Adtech & Programmatic Articles

In the dynamic world of digital advertising, many marketers rely heavily on last-click attribution for measuring campaign performance. While this method is simple and provides clear-cut results, it only reveals a small fraction of the overall customer journey. Much like the visible tip of an iceberg, last-click attribution neglects the broader ecosystem of touchpoints that influence a consumer’s...

Retail media is reshaping the advertising landscape, providing retailers with innovative ways to harness first-party data and boost consumer engagement. Dive into our latest Adtech Article to understand this evolving ecosystem and its implications for brands and consumers.

Experience a marketing revolution with cutting-edge strategies that blend precision targeting and immersive creativity. This article uncovers transformative benefits, including streamlined media buying and real-time optimization, showcasing how innovative technology can enhance audience engagement and elevate your brand’s impact!

Google has made a surprising announcement that it will not be deprecating third-party cookies in its Chrome browser as previously planned. This reversal of its earlier decision to phase out third party cookies by 2025 provides the digital advertising industry with more time to adapt and implement alternative solutions as it transitions towards a cookieless future.

Brand marketing builds trust and credibility by highlighting values and purpose, going beyond product promotion. Programmatic advertising offers enhanced targeting, real-time insights, and efficiency. Marketers can personalize branding at scale through data-driven approaches, adapting to changing consumer behaviors. As branding remains crucial, programmatic advertising becomes an essential tool...

Data clean rooms are secure platforms that enable analysis and utilization of first-party data while protecting privacy. They allow organizations to access and combine data from various sources without compromising data integrity. Data collaboration in clean rooms unlocks the full potential of data while safeguarding privacy. However, challenges include conflicts over access, data quality, and...

In this article, we will dive into Prebid, a type of header bidding that provides publishers with high performance. We’ll also look at how Prebid can play a role in audience identification (ID) solutions, which is growing in popularity as an alternative to 3rd-party cookies and IDFAs. The article will look to detail how Prebid works, how Prebid can be used in applications, and how it relates to...

The COVID-19 pandemic has significantly reshaped the advertising industry, with consumer behaviors undergoing a profound transformation. Lockdowns, social distancing, and health concerns have led to a surge in online activities as people turned to digital platforms for work, leisure, and shopping. As a result, traditional advertising channels have faced limitations, and offline traffic has...

In the dynamic landscape of the e-commerce industry, businesses must always remain at the forefront of the market. This entails embracing novel technologies, adjusting to shifting consumer behaviors, and devising inventive approaches to distinguish themselves in an ever-more competitive arena.

We are at the midpoint of 2023 and Programmatic Digital Out of Home (DOOH) is showing no sign to slow down. In April’s blog post, our Adtech & Programmatic Committee Team Lead Sally shared an excellent showcase of a programmatic DOOH campaign in Hong Kong. For this blog post, I would like to take a more macro approach and look at the state of programmatic DOOH in Mainland China, and extend further...