{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named Ad Age’s Best Place to Work 2024","datePublished":"2024-01-22T14:02:31+00:00","dateModified":"2026-09-08T21:45:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024"},"wordCount":515,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260709005031/20240109_Ad-Age-Award-1.png?fit=1200%2C600&ssl=1","keywords":["blog"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024","url":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024","name":"StackAdapt named Ad Age’s Best Place to Work 2024 - StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-ad-ages-best-place-to-work-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260709005031/20240109_Ad-Age-Award-1.png?fit=1200%2C600&ssl=1","datePublished":"2024-01-22T14:02:31+00:00","dateModified":"2026-09-08T21:45:23+00:00","description":"StackAdapt, the leading multi-channel programmatic advertising platform, has been named one of the Ad Age Best Places to Work 2024 for the third consecutive year.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/bulk-edit#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/bulk-edit"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"Improve your programmatic campaign productivity with bulk edit","datePublished":"2023-11-27T22:05:16+00:00","dateModified":"2026-09-08T21:45:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/bulk-edit"},"wordCount":1043,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/bulk-edit#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220215804/20231026_Blog-Refresh-Bulk-Edit-header.jpg?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"In programmatic advertising, time matters. Whether it is related to the timeliness of the campaign concept, campaign reporting, or optimizations, the speed and accuracy at which decisions and changes are made is fundamental to campaign success. \n\n\n\nReal-time feedback on how your campaigns are performing while in flight is crucial for optimizing your time use. The feedback you gather from your demand-side platform (DSP)’s reporting allows you to make quick optimization decisions that can help you meet your campaign goals.\n\n\n\nBulk editing features are time savers when it comes to making multiple campaign modifications quickly and easily. This tool can give your workflow a valuable boost in productivity. \n\n\n\nAlthough productivity is defined through many factors, we know that some platform features and functionalities can produce direct results toward improving it. For example, leveraging StackAdapt’s Bulk Edit is associated with a 22% decrease in median session length compared to using the campaign editor.\n\n\n\nRead on to learn how you can start taking advantage of the bulk editor. \n\n\n\nBulk edit for programmatic advertising explained\n\n\n\nBulk Edit enables you to make large and crucial changes to your campaigns in just a few simple clicks. It was designed to save time and improve productivity in day-to-day campaign management. \n\n\n\nBy displaying campaign fields available for Bulk Edit and a preview of campaigns that will be affected by this change, it puts you in the driver’s seat with full control when it comes to understanding and making changes to your campaigns.\n\n\n\n6 ways to use bulk edit\n\n\n\nBulk Edit allows you to edit specific elements such as targeting and inventory of a campaign in bulk. Here are two of the key ways that you can effectively leverage Bulk Edit in your digital campaigns. \n\n\n\n1. Targeting\n\n\n\nYou can proactively make bulk changes to your campaign’s targeting parameters in real-time—to add or remove parameters such as geographic locations and audience segments based on campaign performance.\n\n\n\nFor example, you are running multiple campaigns targeting one city, Chicago. You noticed your campaigns are not scaling due to the limited geo selected and would like to expand your reach by targeting an additional city, like New York. You can bulk edit targeting by selecting the affected campaigns and adding New York as a new target city.\n\n\n\nAdditionally, a similar tactic can be applied in the event that you are targeting multiple US cities in your campaigns and are looking to remove underperforming cities. \n\n\n\nInstead of individually removing the underperforming cities and repeating this process across multiple campaigns, having the option to bulk edit allows you to accomplish this task across several campaigns at once.\n\n\n\n2. Inventory\n\n\n\nEditing Inventory in bulk enables you to make multiple adjustments to fine-tune your device types, deal IDs, domain inclusions or exclusions, and supply sources used within a campaign or across multiple campaigns.\n\n\n\nFor example, you are noticing the mobile inventory is not performing as expected across multiple native campaigns and would like to scale back on mobile traffic—or completely remove this inventory type all at once. These changes can all be made in conjunction with one another directly within the bulk editor.\n\n\n\n3. Organization \n\n\n\nYou can use the Organization tab to make bulk edits to the organization of your campaigns. This means modifying the advertiser, campaign group, or campaign fields. You’ll find this capability is useful if you’d like to regroup selected campaigns under a new or existing advertiser or campaign group, or if you’d like to edit campaign names in bulk.\n\n\n\n4. Creative assets\n\n\n\nThe Creative tab allows you to make bulk edits to the ads in your campaigns. You can adjust the headlines, body text, and images across multiple campaigns. For example, if you’re planning to run the same ad again with the same copy, but want to update the creative image–you’re able to. \n\n\n\nYou can also make use of the bulk upload option. This makes it possible to upload creatives in bulk and assign them to specific campaigns. Then, the platform will allow you to edit the creatives using a spreadsheet that works similarly to an Excel spreadsheet. \n\n\n\n5. Bid and goal   \n\n\n\nYou can use the Bid and Goal tab to make adjustments to the flight dates, bid type and amount, goal type and amount, and the budgets of multiple flights at a time. It’s a great tool for updating multiple parameters at a time with ease.\n\n\n\n For example, if you receive requests to change flight dates across multiple campaigns, you can make the changes with just one single step using the Bid and Goal tab in the bulk editor.\n\n\n\n6. Strategy \n\n\n\nWithin the Strategy tab you can make bulk edits to two different elements: Bid Factors and Creative Tactics. You can view the common bid factors between all of your campaigns and edit them in bulk. \n\n\n\nAnd with Creative Tactics you can edit any existing creative tactic for any of your campaigns. This means being able to reorder the tactics or redefine the priority.\n\n\n\nRegardless of what type of edit you’re making, Bulk Edit useful because it will show you a preview of the edits on the flights you’ve selected, before you confirm the changes. This means that with every optimization you make, you can double check the updates being made before committing to them.\n\n\n\nGet started with bulk edit\n\n\n\nWhether you’re running a campaign for the first time, or have multiple flights on the go, conducting optimizations in a timely manner is a necessary but cumbersome task. Bulk Edit is the perfect feature for anyone looking to make multiple changes to their campaign quickly, and easily. And, as your campaigns grow in complexity, you’ll find that Bulk Edit becomes even more useful!\n\n\n\nTo get started, try editing just two campaigns with the bulk editor. You can then work your way up to editing larger groups of campaigns. Ultimately, Bulk Edit will enable you to spend less time on campaign edits, and more time focusing on campaign performance. \n\n\n\nWant to get started with Bulk Edit? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-audience-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-audience-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 ways to win at B2B audience targeting","datePublished":"2023-11-17T20:24:14+00:00","dateModified":"2026-09-08T21:45:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-audience-targeting"},"wordCount":997,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-audience-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220220223/20231115_B2B-Solutions_Header.jpg?fit=1201%2C601&ssl=1","keywords":["audience targeting","b2b","blog","Content Level : 101"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"B2B marketing is increasingly digital. According to eMarketer, digital ads will comprise nearly 50% of all B2B ad spending in 2024. With the rise of digital, marketers are facing challenges when it comes to B2B audience targeting. \n\n\n\nWhether it’s struggling to precisely target decision makers, meeting competitive key performance indicators (KPIs) such as cost per lead (CPL), or deriving deeper insights about your audience—it’s understandable that finding B2B strategies that satisfy all of your targeting needs is key. \n\n\n\nRead on to learn 6 programmatic advertising solutions for B2B marketers that you can leverage to help you target your ideal audiences with precision. \n\n\n\n6 winning strategies to leverage for B2B audience targeting\n\n\n\n1. Take advantage of 3rd-party data providers\n\n\n\nFinding the right decision makers and other appropriate B2B contacts can be challenging. One tactic for overcoming this challenge is to leverage 3rd-party data for your B2B programmatic advertising. \n\n\n\nOne way you can access 3rd-party data is through data management platforms (DMPs). The platforms gather data about user demographics, on-site or in-app behaviour, engagement with ads, and more.\n\n\n\nDMPs can also help to hone down your audience data to be more manageable, making it easier to understand and use. They can identify users for you in the form of ready-to-use segments. From there, you can target decision makers, C-Suite executives, specific industries, and more. \n\n\n\n2. Reach relevant users with 1st-party data \n\n\n\nWith 1st-party data you’re able to reach relevant users that you already have contact information for. Your demand-side platform (DSP) should allow you to easily upload your CRM data directly into its UI, making your segment ready to target in near real-time. This streamlined process means you can spend less time waiting to onboard, and more time focusing on your campaigns. \n\n\n\nFor example, StackAdapt is partnered with LiveRamp, a data connectivity platform that enables us to offer marketers an audience integration. With this integration, you can generate your CRM audience quickly, providing fast access to proprietary 1st-party audience lists to target in your campaigns. This streamlined process means you can spend less time waiting to onboard, and more time focusing on your campaigns.\n\n\n\n3. Target specific companies using account-based marketing (ABM)\n\n\n\nAccount-based marketing (ABM) is a business-to-business (B2B) marketing strategy that concentrates marketing toward a set of specific accounts within a market. \n\n\n\nTraditional ABM has relied on physical-world activities like events where marketers get one-on-one time with the stakeholders at a target company. Although traditional ABM works, personalization at scale for target accounts is a top challenge.One way to overcome this challenge is by leveraging the power of programmatic. With programmatic ABM, you can use programmatic ad buying technology to target high-value B2B professionals based on account lists, firmographic, and personal-level data. You’re able to reach audiences with relevant, high-value ads that will win over the right accounts. \n\n\n\nAccount-based marketing (ABM) lists are perfect for B2B marketers who already know which specific companies should see their ads. To leverage this strategy, start by identifying your top accounts. Then, upload a list of those accounts into your DSP. It will be populated so that it is ready to use alone, or intersected with any 3rd-party segment. \n\n\n\nThis tactic is helpful if you have a very niche contact in mind that you need to get in front of, and are comfortable driving a high impression frequency. You can also save media dollars by using segment intersection options to ensure you are getting in front of the right people.\n\n\n\n4. Target ISP audiences to reach specific wi-fi networks\n\n\n\nTo target users by their specific places of business, you can incorporate an internet service provider (ISP) targeting strategy. This strategy reaches people by their specific ISP, providing very targeted relevance for businesses who want to have their message seen by a location-specific audience. \n\n\n\nThe main benefit of ISP targeting is that it delivers your ads to highly specific audiences. It’s an ideal tactic for B2B marketers who want to target the office buildings of a company they are wanting to prospect. \n\n\n\n5. Use dayparting to reach users at the right time\n\n\n\nDayparting is a common campaign parameter that allows you to set particular ads to run only at certain times of the day. It allows you to split the day into time intervals to indicate when different campaigns will run throughout the day.\n\n\n\nFor B2B marketers, dayparting can be used to run campaigns on specific days of the week and at specific times. In this case, leverage dayparting to make sure your ads run Monday to Friday, between 9:00am and 5:00pm.\n\n\n\n6. Use targeting and measurement to track results and optimize\n\n\n\nEnsuring your programmatic platform offers a solution for tracking measurement and attribution is key to your B2B campaign success. It’s by monitoring performance that you can uncover which touch points in your marketing funnel are generating the most value, and make optimizations in real-time.  \n\n\n\nOnce you know that, you can make informed budgetary decisions that will help to scale the profitability of your digital campaigns. For example, you can leverage reporting to understand exactly who engages with your ads, validate the quality of targeting data, refine audience segmentation, and optimize ad creative messaging. \n\n\n\nUse B2B audience targeting to reach the right users\n\n\n\nEngaging your audience across all stages of the buying process won’t be achieved with a one-size-fits-all approach. With B2B advertising, the key is specificity. \n\n\n\nHone in on the benefits of your particular product or service, and experiment with different tactics to uncover how that benefit can best be communicated to your ideal audience. Use the above tactics to reach the right users with precision.\n\n\n\nReady to develop a comprehensive B2B targeting strategy? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/leveraging-technology-for-human-centric-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/leveraging-technology-for-human-centric-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"From data to dialogue: Leveraging technology for human-centric marketing","datePublished":"2024-03-07T18:40:12+00:00","dateModified":"2026-09-08T21:45:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/leveraging-technology-for-human-centric-marketing"},"wordCount":1800,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/leveraging-technology-for-human-centric-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145853/20240305_Humanizing-Adtech-1.png?fit=1200%2C600&ssl=1","keywords":["adtech","blog","Content Level : 201","martech"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"Discover how human-centric marketing, powered by martech and adtech, builds deeper connections and enhances customer experiences."}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Voter file data: Transforming political campaigns through a fast, targeted strategy","datePublished":"2024-02-14T16:58:25+00:00","dateModified":"2026-09-08T21:45:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data"},"wordCount":1203,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260305200941/20240209_1PD-and-Political-Advertising-1.webp?fit=1201%2C601&ssl=1","keywords":["audience data","audience targeting","Content Level : 201","political","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Explore how voter file data revolutionizes political campaigns, offering precise targeting and efficient strategies for maximized impact."}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data","url":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data","name":"Hyper-Targeted Political Campaigns with Voter File Data - StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260305200941/20240209_1PD-and-Political-Advertising-1.webp?fit=1201%2C601&ssl=1","datePublished":"2024-02-14T16:58:25+00:00","dateModified":"2026-09-08T21:45:18+00:00","description":"Explore how voter file data revolutionizes political campaigns, offering precise targeting and efficient strategies for maximized impact.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/transforming-political-campaigns-with-voter-file-data#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260305200941/20240209_1PD-and-Political-Advertising-1.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260305200941/20240209_1PD-and-Political-Advertising-1.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Graphic illustration of first-party data voter files used for political ad campaigns"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt earns spot on G2’s 2024 Best Software Awards for 5th year in a row","datePublished":"2024-02-06T14:53:45+00:00","dateModified":"2026-09-08T21:45:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards"},"wordCount":604,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145337/20240205_2024-G2-Awards-Blog-Header-01.png?fit=1200%2C600&ssl=1","keywords":["company updates","programmatic advertising"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards","url":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards","name":"StackAdapt Earns Spot on G2's 2024 Best Software Awards - StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145337/20240205_2024-G2-Awards-Blog-Header-01.png?fit=1200%2C600&ssl=1","datePublished":"2024-02-06T14:53:45+00:00","dateModified":"2026-09-08T21:45:19+00:00","description":"StackAdapt earns spot on G2's 2024 Best Software Awards for Top 100 Highest Satisfaction Products, Top 50 Marketing and Digital Advertising Products, and Top 100 Software Products.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/g2-2024-best-software-awards#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145337/20240205_2024-G2-Awards-Blog-Header-01.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145337/20240205_2024-G2-Awards-Blog-Header-01.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt earns spot on G2's 2024 Best Software Awards for Top 100 Highest Satisfaction Products, Top 50 Marketing and Digital Advertising Products, and Top 100 Software Products"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt ranked as one of Canada’s top growing companies","datePublished":"2022-09-23T14:28:16+00:00","dateModified":"2026-09-08T21:46:45+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022"},"wordCount":477,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144843/20220919_Canadas-Top-Growing-Companies_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates","programmatic advertising"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022","url":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022","name":"StackAdapt Named One of Canada’s Top Growing Companies","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144843/20220919_Canadas-Top-Growing-Companies_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2022-09-23T14:28:16+00:00","dateModified":"2026-09-08T21:46:45+00:00","description":"For the 4th consecutive year, StackAdapt has been included on the Report on Business list of Canada’s Top Growing Companies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Complete guide to programmatic audio ads","datePublished":"2022-09-08T13:00:00+00:00","dateModified":"2026-09-08T21:46:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads"},"wordCount":1063,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260306193154/20220908_Audio-Advertising.webp?fit=1667%2C835&ssl=1","keywords":["audio","Content Level : 101","multi-channel","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Programmatic audio enables you to run audio ads through your programmatic platform. It uses a similar process to display advertising, which automates the selling and insertion of ads into audio content. \n\n\n\nWith programmatic audio, you can buy targeted ads from all the major audio publishers using one system. Ads reach your audience through various devices, including desktop, mobile, and tablet. \n\n\n\nWhat are programmatic audio ads \n\n\n\nProgrammatic audio ads are ads that appear in audio content like podcasts, digital radio, and music-streaming services. \n\n\n\nThere are different types of audio ads, but they share one thing in common: They are characterized by a voiceover and sound design delivering a message to your target audience. \n\n\n\nTypically, audio ads are between 15 seconds and 1 minute long. They’ll be played before, at the midroll, or at the end of a streaming playlist or podcast. Or, they’ll run at designated times throughout digital radio programs. \n\n\n\nTrends in audio advertising\n\n\n\nWith audio gaining an increasing prominence in our daily lives, trends around this digital advertising channel are emerging. Hear are 5 audio advertising trends you should keep a pulse on. \n\n\n\n1. Digital audio listenership is growing\n\n\n\nIn 2020, more than 70% of US adults were listening to digital audio content at least once a month. And in 2022, about 66% of the US population ages 12 and older listens to digital audio at least once per week. This is up 5 percentage points from 2021, which indicates the increasing adoption of this channel. Time spent with audio is growing as well. Individuals in the US spend on average 16 hours and 14 minutes per week listening to digital audio. \n\n\n\n2. Smart speakers are becoming a household norm \n\n\n\nAdoption of smart speakers and voice assistants is on the rise. Today, one-third of US households are equipped with smart speakers and 44% of US adults use voice assistants. This signals that these devices are becoming common home appliances.\n\n\n\nJuniper Research predicts that in 2022 over 870 billion voice assistant-enabled devices will be used by US consumers and 31% of digital audio listeners will be accessing their audio content via smart speakers. \n\n\n\n3. Mobile is the preferred device for digital audio listening\n\n\n\nWith audio, there’s no need to look at a screen. Because there’s no visual element, most digital audio streaming is done over a mobile device. One study found that  65% of US podcast listeners use mobile to listen to podcasts, versus 14% on laptop or desktop.\n\n\n\nAlthough mobile is the preferred choice of device for audio listening, you shouldn’t discount desktop or laptop listening entirely. Edison Research finds that 25% of podcast listeners do use a desktop or laptop to listen to podcasts.\n\n\n\n4. Digital audio ads can now be visual, too \n\n\n\nAudio ads perform well on their own, but it’s possible to boost their effectiveness even further by adding a display companion ad. Audio companion ads, also known as audio companion banners, are clickable, visual ads that run at the same time as an audio ad. \n\n\n\nThey are displayed for the duration of the ad, while listeners hear your audio ad through a mobile device or desktop. Including companion banners alongside your audio can help reinforce the impact of your message and drive more engagement.\n\n\n\n5. B2B marketers are leveraging programmatic audio ads\n\n\n\nFor B2B marketers, the format of audio ads combined with user listening habits make programmatic audio campaigns a great fit for targeting the needs, interests, and challenges of a business or organization. \n\n\n\nB2B marketers are leveraging programmatic audio because with this channel it’s possible to target niche audiences, convey brand personality, educate the target audience, and retarget qualified B2B users.\n\n\n\nThe benefits of programmatic audio advertising\n\n\n\nProgrammatic audio ads have many benefits, from impressive engagement rates to driving brand awareness. Let’s tune into 3 of the main benefits of digital audio advertising.  \n\n\n\n1. Highly targeted ads\n\n\n\nAs with all digital advertising, programmatic audio enables marketers to fine-tune their targeting. Leverage data from audio partners to target specific genres, playlists, moods, moments, and so much more. Use that information to target your audience based on household income, online behaviour, location, and other demographics.  \n\n\n\n2. Reach younger audiences\n\n\n\nAudio is popular among digitally savvy millennials and Gen Z, so you can reach a younger audience that is entering, or already in, their prime spending years. And, you can form long-lasting relationships with your audience, that with nurturing, will result in a higher customer lifetime value (CLV) over time.\n\n\n\n3. Brand awareness\n\n\n\nAudio is an immersive and intimate medium that leverages storytelling to create a connection between the content and listeners. Data shows that compared to other media, digital audio is more likely to engage long-term memory for both details and memories, as well as increase emotional intensity. This results in a better receptiveness between the audience and a brand, which drives strong brand awareness.\n\n\n\nBest practices for programmatic audio \n\n\n\nThe most important aspect of your programmatic audio ads is the message they share. From the script for your audio ad to the voice actor used for the voiceover and background sound, every detail of an audio ad contributes to how your message is communicated to a listener. \n\n\n\nIf you’re thinking about running your first programmatic audio campaign, here are some best practices to keep in mind, which will help you strike the right chord with your listeners.\n\n\n\n\nDevelop a message for your ad that is clear and to the point.\n\n\n\nIncentivize your listeners to take action with a call to action (CTA).\n\n\n\nTap into your listener’s imagination using music and sounds.\n\n\n\nStick to a conversational and friendly tone.\n\n\n\nKeep it brief so that your audience remembers your message.\n\n\n\nTest creatives for creative insights and to minimize ad fatigue.\n\n\n\n\nGet started with programmatic audio ads\n\n\n\nProgrammatic audio ads work well as a standalone campaign, but digital audio is also a powerful complement to your other programmatic channels. \n\n\n\nAudio is emotionally engaging and screen-free, so you can reach listeners at home or while they're on the go. This makes it the perfect channel to add to your multi-channel strategy. Leverage audio in your strategy to convey brand personality and build brand awareness.\n\n\n\nWant to run exceptional programmatic audio campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads","url":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads","name":"Ultimate Guide to Programmatic Audio Ads | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260306193154/20220908_Audio-Advertising.webp?fit=1667%2C835&ssl=1","datePublished":"2022-09-08T13:00:00+00:00","dateModified":"2026-09-08T21:46:47+00:00","description":"Learn what programmatic audio ads are, the different types of audio ads, and the benefits of programmatic audio advertising.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/live-sports-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"3 tips for live sports marketing with programmatic","datePublished":"2022-09-06T18:22:03+00:00","dateModified":"2026-09-08T21:46:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-marketing"},"wordCount":845,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150432/20220823_5-Tips-For-Marketing-Live-Events--1.jpg?fit=1201%2C600&ssl=1","keywords":["connected tv","contextual targeting","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Streaming live sporting events often attracts some of the largest TV audiences in the US. Millions of viewers tune in to watch their favourite teams, which makes live sports marketing an opportunity to reach a broad and enthusiastic audience.  \n\n\n\nWhile it’s still possible to watch live sports events through traditional TV channels, many viewers are ditching their cable subscriptions and watching live sports through connected TV (CTV) instead. \n\n\n\nFrom the NBA to the NFL, viewers are now tuning into streaming services to catch prime-time games live. In 2021, approximately 57.5 million viewers in the US watched digital live sports content at least once per month, a figure that is projected to rise to over 90 million by 2025.\n\n\n\nRead on to learn how you can leverage programmatic advertising to tap into the marketing benefits of live sports events. \n\n\n\nKeep track of the most popular live sports events \n\n\n\nSporting events are broadcast to audiences all over the world so that viewers who can’t be in the stands themselves can join in the excitement, too. \n\n\n\nKnowing which sporting events will be drawing audiences, and when they will livestream in 2023, will keep you on top of your live sports marketing strategy. \n\n\n\nMajor sporting events in 2023 \n\n\n\nWe've compiled a list of the most impactful live sports events below. This will help you to plan your marketing efforts throughout the year!\n\n\n\nSporting EventTime of YearSuper BowlFebruary 2023Daytona 500 February 2023Kentucky DerbyMay 2023Formula 1Year-RoundNHL Stanley CupJune 2023US Open GolfJune 2023NBA FinalsJuly 2023WimbledonJuly 2023Women’s World CupJuly – August 2023\n\n\n\nGet to know live sports audiences\n\n\n\nWatching a big game brings people together. From living room Super Bowl parties to gathering in a local pub to watch over drinks, there is a sense of community amongst sports lovers. \n\n\n\nWhen your brand shows up to root for a football team, you have an opportunity to reach a dedicated and passionate audience. Understanding who that audience is will enable you to find alignment between your brand and their interests. \n\n\n\nTo discover who the live sports audience is, you can conduct market research and analyze industry trends, and leverage that research to create customer profiles. Then, with a programmatic approach, you can personalize your ads so that they speak to the sports fans you’re trying to reach. \n\n\n\n3 sports marketing strategies for programmatic \n\n\n\n1. Engage audiences with Connected TV advertising\n\n\n\nTraditional TV can be prohibitively expensive, especially for small or mid-size agencies. Connected TV (CTV) advertising is more cost-effective because it provides access to the open internet, and enhanced targeting and inventory selection. \n\n\n\nConnected TV is the term describing any type of TV that is capable of streaming digital video, including smart TVs and devices that facilitate the delivery of streaming video. CTV advertising delivers ads through these digital streaming channels. \n\n\n\nBy leveraging CTV for live sports marketing, you’ll reach engaged viewers who have made the active choice to watch the programming. And, they don’t have the option to fast forward or skip any ads.\n\n\n\n2. Reach receptive viewers with contextual targeting\n\n\n\nRather than targeting ads based on user behaviour, contextual advertising targets ads based on the environment in which an ad appears. Your ad is placed based on the content that a user is consuming at that time, which means you can reach users who are in a specific frame of mind. \n\n\n\nFor example, if you’d like to advertise game day snacks to consumers who will be watching the Super Bowl, you can leverage contextual targeting to ensure your ads appear alongside Super Bowl coverage, like blogs and articles. Or, align your ads with fixtures or game results to reach users who are super engaged with sports. \n\n\n\nContextual advertising is a cookieless targeting tactic that ensures ads are relevant to the page on which they appear, making it a perfect method to reach engaged sports fans.\n\n\n\n3. Use geotargeting to find relevant audiences\n\n\n\nGeotargeting is a targeting tactic that enables you to deliver ads based on a user’s location. You can target by country, state, US county, city, or zip code, or leverage a list of addresses or latitude and longitude coordinates to reach your ideal audiences. \n\n\n\nLeveraging geotargeting enables you to target and retarget consumers that pass through specific locations. To reach sports fans, you might set the radius around brick and mortar sporting goods stores, stadiums where fans attend games, or pubs where fans gather to watch.\n\n\n\nGet started with live sports marketing\n\n\n\nWith viewers increasingly turning to streaming as a means to cheer on their favourite teams, there’s no better time than now to leverage digital channels to reach the live sports audience. \n\n\n\nCTV advertising, contextual targeting, geotargeting and DOOH are all effective strategies for reaching sports fans with live sports marketing. \n\n\n\nWant to know more about live sports marketing? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/sequential-messaging#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/sequential-messaging"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"Leverage sequential messaging for personalized campaigns that perform","datePublished":"2022-09-02T13:04:00+00:00","dateModified":"2026-09-08T21:46:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/sequential-messaging"},"wordCount":1216,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sequential-messaging#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144320/20220816_Sequential-Targeting_Header-1.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","dynamic retargeting","programmatic advertising","retargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Sequential messaging is a powerful programmatic retargeting strategy. You can leverage it to tell a story that is tailored to users across multiple channels, devices, or inventory sources. By creating cohesive messaging that your audience is exposed to repeatedly, you’re able to drive users down the marketing funnel.Ready to get started with sequential messaging? Read on to learn the basics of sequential messaging, types of sequential targeting, and tips for your sequential messaging strategy.\n\n\n\nWhat is sequential messaging\n\n\n\nSequential messaging, also known as sequential retargeting, is a marketing strategy that uses a sequence of ads to tell a story. With a sequential marketing strategy, users are shown a tailored sequence of ads that are designed to resonate with them. Sequential messaging creates a highly personalized experience that engages your target audience throughout the marketing funnel. \n\n\n\nSequential messaging benefits any advertiser who is interested in using a multi-touch approach to drive conversions. It can be leveraged by new brands that are focused on driving awareness, and by established brands that are launching a new product or looking to re-engage their existing audience. \n\n\n\nThe benefits of sequential messaging\n\n\n\nThere are two main benefits of leveraging a sequential targeting strategy:\n\n\n\nSequential messaging promotes re-engagement from your audience\n\n\n\nIn many cases, your target audience won’t engage with a call to action (CTA) the very first time that they encounter your messaging. Audiences often spend some time in a consideration stage, where they consider information they are learning from your messaging. \n\n\n\nOne of the benefits of sequential messaging is that it nurtures your audience while they are in this consideration stage. By serving them follow up ads, users are driven closer to engagement, or to re-engage. \n\n\n\nSequential messaging helps personalize your marketing\n\n\n\nWith sequential messaging, your audience is served ads based on what message they’ve previously been served, or on what ads they’ve engaged with. This makes it possible to deliver them a sequence of messages that resonates with their journey through the funnel. \n\n\n\nDon’t underestimate the power of a personalized sequence of ads. According to research by McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen.\n\n\n\nExample of a sequential messaging strategy\n\n\n\nA sequential messaging strategy starts with an overall awareness campaign. The awareness campaign is used to introduce your brand to a broad audience. This initial messaging can be broad, because the goal of the initial campaign is to collect users who are interested in your offering.\n\n\n\nBased on a click or another action taken on your brand awareness campaign, you can collect the users who showed intent, and retarget them on the next channel. This next message in your sequential targeting strategy should be more personalized. \n\n\n\nFor example, if a pool of users all clicked through to your site to view a specific product, you can leverage dynamic retargeting to remind them of that product. This sequence of messaging is highly scalable as dynamic retargeting can be deployed on multiple pages.\n\n\n\nWith sequential targeting, it’s all about taking a strategic approach to your messaging. Consider every detail of the sequence, from what the next message will be, to what channel the user will be served that message on.The goal is ultimately to collect a more qualified retargeting audience at each stage of your funnel. This way, you can guide your audience toward completing the main goal of your campaign, like making a purchase or submitting a form for conversion. \n\n\n\nTypes of sequential targeting\n\n\n\nWith a sequential messaging strategy, you can deliver ads to an audience in a predetermined order based on which message they were recently served. Here are 3 ways you can collect the retargeting  audience data based on their interaction with your ad.\n\n\n\n1. Quartile views or listens\n\n\n\nA basic sequential execution collects audiences that have completed watching or listening to 25%, 50%, 75%, or 100% of your video or audio ads. This allows you to collect these users and retarget them using another channel and deliver the next creative message in your story. \n\n\n\nAn example of using this method as part of your sequential messaging campaign is to show the user what the brand is about in a 15 or 30 second video ad, and collect the viewers who completed the majority of the video. \n\n\n\nThen, set up a display campaign that highlights what makes your brand special, unique, or attractive. This way, you’re able to subtly communicate the value of your offering to an audience who is in the consideration phase.\n\n\n\n2. Site retargeting\n\n\n\nWith site retargeting, you’re able to use a pixel to create an audience of users who have visited or interacted with your site. From there, you can tailor the next message that you deliver to them. \n\n\n\nThese users have already shown interest in your brand by landing on your site, but they may not have completed the main action. They are likely in the consideration phase and need more information to move to a conversion.To drive these users further down the marketing funnel, sequentially retarget them by leveraging native advertising. For example, retarget them with a blog or whitepaper that shares more detailed information about your offering. \n\n\n\n3. Click retargeting\n\n\n\nCreate an audience based on users who have clicked on one of your ads then re-engage them with a more relevant ad that features a strong call to action. Clicking is one form of showing intent that signifies the opportunity for you to sequentially retarget them.\n\n\n\nFor example, you can retarget the click action on a native ad by serving that audience a display ad. Within your display ad, include a personalized promotional offer that will motivate the audience to convert.   \n\n\n\nGet started with a sequential messaging strategy\n\n\n\nAre you ready to leverage sequential messaging that will give your target audience a personalized campaign experience? Here are 3 steps to take when planning and implementing a sequential targeting strategy.  \n\n\n\n1. Plan your sequential messaging strategy in advance\n\n\n\nSet up all possible retargeting audiences in advance, regardless of when you plan to retarget them. It's a huge benefit to have as many retargeting audiences as possible for your campaigns. Collecting them from the beginning will ensure you have the data ready to leverage in the future.\n\n\n\n2. Visualize the journey and tailor your story \n\n\n\nAnalyze your customer journey to determine which channels and messaging apply to which part of the funnel. Be thoughtful about where each retargeting group fits in the funnel based on the user action, so that you can communicate accurately. For example, messages at the top of the funnel should be awareness focused, but messages further down the funnel should drive a desired action. \n\n\n\n3. Re-evaluate and optimize your strategy \n\n\n\nAlways analyze your sequential campaigns so that you can find opportunities to improve and optimize performance. Determining a main key performance indicator (KPI) at each stage of the marketing funnel will give you benchmarks to assess the performance of your strategy. By keeping track of these KPIs, you can determine if each channel and sequential message is performing well.\n\n\n\nWant to build personalized campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/advertising-in-video-games#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/advertising-in-video-games"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 reasons why you should be advertising in video games","datePublished":"2022-08-25T12:56:00+00:00","dateModified":"2026-09-08T21:46:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/advertising-in-video-games"},"wordCount":864,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advertising-in-video-games#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260311140035/20220830_In-Game-Advertising-Benefits_V2.webp?fit=1200%2C600&ssl=1","keywords":["in-game","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"There will be 179.6 million monthly gamers in the US this year—meaning more than half of the US population will identify as digital gamers by the end of 2022. \n\n\n\nGamers are now nearly synonymous with everyday consumers, and it’s time for advertisers to pay attention. Advertising in video games, also known as in-game advertising, will help you tap into a growing and engaged audience. \n\n\n\nThis upward trend points to the growing opportunity to reach engaged audiences through video game ads. In-game advertising leverages programmatic to enable ads to appear in mobile, computer, and video games. With blended in-game, ads are seamlessly integrated, so they don’t interrupt gameplay. \n\n\n\nWhat are in-game ads\n\n\n\nBlended in-game ads appear on in-game objects such as billboards, walls, jerseys, and more during gameplay. The goal of blended in-game advertising is to insert ads that get noticed while not interrupting the player's enjoyment of the game. \n\n\n\nThey are non-intrusive, highly-viewable and drive high brand recall. Blended in-game ads can be delivered through programmatic advertising on gaming consoles, mobile devices, or on PCs. \n\n\n\nBlended in-game inventory can be run at scale across impactful suppliers and platforms around the world. \n\n\n\nWhat are two common blended in-game ad units\n\n\n\nThe most common formats that are leveraged in a blended in-game ad campaign are display and video ads. Let's break them down: \n\n\n\nIn-game display ads\n\n\n\nDisplay ads are typically a designed image or a photo combined with copy. They should be eye-catching enough to attract the attention of a gamer, and they should deliver a quick message. \n\n\n\nSince display ads are often small, it’s important to clearly communicate a single message with a strong call to action (CTA). Note that CTAs cannot be clickable, so be sure to communicate concisely to the user how they can engage with your brand further. \n\n\n\nBlended in-game video ads\n\n\n\nVideo advertising is a great way to create an emotional connection to your brand. Since it’s a visual medium, it's important to focus on a narrative that demonstrates your larger brand story. \n\n\n\nRather than telling the audience why you’re the best product or service for them, show them how your values align with theirs. \n\n\n\n4 benefits of advertising in video games\n\n\n\nIn-game advertising offers an opportunity to reach a growing and diverse audience. But, this isn’t the only benefit of leveraging this channel. \n\n\n\n1. Reach a diverse audience of gamers \n\n\n\nThere isn’t a “one size fits all” for a typical gamer. Gaming audiences are incredibly diverse in their demographics. For example, a 2021 study showed that 55% of gamers identified as male, and 45% identified as female, and that most gamers range in age across a few generations. \n\n\n\nGamers are diverse in their consumer purchasing habits, too. Some may be working professionals with expendable income, who are interested in the latest tech products. Others might be parents who are open to back to school messaging. The bottom line is that the gaming audience is diverse in their demographics, interests, and purchase intentions. \n\n\n\n2. Leverage in-game ads to build brand awareness \n\n\n\nIn-game advertising helps you reach your target user in a non-disruptive, highly-viewable environment. You’re able to connect your brand with a captive audience who is unlikely to be multitasking, which increases the likelihood of brand recall and awareness.\n\n\n\nBuilding brand awareness is a valuable benefit of in-game ads because it helps you get closer to achieving a range of business objectives and goals. Brand awareness can expand your audience, increase website traffic, increase brand affinity, and drive consumers further down the purchasing funnel. \n\n\n\n3. Reach influential users who are playing video games \n\n\n\nGamers are savvy and influential. According to Anzu research, 51% of gamers advise others and 47% influence others. And, 46% try to be the first to know about new stuff, like emerging tech and new fashion. \n\n\n\nAdvertising in video games enables you to reach influential gaming audiences in an emerging industry. And, gamers have spending power; those who play 10+ hours a week have 2x more disposable income than non-gamers.\n\n\n\n4. Explore new programmatic advertising strategies\n\n\n\nIn-game advertising provides the opportunity to test unique ad formats that are exclusive to in-game environments. Plus, you can reach new audiences through emerging technologies.\n\n\n\nWith this format, it’s important to optimize your ads for the gaming environment in order to maximize exposure and capture the attention of users. Creatives should be tailored to an in-game environment, so that the messaging fits within an in-game context.\n\n\n\nStart advertising in video games\n\n\n\nAre you ready to get into the game? By leveraging in-game advertising, you can reap the many benefits of this growing channel. You’ll reach a diverse and engaged audience, with an opportunity to build brand awareness. \n\n\n\nAdvertising in video games is on the rise, and so now is the time to add it to your media mix. Get ahead of the game by testing in-game advertising strategies, now!\n\n\n\nWant to run exceptional in-game advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting StackAdapt through people and culture","datePublished":"2022-08-22T18:03:13+00:00","dateModified":"2026-09-08T21:46:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk"},"wordCount":967,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260223231342/20220816_Life-in-AdTech-Gelicia_header-1.jpg?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Gelicia Walpole, StackAdapt’s Manager of People and Culture, who is based in the UK. Gelicia shares her journey into adtech, what her role entails, and how the People and Culture team supports the growth of StackAdapt. \n\n\n\nCan you share a bit about your journey into working in the AdTech field? \n\n\n\nWhile working in project management, I took part in a transformation program. It was a 3-year program which was intended to help employees develop the skills and capabilities that the company needed to remain successful as their industry evolved.\n\n\n\nThroughout the program, I mainly worked on project and change management, as well as organizational design and development. While I completed it, I realized that I was interested in learning more about Human Resources (HR), and shifting my career toward working in that field. \n\n\n\nI got my first job in adtech in October 2015. At the time I had no idea who that company was or what they did, I had just thoroughly enjoyed the interview process and was excited to develop my career in their HR department. During my time there I went from being a HR Advisor to an international HR Manager, responsible for employees across the UK, Berlin, Cyprus, Moscow, Singapore, Japan and Australia. \n\n\n\nAfter almost 6 years with that company I knew it was time to make a change. I wanted to stay within the adtech field, because it’s a forward thinking and progressive industry. That’s how I found myself at StackAdapt!\n\n\n\nWhat is the main focus of the people and culture team at StackAdapt, and how do you contribute to the team?\n\n\n\nThe main focus of the People and Culture team at StackAdapt is to support our colleagues across the whole company. We do this by focusing in a couple different areas, which range from working on developing training programs, learning and development programs, and initiatives to fostering StackAdapt’s values and culture. \n\n\n\nOur team is divvied up to support StackAdapters across the different regions that we hire, but we do work collaboratively to ensure our initiatives are accessible to everyone at StackAdapt. I’m the Manager of People and Culture for EMEA and APAC. When I joined StackAdapt in July 2021, there were just 16 StackAdapters in the UK to support. Now, I represent more than 140 colleagues across 9 different countries!\n\n\n\nHow is the people and culture team helping to support StackAdapt’s culture as the company grows?\n\n\n\nThe People and Culture team supports StackAdapts growth and culture in a couple ways. To start, we collaborate with our People Managers, who are our greatest culture advocates! We empower them to find new hires that are a perfect fit for StackAdapt by providing them with tools and resources, supporting them with training, keeping them up to date about learning and development initiatives, and broadening their awareness about diversity, equity, and inclusion. \n\n\n\nWe also support StackAdapt’s culture through our own initiatives. When StackAdapt decided to become remote first, my colleagues and I brainstormed ways to keep everyone connected and support work-from-home life. We created global initiatives like work-from-home allowances, virtual events for every region, passes for accessing WeWorks all over the world, and more. \n\n\n\nWe also come up with small initiatives that make a big difference. For example, we recently started a Slack channel called #Kudos, where StackAdapters can shout out their colleagues. The channel has hundreds of members already, and there are positive messages shared in it every day!\n\n\n\nWhat has been one of your favourite people and culture initiatives in recent months, and why? \n\n\n\nIt’s been really exciting for me to be part of our global expansion, because I get to collaborate with my StackAdapt colleagues across the world, and I'm exposed to different cultures and different ways of working.\n\n\n\nLearning the differences in work styles across the globe also enables me to find opportunities to adjust StackAdapt’s perks and benefits so that they meet the needs of different regions. \n\n\n\nWhat advice would you give someone looking to start their career in people and culture?\n\n\n\nWorking in People and Culture is incredibly rewarding, but it doesn’t come without its challenges. Much of what you do has a positive impact, but it’s important to be prepared for the tough parts, too. Some of my top tips for anyone wanting to work in this field are: \n\n\n\n\nBecome a great communicator! It’s key in people-facing roles.\n\n\n\nBe an active listener, which means listen to understand, not to respond.\n\n\n\nPut effort into your work relationships on a daily basis. \n\n\n\nFind the right balance of being empathetic, compassionate, firm, and fair.\n\n\n\n\nWhat is the most rewarding part about your role at StackAdapt?\n\n\n\nThere’s nothing more rewarding than being able to positively impact or improve another person's life, even if it is in the smallest way. And that’s what I get to do in my job! The goal of my team is to support our StackAdapt colleagues, and so seeing the impact we have on StackAdapters is incredibly motivating.   \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk","name":"Life in Adtech: People and Culture Manager | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-people-and-culture-uk#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260223231342/20220816_Life-in-AdTech-Gelicia_header-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2022-08-22T18:03:13+00:00","dateModified":"2026-09-08T21:46:51+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for StackAdapt’s Manager of People and Culture.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-101#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-101"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Programmatic advertising 101: Unpacking 4 common misconceptions","datePublished":"2022-08-19T13:41:03+00:00","dateModified":"2026-09-08T21:46:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-101"},"wordCount":1554,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-101#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730151135/20220818_4-Truths-Programmatic-1.jpg?fit=1200%2C601&ssl=1","keywords":["contextual targeting","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The majority of marketers agree that programmatic advertising is a game changer. \n\n\n\nOur latest research shows that more than three in four (75.1%) marketers say that programmatic advertising can help scale campaigns. The same study found that seven in ten (69.8%) marketers plan to increase their programmatic spending over the next 12 to 18 months. \n\n\n\nSome marketers are still not ready to adopt programmatic as part of their digital marketing strategy. Forty-three percent of respondents said programmatic takes up too much time—while nearly 60% struggled with analyzing the data and deploying actionable insights. \n\n\n\nYet, programmatic is only growing in demand. More than 2 in 5 marketers note that 50% to 74% of campaign spend is typically allocated toward programmatic advertising. So, where is the disconnect? \n\n\n\n\"Programmatic is a lot simpler and user-friendly than marketers think,\" says Amika Evans, Sales Director at StackAdapt. \"Yes, it forces companies to adapt and pivot quickly, but those that do will see radically better results.\" \n\n\n\nReady for your programmatic advertising 101 guide? Then read on!\n\n\n\nWhat is programmatic advertising\n\n\n\nBefore we dive into misconceptions about programmatic, let’s define what programmatic advertising is.\n\n\n\nProgrammatic advertising is a form of media buying that enables media buyers to purchase advertising space using a programmatic platform that leverages data insights and algorithms to reach the right users. \n\n\n\nIt’s a process for buying advertising space that is automatic, rather than the traditional process which is typically manual. This automatic process serves ads at the right time, and at the right price. \n\n\n\nThere are many different channels and formats that marketers can leverage in programmatic advertising, but some of the common ones are native, display, audio, video, connected TV (CTV), and in-game. \n\n\n\nAnd, it’s possible to use a mix of complementary channels with a multi-channel strategy. A multi-channel strategy increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey.\n\n\n\nProgrammatic advertising 101: Common misconceptions\n\n\n\nYou know what programmatic advertising is. Now, it's time to go from hesitant to confident by unpacking 4 common misconceptions about programmatic advertising.\n\n\n\nMisconception #1: Programmatic takes too much time\n\n\n\nTime is a top concern for many marketers. Nearly half of marketers (48.3%) cite a lack of time to manage campaigns as what prevents them from using programmatic more frequently. \n\n\n\nThe first lesson in this programmatic advertising 101 guide? The right programmatic platform can actually save your team time—lots of it. \n\n\n\n“Programmatic can feel a lot like a personal shopper, but with your inventory,” explains Evans, “and who doesn't love being able to access various channels and varying audiences in a millisecond?” \n\n\n\nTo get more specific, take this example from Troy Davis, Director of Communications and Public Affairs at Global Strategy Group. \"Years ago, if I wanted to run native, display, and audio ads, I'd have to work with three vendors and coordinate with three people. Naturally, this could take up a lot of time.\" \n\n\n\n\"But now there are programmatic platforms like StackAdapt that allow you to do all those things in one place, and it allows you to find efficiencies across all those channels. Why work with four different people when you can work with one?\"\n\n\n\nMisconception #2: The cost of engaging a programmatic partner is too high\n\n\n\nMany marketers believe engaging a programmatic partner is too expensive. Almost half of the marketers surveyed (48.3%) cite the cost of engaging a programmatic advertising partner as what prevents them from using programmatic more frequently. \n\n\n\nThe truth? You can scale campaigns and better understand customers' preferences—while saving money. \n\n\n\n\"Programmatic is more cost-effective than having to go direct,\" says Evans. \"Imagine going direct, brokering contracts, and trying to make deals. Whereas programmatic takes all the data and runs it in a fraction of a second to find the inventory for you.\"  \n\n\n\nProgrammatic also gives you more leniency to choose what your ultimate cost model will look like. (And programmatic is always going to find you the lowest cost.) \n\n\n\nMisconception #3: Analyzing data and insights from programmatic is too complicated\n\n\n\nSome marketers find it can be challenging to make quick decisions during a campaign—47.4% cited a lack of insights and data as the number one issue. While 36.8% cited a lack of resources or teams focused on analysis.\n\n\n\nProgrammatic advertising 101 truth? Making decisions is easy with the right programmatic platform. \n\n\n\nEighty-two percent of marketers agree that programmatic advertising can provide unique data and insights. Naturally, it can be challenging to be agile when inundated with data. So, the disconnect here points to a lack of clarity and a need for simplification. \n\n\n\n\"I think it's imperative to talk to your clients and ask what the goals and purpose of running media are so that you can clearly define what types of data you need,\" explains Davis. \n\n\n\nPlus, platforms like StackAdapt can help ramp you up. \"One thing I'm really proud of at StackAdapt is that every customer receives baseline training,\" says Evans. “You also get a dedicated team complete with an account executive, account manager, and programmatic strategist who help you understand how to read your data in real-time, slice and dice information, and provide future recommendations.\" \n\n\n\nMisconception #4: AI-driven contextual advertising is difficult to understand and implement \n\n\n\nAs humans, we tend to avoid things we aren’t comfortable with. Perhaps that's why only ⅓ of marketers feel \"extremely familiar\" with contextual advertising. \n\n\n\nThe truth? Contextual advertising helps you break down barriers and overcome walled garden limitations.\n\n\n\nYour audience doesn’t live in one place, making contextual advertising the key to getting you the reach you need.\n\n\n\n\"I love it when I see marketers get excited about audience capabilities and what that could afford them,\" shares Evans. \"Contextual advertising allows you to move past limitations and increase efficiency, and once customers start to see the results themselves, they just get it.\" \n\n\n\nAs a contextual advertising customer, Davis agrees. \"The efficiency makes things so much easier on my creative team and really streamlines our ability to place ads.\" \n\n\n\n4 true benefits of programmatic advertising\n\n\n\nWhat do unique reach, unique audience points, and surpassing the status quo all have in common? They are all a result of programmatic advertising. \"Programmatic is making a splash in the industry and will continuously do so moving forward,\" says Evans. \n\n\n\nSo what benefits does programmatic really offer? \n\n\n\n1. Dynamic solutions that are scalable, flexible, and transparent \n\n\n\nThe scalability, flexibility, and transparency of programmatic makes it a suitable advertising strategy for a range of businesses, from small to large, and across industries.  \n\n\n\nYou have total visibility over your campaigns in that you can see exactly what sites your ads are placed on, what audiences are seeing them, and the return on investment (ROI) earned from your campaigns. \n\n\n\n2. Insights that surpass the status quo\n\n\n\nOnce a programmatic campaign is live, you’re able to track the metrics that are most important, and look into site transparency, geo performance, audiences and more. You can review real-time metrics and optimize for maximum performance. \n\n\n\nWith the right programmatic partner, you can verify your ads served on relevant domains pre- and in-flight. This gives you the ability to revise your selected topics and keywords in real-time to improve the performance of your campaigns.\n\n\n\n3. Multi-channel campaigns that reach audiences wherever they are \n\n\n\nOne of the best aspects of programmatic advertising is that it provides marketers the ability to create a cohesive experience across multiple channels, including emerging ones. \n\n\n\nWith consumers adopting new channels all the time, it’s important that marketers follow suit by introducing and experimenting with those new channels in their media mix. \n\n\n\n4. Context that makes for happy consumers and happy clients\n\n\n\nWith targeting tactics like contextual advertising, you can target niche contexts by specifying a topic or a collection of keywords. When a person is browsing content about a specific topic, it signals their intent at that moment.  \n\n\n\nFor example, if a user is reading a blog about coffee, they are in a receptive frame of mind when it comes to content and ads related to coffee. With cookieless tactics, marketers have an opportunity to diversify methodologies and experiment with new marketing strategies that capture the right users, in the right moment.\n\n\n\nIt’s time to get started with programmatic\n\n\n\nIn this programmatic advertising 101 guide, we’ve covered misconceptions around programmatic advertising, and why programmatic is here to stay. Marketers who ditch the misconceptions will drive performance, and game-changing results. \n\n\n\nOne of the best aspects of programmatic advertising is that it provides marketers the ability tocreate a cohesive experience across multiple channels, including emerging ones. With consumers adopting new channels all the time, it’s important that marketers follow suit by introducing and experimenting with those new channels in their media mix. \n\n\n\nThe first step to getting your digital campaigns up and running? Find the right programmatic partner. The right partner will have features and support that will help you go from the campaign planning stage, to launch and optimization smoothly, and quickly. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-raises-900k-to-fuel-growth#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-raises-900k-to-fuel-growth"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt raises $900K to fuel growth","datePublished":"2014-09-25T14:09:07+00:00","dateModified":"2026-09-08T21:06:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-raises-900k-to-fuel-growth"},"wordCount":385,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-raises-900k-to-fuel-growth#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105455/photo-1513182477199-42d8ca63f4b0.jpeg?fit=2250%2C1500&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/marketing-magazine-names-vitaly-pecherskiy-to-its-30-under-30-list#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/marketing-magazine-names-vitaly-pecherskiy-to-its-30-under-30-list"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Marketing Magazine names Vitaly Pecherskiy to its 30 under 30 list","datePublished":"2014-10-07T14:13:25+00:00","dateModified":"2026-09-08T21:50:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/marketing-magazine-names-vitaly-pecherskiy-to-its-30-under-30-list"},"wordCount":734,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-magazine-names-vitaly-pecherskiy-to-its-30-under-30-list#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105454/Vitaly-Pecherskiy.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/sessions-vs-clicks-what-s-the-difference-anyway#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/sessions-vs-clicks-what-s-the-difference-anyway"},"author":[{"@id":"https://www.stackadapt.com/resources/author/spencer-king#person"}],"headline":"Sessions vs. clicks: What’s the difference","datePublished":"2015-09-21T16:00:00+00:00","dateModified":"2026-09-08T21:50:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/sessions-vs-clicks-what-s-the-difference-anyway"},"wordCount":956,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sessions-vs-clicks-what-s-the-difference-anyway#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105308/20220628_Blog-Header_Session-vs-Clicks.jpg?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","performance"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Conversions, visits, pages, hits, sessions—there’s a lot of data to learn about in the wonderful world of online advertising. But while we may know what these terms mean, we often don’t understand exactly how they fit together and where the information is coming from.\n\n\n\nWe don’t want to bore you with an entire glossary dissecting each and every aspect of digital marketing terminology. So instead, today we’re going to concentrate on two oft-used metrics that, in our experience, tend to cause some confusion: sessions and clicks.\n\n\n\nIf you’ve ever compared clicks from your DSP or AdWords account with sessions derived from Google Analytics, you might have noticed that the numbers don’t match. There are several reasons why discrepancies may occur, but the foremost reason is this: they’re fundamentally different metrics.\n\n\n\nBoth metrics allow online advertisers to measure the impact of paid visitors to their site and business, and the insights gained allow us to optimize campaigns and refine a user’s site experience in order to maximize conversions. But let’s face it, we’ve all struggled to reconcile clicks versus the traffic stats from Analytics at some time or another—despite the fact that they seem to indicate the exact same thing.\n\n\n\nThe good news is that marketers needn’t fret any longer, as today, we’re going to provide an overview of the definitions of both clicks and sessions, so you can easily distinguish between them.\n\n\n\nClicks aren’t the same as sessions\n\n\n\nThere’s an important distinction to be made between clicks and sessions. On a basic level, the clicks column in your reports indicates how many times your advertisements were clicked by users, while sessions indicates the number of unique sessions initiated by your users.\n\n\n\nWhat is a session\n\n\n\nGoogle defines a session as “a group of interactions that take place on your website within a given time frame”. For instance, one session can incorporate multiple screen or page views, social interactions, events or transactions.\n\n\n\nA good analogy would be to think of a session as the container for all the actions a user takes on your site. One user can open multiple sessions, and those sessions can happen on the same day, over many days, several weeks or even months.\n\n\n\nA session can end in one of two ways: a time-based expiry or a campaign change, whereby a user arrives via one campaign, leaves, and then comes back through a different campaign. In most cases, sessions time out anywhere between 30 minutes to two hours.\n\n\n\nWhat is a click\n\n\n\nClicks, in comparison to sessions, are pretty self-explanatory—the clue’s in the name. Aside from being the physical action of using your finger to apply pressure to a mousepad, a click is when a user clicks on an ad from their desktop or mobile device, and is sent to a click-through URL while the event is recorded.\n\n\n\nDifferences between clicks and sessions\n\n\n\nClicks and sessions are two completely different metrics. For this reason, noticing discrepancies in your campaigns is completely normal. \n\n\n\nPlatforms like StackAdapt and Google AdWords track clicks, while Google Analytics tracks sessions. If a user clicks on your ad twice within thirty minutes without closing his or her browser, this is registered by Analytics as one session—even if the user left your site and then returned shortly after. \n\n\n\nTo use a real life example: if a user clicks on your ad once, clicks the back button, and then clicks your ad again, AdWords registers two clicks while Analytics registers only one session.\n\n\n\nSessions and clicks are different metrics\n\n\n\nAside from the fact that sessions and clicks are fundamentally different metrics, there may be additional reasons as to why you’re seeing discrepancies in your campaigns.\n\n\n\n\nA user has clicked on your ad multiple times.A user can click on an ad multiple times, but Google Analytics will only count these clicks as one session.\n\n\n\nReturning usersA user can click on your ad, bookmark your site and come back later during a different session. In this scenario, only one click would be recorded, while Google Analytics would recognize this as two separate sessions.\n\n\n\nA user clicks and leaves quicklyA user may click on your ad, but leave quickly by hitting the “back” or “stop” button before Google Analytics has a chance to load its tracking code and record the visit as a session. However, this would be counted as one click.\n\n\n\nSession timeoutGoogle Analytics’ sessions are timed out after 30 minutes of inactivity. This means that if a user gets distracted and does something else during that time, then comes back and browses the site again later, it would be counted as two sessions.\n\n\n\n\nDiscrepancies between platforms that measure clicks and Google Analytics reports are normal because of the fundamental differences in the reporting methodologies.\n\n\n\nThat being said, both should follow similar trends. While there may be discrepancies between reports, you should ultimately be able to gain a better understanding of the overall trend in your campaign by analyzing both of these metrics. The following campaign example indicates some discrepancy between Google Analytics and StackAdapt reporting, but the overall trend is comparable.\n\n\n\nUnfortunately, there’s really no way to reconcile the discrepancies between sessions and clicks—advertisers simply just need to be aware of the different tracking methods.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/sessions-vs-clicks-what-s-the-difference-anyway#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105308/20220628_Blog-Header_Session-vs-Clicks.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105308/20220628_Blog-Header_Session-vs-Clicks.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"graphic illustrating what a session or a click may look like on a web page"}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/spencer-king#person","name":"Spencer King","identifier":27118,"url":"https://www.stackadapt.com/resources/author/spencer-king","sameAs":["https://www.linkedin.com/in/spencer-king-b0037489"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317134905/Author_Bio_spencer_king-1.webp","jobTitle":"VP of Client Services","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"Branded content vs sponsored content: What’s the difference?","datePublished":"2015-10-13T16:00:14+00:00","dateModified":"2026-09-08T21:49:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference"},"wordCount":486,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813200437/2400-1256-generic-computer-1.webp?fit=2400%2C1256&ssl=1","keywords":["content","sponsorship"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The terms branded content and sponsored content are often (mistakenly) used interchangeably, so today our goal is to draw a clear distinction between the two.\n\n\n\nWhat is branded content\n\n\n\nAs more brands embrace content marketing as a valuable channel to reach their customers, a new trend is emerging: brands are becoming publishers. What this means is that many progressive brands are beginning to create their own content hubs and micro-sites to publish relevant, educational content that’s produced in-house. The overall effect: brands are able to build and engage with their target audience by providing them with content that they find useful or interesting.\n\n\n\nHere's an example of branded content from American Express’s digital content hub, OPEN Forum:\n\n\n\n\n\n\n\nAmerican Express treats their content hub as a true publisher. It refrains from sales pitches and instead, focuses on offering value-adding information to its visitors. This is a great example of branded content. Explore the do's and don't of creating branded content.\n\n\n\nWhat is sponsored content\n\n\n\nSponsored content differs from branded content in two important ways: who the content is produced by and where the content is published.\n\n\n\nWhile branded content tends to be produced in-house by the brand, sponsored content is usually a collaborative effort between the publisher’s editorial staff and the brand. Similarly, while branded content lives on brand-owned properties such as micro-sites or content hubs (like the one you’re on right now!), sponsored content is hosted on the publisher’s site, and therefore reaches the publisher’s audience. Think of it this way: When a brand wants to build sponsored content, they commission a publisher to both produce the content and to publish it on their website.\n\n\n\nSince content strategy is often focused on building brand awareness, brands and publishers typically avoid a 'salesy' tone. Rather, they focus on delivering educational or entertaining content to readers. Brands value this because associations with a publication and exposure to its audience can drive awareness, traffic, conversions, and leads.\n\n\n\nHere’s a great example of sponsored content that comes from a collaboration between fashion label Cole Haan and The New York Times:\n\n\n\n\n\n\n\nIn the above example, Cole Hann partnered with The New York Times’s advertising unit, T Brand Studio, to produce an impressive piece of sponsored content called ‘Grit and Grace’. Cole Haan commissioned T Brand Studio to promote its new collection of ballet flats. The result: a multimedia feature on three dancers from the New York City Ballet.\n\n\n\nDifference between branded and sponsored content\n\n\n\n\nBranded content 'lives' on brand-owned properties, while sponsored content is integrated into the publisher’s site.\n\n\n\nBranded content is produced in-house, while sponsored content is produced together with the publisher’s editorial team.\n\n\n\nBranded content reaches the brand’s audience, while sponsored content reaches the publisher’s audience.\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference","url":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference","name":"Branded Content vs Sponsored Content | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sponsored-content-vs-branded-content-whats-the-difference#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813200437/2400-1256-generic-computer-1.webp?fit=2400%2C1256&ssl=1","datePublished":"2015-10-13T16:00:14+00:00","dateModified":"2026-09-08T21:49:59+00:00","description":"Branded content is usually created in-house and lives in a brand's content hub, while sponsored content is created and hosted on publishers' sites.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person","name":"Alesia Commisso","identifier":27103,"url":"https://www.stackadapt.com/resources/author/alesia-commisso","sameAs":["https://www.linkedin.com/in/alesia-commisso-6500a1b1"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317135503/Author_Bio_Alesia_Comisso-1.webp","jobTitle":"Director of Digital Marketing","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Benefits of integrating a programmatic API into your platform","datePublished":"2022-09-29T13:11:00+00:00","dateModified":"2026-09-08T21:46:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration"},"wordCount":841,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142041/20220912_Benefits-of-Integrating-a-Programmatic-API-1.jpg?fit=1200%2C600&ssl=1","keywords":["b2b","Content Level : 101","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Tech platforms are always looking for opportunities to scale their offerings and capabilities. Thanks to application programming interfaces (APIs), doing so is easier than ever. \n\n\n\nAn API is a software intermediary that allows two applications to communicate with each other. By integrating an API with your website or platform, you can provide new solutions to your users through a partnership with another platform. \n\n\n\nProgrammatic APIs mean it’s now possible to introduce or build a paid media capability, making adtech part of your platform. By adding programmatic to your platform, you are able to consolidate tech to provide your users everything they need, in one place. \n\n\n\nFor example, an e-commerce platform would integrate programmatic so that retailers on the platform can run a programmatic campaign for their products, without ever having to leave the platform. \n\n\n\nCurious about the benefits of introducing programmatic capabilities to your platform, and how to get started? Read on! \n\n\n\nBenefits of integrating programmatic into your platform\n\n\n\nIn their 2022 State of Marketing Report, Marketing Ops found that the most important criteria for choosing new technology in 2022 is the ability to integrate that technology with your existing tech, providing you the ability to scale as companies grow. \n\n\n\nWhy add programmatic? Programmatic advertising leverages machine learning and AI to run scalable, flexible, and transparent digital advertising. According to our latest research, more than 75.1% of marketers say that programmatic advertising can help scale campaigns. This same study found that 69.8% of marketers plan to increase their programmatic spending over the next 12 to 18 months.\n\n\n\nCommon misconceptions about programmatic are increasingly being dispelled as more and more marketers recognize the benefits of adding programmatic to their media plan. By integrating programmatic into your platform, you can pass on the benefits of programmatic advertising to your users without them needing to leave your platform. It adds value to your solution, and creates a new revenue stream. Let’s dig into these points a little more!\n\n\n\nA programmatic API integration adds value to your solution\n\n\n\nIntegrating programmatic capabilities into your platform will help you differentiate yourself from competitors by adding value to your solution. For example, a retailer may opt to use your e-commerce platform over others because they know they want to run programmatic campaigns for their products. Having the ability to run those campaigns without leaving your platform for another creates a seamless user experience.\n\n\n\nOffering programmatic creates a new revenue stream\n\n\n\nIntroducing programmatic capabilities to your platform will certainly add value for incoming users, but it’s also an opportunity to retain and grow the spend of your existing users. By offering programmatic, you create a new revenue stream for your platform, while also providing your users a new tactic for scaling their business. \n\n\n\nHow to find the right programmatic API partner\n\n\n\nChoosing the right programmatic partner to integrate with will help ensure you get as much benefit out of the API integration as possible. Here are 3 steps to take, to help you get started.  \n\n\n\n1. Understand your users and their needs\n\n\n\nBefore looking into programmatic partners, you’ll want to have a strong understanding of who your users are and their needs. To get started, build customer profiles that include the demographics of your users, what verticals or industries they are part of, and how they use your platform. \n\n\n\n2. Explore opportunities for DSP API integration\n\n\n\nNow that you’ve identified your users and their needs, it’s time to investigate how programmatic capabilities may benefit them. Look for programmatic platforms that are leveraging the latest technology. For example, platforms that use machine learning and AI will deliver a seamless, automated experience for your users. \n\n\n\nYou’ll want to look into what programmatic platforms and media buying solutions they are already using, outside of your own offering. This will point you in the right direction for understanding what programmatic solutions are the right fit for integrating with your platform.\n\n\n\n3. Assess your API integration options\n\n\n\nYou know your users, and what programmatic capabilities they need. It’s now time to research \n\n\n\nprogrammatic platforms that have API capabilities to make sure they will tick off all the boxes that will benefit your users. \n\n\n\nIt’s also important to look into what commercial and strategic support comes along with an API integration. You’ll want to look into whether the programmatic partner provides onboarding support, and training. An API integration is a partnership, so it’ll be crucial to vet potential partners and ensure that you’ll be able to scale with them.\n\n\n\nLeverage an API to integrate programmatic\n\n\n\nAPI integration makes it easier than ever before to offer the power of programmatic to your users. By adding programmatic to your platform, you’re able to add value to your solution, and drive more revenue.  \n\n\n\nLooking for an API partner to integrate programmatic into your tech? Reach out to StackAdapt to learn more about our DSP API.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration","url":"https://www.stackadapt.com/resources/blog/programmatic-api-integration","name":"Benefits of Integrating a Programmatic API | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142041/20220912_Benefits-of-Integrating-a-Programmatic-API-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2022-09-29T13:11:00+00:00","dateModified":"2026-09-08T21:46:44+00:00","description":"Learn what a programmatic API integration is, the benefits of integrating programmatic, and how to get started with the right partner.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-api-integration#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142041/20220912_Benefits-of-Integrating-a-Programmatic-API-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142041/20220912_Benefits-of-Integrating-a-Programmatic-API-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing e-commerce platform with an API integration"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"How to leverage geofencing in your campaign strategy","datePublished":"2022-09-21T19:00:49+00:00","dateModified":"2026-09-08T21:46:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing"},"wordCount":877,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105728/20220920_What-is-Geofencing.jpg?fit=1200%2C600&ssl=1","keywords":["audience targeting","Content Level : 101","geotargeting","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In programmatic advertising, the more relevant an ad is, the more it will resonate with your target audience. Lots of factors, like personalized messaging, will contribute to the relevancy of your ads.\n\n\n\nAnother strategy? Reach your audience at the exact time, and the exact location, to increase the likelihood of them seeing, remembering, and taking action after viewing your ads.In digital advertising, targeting by location doesn’t just mean targeting users according to where they are online. It’s also possible to target audiences based on their specific physical location, with a geofence, or geo radius targeting. \n\n\n\nA geofence is a virtual fence that encloses a perimeter around a real-world location. With a geofencing strategy, you can personalize your digital campaigns based on your target audience's offline location.\n\n\n\nWhat is geofencing\n\n\n\nGeofencing targets users based on the geographic location information of the recipient. This tactic draws a virtual fence around a geographic location, so that users who enter that “fenced” area are served your ads. \n\n\n\nGeofencing is a location-based targeting strategy, but don’t get it mixed up with geotargeting. A geotargeting strategy uses a combination of factors, which can include geofencing, to reach a desired audience. \n\n\n\nThe benefits of geofencing\n\n\n\nGeofencing delivers several benefits that will help drive campaign performance.\n\n\n\n1. Reach your target audience with precision\n\n\n\nYou can leverage specific coordinates, or full addresses, including street number, street names, postal or zip codes, states or provinces, or country to create your geofence. As a result, with geofencing, you’re able to narrow your target audience down to a specific geographic location with as much (or as little) precision as you’d like. \n\n\n\nFor example, political advertisers could geofence an entire neighbourhood to get their campaign messaging out to a candidate’s voter base. Or, a CPG brand could geofence a sports stadium to reach sports fans who might want their merchandise for the next big game day. \n\n\n\n2. Personalize your audience’s ad experience\n\n\n\nConsumers and buyers today want personalized marketing experiences, and geofencing is one strategy you can use to provide that personalized message. Leveraging location data can help you create campaigns that are hyper relevant to a target audience, as long as it’s used in the right way. \n\n\n\nFor example, during the back to school season, a brand selling back to school supplies can create a geofence around a university student dormitory. This will help ensure the back to school campaigns are served to the people who are actually returning to class. \n\n\n\n3. Drive conversions in relevant environments\n\n\n\nBrand awareness is the first important step in the marketing funnel. It is the moment in which a consumer or buyer becomes aware of your brand, and from there, they can be nurtured toward a purchase. \n\n\n\nWith geofencing, you’re able to serve ads to relevant audiences, in a relevant environment where that ad is likely to resonate. For example, a restaurant inside a mall could geofence that mall, serving ads to people shopping. \n\n\n\nThis way, their messaging would reach people who are, at that moment, considering buying a meal. That brand awareness has the potential to drive sales. \n\n\n\nImplement your geofencing marketing strategy\n\n\n\nReady to get started with a geofencing marketing strategy? These tips will help you build your strategy, and then implement it. \n\n\n\n\nDevelop your intent for the geofencing campaign. Set goals and decide whether your campaign will run on desktop, mobile, or both.\n\n\n\nDecide which ad formats to run your geofencing campaign with. Whether you choose display, native, video, digital out-of-home, or another format, the key is to ensure the format will work in the environment where your audience will see it. For example, if you’re targeting a mall, you will want to select mobile-friendly ad formats.\n\n\n\nCraft ad creative and messaging that will resonate with your target audience. You’ll want to make sure the ad is contextual to the environment it’s seen in. For example, if you’re targeting an airport, referencing travel will make the ad relatable to viewers.\n\n\n\nDecide on the specific geographic location that your geofence will target. You’ll set the perimeter, the “trigger,” and defined actions for your geofence. Get your campaign up and running through your DSP or programmatic partner.\n\n\n\nOnce your campaign is in flight, be sure to monitor the results! Analyzing campaign results mid- and post-flight will provide insights that you can leverage to improve your geofencing campaigns.\n\n\n\n\nLeverage a retargeting strategy to re-engage users who have shown interest in your brand or product.\n\n\n\nDo you want to add geofencing (referred to as geo radius targeting in StackAdapt) to your audience targeting strategy? Request a demo for more information on how to get started. \n\n\n\nGeofencing FAQ\n\n\n\n\n\n\n\nA geofencing campaign involves setting up virtual boundaries around a geographic point or area in order to target audiences that are in that physical location. \n\n\n\n\n\n\n\n\n\nSet up a geofencing campaign by leveraging programmatic technology. You’ll input location data, such as an address, lat and long coordinates, or a postal code to create the perimeter around the area you would like to geofence. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing","url":"https://www.stackadapt.com/resources/blog/what-is-geofencing","name":"What Is Geofencing and How To Get Started | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105728/20220920_What-is-Geofencing.jpg?fit=1200%2C600&ssl=1","datePublished":"2022-09-21T19:00:49+00:00","dateModified":"2026-09-08T21:46:46+00:00","description":"Learn what geofencing is, how it benefits your digital strategy, how to use it in your advertising campaigns, and more.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-01f7b0ba-9a83-4c1f-8f3a-189ff685f96a"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-769e2fa5-51a9-44d7-b867-6f7be3ce7d2f"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-01f7b0ba-9a83-4c1f-8f3a-189ff685f96a","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-01f7b0ba-9a83-4c1f-8f3a-189ff685f96a","name":"What is a Geofencing Campaign?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A geofencing campaign involves setting up virtual boundaries around a geographic point or area in order to target audiences that are in that physical location.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-769e2fa5-51a9-44d7-b867-6f7be3ce7d2f","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-geofencing#faq-question-769e2fa5-51a9-44d7-b867-6f7be3ce7d2f","name":"How Do You Set Up a Geofencing Campaign?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Set up a geofencing campaign by leveraging programmatic technology. You’ll input location data, such as an address, lat and long coordinates, or a postal code to create the perimeter around the area you would like to geofence.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is DOOH advertising? Definition, benefits, and examples","datePublished":"2025-06-26T15:44:50+00:00","dateModified":"2026-09-09T16:12:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home"},"wordCount":3375,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626093708/20250620_DOOH-Pillar-Page_Header.webp?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","digital out-of-home","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: What is DOOH?\n\n\n\n\nDigital out-of-home (DOOH) advertising is defined as advertising delivered through digital signage in public, high-traffic areas.\n\n\n\nDOOH advertising offers better targeting, flexibility, and creative options than traditional static billboards.\n\n\n\nUS DOOH ad spending is projected to grow nearly 35% from 2025 to 2029, significantly outpacing traditional OOH.\n\n\n\nDOOH seamlessly integrates with omnichannel marketing strategies, driving higher engagement and improving cross-channel attribution.\n\n\n\nAI-driven advancements, retail media, and CTV advertising are turning DOOH into a proven performance marketing channel.\n\n\n\n\n\nToday’s digital advertising primarily focuses on connecting with consumers across all their devices. But not every part of your day is spent in front of a screen. Maybe you drive or take the subway to work. Sometimes, you might hit up a convenience store midday for a snack. After work, you may go to the gym, grab food at a grocery store, or attend an event or restaurant with some friends.\n\n\n\nDOOH advertising aims to capture your attention during these offline moments, helping marketers reach the right audience at the right place and time, even when they’re away from their computers or not actively looking at their personal devices.\n\n\n\nIn doing so, DOOH advertising effectively bridges the gap between online and offline experiences, ensuring brands stay top-of-mind throughout consumers’ daily routines by reaching them in the physical world.\n\n\n\nIn this blog post, we’ll define DOOH, share some of its key advantages over traditional outdoor advertising, and explore a few ways you can leverage it as part of an omnichannel strategy to improve the performance of your digital campaigns.\n\n\n\nWhat is DOOH advertising?\n\n\n\nDOOH advertising is a modern form of advertising that uses digital displays to deliver DOOH ads to audiences in high-traffic areas, such as shopping malls, bus stops, airports, elevators, and other public spaces. It provides marketers with the flexibility, efficiency, and precision of digital advertising with the viewability, scale, and reach of traditional out-of-home (OOH) advertising.\n\n\n\nWhat is the difference between digital out-of-home (DOOH) vs. traditional out-of-home (OOH)?\n\n\n\nDOOH shares many similarities with traditional OOH advertising: both aim to reach large audiences in public spaces, capture attention with visually compelling messages and imagery, and enhance brand visibility and awareness.\n\n\n\nHowever, unlike traditional outdoor advertising, DOOH is highly adaptable. It employs digital screens, such as LED displays, interactive kiosks, and digital billboards to deliver ads that can be updated and adjusted in real time. The types of locations where ads are displayed—like gas stations, gyms, and public transit—are mostly the same, but how they’re delivered is entirely different.\n\n\n\nDOOH advertising also leverages geofencing, data analytics, and advanced targeting to reach the right consumers with relevant content based on location, time of day, local weather conditions, and more. This makes it a powerful channel for marketers to engage with consumers during transitional moments throughout the day when they’re on the go or away from personal internet-connected devices.\n\n\n\nBecause of its increased programmatic capabilities, improved measurement, and ability to serve multiple ad creatives in a single placement through dynamic ad rotation, the Out of Home Advertising Association of America (OAAA) says that DOOH advertising is becoming “an increasingly attractive option for major brands,” providing them with more flexibility than traditional static billboards.\n\n\n\nWhat are the benefits of DOOH advertising?\n\n\n\nAccording to Steve Nicklin, Senior Vice President of Marketing & Analytics at the OAAA, DOOH is the “largest driver” of OOH ad spending.\n\n\n\nDespite only 10% of US brand and agency marketers citing OOH and DOOH advertising as an investment priority in 2025, EMARKETER reports that 40% of agency professionals worldwide expect their clients to increase their OOH spending. \n\n\n\nAs a result, US DOOH ad spending will grow from $3.38 billion USD in 2025 to $4.56 billion USD in 2029—representing a 34.9% increase—while traditional OOH spending will remain mostly flat during that same period.\n\n\n\nAlthough traditional OOH advertising still accounts for the majority of ad spend, DOOH is increasingly used by marketers to connect with consumers due to the many benefits of DOOH advertising, including:\n\n\n\n\nAdvanced targeting: DOOH provides precise and flexible targeting, allowing advertisers to cast a wide net or go super granular with their targeting and tailor messaging based on the location, time of day, and which demographics will likely see an ad.\n\n\n\nFlexibility: With DOOH, you don’t have to send someone to tear down a poster or install a new billboard when you want to make a change. Advertisers can use a programmatic advertising platform to swap out creatives and adjust campaigns in real time without stepping foot on-site.\n\n\n\nDynamic content: Unlike traditional OOH, which is static, DOOH can use videos, animations, and other interactive elements to engage consumers. A 2024 study found that over one in five DOOH ads on video-capable screens were video ads, many of which were originally connected TV (CTV) ads, making it easy to repurpose creatives.\n\n\n\nViewability: Because DOOH ads are often larger than display or CTV ads and are shown in public spaces, they’re harder to ignore. Adblockers don’t work in the real world, and the only way to skip them is by looking away from them, making DOOH ads more likely to gain viewers’ attention.\n\n\n\nPrivacy-friendly: Unlike other types of digital channels, DOOH doesn’t rely on personal identifiers to deliver relevant messaging. Instead, it uses contextual signals—like weather conditions and nearby local events—to target ads. This privacy-first approach makes DOOH a smart choice for brands looking to engage audiences, especially in our increasingly cookieless future.\n\n\n\nFavourability: According to a study by the OAAA, 73% of US consumers view DOOH ads favourably—that’s higher than video (50%), social media (48%), online (37%), audio (32%), and print (31%) ads.\n\n\n\nActionable: DOOH ads are particularly effective at driving foot traffic. In a study, 51% of people who noticed a DOOH ad with directions to a nearby store visited the business, and 93% of those who visited completed a purchase.\n\n\n\n\n\n\n\n\n\n\nDOOH ad formats and inventory types\n\n\n\nThere are three main formats to consider when deciding which type of DOOH ad is best for your DOOH campaign.\n\n\n\nLarge format\n\n\n\nDue to their sheer size and scale, large-format DOOH ads are known for building brand awareness by reaching as wide an audience as possible in high-traffic areas.\n\n\n\nWhen you think about large-format DOOH ads, the first thing that probably comes to mind is a gigantic billboard in Times Square, Picadilly Circus in London, or Yonge-Dundas Square in Toronto. \n\n\n\nBut aside from downtown cores in major cities, large format DOOH ads are also commonly found on:\n\n\n\n\nBillboards along the side of highways.\n\n\n\nBus shelters and other transit waiting areas (for example, a subway or train platform).\n\n\n\nWalls on skyscrapers and other buildings.\n\n\n\n\nLarge-format DOOH ads are effective for generating broad brand awareness, major product launches, or any campaign that requires a large canvas to convey its message and leave a lasting impression.\n\n\n\nNeed proof? In particular, spending on transit ads rose 8.3% YoY in the latter half of 2024, representing the highest gain of any segment—proving that large format DOOH remains a powerful tool for capturing attention in high-traffic, commuter-heavy environments.\n\n\n\nHere’s an example of a large-format DOOH ad designed by StackAdapt’s in-house Creative Studio team:\n\n\n\n\n\n\n\nPlace-based\n\n\n\nMuch like real estate, place-based DOOH ads are all about location. They’re strategically placed in venues or environments that are contextually relevant to the target audience.\n\n\n\nThese include:\n\n\n\n\nGyms\n\n\n\nShopping malls\n\n\n\nGas stations\n\n\n\nOffice buildings\n\n\n\nRestaurants and bars\n\n\n\nColleges and universities\n\n\n\n\nThe main goal of place-based DOOH ads is to increase purchase intent by tailoring and targeting ads that are relevant to each specific location, boosting brand awareness and the likelihood of a conversion.\n\n\n\nFor example, a DOOH ad at a gym would be a great location to market workout apparel and health and wellness products, such as a new running shoe or electrolyte mix. \n\n\n\nMeanwhile, a DOOH ad at an EV charging station would be the ideal place to promote scheduling a tuneup at a dealership or grabbing a bite to eat at a nearby restaurant. \n\n\n\nBecause place-based ads appear in settings where consumers are often likely to spend a significant amount of time, they’re an effective tool for highly-targeted campaigns and brand storytelling.\n\n\n\nPoint-of-purchase\n\n\n\nThese DOOH ads appear in real-world locations like grocery stores, convenience stores, pharmacies, gas stations, and big-box retailers. True to their name, these ads are generally placed near points of purchase, encouraging customers to pick up an item before heading to checkout. These include:\n\n\n\n\nStore entrances\n\n\n\nCheckout aisles\n\n\n\nEnd caps and shelving\n\n\n\n\nBecause point-of-purchase DOOH ads appear in-store, they’re generally most effective for consumer packaged goods brands that want to sway customers towards impulse buys and last-minute purchases.\n\n\n\nDOOH targeting and capabilities\n\n\n\nAlthough DOOH advertising takes a one-to-many approach to reach a wider audience, it still provides targeting capabilities similar to other forms of digital advertising, ensuring marketers only serve ads where they’re contextually relevant.\n\n\n\nLocation-based targeting\n\n\n\nGeotargeting, geofencing, and proximity-based targeting are all location-based advertising strategies that can be used for increasingly granular targeting.\n\n\n\nFor example, retail marketers could use geotargeting to target ads highlighting regional sales to cities in particular states. Another example could be a B2B marketer using geofencing and proximity-based targeting to serve ads on billboards near or within a specific radius of an industry conference.\n\n\n\nWeather-based targeting\n\n\n\nThis targeting strategy allows advertisers to adjust their ad content and placements based on the current or forecasted weather conditions in a particular location where an ad appears.\n\n\n\nFor example, a winter tire brand could target areas about to experience their first heavy snowfall of the year. On the other hand, an alcohol company could use triggers to show ads only when a location reaches a specific temperature that signals the start of summer.\n\n\n\nListen to this podcast to learn more about weather targeting.\n\n\n\nTime-based targeting\n\n\n\nAlso known as dayparting, this targeting strategy involves segmenting the day into different parts (or “dayparts,” such as the morning, afternoon, evening, and night) and targeting specific ads to audiences that are most likely to be receptive to certain messages during those times.\n\n\n\nFor example, a DOOH ad promoting a nearby coffee chain would be more effective during the early morning commute than after dinner when most people are getting ready for bed. Similarly, a DOOH ad directing consumers to a nearby bar for a nightcap would do better in the evening than at the crack of dawn.\n\n\n\nOmnichannel integrations\n\n\n\nDOOH seamlessly integrates with digital marketing channels like social media, mobile, and CTV advertising, increasing overall campaign effectiveness.\n\n\n\nA study found that 47% of consumers search for social media handles featured on OOH ads after seeing them, and 40% share related content online—making DOOH ideal for driving online engagement and fuelling retargeting across other digital channels.\n\n\n\nFor example, StackAdapt client Octopus Energy used native and display ads to retarget users who viewed their DOOH ads, generating nearly 3 million impressions and over 1,000 conversions.\n\n\n\nDOOH measurement and analytics\n\n\n\nHistorically, traditional OOH advertising relied on imprecise data to gauge the impact of campaigns. \n\n\n\nHowever, because DOOH advertising is connected to the internet, advertisers can measure DOOH ads with a higher level of accuracy. Many DOOH platforms use built-in sensors that track the number of unique devices passing by an ad to create accurate estimations on reach (how many people saw a DOOH ad) and impressions (how many times an ad was seen).