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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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.
Marketing artificial intelligence (AI)
Meta rolls out genAI features for advertisers
Current and upcoming tools in Ads Manager’s Advantage+ creative suite aim to cut down on creative production time for scaled-up campaigns.
The problem with B2B marketing: Misaligned measurement is stifling innovation
Dive into the systemic issues hindering creativity in B2B marketing and how to strategically leverage advertising for long-term brand growth.
IAB NewFronts rings in the age of digital video dominance
This week, top publishers and adtech companies provided a glimpse of the future of advertising and viewing experiences for connected consumers.
Marketing artificial intelligence (AI)
Google launches new AI-powered features for Performance Max campaigns
The six new features include ways to acquire high-value customers, manage budgeting and re-connect with former customers.
What is video advertising and why should marketers care?
The power of video advertising is proven but engagement metrics are complex and differ from platform to platform. Here's our guide.
Video ad spend expected to rise 16%, surpassing linear TV this year
IAB's Video Ad Spend study projects $63 billion in video ad spending with more going to digital video than linear for the first time.
Advertising in local markets: A playbook for success
Dominate local markets by mastering hyper-targeted advertising, creating localized content and fostering lasting customer relationships.
The state of data in 2024: How the ad industry is adapting to privacy regulations
Learn how leading brands are navigating the privacy-first ecosystem by prioritizing consumer trust and embracing first-party data.
Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
The state of GA4, one year after the big migration
A look at what's better and what's worse about Google Analytics 4 a year after it officially kicked Universal Analytics to the side of the road.
Internet advertising up 7.3%, reaching record high in U.S.
U.S. internet advertising climbed to $225 billion in 2023, with double-digit growth from retail media, CTV and audio ads, according to IAB/PwC report.
Meta advertisers: Glitchy automated system pushing sales down and costs up
Brands claim that ongoing issues with Meta's algorithm are significantly impacting campaign performance across its platforms.
Marketing artificial intelligence (AI)
Nicole Greene: Looking forward with AI
Gartner's AI expert explains how search generative experience will change everything and why chatbots are the next frontier in advertising
Adtech’s climate challenge: Can marketing cool the planet?
The Green Media Summit looks to give people actionable ideas about how their business and industry can generate less greenhouse gasses.
Digital advertising braces for signal loss and Privacy Sandbox
IAB Tech Lab CEO Anthony Katsur calls for ‘Great Reset’ for ad industry facing epic changes to addressability and managing consumers' privacy.
Marketing artificial intelligence (AI)
Retargeting campaigns to acquire new customers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how to use retargeting to acquire new customers.
How to reach gamers and understand gaming experiences: IAB PlayFronts
As the gaming industry matures, there are new ways for marketers to reach gamers where they are.
Privacy plus personalization: The new frontier of digital advertising
Brands are adapting digital marketing for the privacy-first era through storytelling, consent-based personalization and more.
What Google’s Privacy Sandbox means for the app ecosystem
Privacy Sandbox raises challenges for advertising on Android devices that are quite different from the challenges presented to the Chrome browser.
How marketers are investing in games: IAB PlayFronts
IAB releases new study and guidelines at its third annual advertising and technology event as 40% of gaming advertisers intend to increase budgets.
Digital advertisers still looking for recipe to thrive in cookieless world
It’s likely alternative data will be one of many ingredients used for cookie replacement.
Google Search Ads 360 gains retail media capabilities
Tech giant claims new features will increase efficiency and scale for retail media with self-service.
Ad industry steps up to meet signal loss, privacy challenges: IAB
The digital advertising ecosystem finally seems to be preparing for the new, cookie-free, privacy-first environment that is just around the corner.
Meta announces major updates to Advantage+ and Shopping Ads
The updates aim to help marketers create ads that make consumers feel more confident about making a purchase
Marketing artificial intelligence (AI)
Microsoft rolls out Copilot AI to more advertisers
Copilot allows marketers to instantly generate assets for campaigns, such as images, headlines, and descriptions.
Political polarization reflected in voters’ shopping, media habits
As November elections approach, here’s where Democrats, Republicans and Independents are shopping and getting their news.
Goodbye to cookies: Digital advertising’s leap in the dark
It's been one step forward, two steps back for Google's Privacy Sandbox as the IAB Tech Lab and other adtech players weigh in.
Marketing artificial intelligence (AI)
AI in retail media? Majority of marketers are optimistic
53% of marketers believe AI will significantly enhance targeting and ad relevance according to Cooler Screens study.
Improve your return on ad spend with first-party data
Learn how to optimize advertising performance with privacy-safe, real-time event forwarding.
Meta suffers major outage at Facebook, Instagram, WhatsApp and Threads
What the company is calling a "glitch" kept more than 500,000 users across the world from accessing the tech giant's platforms.
How the big holding companies are handling genAI
Across the big ad/media holding company space, there's a lot of talk about AI investments and partnerships. But that's not their only focus.
Google sued for $2.27 billion by European publishers
More European legal problems for Google as Axel Springer and other well-known German publishers sue over alleged abuse of its market position.
Google tells antitrust judge government trying to punish company for Search success
Google claims the U.S. Government is trying to penalize it for being successful in a post-trial brief submitted to a DC Judge.