A brand’s media team tries to understand why campaign performance changed overnight. At a certain scale, the problem is no longer buying media. It is having enough control over the technology that makes those decisions possible. This is creating a shift toward Custom AdTech. The objective is to develop an AdTech Infrastructure that reflects the organization’s data environment and operating model. This article explains the…
A programmatic buyer opens the campaign dashboard expecting to see scale. There is reach, but the buyer is not able to decide what inventory is worth paying for, where the ads will run, or whether multiple brokers are charging for the same placement. More supply has not made Programmatic Buying efficient. This is where Programmatic Curation is changing the buying model. The objective is…
A CMO is planning a major 2030 campaign. The media plan no longer starts with choosing between channels. On the contrary, the choice will revolve around ways to reach out to the audiences, how quickly budgets can be moved and what kind of buying models can show ROI. By 2030, the divide will not exist between old vs. new media anymore;…
A brand creates a CTV campaign and sees its reach numbers climb, but the marketing team still cannot answer a question: how much business did that investment generate? This is the measurement challenge advertisers face as CTV moves into media budgets. Metrics such as reach, completed views, and impressions indicate the number of times an ad is viewed, but it…
The B2B buyer goes through a process in researching the software platform and buying through an exchange on the marketplace. Every interaction creates intent signals and purchase behavior. Retail Media Networks dominated this space by helping retailers monetize their digital platforms through targeted advertising. However, commerce media has expanded beyond and is now building their own media networks using first-party transactions and customer data. This article explains the influence of…
An advertiser kicks off a programmatic campaign using various channels. Impressions are delivered by the campaign, but the reporting reveals that the same buyer is seen as several users from different devices. The problem here is lack of recognition of the same prospect through fragmented touchpoints. With third-party cookies going away and the changing landscape of data collecting due to…
The consumer views a product review on the CTV, then checks prices on the laptop and ultimately buys the item via the mobile application the following day. To many advertisers, it appears as three different interactions across channels. Without a unified view, campaigns miss opportunities. This challenge has made Identity Resolution a priority for advertisers. Brands can no longer rely on fragmented identifiers…
The viewer sees an ad for a product, look up the brand on their mobile phone, make comparisons using their laptop, and then make the purchase via the app. Conversion has occurred, but it’s not easy to determine what touchpoint impacted the buyer’s decision. This is the truth advertisers have to contend with amid the growing integration of CTV into media strategies. Although CTV offers a lot…
A family is watching live sports on a smart TV. In between intervals, while one member scans a QR code on their mobile from an advertisement, another searches on their mobile while a third watches their content. In a single session, they become a measurable marketing channel rather than a broadcast medium. The next phase is being driven by Programmatic Video Advertising….
The biggest match of the season is about to begin. Different households are watching the same event but seeing different ads. Travel-oriented family sees the promotional offer from the airline, while the small business owner sees software solutions. This transition helps us understand the reasons for consumption and the budget planning required by advertisers. The emergence of streaming platforms not only affected how audience consumed…
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