\n\n\n\nAnother way to measure the impact of a DOOH campaign is through a brand lift study. In a brand lift study, both an exposed group (people who have seen an ad) and a control group (those who haven’t) are surveyed, and their responses are compared. The difference between the two groups is used to understand the “lift” generated by the DOOH campaign. \n\n\n\nBrand lift studies are particularly helpful for measuring ad recall, brand awareness, consideration, and purchase intent. For example, UK-based agency MOBSTA partnered with StackAdapt on a DOOH campaign for their client Michael Kors Jewelry, targeting shoppers in two of Germany’s biggest cities. The campaign generated over 14 million impressions and accurately measured an increase in brand awareness by 13% and 39%.\n\n\n\n\n\n\n\n\n\nAdvertisers can also use footfall attribution, which tracks and analyzes foot traffic in real-world locations like brick and mortar stores using device IDs and other data, to tie in-person visits back to specific DOOH campaigns and understand the impact of offline advertising.\n\n\n\nIn the future, DOOH measurement will become even more sophisticated. \n\n\n\nSpeaking with EMARKETER, Anna Bager, president and CEO of the OAAA, said that “attribution models will evolve to better account for the impact of OOH advertising on overall marketing goals, providing a clearer understanding of its contribution to sales and conversions.”\n\n\n\nAn example of DOOH advertising in action\n\n\n\nNow that you understand how DOOH advertising works let’s consider a hypothetical scenario that ties together everything we’ve learned. \n\n\n\nFor example, let’s say you’re a travel marketer promoting a ski resort.\n\n\n\nFirst, you could choose an ad you’re using for your CTV marketing strategy and repurpose it for your DOOH travel campaign.\n\n\n\n\nhttps://www.youtube.com/watch?v=emVv5E8tWPI\n\n\n\n\nNext, you want to choose where and when the ads are displayed. \n\n\n\nGoing to a ski resort can get pricey, so you want to target areas where you know people have a certain level of disposable income. You also want to target people most likely to resonate with an ad campaign promoting fun and relaxation in the great outdoors.\n\n\n\nWith that in mind, you could target office workers in downtown cores, displaying your DOOH ads in high-traffic areas like bus stops, subway stations, and airports. Your DOOH ads could also be timed to display during the evening commuter hours at the end of busy workdays when a trip to a ski resort would seem even more enticing.\n\n\n\nBecause travellers like to book their vacations three to six months in advance, and January and February are generally considered the best months to hit the slopes, you probably want your DOOH campaign to begin between July and December of the previous year.\n\n\n\nFinally, you want to measure the results of your DOOH campaign. You could use a brand lift study through a demand-side platform (DSP) to measure its effectiveness at increasing brand awareness for your target audience and gauge the likelihood of them booking a stay.\n\n\n\nThat’s just one idea. Like everything in programmatic advertising, the options are seemingly endless.\n\n\n\nThe future of DOOH advertising\n\n\n\nAlong with its record-breaking growth, DOOH as a medium is also undergoing a major shift due to recent advancements in the industry. Based on recent trends, here’s what we predict for the future of DOOH.\n\n\n\nAI improves measurement\n\n\n\nAI is impacting everything in marketing, from customer segmentation and personalization to building creatives. But one of its most promising uses is understanding and quantifying the audience in front of a DOOH ad.\n\n\n\nAudience estimates often rely on mobile phone signals, GPS data, camera sensors, and other information to estimate the number of people around a DOOH ad and who saw it at any given time.\n\n\n\nAI can significantly improve DOOH planning, forecasting, and analysis by offering real-time, accurate audience size and behaviour updates, leading to more effective and efficient DOOH campaigns.\n\n\n\nDOOH increases engagement and attribution with mobile\n\n\n\nThere are countless examples of innovative DOOH ads that think outside the box, from coughing billboards with built-in smoke detectors to mind-bending 3D experiences that cause you to do a double-take.\n\n\n\nBut, it doesn’t have to be that complex. \n\n\n\nThe OAAA’s SVP of Marketing & Analytics recently told EMARKETER that the humble QR code will play an increasing role in DOOH ads, providing consumers with information on products and services while giving advertisers data they can leverage for future campaigns and reporting.\n\n\n\n“Out-of-home is big screens driving consumers to small screens,” he said. “What those devices also really open up and allow is measurement of audience movement and patterns.”\n\n\n\nAdvertisers looking for deeper insights can tap into the added layer of interactivity that mobile engagement brings. Scannable QR codes and similar mobile touchpoints allow brands to capture 1st-party data, track engagement, and understand how many consumers interact with a DOOH ad after exposure. This data can then be aggregated to inform future creative, optimize targeting, or be integrated into data platforms to enhance measurement and performance across other marketing channels.\n\n\n\nRetail media drives the next wave of DOOH growth\n\n\n\nRetail media is poised to become a significant force in the future of DOOH advertising, especially as brands look for ways to engage shoppers at the point of purchase.\n\n\n\nIn-store retail media ad spending is set to make up nearly one-fifth of total ad spending by 2027, and in-store retail media ad spending will comprise 55.9% of total DOOH growth between 2025 and 2029.\n\n\n\nDigital signage in retail environments helps brands and advertisers reach high-intent shoppers at critical decision-making moments, enhancing brand engagement and increasing conversion at the point of sale.\n\n\n\nRetail DOOH ads not only influence immediate purchase decisions but also create opportunities for brands to capture valuable consumer insights that can help them refine their messaging and build brand loyalty through contextually relevant in-store experiences.\n\n\n\nThe line blurs between CTV and DOOH\n\n\n\nDigital screens and DOOH software are increasingly being installed on gas station pumps, airplane seat headrests, and in restaurants and retail stores, allowing marketers to engage audiences in public spaces with the same level of targeting, personalization, and engagement as CTV advertising.\n\n\n\nWhether you call it OOH TV advertising, CTV OOH advertising, DOOH advertising, or something else entirely, these ads look and feel just like the types of CTV ads you’d watch while streaming Disney at home, but often come at a lower price than traditional CTV ads.\n\n\n\nPart of that has to do with the amount of scale and inventory available. Unlike traditional CTV, scale and targeting are limited, with ads appearing in fewer locations and seen by fewer people compared to ads served through streaming services. But this limitation also creates a valuable opportunity to hyper-target based on context and location, making it perfect for highly relevant messaging in specific physical environments.\n\n\n\nFor example, ads served on airplane seat screens during flights to sunny vacation spots could feature local tourism activities, hotel deals, or car rentals at the destination.\n\n\n\nProgrammatic DOOH grows in popularity\n\n\n\nIn the past, advertisers had to either deal directly with media owners using traditional insertion orders or use DOOH-specific DSPs to get their ads on digital billboards.\n\n\n\nNow, platforms like StackAdapt simplify the process by bringing everything together under one roof, making it easier for advertisers to launch, adjust, and track the impact of DOOH ads and multi-channel campaigns.\n\n\n\nWith programmatic DOOH ad spending forecasted to grow 22.6% in 2025 and reach $1.35 billion USD by 2027, the future looks promising for advertisers and consumers alike.\n\n\n\nReady to experience the power of StackAdapt’s programmatic DOOH advertising solutions? Request a demo today.\n\n\n\n\n\n\n\nDOOH advertising FAQs\n\n\n\n\n\n\n\nOOH advertising captures the attention of people on the go, reaching audiences in public spaces where they typically spend a significant amount of time. It enhances brand visibility and complements digital campaigns by providing a physical presence offline.\n\n\n\n\n\n\n\n\n\nDOOH advertising is highly effective. A study reported that DOOH advertising can increase spontaneous advertising recall by 17% when content is contextually relevant to the viewer.\n\n\n\n\n\n\n\n\n\nDOOH advertising is better for targeting, flexibility, dynamic creatives, and more accurate measurement. That said, traditional OOH still works well for agencies and brands looking to achieve broad, consistent visibility and deliver long-term branding campaigns. Combining both is ideal for maximizing reach and engagement.\n\n\n\n\n\n\n\n\n\nYes, DOOH is perfect for local ad campaigns. Advertisers can use geofencing and location-based targeting to reach specific neighbourhoods, cities, or regions, helping ensure ads are relevant to each location and drive local foot traffic.\n\n\n\n\n\n\n\n\n\nDOOH ad costs vary depending on location, screen type, ad duration, audience, and campaign length. Generally, CPMs for DOOH range from $2 to $15 USD. But premium locations or formats often demand higher prices.\n\n\n\n\n\n\n\n\n\nTo calculate CPM for DOOH, divide the total cost of the ad campaign by the number of impressions in thousands. This metric helps assess the cost-effectiveness of reaching a thousand viewers.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home","url":"https://www.stackadapt.com/resources/blog/digital-out-of-home","name":"What is digital out-of-home advertising? A definitive guide","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626093708/20250620_DOOH-Pillar-Page_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-06-26T15:44:50+00:00","dateModified":"2026-09-09T16:12:27+00:00","description":"Learn what digital out-of-home advertising is, its benefits, and how it’s transforming modern marketing strategies.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d70eb44a-39fe-482e-bd7e-87455cb254b6"},{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-0839159a-ca88-41d3-a373-098be9955d8e"},{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-324b9b54-f554-41ec-be73-7ecfc17ca0ea"},{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-791086b7-d416-40f5-b63c-a8e23f0fc903"},{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-cf5264ec-52fa-421d-abf0-ce4a66e073ab"},{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d1b87eea-9ecc-4e3c-9d9c-804d4d283897"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626093708/20250620_DOOH-Pillar-Page_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626093708/20250620_DOOH-Pillar-Page_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a bus stop with a digital screen, an example of DOOH advertising in public spaces."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d70eb44a-39fe-482e-bd7e-87455cb254b6","position":1,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d70eb44a-39fe-482e-bd7e-87455cb254b6","name":"Why is out-of-home advertising important?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"OOH advertising captures the attention of people on the go, reaching audiences in public spaces where they typically spend a significant amount of time. It enhances brand visibility and complements digital campaigns by providing a physical presence offline.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-0839159a-ca88-41d3-a373-098be9955d8e","position":2,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-0839159a-ca88-41d3-a373-098be9955d8e","name":"How effective is DOOH advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DOOH advertising is highly effective. A study reported that DOOH advertising can increase spontaneous advertising recall by 17% when content is contextually relevant to the viewer.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-324b9b54-f554-41ec-be73-7ecfc17ca0ea","position":3,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-324b9b54-f554-41ec-be73-7ecfc17ca0ea","name":"Is traditional or digital OOH better?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DOOH advertising is better for targeting, flexibility, dynamic creatives, and more accurate measurement. That said, traditional OOH still works well for agencies and brands looking to achieve broad, consistent visibility and deliver long-term branding campaigns. Combining both is ideal for maximizing reach and engagement.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-791086b7-d416-40f5-b63c-a8e23f0fc903","position":4,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-791086b7-d416-40f5-b63c-a8e23f0fc903","name":"Can DOOH be used for local campaigns?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Yes, DOOH is perfect for local ad campaigns. Advertisers can use geofencing and location-based targeting to reach specific neighbourhoods, cities, or regions, helping ensure ads are relevant to each location and drive local foot traffic.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-cf5264ec-52fa-421d-abf0-ce4a66e073ab","position":5,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-cf5264ec-52fa-421d-abf0-ce4a66e073ab","name":"How much does DOOH advertising cost?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DOOH ad costs vary depending on location, screen type, ad duration, audience, and campaign length. Generally, CPMs for DOOH range from $2 to $15 USD. But premium locations or formats often demand higher prices.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d1b87eea-9ecc-4e3c-9d9c-804d4d283897","position":6,"url":"https://www.stackadapt.com/resources/blog/digital-out-of-home#faq-question-d1b87eea-9ecc-4e3c-9d9c-804d4d283897","name":"How do you calculate cost per mille (CPM) for DOOH?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To calculate CPM for DOOH, divide the total cost of the ad campaign by the number of impressions in thousands. This metric helps assess the cost-effectiveness of reaching a thousand viewers.","inLanguage":"en-US"},"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cookieless-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Why you need to embrace cookieless advertising","datePublished":"2024-05-01T01:25:25+00:00","dateModified":"2026-09-08T21:45:05+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-advertising"},"wordCount":1162,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240429154608/20240426_Cookieless-Advertising-Refresh_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","contextual targeting","cookieless targeting","page context ai"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"It’s finally happening. Sort of.\n\n\n\nAfter years of warnings, Google Chrome has officially begun phasing out 3rd-party cookies. \n\n\n\nIn early January, the company turned off cookies for 30 million Chrome users (or 1% of the platform’s total user base) and said they had plans to phase them out completely by end of 2024. (They’ve since delayed the change for a third time but promise to turn off 3rd-party cookies completely by 2025.)\n\n\n\nMany browsers, like Mozilla’s Firefox and Apple’s Safari, have already moved to block 3rd-party cookies following increased concerns over data collection and subsequent privacy legislation. But, according to the Wall Street Journal, many advertisers still aren’t ready for a cookieless future.\n\n\n\nThankfully, cookieless advertising can help you drive performance in a post-cookie world.\n\n\n\nWhat is cookieless advertising?\n\n\n\nCookieless advertising refers to the alternative strategies and methods advertisers use to target users without relying on 3rd-party data. The goal of cookieless advertising is to deliver relevant, personalized ads while respecting user privacy and adhering to data privacy regulations.\n\n\n\nUnderstanding cookieless targeting\n\n\n\nCookieless targeting uses 1st-party data, anonymized data points, and AI and machine learning to target ads to users without compromising their privacy or violating regulations like the GDPR or CCPA.\n\n\n\nWhen it comes to cookieless advertising, there are three main methods most digital marketing teams use to target users.\n\n\n\n\nAuthenticated targeting is when an advertiser gains explicit consent from a user—often through a pop-up, login screen, or sign-up form—to use their data for advertising purposes.\n\n\n\nAnonymous targeting doesn’t use personal identifiers, like names or email addresses, and instead relies on alternative methods to segment and target specific audiences anonymously.\n\n\n\nContextual targeting uses AI and machine learning to deliver ads based on the context of the webpage the user is viewing, with advertisers using keywords, topics, or categories to target their ads.\n\n\n\n\nMany of these methods have been around for years. But we wanted to understand more about how teams were approaching programmatic advertising’s inevitable shift away from 3rd-party cookies.\n\n\n\nThe state of cookieless advertising\n\n\n\nRecent studies show that marketers and publishers understand the value of moving away from 3rd-party cookies, but many still aren’t prepared for the change. \n\n\n\n\nAccording to HubSpot, less than half of marketers have a plan in place for cookie-free targeting.\n\n\n\n71% of respondents to Econsultancy’s Future of Marketing survey agreed there were viable alternatives to 3rd-party cookie-based tracking, but only 8% felt “fully prepared” for the cookieless future.\n\n\n\nAccording to Digiday, 78% of publishers believe removing third-party cookies will make their audience data “more valuable”.\n\n\n\n25% of respondents to an ID5 survey believe that 1st-party universal identifiers are the most viable and scalable solution for replacing 3rd-party cookies.\n\n\n\nDigiday says only 9% of publishers have a complete plan for the end of 3rd-party cookies.\n\n\n\n\nPreparing for cookieless targeting\n\n\n\nThe programmatic landscape continues to evolve and face more limitations when it comes to using cookies. \n\n\n\nThere are still instances where cookies will continue to be relevant for marketers. For example, cookies can be used for 1st-party data collection and tracking when consent is given. \n\n\n\nBut advertisers need to adapt.\n\n\n\nThat’s why contextual targeting has emerged as a performance-driving targeting method for reaching the right audience, with US advertisers putting 28% of their targeting budget towards contextual data in 2024.\n\n\n\nWhat is contextual advertising and how does it work?\n\n\n\nContextual advertising targets ads to users based on the content of the webpage a user is visiting.\n\n\n\nWith contextual advertising, a crawler scans a webpage’s content and metadata, analyzes it, and categorizes it using AI and machine learning. Then, when a visitor lands on a page, an ad is served to them based on the content they’re viewing, rather than using 3rd-party data or explicitly relying on personal identifiers. This makes contextual advertising an ideal solution for advertisers navigating a post-cookie world.\n\n\n\nContextual advertising has many benefits, including the ability to target niche audiences while they’re in the right frame of mind and getting access to real-time metrics. Contextual advertising is also a brand safe solution that’s perfect for building strong brand affinity with your audience. \n\n\n\n3 steps to getting started with cookieless advertising\n\n\n\nThe time to embrace cookieless advertising is now. Here are 3 steps you should take to successfully introduce cookieless advertising into your digital marketing strategy.  \n\n\n\n1. Prioritize contextual targeting \n\n\n\nProximic’s 2024 State of Programmatic Report found that 78% of advertisers planned to increase or continue relying on contextual targeting to target ads in a post-cookie environment. That’s great news. But what about the other 22%?\n\n\n\nSuccess in programmatic advertising is dependent on testing and optimizing different campaign strategies. The sooner you can experiment with contextual targeting, the better off your campaigns will be in the long run.\n\n\n\nAdvertisers and marketers clearly understand the need for contextual advertising. But there’s a gap between acknowledging the need for it and adding it to their repertoire. \n\n\n\nThe widespread adoption of cookieless advertising solutions like contextual advertising is coming. Marketers should prioritize the implementation of contextual targeting tactics to ensure they don’t get left behind. \n\n\n\n2. Educate yourself about cookieless advertising \n\n\n\nDigital marketing requires creative thinking and staying on top of the latest trends, technology, and channels. The best way to get ahead of industry changes is to invest time in learning and development. \n\n\n\nEducating yourself and your media buyers on how to be successful in a cookieless environment could be the difference between continued campaign success and a dip in performance. \n\n\n\nHaving the right training and resources is important when implementing a new platform, tactic, or strategy. \n\n\n\nIf you want to level up your programmatic advertising skills, sign up for free courses. Or, if you want to learn more about contextual advertising in particular, watch this webinar on how to improve campaign performance with AI and contextual targeting. \n\n\n\n3. Find the right programmatic partner \n\n\n\nProgrammatic platforms that provide cookieless advertising, especially those that leverage machine learning and AI, are the best resources in times of uncertainty. They’re experts in the field, and know the best ways to learn and ramp up. \n\n\n\nYour partner should understand the nuances of the industry and how to foster success in the post-cookie landscape. You’ll want them to have expertise in all areas of digital advertising, including which channels, data providers, and ad formats to leverage and prioritize. Tapping into their knowledge and platform functionality is the best way to break into the contextual advertising space more efficiently. \n\n\n\nAdd contextual advertising to your media mix\n\n\n\nThe shift away from 3rd-party cookies is finally underway, and there are no signs of it slowing down.\n\n\n\nAdvertisers need to prepare for a future without cookies. The best way to ensure a seamless transition is to get started with contextual advertising. Request a demo to get started.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team-lead#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team-lead"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Leading StackAdapt users to creative success","datePublished":"2022-10-11T20:09:01+00:00","dateModified":"2026-09-08T21:46:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team-lead"},"wordCount":910,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team-lead#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150115/20220921_Life-in-Adtech-Carolyn-header-scaled-1-1.jpg?fit=2560%2C1274&ssl=1","keywords":["creative studio","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Carolynne Wong, one of StackAdapt’s Creative Strategy Team Leads. Carolynne shares her journey into adtech, what her role entails, and how the Creative Strategy team is supporting StackAdapt users. \n\n\n\nCan you share a bit about your journey into working in AdTech, and what attracted you to this field? \n\n\n\nAfter graduating from school, my first job was as a designer and coordinator at a corporate company. I was responsible for building landing page assets for the website, and I also got to come up with promotional campaigns for online sales. \n\n\n\nWhen I was ready for my next career move, I knew I wanted to continue in the digital space, but I was looking for a position where I could work with a variety of brands to really grow my skills. \n\n\n\nI was hired to join StackAdapt’s Creative Strategy team back in 2019. It was my first experience working in adtech. To be honest, I never expected to work in programmatic advertising, but I’m so grateful to be here!\n\n\n\nWhat is the main focus of the creative strategy team at StackAdapt, and what are your main responsibilities on the team?\n\n\n\nThe Creative Strategists help clients make the most out of their creative approach on the StackAdapt platform. We walk them through what mix of channels will best suit their campaign, we explore the fine details of why creative should look a certain way, and we recommend what platform integrations to include in the ads to collect unique campaign insights. \n\n\n\nOnce we’ve established a plan, Creative Strategists will coordinate the development of ads with our internal Production Designers and Motion Specialists. We oversee all of the moving parts when it comes to creative execution, and we’re in constant communication with the sales, production, and the StackAdapt Platform Quality team before we send creative back to the clients for review.\n\n\n\nAs a team lead, how do you contribute to the success of the team as well as campaigns run on the StackAdapt platform?\n\n\n\nI am one of three team leads from the Creative Studio! As a Team Lead, I will jump in to support the team in all sorts of ways, from troubleshooting ads on the platform, to providing design feedback, and insights for campaign strategies. And just like Creative Strategists, Team Leads work with the Sales team, and have a dedicated portfolio of clients who we help develop creative campaigns that best suit their brand and budgets. \n\n\n\nAlong with client support, Team Leads contribute to many internal projects that focus on the future state of the team. We are constantly looking for ways to improve our work processes, data intake, and training opportunities to ensure the team continues to grow, is set up for success, and supports the ongoing momentum of StackAdapt.\n\n\n\nWhat does creativity mean to you, and how do you inspire creativity on the team? \n\n\n\nI see creativity as a form of communication. There are countless ways people like to express themselves creatively, whether that is through art, cooking, music, writing, you name it! Creativity allows you to bring whatever has been on repeat inside your head, out into the real world.\n\n\n\nMy team likes to share design inspiration during our team huddles, adhoc brainstorm sessions, or in one of our many group chats. Sometimes we showcase our own work to the team, and other times it's showing off the cool creative pieces we see in our day to day.\n\n\n\nWhat advice would you give someone looking to work in a leadership role in the creative field? \n\n\n\nI think knowing how to create a comfortable working environment is an important trait for a leadership role in the creative field. A setting where others can share their honest opinions is so important to a team’s development, and so I always do my best to foster a safe, inclusive space during brainstorming and feedback sessions.\n\n\n\nI’m also a firm believer in giving credit where credit is due. Especially in a leadership role, I think it’s very important to provide that recognition and show appreciation for your teammates!\n\n\n\nWhat is the most rewarding part of leading a team of creative strategists at StackAdapt?\n\n\n\nThis position has a great deal of personal interaction, and having the chance to build so many positive relationships, both internally and externally, is what I find most rewarding. \n\n\n\nI started on the Creative Studio team when we were just a group of 5 people in our Toronto office. Now we’ve expanded globally and our team has grown to over 40 members! We’ve changed so much since 2019, and it’s so amazing to see how far we’ve come in such a short amount of time.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 strategies that fuel automotive advertising campaigns","datePublished":"2022-10-19T20:55:13+00:00","dateModified":"2026-09-08T21:46:41+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies"},"wordCount":1430,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260708005027/20221019_Automotive-1.gif?fit=1200%2C601&ssl=1","keywords":["automotive","Content Level : 101","geotargeting","weather targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Automotive advertising is a challenging industry! The sales cycle for large purchases like new vehicles are often long and require multiple touch points throughout the funnel. But, don’t let a few bumps in the road discourage you. \n\n\n\nThe auto industry accounted for 23% of all retail sales in the US in 2022. This represents a significant portion of overall consumer spending, and it’s expected that spend in the auto industry will continue to grow. \n\n\n\nThe lowdown on automotive industry advertising\n\n\n\nBefore we dive into automotive advertising strategies, it’s important to highlight why this retail industry is unique. A key differentiator is that vehicles are a massive financial investment. As a result, consumers spend a long time in the consideration phase. \n\n\n\nCar buyers spend an average of nearly 14 hours online during their research, and visit an average of 4.2 websites in their purchasing process. The buying journey almost always starts online, which means reaching consumers with a programmatic campaign will come long before they step foot in a car dealership.\n\n\n\nRead on for 6 automotive advertising strategies, and automotive marketing trends that will help you tap into this massive retail category and drive performance for your campaigns. \n\n\n\n6 automotive advertising strategies\n\n\n\n1. Leverage weather targeting to reach consumers at the right moment\n\n\n\nThe auto industry is influenced heavily by weather conditions, particularly in the US, where weather can vary drastically throughout the year.  \n\n\n\nWhen temperatures start to drop, consumers are thinking about purchasing winter tires to keep safe on the road. For example, after an intense storm, consumers will consider buying a vehicle that has added safety features, like all-wheel drive. On the flip side, when hot temperatures arrive across the US, consumers start thinking about features like air conditioning. \n\n\n\nFor automotive advertising, weather targeting helps car dealerships and manufacturers to reach audiences in receptive moments. You’re able to set parameters for running a winter tires campaign right when temperatures drop, or when the first snowstorm hits. Or, set campaigns highlighting climate control for when temperatures begin to rise. This way, you reach consumers when specific car features are top of mind. \n\n\n\n2. Use video to capture attention and convey information\n\n\n\nCars and other auto related items in the automotive vertical are generally big ticket purchases. Therefore, consumers will want details about a product before converting. With video advertising, you’re able to communicate a lot of information by combining visual and audio elements. With just a few seconds or a minute, you can tell your ideal audience everything they should know about your brand or your product. \n\n\n\nWatching videos is becoming a daily habit for US adults. More than 75% of adults spend up to 2 hours watching short-form digital video content every day. In 2022, more than 82% of all consumer internet traffic watched online videos, which is 15 times higher than in 2017. \n\n\n\nTime spent with video continues to grow, and so investment in this programmatic channel is growing, too. According to eMarketer, US advertisers increased their spend from $52.17 billion USD in 2021 to $62.96 billion USD in 2022. \n\n\n\nVideo enables automotive advertisers to convey key info in a short period of time. You can do more than just introduce a vehicle or a service. You can educate your audience, and start building trust between them and your brand.  \n\n\n\n3. Connect with local consumers through geotargeting\n\n\n\nIn the digital age, many consumers start their research process for new vehicles and other products in the auto vertical online. But, walking into a nearby car dealership remains the common form of initial contact, by more than half of car shoppers.\n\n\n\nThis is why geotargeting is such an important automotive industry advertising strategy. Your audience will likely come into a brick and mortar location at some point. In most cases, they will visit a dealership that is within the vicinity of their home. Auto dealerships can use a geotargeting strategy, which leverages a combination of location-based tactics to reach a desired audience of consumers who live in their vicinity.\n\n\n\nThe best way to do this is with a geofence, which is a virtual fence that encloses a perimeter around a geographic location. This enables you to reach consumers within a specific neighbourhood, building, or another real-world location. \n\n\n\n4. Reach an engaged, broad audience through in-game ads\n\n\n\nIn-game ads appear on objects such as billboards, walls, jerseys, and more during video gameplay. The goal of in-game advertising is to insert ads that are noticed by a player, but don’t interrupt their enjoyment of the game. \n\n\n\nYou can leverage in-game advertising to capture the attention of audiences in the top of the funnel in a non-disruptive, highly-viewable environment. \n\n\n\nThis is a valuable channel for automotive advertising because the in-game audience encompasses various demographics. Players are highly engaged and usually aren’t multi-tasking, which means more attention is spent on your ad, increasing the likelihood of brand recall and awareness.\n\n\n\n5. Align with consumers using contextual advertising\n\n\n\nConsumer ad preferences and privacy-driven changes in the digital advertising landscape are evolving. As a result, marketers are increasingly turning to contextual advertising. Contextual advertising targets ads based on the environment that the ad appears in. This targeting strategy helps you reach users while they are in a relevant frame of mind, which is indicated by the content they are consuming. \n\n\n\nThis is a crucial automotive advertising strategy because the sales cycle for this vertical is so long. Because contextual advertising taps into the current frame of mind of a consumer, it’s perfect for building brand awareness and keeping users engaged throughout the funnel. \n\n\n\nWith contextual ads, you can target niche phrases that are related to your auto product or service. For example, if you’re promoting winter tires, targeting keywords like “driving in snow” will ensure your ad appears alongside, let’s say, a blog that includes tips for driving in winter weather. Your ad, therefore, will reach your target audience with precision, at a moment when winter tires are top of mind. \n\n\n\n6. Re-engage users in the funnel with retargeting\n\n\n\nThroughout a long sales cycle, retargeting is key. Automotive retargeting advertising allows you to re-engage a user that has shown interest in your vehicles, auto products, or services. This strategy delivers online ads to a user based on their previous intent-based actions on the web. \n\n\n\nTo create an effective retargeting strategy, you’ll first need to identify where in the funnel a consumer should be when they are served a follow-up ad. This strategy is beneficial all throughout the customer journey, including at the top of the funnel, when a user has just been introduced to your brand, or for when a user is in the consideration stage, and is continuing to explore your product or service. \n\n\n\nIncluding automotive retargeting advertising in your auto advertising strategy will help to drive continued engagement and conversions. It’ll ensure that regardless of what device or channel your ideal audience is using, they’ll see your ad!\n\n\n\nLeverage multi-channel in your automotive marketing strategy\n\n\n\nThe greatest challenge for marketers in the auto industry is driving users through the often lengthy path to purchase. Since people today are online on a variety of devices, and using a variety of channels, it’s crucial to have coverage across multiple digital environments. \n\n\n\nMulti-channel targeting enables advertisers to reach users across different platforms and channels. This helps a campaign achieve greater reach by capturing users wherever they are online. \n\n\n\nThe key to a successful multi-channel auto campaign is to create a cohesive message across all of the available channels. This will lift brand awareness and inch those users closer to conversion. Just be sure to leverage the right media mix to reach your ideal audience where they are, create visibility for your brand, and engage consumers. \n\n\n\nGet started with automotive marketing \n\n\n\nThere’s a lot to consider when you’re building out an automotive advertising strategy. You’ll need to land on the right mix of channels, targeting tactics, ad formats, copy, and so much more. \n\n\n\nFinding the right formula isn’t one size fits all. It takes plenty of experimentation to steer your campaigns toward the media mix that will take your audience from the consideration stage, to conversion. Your best bet? Don’t shy away from new channels or strategies, because that channel you haven’t run before might help you fuel your auto advertising success. \n\n\n\nReady to drive auto advertising performance? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies","url":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies","name":"6 Strategies That Fuel Automotive Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/automotive-advertising-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260708005027/20221019_Automotive-1.gif?fit=1200%2C601&ssl=1","datePublished":"2022-10-19T20:55:13+00:00","dateModified":"2026-09-08T21:46:41+00:00","description":"Explore 6 effective automotive advertising strategies that will drive performance for your auto campaigns, using programmatic.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Ensuring every ad is set up for success","datePublished":"2022-10-27T13:22:00+00:00","dateModified":"2026-09-08T21:46:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality"},"wordCount":977,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260313211701/Life_in_Adtech_Connie_Yan.jpg?fit=1201%2C601&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service for our clients.\n\n\n\nThis month features Connie Yan, StackAdapt’s Director of Platform Quality. Connie shares her journey into adtech, what her role entails, and how the Platform Quality team supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working in AdTech, and what attracted you to platform quality? \n\n\n\nI’ve always wanted to be in the ad industry. Before working in programmatic, I was interested in opportunities on the agency side. But one day at school, a professor showed me the native advertising Lumascape. I was amazed by how large the native advertising space was, and by the number of companies in native advertising that I’d never heard of! \n\n\n\nAfter graduating school and completing an internship at a small marketing agency, I knew adtech was where I wanted to be. What attracted me to platform quality in particular was how unique the role is within the adtech landscape, and the fact that it’s a collaborative role. I love that I get to watch ads! Believe it or not I get more ad jingles stuck in my head then I do music, and I’m here for it. \n\n\n\nWhat is the main focus of the platform quality team at StackAdapt, and what are your main responsibilities on the team?\n\n\n\nThe main focus of the Platform Quality team is to ensure our clients have the best ad-serving experience and the safest marketplace for our clients to buy ads confidently. To deliver this value, the Platform Quality team works with multiple stakeholders to improve the advertising life cycle, from client onboarding, compliance support, ad audit, and campaign approval. \n\n\n\nWe work closely with StackAdapt’s Product and Engineering teams to implement tools that help us mitigate risk and streamline operations. Our team vets and reviews every campaign before it goes live. They also approve every domain on our sitelist, enabling StackAdapt to have a proactive approach to brand safety.My role at StackAdapt is to support the Platform Quality team at every stage of this process. I work closely with our legal teams to ensure appropriate policies are in place, and work with our Sales team to make sure customer brand safety needs are met. I seek partnerships that will strengthen our ad verification process, give us insights on inventory health, which includes traffic risk monitoring and other attention metrics.\n\n\n\nAs the director of platform quality, how do you contribute to the success of the team, and the success of StackAdapt users?\n\n\n\nEvery day is different! There are always new markets, new regulations, new products, and new formats to explore, which makes my job exciting. The adtech industry is constantly evolving, and compliance has become increasingly complex. Taking the time to dissect and analyze each layer of law requires effort and a deep level of understanding from the digital advertising perspective. On the Platform Quality team, we are compliance experts who work closely and collaboratively with StackAdapt clients to advise them on our policies. A common challenge clients have is tight turnarounds, particularly in sensitive industries like political advertising. Our team has built infrastructure and 24/7 support to execute same day turnarounds, because we know that speed makes a huge difference!\n\n\n\nWhy is platform quality so integral to the success of StackAdapt campaigns?\n\n\n\nPlatform quality is the last check before campaigns go live. Humans are still a very integral part of this process. Our team can pick up on emotional intricacies that machines might miss, ensuring that our ads don’t mislead users, or prey on sensitive audiences.\n\n\n\nWe make sure each ad gets the StackAdapt stamp of approval so that it’s set up for success. We work behind the scenes to catch typos, fix platform bugs, and educate StackAdapt users. Once an ad is served the job isn’t done! We take extra steps to analyze inventory quality metrics so that we’re constantly evolving our operation in order to maximize return on ad spend (ROAS). \n\n\n\nWhat advice would you give someone interested in a career in platform quality? \n\n\n\nPlatform quality is a dynamic role and great introduction to adtech. If you are interested in media, this job is for you! Auditing ads and inventory does come with some challenges, so here are some tips to get you started in this field. \n\n\n\n\nHave a deep understanding of the programmatic ecosystem.\n\n\n\nBe very detail oriented and have an investigative mindset.\n\n\n\nBe comfortable with ambiguity.\n\n\n\nEnjoy repetitive tasks and spotting inefficiencies.\n\n\n\n\nWhat is the most rewarding part of leading the platform quality team at StackAdapt?\n\n\n\nPlatform quality is an exciting department with many opportunities to learn new things. We get to tackle challenging media topics, discuss social issues, continuously learn about developments in the adtech industry, while also having some fun along the way. \n\n\n\nOur team spans across 4 time zones and 3 countries, which means we get to work with people from across the globe. Learning how to collaborate and grow together is one of the best parts! It is rewarding to see our ads in the wild, and knowing that our team had a huge role in it getting them there.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality","name":"Life in Adtech: Platform Quality | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-director-platform-quality#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260313211701/Life_in_Adtech_Connie_Yan.jpg?fit=1201%2C601&ssl=1","datePublished":"2022-10-27T13:22:00+00:00","dateModified":"2026-09-08T21:46:38+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for StackAdapt’s Director of Platform Quality.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/accessible-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/accessible-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"5 tips for making programmatic ads more accessible","datePublished":"2022-10-25T15:56:03+00:00","dateModified":"2026-09-08T21:46:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/accessible-advertising"},"wordCount":1110,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/accessible-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175957/20221020_Accessible-Ads-2-1.jpg?fit=1201%2C596&ssl=1","keywords":["Content Level : 101","creative studio","display","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Accessibility and inclusivity are important topics for discussion and extend beyond physical settings and social relationships. While it’s common to think about accessibility in the context of physical spaces, it’s an important aspect of digital spaces too. \n\n\n\nCreating accessible digital content ensures inclusivity, giving you an opportunity to reach all audience members in a fair and beneficial way. It also accounts for all types of environments that your audience may be viewing your content in, as well as temporary disabilities like a broken limb.  \n\n\n\nYou don’t want to overlook accessibility when it comes to any part of your digital strategy. Let’s explore how digital accessibility and inclusive design can be weaved into your media plan.\n\n\n\nWhat is inclusive design\n\n\n\nThe goal of inclusive design is to provide the best user experience for as many people as possible. Rather than a one-size-fits-all approach, inclusive design aims to create content that is accessible to a diverse range of users. \n\n\n\nThis is done by addressing the common barriers that users face, the environments users may be in, as well as providing different ways that users can engage. For example, closed captioning on a video ad makes it possible for viewers to read, rather than listen, to dialogue happening within the ad.\n\n\n\nWhile closed captioning definitely benefits people who are hard of hearing, it can also benefit people who are in various environments. If a person is scrolling on their phone while rocking their baby to sleep, they may prefer to read your video versus listen to it. Or, an individual that is  watching your video ad in a loud room may benefit from closed captioning.  \n\n\n\nWhy accessible advertising matters\n\n\n\nAccessibility is important for all types of design. Let’s break down three reasons why inclusive design is crucial in programmatic advertising, specifically. \n\n\n\nAccessible technology is a right \n\n\n\nAccessible technology is a right, not a privilege. Fostering an inclusive digital atmosphere is just as important as fostering inclusive physical environments. \n\n\n\nAccessible design is good design\n\n\n\nAccessible, inclusive ads can be experienced by more people. In addition, they’ll resonate with more people. Without them, you risk stifling your campaign’s reach and relevance. \n\n\n\nAccessibility brings even more benefits\n\n\n\nAccessible ads are better optimized for different digital environments, like mobile phones or devices with small screens. And, they’ll benefit people who may be experiencing temporary disability, for example, a broken arm or lost glasses. \n\n\n\n5 tips for creating accessible ads\n\n\n\n How can you make your ads more accessible? Here are 5 tips to get you started. \n\n\n\n1. Ensure your ads have colour contrast \n\n\n\nContrast within your ads, particularly between the colour of text and the colour of your background, is essential for both the ease of readability and your viewers’ retention of content. This goes for call-to-action (CTA) buttons, and navigation buttons as well. \n\n\n\nIn short, high contrast is easier to read. The best way to go is dark colours on light colours, or light on dark. Below is an example of a display ad that isn’t super accessible, compared with a more accessible version. The main difference? The version on the right uses higher contrast colours between the text and the background. If ever you aren’t sure that an ad has enough contrast, you can run the colour combination you’ve used through a free online checker like this one, by WebAIM.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n2. Consider the size of text and type of font in your ads \n\n\n\nIt’s always tempting to use exciting, intricate fonts in your ads. But for readability, the simpler the better. Fonts like Times New Roman, Arial, and Verdana are straight forward, and accessible. \n\n\n\nWhen creating ads, you may have to select the font based on a brand’s guidelines. If the brand’s fonts are hard to read, enlarge them, or choose a more readable alternative within the brand guidelines.\n\n\n\nIt’s also important to consider the size, weight, and spacing for the text in your ads. Even a simple font can become hard to read if it’s too small, or the letters are too close to each other. Consider these factors to make sure the text is readable. The important thing is to ensure that users can increase the size by 200% while maintaining readability.\n\n\n\nLastly, avoid embedding important text into an image within your ad, because this text will be missed by screen readers and other assistive devices.\n\n\n\n\n\n\n\n3. Add captions or subtitles to your video and Connected TV ads \n\n\n\nCaptions and subtitles are two simple features that you can add to your video and CTV ads, which makes it possible to share your ad with a larger audience. Subtitles will benefit hard-of-hearing viewers, viewers in noisy environments, and viewers who speak another language. \n\n\n\n4. Use inclusive, accessible language in your ads \n\n\n\nThe copy in your ads should accommodate people of all ages and reading abilities. For example, if your ad is in English, you want to be sure that the text of your ad is accessible to people who have another first language and are learning English.Here are some ways to make your ad copy widely accessible; use active voice, stay away from “academic” language, and write out acronyms first when they’re in use. And of course, never use ableist language.   \n\n\n\n5. Make sure your website is accessible, too \n\n\n\nIt’s important to make sure that the content in your entire funnel is accessible, including your website. Since your ads are likely driving users to your site, the experience should be cohesive. Some common tips for a more accessible website include:\n\n\n\n\nCreating contrast between the colour of text and the background.\n\n\n\nUse headings correctly to organize the structure of your content.\n\n\n\nAdd alt text to describe image assets on web pages.\n\n\n\n\nCreate your media plan with accessibility in mind\n\n\n\nRemember that inclusive design starts with your buyer personas. When crafting your personas, include people of varying abilities, and account for a range of environments that your audience may be in. Then, develop specific customer segments that capture those demographics and environments.\n\n\n\nThe best way to ensure your ad campaigns are inclusive is to keep accessibility at the forefront of your mind from the planning stage to execution. By doing this, you can help contribute to creating more accessible space, both online, and offline.\n\n\n\nThis blog was written in collaboration with Erica Gudnason, Susan Rolfe, and Jenny Gu, from StackAdapt’s Creative Studio.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/accessible-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175957/20221020_Accessible-Ads-2-1.jpg?fit=1201%2C596&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175957/20221020_Accessible-Ads-2-1.jpg?fit=1201%2C596&ssl=1","width":1201,"height":596,"caption":"Graphic showing different options for colours in a visual asset to illustrate accessible ads"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and precisely PlaceIQ partner to expand location targeting and analytics","datePublished":"2022-12-06T14:00:00+00:00","dateModified":"2026-09-08T21:46:31+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq"},"wordCount":598,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144557/20221025_Media-Release-Place-IQ-update-1.jpg?fit=1200%2C600&ssl=1","keywords":["geotargeting","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq","url":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq","name":"StackAdapt Partners to Expand Location Targeting | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144557/20221025_Media-Release-Place-IQ-update-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2022-12-06T14:00:00+00:00","dateModified":"2026-09-08T21:46:31+00:00","description":"StackAdapt clients now have access to expanded location targeting and analytics through their partnership with Precisely PlaceIQ.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-precisely-placeiq#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144557/20221025_Media-Release-Place-IQ-update-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144557/20221025_Media-Release-Place-IQ-update-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"logos for StackAdapt and PlaceIQ next to each other on a blue background"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Real-time bidding (RTB) vs. programmatic: What’s the difference?","datePublished":"2022-11-01T13:29:00+00:00","dateModified":"2026-09-08T21:46:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding"},"wordCount":999,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126160421/20221026_RTB-vs-Programmatic-1.png?fit=1200%2C601&ssl=1","keywords":["Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The concepts of real-time bidding (RTB) and programmatic advertising can be confusing. This is because the terms refer to a similar process. Although they are definitely related, RTB and programmatic aren’t interchangeable. \n\n\n\nIt’s important to understand the difference between real-time bidding and programmatic because they have distinct roles in the advertising process. Let’s break down what both are, their differences, and how real-time bidding and programmatic are related. \n\n\n\nWhat is programmatic advertising \n\n\n\nProgrammatic advertising is defined as a process for buying and selling digital advertising space that is automatic, rather than the traditional, manual process. This automatic process serves ads at the right time, and at the right price. \n\n\n\nProgrammatic advertising leverages various technologies, like machine learning and artificial intelligence, to give advertisers the ability to use defined parameters to place their ads. Digital advertising inventory can be bought through programmatic across the web, mobile, apps, video, digital billboards, and social media. \n\n\n\nHow does programmatic advertising work? \n\n\n\nTo run programmatic campaigns, media buyers work with a programmatic platform, like a demand-side platform (DSP). A DSP is a digital campaign platform that provides advertisers with features for buying ad placements online in real-time. \n\n\n\nA DSP provides access to features that support programmatic campaigns from start to finish. It typically provides planning tools, an ecosystem of programmatic channels, and the ability to view domain-level performance, geo performance, audiences, and more.\n\n\n\nWhat is RTB advertising\n\n\n\nReal-time bidding (RTB) is the process in which digital advertising inventory is bought and sold. It’s a process that happens in less than a second, as part of an instant auction. RTB advertising is typically facilitated by a programmatic platform, DSP, or an ad exchange.\n\n\n\nHow does real-time bidding work?\n\n\n\nRTB advertising is essentially an instant auction. When a user visits a website, a corresponding bid request is sent to an ad exchange, which is a digital marketplace that enables advertisers and publishers to buy and sell advertising space.\n\n\n\nThis bid request will contain various types of information about the user, like their demographic data, location information, and browser history. \n\n\n\nThe ad exchange then passes the bid request along to its list of advertisers and buyers, who bid in real time for the ad impression. \n\n\n\nThe advertiser that bids the highest amount wins the impression, and their ad is served to the user. Ad impressions are bought and sold in RTB transactions in the blink of an eye. They happen so quickly and so often that, for example, the StackAdapt DSP platform processes over 2 billion auctions each day!\n\n\n\n\n\n\n\nThe benefits of real-time bidding \n\n\n\nRTB represents a part of the programmatic media buying process, whereas programmatic describes the entire media buying process. You can think of RTB as being one piece in the larger programmatic ecosystem. \n\n\n\nRTB plays a significant role in this ecosystem, but it isn’t the only media-buying method that programmatic can leverage. It’s actually possible for publishers to sell their inventory without the use of RTB. For example, publishers can sell inventory through programmatic guaranteed or direct. \n\n\n\nThere are several benefits that RTB delivers, for both advertisers and publishers. Let’s unpack 6 of the main ones. \n\n\n\n1. Streamlined Buying: RTB streamlines the buying process for advertisers. The buying process is efficient and it helps fine-tune user targeting by allowing advertisers to select relevant inventory that will drive results.\n\n\n\n2. Optimized Campaigns: RTB allows publishers to optimize their campaign performance by adjusting campaign budgets in real-time.\n\n\n\n3. Wider Inventory Selection: RTB opens inventory up to a wider ecosystem of media buyers, and the auction process drives more revenue for publishers.\n\n\n\n4. Increased Transparency: With RTB, publishers have visibility into what advertisers and buyers are bidding on and purchasing. This gives publishers insight into what ad placements are premium spots.\n\n\n\n5. Added Flexibility: Publishers and advertisers have flexibility with RTB because both can set parameters for the auction. For example, publishers can set minimum bids and advertisers can set their maximum bids.\n\n\n\n6. Optimized Bidding. For added success with RTB campaigns, you’ll want to focus on developing optimized bidding through strategies like bid factoring and creative tactics. \n\n\n\nUnderstanding programmatic advertising vs real-time bidding\n\n\n\nThe term RTB describes something different from programmatic advertising. RTB refers to the technology that programmatic advertising leverages, whereas programmatic describes the larger concept and ecosystem around programmatic ads. \n\n\n\nUnderstanding the difference between RTB advertising and programmatic means you’re able to identify when RTB advertising is the right fit for your programmatic campaigns. In some cases, other processes for placing your ads, like programmatic direct, might make more sense.\n\n\n\nBy understanding what RTB advertising is and how it fits into the programmatic landscape, you’re able to not only speak about programmatic confidently, but plan your campaigns with confidence. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\nProgrammatic vs RTB faq \n\n\n\n\n\n\n\nRTB stands for real-time bidding. This is a process by which advertising inventory is bought and sold. RTB uses an instant auction to sell inventory, on a per impression basis.\n\n\n\n\n\n\n\n\n\nA real-time bidding (RTB) system allows digital advertising inventory to be bought and sold at an auction that occurs in less than a second. RTB advertising is typically facilitated by a programmatic platform, DSP, or an ad exchange.\n\n\n\n\n\n\n\n\n\nProgrammatic and real-time bidding are not the same. Real-time bidding is a process for buying and selling ad inventory, which represents a part of the programmatic media buying process. Programmatic describes the entire media buying process.  \n\n\n\n\n\n\n\n\n\nReal-time bidding streamlines the ad-space buying process for advertisers. It allows publishers to optimize their campaign performance by adjusting campaign budgets in real-time, it opens ad inventory up to a wider ecosystem of media buyers, and it gives publishers visibility into what advertisers are purchasing their inventory. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding","url":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding","name":"What is Real-Time Bidding? RTB Definition and How It Works","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126160421/20221026_RTB-vs-Programmatic-1.png?fit=1200%2C601&ssl=1","datePublished":"2022-11-01T13:29:00+00:00","dateModified":"2026-09-08T21:46:37+00:00","description":"Learn what real-time bidding is, the differences between programmatic vs RTB, and how RTB functions in the greater programmatic ecosystem.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-7fd6a4a7-bf76-4839-8747-84e96fe6921d"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-a3f912fc-3bed-49bf-abfe-d4c0403f28b2"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-572a4aa9-9c52-4de4-9861-8bd54b5889f7"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-f7113e33-09bf-4fa1-99aa-06f859e3de42"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126160421/20221026_RTB-vs-Programmatic-1.png?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126160421/20221026_RTB-vs-Programmatic-1.png?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"Illustration of an online ad space being auctioned with a gavel, representing real-time bidding in digital advertising."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-7fd6a4a7-bf76-4839-8747-84e96fe6921d","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-7fd6a4a7-bf76-4839-8747-84e96fe6921d","name":"What Does RTB Stand For?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"RTB stands for real-time bidding. This is a process by which advertising inventory is bought and sold. RTB uses an instant auction to sell inventory, on a per impression basis.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-a3f912fc-3bed-49bf-abfe-d4c0403f28b2","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-a3f912fc-3bed-49bf-abfe-d4c0403f28b2","name":"What Is a Real-Time Bidding System?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A real-time bidding (RTB) system allows digital advertising inventory to be bought and sold at an auction that occurs in less than a second. RTB advertising is typically facilitated by a programmatic platform, DSP, or an ad exchange.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-572a4aa9-9c52-4de4-9861-8bd54b5889f7","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-572a4aa9-9c52-4de4-9861-8bd54b5889f7","name":"Is Real-Time Bidding the Same as Programmatic?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Programmatic and real-time bidding are not the same. Real-time bidding is a process for buying and selling ad inventory, which represents a part of the programmatic media buying process. Programmatic describes the entire media buying process.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-f7113e33-09bf-4fa1-99aa-06f859e3de42","position":4,"url":"https://www.stackadapt.com/resources/blog/what-is-real-time-bidding#faq-question-f7113e33-09bf-4fa1-99aa-06f859e3de42","name":"What Are the Benefits of Real-Time Bidding?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Real-time bidding streamlines the ad-space buying process for advertisers. It allows publishers to optimize their campaign performance by adjusting campaign budgets in real-time, it opens ad inventory up to a wider ecosystem of media buyers, and it gives publishers visibility into what advertisers are purchasing their inventory.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-glossary#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-glossary"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"The ultimate programmatic advertising glossary","datePublished":"2022-11-08T15:12:42+00:00","dateModified":"2026-09-08T21:46:36+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-glossary"},"wordCount":2220,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-glossary#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805141626/20221102_The-Ultimate-Programmatic-Advertising-Glossary-1.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","multi-channel","programmatic advertising","targeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic ads enable media buyers to purchase advertising space using a programmatic platform that leverages data insights and algorithms to reach the right users. This form of digital advertising is scalable, flexible, transparent, and it drives results! \n\n\n\nIf you’re new in the adtech space, you may be coming across unfamiliar programmatic terms. Understanding these terms is an important first step toward programmatic advertising success, and so we’ve put together this programmatic key terms glossary to guide you. \n\n\n\nBelow, we're explaining 47 of the most common, need-to-know programmatic advertising terms.\n\n\n\nProgrammatic advertising glossary\n\n\n\n1. Ad exchange\n\n\n\nAn ad exchange is a digital marketplace for advertisers, who are looking to run ads, and publishers, who are looking to buy and sell ad space (known as inventory). Publishers can offer their inventory for sale in an ad exchange, and advertisers can bid on that inventory. \n\n\n\n2. Ad fraud\n\n\n\nAd fraud is also known as click fraud. It’s when a scammer tries to inflate the amount of impressions, clicks, or conversions that an ad campaign earns. This wastes the advertiser’s budget, and earns money for the scammer. Bots are usually used for this type of fraud. \n\n\n\n3. Ad inventory\n\n\n\nAd inventory is also known as media inventory. It’s the amount of ad space that a publisher, like a website, has available to sell to an advertiser. \n\n\n\n4. Ad server\n\n\n\nAd servers are the technology that makes it possible for advertisers and publishers to manage, serve, and track ads across different advertising channels, like native, display, video, etc. It’s the ad servers that decide, in real-time, which ad to deliver to the advertising channel based on its relevance, targeting, budget, and campaign goals. \n\n\n\n5. Audience targeting\n\n\n\nAudience targeting separates consumers into segments that are based on their interests or demographic data. This makes it easier for advertisers to reach receptive audiences. Examples of audience targeting include affinity segments and custom segments. \n\n\n\n6. Behavioural targeting\n\n\n\nBehavioural targeting uses web user information like browsing history to figure out which ads will resonate the best with them. Ads are personalized using behavioural data like which websites a person has visited, or which emails they have opened. \n\n\n\n7. Bid request and response\n\n\n\nA bid request is a piece of code that sends ad inventory details to the ad exchange. This way, advertisers can see what ad space is available for their ads. If an advertiser is interested in using that inventory, they can send back a bid response.  \n\n\n\n8. Brand lift study\n\n\n\nA brand lift study measures the impact of digital campaigns across programmatic channels. It typically will provide a picture of the consumer sentiment and brand affinity of people who have been exposed to the ads. \n\n\n\n9. Brand safety\n\n\n\nBrand safety is a strategy or practice that helps advertisers avoid ad placements in contexts that could potentially hurt their brand identity or reputation. For example, a vegan company’s ad being shown on a hunting equipment website would be a brand safety concern. \n\n\n\n10. Click-through conversion (CTC)\n\n\n\nClick-through conversions (CTC) measure the amount of times a user sees an ad, clicks on it, and converts during that visit. CTC usually records first-time clickers, and so it's useful for tracking conversions that happen right away, without nurturing.\n\n\n\n11. Click-through rate (CTR)\n\n\n\nA click-through rate (CTR) is a digital advertising metric that uses a ratio to show how often users who see an ad end up clicking it. CTR is the number of clicks that an ad receives, divided by the number of times that the ad is shown.\n\n\n\n\n\n\n\n12. Connected TV (CTV)\n\n\n\nA connected TV is a device that connects to (or is built into) a television, making it possible for that device to stream video content. CTV advertising delivers ads through those devices to viewers watching streamed content.\n\n\n\n13. Contextual advertising\n\n\n\nContextual advertising is a targeting method that leverages the context next to which an ad appears on the web to deliver highly-relevant ads to the right audience, at the right moment.\n\n\n\n14. Cookie\n\n\n\n​​In digital marketing, a cookie is a small piece of data sent from a website and stored on the user’s computer by the web browser. This small, unique identifier makes it possible for a website to remember a visitor and their actions as they browse through different pages. Cookies enable marketers to deliver personalized content to web users. \n\n\n\n15. Cookieless advertising\n\n\n\nCookieless advertising uses metadata like keywords and website content to place digital ads based on the environment in which an ad appears. Ads are served to users based on the content they are consuming at that moment in time. \n\n\n\n16. Cost per acquisition (CPA)\n\n\n\nCost per acquisition (CPA) is a digital marketing metric that measures the total cost of a defined goal, like a conversion. CPA is calculated by dividing the total campaign spend by the number of customers that were gained by that campaign. \n\n\n\n17. Cost per click (CPC)\n\n\n\nCost per click (CPC) is a bidding model that figures out how much advertisers pay for each individual click on their digital ads. CPC is calculated by dividing total ad cost by the number of clicks received.\n\n\n\n18. Cost per mille (cpm) \n\n\n\nCost per mille (CPM) refers to an impression-based bidding model, which is the cost per one thousand impressions—in other words, marketers pay a set price for every 1,000 impressions that an ad receives. “Mille” is the latin word for “thousand,” which is why cost per mille means cost per 1,000.\n\n\n\n19. Cost per completed view (CPCV)\n\n\n\nCost per completed view (CPCV) is an ad pricing model where marketers pay a publisher every time their video is watched from start to finish. This helps marketers target high-quality users. CPCV is calculated by dividing the budget of an ad campaign by the total completed views.\n\n\n\n20. Cross-device targeting\n\n\n\nCross-device targeting makes it possible for advertisers to deliver ads to a specific audience, across multiple devices. Ads can be shown on different devices, like a smartphone, smart TV, and a computer. \n\n\n\n21. Data management platform (dmp) \n\n\n\nA data management platform (DMP) collects and organizes 1st, 2nd, and 3rd-party audience data from various online, offline, and mobile sources. That data is used to create detailed customer profiles. Customer profiles are profiles that describe shared characteristics about a specified group of customers. The DMP will then make the data anonymous, and share it with programmatic platforms like ad exchanges, demand-side platforms (DSPs), and supply-side platforms (SSPs). \n\n\n\n22. Dayparting\n\n\n\nDayparting is a marketing strategy that can be used to deliver ads at the most optimized times. For example, a marketer might use dayparting to only run ads on weekdays between 5pm to 9pm and Saturdays 12pm to 6pm because they notice that's when their ads earn the most engagement. Dayparting makes it possible to schedule ads for specific days of the week, at specific times. \n\n\n\n23. Demand-side platform (dsp) \n\n\n\nA demand-side platform (DSP) makes it possible for advertisers to buy and manage ad space from multiple publishers, and across different advertising channels. DSPs make this process simple because it can all be done through one interface.  \n\n\n\n24. Digital out-of-home (DOOH)\n\n\n\nDigital out-of-home (DOOH) includes any digital advertising that is found in a public environment. For example, large digital billboards, road-side dynamic displays, and directory screens in malls and airports. DOOH ads come in a variety of formats and sizes.\n\n\n\n25. Display advertising\n\n\n\nDisplay ads are digital advertising media that use images and text, and can be interactive. These ads appear on websites, and vary in shape and size to fit in different locations on a web page, including within the content.\n\n\n\n26. Dynamic retargeting\n\n\n\nDynamic retargeting makes it possible for advertisers to serve ads to a user featuring the most recent product page they’ve visited. A native or display ad that shows the exact product that a user viewed online is served, or a custom messaging based on that product’s headline or body copy.\n\n\n\n27. First-party data\n\n\n\nFirst-party data (also written as 1st-party data) is information that an organization collects and owns about their own customers’ behaviours and actions. This information is collected on the organization’s channels like their website, app, social media, or other mediums where their audience engages with them. \n\n\n\n28. Frequency capping\n\n\n\nFrequency capping, or impression capping, makes it possible for marketers to limit the number of times an ad is shown to individual people. This helps marketers avoid overwhelming their audience with the same ad repeatedly. \n\n\n\n29. Incrementality\n\n\n\nIncrementality gives marketers insight into whether ads impact signups or purchases by using a test vs. control format. This format allows marketers to compare results from a group of people who were shown an ad, and a comparable control group that didn’t see the ad, giving them a picture of how they gained new customers.\n\n\n\n\n\n\n\n30. In-game advertising\n\n\n\nIn-game ads are non-intrusive ads that appear in video games. Ads appear during gameplay on in-game objects, such as billboards, walls, jerseys, and more. In-game ads can be delivered through programmatic advertising on gaming consoles, mobile devices, or on computers. \n\n\n\n31. In-stream video\n\n\n\nIn-stream video is a classic video advertising format in which a video ad is played before, during, or after a video that a person is already watching. Since the viewer is already watching content, they are receptive to the video ad. \n\n\n\n32. Linear TV\n\n\n\nLinear TV enables audiences to watch scheduled TV programs, broadcasted through a traditional television network. Viewers access the content through a subscription to a cable or satellite service, or by over-the-air broadcasting. \n\n\n\n33. Multi-channel advertising\n\n\n\nMulti-channel advertising makes it possible for advertisers to reach users across different platforms and advertising channels. This promotes larger campaign reach because advertisers are able to reach users who are only using some channels. \n\n\n\n34. Native advertising\n\n\n\nNative advertising integrates high-quality advertising content into the organic experience of a platform. Native ads fit into the design and feel of the websites where they are shown, which creates an immersive user experience for the viewer. \n\n\n\n35. Native outstream video\n\n\n\nNative outstream video ads are placed between the paragraphs of an article on a website. The video ads only play when they are in view. If a user scrolls past the native outstream video, it will stop playing. \n\n\n\n36. Private marketplace (PMP)\n\n\n\nA private marketplace (PMP) refers to a digital marketplace where advertising inventory is bought and sold programmatically between exclusive parties. Publishers invite a limited group of advertisers to bid on premium ad space.\n\n\n\n37. Programmatic advertising\n\n\n\nProgrammatic advertising is a process of buying advertising space that is automatic, rather than through the traditional, manual process. This automatic process serves ads to users at the right time, and at the right price. \n\n\n\n38. Programmatic audio\n\n\n\nProgrammatic audio automates the selling and insertion of audio ads into audio content. Audio ads are delivered to listeners through various platforms, including audiobooks, podcasts, and streaming playlists.\n\n\n\n39. Programmatic direct\n\n\n\nProgrammatic direct, also known as programmatic guaranteed, is an agreement made directly between a publisher and an advertiser through a programmatic ad buying system like a demand-side platform (DSP). \n\n\n\n40. Programmatic video\n\n\n\nProgrammatic video describes any video ad that is delivered to viewers programmatically, including native video ads and CTV ads. Viewers may see a video ad ahead of streaming a TV series, or while scrolling through a blog.\n\n\n\n41. Real-time bidding (RTB)\n\n\n\nReal-time bidding (RTB) is a process that enables digital advertising inventory to be bought and sold. It’s typically facilitated by a programmatic platform, DSP, or an ad exchange, and the process happens in an instant auction that takes less than a second. \n\n\n\n42. Retargeting\n\n\n\nRetargeting is a digital advertising strategy that enables advertisers to re-engage a user that has shown interest in their brand or product. Retargeting ads are delivered to a user based on their previous intent-based actions on the web.\n\n\n\n43. Supply-side platform (ssp) \n\n\n\nA supply-side platform (SSP) is an adtech platform that publishers use to manage, sell, and optimize their programmatic ad inventory. It enables this inventory to be sold to advertisers in an automated, efficient way. \n\n\n\n44. Third-party data\n\n\n\nThird-party data (also written as 3rd-party data) is information that’s collected and sold by independent organizations. It’s made available to marketers to use as part of their advertising initiatives.  \n\n\n\n45. Viewability\n\n\n\nViewability is a digital advertising metric that measures how many impressions of an ad were actually viewed. According to the Interactive Advertising Bureau (IAB), at least 50% of an ad must be in view for at least one second for display ads and two seconds for video ads for them to count as being “viewed.” \n\n\n\n46. View-through conversion (VTC)\n\n\n\nA view-through conversion (VTC) happens when a user is served an ad for the first time, doesn’t click on the ad, but converts at a later time. View-through conversions are tracked using a view-through conversion window, which starts as the first impression is served and continues until there is a conversion within a certain number of days.\n\n\n\n47. Video completion rate (VCR)\n\n\n\nVideo completion rate (VCR) is a video marketing metric that measures how many viewers watched a video ad from start to finish. This rate helps advertisers figure out whether or not their audience is finding the content they’ve produced engaging.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named one of Canada’s enterprise fast 15 winners in Technology Fast 50™ program","datePublished":"2022-11-16T13:53:47+00:00","dateModified":"2026-09-08T21:46:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner"},"wordCount":265,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145040/20221111_Fast-15_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner","url":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner","name":"StackAdapt Named Enterprise Fast 15 Winner | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-fast-15-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145040/20221111_Fast-15_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2022-11-16T13:53:47+00:00","dateModified":"2026-09-08T21:46:35+00:00","description":"StackAdapt was honoured as an Enterprise Fast 15 award winner as part of the 2022 Technology Fast 50™ program.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Programmatic campaign reporting 101","datePublished":"2022-11-17T19:39:55+00:00","dateModified":"2026-09-08T21:46:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting"},"wordCount":1044,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142943/20221117_Programmatic-Campaign-Reporting-101-1.jpg?fit=1668%2C835&ssl=1","keywords":["Content Level : 101","programmatic advertising","reporting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic campaign reporting is your map to success. With reporting, you have access to the data you need to make changes to the campaign based on performance, and plan for future initiatives.\n\n\n\nIt’s commonly assumed that reporting happens once a campaign has ended. While this is true—you're able to pull post-campaign analytics at the end of your campaign—the groundwork for great reporting starts during the planning stage of your campaign, and should be something you visit throughout the flight. The strongest optimizations are data driven and should be evaluated throughout the duration of a campaign.\n\n\n\nLearn how to plan your programmatic reports, common metrics to include in your reporting, the cadence for reporting, and best practices for reporting. \n\n\n\nPlan your programmatic campaign reports\n\n\n\nWaiting until your programmatic campaign has ended to run a report will leave large gaps in your campaign activity, which will leave you guessing how to improve next time. Don’t wait until your campaign is over to uncover and analyze campaign insights. \n\n\n\nBefore you launch a campaign, it's important to understand the goals you hope to achieve. This will enable you to effectively map out and track the right KPIs, so that you can inform future optimizations. \n\n\n\nDeciding on what metrics will be important for your campaign depends on what type of programmatic campaign you are running. For example, if it’s an awareness campaign, you’ll want to measure impressions. If it’s a conversion campaign, you’ll need to establish what you consider a conversion (a sale, or a form fill?), and ensure you’re tracking them.\n\n\n\nKnowing the goal of your campaign will shape the detail you include in your report, and help you draw insights that matter. For example, you may want to pull a geo report to understand which of the locations you’re targeting are contributing to the highest level of performance.\n\n\n\nIf this is the case, it's important to plan your campaign setup, so that you and your team are set up for success. If you plan to optimize campaign spend towards top-performing geos, you will need to plan ahead and set up individual campaign lines per geo. This will allow you to analyze performance and shift budgets accordingly, once you identify the top-performing geos. \n\n\n\nRegardless of what your campaign goals are and what data you’d like to collect, the time spent planning your programmatic campaign reporting up front will enable you to garner true insights that will help with your optimization efforts.\n\n\n\nProgrammatic metrics to include in campaign reports\n\n\n\nYour campaign reports will likely include several metrics. The metrics you select will depend on your campaign goals, but below is a checklist of the most beneficial metrics. You can save the below checklist for your future campaigns:\n\n\n\n\n\n\n\n5 campaign reporting best practices\n\n\n\nWhen programmatic campaign reporting is set up effectively, it will provide you with insights that are necessary to drive increased performance. To guide your reporting from setup to post campaign, here are 5 key best practices. \n\n\n\n1. Consider the format for your reporting\n\n\n\nImagine how you will want to see your campaign in reporting. Use that vision as a framework for how you set up your campaigns and campaign groups.\n\n\n\nIt’s sometimes helpful to start with the most granular metrics. For example, consider how granularly you would like to see the budget broken down, or whether you’d like to see time on site. From there, work your way up to broader metrics like impressions. \n\n\n\nTaking this bottom up approach will dictate if you need a specific parameter by line item. You’ll also be able to determine if you need multiple or a singular campaign group. \n\n\n\n2. Organize your reports before launch\n\n\n\nOrganization is key when it comes to programmatic campaign reporting. The best strategy is to name your campaign creatives and line items clearly, and to make sure the names align with the information that they contain. \n\n\n\nYou can use symbols like an underscore (_) or a dash (-) to create names that are easy to understand. Be sure to keep your naming format uniform throughout your entire campaign setup, so you avoid confusion down the road. \n\n\n\n3. Set a cadence for reports\n\n\n\nYour programmatic campaign reporting cadence will depend on a few factors, like the length of your campaign, and your campaign goals. For example, a short-term campaign running less than 3 months will likely require a more frequent cadence for reporting.Along with setting a cadence for how often you want to check reporting, decide if you want to pull reports manually or have them automatically sent to you. You could either log in to the platform and access reports in  real-time. Alternatively, you could receive automatically generated reports sent to you via email, off-platform. \n\n\n\nThe most common cadences for programmatic reporting are: \n\n\n\n\nDaily\n\n\n\nWeekly (Typically the previous Monday to Sunday)\n\n\n\nMid-Month (Typically includes data up until the 15th of the month)\n\n\n\nMonthly\n\n\n\n\n4. Check reporting mid-flight\n\n\n\nCheck on the results of your campaign mid-flight, or a minimum of 1 week after your campaign goes live. This will ensure that pacing, performance, and all your key performance indicators (KPIs) are on the right track and are being monitored. \n\n\n\nOne thing to note is that when you make optimizations mid-flight for a campaign, it's best practice to make only one change at a time. This makes it easier to understand what change impacted your campaign performance. If you make too many changes at once, it will be hard to attribute changes in campaign performance to a specific action. \n\n\n\n5. Leverage reporting tools to optimize\n\n\n\nLeverage reporting software like Supermetrics, Funnel, or Ninjacat, that will enable you to amalgamate all of your digital spend into one platform. This will provide a birds-eye view of your overall spend, and enable you to assess which platforms are driving the best performance.\n\n\n\nGet started with programmatic campaign reporting\n\n\n\nThese 5 best practices will help you to access the data you need to execute your campaigns, as well as in-flight changes, based on performance. And, you’ll be in the perfect position to plan for future initiatives. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting","url":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting","name":"Programmatic Campaign Reporting 101 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-campaign-reporting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805142943/20221117_Programmatic-Campaign-Reporting-101-1.jpg?fit=1668%2C835&ssl=1","datePublished":"2022-11-17T19:39:55+00:00","dateModified":"2026-09-08T21:46:34+00:00","description":"Learn how to plan your programmatic reports, common metrics to include, the right cadence, and best practices for reporting.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/media-buying-insights#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-insights"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 media buying insights to drive 2024 performance","datePublished":"2023-12-14T14:43:00+00:00","dateModified":"2026-09-08T21:45:24+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-insights"},"wordCount":1060,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-insights#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220215148/20231201_Blog-Refresh-6-Trends-That-Media-Buyers-Should-Consider-in-2024.jpg?fit=1200%2C600&ssl=1","keywords":["artificial intelligence","blog","Content Level : 101","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"In recent years, the digital marketing landscape has experienced varying degrees of upheaval. The sudden onset of the pandemic spurred an accelerated adoption of digital, followed by an uncertain post-pandemic economy that led to scaled back media budgets. Meanwhile, the rise of artificial intelligence (AI), evolution of the privacy landscape, and the deprecation of the cookie has shifted marketing executions.\n\n\n\nIn 2024, media buyers will need to adapt to the changing media landscape to maximize the effectiveness and ROI of their campaigns. Below, we’re highlighting the trends that are on the rise, the challenges they may present, and how you can leverage those challenges to drive success and maximum impact. \n\n\n\n4 trends to elevate your advertising performance in 2024\n\n\n\n1. Time spent with media is plateauing\n\n\n\nData from eMarketer shows steep growth in time spent with media up until 2022. The growth started to uptick in 2020, a clear correlation with the onset of the pandemic. After that first year of the pandemic, this growth started to plateau. \n\n\n\nWhile this plateau in time spent with digital media might seem like a negative trend, it’s actually an opportunity to shift your digital strategy to reach audiences wherever they happen to be online, and on their preferred channel. The goal is not quantity, it’s quality. \n\n\n\nA tried-and-true strategy for reaching high-quality audiences is to optimize targeting so that it mimics the customer journey. Leverage a conversion journey tool to gain a comprehensive look into the key touch points of your conversions, like time-to-conversion, click-to-conversion, and domain-to-conversion. \n\n\n\nTrack important events such as purchases and form fills, see when and where each conversion took place, and view the exact domain where an ad was served. With this intel, you can optimize your targeting to align with key touch points in your customers’ journey.One thing to keep in mind is that customer journeys don’t typically stay confined to one channel. Leverage a multi-channel strategy to create multiple points of contact for the target audience, which will create more opportunities for acquisition. \n\n\n\n\n\n\n\n2. Artificial intelligence (AI) is enhancing precision in programmatic\n\n\n\nThe relevance of AI in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, leverage a programmatic platform that uses AI to enhance precision when reaching your target audience. \n\n\n\nHarnessing the power of AI with programmatic advertising can offer a transformative advantage, with machine learning taking the reins to streamline complex processes. For media buyers, AI can assist in analyzing large amounts of data, making it possible to uncover actionable insights that can be activated quickly. \n\n\n\nAI can also be leveraged for more efficient and effective campaign performance and management. Media buying teams can leverage AI tools to automate repetitive tasks, making it possible to dedicate more of their brain power to strategic thinking and planning.   \n\n\n\nThe effectiveness of programmatic platforms in optimizing AI-driven advertising is all thanks to their capacity to incorporate advanced technologies, streamline operations, and derive valuable insights from extensive data sets. \n\n\n\nMedia buyers can tap into these benefits to create effective campaigns that maximize impact and manage spend more efficiently. With a more predictable media consumption landscape, they can focus on channels and times that yield the best engagement, rather than spreading resources thinly across an ever-expanding media landscape.\n\n\n\n3. First-party data will help overcome cookie deprecation\n\n\n\nWith the privacy landscape evolving, media buyers (and brands!) need to actively invest in gathering 1st-party data as a means to keep audiences addressable. This is often viewed as a strategic workaround for the loss of cookies, which can help keep consumer connections intact. While it certainly is, don’t overlook the full potential of activating 1st-party data. \n\n\n\nBy using 1st-party data, you can measure actions that are highly specific to clients or brands. The beauty of it is that you can get as granular as your data goes. First-party data is also deterministic making it highly reliable. It provides you with a competitive advantage by enabling you to optimize your strategies, improve customer experiences, and create more personalized marketing campaigns. \n\n\n\nFor example, leverage CRM upload to match your client offline conversion data to online campaigns in a privacy-safe way, either mid- or post campaign. With this data, you can improve the effectiveness of your ad spend and uncover total return on investment from campaigns on offline conversions.\n\n\n\n4. Consolidate reporting for multi-channel campaigns\n\n\n\nAccording to an exclusive research report conducted by StackAdapt in partnership with Advertiser Perceptions, media buyers in 2023 found that they have difficulty measuring their goals across different channels. To overcome this challenge in 2024, media buying leaders should equip their teams with a means to consolidate reporting. \n\n\n\nOne way to do this is to leverage a single platform to run multi-channel campaigns. This helps to simplify reporting and can alleviate advertiser grief. Reporting that is consolidated by one platform means the reporting is done using the same methodology and technology, making the data consistent and clear across channels. \n\n\n\n\n\n\n\nAnother pain point that advertisers in 2023 identified as a challenge in running multi-channel campaigns, is that running ads on various channels requires different creative assets. \n\n\n\nRepurposing content is a simple strategy for overcoming this barrier. For example, display and video ads can be repurposed to run on digital out-of-home (DOOH), and stills from video ads can be leveraged as display ads that have in-banner video. \n\n\n\nIn 2024, your media teams should repurpose content not just across programmatic channels, but across search and social as well. This will extend the reach of campaigns to channels that drive performance, without the need for more investment in creative. \n\n\n\nAdapting to 2024’s media landscape\n\n\n\nIn the upcoming year, prominent trends are expected to revolve around continued economic uncertainties, the ongoing adoption of AI in advertising, the changes to privacy, and audience behaviour–like plateauing time spent with media. \n\n\n\nFor success in this media landscape, it’s crucial for marketers to not only be on top of these current and anticipated advancements, but analyze and test how these trends can be leveraged to achieve maximum impact. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cross-device-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cross-device-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"What is cross-device ad targeting","datePublished":"2022-11-29T19:15:37+00:00","dateModified":"2026-09-08T21:46:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cross-device-targeting"},"wordCount":876,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cross-device-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260205144105/20221116_Cross-Device-Targeting-1.jpg?fit=1667%2C834&ssl=1","keywords":["Content Level : 101","multi-channel","programmatic advertising","targeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"According to a Deloitte survey, the number of smart devices in the average US home has more than doubled since 2019. People use them to get online from wherever they are, using whichever device happens to be available to them at the time. Those devices can include smartphones, connected TVs, smart speakers, laptops, and more.\n\n\n\nThis is why cross-device ad targeting is so important. This ad targeting strategy makes it possible for you to reach the same user across their different devices. Read on to learn insights about device usage, how cross-device ad targeting works, and the benefits of this strategy. \n\n\n\nBreaking down device usage \n\n\n\nAccording to data from Deloitte, the average US household in 2022 has a total of 22 connected devices. In every home, individuals are using multiple devices, like smartphones, connected TVs, and laptops, to connect, watch, and listen online.\n\n\n\nDevice usage is always evolving. While the amount of time spent with specific devices changes year-to-year, one thing is constant: Users are splitting their time across different devices. \n\n\n\nSource: StatCounter\n\n\n\nPeople today have more devices than ever before, and they spend more time with those devices than ever before, too. Since 2013, daily screen time has increased by nearly 50 minutes per day. Now, the average American spends 7 hours and 4 minutes looking at a screen every day.\n\n\n\nWith consumers looking at a variety of screens throughout their day, a consumer’s buying journey is likely to involve multiple devices. This is where cross-device ad targeting comes in. \n\n\n\nWhat is cross-device ad targeting\n\n\n\nCross-device ad targeting is the practice of serving digital ads to the same consumer across multiple devices. Marketers leverage cross-device tracking in order to implement their digital strategy across multiple devices. \n\n\n\nHow does cross-device targeting work\n\n\n\nCross-device targeting is a strategy that works by leveraging cross-device tracking. Cross-device tracking is the method that marketers rely on to identify users across different devices. \n\n\n\nCross-device tracking can be done through one of two methods: Deterministic or probabilistic. The goal of each method is the same. To confirm if multiple devices, like a mobile phone, connected TV, and a desktop computer, all belong to the same user.\n\n\n\nLet’s break down the two methods for cross-device tracking: \n\n\n\nDeterministic\n\n\n\nDeterministic cross-device tracking relies on consumer logins as an identifier to match consumers’ devices to one user. This method tends to be pretty accurate since consumer login information is unique to an individual. Since this method of cross-device tracking relies on a user logging into a website or app on multiple devices, it can be somewhat limited in reach.\n\n\n\nProbabilistic\n\n\n\nProbabilistic cross-device targeting uses models and algorithms to identify a consumer across devices. It leverages non-personal data points like IP address, time of day, device type, cookies, and other identifiers to infer whether or not two devices are in use by the same individual. Probabilistic is a good alternative to deterministic cross-device tracking when you don’t have enough data to deterministically link users to multiple devices. \n\n\n\nBenefits of cross-device targeting\n\n\n\nIn today’s consumer landscape, it’s important to leverage the entire digital world in your advertising strategy. Cross-device ad targeting is one strategy that helps marketers achieve this. Let’s explore its key benefits. \n\n\n\nImproved ad targeting\n\n\n\nCross-device targeting ensures that regardless of what device a user is on, they will encounter your ad. You’re able to be wherever your audience is, which could be on various devices and channels. Your audience has more opportunities to engage with your brand, driving them further into the funnel. \n\n\n\nIncreased engagement\n\n\n\nCross-device ad targeting can drive higher engagement with your campaigns. Your ads appearing across devices means that your audience will have the chance to engage in the moment that is best for them. It may be convenient for them at home to engage with your ad on their laptop, but if they're in transit, mobile might be the better option.\n\n\n\nMeasurement capabilities\n\n\n\nCross-device targeting provides you more insights into the effect of your programmatic campaigns, across devices. With this granular data, you’re able to see when and where a user converted, what drove them to take your desired action, where they may have dropped off, and what platform or promotion they were most influenced by.\n\n\n\nCross-device targeting in a multi-channel strategy\n\n\n\nIn today’s advertising landscape, marketers should be leveraging the entire digital world. Ignoring the variety of devices that users now spend time with means missed opportunities for your messaging to reach your target audience. Along with cross-device targeting, you can use a multi-channel targeting strategy to make sure you reach your ideal audience on a mix of devices, and on a mix of programmatic channels like audio, in-game advertising, and video. A multi-channel strategy helps you to gain greater reach by capturing users who are only using some channels.\n\n\n\nWith programmatic, cross-device ad targeting and multi-channel distribution is easier than ever. Both strategies are powerful tools for ensuring you reach your audience across all programmatic channels on their desktop, mobile, tablet devices, and connected TVs.\n\n\n\nWant to get started with cross-device ad targeting? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/cross-device-targeting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260205144105/20221116_Cross-Device-Targeting-1.jpg?fit=1667%2C834&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260205144105/20221116_Cross-Device-Targeting-1.jpg?fit=1667%2C834&ssl=1","width":1667,"height":834,"caption":"blue background overlayed with graphics of different devices to illustrate cross-device targeting"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Year in review: Our most exciting platform updates 2022","datePublished":"2022-12-19T18:46:54+00:00","dateModified":"2026-09-08T21:46:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022"},"wordCount":932,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150921/20221216_Product-Roundup_Header-1.png?fit=1200%2C600&ssl=1","keywords":["page context ai","product updates","programmatic advertising","weather targeting"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022","url":"https://www.stackadapt.com/resources/blog/product-roundup-2022","name":"StackAdapt Year in Review: 2022 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150921/20221216_Product-Roundup_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2022-12-19T18:46:54+00:00","dateModified":"2026-09-08T21:46:30+00:00","description":"See StackAdapt’s favourite platform and feature updates in 2022 and how these new releases will help you drive campaign performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2022#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150921/20221216_Product-Roundup_Header-1.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150921/20221216_Product-Roundup_Header-1.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"July 7 Broken Images Assets Resources July 7 Broken Images Assets Resources 100% 11 C38 Illustrative graphic of different programmatic advertising features Summarize this data Illustrative graphic of different programmatic advertising features Turn on screen reader support To enable screen reader support, press ⌘+Option+Z To learn about keyboard shortcuts, press ⌘slashBanner hidden"}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person","name":"Kaitlin Forbes","identifier":27099,"url":"https://www.stackadapt.com/resources/author/kaitlin-forbes","sameAs":["https://www.linkedin.com/in/kaitlin-forbes-42860651"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317135555/Author_Bio_kaitlin_forbes-1.webp","jobTitle":"Senior Director of Product Marketing","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ad-fatigue#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ad-fatigue"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"5 tips for avoiding ad fatigue","datePublished":"2023-01-05T14:29:00+00:00","dateModified":"2026-09-08T21:46:28+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ad-fatigue"},"wordCount":961,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ad-fatigue#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126160211/20221215_Ad-Fatigue-1.jpg?fit=2500%2C1250&ssl=1","keywords":["Content Level : 101","creative","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"On any given day, a person may be exposed to 4,000 to 10,000 ads seen across programmatic channels, social, and offline channels. A high volume of ad exposure can lead people to lose interest in ads, a phenomenon known as ad fatigue. This phenomenon can make capturing the attention of your audience a challenge. \n\n\n\nWith the right programmatic strategy, your digital campaigns can stand out regardless of how many times your audience is exposed to your campaign. Read on to learn what ad fatigue is, how to recognize it, and steps you can take to ensure your campaigns capture attention. \n\n\n\nWhat is ad fatigue\n\n\n\nAd fatigue happens when users are exposed to too many ads, and when they see the same ads too often. The repeated exposure leads users to stop paying attention to the ads, and even ignore them.  \n\n\n\nIt’s crucial to understand ad fatigue and take steps to avoid it. This is because ad fatigue can have a noticeable effect on your campaigns’ performance. It might prevent users from moving through the sales funnel, and can even cause a lower return on investment (ROI).