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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Acquisitions signal agencies are betting on influencer marketing
Looking for a sign that influencer marketing has truly arrived? Platforms that connect marketers with influencers are a hot commodity.
Mixed reactions from ad ecosystem to Google keeping cookies
Skepticism, approval and mixed feelings: people have a lot to say about Google's reversal on third-party cookies.
How marketers are leveraging the Olympics’ focus on women’s sports to drive engagement
Lessons from Coca-Cola, Procter & Gamble and Bose on keeping the consumer connection long after the games are over.
Channel99 introduces digital channel scoring for B2B
B2B marketers would love to know where their ad dollars are performing efficiently. Channel99 is trying to take the guesswork out of it.
Third-party cookies will not be deprecated from Chrome
In a surprise move, Google announced that Chrome users will have choices going forward that include the third-party cookie experience. More UPDATES.
Netflix leans into ad-supported tier as subscriber growth surges
Netflix's ad-supported option is becoming key to its business, perhaps signaling a shift to a new business model.
The top ecommerce trends from record-breaking Amazon Prime Day 2024
Big-ticket items like furniture and electronics benefited from deeper discounts as online buyers proved ready to pounce.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
SCOTUS ruling makes it easier to challenge federal ad regulations
Ending a policy requiring judges to defer to regulators' interpretations makes more lawsuits a certainty and deciding those cases more difficult.
Why digital out-of-home advertising is summer 2024’s marketing powerhouse
Harness the power of DOOH advertising for your summer campaigns with its increased visibility, flexible targeting and programmatic benefits.
Digital video ad spend sees 16% increase this year
IAB report finds more money moving to digital video advertising even as measurement problems persist.
Pipeline 360 launches new display advertising platform
A convergence of first-party based display advertising and content syndication creates what Pipeline 360 is calling 'branded demand.'
LinkedIn’s AI ad tool to launch globally this fall
Accelerate can slash campaign creation time from 15 hours to 5 minutes while delivering improved performance on LinkedIn.
3 challenges for marketers as retail media networks evolve
Brands should have a clear game plan before entering this fragmented, often confusing space.
EU says Meta ad model violates Digital Markets Act
Regulators want equivalent services for people who don't want to pay for an ad-free experience or consent to the company collecting personal data.
How to measure the impact of brand marketing
Strategies to measure brand marketing ROI, including media mix models, brand lift studies and emerging metrics like share of search.
How marketers can harness the strengths of traditional and streaming TV
Uncover a balanced approach to linear and streaming TV in modern marketing campaigns.
Marketing artificial intelligence (AI)
Salesforce’s AI CEO explains why this new AI wave is different
Insights into improved genAI-powered sales, customer experience and advertising from the IAB Tech Lab Summit in New York.
The never-ending war against ad fraud
Ask experts about ad fraud and you will get a mix of actionable advice and skepticism about whether anything can be done.
Ad Relevance is Amazon’s new walled garden
It's a big development in the (soon to be) post-cookie advertising landscape and can be seen as leapfrogging over Google's Privacy Sandbox.
Oracle says goodbye to the adtech business
Declining revenue and the company's focus on the cloud and AI ultimately doomed its adtech investments.
XR and AD-ID team up for better cross-platform ad experiences
It’s the first implementation of IAB Tech Lab’s new creative ID standard enabling better experiences across the adtech ecosystem.
Is the digital marketing grass really greener in walled gardens?
From data richness to transparency concerns, dive into the world of walled gardens and their role in modern digital advertising.
Google launches Google TV advertising network
The company also announced Ad Manager updates giving publishers greater control over where ads appear and badging.
Marketers, it’s time to walk the walk on responsible media
Dive into the nuances of responsible media buying that balances brand safety and support for credible journalism, DEIB and sustainability.
Microsoft adds video and CTV ads (including Netflix inventory) to Advertising Editor
Company will start supporting video and connected TV ads in its Advertising Editor, including Netflix inventory across 10 countries.
3 ways to optimize your marketing funnel for driving revenue and leads
Here's how marketing can impact business through measurement, common goals and improvement to the customer journey.
Rumors of an Alphabet-HubSpot deal just won’t go away
There's plenty of smoke, but as yet no fire to the rumors.
Marketing artificial intelligence (AI)
AI-powered martech releases and news: May 23
Agencies lead the AI-powered charge for clients with WPP's Claude integration. Plus, AI improvements to customer conversations, site building and more.
Canva introduces Canva Enterprise, Work Kits and adtech apps
New offerings from the visual creative technology company aim to bring efficiency and brand controls to teams across large organizations.
Google unveils AI-powered advertising tools at Google Marketing Live
New tools, many of them AI-powered, will soon change how ad experiences are created by advertisers and experienced by customers.
How to build a hyper-precise, audience-first ad campaign
Actionable tips for reaching niche audiences through demographic, behavioral, contextual and inventory data.
Is Google a monopoly? The DOJ’s case in 11 slides
Here are the key points under contention in the most significant anti-trust case of this century,
3 reasons why digital video and CTV are booming in 2024
Here’s the data and developments fueling advertisers’ growing interest in CTV and digital video.
How would a TikTok ban impact influencer marketing?
A ban would hurt some influencers and the brands they work with. It could also be a big opportunity for existing and new social media platforms.
The advertising industry ‘has stalled’ as it faces a cookieless future
Digital advertising platform Quantcast addresses the chaos surrounding third-party cookie deprecation.
IAB Podcast Upfront highlights rebounding audiences and increased innovation
IAB's podcast event showcased talent and technology that will drive double-digit growth for digital audio in the coming years.
ChatGPT expected to announce search feature Monday
ChatGPT product that searches the web and cites sources when answering questions would be seen as a significant challenge to Google.
Curb introduces one-stop advertising solution
Ride-hailing app Curb launches Curb Journey Connect, allowing advertisers to plug into mobile and in-cab screens in over 40 U.S. markets.
How Google harms search advertisers in 20 slides
DOJ hammered Google over search ad price manipulation and more in its closing statement for the landmark anti-trust trial.