LG and Samsung raise their connected TV game: While Samsung embraces interactivity, LG sharpens targeting with LoopIQ.
Article
| Sep 27, 2023
So when every publisher tags or categorizes its content differently, it makes even simple contextual targeting a lot less versatile,” Mitchell-Wolf said. How to prepare:. Formulate and implement a cookie strategy independent of Google’s timeline. Embrace contextual solutions and invest in metadata and taxonomy for more precise targeting.
Article
| Dec 19, 2023
On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.
Audio
| Sep 13, 2023
And as OOH is further digitized, more advertisers will be able to realize the benefits of programmatic—flexibility, real-time optimization, and data-driven targeting—in a uniquely physical medium. Retail media is the next frontier.
Report
| Jun 8, 2023
Imagine targeting viewers of HGTV’s “Property Brothers” with home decor or home maintenance services based on the drywall they recently purchased. Registries also tell us a lot—not just what people need, but their geography, price sensitivity, and potential service needs. The same can be said for tentpole events like Black Friday and retailer-specific sales like Amazon Prime Day.
Article
| Nov 27, 2023
Cara Pratt, SVP of Kroger Precision Media, is right when she says that “retail media is media.” While the fast-rising ad format may draw its unique power from retail—specifically the first-party consumer purchase data used for high-octane targeting and closed-loop measurement—it’s not a physical product sold on store shelves and shouldn’t be treated as such.
Article
| Sep 5, 2023
Membership-based retailers might have an edge in retail media. While most retail media networks tout first-party data and closeness to purchase as benefits of this burgeoning channel, membership stores like Sam’s Club, BJ’s Wholesale Club, and more have rich troves of historical data on its members.
Article
| Aug 28, 2023
Gen Alpha is not a younger Gen Z, and brand messaging targeting the generation should be unique to what matters to them. As the most digitally native generation yet, they expect out-of-the-box digital experiences and forward-thinking tech capabilities. And YouTube is playing an outsized role in brand awareness and discovery.
Article
| Aug 29, 2023
Lyft diversifies revenue with in-app ads: User data to optimize targeting while mitigating privacy concerns.
Article
| Aug 11, 2023
The RealReal and thredUP set their sights on premium shoppers: Both companies are targeting bigger spenders to improve margins and achieve profitability by next year.
Article
| Aug 9, 2023
Article
| Jul 17, 2023
This targeting works. Retailers like Rainbow and SwimOutlet that use Attentive’s AI tools saw 117% more purchases, according to the company. SMS is a strong channel for this targeting because it has a lower low spam rate than email.
Article
| Mar 19, 2024
Nearly 4 in 10 US brands and agencies are concerned about having enough first-party data for targeting and activation, even though 6 in 10 US brands and agencies are planning to be more focused on ad placements with publishers with first-party data, per a November 2023 report by the Interactive Advertising Bureau.
Article
| Mar 19, 2024
AI will be imperative to ID-free targeting. Marketing professionals worldwide believe that improved targeting is the second-biggest benefit of using AI in marketing, following increased efficiency, per December 2023 data from Ascend2. Generative AI is key in empowering advertisers with limited first-party data, as it requires little input to power probabilistic models.
Article
| Mar 15, 2024
What it means for financial marketers: Targeting consumers is going to get a little more difficult.
Article
| Feb 26, 2024
On the buy side, smaller brands—as well as larger brands more removed from their customers—may have to get comfortable with probabilistic IDs and contextual targeting while they continue to amass more first-party data. How will genAI impact ad targeting?
Article
| Jan 23, 2024
This stems from continued growth in ecommerce worldwide and the shift away from advertising that depends on cookies and mobile IDs for targeting. The first-party shopping data from retail networks gives advertisers enhanced targeting capabilities. By 2026, retail media will surpass a quarter of all digital spending in Canada.
Report
| Jan 17, 2024
Targeting and data features make digital pay TV advertising stand out. Digital pay TV touts advanced data, targeting, and automated buying features. Theoretically, it combines the swiftness of digital advertising with the branding of TV. This makes digital pay TV advertising accessible to smaller, digitally driven brands that don’t have longstanding relationships with TV networks.
Report
| Jan 26, 2024
Amazon DSP also leverages this high-octane first-party data for best-in-class off-site targeting. Walmart Connect ranked well across the board. The No. 2 ranked RMN for targeting and measurement also scored second place on four out of five attributes, with a No. 3 ranking for off-site targeting. Roundel’s off-site targeting prowess helped it grab the No. 3 rank.
Report
| Sep 12, 2023
The two core complaints against Privacy Sandbox are that it lacks the detailed infrastructure and capabilities of cookies and that it allows for less precise targeting.
Article
| Feb 29, 2024
TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.
Report
| May 23, 2022
AI is also central to another post-cookie paradigm: ID-free targeting. An increasingly visible minority of ad tech professionals is promoting the concept of targeting inventory rather than individuals.
Report
| Oct 16, 2023
TikTok advised using 20% or less of a campaign’s budget during this phase and avoiding changes to budget, bidding, targeting, or creative assets. (Major changes down the road can also retrigger the learning phase.). Ad groups may struggle to exit the learning phase if targeting is too narrow.
Article
| Feb 14, 2024
Targeting video audiences is now much easier, with ad-supported tiers available from many of the OTT streaming players, and holistic targeting tactics marketed by publishers and embraced by agencies. Why is it important to stay on top of this topic? Evolving consumer behavior. For the past decade, there’s been a significant migration to a growing number of digital video options.
Report
| Nov 17, 2023
Advertisers targeting TikTok's audience would need to reallocate their digital advertising budgets. Facebook and Instagram, with their vast user bases and sophisticated ad targeting capabilities, would likely be among the top alternatives for these advertisers. This could lead to increased demand for ad space on Meta's platforms, potentially driving up CPMs.
Article
| Mar 13, 2024