\n\n\n\nHow to recognize ad fatigue\n\n\n\nThe first tell-tale sign of ad fatigue is simple: Frequency. If a unique user has been exposed to the same ad multiple times, you run the risk of triggering the three key symptoms of ad fatigue. \n\n\n\nLet’s break those symptoms down: \n\n\n\nLower click-through rates (CTR)\n\n\n\nClick-through rate (CTR) is a metric that uses a ratio to show how often users who see an ad end up clicking it. Since CTR shows how engaging your ads are, a dropping CTR rate may indicate ad fatigue. When users tire of being exposed to your ads repeatedly, they’re likely to stop interacting with the ads.\n\n\n\nDecreased engagement\n\n\n\nLike CTR, engagement rates will see a decrease if your campaign catches a case of ad fatigue. Decreased engagement indicates that viewers of the campaign have lost interest in your ad, and aren’t motivated to interact with it. \n\n\n\nHigher cost per action \n\n\n\nWhen a campaign is delivering a higher cost per click (CPC), cost per acquisition (CPA), or another high cost per action metric, you may be contending with ad fatigue. High costs per action are an indication that your audience may be scrolling past your ads without engaging with them. As a result, you’re paying for the view without any resulting action. \n\n\n\nHow to avoid ad fatigue\n\n\n\nWhether or not you’re noticing symptoms of ad fatigue in your campaign reporting, it’s good practice to follow some simple best practices that can safeguard your campaign from it. \n\n\n\n1. Rotate your creative assets\n\n\n\nBefore your campaigns launch, create several different variations of your creative assets to rotate during the time you would like to run your campaign. It may be beneficial to additionally personalize your ads, to be able to serve different ads to different audiences. \n\n\n\nDifferences in colour, copy and call to action (CTA) will ensure your users stay engaged and give you an opportunity to make optimizations based on best performing creatives. This will also allow you to seamlessly switch your creatives based on the season, or any unique events you may be targeting.\n\n\n\n2. Expand your audience\n\n\n\nAudiences are a vital part of your digital campaigns, and as such they need to be monitored to ensure you are targeting the right audience as well as that you have enough scale. If your target group is too narrow you may be serving the same ads to the same users over and over. Revising and expanding your target audience will allow the algorithm to reach enough users without overexposing a single targeted group.\n\n\n\n3. Use dynamic retargeting\n\n\n\nLeverage dynamic retargeting (DRT) to serve ads based on the last element the user visited on your site. This retargeting strategy serves ads to a user featuring the exact item a user viewed on your website, or a custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in before. \n\n\n\nWith dynamic retargeting you are able to motivate your audience to engage with your ad by reminding them of your brand or a product. This personalization will drive a higher chance of capturing their attention, and engagement. \n\n\n\n4. Set adequate frequency caps\n\n\n\nOne of the main indicators of ad fatigue is the frequency in which users are shown an ad. A simple solution for this is to leverage frequency caps in your campaigns. This is a programmatic feature that enables you to control the number of times a unique user is exposed to your ad. Frequency caps can be set in your campaign set up to ensure your ads are shown to unique users in your audience pools.\n\n\n\n5. Monitor and optimize your campaigns\n\n\n\nThe best way to ensure your campaigns don’t suffer ad fatigue is to monitor their performance and make adjustments to optimize when you notice signs. The metrics that are most important to monitor are CTR and cost per action metrics like CPC and CPA. Monitoring the key metrics will allow you to make changes where they are needed to ensure your paid media efforts are successful and your audiences are engaged with your ads.\n\n\n\nSkip the ad fatigue\n\n\n\nThe best way to skip the ad fatigue is to have a proactive approach to it. Monitor your campaigns with a focus on frequency and CTR to ensure that your strategy is delivering the best performance and helping you achieve your ROI goals. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named Ad Age’s Best Place to Work 2023","datePublished":"2023-01-23T15:01:55+00:00","dateModified":"2026-09-08T21:46:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023"},"wordCount":582,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260708005224/20230110_BestWorkPlace_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023","url":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023","name":"StackAdapt Named Ad Age’s Best Place to Work 2023 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260708005224/20230110_BestWorkPlace_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-01-23T15:01:55+00:00","dateModified":"2026-09-08T21:46:25+00:00","description":"For the second year in a row, StackAdapt has been named one of Ad Age's Best Places to Work. Read on to find out why.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/industry-targeting-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/industry-targeting-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to build an industry targeting strategy","datePublished":"2023-01-26T21:59:21+00:00","dateModified":"2026-09-08T21:46:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/industry-targeting-strategy"},"wordCount":1279,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/industry-targeting-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320140555/20230112_Vertical-Targeting-01.webp?fit=1200%2C600&ssl=1","keywords":["audience targeting","blog","Content Level : 101","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"When it comes to programmatic advertising, capturing and targeting the most relevant audience is a key component to any campaign. Finding the ideal target market for your product can be particularly difficult when consumers fall into various demographic or behavioural buckets. \n\n\n\nIf everyone falls into multiple categories, how do you know where to find the right people, for the right product, at the right time? One solution is to leverage industry targeting. \n\n\n\nWhat is industry targeting\n\n\n\nIn the world of digital advertising, industry targeting is a strategy that enables you to segment your audience into groups, based on specific industries. \n\n\n\nIndustry targeting involves taking a step back to look at your audience and determine if they fit into specific topical groups, based on interest, industry, or marketing vertical. This could include categories such as travel, retail, finance or healthcare. \n\n\n\nWith industry targeting you can leverage programmatic ads to capture a focused, intent-driven audience. You can use specific messaging tailored for that segment and curate the content to cater to the unique needs and interests of your target market. \n\n\n\nIndustry targeting strategies can be especially helpful for advertisers who market toward different industries. For example, B2B brands often need to find industry specific research and develop unique personas for various segments. \n\n\n\nA B2B brand that sells office furniture might explore ways that they can position their brand and products for specific industries. The way this type of brand advertises to a financial services company will be different from their messaging for a doctor’s office. Other brands may have industry specific solutions they're trying to sell. Or, they may be tweaking the positioning of the same solution or product to appeal to audiences across different industries. In all these scenarios, an industry targeting strategy will be beneficial. \n\n\n\nHow to get started with industry-focused campaigns\n\n\n\nTo help get you started with industry targeting, we’ve put together a 4-step guide to building your industry targeting strategy for programmatic.\n\n\n\n1. Reconfirm your target market\n\n\n\nYou likely know your target markets based on past purchasing behaviour or the success of your previous campaigns. However, you might be overlooking a few, or targeting an audience that is very broad. \n\n\n\nDig deeper into your customer data to confirm your top verticals and perhaps uncover a few sub-verticals as well. Think about what interests or characteristics your customers share or pick features from your offering that you believe are appealing, either from reviews or direct feedback, and consider who else might enjoy or benefit from them. \n\n\n\nIt is best to rely on defined metrics or data points where you can. For example, identify the characteristics of your top spenders to draw conclusions about who your target market is.\n\n\n\n2. Build your buyer personas\n\n\n\nNext, you’ll want to crystallize who your ideal customer is in the industry you want to target, and start to consider the audience insight you’ll need to gather in order to reach them effectively. This is a crucial step in building a successful industry targeting strategy. \n\n\n\nBuilding a buyer persona is essentially creating a profile of a person who represents the exact centre of your target market. This ideal (fictional) customer is given a name, age, even a profile picture, and made into a “real” person by leveraging data that you collect. Having a data-informed view of your target audience makes it easier for creative and media teams to identify with, and create ads for these users. \n\n\n\nTo build your personas, you’ll first want to leverage your 1st-party data. This primary data reveals important information on existing audience behaviours, traits, preferences, buying habits, and interests which can inform your personas. This data may also tell you something you didn't know about your current customers. \n\n\n\nFor example, if you find that customers in a specific vertical are typically buying multiple products together at once, you may consider this when targeting lookalike audiences in your media strategy.\n\n\n\nPrimary data sources include your CRM, sales data and website analytics just to name a few. You could also conduct customer interviews, or hold internal stakeholder interviews. Employees in positions such as sales or customer service are often a wealth of knowledge when it comes to audience insight.\n\n\n\nYou’ll then want to review secondary research to supplement what you’ve learned from 1st-party data insights. Research tools like eMarketer, Netbase, Environics, Comscore, and Forrester are a good starting point. \n\n\n\nWhen gathering data to build buyer personas, there are a few categories of insights that you’ll want to be sure you explore: \n\n\n\n\nDemographics (age, gender, income, marital status, job title, etc.).\n\n\n\nPsychographics (major life events, life challenges, accomplishments, etc.).\n\n\n\nBehaviour and preferences (social networks they use, devices they own, hobbies, etc.).\n\n\n\nBuyer’s journey (what product needs they have, key channels and touchpoints, concern for price vs quality, etc.).\n\n\n\n\n\n\n\n\nPersonas should be built using data, not hunches. If you try to answer these questions without using reliable data and sources, you might be overlooking some integral points of view that you hadn’t thought of previously.\n\n\n\n3. Map your customer’s buying journey\n\n\n\nNow that you have buyer personas, you can map their individual paths to purchase to determine where your ads will be most effective. Consider the entire research process for a potential customer, along with the purchasing stages, and all of the ways they might be using channels and devices throughout. This is called “journey mapping.”\n\n\n\nFor example, for a potential retail shopper, don't assume they only use a desktop to research products.  You might end up overlooking their mobile activity, which may be integral to the buying process. Once you have mapped out the customer’s buying journey, you can identify the best time to capture their attention with an ad, ultimately increasing the probability that your industry targeting strategy will result in conversions.\n\n\n\n\n\n\n\nJourney mapping is about reaching the right audience, on the right channel or device, at the right moment, and with the right message. A strong journey map will help in personalizing your digital marketing strategy, so that the journey, and ultimately messaging, resonates with your ideal audience. \n\n\n\n4. Leverage your programmatic platform\n\n\n\nYou will want to use advertising technology with the appropriate targeting parameters to support your industry targeting strategy. This includes partnering with a programmatic platform that offers the channels and features you need to reach the right audience. \n\n\n\nYou’ll want to find a programmatic partner that supports custom, intent-based segments that capture people who are actively reading about topics relevant to your brand or your competition. \n\n\n\nIt's also recommended to ensure your programmatic platform offers various channels, like connected TV, programmatic audio, and in-game advertising. This way, you’re able to reach your audience through a multi-channel campaign that meets them where they are: which is across various online channels and devices. \n\n\n\nGet started with industry targeting\n\n\n\nEach industry offers unique opportunities to build out your campaigns, and there are different tools and tactics you can leverage for each. With industry targeting, you can personalize your digital marketing. This enables you to cater your campaigns to give your audience exactly what they are looking for, and at the moment they’re looking for it. \n\n\n\nCheck out each of the industries we have taken a deep dive into, and how to tackle the campaign planning for each:\n\n\n\n\nAuto\n\n\n\nFinance\n\n\n\nHealthcare\n\n\n\nHigher Education\n\n\n\nRetail\n\n\n\nTravel\n\n\n\n\n\n\n\n\nWant to run industry-focused programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 certified strategies for higher education marketing","datePublished":"2023-01-19T21:11:36+00:00","dateModified":"2026-09-08T21:46:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy"},"wordCount":1262,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145506/20230106_Higher-Education_Header-1.png?fit=1200%2C600&ssl=1","keywords":["blog","higher education","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Higher education marketing is increasingly looking toward digital marketing as a strategy for increasing enrollment and bringing prospective students into programs. Through programmatic channels like connected TV (CTV) and programmatic audio, marketers can fill their enrollment funnel, at a cost.\n\n\n\nBelow, we’re covering higher education market trends, and how higher ed marketers can leverage digital marketing to reach their ideal audience. \n\n\n\nHigher education market trends\n\n\n\nIn recent years there’s been significant changes in how higher education is delivered and marketed. Below, we’re exploring two key developments that are shaping the higher education market.\n\n\n\nGrowth of e-learning\n\n\n\nOne of the biggest changes has been the embrace of online learning. In 2019, the global e-learning market was measured at nearly 200 billion US dollars. By 2026, it’s projected that the market will grow to almost 400 billion US dollars. \n\n\n\nThe growth of e-learning is expected to continue, because this form of higher education is such an accessible way for people to access training and education. E-learning is typically more cost-effective than in-person learning. It’s also more accessible because it can be accessed from any location–students aren’t limited to enrolling in courses nearby their geographic location. \n\n\n\nOnline learning is also an effective way for institutions and brands to deliver education. With new solutions making it simpler than ever to create online courses, e-learning is quickly becoming a go-to format for higher education. \n\n\n\nEmbrace of digital marketing\n\n\n\nDigital solutions aren’t just transforming higher education formats, they’re transforming the way higher education is marketed. Education institutions and brands are increasingly shifting away from traditional, in-person marketing, towards digital marketing and virtual events. This is because prospective students need to be reached where they are, which is online. \n\n\n\nOne of the best ways to reach online audiences is with programmatic advertising. Through a programmatic platform, higher education marketers can purchase online ad space that targets their niche audience. Programmatic leverages data insights and algorithms so that higher education campaigns reach the right audience in real time, resulting in higher return-on-investment (ROI) and greater efficiency.  \n\n\n\nHigher education marketing can use a mix of programmatic channels, like native, display, video, connected TV (CTV), audio, and in-game ads. This increases the likelihood of reaching your desired audience, and it helps marketers craft a brand story throughout the entire customer journey. And once a programmatic campaign is running, higher ed marketers can track the metrics that are most important, and use them to optimize for maximum performance.\n\n\n\nHigher education digital marketing strategies\n\n\n\nThe higher education market is being increasingly shaped by the rise of online learning and digital advertising. There’s no better time than now to build a digital marketing strategy that will help you reach prospective students, where they are. \n\n\n\nLet’s dive into 4 digital marketing strategies that will help drive brand awareness and enrollments. \n\n\n\n1. Leverage brand messaging to attract students \n\n\n\nBrand messaging is a key aspect of higher education marketing. It’s through messaging that institutions can communicate to students and prospective students who they are, their offerings, differentiators, and more. \n\n\n\nEffective brand messaging begins with exploring the value that an institution is bringing to students, and then finding a way to help students identify with the brand⁠ through messaging. \n\n\n\nFor example, some students may want more than careers—they want to contribute to their educational experience and feel valued throughout it. Finding ways to highlight how an institution supports these values in brand messaging can help attract students.\n\n\n\nDigital channels like blogs, virtual tours, websites, and programmatic campaigns all provide a great way to communicate brand messaging to prospective students. The key? Ensure that the brand messaging resonates with the actual experience of the institution, is consistent, and delivers value. \n\n\n\n2. Use a multi-channel strategy to reach your target audience\n\n\n\nIn today's digital marketing landscape, it’s important to leverage multiple tactics to maximize brand awareness. Since prospective students use a variety of devices and channels, it’s important to approach your targeting strategy holistically. \n\n\n\nUsing a multi-channel strategy enables higher education marketers to reach students across different channels. This approach helps you to mimic the customer journey, which doesn’t usually stay confined to one channel. \n\n\n\nA multi-channel approach to higher education marketing also creates more visibility for an institution or brand. The more presence you have on various channels, the more visible your educational offerings will be. That presence also means more opportunities for engagement with your content and ads. \n\n\n\n3. Retarget prospective students \n\n\n\nRetargeting enables you to deliver online ads to prospective students based on their previous intent-based actions on the web. It’s an effective way to re-engage students who have seen one of your ads before, or shown interest in your courses or educational products. Retargeting will help move them down the funnel toward a conversion.\n\n\n\nIn higher education marketing, it’s important that your message is seen multiple times. It’s also key to ensure that the messaging is tailored according to where a prospective student is seeing it, and where in the funnel they are. \n\n\n\nHaving more eyeballs on a higher education campaign isn’t always better. The real goal is to make sure you reach the right audience, at the right moment, and with the right messaging. Retargeting will help you do that!\n\n\n\n4. Measure campaign impact with brand lift study\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic channels. It typically will provide a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. Marketers can leverage data-driven insights from a brand lift study that will help them to better align brand messaging and strategy.\n\n\n\nBrand lift studies go beyond traditional metrics, like impressions. It helps you measure a campaign’s impact on consumer perceptions and behaviour. Let’s say an education institution has just launched its first marketing campaign around a new course offering, in a field that wasn’t offered before. \n\n\n\nThe institution can run a brand lift study to understand whether their target prospective students are interested in the new course. The study can uncover how likely a student is to enroll in the new course, the perception a student has about the institution after seeing an ad for the course, or what institution comes to mind when a student thinks about that field of study. \n\n\n\nLevel up your higher Ed marketing with programmatic \n\n\n\nFor the best higher education marketing strategy, campaigns should be built around a thorough understanding of potential students. Knowing in real time what potential students are looking for in terms of their education will help education marketers reach them with highly targeted messaging. \n\n\n\nNowadays, thanks to programmatic platforms like StackAdapt, programmatic is accessible to anyone who wants to use it—it’s not just for those with high budgets. \n\n\n\nProgrammatic advertising will help higher education marketers reach a highly vetted set of users and also provide reporting that can be tied into an existing reporting function with the actual educational institution. \n\n\n\nFor the best higher education marketing strategy, campaigns should be built around a thorough understanding of potential students. Knowing in real time what potential students are looking for in terms of their education will help education marketers reach them with highly targeted messaging. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy","url":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy","name":"4 certified strategies for higher education marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145506/20230106_Higher-Education_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-01-19T21:11:36+00:00","dateModified":"2026-09-08T21:46:26+00:00","description":"Learn how you can leverage digital marketing strategies to stay relevant and competitive in a rapidly changing market for higher education.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/higher-education-marketing-strategy#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145506/20230106_Higher-Education_Header-1.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145506/20230106_Higher-Education_Header-1.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic of education related items like books and apples, to illustrate higher education marketing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/super-bowl-campaign-tips#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/super-bowl-campaign-tips"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Score a touchdown with these Super Bowl marketing campaign tips","datePublished":"2024-12-11T15:31:57+00:00","dateModified":"2026-09-08T21:43:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/super-bowl-campaign-tips"},"wordCount":1385,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/super-bowl-campaign-tips#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260205151603/20240126_Superbowl_Refresh_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","super bowl","targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The Super Bowl is not only the major highlight of the NFL season but one of television’s biggest events, drawing in millions of viewers from North America and abroad each year. \n\n\n\nIn 2024, over 123 million viewers in the US watched the Super Bowl game between the Kansas City Chiefs and the San Francisco 49ers, making it not only the most-watched Super Bowl in history but one of the most popular TV broadcasts of all time.\n\n\n\nNot surprisingly, advertising during the Super Bowl is big business, with hundreds of major brands competing for a coveted spot during the annual broadcast. That’s because having a commercial aired during the Super Bowl is the equivalent of playing in the Super Bowl itself: it means you’ve made it.\n\n\n\nThere’s just one problem: space is limited and expensive. \n\n\n\nIn 2024, ad space for the Super Bowl sold out three months ahead of schedule, with a 30-second spot going for a record-breaking $7 million USD.\n\n\n\nNot every brand has a big enough budget to capture the attention of sports fans on the big day, leaving many small to mid-sized businesses (SMBs) on the sidelines.\n\n\n\nProgrammatic advertising is levelling the playing field—as Digiday reports, $7 million USD can go far on other advertising channels like social media, retail media, and connected TV (CTV), even on the big day.\n\n\n\nRead on to learn more about the types of buyers who watch the Super Bowl and how you can use programmatic advertising to build brand awareness and convert customers before, during, and after the big game.\n\n\n\nSuper Bowl audience demographics and trends\n\n\n\nBefore you start setting up your Super Bowl marketing campaigns, it helps to know who you’ll target. Let’s dig into the data.\n\n\n\nWho watches the Super Bowl? \n\n\n\nIn 2024, Statista found that more than half of Americans planned on watching Super Bowl LVIII with the majority of people aged 30-44 and 45-64 saying they’d definitely watch it.\n\n\n\nLikelihood of watching the Super Bowl among respondents in the United States in 2024 (by age)Source: Statista\n\n\n\n\n\n\n\nCoincidentally, that age range mirrors the generations with the highest consumer spending power, with Gen Xers (people born between 1965 and 1980) holding the largest share of global spending power at 23.5%, followed closely by millennials (born between 1981 and 1996).\n\n\n\nAlthough the majority of Super Bowl viewers are men (54%), Taylor Swift’s publicized relationship with Kansas City tight end Travis Kelce caused a bump in female viewership during the 2023 regular season, with favourability amongst Gen Z and millennial women growing 11%.\n\n\n\nHow much money does the average person spend on the Super Bowl?\n\n\n\nAn estimated $17.3 billion USD was spent in the US economy for Super Bowl LVIII, with the average American spending $86.04 USD, mostly on food, drinks, apparel, decorations, and other major purchases—like televisions and furniture—for the big day.\n\n\n\nHow do viewers tune into the Super Bowl?\n\n\n\nIn 2024, Super Bowl LVIII aired in more than 195 countries and territories across nearly 100 partner networks, apps, and streaming services, with more than 62 million people tuning into the big game outside the US.\n\n\n\nIn recent years, streaming the Super Bowl via CTV has become a go-to method for watching the big game, especially among millennials and Gen Zers. Nielsen reported that Super Bowl viewership on smart TVs and other internet-connected devices increased by 50% in 2023.\n\n\n\nA 2022 survey also found that 49% of people used two or more screens while watching football, with 69% using a mobile device or laptop to look up information about products or services advertised during game day.\n\n\n\nWhat does it all mean?\n\n\n\nNot only is the Super Bowl the biggest sporting and television event of the year, but it is also one of the biggest shopping days.\n\n\n\nWith people glued to their devices before, during, and after the big game, the Super Bowl presents a major opportunity for brands to capture undivided consumer attention.\n\n\n\n6 Super Bowl marketing campaign tips and programmatic advertising strategies\n\n\n\nReady to kick off your Super Bowl marketing campaigns? Here are some programmatic advertising strategies to try during the upcoming championship.\n\n\n\n1. Use CTV to reach fans beyond the Super Bowl \n\n\n\nThe Super Bowl is more than a three- to four-hour game or one-day affair. Excitement for the Super Bowl ramps up during the regular season and continues after the big day, with fans watching playoff games, behind-the-scenes coverage, and post-game recaps (not to mention highlights from the halftime show, which 129 million viewers watched in 2024) on platforms and devices outside of traditional linear TV.\n\n\n\nCTV advertising allows brands to capitalize on the surge in excitement by strategically amplifying their campaigns before, during, and after the game. For example, advertisers could target viewers watching regular season games, general news coverage, or shows related to the Super Bowl—like sports documentaries—to connect with customers, even if it’s not during the game itself.\n\n\n\n2. Connect with sports fans listening to their favourite podcasts or radio shows \n\n\n\nProgrammatic audio lets advertisers place 15–30-second ads before, in between, or at the end of streaming playlists, podcasts, or digital radio shows.\n\n\n\nWith 64% of sports fans saying they listen to sports content through podcasts or radio shows, programmatic audio provides the perfect opportunity to capture consumer attention during screen-free moments.\n\n\n\n3. Reach relevant audiences with geotargeting\n\n\n\nGeotargeting is a targeting tactic that lets you deliver ads based on a user’s location. With geotargeting, you can target by country, state, US county, city, or zip/postal code. You can also leverage a list of addresses or latitude and longitude coordinates to reach your desired audiences. \n\n\n\nUsing geotargeting makes it possible to target and retarget consumers who pass through specific locations. To reach people who might watch the Super Bowl, you could set a radius around football stadiums where fans attend games, popular sports equipment or memorabilia stores, and pubs where fans gather on game day.\n\n\n\n4. Leverage cookieless targeting to reach receptive audiences\n\n\n\nContextual advertising is a cookieless targeting method that can help you reach the right audience by showing ads based on the content and keywords of the webpage they’re on. Ads get placed based on the content a user is consuming at that time, which means you can reach users in a specific frame of mind. \n\n\n\nFor example, if you’d like to advertise a food-delivery promotion to consumers who plan on hosting a Super Bowl party, you can leverage contextual advertising to ensure your ads appear alongside relevant content, like snack ideas or game-day recipes.\n\n\n\nOr, you can leverage digital out-of-home (DOOH) to advertise in high-traffic retail locations. For example, advertisers can place ads on digital screens beside the chip aisle or in the checkout line at grocery stores to remind people to pick up Super Bowl snacks for the big day.\n\n\n\n5. Create a cohesive story with a multi-channel strategy\n\n\n\nA multi-channel strategy helps you reach consumers throughout the entire funnel by creating a cohesive story across various channels, like native, display, video, CTV, audio, in-game, and DOOH.  \n\n\n\nThe key benefit of a multi-channel strategy for a Super Bowl campaign is that you can reach viewers wherever they are before, during, or after the game. Your target audience probably uses a variety of devices and channels throughout their day, so it’s important to approach your targeting strategy holistically when trying to score a new customer.\n\n\n\n6. Measure the impact of your Super Bowl ads\n\n\n\nMeasuring the performance of your Super Bowl campaigns is crucial for understanding which touch points in your marketing funnel are generating the most value. You can then use this data to make informed budgetary decisions that will help to scale the profitability of your Super Bowl campaigns. \n\n\n\nYou can also leverage a brand lift study to measure the impact of your Super Bowl campaigns across programmatic channels and get a clear picture of consumer sentiment and brand affinity after customers see your ads.\n\n\n\nWin big with programmatic advertising this Super Bowl\n\n\n\nThe Super Bowl may last only a few hours, but the right Super Bowl marketing campaign can make a big impact long after the final whistle blows.\n\n\n\nReady to kick off a programmatic campaign just in time for the Super Bowl? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt launches new integration on Snowflake marketplace to help joint customers activate first-party data","datePublished":"2023-01-31T14:35:14+00:00","dateModified":"2026-09-08T21:46:22+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake"},"wordCount":483,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144441/20230127_Snowflake_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake","url":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake","name":"StackAdapt Launches New Integration on Snowflake Marketplace","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-and-snowflake#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144441/20230127_Snowflake_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-01-31T14:35:14+00:00","dateModified":"2026-09-08T21:46:22+00:00","description":"StackAdapt has partnered with Snowflake, the Data Cloud company, to launch a new 1st-party data activation integration on Snowflake Marketplace.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"IMAA’s new media partners for 2023","datePublished":"2023-01-25T19:30:00+00:00","dateModified":"2026-09-08T21:46:24+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023"},"wordCount":208,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145720/20230131_IMAA_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023","url":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023","name":"IMAA's new media partners for 2023 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/imaas-media-partners-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145720/20230131_IMAA_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-01-25T19:30:00+00:00","dateModified":"2026-09-08T21:46:24+00:00","description":"IMAA, Australia's national industry association, has announced seven new media partners as supporters for 2023, including StackAdapt.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Using data and analytics to drive client success","datePublished":"2023-02-06T18:44:25+00:00","dateModified":"2026-09-08T21:46:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting"},"wordCount":798,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260212191429/20230124_Life-in-Adtech_Rijul_Header.webp?fit=1201%2C601&ssl=1","keywords":["reporting","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Rijul Sharma, Director of Data Analytics and Reporting at StackAdapt. Rijul shares his journey into adtech, what his role entails, and how the Data Analytics and Reporting team supports StackAdapt users.\n\n\n\nCan you share a bit about your journey into working in data analytics, reporting, and AdTech?\n\n\n\nI always liked working with numbers. About 8 years ago, I was introduced to the world of adtech through the job I was working at the time. This introduction made me very fascinated by how much data there was to analyze. \n\n\n\nEvery day I would learn something new and look at different data points, or come up with strategies to review the same data in a different way. I realized that analyzing data had the ability to create a big impact on the business. \n\n\n\nMy interest in adtech propelled me to eventually interview for a role at StackAdapt. Since joining StackAdapt, my interest has continued to grow. I’ve had the opportunity to dive into my skills and apply my adtech knowledge in a meaningful way. \n\n\n\nWhat is unique about data analytics and reporting at StackAdapt?\n\n\n\nThe Data Analytics and Reporting team at StackAdapt focuses on growing our analytical services for clients. To do the best work possible, we invest a lot into our team’s analytical and technical skills. \n\n\n\nI think what makes our team unique is how dedicated we are to continuous improvement, whether it be processes, our analytical prowess, or technical knowledge. We focus a lot on automation and innovation, which helps us save time on repetitive tasks and allows us to focus on other important projects. \n\n\n\nHow does the data analytics and reporting team support StackAdapt users and contribute to StackAdapt’s growth?\n\n\n\nWe take a deep dive into our clients’ data and analyze it from various angles. Since every client is different, and has different needs, our data requirements can differ too. Ultimately, our analytical services provide access to multi-dimensional insights. \n\n\n\nOur clients can then use those insights to strengthen their campaign strategies. We like to be a true partner for our users. By providing them with valuable insights at every step, we can facilitate holistic growth for our clients, and also build long-lasting relationships with them. \n\n\n\nWho do you and your team most collaborate with within the organization, and why is this collaboration important?\n\n\n\nThe Data Analytics and Reporting team collaborates with multiple teams across the organization, and the Client Services team is our main collaborator. This team connects directly with StackAdapt clients. They are the ones who share the reports, analysis, insights, and recommendations that the Data Analytics and Reporting team puts together. \n\n\n\nAnd in return, the Client Services team communicates to us client's interest in a specific analysis or reporting solution. It’s a very close and collaborative relationship between our two teams.\n\n\n\nWhat advice do you have for people looking to get into data analytics and reporting?\n\n\n\nIf you want to get into data analytics and reporting, it’s very important to have a good understanding of data and adtech basics. For example, knowing how data is stored in a database, querying the database, how different databases interact with each other, and the basics of ETL (extract, transform, load). \n\n\n\nIf you have your basics clear, you are more capable of understanding and delivering on a clients’ requirements. The key to success is to be detail oriented. Always make sure you understand the goals and objectives of a campaign, and don’t be afraid to innovate.\n\n\n\nWhat is the most exciting part about being the director of data analytics and reporting at StackAdapt?\n\n\n\nWhat I find most exciting about my role at StackAdapt is that I get to work with some of the most brilliant minds in adtech and analytics. I also love how my team is able to take ownership of their work and collaborate to build awesome solutions. With so much data available to us, there’s no limit to what we can analyze. There’s always something new to learn and improve upon! \n\n\n\nInterested in joining StackAdapt? See our open roles and apply, here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting","name":"Using Data and Analytics to Drive Client Success | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-analytics-reporting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260212191429/20230124_Life-in-Adtech_Rijul_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2023-02-06T18:44:25+00:00","dateModified":"2026-09-08T21:46:21+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for the Director of Data Analytics and Reporting at StackAdapt.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt earns spot on G2’s 2023 Best Software Awards for 4th year in a row","datePublished":"2023-02-08T15:16:31+00:00","dateModified":"2026-09-08T21:46:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards"},"wordCount":571,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145141/20230207_2023-G2-Award_Blog-Header-1-1.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards","url":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards","name":"StackAdapt Earns Spot on G2’s 2023 Best Software Awards","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2023-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730145141/20230207_2023-G2-Award_Blog-Header-1-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-02-08T15:16:31+00:00","dateModified":"2026-09-08T21:46:20+00:00","description":"StackAdapt has been named in G2’s 2023 Best Software Awards! This is StackAdapt’s 4th time appearing on one of G2’s Best Software lists.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/fathers-day#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/fathers-day"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 ways to leverage digital marketing for Father’s Day","datePublished":"2024-02-23T20:09:29+00:00","dateModified":"2026-09-08T21:45:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/fathers-day"},"wordCount":1207,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/fathers-day#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260311140233/20240223_Fathers-Day_Header-1.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","father's day"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Father’s Day recognizes fathers, fatherhood, and father figures. For millions of caregivers around the world, it’s time for family gatherings, gifts, special outings, and crayon scribbled I-Love-Yous.\n\n\n\nAs we approach Father’s Day, it’s time to explore consumer behaviour around this occasion. Read on to learn important stats about consumers who are shopping for this annual celebration, tactics for leveraging digital marketing for Father’s Day, and how a programmatic strategy can support your efforts.\n\n\n\nWho is shopping for Father’s Day\n\n\n\nApproximately 75% of US adults celebrated the occasion in 2023, according to the National Retail Federation (NRF). With so much of the population celebrating these caregivers, there’s significant consumer spending around this day.  \n\n\n\nThe average expected spend on a Father’s Day gift per consumer was a record $196.23 USD, up from $171.79 last year.\n\n\n\nConsumer spending over will reach a record $22.9 billion USD, up from last year’s $20 billion USD, according to NRF’s annual consumer survey.\n\n\n\nHistorical Father's Day spendingSource: NFR's Annual 2023 Father's Day Spending Survey, conducted by Prosper Insights & Analytics\n\n\n\n\n\n\n\nConsumer habits for Father’s Day \n\n\n\nAccording to NRF’s report, most Father’s Day consumers purchase gifts for their fathers, stepfathers, and husbands. Some consumers do buy gifts for their sons, brothers, friends, godfathers, and other relatives. \n\n\n\nThe top gifts to give in 2023 were greeting cards, clothes, and special outings. In fact, nearly one-third are planning to give a gift of experience, such as tickets to a sporting event or a concert. That is up 25% from last year, according to NRF’s report.\n\n\n\nDigital marketing tips for Father’s Day campaigns\n\n\n\nLet’s dive into 4 tips for leveraging digital marketing for Father’s Day. \n\n\n\n1. Reach Father’s Day shoppers where they are\n\n\n\nIn recent years, there’s been a major adoption of e-commerce. Revenue from retail e-commerce in the US was estimated at roughly $905 billion USD in 2022. The Statista Digital Market Outlook forecasts that by 2027, online shopping revenue in the US will exceed $1.7 trillion dollars.\n\n\n\nE-commerce revenue in the United States from 2018 to 2028(in billion U.S. dollars)Source: Statista Digital Market Outlook\n\n\n\nIn-store shopping still has its place, but the adoption of e-commerce is here to stay. Consumers understand the benefits of online shopping, and enjoy the conveniences it brings, like quick delivery times, easy returns, and flexible payment options. In recent years, those benefits have increased as brands adapted their offerings to make online purchasing as frictionless as possible. \n\n\n\nThe rise of e-commerce has also shifted how shoppers discover new services and products. Many consumers turn to the internet to look for new brands, services, and products. To reach these consumers, it’s more important than ever to leverage programmatic advertising. With digital marketing channels, you’re able to reach those shoppers exactly where they are: which is online. \n\n\n\n2. Leverage multiple programmatic channels \n\n\n\nMulti-channel campaigns make it possible to reach users across different platforms and channels. You can run digital marketing for Father’s Day across two channels, like video and programmatic audio, or across more channels including in-game advertising and connected TV (CTV). Leveraging multiple channels helps you to gain a larger reach by capturing consumers who might only be on some channels.\n\n\n\nA mix of complementary channels for a Father’s Day campaign increases the percentage of the total target audience that you can reach. It helps you to craft a cohesive message across all of the included channels.\n\n\n\nWith a multi-channel campaign you can also leverage a retargeting strategy to deliver online ads to people based on their previous, intent-based actions on the web. This is an important tactic for re-engaging consumers who previously showed interest in your brand or products. By re-engaging them, you can move them down the funnel toward a conversion. \n\n\n\n3. Experiment with new channels for Father’s Day\n\n\n\nProgrammatic channels like in-game advertising and digital out-of-home (DOOH) are gaining increasing relevance. There’s no better time than now to start experimenting with these channels to reach your ideal Father’s Day consumers.\n\n\n\nIn-game advertising\n\n\n\nIt’s expected that there will be 3.10 billion video game users by 2027. This upward trend points to the fact that gamers are now nearly synonymous with everyday consumers.\n\n\n\nIn-game advertising enables ads to appear in mobile, computer, and video games. Ads are seamlessly integrated, so they don’t interrupt gameplay. You can leverage this channel for your Father’s Day marketing to drive brand awareness and connect with gamers, who are a highly-influential audience that's fully immersed in gameplay.\n\n\n\nDigital out-of-home (dooh) \n\n\n\nDigital out-of-home (DOOH) includes any digital ad that is found outside the home. They appear in public environments, like in transit stations, gas stations, stores, airports, and on billboards. \n\n\n\nProgrammatic automates the buying and delivery of DOOH ads, so you can buy and manage your DOOH campaigns through your programmatic platform. DOOH is not subject to privacy regulations because it doesn’t use or collect cookies, and it’s an exciting format that can engage audiences in new ways.\n\n\n\nFor Father’s Day campaigns, you can leverage point-of-purchase (POP) ads to reach opportune or last minute consumers. POP signage is a type of DOOH ad that is usually found in shopping destinations like malls, grocery stores, and retail stores. With this DOOH format you can influence the purchasing decisions of consumers while they’re in-store. It’s the perfect ad format for reaching Father’s Day shoppers who need help coming up with gift ideas, or are last-minute shoppers. \n\n\n\n4. Tap into consumer emotions to inspire shoppers\n\n\n\nFor Father’s Day campaigns, it’s important to remember that your target audience are people, and occasions like Father’s Day are very meaningful to them. Father’s Day is a chance for them to show their appreciation for a special person in their life. This is why tapping into the emotional aspect of this occasion can help inspire consumers. \n\n\n\nDon’t underestimate the power of storytelling for these campaigns. Storytelling spurs emotion, and there’s science to back this up! One way you can spark emotion with your Father’s Day ads is to leverage video. Video is the perfect medium to spark emotion because it combines audio and visual elements.\n\n\n\nWhether your digital marketing for Father’s Day tells a story that your audience finds relatable, or one that just makes them chuckle, the fact that it spurred emotion creates a starting point for the shopper to have an emotional connection with your brand. Evoking emotion will make your ad memorable, and give you the opportunity to inspire your target audience to give your product or service to that special father figure in their life.  \n\n\n\nUse digital marketing to reach Father’s Day shoppers\n\n\n\nThese strategies will help you leverage digital marketing for Father's Day. Through a well-informed digital strategy, you can reach shoppers who are ready to celebrate not just their fathers, but partners, grandfathers, and other fatherly figures!\n\n\n\nWant to run exceptional Father’s Day programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-general-counsel#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-general-counsel"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting growth through general counsel","datePublished":"2023-02-21T21:48:15+00:00","dateModified":"2026-09-08T21:46:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-general-counsel"},"wordCount":660,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-general-counsel#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260816053144/20230208_Life-in-Adtech-Pinar-header-1.webp?fit=2501%2C1251&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Pinar Ozyetis, General Counsel at StackAdapt. Pinar shares her journey into adtech, what her role entails, and how the Legal team supports the growth and success of StackAdapt.\n\n\n\nCan you share a bit about your journey into working in the legal field, and what drew you to this career? \n\n\n\nI actually studied science before going to law school. The study and practice of law requires logic, analytical skills, persistence, and advocacy, which felt like a natural segue from my science education before it. I was also drawn to the legal profession for the diverse career opportunities it presents, in virtually every industry. I felt like studying law would open a lot of doors, and it has. \n\n\n\nTell us about your role as general counsel. what does an average day look like for you? \n\n\n\nPart of what’s great about being General Counsel is that every day is totally, completely, different. Depending on the needs of our clients and the business, the issues that crop up on any given day can range. Where we are in the year, for example, strategy planning, or finishing year end projects, will impact what I’m working on.Recruitment needs, supporting or providing mentorship to the team, keeping up with continuing professional development, recent legal developments, and industry news can all factor into what a day in General Counsel looks like. It can feel chaotic some days, and it takes discipline to stay focused on moving the “big rocks,” but it’s an extremely rewarding and fulfilling career. \n\n\n\nHow does the legal team support the growth and success of StackAdapt?\n\n\n\nThe Legal team at StackAdapt strives to be true business enablers and trusted partners. Our team works to get to know StackAdapters and their priorities. This way, we can support other teams in providing the best possible experience for our colleagues and StackAdapt clients. Plus, everyone on the team is a lovely person, and they add to the strong, healthy culture at StackAdapt!\n\n\n\nWho do you most collaborate with within the organization, and what do you like most about this collaboration?\n\n\n\nThe Legal team is in the unique spot of collaborating with teams all across the business, at every level. This gives us a holistic view of StackAdapt, its mission, strengths, and opportunities. \n\n\n\nWhat advice do you have for people looking to work in the legal field?\n\n\n\nAlign yourself with leaders who support your growth, who care about you as a person, and who want the very best for you. Look for immediate leaders to inspire you, and who make you want to be your best self at work every day. While day-to-day legal work or your area of expertise is important for engagement in the short term, longer term, leadership is so pivotal to your success. Give it the necessary weight!\n\n\n\nWhat is the most exciting part about working on the legal team at StackAdapt?\n\n\n\nSo much excites me about working at StackAdapt! A highlight has been the ability to create the team from the ground up. We’ve been able to hire people who have not only excellent legal skills, but great personalities, and it’s an honour to work together in contributing to the overall growth and success of StackAdapt. \n\n\n\nInterested in joining StackAdapt? See our open roles and apply, here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"5 seasonal marketing strategies to drive campaign performance","datePublished":"2023-02-23T21:50:22+00:00","dateModified":"2026-09-08T21:46:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing"},"wordCount":1564,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144054/20231201_Blog-Refresh-Seasonal-Marketing-1.jpg?fit=1201%2C601&ssl=1","keywords":["blog","holiday","super bowl"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Seasonal marketing is any marketing that revolves around special holidays. Cultural and popular events like Mother’s Day and Valentine’s Day create heightened excitement, which forms the perfect foil to support your marketing efforts. \n\n\n\nLearn how to level up your seasonal marketing with planning, data insights, and tapping into consumer's emotion and anticipation around the day with personalized content.\n\n\n\nKey events for seasonal marketing\n\n\n\nThere are several key events throughout the year that are relevant to marketers across a number of industries. Here are seasonal marketing events in North America that you’ll want to take note of: \n\n\n\n\nSuper Bowl \n\n\n\nMother’s Day and Father’s Day\n\n\n\nValentine’s Day\n\n\n\nBack to School\n\n\n\nHoliday Season Events (including Black Friday and Cyber Monday)\n\n\n\n\n5 seasonal marketing strategies\n\n\n\n1. Plan your seasonal marketing strategy in advance\n\n\n\nSeasonal marketing events tend to sneak up on you! To make the most of your marketing efforts, start planning seasonal campaigns well in advance. \n\n\n\nAn important part of planning is understanding when campaigns around an event should launch. For example, holiday campaigns typically start weeks before key dates like Black Friday and Cyber Monday. Understanding when consumers are in the buying mindset, or starting to think about events like Mother's Day, allows you to get your campaigns ready in time for those receptive moments. \n\n\n\nOther key aspects of planning your seasonal marketing strategy are building customer profiles for your ideal audience. Your shoppers can span across various demographics, so understanding who they are in detail will benefit your seasonal campaigns. \n\n\n\nCustomer profiles describe everything you need to know about a specified group of customers. You can leverage that information to create a seasonal marketing strategy that aligns with the wants and needs of your audience. A customer profile will help you make informed decisions about campaign messaging, creative and channels, and targeting tactics to use. \n\n\n\nHere are three steps to build customer profiles for your seasonal campaigns: \n\n\n\n\nIdentify your broad audience. Focus on the problem your product, service, or business aims to solve and who needs that problem solved. \n\n\n\nConsider your customer's journey. Understanding how a customer goes from awareness and consideration to conversion and evaluation enables you to narrow your audience further. Knowing the touch points that a customer passes through before making a purchase will help inform what channels and ad formats you should leverage for the best results.\n\n\n\nCreate a profile description. You now have a more narrowed idea of your audience and their customer journey, so it’s time to consider their demographics in detail, such as age, income level, family size, occupation, education level, and marital status.\n\n\n\n\nCustomer profiles are especially important when there are different types of customers shopping for the same occasion. For example, Valentine's Day shoppers include couples buying for each other, children buying for their caregivers or parents (or vice versa), and even friends buying for each other. \n\n\n\nValentine’s Day is also the peak time of the year for marriage proposals and engagements. A jewellery company might plan multiple campaigns targeting very different customers. There could be a campaign targeting couples that are celebrating a decade of marriage, and there could be a campaign targeting the parent that wants to make their daughter feel special with a beautiful piece of jewellery.\n\n\n\n2. Leverage data to inform your seasonal marketing strategy\n\n\n\nAnother important aspect of planning seasonal shopping campaigns is looking at historical data to uncover patterns. \n\n\n\nReviewing your prior seasonal ad campaigns can give you insights into current trends, and what products or services to focus your new campaign around. For the most relevant insights, look at data from the previous two years. \n\n\n\nAnother great source of data is to look at general consumer trends. These insights can help you understand what products or services will best perform during a specific seasonal event, and also provide insight into how consumers are shopping. \n\n\n\n3. Tap into consumers’ emotions around seasonal events\n\n\n\nSeasonal campaigns often revolve around events that are meaningful to consumers. For example, Mother’s Day and Father’s Day are all about celebrating parental figures. Meanwhile, during the back to school season, students are feeling anticipation for the school year ahead. \n\n\n\nBecause these occasions have meaning, tapping into the emotional aspects of them can help inspire consumers. Given this, don’t underestimate the power of storytelling for your seasonal campaigns. Storytelling is proven to spur emotion. \n\n\n\nOne way you can spark emotion with your seasonal ad campaigns is to leverage video advertising. Video is the perfect medium to spark emotion because it combines audio and visual elements.\n\n\n\nWhether your digital marketing for seasonal events tells a story that your audience relates to, or a story that just makes them laugh, the fact that it spurred emotion creates a starting point for the shopper to have an emotional connection with your brand.\n\n\n\n4. Build anticipation for seasonal events with interactive ads\n\n\n\nLeveraging interactive creative ad formats for your seasonal marketing will help you capture attention from your target audience and build awareness for your brand. Interactive ads invite users to perform an action in order to have something revealed within the ad itself, or to navigate towards a specific landing page. \n\n\n\nThe action could be to hover over the ad, or it could be to click on something. This interactive viewer experience is the perfect way to uplift and complement your seasonal campaign strategy.\n\n\n\nA discovery ad is an example of an interactive creative format that presents a question to the user based on a chosen topic. Users answers help you determine their interest or opinions, and clicks can be tracked to create retargeting pools.\n\n\n\nShoppable video showcases products while allowing a user to browse right in the banner. This ad format reduces the steps that a user has to take between awareness and conversion. \n\n\n\nDuring seasonal events, dynamic countdown ads are particularly useful because they can be leveraged to inform or remind users about your sales. And, a dynamic countdown unit will help create a sense of urgency for your audience to purchase. \n\n\n\n\n\n\n\n\n\n\n\n5. Personalize your seasonal campaigns\n\n\n\nIn programmatic advertising, personalized marketing leverages data like purchase history and demographics to create ad campaigns that are hyper relevant to your target audience. \n\n\n\nThe goal of a personalized marketing strategy is to make your audience feel as though a brand is aligned with their interests and values. For example, a retargeting campaign that shows users specific products that they’ve previously browsed would give those users the feeling that those ads are meant for them specifically.\n\n\n\nWhat are some ways to personalize your seasonal marketing? \n\n\n\nContextual advertising \n\n\n\nContextual advertising is a cookieless targeting methodology that leverages content rather than user data to reach the right audience, at the right time. By targeting based on content, you can connect with consumers who are receptive to the messaging of your ad.\n\n\n\nAligning ads with relevant content leads to a more personalized experience for your audience. For example, with contextual targeting a person browsing a blog about the Super Bowl might be served an ad for game-day snacks. \n\n\n\nBrand lift studies\n\n\n\nA brand lift study measures the impact of your seasonal campaigns across all your programmatic placements by providing insight into the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nIt can be used to measure the impact of upper funnel campaigns on the perception of your brand, as well as to measure the impact of consideration or purchase intent for mid- to lower funnel campaigns. \n\n\n\nYou can use a brand lift study to go beyond traditional metrics like impressions, and gain deeper insight into your campaign’s impact on consumer perceptions and behaviour. \n\n\n\nBy identifying your audience’s awareness, perception, consideration, and likelihood of purchase, you can better judge the effectiveness of a campaign and then use those insights to optimize your campaign to be more personalized toward your ideal consumer. \n\n\n\nDynamic retargeting\n\n\n\nIn today’s programmatic advertising landscape, most users need to encounter your ads several times before they are likely to convert. Retargeting campaigns are a great tool for re-engaging an already interested consumer with relevant messaging. \n\n\n\nBy reaching a user repeatedly, the effort needed to win their conversion is a little less than consumers who haven’t engaged with you.\n\n\n\nWith dynamic retargeting you’re able to serve an ad that shows a product a user has looked at before. This personalized ad reminds the user about that product or service, encouraging further engagement and brand recall. \n\n\n\nGet started with seasonal campaigns\n\n\n\nMeasuring the performance of your seasonal campaigns is crucial for understanding which touch points in your marketing funnel are generating the most value. Programmatic campaign reporting will be your map to success! \n\n\n\nWith reporting, you will have access to data that will help you make adjustments to your seasonal campaign based on performance, and plan for future seasonal advertising initiatives. And, you can use that data to make informed budgetary decisions that will help to scale the profitability of your seasonal campaigns.\n\n\n\nWant to build exceptional seasonal marketing strategies? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing","url":"https://www.stackadapt.com/resources/blog/seasonal-marketing","name":"5 Seasonal Marketing Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144054/20231201_Blog-Refresh-Seasonal-Marketing-1.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-02-23T21:50:22+00:00","dateModified":"2026-09-08T21:46:18+00:00","description":"Learn ways to level up your seasonal marketing through advance planning, leveraging data, tapping into emotion, building anticipation, and personalization.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/seasonal-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144054/20231201_Blog-Refresh-Seasonal-Marketing-1.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144054/20231201_Blog-Refresh-Seasonal-Marketing-1.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Four-panel seasonal marketing illustration with a football, handwritten card, wrapped gift, and open book."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/campaign-concepts#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/campaign-concepts"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 types of campaign concepts every marketer should know","datePublished":"2023-03-03T18:01:44+00:00","dateModified":"2026-09-08T21:46:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/campaign-concepts"},"wordCount":808,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/campaign-concepts#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105712/20230228_4-Types-of-Winning-Campaign-Concepts-.jpg?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Campaign planning is an essential part of the success of your programmatic campaigns. Taking time and effort to plan in advance can help secure success in execution, and set you up to make optimal adjustments in-flight. \n\n\n\nBefore you start getting into the details of your campaign, there’s one central question that should be answered: What is your campaign’s concept? \n\n\n\nWhat is a campaign concept?\n\n\n\nA campaign concept is crucial to creating winning programmatic campaigns. It’s what ties together all elements of your campaign, and motivates your audience to complete the desired action. A strong campaign concept will resonate with your audience, tell a compelling story, and create brand recognition and loyalty.\n\n\n\nBefore diving into any campaign strategy, you’ll want to establish what your campaign concept is. To help you get started, we explain 4 key types of campaign concepts. \n\n\n\nFour types of campaign concepts\n\n\n\n1. Evergreen campaigns for brand recognition\n\n\n\nEvergreen campaigns are always relevant, and they ensure your brand is recognizable. You can run them at any point in the product or brand lifecycle, and the ads don’t expire. For most evergreen campaigns, you’ll likely have a mix of tactics that will ensure brand lift and awareness for a prolonged period. \n\n\n\nTiming is not as relevant because you aren’t focused on specific events or moments in time. Your main goal is to remain top-of-mind, or at least at the back of the consumer's mind, so they recognize your brand or product easily.\n\n\n\n2. Campaigns focused around launches \n\n\n\nCampaign launches are key for introducing your brand, or new products. For these campaign concepts, tactics will be heavily focused on awareness. Timeliness, of course, is important with these campaigns because you’ll want to align with launch times. \n\n\n\nYou know exactly when the launch is happening and how soon you want to ramp up the communication regarding your brand or product. It makes it very easy to map out how the campaign will look and run over the launch timeline. \n\n\n\n3. Campaign concepts that align with life events\n\n\n\nMarketers look for key opportunities to reach consumers at life events where the ads are most relevant. This can be difficult when trying to capture these big moments that aren’t dictated by the seasons or widespread holidays. \n\n\n\nThese life events may be when a consumer is about to have a baby, or when someone is hitting a milestone birthday, or anniversary. Planning for these kinds of campaigns can be difficult and often 1st-party, intent-based audience segments are the best way to find these users.\n\n\n\n4. Campaigns built around seasonal events\n\n\n\nSeasonal cycles in advertising appear in every industry. Marketers will plan for and execute their biggest campaigns, and often experience large shifts in revenue, around seasonal events like the Super Bowl and Mother’s Day. \n\n\n\nAlthough you want your campaigns to be consistent throughout the year, there are specific events and seasons where you can really maximize the opportunity at hand. Since the main seasonal events all happen around the same time every year, it’s much easier to focus the campaign on timing. \n\n\n\nWith a seasonal campaign concept, just be sure to plan well in advance. You’ll want the campaign planned at least two months in advance. \n\n\n\nExample of a campaign concept\n\n\n\nLet’s say a jewelry store would like to build a campaign around a life event that people experience at different times throughout a year: an anniversary. The shop would like to promote their jewelry as the perfect gift for a spouse or partner.\n\n\n\nOne option for a campaign concept would be to frame it as evergreen. The concept might position love as something that should be celebrated at all times of the year–whether it’s your anniversary or not. \n\n\n\nOr, the jewelry store can tie their anniversary gift campaign to a life event by referencing their own anniversary. In this case, they would create a campaign encouraging shoppers to celebrate their anniversary alongside the stores. \n\n\n\n\n\n\n\nFrom campaign concept to campaign planning\n\n\n\nOnce you’ve landed on your campaign concept, you’re ready to plan in detail! Kick off the campaign planning process by forecasting campaign reach and scalability, deciding what channels to run the campaign on, and which tactics you’ll use. Then, align your creative assets and messaging.  \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/campaign-concepts","url":"https://www.stackadapt.com/resources/blog/campaign-concepts","name":"What is a campaign concept? 4 types you need to know","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/campaign-concepts#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105712/20230228_4-Types-of-Winning-Campaign-Concepts-.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-03-03T18:01:44+00:00","dateModified":"2026-09-08T21:46:17+00:00","description":"Learn how to create campaign concepts that tie your campaign together and motivate audiences to take action with these 4 campaign concepts.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/campaign-concepts#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105712/20230228_4-Types-of-Winning-Campaign-Concepts-.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105712/20230228_4-Types-of-Winning-Campaign-Concepts-.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a person interacting with a variety of winning campaign concepts."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on the 2024 Best Workplaces for women list","datePublished":"2024-03-12T08:44:00+00:00","dateModified":"2026-09-08T21:45:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list"},"wordCount":425,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144720/6994fdbf68b1-20230313_AdAge-Women_Header_Header.png?fit=1201%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list","url":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list","name":"StackAdapt Named One of the 2024 Best Workplaces for Women","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144720/6994fdbf68b1-20230313_AdAge-Women_Header_Header.png?fit=1201%2C600&ssl=1","datePublished":"2024-03-12T08:44:00+00:00","dateModified":"2026-09-08T21:45:12+00:00","description":"StackAdapt is proud to announce that our organization has been named on the 2024 list of Best Workplaces for Women.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-women-list#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144720/6994fdbf68b1-20230313_AdAge-Women_Header_Header.png?fit=1201%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730144720/6994fdbf68b1-20230313_AdAge-Women_Header_Header.png?fit=1201%2C600&ssl=1","width":1201,"height":600,"caption":"purple background overlayed with the Great Place to Work logo and StackAdapt logo"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Women working in tech share their experiences in the industry","datePublished":"2023-03-08T13:58:58+00:00","dateModified":"2026-09-08T21:46:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023"},"wordCount":936,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144931/20230301_Womens-Day-2023_Header-1.png?fit=2500%2C1250&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"On March 8 of every year, International Women’s Day is celebrated all around the world. The day is about acknowledging the social, economic, cultural, and political achievements of women, and bringing awareness and attention to the barriers that women continue to face.\n\n\n\nAccording to Deloitte Insights, women in tech are gaining ground as the tech industry makes slow, but steady progress toward shrinking its gender gap. A growing body of research is finding that diverse teams perform better and are more innovative.\n\n\n\nAccording to Deloitte’s estimates, women’s share in the overall global-tech workforce has increased 6.9% from 2019 to 2022, while their share in technical roles has grown by 11.7%. Notably, the fastest growth has been in leadership positions. The percentage of women in leadership roles has grown by nearly 20% in the last three years. \n\n\n\nThis International Women’s Day, we’re highlighting women in tech from various StackAdapt teams to learn how they got into the industry, have been able to grow their career, and words of wisdom to those starting out in tech.\n\n\n\nSaleha Azmi – business development representative\n\n\n\nSomething I had to learn as I got into my tech career was how important it is to trust the process. I’m an impatient person who wants results right away. But the reality is, it can take time to learn, and that’s okay. Being a student, and learning, is an important aspect of all jobs, so don’t rush it. \n\n\n\nMentorship is also crucial for women working in tech. A mentor is somebody who is invested in you and your future growth. In my experience, a mentor will provide you with objective viewpoints that help you to become more self-aware, and to grow. \n\n\n\nCarly Foy – director of sales, North America\n\n\n\nOne thing I personally struggled with when I started out in the tech space was vocalizing my thoughts. It’s funny because I actually am an outgoing person! In the workplace, it wasn’t that I was worried about rejection, it was more so that I was worried someone would think I wasn’t smart enough to be there. I had ideas, but was scared of sharing them, and so I often kept them to myself.\n\n\n\nThroughout my career I’ve learned that you should share your ideas whether they are good or bad. If an idea isn’t any good, a team can just move on. But some of the ideas you have may be great, and so if you don’t share them, your team can miss out on great opportunities.Don’t be scared of the word no. It’s not the end of the world if someone says no to you, just move on and think of your next idea, and make sure to share that idea as well. That next idea could be a total game changer. \n\n\n\nMira Rawady – digital marketing and social media specialist\n\n\n\nBeing your own cheerleader is so important. Nobody knows your capabilities like you do. Being a woman in tech, or in any male-dominated industry, takes having confidence in yourself without the need for validation from others. So, that job you think you’re underqualified for? Apply for it. That meeting you’re excited to attend? Make sure your voice is heard without waiting for anyone to give you permission. \n\n\n\nAs you advance in your career, I think it’s important to keep track of all your wins. Whether you use them to show how great a candidate you are, or just as something to remind yourself of all the incredible things you've achieved. I personally keep a folder on my desktop called “WINS,” where I save any screenshots or files that represent anything I’ve accomplished that I’m proud of—big or small. \n\n\n\nNadine Winkler - senior procurement specialist in operations\n\n\n\nSomething my mom used to say when I was growing up was “less talk, more action.” I think for women who want to work in tech, it’s important to seek out the companies that are doing exactly that.The best way that companies can foster inclusive environments is simple. Hire women, promote women, and give women the tools that are needed to be successful. A big gap in diversity, equity, and inclusion right now is that we aren’t seeing enough women in leadership positions. It’s fundamentally important that companies tackle this by actively bringing in women for high-level positions. \n\n\n\nFor women who are applying for jobs in tech, it’s important to look at the structure of the company. Take a look at whether women there are in higher-level positions, and whether women have the support and mentorship needed to progress their careers. \n\n\n\nGazel Shah - sales manager\n\n\n\nThe way I take on challenges, especially as a woman in tech, is by focusing on how I approach them from a mindset perspective. I like to think about the three “B’s.” The first “B” stands for “believe in yourself.” Do your best to feel comfortable in your own skin and your skills. \n\n\n\nThe second “B” is to “be kind.” Being kind to yourself, as well as others, will only help you grow in your career. Community and mentorship is so important and kindness will help support that. The last “B” stands for “be there.” This means being present, aware, and engaged with your team and your workplace. \n\n\n\nReady to explore a career in adtech? See our open roles and apply, here.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023","url":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023","name":"Women in Tech Share Their Experiences in the Industry | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144931/20230301_Womens-Day-2023_Header-1.png?fit=2500%2C1250&ssl=1","datePublished":"2023-03-08T13:58:58+00:00","dateModified":"2026-09-08T21:46:16+00:00","description":"StackAdapters share advice for women in tech that have helped them begin, or further their careers in the industry.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/women-working-in-tech-2023#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144931/20230301_Womens-Day-2023_Header-1.png?fit=2500%2C1250&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144931/20230301_Womens-Day-2023_Header-1.png?fit=2500%2C1250&ssl=1","width":2500,"height":1250,"caption":"Four women collaborating remotely with laptops, documents, video calls, charts, and messaging tools."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"3 tips for driving performance with mobile ad creative","datePublished":"2023-03-16T18:36:10+00:00","dateModified":"2026-09-08T21:46:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative"},"wordCount":737,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150702/20230124_Mobile-Ad-Creative-1.jpg?fit=1200%2C600&ssl=1","keywords":["blog","creative"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In recent years, the mobile phone has gone from a cutting-edge communications technology to a staple of everyday life. Think back to 2007 when the first iPhone had just hit the market–did any of us have any idea how quickly this tech “fad” would evolve into a critical device that we rely on day in and day out?\n\n\n\n As the demand for mobile phones grew, so did the importance of mobile ads and the need for innovative mobile ad creatives. Today, people around the world spend over three hours a day on their phones. \n\n\n\nThanks to our attachment to these devices, mobile ads play an important role in modern marketing strategies. To achieve a successful mobile ad campaign, brands need to stand out from the crowd with differentiated and unique creative solutions.\n\n\n\nLeveraging innovative adtech capabilities for your mobile ad creatives will help you create campaigns that capture user attention and in turn, deliver better business outcomes. \n\n\n\n3 tips to drive ad performance with creative mobile ads\n\n\n\nHere are three mobile ad creative strategies that are proven to drive campaign success:\n\n\n\n1. Leverage video to reach engaged audiences\n\n\n\nAround the world, people watch an average of 16 hours of digital video per week. Much of this content is branded. In fact, 54% of consumers want to see more videos from familiar and often already well-known brands. This means there’s an opportunity for marketers to leverage video to connect with potential and returning customers to further secure and increase brand loyalty.\n\n\n\nIt's clear that video will continue to become an increasingly valuable asset to marketers, and with standard advertising leaving users uninspired, it will be crucial for marketers to tap into video’s advanced innovations. \n\n\n\nVideo advertising uses visual storytelling to help consumers feel a stronger personal connection with brands. With greater creative possibilities, it is easier for potential consumers to learn about your brand or product via video advertising vs. the limited creative offered by static images and messaging. \n\n\n\n2. Use rich media capabilities to capture attention\n\n\n\nThanks to innovative ad technology, brands can now utilize rich media ads that will uplift and complement your mobile campaign strategy. Rich media capabilities allow for an interactive viewer experience that captures the attention of users scrolling past your mobile ad creative. \n\n\n\nThere are various ways that rich media capabilities can add interactivity to your mobile ad creative. For example, you can leverage a dynamic countdown format in a display ad to retarget users who have previously landed on your website. \n\n\n\nThe countdown might remind the consumer that a sale on a product they were viewing is about to end or that a product is only available for a limited amount of time. A dynamic countdown in your mobile ad creative captures attention and communicates a sense of urgency. \n\n\n\nRich media ads deliver an engaging user experience. Leveraging rich media for your mobile ad creative will help capture attention, resulting in higher interaction rates, increased conversions, click-throughs, and view rates. \n\n\n\n\n\n\n\n\n\n\n\n3. Encourage action with shoppable ad units\n\n\n\nWith shoppable ad units, users can buy a product directly through the ad format that they’ve been served. For example, shoppable video ads showcase products while allowing your audience to browse within the banner. \n\n\n\nLeveraging this feature for your mobile ad creative makes it possible for users to go to a product page and purchase–with just one click. This creates a frictionless shopping experience for your audience and can drive higher conversions. \n\n\n\nOne of the greatest benefits of shoppable ad units is the ability to collapse the purchase funnel by combining high-impact formats, interactive ad technologies, and exclusive placements across devices and content environments. With the right combination, you can reach your audience throughout every stage of their purchase journey. \n\n\n\nGet started with optimizing your mobile ad campaigns \n\n\n\nOptimize your mobile ad campaigns with video and have your consumers feel a stronger personal connection with your brand. Add rich media capabilities to your ad, as well as shoppable ad units, and capture your consumers' attention.\n\n\n\nThis blog was contributed by Ashley Hurwitz from Kargo, a next-generation platform that delivers innovative and differentiated technology solutions across mobile, video, and social.\n\n\n\nWant to drive performance with mobile ad creative? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative","url":"https://www.stackadapt.com/resources/blog/mobile-ad-creative","name":"How to Drive Performance With Mobile Ad Creative | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/mobile-ad-creative#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730150702/20230124_Mobile-Ad-Creative-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-03-16T18:36:10+00:00","dateModified":"2026-09-08T21:46:15+00:00","description":"Learn how to optimize your mobile ad creative with adtech features that will drive performance in a mobile-centric world.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/how-agencies-thrive-lessons#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/how-agencies-thrive-lessons"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matt-evered#person"}],"headline":"5 programmatic lessons from the how agencies thrive podcast","datePublished":"2023-03-27T21:02:07+00:00","dateModified":"2026-09-08T21:46:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/how-agencies-thrive-lessons"},"wordCount":772,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-agencies-thrive-lessons#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251211102055/20230228_Podcast-Takeaways.jpg?fit=1201%2C601&ssl=1","keywords":["blog","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"We started our programmatic advertising podcast, How Agencies Thrive, with the goal of sharing the latest digital advertising trends, helping our audience learn how to leverage best practices for their campaigns, and to truly thrive in a digital-first advertising landscape. Recently, we wrapped up our third season of the show, hosted by Matt Evered! \n\n\n\nRanging from global advertising trends and the basics of programmatic advertising to more complex topics like footfall attribution, these episodes of How Agencies Thrive will give you the learnings you need to launch winning campaigns in 2023 and beyond. \n\n\n\n5 lessons from season 3 of how agencies thrive\n\n\n\n1. How to win big with programmatic campaigns for e-commerce\n\n\n\nIn season 3, episode 1 of How Agencies Thrive, Matt chats with Praveen Victor, Head of Growth at Clutch, about how digital marketers can leverage programmatic advertising for e-commerce campaigns. They discuss the latest e-commerce trends, how to track programmatic performance throughout the conversion funnel, and how programmatic advertising is a disruptor in the automotive industry.\n\n\n\nA key tip that Praveen shares is the importance of a full-funnel approach for e-commerce campaigns. If you’re looking to grow your business, focusing only on the lower funnel or on the upper funnel won’t drive results. Praveen emphasizes that you shouldn’t be afraid of experimentation. See what is working best and stay on top of trends to keep your campaigns relevant. \n\n\n\n2. Key global trends for advertising spend\n\n\n\nIn season 3, episode 4, Matt connects with StackAdapt experts from around the globe to unpack the latest global marketing and advertising trends. Learn insights in agency spending, consumer behaviour in markets around the world, and the buying signals that are forecasting future digital advertising trends.\n\n\n\nOne key learning from this episode is the global increase in time spent online, particularly with video. As the number of digital video viewers keeps rising every year, marketers are increasingly embracing video as an advertising channel. In 2022, online video ad spend amounted to almost $75 billion US dollars, accounting for almost 30% of total display ad spend worldwide. \n\n\n\n3. Leveraging footfall attribution can generate in-store sales\n\n\n\nFootfall attribution is a strategy that enables you to uncover how digital efforts are leading to in-store conversions. In season 3, episode 7, Matt chats with an expert from North Strategic, Jean-Philippe about how footfall attribution works, and how to leverage it. \n\n\n\nAs pandemic restrictions have faded, consumer behaviour has continued to evolve. While some consumers are sticking with their online shopping routines, many are returning to brick and mortar stores.\n\n\n\nOne key learning from this episode is how important it is to understand attribution better. Integrating your data about online purchases with in-store conversions helps to figure out how many people went into a store, and in-store conversions that can be attributed to digital efforts. \n\n\n\n4. Tips for driving performance with B2B marketing\n\n\n\nIn season 3, episode 6, Matt connects with Mohan Ram and Mike Partin from DigitalOcean to learn tactics for driving B2B marketing performance. They explore how to define a full-funnel strategy, B2B marketing best practices, and programmatic strategies for B2B campaigns.\n\n\n\nA key learning from this episode is the importance of testing strategies in B2B marketing. Digital strategies for B2B differ depending on the product or service you’re advertising, and the audience you’re trying to reach. With constantly evolving trends, the best bet for B2B marketers is to try to stand out from the crowd through testing different ideas, and by leveraging the latest tools and technologies for B2B campaigns. \n\n\n\n5. How to add programmatic to your marketing mix\n\n\n\nIn season 3, episode 8, Matt and programmatic expert Helene Parker unpacked the basics of programmatic advertising. They explored how to add programmatic to your marketing mix, how to scale with programmatic, and best practices for programmatic ads.\n\n\n\nOne important insight from this episode of How Agencies Thrive was how successful programmatic advertising relies on a strong partnership between marketers and the programmatic platform (or demand-side platform) they are leveraging for their campaigns. \n\n\n\nThe right partner will support improved campaign ROI, provide access to tactics that previously were cost prohibitive, and allow for more testing and experimenting. These benefits enable advertisers to provide more value to their clients, because their campaigns feel the impact of these benefits, too. \n\n\n\nHow can you ensure the best collaboration? When looking for the right programmatic partner, start by identifying your needs. For example, if a user-friendly interface is non-negotiable for your team, that should be part of your criteria when choosing a programmatic partner.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 in-game advertising strategies for winning campaigns","datePublished":"2023-03-29T13:15:25+00:00","dateModified":"2026-09-08T21:46:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies"},"wordCount":785,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260306194352/20230322_In-Game.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","in-game","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In-game advertising leverages programmatic technology to enable ads to appear in mobile, computer, and video games. Blended in-game ads are seamlessly integrated, so they don’t interrupt gameplay. They can appear on in-game objects. \n\n\n\nThey are non-intrusive and highly-viewable. Blended in-game ads can be delivered through programmatic advertising on devices like mobile and PCs.\n\n\n\nWith gaming becoming a mainstream pastime, this channel is quickly gaining prominence. There’s no better time than now to start experimenting with in-game ads!\n\n\n\nThe rise of in-game advertising\n\n\n\nGaming has become a mainstream, social pastime that is now a global phenomenon. The gaming industry in 2023 is estimated to exceed $300 billion USD, and by 2027, it’s expected that there will be 3.8 billion gamers worldwide.\n\n\n\nIn 2022, Insider Intelligence estimated that more than half (54.2%) of the US population were digital gamers. Mobile gaming was the largest segment, with 48.3% of the population (162.9 million people) playing games on their smartphones.\n\n\n\nWith the new release of highly popular video games and next-generation consoles, in addition to strong consumer spending on games, the gaming industry could see explosive consumer spending in 2023.\n\n\n\nThis growth signals that it’s the perfect moment for marketers to embrace in-game advertising. Time spent with this channel is increasing, and gamers are a desirable audience to reach  during gaming sessions. \n\n\n\nVideo game players are highly engaged with the game and are typically not multitasking. This gives a huge advantage to advertisers who want to place their ads in an impactful environment. \n\n\n\n4 strategies for blended in-game advertising campaigns\n\n\n\nLet’s dive into 4 blended in-game advertising strategies that you can test. \n\n\n\n1. Blended in-game for brand awareness\n\n\n\nYou can leverage blended in-game ads to drive strong brand awareness. Launch a brand awareness campaign across all devices and suppliers. This can be done as a standalone in-game campaign, or as a multi-channel campaign. Take advantage of the highly-viewable ad slots to display your messaging at large during an engaging game. \n\n\n\n2. Measure awareness with brand lift\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic channels. It typically provides a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nYou can create a brand awareness-focused blended in-game campaign by launching a survey through an additional display advertising campaign. Such a campaign will have most of the same targeting tactics available as other channels, and measure brand lift results off of their ads. \n\n\n\nThis strategy enables you to ask users questions through a controlled survey and ultimately drive performance data related to items like brand perception, brand preference, and ad recall. Running a brand lift study alongside your blended in-game advertising efforts will help assess the effectiveness of your ads. You can leverage the resulting insights to optimize future campaigns. \n\n\n\n3. Retarget impressions for an incremental audience \n\n\n\nRunning brand awareness campaigns on blended in-game grants you access to a new audience through this new inventory. From there, you can retarget this audience to guide them further down the funnel, ultimately driving visits, or whatever your desired action happens to be. \n\n\n\nBy implementing an impression tracker on your blended in-game ads, you can retarget users on different channels, like native, display, video, connected TV (CTV), and audio. Optimize on those channels towards driving this new set of users toward the next action they should take.\n\n\n\n4. Leverage in-game to target by game genre\n\n\n\nRunning on blended in-game inventory across all devices and suppliers is the best way to scale and drive performance for your campaigns. But running an additional, simultaneous tactic that targets a specific game genre could be a great strategy to test performance and intentionally allocate budget towards certain types of games over others. \n\n\n\nThrough your programmatic platform, you can run this strategy alongside your open targeting tactic to test performance for specific, contextually relevant games.\n\n\n\nTesting sports games inventory, or games within the adventure category for instance, is a great way to test how effective your brand awareness ads were depending on their game context. This is especially true if you retarget specific users on other channels afterwards. \n\n\n\nStart running blended in-game ads \n\n\n\nVideo game ads are on the rise, and so now is the time to add it to your media mix. Leveraging in-game advertising enables you to reach engaged, focused users to build brand awareness and loyalty. These in-game advertising strategies, specifically blended in-game formats, will help you get ahead of the game as this channel gains prominence. \n\n\n\nWant to run exceptional in-game advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies","url":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies","name":"In-Game Advertising Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/blended-in-game-advertising-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260306194352/20230322_In-Game.webp?fit=1200%2C600&ssl=1","datePublished":"2023-03-29T13:15:25+00:00","dateModified":"2026-09-08T21:46:11+00:00","description":"Learn 4 in-game advertising strategies that you can test to drive campaign performance with this growing programmatic channel.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Empowering programmatic advertisers through product operations","datePublished":"2023-04-06T13:19:26+00:00","dateModified":"2026-09-08T21:46:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations"},"wordCount":923,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260223231942/Life-in-AdTech-Maz-Header%402x-1.jpg?fit=1200%2C599&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service for our clients.\n\n\n\nThis month features Mazharul (Maz) Elahi, Product Operations Manager at StackAdapt. Maz shares his journey into adtech, what his role entails, and how his team supports the success of StackAdapt users. \n\n\n\nCan you share a bit about your journey into working in AdTech, and what attracted you to product operations? \n\n\n\nI started out in my career helping a few early stage video on demand (VOD) and streaming startups in the APAC region with product and marketing operations. In 2019, I moved to Toronto, where I started working at StackAdapt. Because of my prior experience in scaling startups from scratch, I resonated with the empowerment that StackAdapt provides to the small players in the market.In my new role at StackAdapt, I began learning about the adtech world and its robust ecosystem. I was instantly fascinated by how the different players in the industry were integrated with each other. It is incredible how they deliver powerful machine learning services to businesses that previously did not have the marketing muscle to compete with large companies—with much deeper pockets.  \n\n\n\nYou started out as a campaign optimization manager at StackAdapt. since then, you’ve moved into new positions. can you share with us how your role has evolved?\n\n\n\nCampaign Optimization Manager was the perfect role for me to start in, because I hadn’t worked in adtech before. The role helped me learn about the root-level mechanisms of the programmatic platform. I got to help clients optimize their campaigns by playing with all the levers that were available in the product at the time. \n\n\n\nThis role gave me a better understanding of how the platform functioned and how it could be improved to help our users. I worked closely with the talented Product team, and so when the opportunity came, I joined the team to work as a Product Engagement Specialist. \n\n\n\nIn this second role, I got to help build a modern support portal that acts as a knowledge base for our users to search and find product information with ease. Since then, my role has expanded into various domains to match the growth of StackAdapt, and this eventually led to the transition to my current role as a Product Operations Manager. \n\n\n\nWhat is the main focus of the product operations team at StackAdapt, and what are your main responsibilities on the team?\n\n\n\nProduct Operations are basically a counterpart to product management and design. The core responsibility of my team is to be an efficient entity by proactively identifying areas for development in our platform. \n\n\n\nFrom there, we support the Product team with the right tools so that they can create quality solutions for our end users. Product Operations is involved with the Product team during all the stages of product development and currently the team focuses on the management of documentation, roadmap, feedback, research, and analytics. \n\n\n\nAs a product operations manager, how do you contribute to the success of StackAdapt users?\n\n\n\nProduct Operations supports StackAdapt users by capturing important insights about their experience, and ensuring those insights are reflected in our roadmap for future solutions. We help the wider Product team to work on a diverse set of adtech solutions, and then ensure that our users know when they can expect to see new solutions in the platform. \n\n\n\nI think the most important success metric is reflected in how confident and empowered our users feel when using the StackAdapt platform. A big way that my team supports this is by providing users easy access to technical documentation and instructions. \n\n\n\nWe also capture important insights about platform user experiences. We ensure those insights are reflected in the solutions we add to the roadmap, help the wider Product team work on those solutions, and ensure that our users know when they can expect to see the new releases in the platform. \n\n\n\nWhat advice would you give someone interested in a career in product operations?\n\n\n\nProduct Operations roles are a great fit for anyone interested in learning the craft of product development and operations. My advice would be to keep up to date with any developments taking shape in the product operations space, and seek out insights from thought leaders in the industry. This is a relatively new area in the product space and we are all learning new things every day! \n\n\n\nWhat is the most rewarding part of being part of the product operations team at StackAdapt?\n\n\n\nProduct Operations is a deeply satisfying role because it aspires to facilitate an environment where meaningful solutions are built to empower programmatic advertisers. My greatest reward is the group of talented people that I work with everyday who teach me so much about the industry and product leadership. We have a great Product team and it’s a privilege to work with them! \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life in Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations","name":"Empowering Programmatic Advertisers Through Product Operations | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-operations#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260223231942/Life-in-AdTech-Maz-Header%402x-1.jpg?fit=1200%2C599&ssl=1","datePublished":"2023-04-06T13:19:26+00:00","dateModified":"2026-09-08T21:46:11+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for the Product Operations Manager at StackAdapt.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"4 programmatic ad creatives for college marketing","datePublished":"2023-04-11T15:29:50+00:00","dateModified":"2026-09-08T21:46:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing"},"wordCount":875,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730151032/20230330_Ad-Creatives-for-College-Marketing-Header-1.jpg?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","creative","higher education"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"College marketing is increasingly looking to leverage digital marketing strategies to increase brand awareness and enrollments. Through programmatic channels like connected TV (CTV) and programmatic audio, marketers can fill their enrollment funnel.\n\n\n\nBelow, we’re highlighting 4 ad creative formats that higher education marketers can use in their programmatic campaigns to reach their ideal audience. \n\n\n\n1. Showcase information with rich media carousel ads\n\n\n\nRich media carousel ads combine multiple ads into a carousel that users can swipe through. These ads capture your target audience’s attention helping to build awareness for your organization. \n\n\n\nFor a college marketing campaign, use a carousel ad to showcase between two and six programs, school details, or enrollment options. This is the ideal range because beyond six images, engagement can drop. By including several slides in a single ad unit, you’re able to appeal to a broader audience of prospective students.\n\n\n\n\n\n\n\n\n\n\n\nCarousel ads are highly customizable with a number of options for navigation, frame transitions, timing, and more. For example, each slide can click out to a different landing page. From there, you can place pixels on your web pages to generate audience pools for retargeting purposes, or for future college marketing campaigns. \n\n\n\n\n\n\n\n\n\n\n\n2. Engage prospective students with rich media discovery ads\n\n\n\nWith a discovery unit, you’re able to ask your audience questions and gain valuable insights. These are interactive ads that pose a question to the user. Their answers help you determine their interest or opinions, and clicks can be tracked to create retargeting pools.\n\n\n\nYou can leverage discovery ads to see if your audience is interested in learning more about student life, academic offerings, or collegiate sports. Users can respond using buttons, a checklist, or a dropdown menu, making the user experience interactive and engaging.\n\n\n\nThe users who interact with the ad can then be collected into retargeting pools based on their answer, enabling you to retarget them with the most relevant college marketing messaging.\n\n\n\n\n\n\n\n\n\n\n\n3. Use dynamic countdown ads to create urgency\n\n\n\nCountdown ads can be leveraged to inform or remind prospective students about key dates for applying to a program or course. Not only is this ad format a practical method for informing students, but a dynamic countdown unit will help create a sense of urgency for prospective students to apply. \n\n\n\nConsider adding an \"Add to Calendar\" button, which allows users to save the date directly from the ad to Google, iCal, Yahoo, or Windows Live. This can be leveraged as a prospecting tactic for tentpole events or activities, or add onto retargeting strategies to remind website visitors why they shouldn't wait to apply to your program.\n\n\n\n4. Create a familiar user experience with social units\n\n\n\nSocial display ads are a quick and easy way to reach new audiences utilizing social assets that you know are high performing. By leveraging this ad format, you’re able to unify your messaging across all platforms, which delivers a consistent and impactful experience to prospective students.