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The Attention Alchemist: How Yan Liu is Redefining TV's Golden Metric
In the restless panorama of media and technology, where the flickering screens hold sway over the collective gaze, Yan Liu stands as a visionary sculptor of invisible data. As CEO and co-founder of TVision, Liu is not merely observing the tides of television viewership but actively reshaping the way brands, agencies, and TV media sellers comprehend the deep, often unseen currents of viewer attention. At the core of Liu's philosophy lies a simple yet profound realization: In a world awash with content, attention is the most scarce and precious commodity. It's an insight he gleaned not in boardrooms or market analysis sessions, but in the trenches of the advertising world. "I was running an ad agency," Liu recalls, "and I saw that television measurement was stagnated." This epiphany drove him to MIT, where TVision began as a seed of thought, germinating in the fertile ground of
innovation. Liu's journey, a tapestry woven with threads from China, Japan, and now the United States, is marked by an unquenchable thirst for knowledge and a relentless pursuit of efficiency. His earlier ventures in digital marketing and his strategic insights from McKinsey's Tokyo office were but preludes to his true calling: revolutionizing TV measurement. In the dynamic landscape of media consumption, Yan Liu, through TVision, is
carving a niche where the precision of digital analytics melds seamlessly with the unpredictability of human behavior in the living room. His approach to TV viewership measurement is akin to a cartographer charting unknown territories, except Liu maps the contours of viewer attention. "Our solution does not rely on the viewer doing anything but watching," Liu clarifies. This passive, yet profoundly insightful methodology is the cornerstone of TVision's innovation. By deploying state-of-the-art
computer vision technology, TVision captures a comprehensive view of viewers' engagement without being intrusive. This unique blend of technology and methodology ensures that the insights gleaned are both unobtrusive and incisively sharp. Liu's vision is not confined to the current landscape of television and digital content consumption; he is actively shaping its future. In his perspective, the demarcations between traditional TV, CTV (Connected TV), and digital
platforms are not just fading; they are becoming increasingly irrelevant. This viewpoint is not merely speculative; it's backed by robust data gathered by TVision. The Signal report, a monthly digest of viewing trends produced by TVision, offers empirical evidence to support Liu's claims. "Today viewers spend more time watching CTV than linear," Liu states, highlighting a pivotal shift in consumer behavior. This observation is crucial, especially considering the lag in advertising dollars, which
remain disproportionately skewed towards traditional TV. The significance of Liu's work lies in its ability to reconcile the growing divide between traditional and modern content consumption. By tracking viewer engagement in real-time and with granular detail, TVision is redefining the metrics that drive advertising strategies. The depth of the data collected offers an unprecedented understanding of viewer behavior, transcending beyond mere viewership numbers to
unravel the nuances of engagement and attention. This transition to attention-based metrics is more than a technical advancement; it's a paradigm shift in how media value is assessed. Liu's foresight in recognizing the potential of CTV and integrating it into the broader spectrum of TV measurement is pioneering. His work is not just about adapting to change; it's about leading it. By aligning the measurement of traditional TV and CTV with the precision of digital
analytics, Liu is not only predicting the future of media consumption; he is actively crafting it. In differentiating TVision, Liu speaks with the quiet confidence of a man who knows he holds a winning hand. "TVision runs the largest passive CTV panel in the world," he states. This isn't just about scale; it's about depth. Second-by-second attention measurement, co-viewing analytics — these are the tools Liu wields to carve out a new understanding of viewer
engagement. For Liu, the future of advertising is not just about being seen; it's about being engaged with. "Attention is the one metric the industry can coalesce around," he asserts. It's a metric that transcends platforms, bringing a common language to TV, CTV, and digital. Yet, even as he navigates these complex waters, Liu remains acutely aware of the privacy tempests that could capsize his venture. TVision's commitment to privacy
is not just a policy; it's a cornerstone of their business model, essential for maintaining the trust of customers and panelists alike. Yan Liu's vision for the future of TV measurement is both ambitious and nuanced, seeking to bridge the vastness of big data with the depth of panel data. He perceives these two worlds not as opposites, but as complementary forces that, when combined, can offer a more holistic view of television viewership. "The future of TV
measurement will be based on a combination of census data calibrated for accuracy with panel data," Liu states, envisioning a model where quantitative breadth meets qualitative depth. This approach aims to capture the complexity of viewer behavior, recognizing that the true value of viewership lies not just in numbers, but in the context and quality of engagement. By integrating the broad scope of census data with the detailed insights from panel data, Liu proposes a methodology that can adapt
