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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Yahoo and Taboola sign “30-year” exclusive ad agreement
Taboola will be the exclusive ad provider for Yahoo. The two companies will split ad revenues..
How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
Ad spend projected to grow 5.9% in 2023
B2B digital advertising will soar 20.8% YoY, leading high-growth categories, IAB forecasts.
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
SponsorPulse expands data-driven sponsorships for brands
A new partnership with Dynata and MiQ enables scalable audience insights for sports and entertainment sponsors.
6 email metrics to help reach marketing goals and make business decisions
Here are the valuable metrics beyond opens and clicks that can impact your business.
Twitter’s demise would cost marketers an important, useful channel
The social media platform is a unique, immediate way to connect with consumers. Companies use it to improve customer experience and redefine their brand.
Soundrise connects advertisers to podcast creators with shared values
Soundrise is using technology to scale sponsorships while prioritizing creator independence and listener privacy.
Survey finds gamers prefer native ads
A new gamer study from Frameplay shows the top ad formats in the $196.8 billion videogame industry.
Havas Media partners with Samba TV to integrate streaming, gaming and linear TV data
The data collaboration serves advertisers using HMG’s Converged audience and data management platform.
Brands are betting heavily on CTV advertising
It's almost unanimous. 98% of brands believe Connected TV advertising will be bigger than mobile in the next two to three years.
What is programmatic advertising? Here’s what every savvy marketer needs to know
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
Digital out-of-home branches out with programmatic
The DPAA Global Summit showcased how DOOH plugs into the larger adtech world to connect omnichannel campaigns.
4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
Lowe’s and Yahoo team up for retail media partnership
Yahoo’s DSP and ConnectID will support off-site media experiences through Lowe’s One Roof Media Network.
FuboTV reports big ad gains from Unified ID 2.0
The streamer is the first CTV partner for open-source Unified ID 2.0, and uses it through The Trade Desk for programmatic ads.
DoubleVerify announces measurement tools for retail media networks
Advertisers, will have access to pre-campaign activation, measure and post-bid filtering tools.
CTV added to Kroger’s retail media business
Kroger Precision Marketing expands its private programmatic marketplace to include video and CTV.
Walmart Connect goes international and adds self-service
A new feature makes it easier for newer and smaller brands to move higher in search results.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
Updates finalized for IAB intrinsic in-game ad measurement guidelines
The updated guidelines aim at making in-game ad measurement on par with other digital media.
4 tips to navigate the advertising impact of iOS privacy changes
Despite the restrictions, targeting iOS users is still crucial for marketers. Here are four tips to help pivot your advertising strategy.
New Taboola feature fights fake news on social media
The update helps publishers and manufacturers guide readers to reliable news sources.
Clean rooms expand for advertisers with Neustar and InfoSum collaboration
The partnership allows InfoSum clients access to Neustar Unified Identity.
Simpli.fi introduces CTV reach for linear TV advertisers
The new capabilities provide 100% incremental reach on CTV for linear TV campaigns.
How location data helps marketers acquire new customers and expand campaigns
Marketers can use location data to find new customer insights and improve ROI.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
TransUnion partners with Canvas Worldwide to boost omnichannel CX
A major player in the identity resolution space will make audiences available to a global media agency.
How marketers are preparing for the future of in-game ads
Brands, agencies and publishers approach the rapidly evolving videogame ecosystem.
FTC weighs in on customer data privacy
Addressing data privacy concerns, the FTC has announced proposed rule-making on consumer surveillance and data security.
Google delayed third-party cookie deprecation: Why and what’s next?
An independent analyst offers his take on the significance of Google's cookie delay.
The top 10 immersive campaigns to learn from
Check out ten imaginative, immersive campaigns using extended reality (XR) to deliver impactful messaging.
Most marketers don’t expect ad spend drop until next year
While predictions are positive, not all actual earnings are following the plan.
Mobile leads growth in the expanding in-game advertising industry
Mobile gaming ad spend is 3.2 times bigger than console.
Google’s third-party cookie delay: Adtech reacts
The adtech and data world reacts to Google's latest delay on the death of third-party cookies.
Google again delays third-party cookie deprecation
Cookies will now remain in operation on Chrome until late 2024.
5 paths to post-cookie personalized advertising
CDPs. Identity resolution. 2nd party data. Contextual advertising. Marketers are testing insight-rich sources to build audience profiles.
No matter the time of year, there’s a holiday you should be planning a campaign for
Pinterest marketing insights suggest early and often as the best approaches to holiday campaigns.