In sales, competitive intelligence became second nature — the reason teams know why deals were won or lost. Advertisers, on the other hand, are still optimizing in the dark. It’s time to bring the same discipline to marketing, and finally see beyond surface-level metrics.
Speed feels like smarts in advertising, but most “autonomous” systems optimize on labels and averages rather than behavior in context. They can’t see scroll, true in-view time, ad density, or what happens after the impression. Data without depth is a liability; the edge now is first-party, behavior-rich signals learned across environments.
You can have the best ad in the world – high-performing creative, long time in view, shown to an engaged user. But if it’s squeezed between seven other ads on a cluttered page? It’s not going to land. That’s the part we don’t talk about enough. The environment. The layout. The density. The visual noise around the impression. Let’s talk about two under appreciated KPIs that shape that environment.
OpenSincera is a bold step toward greater transparency in MarTech. This free API gives open access to inventory data across the web, signaling a shift toward more informed planning and smarter decision-making. But how far does this visibility really go – and what comes next for advertisers, publishers, and the open web?
You’ve heard the standard: 50% of an ad’s pixels, in view, for at least one continuous second. That’s the industry benchmark for viewability. It’s also the bare minimum. And it tells us very little about whether a user actually saw the ad – let alone engaged with it or remembered it.
Let’s start with what everyone agrees on: ad quality matters. It matters for advertisers trying to get results. It matters for publishers looking to maintain credibility. And it matters for the end users – yes, the ones we’re all supposedly optimizing for – who just want to read the content they came for without being bombarded, interrupted, or ignored.
For years, digital advertising has been looking backward—analyzing historical data to predict what’s next. But in a world where consumer behavior shifts in real time, fraudsters adapt instantly, and content constantly evolves, that approach is no longer enough. The future belongs to those who embrace AI-driven predictive intelligence, making smarter decisions before they even need to. Here’s how it’s changing the game.
Sell-side curation might just be the hottest topic in AdTech at the moment. See why publishers need to step up now and turn a hot topic into a win, and make sure the middlemen don’t walk away with all the benefits.
We’re naturally drawn to bad news but when it comes to ad dollars, it’s not always so straightforward. Read this article to explore why bad news gets clicks but doesn’t always pay and what really impacts engagement and ad revenue.
Since 2021, open programmatic ad spending has barely grown by 3% while the walled gardens – think Google and Amazon – have surged ahead with 10% growth. This gap raises questions about the future of the open internet. But, against this data, there are signs this landscape may become more balanced.
So, after bracing for impact and preparing to say goodbye to third party cookies, Google changed its position. Instead of removing third party cookies altogether, an opt-in dialog will be rolling out for users. What does this mean for publishers?
While there is no one-size-fits-all approach to ad density, striking the right balance is essential for maximizing revenue while ensuring a positive user experience.
