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Ahead of this week’s IAB Tech Lab Summit, CEO Anthony Katsur spoke with Digiday to discuss key themes for the event. Learn how the summit will address where the industry is and where it’s headed as we face a critical turning point in the digital advertising ecosystem: #Marketing #DigitalAdvertising #IABTechLab

💻 Dive into the complexities of digital advertising! 🌟 Explore the $225 billion ecosystem and learn how advertisers are navigating challenges while embracing innovation. Get insights in our latest blog: https://lnkd.in/eYYFUJpT #digitalmarketing #adtech

Digital advertising is changing rapidly – the rise of first-party data and a growing number of channels to advertise on means marketers are facing complexity and choice overload at every turn. In this Digiday piece, we explore how #AI-powered tools can help you navigate the new world of digital advertising and drive better results. #AdTech

In the ever-evolving landscape of Digital Marketing, the metrics are critical. A recent score of advertisers has raised concerns, pointing out the limited information provided on this new ad format that's affecting their capability to measure campaign performance accurately. Being able to decipher campaign metrics is not just useful; it's necessary. Here's why: 1. It helps track ROI - By studying ad performance metrics, we can determine if a particular campaign provided an ample return on investment. 2. It enables improvement - Knowledge of whether an ad performed well or fell short is crucial to refining future campaign strategy. In light of these valid concerns raised by advertisers, here is my prediction: The current ambiguity surrounding this novel ad format is likely to be temporary. Why? • Technological Hiccups: When a new product or service (like this ad format) is launched, it's typical to have some initial tech hurdles impeding how well it performs or the accuracy of the data it displays. • Bridging the Gap: It's in the interest of the advertising platforms to provide marketers with the detailed performance metrics. Understandably, they’re working to bridge this information gap, so advertisers feel confident using their new ad format. Let me clarify, these points are not attempts to brush off the concerns of advertisers, but rather, provide a perspective. In conclusion, it's essential to acknowledge the frustrations of these advertisers justly. But growth and evolution always come with a set of challenges. As solutions roll out and the new ad format matures, this initial gray area will diminish in intensity. Patience and persistent, constructive feedback from advertisers will play a decisive role in refining this new ad format. The current scenario reinforces an age-old adage in digital marketing circles - that the domain continually evolves, and the key to success lies in understanding its dynamic nature and adapting quickly. link to the article in the comments. How have changes in ad formats affected your campaigns? Let me know in comments, let's get a conversation going. #Advertising #DigitalMarketing #adformatchange #campaignmanagement

ICYMI: Google’s latest ad format testing has everyone talking, given its resemblance to the much-anticipated Perspectives tab (now renamed Forums filter) teased last summer 💬 Curious about the impact on digital marketing? Read our latest article to find out more:

Another "OMG I can't believe cookies aren't going away!" post, but one that hopefully becomes a useful reminder of why they were going away in the first place, and how 'cookieless world' buying behaviours are better for advertising productivity, effectiveness and the health of the broader media ecosystem... • Purchase intent is 14% higher among consumers who view ads in-context (Integral Ad Science, "Ad Context & Attention", 2022) • High quality, professionally-made video content drives 60% higher ad recall than non-professional content. People are also 44% more likely to trust advertising seen within professional content (Thinkbox, "Context Effects". 2024) • 63% of UK audiences believe its acceptable that websites display adverts in return for being free to use, but that number drops to 36% once audiences are shown how their personal data is used by ad-tech companies (Ofcom / Information Commissioner's Office, 2019) • Only 36 cents of every dollar that enters the programmatic ecosystem effectively reaches the consumer after fees, data costs, wastage, fraud and viewability are taken into account (Association of National Advertisers, "Programmatic Media Supply Chain Transparency Study", 2023) • Made for Advertising websites generate 26% more carbon waste than non-made for advertising websites (Scope3 / Ebiquity plc, 2022) • Removing high-carbon emitting websites (i.e. high-ad load / clutter), from your media buy increases media productivity by 40% and reduces your media carbon footprint by 30% (WFA, 2024) A continued investment in better programmatic buying approaches is better for the media ecosystem, better for the planet, and better for business. Let's continue to make positive progress. Responsible Marketing Agency Conscious Advertising Network #ResponsibleMarketing #ResponsibleMedia #Sustainability #MediaPlanning #Programmatic #digitalmedia #digitalmarketing #advertising

