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Cutting Through Chaos: AdTech's Lean, Mean Cost-Cutting Crusade
Welcome to 2024, the year that the AdTech industry decided to throw itself a surprise party, only to realize it had forgotten to invite stability. In this whirlwind of a year, we're witnessing a consolidation in the industry that's less like a well-orchestrated ballet and more like a flash mob in a bazaar. Picture this: a landscape where the rules are written in invisible ink, and the players are as unpredictable as a
game of 3D chess in a wind tunnel. This isn't just a change; it's an uproarious reinvention of the digital advertising space. In the buzzing hive that is AdTech, the need for transparency and control has surged like a caffeine rush. The landscape is buzzing with activity as supply-path optimization tools emerge as the vanguard of innovation, challenging and reshaping the traditional frameworks of digital advertising. These tools are like the avant-garde artists of
the AdTech world, painting a new picture where the roles of buyers and sellers are no longer rigidly defined but are fluid and interchangeable. It's a dynamic shift that injects a dose of unpredictability and excitement into the industry, reminiscent of a high-stakes reality TV show where the rules are constantly rewritten. This transformation is not just a superficial change in operations; it represents a deeper evolution in the ethos of AdTech, moving towards a more transparent, user-centric
model that values clarity as much as it does efficiency. Amidst this backdrop of change, the specter of economic uncertainty looms large, casting a shadow that has prompted companies to adopt a new mantra: adapt or be left behind. In response, firms across the spectrum are embarking on a mission to streamline their operations, cutting away the superfluous to reveal a more agile and resilient core. This cost-cutting crusade is akin to a meticulous culinary exercise,
where each slice is calculated and precise, aimed at enhancing the overall flavor of the dish. The AdTech industry, thus, is undergoing a metamorphosis, shedding its old, bulky skin to emerge leaner, more focused, and more adaptable. The changes borne out of economic necessity are catalyzing a revolution in how companies operate, pushing them towards a model that values strategic agility and lean operations as key to survival and success. The result of these
converging forces – the drive for transparency and the need for economic efficiency – is a newly sculpted AdTech landscape. This redefined space is characterized by a heightened sense of purpose and direction, driven by the imperative to deliver value in a clear, efficient manner. Companies are now operating on a heightened sense of necessity, fueled by the challenges and opportunities these changes bring. The industry is no longer just about reaching the widest audience; it's about doing so in
a way that is sustainable, accountable, and effective. This new AdTech world is less about the brute force of mass marketing and more about the finesse of targeted, meaningful engagements. It's an exhilarating time for the industry, marked by a rush of innovation and a renewed commitment to delivering advertising that is not just impactful, but also responsible and transparent. But wait, there's an even more thrilling plot twist in the AdTech saga of 2024! The
digital landscape is witnessing the slow but inevitable demise of third-party cookies, a shift akin to the fall of an ancient empire. These cookies, once the cornerstone of digital identity and tracking, are now relics of a bygone era, leaving a void that's ripe for innovation. This upheaval has sent the once-dominant identity providers into a frenzy, as they scramble to adapt to a new reality where their traditional tools are becoming obsolete. However, this isn't just a tale of decline and
fall; it's a narrative brimming with opportunities. The void left by third-party cookies is a fertile ground for fresh ideas and bold new players, eager to explore uncharted territories in the digital world. This is more than a challenge; it's an invitation for innovators and disruptors to step in, offering a chance to redefine how online identity and personalization are approached. This transformative period in AdTech is reminiscent of a modern-day gold rush,
where the precious metal is data, and the prospectors are tech whizzes armed with cutting-edge algorithms. Each step away from third-party cookies opens a new window of possibility, revealing glimpses of potential new digital realms waiting to be explored. These emerging spaces are not just vacant lots; they are brimming with potential for those with the vision and prowess to seize them. Forward-thinking companies and tech maestros are now at the forefront, mining this rich vein of opportunity,
crafting innovative solutions that promise to redefine how we understand and utilize data in advertising. This seismic shift is not the end of an era; it’s the dawn of a new one, marked by creativity, innovation, and a reimagined approach to digital identity and advertising strategies. It’s an exciting time in AdTech, one where agility, ingenuity, and a deep understanding of data are the keys to unlocking a future full of possibilities. Amidst this dramatic
backdrop, there's a subplot that's equally gripping – the rise of Connected TV (CTV). CTV is the new darling of digital advertising, but it's playing hard to get. This rising star of digital advertising is catching everyone's eye, much like the last tempting slice of cake at a lavish party. CTV represents a novel and enticing avenue for advertisers and broadcasters, offering a tantalizing blend of traditional TV's broad reach and digital advertising's sharp targeting capabilities. However, engaging with CTV isn't as straightforward as it may seem. The challenges of pricing and transparency are akin to unexpected guests at this promising feast, introducing a level of complexity that turns every decision into a carefully measured step. Advertisers find themselves in a delicate ballet of desire and caution, navigating through a landscape where every move holds immense potential yet is fraught with uncertainty. The
allure of CTV lies in its unique position in the modern consumer's life. It's more than just a platform; it's a gateway into the living rooms and personal spaces of viewers, offering a level of intimacy and engagement that traditional digital platforms struggle to match. This intimate access positions CTV as a goldmine for advertisers seeking to make a lasting impact. However, the catch lies in unlocking its true potential without succumbing to the pitfalls of intrusive or irrelevant
advertising. The key is in striking the perfect balance between personalization and privacy, a task that requires not just technological prowess but also a deep understanding of consumer behavior and preferences. Enter the complex world of programmatic CTV, where traditional methods of selling ad impressions undergo a metamorphosis to fit the unique contours of the CTV landscape. The transition is challenging, akin to fitting square pegs into round holes.
