Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.

Bloomberg’s ad strategy has lessons for struggling publishers: The news outlet pivoted from third-party programmatic ads in January and has seen its CPMs jump 20%.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we’ll see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

Unified ID 2.0’s rising popularity: Warner Bros. Discovery and Walmart Connect have adopted UID2, heralding a shift in advertising toward privacy-conscious personalization.

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy’s) to ride-sharing apps (Uber).

Retail media is on track to fundamentally revolutionize Latin America’s digital advertising industry. As economic uncertainty pushes marketers to deliver tangible business results, retail media will play a larger role in their media buys. Here are the latest trends to know.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

Though there’s still a ways to go, retail media is evolving toward a system that’s media- and retailer-agnostic, offering unfettered visibility and optimization potential, increased transparency, and better outcomes for retailers, advertisers, and consumers.

Last year, Overstock.com streamlined its business and focused solely on home furnishings and furniture. To court a more targeted audience, Overstock leaned on its first-party data to develop more personalized ad campaigns and employed brand ambassadors to showcase the company's ability to provide consumers with high-quality products at a reasonable price. We spoke with Angela Hsu, Overstock’s CMO, ahead of her session at CommerceNext in June.

Seventy percent of marketers expected budget cuts from 2022 to continue into 2023, according to data from performance marketing firm Wunderkind. Here are five ways marketers can balance managing budget constraints with getting results, including cutting down on paid media, focusing on brand building, and diversifying to avoid risk.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

Tying multiple online, offline, and device IDs to a single person was always complex and costly, even when third-party cookies and mobile identifiers were commonly accepted tools. As legacy identifiers continue to erode, the costs to target and track users’ digital activity have only risen.

First-party data is growing in importance as marketers move forward without cookies. With more reliable and accurate data that’s shared between life cycle marketing and paid channels, brands can lower acquisition costs, create efficient campaigns, and build lasting, one-on-one relationships with target consumers.

Marketers across industries still need to produce impactful campaigns despite having fewer resources and increased scrutiny on ad spend. To meet business goals and stretch ad dollars, marketers should stay hyper-focused on customer acquisition and meeting audiences where they are.

First-party purchase data provides brands and sellers with the real-time insights needed to better understand consumer behavior and build loyalty without relying on third-party cookies. As a result, brands can build awareness, connect with consumers, drive sales, and foster seamless shopping experiences for shoppers.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.

In 2023, US B2B spend on third-party marketing data will increase 3.2%, a slight slowdown from the past three years, according to our forecast. Next year, growth will rebound and spend will approach $4 billion.

On today's episode, we discuss the prevalence of folks using first-party data in clean rooms, Amazon Marketing Cloud, and privacy. "In Other News," we talk about how Meta’s recent General Data Protection Regulation (GDPR) violation could threaten its ad duopoly status and the impact of Twitter losing more than 500 of its top advertisers. Tune in to the discussion with our analyst Max Willens and Tinuiti's Nirish Parsad, practice lead in emerging technology, and Aly Fields, associate director of commerce.

B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.