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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
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.
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 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.
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.
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.
Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
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.
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.
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.
Clinch adds digital audio to dynamic creative campaigns
Marketers can leverage the growing digital audio space and serve relevant dynamic ads on podcasts, streaming audio and smart speakers.
Marketers fume as Google Ads’ customer service hits ‘all-time low’
Marketers say Google ad reps don't seem to know much about services, can't get routine problems corrected and use scare tactics to sell.
Google lets advertisers opt out of Search Partner Network amid Adalytics claims
The Adalytics report alleges ads have been appearing alongside potentially harmful content including sites on brands' exclusion lists.