There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of ...

Measurement and performance are expected to dominate convos at upfronts; Tubi doubles down on AI; and Meta takes down ads ...

Dive into AdExchanger's privacy-first measurement coverage for the latest updates, expert opinions, and analysis shaping the future of advertising and marketing technology.

Every company wants an AI-powered product. So what do they all look like? From A/B testing and media optimization to agentic ...

When Apple launched AppTrackingTransparency (ATT) in 2021, access to deterministic identifiers fell sharply as roughly 80% of ...

European TV has never been an easy market for buying or selling advertising. That is why RTL Group is focusing on a total ...

Pepsi cut ads, raised prices, and now must reverse both; YouTube is bringing interactivity to TV content; Instagram kills ...

Behind its edgy marketing, Liquid Death faces a familiar CPG problem: Most sales happen at the register, where media ...

The programmatic supply chain is “pretty flawed,” says Ozone COO Danny Spears – but publishers don’t have to just stand there ...

We now have plenty of evidence that AI can be an incredibly useful tool. But proof is also piling up that it erodes our ...

Advertising won’t help Epic in its Apple App Store fee scrap. But ads could wring more revenue from its dwindling Fortnite ...