Digital - Adlive Content Hub

Sign in Subscribe

Digital

A collection of 34 posts

Digital ad spend accelerates 49% in the first half of 2021 to hit £10.5bn

Digital ad spend accelerates 49% in the first half of 2021 to hit £10.5bn

Caution and hesitation have given way to boundless optimism among digital advertisers over the first six months of the year, with new figures recording an eye-opening 49% year-on-year rise to £10.5bn. More impressively, the statistics chart a 42% increase versus ad spend in the first half of 2019, proving

The Future of Programmatic AdTech

The Future of Programmatic AdTech

In 2020 programmatic advertising continued to reign supreme, with real-time bidding (RTB) media purchases making up over 80% of media buying in the US. In 2020, global programmatic ad spend reached an estimated 129 billion US dollars, and spending is set to surpass 150 billion in 2021. Programmatic media buying

The State of Play in Ad Fraud

The State of Play in Ad Fraud

While the trials and tribulations of the new cookie-less era continue to dominate the focus of the digital marketing industry, one unwanted aspect of our sector continues to lurk ominously: ad fraud. In this article, ExchangeWire speaks to a number of industry professionals to assess how ad fraud has developed

The End of IDFA: 4 Misconceptions And 3 Ways Forward

The End of IDFA: 4 Misconceptions And 3 Ways Forward

Apple’s IDFA changes and Google’s eventual deprecation of third-party cookies in Chrome have turned the advertising industry on its head. User-level targeting and measurement, as we’ve come to know them, are suddenly under significant threat. Yet, despite much talk around the industry about these changes, critical implications

Publishers add more online education programs following interest spurred by the pandemic

Publishers add more online education programs following interest spurred by the pandemic

The pandemic led to a surge of interest in online education programs, like Masterclass and Coursera. Now publishers, including The New York Times, The Wall Street Journal and Penske Media’s Rolling Stone and WWD, are adding more programs to their digital education portfolios. The New York Times has been

3 Ways To Prepare For post-covid Consumer Behavior Shifts

3 Ways To Prepare For post-covid Consumer Behavior Shifts

During the second summer of the pandemic, there’s reason to feel hopeful. Vaccines are rolling out and signs point to pent-up consumer demand, but a lot of unknowns remain. By the time schools reopen, economic activity will likely be in full swing, and the longer-term implications of newly learned

Why the end of third-party cookies is good news for marketers

Why the end of third-party cookies is good news for marketers

The looming deadline for removing third-party cookies, which the digital advertising industry relies on for data-driven marketing, and data deprecation, is causing a lot of chaos and confusion for marketers. But it’s not all bad news. Why? Because it presents an opportunity to build a sustainable ecosystem that allows

Four Steps for Embracing, Rather than Combatting, the Walled Gardens

Four Steps for Embracing, Rather than Combatting, the Walled Gardens

Our industry spends a lot of time talking about “walled gardens” and the hazards that their policies pose to the broader digital ecosystem. But the protections these walls afford to consumers shouldn’t be ignored. If you've ever watched the TV show “Vikings,” you've seen a historical (albeit fictional) portrayal

Programmatic, Meet CTV: Ad Tech’s Latest Gold Rush

Programmatic, Meet CTV: Ad Tech’s Latest Gold Rush

Digital ad tech companies are making their play to control advertising on CTV. But it’s not easy to become a star of the big screen. Ad tech companies that make it big in CTV must earn their spot in a few ways. First, they must understand the supply constraints

CTV ad spending leads growth in digital video, IAB finds

CTV ad spending leads growth in digital video, IAB finds

* Marketers said they boosted their spending last year on connected TV (CTV) by 22% to an average of $19.97 million as they sought to reach consumers who spent more time with streaming video platforms, according to survey results that the Interactive Advertising Bureau (IAB) shared with Marketing Dive. CTV

Premium digital advertising delivers higher brand recall, lift than rest of Internet

Latest tranche of Benchmark Series of research looking into the importance of context and premium media environments on advertising's impact shows superior performance of premium digital advertising environment Advertising in premium digital channels delivers more than two times better recall and brand lift than the rest of the Internet, while

