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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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?
Google adtech antitrust trial: Everything you need to know
The antitrust trial over allegedly monopolistic practices in the $200 billion digital advertising industry could lead to huge changes for the tech giant and digital marketing.
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.
ANA study finds 25% of programmatic ad dollars are wasted
Only $0.36 of each $1.00 that goes into a DSP reaches a consumer, the study found.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
Become a data champion by mastering marketing analytics automation
In this webinar, you'll gain the power of optimizing campaign performance effortlessly across all channels.
Build trust and boost profits with programmatic ads
This digital advertising webinar will help you stay ahead with consent-driven ad strategies.
Meta third-quarter revenue up by 23%
Surging digital ad market and layoffs combine to give Facebook parent $11,6 billion in profit, more than twice what it was a year earlier.
Pepsi, McDonald’s and the latest in digital out-of-home
Brands and tech leaders at the DPAA Summit offered a vision of more dynamic omnichannel engagement driven by data and DOOH.
How Icelandair used programmatic to increase bookings
Programmatic is typically used for top-of-the-funnel, brand awareness. Icelandair and its partners figured out how to get it to increase sales.
Criteo puts retail media DSP into general release
Commerce Max has been in limited use since 2020, it offers brands and agencies a single point of entry to retail media inventory.
Gen Z teens are watching YouTube ads and recalling what they’ve seen
YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content.
Digital experience platform (DXP)
Lyft introduces in-app ads as part of an expanded rider experience
By building out their ridesharing ecosystem, Lyft Media has grown 4X in the last year. Riders will see one in-app ad per ride at the program's start.
What brands and retailers need to know about RMNs
Michael Greene, head of strategy at Criteo, discusses what needs to change if retail media networks are going to be successful.
CTV ad spend hits record-breaking $1 billion in June
Ad intelligence provider Vivvix (formerly Kantar) forecasts continued growth in CTV and other digital platforms like YouTube.