TL;DR 📖✅Key Takeaways: - A new investigation alleges that 'X' might be artificially boosting its advertisement performance. - The scrutiny comes as a surprise as 'X' is one of the prominent digital platforms for advertising in the industry. - If confirmed, this could potentially affect millions of marketers who utilize their service for ad campaigns. 🔍Insights: - 'X's alleged inflation of its ad traffic numbers could lead to misguided marketing strategies and potentially significant financial loss for companies. - Trust would be deeply affected, leading to serious implications for the platform's brand reputation. - Further investigation is necessary to substantiate these allegations and determine the magnitude of the potential damage. 🧭For Marketers, Brand Owners, & Content Creators: - Be cautious and keep a keen eye on your ad performance metrics if you are utilizing 'X' for your advertising campaigns. - Considering the allegations, it might be beneficial to diversify your advertising platforms to mitigate risk. - Keep gathering data from your campaigns to ensure transparency and proper monitoring. 🎉Conclusion: - This development serves as an important reminder about the value of reliability and integrity in the digital advertising industry. - Marketers, brands, and content creators must always stay informed and vigilant about where they spend their advertising dollars. - The digital advertising industry continues to evolve; remaining adaptable and prudent is key to avoiding potential pitfalls. #TrustInAdvertising #DigitalMarketingUpdates #MarketingVigilance Update as of 17/02/2024 Follow for more 📈🫡 & Lets connect: https://lnkd.in/dkis_kdf Join MarTech community here: https://tally.so/r/3NWD6B for Exclusive updates. ------------------------------------------------------------------------------------------------------------------------------- #marketing #tech Comment your thoughts and insights!!

The Trade Desk's vision of the "Premium Internet" is a contribution towards the demand for quality in digital advertising, but it is not a new or innovative concept. Below a collection of thoughts I wrote on AdExchanger between 2017 and 2019. I stopped looking for any articles older than 5 years. I will start with one which was also a warning to media owners about the inevitability of a quality media ecosystem and the risk that someone else will do it for them, if they didn't move fast enough... September 2018 "The clock is ticking. Will media brands finally take the bull by the horns and work together for an advertising ecosystem where they’ll have the influence and voice they deserve? Who will do it for them otherwise?" August 2017 "I see many benefits of the aggregated offering that a publishers’ alliance can provide. And I can see why it appeals to some brands and media agencies. This joined-up approach can, for example, provide brands and agencies with quality audiences and context at scale to mitigate issues related to data quality, brand safety and fake news." July 2018 "To make their audience and data strategies successful and effective, I believe media brands should steal and reimagine a concept they heavily dislike: the walled garden. But in the privacy era, their walled garden can be inclusive and built around their own audiences. These “walls” should be a protection from bad practices and reject the naiveties of the past, protect users and their experiences, build trust in collaboration with other media brands and, ultimately, provide full value to advertisers." April 2019 "Building an alternative doesn’t mean replicating the Facebook or Google ecosystems, which would be impossible and pointless. The alternative must be a different and complementary environment, with stronger context and consistent quality and scale – with scale stopping right below the threshold of quality." Original articles in the comments below. #media #advertising #marketing #programmatic #monetisation #strategy #audience #data #privacy #userexperience #userengagement #contextual #identityresolution #adtech

Step into the future of digital advertising with latest insights! 🔍💻📈 Click on the link and read my latest blog about "Unveiling the Future of Digital Advertising: Trends to Watch in 2024" https://lnkd.in/eFHQx8sb #DigitalAdvertising #marketingtrends #Innovation #trends2024

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