We have yet to see a universal, agreed-upon standard for programmatic advertising, making it difficult to ensure that brands can run the highest quality media within the most efficient budget.

CTV viewership has ballooned under COVID-19, from 2.7 billion hours per week pre-pandemic to 3.9 billion hours during the height of lockdowns. Every week more fuel is added to the fire.

Consumer expectations for good customer experiences remain as high as ever, but today’s brands are operating in an entirely new landscape and, in many instances, are floundering to realign with new consumer needs. 

Everyone knows what it is like to be browsing the shoes you have been eyeing, only to be retargeted with that exact item minutes later on another device.

Digital advertising is at a crossroads. We’ve come this far based on the enthusiasm of advertisers for following online audiences as they explore and engage, but there has been an elephant in the room for the past few years.

Expectations are constantly changing in both our consumer lives and in our business lives. To keep up with this shifting world, B2B marketers need to change.

While the ad world is still game-planning for how to operate once Google sunsets the cookie, the media giant went ahead and made another decision that effects targeting and goes into action much sooner.

As we return to some sense of normalcy emerging from the pandemic, brands will once again want to be top of mind. In order to win consumers over as they make their way along the purchase journey, the content they see should be personalized, but not invasive.

Predictive analytics, the use of real-world data and machine learning techniques to identify the likelihood of future outcomes, has become a cornerstone of media planning.