This year gifted the industry a boom in generative artificial intelligence, the proverbial death of Elon Musk’s X and another year of delay in Google’s crumbling third-party cookie. But if marketers had it their way, they’d ask for ways to standardize everything from data measurement to content management (in addition to more money, of course).
Marketers may not be sending letters to the North Pole to make their requests of Santa Claus, but Digiday talked to seven agency executives to find out just what’s on their holiday wishlist.
One platform to rule them all
At this point, the list of everything that is or can be an ad network is growing. More retailers are rolling out media networks and streaming services are adding ad-supported tiers. There’s in-app ads, in-flight ads and in-store ads. The possibilities are limitless when it comes to where to place an ad, and perhaps that’s the problem, from marketers’ point of view.
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