Digital advertising
MarTech is your source for digital advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Advertising isn’t just about growing brand awareness or planting a seed. Advertisers and their adtech partners can reach audiences big and small at any stage of the funnel, delivering cross-channel ads across multiple touchpoints. And they aren’t just using traditional demographics and ratings, they’re leveraging device-level or user-specific data, as well as contextual insights, to serve the right message to the right customer at the right time.
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Marketing artificial intelligence (AI)
OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation.
Marketing artificial intelligence (AI)
AI’s value is measured in outcomes, not adoption
AI powers every marketing workflow — but impact matters more than adoption. Prove performance by measuring lift and validating causality.
Invalid traffic detection gets smarter with HUMAN’s Page Intelligence
The latest addition to the company's ad protection suite gives brands new control over fraud and performance data.
Stop making cost per conversion your KPI — here’s what to measure instead
Chasing cost per conversion or ROAS as your KPI leads to underspend. See why conversion volume is a smarter way to scale profitably.
IAB cuts ad forecast as tariffs take a bite out of spending
Ad spend growth is expected to drop from an earlier prediction of 7.3% to 5.7% as 91% of ad buyers say tariffs are driving budget decisions.
How Amazon Ads enables full funnel measurement
With new metrics like MTA, LTS and conversion path reporting, Amazon Ads gives marketers deeper insight into performance across the funnel.
Marketing artificial intelligence (AI)
OpenAI is staffing up to turn ChatGPT into an ad platform
OpenAI’s latest hire hints at a future where advertisers can run campaigns directly in ChatGPT, reaching 700 million weekly active users.
How safe are your Media Operations, really? Discover Digital Media Safety
In digital media, operational errors happen often. Digital Media Safety prevents them before they cost money, time and trust.
Why impression-based advertising will redefine search and CTV
Microsoft Ads is moving beyond clicks with impressions-based remarketing. Here’s what this shift means for channels, budgets and strategy.
Marketers must deliver value and trust to shoppers facing higher holiday prices
Expect a volatile shopping season, as higher prices and fewer discounts change buying habits. Marketers must act early and stay agile to win consumers.
Why social video spend gets lost in reports — and how measurement standards fix it
If answering "How much are we spending on social video?" takes hours, your measurement is broken. Smarter standards make spend clear and reporting easy.
4 steps to kickstart incrementality without overcomplicating it
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth.
Is it time for retail media networks to think beyond the ads?
RMNs must go from ad platforms to content engines that build trust through authentic storytelling with creator partnerships and personalized content.
If you want better outcomes, stop relying on last-touch attribution
The wrong attribution model doesn’t just mislead. It risks your investment and clouds what really works.
Closing the gap between creative and marketing performance
Creative and performance teams have long operated in silos. Now, AI is bridging the gap — turning emotional storytelling into data-driven, real-time results.
LinkedIn wants to be the TikTok of business — will it work?
With video surging and organic reach falling, LinkedIn is shifting toward a TikTok-style model. Can it still serve business users?
GenAI taking over digital video buyers’ creatives
86% say they are or will soon use it. Small and mid-tier brands wanting better video for less money are among the biggest users.
Google advertisers can now activate campaign changes via Gmail
Google Ads emails now include an 'Enable your recommendations' button that lets changes go live from Gmail – no platform login needed.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
5 Amazon Ads features you’re not using — but should be
Missed these Amazon Ads features? Catch up on Attribution, Prime Video and more ways to drive better, data-backed campaigns.
Google Ads rolls out AI Max search match type
Google Ads’ new AI Max match type gives visibility into automated search performance for clearer comparisons and more informed campaign decisions.
Microsoft Ads gets new granular asset-level reviews
Microsoft Advertising now reviews ads at the asset level, allowing approved elements to continue running even if others are disapproved.
AI can scale ads, but great creatives drive brand impact
Want your ads remembered and acted on? Use these creative levers to boost distinctiveness, emotional impact and profitability.
New IAB Framework aims to bring clarity to gaming ads
The framework standardizes game ad campaign metrics and outlines what metrics to expect and what additional data to request.
FTC says Omnicom deal is OK, as long as there’s no brand safety involved
The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.
What your dashboards reveal about channel performance — and what they miss
Not all high-performing channels drive results. Some just show up better in reports. Here’s how to spot the difference and optimize smarter.
Retail media moves from the bottom of the funnel to center stage
Retail media networks are moving beyond digital shelf ads, emerging as full-funnel brand platforms with premium formats, deep data and real results.
How brands can turn compliance into a competitive advantage
Ethical marketing isn’t a limitation — it’s the secret to creating bold, memorable campaigns that customers trust.
Supermetrics acquires real-time CDP Relay42
Another standalone CDP is off the market, as consolidation continues to hit the space.
TransUnion data shows importance of good targeting for ROAS
An analysis by TransUnion shows good targeting has an exponential effect on return on ad spend.
IAB releases draft digital advertising invoice API specifications
The rules aim to automate and standardize invoice processes, decreasing errors and increasing speed of payments. They are open to public comment until Aug. 11.
How tariffs are reshaping long-term strategies for brands and buyers
Brand loyalty is gone, as consumers wait longer to make purchases. Marketers are focusing on owned channels and trying not to say the "T" word.
How to integrate CTV with other PPC channels for a full-funnel growth loop
CTV isn’t a standalone driver, but it can boost your PPC efforts. Learn how to sync it with other channels for measurable growth.
IAB releases draft of updated digital ad terms for public comment
This is the first major revision of the agreement in nearly 25 years and is designed to reflect how much the industry has changed.
3 ways to get more from your paid social ad spend
Make paid social profitable with smart platform choices, strong creative, sharp targeting and advanced tactics that amplify ROI.
What your attribution model isn’t telling you
The best marketers don’t just track – they test, model and optimize. Learn tips for building a future-ready measurement framework.
Marketing artificial intelligence (AI)
Figma’s new tools create a design-to-deployment ecosystem
Features for marketing and brand teams position Figma as a direct competitor to Canva, Adobe, WordPress and Wix.
US asks court to breakup Google ad businesses
Spinning off AdX exchange and DFP platform would severely impact the tech giant's revenue and be a seismic shift in digital advertising.
The real reason marketing measurement keeps failing
Attribution and MMMs need to evolve. But without cleaner, more consistent data behind them, they’ll never reach their full potential.