MarTech is your source for programmatic advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Programmatic advertising allows advertisers to access inventory across increasingly all media in real-time and to be able to measure audience engagement and campaign performance. Today’s marketer is orchestrating omnichannel campaigns and constantly optimizing placement and creative assets. The loss of 3rd party cookies encourages more data partnerships between publishers and other non-traditional 3rd party sources like financial companies, for example.
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Advertisers and audiences refute the idea that podcasts are on the wane
Last year, podcast ad revenues increased 26%, twice the rate of the internet ad market. This year the audience hit an all-time high.
‘Bad’ digital ad spending can harm the environment
As we come up to Earth Day, know that the media properties with the biggest carbon footprint are typically fraud, click-bait or offer low-value inventory.
How enterprises are pursuing martech and adtech integration today
Fully integrating martech and adtech systems is a long-term play, but enterprises can start taking the steps toward alignment today.
In-game advertising: A marketer’s guide
With the right strategy, in-game advertising can be a powerful tool for reaching and engaging with today's gaming audiences.
How to create winning B2B programmatic ad campaigns
Whether establishing a brand or increasing demand, here's how one company ran two successful B2B programmatic ad campaigns.
How Michelob ULTRA, PepsiCo and Rakuten are approaching the Super Bowl this year
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
2023 Predictions: Digital media and advertising
Ad-supported streaming grows, while marketers demand better measurement and a greener supply path.
Ad-supported streaming expands with new Disney+ tier
For the first time ad-supported streaming subscriptions are out-pacing ad-free ones among in U.S. households.
Bermuda Tourism launches 3D digital out-of-home in New York
Bermuda Tourism Authority is pioneering the new technology with OUTFRONT to boost awareness and get flights booked.
Yahoo and Taboola sign “30-year” exclusive ad agreement
Taboola will be the exclusive ad provider for Yahoo. The two companies will split ad revenues..
How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
SponsorPulse expands data-driven sponsorships for brands
A new partnership with Dynata and MiQ enables scalable audience insights for sports and entertainment sponsors.
Soundrise connects advertisers to podcast creators with shared values
Soundrise is using technology to scale sponsorships while prioritizing creator independence and listener privacy.
Survey finds gamers prefer native ads
A new gamer study from Frameplay shows the top ad formats in the $196.8 billion videogame industry.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
Digital out-of-home branches out with programmatic
The DPAA Global Summit showcased how DOOH plugs into the larger adtech world to connect omnichannel campaigns.
Lowe’s and Yahoo team up for retail media partnership
Yahoo’s DSP and ConnectID will support off-site media experiences through Lowe’s One Roof Media Network.
FuboTV reports big ad gains from Unified ID 2.0
The streamer is the first CTV partner for open-source Unified ID 2.0, and uses it through The Trade Desk for programmatic ads.
DoubleVerify announces measurement tools for retail media networks
Advertisers, will have access to pre-campaign activation, measure and post-bid filtering tools.
CTV added to Kroger’s retail media business
Kroger Precision Marketing expands its private programmatic marketplace to include video and CTV.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
Updates finalized for IAB intrinsic in-game ad measurement guidelines
The updated guidelines aim at making in-game ad measurement on par with other digital media.
Clean rooms expand for advertisers with Neustar and InfoSum collaboration
The partnership allows InfoSum clients access to Neustar Unified Identity.
Simpli.fi introduces CTV reach for linear TV advertisers
The new capabilities provide 100% incremental reach on CTV for linear TV campaigns.
What new ad-supported streaming TV announcements mean for digital marketers
Most viewers don't mind ads on streaming services, according to a recent Gartner study. This should be good news for Netflix and Disney+.
Netflix partners with Microsoft to launch ad-supported subscription tier
And Trade Desk is developing an adtech platform for Disney+.
Tough-to-reach console gamers watch more TV on streaming than linear
As total pool of gamers grows to 3 billion, marketers need to pursue the right channels to avoid letting gamers fall through the cracks.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
PepsiCo’s strategies for marketing via online games and esports
PepsiCo's head of gaming and esports shares his playbook for connecting with gamers and fans.
Yahoo and DIRECTV open up addressable TV and streaming inventory
The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
Why we care about advertising: A marketer’s guide
Here's our guide to adtech, digital advertising and keys to success in a transformed digital landscape.
Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses
One employee described Google’s ad business as being like "if Goldman or Citibank owned the NYSE."
IAS introduces new Control Panel for contextual targeting
Tools for the new panel include a catalog for targeting segments, a segment reach calculator and reportable insights.
Marriott launches its own media retail network
Ad buyers get anonymized data and access to a dedicated, interested audience.
Is there any incentive to crack down on programmatic ad fraud?
"Everyone wants it to continue because they're making money." Why people don't want the ad fraud problem solved.
Roku expands measurement program to boost streaming advertiser experience
Partner Program will include media mix modeling (MMM) to improve measurement of streaming ads’ impact.
Samsung Ads launches full-service offering Total Media Solution
Total Media Solution will manage and measure cross-platform campaigns through the Samsung DSP.
Tech companies flock to out-of-home during comeback year
Apple is second only to McDonald's in top OOH advertisers from 2021.