Programmatic advertising
MarTech is your source for programmatic 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:
Programmatic advertising allows advertisers to access inventory across increasingly all media in real-time and to be able to measure audience engagement and campaign performance. Today’s marketer is orchestrating omnichannel campaigns and constantly optimizing placement and creative assets. The loss of 3rd party cookies encourages more data partnerships between publishers and other non-traditional 3rd party sources like financial companies, for example.
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Marketing measurement is breaking under its own complexity
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.
4 questions you should ask to catch programmatic ad fraud
Programmatic fraud often hides behind opaque supply paths, weak verification, and poorly curated CTV inventory.
Digital video ad spend surges as AI and targeting reshape strategy
Digital video now more than 60% of TV and video spend, so advertisers are prioritizing AI, precision targeting, and measurable outcomes.
What happens when ad spend goes wrong
Small mistakes in paid media can lead to massive losses, and ownership determines who absorbs the impact.
IAB Tech Lab proposes Deals API for programmatic advertising
The Deals API aims to replace the manual mess behind programmatic deals with structure, transparency and accountability.
What happens when no one clicks anymore
Learn how shifting user behavior in the age of AI could impact traffic and revenue — and what marketers and publishers can do to stay ahead.
Marketers navigating low consumer confidence amid high holiday sales
This holiday season is full of mixed signals — sales are breaking records, but shoppers are holding back, and marketers are caught in the middle.
IAB Tech Lab unveils Agentic RTB Framework to boost real-time ad trading efficiency
The new Agentic RTB Framework promises to slash programmatic ad latency by 80%—and reshape how AI-powered agents trade in real time.
4 questions every SMB should ask before testing CTV
Before spending on connected TV, answer these four questions to see if your business is ready — and how to make your first test count.
Invalid traffic detection gets smarter with HUMAN’s Page Intelligence
The latest addition to the company's ad protection suite gives brands new control over fraud and performance data.
IAB cuts ad forecast as tariffs take a bite out of spending
Ad spend growth is expected to drop from an earlier prediction of 7.3% to 5.7% as 91% of ad buyers say tariffs are driving budget decisions.
Marketing results don’t add. They multiply and synergize.
Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement.
How tariffs are reshaping long-term strategies for brands and buyers
Brand loyalty is gone, as consumers wait longer to make purchases. Marketers are focusing on owned channels and trying not to say the "T" word.
IAB releases draft of updated digital ad terms for public comment
This is the first major revision of the agreement in nearly 25 years and is designed to reflect how much the industry has changed.
US asks court to breakup Google ad businesses
Spinning off AdX exchange and DFP platform would severely impact the tech giant's revenue and be a seismic shift in digital advertising.
As Google brings back cookies, marketers stick with privacy-first strategies
The consensus among marketers is that cookies are the past, and respecting consumer privacy is the future.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Google’s adtech antitrust verdict is a turning point in marketers’ fight for transparency
It is a moment when marketers should rethink the strategies hemmed in by Google's ad tech.
Google adtech antitrust trial: Everything you need to know
An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.
Google loses advertising monopoly case
A Federal judge found Google “willfully engaged in anticompetitive acts” to control the ad server and ad exchange markets.
IAB report reveals digital ad growth and marketers ready for economic turmoil
Omnichannel strategies, better audience segmentation and data-driven campaign management show marketers are prepared for turbulent times.
How to tackle ad fraud in 2025
Despite major strides, gaps in combating ad fraud remain. Learn how emerging transparency tools can drive even greater protection.
Tackling video marketing fragmentation
Smart Video Everywhere from Adomni challenges the fragmentation of the video marketing channel.
Optimization and personalization
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Consumers really like personalized marketing content and are really nervous about companies gathering data to provide it. Here's how to address that.
Reaching consumers in the age of AI: What you need to know about search and social media
Search still reigns supreme with consumers, but the cracks are showing as younger demographics increasingly use social media.
Google shakes up ad auction dynamics for holiday shopping
Changes to PMax and Standard Shopping campaigns require advertisers to adjust strategies during this holiday shopping season.
Google blasts DOJ’s ‘radical’ proposed breakup plan
Company argues a breakup would make advertising less valuable, while harming publishers and merchants.
Lyft Media expands measurement and targeting capabilities
New partnerships are powering the rideshare service’s ad platform with measurement that ties riders and ads to outcomes.
7 weak spots in Google’s defense against DOJ antitrust claims
Google's put on a strong defense, arguing its advertising practices benefit customers and are not anti-competitive. Will they hold up under attack?
EU hits Google with $2.6 billion fine in antitrust case
The decision by the European Union's highest court came on the 2nd day of Google's latest US antitrust trial.
Google vs. DOJ: Why Google’s ‘hundreds of competitors’ claim doesn’t add up
Company defends its ad tech dominance by pointing to market competition, low fees and benefits for businesses. Is it true?
Optimistic marketers increase expected ad spend
Growing economy has ad buyers increasing their 2024 ad spend projections to 11.8%, up significantly from last year.
US vs. Google, round 2: Government targets digital ad business
The DOJ says Google used anticompetitive tactics to get its huge market share. People using the market aren't so sure.
Intense election ad buying could upend brands’ holiday marketing plans
Brands have options when it comes to breaking through the political noise this fall. The biggest decision: get involved or stay out of politics?
Why marketers must combat the hidden threat of MFA sites
Learn to combat the threats posed by made-for-advertising sites, differentiate quality publishers and optimize your digital ad spend.
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.
Marketing artificial intelligence (AI)
Microsoft Ads releases AI-powered asset recommendations for video and display ads
Microsoft's AI-powered video ad recommendations speeds creative processes for marketers across display and streaming platforms.
Google launches Google TV advertising network
The company also announced Ad Manager updates giving publishers greater control over where ads appear and badging.
B2B marketers say improving data quality is top priority
Companies using content syndication and programmatic were almost twice as likely to have had a significant revenue increase last year.
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.