Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of ...

OpenAI will compete for performance ad budgets as it readies a conversion tracking pixel for ChatGPT ads, which the company began testing in February.

ACOS exemplifies the difference between Amazon and the general digital ad mindset. Google’s main metric, by comparison, is return on ad spend (ROAS) because Google’s focus is on the performance of the ...

As new platforms and technologies emerge, so do innovative ad formats like playable, skippable and short-form video ads. Advertisers and ad agencies who manage ad campaigns on their clients’ behalfs ...

Realeyes, a pioneer in the burgeoning field of "attention metrics," has spun off its advertising services practice into a new, independent company to focus squarely on the performance of ads. The new ...

In a media ecosystem defined by velocity, variability and vast amounts of noise, one thing has become increasingly clear: Attention is the new currency. Not impressions. Not clicks. Attention. Once ...

The Interactive Advertising Bureau released an updated version, the first since 2009, of its “Digital Video In-Stream Ad Metric Definitions” for public comment. Developed by the IAB Digital Video ...

Tenetic, an AI-powered insights and intelligence platform for local and national advertising buyers and sellers, has moved forward with the launch of a research and industry initiative focused on ...

Marketing and advertising have traditionally been split along a line. On one side are big brand campaigns that throw generous budgets at awareness-raising with flashy TV commercials and whole-page ...

Brand Metrics, a specialist in brand lift measurement technology, has deepened its partnership with DPG Media Advertising to embed brand lift measurement into DPG Media’s self-serve buying platform, ...