On today's episode, we discuss the addressable opportunity in the US, how big the connected TV market is, and how measurement, privacy, and fragmentation are disrupting progress in advanced TV. "In Other News," we talk about how TikTok is trying to usher in an age of machine learning advertising and how Google is trying to put Chrome users in control of their ad experience. Tune in to the discussion with our analyst Evelyn Mitchell.

Retail media is going to be digital advertising’s “third big wave,” following search and social as “must-haves” for marketers. But some marketers are struggling with how to implement and optimize, shared Nikhil Lai, senior analyst at Forrester, during an Advertising Week session on Tuesday.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

Our exclusive TikTok interview: Global head of marketing science Jorge Ruiz talks about hitting the right ad frequency and navigating privacy concerns.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.

By upgrading and integrating voice of the customer strategies throughout the entire organization, businesses can improve the customer experience and boost financial results.

Google pushing search marketers toward next-gen measurement: Expected 2023 sunset of Universal Analytics draws social media boos, but signals need to adopt GA4.

Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.

Conversion rate is by far the top metric among marketers worldwide, with 37.7% tracking this key performance indicator for data-driven marketing.

In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.

Nielsen makes big changes to how it measures TV audiences: Following loss of accreditation, the company’s revamp aims to make it simpler for advertisers to compare linear and digital performance.

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

On today's episode, we discuss how prepared measurement and syndication vendors are for the removal of third-party cookies and device IDs, what options advertisers have to maintain measurement and addressability, and some best practices and recommendations for both sides of the supply chain that will help them seamlessly transition to a privacy-centric future. We then talk about how connected TV (CTV) giants are holding onto new customers, YouTube's CTV ads that can move over to your smartphone, and where people prefer to watch movies. Tune in to the discussion with senior vice president of product and general manager of customer experience at Neustar Steve Silvers and eMarketer principal analyst at Insider Intelligence Paul Verna.

A standard currency for TV and digital is unlikely, despite buyers’ wishes: Media buyers want more connection between linear and streaming TV, and though individual networks are making strides, an industrywide solution is unlikely.

Roku is helping Shopify merchants deploy CTV ad campaigns: The move will increase the total addressable market of Roku’s ad platform, while also increasing accessibility for SMBs.

Facebook is challenged by iOS ad measurement problems: As it reinvents how it measures ad effectiveness, the platform could see some ad dollars shift elsewhere.

No other channel can match the power of email marketing when it comes to return on investment (ROI), according to research from Litmus.

Neustar senior vice president of product and general manager of customer experience Steve Silvers and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss some misconceptions about cookie deprecation, what marketers should do to prepare for the loss of third-party cookies and react to the loss of Identifiers for Advertisers (IDFAs), and more about future approaches to addressability.