachuk , Director of Channel Partnerships at leading OOH ad tech developer Broadsign.

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MarTech in 2024 Part II: Who will be the winners and losers in the consulting and research and advisory worlds?

Martech

In the last article we looked at who would win and who would lose in the enterprise and vendor community in 2024 with AI on the horizon. In this article we’ll look at the martech consulting organizations that serve the enterprise technology user community and the research and advisory firms that serve both enterprise technology users and vendors. Consulting organizations There are a wide variety of consultancies specializing in delivering marketing and sales technology-related services, from sma

MarTech 97
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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Vibe.co Secures $22.5 Million In Series A Funding To Help SMBs Try CTV

AdExchanger

Self-serve CTV ad platform Vibe.co announced its $22.5 million Series A round, which it will use to bolster its machine learning and measurement chops to help SMBs give CTV a try. The post Vibe.co Secures $22.5 Million In Series A Funding To Help SMBs Try CTV appeared first on AdExchanger.

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Sora’s Expected Impact on Marketers: In-Housing Creative and Pricing Changes

Adweek

OpenAI's latest AI-powered disruptor, the text-to-image tool Sora, is prompting shifts in business models and agency pricing structures, five sources told ADWEEK. Currently in research mode and limited to red teamers, Sora creates original, realistic videos up to one minute long. Creative agencies will be able to use this tool to test ideas and visualize.

Marketing 277
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Brand safety is everything in the Wild West of YouTube advertising

illumin

YouTube is a digital advertising powerhouse and has been since its founding in 2005, and so are the creators on its platform. User creation is the heart of the video-sharing site’s business model, and it should be at the heart of advertisers’ strategy too. For marketers looking to take their potential customers on a full-funnel journey, YouTube is a fantastic resource for connecting with audiences in a meaningful and effective way.

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TransUnion announces data clean room partnership with Snowflake

Martech

TransUnion has announced a partnership between its TruAudience identity-based marketing solution and Samooha, by Snowflake, a native data clean room on Snowflake’s data cloud. Users will be able to access TruAudience’s marketing identity graph within Samooha allowing them to collaborate and to match and share customer data without exposing private information.

MarTech 100
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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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From AI Content To Fake Local News, Brands Must Play Programmatic Dodgeball This Election Season

AdExchanger

Brands don’t want their ads to turn up next to content spouting conspiracy theories, propaganda and misinformation, but programmatic advertising makes it easy for brands to end up next to this content. An onslaught of AI-generated misinformation is only worsening the situation ahead of this year’s elections in the US and abroad. To equip advertisers […] The post From AI Content To Fake Local News, Brands Must Play Programmatic Dodgeball This Election Season appeared first on AdExchanger.

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To Drive Macro Business Changes, Think Micro

Adweek

How do you turn a ship when thousands of tons of water are pressing on the rudder creating a force far greater than the ship's engines can withstand? This was the seemingly impossible challenge solved by the wonderful engineer, Buckminster Fuller, in the 1940s. The answer was something surprisingly small.

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CTV Devices Overtake Traditional TV for Watching Video in India

VideoWeek

As rumours swirl around an imminent mega merger between Disney India and Reliance Industries, new research has revealed a seismic shift towards online video in India. Internet-connected devices have overtaken traditional TV as the nation’s most popular method for watching video content, according to Kantar and the Internet and Mobile Association of India (IAMAI).

Video Ads 106
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Adapting marketing strategies for post-pandemic reality: The need for authenticity

Martech

We learned to wear masks during the pandemic, safeguarding ourselves and each other from a physical threat. Now it’s time to shed a different kind of mask: the one we wear over our emotions. While the COVID mask protects us from the outside world, the emotional mask holds us back from truly thriving within it. Just as taking off the physical mask allows us to breathe freely, taking off the emotional mask allows us to experience life authentically.

Marketing 100
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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.