Everything You Wanted to Know About Attention Metrics (But Were Afraid to Ask)

Everything You Wanted to Know About Attention Metrics (But Were Afraid to Ask)

Attention has all the makings of the next “it” metric in digital advertising. Because Attention Metrics don’t rely on consumer data, they will be vital in a post-cookie world.

What is Proximity Targeting? Definition and Privacy Concerns
Contextual Targeting

What is Proximity Targeting? Definition and Privacy Concerns

With full cookie deprecation in Google Chrome rapidly approaching in the second half of 2024, advertisers must continue to find new ways to target their users and retain reach. The loss of behavioral targeting through third-party cookies raises a lot of question marks for advertisers who rely on the ability to track user actions, and align ad content with perceived buyer intent.

Start Testing Page Signals Now to Thrive in a Cookieless World
Cookieless

Start Testing Page Signals Now to Thrive in a Cookieless World

The cookie has been "dying" for so long at this point, it’s easy to get complacent and assume it’s not going to happen. Well, according to Google, it very much is happening. And soon. That means you need to put your plans for a cookieless future into high gear.

The Hidden Costs of Keyword Blocking: Exploring Trade-Offs for Advertisers
Brand Safety & Suitability Contextual Targeting

The Hidden Costs of Keyword Blocking: Exploring Trade-Offs for Advertisers

In the world of digital advertising, brand safety remains a paramount concern for advertisers. With the rise of programmatic advertising and the proliferation of user-generated content, ensuring brand suitability and protecting brand reputation has become increasingly challenging. To mitigate risks, many advertisers resort to keyword blocking, a popular tactic that allows them to exclude certain keywords from their ad placements.

Location-Based Audiences: Optimizing Performance in a Cookieless Era

Location-Based Audiences: Optimizing Performance in a Cookieless Era

A guest blog post from Jason Andersen, who heads Strategic Initiatives and Partner Enablement for Experian Marketing Services. As the digital landscape shifts focus toward privacy and away from cookies and ID-based tracking, precise targeting requires new tactics. One method is leveraging cookieless data linked to household and consumer-level information indexed to geographic locations.

Are You Missing Show Genre and Rating Categories for CTV?
CTV

Are You Missing Show Genre and Rating Categories for CTV?

The more advertising buyers know about placement locations, the more confident they can be about ROI, performance, and brand suitability and safety.

The Challenges of CTV Advertising Today
Contextual Targeting CTV

The Challenges of CTV Advertising Today

Connected TV advertising is all the rage as more and more dollars flow from linear TV to content streamed via smartphones, tablets, and other devices straight into viewers’ homes.

Programmatic Advertising: Pros and Cons
Contextual Targeting

Programmatic Advertising: Pros and Cons

Programmatic advertising is a widely-used and fast-growing segment of digital marketing that uses automated tools and real-time bidding to purchase ad space online. Services like Google Marketing Platform, The Trade Desk, MediaMath, and more all allow advertisers to target and segment users based on specific demographics and behavior, and display ads to them across a range of content inventories.

GARM Standards: What They Are, and How to Follow Them

GARM Standards: What They Are, and How to Follow Them

As device and internet usage continues to grow worldwide, ensuring a safe, sustainable, and responsible digital environment for all is becoming ever more critical. Harmful content and misinformation is on the rise, making it difficult for advertisers to control where their ads appear, and how users make associations with their brand. This is the core problem that the GARM standards aim to address.