YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.

Universal Ads announced Thursday an expansion of its Universal Audience Network in partnership with third-party publishers, including Samsung Ads, Cox Media, Philo, Vevo, and Telly. New partnerships enable marketers to scale campaigns with simplicity as Universal Audience Network maintains an over 90% household reach across premium video. Universal Ads is tackling one of streaming’s biggest pain points—fragmentation—by consolidating access to the streaming and connected TV (CTV) ecosystem.

This sponsored article by PartnerCentric will explore AI’s impact on affiliate marketing.

Instagram head Adam Mosseri clarified that using “link in bio” in post captions does not affect reach, aiming to dispel creator concerns that the algorithm punishes off-platform engagement. Despite his statement, creators remain skeptical, citing anecdotal dips in engagement when directing followers externally. As creators increasingly monetize through affiliate links, paid communities, and platforms like Substack, visibility control has become a high-stakes issue. Misinformation about Instagram’s algorithm leads to caution and second-guessing, creating friction for entrepreneurs growing businesses across multiple platforms. Real or perceived, lack of clarity undermines trust—and for creators, platform policies directly impact their bottom line.

Retailers want richer experiences that still respect guest trust. Katy Hershey, senior director, partner solutions group at Roundel shares how Target’s 165 million guest profiles and 15 years of retail media insight fuels its brand-safe omnichannel campaigns—and outlines what’s next: goal-based buying, AI-driven personalization, and broader reach via off-platform partnerships.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

Banks cannot meaningfully engage consumers without using social media, but it’s exposing them to more potential brand damage than ever. They must understand emerging risks and prepare to combat them.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

To out-influence Gen Zers’ favorite financial social media creators, banks should mimic certain finfluencer strategies.

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.

When it comes to video advertising, viewability used to be king. But as identifiers go away, advertisers are migrating to “attention” metrics that better gauge meaningful interactions with advertisements. In fact, 36% of buy-side advertising decision-makers plan to focus more on attention metrics this year, according to November 2022 data from the Interactive Advertising Bureau.

Social listening is considered by nearly 61% of US businesses to be part of their social media marketing strategy, according to a May 2022 report from Social Media Today and Meltwater. But many aren’t using the technique to its full potential. Here’s how marketers can avoid four common misconceptions.

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.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

Attributing revenues to marketing touchpoints is one of marketers’ most challenging yet vital tasks. Read on to learn how marketers are approaching the journey to holistic attribution.

UK’s digital media and technology landscape is facing changes and challenges in 2020—including privacy, Brexit and more—which will impact UK digital marketers.