American household wealth just crossed $181.6 trillion in net worth, a celebratory sum, even though that wealth continues to be unequally distributed. In fact, American wealth inequality has increased to its largest gap in over 30 years. For brands, that complexity creates a real challenge. Wealth is concentrating, diversifying, and changing hands in ways that traditional consumer targeting was never built to track. For most of advertising’s existence, household income was the…

Progress is the only constant for publishers. The newsstand preceded the radio dial, which begat the TV guide, which was unseated by the search engine and, ultimately, the algorithm. Throughout it all, publishers have been the ultimate destination for consumers who wanted to truly understand what was happening in the world or to keep up with…

The history of the open Internet has always been filled with co-petition (or frenemies, if you’d like) organizations and frameworks that work together in some regard and compete in others. Consider it a digital cold war. Now, a relatively new…

Today ad agencies are expected to deliver campaigns that drive business goals while contending with increasing expectations for brand safety and user privacy. All of this is taking place during the decline of third-party cookies, which has threatened the efficacy of demand-side targeting. Buyers are now leveraging curation, a long-time supply-side tool designed to…

For years we have known a cookieless future awaits. And yet! Few seem prepared for this inevitability. Throughout history, there have been revolutionary changes that have remade industries and created powerhouses of those companies that took a leap to prepare for the future. IBM, was early to identify the personal computer revolution. Netflix created the modern streaming industry while it was an extremely successful DVD supplier. And for as many industry champions, there were…

With record-breaking growth in 2021 and hitting a revenue goal of $200bn in early 2022, digital advertising’s year-over-year growth has sharply declined, according to the Interactive Advertising Bureau’s (IAB) and PwC’s latest annual report. The report highlights how…