\n\n\n\nExtend your college marketing reach outside of the walled gardens while maintaining a familiar interface and experience to enable your audience to engage with these ads with confidence.\n\n\n\nIt’s recommended to offer a variety of social units. You’ll want to choose one that speaks to your audience demographics. For example, if you’re targeting an audience of students that are graduating from highschool, leverage TikTok to reach them. \n\n\n\n\n\n\n\n\n\n\n\nRemember to refresh your creatives frequently\n\n\n\nFor college marketing, updating your ad creatives regularly is important. Your creatives should be program specific and should drive directly to the respective enrollment page. A specific creative tailored to each program, for example, will help achieve stronger performance results as opposed to driving user traffic to a college or university's homepage.\n\n\n\nAlternatively, you can consolidate your ad budgets and use an overarching creative that speaks to a variety of programs in an evergreen way, building awareness around the university brand name.\n\n\n\nRemarketing to a similar audience in education campaigns, including recent accolades and university rankings, would lead to stronger engagement as rankings can influence an applicant’s decision. You can also target specific student concerns in your creative messaging, such as career outcomes, affordability, and feeling of fit.\n\n\n\nDiversify your programmatic channels for college marketing success\n\n\n\nThe college marketing audience is typically mobile-focused and pretty tech-savvy, making this audience a bit harder to pin down. These individuals gravitate to diverse digital platforms, and they should be able to find you there, too.\n\n\n\nIntroducing programmatic into your media mix does not mean you should abandon other channels. You should try to bridge all of the channels available to you through a multi-channel campaign.\n\n\n\nLast, but not least, student journey mapping is key when it comes to college marketing. Student journey mapping enables you to determine when you should be prospecting, running campaigns, retargeting prospective students, and personalizing messaging. Ultimately, aligning your digital campaigns with student journey mapping will drive enrollments.\n\n\n\nWant to run exceptional higher education campaigns? Request a demo to learn more about StackAdapt.\n\n\n\nVisit our case studies to find out how the Ohlmann Group leveraged the power of programmatic to sell out their student open house . \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing","url":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing","name":"4 Programmatic Ad Creatives for College Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730151032/20230330_Ad-Creatives-for-College-Marketing-Header-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-04-11T15:29:50+00:00","dateModified":"2026-09-08T21:46:10+00:00","description":"Learn 4 ad creative formats that you can leverage for college marketing to drive brand awareness and enrolments.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-ad-creatives-for-college-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730151032/20230330_Ad-Creatives-for-College-Marketing-Header-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730151032/20230330_Ad-Creatives-for-College-Marketing-Header-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"example of ad creatives for different degrees to illustrate college marketing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/6-programmatic-strategies-for-e-commerce#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/6-programmatic-strategies-for-e-commerce"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 programmatic strategies for e-commerce","datePublished":"2023-04-13T15:46:10+00:00","dateModified":"2026-09-08T21:46:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/6-programmatic-strategies-for-e-commerce"},"wordCount":1567,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/6-programmatic-strategies-for-e-commerce#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175400/20230313_E-Commerce-Strategies-04-1.png?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","ecommerce","programmatic advertising","retail"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"E-commerce has become a vital part of consumer shopping habits. Thanks to technological advances, it’s easier than ever to browse online, buy online, and have your purchase delivered directly to your doorstep. \n\n\n\nProgrammatic advertising enables e-commerce brands to reach their consumers exactly where they are, which is online. \n\n\n\nE-commerce spend is growing\n\n\n\nPandemic restrictions in 2020 and 2021 definitely accelerated e-commerce adoption. Although restrictions have faded and some shoppers are returning to in-store shopping, e-commerce is now an established habit. Globally, spending on e-commerce continues to grow. It’s expected that from 2023 to 2026, global e-commerce sales will increase by 28%.\n\n\n\nRetail e-commerce sales worldwide from 2014 to 2026(in Billion US Dollars)Source: Statista\n\n\n\nProgrammatic strategies for e-commerce campaigns\n\n\n\n1. Understand your e-commerce audience’s journey\n\n\n\nJourney mapping is the best way to understand your e-commerce audience's journey from awareness to purchase. Journey mapping enables you to determine when you should be prospecting, running campaigns, retargeting prospects, and personalizing messaging. Ultimately, aligning your programmatic e-commerce campaigns with journey mapping will drive campaign success!\n\n\n\nTo map out the customer journey, you’ll need to gather industry and market audience data, look at your own primary data (if you happen to have some), and try to understand where you can intersect your audience. \n\n\n\nJourney mapping not only tells you where to find your audience, but it can help you determine what their needs, problems, thoughts, and mindset is at every stage of the buying journey. This will help you determine what message to serve to your potential customers.\n\n\n\nSo, what is the journey of an online shopper? Although journey maps will vary depending on the product or service that’s being sold, most of them follow a version of this blueprint: \n\n\n\n\nAwareness: A shopper wants to purchase a new pair of socks. They click an ad for a type of sock that they’re searching for, or a related product that caught their attention. \n\n\n\nConsideration: The shopper browses an online store that carries socks.\n\n\n\nPurchase: The shopper buys the socks through an app or website. \n\n\n\nRetention: The shopper may respond to follow-up surveys or write a review.\n\n\n\nLoyalty: The shopper might tell others about the brand or join the affiliate program. \n\n\n\n\n\n\n\n\nJourney mapping is about reaching the right audience, on the right channel or device, at the right moment, and with the right message.\n\n\n\nOnce you have mapped out the customer’s buying journey, you can identify the best time to capture their attention with an ad, ultimately increasing the probability that your industry targeting strategy will result in conversions. \n\n\n\nA strong journey map will help to personalize your e-commerce strategy, so that the journey, and ultimately messaging, resonates with your ideal audience. The value of this personalization? Customer-centric companies are 60% more profitable than companies that aren't. \n\n\n\n2. Forecast e-commerce campaign performance\n\n\n\nPlanning is key to every e-commerce campaign. In the planning stage, you’ll set your campaign goals, choose the right type of programmatic format, and make sure your programmatic platform has the desired audiences you need to launch your campaign. Part of that planning is also forecasting what the reach of your e-commerce campaign will look like based on these parameters.\n\n\n\nRather than going into a campaign with uncertainty, go in knowing that it will deliver on a specific metric. By making adjustments before your campaign starts, you ensure that the campaign with run and won't struggle with pacing.\n\n\n\nForecasting provides you with data-driven insights that enable you to anticipate campaign performance prior to running live—in a way, you can pre-optimize your campaign. It’s simple to use, which makes it an easy step to add to your campaign planning.\n\n\n\nBy predicting campaign results ahead of time, you can make sure you’re planning the parameters that will help you reach the right audience, and maximize the impact of your ad dollars. And, you might even discover opportunities for ad spend that you may have not even realized were an option. \n\n\n\n3. Choose the right targeting tactics \n\n\n\nTargeting plays a key role in the success and performance of campaigns. For e-commerce campaigns, the right targeting tactics help ensure you reach the right audiences, at the right time. \n\n\n\nContextual targeting\n\n\n\nContextual advertising leverages the context next to which the ad appears to deliver highly-relevant ads to the right audience, at the right moment. There are various tactics available for contextual advertising. \n\n\n\nFor example, Page Context AI drives campaign performance by leveraging artificial intelligence (AI) to place ads in the right context, expanding targeting to include highly-relevant phrases related to the context.\n\n\n\nAnother tried-and-true strategy is contextual keyword targeting, which puts you in control by allowing you to indicate the exact keywords you’d like your campaign to match with. Brands can also repurpose their search keywords to define a custom keyword browsing or contextual audience (can include competitor keywords).\n\n\n\nAudience lookalike targeting\n\n\n\nLookalike audiences enable you to create a list of users who mimic the online behaviours of those who have visited your site previously. A pixel is implemented to build lookalike audiences, which you can then fine-tune even further by creating a lookalike segment based on users who converted on your website. \n\n\n\nLookalike audiences will ensure that your e-commerce campaigns reach relevant users who have characteristics that align with your already existing customers. It’s a perfect strategy for extending your retargeting pool because you expand beyond the users who have visited your site. \n\n\n\n4. Use a multi-channel approach\n\n\n\nMulti-channel campaigns are essential for e-commerce advertising. These campaigns make it possible to reach users across different platforms and channels. A multi-channel strategy is key in today’s digital landscape because online shoppers are active across various channels and devices. \n\n\n\nUnderstanding how shoppers are interacting across platforms is central to learning how you can effectively reach them, and reach your campaign goals. You can run digital marketing for your e-commerce brand across two channels, like video and programmatic audio, or across more channels including connected TV (CTV) and digital out-of-home (DOOH). \n\n\n\nLeveraging multiple channels helps you to gain a larger reach by capturing consumers who might only be on some channels. With the right mix of complementary channels, you can increase the percentage of the total target audience that you can reach. And, it helps you to craft a cohesive message across all of the included channels.\n\n\n\n5. Leverage rich media ads to capture attention\n\n\n\nRich media ads are creative ad formats that have interactive features. An interactive ad invites the user to perform an action in order to have something revealed within the ad itself or to navigate towards a specific landing page. \n\n\n\nWhether the action is hovering or clicking, the audience is typically given instruction to explore the ad for more details. This interactive-viewer experience is a unique way to uplift and complement your digital strategy. Using rich-media ads in your programmatic e-commerce campaigns will help to capture attention from your target audience and build awareness for your brand. \n\n\n\nThese are some interactive creative formats that you can use in your e-commerce campaigns: \n\n\n\nDiscovery ads\n\n\n\nUse discovery ads to pose a question to the user. This can determine their interests or opinions based on a topic you’ve chosen. All clicks can be tracked to create retargeting pools and products in the carousels can click out to unique product pages to reduce the path to conversion. \n\n\n\nShoppable video\n\n\n\nThis ad format showcases products in use while allowing the user to browse right in the banner. Shoppable video ads reduce the steps that a user must take between awareness and conversion. Products can click out directly to their individual pages for a frictionless shopping experience. \n\n\n\nDynamic countdown ads\n\n\n\nWith countdown ads, you can make sure your audience is aware of your sales and promotions. And a dynamic countdown unit will help create a sense of urgency for your audience to perform an action. \n\n\n\nInteractive ads like these help to boost brand awareness and bring extra benefits too: They provide much needed convenience for consumers. As product discovery moves online, rich media ads can be leveraged to help you find out who your audience is, guide shoppers closer to a purchase, and to provide insights on the customer journey. \n\n\n\n6. Use dynamic retargeting for e-commerce\n\n\n\nLeveraging retargeting will deliver online ads to users or consumers based on their previous, intent-based actions on the web. This is an important tactic for re-engaging online shoppers who previously showed interest in your brand or products. By re-engaging them, you can move them down the funnel toward a conversion. \n\n\n\nDynamically retarget individuals with personalized native or display ad content based on the nature of their prior website engagement or activity. If someone has browsed through your product offerings, continue to remind them of what they’re interested in throughout their online journey.\n\n\n\nProgrammatic advertising for winning e-commerce campaigns\n\n\n\nFor any e-commerce campaign, you’ll want to take the time to understand your audience’s journey, and leverage forecasting for your campaign’s planning stage. From there, choosing the right targeting tactics, using rich-media ads, dynamic retargeting, and taking a multi-channel approach will drive e-commerce campaign performance. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on campaign’s Best Places to Work 2023 list","datePublished":"2023-04-13T14:11:00+00:00","dateModified":"2026-09-08T21:46:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk"},"wordCount":620,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175217/20230406_UK-Best-Workplace_Header-1.png?fit=1200%2C600&ssl=1","keywords":["company updates","stackadapt careers"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk","url":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk","name":"StackAdapt Recognized on Campaign’s Best Places to Work 2023","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175217/20230406_UK-Best-Workplace_Header-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-04-13T14:11:00+00:00","dateModified":"2026-09-08T21:46:09+00:00","description":"StackAdapt is proud to announce that we've been named on the 2023 Campaign's Best Places to Work 2023 in the UK.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/2023-best-places-to-work-uk#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175217/20230406_UK-Best-Workplace_Header-1.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175217/20230406_UK-Best-Workplace_Header-1.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Campaign Best Places to Work 2023 in the UK award winner."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on the 2023 Best Workplaces in Canada list","datePublished":"2023-04-14T14:20:57+00:00","dateModified":"2026-09-08T21:46:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list"},"wordCount":540,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707174927/20230411_Best-Place-to-Work-Canada-Award-header-1.jpg?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list","url":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list","name":"StackAdapt Recognized on the 2023 Best Workplaces in Canada","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707174927/20230411_Best-Place-to-Work-Canada-Award-header-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-04-14T14:20:57+00:00","dateModified":"2026-09-08T21:46:07+00:00","description":"StackAdapt is is proud to announce that our organization has been named on this year’s Best Workplaces™ in Canada List, ranking #11. ","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/2023-best-workplaces-in-canada-list#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707174927/20230411_Best-Place-to-Work-Canada-Award-header-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707174927/20230411_Best-Place-to-Work-Canada-Award-header-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Stackadapt ranks on the Best Workplaces Canada list 2023"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"Must-know digital marketing strategies in travel and tourism","datePublished":"2024-07-22T15:32:41+00:00","dateModified":"2026-09-08T21:44:43+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry"},"wordCount":1890,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240717112844/20240711_Digital-Marketing-Strategies-Travel-Industry_Header.webp?fit=1200%2C601&ssl=1","keywords":["blog","Content Level : 101","travel"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The purchase path for today’s leisure travellers is becoming increasingly complex. Consumers have more options than ever before and are taking longer to make decisions. To engage today’s travellers and stand out from the competition, digital marketing in the travel industry needs to be dynamic, personalized, and timely. \n\n\n\nProgrammatic advertising offers many opportunities for travel and tourism marketers. Digital marketing strategies like multi-channel campaigns and dynamic retargeting allow you to reach leisure travellers with the right message at the right time across multiple touchpoints and devices.\n\n\n\nReady to take flight? Read on to learn how you can drive better results and take your travel campaigns to new heights with these digital marketing strategies.\n\n\n\nProgrammatic targeting tactics to help you fly high \n\n\n\nProgrammatic buying isn’t just efficient—it leads to more sophisticated and targeted campaigns. Below is a list of five travel industry targeting tactics to help you reach the right audience with precision.\n\n\n\n1. Seasonal targeting\n\n\n\nCampaign timing is important because of the seasonal nature of travel bookings. Demand for travel services and offerings fluctuates based on the weather, events like festivals, sports competitions (for example, the Olympics and FIFA World Cup), and school holidays. \n\n\n\nIt’s also important to consider how far in advance travellers are booking their adventures. An American Express Travel survey found that 54% of people like to plan trips three to six months in advance, and Expedia Group reports that the average traveller takes about 71 days of research and planning before booking a trip. With so many travellers thinking about their vacation plans months in advance, catching their attention early is key.\n\n\n\nTravel peaks also differ by location. For example, December to April is the peak season for enjoying the beaches in Mexico, while the US travel high season is historically June through August.\n\n\n\nBased on data from campaigns in StackAdapt, digital ad spend, site visits, and engagement are highest from May to June. This is likely because advertisers target travellers before and during the summer, with June being the most popular month. The second highest period for travel digital ad spend is September to November, which coincides with travellers planning their winter vacations to sunnier destinations. \n\n\n\nYour campaign objectives will also impact timing. Your objective could be advertising ahead of the peak season and taking advantage of existing travel intent to increase sales. Or it could be building awareness for off-season travel ideas, such as visiting a ski town in the summer when it’s more affordable and hiking instead of hitting the slopes. \n\n\n\nTo determine seasonal campaign timing, look to industry and historical data to zero in on the times that have worked best (and worst) for travel marketers. The benefit of programmatic advertising is that you can continually optimize to find the campaign timing that works for you, ensuring every ad dollar delivers the most value.\n\n\n\n2. Travel intent targeting\n\n\n\nIntent-based targeting is a more granular form of targeting that allows you to identify individuals showing interest in travel. Custom audience segments use machine learning to target individuals looking for flights, hotels, and activities based on the content they’re consuming, such as travel blogs, reviews of attractions, and flight comparison sites. \n\n\n\nYou can also identify individuals engaging with related content, such as research about neighbouring destinations, content about a competitor’s offerings or services, or reviews. Leveraging intent-based targeting can help you optimize ad spend and drive more qualified traffic.\n\n\n\n\n\n\n\n\n\n\n\n3. Route targeting\n\n\n\nTravellers are more likely to click on ads showing relevant routes to exciting destinations. Include personalized messaging that mentions their location or the distance to reach a destination they’ve shown interest in to encourage them to click through. \n\n\n\nAdditionally, you could leverage data about a potential traveller’s geographic location and show them ads with the most convenient departures. \n\n\n\nFor example, you can advertise flights to Las Vegas from two different locations, highlighting where the user is coming from. Both ads are for the same flight aggregator site, but the messaging and creatives could differ based on who’s viewing them and where they’re located.\n\n\n\n4. Targeting with private marketplace deals\n\n\n\nPrivate marketplace (PMP) deals enable publishers to sell premium inventory directly to select buyers. After search and social, PMP deals are among the most popular ad choices for digital marketing for the travel industry. \n\n\n\nOnline travel agencies are highly-influential resources for travellers when making destination decisions. A PMP deal that displays your ads on a bundling site, like Expedia, can help your brand connect with consumers as they start mapping out their trip.\n\n\n\nLeverage your programmatic platform’s deal packages to capture vertical-specific inventory most suited to your brand or campaign. Whether you aim to snag that above-the-fold placement or ensure an exact audience match with a curated list of travel publishers, PMPs can help you get there.\n\n\n\n5. Dynamic retargeting\n\n\n\nLeveraging retargeting allows you to deliver ads to people based on their previous, intent-based actions online. This is an important tactic for re-engaging travellers who have previously shown interest in your services. By re-engaging them, you can move them down the funnel toward a conversion. Dynamically retarget individuals with personalized native or display ad content based on their previous website engagement or activity. If someone has browsed through your travel offerings, continue to remind them of what they’re interested in (or missing by not booking a trip or stay) throughout their online journey.\n\n\n\n3 channels to use in digital marketing for the travel industry\n\n\n\nProgrammatic allows you to connect with travellers using a multi-channel approach. Here are some ways you can target travellers with video, audio, and display advertising.\n\n\n\n1. Bring travel to life with video\n\n\n\nTravel is an emotional experience. Leveraging programmatic channels that tap into that emotion is a great way to capture the interest of your target audience. \n\n\n\nVideo is particularly effective for travel marketers because it’s an engaging and immersive medium that uses visual cues to engage with customers. \n\n\n\nDigital marketers in the travel industry can use programmatic video advertising to engage potential travellers with storytelling that showcases the full breadth of experiences available to them, from getaways at boutique hotels to resorts located on tropical beaches. \n\n\n\nYou could also repurpose your video campaign on connected TV (CTV), which provides a natural, full-screen experience and holds a viewer’s attention longer than linear TV ads. CTV ads are served in a lean-back environment where the audience is already engaged. When streaming CTV, viewers understand and accept that ads are part of the viewing experience. Knowing this, they’re more receptive to them. These benefits, combined with CTV’s precision targeting and premium inventory, are just part of why we’re seeing CTV overtake linear ad spend.\n\n\n\n2. Influence travellers with programmatic audio\n\n\n\nEMARKETER forecasts that digital audio will grow 6.8% in 2024 to reach $7.12 billion USD. This growth will continue—with average annual growth rates above 5% expected until 2026—as more people embrace digital audio. \n\n\n\nProgrammatic audio automates the selling and insertion of ads into audio content, such as music or podcasts on Spotify. Ads reach your audience through various devices, including desktop, mobile, and tablet. Another benefit is you can buy targeted ads from all the major audio publishers using one platform.\n\n\n\nIn digital marketing for the travel industry, audio ads can be leveraged to inspire, influence  and inform listeners about destinations, hotels, or experiences. Data shows that compared to other forms of advertising, digital audio ads are more likely to engage listeners, help them remember specific details, and increase their emotional response. This can lead to stronger brand awareness and recall, which is important when travellers take months to book a trip.\n\n\n\n3. Collect data with interactive display ads\n\n\n\nAn interactive display ad can help collect valuable data about your ideal customer. For example, you can use a discovery ad to ask the user what the weather is like where they are, encouraging them to interact with the ad they’ve seen. This helps travel marketers figure out what type of vacation they might prefer.\n\n\n\nEven if the viewer clicks all the weather options, you can still gauge interest in certain locations based on the conversion events. This example would be ideal to include in a retargeting campaign once the target market is familiar with your brand.\n\n\n\nWith dynamic countdown ads, you can ensure your audience is aware of your travel sales and promotions or remind them about upcoming holiday breaks. This creates a sense of urgency for your audience, encouraging them to perform a specific action, like research or book an upcoming trip before the sale is over.\n\n\n\nMeasuring the impact of digital marketing campaigns in the travel and tourism industry\n\n\n\nFinally, once you start running ads, you want to understand their effect on conversions. Here are two ways to do that:\n\n\n\n1. Measure awareness and consideration with brand lift studies\n\n\n\nBrand lift studies allow marketers to demonstrate the impact of their ad spend beyond standard metrics like reach, frequency, and cost per impression. \n\n\n\nBy conducting a travel and tourism lift study, marketers can measure travellers’ awareness of particular travel services, destinations or attractions, and gauge the likelihood of them making a booking.\n\n\n\nFor example, let’s say you’re a travel agency running a campaign to promote your new luxury European tour packages. A brand lift study can measure if your target audience’s awareness of these new touring offerings has increased after exposure to your ads and if they’re now more likely to book a vacation. These detailed insights can help you refine your ad targeting and messaging, improving the overall effectiveness of your advertising spend.\n\n\n\n2. Use data to connect travellers to campaigns\n\n\n\nTravel marketers can also understand the impact of their travel campaigns with a number of measurement tools. At StackAdapt, you can look at Destination Visitation Measurement to get insights on your campaign.\n\n\n\nSimilar to footfall attribution, when a user is exposed to your campaign and subsequently visits your destination, one of StackAdapt’s trusted visitation data collection partners uses location data to:\n\n\n\n\nAttribute overall visitation and lift (US only) to your campaigns.\n\n\n\nIdentify where travellers visit your destination from at the country, state, and city level to determine your top origin markets.\n\n\n\nUnderstand how visitors spent time at your destination (for example, what restaurants, attractions, national parks, and museums they visited during their stay).\n\n\n\nAccess insights from ongoing campaigns to optimize and increase campaign performance.\n\n\n\n\nUsing this information, travel marketers can understand how successful their campaigns were at driving visits to their destination and gain insights to help improve their overall travel marketing strategy.\n\n\n\nFor a more holistic view of your campaign’s effectiveness, travel marketers can also pair this with StackAdapt’s Economic Impact Report solution, which provides insights on where and how much your audience spends during their trip.\n\n\n\nDigital marketing for travel takes off with programmatic\n\n\n\nProgrammatic advertising is a highly-effective way to reach your target demographic throughout their travel-buying journey. Understanding the right targeting tactics and ad formats to leverage for your campaigns can help you attract more travellers and ultimately drive direct bookings.\n\n\n\nWant to run exceptional programmatic travel campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry","url":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry","name":"Must-know travel and tourism digital marketing strategies","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-the-travel-industry#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240717112844/20240711_Digital-Marketing-Strategies-Travel-Industry_Header.webp?fit=1200%2C601&ssl=1","datePublished":"2024-07-22T15:32:41+00:00","dateModified":"2026-09-08T21:44:43+00:00","description":"Learn proven digital marketing strategies for the travel and tourism industry that will help your campaigns reach new heights.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-platform-quality-2#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-platform-quality-2"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Helping StackAdapt users achieve their campaign goals","datePublished":"2023-04-25T19:53:05+00:00","dateModified":"2026-09-08T21:46:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-platform-quality-2"},"wordCount":1311,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-platform-quality-2#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260313211157/20230406_Life-in-AdTech_Brandon-Lee_Header.jpg?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service for our clients.\n\n\n\nThis month features Brandon Lee, Senior Manager in Platform Quality at StackAdapt. Brandon shares his journey into adtech, what his role entails, and how his career has progressed on the Platform Quality team at StackAdapt.\n\n\n\nCan you share your journey into working in AdTech, and what attracted you to platform quality? \n\n\n\nAfter graduating from the University of Guelph with a degree in marketing, I picked up a full-time position as part of a bank’s fraud department. I worked in an office that was focused on investigating fraudulent or unauthorized banking transactions. This was a good fit for me because I had spent part of my academic career and all my full time experience working in the financial services industry.  \n\n\n\nMy journey into adtech began in 2018 when I joined StackAdapt’s Platform Quality team. What attracted me to Platform Quality was the opportunity to apply my investigative mindset, request management skills, and customer service experience from the banking industry, to the advertising industry. At the time, StackAdapt was in start up mode. I was excited to be part of a smaller team of like-minded people, and to use my established strengths to explore new adtech solutions. \n\n\n\nWhat does a day in the life of a senior manager in platform quality look like?\n\n\n\nA typical day in my role is spent doing a mixture of planning, coaching, and building. In an effort to create structure within the everyday business operations, I meet with my colleagues and stakeholders within the organization to plan out and align on projects that we intend to launch in the short and long term.  \n\n\n\nSince I joined in 2018, the Platform Quality team has grown a lot! There are many new faces on our team and so each month, I spend part of my day coaching and providing education on processes to direct reports or internal stakeholders. This includes dealing with escalations that members of the Platform Quality team require when additional reviews are needed. \n\n\n\nAs a senior manager on the platform quality team, how do you contribute to the success of StackAdapt users?\n\n\n\nThe Platform Quality team is responsible for reviewing programmatic campaigns before they are sent to our supply partners, and ultimately to the intended audience. We’re in a unique position because we can impact both short term and long term success for our users. \n\n\n\nProviding strategic guidance is the first way I contribute to the success of StackAdapt users. I want to help users to understand the capabilities of the platform and how it can be used to achieve their marketing goals. Our team collaborates with StackAdapt’s sales team and their clients to develop a campaign strategy that leverages the platform’s targeting capabilities to reach a specific audience.\n\n\n\nNext, I offer technical expertise, and provide training and education to my direct reports and internal stakeholders. By having a deep understanding of how the platform works and being able to troubleshoot issues that arise regarding ad approval, I strive to provide guidelines or seek solutions on how to optimize the targeting parameters to achieve positive results. We want to equip all users with tools and skills they need to use the platform effectively. \n\n\n\nFinally, I contribute to the success of users by advocating for them within the organization. This means working to ensure that the needs and feedback of users are taken into account when developing new features and improving the platform. I meet with sales team leads regularly in order to understand pain points and then collaborate with our product team to address those issues and make improvements based on user feedback. \n\n\n\nThrough all these efforts, I’m able to help StackAdapt users achieve their advertising goals, and get the most out of our platform.\n\n\n\nYou started out as a platform quality analyst a few years ago. since then, you’ve moved into new positions at StackAdapt. can you share how your role and skills have evolved in the transition?\n\n\n\nAs you learn and develop in any career, it is essential to be patient, adaptable, and ready to take on risks. When I started as a Platform Quality Analyst, my responsibilities were to ensure that advertising campaigns met StackAdapt guidelines and that any issues were identified and resolved promptly. My role was heavily involved with ad campaign auditing, researching ad policies, and troubleshooting user pain points related to onboarding sensitive advertisers.  \n\n\n\nAfter taking more initiative on projects, I was promoted to Senior Analyst, Team Lead. I began to take on more of a leadership role by leading teams, managing projects, and coordinating with other departments. My role evolved to include more strategic planning and hiring, where I needed to identify the needs of the business and align them with the team direction.\n\n\n\nAs I continued to grow within the team, I had to shift my focus from being an individual contributor to leading a team. To this day, I still continue to exercise and develop my skills in task delegation, effective communication, and how to motivate my team to achieve their goals. The rapid expansion of our team and organization provided me an opportunity to mature my leadership, problem-solving, decision-making, and conflict resolution skills. \n\n\n\nAs Senior Manager, the added responsibility of building and sustaining relationships with all stakeholders is essential. This includes working closely with other departments, such as engineering, marketing, and sales, to ensure that we are aligned with internal processes, project objectives and overall company direction. I also make sure to keep up with the latest trends and technologies to ensure that our platform is up to date and competitive. \n\n\n\nMy journey from a Platform Quality Analyst to a Senior Manager has been a rewarding challenge. I have had to learn new skills, take on new responsibilities, and adapt to new situations. The experience has allowed me to grow both professionally and personally.\n\n\n\nWhat is the most rewarding part of being part of the platform quality team at StackAdapt?\n\n\n\nOne of the most rewarding parts of this role is the opportunity to have a direct impact on the organization’s success and the growth of its clients. Whether it’s through approving ad campaigns or helping campaigns reach their target audience more effectively, it is incredibly fulfilling to know that our team’s work has a tangible impact on our clients’ businesses.\n\n\n\nAnother major reward of being a part of the Platform Quality team is the opportunity to work with a talented and diverse group of people. The Platform Quality team is in a unique position to work with many stakeholders in the organization, and so we have the chance to learn from and collaborate with colleagues from different backgrounds and areas of expertise. \n\n\n\nFinally, being part of the Platform Quality team at StackAdapt provides ample opportunity and growth. The adtech industry is constantly evolving, and staying on top of the latest trends and standards requires ongoing learning and professional development. I love that in this role I get to attend industry events, participate in training and development programs, and keep a healthy learning culture to stay ahead of the curve.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply, here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Open marketplace vs. private marketplace: What’s the difference?","datePublished":"2023-04-27T18:08:38+00:00","dateModified":"2026-09-08T21:46:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace"},"wordCount":750,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220205624/20230425_Open-vs-Private-Marketplace.jpg?fit=1201%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The open marketplace and private marketplace are digital exchanges where publishers can sell their ad inventory to media buyers. They both leverage real-time bidding (RTB), which is essentially an instant action. \n\n\n\nWhen a user visits a website, a corresponding bid request is sent to an ad exchange, which is a digital marketplace that enables advertisers and publishers to buy and sell the ad space.\n\n\n\nBoth the open and private marketplaces leverage RTB, but beyond this they have distinct differences and purposes. They offer different methods of purchasing ad space, for various prices, and with separate benefits. \n\n\n\nLearn the differences between the open marketplace vs. private marketplace so you can determine which of these real-time bidding methods works best for your campaign goals. \n\n\n\nWhat is the open marketplace?\n\n\n\nAn open marketplace (also known as an open ad exchange) is an exchange where digital ad placements are bought and sold as part of an auction. The auction is run through real-time bidding (RTB), enabling inventory prices to be decided in real time.\n\n\n\nMedia sellers can choose to sell their inventory through an open marketplace, making it available to any media buyers using the open marketplace to purchase ad placements. \n\n\n\nBenefits of open marketplace inventory\n\n\n\nOne major benefit of the open marketplace is that it’s the most inclusive marketplace. Small, medium, and large publishers and agencies can all take part in open exchange auctions, reaching a large amount of people, and delivering the most scale for their campaigns.\n\n\n\nAnother benefit of the open marketplace is that it’s typically the quickest and most cost-efficient way to buy media. This makes it a highly efficient way for advertisers to get their campaigns live.   \n\n\n\nThe open marketplace leverages programmatic advertising, which uses automated technology, AI, and machine learning. This is extremely beneficial to advertisers because it enables them to reach the right users in a scalable, flexible, and transparent way. \n\n\n\nWhat is the private marketplace?\n\n\n\nThe private marketplace (PMP) is another method for programmatic inventory to be sold and purchased. PMPs are a subset of real-time bidding, but allow a publisher to offer their premium inventory to a selected, limited audience of media buyers. \n\n\n\nWhat is premium ad inventory? \n\n\n\nPremium ad inventory is ad space that a publisher has reserved for select advertisers, at a set price. It’s typically the best, most sought after ad space that a publisher has available. This ad space could be the pre-roll for an audio playlist, or the above-the-fold banner ads on a website. \n\n\n\nBenefits of PMP deals\n\n\n\nPMP deals combine the benefits of programmatic with the exclusivity of direct deals. These deals benefit the publishers who want to get top dollar for their premium space, and for digital marketers who want to place their ads on premium space. \n\n\n\nJust like the open marketplace, the PMP marketplace leverages programmatic, which uses automated technology, AI, and machine learning to reach the right users in a scalable, flexible, transparent way. \n\n\n\nPMP vs. open marketplace: Which is better? \n\n\n\nBoth types of deals come with the benefits and efficiency of programmatic. Choosing between the open marketplace and private deals will depend on your campaign goals and budget. \n\n\n\nThe open marketplace provides you with access to the largest audience, and in a cost-effective way. If your campaign goals are to reach a broad, new audience, and to drive brand awareness, the open marketplace is a great option. \n\n\n\nThe private marketplace is more expensive, but will deliver you access to premium, more exclusive inventory. This is a good option if you have a larger budget, or are trying to reach a highly specific audience.  \n\n\n\nOpen marketplace vs. PMP FAQs\n\n\n\n\n\n\n\nOpen exchanges are public real-time bidding auctions that are open to all buyers and sellers. The private marketplace (PMP) is defined as an auction with a select, limited audience of advertisers chosen by the publisher.\n\n\n\n\n\n\n\n\n\nIn programmatic advertising, PMP is an acronym for private marketplace, which is a digital marketplace where select media buyers can purchase premium inventory.\n\n\n\n\n\n\n\n\n\nThere are several types of programmatic inventory that can be sold and purchased within the programmatic landscape. The four most common ways are through the open marketplace, private marketplace (PMP), preferred deals, and programmatic guaranteed deals.\n\n\n\n\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace","url":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace","name":"Open Marketplace vs. Private Marketplace | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220205624/20230425_Open-vs-Private-Marketplace.jpg?fit=1201%2C600&ssl=1","datePublished":"2023-04-27T18:08:38+00:00","dateModified":"2026-09-08T21:46:03+00:00","description":"Learn the differences between the open marketplace vs. private marketplace so you can determine which works best for your campaign goals. ","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-91ea5880-bc44-4883-8f2d-9f8b314b90a8"},{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-e88a541a-718e-4fde-a3c3-5cf51ae50f78"},{"@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-000c9c16-4a86-498d-87f8-ece6b31a3788"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-91ea5880-bc44-4883-8f2d-9f8b314b90a8","position":1,"url":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-91ea5880-bc44-4883-8f2d-9f8b314b90a8","name":"What is the difference between PMP and open exchange?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Open exchanges are public real-time bidding auctions that are open to all buyers and sellers. The private marketplace (PMP) is defined as an auction with a select, limited audience of advertisers chosen by the publisher.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-e88a541a-718e-4fde-a3c3-5cf51ae50f78","position":2,"url":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-e88a541a-718e-4fde-a3c3-5cf51ae50f78","name":"What does PMP stand for?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In programmatic advertising, PMP is an acronym for private marketplace, which is a digital marketplace where select media buyers can purchase premium inventory.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-000c9c16-4a86-498d-87f8-ece6b31a3788","position":3,"url":"https://www.stackadapt.com/resources/blog/open-marketplace-vs-private-marketplace#faq-question-000c9c16-4a86-498d-87f8-ece6b31a3788","name":"What are the 4 types of programmatic inventory?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"There are several types of programmatic inventory that can be sold and purchased within the programmatic landscape. The four most common ways are through the open marketplace, private marketplace (PMP), preferred deals, and programmatic guaranteed deals.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-business-operations-2#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-business-operations-2"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting company growth through optimization","datePublished":"2023-08-29T18:51:00+00:00","dateModified":"2026-09-08T21:45:40+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-business-operations-2"},"wordCount":1016,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-business-operations-2#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260317132630/Life-in-AdTech-Amitesh_2x.webp?fit=1200%2C599&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Amitesh Mishra, Team Lead, Business Analysis at StackAdapt. In this post, Amitesh shares his journey into adtech, what his role entails, and how his team is supporting StackAdapt’s global growth. \n\n\n\n1. How did your journey into business and process optimization begin?\n\n\n\nMy passion for optimization and continuous improvement probably dates back to my childhood. At the tender age of nine, I embarked on a quest with my dad to buy my first PC game. At that time, there were only a handful of stores throughout India that carried the latest released video games, and I couldn't help but ponder why it was such a challenge to get my hands on them. \n\n\n\nThis experience instilled in me an unwavering desire to uncover the root cause of things and explore innovative ways to challenge the status quo and enhance it. This innate curiosity and thirst for knowledge continued to fuel my growth throughout my academic years and into my professional career.\n\n\n\nMy professional journey into the realm of business and process optimization started while I was working in management consulting. In that role, I had several opportunities to make a meaningful impact on various industries by refining existing processes and strategies for prestigious Fortune 100 companies.\n\n\n\nThrough all these experiences I’ve been able to build a career that allows me to harness my pre-existing skill set to excel and consistently deliver added value through my work.\n\n\n\n2. What is the main focus of your role as team lead, business analysis at StackAdapt?\n\n\n\nHere’s how I would describe it simply: My job is to help all StackAdapt teams succeed. A typical day for me involves executing strategic projects that align with StackAdapt’s goals and objectives. I work closely with every team and hierarchy within the organization to drive continuous improvement and excellence by executing the defined roadmap for each of the domains. \n\n\n\nAs a team lead, I help onboard new members in the team and provide oversight and expertise to major projects, eliminating barriers for successful execution. One of the key areas of focus involves seeing dependencies across multiple domains and departments, and preventing negative impact across the company. \n\n\n\nThe overarching objective of my work is to streamline and standardize global operations at StackAdapt, as we expand into new and existing markets. I collaborate with cross-functional teams to identify areas for improvement, and I help develop innovative solutions that enhance our operational effectiveness.\n\n\n\n3. How does your team collaborate to optimize and streamline processes at StackAdapt?\n\n\n\nEach project, regardless of its scale, serves as a collaborative platform for our team. Through these initiatives we work in close partnership with various stakeholders and cross-functional teams to optimize and streamline internal processes for StackAdapt. We’re able to find opportunities for optimization by addressing existing pain points, building automations, and driving digital transformation.\n\n\n\nWe always use a collaborative approach so that we can identify and address pain points within the organization and implement innovative solutions to optimize our workflows. This helps us to build strong relationships with our colleagues across all business functions, allows us to drive meaningful change, and ultimately enhances our overall efficiency and effectiveness.\n\n\n\n4. With StackAdapt expanding globally, how is your team supporting this scale and growth?\n\n\n\nOur team plays a crucial role in supporting our company's global expansion initiatives by delivering strategic projects that align with our expansion objectives. As part of this effort, our Business Operations team receives project requests that are evaluated based on several key factors, including their potential impact on global expansion. \n\n\n\nOur ultimate goal is to facilitate seamless scaling of our operations across regions by delivering large-scale, cross-departmental projects that define and optimize our internal processes. To achieve this, we collaborate closely with our colleagues across the organization to identify areas for improvement and develop innovative solutions that enhance our operational efficiency and effectiveness.\n\n\n\n5. In what ways does your team collaborate with other teams at StackAdapt?\n\n\n\nOur team collaborates with every team across StackAdapt, encompassing a diverse range of projects that range from larger initiatives focused on digital transformation across multiple teams, to addressing smaller pain points specific to individual teams. We actively seek out opportunities to work collaboratively with colleagues, leveraging our collective expertise to drive meaningful change and improvement.\n\n\n\nThrough these initiatives, we are able to identify existing gaps and pain points within the organization and develop targeted recommendations for optimization. Additionally, we focus on automating manual processes wherever possible to enhance our operational efficiency and effectiveness. Ultimately, our aim is to drive continuous improvement across the organization and enhance our overall performance in pursuit of our long-term objectives.\n\n\n\n6. What is the most rewarding part of growing a team as a senior leader in AdTech?\n\n\n\nAs a senior leader in adtech, the most rewarding aspect of growing a team is the ability to validate the impact we have on the progress towards achieving StackAdapt’s objectives. The adtech industry is characterized by constant change and evolution, which necessitates agility and adaptability from both our team and the organization as a whole.\n\n\n\nOur shared desire to drive change and push boundaries is a driving force that resonates across all teams, fueling our company's growth as we strive to achieve our goals. It is truly gratifying to see the positive impact of our efforts and to witness the progress we are able to achieve through our collective efforts.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life in Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named one of Canada’s Best Managed Companies in 2023","datePublished":"2023-05-09T12:48:54+00:00","dateModified":"2026-09-08T21:46:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies"},"wordCount":591,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175031/20230508_Best-Managed-Companies-1.jpg?fit=1201%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies","url":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies","name":"StackAdapt Named One of Canada’s Best Managed Companies (2023)","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175031/20230508_Best-Managed-Companies-1.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-05-09T12:48:54+00:00","dateModified":"2026-09-08T21:46:03+00:00","description":"StackAdapt has been selected as one of Canada's Best Managed Companies in 2023, as part of the country’s leading business awards program.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/2023-canadas-best-managed-companies#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175031/20230508_Best-Managed-Companies-1.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707175031/20230508_Best-Managed-Companies-1.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"StackAdapt named one of Canada’s Best Managed Companies in 2023"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named AdExchanger 2023 programmatic power player","datePublished":"2023-05-16T13:03:00+00:00","dateModified":"2026-09-08T21:46:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023"},"wordCount":398,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190424/20230511_Power-Players-Award_header-1.jpg?fit=1201%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023","url":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023","name":"StackAdapt Named AdExchanger 2023 Programmatic Power Player | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190424/20230511_Power-Players-Award_header-1.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-05-16T13:03:00+00:00","dateModified":"2026-09-08T21:46:02+00:00","description":"StackAdapt has been named one of AdExchanger’s 2023 Programmatic Power Players, a list of top agencies and partners in digital advertising.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/adexchanger-programmatic-power-player-2023#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190424/20230511_Power-Players-Award_header-1.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190424/20230511_Power-Players-Award_header-1.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"StackAdapt Named AdExchanger 2023 Programmatic Power Player"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"AI in programmatic advertising: Everything you need to know","datePublished":"2023-05-18T13:16:00+00:00","dateModified":"2026-09-08T21:46:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising"},"wordCount":904,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707191120/20230418_Machine-Learning-and-AI_Header.png?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 101","machine learning","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"AI in programmatic advertising is becoming an industry norm. While having the ability to pull the levers and push all the buttons as a digital media buyer is important, having AI at your disposal makes for more accurate and thorough data-driven analysis and optimization. \n\n\n\nWith this shift from manual work to a more automated environment that leverages both machine learning and AI in programmatic, it’s important to understand what this technology is, how it benefits you, and why you should work with programmatic partners that are leveraging it. \n\n\n\nThe basics: Machine learning and AI in advertising\n\n\n\nThe rapid growth of technology has connected and empowered consumers more than ever before. As consumers, our behaviour has evolved—we have multiple devices to consume content and we want to know everything instantly, which makes us more knowledgeable, curious, demanding and impatient. \n\n\n\nMarketers are embracing this evolution, and are constantly looking for ways to make instant changes to their digital strategy in response to these shifts. This is where machine learning and artificial intelligence comes in.\n\n\n\nWhat is artificial intelligence (AI)?\n\n\n\nArtificial intelligence (AI) is the ability for machines to digest large amounts of information and make decisions in a short amount of time. The benefit of AI is that compared to manual decision-making by humans, which can be overwhelming for a person, AI is extremely fast.  \n\n\n\nThe growth of AI in advertising is powered by data signals generated either by the time, or way in which users interact with their devices, as well as the type of online content being consumed. This ability can be used to help advertising platforms deliver more relevant marketing messages to users both whenever and wherever they are.\n\n\n\nWhat is machine learning?\n\n\n\nMachine learning leverages data and algorithms to imitate the way that humans learn. It uses algorithms to process the vast amounts of data, identifying, and categorizing this data to then computing useful and informative analysis. \n\n\n\nSome advertising platforms use machine learning as an added feature to help identify patterns in massive volumes of real-time data. This enables them to predict the outcomes of campaigns, and therefore determine what steps need to be taken in order to improve campaign efficiency. \n\n\n\nFor example, machine learning can help marketers pinpoint where users are in the purchasing funnel, based on the actions they have completed last. It is a tool that can also be used to help find similar users, known as lookalike audiences, who have never been exposed to the brand before and introduce them into the funnel.\n\n\n\nAI vs. machine learning: What’s the difference?\n\n\n\n\n                                    Artificial Intelligence (AI)\n                                \n                                    Machine Learning\n                                \n                                    Technology that enables computers to mimic human intelligence.\n                                    A subset of artificial intelligence that imitates the way that humans learn.\n                                    Digests large amounts of information quickly.\n                                    Leverages data and algorithms to find patterns within information.\n                                    Makes decisions in a short amount of time.\n                                    Enables machines to use experience and patterns to improve at making decisions.\n\n\n\nMachine learning and AI for advertising\n\n\n\nMachine learning and AI helps marketers streamline their programmatic advertising efforts by making decisions at scale and rapidly responding to pivots in how people consume information. \n\n\n\nWhen used together, these technologies are incredibly powerful because of the speed and scale of data processed. To take advantage of these benefits, advertisers can work with a programmatic platform that leverages machine learning and AI. \n\n\n\nSo how does machine learning and AI work within programmatic platforms? Let’s walk through the basics. \n\n\n\nData collection:\n\n\n\nData is gathered from requests that are received from a platform’s supply partners, from real-time bidding, and from data points like how users interact with the ads being viewed.\n\n\n\nProcessing the data:\n\n\n\nMachine learning is applied at the time of a bid request to analyze and identify patterns in user behaviour that can be used in real-time. These identified patterns are then leveraged to make decisions. \n\n\n\nApplying the learnings: \n\n\n\nAI applies machine learning to every single campaign on the platform. These identified patterns are used to make predictions about what users are likely to do in the future. Some examples include its ability to proactively predict the likelihood of fraudulent inventory, determine a user’s interest level before bidding, or to optimize a campaign towards any KPI set.\n\n\n\nBenefits of machine learning and AI for advertising\n\n\n\nAI-powered advertising allows machine learning and AI to do the heavy lifting. By identifying patterns across all campaigns, AI makes it possible for marketers to run highly optimized programmatic ads.\n\n\n\nWhile human insights are important for guiding the initial set-up of a campaign, human interventions could be made throughout the campaign flight to guide the way of any external factors the AI may need to consider, such as a change in business goals. \n\n\n\nUse a programmatic platform that leverages AI\n\n\n\nMachine learning and AI can work in your favour to increase precision in reaching your audience at the right time, in the right place, and with the right message. Having this workhorse on your team ensures you are effectively spending your media dollars and getting the most rewarding result for your investment. Most importantly, it will enable you to better strategize and plan for future campaigns.\n\n\n\nLooking to run AI-powered programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising","url":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising","name":"AI in Programmatic Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707191120/20230418_Machine-Learning-and-AI_Header.png?fit=1200%2C600&ssl=1","datePublished":"2023-05-18T13:16:00+00:00","dateModified":"2026-09-08T21:46:01+00:00","description":"Learn why AI in programmatic advertising is becoming an industry norm, and how AI and machine learning can benefit your digital campaigns.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ai-in-programmatic-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707191120/20230418_Machine-Learning-and-AI_Header.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707191120/20230418_Machine-Learning-and-AI_Header.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic showing AI in programmatic advertising"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"5 must-know advantages of multi-channel advertising","datePublished":"2023-05-24T18:37:27+00:00","dateModified":"2026-09-08T21:46:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising"},"wordCount":1050,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190532/20230503_Reasons-Why-You-Should-Use-Multi-Channel.png?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","multi-channel"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Multi-channel advertising enables you to reach users across different platforms and channels. This strategy helps campaigns gain greater reach by capturing users who are only using some channels. \n\n\n\nThe focus of a multi-channel campaign is on creating a cohesive message across the included channels. You may choose to run a campaign across two channels, like display and audio, or across several including digital out-of-home (DOOH), connected TV (CTV), and more. \n\n\n\nThe rise of multi-channel advertising\n\n\n\nA multi-channel strategy is becoming increasingly crucial in today's programmatic landscape because consumers are active across various channels and devices. \n\n\n\nAccording to an exclusive research report conducted by StackAdapt in partnership with Advertiser Perceptions, 50% of advertisers who have implemented a multi-channel advertising strategy saw a better return on investment (ROI). A better ROI is also why 40% of advertisers will increase their programmatic ad spend in the next 12 months.Agencies, more so than marketers, use nearly all media types in their campaigns. But, the report found that digital video and display, along with social media, are the most widely used channels for multi-channel campaigns.\n\n\n\n\n\n\n\n5 reasons to use multi-channel advertising\n\n\n\nLet’s explore 5 must-know advantages of multi-channel advertising. \n\n\n\n1. Multi-channel advertising helps you exceed campaign goals\n\n\n\nOptimizing targeting so that it mimics the customer journey, which typically doesn’t stay confined to one channel, helps advertisers to achieve and exceed their campaign goals. In fact, the report found that 60% of marketers believe multi-channel campaigns achieve or exceed their key performance indicators (KPIs) at least most of the time.\n\n\n\nThis is largely because a multi-channel campaign delivers extended reach. When ads appear across various channels, you reach more of your target audience on the channels that they spend the most time with. \n\n\n\n2. Multi-channel campaigns cover the entire funnel \n\n\n\nA major benefit of a multi-channel strategy is that it covers the entire funnel. By creating multiple points of contact for the target audience, advertisers create more opportunities for acquisition. \n\n\n\nOur multi-channel advertising report found that more than 40% of advertisers believe multi-channel advertising is extremely important in achieving upper- and lower-funnel goals. And, 33% view multi-channel advertising as extremely important for mid-funnel goals. \n\n\n\nRespondents to the questionnaire shared that social media, digital video, and linear TV are commonly leveraged to drive awareness, and search is the leading channel for driving sales. CTV, in-game advertising, and DOOH are great channels for upper-funnel campaigns. When building out your multi-channel strategy, ensure that you have coverage across channels that will guide your audience from awareness through to conversion. \n\n\n\nThe right mix of channels ensures users are reached regardless of where they are in the conversion process. Continued exposure to your brand across various channels and devices will help drive users further into the funnel, toward the desired conversion goal.\n\n\n\nClearly, multi-channel campaigns are an opportunity to capture users throughout the entire marketing funnel, allowing you to build awareness, consideration, and lead to purchases. \n\n\n\n\n\n\n\n3. Multi-channel advertising delivers increased awareness\n\n\n\nWith a multi-channel campaign, your brand, products, and services will have more presence on various channels. By creating a coherent message across the channels that you’re advertising on, you can consistently remind users about your offerings, which will inch them closer to conversion, as well as help build brand awareness.\n\n\n\nPlus, you’ll reach your audience on their preferred channel. Some audiences may not find a native ad engaging, but hearing your ad through programmatic audio might capture their attention. A multi-channel campaign ensures that the medium that works best for your target audience is the one you’ll reach them with. \n\n\n\n4. Multi-channel campaigns have consolidated reporting\n\n\n\nThe report found that advertisers have difficulty measuring their goals across different channels. A multi-channel strategy within a single platform helps to consolidate reporting and can alleviate advertiser grief. Reporting that is consolidated by one platform means the reporting is done using the same methodology and technology, making the data consistent and clear across channels. \n\n\n\n5. Provides opportunities for retargeting\n\n\n\nA retargeting strategy enables you to deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for moving users down the funnel to conversion, or another desired action. \n\n\n\nNative and display are common channels to use for retargeted ads. For example, after running a multi-channel campaign across CTV, in-game, and programmatic audio, you can retarget engaged individuals with HTML5 display ads. With these ads, provide custom content related to what the user has previously seen.\n\n\n\nMulti-channel advertising FAQ\n\n\n\n\n\n\n\nMulti-channel ads are run across multiple different platforms and channels as one holistic campaign. You may run a campaign across two programmatic channels, like display and audio, or across more including video, in-game, and connected TV. \n\n\n\n\n\n\n\n\n\nYou can run a multi-channel campaign through a programmatic platform. With programmatic, multi-channel distribution is easier than ever, and most demand-side platforms (DSPs) allow you to target cross-device as well. This is a powerful aspect of multi-channel marketing because cross-device targeting enables you to reach your audience on their desktop, mobile, tablet devices, and on connected TVs.\n\n\n\n\n\n\n\n\n\nMulti-channel campaigns are effective because they enable you to gain greater reach by capturing users who are only using some channels. This type of campaign reaches large audiences by creating a cohesive message across the included channels.\n\n\n\n\n\n\n\nGet started with multi-channel advertising\n\n\n\nBased on our multi-channel advertising report, it is clear that multi-channel advertising is gaining increasing relevance. Advertisers are recognizing the benefits of running campaigns across several channels. \n\n\n\nLeveraging a mix of complementary channels as part of a multi-channel strategy can help increase audience reach and help brands tell a cohesive story throughout the entire customer journey. They key to getting started? Finding the right programmatic partner. \n\n\n\nA programmatic partner will support you in finding, tracking, and sharing the metrics that are most important for your clients. And, a programmatic partner can support in improving campaign ROI, provide access to tactics that previously were cost prohibitive, and allow for more testing and experimenting to drive multi-channel performance. \n\n\n\nLearn the benefits of running campaigns across several channels and what to consider when integrating multi-channel advertising into your digital strategy. Download the full report: The Power of Multi-Channel Advertising.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising","url":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising","name":"5 Must-Know Advantages of Multi-Channel Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190532/20230503_Reasons-Why-You-Should-Use-Multi-Channel.png?fit=1201%2C601&ssl=1","datePublished":"2023-05-24T18:37:27+00:00","dateModified":"2026-09-08T21:46:00+00:00","description":"Learn how multi-channel campaigns reach users across different platforms and channels, and 6 advantages of multi-channel advertising.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-559123e6-3fa9-41fb-89b8-f53d71b31928"},{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-9dbf16dd-265c-4e29-8396-41027c93314e"},{"@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-608b3662-6669-41ec-b80d-d495c13afb9c"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190532/20230503_Reasons-Why-You-Should-Use-Multi-Channel.png?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260707190532/20230503_Reasons-Why-You-Should-Use-Multi-Channel.png?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Graphics that represent the different channels that can be used in a multi-channel advertising campaign"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-559123e6-3fa9-41fb-89b8-f53d71b31928","position":1,"url":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-559123e6-3fa9-41fb-89b8-f53d71b31928","name":"What are multi-channel ads?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Multi-channel ads are run across multiple different platforms and channels as one holistic campaign. You may run a campaign across two programmatic channels, like display and audio, or across more including video, in-game, and connected TV.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-9dbf16dd-265c-4e29-8396-41027c93314e","position":2,"url":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-9dbf16dd-265c-4e29-8396-41027c93314e","name":"How do you run a multi-channel marketing campaign?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"You can run a multi-channel campaign through a programmatic platform. With programmatic, multi-channel distribution is easier than ever, and most demand-side platforms (DSPs) allow you to target cross-device as well. This is a powerful aspect of multi-channel marketing because cross-device targeting enables you to reach your audience on their desktop, mobile, tablet devices, and on connected TVs.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-608b3662-6669-41ec-b80d-d495c13afb9c","position":3,"url":"https://www.stackadapt.com/resources/blog/advantages-of-multi-channel-advertising#faq-question-608b3662-6669-41ec-b80d-d495c13afb9c","name":"Are multi-channel campaigns more effective?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Multi-channel campaigns are effective because they enable you to gain greater reach by capturing users who are only using some channels. This type of campaign reaches large audiences by creating a cohesive message across the included channels.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 benefits of self-serve DSPs","datePublished":"2023-05-25T13:46:56+00:00","dateModified":"2026-09-08T21:45:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps"},"wordCount":1155,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320175602/20230522_Benefits-of-a-Self-Serve-DSP.jpg?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Having access to the right self-serve technology is a huge selling point for brands. There are big benefits of self-serve demand-side platforms (DSP), like the ability to optimize campaigns in-house, and in real-time. \n\n\n\nMarketers want to know that the agency they have partnered with is not outsourcing the digital campaign management, and is making campaign adjustments as needed, as opposed to simply analyzing the results at the end of the campaign. Curious about how a self-serve DSP or programmatic platform might benefit you? Let’s dive into what a self-serve DSP is, and the advantages of using one. \n\n\n\nWhat is a self-serve DSP? \n\n\n\nA self-serve demand-side platform (DSP) provides advertisers with a centralized interface for managing their programmatic campaigns. Advertisers can manage their data exchange accounts and multiple ad exchange accounts all in one platform. This means they have full control over the digital ad buying process. \n\n\n\n4 key benefits of self-serve DSPs\n\n\n\nWhen you choose to use a self-serve programmatic platform for your digital campaigns, you’re solidifying yourself as an expert! Understanding the ins and outs of adtech technology platforms makes you and your agency more valuable to brands, which will benefit customer retention. \n\n\n\nOne of the major benefits of self-serve DSPs is that they put you in the driver’s seat, enabling you to better meet the needs of your clients. Although you’ll be responsible for setting up, managing, reporting, and optimizing your campaigns by yourself, there is no need to get overwhelmed. \n\n\n\nIf you choose the right programmatic partner, you will see there are a lot of benefits to operating on a self-serve model. Let’s explore 4 benefits of self-serve DSPs.\n\n\n\n1. Self-serve DSPs provide a user-friendly interface\n\n\n\nWhen a company offers self-serve, it typically means they’ve made efforts to make the platform as user friendly as possible. They know that you will be navigating the platform and setting up your campaigns yourself, and they want to make that simple and streamlined, so the user is not overwhelmed. \n\n\n\nThat means the platform will be intuitive, easy to use, and you should have easy access to a robust support center that will answer any questions you may run into. When you have a platform like this, it allows you to create and optimize campaigns quickly and effectively.\n\n\n\n2. Benefit from trustworthy automation\n\n\n\nWhile having a user-friendly interface is very important, it’s not the only requirement you should focus on when choosing a platform. Your DSP partner should have technology that is not only current, but adapting to the evolving programmatic landscape, which means built-in machine learning capabilities. \n\n\n\nYour adtech platform should have a level of automation to make your self-serve experience more seamless. Leveraging a DSP that uses machine learning and artificial intelligence allows you to streamline your workflows, better optimize your campaigns, and ensures you’re driving tangible business results.\n\n\n\n3. A self-serve programmatic platform provides complete control\n\n\n\nWhen you choose a self-serve model you are in the driver’s seat. You will understand exactly when and why any changes to your campaign were made, including how the campaign was set up. This provides better insight to your reporting and makes it easier to replicate your successes! It also allows you to build a list of your specific best practices that you can apply to all your campaigns.\n\n\n\n4. Build your programmatic skillset\n\n\n\nLeveraging a self-serve DSP allows you to really understand the platform, and the performance of your campaigns. When you take on a self-serve model, you are building skills. These skills will make you a more sophisticated buyer, keeping you at the top of your game. You will have the opportunity to become an expert of the technology, seamlessly navigating the DSP, and turning out your desired campaign results. \n\n\n\nWhile there are benefits to self-serve, some still find it overwhelming to take on an entirely new platform that plays such an important role in your agency. Adding a new piece of technology to your stack is a big undertaking, and it’s so important to get up and running quickly, while still being able to use the platform to its full capabilities from the get-go. This can be a daunting undertaking—but it doesn’t have to be. \n\n\n\n\n\n\n\nHow to onboard the right programmatic platform\n\n\n\nTo reap all the benefits of self-serve DSPs, it’s important to work with the right platform. You’ll want to work with a programmatic platform that offers comprehensive support right from the start. Having support available is critical, but with strategic onboarding, you know you will gain the skills to succeed as soon as you launch that very first campaign. \n\n\n\n1. Cover the platform basics\n\n\n\nWhen you first start onboarding your new DSP, you should be given deep insight into how you will plan, setup, and execute your campaigns, as well as all the features available for campaign reporting. These are four key areas that need to be covered so that you have all the tools to manage your campaign from start to finish.\n\n\n\n2. Take the driver’s seat\n\n\n\nAfter going through onboarding for a self-serve DSP, it’s time to take the reins. Your DSP client success team should encourage you to be in the driver’s seat, providing guidance, but having you click and navigate your way through the platform so you learn by doing. \n\n\n\n3. Learn best practices\n\n\n\nWhile knowing how to use the platform is important, tips and tricks for success are always welcome. Your client success team knows the DSP inside and out, and has seen it all. They should share best practices with you–insider information–that sets you up for success.\n\n\n\n4. Responsive client success team \n\n\n\nEven though you have chosen a self-serve model, you should not feel alone. If you need help at any time–whether that be locating a feature in the platform, or understanding reporting metrics, and how you can better optimize–you should have a team that you can easily reach, who is responsive, helpful and provides you great insight. \n\n\n\nIf your client success team goes above and beyond to offer you more consultation, like help with strategy, knowledge about the latest digital marketing channels, or assistance with compliance regulations, it’s a bonus! You know you’re in capable hands and will excel as a self-serve user.\n\n\n\nGet started with a self-serve DSP\n\n\n\nWorking with a self-serve DSP that offers resources and training from the day you get your login will ensure your success. If your DSP partner has a thorough onboarding process that is effective and efficient, you will be set up to run winning campaigns. When you are supported and trained, self-serve isn’t overwhelming or intimidating, it’s empowering and exciting!\n\n\n\nInterested in leveraging a self-serve DSP? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps","url":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps","name":"4 Benefits of Self-Serve DSPs | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320175602/20230522_Benefits-of-a-Self-Serve-DSP.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-05-25T13:46:56+00:00","dateModified":"2026-09-08T21:45:59+00:00","description":"Learn what a self-serve DSP is, and the benefits of self-serve DSPs for running programmatic campaigns that win.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-self-serve-dsps#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320175602/20230522_Benefits-of-a-Self-Serve-DSP.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320175602/20230522_Benefits-of-a-Self-Serve-DSP.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"a graphic representation of a person using a programmatic platform, to illustrate the 4 Benefits of Self-Serve DSPs"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"4 benefits of account-based marketing for programmatic","datePublished":"2024-06-19T12:08:32+00:00","dateModified":"2026-09-08T21:44:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing"},"wordCount":1097,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240618080902/20240617_4-Benefits-of-Account-Based-Marketing-for-Programmatic_Header.webp?fit=1200%2C600&ssl=1","keywords":["abm","account-based marketing","blog","Content Level : 101"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"For B2B marketers, getting in front of the right decision makers is essential for campaign success. But taking a “spray-and-pray” approach to B2B advertising can waste a lot of resources and end up targeting audiences who are unlikely to convert.\n\n\n\nThat’s why B2B companies are increasingly using account-based marketing (ABM) strategies to overcome key challenges, speed up sales cycles, and target larger accounts that provide a hefty return on investment (ROI).\n\n\n\nABM is a personalized and precise targeting strategy that tailors ad creatives, messaging, and delivery to specific B2B audiences and accounts. \n\n\n\nA report by Momentum ITSMA found that 84% of marketers experienced pipeline growth, 77% reported revenue growth, and 72% cited a higher ROI than other types of marketing thanks to their ABM efforts.\n\n\n\nUsing a demand-side platform (DSP) can help you serve targeted ads at scale. But before we go in-depth on the benefits of programmatic ABM, let’s go over a few key terms.\n\n\n\nWhat is account-based marketing (ABM)\n\n\n\nABM is a B2B marketing strategy that concentrates marketing efforts toward a set of specific accounts within a market. Instead of casting a wide net, B2B marketers use an ABM strategy to target ideal customers with personalized campaigns tailored to their needs or interests. Some examples of ABM include personalized gifts, events, resources, email campaigns, or digital ads that are designed to resonate with specific accounts instead of a broad set of buyers. \n\n\n\nThere’s value beyond just lead generation when you leverage an ABM strategy. ABM advertising can also target and upsell key accounts or nurture decision makers who appear further down the funnel.\n\n\n\nWhat is programmatic account-based marketing\n\n\n\nIn the past, traditional ABM heavily relied on physical-world activities and direct touchpoints to stand out from the noise. B2B marketers would host unique events to get one-on-one time with stakeholders, mail gifts to prospective clients, or purchase billboards outside of tradeshows to get the attention of key decision makers. \n\n\n\nAlthough traditional ABM works, personalization at scale is still a top challenge for many marketers.\n\n\n\nOne way to overcome that is by leveraging the power of programmatic. With programmatic ABM, you can target high-value B2B audiences based on account lists, firmographic, and persona-level data, ensuring you reach high-value accounts that are the right fit for your business while wasting less ad spend chasing unqualified leads.\n\n\n\n4 benefits of account-based marketing for programmatic\n\n\n\nProgrammatic ABM is a precise, measurable, and scalable advertising strategy that can help you target the right accounts and get the strongest ROI. Here are four of its main advantages. \n\n\n\n1. Programmatic ABM is precise\n\n\n\nWith programmatic ABM, marketers can leverage tools that target select account lists and employees based on firmographic and persona-level data. For example, a B2B marketer could leverage 1st-party data to target a customer based on information like their industry, company size, location, revenue, job title, and seniority level. By using firmographic and account data, B2B marketers can create highly-targeted campaigns that are more cost-effective and precise than traditional marketing efforts.\n\n\n\n2. Marketers can use programmatic ABM to engage and track progress across the entire buyer journey\n\n\n\nAdvertisers can leverage programmatic ABM to see what actions users take at each stage of the funnel. Understanding how professionals and decision makers are engaging with campaigns and creatives provides valuable insights that make it easier to iterate on campaigns and prioritize what to do next, whether that’s having someone follow up from the sales team or using different messaging. B2B marketers can use these insights to further segment audiences and target ads more effectively.\n\n\n\n3. Programmatic ABM streamlines the customer acquisition process \n\n\n\nRather than creating a broad message for a large audience, B2B marketers can personalize messaging based on their target personas or where specific accounts are in the funnel. This allows B2B marketers to focus less on expanding reach and more on fostering meaningful connections with key stakeholders. \n\n\n\nWhile programmatic ABM supports personalized messaging, this doesn’t mean marketers should only nurture the primary decision maker that they’re targeting. For ad campaigns to scale, it’s important to build a full-funnel strategy that nurtures prospects through the entire buying process and gets in front of team members, beyond the C-suite, who could influence a buying decision.\n\n\n\n4. Marketers can leverage programmatic ABM for multi-channel campaigns\n\n\n\nThe B2B buying journey isn’t linear. Using a multi-channel strategy as part of a full-funnel approach can help B2B marketers reach their target audience regardless of their location, spot in the customer journey, or the device they’re on. \n\n\n\nFor example, a B2B marketer could use a DSP to serve native and display ads at the top of the funnel to build awareness, go more in-depth on a product or service at the middle of the funnel with video, direct mail, and CTV ads, and use retargeting at the bottom of the funnel to push customers towards a final conversion.\n\n\n\nWhy is this important? Closing a B2B sale can take one to five months (sometimes up to a year, if not longer). Using a full-funnel approach allows B2B marketers to nurture leads who aren’t ready to buy and continue connecting with them long after the first touch. \n\n\n\nGet started with programmatic ABM\n\n\n\nAlongside the rise of programmatic advertising, ABM has become an increasingly powerful strategy for B2B marketers. With programmatic ABM, you can nurture audiences across all devices, programmatic advertising channels, and stages of the B2B buying journey. Using programmatic ABM to create highly-targeted and personalized advertising campaigns will help you win over the right accounts and waste fewer resources. \n\n\n\nAccount-based marketing FAQs\n\n\n\n\n\n\n\nAn account-based marketing strategy concentrates marketing toward a set of specific accounts within a market. With ABM advertising, you can personalize campaigns with the goal of engaging each account, and find measurable improvements across a range of account, sales, and organizational objectives.\n\n\n\n\n\n\n\n\n\nProgrammatic ABM leverages programmatic technology to scale ABM campaigns. This technology enables marketers to target and serve hyper-relevant ads to B2B audiences across a range of channels—including native, display, video, connected TV, audio, in-game, and digital out-of-home—using account, firmographic, and persona-level data.\n\n\n\n\n\n\n\n\n\nAccount-based marketing works because it concentrates your marketing efforts toward a set of specific accounts within a market. This personalized approach focuses on tailored messaging, which helps businesses communicate effectively with high-value accounts. Account-based marketing leads to a stronger ROI and improved customer loyalty.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing","url":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing","name":"4 Benefits of Programmatic Account-Based Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240618080902/20240617_4-Benefits-of-Account-Based-Marketing-for-Programmatic_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-06-19T12:08:32+00:00","dateModified":"2026-09-08T21:44:50+00:00","description":"Programmatic ABM helps you target key accounts at scale. Learn why you should use programmatic ABM for your next B2B campaign.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-8a293178-b02a-41d3-b61a-1b9ebf4a16f6"},{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-e7c45986-fbf7-42b1-8426-593c79e576fb"},{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-da9efb94-2935-49e7-93e9-aba554648c42"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240618080902/20240617_4-Benefits-of-Account-Based-Marketing-for-Programmatic_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240618080902/20240617_4-Benefits-of-Account-Based-Marketing-for-Programmatic_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration representing the benefits of account-based marketing showing three hands placing customers in the sales funnel"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-8a293178-b02a-41d3-b61a-1b9ebf4a16f6","position":1,"url":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-8a293178-b02a-41d3-b61a-1b9ebf4a16f6","name":"What is an account-based strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"An account-based marketing strategy concentrates marketing toward a set of specific accounts within a market. With ABM advertising, you can personalize campaigns with the goal of engaging each account, and find measurable improvements across a range of account, sales, and organizational objectives.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-e7c45986-fbf7-42b1-8426-593c79e576fb","position":2,"url":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-e7c45986-fbf7-42b1-8426-593c79e576fb","name":"What is programmatic account-based marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Programmatic ABM leverages programmatic technology to scale ABM campaigns. This technology enables marketers to target and serve hyper-relevant ads to B2B audiences across a range of channels—including native, display, video, connected TV, audio, in-game, and digital out-of-home—using account, firmographic, and persona-level data.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-da9efb94-2935-49e7-93e9-aba554648c42","position":3,"url":"https://www.stackadapt.com/resources/blog/benefits-of-account-based-marketing#faq-question-da9efb94-2935-49e7-93e9-aba554648c42","name":"Why does account-based marketing work?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Account-based marketing works because it concentrates your marketing efforts toward a set of specific accounts within a market. This personalized approach focuses on tailored messaging, which helps businesses communicate effectively with high-value accounts. Account-based marketing leads to a stronger ROI and improved customer loyalty.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/tuff-growth-partnering-with-stackadapt#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/tuff-growth-partnering-with-stackadapt"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"How partnering with a DSP is driving programmatic success for Tuff Growth","datePublished":"2023-06-29T18:38:40+00:00","dateModified":"2026-09-08T21:45:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/tuff-growth-partnering-with-stackadapt"},"wordCount":1041,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tuff-growth-partnering-with-stackadapt#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260805144704/20230626_Tuff-Growth-Header.png?fit=1200%2C600&ssl=1","keywords":["blog","partner","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"StackAdapt sat down with Jesse Nasadowski, PPC Specialist at Tuff Growth, to learn why it’s important for Tuff to partner with a programmatic platform like StackAdapt. Jesse has several years of digital marketing and strategy experience, in scaling up small businesses.\n\n\n\nTuff is a plug-in growth marketing team. They team up with startups and established players alike to accelerate growth with high-impact marketing campaigns. The agency is designed to seamlessly integrate into businesses to help drive their growth.\n\n\n\nWhat got you interested in programmatic advertising, and what was it about programmatic that made you decide it was time to leverage it? \n\n\n\nAs a growth marketing agency we rely on performance based campaigns for many of our partners. From optimizing ads to reach conversion volume targets, driving return on ad spend (ROAS) or improving customer acquisition cost (CAC), we support our clients in reaching their goals.Paid media is one of our main service offerings, but we also do search engine optimization (SEO), content marketing, conversion rate optimization, and performance creative. We became curious about programmatic advertising because we were looking for ways to boost overall campaign performance, as well as brand awareness. \n\n\n\nAs we grew, so did our clients’ ad spend budgets. In many instances, especially for business-to-business (B2B) partners, we were maxing out our spend thresholds on the traditional performance channels like LinkedIn, Meta, and Google. To scale, we had to diversify our channel mix, and StackAdapt offered a unique opportunity to do just that.\n\n\n\nWe were interested in how a programmatic platform like StackAdapt could help us to bolster our success across all of the different channels our services overlap with, not just paid media. \n\n\n\nWhat led Tuff Growth to choose StackAdapt as a partner? \n\n\n\nWe’re curious, and we’re nimble, which leads to testing everything under the sun to find success for our clients. As our agency grows, so does the size of our partners’ ad budgets—giving us more opportunities for testing. \n\n\n\nWe wanted to test out programmatic channels, and were attracted to StackAdapt for a couple reasons. First, the StackAdapt team is incredibly supportive. It gave us confidence to know that the StackAdapt team would help to educate us on programmatic campaigns, suggest options to test, and make proactive recommendations to improve performance when campaigns went live. \n\n\n\nWe also chose to go with StackAdapt because the platform offers unique and custom targeting options that aren't available on other programmatic platforms. It’s incredibly easy to reach decision makers or business owners. We’ve heavily leaned into these 3rd-party audience options for our B2B partners for example. The vast network of audiences available make this a viable option for all of the partners that come to Tuff.\n\n\n\nWhy is programmatic advertising an important tactic for digital marketing? \n\n\n\nProgrammatic has allowed us to expand our offerings and improve our testing, scaling, and performance capabilities along the way. Brand campaigns on StackAdapt are becoming a standard budget allocation when outlining paid media plans for both new and old partners. \n\n\n\nWe’re finding that programmatic advertising has an effect on all marketing channels. It’s very easy to measure the lift in volume for direct, organic, or brand search traffic, while running programmatic ads.\n\n\n\nWe’re especially liking that we can geotarget in order to focus on low budgets in specific cities or states. This allows us to segment and measure the success of campaigns much easier when presenting to client stakeholders. \n\n\n\nWhat results have you driven thanks to your programmatic campaigns with StackAdapt?\n\n\n\nWe have a couple impressive campaign results to share! One of our clients offers online certificate programs. We have been able to lean on StackAdapt for niche audience targeting of B2B and B2C users. During our testing with display, we’ve driven over 1 million impressions and 1,500 clicks–all while achieving a higher time on site than social channels have delivered.For a mental health awareness campaign we're running for a client, we have been leveraging audio ads. We’ve seen 200,000 impressions, over 90% audio completion rate, and 200 leads. For countless others, we have been able to drive CPC and CPM 20% to 30% lower than what we have seen on other platforms.\n\n\n\nAnother client of ours has had StackAdapt running for roughly 3 months. Over this time, we have reached over 1 million impressions, resulting in a 2% increase in branded traffic. We suspect StackAdapt has played a big part in this improvement as CTR has increased by 5%, and impressions have increased by 1% over this same period. \n\n\n\nWhat has been your favourite part of working with the StackAdapt team so far? \n\n\n\nEveryone we have worked with so far has been insightful, helpful, and knowledgeable about all things programmatic. The StackAdapt team plugs into our agency perfectly, allowing for seamless communication, brainstorming sessions, and continued campaign performance evaluation and optimization. Outside of how user friendly the platform itself is, the team at StackAdapt has made diving into the world of programmatic much smoother. \n\n\n\nWhat are you most excited about for the future of Tuff Growth’s partnership with StackAdapt?\n\n\n\nStackAdapt is enabling Tuff to be something more than a traditional growth marketing agency. Building this partnership is empowering us to own not just performance marketing, but brand marketing as well. \n\n\n\nTuff has a top tier creative department, one that puts data at the forefront of decision making. StackAdapt has powerful reporting and multiple placement options. Couple this with our creative abilities and campaign management expertise, we are beyond excited about the future of this partnership!\n\n\n\nWhat trend in programmatic advertising are you hoping to adopt in the coming year, and why?\n\n\n\nThis year, we’re planning to develop a stronger connected TV (CTV) presence. We know this channel has been increasingly influential in recent years, and it’s becoming an important part of any media mix. We love that it’s an approachable channel for smaller businesses, so we hope to tap into that potential. \n\n\n\nWant to start testing programmatic advertising? Request a demo to learn more about StackAdapt. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"What is seasonal marketing","datePublished":"2023-07-25T20:19:24+00:00","dateModified":"2026-09-08T21:45:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing"},"wordCount":1338,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223002/20231201_Blog-Refresh-Seasonal-Marketing.jpg?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","holiday"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Every year, there are several holidays and events that digital marketers can build campaigns around. By prepping campaigns that align with events like Mother’s Day or Black Friday, you can tap into a highly relevant audience, in a relevant moment. This strategy is called seasonal marketing. \n\n\n\nWhat is seasonal marketing?\n\n\n\nSeasonal marketing is any marketing that revolves around national holidays, cultural holidays, and events like Mother’s Day, the back to school season, and the Super Bowl. Events like these create heightened excitement, which forms the perfect foil to support your marketing efforts. \n\n\n\nWhy seasonal marketing is important\n\n\n\nAdding a seasonal marketing plan to your digital strategy is important because ultimately, it can drive personalization, higher customer engagement, brand awareness, and sales throughout the year.\n\n\n\nSeasonal campaigns often revolve around holidays and events that are meaningful. For example, Mother’s Day and Father’s Day are all about celebrating caregivers and parental figures. \n\n\n\nDuring the back to school season, students are feeling anticipation for the school year ahead. And watching a big game like the Super Bowl brings people together. \n\n\n\nBecause these occasions have meaning and bring people together, tapping into the emotional aspects of them can help you inspire your target audience. These events involve consumer purchasing, and so it’s an opportunity to personalize your marketing and reach receptive consumers. For example, holiday marketing will reach an audience that is likely ready to purchase gifts for friends and family. \n\n\n\nSeasonal marketing example\n\n\n\nFestive holidays like Christmas are a perfect time to leverage a seasonal marketing strategy that focuses on capturing the attention of holiday shoppers. \n\n\n\nA retail brand may want to leverage interactive creative formats like shoppable video ads. These ads showcase products while allowing a user to browse right in the banner. This format reduces the steps a user has to take between awareness and conversion. \n\n\n\nFrom there, a retail brand can use dynamic retargeting to serve ads that feature the most recent product page that a user visited. They’ll see a creative containing the exact item they viewed, reminding them of the product they showed interest in at some point in their online shopping journey. During the holidays, when a retail brand’s ultimate goal is conversion, this tactic will help drive results. \n\n\n\nTips for including seasonal marketing in your digital strategy\n\n\n\n1. Choose the right seasonal events \n\n\n\nThere are several key events throughout the year that are relevant to marketers across a number of industries. It’s up to you to decide which events align with the digital marketing goals you have for a brand, product, or service. \n\n\n\nHere are seasonal marketing events in North America that you’ll want to take note of: \n\n\n\n\nSporting events like the Super Bowl \n\n\n\nMother’s Day and Father’s Day\n\n\n\nValentine’s Day\n\n\n\nSummer travel season\n\n\n\nBack to school\n\n\n\nHoliday season events (including Black Friday and Cyber Monday)\n\n\n\n\nNot every seasonal marketing event is a good fit for every brand. For example, the back to school season should be a priority for brands that sell clothing, accessories, and school supplies because these are typically the leading retail categories for back to school shoppers. \n\n\n\n2. Plan for key seasonal marketing events\n\n\n\nOnce you know which seasonal marketing events are a good fit for your digital strategy, it’s time to plan. Factor these events into your digital marketing plan with enough time ahead of the season to implement a strong campaign. \n\n\n\nDon’t wait until the very last minute to launch a seasonal campaign. In general, you want to launch three to six months ahead of the season for optimal results. For example, it’s a marketing norm to start planning holiday campaigns in July. \n\n\n\n3. Know the latest trends\n\n\n\nLooking at historical data is always beneficial to planning seasonal marketing campaigns. Reviewing your prior seasonal ad campaigns can give you insights into current trends, and what products or services to focus your new seasonal marketing campaign around. For the most relevant insights, look at data from the previous two years. \n\n\n\nAnother great source of data is to look at general consumer trends around specific seasonal events. These insights can help you understand what products or services will best perform during a specific season, and also provide insight into how consumers are shopping. \n\n\n\nFor example, the National Retail Federation (NRF) publishes consumer trend findings every year for back to school retailers. Their reports are full of valuable insights that marketers can use to inform their next back to school campaign. \n\n\n\n4. Determine your seasonal marketing goals\n\n\n\nBefore you launch seasonal marketing, it’s important to understand the goals you want to achieve with your campaign. Your campaign goals will inform your seasonal marketing strategy, and will enable you to effectively choose and track the right key performance indicators (KPIs).