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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How Chime is activating data to communicate with customers
The fintech company adopted a warehouse-first approach to drive personalization and insights across channels.
CTV ad spend is growing, but not like retail media
CTV growth is three times slower than retail media was at the same point in its development, a WARC Media study finds.
Google Ads unwraps several new features ahead of holiday season
New functions provide improved insights to help marketers gain early learnings to shape their campaigns and bidding strategies.
Bid shading costing advertisers $6.6 billion yearly
Bid shading: Advertisers don’t understand the practice and are paying dearly for it, according to a new study by Cognitiv.
How Acura drives awareness with a new hit web series
“Chiaki’s Journey” combines video, social media, email and out-of-home to reach customers and fans of racing and anime.
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
TV ad revenue challenged by writers’ strike
The strike by the Writers' Guild is already hitting TV ad sales hard. Unless there's a fast settlement the situation will likely get worse.
Meta ad revenues up 12%, far ahead of Microsoft and Alphabet
Meta returns to double-digit growth for the first time since 2021, while Microsoft's increase is only 3% and Alphabet's is 2%
Marketing artificial intelligence (AI)
Marketing leads other sectors in generative AI acceptance
And 48% of orgs are using it in marketing, according to a new Gartner study.
A blueprint for boosting sales and dominating paid and organic campaigns
In this webinar, learn how to unleash the full power of social media advertising and organic engagement to capture the attention of your ideal customers.
Sam’s Club’s retail media network rolls out new experience and targeting capabilities
Sam’s Club Member Access Platform uses sales attribution and strategic partnerships to close the loop for omnichannel advertisers.
The omnichannel magic of connected TV
How CTV supercharges existing marketing efforts across the advertising board.
Roku partners with Shopify to allow purchases direct from TV
Ecommerce on streaming TV is becoming more mainstream as buying becomes easier with ad forms like Roku Action Ads.
Basis announces integrations to boost digital out-of-home capabilities
Integrations with SSPs Vistar Media and Place Exchange will give Basis users enhanced access to OOH digital media.
How a small chain is going big with a retail media network
Success with an RMN depends on the quality of consumer engagement, not the size of the organization.
EU’s ruling against Facebook a big blow to first-party data usage
Big tech companies will need user consent to process personal data, combine it with other platforms' data and use it across services.
How to improve digital experience to grow revenue
Here are three ways to approach digital experience and drive more revenue from it.
Digital experience platform (DXP)
5 steps to evaluating your digital experience
Here’s how to approach the task of improving your brand’s digital experience and driving more revenue.
Evaluating data clean rooms for your organization
What data clean room is right for you? It depends on the team and technology you have in place.
Programmatic’s ad targeting and optimization come to digital out-of-home
Beeyond Media’s new tool lets brands reach targeted audiences using out-of-home technology while maintaining privacy.
Supercharge your customer experience with the power of QR codes
In this webinar, learn the secrets to creating flawless user experiences.
Global digital ad spend set to grow 8.4% this year
Digital is a "victim" of its own success: It now accounts for 68% of all ad spending and is on course to hit 75% by 2028.
Marketing artificial intelligence (AI)
Publicis Groupe joins human vs. AI content verification initiative C2PA
The initiative aims to authenticate human-made content as AI use expands.
B2B digital marketing budgets should grow in 2023
Around a quarter of B2B marekting executives expect significant increases in their digital marketing budgets this year.
Google Marketing Live 2023: What you need to know
A recap of all the ads and marketing news from Google's annual event, including lots of generative AI, new features and insights.
Digital ad spend growth drops to 7.8% this year
The upside: CTV approaches 10% of digital budgets with 21% growth increase. Retail media networks (RMNs) are also on the rise.
IAB NewFronts showcases video platforms armed for ‘challenging and unpredictable times’
YouTube, Amazon and Samsung Ads announce content and platform innovations for improved measurement and audience reach.
How Home Depot and Kroger use RMN to improve shoppers’ ad experience
Teams at both retailers are using retail media networks to transform the way customers interact with brands and their stores.
2022’s strong digital ad revenue growth unlikely to continue
IAB: 2022's 10.8% increase in digital advertising revenues was a drop from the previous year's unprecedented 35% growth.
Scanning the faces that scan the mobile screens
Emotions expressed by facial expressions can diagnose user reactions to mobile ads.
Level up your marketing with in-game advertising
This report provides key insights into consumer attitudes and digital behaviors related to in-game advertising.
Kraft Heinz and Gatorade tap in-store video screens for March Madness
The activations are part of a new offering from Cooler Screens that opens up all 10,000 screens at once to CPG brands.
Habu releases new data clean room enhancements
Marketers can use no-code and low-code tools to gain insights and business intelligence out of Amazon, Facebook, TikTok and other ad environments.
In-game advertising: A marketer’s guide
With the right strategy, in-game advertising can be a powerful tool for reaching and engaging with today's gaming audiences.
How to set up and measure CTV ad campaigns
Learn how connected TV advertising works, steps for setting up campaigns and tips for measuring its effectiveness.
4 tips to get the most out of CTV advertising
It's finally prime time for CTV advertising. Here are ways to take full advantage of its powerful targeting's benefits.
IAB Tech Lab launches first clean room standards
The data clean room standards include DCR Guidance & Recommended Practices and will be open for public comment for 60 days.
What everybody was buzzing about during the Super Bowl
Rihanna, Mahomes, the ads, the game itself: Here's what got the most social media attention during the Super Bowl.
How Michelob ULTRA, PepsiCo and Rakuten are approaching the Super Bowl this year
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.