adtech
Ad:Tech 2024 to be held on 13 and 14 March
The event aims to decode trends and industry breakthroughs, spanning AI, attribution, e-commerce, influencer marketing, privacy-centric identity, and evolving customer experiences
Google allows advertisers to audit ads in Search Partner network
After significant lobbying by the industry, Google has decided to change its Search Partner policy to provide more transparency to advertisers.
Value over vanity: Why long-term measurability is the key to effective marketing
With marketing budgets increasingly constrained and a need for greater efficiency, there's a palpable shift from vanity metrics to more concrete measures such as sales, market share, and in-store traffic. Campaign explores
A new era of ads analytics? How Media Mix Modeling is reshaping strategies in the cookie-less world
Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps
The promise of AI marketing: Is Google’s PMax living up to the hype?
Google's Performance Max (PMax) promises a massive $20 billion enhancement in programmatic advertising efficiency through advanced AI-driven decision-making. However, it also presents marketers with a challenging dilemma, forcing them to trust the opaque algorithmic 'black box.' Campaign explores
I don't write for the client, I write for the consumer: Piyush Pandey
Ogilvy's worldwide chief creative officer and executive chairman, India, spoke at Ad:Tech 2022 about his four decades in the advertising industry and why the consumer is always the heart of every communication
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