\n\n\n\nTo determine your seasonal marketing goal, you’ll want to figure out what it is that your business wants to accomplish. The goal may be to drive traffic to a brand’s website. It could be to drive brand awareness and boost brand engagement. Or, the goal could be conversions and increased revenue. \n\n\n\n5. Know your seasonal marketing audience\n\n\n\nYou’ll want to build customer profiles for your ideal seasonal marketing audience. Your shoppers can span across various demographics, so understanding who they are in detail will benefit your seasonal campaigns.\n\n\n\nCustomer profiles describe everything you need to know about a specified group of customers. You can leverage that information to create a seasonal marketing strategy that aligns with the wants and needs of your audience. \n\n\n\nA customer profile will help you make informed decisions about campaign messaging, creative and channels, and which targeting tactics to use. Customer profiles are especially important when there are different types of customers shopping for the same occasion. \n\n\n\nFor example, Christmas shoppers include couples buying for each other, children buying for their caregivers or parents (or vice versa), friends buying for each other, and even employers buying for their colleagues.  \n\n\n\nChristmas is also the peak time of the year for marriage proposals and engagements. A jewellery company might plan multiple campaigns targeting very different customers. \n\n\n\nThere could be a campaign targeting parents buying something special for their children, as well as a campaign targeting people who are planning to propose to their partner. \n\n\n\nSeasonal marketing FAQs\n\n\n\nWhy does seasonal marketing work? Seasonal marketing works because it taps into the heightened excitement that revolves around seasonal holidays and events. This forms the perfect foil to support a brand’s marketing efforts. Because these occasions have meaning and bring people together, tapping into the emotional aspects of them can help marketers to inspire a receptive target audience.  What are the effects of seasonal marketing? Seasonal marketing has the potential to drive personalization, higher customer engagement, brand awareness, and sales, by aligning marketing efforts with holidays and events throughout the year.   What is an example of a seasonal marketing strategy? During the holiday season, a retail brand might leverage shoppable video ads to showcase products while allowing a user to browse right in the banner. Then, the brand can use dynamic retargeting to serve ads that feature the most recent product page that a user visited. The user will see a creative containing the exact item they viewed, reminding them of the product they showed interest in at some point in their online shopping journey.   \n\n\n\nGet started with seasonal campaigns\n\n\n\nMeasuring the performance of your seasonal marketing efforts is crucial for understanding which touch points in your marketing funnel are generating the most value. \n\n\n\nProgrammatic campaign reporting will be your map to success! Not only will it help you to optimize in-flight, but you can leverage that reporting to inform your seasonal marketing strategy in the following year. \n\n\n\nWant to build exceptional seasonal marketing campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing","url":"https://www.stackadapt.com/resources/blog/what-is-season-marketing","name":"What Is Seasonal Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223002/20231201_Blog-Refresh-Seasonal-Marketing.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-07-25T20:19:24+00:00","dateModified":"2026-09-08T21:45:47+00:00","description":"Learn what seasonal marketing is, why it’s important, and tips for including seasonal marketing as part of your digital marketing strategy.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288746202"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288753389"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288758592"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223002/20231201_Blog-Refresh-Seasonal-Marketing.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223002/20231201_Blog-Refresh-Seasonal-Marketing.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of holiday-themed items including a football, gift box, love letter, and book representing seasonal marketing campaigns."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288746202","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288746202","name":"Why does seasonal marketing work?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Seasonal marketing works because it taps into the heightened excitement that revolves around seasonal holidays and events. This forms the perfect foil to support a brand’s marketing efforts. Because these occasions have meaning and bring people together, tapping into the emotional aspects of them can help marketers to inspire a receptive target audience.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288753389","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288753389","name":"What are the effects of seasonal marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Seasonal marketing has the potential to drive personalization, higher customer engagement, brand awareness, and sales, by aligning marketing efforts with holidays and events throughout the year. ","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288758592","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-season-marketing#faq-question-1690288758592","name":"What is an example of a seasonal marketing strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"During the holiday season, a retail brand might leverage shoppable video ads to showcase products while allowing a user to browse right in the banner. Then, the brand can use dynamic retargeting to serve ads that feature the most recent product page that a user visited. The user will see a creative containing the exact item they viewed, reminding them of the product they showed interest in at some point in their online shopping journey. ","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"Black Friday and Cyber Monday digital marketing strategies","datePublished":"2024-08-01T20:45:13+00:00","dateModified":"2026-09-08T21:44:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies"},"wordCount":1475,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240801105154/20240724_Black-Friday-and-Cyber-Monday_Header-1.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising","targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Black Friday and Cyber Monday are both shopping events with growing relevance, making them two events worth building a seasonal marketing strategy for. Black Friday historically has been known for brick and mortar sales, whereas Cyber Monday is the day businesses promote their e-commerce sales. Black Friday and Cyber Monday originated in the US, but the shopping event is becoming increasingly popular worldwide.\n\n\n\nBlack Friday and Cyber Monday trends\n\n\n\nLooking at historical data is beneficial to planning any programmatic campaign that will perform, but this is especially true for seasonal campaigns, such as Black Friday and Cyber Monday.\n\n\n\nBelow, we’re sharing some of the biggest takeaways from Black Friday and Cyber Monday of 2023. According to the National Retail Federation, despite the pressure of rising inflation, people still participated in Black Friday and Cyber Monday in a big way. The insights below can help predict what the 2024 season might look like and the consumer mindset around Black Friday and Cyber Monday. \n\n\n\n\nThe holiday total for  online and other non-store sales, was up 8.2% at $276.8 billion USD.\n\n\n\nUS Census Bureau data shows that core retail sales during the 2023 holiday season grew 3.8% over 2022 to a record $964.4 billion USD.\n\n\n\nIn 2023, sales for the full year grew 3.6% over 2022 to a record $5.13 trillion USD.\n\n\n\nIn 2023, all but two of nine retail categories increased, with electronics and personal care categories leading the way, growing by 9% or more this past year.    \n\n\n\n\n6 Black Friday and Cyber Monday digital marketing strategies\n\n\n\nReady to start planning your Black Friday and Cyber Monday campaigns? Here are 6 strategies to get you started. \n\n\n\n1. Plan your Black Friday and Cyber Monday strategy in advance\n\n\n\nSeasonal marketing events can sneak up on you! To make the most of your marketing efforts around Black Friday and Cyber Monday, start planning your campaigns well in advance. \n\n\n\nAn important part of planning for these shopping events is understanding when your campaigns should launch. Holiday campaigns typically start weeks before key dates. Understanding when consumers are in the buying mindset, or starting to think about upcoming sales, allows you to get your campaigns ready in time for those receptive moments. \n\n\n\nOther key aspects of planning your Black Friday and Cyber Monday marketing strategy are building customer profiles for your ideal audience. Your shoppers can span across various demographics, so understanding who they are in detail will benefit your seasonal campaigns. \n\n\n\nCustomer profiles describe everything you need to know about a specified group of customers. You can leverage that information to create a seasonal marketing strategy that aligns with the wants and needs of your audience. A customer profile will help you make informed decisions about campaign messaging, creative ads, channels, and which targeting tactics to use. \n\n\n\n2. Leverage historical data to inform your strategy\n\n\n\nAnother important aspect of planning Black Friday and Cyber Monday campaigns is looking at historical data to uncover patterns. \n\n\n\nReviewing your prior Black Friday and Cyber Monday ad campaigns can give you insights into current trends, and what products or services to focus your new campaign around. For the most relevant insights, look at data from the previous two years. \n\n\n\nAnother great source of data is referencing general consumer trends. These insights can help you understand what products or services will best perform during a specific seasonal event, and also provide insight into how consumers are shopping. \n\n\n\nFor example, the National Retail Federation recorded year-over-year gains in all but two of nine holiday season categories. \n\n\n\nConsumer trends for the 2023 holiday seasonNRF's Year Over Year Category Results National Retail Federation\n\n\n\n3. Leverage storytelling in your marketing\n\n\n\nSeasonal campaigns often revolve around events that are meaningful to consumers. For example, Mother’s Day and Father’s Day celebrate parental figures. Black Friday and Cyber Monday tap into the holiday spirit. Because these shopping events occur at the start of the holiday season, many consumers view them as an opportunity to kick off their holiday shopping for loved ones. Knowing this, it is effective to use the power of storytelling to spur emotion from consumers who are interested in your product. One way you can spark emotion with your Black Friday and Cyber Monday campaigns is to leverage video advertising. By combining audio and visual elements, you can create video ads that not only spur emotion, but are memorable to viewers.\n\n\n\nWhether your campaign tells a story that touches the heart or makes someone laugh, the ultimate goal is to establish a connection with your audience. By building that connection, the consumer is more likely to reference your brand when those big shopping holidays arrive.  \n\n\n\n4. Build anticipation for Black Friday and Cyber Monday sales \n\n\n\nLeveraging interactive, creative ad formats for your Black Friday and Cyber Monday marketing will help you capture attention from your target audience and build awareness for your brand. \n\n\n\nInteractive ads invite users to perform an action in order to have something revealed within the ad itself, or to navigate towards a specific landing page. \n\n\n\nThe action could be to hover over the ad, or it could be to click on something. This interactive viewer experience is the perfect way to uplift and complement your larger holiday marketing strategy, but it can also be used to alert consumers about your best Black Friday and Cyber Monday sales. \n\n\n\nShoppable video is another notable ad format for Black Friday and Cyber Monday campaigns. It showcases products while allowing users to browse right in the banner. With this ad format, you can reduce the steps a user has to take between awareness and conversion. \n\n\n\nDynamic countdown ads are particularly useful during Black Friday and Cyber Monday because they can be leveraged to inform or remind users about your sales. A dynamic countdown ad will help create a sense of urgency for your audience to purchase. If your Black Friday sales last only 24 hours, a dynamic countdown ad can ensure your audience doesn’t miss out. \n\n\n\n\n\n\n\n\n\n\n\n5. Leverage contextual targeting to reach the right audience\n\n\n\nContextual advertising is a cookieless targeting methodology that leverages content rather than user data to reach the right audience at the right time. By using this tactic, targeting is based on content, enabling you to connect with consumers who are more receptive to your ad's messaging. \n\n\n\nAligning ads with relevant content leads to a more personalized experience for your audience. For example, with contextual targeting, a person browsing a blog about the best holiday gifts for their mom might be served an ad for a Cyber Monday flash deal for a gift that mom would love. \n\n\n\n6. Dynamically retarget users who have shown interest \n\n\n\nIn today’s programmatic advertising landscape, most users need to encounter your ads several times before they are likely to convert. \n\n\n\nRetargeting campaigns are a useful strategy for re-engaging consumers who have demonstrated an interest in a product based on the message that resonated with them. Reaching a user repeatedly requires less effort than reaching consumers who haven’t engaged with you.\n\n\n\nDynamic retargeting is a prominent tool used for Black Friday and Cyber Monday. You can serve an ad that a user has previously seen, but this time with a price tag. This personalized ad reminds the user about that product or service, encouraging further engagement and brand recall. \n\n\n\nTo leverage retargeting for Black Friday and Cyber Monday marketing, it’s important to start your campaign early to build up a retargeting pool. Then, retarget those users closer to Black Friday and Cyber Monday (or on those exact dates) to entice them to take advantage of a sale. \n\n\n\nReach your Black Friday and Cyber Monday goals\n\n\n\nMeasuring the performance of your Black Friday and Cyber Monday campaigns is crucial for understanding which touch points in your marketing funnel are generating the most value. \n\n\n\nProgrammatic campaign reporting will be your map to success! It provides users with access to data that will help them make proper adjustments to Black Friday and Cyber Monday and use the same data for future campaigns.\n\n\n\nWant to create exceptional Black Friday and Cyber Monday campaigns? Request a demo to learn more about StackAdapt.\n\n\n\nBlack Friday and Cyber Monday FAQs\n\n\n\n\n\n\n\nBlack Friday and Cyber Monday are the two biggest shopping days of the year that kick off the holiday season. Black Friday is the day after Thanksgiving (US), and Cyber Monday falls on the following Monday. Many stores offer highly-promoted sales and discounted prices on these two days. \n\n\n\n\n\n\n\n\n\nBFCM is an acronym that stands for Black Friday, Cyber Monday. Marketers often use this acronym to refer to this anticipated sales event, which happens online and in-store to kick off the holiday shopping season.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies","url":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies","name":"Black Friday & Cyber Monday Digital Marketing Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240801105154/20240724_Black-Friday-and-Cyber-Monday_Header-1.webp?fit=1201%2C601&ssl=1","datePublished":"2024-08-01T20:45:13+00:00","dateModified":"2026-09-08T21:44:39+00:00","description":"Strategies and tips to create Black Friday and Cyber Monday digital marketing campaigns that reach the right audiences, at the right moment.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-b5d78721-5712-463f-a316-982e19d1820b"},{"@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-6f620196-7b39-4ab2-9df5-0e6b62f1a7ee"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-b5d78721-5712-463f-a316-982e19d1820b","position":1,"url":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-b5d78721-5712-463f-a316-982e19d1820b","name":"What is Black Friday and Cyber Monday?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Black Friday and Cyber Monday are the two biggest shopping days of the year that kick off the holiday season. Black Friday is the day after Thanksgiving (US), and Cyber Monday falls on the following Monday. Many stores offer highly-promoted sales and discounted prices on these two days.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-6f620196-7b39-4ab2-9df5-0e6b62f1a7ee","position":2,"url":"https://www.stackadapt.com/resources/blog/black-friday-cyber-monday-digital-marketing-strategies#faq-question-6f620196-7b39-4ab2-9df5-0e6b62f1a7ee","name":"What does BFCM mean in marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"BFCM is an acronym that stands for Black Friday, Cyber Monday. Marketers often use this acronym to refer to this anticipated sales event, which happens online and in-store to kick off the holiday shopping season.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-manager-business-analysis#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-manager-business-analysis"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Solving complex business challenges","datePublished":"2023-08-08T13:15:00+00:00","dateModified":"2026-09-08T21:45:45+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-manager-business-analysis"},"wordCount":997,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-manager-business-analysis#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260317132711/Life-in-Adtech-Emmanuel_2x.webp?fit=1200%2C599&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Emmanuel Shoneye, a Manager of Business Analysis at StackAdapt. In this post, Emmanuel shares his journey into adtech, what his role entails, and how his team is supporting StackAdapt’s global growth. \n\n\n\n1. Can you share your career progression into working as a business analyst in AdTech?\n\n\n\nI’ve been lucky to work in different industries throughout my career so far. This has given me well-rounded skills and valuable experience along the way. My career started out in Nigeria, working in the telecommunications industry. There, I was part of a pioneering team that established a service desk in one of the native languages, enhancing the communication and satisfaction of our clients. \n\n\n\nI then transitioned to the financial services industry, where I was involved in multiple projects that focused on reporting, technology adoption, and process improvement for different teams. My passion for optimization, data analysis, and reporting drew me to a role in the finance operations team of a legal firm, where I applied my analytical and problem-solving skills to support the financial activities of the firm, enabling the adoption of business intelligence tools. \n\n\n\nJoining StackAdapt was a new challenge for me, as it was my first exposure to the adtech industry. It has been an exciting challenge so far, with many valuable learning opportunities for me. It’s been very fulfilling to apply both my educational and professional experience to my work.\n\n\n\n2. What is the main focus of your role as manager of business analysis in operations at StackAdapt?\n\n\n\nThe main focus of my role at StackAdapt is to provide leadership and guidance to the excellent team of Senior Business Analysts who support the business daily. This involves working with the team and functional business leaders to define and develop the project roadmap. \n\n\n\nI provide them with the support needed in solving complex business challenges, and to address issues related to process optimization, automation and cross functional collaboration. I also work to promote a corporate-wide culture of process standards, good practices, proper application integration, and documentation.\n\n\n\n3. How does your team work together to optimize and streamline processes at StackAdapt?\n\n\n\nWe collaborate with business leaders from different functions and regions to understand the challenges they are facing in their current processes. We use process analysis and other business analysis techniques to map out the existing workflows and identify areas where they can be improved or replaced. \n\n\n\nThe goal of my team and I is also to consider the impact of the processes on people and technologies. We are always looking for ways to enhance collaboration and efficiency within and across teams.   \n\n\n\n4. Can you explain how the operations team is supporting StackAdapt’s global growth? \n\n\n\nThe Operations team is supporting StackAdapt’s global expansion by designing new processes and implementing tools in a repeatable, adoptable and scalable manner. We are responsible for the management of the program, and we are creating a playbook that can be used when new markets are being considered.\n\n\n\nWe work closely with the executive leadership team, senior leadership team and operational teams to effectively break down the strategic direction for new markets into manageable project work streams cutting across various functional areas.\n\n\n\n5. Who do you and your team most collaborate with the most within the organization, and why is this collaboration important?\n\n\n\nOur main collaborators within the organization are the business leaders and their teams from different functions and regions. They often come to us with projects that they want to implement, and we evaluate, plan, and prioritize them in our project roadmap after getting approval from the executive leadership team. \n\n\n\nWe make sure that these projects are aligned with StackAdapt's strategic goals. Sometimes, we also initiate projects by identifying and reviewing gaps or inefficiencies in the current processes and technologies, and we work with the affected teams to find solutions. These collaborations are crucial for improving the way StackAdapters work, enabling everyone to work more effectively, and deliver value to our clients.\n\n\n\n6. What advice do you have for people who aspire to work as business analysts?\n\n\n\nI have a few pieces of advice for anyone aspiring to work as a business analyst. \n\n\n\n\nEnhance your communication skills. This will help you communicate your ideas clearly, listen actively, simplify technical terms, and present data effectively.\n\n\n\nLook for opportunities to get experience in data analysis, even at a basic level. This will help you justify your recommendations with data as a business analyst.\n\n\n\nStay updated on evolving trends in technology. As a business analyst, your role is to help organizations solve problems, improve efficiency, and achieve their goals by connecting business needs and information technology solutions. By being aware of the latest technology trends, you can offer solutions that align with your business objectives and give your business an edge over others.\n\n\n\nBe open to exploring alternatives. Sometimes, the first solution that comes to mind may not be the best one for the situation. You should be open minded and creative in exploring different possibilities and scenarios. You should also be able to compare and contrast each option and share them with the stakeholders for feedback and approval.\n\n\n\nBe positively curious. Curiosity is a trait that motivates you to learn new things and find new ways to improve.\n\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt earns esteemed recognition as an inclusive workplace, setting new standards in fostering belonging and diversity","datePublished":"2023-08-02T17:25:00+00:00","dateModified":"2026-09-08T21:45:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace"},"wordCount":537,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220222704/20230802_Best-Workplace-Inclusive-Workplace_Header.jpg?fit=1201%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace","url":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace","name":"StackAdapt Earns Recognition as an Inclusive Workplace","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220222704/20230802_Best-Workplace-Inclusive-Workplace_Header.jpg?fit=1201%2C601&ssl=1","datePublished":"2023-08-02T17:25:00+00:00","dateModified":"2026-09-08T21:45:46+00:00","description":"StackAdapt has been recognized as an Inclusive Workplace by the Best Companies Group, in collaboration with COLOR Magazine.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-earns-recognition-as-inclusive-workplace#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220222704/20230802_Best-Workplace-Inclusive-Workplace_Header.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220222704/20230802_Best-Workplace-Inclusive-Workplace_Header.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Inclusive Workplace 2023–2024 badge recognizing excellence in diversity and belonging, presented by Best Companies Group and COLOR Magazine."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/leverage-first-party-data#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/leverage-first-party-data"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"How to leverage first-party data for programmatic advertising campaigns","datePublished":"2023-09-08T17:44:45+00:00","dateModified":"2026-09-08T21:45:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/leverage-first-party-data"},"wordCount":1234,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/leverage-first-party-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220222514/20230907_How-Marketers-Can-Leverage-First-Party-Data-header.jpg?fit=1201%2C600&ssl=1","keywords":["1st-party data","blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Collecting and activating 1st-party data provides lots of valuable insights into your customer’s behaviour and preferences. \n\n\n\nFor programmatic marketers, this data can be leveraged to improve their targeting and segmentation to create personalized advertising messaging. \n\n\n\nWhat is first-party data in marketing\n\n\n\nFirst-party data is information collected directly from customers and prospects. It is gathered from engaged, consenting users who are familiar with your brand and offering. \n\n\n\nBy collecting this reliable and accurate data, you can trust that the data is reflective of the actual behaviour of your audiences, which allows for more personalized and engaging customer experiences–while maintaining compliance with privacy regulations. \n\n\n\nRead on to learn how you can leverage 1st-party data to power your programmatic campaigns, including how and where you can store your data, the benefits of activating it, how to activate it, and how to maintain your data integrity. \n\n\n\nWhere to store first-party data\n\n\n\nTo make the most of your 1st-party data, you’ll need to keep it stored and organized. It’s typically stored in your business systems, like a marketing automation platform, call center system, or in other sales, support, and marketing applications.\n\n\n\nThere are three platforms that marketers commonly use for 1st-party data storage: CRMs, CDPs, and DMPs. Let’s review each platform.\n\n\n\nCRM vs CDP vs DMP\n\n\n\nYou’ve probably seen these three acronyms referenced in the world of marketing. But what do they mean, and which is right for your organization? Let’s break it down. \n\n\n\nCustomer relationship management (CRM)\n\n\n\nCRM platforms are typically used to store and manage customer-related data. Stored data might include contact information, purchase history, interactions, and preferences. \n\n\n\nCRM platforms serve as a central repository for customer data. They also provide tools for organizing, analyzing, and leveraging the data for marketing purposes.\n\n\n\nCustomer data platform (CDP)\n\n\n\nCDPs specialize in unifying and organizing customer data from various sources, including online and offline interactions. \n\n\n\nA CDP creates a comprehensive customer profile that you can use for personalization, targeting, and marketing automation. It provides a single view of your customers and enables data activation across multiple platforms. \n\n\n\nData management platform (DMP)\n\n\n\nA DMP can help consolidate and manage 1st-party data from various sources within your organization, allowing you to analyze and segment data for more effective targeting and personalization. \n\n\n\nCustomer Relationship Management (CRM)Customer Data Platform (CDP)Data Management Platform (DMP)Used to store and manage customer-related data.Can store contact information,                                     purchase history, interactions, and preferences. Can provide tools for                                     organizing, analyzing, and leveraging data.Examples of CRMs include Salesforce and                                     HubSpot.Unify and organize customer data from online and offline sources. Provides a                                     single, comprehensive view of customers. Enables data activation across                                     multiple platforms. Examples of CDPs include Segment and Tealium.Consolidates and manages 1st-party data from various sources within your                                     organization. Enables marketers to analyze and segment data.Examples of DMPs                                     include Lotame, Adobe Audience Manager, and Oracle BlueKai.\n\n\n\nBenefits of first-party data for programmatic advertising\n\n\n\nYou know how to store your 1st-party data. Now what? \n\n\n\nLet’s unpack some of the key benefits of leveraging this data to power your programmatic campaigns. \n\n\n\n1. Enables precise targeting and personalization\n\n\n\nActivating 1st-party data is a key strategy for programmatic advertising because it enables precise targeting and personalization. By leveraging accurate insights from your own customer base, you can effectively reach specific segments based on their behaviours, preferences, and purchase history. \n\n\n\nThis level of precise targeting ensures that your marketing efforts are directed toward the right audience, and using relevant messaging. In turn, this increases the likelihood of driving conversions and engagement. \n\n\n\n2. Enhances customer relationships\n\n\n\nActivating 1st-party data can also enhance customers’ understanding of your brand and products, and help build trust. By gaining a deeper understanding of your customers through demographics, behaviours, and preferences, you can uncover valuable insights about their motivations, pain points, and purchasing triggers. \n\n\n\nUse these insights to develop effective marketing strategies that resonate with your audience, and foster strong customer relationships. \n\n\n\n3. First-party data is privacy compliant\n\n\n\nWith 1st-party data, you can be confident that the data you’re using is compliant with privacy regulations. This is because the data collected directly comes from your customers, who have given consent. \n\n\n\nThis transparent approach builds trust and strengthens your brand image, instilling confidence in your customers and reinforcing their loyalty in the long run.\n\n\n\nUse case: Leveraging Snowflake to activate 1st-party data\n\n\n\nTo benefit from your 1st-party data, you’ll need to integrate your data platform with your programmatic platform. A partnership between both platforms makes it simple to leverage the data for your campaigns.\n\n\n\nFor example, StackAdapt, our programmatic advertising platform, and Snowflake, a data-cloud company, work together to activate 1st-party data. The integration between these two platforms allows marketers to leverage their customer data to power programmatic campaigns.\n\n\n\nJoint customers can seamlessly integrate and transfer data into StackAdapt’s custom segment generation pipeline. From there, they can activate audiences across all biddable media channels and environments through StackAdapt, making the most of valuable audiences through retention and acquisition campaigns.   \n\n\n\nFor example, this integration makes it possible to automate the usage of 1st-party data within Snowflake and access net new digital advertising inventory on channels like connected TV (CTV), in-game, and audio.\n\n\n\nHow to maintain 1st-party data integrity \n\n\n\nFirst-party data is proprietary to your business. This type of data is considered to be the most reliable and accurate because it comes directly from the source and is voluntarily provided to you by users. \n\n\n\nBut, you can only reap the full benefits of this data if data integrity is top of mind. Data integrity ensures the usability, accuracy, and consistency of an organization’s data. \n\n\n\nThis integrity needs to be maintained from the moment data is acquired. Without it, your 1st-party data has very little value. In fact, it can end up being so inaccurate it has a negative impact on the performance of your programmatic campaigns. \n\n\n\nCRMs, CDPs, and DMPs typically have features that will support data integrity. The main issues you should be aware of are human error, hardware and infrastructure failures, transfer errors, security issues, and cyber threats. \n\n\n\nThere are also key ways you can maintain your data integrity, aside from being aware of potential threats. To avoid human error, ensure your organization provides data entry training. This helps to build data literacy, and avoid human errors like data duplication.  \n\n\n\nIt’s important to update and validate your 1st-party data frequently. Whether data updates are done in real time or within scheduled windows, they are essential for ensuring your data can accurately support decision making.\n\n\n\nAnd, keep security top of mind! Frequent data backups, tests for vulnerabilities, and security measures like data encryption all play an important role in data integrity. \n\n\n\nStart leveraging first-party data\n\n\n\nFirst-party data provides a competitive advantage by enabling you to optimize your programmatic strategies, improve customer experiences, and create more personalized campaigns. \n\n\n\nBy leveraging this high-quality, reliable, and accurate data, you can deliver marketing messaging that helps you achieve your campaign goals.\n\n\n\nLooking to leverage 1st-party data to power your programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt recognized as a leader in Snowflake’s Modern Marketing Data Stack report","datePublished":"2023-09-14T15:02:28+00:00","dateModified":"2026-09-08T21:45:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report"},"wordCount":649,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223727/20230914_Snowflake_Social-Image_Header-1.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report","url":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report","name":"StackAdapt Recognized in Modern Marketing Data Stack Report","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-leader-in-snowflakes-modern-marketing-report#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220223727/20230914_Snowflake_Social-Image_Header-1.webp?fit=1200%2C600&ssl=1","datePublished":"2023-09-14T15:02:28+00:00","dateModified":"2026-09-08T21:45:38+00:00","description":"StackAdapt today announced that it has been recognized as an Advertising Platforms leader in the Modern Marketing Data Stack 2023.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"What is an always-on marketing strategy?","datePublished":"2026-08-11T13:50:29+00:00","dateModified":"2026-09-09T16:11:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy"},"wordCount":1242,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260821141620/20260820_Always-on-Marketing_Refresh_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: What is always-on marketing?\n\n\n\n\nAlways-on marketing is a marketing strategy that keeps your brand visible year-round through ongoing campaigns rather than short, seasonal bursts.\n\n\n\nWith a programmatic platform like StackAdapt, this strategy can help keep your brand in front of the right audience consistently across channels.\n\n\n\nAlways-on marketing supports awareness, recall, and loyalty by maintaining steady exposure over time.\n\n\n\n\n\nAlways-on marketing is a strategy that involves continuous marketing activities. Instead of your seasonal or short-term campaigns, you run an ongoing campaign. With StackAdapt, that can mean maintaining consistent presence across programmatic channels while you layer in seasonal or launch-based bursts.  \n\n\n\nThis approach to marketing gives your brand a continuous presence online, which can bring many benefits. It strengthens the relationship with your existing customers, engages potential customers, and increases overall brand awareness, recall, and loyalty.\n\n\n\nNielsen’s research shows that brand recall is the biggest driver of lift in emerging media, accounting for 38.7% of brand lift, which makes a strong case for keeping your brand in market year-round.\n\n\n\nLet’s unpack the difference between always-on marketing and campaign-based marketing, when to use always-on marketing, its benefits, and some key strategies for always-on marketing. \n\n\n\nWhat is an always-on marketing strategy?\n\n\n\nAlways-on marketing is when your marketing efforts are up and running every day, year-round. It means marketing activities are continuous, rather than being tied to seasons, events, or specific campaigns. \n\n\n\nAlways-on marketing campaigns leverage evergreen content that can be run on social media, email, and through programmatic advertising.\n\n\n\nWhat’s the difference between always-on vs. campaign-based marketing?\n\n\n\nAlways-on marketing campaigns are set up to run continuously throughout the whole year. \n\n\n\nThis type of marketing leverages evergreen content to drive brand awareness through continued exposure. \n\n\n\nCampaign-based marketing doesn’t run continuously. This approach to marketing sets parameters that make a campaign short term, or a one-off. Campaign-based marketing has a start and end date.\n\n\n\nCampaign-based marketing is a good fit for supporting a specific upcoming event, new product release, or seasonal efforts like holiday or back to school campaigns. For example, a fashion retailer running a campaign to support an upcoming summer collection of clothing. \n\n\n\nBenefits of always-on marketing campaigns\n\n\n\nAlways-on marketing campaigns can lift brand awareness, increase engagement, and lead to continuous interactions with your target audience. Let’s unpack four benefits of always-on marketing in more detail:\n\n\n\n1. Taps into the mere exposure effect\n\n\n\nThe “mere exposure effect” is a phenomenon popularized by Robert Zajonc’s 1968 study. The study found that people tend to have a more favorable view of things they’re familiar with, which includes things they’ve been repeatedly exposed to. \n\n\n\nFor instance, Google found that users who watch ads for more than three seconds experience higher brand awareness, ad recall, and consideration.\n\n\n\nFor brands, this means that even when their ads are noticed briefly, they’ll still get value out of being noticed at all. Your audience will have repeated exposure to your ads, which ultimately builds a positive impression of the brand. \n\n\n\n2. Nurtures customers for long-term loyalty\n\n\n\nRepeated exposure to your ads does more than just result in a favorable view of a brand. It keeps your brand top of mind, helping to maintain the connection your customers have with your brand or offering. \n\n\n\nWhen your customers feel connected to your brand, they’re more likely to stay loyal to your offering over the long term. With an always-on strategy, you’re able to reinforce your brand message and values, which ultimately drives growth and long-term loyalty. \n\n\n\n3. Reaches users throughout the funnel\n\n\n\nAn always-on marketing campaign enables you to reach customers holistically with a full-funnel strategy. This means you’re able to reach customers regardless of where they are in their customer journey.\n\n\n\nAn always-on strategy can cover the entire funnel, from the top, also known as the awareness stage, where users are just beginning to discover your brand, to the bottom, also known as the conversion stage, where users are ready to buy or have already purchased your product.\n\n\n\n\n\n4. Drives engagement with content\n\n\n\nWhen you’re communicating with your target audience on a more frequent basis, you’ll drive more users to your content. By running your programmatic campaigns year round, you’ll increase traffic to your website and other content. \n\n\n\nAn always-on marketing strategy will help position your brand as a leader in your industry. Increased traffic to your content will also help build your website’s authority in Google’s search results. \n\n\n\nStrategies for a successful always-on campaign \n\n\n\nReady to launch an always-on marketing campaign that drives results? Here are three key strategies to get you started: \n\n\n\n1. Run your campaign on multiple channels\n\n\n\nWhen you run your always-on marketing campaign with programmatic, you’re able to deliver the campaign on multiple channels.\n\n\n\nRunning your campaign across channels like display, audio, in-game, digital out-of-home, connected TV (CTV), direct mail, and ChatGPT allows you to reach your audience wherever they are, whether they’re scrolling on their phone, listening to a podcast, walking through an airport, or hanging out at home. \n\n\n\n\n\n2. Develop strong ad creative and copy\n\n\n\nEnsure the messaging of your ad creative is always engaging and relevant to avoid ad fatigue. For always-on campaigns, you’ll want to continuously test and optimize your creatives and ad copy. It’s recommended to refresh creatives approximately every eight weeks to ensure they continue to capture attention. \n\n\n\nWhen you run an always-on programmatic campaign, you have access to features that allow you to test your ad creatives and copy effectively.\n\n\n\nYou can mix A/B testing and brand lift studies into your strategy to see exactly what’s driving engagement and identify opportunities to pivot. This allows you to optimize performance based on what works best for your always-on campaign. \n\n\n\n3. Dynamically retarget users\n\n\n\nDynamic retargeting is the perfect strategy for combining your always-on campaign with your seasonal marketing efforts. When the right time of the year rolls around, start retargeting users who have seen or engaged with your always-on campaign. Retargeting them at the right moment will help drive conversions when your audience is most receptive.  \n\n\n\nGet started with always-on marketing\n\n\n\nAlways-on digital marketing isn’t a set-it-and-forget-it strategy. After implementing always-on marketing, analyze the data you’re collecting and leverage it to optimize your strategy, including ad creative and messaging. For the best results, you’ll need to continually test, analyze, and optimize.\n\n\n\nRequest a demo to learn more about running always-on marketing with StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nAlways-on digital marketing FAQs\n\n\n\n\n\n\n\nIn advertising, always-on means a campaign or tactic that runs continuously and is refreshed over time, rather than being limited to a fixed flight date.\n\n\n\n\n\n\n\n\n\nAlways-on marketing content is evergreen content that stays relevant over time, such as guides, explainers, FAQs, blog posts, and retargeting creative that can be updated without starting from scratch.\n\n\n\n\n\n\n\n\n\nAlways-on marketing works best when a brand wants to stay visible between major campaigns, support the full funnel, nurture demand over time, or keep retargeting and educational content in market year-round.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-ac6843f8-ab4a-4cc0-8b26-e247b8bbf400","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-ac6843f8-ab4a-4cc0-8b26-e247b8bbf400","name":"What does always-on mean in advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In advertising, always-on means a campaign or tactic that runs continuously and is refreshed over time, rather than being limited to a fixed flight date.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-88cf245d-ad32-4048-85bf-16f474ea3e21","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-88cf245d-ad32-4048-85bf-16f474ea3e21","name":"What is always-on marketing content?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Always-on marketing content is evergreen content that stays relevant over time, such as guides, explainers, FAQs, blog posts, and retargeting creative that can be updated without starting from scratch.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-4996dd84-73b7-43d0-abf6-278455b6e74c","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-an-always-on-marketing-strategy#faq-question-4996dd84-73b7-43d0-abf6-278455b6e74c","name":"When should a brand use always-on marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Always-on marketing works best when a brand wants to stay visible between major campaigns, support the full funnel, nurture demand over time, or keep retargeting and educational content in market year-round.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt places no. 71 on the Globe and Mail’s fifth-annual ranking of Canada’s top growing companies","datePublished":"2023-09-29T17:18:24+00:00","dateModified":"2026-09-08T21:45:36+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies"},"wordCount":582,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221910/20230926_Globe-and-Mail.jpg?fit=1201%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies","url":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies","name":"StackAdapt: #71 on Ranking of Canada's Top Growing Companies","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-canadas-top-growing-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221910/20230926_Globe-and-Mail.jpg?fit=1201%2C600&ssl=1","datePublished":"2023-09-29T17:18:24+00:00","dateModified":"2026-09-08T21:45:36+00:00","description":"StackAdapt is pleased to announce it placed No. 71 on the 2023 Report on Business ranking of Canada’s Top Growing Companies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-supporting-global-growth-into-emea#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-supporting-global-growth-into-emea"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting global growth into EMEA","datePublished":"2023-10-04T17:56:44+00:00","dateModified":"2026-09-08T21:45:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-supporting-global-growth-into-emea"},"wordCount":883,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-supporting-global-growth-into-emea#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260313210929/Samantha_Allison.webp?fit=1200%2C600&ssl=1","keywords":["emea","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech,” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform, and providing the best product and service to our clients.\n\n\n\nNext up is Samantha Allison, Director of Client Services, EMEA at StackAdapt. In this post, Samantha shares her journey into adtech, what her role entails, and how her team is supporting StackAdapt’s global growth. \n\n\n\n1. Can you share your career progression into a leadership role in client services at StackAdapt?\n\n\n\nI first joined StackAdapt in 2019 as a Business Development Representative (BDR), and I strongly believe the experience I gained in this role set the foundation for my success. BDRs uncover potential clients’ needs and challenges in the market. In this role, I learned and experienced the full sales cycle, which has benefited me in my current role. \n\n\n\nFrom BDR, I moved into a programmatic strategy position, which grew my skill set even further. In this role, I developed technical skills by learning the post-sales campaign execution process and overall platform knowledge. I was able to speak better to sales solutions strategies at StackAdapt with this combined experience. \n\n\n\nI then moved into an account manager role, which for me, was where I felt most at home. In this role, I was able to combine my sales skills with my technical skills as well. Eventually, I became Director of Client Services, EMEA. I feel so fortunate to have had the opportunity to grow with StackAdapt and to have experienced a number of different roles across the revenue team.\n\n\n\n2. What is the main focus of the EMEA-based client services team at StackAdapt, and how do you support the team?\n\n\n\nStackAdapt expanded into EMEA in early 2021. We immediately became aware of the unique opportunity we had as a team to expand into new markets while having the backing of a larger, more established team in North America. \n\n\n\nOne of the most important pieces for me was ensuring we maintained our core StackAdapt values, like stellar customer support, while expanding into a new market. Within the client services team in EMEA, we always try to provide a consultative approach when working with our clients. Our aim is to form long-standing relationships with our clients, and ultimately, for them to see us as an extension of their own teams.When it comes to how I support the team, I definitely like to roll up my sleeves and get stuck in specific details of what team members are working on, while offering a strategic approach. This has allowed me to deeply understand our clients and their needs.\n\n\n\n3. Can you explain how client services is supporting StackAdapt’s global growth? \n\n\n\nWays of working can be vastly different from market-to-market. It’s so important for growing companies to offer a tailored approach, recognize the nuances that exist across different markets, and adapt accordingly. \n\n\n\nStackAdapt’s tailored customer service experience is led by Client Services. In EMEA, we have account managers located in several different markets, including the UK, France, Spain, and Germany. \n\n\n\nOur team works extremely collaboratively and our account managers are always providing direct-market feedback that has allowed us to truly understand different market trends and ways of working. Having “boots on the ground” has been extremely impactful in maximizing StackAdapt’s global growth.\n\n\n\n4. Who do you, and your team, most collaborate with the most within the organization, and why is this collaboration important?\n\n\n\nClient Services and Sales definitely have the closest day-to-day working relationship. Our two teams work together to ensure we are a united front to reach our clients goals.\n\n\n\nBeyond that, the Client Services team is incredibly collaborative with the rest of the organization. We regularly work closely with Product Management, Marketing, and other teams. The ultimate goal is that all teams are working together to ensure we are providing innovative solutions for our clients, and helping them hit their goals.\n\n\n\n5. Do you have tips for people looking to get into a client services role?\n\n\n\nAlways question the “why”. With every task you complete, meeting you’re in, or report you pull, you should always be asking yourself, “why” am I doing this? Why does this matter to the client? By questioning the “why,” you can better understand how you can help your clients achieve and exceed their goals, and start to move the needle.\n\n\n\n6. What advice do you have for women who aspire to be in leadership roles in the AdTech space?\n\n\n\nPut yourself out there and make your presence known. In my experience, times of uncertainty and times in which I felt nervous ultimately ended up being moments of growth in my career. In my opinion, if something seems scary, that’s when you just need to dive in head first.\n\n\n\nInterested in joining StackAdapt? See all our open positions and apply.\n\n\n\nIn each new addition, we will be highlighting our teams and employees in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-ranks-on-quartzs-best-companies-for-remote-workers#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-ranks-on-quartzs-best-companies-for-remote-workers"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt ranks #3 on 2023 Quartz’s Best Companies for Remote Workers","datePublished":"2023-10-06T18:41:07+00:00","dateModified":"2026-09-08T21:45:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-ranks-on-quartzs-best-companies-for-remote-workers"},"wordCount":870,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-ranks-on-quartzs-best-companies-for-remote-workers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221530/20231006_Quartz-Best-Workplace.jpg?fit=1200%2C600&ssl=1","keywords":["company updates","stackadapt careers","stackadapt culture"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-martech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-martech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is marketing technology? An easy-to-understand guide","datePublished":"2025-06-25T18:57:34+00:00","dateModified":"2026-09-08T21:43:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-martech"},"wordCount":3143,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-martech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250625084113/20250606_What-is-Martech_Header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","Content Level : 101","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Today’s customers often engage across multiple touchpoints—from display ads and social media to search and email—before making a final purchase. \n\n\n\nAt the same time, they expect highly personalized experiences at every stage of their buying journey, making it difficult for marketers to deliver consistent and relevant messaging across every channel, especially when data is fragmented and teams are expected to do more with less.\n\n\n\nThis disconnect leads to inefficiencies, missed opportunities, and inconsistent buying experiences that cost companies more than just their budget, eroding brand loyalty and decreasing return on investment (ROI) over the long run.\n\n\n\nMarketing technology (or martech, for short) is helping fill the gaps. \n\n\n\nOver the past decade and a half, martech has evolved from simple email and CRM tools to sophisticated AI-powered platforms, allowing brands and agencies to deliver more tailored, automated campaigns with higher levels of precision and efficiency than ever before.\n\n\n\nThat’s why, despite marketing budgets shrinking across the board, martech continues to stand out as one of the few areas where CMOs seem willing to invest. A 2024 study found that CMOs planned to increase their spending and devote 30.9% of their marketing budget to martech over the next five years.\n\n\n\nWhether you’re new to the martech space or looking to optimize your existing stack, read on to learn what martech is, the types of tools available, and how to get started with it.\n\n\n\nWhat is martech?\n\n\n\nMartech refers to the array of software platforms and tools that marketers and marketing operations teams use to plan, execute, manage, and measure their marketing campaigns. Martech allows marketers to leverage automation, customer data, and analytics to streamline workflows and deliver more personalized, impactful campaigns across channels. Ultimately, the goal of martech is to make marketing efforts more efficient, scalable, and aligned with business objectives.\n\n\n\nWhat’s the difference between martech and AdTech?\n\n\n\nMartech is defined as the software and tools marketers use to manage relationships with existing customers or known prospects. These solutions automate, measure, and manage campaigns across multiple channels, streamlining marketing operations and driving deeper engagement.\n\n\n\nAdtech, on the other hand, refers to the platforms and tools brands, agencies, and publishers use to automate and optimize the buying, selling, delivery, and measurement of digital advertising across channels, including display, video, connected TV (CTV), and digital out-of-home (DOOH).\n\n\n\nThe key difference between adtech and martech is the stage of the customer journey they primarily serve. \n\n\n\nWhile adtech typically supports top-of-funnel efforts, such as building brand awareness and reaching new audiences, martech focuses more on middle-to-bottom funnel tasks, including customer engagement, nurturing, and retention. This makes it essential for building long-term relationships with customers and sustaining business growth.\n\n\n\n\n\n\n\nIncreasingly, marketers use adtech and martech solutions together to create cohesive and more customized marketing campaigns that drive results across the entire customer journey, from initial awareness through to retention and advocacy, effectively bridging the gap between brand-building and performance marketing.\n\n\n\nWhat is a martech stack?\n\n\n\nA martech stack is the combination of martech tools and platforms that businesses use to effectively reach, engage, and convert their target audiences. These integrated tools typically span various functions, including audience segmentation, content creation, campaign management, and performance tracking, covering the full marketing lifecycle—from planning and execution to measurement and optimization.\n\n\n\nWhat’s in your martech stack, and its size, can vary widely depending on your industry, business, and goals. \n\n\n\nFor example, B2B companies often prioritize sales and marketing alignment, lead nurturing, and account-based marketing, which leads them to use customer relationship management (CRM) systems, marketing automation software, and lead scoring tools. Meanwhile, B2C brands that focus on broad audience reach and customer engagement are more likely to leverage tools such as social media management platforms, demand-side platforms (DSPs), and dynamic creative optimization (DCO) tools.\n\n\n\nWhatever you choose to include, a well-built martech stack should help streamline marketing operations, personalize customer experiences, improve internal team collaboration, and drive greater ROI.\n\n\n\nTo maximize its effectiveness, it’s important to continuously evaluate and optimize your martech stack, ensuring each tool is properly integrated and aligned with your evolving marketing strategy and business objectives. Those that don’t risk compromising their operational efficiency (a 2023 Forrester study found that when adtech and martech tools aren’t aligned, it can lead to a 10–13% loss in resources).\n\n\n\n“[Traditionally], none of these systems talk to each other. They all were siloed. As a result, a lot of companies have accumulated a lot of baggage,” says StackAdapt CEO and Co-founder Vitaly Pecherskiy, on The AI Advertising Podcast. “If we believe that the future will be in convergence of all these ecosystems to allow faster decision making, to be able to use AI to navigate all these functional areas to unlock better decision making, these systems need to converge in the first place.”\n\n\n\n\n\n\n\n\n\nTypes of martech tools and platforms\n\n\n\nMartech includes various platforms that allow marketers to collect valuable data, streamline processes, and influence customer experiences and buying behaviours. Below are some of the main categories of martech tools that marketers can use to optimize their strategies and generate results at every stage of the marketing funnel.\n\n\n\nData and audience management\n\n\n\nThese martech tools collect, unify, and activate customer data to create more targeted, personalized marketing campaigns and include:\n\n\n\n\nCustomer relationship management (CRM) software: Stores and manages customer data, tracks interactions across various touchpoints, and helps optimize sales and marketing efforts.\n\n\n\nCustomer data platforms (CDP): Consolidate and activate customer data from multiple sources to enable more relevant and targeted marketing campaigns.\n\n\n\nData management platforms (DMP): Collect, segment, and activate audience data, primarily from 3rd-party sources, to enhance ad targeting and personalization.\n\n\n\nAccount-based marketing (ABM) platforms: Facilitate personalized B2B marketing campaigns by targeting high-value accounts with pinpoint accuracy through tailored campaigns.\n\n\n\n\nInteresting fact: According to a research report from StackAdapt and Ascend2, 48% of agencies plan to invest in CDPs and other types of data management tools in 2025, signalling a continued shift toward data ownership and audience-centric digital marketing strategies.\n\n\n\nCampaign execution and automation\n\n\n\nThese tools automate marketing workflows and simplify multi-channel campaign management, allowing marketers to execute marketing campaigns at scale:\n\n\n\n\nMarketing automation tools: Automate multi-channel campaigns, lead nurturing, audience segmentation, performance tracking, and more.\n\n\n\nEmail marketing tools: Automate email workflows, personalize messaging, and track campaign performance.\n\n\n\nMobile marketing platforms: Manage mobile-specific channels, including SMS, push notifications, and in-app messaging, to engage audiences directly on their mobile devices.\n\n\n\nLive chat and chatbot tools: Enable real-time customer interactions and support, enhancing customer engagement, generating leads, and enhancing the overall user experience.\n\n\n\nEvent marketing tools: Plan, promote, and manage virtual or in-person events, track attendee registrations, and integrate event data into CRMs and marketing automation workflows.\n\n\n\nWeb personalization tools: Customize website content and experiences based on user behaviour, preferences, or audience segments to increase engagement and conversions.\n\n\n\n\nContent creation and distribution\n\n\n\nFor creating, publishing, and amplifying content across digital channels, the following martech tools and platforms are often used to maximize reach and engagement:\n\n\n\n\nContent management systems (CMS): Streamline content creation, management, and publishing on websites to help support SEO and content marketing efforts.\n\n\n\nVideo marketing platforms: Create, distribute, host, and analyze the performance of video content to drive deeper audience engagement and accelerate growth.\n\n\n\nSocial media management tools: Schedule, analyze, and optimize social media posts, monitor engagement, and integrate with paid ad platforms to maximize reach and campaign effectiveness.\n\n\n\nInfluencer marketing platforms: Identify, manage, and measure influencer relationships and marketing campaigns to amplify brand messaging and audience reach.\n\n\n\n\nAdvertising and media buying\n\n\n\nThese tools, typically classified as adtech, help marketers plan, buy, and measure paid media across channels, forming the bedrock of programmatic advertising: \n\n\n\n\nDemand-side platforms(DSP): Centralized platforms that enable advertisers to buy digital ad inventory programmatically across multiple ad exchanges and supply sources in real time.\n\n\n\nSupply-side platforms (SSP): Let publishers manage, optimize, and sell their ad inventory.\n\n\n\nAd exchanges: Digital marketplaces where advertisers and publishers buy and sell ad inventory through programmatic buying methods such as automated bidding and direct deals.\n\n\n\nAd servers: Host, deliver, and track digital ad placements across the open internet, maximizing results, and ensuring accurate reporting.\n\n\n\nAd verification tools: Monitor ad placements for fraud, viewability, brand safety, and compliance with campaign requirements.\n\n\n\n\nOrganic search and visibility\n\n\n\nThese tools support both organic discovery and paid search efforts, with some falling into a hybrid of martech and adtech (depending on usage):\n\n\n\n\nSearch engine optimization (SEO) tools: Track rankings, analyze keywords, audit technical performance, and provide competitive insights to improve search visibility.\n\n\n\nSearch engine marketing (SEM) platforms: Manage paid search advertising campaigns, allowing marketers to reach customers through keyword-targeted ads and accurately measure campaign impact.\n\n\n\n\nMeasurement and optimization\n\n\n\nTo understand the effectiveness of marketing campaigns, these types of tools can be used to track performance and identify opportunities for further improvement:\n\n\n\n\nAnalytics and business intelligence (BI) tools: Assess marketing effectiveness, track KPIs, provide attribution insights, and help forecast trends.\n\n\n\nConversion rate optimization (CRO) tools: Enable the testing and optimization of website elements, such as landing pages and forms, to improve conversion rates.\n\n\n\nCustomer journey analytics tools: Analyze customer journeys across channels and digital touchpoints, helping marketers better understand behavioural patterns and optimize engagement.\n\n\n\nAttribution platforms: Provide marketers with detailed insights into the effectiveness of various advertising channels and marketing touchpoints, enabling them to drive more conversions and optimize resource allocation.\n\n\n\n\nWhy is martech important?\n\n\n\nMartech has become essential in today’s digital-first marketing landscape, allowing marketers to deliver unique experiences, streamline workflows, and make data-driven decisions at scale. As customer expectations rise and competition intensifies, martech empowers brands to better understand their audiences, optimize resources, and achieve higher returns on their marketing investments.\n\n\n\nHere are some of the main benefits of martech:\n\n\n\nEnhanced efficiency through automation\n\n\n\nAutomation is at the heart of martech, helping marketers eliminate manual tasks like data entry, content scheduling, and campaign reporting, reducing human error and saving valuable time. By streamlining workflows such as email automation, social media management, audience segmentation, and performance tracking, martech allows teams to launch and optimize campaigns quickly and with greater accuracy, giving them more bandwidth to focus on other strategic, high-impact work that drives results.\n\n\n\nData-driven decision making and deep customer insights\n\n\n\nMartech platforms can collect, analyze, and consolidate customer data from multiple sources into a unified view, providing marketers with deeper insights into customer behaviour, shopping preferences, and buying patterns that were previously difficult or nearly impossible to uncover without modern technology. These platforms can also use AI and predictive analytics to move beyond simply summarizing historical data, helping them forecast future customer actions and proactively adjust campaigns to boost their effectiveness.\n\n\n\nFor instance, a CDP can combine data from email marketing campaigns, website interactions, social media engagement, and transaction histories to build detailed customer profiles that help marketers anticipate customer needs and deliver more personalized campaigns.\n\n\n\nPersonalized customer experiences\n\n\n\nMartech makes it easier for marketers to deliver individualized experiences at scale, tailoring content, offers, and messaging based on each individual consumer’s unique preferences, behaviour, and past interactions with a brand.\n\n\n\nFor example, DCO can be used to automatically generate multiple ad variations in real time based on user data, such as their location, past browsing behaviour, or previous items added to their cart. This ensures product recommendations and messaging are as relevant and engaging as possible to each user.\n\n\n\nImproved customer engagement and brand loyalty\n\n\n\nMartech helps brands deepen customer relationships and build long-term brand loyalty by delivering more relevant and timely communications. AI-powered tools play an increasing role here, anticipating customer needs and automating personalized messaging across email and advertising channels to make every interaction feel more intentional and aligned with customer expectations.\n\n\n\nStreamlined marketing workflows\n\n\n\nMartech solutions simplify and streamline marketing processes, empowering teams to collaborate more effectively and spend more time on strategic initiatives. By centralizing campaign management, automating workflows, and consolidating data in a single platform, marketers can rapidly build, manage, and execute campaigns across multiple channels without the friction that often comes with manual coordination.\n\n\n\nFor example, StackAdapt’s new martech offering integrates campaign creation, orchestration, and management into a single, intuitive interface, allowing marketers to quickly launch and optimize campaigns across both owned and paid media channels in real time.\n\n\n\nGreater cost-effectiveness\n\n\n\nMartech helps companies make the most of their marketing budgets by improving operational efficiency and reducing wasted ad spend. It can provide detailed insights into campaign performance and customer behaviour, allowing marketers to allocate budgets more effectively and minimize unnecessary spending.\n\n\n\nFor example, by providing marketers with actionable insights and real-time performance data, teams can quickly identify the most impactful channels, determine which messaging resonates the most, refine their audience targeting, and optimize campaigns overall to ensure their budget is directed toward strategies that move the needle.\n\n\n\nKey challenges in martech adoption\n\n\n\nWhile martech offers significant benefits, adoption isn’t without challenges.\n\n\n\nUnsurprisingly, given recent and ongoing privacy changes and tightening regulations, issues around data integration and management continue to be a top concern for brands and agencies investing in martech. For example, a 2025 survey from MarTech found that data silos continue to be one of the top concerns for marketers. \n\n\n\nAnother persistent challenge is the complexity and fragmentation within martech stacks themselves. According to Forrester Consulting, 31% of global ad agencies cite the complexity of using adtech and martech as their biggest concern.\n\n\n\nSimilarly, in our recent survey with Ascend2, 33% of agencies said that managing multiple platforms was one of their biggest challenges.\n\n\n\nAt the same time, another survey found that even when tech stacks were set up correctly, 28% of small to mid-size businesses in the US still weren’t using them to their full potential.\n\n\n\nBut one of the biggest challenges in martech adoption might be the cost itself. \n\n\n\nA Gartner study found that 59% of CMOs feel they have insufficient budget to execute their strategy in 2025. That said, two of the top actions they planned to take to overcome budget constraints included leveraging data and analytics to boost campaign effectiveness and harnessing technology to automate tasks and streamline operations—both key areas where martech excels.\n\n\n\nTo help address these hurdles, marketers increasingly need simpler, more integrated solutions. \n\n\n\nStackAdapt’s new martech offering addresses these challenges head-on by centralizing data through a unified Data Hub, eliminating fragmentation and simplifying integration. With it, marketers can gain a single view of the customer journey, enabling precise audience segmentation, targeted campaigns, and clearer, more measurable insights into cross-channel performance. Learn more here.\n\n\n\n5 martech stats that prove it’s essential for modern marketers\n\n\n\nStill not sold on the power of martech? Here are a few recent stats that show why marketers can’t afford to ignore it:\n\n\n\n\nThe global martech market is undergoing rapid expansion and is expected to reach $558 billion USD by 2025, representing a 20% YoY growth. By 2034, revenues are forecasted to reach nearly $2.86 trillion USD.\n\n\n\nAccording to Statista, US B2B marketers will spend $10.11 billion USD on martech in 2025.\n\n\n\nAI capabilities are becoming increasingly essential for campaign automation, personalization, and data-informed decision-making. According to HubSpot, 64% of marketers use AI tools for automation, and Gartner forecasts that 80% of creative roles will rely on generative AI to enhance their marketing efforts by 2026.\n\n\n\nFirst-party data continues to rise in importance—LinkedIn reports that 84% of marketers rely on 1st-party data to improve their targeting and personalization efforts, while use of 3rd-party data continues to decline, with only 61% of marketers still using it in 2024 (down from 75% in 2022).\n\n\n\nMartech investments continue to be heavily focused on delivering the right message to the right person at the right time—a 2024 report from Twilio Segment found that 89% of marketing leaders believe personalization will be crucial to their business success over the next three years.\n\n\n\n\nThe future of martech\n\n\n\nThe martech landscape continues to evolve rapidly, driven by technological advancements and shifting consumer expectations.\n\n\n\nAs we reported in a recent article on the trends shaping the future of martech, one of the most influential forces shaping its future is, unsurprisingly, AI, which has moved from being a buzzword to becoming the norm in modern marketing.\n\n\n\nNo longer limited to automating repetitive tasks or generating basic insights, AI is evolving into a powerful tool that can predict future customer preferences by analyzing past behaviours, optimize marketing campaigns based on the most effective creative variations, and dynamically adjust ad placements without manual intervention.\n\n\n\n\n\n\n\n\n\nAI also allows marketers to personalize customer experiences on a much larger scale than previously thought possible. Instead of creating one-size-fits-all campaigns or relying on broad audience segments, businesses can use AI to deliver more relevant product recommendations, create email content tailored to individual interests, and target ads with unmatched precision.\n\n\n\nAs a result, it’s no surprise that marketers see AI as the driving force behind the next wave of martech innovation. According to a November 2024 survey, 60% of marketers believe AI and machine learning will have the greatest impact on marketing strategies over the next five years.\n\n\n\nThe convergence of martech and AdTech continues\n\n\n\nPerhaps the most transformative shift shaping the future of marketing is the ongoing convergence of martech and adtech.\n\n\n\nWhile martech and adtech traditionally operated in separate silos—with martech tools largely responsible for managing customer relationships and adtech more focused on attracting new customers—the lines between both martech and adtech are increasingly blurring.\n\n\n\n\n\n\n\nNow, platforms like StackAdapt allow brands and agencies to centralize customer data, deliver targeted ads across all channels, and ensure a seamless experience throughout the entire customer journey—all from a single platform.\n\n\n\nTo learn more, speak with our team. \n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nMartech FAQs\n\n\n\n\n\n\n\nA CRM helps marketers organize, track, and manage customer interactions across multiple channels. It centralizes customer data, enabling marketers to personalize campaigns, improve targeting, enhance customer engagement, and boost overall sales when used in coordination with other tools in the martech stack.\n\n\n\n\n\n\n\n\n\nAccording to Scott Brinker, VP of Platform Ecosystem at HubSpot, and creator of the Marketing Technology Landscape Supergraphic, there were 14,106 martech tools available in 2024—an increase of 27.8% from the previous year and a staggering 9,304% growth since the first landscape was published.\n\n\n\n\n\n\n\n\n\nYes, martech adoption is on the rise. According to EMARKETER, US CMOs plan to allocate 23.5% of their marketing budgets to martech in 2025 and expect that share to grow to nearly one-third by 2029.\n\n\n\n\n\n\n\n\n\nNo. Martech is widely used by both B2B and B2C companies. While B2B companies often focus martech efforts on lead nurturing and sales alignment, B2C brands can also use martech to segment audiences, personalize marketing campaigns, and enhance the overall customer experience.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-03576e4f-0513-45a5-9146-20e948483780","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-03576e4f-0513-45a5-9146-20e948483780","name":"What role can a CRM play in an effective martech stack?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A CRM helps marketers organize, track, and manage customer interactions across multiple channels. It centralizes customer data, enabling marketers to personalize campaigns, improve targeting, enhance customer engagement, and boost overall sales when used in coordination with other tools in the martech stack.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-b8f3e320-3cc7-486e-81e5-06afa4dacf4d","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-b8f3e320-3cc7-486e-81e5-06afa4dacf4d","name":"How many martech tools are there​?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to Scott Brinker, VP of Platform Ecosystem at HubSpot, and creator of the Marketing Technology Landscape Supergraphic, there were 14,106 martech tools available in 2024—an increase of 27.8% from the previous year and a staggering 9,304% growth since the first landscape was published.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-fd06edc7-cde7-4e44-a8be-0ed95657f73f","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-fd06edc7-cde7-4e44-a8be-0ed95657f73f","name":"Are advertisers using martech more now than ever?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Yes, martech adoption is on the rise. According to EMARKETER, US CMOs plan to allocate 23.5% of their marketing budgets to martech in 2025 and expect that share to grow to nearly one-third by 2029.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-cf1c44e6-b986-418e-a698-0426900e26bd","position":4,"url":"https://www.stackadapt.com/resources/blog/what-is-martech#faq-question-cf1c44e6-b986-418e-a698-0426900e26bd","name":"Is martech for B2B companies only?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"No. Martech is widely used by both B2B and B2C companies. While B2B companies often focus martech efforts on lead nurturing and sales alignment, B2C brands can also use martech to segment audiences, personalize marketing campaigns, and enhance the overall customer experience.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt appoints Vitaly Pecherskiy as chief executive officer","datePublished":"2023-11-07T14:59:36+00:00","dateModified":"2026-09-08T21:45:31+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer"},"wordCount":561,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221243/20231103_Generic-StackAdapt-01.jpg?fit=1201%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer","url":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer","name":"StackAdapt Appoints Vitaly Pecherskiy as CEO | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221243/20231103_Generic-StackAdapt-01.jpg?fit=1201%2C600&ssl=1","datePublished":"2023-11-07T14:59:36+00:00","dateModified":"2026-09-08T21:45:31+00:00","description":"StackAdapt is pleased to announce the appointment of co-founder and current COO, Vitaly Pecherskiy, as its new Chief Executive Officer.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-appoints-vitaly-pecherskiy-as-chief-executive-officer#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221243/20231103_Generic-StackAdapt-01.jpg?fit=1201%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220221243/20231103_Generic-StackAdapt-01.jpg?fit=1201%2C600&ssl=1","width":1201,"height":600,"caption":"StackAdapt founders Ildar Shar, Yang Han, and Vitaly Pecherskiy"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named one of Canada’s Enterprise—Industry Leaders winners in Technology Fast 50™ program","datePublished":"2023-11-08T16:45:29+00:00","dateModified":"2026-09-08T21:45:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program"},"wordCount":432,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220220922/20231103_Fast-50_Header.jpg?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program","url":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program","name":"StackAdapt Named One of Canada’s Enterprise—Industry Leaders","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220220922/20231103_Fast-50_Header.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-11-08T16:45:29+00:00","dateModified":"2026-09-08T21:45:30+00:00","description":"StackAdapt was honoured as an Enterprise-Industry leaders award winner as part of the 2023 Technology Fast 50™ program.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-winner-in-technology-fast-50-program#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220220922/20231103_Fast-50_Header.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220220922/20231103_Fast-50_Header.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Graphic featuring a large '50' and announcement that StackAdapt is recognized in the Technology Fast 50 program."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"New digital channels to set your holiday campaigns apart","datePublished":"2024-08-06T14:39:16+00:00","dateModified":"2026-09-08T21:44:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing"},"wordCount":1412,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220212420/20231002_Digital-Channels-To-Set-Your-Holiday.jpg?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101","holiday"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"It’s officially the season to start prepping your holiday campaigns. The 2024 holiday sales forecast is looking solid, with EMARKETER projecting that holiday season retail sales will grow by 4.8% YoY. Following the trends of the last few years, it’s expected that the shopping season will last longer and be driven by e-commerce.\n\n\n\nThis holiday season, brand awareness campaigns will be key to keeping your brand top-of-mind. Luckily, digital advertising channels can be used for holiday marketing to do just that. With programmatic audio, connected TV (CTV), digital out-of-home (DOOH) and new, rich-media display formats, you can stand out to shoppers in a competitive digital environment.\n\n\n\n4 digital advertising channels for your holiday marketing campaigns\n\n\n\nHere are four digital advertising channels to leverage for successful holiday marketing campaigns. \n\n\n\n1. Programmatic audio\n\n\n\nAn audio ad quite literally speaks to the audience, which makes it a great channel for building brand awareness and conveying personality. Use digital audio during the holidays to reach new consumers in moments when they’re more open to brand discovery.\n\n\n\nDigital audio also commands the listener’s full attention. Listeners feel emotionally connected to the content they hear, allowing for a better connection between a listener and a brand. When an ad appears in the middle of a podcast or playlist, a listener is more receptive to the product and its purpose, creating an opportunity to drive engagement and even conversions. \n\n\n\nAudio listeners also have buying power. Edison Research reports that the average monthly podcast listener has an annual household income of over $75K USD. If implemented across the correct shows and categories, users will view ads as authentic and unintrusive, which in turn creates a positive customer experience. In a survey, Sprout Social found that 76% of consumers are more willing to buy from a brand they feel more connected to, rather than a competitor. \n\n\n\nBecause of programmatic audio’s engaging nature, it’s the perfect channel for discovery. Listeners will be receptive to hearing about products or services they haven’t encountered or purchased before. Research from Dentsu and Spotify also found that the personal nature of audio results in ads having a lasting and memorable effect, which means a higher rate of ad recall. \n\n\n\nTargeting on programmatic audio is very similar to channels you’re likely already familiar with. It uses the same audience targeting parameters from your native, display, video, and CTV campaigns, but with the option to fine-tune your targeting even further. You can use data from audio partners to target specific genres, niches, and demographics, which allows you to match your ads to a mood, genre or topic, allowing you to hone-in on your target audience. \n\n\n\n2. Connected TV\n\n\n\nCTV is a valuable channel for holiday marketing because it allows you to reach your audience in moments when they’re highly engaged, such as watching a festive movie with family over the holidays. \n\n\n\nWhen watching streamed content on a CTV device, a viewer has made the active choice to watch the programming, and in most cases, they don’t have the option to fast-forward or skip the ads. Similar to audio, CTV also captures the full attention of your audience, making it the perfect channel for discovery during the holiday season. \n\n\n\nCTV is a valuable addition to your holiday campaigns because it provides access to the open internet and has advanced targeting, allowing advertisers to reach both highly-specific audiences and hard-to-reach consumers. They provide a way to reach cord-cutters, which are quickly becoming a growing market. According to EMARKETER, the number of households that watch CTV in the US will hit 115.1 million in 2024—more than doubling traditional linear TV households. With the adoption of CTV accelerating, now is the perfect time to experiment with CTV for your holiday brand awareness campaigns. \n\n\n\n3. Digital out-of-home\n\n\n\nDOOH advertising is one of the fastest-growing channels in advertising, with global out-of-home ad spend projected to reach nearly $68 billion USD by 2029 and DOOH accounting for $29.8 billion USD of it. \n\n\n\nDOOH ads are any digital ads that can be found outside the home. The classic example of a DOOH ad is an ad run on a billboard in Times Square. But the reality is that you can run DOOH campaigns on a variety of formats and sizes and in various public environments. \n\n\n\nDuring the holiday season, DOOH is a powerful channel for reaching shoppers who are in a receptive state of mind. Consumers are actively looking to purchase gifts, particularly when they are in shopping environments, such as a mall.You can leverage DOOH to reach drivers as they sit in traffic or to spark the interest of holiday shoppers as they wait in the checkout line at a store. You even can place a DOOH ad on a mall directory sign to inspire that last-minute (or early) holiday shopper. \n\n\n\n4. Creative formats \n\n\n\nThe holiday season is a great time to use creative ad formats that encourage the consumer to interact with your ad. Interactive display ads capture the attention of the consumer and build a stronger sense of awareness with your brand. That’s because, when consumers encounter something novel or exciting, dopamine levels in their brain are known to increase, creating a sense of anticipation or pleasure.  \n\n\n\nAn interactive ad invites the user to perform an action in order to have something revealed within the ad itself or to navigate towards a specific landing page. This interactive element adds a level of engagement that isn’t typically achieved through static display ads. This interactive viewer experience is a unique way to complement your digital strategy during the holiday season. \n\n\n\nHere are some interactive ad formats that can boost your campaign performance:\n\n\n\n\nDiscovery ads: Pose a question to the user to determine their interests or opinions based on a topic you’ve chosen. All clicks can be tracked to create retargeting pools, and products featured in the carousels can click out to unique product pages to reduce the path to conversion. As data privacy becomes more mainstream, brands are going to look for information volunteered from shoppers to make educated decisions and improve the customer experience.\n\n\n\nShoppable videos: This ad format showcases products in use while allowing the user to browse right in the banner. Shoppable video ads reduce the steps that a user must take between awareness and conversion. Products can click out directly to their pages for a frictionless shopping experience. \n\n\n\nDynamic countdown ads: The holiday season is busy with many important dates. With countdown ads, you can make sure your audience is aware of your sales, helping create a sense of urgency. Consider adding an “Add to Calendar” button, which allows users to save an important date directly from an ad to Google, iCal, Yahoo or Windows Live.\n\n\n\n\nInteractive ads not only aid in brand awareness and discovery but in other ways, too.  They provide much-needed convenience for consumers. As product discovery moves online, creatives can be leveraged to guide shoppers closer to a purchase while providing insights on the customer journey. \n\n\n\nInteractive ads can help you find out exactly who your prospects are and what they’re looking for. This can help increase your scale and allow you to discover your target market in a more specific and individualized way. \n\n\n\n‘Tis the season to be discovered\n\n\n\nDuring the holidays, people are more open to exploring new products and services. Whether they shop for family, friends or themselves, shoppers are more willing to discover new brands and give them a try. \n\n\n\nThese channels and formats are ideal for helping you reach shoppers who are in a receptive frame of mind. Once you’ve run your campaigns across audio, CTV, DOOH, and are using interactive ads, you can leverage a retargeting strategy to move your target audience through the marketing journey. \n\n\n\nFor instance, you can retarget users by serving ads that feature an item they just viewed, increasing brand recall. With custom messaging, this retargeting strategy reminds the user of the product they showed interest in throughout their online journey and brings them back to that connection with the ad. \n\n\n\nCheck out our Resources to learn more about the trends that are top-of-mind for advertisers this holiday season and what to consider when planning a successful holiday campaign. Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing","url":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing","name":"New Digital Channels For Your Holiday Campaigns | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220212420/20231002_Digital-Channels-To-Set-Your-Holiday.jpg?fit=1200%2C600&ssl=1","datePublished":"2024-08-06T14:39:16+00:00","dateModified":"2026-09-08T21:44:37+00:00","description":"Learn how you can leverage new digital advertising channels in your holiday marketing campaigns to reach more shoppers.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-channels-for-holiday-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220212420/20231002_Digital-Channels-To-Set-Your-Holiday.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260220212420/20231002_Digital-Channels-To-Set-Your-Holiday.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of digital channels for holiday campaign marketing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/john-carvalho#person"}],"headline":"Include contextual advertising in your healthcare marketing strategy","datePublished":"2021-10-18T15:59:44+00:00","dateModified":"2026-09-08T21:47:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy"},"wordCount":1022,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105647/20210820_Healthcare_Header.png?fit=1201%2C601&ssl=1","keywords":["contextual targeting","healthcare","page context ai"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Healthcare is an ever-growing market that comes with unique challenges—particularly in the wake of the pandemic. Between changing pandemic restrictions, HIPAA compliance, and the evolving privacy landscape, marketers are looking for a healthcare marketing strategy that will help them reach new patients. \n\n\n\nGoogle has previously revealed that about 5% of all Google searches are healthcare related. And, when consumers start researching health related topics they are more likely to call a provider. Given this, healthcare marketers will find success if they can ensure their digital ads appear on the pages that users are turning to for their healthcare information. One tactic for placing ads on relevant content is to leverage contextual advertising. \n\n\n\nRead on to learn how contextual targeting benefits healthcare campaigns, and explore examples of healthcare marketing strategies that leverage this targeting methodology. \n\n\n\nContextual advertising as a healthcare marketing strategy\n\n\n\nContextual advertising targets ads based on the environment in which the ad appears. Using sophisticated algorithms, this method targets ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that exact moment in time. Healthcare marketers can use this targeting methodology to ensure that their ads reach users who are in a receptive frame of mind. \n\n\n\nFor example, a user researching how to treat a runny nose might go online to research home remedies. With contextual advertising, a company selling medicine or lozenges can target metadata related to that topic, like the keyphrase “cold remedies.” This way, the ads appear on blogs that are relevant to a user who is in a receptive frame of mind when it comes to products that will help them treat their runny nose. \n\n\n\nContextual targeting isn’t constrained by privacy legislation. Instead, it leverages the context next to which the ad appears. Aside from the benefit of reaching niche audiences in highly relevant environments, contextual advertising can be used to create strong brand affinity. \n\n\n\nIAS research has shown that context is critical and the power of that environment influences a more positive sentiment and stronger brand recall. IAS found that users' receptivity, favorability and memorability all rose when ads were run along contextually related content. Given the limitations of health based marketing due to compliance and industry rules, contextual advertising is an exciting tactic that marketers can leverage to reach the right audience. \n\n\n\nDrive awareness by reaching receptive users\n\n\n\nThe pandemic brought on more than just a COVID-19 health crisis—the isolation and stress of pandemic restrictions also led to an increase in demand for mental health resources. With nearly half of the US population reporting that the pandemic was impacting their mental health, many Americans began to look for support and resources that could be accessed from home. For example, the online therapy service Talkspace reported a 65% increase in clientele since the start of the pandemic. \n\n\n\nSince contextual advertising places ads on hyper relevant pages, it can be a useful tactic for enabling companies and services that address mental health to reach people in need of support. For example, an online therapy company can use a contextual campaign to drive awareness using in context and out of context phrases. \n\n\n\nContextual advertising enables a marketer to identify the phrases and keywords that are most appropriate to target. To drive awareness for online therapy, a marketer could target in context phrases like “mental health support,” “tips for anxiety,” or “mental health tips.” Ads would then be placed on content related to those phrases, reaching an audience that is actively looking for resources. \n\n\n\nEducate a broad audience about new options\n\n\n\nHealthcare marketers often face the challenge of identifying users who fit their target audience, largely because of compliance regulations. With contextual advertising, you can widen the contexts you are targeting to reach new, broader audiences. One way to do this is to experiment with inputting phrases related to the healthcare category, instead of the specific product or service. \n\n\n\nFor example, a brand selling a monitoring system for glucose levels can use contextual targeting to serve ads within content that relates to diabetes broadly. By targeting keyphrases like, “diabetes information,” “diabetes management,” and “how to treat diabetes,” the brand can reach a large pool of users who are receptive to information about diabetes. \n\n\n\nWhile the audience may not be looking specifically for a glucose monitoring system, the ad placement may spark the reader’s curiosity to have a conversation with their healthcare provider to discuss. \n\n\n\nContextual targeting provides the option to cast a wide net when targeting your audience. Taking this broad approach gives you the ability to reach receptive users beyond the limitations of the compliant audience, who have an interest or connection to the healthcare concern that your product or service addresses. You have access to the full reach of web pages on which content exists, which exponentially increases the reach as a result. \n\n\n\nInclude contextual advertising in your healthcare marketing strategy\n\n\n\nWith contextual advertising, healthcare marketers can ensure they are reaching the right audiences, in the right frame of mind. By evaluating your customer’s journey, you can get your message in front of those that need it most, and use contextual advertising to reach them to address their health concerns. And using contextual advertising in your healthcare marketing strategy will help boost the performance of your campaigns. In StackAdapt healthcare campaigns, we found that in 76% of campaigns, contextual advertising outperforms retargeting when it comes to eCPA. \n\n\n\nThere are other benefits, too. When targeting with contextual advertising, the user doesn’t have to accept cookie tracking to be reached. It isn’t constrained by privacy legislation because it doesn’t collect or use information about users. And, since contextual advertising campaigns are served programmatically, you can use many different formats to serve your ads like native, display and video, and you can review real-time metrics and optimize for maximum performance.\n\n\n\n\n\n\n\nLooking to start experimenting with contextual advertising? Request a demo.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/brand-affinity#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/brand-affinity"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Build brand affinity with contextual advertising","datePublished":"2021-10-21T16:10:04+00:00","dateModified":"2026-09-08T21:47:43+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/brand-affinity"},"wordCount":981,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-affinity#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105646/20211021_Brand-Affinity-Header.png?fit=1200%2C600&ssl=1","keywords":["contextual targeting","page context ai"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Brand affinity is becoming increasingly important. Research consistently shows that consumers, particularly millennials, are 4 times more likely to purchase from a company that is purpose-driven. Globally, 94% of consumers say it is important that the companies they engage with have a strong purpose, and 83% say companies should only earn a profit if they also deliver a positive impact.  \n\n\n\nToday’s consumers want to support companies that they feel are advancing progress on important issues, both within and outside their operational footprint. One way to communicate values alignment to your audience is by building brand affinity through your digital marketing efforts. \n\n\n\nRead on to learn what brand affinity is, how to build it, and how you can leverage contextual targeting to create a positive association between your audience and your brand. \n\n\n\nWhat is brand affinity\n\n\n\nBrand affinity is a belief, held by customers, that a company is aligned with their own values. It’s an important aspect of a marketing plan because brand affinity creates an emotional connection between customers and a brand. An emotional connection then sets the stage for longer lasting brand loyalty, as well as positive customer relationships. The best way to build brand affinity is through marketing efforts, which includes digital advertising. \n\n\n\nWhy brand affinity is important\n\n\n\nBrand affinity is an important aspect of a brand’s media plan because it helps build brand advocates among the target audience of that brand. Brand advocates are consumers or clients who actively support your brand. They are likely to tell others about their experience with your brand through word of mouth, or through their own platforms, like social or email. Creating brand advocates is just one benefit of investing in brand affinity. Here are two more:\n\n\n\nBrand affinity strengthens customer relationships and build loyalty\n\n\n\nThe reality is that consumers today have endless options when looking to make a purchase. Most of them will prefer to purchase from a brand that showcases a more human, personable side. And, if that brand is aligned with the values of that consumer, they will feel good about spending their money with that brand. Customers will be less likely to sway to another brand, which results in a stronger customer relationship and lasting customer lifetime value (CLV). \n\n\n\nBrand affinity helps develop brand personality\n\n\n\nAligning your brand with specific values helps to give your brand a distinct personality, which keeps customers interested and engaged. Creating brand personality also makes it possible for customers to relate to a brand. A customer might relate to the traits that they see conveyed, which helps create an emotional connection. And, brand personality makes your brand more memorable. \n\n\n\nHow to get started\n\n\n\nTo get started with building brand affinity, you need to have a strong understanding of who you are as a brand. Define your brand’s core values, and be ready to share with your audience what those values are, by taking these steps:\n\n\n\n1. Get to know your target audience\n\n\n\nThe best way to do this is by creating customer profiles. These profiles provide factual information about the demographics and buying behaviors of your audience. A profile will include everything you need to know about a group of customers, like their location, age, life stage, buying habits, and interests. \n\n\n\n2. Communicate with your target audience\n\n\n\nOnce you know who your target audience is, you can communicate to them effectively. Through channels like social media, email, content marketing, and programmatic campaigns, you can craft relevant messaging that engages your audience. It’s within this messaging that you can convey brand personality, and share with your audience what your brand’s core values are. This messaging captures the interest of your customers, and helps them find ways to relate to your brand. \n\n\n\n3. Create positive experiences\n\n\n\nCreating a positive experience for your customers is important because it will reduce churn, keep your customers engaged, and encourage them to be returning buyers. You can ensure your audience is having positive experiences by making every interaction—whether it’s in person or online— pleasant and memorable.\n\n\n\nWith these steps, you lay a good foundation for creating the brand affinity that will lead to strong customer relationships and loyalty. \n\n\n\nCreate brand affinity through contextual advertising \n\n\n\nTo strengthen brand affinity more, you can consider investing in a paid campaign strategy that will boost affinity through positive association: contextual advertising. This targeting method is an effective tool for communicating purpose-driven messaging that creates a positive association and favourability between a consumer and your brand. \n\n\n\nContextual advertising is a cookieless targeting methodology that leverages content rather than user data to reach the right audience, at the right time. By targeting based on content, you can connect with consumers who are receptive to purpose-driven messaging, and looking specifically for brands that align with specific values. \n\n\n\nFor example, a consumer who is interested in reducing their environmental impact may search for content that shares tips about sustainable lifestyle practices. With contextual targeting, a brand that is promoting their electric vehicle can target the keyphrase “sustainable lifestyle,” to appear next to content that covers the topic. \n\n\n\nThis strategy is effective because it ensures your ads are served to consumers who are aligned with the brand values that you are promoting, which sets the foundation for consumer trust and a positive brand association. And brand affinity isn’t the only benefit that comes with contextual advertising. StackAdapt has found that contextual targeting beats 3rd-party segments 77% of the time for CPA.