Across CES, the message was consistent: Advertising is getting more automated and more interconnected. But, as always, who gets to be in control and on what terms depends on where one sits in the ecosystem.
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Retail media is no longer experimental. It has stepped into its role as one of the most important and fastest-growing channels in digital advertising. The transformation from concept to enterprise is now undeniable.
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In the past, users entered the web through Google or social platforms. Now, many are entering through a single AI interface that can deliver personalized results without needing to visit multiple sites.
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A modern measurement standard must fuse the granular, causal truth with a strategic outlook, operating at the speed of the market. Here are three considerations to ensure your measurement approach is primed to fuel success.
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LiveRamp’s Travis Clinger shares that, as cookies fade and AI rises, marketers face a critical opportunity: leveraging data collaboration and authenticated identity to unlock omnichannel performance.
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Predictive attention is emerging as a signal of quality. Publishers like the Financial Times are already seeing it show up in RFPs—a sign it could become the next viewability benchmark.
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Here's the truth about data: while certain signals like weather patterns or real-time engagement metrics can significantly impact campaign performance, others merely add noise.
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The open web is made up of millions of independent apps, ad networks, mediation platforms, supply partners and demand partners, making it the natural next destination for advertisers.
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CIMM East was full of insights highlighting the complexities of media measurement’s future. From currency fragmentation to AI workflows and data transparency, here are six takeaways for the sell side to keep top of mind as the ground keeps shifting.
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While the industry debates which currency wins, Mediaocean is busy powering the infrastructure that makes them all work. In this fireside chat at CIMM East, Ramsey McGrory chatted about why being the system of record—and staying neutral—might be the most powerful position of all.
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