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)
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.
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.