to the ever-evolving landscape of media consumption. The practical implications of Liu's approach are already making waves in the marketplace, demonstrating the real-world effectiveness of his vision. He recounts the success story of Anheuser Busch's collaboration with A+E Networks, a campaign that stands as a testament to TVision's capabilities. In this partnership, TVision's data played a crucial role, ensuring not only the viewability of the ads but
significantly enhancing the overall value of the campaign. This case illustrates the transformative potential of TVision's insights, offering a glimpse into a new era of advertising where the focus shifts from mere exposure to meaningful engagement. Another shining example of TVision's impact is seen in its collaboration with Scripps Networks. Utilizing TVision's Attention to Duration Index (ATDI), Scripps Networks has been able to highlight the unique engagement
with its content. This metric offers a more nuanced understanding of viewer attention, surpassing traditional ratings in its ability to quantify the quality of viewer engagement. The ATDI doesn't just count eyes on the screen; it measures how effectively a program or advertisement maintains viewer attention, providing a more sophisticated metric for evaluating content and ad performance. The stories of Anheuser Busch and Scripps Networks are more than just success
stories; they are harbingers of the changing tides in TV advertising and content valuation. Liu's innovative approach, embodied in TVision's technology, is paving the way for a new understanding of what it means to capture and hold viewer attention. It's a shift from a quantity-focused paradigm to one where quality, context, and engagement are paramount. In this new landscape, advertisers, networks, and content creators are empowered with insights that go beyond traditional metrics, enabling
them to connect with audiences in more meaningful and impactful ways. Yan Liu's vision, thus, is not just redefining TV measurement; it is reshaping the very fabric of how television's value is perceived and leveraged in an increasingly complex and fragmented media world. Yan Liu's narrative is more than a story of business success; it's a parable for our times. In a world where our gaze is fragmented by endless streams of content, Liu's work at TVision seeks to
understand not just what we watch, but how we watch. It's a journey that transcends technology, touching on the very essence of human attention in the digital age. Liu isn't just measuring viewership; he's mapping the uncharted territories of our collective attention, one flickering screen at a time.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🌟 Joanna O’Connell joins Omnicom Media Group as the first Chief Intelligence Officer for North America! 📈 With a journey that began at Avenue A in 2000, she's now the brains behind navigating the media maze for clients. 🧠 After stints as MediaMath’s CMO, a top analyst at Forrester, and EVP of Innovation at R3, she's back in the agency game. 💼 Ralph Pardo of OMG praises her two-decade expertise in
turning market trends into winning strategies. 🏆 Joanna's new mission? To boost OMG's intelligence initiatives and lead projects like the Future Signals series and CASA, shaping the future of advertising identity. 🚀🔮 #MediaMaven #StrategyGuru
🎉 Disney's self-service ad platform, Disney Campaign Manager, is making waves! 🌊 Launched in 2021, it's now supporting 4,200 brands and 1,000 agencies, with 85% being new to Disney Advertising. 🚀
Dentsu's Brad Stockton highlights the platform's appeal in data and tech advancements, offering advertisers more control and agility. 💻📊 With 16,000 campaigns launched, the platform caters to small budgets (starting at $500) and allows targeting by location, demographics, and more. 🎯 Coming up: Disney+ and ESPN+ ad spaces will join the platform, spreading its magic globally! ✨🌐
🎭 Big news in the media world! Shane Ankeney, a bigwig at Havas
Media since 2015, has called it quits, spilling the beans on LinkedIn. 📣 Meanwhile, Havas Media's doing some musical chairs, promoting Greg Walsh and Greg James, but mum's the word on Shane's exit. 🤫 A Havas insider hints at more shake-ups, but keeps it hush-hush. 🤐 Shane, a 2020 MediaPost All Star and veteran of the ad game since the '90s, is teasing a "next chapter" but keeping it mysterious. 📖 And here's a twist: Havas' website still shows Shane and some other long-gone execs as
part of the gang. Seems like someone forgot to hit the update button! 🙈🖥️🤷♂️
🔍 Plot twist in the corporate saga! Carrie Stimmel, once crowned Head of Global Agencies by X's big boss Linda Yaccarino, seems to have left the building - or at least that's what her LinkedIn profile suggests. 🤔 Previously, Carrie had shared about her son's Jewish heritage on X, and her LinkedIn bio boasts a 'Strong commitment to DE&I' (Diversity, Equity
& Inclusion). 🌍✨ Seems like there's more to this story than meets the eye! 🕵️♀️💼👀
🛒📣 Walmart+ is rolling out the red carpet for "National Quitter’s Day" with a savvy campaign starring TV celeb Andy Cohen, aptly titled “Save Your Resolutions.” 🌟📆 They're cashing in on the day when folks usually ditch their New Year's promises, showcasing how their membership can keep those resolutions alive!
