Research Archives | AdExchanger

The Measurement Gap in B2B Advertising

AdExchanger Content Studio — Thu, 23 Apr 2026 13:26:02 +0000

The Measurement Gap in B2B Advertising Campaign Sophistication Is Increasing, but Performance Visibility Remains Limited B2B advertising is undergoing a major transformation. Campaigns now span multiple channels, target entire buying committees, and draw on richer audience data than ever before. Yet most marketers are still struggling to answer a fundamental question: are these investments actually […]

The post The Measurement Gap in B2B Advertising appeared first on AdExchanger.

Global Ad Revenue Cracks The $1 Trillion Dollar Mark In 2024

Mon, 09 Dec 2024 00:01:05 +0000

If “Austin Powers” supervillain Dr. Evil wanted to hold the world ransom for $100 billion, the global advertising industry might actually be able to afford it – at least, according to GroupM’s end-of-year forecast.

The post Global Ad Revenue Cracks The $1 Trillion Dollar Mark In 2024 appeared first on AdExchanger.

Consumers Expect Brands To Take A Stand On Roe v. Wade

Fri, 28 Oct 2022 12:59:33 +0000

Brands historically have stayed on the sidelines when it comes to hot-button social and political issues. But nowadays, American consumers often expect – and even demand – that companies form an opinion on issues they’re close to. Namely, consumers expect brands to stand up for women's rights, especially following the recent Roe v. Wade overturn.

The post Consumers Expect Brands To Take A Stand On Roe v. Wade appeared first on AdExchanger.

Delays To ID Deprecation Have Advertisers Slow-Rolling Their Measurement Solutions

Mon, 28 Mar 2022 12:11:44 +0000

Although cookies will soon be off the menu and mobile identifiers are under fire, advertisers are taking their sweet time to cook up alternatives. The ad industry has its reasons for procrastinating. Google’s decision to delay the deprecation of third-party cookies in Chrome until 2023, coupled with the continued availability of mobile ad IDs on […]

The post Delays To ID Deprecation Have Advertisers Slow-Rolling Their Measurement Solutions appeared first on AdExchanger.

IBM Watson Advertising And The 4A’s Investigate How AI Can Be Used To Address Bias In Advertising

Wed, 19 Jan 2022 16:08:10 +0000

AI can help mitigate bias in advertising – but it’s still early days. On Wednesday, IBM Watson Advertising and the 4A’s released findings from a six-month research project that used AI to analyze data from The Ad Council’s “It’s Up to You” COVID-19 vaccine education campaign. The data set consisted of 10 million impressions and more […]

The post IBM Watson Advertising And The 4A’s Investigate How AI Can Be Used To Address Bias In Advertising appeared first on AdExchanger.

Amazon Reclaims Top Spot For DSP In Latest Advertiser Perceptions Report

Fri, 18 Dec 2020 19:12:45 +0000

After slipping in the DSP rankings to Google earlier this year, Amazon has reasserted its no. 1 status as advertisers’ preferred platform. Bolstered by the last few months’ ecommerce surge, Amazon has reclaimed the top spot after having slipped behind Google and The Trade Desk in Q1 2020 – based on the Q4 2020 Advertiser Perceptions […]

The post Amazon Reclaims Top Spot For DSP In Latest Advertiser Perceptions Report appeared first on AdExchanger.

Digital Buoys Global Ad Spend Big Time During The Pandemic

Mon, 07 Dec 2020 22:24:36 +0000

GroupM, Magna and Zenith released global ad spend forecasts on Monday, and all agree that 2020 was not the catastrophe many had predicted. Disaster was averted in large part due to the accelerated shift to digital during the pandemic. Global advertising fell by 5.8% in 2020, according to GroupM, which “could have been worse” and […]

The post Digital Buoys Global Ad Spend Big Time During The Pandemic appeared first on AdExchanger.

Constellation Research: AI Piques Marketers’ Interest, But Overall Adoption Is Slow

Thu, 07 Jun 2018 04:30:20 +0000

Artificial intelligence (AI) adoption is relatively modest across large enterprises, but marketing and sales organizations are embracing the technology most quickly. Forty-six percent of companies are investing in AI for sales and marketing purposes, and 50% are deploying AI projects for commerce and customer service, according to a report released Thursday by Constellation Research. By […]

The post Constellation Research: AI Piques Marketers’ Interest, But Overall Adoption Is Slow appeared first on AdExchanger.

B2B Buyers Ready For Programmatic, But Pubs Still Catching Up

Fri, 13 May 2016 18:23:13 +0000

Since B2B publishers are still waking up to the possibilities of programmatic, media buyers must find B2B audiences on consumer sites. Sixty-three percent of media planners and buyers execute B2B campaigns programmatically, as opposed to 73% who do so for B2C campaigns, according to the inaugural “B2B Programmatic Media Planning and Buying” study released Friday by […]

The post B2B Buyers Ready For Programmatic, But Pubs Still Catching Up appeared first on AdExchanger.

New Report: Publishers’ Programmatic Pulse Quickens As Inventory Allocations Shift

AdExchanger — Thu, 01 Oct 2015 18:46:03 +0000

AdExchanger Research analyst Catherine Oddenino reports on publisher trends in the programmatic advertising ecosystem in her recently-released report, “The State of Programmatic Selling 2015.” Among Ms. Oddenino’s findings: “Programmatic Revenues are expected to have an even higher growth rate [in the next 12 months]. The number of publishers expecting over 20% of their revenue to […]

The post New Report: Publishers’ Programmatic Pulse Quickens As Inventory Allocations Shift appeared first on AdExchanger.