Traditional models, which worked like well-oiled machines in the straightforward realm of web and mobile advertising, now encounter a new set of rules and dynamics in CTV. Advertisers and tech providers are in a constant state of flux, trying to adapt and innovate in real-time. The goal is to harness the full potential of CTV without diluting the viewer experience – a task that's as intricate as it is critical. This evolution in the CTV advertising space is
reminiscent of solving a continuously shifting puzzle. Each attempt at aligning the right audience with the most suitable content and advertisement is like trying to solve a Rubik's cube that's constantly changing colors. The complexity of programmatic CTV lies in its fluidity; the variables of viewer preferences, content types, and appropriate ad moments are in a perpetual state of change. This dynamic environment makes programmatic CTV not just a technological challenge but also a test of
strategic foresight and adaptability. For advertisers willing to dive into these uncharted waters, the rewards promise to be as rich as the challenges are daunting. The convergence of TV's mass appeal with digital's precision targeting heralds a new era of advertising possibilities. However, the path is lined with challenges that test the industry's creativity, agility, and ethical boundaries. Navigating this path successfully requires a blend of innovative
technology, strategic thinking, and a keen understanding of the evolving consumer mindset. In this exciting chapter of AdTech's story, CTV stands not just as a new platform, but as a symbol of the industry's continuous evolution and its relentless pursuit of more meaningful, effective, and responsible advertising. As we peer into the not-so-distant future of the AdTech industry, the buzzword is efficiency, but with a green twist. Sustainability is no longer a
nice-to-have; it's a must-have. The industry is evolving, not just in terms of technology and strategy but also in its ethos. We're moving towards a model where efficiency coexists with responsibility, where the carbon footprint is as much a metric as click-through rates. In this new world, digital advertising is not just about reaching audiences but reaching them in a way that's mindful of our planet and its future. So, as we navigate through the rollercoaster
that is 2024 in the AdTech industry, let's embrace the chaos with a dash of daring. This is a year of transformation, of unexpected turns, and thrilling possibilities. It's a time to be agile, to think outside the box, and to ride the waves of change with a surfboard made of innovation and a wetsuit of resilience. Hold onto your hats, folks – it's going to be a wild ride!
