Targeting

Understanding Supply Side Platforms (SSPs): A Comprehensive Guide

Analytics, Marketing, Performance, Programmatic, SSPs, Targeting /

Supply Side Platforms (SSPs) play a crucial role, especially for publishers seeking to maximize their ad revenue. This guide delves into the fundamentals of SSPs, their importance, and how they function within the programmatic advertising landscape. What is a Supply Side Platform (SSP)? A Supply Side Platform (SSP) is a technology digital publishers use to […]

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Boost Your Programmatic CTV Campaigns with These 3 Proven Strategies

Connected TV, Programmatic, Targeting /

Connected TV (CTV) has emerged as a powerful medium, offering brands an unprecedented opportunity to reach highly engaged audiences. However, as with any digital platform, success in CTV requires a strategic approach. Here, we outline three essential strategies to elevate your next programmatic CTV campaign and maximize your advertising impact. 1. Embrace Audience Segmentation and

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The Rising Costs of CPCs and the Threat of Temu in Digital Advertising

Digital Marketing, Programmatic, Targeting /

Introduction Many clients and agencies are experiencing a rise in cost per click (CPCs) on Google and Facebook. This trend has made it more challenging for businesses to maintain profitability and achieve their advertising goals. At the same time, Temu, an emerging player in the e-commerce sector, is becoming a growing threat to established businesses.

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The Power of Recency & Frequency: The Basics for Programmatic

Analytics, Performance, Programmatic, Targeting /

In the dynamic realm of programmatic advertising, where algorithms and data analytics dictate ad placements in real time, the strategic interplay between frequency and recency emerges as a cornerstone of campaign success. As marketers navigate the ever-evolving digital landscape, understanding how to wield the power of frequency and recency becomes pivotal. These metrics not only

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Real-Time Bidding (RTB): What Marketers Need to Know

Analytics, Marketing, Performance, Programmatic, Targeting /

Real-time bidding (RTB) has revolutionized the landscape of programmatic marketing and the entire media mix, offering advertisers unparalleled flexibility and efficiency in reaching their target audiences. At its core, RTB is an auction-based method that allows advertisers to bid on individual ad impressions in real time, enabling them to optimize their campaigns dynamically. This real-time

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B2B Marketing Trends – AI And Programmatic Media

AI, Artificial Intelligence, Audience Targeting, B2B, Programmatic, Small Business /

In a recent webinar with BrandLive and eMarketer, three analysts explored current B2B trends and their predictions for the vertical. Predictions centered heavily around the utilization of Artificial Intelligence and how that would impact data quality, brand equity and marketing strategies. Below we highlighted a few of the key highlights, and you can watch the

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Are You Reaching Your Ideal Customers Beyond Google and Facebook?

Ad Formats, Audience Targeting, Awareness, Demographic, Digital Marketing, Marketing, Measurement, Performance, Programmatic /

Why Diversifying Your Digital Reach Across TV, Web, and Apps Is Essential to Effective Ad Campaigns In the diverse tapestry of digital advertising, there’s an often overlooked fact: every digital channel has unique roles and strengths. These channels, rather than being siloed entities, work synergistically to capture audience attention. Understanding the interplay and scope of

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Golden Opportunity in the Era of Cookie Deprecation – A Call for UID

Ads, Artificial Intelligence, Awareness, Cookies, Digital Marketing, Marketing, Measurement, Performance, Programmatic, Targeting, Unified ID /

In the midst of the impending cookie deprecation era, there is a distinct sense of excitement that permeates the dynamic realm of digital marketing, as eloquently expressed by Grant Whitmore. As the industry counts down to the anticipated implementation of blocking by Google on January 4th, 2024, it confronts challenges but also stands at the

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targeting your ideal audience once cookies are no longer used - you have options

What Are Cookies In Advertising? The Basics and Strategies For Navigating the Post-Cookie Era

Audience Targeting, Behavioral Targeting, Connected TV, Contextual, Cookies, Geofence, Privacy, Unified ID /

In the fast-paced realm of digital marketing, the term “cookie deprecation” has been making waves, leaving many business owners and marketers scratching their heads. What are cookies, and why should you care about their potential demise? Let’s connect the dots and explore the fundamental changes on the horizon. What Exactly Are Cookies And How Do

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What is Keyword-Level Search Retargeting?

Ad Formats, Ads, Audience Targeting, Geofence, Marketing, Measurement, Performance, Programmatic, Search /

At Above the Fold, our audience targeting solutions are uniquely built to enable highly localized planning, execution and attribution. In this blog, we’re going to be taking a bit of a deep dive into these questions: KEYWORD-LEVEL SEARCH RETARGETING  In a nutshell, keyword expansion is when you expand your keyword list for your SEM (search

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