Guides

Data has played a key role in programmatic advertising and digital marketing ever since the Internet came online in the mid-1990s, helping advertisers show their messages to the right audience and learn more about…

Is attribution modeling really coming to an end with the death of third-party cookies? That's the question addressed throughout this three-part series, which has covered the privacy-related changes reshaping the AdTech…

While much of the discussion around advertising technology focuses on technical architecture and the advertiser-publisher relationship, it's equally important to understand how the ecosystem operates from a business…

The growth of digital advertising has created significant revenue opportunities for publishers and advertisers alike — but it has also given rise to costly, sophisticated fraud. This guide covers how ad fraud works,…

Since its initial release in September 2017, WebKit has shipped five major iterations of Intelligent Tracking Prevention (ITP), each tightening privacy protections for Safari users and narrowing what AdTech and MarTech…

Identifying users across online channels, across online and offline channels, and across multiple devices is a foundational capability in digital advertising. It allows advertisers to understand how their audience…

Programmatic advertising is a broad term that spans many areas of digital advertising — from AdTech platforms and media-buying methods to advertising channels and creative formats. This guide explains what programmatic…

Google's Privacy Sandbox is an initiative designed to protect user privacy while keeping the ad-supported web functional. Built on privacy-enhancing technologies, it aims to deliver effective ad targeting and campaign…

Google Chrome's announcement that it would stop supporting third-party cookies set off a wave of questions across the digital advertising industry — but Chrome's changes aren't the first privacy challenge AdTech has…

Understanding how AdTech platforms identify users is fundamental to grasping how digital advertising works. Without reliable user identification, the core functions of modern advertising — behavioural targeting,…

As technology evolves and audiences find new ways to consume content, video consistently tops the charts. Busy, mobile lifestyles favour formats that let people absorb information on the move — more condensed and…

The AdTech industry is navigating a converging set of technical and regulatory pressures that affect how user data can be collected, stored, and used. The key challenges break down as follows: - Safari's Intelligent…

The online advertising industry is built on a diverse stack of AdTech platforms — ad servers, DSPs, SSPs, ad networks, and ad exchanges — each playing a distinct role in how media is transacted. Understanding the…

Tightening privacy regulations across Europe and the United States — and increasingly elsewhere — have placed programmatic advertising under significant pressure. Behavioural targeting, granular user segmentation, and…

Almost every data management platform (DMP) on the market allows advertisers to create audiences and use them for a range of purposes — improved online ad targeting, advanced analytics, and more. To create those…

Influencer marketing has seen a steady rise over recent years and established itself as one of the more effective tactics for brands looking to connect with target audiences. Understanding why it works — and how it got…

The proliferation of universal ID solutions over the past several years reflects a genuine structural crisis in programmatic advertising. Leading AdTech vendors have rushed to fill the gap left by the decline of…

May 25, 2019 marked the first anniversary of the General Data Protection Regulation (GDPR) coming into force — an EU law designed to give internet users meaningful control over how their data is collected, processed,…

In online advertising, targeting refers to displaying ads to users who match a defined set of criteria — age, location, interests, device type, browsing behaviour, and more. Consider a straightforward example: an…

In the early 1990s, companies, organizations, and Internet enthusiasts began building the first public websites. Advertisers quickly recognized the potential of this new medium and started experimenting with ways to…

Digital advertising is a global multi-billion dollar industry comprising thousands of companies, but at the heart of it all are two key players: the advertiser and the publisher. That relationship predates the Internet…

Before the Internet existed, brands and agencies relied on mediums like newspaper ads, direct-mail brochures, and TV commercials to reach mass audiences. Today, the range of available mediums and channels is far broader…

In the early days of online advertising, publishers relied on ad networks to sell their remnant inventory to advertisers. As publishers began working with more and more of these networks, it grew increasingly difficult…

As various technologies and tools rise to prominence and then fade, email's dominance as a marketing channel has remained remarkably consistent. It's not only the preferred means of business communication for most…