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The False Trade-Off: Why Marketers No Longer Have To Choose Between Precision And Scale | AdExchanger
For too long, marketers have been stuck in a false dilemma: Do you want reach or relevance? Mass exposure or accurate targeting? That trade-off made sense in a world dominated by cookies and basic demographics. Today, it’s outdated and limiting. You no longer have to choose. The smartest marketers are already unlocking both precision and […]
Retail Media Is Starting To Come To Grips With The Fact That We All Know Nothing | AdExchanger
Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works. That was the vibe at the IAB Connected Commerce event in New York City, at least. […]
Google Search Ads 360 Adds Criteo As First On-Site Retail Media Supply Partner | AdExchanger
Retail media can make for strange bedfellows. And none perhaps are so strange a pair as Google and Criteo. But there you have it. On Wednesday, Criteo announced a partnership with Google Search Ads 360 (SA360), Google’s enterprise search advertising platform, making Criteo the first third-party vendor to integrate with Google for on-site retail media […]
Google’s Proposed Fix To Its Ad Tech Monopoly Is At Odds With The DOJ’s Remedies | AdExchanger
The ad industry is still smarting from last week’s news of a laissez-faire set of court-ordered remedies after Google was found guilty of operating a monopoly in the search ad market. Well, the frustrated masses now have another reason to seethe. Late Friday evening, Google filed its proposed remedies to its ad tech monopoly to […]
The Remedies Edition | AdExchanger
Google is running a search monopoly, but the remedies are light. How will this decision affect advertisers and competitors? Plus, Google Ad Manager is acting like a standalone SSP, a move that appears connected to the looming remedies phase of Google’s second antitrust case.
Scale Without Sacrifice: Unlocking Commerce Media’s Next Chapter | AdExchanger
Commerce media is booming, and everyone wants a piece of it. For commerce media networks, servicing the growing pool of media buyers brings many new opportunities and new challenges. In the short history of commerce media, hundreds of networks have emerged. Yet most premium on-site and in-store inventory remains in walled gardens. Media buyers are […]