Facebook helps brand protect digital content

Facebook is following YouTube's lead in allowing content creators to claim the rights to their content when shared by other Pages, with new updates to its Brand Safety and Intellectual Property tools. First off, on brand safety - Facebook has announced an expansion of its processes which will enable content

Three marketing analytics trends are driving performance in 2021

Three marketing analytics trends are driving performance in 2021

Jay Wilder, vice president, product marketing, Marketing Cloud, Salesforce The rapid shift to digital has impacted customers’ expectations of companies and evolved their behaviors. Personalization, trust and valuable interactions are the cornerstones of customer experience — 84% of customers say the experience a company provides is as important as its products

The Six Pillars Of A Successful In-House Model

The Six Pillars Of A Successful In-House Model

Digital transformation isn’t “one size fits all.” It requires a custom mix of company culture, centralization and collaboration. Digital transformation is the process of using technology to create new business processes. One component includes programmatic in-housing which internalizes omnichannel planning and buying to drive greater ROI. Upskilling & Adoption Training

Making the Most of Innovation in CTV

Making the Most of Innovation in CTV

Making the Most of Innovation in CTV With time spent watching linear TV decreasing and time spent watching CTV in all its various guises increasing, now is the right time to innovate and develop a suite of CTV advertising solutions that provide consumers with a great user experience, drive performance

US Programmatic Digital Display Advertising Outlook 2021

US Programmatic Digital Display Advertising Outlook 2021

Various forms of automated trading have dominated digital display advertising for years, and programmatic will continue gaining ground this year in pockets where it’s less penetrated, including on connected TV (CTV) devices and in digital audio ads. How has our outlook for US programmatic ad spending changed since the

Top 5 digital marketing trends for 2021

Top 5 digital marketing trends for 2021

2020 will officially go down in the books as one of the most volatile, uncertain and challenging years that marketers have ever experienced. And we will be all the more empathetic, more digital, and more agile because of it. COVID-19 has forced marketers across the globe to rethink and reimagine

Covid-19 and Digitalization

Covid-19 and Digitalization

Online is the New Frontier More and more businesses are realizing that in order to survive, they would have to digitally transform their businesses. Online is now the new frontier, especially for more traditional businesses. Restaurants have started taking online orders and home deliveries. Groceries and supermarkets have followed suit.

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger

Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while CMOs must juggle intensified mandates around areas like data and commerce. Even as vaccine developments provide a clearer timeline for a pandemic recovery, 2021 is set to be another volatile year for marketers. If anything,

How brands finally figured out TikTok

How brands finally figured out TikTok

After a year and a half of avoiding it, big brands went all in on TikTok in 2020. Elf launched a TikTok reality competition show. Chipotle partnered with influencers to run food delivery ads on the platform during Super Bowl commercial breaks. Dunkin’ released “The Charli,” a drink created and

The difference between a good supply-side platform and an excellent one

The difference between a good supply-side platform and an excellent one

The digital advertising industry has always moved quickly and been subject to many external influences, such as changes in legislation and the emergence of new content distribution platforms. To thrive in any fast-paced industry, companies need to have the development capabilities and flexibility to roll out new solutions that shake

2021 marketplace outlook

2021 marketplace outlook

Executive Summary by IAB * Buyers are generally optimistic about 2021 while showing some concern for the year ahead:o Preparing for a cookie-less future/loss of identifiers o The need for 1st party data o Cross-platform measurement solutions * Media budgets will be flexible in 2021; 39% of Buyers report their

Which Economies Showed the Most Digital Progress in 2020 ?

Which Economies Showed the Most Digital Progress in 2020 ?

1.More data privacy, less data protectionism Economies that provide secure, frictionless digital experiences nurture the most positive, engaged consumers, creating the most active digital ecosystems. These ecosystems then generate more data, which is the lifeblood of a competitive digital economy, enabling a virtuous cycle of growth. Economies such as

Ad Spending Ups and Downs in 2020

Ad Spending Ups and Downs in 2020

The pandemic caused significant ad budget reallocation, but digital advertising is still essential for most brands. Besides, as desktop and laptop devices maintain popularity among internet users, advertisers were not too hasty to abandon this ad channel. Of course, some digital advertising categories got affected by ad dollar shifts and