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🎥📊 Magna's new study, sponsored by TikTok and unveiled at CES, drops a bombshell on the video ad world! 🌍 Turns out, skippable ads on mobile apps like TikTok aren't just cool, they're super effective, needing only 25% of the watch time compared to those pesky forced-view ads on on-demand TV apps. 💥👀 TikTok's Jorge Ruiz and Magna's Kara Manatt are cheering, saying these easy-to-skip ads not only
make brands look better but also stick in our minds longer. 🧠✨ Survey says: 12,655 folks across six countries prefer having the power to skip! 🚀👋 #AdFreedom #TikTokTrends
🌐📊 Samba TV and HyphaMetrics are shaking hands in the ad world's latest blockbuster duo! 🤝📺 Their team-up promises a deep dive into TV and streaming habits, with Samba's big data and Hypha's detailed person-level data creating a superhero-like insight into viewers'
likes and clicks. It's like having a crystal ball for advertisers, revealing everything from sitcom laughs to late-night binges! 📡🔮💻 #DataDynamics #AdTechAvengers 🌟
🌱💻 Multilocal debuts its eco-friendly ad whiz, CarbonSmart, teaming up with Cedara for a greener digital ad scene! 🌍🤝 They're turning the ad world green by slashing carbon emissions per campaign by 80%, all while boosting ad performance. Think of it as a digital gardener,
trimming the excess bids and leaving only the greenest, most efficient ads. 📊🌿 It's like having a sustainability superhero in your programmatic ad campaigns, saving the planet one click at a time! 🦸♂️🌐 #EcoAds #GreenTechTrendsetter 🚀🍃
🌐🔒 Google's Privacy Sandbox is stirring the ad-tech sea, as IAB Tech Lab grapples with its cookie-less future in advertising. CEO Anthony Katsur views it as a monumental shift, with early tests showing
snags like competing ads sharing screen space and concerns over brand safety. 📊🍪 Amidst this, Google begins its gradual farewell to third-party cookies, pushing the industry towards uncharted waters. To help, Index Exchange donates a demo tool for mastering these new tides, urging advertisers to team up with their agencies to navigate this transformative landscape. 🚢💡 #DigitalAdRevolution #CookielessChallenge 🚀👨💻
📈💼 LinkedIn ad prices are on
the rise as advertisers abandon ship from platform X, creating what Outcast VP Leesha Anderson dubs "LinkedIn Season." 🚀🗓️ Amidst a backdrop of Elon Musk's controversial remarks and subsequent advertiser exodus, including big names like Disney and Coca-Cola, LinkedIn is emerging as the go-to spot for ad spend. 🌐🤑 Musk's fiery response to departing advertisers only fueled the shift, with even the UK government stepping back for 'commercial reasons.' 💥🏢 Meanwhile, IPG's Magna
forecasts a sunny outlook for UK ad spend in non-traditional media, expecting a growth spurt in 2024. 📊🇬🇧 #LinkedInLeads #AdShift 🚀📉
🍪📊 Bye-bye browser cookies, hello futuristic metrics! Integral Ad Science (IAS) just dropped a game-changer: the "quality attention" metric, blending media quality, eye-tracking, AI, and ML for sharper ad insights. Early bird Omnicom's OMD is already raving, using this wizardry to compare attention across
publishers and ad sources. The tool is a Sherlock Holmes for the digital age, deducing what catches users' eyes and linking it to tangible business outcomes. Advertisers, tired of playing hide-and-seek with results amidst a crowded web, now have a new ally. This IAS brainchild promises real-time, attention-based campaign tweaks and a roadmap to success. Expectations? Sky-high, as IAS teases up to 137% lift in conversion rates. The secret sauce? A trifecta of visibility, context, and interaction,
all analyzed by AI to predict ad success. The future of ad metrics isn't just bright; it's laser-focused! 💡🔍🚀
🚴♀️💥📱 Peloton's pedaling into TikTok territory with a fresh, custom content deal, a first-of-its-kind for the fitness giant! They're launching a #TikTokFitness hub, showcasing a mix of live, pre-recorded classes, and cool collabs with creators and celebs. It's all about accessibility, echoing their “Anyone. Anytime. Anywhere.”
mantra. This move is a strategic sprint to connect with TikTok’s Gen Z crowd and pump up growth. TikTok, home to over a billion active users, is the perfect digital gym for Peloton to flex its content muscles. Their classes won't need Peloton's pricey gear, making fitness fun and accessible in the U.S., U.K., and Canada. Amidst a post-pandemic slowdown and executive shake-ups, this partnership is Peloton’s bid to stay in the fitness race and captivate new, young audiences. They’re not just
riding the social wave; they’re leading the pack! 🌟🤳🔥
This infographic rolls out the red carpet, revealing the cash cows of tech's high society 🎩. Amazon reigns with a $514 billion pie, a majority sliced by its retail might, while AWS puffs up a
decent chunk too 🥧. Apple, not far behind, banks on the iPhone's charm, capturing over half its $383 billion fortune 📱. Alphabet spells success with $283 billion, with Google Search and YouTube Ads casting the winning spells 🪄. Microsoft, the $212 billion "Windows" to the corporate soul, finds Office Products snugly in its revenue repertoire 🏢. Meta, with $117 billion, thumbs through most of its riches via ads, keeping its social kingdom afloat 💬. Lastly, NVIDIA, the $27 billion whiz kid on
the block, flexes its GPU muscles for the tech-savvy crowd 💪.