\n\n\n\nStart building brand affinity\n\n\n\nWith consumers becoming increasingly socially conscious, building brand affinity is an essential consideration for any marketing strategy. While traditional strategies for brand affinity are worth including in your strategy, tapping into newer methodologies like contextual advertising will elevate your results.\n\n\n\nRequest a demo to get started.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Creating a progressive engineering culture","datePublished":"2021-10-25T15:52:27+00:00","dateModified":"2026-09-08T21:47:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer"},"wordCount":922,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240709164406/20211024_Life-in-Adtech_Iris_Header.webp?fit=2180%2C1108&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Iris Li, a Senior Software Engineer at StackAdapt. In this post, we will get an inside look at her journey into adtech, why engineering is critical to the success of the StackAdapt platform, and how her team approaches ideas that are then collaboratively implemented. \n\n\n\n1. How did your journey into front end (FE) development begin?\n\n\n\nMy journey in front end development began back when I was working as a graduate teaching assistant. I had the opportunity to teach lab sessions for an undergrad web development course. With modern web technologies, you can write a piece of code, and see what you just built in action, in real-time. It is so satisfying to see what you're building basically instantly. \n\n\n\nSeeing how creative students were able to be with their class projects inspired me to learn more about web development through working on a variety of side projects. What I love the most about front end development is that it gives everyone the chance to be very creative, with no artistic skill required.\n\n\n\n2. What is the main focus of your role as FE developer?\n\n\n\nFront end development in general is about building stylish and robust user interfaces that load fast, and creating an interactive and seamless user experience that flows well with other parts of the application. So at StackAdapt, I want to make sure that any new user interface we build in the platform is aligning with the positive experience we want our users to have. Those are the main goals, but there is actually much more to FE development than just that. \n\n\n\nFront end engineers act as an important bridge between engineering and product teams. On one hand, we collaborate with other engineers to design a solution that brings data into a user interface that aligns with the product designer's design. On the other hand, we think about what user input we might be receiving and what validation we need to add in our codebase to avoid application crashes and data corruption. We work closely with so many brilliant and passionate people so that everything we create has purpose and a clear direction.\n\n\n\n3. Can you describe what type of development you do and why it’s critical to the StackAdapt platform?\n\n\n\nI work on the user interface for the StackAdapt platform, which is the first thing anyone sees when they log into StackAdapt! The development work I do with my team is critical because it ensures that our clients have a great experience when using the platform. \n\n\n\nThe user interface, which is what our clients see, is the last stop for data presentation and the first stop for user initiated communication. When working on the interface with the rest of my team, we need to make sure we build it in a way that presents data from the database precisely to the user—with speed. \n\n\n\nIt’s also important that our user interface captures all user modifications and sends them back to the database. Overall, the user interface is the carrier of user experience so we need to make sure it performs well, is easy to use, loads fast and responds fast to any user interaction from a simple click, to a drag and drop.\n\n\n\n4. How is developing a product that is built on AI different from other types of engineering? \n\n\n\nThe use of AI, machine learning algorithms and data optimization models introduces a lot of data intensity to our application. At the same time, we're also building an all-in-one platform where users can find everything they need to plan, edit, launch, and analyze their campaigns in one place. \n\n\n\nThese two requirements combined together creates lots of complexity in our engineering. We have so much going on in a single web page, which makes it incredibly important for us to always find ways to make data processing simpler and faster in order to optimize the performance of the application.\n\n\n\n5. What is the most rewarding part of being a FE developer at StackAdapt? \n\n\n\nI like that here at StackAdapt we're always looking to use the most up to date technology out there, and introducing new tools to improve developer productivity. All engineers are open-minded and love to embrace change which creates a progressive engineering culture that inspires everyone to always keep up with the latest trend and never stop learning. \n\n\n\nI’ve also found that I am constantly growing my skill set and learning from the engineers around me, which is really rewarding. Not only that, but since we work so closely with the product managers, product designers and others in the company, I get to learn from an even broader group. Our ideas get built and implemented because of this ongoing collaboration. And of course, I also love the fact that now I am able to explain to people, like my parents, why they're seeing the ads they’re seeing when they’re browsing the web. Big win!\n\n\n\nInterested in joining StackAdapt? Check out our careers page.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer","name":"Life in Adtech: Front-End Engineer | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-front-end-engineer#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240709164406/20211024_Life-in-Adtech_Iris_Header.webp?fit=2180%2C1108&ssl=1","datePublished":"2021-10-25T15:52:27+00:00","dateModified":"2026-09-08T21:47:42+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for a StackAdapt Front End Engineer.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Boost campaign performance with programmatic audio advertising","datePublished":"2021-11-08T14:39:56+00:00","dateModified":"2026-09-08T21:47:41+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-advertising"},"wordCount":936,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105645/20211027_Boost-Campaign-with-Audio_Header.png?fit=1201%2C601&ssl=1","keywords":["audio"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic audio advertising automates the selling and insertion of audio ads into content. You can run targeted ads from all the major audio publishers using one system, similar to the way you would with other programmatic buys. The ads are then placed before or during the streaming of a playlist or other audio content, and can reach listeners through various devices, including desktop, mobile, and tablet.\n\n\n\nProgrammatic audio has lots of benefits and impressive engagement rates. According to Nielsen Media Lab, audio ads have a 24% higher recall rate than traditional display ads. Sounds pretty good, right?\n\n\n\nBoost campaign performance with audio advertising\n\n\n\nIntroducing audio advertising into your media plan brings lots of benefits that will help boost the performance of your campaigns. One of the ways audio does this is by capturing the listener’s full attention, which leads to the listener feeling intimately connected to the content they are hearing. This intimate audio experience results in a better connection between a listener and a brand, which drives engagement and makes the listener more receptive to advertising.\n\n\n\nWith audio advertising, you can run highly targeted campaigns, because you can leverage data from audio partners to target specific genres, playlists, moods, and more. Then, use that information to target your audience based on household income, online behaviour, location, and other demographics.  \n\n\n\nAudio is especially popular among millennials and Gen Z, who are entering, or already in, their prime spending years. If your target audience fits into one of these younger demographics, then programmatic audio advertising can provide an impressive performance boost. The added benefit is that through audio advertising you can form long-lasting relationships that with nurturing, will lead to a higher customer lifetime value (CLV) over time.\n\n\n\nBut before you can benefit from the potential of audio, your ads need to be created and optimized so that they don’t fall flat. To leverage audio so that it boosts campaign performance, keep these best practices for creating an audio ad in mind.\n\n\n\n\nKeep your audio ad brief: Audio ads are usually either 15 or 30 seconds long. Keeping them brief helps make them more memorable. \n\n\n\nCraft a concise message: The script for your ad should be simple, with a clear message that clearly explains the value of your product or service. \n\n\n\nHave a strong call-to-action (CTA): Your ad should have a clear CTA that is repeated throughout, along with the name of your brand. \n\n\n\nUse a conversational and friendly tone: Use a voice that is on brand and relatable to your audience. A friendly, conversational tone is key because you’re reaching people when they’re already actively listening. \n\n\n\n\nAdding audio ads to your multi-channel strategy\n\n\n\nProgrammatic audio advertising works well as a standalone campaign, but this medium is also a powerful complement to your other programmatic channels. Because audio is emotionally engaging and screen-free, it captures listeners in an undistracted moment. This makes it the perfect channel for conveying brand personality and building brand awareness. So how can you leverage audio campaigns in conjunction with other channels?\n\n\n\nStart by using audio ads to reach your target audience in an engaged and receptive frame of mind. Use this format to capture the curiosity of listeners through your brand personality, and build that initial awareness of your product or service.\n\n\n\nThen, it’s time to retarget. Collect audiences that have listened to your audio ad, and retarget them using native or display ads on other devices. With native, you can educate and share information with your audience. For example, write and publish blogs that inform customers about your product highlights and reviews. Or, leverage display ads to engage directly with your target, using interactive ads, or lift performance with a direct call to action such as “shop now” or “learn more.”\n\n\n\nBecause campaign execution and measurement for programmatic audio works the same way as it does with other programmatic ads, it can be easily added into a holistic plan alongside other channels. Programmatic audio provides powerful listener-level targeting by leveraging data from audio partners to target specific genres, playlists, moods, moments and more. \n\n\n\nUnlike terrestrial radio, you can track the impact of your audio campaigns, and optimize in real-time, in the same manner as your other programmatic buys. Metrics include cost per completed listen, audio completion (AC), audio completion rate (ACR), quartile AC and more. By including audio in your multi-channel strategy, you can reach your ideal audience throughout the entire funnel and create a cohesive story across audio, native, video, and display. \n\n\n\nIntroduce programmatic audio advertising\n\n\n\nMore and more people are adopting audio as a channel for entertainment. With the growing popularity of platforms like Spotify, and mediums like podcasts, we expect to see this channel continue to grow. In fact, it’s predicted that by 2022, the average time spent listening to digital audio should rise to 1 hour and 37 minutes per day.\n\n\n\nRight now is the perfect moment to start introducing audio as a standalone campaign, or as part of your multi-channel strategy. The importance of a multi-channel tactic is to increase your audio reach by capturing users who are on only some of the other channels. \n\n\n\nOn the StackAdapt platform, we’ve found that when display, video, or CTV is added to an audio campaign, performance is lifted by anywhere from 12% to 81%. By reaching listeners right in their ears, you’ll find you can build brand awareness that will ultimately boost campaign performance. \n\n\n\nInterested in trying out programmatic audio? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cannabis-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cannabis-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Cannabis marketing strategies for programmatic advertising","datePublished":"2023-06-13T14:17:00+00:00","dateModified":"2026-09-08T21:45:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cannabis-marketing"},"wordCount":1528,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cannabis-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20230613_Cannabis-Marketing-Tips-Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","cannabis","Content Level : 101","sensitive"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Despite being a highly-regulated industry, cannabis sales are growing. Revenue is expected to show an annual growth rate (CAGR 2023-2027) of 15.77%, resulting in a market volume of US $92.1 billion by 2027. This upward trajectory is a sign that cannabis marketing has found ways to navigate the complicated landscape of this sensitive category, and thrive. \n\n\n\nAre you ready to outperform your competition with your cannabis marketing campaigns? Here are cannabis marketing strategies that will cultivate success.\n\n\n\nThe cannabis marketing landscape \n\n\n\nThe rise of cannabis sales reflects how sentiment and perception around cannabis have been evolving. Changes in legislation across the world, including in Canada and USA, has made cannabis use less stigmatized, and more culturally normalized.\n\n\n\nWe’ve also seen the rise of public markets in cannabis. In recent years, capital was raised for public markets, and there was a resulting hype cycle as money was invested into the industry.\n\n\n\nDespite the gains seen in the cannabis industry in recent years, there’s a lot of room for growth. There will continue to be purchases and consolidation, and we’ll continue to see more public markets in the US—especially with more states (and countries) coming online. \n\n\n\n6 cannabis marketing strategies\n\n\n\nReady to succeed in this budding industry? Let’s dive into 6 cannabis marketing strategies that can set you up for campaign success.\n\n\n\n1. Note marketing regulation and be compliant\n\n\n\nCompliance is a challenge in cannabis marketing because there are a number of regulations that limit the advertiser’s ability to drive conversions. Regulations around cannabis marketing vary between provinces and states in North America. This means the first crucial step in creating a cannabis campaign is to familiarize yourself with the regulations in the region where you’ll be advertising. \n\n\n\nFor example, regulations around cannabis sales in Ontario are tight. Online recreational cannabis purchases can only be done through the Ontario Cannabis Store (OCS), which is the only legal online retailer of cannabis in the province. \n\n\n\nWhen advertising cannabis in Canada, promoting cannabis and related products in any way that’s appealing to minors is restricted. You’re also not permitted to communicate information about its price or distribution. \n\n\n\nIt’s important to be on top of regulations so that you can mitigate risk while advertising in this industry. If you do get flagged for breaking regulations, there are serious ramifications, like losing your license. \n\n\n\n2. Take a consumer-centric approach\n\n\n\nCreating a marketing strategy for a sensitive industry like cannabis makes it especially important to have a consumer-centric approach. Tight regulations make it extremely important to focus your cannabis marketing around consumer education and awareness building. \n\n\n\nSuccessful customer-centric marketing requires a deep understanding of why your customers need (or want) what your company or product provides. To figure this out, build out customer profiles. These profiles provide factual information about the demographics and buying behaviours of your target audience. \n\n\n\nA customer profile describes everything you need to know about a specified group of customers. You can then leverage that information to create a digital strategy that aligns with the wants and needs of that audience. \n\n\n\nAnother thing to keep in mind for building a customer-centric cannabis marketing strategy is to approach cannabis as a lifestyle product. Build campaigns around it that use quality marketing and visuals to communicate to audiences how cannabis fits their lifestyle. In the end, centering the customer will set you up for long-term success and growth. \n\n\n\n3. Focus on education\n\n\n\nCannabis can be a crowded market, and with so many restrictions around how it’s marketed, brand awareness is important. Because cannabis is a regulated product, it’s crucial to educate customers about the product and cannabis use. This gives them the confidence to buy, while also building their awareness of your brand. \n\n\n\nThere are many misconceptions about cannabis and the broad range of cannabis products available. This makes education a key part of your brand awareness strategy. \n\n\n\nFor example, CBD products are part of the cannabis industry, but many consumers are unaware that these products do not contain THC. You can leverage your cannabis marketing to clear up misconceptions like this, which will build customer confidence. \n\n\n\n4. Get creative with your creative messaging\n\n\n\nWhen developing your ad creatives for cannabis marketing, you need to be aware of compliance. Creatives in cannabis marketing are usually very simple because that’s what regulations require. Cannabis ads must have basic imagery and copy. They can’t show the product or people, and the copy cannot attempt to influence. \n\n\n\nInstead cannabis marketers have to stick to neutral copy that highlights value adds like, “Delivery available same day.” Being creative is key because you need to send a compliant message without breaking any of the regulations in the geo you are advertising in.\n\n\n\nIt may seem like the regulations limit your opportunities to build out exciting campaigns, but actually, compliance doesn’t need to hold you back. You can find creative ways to work around cannabis marketing limitations. \n\n\n\nThere are solutions emerging that help in navigating compliance. For example, many demand-side platforms (DSPs) offer compliance packages. Another workaround is to purchase placements through private marketplace (PMP) deals. \n\n\n\n5. Leverage programmatic advertising channels\n\n\n\nLet’s explore some of the best programmatic channels that you can leverage for your cannabis marketing strategies. \n\n\n\nProgrammatic audio\n\n\n\nAccording to Insider Intelligence, by 2024 a fifth of all time spent with digital media in the US will go to digital audio. Time spent with audio is increasing, which signals the growing relevance of this digital channel. \n\n\n\nProgrammatic audio automates the selling and insertion of ads into audio content. Ads reach your audience through various devices, including desktop, mobile, and tablet. You’re able to buy targeted ads from all the major audio publishers using one system.\n\n\n\nRegulations in cannabis marketing mean there are limits to what you can explicitly show in an ad. But with audio, you can leverage the power of imagination to educate your cannabis audience.  \n\n\n\nData shows that compared to other media, digital audio is more likely to engage long-term memory for both details and memories, as well as increase emotional intensity. This results in a better receptiveness between the audience and a brand, which drives strong brand awareness.\n\n\n\nDigital out-of-home\n\n\n\nDigital out-of-home (DOOH) is any digital advertising found outside the home, in a public environment. The classic example of a DOOH ad is an ad run on a billboard in Times Square. \n\n\n\nBut the reality is, you can run DOOH campaigns on a variety of formats and sizes, and in various public environments. And DOOH advertising is very versatile, which makes it ideal for cannabis marketing. \n\n\n\nDOOH ads can be leveraged to cast a wide net that reaches a broad audience, which is perfect for brand awareness. Or, narrow down the audience with targeting tactics like with geotargeting and geofencing, to maximize your chance of a conversion.\n\n\n\n6. Use targeting tactics to reach your audience\n\n\n\nLet’s explore some of the best targeting tactics that you can leverage for your cannabis marketing strategy. \n\n\n\nContextual targeting\n\n\n\nContextual advertising targets ads based on the environment in which the ad appears. This targeting method uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. \n\n\n\nFor cannabis marketing, this is a great strategy for reaching consumers who already buy cannabis products, or are curious about them. A consumer might go online to read articles about consumption practices for edibles. With contextual advertising, you can place ads for your cannabis brand on those pages, so they reach an audience that is in a receptive frame of mind.\n\n\n\nGeotargeting\n\n\n\nGeotargeting is a tactic that enables you to deliver ads based on a user’s location. With geotargeting, you can target by country, state, province, county, city, or postal or zip code. You also have the option to leverage a list of addresses or latitude and longitude coordinates to reach your desired audience. \n\n\n\nGeotargeting is a key strategy in cannabis marketing because regulations vary between states and provinces. With geotargeting, you can target and retarget consumers who pass through specific locations, while remaining compliant. \n\n\n\nGet started with cannabis marketing\n\n\n\nProjections for the growth in the cannabis industry are looking bright. In the coming years, we will see more federal legalization emerge across the US, and we’ll start to see fewer restrictions in the industry. \n\n\n\nWith the cannabis industry becoming crowded, developing a unique brand with great messaging, which should include education, will help you to stand out. \n\n\n\nAs the industry evolves, we will also see development on the technical side. For example, over time, agencies will be able to lean more onto CRM lists for their cannabis marketing campaigns.\n\n\n\nFor now, these cannabis marketing tips will help you to cultivate winning campaigns that reach your ideal audience. Request a demo to learn more about cannabis marketing with StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/cannabis-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20230613_Cannabis-Marketing-Tips-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20230613_Cannabis-Marketing-Tips-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of an eyedropper in a cannabis marketing campaign"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carly-foy#person"}],"headline":"5 ways brand lift studies can inform your campaign strategy","datePublished":"2021-12-13T19:19:49+00:00","dateModified":"2026-09-08T21:47:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies"},"wordCount":1344,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20211109_Brand-Lift_Header.png?fit=1200%2C600&ssl=1","keywords":["brand lift","Content Level : 101"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Before running any digital campaign, it’s crucial to align brand messaging and strategy. Doing this helps marketers ensure that a brand is portrayed in a way that is appealing to its target audience. Ultimately, this alignment encourages engagement that will drive consumers closer to the bottom of the marketing funnel.\n\n\n\nData-driven insights are one way that marketers can help achieve this alignment. Metrics like impressions and click-throughs are a go-to for campaign management. But aligning brand messaging and strategy goes beyond those metrics. A tactic that marketers are increasingly leveraging to gain audience insights and identify the impact of their campaigns is running a brand lift study.\n\n\n\nWhat is a brand lift study\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic channels. It typically will provide a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nIt can be used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand, but it’s also effective when it comes to mid- to lower funnel campaigns, for measuring consideration or purchase intent. \n\n\n\nThere are a couple different ways that brand lift studies can be run, but they usually revolve around a survey. The study leverages a methodology to gather feedback from consumers in the real world using a survey. Your defined \"exposed\" and \"control\" groups are asked one specific question, or a series of questions. Your \"exposed\" group is a group of users who have seen your ad in the past, and your \"control\" group is a group of users who have not seen your ad.\n\n\n\nMeasure the impact of your campaigns \n\n\n\nBrand lift studies go beyond traditional metrics, like impressions, to help you measure a campaign's impact on consumer perceptions and behaviour. Let's say an athleisure brand has just launched its first marketing campaign around a new shoe line. The brand is known for its apparel, so it runs a brand lift study to understand whether the target audience is interested in the new shoes. \n\n\n\nThe study can discover how likely a consumer is to purchase the brand’s new shoes, the perception a consumer has about the brand after seeing an ad for shoes, or what brand comes to mind when a consumer thinks about that shoe style. \n\n\n\n\n\n\n\n\n\n\n\nBy identifying the target consumer’s awareness, perception, consideration and likelihood of purchase, marketers can better judge the effectiveness of a campaign. Then, marketers can use those insights to inform their digital strategy moving forward. \n\n\n\nUse ad creatives for insights into your audience\n\n\n\nInteractive ad creatives can serve as a great tool for gathering helpful and voluntary feedback from users. These are usually referred to as survey ads, discovery ads or brand lift ads. Survey ads use an HTML5 format to create an interactive unit for users. This format captures audience responses by presenting questions. By way of buttons, a checklist or a dropdown menu, there are countless insights an advertiser can gain through a survey ad. \n\n\n\nFor example, a marketer in the travel industry can use survey ads to determine traveller readiness. The interactive creative can survey users to find out how willing people are to book a trip or when they would be ready to book in the future. The marketer can then rely on these insights to understand the best time to invest in a travel campaign.  \n\n\n\nSurvey ads are also useful for informing decisions about new products and understanding how well they will resonate with the target audience. For example, a razor company could use a survey ad to gather data about what colors their target audience prefers when it comes to the razor's handle. \n\n\n\n\n\n\n\n\n\n\n\nSurvey ads can be run in advance of a large campaign to help inform it. By gathering preemptive insights about the receptiveness and preferences of a target audience, marketers can create campaigns that cater best to that audience. \n\n\n\n5 ways a brand lift study can inform your campaign strategy\n\n\n\n\nProvides New MetricsBrand lift will show you incrementality through metrics like brand awareness, ad recall, brand favourability, and brand affinity.\n\n\n\nDetermines Perception of Your BrandBrand lift helps uncover how your ads impact perception of your product or brand, enabling you to adjust and optimize your campaigns.\n\n\n\nDemystifies Your AudienceWith brand lift, you can learn what your audience considers most important about your brand, and leverage that information to optimize messaging.\n\n\n\nRetarget and Reach New AudiencesThe insights from brand lift can be leveraged to create retargeting pools based on consumer responses, and build lookalike audience.\n\n\n\nInform Your Future CampaignsBrand lift lets you know what your audience truly wants, information that can be used to optimize future campaigns and achieve your marketing objectives.\n\n\n\n\nMeasuring the entire user journey with brand lift\n\n\n\nBrand lift studies are useful for measuring the entire user journey, from upper funnel, to mid and lower funnel. Measuring the effectiveness of touch points through the customer journey is key to helping you paint a complete picture of the buying process, and to uncover ways that the process can be improved or streamlined. \n\n\n\nIf using brand lift to measure the upper funnel, you might craft the study around questions that ask whether a user recalls seeing an ad for the brand in question in the last 14 days, or you may ask them what brand they associate most with. \n\n\n\nFor the mid to lower funnel, a brand lift study can ask more granular questions. For example, you could ask how the user would describe their overall opinion of the brand, whether they would recommend the brand to a friend, or how likely they are to make a purchase form that brand.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nBrand lift study FAQs\n\n\n\nHere are answers to some of the most commonly asked questions about brand lift studies, and how to use them. \n\n\n\n\n\n\n\nBrand lift studies are used to measure the impact of a digital advertising campaign for a brand. They are typically used for measuring changes in consumer perceptions of a brand after seeing an upper funnel campaign, but they’re also effective when it comes to mid- to lower funnel campaigns, for measuring consideration or purchase intent. \n\n\n\n\n\n\n\n\n\nA brand lift study measures the impact of a digital advertising campaign across all programmatic channels used. It provides insight into the consumer sentiment and brand affinity of people who have been exposed to the campaign. There are different ways that brand lift studies can be run, but they usually leverage a survey that uses a methodology to gather feedback from consumers in the real world.\n\n\n\n\n\n\n\n\n\nRunning a brand lift study helps marketers to uncover how ad campaigns impact the consumer perceptions of a product or brand. They are worth running because they enable marketers to adjust and optimize their campaigns, to achieve the best possible results.\n\n\n\n\n\n\n\nIt’s time to use brand lift tactics \n\n\n\nBrand lift studies and interactive ads are valuable tactics for informing your digital strategy. They can prove not just the effectiveness of a campaign, but they can provide preemptive insights into what a target audience actually wants. \n\n\n\nThese insights are an essential part of competing in today’s media landscape because they go beyond basic measurements like impressions and views to evaluate digital’s contributions with more complex performance metrics. By learning what a brand or product’s audience has to say, you can better align your media plan with a brand’s message.\n\n\n\nWatch our webinar to learn more about how you can leverage brand lift studies in your digital strategy, watch our webinar. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies","url":"https://www.stackadapt.com/resources/blog/brand-lift-studies","name":"5 Ways to Use Brand Lift Studies Strategically | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20211109_Brand-Lift_Header.png?fit=1200%2C600&ssl=1","datePublished":"2021-12-13T19:19:49+00:00","dateModified":"2026-09-08T21:47:30+00:00","description":"Learn why brand lift studies are a tactic that marketers are increasingly leveraging to gain audience insights and gauge campaign impact.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-add2053e-acf2-4db8-86d3-bb93d6e3c141"},{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-f11b5d32-3c3e-4d33-b770-92e90a80bba4"},{"@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-c78d0a9f-6b97-4757-b1a5-ad04e28a16da"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-add2053e-acf2-4db8-86d3-bb93d6e3c141","position":1,"url":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-add2053e-acf2-4db8-86d3-bb93d6e3c141","name":"What do brand lift studies measure?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Brand lift studies are used to measure the impact of a digital advertising campaign for a brand. They are typically used for measuring changes in consumer perceptions of a brand after seeing an upper funnel campaign, but they’re also effective when it comes to mid- to lower funnel campaigns, for measuring consideration or purchase intent.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-f11b5d32-3c3e-4d33-b770-92e90a80bba4","position":2,"url":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-f11b5d32-3c3e-4d33-b770-92e90a80bba4","name":"What is a brand lift study?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A brand lift study measures the impact of a digital advertising campaign across all programmatic channels used. It provides insight into the consumer sentiment and brand affinity of people who have been exposed to the campaign. There are different ways that brand lift studies can be run, but they usually leverage a survey that uses a methodology to gather feedback from consumers in the real world.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-c78d0a9f-6b97-4757-b1a5-ad04e28a16da","position":3,"url":"https://www.stackadapt.com/resources/blog/brand-lift-studies#faq-question-c78d0a9f-6b97-4757-b1a5-ad04e28a16da","name":"Why run a brand lift study?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Running a brand lift study helps marketers to uncover how ad campaigns impact the consumer perceptions of a product or brand. They are worth running because they enable marketers to adjust and optimize their campaigns, to achieve the best possible results.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/carly-foy#person","name":"Carly Foy","identifier":27113,"url":"https://www.stackadapt.com/resources/author/carly-foy","sameAs":["https://www.linkedin.com/in/carlylynnfoy"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260912063716/author_bio_carly_foy-1.webp","jobTitle":"Director of Sales, North America","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"5 essential retargeting campaign tips","datePublished":"2021-12-07T17:11:27+00:00","dateModified":"2026-09-08T21:47:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips"},"wordCount":971,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20211105_Retargeting-Tips.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","conversion journey","conversion tracking","dynamic retargeting","retargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Retargeting is a tried and true strategy for delivering those highly coveted conversions. This campaign strategy will help you meet your lower-funnel conversion goals, while also nurturing leads, improving customer engagement, strengthening awareness in the upper funnel, and building customer loyalty. Read on to learn what retargeting is, and essential retargeting campaign tips. \n\n\n\nWhat is retargeting\n\n\n\nAn effective retargeting strategy enables you to deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for re-engaging a user who has seen one of your ads before, or shown interest in your brand or product. Retargeting will help move them down the funnel toward a conversion.\n\n\n\nConversions are a key metric to understanding the performance of your campaigns. It enables you to determine if an interested prospect decided to complete a desired action—whether that is submitting an email address, making a purchase or requesting more information. \n\n\n\nTo create a retargeting strategy that leads to conversion, you first need to identify where in the funnel a user should be when they are served a follow-up ad. In some cases, it may be at the top of the funnel, when a user has just been introduced to your brand. Or, it may make sense to retarget when they are in the middle of the funnel, in the consideration stage, once they are familiar with the brand and continuing to explore your product or service. \n\n\n\nOnce the correlation between a user’s action and their position in the funnel is assigned, you can set up retargeting to issue an ad that is relevant for the user to take the next step towards conversion. \n\n\n\nWhen to use a retargeting campaign\n\n\n\nRetargeting campaigns are a great tool for converting an already interested prospect because  retargeted ads will remind a person about your service, product, or brand. In today’s programmatic advertising landscape, most users need to encounter your marketing several times before they are converted.Whether they’ve seen or clicked on one of your ads, or browsed your website, the audience that is retargeted is one that has shown an interest in your business or products. This means the effort needed to win their conversion is a little less than prospects who haven’t engaged with you. For example, you can use dynamic retargeting to serve an ad that shows a product a user has looked at before, to remind them about it. \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nSo when should you set up a retargeting campaign? It’s best to retarget users who have dropped off in the pre-sale, visited the conversion page, or visited pages with pre-conversion events. \n\n\n\nEssential retargeting campaign tips\n\n\n\nLet’s look at some key tips for setting up a successful retargeting campaign:\n\n\n\n1. Use different messaging and creatives to re-engage your audience\n\n\n\nServing an ad that a user has already seen or driving them to the same part of the website they’ve already visited can be ineffective. Instead, spend time tailoring the messaging with a strong call to action and engaging creatives that drive users directly to the point of conversion will make it easier for them to take that desired action. If the point of prospecting campaigns is to drive awareness and engagement, then retargeting should be focused on getting the user to take action.\n\n\n\n2. Exclude audiences who have already converted\n\n\n\nIt is strongly recommended to exclude users who have already converted on your campaigns to ensure you are truly connecting with those users who have not taken the primary action desired. It is okay, however, to retarget users who have converted against a secondary conversion point if they have not completed the primary action. Plus, excluding audiences who have already converted will help reduce your media cost waste.\n\n\n\n3. Evaluate the audience lookback window\n\n\n\nEnsure you are targeting the most relevant users within your audience pool. This will depend on the product or service you are advertising. Keep in mind, once the lookback window expires, you will lose the tracking on all users that were collected during that time. It is always good to set the lookback window for retargeting a bit longer if the campaign is having issues with scale. \n\n\n\n4. Think about bidding more on retargeting\n\n\n\nRemember that retargeting campaigns are the last point of contact. The user has seen your ad, and has maybe been to your website before. Therefore, we should place more value on trying to get these users to convert. Bidding higher in order to reach these users helps maximize your scale and creates better opportunities to deliver conversions. And a higher bid doesn’t mean you have to spend more—your pool is smaller and more defined so actual campaign spend decreases, while value per impression increases. \n\n\n\n5. Make sure to allocate your budget\n\n\n\nIt is recommended to start off with smaller budgets for retargeting and larger budgets for prospecting to help grow the cookied audience pool. Once the campaigns have had some time to deliver, it is good to consider slowly shifting more investment into retargeting the longer the campaigns are in-market.\n\n\n\nGet closer to your conversion goals with retargeting \n\n\n\nWith retargeting you’re able to keep your brand, products, and services in front of your potential customers, which will help inch them closer to a sale. This is why retargeting is such an essential part of your conversion strategy.  \n\n\n\nUncovering the story behind every conversion gives you a picture of upper- and middle-funnel performance, enabling you to understand how your campaign is functioning. By tracking conversions, you can gain valuable insight into how you are acquiring customers, while building on your existing client base.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips","url":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips","name":"5 Essential Retargeting Campaign Tips | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-campaign-tips#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105644/20211105_Retargeting-Tips.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-12-07T17:11:27+00:00","dateModified":"2026-09-08T21:47:33+00:00","description":"Retargeting campaign tips that will help you gain valuable insight into how you are acquiring customers, while building your client base.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 tips for a strategic CPG digital marketing campaign (and the trends to back them up)","datePublished":"2021-11-19T16:19:04+00:00","dateModified":"2026-09-08T21:47:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing"},"wordCount":1231,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105643/20211104_CPG-Marketers-MTU_Header.png?fit=1200%2C601&ssl=1","keywords":["cpg"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Consumers today have many products and brands contending for their attention, which means the CPG industry is an especially competitive one. And in CPG digital marketing, it’s a challenge to keep up with emerging technologies as well as rapidly growing consumer demands. \n\n\n\nThe pandemic changed the way shoppers browse and buy, with a heavy focus on e-commerce and online ordering. According to McKinsey, lockdowns, as well as a shift in consumer priorities toward health and safety, condensed five years of e-commerce growth into three months. \n\n\n\nThese massive shifts are ones that CPG marketers should take note of and leverage, especially in planning their current digital strategies. \n\n\n\nRead on for insights that will help you stay on top of trends that are relevant to CPG digital marketing. And be sure to read to the end of this blog to get your 4 tips before you leave!\n\n\n\nNew consumer trends that CPG marketers should note\n\n\n\nIn recent years, notable consumer trends have emerged. Although these trends were accelerated by the pandemic, they aren’t at all contingent on it. Consumers are sticking to their newly established shopping behaviours. \n\n\n\nHere are 4 key consumer trends CPG marketers should know: \n\n\n\n1. With the uptick in e-commerce and time spent on mobile devices, m-commerce is top-of-mind\n\n\n\neMarketer research shows US retail m-commerce sales grew at 41.4% in 2020 and will grow another 15.2% in 2021, to reach $359.32 billion. Annual m-commerce sales are expected to nearly double between 2021 and 2025.\n\n\n\n2. With many consumers continuing to work from home, the homebody economy is here to stay\n\n\n\nWhen surveyed by Deloitte, US executives almost universally (95%) see the work-from-home trend continuing, and predict that the top purchase drivers will be health and safety (92%), trust (92%), and quality (88%) this year.\n\n\n\n3. Consumers want brands to address sustainability and reflect other core values\n\n\n\nAccording to the Conference Board Global Consumer Confidence Survey, conducted in collaboration with Nielsen, 81% of global respondents feel strongly that companies should help improve the environment, while nearly half of American consumers say they would change their consumption habits to reduce their impact on the environment.\n\n\n\n In June 2020, Mindshare found that 68% of US adults believed brands should speak out against racial inequality and injustice, while Visa found that 75% of millennials would support businesses and causes in response to social justice protests.\n\n\n\n4. Consumers are trying new shopping behaviours \n\n\n\nIn recent years there's been acceleration of e-commerce adoption, as well as shopping behaviours that make the e-commerce experiences frictionless, like buy now, pay later (BNPL) and flexible payment options. But behaviours aren’t the only new things consumers are trying, they’ve been more open to trying new brands, too. \n\n\n\nSource: Mckinsey & Company, Consumer Sentiment and Behavior Continue to Reflect the Uncertainty of The COVID-19 Crisis, October 2020\n\n\n\nDigital trends that are shaping CPG marketing\n\n\n\nWe’ve already highlighted some of the common consumer trends that have emerged since the start of the pandemic. These trends have been noted across verticals, making them relevant to most marketers. But there are digital trends that are particularly important for CPG marketers to note. \n\n\n\nBelow, we’re exploring how personalization and emerging formats are both key CPG digital marketing trends that are gaining increasing relevance. \n\n\n\n1. Personalization \n\n\n\nIn an increasingly digital and uncertain world, personalization is essential for the success of CPG brands. For example, 70% of the top DTC subscription brands use product quizzes to help personalize the customer experience. Quizzes and other personalization tactics help customers to select the products that fit them best, which leads to a higher likelihood of conversion, and more potential for long-term customer loyalty.\n\n\n\nAnother tactic that CPG digital marketers can use to improve personalization is contextual targeting. Contextual advertising is a cookieless targeting method that leverages content rather than user data to reach the right audience, at the right time. By targeting based on content, you can reach consumers who are in a receptive frame of mind. When your ads match the content that a consumer is browsing, those ads feel more natural and personalized to the user, which is what they want. \n\n\n\nSource: IAB, Brand Disruption Study 2020: Direct Brands Go Mainstream, February 2020\n\n\n\n2. Emerging formats\n\n\n\nThe pandemic led to a massive drop in commuting time, and with work from home becoming a permanent norm, the newly established “homebody economy” is likely to stick around. And it’s these consumer behaviours that have helped drive a surge in the popularity of new and emerging formats–like digital audio. \n\n\n\nA major lesson of 2020 was that digital audio is resilient and adaptable. Commuting used to be a major driver of digital audio’s popularity, but despite the loss of that commuting time, active digital audio listeners spent over 2 hours per day with such media in 2020, and more than 70% of US adults listened to digital audio content at least once a month last year. \n\n\n\nWe expect that the adoption of digital audio will continue to grow in the coming years. By 2025, 67.1% of Americans (218.6M) will be listening to digital audio.\n\n\n\n\n\n\n\nHow CPG marketers can drive results \n\n\n\nWith shopping and product discovery increasingly moving online, the digital space will become more competitive. This massive shift to e-commerce has created the need for digital marketing strategies that speak to consumers on a personal level. \n\n\n\nCPG digital marketers will have to do more to speak directly to the consumer while they browse online, and brands will need a strong online presence and coherent digital strategy if they expect to remain competitive in an increasingly crowded space. But making the shift to online also comes with unique benefits. CPG brands can gather more detailed data and insights about their consumers to support a more robust digital strategy.\n\n\n\nHere are 4 tips to keep in mind as you put together your CPG digital marketing strategy:\n\n\n\n1. With consumer shopping behaviour rapidly changing, ensure your data strategy is fresh and nimble\n\n\n\nUse your transactional data to target new or lapsed buyers, whose change in shopping behaviour could be explained by the pandemic. Build Custom Segments or try contextual advertising to target the ‘at-home’ consumers in the upper funnel—people who are browsing recipe blogs or interested in self-care.\n\n\n\n2. Segment your audience to allow for personalization and optimization\n\n\n\nBreak these audience tactics into different campaigns to test performance. Then, optimize toward key performance indicators (KPIs), such as brand awareness or sales lift.\n\n\n\n3. Reach shoppers at every stage of the customer journey with channels that mimic that journey\n\n\n\nTry incorporating OTT and digital video into your awareness tactics, and heavy-up on mobile throughout the funnel. Retarget off of video completion rates (VCR) with high-impact, interactive display units that strengthen your branding. Test out performance-driving native ads to mimic the feel of blog content and target those reading blogs and product reviews.\n\n\n\n4. A one-size-fits-all approach doesn’t work in a pandemic world—personalization is key. \n\n\n\nUse contextual advertising to reach consumers who are in a receptive frame of mind. For example, if you’re selling cosmetics, use contextual targeting to ensure your ads appear alongside content that consumers interested in makeup are consuming, like blogs that cover makeup trends. That way, your ads are personalized to the users that they are served to.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing","url":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing","name":"4 Tips For a Strategic CPG Digital Marketing Campaign | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cpg-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105643/20211104_CPG-Marketers-MTU_Header.png?fit=1200%2C601&ssl=1","datePublished":"2021-11-19T16:19:04+00:00","dateModified":"2026-09-08T21:47:39+00:00","description":"Learn insights that will keep you on top of trends that are relevant to CPG digital marketing, and drive the best results in your campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"The ultimate content countdown 2021","datePublished":"2021-11-29T14:54:48+00:00","dateModified":"2026-09-08T21:47:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021"},"wordCount":1129,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/2021-Content-Countdown.png?fit=1200%2C600&ssl=1","keywords":["programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"We are nearing the end of an eventful 2021, and given the course of the year, here at StackAdapt we have a lot of insightful content to reflect on. As per our annual tradition, we are doing our content countdown to recap our most impactful, and relevant insights from the year, so you’ll be all set to take on 2022.\n\n\n\nThroughout 2020 we saw many shifts in consumer behaviour and notable trends in ad messaging and creative approaches, and those shifts and trends continued to evolve throughout 2021. Our countdown is highlighting 10 content pieces—but of course, there are plenty more gems to discover on our blog, so the insights don’t stop here! \n\n\n\nSo, let’s dig in to this year’s ultimate content countdown:\n\n\n\n10. Digital marketing strategies to navigate the new norm\n\n\n\nSince the start of the pandemic, consumer engagement online has surged and shoppers have developed new habits that are likely to stick around. As a result, marketers have learned the importance of pivoting their strategies with confidence, and aligning with the behaviours of the target audience they are interested in engaging with. We’ve identified 3 key learning opportunities from the last year to help you navigate today’s unique landscape and seamlessly pivot your marketing strategies.\n\n\n\n9. Understanding the differences between CTV and OTT advertising\n\n\n\nStreamed television content has become an exciting opportunity for digital campaigns. But as you integrate streaming TV into your digital strategy, it’s important to understand how this type of content fits into the digital media landscape. The terms over-the-top (OTT) and connected TV (CTV) are sometimes used interchangeably or confused with each other, likely because they do refer to related aspects of digital advertising for television. Understanding CTV and OTT will help you to speak confidently about CTV advertising and choose a DSP that offers the right functionality.\n\n\n\n8. Benefits of programmatic audio advertising\n\n\n\nThe popularity of streaming audio content is on the rise, with podcasts, audiobooks, music and playlists all available to listen to through mobile devices. This year, 65.3% of Americans (218.6M) are listening to digital audio monthly. This screen-free entertainment offers a unique opportunity to connect with this growing audience, right in their ears, through programmatic audio. Learn how you can integrate programmatic audio into a holistic marketing plan to connect with digital audio listeners.\n\n\n\n7. Targeting without cookies? Time to embrace contextual advertising\n\n\n\nWith consumer demand and new regulations around online privacy—now is the perfect time to consider targeting methods like contextual advertising. Contextual advertising aims to ensure ads are relevant to the content of a page, enabling the ads to reach users who are in a receptive frame of mind. As the advertising industry continues to move toward a cookieless world, the role of contextual will continue to grow, bringing innovation and new opportunities. Catch up on the basics of contextual advertising and how it can be leveraged for the best campaign performance results.\n\n\n\n6. Life in Adtech: Crafting a progressive engineering culture\n\n\n\nEvery month, we showcase incredible StackAdapters in our blog series “Life in AdTech.” Our teams are at the forefront of innovation, with everyone playing a vital role in providing the best product and service to our clients. In this edition of Life in Adtech, we get an inside look at what it’s like to be a Front End Engineer at StackAdapt. Iris Li shares her journey into adtech, why engineering is critical to the success of the StackAdapt platform, and how her team approaches ideas that are then collaboratively implemented. \n\n\n\n5. Strategies for harnessing travel and tourism\n\n\n\nIn recent months, we’ve seen the effects of the pandemic slowing across regions of the US. As a result, more domestic destinations are reopening and travel restrictions are beginning to lift. People are excited to go see the family and friends they’ve missed and are feeling more comfortable with travelling to those long awaited reunions. And for others, now is the time to start planning trips that will make up for their missed and cancelled vacations of 2020. In the coming months and years, travel and tourism will bounce back, which means travel marketing is ramping up. Learn how you can navigate changing restrictions around tourism, with travel marketing strategies that embrace change.\n\n\n\n4. How to champion the channel: Connected TV advertising\n\n\n\nCTV is becoming a widespread mode of media consumption, and digital marketers are taking notice. Becoming an expert of this channel will help to open up new opportunities in the digital landscape, and will help you win over more client dollars. By owning enthusiasm around CTV you will be able to champion it for your client, specifically as you pull or redirect linear TV budgets, and integrate CTV into your media mix. Here, we share 7 key reasons why advertisers are finding CTV gives them a competitive advantage.\n\n\n\n3. How to attract customer attention in a fragmented digital landscape\n\n\n\nConsumers today use various devices and channels, often flipping between them or multi-tasking. For example, a person may be browsing online while streaming their favourite show on a connected TV device. Because users encounter so much media throughout the course of a day, their attention is often fragmented. With so many touch points, there is more competition for the attention of your desired audience. For marketers, this means reaching the right customers, at the right time, in the right place, and when they are in the right frame of mind is a challenge. Discover how to attract customer attention in a fragmented media landscape with these 5 essential tips.\n\n\n\n2. Build brand affinity with contextual advertising\n\n\n\nBrand affinity is becoming increasingly important. Research shows that consumers, especially millennials, are 4 times more likely to purchase from a company that is purpose-driven. Globally, 94% of consumers say it is important that the companies they engage with have a strong purpose, and 83% say companies should only earn a profit if they also deliver a positive impact. It’s clear that modern consumers are looking to support companies that they feel are aligned with their values, and are advancing progress on important issues. Learn how adding contextual advertising to your digital strategy can help build brand affinity, setting the foundation for consumer trust.\n\n\n\n1. Programmatic features for political campaign advertising\n\n\n\nThe elections are just around the corner, which means the time to execute your political campaigns is fast approaching. Your ideal technology partner should have a deep understanding of digital ad laws and compliance within the political space. But it’s important to consider all the tools you’ll need to run your campaign, and ensure that your DSP offers the ones you’ll want to leverage. Here, we share programmatic features that marketers need to run a successful political ad campaign in the next election cycle.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021","url":"https://www.stackadapt.com/resources/blog/content-countdown-2021","name":"Ultimate Content Countdown | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/content-countdown-2021#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/2021-Content-Countdown.png?fit=1200%2C600&ssl=1","datePublished":"2021-11-29T14:54:48+00:00","dateModified":"2026-09-08T21:47:35+00:00","description":"With an eventful 2021 wrapping up, we're sharing our most impactful and relevant insights from the year so you’ll be all set to take on 2022.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-visual-design#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-visual-design"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Capturing attention through beautiful design","datePublished":"2021-11-22T18:18:05+00:00","dateModified":"2026-09-08T21:47:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-visual-design"},"wordCount":1047,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-visual-design#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/20211015_Life-in-Adtech_Nicole_Header.png?fit=2501%2C1251&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Nicole Hall, a Visual Designer at StackAdapt. In this post, we will get an inside look at her journey into adtech, how design is an integral aspect of her role, and what trends she’s seeing in the industry.\n\n\n\n1. How did your journey into visual design begin?\n\n\n\nI've always been artistically driven. There aren’t really any art mediums that I haven't dipped my toes into. From a young age I knew I wanted to build a career that fit into the creative industry. I fell in love with design once I started to learn about the different elements, principles, and creative problem solving that goes into it. After studying multiple disciplines, visual design felt like the right fit because it aligns with my original love for fine art. \n\n\n\nBefore joining StackAdapt, I worked at smaller design firms where the projects and skill sets were very broad. I built websites, worked through rebrands, and everything in between. These experiences were just the beginning for me!\n\n\n\n2. What is the main focus of your role as a visual designer?\n\n\n\nMuch of the focus in my role is on overall aesthetics and visual appeal. There is also a lot of creative problem solving and design thinking that goes into bringing the visual assets that I create to life. \n\n\n\nMost of my creative work at StackAdapt is outward facing, meaning it’s for public places like the blog, which factors into how I design. We’re now in the day and age of ever shortening attention spans, which means my visual assets should capture people’s attention right away. Since most people will look first at the visuals of a piece of content, it’s an important part of getting them interested in the content itself.My goal is always to strike the right balance between creating something that is playful and inviting, and representing the StackAdapt brand. Designing in the fast-paced tech industry is a lot of fun—I never run out of fresh ideas of what I want to illustrate!\n\n\n\n3. Can you describe what type of design you do and why it’s critical to the StackAdapt brand?\n\n\n\nMuch of the design work I do is accompanying imagery for any content that needs visuals. For example, I illustrate header images for our blogs, and I create the illustrations for our eBooks and webinars. I've also been working on polishing and experimenting with the illustration section of StackAdapt’s brand guidelines, which has been really influential to elevating the brand.\n\n\n\nEveryone on the StackAdapt design team is dedicated to making sure all our design assets are beautiful and capture attention, while being functional and user friendly. I think this is so important in adtech because the technology behind programmatic advertising, digital advertising strategies, and programmatic tactics can be very complex. Our visual designs help to communicate to people these concepts in a more accessible and digestible way. \n\n\n\n4. Can you tell us about your process when it comes to visual design? \n\n\n\nGenerally, I find myself looking at aspects of everyday life through the lens of design. I find myself being inspired by everything—from a simple soup can label, to beautiful and intricate Roman architecture. I admire the niche details that go into incredibly well designed products—great design often goes unnoticed, and that’s actually what makes it great!\n\n\n\nIn my approach to design, I start by collecting a quick mood board of pieces that I think emulate a shared feeling or design style. This helps me to solidify an overall feel—the actual subject matter is irrelevant at this stage. Then, I pull the main themes from the copy that the design will be accompanying. I decide what themes should be included or excluded, and create a hierarchy of importance for those themes. \n\n\n\nOnce I know which themes make the most sense to influence the piece, the rest of the process is hands-on. I try to do lots of illustrating and variations of arrangement and style. This part usually takes me the longest, but I would say it's the most fun. After my layout is complete in greyscale I will play around with the colours until the ratio feels just right—and voila!\n\n\n\n5. What trends in design do you think we’ll see take off this year?\n\n\n\nThe 60s and 70s are totally back! I've been seeing this in fashion, home decor, graphic design—the retro look is everywhere. I’m also noticing that bright colour, funky typography and bold designs are having a moment. \n\n\n\nIt’s interesting to see this change because last year, the Swiss style of clean lines and neutral colours was very popular. Personally, I’m glad bold design is trending again, because I’m a proud maximalist. The more colours, shapes, and funky patterns, the better! \n\n\n\n6. What are the most rewarding parts of being a visual designer at StackAdapt?\n\n\n\nBeing part of the StackAdapt design team is super rewarding because everyone is extremely specialized. Every member of the team has areas of design where they really excel. We are all really strong in our individual roles, which makes for a well rounded and talented design team, and creates opportunities for us to learn from each other!\n\n\n\nMy day to day work at StackAdapt varies a lot, which creates opportunities for me to try new things, experiment, and learn. I find this so rewarding because I’m able to have fun working on a variety of design projects, while also growing as a designer. I’m never bored! I think this is reflective of the discipline itself. Design is always evolving with new trends that come and go, which keeps it exciting. \n\n\n\nInterested in joining StackAdapt? Check out our careers page.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/multi-channel-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"The power of a multi-channel strategy","datePublished":"2021-11-24T21:34:21+00:00","dateModified":"2026-09-08T21:47:36+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-strategy"},"wordCount":978,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/20211112_Multi-Channel-Strategy_Header.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","multi-channel"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"With a multi-channel strategy, you can reach consumers throughout the entire funnel, creating a cohesive story across channels like native, display, video, connected TV (CTV), and audio. Using a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey.\n\n\n\nRead on to learn all the basics of multi-channel targeting, the benefits of a multi-channel strategy, and about multi-channel retargeting. \n\n\n\nWhat is multi-channel targeting \n\n\n\nMulti-channel targeting enables you to reach users across different platforms and channels. This strategy helps you to gain greater reach by capturing users who are only using some channels. The focus of a multi-channel campaign is on creating a cohesive message across the included channels. You may run a campaign across two, like display and audio, or across more including video and CTV. \n\n\n\n3 benefits of a multi-channel strategy\n\n\n\nA multi-channel strategy is key in today’s digital landscape because consumers are active across various channels and devices. Understanding how users are interacting across platforms is central to learning how you can effectively reach them, and reach your ROI goals! \n\n\n\nHere are the three of the main advantages of a multi-channel strategy.\n\n\n\n1. Helps you reach customers where they are\n\n\n\nCustomers use a variety of devices and channels these days, so it’s important to approach your targeting strategy holistically. This way, you’re able to reach your target audience where they are: which is everywhere. A multi-channel strategy enables you to optimize your targeting so that it mimics the customer journey, which typically doesn’t stay confined to one channel. \n\n\n\n2. Creates more visibility for your brand \n\n\n\nThe more presence you have on various channels, the more visible your brand, products, and services are. By creating seamless coherence across the channels that you’re appearing on, you can consistently remind users about your offerings, which will inch them closer to conversion as well as build brand awareness and personality.\n\n\n\n3. Increases engagement from your customers\n\n\n\nA multi-channel strategy helps you reach your customers where they are, which also increases the likelihood for engagement. And if you’re present on various channels, your customers won’t be scrambling to find you, which helps build customer loyalty. \n\n\n\nA multi-channel strategy boosts campaign performance\n\n\n\nA cross-channel tactic will help capture users who are on only some of the channels you’re using in your campaigns. Targeting multiple channels is proven to lift the performance of campaigns that are otherwise run on just one. \n\n\n\nStackAdapt research has shown that both native and display click-through rates (CTR) get a boost when the user has previously been exposed to the other channel. And, video CTRs increase when a user has already been exposed to a display ad. \n\n\n\nFor example, we’ve found on the StackAdapt platform that a multi-channel strategy consistently helps to extend the reach of native campaigns. If a campaign is running native only, it may reach 53% of a target audience. \n\n\n\nHowever, if native is run along with display, the total campaign reach would be 87%. Or, if native is run with video added, the total campaign reach would be 83%.\n\n\n\nUse multi-channel retargeting to re-engage your audience \n\n\n\nWith a retargeting strategy, you’re able to deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for re-engaging a user who has shown interest in your brand or product, and moving them down the funnel toward a conversion. \n\n\n\nThrough cross-channel retargeting, you can increase the likelihood that your messaging reaches your audience repeatedly. Seeing your ads across devices and in various formats helps to build campaign awareness. \n\n\n\nWith high reach and frequency across your target universe, your messaging will reach the users who matter most to your campaign.\n\n\n\nThe power of a multi-channel strategy\n\n\n\nLet's say an e-commerce brand is looking to drive brand awareness and product purchases through a multi-channel campaign. \n\n\n\nThat brand could start with prospecting, capturing new users through ads across CTV and video. By running the campaign across two channels, the brand will extend the reach of the campaign, increasing campaign scale. \n\n\n\nA prospecting campaign would be used to attract new customers, while also building the audience pool for a simultaneous retargeting tactic. In this scenario, the brand could leverage display as their main retargeting channel, using a video completion strategy to target users who’d watched their video and CTV ads in full.\n\n\n\nWith this multi-channel approach, an e-commerce brand will drive brand awareness, engagement and qualified leads to their website.\n\n\n\nOn the StackAdapt platform, we’ve found that if a campaign is running CTV only, it will reach 9% of a target audience. However, if video was added, the total campaign reach is 77%. Clearly, the multi-channel approach drives greater reach, resulting in a larger retargeting pool. \n\n\n\nIntroduce a multi-channel strategy\n\n\n\nThe reality of today is that customers are using a mixture of channels, and so a strategic approach to capturing attention is to be present on the channels and devices they are on. \n\n\n\nThe rise of mobile commerce doesn’t mean other channels no longer deserve your ad spend. A multi-channel marketing approach takes this into account. \n\n\n\nWith a multi-channel approach you can deliver ads across a variety of channels. By creating multiple points of contact for your target audience, you can create more opportunities for acquisition. \n\n\n\nWith programmatic, multi-channel distribution is easier than ever. Plus, most demand-side platforms (DSPs) allow you to target cross-device as well.\n\n\n\nThis is a powerful aspect of multi-channel marketing because cross-device targeting enables you to reach your audience on their desktop, mobile, tablet devices, and on connected TVs.\n\n\n\nRequest a demo to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/fast-50-2021#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/fast-50-2021"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt announced as a Technology Fast 50™ program winner","datePublished":"2021-11-17T14:51:09+00:00","dateModified":"2026-09-08T21:47:40+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/fast-50-2021"},"wordCount":446,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/fast-50-2021#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/Artboard-05.jpg?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/fast-50-2021","url":"https://www.stackadapt.com/resources/blog/fast-50-2021","name":"StackAdapt Named a Technology Fast 50™ Program Winner | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/fast-50-2021#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105642/Artboard-05.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-11-17T14:51:09+00:00","dateModified":"2026-09-08T21:47:40+00:00","description":"StackAdapt is presented the Technology Fast 50™ program award for its rapid revenue growth, entrepreneurial spirit and bold innovation.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carly-foy#person"}],"headline":"Measure your impact with StackAdapt brand lift","datePublished":"2021-12-08T13:59:00+00:00","dateModified":"2026-09-08T21:47:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study"},"wordCount":649,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105641/20211117_Announcing-Brand-Lift_Header.png?fit=1200%2C600&ssl=1","keywords":["brand lift","Content Level : 101","measurement"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"When running digital campaigns, data-driven insights enable marketers to measure the impact of their strategy. Campaign metrics provide a snapshot of how well your brand messaging is resonating with your target audience. Alignment is the goal, because it encourages audience engagement that will ultimately drive consumers toward conversion. \n\n\n\nTo gain this intel, most marketers will turn to metrics like impressions and click-throughs. But marketers can look beyond these campaign metrics toward audience insights that will identify real impact. To help you measure the impact of your marketing initiatives, we’ve developed a brand new proprietary product: StackAdapt Brand Lift!\n\n\n\nWhat is a brand lift study\n\n\n\nA brand lift study is a tactic for uncovering the impact of your campaigns in influencing audience perception or to set a baseline for awareness. It provides insights into consumer sentiment and brand affinity by surveying people who have been exposed to your campaigns, across all your programmatic channels. “Brand lift” is the percentage increase in the primary objective of a campaign, which is measured by the study. It measures the extent to which that campaign has shifted consumer perception about a key purchase funnel metric (like awareness, or intent). \n\n\n\nBrand lift studies can be done in different ways, but generally they involve a survey. The study will leverage a methodology to create a survey that gathers feedback from consumers in the real world. Another approach is to launch programmatic campaigns that run interactive ads which are surveys themselves.\n\n\n\nA brand lift study will answer questions like:\n\n\n\n\nWhich brand comes to mind when thinking about (insert product)?\n\n\n\nHow likely are you to recommend or purchase this brand or product?\n\n\n\nHave you seen this ad in the past 30 days?\n\n\n\nWhat words do you associate with the following brand?\n\n\n\n\nHow does brand lift measurement work\n\n\n\nWith brand lift, feedback is gathered directly from consumers in real-time. Through a survey-based approach, you are able to measure consumer sentiment and brand affinity of those who have been exposed to your media by comparing their results against the results from users in a control group who have not been exposed to your ad.Then, you can use the data from the brand lift study to demonstrate in more detail the impact of your ad spend. A brand lift study will show incremental lift through metrics like brand awareness, ad recall, brand favourability, and brand affinity.\n\n\n\nBy asking your audience relevant questions, you can learn insights about them: their considerations, purchase intent and preferences. Doing this will help you further demystify your audience, create retargeting pools based on consumer responses, and build lookalike audiences that will connect more users with your brand—ultimately, increasing your scale at a lower eCPA.\n\n\n\nUnderstand the impact of your efforts\n\n\n\nA brand lift study is typically used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand. It's a great way to attribute your marketing spend to something that isn't tangible, like purchase intent or brand awareness. And, it’s also effective when it comes to mid- to lower funnel campaigns, where it can be used to measure consideration.\n\n\n\nStackAdapt Brand Lift is a solution designed to give you a flexible and cost efficient way to understand the impact your advertising efforts have on your business goals, through real-time incrementality measurement. In an industry that is always evolving, third-party measurement offers you definitive proof of digital’s effectiveness.\n\n\n\nInterested in running a brand lift study? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study","url":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study","name":"Measure Your Impact With StackAdapt Brand Lift | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-brand-lift-study#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105641/20211117_Announcing-Brand-Lift_Header.png?fit=1200%2C600&ssl=1","datePublished":"2021-12-08T13:59:00+00:00","dateModified":"2026-09-08T21:47:32+00:00","description":"StackAdapt Brand Lift provides audience insights that will identify impact and help measure the effectiveness of your marketing campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-infrastructure-engineering#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-infrastructure-engineering"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: How infrastructure engineering creates a seamless platform experience","datePublished":"2022-01-06T14:04:00+00:00","dateModified":"2026-09-08T21:47:29+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-infrastructure-engineering"},"wordCount":1028,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-infrastructure-engineering#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260816053146/20211208_Life-in-Adtech_David_Header-1.webp?fit=2501%2C1251&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features David Krutsko, an Infrastructure Engineer at StackAdapt. In this post, we will get an inside look at his journey into adtech, the role of infrastructure engineers at StackAdapt, and why tech is so pivotal to advertising. \n\n\n\nHow did your journey into engineering begin?\n\n\n\nIt all started in 10th grade, when I took my first computer science course and became interested in writing software. I would sit from dusk until dawn working on software, just for fun! In university, my passion for writing software paid off. I became a teaching assistant for a couple different computer science courses. I led tutorials and answered questions that the classes had. Helping students learn was one of the most rewarding experiences of my life.\n\n\n\nAfter leaving university I continued learning on my own. I often found myself working to solve problems I had personally encountered. This gave me the ability to work with a diverse set of technologies and expand on the knowledge I had already developed. I have stuck to engineering all these years because there is truly no greater feeling than the exhilaration of finding the perfect solution to a problem, and the journey that led to that solution.\n\n\n\nWhat is the main focus of your role as an infrastructure engineer?\n\n\n\nInfrastructure engineering is a cornerstone of the StackAdapt platform. It ties everything together from the front-end user experience of the platform to the back-end process of ad delivery, and makes sure that everything connects and works together. My main focus is to make sure the uptime and reliability of our platform is always performing well for our clients. This means writing software that builds and maintains our massive cluster of servers, as well as making sure our services are all secure and stable.\n\n\n\nInfrastructure engineers work with all members of the engineering team to deliver tweaks that increase the overall performance of the StackAdapt platform. Once an application is written, we help scale it out to ensure it's available to as many people as possible. Our goal always is to provide support for the engineering team and connect all the pieces so that StackAdapt clients get to use a seamless and concise platform.\n\n\n\nCan you describe what type of development you do and why it’s critical to StackAdapt?\n\n\n\nI've had the pleasure of working at StackAdapt for over six years! Over the course of my time here, I’ve worked on many different projects across the company. I started in front-end, working on the platform’s homepage, and slowly progressed towards full-stack and infrastructure. \n\n\n\nIn my experience, your responsibilities don’t change all that much as you progress into full-stack. It’s more so that your responsibilities expand. Transitioning in this way has been great because I've been able to leverage my experience to improve communication across the entire engineering team.\n\n\n\nOne of my shifting responsibilities is to write software that runs at the server level. Imagine all the setup that's required to get our applications to run in production—this is where I come in. I help figure out all the dependencies for our applications and ensure that they get deployed safely and securely. \n\n\n\nWhy is tech so pivotal to the AdTech industry? \n\n\n\nUsing technology in adtech means that we can provide the best value for our clients. If we can help clients deliver more creative, engaging, and relevant advertisements, then everybody wins. By providing better targeted ads, better placement of ads, and faster performance, we’re able to give our clients a great user experience. \n\n\n\nThe role engineering plays is very much behind-the-scenes. Everything from ad bidding to ad serving, it happens because of the pivotal role engineering plays in making everything work. Even something as simple as a campaign editor can take years of research and development to optimize, but it’s totally worth the time and effort because it provides incredible value to our users.\n\n\n\nHow does collaboration factor into your role and who do you work most with?\n\n\n\nI work with almost all teams at StackAdapt, from engineering to marketing. This is because the infrastructure team deploys a lot of internal services which helps everyone do their jobs more efficiently. Everything from VPN server management to internal application access, I help get it set up and teach people how to use it. This has opened up a lot of opportunities to connect with different teams and understand what they do. The StackAdapt platform is truly a collaborative effort!\n\n\n\nWhat do you find unique about being an engineer at StackAdapt?\n\n\n\nIf you have the right set of skills, there are no limits to what you can accomplish here at StackAdapt. You are truly free to pursue new ideas, to open your mind to new possibilities and new ways of seeing things. In my experience, I've gotten to work on three major projects which helped shape the company, projects which started because we were allowed to take risks that ended up paying off.\n\n\n\nAnother unique aspect of engineering at StackAdapt is the ability to try out the latest tools to squeeze the last bit of performance for a given budget. We don't just use the same industry-standard tools and architectures that everyone else uses, we instead try to come up with unique solutions which perform better and end up costing significantly less to operate. All to make StackAdapt as competitive as it can be.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-tactics-healthcare-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-tactics-healthcare-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"3 programmatic tactics for healthcare marketing in 2021 and beyond","datePublished":"2021-12-07T14:16:00+00:00","dateModified":"2026-09-08T21:47:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-tactics-healthcare-marketing"},"wordCount":120,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-tactics-healthcare-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105641/20211209_Healthcare_Header.png?fit=1201%2C601&ssl=1","keywords":["contextual targeting","healthcare","page context ai"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"\"Healthcare is an ever-growing market that is increasingly reliant on digital channels. According to Pew Research, 47% of internet users search for information about doctors or other health professionals online, and 1 in 20 Google searches are related to healthcare. In this digital landscape, remaining compliant while winning new patients is a unique challenge healthcare marketers face.\"\n\n\n\nNed Dimitrov, VP of Data Science at StackAdapt, provided his insights on leveraging programmatic in healthcare marketing.\n\n\n\nRead the full story on HIT Consultant. \n\n\n\nHIT Consultant is the leading source of healthcare technology news, analysis and insights for healthcare executives, physicians and providers. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-winter-2022","url":"https://www.stackadapt.com/resources/blog/g2-winter-2022","name":"StackAdapt Ranks as No.1 DSP by G2 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-winter-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105641/1200x600.gif.gif?fit=1200%2C600&ssl=1","datePublished":"2021-12-14T15:17:42+00:00","dateModified":"2026-09-08T21:47:29+00:00","description":"StackAdapt has been named the No. 1 Demand-Side Platform on G2, which uses authentic reviews to rank the world’s best software companies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Digital marketing channels to adopt in 2024","datePublished":"2023-12-11T14:04:00+00:00","dateModified":"2026-09-08T21:45:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels"},"wordCount":1321,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105639/20231211_Channels-to-Adopt-in-2024_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","multi-channel","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Brands and agencies are integrating rising digital marketing channels into their media plans to take advantage of new opportunities for ad creativity and innovation, and to effectively reach their intended audiences.\n\n\n\nChannels like connected TV (CTV), audio, in-game advertising, and digital out-of-home (DOOH) are gaining increasing relevance, and solidifying their place in multi-channel marketing strategies. \n\n\n\nDigital marketing channels to adopt now\n\n\n\nYou won’t want to ignore these channels in 2024. Read on to learn how you can get started with adding them to your media mix, now.  \n\n\n\nConnected TV (CTV)\n\n\n\nIn 2023, 88 percent of US households owned at least one internet-connected TV device, while the number of CTV users amounted to more than 110 million among Gen Z and Millennials. The rise of streaming through connected TV devices is becoming increasingly popular, which means 2024 is the perfect time to add this channel to your media mix. \n\n\n\nConnected TV (CTV) describes any type of TV that is capable of streaming digital video. This includes smart TVs and devices that enable streaming, like Roku. CTV includes any ad that plays before or after the streaming of content on connected TV devices. This channel allows advertisers to reach highly targeted, potentially niche audiences, and provides access to detailed reporting and metrics. \n\n\n\nThe devices that linear TV and CTV viewers use are similar. To get started with CTV, modify your existing linear TV budget to include both channels. You can earn more ad placements, and reach your audience more efficiently. Then, repurpose your existing linear TV ads for CTV campaigns. The TV spot creative that you used for a linear TV campaign is likely to capture your desired audience through CTV as well. \n\n\n\nYou can also leverage retargeting to kickstart your CTV efforts by retargeting individuals who saw a linear TV ad through programmatic campaigns. By following up a linear TV ad with a CTV ad, you can bridge the gap between these channels. \n\n\n\nProgrammatic audio\n\n\n\nAccording to Insider Intelligence, by 2024, digital audio will make up a fifth of all time spent with digital media in the US, and nearly 75% of US internet users will listen to digital audio. Going into 2024, it’s the perfect moment to reach this growing audience with programmatic audio.Programmatic audio automates the selling and insertion of ads into audio content. Ads reach your audience through various devices, including desktop, mobile, and tablet. You’re able to buy targeted ads from all the major audio publishers using one system.\n\n\n\nAudio is a unique advertising medium because it leverages just sound to share a message with your audience. Every detail of an audio ad contributes to that message, from the scripting, to the sound design. \n\n\n\nTo get started with programmatic audio, you’ll need to create audio ads that resonate with listeners. Start by developing a message that is clear, include a CTA within the audio ad’s script, use music and sounds to tap into your listeners’ imagination, and leverage a conversational tone. Your audio ads should also be kept brief, so that listeners are more likely to remember the core message. \n\n\n\nIn-game-advertising\n\n\n\nThere are 184.6 million gamers in the US, representing a sizable and largely untapped audience for brands. In-game advertising enables ads to appear in mobile, computer, and video games. Ads are seamlessly integrated, so they don’t interrupt gameplay. \n\n\n\nBecause gaming is an emerging programmatic channel, advertisers have the unique opportunity to experiment with new strategies to reach engaged audiences.  \n\n\n\nTo get started with in-game advertising, you’ll need to optimize your ads for the gaming environment. Creatives should be tailored to fit into gameplay seamlessly. Use high-contrast colours and avoid small details in your in-game ad creative so that your ads are visible even from far away.\n\n\n\nIn-game advertising ads should include your brand name or logo to help improve brand recognition and encourage brand affinity. If your creative includes text, use a large font that is easy to read, and don’t include text effects. Keep the copy short and to the point. In the gaming environment, this will make it possible for users to quickly read the ad as they play. \n\n\n\nFinally, include a clear and actionable CTA. The user shouldn’t need to click anything. Instead, the CTA should inform them of what they can do next, like visit your site for more. \n\n\n\nDigital out-of-home (dooh) \n\n\n\nDigital out-of-home (DOOH) is any digital ad that is found outside the home, and in a public environment. You can run DOOH campaigns on a variety of formats and sizes, and in various public environments. \n\n\n\nThere are many benefits to this channel. Programmatic automates the buying and delivery of DOOH ads, so you can buy and manage your DOOH campaigns through your programmatic platform. DOOH is not subject to privacy regulations because it doesn’t use or collect cookies, and it’s an exciting format that can engage audiences in new ways. \n\n\n\nFor example, DOOH ads can include interactive elements. They might entertain audiences with games and competitions, or share interesting information. These ads have the potential to build brand relationships with your audience, in moments when they’re looking for entertainment.\n\n\n\nTo get started with DOOH ads, you’ll need to assess what environment your ads will resonate best in, and which format of DOOH to leverage. There are 3 main formats for DOOH ads, and picking the right one depends on where the ad will be placed, and the creative and messaging for the ad. \n\n\n\nLarge format DOOH ads are large media that can be displayed on highway billboards, bus shelters, and more. They’re best viewed by pedestrians and street-level traffic. Place-based DOOH ads are shown in contextually relevant environments like malls, gyms, office buildings, gas stations, restaurants, and more. This format enables you to reach consumers in a natural setting.\n\n\n\nPoint-of-purchase (POP) ads are DOOH ads that are a subcategory of place-based inventory. POP signage is usually found in shopping destinations like malls, grocery stores, and retail stores. With this DOOH format you can influence the purchasing decisions of consumers while they’re in-store.\n\n\n\nGet started with new digital marketing channels\n\n\n\nTo start reaping the benefits of CTV, audio, in-game advertising, and DOOH, you can take these action steps:\n\n\n\n1. Create a multi-channel approach. \n\n\n\nPeople often consume different types of content on different platforms, whether it’s through their phone, laptop, or internet-connected TV. You’ll need to strategize a combination of native, display, video, CTV, audio, in-game advertising, and DOOH across multiple devices to get maximum reach, keeping in mind what makes sense for their media mix.\n\n\n\n2. Differentiate the ads that are being served.\n\n\n\nShowing the same ads on all devices and digital marketing channels likely won’t be an effective way to reach consumers. You run the risk of losing their attention, leading to ad fatigue. For instance, a non-clickable ad on CTV won’t serve the same purpose as an ad on a mobile device. You’ll need to be strategic about serving ads that will get people to engage. \n\n\n\n3. Test out partners and technology.\n\n\n\nFor effective digital marketing you’ll need to consistently test out creative, targeting and measurement strategies to determine what is helping you hit your key performance indicators (KPIs). Take the time to choose the right programmatic platform to partner with. Look at the performance, the targeting capabilities, and the algorithms for each one to differentiate the players in the space.\n\n\n\nLeverage these digital marketing channels for success\n\n\n\nApplying these approaches to CTV, audio, in-game, and DOOH advertising will set you up to see return on investment, and improve the success of your multi-channel digital marketing strategy in 2024 and beyond!\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels","url":"https://www.stackadapt.com/resources/blog/digital-marketing-channels","name":"Digital Marketing Channels to Adopt in 2024 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105639/20231211_Channels-to-Adopt-in-2024_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2023-12-11T14:04:00+00:00","dateModified":"2026-09-08T21:45:25+00:00","description":"Learn how digital marketing channels like connected TV, video and audio are driving advertising performance in 2024 and beyond.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-channels#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105639/20231211_Channels-to-Adopt-in-2024_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105639/20231211_Channels-to-Adopt-in-2024_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Graphic illustrating different advertising channels, such as CTV, in-game, audio, and DOOH"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-political-campaign-benefits#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-political-campaign-benefits"},"author":[{"@id":"https://www.stackadapt.com/resources/author/katrina-moore#person"}],"headline":"4 reasons to run digital marketing political campaigns in 2024","datePublished":"2023-08-28T12:37:00+00:00","dateModified":"2026-09-08T21:45:40+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-political-campaign-benefits"},"wordCount":1200,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-political-campaign-benefits#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105638/Political-refresh_Final.webp?fit=1200%2C601&ssl=1","keywords":["blog","Content Level : 101","political","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Since 2008, digital political ad spend has been consistently growing. Candidates have identified that they can reach voters in ways that weren’t possible in past election cycles with the scale and speed that only programmatic allows. \n\n\n\nDigital marketing political campaigns provide tons of opportunity to influence voters by offering a method for reaching voters where they are—which is increasingly online.\n\n\n\nDespite US midterm elections having traditionally lower voter turnout, advertisers hit record high spends per vote in 2022. It’s forecasted that this trend will continue into the 2024 election season with political advertising spending easily surpassing $10 billion USD. In fact, it’s being projected that political ad spending will top $11 billion USD in 2024. \n\n\n\n\n\n\n\nThese projections mean that if there’s a moment to embrace digital marketing for your political campaigns, that moment is now. With the 2024 election just around the corner, a digital strategy will help drive the results your candidate wants.\n\n\n\n4 benefits of digital marketing for political campaigns \n\n\n\nLet’s dive into 4 digital marketing strategies that can be leveraged for political campaigns. \n\n\n\nBenefit #1: Achieve greater and more granular reach\n\n\n\nProgrammatic allows you to connect with voters across all of their devices, capturing when and where they’re paying attention. Here are some of the other benefits of leveraging programmatic for your political campaigns. \n\n\n\nProgrammatic offers huge potential audience reach because most users are online. In the US, there are 302 million active internet users, and many of these users are potential voters that you can target, narrowed down by your ideal voter demographic. \n\n\n\nWith programmatic advertising, you can directly reach your ideal voters for any given goal by narrowing down the pool that you target. You can target by geolocation, congressional district, or even by context to ensure you reach voters who are receptive to your messaging. Granular targeting helps you to reach the right voters in the right moments. \n\n\n\nBenefit #2: Reach digitally engaged voting generations\n\n\n\nMost voters today are active online. Understanding how each generation is interacting with digital channels, as well as their current relationship to the political landscape, will help candidates tailor their advertising efforts for the best results. \n\n\n\n\nBaby boomers have the largest share of the voting-eligible population—and older generations have historically been more likely to turn out and vote. But, the baby boomer voting-eligible population peaked in size at 73 million in 2004, which signals their slow decline in voting power.\n\n\n\n\n\nGen X and Millennials are approaching the baby boomers in their share of the American electorate. Since entering the electorate in large numbers in the 2004 election, millennial voter turnout has been increasing. They turned out in force in the 2020 US election, and we can expect this trend to continue in 2024.  \n\n\n\n\n\nGen Z are a voting generation, similar to millennials. They are known for being both socially conscious as well as practical, and these traits drive their voting patterns. Gen Z is also the most diverse generation in the history of the US and this informs their voter preferences.\n\n\n\n\nBenefit #3: Capture the attention of voters with programmatic formats\n\n\n\nSixty-five percent of adults in the US gather information about upcoming elections through digital channels. This means you can reach your audience where they’re engaged with a digital environment across a wide variety of formats and channels. Connected TV (CTV) and programmatic audio are two channels to consider for your 2024 campaign strategy: \n\n\n\nConnected TV\n\n\n\nCTV spend increased by 1,500% in the 2022 US election, amounting to a total of $1.5 billion USD (half of the total digital ad spend). According to eMarketer, 69% percent of the US population will use a CTV device in 2024, and so it’s expected that digital TV ads will account for more ad spend across mobile, desktop, and tablet. \n\n\n\nLeverage CTV to grow your audience and collect a retargeting pool based on video completions. You can also build a retargeting list based on video starts, which is ideal for outstream, in-stream, and pre-roll for digital video. \n\n\n\nProgrammatic audio\n\n\n\nIn recent years, there’s been rapid growth in audio content and we’ve seen growth in digital audio advertising spend, too. Audio reaches listeners right in their ears, capturing voters’ attention, so you can be sure your messaging is really heard. \n\n\n\nWith programmatic audio, you can strategically target premium-digital audiences against traditional broadcast metrics, such as geography, day-part, or format. You can use the same audience targeting parameters from video, mobile, and cross-device campaigns, or you can leverage data from partners to target specific demographics or interests. \n\n\n\nBenefit #4: DSP features support a successful political campaign strategy\n\n\n\nWhen running digital marketing political campaigns, you’ll want to partner with a demand-side platform (DSP). The right DSP will have features and support that will help you plan your campaign, launch it, and optimize it, smoothly and quickly. \n\n\n\nWith the rise in early voter numbers, the time to plan your digital campaign for the 2024 US presidential election is fast approaching. It’s important to consider all the tools you’ll need to run your campaign, and ensure that your programmatic platform offers them. \n\n\n\nSome key programmatic features for political campaigns to look out for include:\n\n\n\nForecasting: A feature that can be leveraged to better understand how your campaign is going to scale and perform before you spend at all. \n\n\n\nCRM direct upload: Supports the simple and fast uploading of CRM data directly into your DSP. From there, you can use pixels to retarget voters who have expressed interest. \n\n\n\nGeotargeting: Enables you to deliver content to an audience using the geographic location information of the recipient, for example country, state, US county, city, zip code, or US congressional district. \n\n\n\nGeo radius targeting: Leverage geo radius targeting (also known as geofencing) to build a geofence around a location where you know your audience is found. It could be a campaign district, a location, or a building where a campaign rally is being held. \n\n\n\nLookalike audiences: Using a pixel, this feature allows you to reach potential voters who are likely to share similar interests and behaviours with your existing voter pool.\n\n\n\nContextual targeting: Enables you to target niche phrases that are related to a campaign’s platform, or to the political concerns of your target audience. This targeting methodology reaches users when they are in a receptive frame of mind.\n\n\n\nCandidate lift: A candidate lift study is a form of brand lift that helps you to get a sense of what issues voters care most about, if they are planning to vote, and who they are planning to vote for. You can then retarget or suppress users based on their responses. \n\n\n\nLaunch your digital marketing political campaigns\n\n\n\nDigital ad spend on political campaigns has been steadily growing, and the 2024 US presidential election is projected to continue the growth trend. \n\n\n\nPolitical advertisers can take advantage of this increasingly digital landscape by leveraging programmatic advertising. In 2024, be sure to plan, prepare, and implement digital political campaigns that reach the right voters.\n\n\n\nWant to run exceptional political advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2022","url":"https://www.stackadapt.com/resources/blog/best-place-to-work-2022","name":"StackAdapt Named Ad Age Best Place to Work 2022 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-place-to-work-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105637/AdAge_Header_V3.png?fit=1201%2C601&ssl=1","datePublished":"2022-01-24T14:09:17+00:00","dateModified":"2026-09-08T21:47:28+00:00","description":"StackAdapt has been named one of the 2022 Ad Age Best Places to Work, an annual survey and awards program.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"7 digital marketing strategies for healthcare and pharma advertisers","datePublished":"2025-05-21T12:20:08+00:00","dateModified":"2026-09-08T21:43:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2"},"wordCount":2089,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520120417/20250507_Healthcare-Refresh_Header.webp?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","contextual targeting","healthcare","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Healthcare and pharmaceutical marketers encounter challenges that few other marketers face. \n\n\n\nThe patient and healthcare professional (HCP) journey is long and complex. Data privacy rules and regulations are stringent and continually evolving. And, as EMARKETER reports, healthcare marketers are increasingly expected to do “more with less” as budgets drop in practically every vertical, despite the average cost per lead now reaching $320 USD.\n\n\n\nBut as more doctors and patients go online to learn about new medications, treatments, and healthcare solutions, digital marketing is emerging as an antidote to the industry’s mounting pressures.