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How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

In today’s newsletter United Airlines gets into retail media; why AI fails to catch AI-generated content; and political advertisers flock to X for cheap impressions.

In today’s newsletter: Why Apple’s SKAdNetwork 4.0 is a bust; advertisers are irked by Google’s optimization-driven demand for different creative formats; The Trade Desk releases a baffling list of top 100 publishers.

Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.

RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.

Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

In today’s newsletter: Google tries to buy its way out of a jury trial in the DOJ’s antitrust case against its ads business; Walmart sees some of its best margins on ad sales; and TikTok tests 60-minute videos.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

In today’s newsletter: Google’s generative search experience launches in the US; kid-focused brands worry Instagram is serving their ads to predators; Fox hypes clean rooms and shoppable TV at the upfronts.