🍪🚫🔍 Today, Google's Chrome crew began the great cookie crumble, axing them from 1% of browser traffic. 🌐✂️ Ad folks, listen up! It's time to cook up new ad auction recipes 📈🧑🍳 because by year's end, when 100% of Chrome's cookies are history, it's a whole new internet ad game. 🕹️🌐 #CookieCutting #AdRevolution #TechTrendsetter 🥳📅
📰🤡 "Fake news may be the final curtain call for marketing hoaxes," warns the ad world. Snoop Dogg's 'no smoke' prank for a fire pit ad was fun, but as 2024 rolls in, the line between fun and fiction gets blurry. 🌫️🎭 In the internet's echo chamber, marketers used hoaxes from Taco Bell's Liberty Bell purchase to The Gunshop's anti-violence message. 🌮🔔 Now, the rise of fake news and AI's deepfake wizardry has everyone second-guessing reality. 🤖👀 The big worry?
Losing trust in what we see and read, leading to a dystopian, post-truth world. 🌍🔮 Brands, beware: what once was a chuckle-worthy trick might now be a credibility crisis in disguise. 😕🃏 #MarketingMischief #RealityCheck 🚫🤹♂️
🛒💻 Commerce media's booming, and retail media networks are the new gold rush! 🌟 GroupM's Kate Scott-Dawkins dialed back her retail media spend forecast, but Brazil, Mexico, and France are gearing up for big growth.
🌍💹 In the U.S., the big names like Amazon and Walmart dominate, but now there's a shift towards the middle market. 🎯🛍️ Enter Jared Belsky's Acadia, targeting the untapped potential of mid-sized retail platforms like Chewy, Kroger, and Ulta. 🐶🛒👗 Acadia, with its 90-person global team, is diving deep into the unique mechanics of each client and platform, proving that the first dollar spent in these middle-market spaces can be more effective than the last dollar in the giants. 📈💸 As 2024
unfolds, expect more agencies to join this middle-market retail media movement, aiming for a slice of the predicted $150 billion pie by 2026. 🍰🔮 #RetailMedia #MarketingTrends #MiddleMarketFocus
🎥🕵️♂️ TikTok's in a legal tango over privacy! They're facing a lawsuit for allegedly hoovering up data from non-users via a tiny digital spy called the 'TikTok pixel' on sites like Hulu and Etsy. 🌐💼 Their defense? "You clicked, so you consented!"
Meanwhile, Bernadine Griffith, a non-TikTokker, claims TikTok's been secretly snooping on her online shopping and streaming habits. 🛍️🔍 The court's like, "Let's hear more," allowing most of her privacy invasion claims to dance on. TikTok's next move? Arguing it's the websites' fault for installing their sneaky pixel in the first place. 🕺💻👀
🥤👨👩👦👦 Coca-Cola's stirring up a fizzy family affair! Their latest ad campaign marries their soda
spectrum with homey vibes, aiming to give viewers those warm, fuzzy goosebumps. 🌟🏡 Directed by "The Bear" creator Christopher Storer, the ad spotlights a newbie introduced to a chaotic, yet endearing family gathering, with Coke products naturally part of the scene. 🎬👋 While AI isn't the main chef in their creative kitchen, it's seasoning the mix with insights. The goal? To be the toast of family moments, just like their beverages. 🍹🎉📺
🏦🌟 Tyrrell Schmidt steps up as the new Global Chief Marketing Officer at TD Bank Group! 🚀 After a stellar interim stint, she's now officially in charge, reporting to Christine Morris. Her mission? To keep the bank customer-obsessed and brand-strong. 💪🤝 Under her guidance, TD's marketing has gone personal and segment-savvy, driving record sales in FY'23. 📈 Tyrrell, a champion of inclusive leadership and team building, has been a magnet for top
talent in both the U.S. and Canada. 🇺🇸🇨🇦 With a rich history in roles across continents and industries, she's primed to lead TD's marketing into a dynamic future. 🌍📊 #BankingLeadership #GlobalMarketing #TeamTD Omnicom's big buy! 🛒💸 They just snapped up Flywheel Digital from Ascential for a cool $900M, with former Ascential bigwig Duncan Painter leading the charge. 🚀 Painter's dream of spinning off Flywheel is now a reality, boosting
Omnicom's AI system with juicy commerce data. 🤖💰 Meanwhile, there's some intriguing sidebar action: Omnicom's dipping its toes into Hudson MX's sale, a tech start-up previously backed by Ascential. 🎭🤔 But wait, there's drama! Flywheel's caught in legal tangles with Compass Marketing, which could see Omnicom dragged into court. ⚖️🔥 Amidst all this, Ascential's board sees a shuffle, waving goodbye to two directors and crowning Philip Thomas as the new Executive Director. 👋👑
Elon Musk's social media saga continues! 🚀📱 His company X tried to sidestep California's social media law, AB 587, but got a big "nope" from a federal judge. 🚫⚖️ The law demands social platforms spill the beans on their content-moderation policies, but X cried "First Amendment violation!" 😱📜 X argued the law would force them to censor, but Judge William Shubb wasn't having it, calling the reporting requirements "factual" and "uncontroversial."