\n\n\n\nWith digital advertising accounting for 72.2% of the industry’s total media ad spending, and healthcare and pharma digital ad spend projected to reach $24.71 billion USD in 2026, it’s clear that there’s a growing opportunity for marketers to reach high-intent audiences with precision and efficiency—especially with programmatic advertising.\n\n\n\nRead on to learn the benefits of digital marketing in healthcare, trends shaping the industry, and strategies to connect with patients and HCPs throughout the entire research and decision-making journey.\n\n\n\nBut first, the basics.\n\n\n\nWhat is healthcare marketing?\n\n\n\nHealthcare marketing refers to the strategic promotion of healthcare services, products, and solutions to increase awareness, drive engagement, and build trust with patients, HCPs, and key stakeholders. It differs from other types of marketing, which may prioritize increasing brand visibility and sales over other considerations, in its commitment to patient well-being, adherence to ethical standards, and compliance with strict industry regulations, such as the Health Insurance Portability and Accountability Act (HIPAA) and other data privacy laws.\n\n\n\nWhy is marketing important in healthcare and pharma?\n\n\n\nWith a strategic digital marketing strategy, healthcare organizations and brands can increase visibility across key digital channels, strengthening brand reputation and credibility while improving lead quality and lowering acquisition costs.\n\n\n\nIn pharma marketing specifically, digital advertising plays a crucial role in educating patients and HCPs about emerging therapies, treatment options, and new medications, increasing awareness while ultimately improving patient health outcomes.\n\n\n\nBy focusing on educating and supporting the end consumer, healthcare organizations can drive measurable business growth. According to McKinsey, healthcare providers that improved the consumer experience, including through better marketing, saw their revenue grow by up to 20% over five years.\n\n\n\n\n\n\n\n\n\nDemographic and audience trends to keep in mind when planning your healthcare marketing strategy\n\n\n\nShifts in consumer behaviour are constantly occurring due to evolving technology, demographics, and patient expectations. Here are some key trends to consider when developing your healthcare and pharma campaigns.\n\n\n\nWomen are consistently underrepresented\n\n\n\nAccording to a report from the Association of National Advertisers’ SeeHer initiative, women, who are responsible for 80% of all healthcare decisions made in the US, are accurately portrayed in only one-third of all pharmaceutical and healthcare ads, not to mention being underrepresented in clinical trials.\n\n\n\nWith women accounting for 85% of all purchase decisions and 50% of women seeking more realistic portrayals of themselves in pharma advertising, marketers are missing a significant opportunity by overlooking their influence. The report found that brands that accurately represent women in healthcare advertising can see a 10x increase in sales lift.\n\n\n\nTo help close the gap, healthcare marketers should ensure creative assets accurately reflect women’s experiences, needs, and roles as healthcare decision-makers to improve engagement, brand trust, and campaign effectiveness.\n\n\n\nDifferent generations begin their patient journey in different places\n\n\n\nThe patient journey—from initial research through treatment decisions and ongoing care—typically consists of three stages: \n\n\n\n\nResearching symptoms and treatment options.\n\n\n\nChoosing where to get care and what to purchase.\n\n\n\nBuilding trust with healthcare providers and pharmacists. \n\n\n\n\nHowever, where they begin that journey ultimately depends on their generation. \n\n\n\nAccording to EMARKETER, while the majority of patients across all age groups go online when researching possible medical conditions, symptoms, and treatments, Gen Zers and millennials are more likely to start their journeys on social media platforms like TikTok and YouTube, while Gen Xers and baby boomers are more likely to turn to search engines and medical websites for information.\n\n\n\nHealthcare and pharma marketers should tailor their strategies accordingly, balancing digital and traditional channels to ensure they reach the right audience at the right moment, regardless of what generation they’re part of.\n\n\n\n\n\n\n\n\n\nHCPs prefer digital educational content marketing over traditional product-focused marketing\n\n\n\nThe traditional method of sending out a sales representative to meet face-to-face with an HCP and drop off a brochure no longer has the impact it once did.\n\n\n\nAccording to a 2024 survey, more doctors want to receive information about new medications and treatments through online channels, such as digital video, email, and social media, and on their own time rather than during a meeting with a sales representative.\n\n\n\nWith six out of 10 HCPs saying they feel overwhelmed by the amount of digital content that’s focused on product information, marketers should prioritize clear, relevant, and educational content that directly supports clinical decision-making, rather than purely promotional materials.\n\n\n\nDigital marketing strategies for healthcare and pharma marketers\n\n\n\nHealthcare marketing requires a strategic, privacy-conscious approach to reaching patients and HCPs across an increasingly complex digital landscape. Here are a few strategies healthcare and pharma marketers can use to build brand trust, drive engagement, and deliver measurable results while staying compliant.\n\n\n\nUse contextual advertising for privacy-friendly targeting\n\n\n\nAccording to a survey from the Pew Research Center, a third of Americans go online to self-diagnose their health conditions.\n\n\n\nUnder HIPAA, marketers must adopt strategies that safeguard consumer and patient data with the highest privacy and security standards or risk substantial fines, penalties, and reputational damage.\n\n\n\nThat’s where contextual advertising comes in.\n\n\n\nContextual targeting solutions, like StackAdapt’s Page Context AI, help healthcare marketers target ads to people actively engaging with relevant content based on particular phrases and keywords that appear in specific articles on a publisher’s website. This allows them to reach target audiences when they’re already interested in (or browsing) a topic,  without relying on 3rd-party cookies or other identifiers.\n\n\n\nIn doing so, healthcare marketers can connect with audiences at the perfect moment without compromising privacy.\n\n\n\n\n\n\n\n\n\nOptimize for organic search to reach patients actively seeking care\n\n\n\nPre-pandemic, 7% of Google’s daily queries were health-related. These days, that number is likely even higher.\n\n\n\nIn addition to running paid search and contextual advertising campaigns, healthcare marketers can use search engine optimization, which involves optimizing website content around relevant keywords and improving site structure, to boost their visibility in organic search results.\n\n\n\nThis is especially important for healthcare organizations with physical locations or regional services. Because many healthcare-related searches are location-based (for example, “urgent care near me” or “pediatrician in Denver”), optimizing for local search through high-quality, patient-centred content, such as blog posts, FAQs, and service pages, can help you increase visibility to patients seeking nearby providers and drive more appointment bookings.\n\n\n\nReach audiences beyond linear TV with CTV advertising\n\n\n\nAccording to EMARKETER, healthcare and pharma marketers spend more of their budget on traditional channels (27.8%) than any other industry they measure. That’s because they typically target older demographics who require more medical care and are more likely to consume traditional media (and for longer periods of time) than younger generations.\n\n\n\nBut marketers who run traditional TV campaigns are often restricted to show-level and geographic targeting, limiting their ability to reach specific audiences.\n\n\n\nCTV advertising offers a more targeted, data-driven alternative.\n\n\n\nFor instance, StackAdapt’s Incremental Reach Forecasting helps you understand who else you could be reaching through CTV campaigns. It allows you to make more informed decisions about where to allocate your advertising budget, helping you plan and optimize campaigns more effectively to reach the right audience, regardless of where they’re watching content.\n\n\n\nUse DOOH to reach patients at the point of care\n\n\n\nWhen reaching patients at key moments in their decision-making journey, digital out-of-home (DOOH) advertising is increasingly playing an important role.\n\n\n\nAccording to a 2023 study, 55% of US consumers said the doctor’s office was the most appropriate environment for seeing an ad for a prescription drug.\n\n\n\nHealthcare and pharma marketers can use point-of-care inventory to deliver messaging in contextually relevant environments, such as doctors’ offices, hospitals, or clinics. When combined with other digital advertising channels, DOOH can help you build brand awareness during early research stages and drive patient acquisition closer to the point of care than traditional billboards alone.\n\n\n\nPersonalize your outreach with NPI targeting and email marketing\n\n\n\nFor healthcare and pharma marketers, reaching decision-makers responsible for prescribing medications or recommending treatments is essential to driving brand growth and improving patient outcomes. But doing so while staying compliant can be difficult.\n\n\n\nUsing fully deterministic NPI targeting, healthcare and pharma marketers can segment and reach HCPs based on detailed criteria like their medical specialty, clinical behaviour, and prescribing history.\n\n\n\nEmail marketing can be used in tandem with programmatic advertising to share clinical updates and educational resources with HCPs, promote plan options and enrollment deadlines during open enrollment season for health insurers, and announce new technologies, research findings, or product launches for healthtech and biotech companies.\n\n\n\nFor example, let’s say a healthcare brand runs a programmatic campaign targeting HCPs with native and display ads promoting a new treatment. When an HCP engages with an ad and submits a form to request more information about a particular pharma product, it can be set up to trigger an automated email drip campaign that shares additional clinical data, patient testimonials, and prescribing information. \n\n\n\nThese strategies keep the treatment top-of-mind, increase HCP engagement, and drive higher prescription intent over time by ensuring each campaign is highly relevant and reaches the right audience.\n\n\n\n\n\n\n\n\n\nConnect with HCPs and healthcare consumers throughout their day using a multi-channel strategy\n\n\n\nDue to the increased scrutiny healthcare and pharma marketers face because of privacy regulations, some marketers may hesitate to move beyond familiar channels when running programmatic campaigns. But taking a multi-channel approach can help ensure you connect with HCPs across every touch point while staying compliant.\n\n\n\nFor example, a healthcare brand could engage HCPs by running programmatic audio ads as they listen to a podcast during their morning commute, followed by CTV ads as they relax while streaming TV at the end of a busy work day.\n\n\n\nSimilarly, on the patient side, brands could promote general condition awareness through native and video ads during lunch breaks and reinforce messaging with DOOH ads near clinics and pharmacies as they head to pick up prescriptions or attend appointments.\n\n\n\nUsing a coordinated, multi-channel approach, brands can stay top-of-mind and drive stronger engagement across various touch points without over-relying on any single channel or device.\n\n\n\nTrack healthcare campaign influence with brand lift studies\n\n\n\nA major benefit of digital marketing is the ability to track performance and make campaign adjustments in real time. But because multiple touch points may be needed before a prescription gets filled or a treatment decision is made, measuring success in healthcare marketing requires a more strategic approach. Strict privacy regulations limit the amount of data marketers collect and analyze, making matters even more challenging.\n\n\n\nWith patients researching conditions and treatment options more and more before visiting a doctor, and HCPs increasingly relying on digital channels for clinical information, brand lift studies can be used to measure changes in consumer perception against key incrementality metrics specific to healthcare and pharma. \n\n\n\nFor example, marketers could gauge patients’ and physicians’: \n\n\n\n\nTreatment awareness\n\n\n\nTreatment favourability\n\n\n\nIntent to treat\n\n\n\nIntent to fill a prescription\n\n\n\n\nAnd other healthcare-related behaviours that can help you measure campaign influence, even when direct conversions aren’t immediately apparent.\n\n\n\nPutting it all together\n\n\n\nAccording to McKinsey, most healthcare providers struggle to deliver a seamless, personalized marketing experience due to siloed systems, limited data, and a lack of integration.\n\n\n\nIf you’re not already…\n\n\n\n\nUsing privacy-conscious targeting solutions like Page Context AI.\n\n\n\nBuilding a multi-channel programmatic strategy to reach HCPs across multiple touch points and devices.\n\n\n\nMeasuring campaign lift and sentiment impact to gauge brand perception and treatment awareness.\n\n\n\n\n...then it’s time to evolve your approach. \n\n\n\nLearn more about our healthcare marketing solutions and speak with someone on our team.\n\n\n\nAnd, if you’re new to the programmatic space, learn the basics and level up your skillset by enrolling in free courses and certifications with the StackAdapt Academy.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2","url":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2","name":"7 digital marketing strategies for healthcare and pharma","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520120417/20250507_Healthcare-Refresh_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-05-21T12:20:08+00:00","dateModified":"2026-09-08T21:43:32+00:00","description":"Learn how to reach patients and HCPs with powerful, privacy-friendly digital marketing strategies built for today’s healthcare and pharma marketers.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/healthcare-marketing-strategy-2#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520120417/20250507_Healthcare-Refresh_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520120417/20250507_Healthcare-Refresh_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Medical tools like a clipboard, thermometer, and medication, symbolizing healthcare marketing strategies"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"The power of programmatic for a niche marketing strategy","datePublished":"2023-01-09T15:38:00+00:00","dateModified":"2026-09-08T21:46:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy"},"wordCount":1007,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105636/20230106_Niche-Marketing-Update.jpg?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","niche marketing","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"A niche marketing strategy is all about focusing on the needs of a particular audience, within a particular niche. With 80% of consumers more likely to respond to personalized ads, there’s no better time than now to leverage a niche marketing strategy. \n\n\n\nOne way to achieve successful niche marketing is to leverage programmatic advertising. From the ability to optimize and target the right audience in real time, to higher return-on-investment (ROI) and greater efficiency, programmatic offers plenty of benefits for marketers—including those who are targeting niche verticals. \n\n\n\nRead on to learn what a niche marketing strategy is, innovative ways that programmatic advertising can be used for niche verticals, and best practices for campaign performance in niche verticals.\n\n\n\nWhat is a niche marketing strategy\n\n\n\nThe goal of niche marketing is to create highly targeted campaigns that attract a specific audience. Rather than catering marketing toward a broad group, a niche marketing strategy aims to deliver a personalized message to a well-defined target audience. \n\n\n\nA niche marketing example\n\n\n\nRather than running a broad marketing campaign, a skincare company could run a niche marketing campaign by honing in on the audience that will respond to the aspects of their products that are unique. \n\n\n\nA niche marketing campaign might focus on the fact that their products are zero-waste, vegan, and cruelty-free. Messaging and targeting would be catered toward eco-conscious consumers who are socially aware and interested in a sustainable lifestyle. \n\n\n\nIn an episode of StackAdapt’s podcast, How Agencies Thrive, Maz Tannir and Anup Patel from the Toronto based agency, WS, shared how niche marketing benefited their clients in the agriculture sector. \n\n\n\nPast clients of theirs in the agricultural sector would focus their efforts on direct display. They would go to specific publishers and use their 1st-party data to advertise on their websites.\n\n\n\nWS wanted to shift the focus to the customer. They thought about what those customers were doing, and where they were browsing. They realized that a niche marketing strategy leveraging programmatic would work, because they recognized that farmers, like most people, are browsing online.\n\n\n\nWhy use programmatic in a niche marketing strategy\n\n\n\nProgrammatic advertising enables media buyers to purchase advertising space using a programmatic platform that leverages data insights and algorithms. This form of media buying helps advertisers reach the right users, at the right moment. \n\n\n\nModern marketers are using a multi-channel advertising strategy that leverages a mix of programmatic channels, like native, display, video, connected TV (CTV), audio, and in-game ads. A multi-channel strategy increases the likelihood of reaching your desired audience, and it helps marketers craft a brand story throughout the entire customer journey.\n\n\n\nOnce a programmatic campaign is running, marketers can track the metrics that are most important, and also look into site transparency, geo performance, audiences, and more. It’s possible to review real-time metrics and optimize for maximum performance. \n\n\n\nWith the right programmatic partner, marketers can verify that their ads are served on relevant domains pre- and in-flight. This creates the ability to revise selected topics and keywords in real-time to improve the performance of programmatic campaigns.\n\n\n\nWith programmatic, marketers can create hyper-targeted ads, and get detailed reporting to learn about user behaviour and intent, and optimize campaigns. Programmatic also delivers the option of multi-channel campaigns to maximize reach. These features make it possible for  marketers to cater their marketing campaigns toward niche audiences.   \n\n\n\nTips for running programmatic campaigns for niche audiences\n\n\n\nReady to target specific audiences? Here are tips to help you get started with building a niche marketing strategy. \n\n\n\nGet to know your niche audience\n\n\n\nStart with having a framework that is measurable, and really understand the audience you’re trying to reach. The best way to do this is by building customer profiles, which provide factual information about the demographics and buying behaviours of your target audience. \n\n\n\nOnce you know what drives decision-making for your target audience, you can start to develop a creative strategy and messaging that speaks to that audience directly. \n\n\n\nTest your niche marketing strategy\n\n\n\nAlways avoid putting all your eggs in one basket. Mix A/B testing and brand lift studies into your strategy to see exactly what is driving engagement, and leave room to pivot. That way, when you identify what sticks for a niche audience, you can optimize for the best results. \n\n\n\nAdjust as your audience evolves\n\n\n\nIt’s important to re-evaluate your niche marketing strategy on a regular basis. Niche audiences evolve based on various factors, and so it’s important to check back often. \n\n\n\nFor example, the messaging that will resonate with audiences in the automotive industry might evolve based on seasonal weather. Messaging for that audience will vary depending on if it’s a snowy winter, or humid summer. \n\n\n\nGetting started with programmatic advertising\n\n\n\nFor agencies that have clients who have traditionally used channels like search and social, it’s important to be able to educate them on the benefits of programmatic. A team that’s going in front of the client should have a thorough understanding of the industry, current technology, and benefits. \n\n\n\nThere are tons of great resources out there that teams can use to grow their knowledge (like StackAdapt’s webinars). It’s worth investing in your knowledge of programmatic, because knowledge will result in confident clients. \n\n\n\nIt’s also important to remember you're not going it alone when you leverage a programmatic platform for your niche marketing campaigns. When you partner with a platform, you have access to expert knowledge. \n\n\n\nYour partners of choice have insight into media buying, strategy and how to best optimize your campaigns within their platform. This is immensely helpful for providing guidance in terms of what you’re doing well and what can be done better. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy","url":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy","name":"Programmatic for a Niche Marketing Strategy | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/niche-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105636/20230106_Niche-Marketing-Update.jpg?fit=1200%2C600&ssl=1","datePublished":"2023-01-09T15:38:00+00:00","dateModified":"2026-09-08T21:46:27+00:00","description":"Learn why a niche marketing strategy is all about focusing on the needs of a particular audience, within a particular niche.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/business-development#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/business-development"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting potential StackAdapt users through education","datePublished":"2022-01-25T21:49:50+00:00","dateModified":"2026-09-08T21:47:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/business-development"},"wordCount":806,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/business-development#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105635/20220114_Life-in-Adtech_Andrew_Header.png?fit=1200%2C600&ssl=1","keywords":["adtech","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Andrew Norrie, Director of Business Development at StackAdapt. In this post, we will get an inside look at his journey into adtech, his role at StackAdapt, and how his team benefits and supports potential StackAdapt users.\n\n\n\nHow did your journey into AdTech begin?\n\n\n\nI kicked off my career in the nonprofit sector, but realized after a couple of years that it wasn’t the right fit for me. When I looked back at my work experience and education, I realized that the roles where I was problem solving and relationship building were the ones that I thrived in. \n\n\n\nAfter my first interview at StackAdapt, I knew it was at the right place for me. Adtech interested me because I’ve always been curious to learn more about the science and tech behind effectively marketing a product or idea. After being introduced to StackAdapt as a player in the space, it was clear this was an organization doing things differently, for the best, and that was very exciting! \n\n\n\nWhat is the main focus of your role in business development?\n\n\n\nThe Business Development team is responsible for introducing a complex and powerful advertising platform to new prospects across a variety of industries and verticals. It can be a tough role that requires a lot of support. That’s where I come in. \n\n\n\nMy job as Director of Business Development is to support the team. This includes providing micro-level support like product knowledge, relationship building advice and strategies, personal support, feedback, and training. I also provide macro-level support like executing quarterly and annual plans, and hosting team-wide education calls. \n\n\n\nHow does your team provide a first point of learning for new StackAdapt users? \n\n\n\nThe goal of our business development team is to educate potential new StackAdapt users so that they feel prepared to tackle the platform with confidence! We make sure to get a thorough understanding of who they are, what their goals are, and their pain points. From there, we’re able to help uncover the problems they’re facing with their digital advertising initiatives, and give them insight into how they can leverage the StackAdapt platform to solve those problems. \n\n\n\nHow does research factor into your team’s work? \n\n\n\nYou can’t solve a problem well without first doing your research. My team knows the StackAdapt platform in detail, and can educate others about a wide range of solutions for any vertical and any advertising goal. It’s because of the research we do for each potential brand or industry that enables the business development team to provide solutions that are unique to each advertiser’s needs. \n\n\n\nWhat programmatic trends do you expect to see gaining traction in the coming months?\n\n\n\nI’m noticing that everything from the pillars of programmatic, like native and display, to newer channels like connected TV (CTV) and audio, are gaining traction. I think the attention on CTV and audio is increasing in particular because they give advertisers the ability to target in-market customers instead of old-school “spray and pray” methods with radio and broadcast television. These channels will become more and more critical for advertising success as the industry grows. \n\n\n\nWhat is the most rewarding part of leading the business development team at StackAdapt? \n\n\n\nThe most rewarding part is definitely watching my team grow and succeed. The Business Development team is so special because the folks that really dedicate themselves to solving problems, prospecting effectively, and building quality relationships with the major players in our space always do phenomenally well. \n\n\n\nI love seeing team members go from their early training calls to gaining their confidence in educating potential StackAdapt users and building relationships. It’s really special to be part of the team that supports them as they find their stride.\n\n\n\nIt’s even more rewarding to see how they grow beyond their role, moving on to different roles across other StackAdapt teams. They’re meaningfully developing their careers using the confidence, knowledge, and relationship building pillars they learned as a Business Development Representative, and witnessing that can’t be beat! \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/business-development","url":"https://www.stackadapt.com/resources/blog/business-development","name":"Life in Adtech: Business Development | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/business-development#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105635/20220114_Life-in-Adtech_Andrew_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-01-25T21:49:50+00:00","dateModified":"2026-09-08T21:47:27+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for StackAdapt’s Business Development team.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/mothers-day#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/mothers-day"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to leverage digital marketing for Mother’s Day ad campaigns","datePublished":"2024-02-23T15:33:51+00:00","dateModified":"2026-09-08T21:45:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/mothers-day"},"wordCount":1372,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/mothers-day#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105634/20240220_Mothers-Day_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","mother's day"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Mother’s Day, which is sometimes called Mothering Sunday in the UK, recognizes mothers, motherhood, and maternal bonds in general. For millions of maternal figures and caregivers across the world, it’s time for breakfast in bed, family gatherings, gifts, bouquets of flowers, and crayon scribbled I-Love-Yous.\n\n\n\nAs we approach Mother’s Day, here are a few things you need to know about consumer behaviour. Read on to learn important stats about consumers who are shopping for this annual occasion, and how you can leverage a digital strategy to reach them.\n\n\n\nWho is shopping for Mother’s Day\n\n\n\nWe dug into the data in the US, UK, and Australia, so you don’t have to.\n\n\n\nMother’s Day shoppers in the US\n\n\n\nIn 2023, 84% of Americans planned to celebrate Mother’s Day, and consumers planned on spending a record $35.7 billion USD on the occasion. The amount of spending has increased considerably over recent years. In 2023, consumers planned to spend $28 more on Mother’s Day purchases, and were expected to spend a record average of $274.02.\n\n\n\nHistorical Mother's Day spending plansTotal spending (in billions)Source: NRF's Annual 2023 Mother's Day Spending Survey, conducted by Prosper Insights and Analytics\n\n\n\n\n\n\n\nUnsurprisingly, the top three categories for spending were flowers, greeting cards, and special outings. While most consumers shopped online last year, people are returning to stores as a shopping destination this year. \n\n\n\nSo, what do you get mom to make the day extra special? Almost 31% plan to take mom out to brunch, dinner, or other special outing. Meanwhile, almost half (46%) plan to gift a product subscription box, like coffee or clothes. \n\n\n\nWhile inflation is a top issue for consumers, making mom feel special remains a top priority. Rather than passing on a gift, consumers will take advantage of promotions (44%) or cutting back in other areas (34%), so mom feels special on her day.\n\n\n\nMothers day shoppers in the UK\n\n\n\nAfter record breaking Mother’s Day sales in the UK in 2022, retail spending in 2023 was projected to decline by 14% down to £1.28 billion. In 2022, spending on Mother’s Day amounted to £1.49 billion.\n\n\n\nShoppers in the UK plan to buy the most popular gifts of cards and flowers, but are planning to cut back on beauty products (down 24%), chocolates (down 12%), and eating out at restaurants (down 13%). Of those celebrating Mother’s Day, 73% plan on having a lovely dinner at home.\n\n\n\nMothers day shoppers in Australia\n\n\n\nAustralians are set to put aside their cost of living woes and spoil their mom on her special day. According to research from the Australian Retailers Association in collaboration with Roy Morgan, Aussies are expected to spend an extra $166 million AUD from 2022 on Mother’s Day. \n\n\n\nThose shopping for mom are planning on spending an average of $92, up from $80 in 2022, on popular gifts like flowers, alcohol, food, and gift cards. Others are planning on celebrating the occasion with a meal at a restaurant (19%), while another 38% plan on splashing out on a family feast at home.\n\n\n\nReach Mother’s Day shoppers where they are \n\n\n\nOne major shift in consumer behaviour over recent years has been the adoption of e-commerce.\n\n\n\nRevenue from retail e-commerce in the US was estimated at roughly $905 billion USD in 2022. The Statista Digital Market Insights report shows that by 2028, online shopping revenue in the US will exceed $1.3 trillion USD.\n\n\n\nE-commerce revenue in the United States from 2018 to 2028(in billion U.S. dollars)Source: Statista Digital Marketing Insights\n\n\n\n\n\n\n\nThe UK has also seen growing adoption of e-commerce. According to eMarketer, annual e-commerce sales growth will hover around 4% through 2026 as shoppers return to in-store shopping and cut non-essential spending due to high inflation.  The UK now has the most advanced e-commerce market in Europe. By 2025, the country is expected to have 68.8 million e-commerce users—leaving only a minority of the population as non-digital buyers. \n\n\n\nWhile in-store shopping still has its place, the shift to e-commerce is here to stay. Consumers have recognized the benefits of online shopping—like quick delivery times, easy returns, and lots of payment options, like buy now, pay later. And in recent years, those benefits have grown as brands adapt their offerings to make online purchasing as frictionless as possible. \n\n\n\nThe rise of e-commerce has also shifted how consumers discover new products. Many turn to the internet to look for brands, services, and products that they haven’t encountered before. These shifts in consumer behaviour mean that it’s more important than ever to be where consumers are: on digital marketing channels. \n\n\n\nLeverage a multi-channel strategy\n\n\n\nWith multi-channel targeting, you’re able to reach users across different platforms and channels. You can run a campaign across two channels, like display and programmatic audio, or across more including video and connected TV (CTV). This strategy helps you to gain a larger reach by capturing users who are only on some channels. \n\n\n\nUsing a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire consumer journey. The goal is to make sure you’ve created a cohesive message across all of the included channels.\n\n\n\nThen, you can leverage a retargeting strategy to deliver online ads to people based on their previous intent-based actions on the web. This is an important tactic for re-engaging users who have shown interest in your brand, and it helps to move them down the funnel toward a conversion. Through cross-channel retargeting, you can increase the likelihood that your messaging reaches your audience repeatedly. \n\n\n\nCapture shoppers’ attention with contextual advertising\n\n\n\nToday’s contextual advertising uses machine learning and artificial intelligence (AI). This technology has made contextual advertising more effective than ever before. Modern contextual targeting is multi-channel and scalable, making it a reliable means for reaching your audience. \n\n\n\nContextual advertising targets ads based on the environment in which the ad appears. Thanks to algorithms, ads are placed based on keywords, website content, and other metadata. This way, the ads are shown to users based on the content they are consuming at that moment in time. The benefit of this is that you’re able to reach users when they are in a receptive frame of mind.\n\n\n\nFor example, a restaurant brand could include phrases such as “activities with mom”, “Mother’s Day”, “brunch spots”, or “best restaurants” as target phrases in a contextual advertising campaign. This way, their ads would appear alongside articles that cover topics like “Activities for Mother’s Day.” \n\n\n\nMeasure the impact of your campaigns\n\n\n\nTracking the impact of your campaigns both online and offline is crucial because it enables you to measure the success of your efforts, and make in-flight adjustments. To measure the impact of your campaigns, make sure your programmatic platform offers a solution for tracking measurement and attribution. \n\n\n\nBy monitoring performance, you can figure out which touch points in your marketing funnel are generating the most value, and use that data to make informed budgetary decisions that will help to scale the profitability of your digital campaigns. \n\n\n\nYou can also consider leveraging a brand lift study for your Mother’s Day campaign. A brand lift study measures the impact of your campaigns across programmatic channels. It helps to provide a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nYou can leverage a brand lift study to measure the impact of upper funnel campaigns on your consumers’ perception of your brand, but it’s also effective when it comes to mid to lower funnel campaigns, for measuring consideration or purchase intent. \n\n\n\nReach your audience online this Mother’s Day\n\n\n\nMum’s no longer the word! Knowing these insights about Mother’s Day consumer behaviour will help you prepare your marketing strategy for this annual occasion. By leveraging a well informed digital strategy, you can reach shoppers who are ready to celebrate not just their moms, but wives, grandmothers, and other caregivers!\n\n\n\nWant to run exceptional Mother’s Day programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-2022-best-software-awards","url":"https://www.stackadapt.com/resources/blog/g2-2022-best-software-awards","name":"StackAdapt Earns G2 2022 Best Software Award | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2022-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240508165720/20220228_G2BestSoftWare_1200x600.webp?fit=1200%2C600&ssl=1","datePublished":"2022-02-08T16:42:14+00:00","dateModified":"2026-09-08T21:47:26+00:00","description":"StackAdapt has been named in G2’s 2022 Best Software Awards! This is StackAdapt’s 3rd time appearing on one of G2’s Best Software lists.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/sales-director-apac#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/sales-director-apac"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Inspiring new ideas and strategic solutions","datePublished":"2022-02-14T22:21:15+00:00","dateModified":"2026-09-08T21:47:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/sales-director-apac"},"wordCount":910,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sales-director-apac#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105633/20220207_Life-in-Adtech_Berina_Header.png?fit=1200%2C600&ssl=1","keywords":["apac","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our users.\n\n\n\nThis month features Berina Colakovic, Sales Director of APAC at StackAdapt. In this post, we will get an inside look at her journey into adtech, her role at StackAdapt, and how her team benefits and supports potential StackAdapt users.\n\n\n\nHow did your journey into AdTech begin?\n\n\n\nWhile I was earning my undergrad degree in Business Administration with a major in International Business, my favourite courses were always in marketing and advertising. That said, at the time I didn’t know exactly what I would want to do within the field. \n\n\n\nAfter graduating, I researched and applied to various jobs, but the one that piqued my interest the most was a role as an ad operations intern. I took that role, and well, the rest is history. I have loved working on different adtech projects throughout my career, and it’s led to me landing my current role, which I absolutely love! I’m thrilled to be leading StackAdapt’s expansion into a new region of the world, Asia Pacific (APAC).\n\n\n\nThroughout my career I have been lucky to work alongside leaders who have inspired me to take on leadership roles. The time, energy, and resources that great leaders provide allowed me to explore my strengths and improve in areas that prepared and led me to an equal opportunity.\n\n\n\nHow does your team approach finding and supporting new StackAdapt clients?\n\n\n\nMy team’s approach is to always deliver solutions. We look for problems or challenges that potential clients are facing, and then come up with innovative solutions that not only resolve the issue they are facing, but provide value. \n\n\n\nTo do this, we carefully research and then cater proposed recommendations toward each and every client that we speak to. In addition to looking at the big picture on the agency or brand level, we often focus on the core initiative at hand for each specific campaign to ensure the strategy is outlined to achieve the desired goals and key performance indicators (KPIs). This way, we’re able to deliver the best service and results. \n\n\n\nWhat is the main focus of your role as a sales director, APAC?\n\n\n\nThe main focus of my role is to lead the development of strategic services. At StackAdapt, we take a consultative approach to all our partner conversations and it’s important as the Sales Director to understand what strategic services are key within different markets. I then use my knowledge to lead a team of thoughtful Account Executives who provide ongoing support for StackAdapt clients.\n\n\n\nAccount Executives are tasked with finding unique solutions for advertising problems, and identifying areas to advance a strategy before a client even thinks of it. My job is to teach them the ropes! I help them figure out the best way to approach the market and identify areas where campaigns can be improved.\n\n\n\nWho do you most collaborate with within the organization, and what do you like most about this direct collaboration?\n\n\n\nAside from working with my direct team on new ideas, I am always collaborating with team members from other teams across StackAdapt, like our Partnerships and Inventory team, Platform Quality team, and Marketing team.\n\n\n\nKeeping open lines of communication across StackAdapt’s teams helps us to ensure that all aspects of the customer support are in tune with the expansion. What I love most about this direct collaboration is being able to meet new StackAdapters from around the world, and learn more about their processes. Connecting with other teams allows me to learn new ideas, and brainstorm with people who have different perspectives. I think this enables us to come up with the best strategic recommendations possible!\n\n\n\nWhat’s been most exciting about being part of StackAdapt’s expansion into markets outside of North America?\n\n\n\nThe most exciting part of any expansion is making new connections and learning about the intricacies of each market and region. In being part of this expansion, I get to explore how the APAC market compares to North America’s. Having the opportunity to meet new people in the programmatic landscape, travel, and help deliver solutions globally is incredibly rewarding!\n\n\n\nWhat trends in programmatic do you think we’ll see take off in 2022?\n\n\n\nI think 2022 is going to be a big year for contextual advertising. With the privacy landscape evolving, marketers are understanding the value of contextual targeting, and not just because it is a cookieless methodology for audience targeting. Marketers are seeing that contextual advertising is offering new opportunities for innovation! I’m excited to see how this methodology is leveraged in the coming year.\n\n\n\nI think we will see creative solutions coming out of contextual advertising, but we will also see growing creativity around data, other targeting capabilities, and even creative formats themselves.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\n In each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-trends-2022#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-trends-2022"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Programmatic trends to watch in 2022","datePublished":"2022-02-17T22:02:28+00:00","dateModified":"2026-09-08T21:47:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-trends-2022"},"wordCount":1012,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-trends-2022#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105632/20220217_Programmatic-Trends-2022_Header.png?fit=1200%2C600&ssl=1","keywords":["audio","connected tv","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"As programmatic continues to see expansive growth, 2022 will be another record-breaking year for digital media buying. According to eMarketer, the US digital ad market will surpass $300 billion by 2025, making up more than 75% of all media spending. \n\n\n\nRead on to learn what changes are occurring, and how your agency or brand can take advantage of the emerging trends. \n\n\n\nA look into the programmatic shifts that will shape 2022\n\n\n\nIn 2022 we are seeing shifts in the programmatic landscape that will shape the rest of the year. Here are three top-of-mind shifts that are important to note: \n\n\n\n\nA fragmenting market: The advertising landscape is fragmenting, which is leading to an increase in competition. Given this, marketers need to diversify their media by testing new partners and channels for performance.\n\n\n\nShifts away from walled gardens: IOS 14 changes as well as Meta performance and targeting changes are leading to an increasing shift of ad spend away from walled gardens. There’s no better time than now to invest media dollars into programmatic channels. \n\n\n\nImproved reporting and attribution: New identity solutions are emerging that are bringing opportunities for data-driven insights which marketers can leverage for improved results.\n\n\n\n\nMoving forward, these emerging trends will shape the future of the programmatic landscape in the coming years. By keeping on top of these trends, you can evolve your digital strategy to meet the changing needs of the modern consumer. \n\n\n\nProgrammatic channels for early adoption\n\n\n\nPeople are increasingly using their phones, laptops and internet connected TVs to consume content. As a result, we’re seeing growth in new channels like connected TV (CTV) and programmatic audio, which makes these go-to channels for marketers who are hoping to reach digital audiences.  \n\n\n\nConnected TV (CTV)\n\n\n\nThe fast growth of CTV offers independent agencies opportunities to reach or even exceed their clients’ advertising goals, and be seen as a strategic partner that delivers greater value. To the benefit of agencies, the cost of entry for CTV ads is much lower than with linear TV, CTV has a high adoption rate, impressive rate of increase, and the channel offers unique benefits. \n\n\n\nProgrammatic audio\n\n\n\nProgrammatic audio is programmatic advertising technology that automates the selling and insertion of ads into audio content, using a process similar to display advertising. With programmatic audio you can buy targeted ads from all the major audio publishers using one system. Audio advertising provides brands with the opportunity to reach audiences in screen-free moments in today's highly mobile and connected consumer environment. \n\n\n\nAdvertising trends to watch in 2022\n\n\n\nWe’ve explored some of the emerging shifts and new channels to note in 2022. But when it comes to advertising, there are a few trends that are worth watching throughout the year. These trends offer exciting opportunities for marketers to diversify their advertising efforts and innovate their strategies. \n\n\n\nCreatives\n\n\n\nUsers don’t want to see the same ads over and over again. Fresh creatives that are unique and eye-catching will do a better job of capturing their attention. It’s also important to ensure your creatives provide a positive user experience. This way, they will be recalled for the right reason, bringing positive attention to your campaigns.  \n\n\n\nIn-game ads\n\n\n\nIn 2020, the global video games advertising market was estimated to be worth just over 4 billion US dollars and is expected to reach 4.8 billion by 2024. And global consumer spend on mobile games is rising, too. These growing markets are driving big-budget publishers to invest in mobile gaming and in-game content, attracting interest from media companies that don’t typically run in-game ads.  \n\n\n\nNon-fungible tokens (NFTs)\n\n\n\nThe growing interest in the blockchain and NFT space is creating opportunities for new types of advertising agencies. Emerging agencies are offering services to NFT projects from launching their PR campaigns and running influencer marketing, to growth hacking. This category is definitely in its nascent beginnings, but global spending is expected to rise to $8.3 billion this year. \n\n\n\nBrands from all categories are leaning into blockchain and NFTs, and advertisers should be preparing to help them amplify their messaging. Clients in this vertical may have big budgets, and so it’s worth considering approaching them. The best way to get started is by making sure that your agency is educated about blockchain technology and the future of NFTs. \n\n\n\nTips for tapping into programmatic trends in 2022\n\n\n\nIn 2022, the advertising landscape will continue to fragment, leading to an increase in competition. For the best results this year, diversify and test new partners and new channels for performance. Here are some tips to get you started: \n\n\n\n\nTake advantage of multi-channel advertising. With a multi-channel strategy, you can reach consumers throughout the entire funnel, creating a cohesive story across channels like native, display, video, connected TV (CTV), and audio. \n\n\n\nStreamline your programmatic advertising efforts under one platform. Running campaigns from a single demand-side platform (DSP) will make it easier to plan, execute and analyze performance across all your channels, which in turn, will help you optimize your campaigns for the best results. Or, explore adding or expanding advertising capabilities to your platform with the StackAdapt API.\n\n\n\nEncourage your clients to test tactics that may be outside of their comfort zone. Test new formats, audiences, and channels, and use data to analyze how well the new tactics perform. Data-driven insights will help you and your clients build a digital strategy that caters to modern consumers.\n\n\n\n\nLearn more about programmatic trends in 2022\n\n\n\nIf you’d like to learn more about the programmatic landscape and what to expect in the coming year, watch StackAdapt’s webinar, Advertising Trends to Watch in 2022.Join Kevin Wallace and Pierce McManus from StackAdapt as they highlight what data tells us about upcoming trends.\n\n\n\nTopics covered include:\n\n\n\n\nThe growth and trajectory of digital advertising channels.\n\n\n\nEmerging verticals like virtual gaming, blockchain technology, NFTs and the impact on the advertising industry.\n\n\n\nWhat marketers can do to take advantage of nascent opportunities.\n\n\n\n\nAccess the recording here.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/data-science#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/data-science"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: How models and algorithms help drive advertising performance","datePublished":"2022-02-24T14:02:00+00:00","dateModified":"2026-09-08T21:47:22+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/data-science"},"wordCount":1173,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/data-science#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105632/20220222_Life-in-Adtech_Zeynep_Header.png?fit=1200%2C600&ssl=1","keywords":["AI","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our users.\n\n\n\nThis month features Zeynep Akkalyoncu, a Senior Data Scientist at StackAdapt. In this post, Zeynep shares her journey into adtech, what her role entails, fun facts about data science, and how data science brings value to StackAdapt clients.\n\n\n\nHow did your journey into data science and AdTech begin?\n\n\n\nI’ve always been mathematically minded, but also fascinated by the humanities, especially linguistics and anthropology. As I began studying computer science, I found myself more and more drawn to data science because I liked how the field marries these two seemingly disparate interests. During my Master’s program at the University of Waterloo, I was fortunate enough to get a taste of data science in academic research, but I wanted to continue to apply these concepts to real-life problems. \n\n\n\nJoining StackAdapt as a Data Scientist gave me the chance to do just that by applying data science to the world of adtech. The learning curve was steep in the beginning because I was completely new to the field, but the endless support and patience from my team and other departments helped me to learn the ropes fast! \n\n\n\nWhat is the main focus of your role in data science?\n\n\n\nData science includes all the invisible (but indispensable!) machine learning processes that are behind the various features that we offer on the StackAdapt platform, such as page context AI campaigns and automatic optimization of bid prices. My goal as a Data Scientist is to build high-performing machine learning solutions in collaboration with Data Engineers who ensure the efficient flow of enormous amounts of data with robust ETL pipelines. I work on new machine learning algorithms and I maintain old ones, running historical backtesting to assess their value and writing code to deploy these models in production to serve our clients.\n\n\n\nData science works closely with different teams across StackAdapt to make sure we’re providing a great experience for our clients. Since we rely on large computing clusters and data infrastructure, we collaborate closely with our Engineering team. We also frequently work with the client-facing teams to understand how to better support the needs of our platform users. Our goal is to turn often ambiguous client or industry needs into StackAdapt platform features that are supported by machine learning.\n\n\n\nWhat do you think is the biggest value that data science brings to StackAdapt’s clients?\n\n\n\nData science at StackAdapt builds on our client’s understanding of their audience, and the message of their campaign to automatically employ the most effective strategies for them. This requires a data-driven approach throughout the entire pipeline from pre-campaign planning and campaign performance, to post-campaign analysis. \n\n\n\nFor example, StackAdapt makes it possible for clients to gauge the effectiveness of their strategies before running their campaigns, all with tools developed by the Data Science team. Much of the campaign execution, including bidding and pacing, is also supported by numerous machine learning services to ensure great targeting and placement of ads. Last but not least, data science provides insights on the campaign after it has ended to ensure that the client can run even more effective campaigns in the future.\n\n\n\nHow does developing models and algorithms help to maximize ROI and drive performance for StackAdapt clients?\n\n\n\nThe performance of StackAdapt campaigns is supported by a complicated network of machine learning services, so the individual effectiveness of underlying models and algorithms directly impacts campaign ROI. This is why the entire Data Science team strives to ensure the quality of both the respective services that we are working on and their interaction with other services. \n\n\n\nFor example, bid prices are dynamically computed based on a sophisticated machine learning algorithm to acquire the best placement for an ad, which may be dependent on the ideal context as determined by our contextual algorithms. By incorporating domain knowledge and technical expertise, we work to build insightful and effective services that best cater to the individual needs of each client.\n\n\n\nHow are models, algorithms and AI creating innovation in the AdTech industry? \n\n\n\nApplying the latest technological advancements in AI to the StackAdapt platform allows us to create a great experience for our clients and end-users. The models and algorithms that we develop as a team can capture information that could get lost in a traditional advertising setting. These models and algorithms process hyperdimensional data that often transcends the practical understanding of humans at a speed that would be impractical for us to replicate in most cases. \n\n\n\nData science opens up endless possibilities for innovation in adtech. I think the most telling sign of an innovative adtech platform is the user-friendly functionalities of a platform that work with minimal interference. Sophisticated technical work behind the scenes means that the end user gets to have a seamless and magical experience. \n\n\n\nWhat is a fun fact about data science that other people might not know?\n\n\n\nGiven that most data science work happens behind the scenes, it can be easy to forget the human element of the field. While we do build sophisticated mathematical models and strive to implement efficient algorithms, the human experience is always the focal point of our work. Our goal is always to capture trends in human behaviour, produce insightful analysis about our habits, and then build products that enhance the human experience.\n\n\n\nWhat is the most rewarding part of working on the data science team at StackAdapt? \n\n\n\nThe data science team at StackAdapt has a culture of ownership that I really admire. We are encouraged to explore, experiment and pursue potentially high-impact projects that don’t have a definite roadmap. Many of our projects are born out of ideas brought up by members of the team during brainstorming sessions. Our work is guided by common values that we share, so that everyone can see the direct impact of their contributions toward the quality of the service that we provide and the experience of our clients. \n\n\n\nIt’s all the more rewarding and enjoyable to work when you feel a personal stake in the performance of the company. I believe this works well at StackAdapt because we have a flat organizational structure and an open and collaborative environment. Thanks to this, I’m able to learn a lot from my teammates as we go through design documents, code reviews and experimental results together.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-vp-client-services#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-vp-client-services"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Supporting campaigns (and clients) for the full life cycle","datePublished":"2022-03-07T19:03:56+00:00","dateModified":"2026-09-08T21:47:22+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-vp-client-services"},"wordCount":1085,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-vp-client-services#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105631/20220303_Life-in-Adtech_Luisana_Header.png?fit=1200%2C600&ssl=1","keywords":["adtech","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our users.\n\n\n\nThis month features Luisana Rocha, the VP of Client Services at StackAdapt. Luisana shares her journey into adtech, what her role entails, and how Client Services support the success of StackAdapt users.\n\n\n\nCan you share your journey into a leadership role at StackAdapt?\n\n\n\nMy journey started about 4 years ago when I joined the Client Services team at StackAdapt as an Account Manager. I worked with three different Account Executives, and three portfolios consisting of a wide variety of verticals. Something exciting about this role was that I got to work with some Spanish-speaking accounts. Spanish is my first language, so I really enjoyed getting to speak it in a professional setting. \n\n\n\nWhile in this role I also had the opportunity to work with one of StackAdapt’s Account Directors on one of our largest portfolios. Although it was a new challenge for me, it was incredibly rewarding because I got to see the positive outcomes of the team’s efforts. What I loved about this first role was that I got to build relationships with StackAdapt users, collaborating with them as well as with internal teams. It always felt so rewarding to present solutions and build strategies to support our clients in achieving their campaign goals.\n\n\n\nI was then promoted to Manager of Client Services which aligned with my career goals. From there I became Director of Client Services, and now I am VP of Client Services. The Client Services team at StackAdapt has experienced tons of growth over the last two years, and I’m so excited to be part of it all. I currently work with 7 Client Services Managers, each with their own team of Account Managers, and a Manager of Programmatic Strategy who leads our growing Programmatic Strategy team.\n\n\n\nWhat is the main focus of client services at StackAdapt, and how do you support the team?\n\n\n\nThe Client Services team is mainly focused on post-sales client relations and life cycle as it relates to user adoption of the StackAdapt platform, regular client communications, and campaign management.\n\n\n\nAccount Managers play an integral role as they support the daily management of campaigns throughout all stages of the campaign's life cycle, and they provide training and support to StackAdapt’s self-serve users, too.\n\n\n\nOur Programmatic Strategists focus on executing successful campaigns by ensuring optimal delivery, as well as identifying campaign strategies that will help achieve the best possible results.\n\n\n\nI support the team by working closely with managers to identify priorities as well as needs, and then finding ways to resolve issues and help scale solutions. My job is to listen, provide guidance and coaching, and encourage my team to take ownership and action of new ideas or projects that they’d like to further develop. \n\n\n\nCan you explain how client services brings value to StackAdapt clients? \n\n\n\nThe Client Services team is all about providing the best support to StackAdapt users. Our goal is to work with them like we are an extension of their team. We get to know them really well so that we can strategize and execute effective campaign tactics that fit their needs.\n\n\n\nWe also identify opportunities that can maximize their programmatic investment, and provide customized training and education solutions that will equip them to run successful campaigns on the StackAdapt platform. We bring value to users by providing our expertise, which supports their successes.\n\n\n\nWhat innovations in programmatic advertising do you expect we’ll see in the future?\n\n\n\nI think in the coming year we will see growing adoption of blended in-game advertising. This channel integrates ads into gameplay, where they seamlessly blend into the gaming environment. It’s an exciting opportunity to reach engaged audiences with non-intrusive but highly viewable ads. \n\n\n\nI’m also very excited to see how programmatic will fit into the future metaverse. I can imagine that programmatic advertising technology could be used to engage with audiences in a multi-sensory way. This might present opportunities for new types of measurement and ad formats!\n\n\n\nWhat is the most rewarding part of being in a leadership role at StackAdapt?\n\n\n\nThe most rewarding part for me is seeing my team succeed. I joined StackAdapt because I wanted to have the ability to make a positive impact in the work I do. Seeing my team’s work being recognized, and witnessing how it contributes to our company’s success, is very fulfilling.\n\n\n\nWhat advice do you have for women who aspire to be in leadership roles in the AdTech space?\n\n\n\nMy advice is to do work that you are passionate about and if possible, join a company or organization that you really believe in. I have found that the interview process is key for understanding how well you align with a company’s values. Be sure to ask questions about the company’s culture and values, development opportunities and growth potential for the role, as well as what is expected for someone to be successful in the role from the hiring manager’s perspective.\n\n\n\nIf your goal is to become a leader, be sure to identify areas of development that you can improve on, and practice your leadership skills. Being supportive of team members and becoming a go-to resource for others on your team are two skills that organizations often look for in future leaders.\n\n\n\nI joined StackAdapt because I wanted to have the ability to make a positive impact in the work I do, and I wanted equal opportunities for growing my career. At StackAdapt I’ve achieved both those goals. I’ve grown into a leadership role, I get to see my team’s work being recognized, and every day I witness how our efforts contribute to StackAdapt’s success. Because I’m so invested in my work, I find it incredibly fulfilling.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/women-in-tech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/krista-campbell#person"}],"headline":"Women leaders in tech who inspire inclusion and empower others to lead","datePublished":"2024-03-08T12:02:29+00:00","dateModified":"2026-09-08T21:45:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech"},"wordCount":1681,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105630/20240304_International-Womens-Day_Header-1.webp?fit=1200%2C600&ssl=1","keywords":["adtech","blog","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"Every March 8, the world unites to celebrate International Women's Day, a day dedicated to honoring the myriad contributions of women across social, economic, cultural, and political spectrums. Recent figures from Deloitte spotlight a promising trend: between 2019 and 2022, women's representation in the global tech workforce climbed by 6.9%, and their presence in leadership roles jumped nearly 20%. \n\n\n\nYet, a deeper dive reveals that despite the pioneering strides women have made across various sectors, the tech industry presents a paradox. From women holding 35% of tech leadership roles in 1984 to just 28% in 2023, the question isn't just \"why?\" but \"what can we do about it?\".\n\n\n\nThis International Women's Day, StackAdapt celebrates by shining a light on the inspiring women within our organization who are not only shaping the future of tech, but are also laying down the pathways for others to follow. Through their eyes, we'll explore the hurdles, the successes, and steps we can all take to ensure the tech world aims to #inspireinclusion while empowering women to take on more leadership roles in the future.\n\n\n\nHow has the landscape for women in tech evolved? \n\n\n\nInitially, women were often excluded from the tech industry due to gender stereotypes and biases. I think this has evolved significantly. However, with the rise of awareness and advocacy for equal opportunities, more and more women have been able to enter and thrive in the tech industry. Krista Campbell|Senior Director, People & DEIB\n\n\n\nI’ve been a software engineer for 17 years now. In that time, the number of women I’ve worked with has increased significantly to the point where I often find myself in important meetings with all women or majority women. While the amount of women in leadership positions hasn’t kept up with the growth of women in tech, the amount of women in decision making roles has increased.Shilpa Sequira|Engineering Manager\n\n\n\nWhat significant barriers to inclusion do you believe exist today?\n\n\n\nOne notable barrier that comes to mind is companies claiming to be inclusive but failing to demonstrate inclusive practices. Companies that do not foster diverse leadership, and make an effort to bring equal opportunities, are falling behind.Luisana Rocha|VP of Client Services\n\n\n\nI think unconscious bias is very pervasive. I've been through Unconscious Bias training, and even I, a woman in tech, have learned certain biases that are deeply embedded within all of us. It's not a bias solely among men; it's a hidden bias we all carry at given times. I think it’s important to raise awareness and discuss these “light bulb” moments when they strike, so we heighten our collective awareness. That’s the first step to doing better.Stacey Moore|Senior Vice President, Corporate IT & Operations\n\n\n\nHow do you tackle gender stereotypes in tech, overcoming personal challenges and addressing them within your teams or organization? \n\n\n\nPatience, persistence, and resilience are key. It is about calling out inappropriate behaviours, so that collectively a group understands what is acceptable. You might have to repeat the same message several times before it lands. Don’t give up.Pinar Ozyetis|General Counsel\n\n\n\nI tend to address them head on. Given my position in Talent Acquisition, I like to address historical gaps with leaders during the hiring process. I want to understand what is lacking and, where possible, get anonymized candidate data that I can use to help build a case of where I think we are lacking among certain demographic groups. From this, we can implement actionable fixes in our process.Kathryn Cant|Talent Operations Lead\n\n\n\nAs leaders, we have to be advocates. I embrace the idea of “send the elevator back down” and pull people up with you. We need to give women a seat at the table. Provide women who demonstrate the skills or potential stretch projects, so they gain greater exposure. And encourage women who have good ideas during meetings to speak up, so they get visibility in a forum of their peers and other leaders.Stacey Moore|Senior Vice President, Corporate IT & Operations\n\n\n\nGiven the trend of fewer women in leadership over time, what was an influential moment that inspired you to keep pushing on with your career growth?\n\n\n\nDiscovering I had to change the way I spoke to myself. Realizing this really influenced how to build up my self-confidence. Sharing my personal journey with other women and hearing their stories really inspired me to keep going. Connie Yan|Director of Platform Quality\n\n\n\nThe influential moment came while witnessing the success and tenacity of women I knew in leadership positions, both personally and professionally. This is why I have emphasized mentorship and sharing success stories. This was a motivating factor for me to continue, especially as a Black Muslim Woman.Amina Mohammed|Sales Director, Growth, EMEA\n\n\n\nAs a leader, how do you ensure your leadership style promotes an inclusive environment that encourages diverse voices and perspectives? \n\n\n\nUnderstanding that the loudest voice in the room isn’t the most important has been key for me. I’m very cognisant of trying to give opportunities to people on my team to lead and give their input instead.Shilpa Sequira|Engineering Manager\n\n\n\nI ensure inclusiveness and respect for all members of my team in Asia by taking into account everyone’s cultural and religious backgrounds. Commitment to fostering an environment where everyone's values and beliefs are honoured speaks volumes about dedication to creating a supportive and inclusive workplace culture.Xinyi Peng|Client Services Manager, APAC\n\n\n\nHow important do you think male allyship is in the tech industry to advance women into leadership positions? \n\n\n\nExtremely important. Without their support and allyship, it would be even more challenging for women to reach positions in leadership. At StackAdapt, I have been fortunate to work with multiple male leaders who recognize the value of female representation in leadership roles and make an effort for this to happen.Luisana Rocha|VP of Client Services\n\n\n\nIt is the difference between success and failure. I can’t overstate this. I have had strong allies who have advocated for me by calling out problematic behaviour to people in positions of power behind the scenes. To know that your leaders or peers support you in difficult situations is one of the keys to retention.Pinar Ozyetis|General Counsel\n\n\n\nMale allyship is crucial. By actively seeking opportunities to mentor, sponsor, and promote women, male allies can help break down the barriers preventing women from reaching leadership positions.Krista Campbell|Senior Director, People & DEIB\n\n\n\nWhat initiatives are essential for building a robust pipeline of women ready to take on leadership roles in the future?\n\n\n\nProviding opportunities for hands-on experience, networking, and skill development.Amina Mohammed|Sales Director, Growth\n\n\n\nInvesting in education and skill-building to help foster confidence and assertiveness and making sure that women have a safe space to practice things like public speaking, negotiation, and decision-making.Connie Yan|Director of Platform Quality\n\n\n\nSeeking mentorship and guidance, both internally and externally, is crucial for personal and professional development. Mentors provide valuable insights, advice, and support based on their experiences, helping women navigate challenges, make informed decisions, and achieve your goals. Mentors from within an organization offer institutional knowledge and guidance specific to the workplace. Meanwhile, external mentors bring diverse perspectives and expertise from different industries or fields.Xinyi Peng|Client Services Manager\n\n\n\nWhat message do you have for young women aspiring to tech leadership roles? \n\n\n\nDon’t give up, especially when the going gets tough, find a support system and lean in for help. Know that the journey is going to be uncomfortable, so try new things and get comfortable with feeling uncomfortable.Connie Yan|Director of Platform Quality\n\n\n\nGet a mentor, connect with others in the industry at the same level and in leadership roles, and stay in touch with them. Build that sense of community! Join groups like Monday Girl, Women Who Code, etc. and have those people you can lean on when you come across challenges. Kathryn Cant|Talent Operations Lead\n\n\n\nActively seek mentorship and look for growth opportunities in your work. Get comfortable taking risks, making mistakes and learning from it. Being risk averse, in my opinion, is the biggest barrier to a junior engineer's growth, regardless of gender.Shilpa Sequira|Engineering Manager\n\n\n\nNetwork with professionals in the tech industry, including peers, colleagues, and industry leaders. Join professional associations, attend conferences, and share experiences. Don’t be afraid to speak up!Xinyi Peng|Client Services Manager\n\n\n\nWhat do you hope gender equality will look like in 10 years?\n\n\n\nGender equality in 10 years should mean that all individuals, regardless of gender, should have equal access to opportunities, rights, and resources. I hope that we continue to work towards achieving this and create a world where gender does not limit anyone's potential.Krista Campbell|Senior Director, People & DEIB\n\n\n\nI want the conversation around gender equality to go from “why does no one look like me?\" to “hey that’s me!”.Connie Yan|Director of Platform Quality\n\n\n\nFor this to no longer be a hot topic as gender equality will simply become the norm.Luisana Rocha|VP Client Services\n\n\n\nI envisage a future in which gender equality is not just a goal, but a reality, and the tech industry serves as a bright example of what is possible when we collaborate to create a more equitable and inclusive world.Amina Mohammed|Sales Director, Growth\n\n\n\nI expect positive changes to continue over the next 10 years, but realistically it will not happen overnight. I hope we grow from 12% of women CEOs to 25%—that would be a great win. I’d like to attend a tech conference and not notice that women are vastly outnumbered. I’ll be happiest when “Women in Tech” is no longer on the agenda at corporate conferences and tech industry events and we’re just talking about “Leaders in Tech.”Stacey Moore|Senior Vice President, Corporate IT & Operations\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/katrina-moore#person"}],"headline":"5 impactful creative formats for digital political advertising","datePublished":"2023-08-17T15:49:00+00:00","dateModified":"2026-09-08T21:45:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising"},"wordCount":1259,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121132603/20250121_Political-Ad-Formats-Refresh_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","creative","political"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"When it comes to political digital marketing, standing out from the crowd is key. From representing party-specific platforms to performing discovery at a candidate level, the impact of your political ads on election results can be driven by impactful design, compelling copywriting, and clear calls to action (CTAs).\n\n\n\nIt’s expected that 2024 will see notable growth in digital political advertising spend. Programmatic offers digital ad formats that support the unique needs of political campaigns, including the ability to display legal information alongside core messaging. \n\n\n\n5 creative formats for digital political advertising\n\n\n\nTo help you run strong digital marketing political campaigns, we’re highlighting 5 creative formats that campaigners can leverage for the best results in 2024 and beyond. \n\n\n\n1. Connected TV ads\n\n\n\nTraditional cable and satellite services are no longer the main formats in which audiences are consuming video broadcast messaging. Instead, viewers are increasingly adopting connected TV (CTV) as a way to stream their favourite content. \n\n\n\nUnlike traditional TV ads, CTV ads are highly targeted, enabling advertisers to speak to specific households, with more options to target voters based on their interests, rather than just age and gender demographics.\n\n\n\nViewers watching CTV have made the active choice to watch the programming, and don’t have the option to fast forward or skip ads. This creates an undistracted environment for getting your political messaging across to voters. \n\n\n\nCTV spend increased by 1,500% in the 2022 US elections, amounting to a total of $1.5 billion (half of the total digital ad spend). According to eMarketer, 69% of the US population will use a CTV device in 2024.\n\n\n\nVideo ads distributed through CTV can breathe new life into existing still images or video assets. This ad format is an opportunity to create a full sensory experience within an optimized run time for view completions. \n\n\n\nVideo is the perfect format for telling a candidate’s story and evoking emotion in viewers. Through visuals, sound, and storytelling, this format is especially effective for creating content that resonates with voters. Political advertisers can leverage CTV to grow their audience and collect a retargeting pool based on video completions.\n\n\n\nNot only do CTV ads offer marketers a way to reach cord-cutting households, they also offer access to highly engaged audiences. To help measure engagement, you can add QR codes to the format to encourage viewers to take action. \n\n\n\n\n\n\n\n\n\n\n\n2. Interactive and display ads\n\n\n\nAfter creating an audience based on who viewed your CTV ads, you can use interactive display ads to tally their perceptions of different candidates in an election. For example, using an interactive poll enables you to sort your audiences more accurately, and then continue the conversation by delivering different messages depending on the response.\n\n\n\nPolitical advertisers often need to display legal information alongside their core message. Display units like disclaimer/ISI rich media ads allow for a discreet disclaimer on hover, or an auto-scrolling ISI ensuring legal compliance without taking away from the creative's aesthetic appeal. The disclaimer can be viewable upon load or hidden within a hover interaction. Plus, you can use motion to add life to the ad and capture attention.\n\n\n\nInteractive ads are a great fit for mid-funnel objectives, such as building trust, candidate recognition, and user education. These ads can poll users at a campaign issue level, or a candidate level. For example, after showing a CTV video that highlights a candidate's platform, you could poll viewers to see which topic is most important to them.\n\n\n\nDisplay ads are an essential component in any political campaign because they drive performance. And, display ads enable you to learn about your voters and collect information that helps you communicate to them most effectively. \n\n\n\nDisplay can be used to increase reach and performance for all your other channels. This is referred to as cross-channel lift and it’s a great way to reinforce messaging, encourage engagement, or drive action with strong CTAs.\n\n\n\n\n\n\n\n\n\n\n\n3. Native ads\n\n\n\nNative ads are simple and effective creatives that match the look, form, and feel of the media format that they appear in. They seamlessly blend into the content that a user is viewing on their mobile device or desktop, which makes them a perfect format for informing your target audience, or for further engaging with your retargeted voters. \n\n\n\nIn political campaigns, native ads can educate voters about a candidate and their platform, and can be a great tool for developing the trust of your ideal voter. The best way to approach this format is to leverage it as a form of high-quality content marketing that offers relevant information to interested voters, in a relevant context. \n\n\n\nThe key to strong native ads for political advertising is to ensure your ads have clear messaging, engaging copy, and eye-catching images. This combination will prompt voters to click out and read educational materials that can influence the decisions they’ll make on election day. And by using earned media through native ads, you can drive users to articles on the websites that you know your audience trusts and visits often.\n\n\n\nThe results of the interactive display campaign will also provide context into top-performing domains per audience. For example, the top domain for votes on Candidate A could be one publisher, and another publisher could be the top domain for Candidate B. By utilizing earned media through native ads, you can drive users to articles on the websites you know that the audience trusts and visits frequently.\n\n\n\n\n\n\n\n\n\n\n\n4. Video ads\n\n\n\nProgrammatic video advertising is the perfect channel for creating an emotional connection between your campaign and your ideal voters. This medium will capture the undivided attention of voters, provide an opportunity to educate them, build brand awareness, and develop trust.\n\n\n\nWith video advertising, you can reach potential voters wherever they may be watching video content online. Audiences may see a video ad ahead of streaming a TV series, or while scrolling through a blog.\n\n\n\n5. Programmatic audio ads\n\n\n\nIn recent years there’s been rapid growth in audio content that’s available for streaming. With the growing adoption of audio content, we’ve seen growth in digital audio advertising spend, too.\n\n\n\nAudio is highly engaging. It reaches listeners right in their ears, capturing voters’ attention so you can be sure your messaging is really heard. \n\n\n\nWith programmatic audio, you can strategically target premium digital audiences against traditional broadcast metrics, such as geography, day part or format. You can use the same audience targeting parameters from video, mobile, and cross-device campaigns, or you can leverage data from partners to target specific demographics or interests. \n\n\n\nReach the right voters with political ad formats\n\n\n\nThe best way to effectively influence or change voter behaviour is to use a multi-channel strategy. Taking a multi-channel approach to your digital political advertising ensures your messaging reaches users in all the different ways they consume media, and it gives you the ability to adapt your messaging for each stage of the funnel. \n\n\n\nBy delivering ads across different channels and using a variety of formats, you'll create multiple points of contact for your target audience, which means more opportunities to earn their vote. \n\n\n\nTo get started with digital political advertising, be sure to partner up with a programmatic platform. The right platform will have a deep understanding of digital ad laws and compliance within the political space and offer programmatic features that support strong political campaigns. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising","url":"https://www.stackadapt.com/resources/blog/digital-political-advertising","name":"5 impactful creative formats for digital political advertising in 2024","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121132603/20250121_Political-Ad-Formats-Refresh_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2023-08-17T15:49:00+00:00","dateModified":"2026-09-08T21:45:42+00:00","description":"Learn 5 creative formats that campaigners can leverage for strong digital political advertising campaigns in 2024 and beyond.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-political-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121132603/20250121_Political-Ad-Formats-Refresh_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121132603/20250121_Political-Ad-Formats-Refresh_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a display ad with a green \"I Voted\" sticker representing a digital political advertising format."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cookieless-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 reasons to bake cookieless advertising into your media plan","datePublished":"2022-03-11T16:04:17+00:00","dateModified":"2026-09-08T21:47:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-targeting"},"wordCount":1428,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cookieless-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105628/20220304_Cookieless_Header.png?fit=1201%2C601&ssl=1","keywords":["contextual targeting","cookieless targeting","page context ai"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Today’s advertising landscape is seeing growing restrictions on 3rd-party data collection, which is spurring increased interest in cookieless targeting. Cookieless advertising (also known as contextual advertising) isn’t constrained by privacy legislation because it doesn’t collect or use information about users. Instead, it leverages the context next to which the ad appears. \n\n\n\nThanks to current technology, contextual is multi-channel and scalable, making it a reliable means for reaching your audience. Plus, it provides advertisers another option for diversifying methodologies and experimenting with new marketing strategies. That’s a targeting method you can sink your teeth into. Read on to learn what cookieless targeting is, how it differs from behavioural targeting, and the benefits of cookieless advertising. \n\n\n\nWhat is cookieless targeting\n\n\n\nCookieless advertising targets ads based on the environment in which an ad appears. It uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. Modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before. \n\n\n\nUnderstanding cookies \n\n\n\n​​What are cookies? A cookie, also called web cookie, internet cookie, or browser cookie, is a small piece of data sent from a website and stored on the user’s computer by the web browser. This small, unique identifier enables a website to remember a user as well as their actions as they browse.\n\n\n\nCookies are what makes tracking in-browser user behaviour a valuable tool for targeting digital ads toward receptive consumers. Cookieless advertising offers an alternative to this targeting solution.\n\n\n\nBehavioural vs. contextual targeting\n\n\n\nBehavioural targeting, often referred to as audience targeting, aims to ensure that an ad is relevant to the user who is visiting a page. This is done by serving ads based on a user’s web-browsing behaviour. User data is collected from various sources, and typically to collect this data you need some sort of user identifier, like a pixel or cookie.\n\n\n\nRather than targeting ads based on user behaviour, contextual advertising targets ads based on the environment in which the ad appears. The key difference between contextual and behavioural advertising is that behavioural targeting aims to identify the ideal user based on the attributes they exhibit, while contextual advertising targets users based on the content they are consuming at that time. \n\n\n\nFor example, behavioural will assume a user likes shoes because they have been identified as a shoe lover, based on their previous web activity. Whereas with contextual targeting, a user has indicated an interest in shoes because they are actually looking at content about shoes at that very moment. \n\n\n\nThe benefits of cookieless targeting\n\n\n\nCookieless targeting offers marketers an opportunity to experiment and innovate their targeting strategies. By adding this strategy to their marketing mix now, advertisers can elevate their results. \n\n\n\nHere are 4 key benefits of cookieless targeting: \n\n\n\n1. Cookieless advertising helps you reach users in the right frame of mind\n\n\n\nWhen a person is browsing content about a specific topic, it signals their intent at that moment. For example, if a user is reading a blog about coffee, they are in a receptive frame of mind when it comes to content and ads related to coffee. \n\n\n\nWith cookieless targeting, that user could be served ads for coffee beans or coffee makers, as it’s likely at that time the user is thinking about coffee-related products. A person’s content consumption signals intent at a specific moment in time, and with cookieless targeting, you can reach them in that moment. \n\n\n\n2. Cookieless advertising helps you target niche audiences\n\n\n\nContextual advertising also provides the opportunity for marketers to target niche contexts by specifying a topic or a collection of keywords. For example, a marketer who is running a campaign for a mascara product may want to create value alignment between users and the mascara by highlighting that the mascara is vegan. \n\n\n\nCookieless targeting would enable them to indicate keywords related to vegan makeup to precisely target a niche customer profile. This strategy is effective because it ensures your ads are served to consumers who are receptive to the niche attributes of a product or service. \n\n\n\n3. Cookieless targeting provides real-time metrics\n\n\n\nSince contextual advertising campaigns are served programmatically, you can review real-time metrics and optimize for maximum performance. With the right programmatic platform, you can verify your ads served on relevant domains pre- and in-flight. This gives you the ability to revise your selected topics and keywords in real-time to improve the performance of your campaigns.\n\n\n\nOptimizing your campaigns in real-time strengthens your live campaign's performance which ultimately improves the outcome. And, being able to make in-flight changes means you’re able to make adjustments that will reduce any ad dollar waste. \n\n\n\n4. Cookieless advertising is brand safe and builds brand affinity\n\n\n\nNow more than ever, consumers care about where they shop, and they are increasingly conscious of the environments where brands choose to advertise. Contextual advertising addresses the need for brand safe advertising while also building brand affinity, by leveraging content rather than user data to reach the right audience. You’re able to connect with consumers who are receptive to purpose-driven messaging, and looking specifically for brands that align with specific values. \n\n\n\nFor example, a consumer who is interested in reducing their environmental impact will likely browse online for content that provides insights on sustainable living. With contextual targeting, a brand that is promoting their zero-waste products can target the keyphrase “sustainable lifestyle,” to appear next to content that covers related topics. This strategy ensures that the brand is reaching consumers who will align with the brand’s values. \n\n\n\nCookieless tactics do not mean a cookieless future\n\n\n\nIs the future of advertising really cookieless? No! \n\n\n\nThere are a number of digital environments where cookies will continue to exist, acting as identifiers for those who engage with the content and web pages. Aside from instances where a user would accept the cookie notice that they are prompted to respond to on web pages, there are many scenarios where a user would willingly provide their information. This could be in a payment portal, or when providing an email address to download content or access additional information.\n\n\n\nWhat will change is the number of digital environments where cookies are accepted and tracked. For example, some browsers like Apple Safari offer options for users to manage cookies and website data. A user now has the option to block all cookies while using that browser. We are moving toward a digital future that is increasingly cookie-limited, but will not be cookieless. That is why cookieless targeting methods are so critical—they keep your digital strategy from crumbling. \n\n\n\nExample of contextual advertising\n\n\n\nCookieless targeting is especially helpful for marketers in sensitive categories, like pharmaceuticals. This is because behavioural targeting for this industry can be considered as too invasive of user privacy, and in some regions it’s prohibited by law. \n\n\n\nWith a contextual campaign, products and services in sensitive categories can drive awareness by identifying the phrases and keywords that are most appropriate to target. For example, to drive awareness for a drug rehabilitation center, a marketer would target in context phrases like “addiction,” “counselling,” “mental support,” and “recovery.” \n\n\n\nMarketers can also identify out of context phrases, eliminating those phrases within the campaign targeting methodology. So an awareness campaign for that same drug rehabilitation center would want to use out of context phrases to avoid placements such as stories about celebrities and gossip sites. \n\n\n\nThanks to the in context and out of context indicated phrases, ads are then served on highly targeted websites, such as blogs that offer tips on “how to get started with rehabilitation.” With this strategy, the drug rehabilitation center’s cookieless advertising campaign can successfully target users with intent, and without the use of any private user information.\n\n\n\nIntroducing contextual advertising to your digital strategy\n\n\n\nContextual advertising departs from the traditional behavioural approach of making sure ads are relevant to a user. Instead, a contextual targeting approach aims to ensure the ad is relevant to the content of that page. And as the advertising industry continues to move toward a cookieless world, the role of contextual will continue to grow. With this, comes plenty of new opportunities! So don’t wait, take a bite of cookieless targeting, and get started now.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/education-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/education-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"A+ tips for education marketing","datePublished":"2024-03-11T06:44:00+00:00","dateModified":"2026-09-08T21:45:13+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/education-marketing"},"wordCount":1301,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/education-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105627/20240313_Education-marketing_Social-Image.webp?fit=1200%2C600&ssl=1","keywords":["back to school","blog","Content Level : 101","higher education"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Education marketing has been consistently evolving to adapt to the drastic shift to online learning. While in-classroom learning is bouncing back, the adoption of virtual learning environments has created new opportunities. Among them, digital marketing has taken center stage as a strategy for increasing enrollment and bringing prospective students into programs. \n\n\n\nTo find success in the upcoming school year and beyond, marketers should embrace recent changes to the education landscape. To help you earn that A, we’ve highlighted current education marketing trends, how education is evolving, and digital strategies you can leverage for your education marketing campaigns. \n\n\n\nTrends that are impacting education marketing\n\n\n\nDuring and after the pandemic, institutions have made quick changes to help them adjust to educating students in a remote-first world For many, this has meant shifting to online education. The adoption of digital in education has resulted in a couple of notable trends that education marketers should keep top of mind.\n\n\n\n1. Education is for everyone\n\n\n\nEducation is being increasingly viewed as a lifelong activity rather than a time-bound activity with set milestones, like graduating college. Students today are not just prospective school or college applicants, they are often professionals who are looking to upskill, retrain for a different career, or refresh their skills. \n\n\n\nThis is especially relevant with the advent of Generative AI—in a study conducted by IBM, 46% of executives said they are spending more resources in upskilling and reskilling their workforce to work with AI.\n\n\n\n2. Time spent with screens is rising\n\n\n\nWhile many students returned to the classroom after the pandemic, the increase in screen time during that time is now an established habit that will likely persist. The average screen time of school-aged children, 6 to 14, is 2.77 hours per day, and 46% spend more than 2 hours per day with screens. \n\n\n\n3. Back to school shopping goes digital\n\n\n\nRetail saw a shift to digital since 2020, as did educational shopping. With education becoming digital-first, electronic products became the focus of back to school shopping lists for students and teachers. Parents spent $9.5 billion USD in 2023 on tech products for their kids as part of their back to school purchases. Tech products include computers and hardware, electronic gadgets, digital subscriptions, and voice/data plans.\n\n\n\nHow education is evolving \n\n\n\nThe above trends are a big part of the equation when it comes to how education is evolving. They are driving shifts in the education landscape that are important to note because these shifts highlight the audiences that education marketers should be targeting, and how best to reach those audiences. Here are 4 key ways in which education is evolving.  \n\n\n\nE-learning is here to stay\n\n\n\nThe pandemic accelerated the shift towards remote and hybrid learning. These trends are unlikely to reverse due to a confluence of factors, from safety concerns to the convenience and accessibility of remote learning. There will be one billion users of e-learning products by 2027. With the 5G rollout ramping up, wide access to high speed internet is expected to turbocharge applications that rely on streaming, with education being one of the beneficiaries. \n\n\n\nFewer students are interested in full-service degrees\n\n\n\nStudents are increasingly opting for ‘nano-learning’ models, such as micro-credentialing, competency-based education, and nano-degrees as alternatives. \n\n\n\nAccording to the National Student Clearinghouse Research Center, students prefer shorter-term credentials. For instance, in 2023 enrollment in undergraduate certificate programs in the United States was up 9.9%, compared to 3.6% for associate degrees and 0.9% for bachelor’s degrees.\n\n\n\nAffordability is a top factor in decision making\n\n\n\nAffordability, reputation, and academic credit for work or life experiences are the top three influencing factors for selecting a school. According to Statista, 77% of survey respondents chose affordability as the leading factor behind choosing an online program. Reputation of the school or program (63%), ability to customize program with electives (60%), and quickest path to a degree (58%) are some of the other factors that are high priority for students.\n\n\n\nEarn an a with these education marketing tips\n\n\n\nNow that we’ve seen the full report card when it comes to trends and the education landscape, it’s time to dig into the best digital strategies for education marketers. Here are 4 tips that education marketers can leverage when building their digital strategy. \n\n\n\n1. Be attentive to emerging formats\n\n\n\nStudent habits are shifting, which means it’s more important than ever to pay attention to emerging formats. For example, one-fifth of TikTok users are women between 18 and 24 years of age. \n\n\n\nOver-the-top (OTT), live video, and audio podcasts have all seen a surge in the last year and continue to capture an ever-growing percentage of the digital media diet. To capture the attention of prospective students, it’s important to have a pulse on where they are spending their time, and then be sure to be present on those channels. \n\n\n\n2. Adjust your strategy according to digital adoption\n\n\n\nIn the past, the education sector has had a more traditional marketing approach to the back to school season. Now is the time to embrace the digital signals students and educators have been adjusting to in the last year. For education marketers planning and strategizing for the school year ahead, it’s important to consider their prospective student’s perspective and habits, so that you’re able to connect with them, and offer a personalized experience. The starting point for this is to ensure institutions are creating a strong brand presence online, and a coherent digital strategy. This will help them to stand out from the crowd while gathering data to make informed decisions. \n\n\n\n3. Target your desired audiences with care\n\n\n\nKey life decisions, such as a college selection, career change. and high-value purchases aren’t often made in isolation. Education marketers should leverage demographics and life-event data to not only capture prospective students, but also parents, family members, and peer groups. \n\n\n\nYou can narrow down your targeting by using tactics like contextual advertising to target professionals who are looking to upskill and keep pace with demands of this skills-based economy. Or incorporate geo radius targeting as a strategy to reach prospective students, since 44% of online students live within 25 miles or less of the college campus.            \n\n\n\n4. Use a multi-channel strategy to capture attention\n\n\n\nStudents today spend their time on a mixture of channels. They might scroll social platforms first thing in the morning, listen to a podcast on their commute, and then spend the afternoon browsing online. Education marketers should update their approach to reflect this consumer behaviour shift with a multi-channel strategy. With a multi-channel strategy, you can reach prospective students throughout the entire funnel, creating a cohesive story across channels like native, display, video, connected TV (CTV),  audio, in-game, and digital out-of-home. \n\n\n\nHow education marketers can school the competition\n\n\n\nIn education marketing today, a one-size-fits-all approach won’t work. Education marketers should be on top of the rapidly changing trends and evolving education landscape, so that they’re able to speak to changing concerns and expectations of prospective students. \n\n\n\nAffordability, for example, ranks highest among factors that influence online program choice. Given this, education marketers should craft messaging that addresses pricing and highlights return on investment. It’s also key to cater the messaging depending on the type of student being targeted. For example, when reaching audiences who are evaluating a career change, emphasizing earning growth potential makes the most sense.\n\n\n\nReady to excel in education marketing? Earn an A in education marketing by being willing to experiment, and keeping your strategy fresh and nimble.\n\n\n\nTune into this episode of the How Agencies Thrive podcast to learn how education marketers have adopted new strategies to stay relevant and competitive in a rapidly changing education climate.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/education-marketing","url":"https://www.stackadapt.com/resources/blog/education-marketing","name":"Tips for Education Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/education-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105627/20240313_Education-marketing_Social-Image.webp?fit=1200%2C600&ssl=1","datePublished":"2024-03-11T06:44:00+00:00","dateModified":"2026-09-08T21:45:13+00:00","description":"Learn how to keep your education marketing strategy nimble and fresh by keeping up with latest trends and the evolving education landscape.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/personalizing-your-digital-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/personalizing-your-digital-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 tips for personalizing your digital marketing strategy","datePublished":"2022-04-06T14:36:07+00:00","dateModified":"2026-09-08T21:47:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/personalizing-your-digital-marketing-strategy"},"wordCount":1359,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalizing-your-digital-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105626/20220405_Personalized-Marketing_Header.png?fit=1200%2C600&ssl=1","keywords":["audience targeting","contextual targeting","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Consumers today appreciate a personalized marketing experience. According to the Next in Personalization 2021 report from McKinsey, companies who do a good job at demonstrating customer intimacy generate faster rates of revenue growth. And the closer organizations get to the consumer, the bigger the gains.