Advertisers have used B2B-touch attribution for many years to prove the value of their ads, and advertisers found that this method worked when purchases followed a short straight path. However, this is not true today. Advertisers face expanded buying committees and longer sales cycles. These changes have broken the old way of tracking. As a…
DSA to AI Max: How Google Ads Is Reshaping AI-Powered Search Advertising Dynamic Search Ads had a good run. For years, it was the default answer for advertisers who wanted Google to handle the matching without building out sprawling keyword lists. Now Google is retiring that format in favor of something more ambitious: Google AI…
A software company launches a campaign on a major advertising platform expecting its broad reach to deliver qualified leads. But when the sales team reviews the leads, many have little connection to the company’s target audience. This is where niche Ad Networks are gaining ground. Instead of competing with large Advertising networks on audience volume,…
A sales team reports a strong pipeline for the month. However, there’s a completely different picture on the Marketing Dashboard, less qualified leads and the inconsistency between opportunities and the data in the CRM. Even though both teams have same data, the figures are inconsistent. For AdTech team, the answer is not another dashboard. They need to identify where the numbers diverge and create a flow of CRM Data into marketing reporting. This article…
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…
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