🤷♂️📄 Meanwhile, X, Musk's rebranded Twitter, slashed its trust and safety team, leading to a digital wild west with rising harmful content. 🌵🔥 This move scared off advertisers and piqued the EU's interest, probing whether X broke the Digital Services Act. 🕵️♂️
Advertising's cookie conundrum! 🍪💔 Mid-last year, ad spending finally bounced back, but 2024's looking like a year of penny-pinching for advertisers grappling with identity crises and the
cookie's demise. 📉🔍 Nicole Perrin, an ad expert from Advertiser Perceptions, spotlights the big shift: publishers must now invent new tech for cost-cutting advertisers. 🛠️📚 Goodbye, cookies! These relics, absent in apps and shunned by major browsers, are phasing out, with Google Chrome's upcoming 'Tracking Protection' leading the charge. 🚫🌐 This cookie crackdown, coupled with Apple and Google's ad ID changes, is tossing advertisers into a whirlpool of data dilemmas. 🌀💻 The real
scare? Losing precision-targeted ads and reliable metrics. 🎯📊 But there's hope! Alternatives like cleanrooms, UID2, and Yahoo Connect ID offer deterministic targeting, while AI's already shaping ad targeting in digital fortresses. The question is, will the ad world unite under one solution or juggle multiple tools? 🤹♀️🌐
Social media's kiddie cash cow! 🐄💰 Harvard's latest study reveals a whopping $11 billion ad
revenue from minors on big platforms like Facebook, Instagram, Snapchat, TikTok, X (ex-Twitter), and YouTube last year. 🚸💸 The study's calling for government action, arguing these tech giants are too busy counting coins to self-regulate kid's screen time. 🚨👶 The breakdown? YouTube's the top earner from the under-12s, raking in nearly $959.1M, while Instagram's the teen champ with a cool $4B. 🏆🧒 For Snapchat, a staggering 41.4% of its ad dough came from those 17 and under! TikTok
(35%), YouTube (27%), and Instagram (16%) aren't far behind. Meanwhile, Facebook and X pocket less from the youth, with under 3% each. 📉👧 The research, blending data from the U.S. Census, Common Sense Media, Pew Research, Insider Intelligence, and Qustodio, paints a vivid picture of how social giants monetize minors. 📊👀
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FAST and Curious: The Free Ad-Supported TV Phenomenon Taking Over Streaming Netflix’s dive into the ad-infested waters isn’t just a splash—it’s a cannonball that’s sent waves through the SVOD sea. In a landscape where “subscriber growth” was
the chant, the major players are now humming a different tune: advertising tiers. This shift is more than just a fad. The year 2023 in media was less a rollercoaster and more a rocket ride to the moon—without a clear landing strategy. WGA and SAG-AFTRA strikes turned studios into frantic chefs in a kitchen where half the ingredients are missing. This chaos was the backdrop to the intensifying streaming wars. READ MORE AND LEARN MORE
For a deeper understanding of digital identity in advertising, our round table discussion with industry experts is a must-watch. The panelists delve into the challenges marketers face in this evolving landscape, emphasizing the need for adaptability in response to regulatory changes and platform shifts.
They highlight the importance of balancing precise advertising with user privacy and underscore the potential of contextual advertising and local/geo-targeting. Key topics include the role of first-party data, collaboration within walled gardens, AI's influence in privacy debates, and navigating user perceptions. The discussion also touches on the impact of government regulation and the criticality of industry education. This comprehensive conversation offers valuable insights for marketers
navigating the post-cookie era and the future of identity in 2024. WATCH NOW
Identity Icing: Shaping Marketing Identity in a Post-Cookie World The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now
nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with. READ MORE OF THIS STORY
YAHOO RISES FROM THE DIIGITAL ASHES Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a
revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE
Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE
Roblox Roulette: Why Some Brands Win, and Others Just Lose A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity. READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
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