Content Studio Archives | AdExchanger https://www.adexchanger.com/category/content-studio/ News and Views on Data-Driven Digital Advertising and Marketing Wed, 26 Jun 2024 13:28:32 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png Content Studio Archives | AdExchanger https://www.adexchanger.com/category/content-studio/ 32 32 The Supply Side’s Crucial Role In SPO Accountability https://www.adexchanger.com/content-studio/the-supply-sides-crucial-role-in-spo-accountability/ https://www.adexchanger.com/content-studio/the-supply-sides-crucial-role-in-spo-accountability/#respond Wed, 26 Jun 2024 12:00:15 +0000 https://www.adexchanger.com/?p=406702 The programmatic advertising landscape has evolved significantly since its inception, introducing new complexities and challenges for both buyers and sellers. At the heart of these changes lies supply-path optimization (SPO), designed to streamline ad buying by ensuring transactions occur through the most efficient and transparent pathways possible. As the programmatic ecosystem matures, the role of […]

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]]> https://www.adexchanger.com/content-studio/the-supply-sides-crucial-role-in-spo-accountability/feed/ 0 How CTV Publishers Can Thrive With The Right Technology Partner https://www.adexchanger.com/content-studio/how-ctv-publishers-can-thrive-with-the-right-technology-partner/ Tue, 18 Jun 2024 12:00:58 +0000 https://www.adexchanger.com/?p=406208 It’s no secret that there are a lot of people watching connected TV (CTV) these days. And where the audiences go, advertisers follow. In a short period of time, CTV has gone from questionably viable to widely desirable. It’s the fastest-growing ad channel in the US, projected to increase by 22.4% to reach a total […]

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]]> Comprehensive Supply Access: How Marketers Can Efficiently Reach Their Audience https://www.adexchanger.com/content-studio/comprehensive-supply-access-how-marketers-can-efficiently-reach-their-audience/ Fri, 14 Jun 2024 12:00:19 +0000 https://www.adexchanger.com/?p=406227 The big promise of programmatic is expanded reach. But we all know the reality is a lot more complicated. With increasing fragmentation across the digital media landscape, marketers end up chasing audiences with campaigns running across multiple DSPs and supply sources. This approach adds logistical burdens while making it difficult to quantify incremental reach, measure […]

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]]> Harnessing AI: Transforming Creative Development In Advertising https://www.adexchanger.com/content-studio/harnessing-ai-transforming-creative-development-in-advertising/ Thu, 13 Jun 2024 12:00:36 +0000 https://www.adexchanger.com/?p=405964 AI is the belle of the ball in advertising industry media coverage. It’s impossible to take a twirl around the dance floor without tripping over another article about AI and advertising. Yet advertising professionals and consumers hold contrasting perspectives on AI. A Yahoo and Publicis Media study found that 77% of advertisers hold a positive […]

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]]> Harmonizing AI: Ensuring Transparency And Control In A Performance-Driven World https://www.adexchanger.com/content-studio/harmonizing-ai-ensuring-transparency-and-control-in-a-performance-driven-world/ Tue, 04 Jun 2024 12:00:53 +0000 https://www.adexchanger.com/?p=404933 In today’s evolving digital landscape, the absence of third-party cookies presents new opportunities, and harnessing AI has become indispensable for marketers striving to maximize their budget and performance. However, while AI holds immense potential, it’s not enough for marketers to rely solely on simplified campaign metrics to grasp customer insights and marketing effectiveness. What’s more, […]

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]]> 3 Ways CTV Advertising Can Get So Much Better https://www.adexchanger.com/content-studio/3-ways-ctv-advertising-can-get-so-much-better/ Fri, 31 May 2024 12:00:52 +0000 https://www.adexchanger.com/?p=404764 Imagine you’re deep into streaming game five of the NBA playoffs. After enduring the same car commercial countless times, frustration sets in: “Not that truck ad again. I’m not in the market for a car, but even if I were, I’d never buy this now because they practically ruined the game for me.” Blaming the […]

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]]> Moving Away From MTA And Toward A Better Model Of TV Measurement https://www.adexchanger.com/content-studio/moving-away-from-mta-and-toward-a-better-model-of-tv-measurement/ Thu, 30 May 2024 12:00:56 +0000 https://www.adexchanger.com/?p=404534 The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged. Even with standardized identifiers like cookies and MAIDs (mobile advertising IDs), MTA remains challenging. As a result, many have reverted to […]

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]]> Putting Ads Without Third-Party Cookies To The Test: A Roadmap To Advertising Durability https://www.adexchanger.com/content-studio/putting-ads-without-third-party-cookies-to-the-test-a-roadmap-to-advertising-durability/ Thu, 16 May 2024 12:00:38 +0000 https://www.adexchanger.com/?p=403543 Remember that car you had in college? You took it everywhere and used it for everything. You loved it. Sadly, you eventually outgrew it. You needed more room, some basic safety features, and it had a faulty transmission that wasn’t worth replacing. Our industry is facing a similar reality now. We’ve outgrown cookies. Despite the […]

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]]> Steering CTV Programmatic Toward Trust And Transparency https://www.adexchanger.com/content-studio/steering-ctv-programmatic-toward-trust-and-transparency/ Wed, 15 May 2024 12:00:39 +0000 https://www.adexchanger.com/?p=403010 Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before […]

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]]> Navigating Identity Shifts: Strategies for Sustaining Addressability Amid New Landscapes https://www.adexchanger.com/content-studio/navigating-identity-shifts-strategies-for-sustaining-addressability-amid-new-landscapes/ Tue, 14 May 2024 12:00:54 +0000 https://www.adexchanger.com/?p=402922 The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to […]

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