🏋️♂️🎨 The campaign, with Cohen leading the charge, links Walmart+'s savings to fun activities like party hosting and road trips. 🎉🚗 It's a social media fiesta too, with TikTok and Meta influencers joining in. 📱💃 🤖🌟 At CES 2024, S4Capital's Media.Monks launches Monks.Flow, a super-smart AI service that's like a marketing wizard's dream! It's like having a digital Dumbledore by your side, weaving AI magic to streamline marketing
workflows. 🪄💻 According to Forrester, everyone's ready to hop on the AI train, with execs and workers eager to team up with AI for their tasks. Monks.Flow is like the Swiss Army knife for marketers, slashing costs, breaking down silos, and cranking up business smarts. It's the future of marketing, served up with a side of AI brilliance! 🚀📈🎉
👩⚖️🔒 Supreme Court says "Nope!" to X Corp (aka Twitter) in their decade-old tiff with Uncle Sam over
spilling the beans on user data requests. 🐦💻 It's been a saga since 2014, with Twitter wanting to dish out deets on National Security Letters and Foreign Intelligence Surveillance Act orders. The twist? Big tech giants like Apple, Google, and Facebook played ball with the feds, agreeing to vague reporting. But Twitter, flying solo, cried foul over free speech. Their argument? The First Amendment rights to tell users more about government surveillance. 🦅✊ Both a trial judge and the
9th Circuit said "nah" to Twitter, citing national security. And now, the Supreme Court's silent swipe left leaves Twitter's transparency dreams grounded. 🚫📄🕵️♂️
🎥📉 Josh Chasin, the Chief Measurability Officer of VideoAmp, has left the building, following the recent exit of founder and CEO Ross McCray. Chasin, the former Comscore bigwig, joined VideoAmp aiming to shake up the TV data game. His LinkedIn post today reminisces about his
initial advice to McCray: 1️⃣ Dive into the less crowded, more lucrative currency ratings pond rather than jostling in the crowded TV data pool. 2️⃣ Focus on the sell-side (TV/streaming platforms), where the real money's at. Despite VideoAmp getting a thumbs-up as an ad currency by the U.S. JIC and gaining some sell-side traction, they're hitting turbulent times, axing 20% of their workforce amid all these leadership shake-ups. 🌪️📊💼
🌟🤝 At CES 2024,
it's a wild west for ad market gurus! Publisher sales leads are zooming in on the event, hoping to get the 411 from marketers and agency execs on how to get them to loosen their purse strings. 🤑🎰 Some are opting for one-on-one chats, while others are going big with swanky dinners and floor tours for the C-suite crowd. Sebastian Tomich from The Athletic is all about "vibe checks" on the ad market's health, while Mike Wong of Bloomberg Media plays it cool with a 75% pre-booked schedule,
leaving room for chance encounters. 📅💼 Geoff Schiller from Vox Media, not to be outdone, has packed his CES days with client meet-ups and even The Verge is hosting exclusive floor tours. Over at Axios, they're banking on their AI editorial products to charm clients, even in the fast-paced in-quarter sales cycles. 🤖📈 Amidst all this, Edgar Hernandez from My Code is aiming high, hoping to rub shoulders with 100+ new brand or agency execs. It's a full-on charm offensive out in Vegas, with
everyone hoping to turn handshakes into hefty deals! 🎲📊💸 (Digiday)
🌐📊 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. 🍹🎉📺
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Marc Goldberg, Paul Knegten, and Sean Black - tackle the pajama-clad world of remote work. It's an episode where Zoom rooms replace boardrooms and Slack channels are the new watercoolers.
LISTEN TO THIS PODCAST EPISODE NOW
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
NOW
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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