Agencies increasingly make money through principal-based buying, a practice that is now spilling into the ad tech world. In recent weeks, The Trade Desk and agencies have been tussling over fee ...

Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.

Marketers are projected to have invested nearly $400 billion in US media in 2025, based on estimates from MAGNA and eMarketer. About half of that will go toward finding new customers. Yet, as ...

When one hears “agent” these days, one automatically thinks “AI” – but that’s not what this story is about. This is a story ...

If buyers want control, they need “bid rationalization,” shaping supply at the bid-request level so they see better, more outcome-relevant opportunities.

At the center of this challenge is a basic constraint of algorithmic optimization. Algorithms do not understand growth or ...

Amit Patel had been a longtime user of MyFitnessPal, a health and nutrition tracking app, before joining a year ago as CRO.

Publishers are exploring automation through agentic AI such as sales agents who actively make decisions in the auction.

Marketers debate whether to build or buy tools; Meta is shutting down the VR version of Horizon Worlds; and influencer marketing strives for authenticity.

Future's new Helix ad optimization solution adds AI-powered data science and predictive modeling to its in-house audience ...

Perion CEO Tal Jacobson is betting big on agents, outcomes and letting machines handle the messy parts of media buying.

Audience preferences are constantly evolving. So why not ads that evolve in real time, too? No, really. This AI startup is trying it.