Advertising as Tariff Fears Mount: Strategies for 2025

Third-party data. It’s a term that’s thrown around, and yet few take the time to detail its pros and cons — much less strategies for using...

First-party data is the information that companies collect directly from their customers rather than through intermediaries. Advertisers use this...

The marketing funnel has changed. Today’s shoppers often begin researching products from the comfort of their homes and don’t set foot into a store...

Connected TV (CTV) viewing is on the rise — and that’s good news for marketers. Not only can CTV ads be precisely targeted to individual households,...

Targeted advertising has been around since the early days of the internet. And while it often brings to mind the ads we see while browsing the...

Connected TV (CTV) is the fastest-growing advertising channel. And there are no signs of it slowing down. Not only does CTV combine the very best of...

Chances are you remember a few iconic commercials from childhood. For me, the Budweiser ‘Wassup’ campaign comes to mind. It was embedded in early...

Targeted advertising has been around since the early days of the internet. And while it often brings to mind the ads we see while browsing the...

It used to be that TV advertising was a one-way street. Commercials talked at viewers, a.k.a. the passive recipients of the advertising message....

The terms connected TV (CTV) and over-the-top (OTT) are often used interchangeably — but media buyers need to understand the subtle distinctions when...

Over-the-top (OTT) media delivery has changed the way we watch television — and in the process, it’s revolutionized advertising.

Performance advertising describes tactics that are designed to achieve measurable business results. Lead generation, online sales, and foot traffic...

One of the biggest differences between traditional TV advertising and delivering ads to connected TV (CTV) devices is that the latter can be measured...

Ad tech runs on data. But not all data is collected and shared in the same way. Cue in first-party vs. second-party vs. third-party data. Any...

The term connected TV (CTV) platform means different things to different people.

The shift from traditional television to streaming forever changed how media is consumed and distributed. An activity that once necessitated a fixed...

In the 17 years since Netflix launched its streaming service, over-the-top (OTT) media has become the primary way that we consume TV. OTT refers to...

Local TV advertising combines the big-screen impact of television with the efficiency of location-based marketing. It also allows smaller businesses...

Here’s an exercise: Try to count the number of ways you consume TV each day. I’ll go first.

Connected TV (CTV) advertising describes the ads served to viewers tuning into streaming content on internet-connected television sets.

In the decade and a half since Netflix popularized over-the-top (OTT) video consumption, streaming has become synonymous with television. We now use...

TV advertising has changed. Because today’s viewers spend most of their time on streaming platforms like Amazon Prime, marketers are allocating more...

Google has been under ongoing regulatory scrutiny for antitrust concerns — including an upcoming lawsuit by the Department of Justice (DOJ) that...

Connected TV (CTV) is the fastest-growing ad channel in U.S., predicted to account for $42.4 billion in ad spend by 2027. But as CTV investment...

In the early days of TV, ads were placed based on the programs they supported. This means that every household tuning into a given broadcast would...

In the 17 years since Netflix launched its streaming service, over-the-top (OTT) media has become standard. What started as a novel concept now...

Before ad exchanges, media inventory was exclusively purchased through direct negotiations with publishers. This worked fine in the early days. But...

Unlike traditional broadcast television, connected TV (CTV) ads are delivered over the internet. This makes them more targeted and measurable —...

Car buying has changed. Unpredictable inventory, inflation, and post-COVID consumer behaviors are just a few of the obstacles the automotive industry...

What do you get when you mix traditional pay TV with digital delivery to connected TV (CTV) devices? Virtual multichannel video programming...

Imagine seeing a commercial for a local spa and making a mental note to book an appointment. By the time you sit down at your computer the next day,...

Live sports have long been the saving grace for cable and satellite television. Viewers begrudgingly kept their overpriced TV plans to cheer on their...

Things have changed since the early days of streaming. It used to be that a subscription to Netflix was more than enough to supplement your basic...

CTV advertising unlocks the potential to precisely target viewers on the most important screen in the household: the living room TV.

Few business functions will be impacted so profoundly by artificial intelligence (AI) as marketing. The recent explosion in AI has paved the way for...

Everything old is new again, including scheduled television with commercial breaks. You heard that right: Today’s viewers are watching linear,...

Picture this: It’s a sunny day in July and the year is 1941. A family in New York City sits down to watch the Brooklyn Dodgers play the Philadelphia...