\n\n\n\nA personalized experience for consumers is a key consideration at every touch point through the marketing funnel, from their first exposure to a brand, all the way to their post-purchase experience. This is exactly why advertisers should be personalizing their digital campaigns. \n\n\n\nRead on to learn what personalized marketing is, its benefits, and how to leverage it for your programmatic campaigns. \n\n\n\nWhat is personalized marketing\n\n\n\nPersonalized marketing is when messaging is tailored to an individual or a specific audience, and further refined by where they’re at in their relationship with your brand. In digital advertising, personalized marketing leverages data like purchase history and demographics to create ad campaigns that are hyper relevant to the target audience. \n\n\n\nThe benefits of personalizing your marketing\n\n\n\nThe goal of personalized marketing is to make consumers feel as though a brand is aligned with their interests and values. For example, a retargeting campaign that shows users specific products that they’ve previously browsed would give those users the feeling that those ads are meant for them specifically.\n\n\n\nSo what are the benefits of personalized marketing?\n\n\n\n\nIt gives marketers more insights into their customers.\n\n\n\nDevelops customer relationships and trust.\n\n\n\nDrives customers further down the funnel.\n\n\n\nLeads to customer retention and loyalty.\n\n\n\nEncourages customer engagement, feedback and brand affinity. \n\n\n\n\nTips for a personalized marketing strategy\n\n\n\nBuilding a personalized marketing strategy is an ongoing process. The following 6 tips will help you to get started:\n\n\n\n1. Leverage data to guide your strategy\n\n\n\nThe key to personalized marketing is to understand who your audience is. Data plays an important role in this because it provides the insights you need to develop an accurate picture of your customers. Demographic data, behavioural data, as well as website and transaction data can all be leveraged to help you personalize your digital marketing strategy. \n\n\n\nThere are a couple things to keep in mind when sifting through the data you have available. First, review what data you currently have and whether it is the right fit for reaching your ideal audience. For example, if you’re trying to reach millennials who live in a specific area, you’ll need to ensure you have that type of demographic data in hand. \n\n\n\nBe sure to leverage data that is still relevant. Data that is too old might not provide accurate representation of your customers. Second, ensure you have access to data through the entire customer journey. Knowing their journey from start to finish can help you to craft ad messaging that aligns with the different touch points throughout the funnel. \n\n\n\n2. Create detailed customer profiles\n\n\n\nCustomer profiles provide factual information about the demographics and buying behaviors of your target audience. The profile describes everything you need to know about a specific group of customers. They are an important part of creating personalized ad campaigns because customer profiles provide the information you need to create a digital strategy that aligns with the wants and needs of your audience. \n\n\n\nTo build customer profiles, start by identifying who your audience is broadly, and then narrow that audience down into a profile that aligns with your product or offering. You can do this by analyzing your customer’s journey, and considering demographics like their age, income level, family size, occupation, education level and marital status.\n\n\n\nWhen you understand who your customers are, including what channels they are using, you can identify what digital ads will perform best in reaching those profiles. This way, you’ll not only create campaigns that appeal to your ideal customers—you’ll ensure those campaigns reach that audience too.  \n\n\n\n3. Develop creatives that speak to your ideal audience\n\n\n\nThe creative assets for a campaign are an opportunity for you to speak to your audience in a way that is relatable, educational, and captures their attention. They’re a great tool for connecting with your audience and building their trust. \n\n\n\nThe key to developing personalized ad creative is understanding your audience. Know who your target audience is, what appeals to them, and look to previous campaigns to see what has resonated with them in the past. From there, review your campaign objectives and brainstorm campaign messaging that serves those objectives, but aligns with what you know about your target audience. Ensure your ad’s messaging is clear, that the copy is engaging, and the ad uses eye-catching imagery. \n\n\n\nLeveraging creative tactics is another way to personalize your ad campaigns. Creative tactics allow you to set parameters on a campaign to use specific creatives under defined circumstances, without having to create a separate campaign for each rule. For example, you could set the parameters to show different creatives based on the time of day, day of the week, device type, geo, and even by domain. \n\n\n\n4. Use contextual advertising to deliver relevant ads\n\n\n\nContextual advertising is a cookieless targeting methodology that leverages content rather than user data to reach the right audience, at the right time. By targeting based on content, you’re able to connect with consumers who are receptive to the messaging of your ad.\n\n\n\nContextual advertising approaches targeting using a different strategy than behavioral targeting. Behavioural targeting identifies ideal users based on their attributes, whereas contextual advertising targets users based on the content they are consuming at that time. Aligning ads with relevant content leads to a more personalized experience for your audience. For example, with contextual targeting a person browsing a blog about types of coffee might be served an ad for a coffee maker. \n\n\n\n5. Re-engage your audience with dynamic retargeting\n\n\n\nIn today’s programmatic advertising landscape, most users need to encounter your marketing several times before they are willing to complete a conversion. Retargeting campaigns are a great tool for re-engaging an already interested prospect with more relevant messaging. Whether they’ve seen or clicked on one of your ads, or browsed your website, the audience that is retargeted is one that has shown an interest in your business or products. \n\n\n\nBy reaching a user repeatedly, the effort needed to win their conversion is a little less than prospects who haven’t engaged with you. With dynamic retargeting you’re able to serve an ad that shows a product a user has looked at before. This personalized ad reminds the user about that product or service, encouraging further engagement and brand recall. \n\n\n\n6. Run a brand lift study to optimize your ads\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic placements by providing insight into the consumer sentiment and brand affinity of people who have been exposed to your media. It can be used to measure the impact of upper funnel campaigns on the perception of your brand, as well as for measuring impact of consideration or purchase intent for mid- to lower funnel campaigns. \n\n\n\nYou can leverage brand lift study to go beyond traditional metrics like impressions, and gain deeper insight into your campaign’s impact on consumer perceptions and behaviour. By identifying your target consumer’s awareness, perception, consideration and likelihood of purchase, you can better judge the effectiveness of a campaign and then use those insights to optimize your campaign to be more personalized toward your ideal consumer. \n\n\n\nPersonalize your marketing campaigns\n\n\n\nPersonalization is all about knowing the needs, preferences, and interests of your current and target audience. This way, you’re able to cater your digital campaigns to give that audience exactly what they are looking for, and at the moment they’re looking for it. Personalizing your digital campaigns will help you give your audience (and potential customers) a positive experience that captures their attention, and drives them down the marketing funnel. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategist#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategist"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Life in Adtech: Brainstorming and building creative strategies","datePublished":"2022-04-14T19:00:49+00:00","dateModified":"2026-09-08T21:47:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategist"},"wordCount":965,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategist#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105626/20220414_Life-in-Adtech_Benedict_Header.png?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Benedict Wong, a Creative Strategist at StackAdapt. Benedict shares her journey into adtech, what her role entails, and how the Creative Studio team at StackAdapt supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working as a creative strategist?\n\n\n\nBefore I was at StackAdapt, I worked in a startup and agency environment where I had a bit of a hybrid role as a designer and coordinator. I knew this experience would be a great segue into adtech, and I was interested in programmatic because I’ve always enjoyed working with different brands. I decided to apply to StackAdapt because I wanted to work in a growth-oriented and adaptable company. I could tell before applying that I would relate to StackAdapt's core values, too. \n\n\n\nI got the job, starting out as a Production Designer. At that stage in my career, I wanted to do more design work with Adobe Creative Suite and strengthen my design skills. However, I found myself gravitating toward working on my communication, pitching and strategy skills. That was my cue to switch into a client-facing role as a Creative Strategist!\n\n\n\nWhat was your experience of transitioning from a production designer into your current role?\n\n\n\nThe idea of getting to pitch creative ideas to brands and agencies was a step outside of my comfort zone, and it excited me! The whole transition lasted almost two months. My managers and pods were all so supportive throughout the process, and because it was so gradual, the transition went smoothly. I was slowly exposed to more areas of my new role, so throughout the transition I had plenty of time to work on the areas that I needed to improve in. \n\n\n\nFor example, I had to get used to juggling multiple tasks at once. There was also a mental adjustment for me, since I hadn’t been in a client-facing role in quite some time. I felt supported the entire time and I think that’s what made the experience so positive.\n\n\n\nHow do creative strategists contribute to the success of campaigns run on StackAdapt? \n\n\n\nCreative Strategists build the creative assets for campaigns. This includes HTML5 banners, native ads, or video ads. We ensure that the creative assets for our client’s campaigns are eye-catching, and use messaging that’s informed by overall campaign strategy. \n\n\n\nWe’re an important team at StackAdapt because we support the users on our platform who don’t have the creative resources they need in-house. And, we provide them specialized expertise in creative that helps our users bring their campaigns to life, and achieve the campaign results they're looking for.  \n\n\n\nWhat is your process for building creative strategies and concepts?\n\n\n\nBefore we come up with a strategy or concept, we hop on a creative kick-off call with our clients. We gather all the information we’ll need, like their campaign goals and their pain points, then leverage that information to develop a personalized strategy for that client. For example, a sample full-funnel strategy for an e-commerce client could look like a connected TV (CTV), carousel, in-banner video and dynamic retargeting ad.\n\n\n\nDepending on the type of campaign, we do in-depth research and ideation to tailor the ad creative to a specific audience. Creative strategy is super team oriented, so I’m often hopping on calls with my pod. We’ll usually collaborate on every aspect of the campaign from messaging to how we’ll retarget an audience. \n\n\n\nHow do you and your colleagues brainstorm fresh ideas for engaging creatives?\n\n\n\nWe do it through lots of collaboration! We meet up twice a week for either creative coffee, or team huddles. Sometimes a member of the team will present a new creative format or process, and other times we brainstorm together on a problem that a team member has been struggling with. The creative coffee session is truly a free for all!\n\n\n\nOur weekly team huddles are a little more formal. We share our creative concepts, design trends and creative strategy decks. I find these meetings really inspirational because we talk about everything from design to strategy. I usually walk away from team huddles with lots of fresh ideas.  \n\n\n\nWhat is the most rewarding part about working as a creative strategist at StackAdapt?\n\n\n\nThe most rewarding part of being a Creative Strategist at StackAdapt is being able to work in a supportive environment where I’m given constructive feedback, as well as the space to grow my ideas. My team is always willing to give me a hand when I need help troubleshooting a problem,  or need to hop onto a call for a quick brainstorm session. Our team is really emblematic of the saying that two brains are better than one! \n\n\n\nAnd lastly, I’d say the Creative Strategy team is really rewarding to work on because we’re such a unique team to exist within an adtech company. It’s fulfilling to see how much we’re able to positively impact the success of StackAdapt users. \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Back to school campaigns: Marketing strategies, ideas, and examples","datePublished":"2026-07-29T14:17:27+00:00","dateModified":"2026-09-09T16:11:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns"},"wordCount":2656,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260729132359/20260724_Back-to-School-Marketing-Strategies_Header.webp?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","higher education","retail"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Learn how to leverage data for your back-to-school campaigns, as well as strategies and tactics for reaching back-to-school shoppers this fall."}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-b767b22b-7f4f-4a9a-81ba-38f84eefbdc2","position":1,"url":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-b767b22b-7f4f-4a9a-81ba-38f84eefbdc2","name":"What is a back to school campaign?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A back to school campaign is a seasonal marketing campaign designed to promote products or services that students, parents, and teachers may need for the upcoming school year. These campaigns often feature school supplies, clothing, electronics, educational services, online subscriptions, and limited-time offers across digital and traditional advertising channels.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-d878e286-b658-456e-bb44-5e4b389877db","position":2,"url":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-d878e286-b658-456e-bb44-5e4b389877db","name":"What months are back to school campaigns?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Back to school campaigns typically run from June through September, with most advertising and shopping activity taking place in July and August. That said, the exact timing can vary by region, education level, and when local schools begin their academic year.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-855425d1-ac92-4206-b793-7ada1f879e55","position":3,"url":"https://www.stackadapt.com/resources/blog/back-to-school-campaigns#faq-question-855425d1-ac92-4206-b793-7ada1f879e55","name":"When do back to school campaigns start?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Back to school campaigns often start in June, July, or early August, so brands can reach shoppers before purchasing peaks later in the summer. Starting early also gives marketers more time to build awareness, capture early demand, and optimize their campaigns as the first day of school approaches.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"3 content marketing tips to pivot in a changing digital landscape","datePublished":"2022-04-27T15:19:11+00:00","dateModified":"2026-09-08T21:47:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips"},"wordCount":840,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105624/20220411_Content_Header.png?fit=1200%2C600&ssl=1","keywords":["blog","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The global pandemic has brought major changes to people's lives. It has impacted everything from the way we structure our lives at home, to how we shop, and how we work. \n\n\n\nTech organizations have also faced change, having to make quick decisions to pivot the way they operate, and align with current trends (and needs) in the digital space. The organizations that have adapted to our changing world fast have been able to not only survive the uncertainty of a pandemic, but flourish. \n\n\n\nChristiana Marouchos, Senior Director of Digital Marketing at StackAdapt, recently sat down with Bobby Narang, Co-Founder of Opensense and the host of the Growth Marketing Camp podcast, to chat about how her team has embraced a content marketing strategy to support the ongoing growth of the company. Read on to learn three content marketing tips that Christiana shared or listen to the full episode.\n\n\n\nGreat content starts with a great team\n\n\n\nChristiana started working at StackAdapt in 2018. At that time, StackAdapters used in-person communications to build relationships with potential clients as well as existing ones. This approach helped to build a positive and trustworthy reputation for StackAdapt through a strategy that relied on in-person experiences like events. \n\n\n\nThis strategy shifted when the pandemic hit in 2020 because suddenly, in-person events and meetings were restricted by pandemic response measures. As a result, the StackAdapt team knew that they would have to rethink their strategy if they wanted to continue expanding their digital marketing presence. The biggest opportunity that StackAdapt found was the need for resources related to not just the StackAdapt platform, but digital marketing in general. \n\n\n\nTo start developing educational content, they would have to grow the marketing team. As a result, the team has quickly grown to over 20 marketers across 3 different countries who collaborate together to create engaging resources for digital advertisers. Christiana now oversees all of StackAdapt’s content, campaigns, communications, and overall marketing strategy. \n\n\n\nCreate content that educates and builds authority\n\n\n\nOnce building out the team was in motion, it was time to start developing the content. The StackAdapt marketing team started by reviewing trends in digital marketing. Then, they started brainstorming the type of questions that their audience often ask directly, or search engines. The team made sure that the topics they planned to cover were relevant both to their audience, and to the StackAdapt platform. After brainstorming within the marketing team, as well as with members of other StackAdapt teams, they had tons of ideas that they could craft content around.\n\n\n\nAs an organization, StackAdapt has been heavily focused on vertical solutions, and the marketing team carried that forward into the content strategy. For example, they took a vertical-focused approach for a series of blogs that would recommend creative strategies and messaging tactics to leverage during the pandemic. This strategy applied not just to blogs, but to long form content as well. Writing vertical specific content was one way that StackAdapt could guide marketers through the specific shifts that different verticals were experiencing as the pandemic progressed. \n\n\n\nAccording to Christiana there should be a goal behind writing a blog, ebook, 1-pager, or other type of content. She says, “A reader should always find value in what they’ve read. My team has found that blogs, eBooks, 1-pagers, and other types of content that have a defined goal and value do a better job of educating readers, and building authority around a topic.” \n\n\n\nLeverage content in your broader digital marketing strategy\n\n\n\nLeaning into a content strategy has helped to broaden the reach of the StackAdapt brand, and it’s opened up a world of opportunities. But, Christiana says it’s important to think about how content fits into your broader digital strategy, too. Leveraging content in tandem with other marketing activities like paid media will strengthen your overall results.  \n\n\n\nTwo years after pivoting to a digital content strategy, pandemic restrictions are easing. With business travel and in-person events bouncing back, there’s a “new normal” to explore, which is a hybrid of virtual opportunities and more traditional face-to-face opportunities for marketing and outreach. StackAdapt has learned that the best way to navigate this new normal is to balance the strategies that you know work well, with innovative, fresh ideas.\n\n\n\nThe digital landscape is continuing to quickly evolve, and this means that content should too. Christiana warns that content you released a year ago might not be relevant anymore. One year in tech is almost a lifetime! Given this, it’s important to make refreshing content a part of your content strategy. Going back to update older content while developing content that is on top of current industry trends will help ensure your resources are relevant to the audience you’d like to reach. \n\n\n\nWant to hear more of Christiana’s insights? Listen to her discussion with Bobby Narang on the Growth Marketing Camp podcast.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips","url":"https://www.stackadapt.com/resources/blog/content-marketing-tips","name":"Christiana Marouchos's Content Marketing Tips | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/content-marketing-tips#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105624/20220411_Content_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-04-27T15:19:11+00:00","dateModified":"2026-09-08T21:47:12+00:00","description":"StackAdapt's Senior Director of Digital Marketing sat down with the Growth Marketing Camp podcast to share her top content marketing tips. ","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"5 reasons to leverage programmatic advertising for recruitment","datePublished":"2022-04-28T13:33:00+00:00","dateModified":"2026-09-08T21:47:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising"},"wordCount":1088,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105624/20220418_Recruitment_Header.png?fit=1200%2C600&ssl=1","keywords":["audience targeting","multi-channel","retargeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The pandemic has had a considerable impact on employment across industries. With the world adapting to a new normal, we’re seeing an increase in job searches and talent acquisition is becoming more challenging. With such a large candidate pool and a competitive job market, hiring managers are turning to agencies to run programmatic ad campaigns to support their search for exceptional talent. \n\n\n\nBelow, we’re covering what is programmatic advertising for recruitment, and the benefits of leveraging it as part of your talent acquisition strategy.\n\n\n\nHow does programmatic advertising work for recruitment\n\n\n\nProgrammatic advertising enables media buyers to purchase advertising space using a demand-side platform (DSP) that leverages data insights and algorithms to reach the right users. This automatic process serves ads at the right time, and at the right price. Modern marketers are using a multi-channel programmatic advertising strategy that leverages native, display, audio, video, and connected TV (CTV). \n\n\n\nWith programmatic recruitment advertising, organizations can deliver ads to potential candidates across a variety of digital channels. For example, a multi-channel strategy makes it possible to advertise across a mix of channels, which increases the percentage of the total target audience that a campaign can reach. You can capture the attention and interest of a candidate, and leverage a call to action (CTA) that encourages them to apply for a role at your organization.\n\n\n\nWhen using programmatic advertising for recruitment, you can also explore various strategies for fine-tuning campaign results. This approach helps you to craft a brand story throughout the entire customer journey.\n\n\n\nBenefits of recruitment advertising\n\n\n\nLeveraging programmatic advertising for talent acquisition makes the job of recruiters much simpler. In fact, companies that use programmatic are twice as likely to reduce their overall hiring time. Here are 5 key benefits of recruitment advertising. \n\n\n\nProgrammatic recruitment optimizes the job ad process\n\n\n\nProgrammatic advertising for recruitment optimizes the job ad process because it provides you an opportunity to control what audience will see your ads across the web. You’re able to use targeting to reach qualified candidates with precision, and you can use automated bidding processes to avoid overspending on clicks that don’t result in conversion.Because programmatic campaigns run across many digital channels and platforms, the internet essentially becomes your job board. This expands the reach of your campaigns, and enables you to reach candidates who are the right fit for any role you’re aiming to fill. \n\n\n\nSupports organizations with complex hiring needs \n\n\n\nFor employers with complex hiring needs, using programmatic ads for their recruitment efforts helps eliminate many inefficient processes and unnecessary spending. Sophisticated targeting capabilities means that your ad spend isn’t wasted on candidates who are not suited for the role. \n\n\n\nYou also have the  ability to track campaign metrics that are most important to you. Metrics can be pulled from campaign results, and then used to help you narrow down who, when, and where to target in your future campaigns. \n\n\n\nFor example, you might see that a campaign which highlights one specific employee value proposition results in more qualified candidates than another. This tells you what your desired candidates are looking for in their employer, which is information you can leverage to attract the right people.  \n\n\n\nProgrammatic recruitment targets ideal candidates\n\n\n\nWe’ve touched on targeting above, but let's dig into some specific strategies for targeting with programmatic. \n\n\n\n\nCRM direct upload supports simple and fast uploading of CRM data directly into your DSP. From there, you can retarget candidates who have expressed interest in your organization or open roles. \n\n\n\nGeotargeting and geofencing makes it possible to deliver ads using the geographic location information of users. You can target by country, state, province, city, or zip code/postal code. For companies that are growing globally, geotargeting can help them reach the right candidates in new geos/markets.  \n\n\n\nLookalike audiences enable you to reach potential candidates who exhibit similar interests and behaviours with your existing talent, or existing CRM list. \n\n\n\nContextual targeting enables you to target niche phrases that are related to your field or organization, or to the skills of your target audience. This targeting methodology reaches users when they are in a receptive frame of mind.\n\n\n\n\nPrecision-based targeting enables you to narrow down your targeting pool to reach specific professions, employers, geos, and more. This is a major benefit of using programmatic advertising for recruitment because it reduces wasted ad spend, and improves the quality of the candidates you reach. \n\n\n\nProgrammatic creates opportunity to re-engage qualified candidates\n\n\n\nFor recruiters, pairing a multi-channel campaign with retargeting is the perfect solution for re-engaging qualified candidates. With multi-channel targeting, you can reach users across different platforms and devices. This strategy helps you create a cohesive message across all channels, and gain greater reach by capturing users who are only using some of them. \n\n\n\nCombining retargeting with your multi-channel campaign helps to re-engage candidates who have seen one of your ads before, or shown interest in your company or organization. Seeing your ads across devices and in various formats builds campaign awareness, gaining more attention of ideal talent, and encouraging them to apply to a role. \n\n\n\nProgrammatic campaigns will strengthen your employer brand\n\n\n\nA major benefit of programmatic advertising for recruitment is that they bring employer brand awareness to your organization. A campaign is an opportunity to communicate to candidates your employee value proposition—the unique set of benefits that an employee receives in return for the skills, capabilities, and experience that they bring to a company. \n\n\n\nThe ad impressions that your campaign earns translates to candidates who, if they don’t apply to a role at your organization right away, may do so in the future. Creating employer brand awareness is a long-term investment that builds trust with potential candidates. If they’re familiar with your organization already, they’ll be more receptive to future outreach. \n\n\n\nMake programmatic part of your talent acquisition strategy\n\n\n\nIn a competitive recruitment landscape, programmatic recruitment advertising gives you an opportunity to use precision-based targeting to reach qualified candidates across the digital channels that they are actively using. With the added benefit of growing awareness around your employer brand, programmatic is a tactic that recruiters should be using to find fresh talent in the current competitive market.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising","url":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising","name":"How to Leverage Programmatic for Recruitment | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-recruitment-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105624/20220418_Recruitment_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-04-28T13:33:00+00:00","dateModified":"2026-09-08T21:47:10+00:00","description":"Learn what programmatic recruitment advertising is, and the benefits of leveraging it as part of your talent acquisition strategy.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-video-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-video-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"5 ways that video marketing can help B2B brands stand out","datePublished":"2024-04-25T20:55:16+00:00","dateModified":"2026-09-08T21:45:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-video-marketing"},"wordCount":1477,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-video-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501165555/20240423_Video-Marketing-for-B2B_Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","Content Level : 101","video"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The B2B (business-to-business) industry has gone through major changes. With the shift to remote work and less in-person events and interactions, so much B2B is now being done online. And as a result, B2B marketing has evolved, too.\n\n\n\nB2B marketers are turning to digital strategies to engage with professionals in a meaningful way online. According to an Accenture study, 94% of buyers conduct online research, searching for solutions anytime and anywhere. By tapping into digital channels, B2B marketers can reach professionals exactly where they are.\n\n\n\nHow video is used in B2B marketing \n\n\n\nWhile there are plenty of channels that B2B marketers can choose from, one that will help you truly stand out from the crowd is video. Video advertising allows you to reach potential customers wherever they may be watching video content online.\n\n\n\nAccording to eMarketer, in 2022 US advertisers will spend $62.96 billion on this programmatic channel, up from $52.17 billion in 2021. And that spend is expected to climb to $74.88 billion in 2023. More than 20% year-over-year growth signals that marketers are increasingly recognizing and investing in the value of video.\n\n\n\nWith marketers increasingly adopting video advertising, it’s time to forget about using video for B2B in the traditional way. Instead, lean into this format’s unique capabilities to stand out from the crowd and capture the attention of the audiences that matter.\n\n\n\nVideo can differentiate your brand from others in the B2B space by giving you the power of visuals and audio to communicate your message more clearly.\n\n\n\nAt StackAdapt, we practice what we preach. That’s why StackAdapt’s marketing team and the Creative Studio collaborated in-house to develop a video that’s unlike any other B2B ad you’ve seen.\n\n\n\n\nhttps://youtu.be/BKYEkwkdofc?si=ggX7n25jhP3bH7do\n\n\n\n\nIn B2B marketing, speed makes all the difference. Every second counts. So, we used the whiz-bang energy of a superhero trailer to show how StackAdapt can level up your B2B campaign performance in the time it takes to toast a slice of bread.\n\n\n\nToday, if you’ve seen one B2B ad, you’ve seen them all. We wanted to challenge what a B2B video ad could look like and step outside our comfort zone. It turned out way better than I could’ve ever imagined, and I hope it will inspire marketers to break the mould of what B2B advertising is and can be.Vitaly Pecherskiy|Co-founder and CEO of StackAdapt\n\n\n\nStill not convinced? Read on to learn 5 reasons why you need to leverage video ads to showcase your B2B brand and stand out from the crowd.\n\n\n\nVideo marketing builds brand identity and awareness \n\n\n\nPeople today are watching more videos than ever before. According to Hubspot research, the amount of online video watched has almost doubled since 2018! This is likely thanks to how engaging the format of video is. It combines the power of visuals and sound, which makes it a fantastic format for storytelling. For brands, this means it’s a great channel for expressing brand identity and building brand awareness. \n\n\n\nB2B marketers can leverage video to tell compelling and engaging stories through a highly entertaining and memorable ad experience. Because video is so immersive, it creates strong brand recall, which is a valuable advantage for B2B since sales cycles tend to be longer in this vertical.\n\n\n\nVideo is a great format for educating your audience \n\n\n\nOne of the challenges that digital marketers across industries face is that ads provide just a brief moment to capture users' attention. When running an ad, it’s important to make the best use of the visuals, copy, and other creative elements like sound and movement to get your message across. \n\n\n\nThis is what makes video such a unique format. With video, you can convey a lot of information in a short time, which means you have more opportunity to tell a story about your brand. You also have more time to educate your audience, which is a key factor in B2B marketing. \n\n\n\nFor example, pinpoint a problem or challenge your target audience is facing that your product or service can help them solve. Then, use a video ad to address that problem in a way that resonates with your target audience. This helps to capture their interest in your B2B solution while simultaneously positioning your brand or company as a thought leader. \n\n\n\nBy using video to educate your audience, you not only introduce your product or service, but you are able to start building a foundation of trust between your brand and your audience. \n\n\n\nPowerful B2B video ads can appeal to viewers’ emotions\n\n\n\nThe power of storytelling shouldn’t be underestimated. Video is known for being the perfect medium to spark emotion because it combines audio and visual elements.\n\n\n\nFor B2B marketers, it’s important to remember that your target audience are people. Creating a story that appeals to emotion will make your ad, and your brand, more memorable. The emotion your video ad conveys can fall anywhere on the spectrum between heartfelt and funny. Whether the ad tells a story that your audience finds relatable, or one that just makes them chuckle, the fact that it’s spurred emotion creates a starting point for the viewer to have an emotional connection with your brand. \n\n\n\nOne thing to keep in mind is that it’s important to evoke positive emotion because the reality is, ads that spark negative emotions like stress or fear will also have a high recall rate. When a viewer recalls that ad, they’ll recall negativity, which can create a negative association between them and your brand. Sticking to positive emotions will have a more desirable outcome for your brand.\n\n\n\nProgrammatic video unlocks valuable data \n\n\n\nAs with all programmatic channels, video comes with enhanced targeting capabilities. Data-driven targeting and measurement capabilities enable you to target the highly specific needs, challenges and interests of the organizations you’d like to reach. \n\n\n\nProgrammatic advertising enables you to leverage various targeting tactics that ensure you reach the right people, at the right moment. For example, you can target with contextual advertising, which uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time.It’s also possible to target users with geotargeting, which makes it possible to deliver ads using the geographic location information of users. You can target by country, state, province, city, zip code, or postal code. Or, consider creating lookalike audiences, which allow you to reach potential leads by targeting users based on your existing retargeting or CRM list. \n\n\n\nAlong with various targeting tactics, video comes with access to video marketing metrics that inform measurement and attribution. This is highly valuable for B2B marketers, who can then proactively learn who is interacting with and viewing their video ads, and then optimize and retarget accordingly. \n\n\n\nVideo is an opportunity to differentiate your message\n\n\n\nWith video, you have an opportunity to get creative. In B2B marketing, it’s often assumed that the key is to use ads to present the solution itself. While this tried and true strategy can certainly drive results, thinking outside the box can make for a more memorable and impactful ad. \n\n\n\nDon’t be afraid to be playful with your video ads. You don’t need to focus heavily on showing or talking about your product to get your main message across. Instead, consider using video to highlight one of the benefits of your offering in a creative and fun way. This will spark emotion, create a positive association with your brand and help build brand trust.\n\n\n\nGet started on your B2B video marketing strategy\n\n\n\nYou can use video to reach decision makers associated with your target audience in an engaging and memorable format. Find creative ways to stand out with your video. Your video will capture the undivided attention of your target audience, offering an opportunity to educate them, build brand awareness, and develop trust. \n\n\n\nThe best part? After reaching qualified B2B users with video, you can retarget. Collect audiences that have completed watching your video ad and retarget them with display or native ads on other devices. Retargeting provides you more opportunities to move your target users down the funnel, and to build on the cohesive brand story that you’ve crafted through your video ad. \n\n\n\nWant to run exceptional B2B video campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/weather-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/weather-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/john-carvalho#person"}],"headline":"Brighten your marketing plan with a weather targeting strategy","datePublished":"2022-05-09T15:36:21+00:00","dateModified":"2026-09-08T21:47:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/weather-targeting"},"wordCount":1157,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/weather-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105623/20220421_Weather-Targeting_Header.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","targeting","weather targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Weather targeting is an advertising strategy that enables marketers to align their campaigns with fluctuations in weather. It’s a key marketing strategy because studies show that weather has a direct influence on consumer behaviour and intent. \n\n\n\nThe weather has obvious impacts on the seasonality of some products. For example, brands are more likely to sell patio furniture during the summer months than they are in the winter. \n\n\n\nBut there are less obvious influences that weather has, too. According to the British Retail Consortium, weather is the single largest factor in driving “the emotional state” of a buyer. For example, one study found that consumers that are exposed to more sunlight are willing to pay more for some products. \n\n\n\nClearly, weather has an impact on consumer behaviour. Leveraging weather targeting can help marketers create more relevant campaigns that reach consumers in the right moments. Read on to learn what weather targeting is, how weather affects consumer mood and purchasing habits, the benefits of weather targeting, and more. \n\n\n\nWhat is weather targeting\n\n\n\nWith weather targeting, brands and agencies can tailor their creatives based on the weather conditions in specified locations. Campaigns can be automated to optimize based on local temperatures or weather conditions, making it possible to engage consumers during key weather changes with ads that drive action. \n\n\n\nWeather data providers like OpenWeather offer updated datasets to demand-side platforms (DSP), which are then used for targeting purposes in a campaign. With the right DSP you can choose weather conditions, temperature ranges as well as blend weather targeting with other tactics such as day of the week, time, device, segments and more for endless targeting possibilities. \n\n\n\nHow weather affects purchasing habits\n\n\n\nThe 7-day weather forecast was introduced in the early 2000s. Knowing what weather to expect a full week in advance made planning outdoor activities as well as travel much simpler, and also resulted in shifts in consumer purchasing habits. For example, knowing that good weather is ahead could influence the purchase of beachwear, outdoor activities, sporting goods and travel-related products and services.\n\n\n\nWeather predictions also affect consumer packaged goods (CPG)—specifically grocery. Many grocery stores and large box stores use weather to predict what they should stock the most of. For example, if the weather is forecasted to be sunny and warm, they may stock more foods that are barbecued, like hamburgers.  \n\n\n\nHow weather affects consumer mood\n\n\n\nThe correlations between products that are in demand during specific types of weather are pretty obvious, but weather has subconscious effects on consumers, too. According to a study performed by Persinger and Levesque, 40% of a consumer's mood evaluation was accounted for by a combination of weather events. \n\n\n\nA consumer is more likely to purchase or consider purchasing an item when they are exposed to sunlight for a prolonged time. And, consumers are far more likely to shop in stores when the weather is nice and they feel motivated to go outside. Understanding how weather affects shoppers' moods can help brands and agencies leverage weather trends strategically in their marketing plan. \n\n\n\nThe benefits of weather targeting\n\n\n\nWeather targeting enables marketers to reach consumers in the right moments through relevant messaging, improved campaign effectiveness, and weather-driven demand. \n\n\n\nEnables more relevant messaging \n\n\n\nWeather targeting isn’t only about tying a particular product to the weather. You can also leverage weather data to understand your consumer’s psyche at any given moment in time. Understanding your customer’s mindframe will enable you to tailor marketing messages accordingly, resulting in a much more potent campaign strategy. \n\n\n\nImproves campaign effectiveness\n\n\n\nWeather targeting can help you deliver more relevant messaging, which will improve campaign effectiveness and return on investment (ROI). This is because a message that delivers timely and relevant information, in a tone that resonates with the consumer’s mood, will lead to improved purchase intent.\n\n\n\nLeverages weather-driven demand\n\n\n\nFor many verticals, weather-driven demand is a big opportunity to boost brand awareness and sales. Industries like apparel, food and drink, home and garden, sports, auto, travel and tourism can use weather insights to create marketing strategies that align with consumer behaviour and intent.\n\n\n\nAn example of weather targeting\n\n\n\nThe auto industry is influenced heavily by weather conditions. When temperatures fall, consumers begin thinking about purchasing winter tires to keep safe on the road. After a snowstorm, even more consumers might be in the frame of mind to consider purchasing a safer vehicle, for example, a vehicle that has all-wheel drive. In fact, brands in the US have reported a lift in sales for all-wheel drive vehicles after particularly bad winters. \n\n\n\nCar dealerships and manufacturers can leverage weather targeting to reach receptive audiences at the right moment. Begin by mapping historical weather data against sales metrics to uncover the trends. Then, leverage that historical data to predict when the demand for all-wheel drive or winter tires will peak. By setting parameters that run an all-wheel drive campaign during or following the worst winter weather, marketers can capture the interest of a consumer when car safety in winter conditions is top of mind. \n\n\n\nTips for building a weather strategy\n\n\n\nReady to leverage weather targeting? These tips will help you get started.\n\n\n\n\nLeverage seasonal forecasts to help plan your weather strategy. Looking at historical weather data as well as forecasts can help you identify when weather will impact your campaigns, and when you can shift messaging to align with the weather. Once you have a grasp on what weather to expect during your campaign flight, you can ensure the product placement, messaging and targeting strategy matches accordingly.\n\n\n\nConsider the effect weather has on a regional and national level. The weather patterns in Dallas, Texas differ a lot from those in Buffalo, New York, and so should your messaging. It’s important to hone in on as focused a region as possible since weather can vary, even within a state. \n\n\n\nTake note of regional perceptions of weather. People living in different climates will have different perceptions of weather. For example, when it drops to the 50s in Florida, locals may feel chilly enough to buy a jacket. Whereas in more northern states, that weather could be considered balmy enough for a spring barbecue. \n\n\n\n\nAdd weather targeting to your digital strategy\n\n\n\nThere’s a reason that weather is talked about so often in elevators—it’s an important factor in our daily lives! Because weather will dictate what and when we do things, it has an influence on consumer mood as well as purchasing decisions. Adding weather targeting to your digital strategy will enable you to create more relevant campaigns that reach your target audience in optimal moments. \n\n\n\nWant to learn more about weather targeting and run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/retail-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/retail-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Boost sales with these 7 retail digital marketing strategies","datePublished":"2024-11-26T13:23:28+00:00","dateModified":"2026-09-08T21:44:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/retail-marketing"},"wordCount":1589,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retail-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241125121843/20241121_Retail-Marketing_Header.webp?fit=1200%2C600&ssl=1","keywords":["audience targeting","blog","Content Level : 101","foot traffic attribution","retail"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"According to the National Retail Federation (NRF), retail is, at its core, about delivering “the right product at the right price to the right customer.” But, whether it’s changing consumer demographics or the rise of social commerce, retail is constantly evolving, and connecting with the right customers at the right time and place has never been more difficult.\n\n\n\nAs such, retail marketers need to adapt, leveraging data-driven digital marketing strategies to reach consumers and help their brands stay ahead of the curve.\n\n\n\nRead on to learn the trends impacting digital marketing in retail and the programmatic tips and strategies that will help your business succeed in 2025 and beyond.\n\n\n\nThe changing retail marketing landscape\n\n\n\nDespite the first half of the decade ushering in economic uncertainty, retail sales growth is expected to remain consistent for the foreseeable future. US retail sales will reach $7.41 trillion USD in 2024 and the US retail market is projected to have an annual growth rate between 2.9% and 3.1% through 2028—close to the pre-pandemic average of 3.6% per year.\n\n\n\nThe growth rate for e-commerce is even stronger, with online sales projected to increase from 7% to 9%, reaching nearly $1.5 trillion USD in 2024. Annually, EMARKETER forecasts high-single-digit online sales growth, with e-commerce accounting for 20% of total US retail sales by 2028.\n\n\n\nAccording to NRF, much of e-commerce’s growth is due to multi-channel sales, which rely heavily on physical locations to fulfill orders and enhance customer convenience, with 70% of retail sales still occurring in person.\n\n\n\nAs a result, despite e-commerce’s continued growth, retailers and brands need to connect with customers in multiple locations—namely, online, in-app, and in-store—to drive sales.\n\n\n\n5 retail digital marketing trends to watch\n\n\n\nKeeping an eye on current trends can inform many aspects of your retail digital marketing strategy, from which channels and formats to advertise with to who you should target with your campaigns. \n\n\n\nHere are 5 trends to keep in mind when planning your retail digital marketing strategy: \n\n\n\n1. Mobile commerce continues to rise \n\n\n\nAs consumers spend more time on their smartphones and mobile devices, mobile commerce (aka m-commerce) has become one of the most popular methods for purchasing products online, with m-commerce projected to account for two-thirds of net online sales growth between 2024 and 2028. (In 2028, it’s projected that 94% of m-commerce sales will occur on smartphones.) As a result, retail marketers should prioritize mobile-friendly channels when advertising to consumers. \n\n\n\n2. Social shopping grows in popularity \n\n\n\nSocial commerce allows customers to shop directly through their favourite social media platforms. Social shopping is particularly popular among younger customers, with a 2024 survey finding that 55% of Gen Z consumers in the US reported purchasing through a social media platform in the previous six months. As social media’s influence continues to rise, US social commerce sales are expected to more than double by 2028, exceeding $141 billion USD.\n\n\n\n3. Personalization becomes the new norm \n\n\n\nBrands are increasingly using 1st-party data collected from customer loyalty programs, in-store and online purchases, and email sign-ups to deliver more personalized ads and relevant promotions to consumers, resulting in better engagement, higher sales, and stronger brand loyalty. In fact, research from McKinsey & Company found that companies that do personalization well see 40% more revenue than companies that are only average at it.\n\n\n\n4. Retail media networks open the doors for mid-market brands\n\n\n\nFor brands that don’t have access to an extensive amount of 1st-party data, retail media networks (RMNs) allow brands to leverage a retailer’s proprietary customer data, ad inventory, and strategic partnerships to reach a wider audience and target customers closer to the point of purchase. With 64% of execs at US retailers telling Deloitte they planned to implement an RMN by the end of 2024, it’s never been easier for mid-market brands to compete with larger companies and reach the right customer in the right place at the right time—whether that’s in-store, online, or where they’re streaming content.\n\n\n\n5. Emerging technology is improving the customer experience \n\n\n\nBrands are finding new ways to make online shopping more seamless for customers. With more people shopping online, customers have fewer in-person touchpoints with products, which makes discovery more challenging. That’s why many brands in the retail industry are investing in emerging technology, like augmented reality (AR) and virtual “try before you buy” experiences. This helps customers better engage with products online and reduces the barrier to purchase, especially for younger shoppers, with millennials and Gen Zers two to three times more likely to use emerging media like AR, VR, and even online live streams to learn about products before purchasing.  \n\n\n\nDrive results with these retail digital marketing strategies\n\n\n\nWith these emerging trends in mind, let’s look at a few ways retail marketers can better connect with customers. Here are 7 retail digital marketing strategies to consider when planning your next retail marketing campaign:\n\n\n\n1. Use a cross-channel marketing strategy to create a seamless customer experience\n\n\n\nPeople are spending more time on digital channels than ever before, especially on mobile devices. Update your retail advertising strategies to incorporate mobile-friendly programmatic channels like video and audio as part of a cross-channel marketing strategy to boost brand awareness and reach new customers. Retarget off of video completion rates (VCR) or listen completion rates (LCR) with highly engaging channels, such as native and display, to strengthen your branding efforts while keeping costs low. \n\n\n\n2. Include social channels as part of your retargeting strategy \n\n\n\nIn recent years, social commerce has gained traction by guiding shoppers from discovery to purchase. To reach consumers who are actively using social channels like Facebook, Instagram, and Pinterest, start by using programmatic channels like native, display, and video to capture customers’ attention and drive them to your website. Then, use social retargeting as part of a retargeting strategy to target customers on their favourite social media platforms and drive them further down the funnel towards a conversion.\n\n\n\n3. Leverage RMNs to reach customers throughout the funnel\n\n\n\nAlthough they’ve historically been used as a lower-funnel tactic to reach prospective customers when they’re in the buying mindset and directly at the point of purchase, RMNs are increasingly being used by both endemic and non-endemic brands to connect with consumers throughout the entire buying journey.\n\n\n\nWith off-site retail media—like display ads on 3rd-party websites, digital signage, and CTV—accounting for 18.5% of all US retail media ad spend in 2024 and only increasing, mid-market brands have more opportunities than ever to reach consumers outside of traditional retail channels and engage them throughout the buying journey.\n\n\n\n4. Try dynamic retargeting to reach cart abandoners and mid-to-lower-funnel customers\n\n\n\nUnlike standard retargeting, which uses generic messaging to sway customers, dynamic retargeting leverages data captured from browsing behaviour, abandoned carts, or previously viewed product pages to automatically tailor ads to customers based on the specific products or content a user is interested in. \n\n\n\nFor example, if a shopper browses for a particular pair of jeans on an e-commerce site but doesn’t complete a purchase, a retailer could use dynamic retargeting to target ads promoting that same pair of jeans or similar items across native, display, and other programmatic channels.\n\n\n\n\n\n\n\n\n\n5. Reach the right customer with contextual targeting\n\n\n\nContextual targeting places ads on websites or apps based on the content viewed by a potential customer rather than relying on a user’s browsing history or personal data. It uses keywords, topics, and other contextual signals to ensure that ads appear alongside relevant content, increasing the likelihood of user engagement and, ultimately, a conversion.\n\n\n\nFor example, a retailer could use StackAdapt’s Page Context AI to input a list of words and in-context phrases related to the product they’re promoting—like “summer BBQ essentials,” “sustainable clothing,” or “men’s sneakers”—and place ads on web pages that are contextually relevant and more likely to convert.\n\n\n\n6. Use a brand lift study to gauge brand awareness and perception \n\n\n\nRecent retail trends show that brand loyalty is shifting, with many consumers increasingly willing to leave legacy brands behind and try new products. To navigate this change, it’s important to go beyond basic metrics like impressions and dive deeper into consumer insights to fully understand the impact of your retail marketing campaigns.\n\n\n\nUsing a brand lift study, you can accurately measure how your ads influence consumer awareness and perception, providing insights into how people feel about your brand after seeing your campaign.\n\n\n\nFor example, Add3Connect used StackAdapt’s in-platform brand lift solution to measure ad and brand recall for their client, Nuun, and found that their CTV ads significantly increased brand awareness, ultimately justifying their ad spend. \n\n\n\n7. Incorporate a footfall attribution study to measure the offline impact of your campaigns\n\n\n\nIt’s more important than ever to understand how your digital campaigns are impacting in-store sales.\n\n\n\nFootfall attribution (also known as foot traffic attribution) is a method used to connect impressions to actual store visits, helping you understand how your digital ads are contributing to increased foot traffic at brick and mortar locations.\n\n\n\nUse foot traffic attribution to uncover store visitation patterns, assess the incremental impact of your campaigns, and measure the cost per store visit.\n\n\n\n\n\n\n\n\n\nThe future of retail advertising\n\n\n\nAs consumer expectations and technology continues to evolve, retail marketers need to adapt their digital marketing strategies to stay competitive.\n\n\n\nProgrammatic advertising provides a scalable and efficient way to reach the right shoppers, helping drive foot traffic and sales for your brand. \n\n\n\nRequest a demo to learn more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-accounting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-accounting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Accounting for success at StackAdapt","datePublished":"2022-05-12T14:02:31+00:00","dateModified":"2026-09-08T21:47:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-accounting"},"wordCount":905,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-accounting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105622/20220511_Life-in-Adtech_Kim_Header.png?fit=1201%2C601&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Kim Stedman, Director of Accounting in Finance at StackAdapt. Kim shares her journey into adtech, what her role entails, and how the Finance team supports the growth and success of StackAdapt.\n\n\n\nCan you share a bit about your journey into working in accounting?\n\n\n\nI began my career working in public accounting for small to mid-size accounting firms. In those roles I focused on audit, and eventually earned my public accounting license in 2012. I then started a role as a financial controller at a high-growth real estate company. This was super exciting for me because it was my first industry experience working in such a fast-paced environment.I continued in real estate for six years, but eventually took a new opportunity in a different industry, cannabis. I wanted to broaden my experience in different industries, and cannabis was attractive to me because it’s forward-looking and high-growth in nature. That job was a nice segue into tech, because tech is also innovative and growing rapidly. \n\n\n\nWhen I started at StackAdapt in April 2021, my role was different than it is today; I started when the entire finance group was 10 people and we had 1 reportable financial entity. Just a year later, I now work alongside 5 other financial directors, with a finance group of 34 staff, overseeing the accounting of 5 reportable financial entities! \n\n\n\nTell us about your role, director of accounting. what does it entail?\n\n\n\nI oversee the controllership function at StackAdapt. Controllership is mainly focused on tracking and processing inputs from accounts payable, accounts receivable, and payroll, and then transforming them into financial statements. Those financial statements are then analyzed by various teams. \n\n\n\nFor example, the Financial Planning and Analysis team reviews financial statements to uncover trends and insights that are relevant to StackAdapt, and senior leadership uses this information to measure success and drive future business initiatives. \n\n\n\nAs StackAdapt grows, our accounting has to adjust to accommodate changes and financial impact. A lot of our time has been dedicated to implementing new systems and platforms, adjusting processes and policies, and hiring and training staff to meet the accounting needs. My team also gets involved in helping to execute tax strategies, implement internal controls, and mitigate risk.\n\n\n\nHow does the finance team contribute to the growth and success of StackAdapt? \n\n\n\nA large focus of my team lately has been establishing operations in new global markets, like APAC. This means setting up corporations local to those new markets, opening bank accounts, and working with our tax partners and external consultants to implement strategies that  minimize any risks. \n\n\n\nFor example, in late 2021, we successfully opened subsidiaries in Singapore and Australia! The expansion efforts are continuing and we hope to be operating in new countries within Europe and Asia before the end of 2022. Another focus is having confidence in financial records. We are building a strong accounting infrastructure to produce reliable, accurate results for forecasting growth and sustaining our success.\n\n\n\nCould you share a bit about your process and approach to leading the accounting team?\n\n\n\nWhen I started at StackAdapt my main goal was to get our accounting operations to a scalable point by improving automation, leveraging finance tools and platforms, and ensuring we had the correct people in place to do it. As StackAdapt continues to grow and more opportunities for improvement come our way, this continues to be our main goal! \n\n\n\nAnother aspect of my role is monitoring profitability, finding areas of inefficiencies or opportunity, and stabilizing our operations. I focus a lot of my time on process improvement through automation. Tech is our best way to innovate, because the more tools we find for automating tasks, the more time we have to spend analyzing the output of those automated functions. Automation makes us more efficient, which is super valuable for growth in tech. \n\n\n\nIt’s also so important to emphasize that everything my colleagues and I do is a team effort. We rely on expertise from within our team, but also on the expertise of colleagues from different departments across StackAdapt. Strength in numbers! \n\n\n\nWhat is the most exciting part about being director of accounting at StackAdapt?\n\n\n\nBeing in senior leadership has empowered me to lead with flexibility and creativity. I have the freedom to mold StackAdapt’s financial operations in the way that I determine is the most efficient and effective. \n\n\n\nThe strategic side of this is really exciting for me. I get to reinvent processes, redesign policies and implement strategy, almost daily! This started from day one here at StackAdapt and continues to be a theme. Thanks to the evolving adtech landscape, our global expansion, and our organic growth, StackAdapt challenges me everyday, in a good way!  \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\n In each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audience-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audience-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"3 essential audiences for conversion campaigns","datePublished":"2022-05-26T13:26:52+00:00","dateModified":"2026-09-08T21:47:05+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audience-targeting"},"wordCount":851,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105622/20220525_Audience_Header.png?fit=1200%2C600&ssl=1","keywords":["audience data","audience targeting","Content Level : 101","conversion"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Targeting the right audience is key for the success of any programmatic campaign. Whether your campaign objective is to drive sales, revenue, form submissions, or other lead generation metrics, having a hyper-relevant target audience will help you maximize conversions. \n\n\n\nWhen prospecting, the most commonly used audiences rely on interest and intent as well as 3rd-party data segments. When it comes to mid- and lower funnel campaigns, it’s possible to target audiences in more detail, while bolstering your campaign’s success. \n\n\n\nWhat is audience targeting\n\n\n\nAudience targeting uses data to segment consumers by demographics or interests in order to find the right users, on the right devices, and at the right moment. You’re more likely to reach users who will be interested in your products or services, and then you can target them with highly relevant messaging. \n\n\n\nHow do you use audience targeting\n\n\n\nAudience targeting is an opportunity to narrow the focus of your campaigns and hone in on a specified pool of users. This is incredibly valuable in the mid- to lower-funnel because at that stage, users are more receptive to personalized messaging and more likely to take the desired action or to complete a conversion. \n\n\n\nBelow, we’re highlighting audiences that you can leverage for earning those highly coveted conversions. But before we dive in, let’s cover an essential piece of the conversion campaign puzzle: retargeting. \n\n\n\nRetarget the users who have shown interest\n\n\n\nWith retargeting you’re able to deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for re-engaging a user who has seen one of your ads before, or shown interest in your brand or product. Retargeting will help move them down the funnel, which is why a retargeting strategy will help deliver those highly coveted conversions. \n\n\n\nPairing retargeting with essential audiences will help you to meet your lower-funnel conversion goals. This strategy nurtures leads, improves customer engagement, strengthens awareness in the upper funnel, and builds customer loyalty.\n\n\n\nEssential audiences to leverage for conversions\n\n\n\nReady to optimize your audience targeting for conversions? Here are 3 essential strategies to get you started. \n\n\n\n1. Leverage a pixel to cookie your site visitors \n\n\n\nTo build an audience pool of site visitors, you will need to place a tracking pixel on all pages of your website. This will enable you to cookie all those who visit on the site, build the audience list for retargeting and to enable you to track conversions for campaigns. \n\n\n\nOne strategy for this tactic is to collect users who start the checkout process, but end up abandoning it. They’ve shown a lot of interest in a service or product, so creating a segment of those users is a great retargeting opportunity. Deliver them a new ad that reminds them about your brand and incentivizes them to purchase. With dynamic retargeting, you can show them the product that they considered buying before abandoning the checkout process.\n\n\n\n2. Create lookalike audiences to amplify campaign reach\n\n\n\nA pixel can also be leveraged to build lookalike audiences. Lookalike audiences enable you to create a list of users who mimic the online behaviours of those who have visited your site previously. You can fine-tune this audience even further by creating a lookalike segment based on users who converted on your website. \n\n\n\nLookalike audiences ensure that your campaigns reach relevant users who have characteristics that align with a brand’s existing customers. It’s a perfect strategy for extending your retargeting pool, because you expand beyond just people who have visited your site. \n\n\n\n3. Leverage exclusion audiences to better spend your next ad dollar\n\n\n\nIt’s equally important in a conversion campaign to indicate which users not to target. With a pixel placed on your website, particularly on conversion points, you can leverage collected data to create exclusion audiences. This creates a pool of users that your campaign will omit targeting, like users who have already converted, for example. Excluding certain audiences from your campaigns can keep your costs down and prevent you from spending money on people that you know won't convert. Instead, every dollar spent will go toward users who haven’t yet converted, which improves your conversion campaign results and positively impacts your return on investment (ROI).\n\n\n\nBuild campaigns that convert\n\n\n\nCombining prospecting with a retargeting strategy will help you achieve your conversion goals by ensuring your ads are seen by the right users. With the 3 audiences we described above, you can reach people who are already in the mid- to lower-funnel and ready to convert, or exclude people who likely won’t.\n\n\n\nTo inform your strategy even further, consider also leveraging a brand lift study. It is effective for measuring consideration or purchase intent, and the effectiveness of touch points throughout the customer journey. These insights can help you uncover ways that the process can be improved or streamlined, to boost your campaign results. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/audience-targeting","url":"https://www.stackadapt.com/resources/blog/audience-targeting","name":"3 Essential Audience Targeting Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105622/20220525_Audience_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-05-26T13:26:52+00:00","dateModified":"2026-09-08T21:47:05+00:00","description":"Learn how audience targeting can be leveraged for earning highly coveted conversions, and how to retarget users who have shown interest.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Reinforce your audio messages with an audio companion ad","datePublished":"2022-05-17T18:07:10+00:00","dateModified":"2026-09-08T21:47:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners"},"wordCount":769,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105622/Audio-Comparison-Banner-02.png?fit=1201%2C601&ssl=1","keywords":["audio","Content Level : 101","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Programmatic audio provides brands with the opportunity to reach audiences in screen-free moments. Audio ads perform well on their own, but it’s possible to boost their effectiveness even further by adding a display companion ad. Including companion banners alongside your audio can help reinforce the impact of your message and drive more engagement.\n\n\n\nRead on to learn what audio companion banners are, how they work, and their benefits. \n\n\n\nWhat are audio companion ads\n\n\n\nAudio companion ads or audio companion banners are clickable visual ads that run at the same time as an audio ad. They are displayed for the duration of the ad, while listeners hear your audio ad through a mobile device or desktop. \n\n\n\nCompanion banners are powerful tools for boosting the effectiveness of your audio campaigns. A companion ad complements the audio ad, providing a visual connection to the brand message and a streamlined path for users to engage with the brand beyond the ad (by clicking). Plus, audio companion banners provide an added metric on top of the usual audio metrics: clicks.\n\n\n\nFor example, if a gym were to run an audio campaign, a companion banner could be included in the campaign to streamline the path to enrollment. The audio companion ad might look like this:\n\n\n\n\n\n\n\nHow audio companion banners work\n\n\n\nCompanion banners are usually an image or display ad, and they display at the same time as an audio ad is played. In most cases, a companion ad will support click-through URLs. That way, a user can click on the ad to be directed to more information about what they’re hearing in the accompanying audio ad. Keep in mind that companion banners do depend on the publisher's player capabilities and are not necessarily displayed in all players. \n\n\n\nBenefits of audio companion ads\n\n\n\nIncluding audio companion banner ads brings lots of benefits to your programmatic audio strategy. Here are three of those main benefits. \n\n\n\n1. Reinforces brand messaging\n\n\n\nCompanion banners are an effective tool for emphasizing a brand’s message. The added visual element combines the power of audio with the power of imagery. This works to grab more attention from the user, strengthening the connection between a user and a brand (or ad).\n\n\n\n2. Drives engagement\n\n\n\nAudio companion banners help drive users to action by making the path to conversion simpler. For example, being able to simply tap the banner ad on a screen is much easier than having to look up a brand or product that is mentioned in an audio ad. Providing this simple way to engage helps reduce friction on the path to conversion.\n\n\n\n3. Enhanced measurement\n\n\n\nAdding audio companion banners comes with the benefit of more tools for measuring the effectiveness of an ad campaign. When companion banners run alongside an audio ad, you’re able to see how many click-throughs the campaign earned. \n\n\n\nTips for creating companion ads\n\n\n\nTo create audio companion banner ads that effectively support your audio messaging, you’ll want to follow a few best practices. \n\n\n\n\nOptimize banner ads for the format they will appear in. Provide display options in various sizes that will fit both mobile and desktop, to maximize scale.\n\n\n\nAdd creative elements that tie the banner to the audio ad. Be sure to include the brand or company logo in the ad, and ensure the banner is eye-catching and organically references the audio content.\n\n\n\nInclude a call-to-action (CTA) that reinforces the audio ad’s message. A visual CTA will strengthen your messaging and encourage the user to take further action. \n\n\n\nEnsure the companion banner ad complements the audio content. A visual element should complement what the user is hearing, but not distract from it. Keep the ad simple so that the user remains engaged with the audio they are hearing. \n\n\n\n\nReinforce your audio messages \n\n\n\nIn today’s highly mobile and connected consumer environment, digital audio is a great way to command a listener’s full attention. Music spurs emotions, and listening to a podcast can emulate the experience of chatting with a friend. \n\n\n\nDigital audio is so engaging that Edison Research reports that 70% of monthly podcast listeners don't do anything else while listening to a podcast. As audio earns a more prominent place in our lives and consumption continues to grow, this format is one that advertisers won’t want to miss out on. \n\n\n\nInterested in running companion banners in your next programmatic audio campaign? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners","url":"https://www.stackadapt.com/resources/blog/audio-companion-banners","name":"Why You Should Use Audio Companion Ads | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-companion-banners#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105622/Audio-Comparison-Banner-02.png?fit=1201%2C601&ssl=1","datePublished":"2022-05-17T18:07:10+00:00","dateModified":"2026-09-08T21:47:07+00:00","description":"Learn why including companion ads alongside your audio can help reinforce the impact of your message and drive more engagement.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-consulting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-consulting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Curating solutions for marketing growth","datePublished":"2022-05-24T12:33:00+00:00","dateModified":"2026-09-08T21:47:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-consulting"},"wordCount":1033,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-consulting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105621/20220526_Life-in-Adtech_Aanchal_Header-2.png?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis week features Aanchal Bajaj, a Manager of Solutions Consulting at StackAdapt. Aanchal shares her journey into adtech, what her role entails, and how the Solutions team at StackAdapt supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working in AdTech?\n\n\n\nWhen I was studying neuroscience and psychology in university, I honestly never imagined that one day I would end up in the world of adtech! But as I completed my MBA and had the opportunity to do several internships in tech and marketing, a transition into adtech seemed like the perfect fit for me. \n\n\n\nI love adtech because it’s a fast moving industry with tons of opportunities to learn and grow. I get to challeng myself, and as a Manager of Solutions Consulting I tackle interesting problems and build creative solutions every day. Marketing and advertising is all about understanding customer journeys and behaviours, so it takes me right back to my roots in psychology. I guess I came full circle! \n\n\n\nWorking in adtech has given me the opportunity to learn from some amazing mentors who have encouraged me to take on leadership roles and explore my strengths. As a woman in tech and a person of colour (POC), I’m excited to contribute to growing diversity in the world of ad tech and I look forward to seeing and learning from even more women in the industry!\n\n\n\nWhat is the main focus of the solutions consulting team at StackAdapt, and how do you support the team?\n\n\n\nThe goal of the Solutions Consulting team is to identify, develop and lead strategic growth initiatives across StackAdapt’s suite of offerings. The team identifies solutions that are vertical specific, such as healthcare, B2B, and political, which are very detailed and robust solutions for advertisers. We also provide vertical agnostic solutions that focus on the many features and capabilities that are available for all advertisersI support the Solutions Consulting team in identifying, developing and commercializing various solutions. My focus has mostly been on leading and growing our B2B vertical and commercializing several measurement solutions such as retail offline measurement and foot traffic attribution. I have also had the pleasure of working with our international teams in APAC and EMEA to help bring the StackAdapt platform to these growing markets.\n\n\n\nHow does your team go about developing and leading strategic growth initiatives across our suite of programmatic advertising features?\n\n\n\nA big part of developing new solutions and leading growth initiatives is identifying what gaps need to be filled and what features will provide more value for our users. The Solutions team does this through competitive research and market sizing to understand the business challenges our users in different industries may be trying to solve. We also take a bottom up approach and connect directly with our users and discover what features they’d find beneficial to their workflow.\n\n\n\nOnce we have an understanding of the direction we want to take, we brainstorm ways in which we can bring these solutions to market. This sometimes involves partnerships with third-party providers that are already experts in a particular offering or cross collaborating with various teams at StackAdapt like Data Science, Business Intelligence and Product to build solutions from the ground up. Regardless of the approach we take, being an agile organization means we’re always iterating and we learn from the feedback we receive along the way to bring the most effective solutions to StackAdapt users. \n\n\n\nCan you describe how building successful partnerships and customized solutions brings value and success to StackAdapt users?\n\n\n\nDigital marketers today are always looking to find new and creative ways to reach their target audiences, and partnerships allow my team to develop features that do just that. Successful partnerships with industry-leading providers enable us to bring new and exciting features to market that will help StackAdapt users drive performance. \n\n\n\nHow does collaboration factor into your team’s work?\n\n\n\nCollaboration is a huge part of everything the Solutions team does! Since a lot of the solutions we build and commercialize are so complex, we rely heavily on the expertise of many internal teams in the process. In the past we’ve worked with Business Intelligence on process optimization and automation, Product on building in-platform features, and Marketing to put our solutions in front of users, just to name a few! \n\n\n\nAt the same time, the Solutions team also collaborates very closely with our external third-party vendors and partners. Many of our solutions are primarily partner driven, so close collaboration with our partners enables us to bring custom solutions to our users. For example, Foot Traffic Attribution and In-House B2B Targeting and Measurement are offerings that are made possible with integrations with our partners.\n\n\n\nWhat have you found is most rewarding about working at StackAdapt?\n\n\n\nThe most rewarding part for me is all the wonderful and smart people I get to work with and learn from every day! Since I’ve been at StackAdapt, I’ve seen the team double in size (and maybe even more) with new members joining from all parts of the world.\n\n\n\nI’ve had the pleasure of working with people in the US, Canada, UK, Germany, Australia, Singapore and New Zealand! Being a part of a fast growing and now international team has been so exciting because I get to learn about the different intricacies of each market or region and meet amazing new people in the process. \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"8 programmatic advertising tips for B2B marketing","datePublished":"2023-08-16T17:48:00+00:00","dateModified":"2026-09-08T21:45:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing"},"wordCount":1665,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105620/20220531_B2B-2024.webp?fit=1200%2C600&ssl=1","keywords":["b2b","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Business-to-business (B2B) buying behaviour is always evolving, and the fast adoption of remote-first work has accelerated these changes in recent years. \n\n\n\nTo navigate today's B2B landscape, it is vitally important for marketers to take note of learning opportunities from the past and use them to inform their future B2B strategies. B2B marketers also need to understand how B2B and B2C audiences are distinct from each other, so that they can build strategies geared towards the right audience.\n\n\n\nRead on to learn 8 B2B marketing tips, covering essential tactics like how you can increase brand awareness among your target accounts, and drive prospects to reach out to your sales team. \n\n\n\nWhat does B2B marketing mean\n\n\n\nB2B marketing stands for business-to-business marketing. This describes any marketing strategy that is used by one business to market and sell to another business. For example, a SaaS company selling CRM software to businesses, or a company selling medical equipment directly to healthcare facilities would leverage B2B marketing. \n\n\n\nWhat is an example of a B2B business\n\n\n\nAn example of a B2B business is a company that sells email marketing tools to digital marketing agencies. These tools aren’t intended for individual consumers. They are designed for use by organizations and businesses, which means they are a B2B product. \n\n\n\n8 B2B digital marketing tips\n\n\n\nWith these emerging trends in mind, B2B marketers can shift their strategies to align with the expectations of B2B buyers. Here are 8 B2B digital marketing tips for programmatic campaigns.\n\n\n\n1. Note the shift to remote work\n\n\n\nIn 2020 employers and employees quickly embraced remote work as a way to keep safe during the pandemic. But, the trend has stuck! Remote work is here to stay. This is in part because employees have responded well to remote work, with many of them appreciating the flexibility that comes with it. \n\n\n\nResearch found that 61% of employees in the US would like to work from home at least twice per week and only 29% of employees believe they would benefit from being in the office full time. \n\n\n\nThe shift to remote work means it’s time to rethink how you reach B2B buyers because the environment and habits of these buyers has changed. Professionals who work from home spend more time online and on their devices. \n\n\n\n2. Harness the power of email \n\n\n\nWith professionals spending more time at home and at their desks, email is occupying a bigger share of their attention. Email is a highly personalized channel that allows you to communicate directly with your audience. \n\n\n\nThis makes newsletters an increasingly powerful way to engage with the B2B buyers you’re targeting. Despite the growth of mobile messengers and chat apps, email is an integral part of daily online life. The number of global email users is set to grow to 4.6 billion users in 2025.\n\n\n\nEmail is a valuable channel because with it, you can let the reader know what action to take next. You have the opportunity to encourage a B2B buyer to not just read the email, but to click through to other content, download ebooks or whitepapers, and get in touch with you. \n\n\n\n3. Personalize your B2B ad creatives\n\n\n\nIn B2B marketing, it’s key to build a personalized creative strategy that speaks to your ideal customer profile and aligns with work-from-home trends. \n\n\n\nYour goal is to capture users' attention with a well-thought-out creative and messaging that highlights how your offering is going to help solve their pain points.\n\n\n\nUse 'ready-to-buy' signals and firmographic insights to optimize your creative strategies with hyper-relevant messaging. Firmographic insights uncover data about who is buying particular products and who is not buying those products. They can give you a clearer understanding of B2B buyers and market trends. \n\n\n\nFor example, firmographic insights might tell you that a financial institution's decision makers are actively researching 'business intelligence software,' which signals they are 'ready-to-buy.' \n\n\n\nWith this knowledge, you can inform your creative strategy to drive audiences towards a specific action, like downloading an ebook on 'The Benefits of Data Integration in the Finance Industry.’\n\n\n\n4. Leverage video for B2B marketing\n\n\n\nThere are plenty of B2B marketing channels to choose from, like native, display, and audio. One that will help you truly stand out from the crowd? Video. \n\n\n\nWith video ads you can reach potential customers wherever they may be watching video content online. Video also has the potential to differentiate your brand from others in the B2B space by giving you a way to combine the power of both visuals and audio to communicate your message. \n\n\n\nVideo ad messaging sticks–Research found that audiences who had viewed video ads in the past week were 26% more likely to remember the product or service being advertised, than those who had viewed a static ad.\n\n\n\nAccording to eMarketer, the spend on video is expected to climb to $74.88 billion USD in 2023. This is more than 20% year-over-year growth, which signals that marketers are increasingly recognizing and investing in the value of video.\n\n\n\nWith marketers increasingly adopting video advertising, forget about using B2B video marketing in the traditional way. Lean into this format’s unique capabilities to stand out from the crowd and capture the attention of the audiences that matter. \n\n\n\n5. Use programmatic account-based marketing (ABM)\n\n\n\nAccount-based marketing (ABM) is a B2B tactic that concentrates marketing toward a set of specific accounts within a market. \n\n\n\nTraditional ABM has relied on physical-world activities like events where marketers get one-on-one time with the stakeholders at a target company. Traditional ABM works, but personalization at scale for target accounts can be a top challenge.\n\n\n\nOne way to overcome this challenge is by leveraging the power of programmatic ABM. You can use programmatic ad buying technology to target high-value B2B professionals based on account lists, firmographic, and personal-level data. You’re able to reach audiences with relevant, high-value ads that will win over the right accounts. \n\n\n\n6. Leverage the right targeting tactics\n\n\n\nReaching the right companies is important, but with remote work trends evolving over recent years, user-focused targeting is becoming a more important strategy. This is because it enables marketers to reach the right professionals with buying influence. \n\n\n\nLeverage providers that work with quality deterministic 1st- or 2nd-party audience data, and know where and how the data is sourced and maintained in a privacy-compliant manner.  \n\n\n\nIt’s also beneficial to identify data providers that have strong account-based marketing (ABM) capabilities, allowing you to target professionals by job functions or seniority. This also helps ensure you reach the right decision makers at the right companies. \n\n\n\nAnother targeting strategy is to take advantage of cookieless targeting tactics. Contextual advertising enables you to deliver highly relevant ads to professionals browsing on sites directly correlated to your product or service. Modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before. \n\n\n\n7. Use a multi-channel strategy\n\n\n\nWith a multi-channel strategy, B2B marketers can reach users across different platforms and channels. This is an essential strategy in today’s digital landscape because it can enable you to achieve greater reach by capturing users wherever they are online. \n\n\n\nThe key to a successful multi-channel B2B campaign is to create a cohesive message across all of your available channels. With the right mix, you’ll reach professionals where they are, create more visibility for your brand, and increase engagement from your consumers.\n\n\n\nThe best part? Targeting multiple advertising channels is proven to lift the performance of campaigns when compared to those that run on only one. \n\n\n\nFor example, if a campaign is running video ads only, the potential reach of that campaign is going to be limited to users who are on that channel. But, if another channel (native advertising, for example) is added, potential campaign reach will grow because more users will be exposed to the ad. \n\n\n\n8. Optimize campaigns through reporting\n\n\n\nProgrammatic campaign reporting can help drive B2B marketing success. With reporting, you have access to the data you need to make changes to the campaign based on performance, and plan for future initiatives.\n\n\n\nIt’s commonly assumed that reporting happens once a campaign has ended. This is true because you’re able to pull post-campaign analytics at the end of your campaign. But you can also set the groundwork for great reporting during the planning stage of your campaign, and revisit it throughout the flight. The strongest optimizations are data driven and should be evaluated throughout the duration of a campaign.\n\n\n\nThe future of B2B marketing\n\n\n\nSo what’s in store for B2B marketing? \n\n\n\nB2B digital ad spend has been consistently growing. It’s projected that digital B2B advertising spending in the US will grow beyond $14.5 billion USD by the end of 2023. \n\n\n\nTraditional avenues for professional collaboration in the B2B space—live speaker and networking events, for example—are being replaced in part by virtual webinars and online workshops. These represent new avenues to engage with B2B professionals and provide opportunities to learn more about the company.\n\n\n\nAnother consideration for the future of B2B is the importance of testing. Identifying new solutions that can accelerate adoption and help to better measure performance will also further evolve advertising strategies based on past successes.To demonstrate programmatic ROI, B2B marketers should take advantage of multi-channel advertising and continue to work with industry leading providers that can offer highly-targeted account-based marketing (ABM) solutions. As B2B data quality improves, future focus areas include greater sophistication of account insights and measurement capabilities.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-marketing","url":"https://www.stackadapt.com/resources/blog/b2b-marketing","name":"8 Programmatic Advertising Tips for B2B Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105620/20220531_B2B-2024.webp?fit=1200%2C600&ssl=1","datePublished":"2023-08-16T17:48:00+00:00","dateModified":"2026-09-08T21:45:44+00:00","description":"Learn emerging trends in B2B marketing, how you can increase brand awareness among your target accounts, and drive prospects to contact you.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Helping clients become programmatic experts","datePublished":"2022-06-09T13:50:52+00:00","dateModified":"2026-09-08T21:47:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist"},"wordCount":936,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220531_Life-in-Adtech_Sneha_Header.png?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Sneha Suhas, a Product Marketing Specialist at StackAdapt. Having joined StackAdapt in early 2022, Sneha shares her journey into adtech, what onboarding at StackAdapt has been like, and how her role supports the success of StackAdapt. \n\n\n\nCan you share a bit about your journey into working in AdTech?\n\n\n\nI started my career working in sales for a media company. I realized while in that role that I really enjoyed the creative side of media, and so I transitioned into creating digital content while performing comedy. I even got to design, produce, and host my own radio show for one of the most popular channels in India. \n\n\n\nAfter a few years in radio I decided to earn a master’s degree in communications. When I completed my studies, I took the opportunity to work in educational content development for a B2B SaaS company. Joining StackAdapt when I moved to Canada was the perfect fit for me, because it combines much of my past experience with an opportunity to grow in the adtech space. \n\n\n\nTell us about your role, product marketing specialist. what does it entail?\n\n\n\nI work on the Education and Development team to create educational content for the StackAdapt Academy. The StackAdapt Academy is an online education resource that offers a deep dive into the skills needed to become an expert in programmatic, as well as the StackAdapt platform. \n\n\n\nOur goal is to use the StackAdapt Academy, as well as our podcast, How Agencies Thrive, to educate our clients on how to use the StackAdapt platform, best practices, effective strategies and inform on new feature releases. We also provide opportunities for those who are not StackAdapt users to learn about the adtech industry and act as an education gateway to programmatic advertising.\n\n\n\nWorking on the StackAdapt Academy and How Agencies Thrive have been such exciting projects for me because they've given me the opportunity to come up with new ideas and see them through to execution. It’s been really amazing to feel, even in just my first few months here, that my ideas are valued by my team. \n\n\n\nHow does the education and development team contribute to the growth and success of StackAdapt? \n\n\n\nThrough education, we’re able to help our clients become experts in using the StackAdapt platform. We want to make sure they know the strategies that won’t just make them successful, but will help them build or expand their books of business. Empowering them to be self-sufficient power users means that they will continue to trust and use our platform, which helps fuel StackAdapt’s growth!\n\n\n\nWhat is one of your favourite education and development initiatives so far, and why? \n\n\n\nIt’s tough to choose because I think all our initiatives are so great. Given my background in radio, I really enjoy working on the How Agencies Thrive podcast. I think that audio is such an accessible and engaging format for learning, which is why I’m so passionate about it!  \n\n\n\nThe podcast launched two seasons ago, and since the beginning, we’ve consistently featured a number of industry leaders and StackAdapt experts to talk about adtech trends and strategies, in an entertaining way. I’m excited to contribute to this success by continuing to collaborate with the team on the upcoming seasons!\n\n\n\nYou joined StackAdapt in early 2022. what was your experience onboarding into a new role at a new company like? \n\n\n\nThe two week onboarding program was very thorough, which was super helpful for me because I’m new to the adtech space. Every day I attended several virtual sessions that were led by leaders from different StackAdapt teams. The sessions covered the purpose of every StackAdapt team, how they contribute to the success of StackAdapt, and the basics of programmatic. \n\n\n\nThe onboarding process was so efficient, it got me up to speed with all things StackAdapt and adtech fast. I was actually part of one of the biggest onboarding cohorts that StackAdapt had to date which meant I also had a chance to meet lots of new StackAdapters from different teams. The program prepared me well to start my role and I often find myself going back to the resources I received and learnings I took away from the entire program. \n\n\n\nWhat has been the most exciting part of your first few months at StackAdapt?\n\n\n\nThe most exciting part? The StackAdapt swag that I received! Just kidding, but I did really appreciate receiving that welcome package. The most exciting part has been seeing how open to new ideas my team is. It feels great to know that I’m trusted with the responsibility of executing new ideas and possibilities. It’s also been exciting to watch the company grow. This growth means there will be plenty of opportunities to learn new skills, and I’m looking forward to that! \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nEach new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist","name":"Life in Adtech: Product Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing-specialist#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220531_Life-in-Adtech_Sneha_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-06-09T13:50:52+00:00","dateModified":"2026-09-08T21:47:04+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for a Product Marketing Specialist at StackAdapt.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Leveraging client feedback for product development","datePublished":"2022-06-21T13:07:20+00:00","dateModified":"2026-09-08T21:47:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product"},"wordCount":765,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220622_LifeinAdTech-Vijay-Header.jpg?fit=1201%2C601&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Vijay Sridharan, Senior Director of Product Management at StackAdapt. Vijay shares his journey into adtech, what his role entails, and how the Product team at StackAdapt supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working in AdTech?\n\n\n\nAfter earning a Masters in Business (MBA) I wanted to get into an industry that is dynamic, challenging, fast growing and involves cutting edge tech. Adtech was a perfect fit. Shortly after a stint working as a product manager in the education industry, I got an opportunity to work at StackAdapt. \n\n\n\nI’m so glad I joined StackAdapt when I did, and I have not looked back! There was a lot to learn in the beginning, and I continue to learn a lot today. The adtech industry is constantly evolving, which is what makes it both challenging and rewarding. I’ve had a great experience so far and I am excited to continue my adtech journey\n\n\n\nWhat is the main focus of the product team at StackAdapt, and how do you support the team?\n\n\n\nThe main focus of the Product team at StackAdapt is to align company strategy with user needs, and ultimately bring maximum value to our users. To deliver this value, the Product team works with multiple stakeholders across the entire product process that includes our users, as well as the Sales, Engineering, Data Science and Marketing teams.\n\n\n\nMy role at StackAdapt is to support the Product team at every stage of this process. I help to identify and remove any operational or domain-related roadblocks that might come up, which helps ensure maximum efficiency across the Product and Development teams.\n\n\n\nHow does your team go about developing new products across our suite of programmatic advertising features?\n\n\n\nWe don't jump into finding solutions. First, we spend a lot of time trying to understand and validate the problems that StackAdapt users might be facing. We do a lot of qualitative and quantitative research to identify user pain points. \n\n\n\nThen, the team works closely with designers and engineers to come up with the best solution to the problem by iterating and validating all of the proposed solutions with our stakeholders. We take a very rigorous approach to product development because this ensures we’re putting the time and effort toward building the features that will most benefit StackAdapt users. \n\n\n\nWhy is client feedback so critical for product development and user experience?\n\n\n\nClient feedback is critical to what my team does because we truly can’t build better features without talking to the people who use StackAdapt. Because StackAdapt clients are interacting with our platform day in and day out, we have to deeply understand what challenges they might be encountering that we could solve. \n\n\n\nHow does collaboration factor into your team’s work, and who do you collaborate with?\n\n\n\nProduct management is an intersection of business, technology and design. This makes collaboration an important part of the product development process. On a daily business, we work with various stakeholders. We get to build relationships with StackAdapt users, collaborating with them as well as with internal teams.\n\n\n\nThis collaboration helps us gather the feedback that’s so critical to our work. We host client calls and client surveys, and we also collaborate with StackAdapt teams who work closely with our users, like Account Managers, to hear their input. \n\n\n\nWhat have you found is most rewarding about working on the product at StackAdapt?\n\n\n\nIt’s exciting to work on the Product team because you have the opportunity to work closely with some of the friendliest and smartest minds in adtech. And, it’s really rewarding to see the impact of our work. It feels so great to hear that clients are happy with a feature that we worked on, and how it’s impacting their work in a positive way.\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nI each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product","url":"https://www.stackadapt.com/resources/blog/life-in-adtech-product","name":"Life in Adtech: Product Development | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220622_LifeinAdTech-Vijay-Header.jpg?fit=1201%2C601&ssl=1","datePublished":"2022-06-21T13:07:20+00:00","dateModified":"2026-09-08T21:47:03+00:00","description":"Interested to learn what a day in adtech looks like? Take an inside look at what that means for the Senior Director of Product at StackAdapt.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220622_LifeinAdTech-Vijay-Header.jpg?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105619/20220622_LifeinAdTech-Vijay-Header.jpg?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Overlayed graphics and picture of Vijay Sridharan, Director of Product at StackAdapt"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"How to optimize your digital campaigns with footfall attribution","datePublished":"2024-08-19T13:44:33+00:00","dateModified":"2026-09-08T21:44:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution"},"wordCount":1151,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240819083322/20240816_Footfall-Attribution_Header.png?fit=1200%2C600&ssl=1","keywords":["attribution model","Content Level : 101","foot traffic attribution","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In today’s digital world, consumers are increasingly going online first to browse different products and services. As a result, Forrester predicts that e-commerce sales will grow from $4.4 trillion USD in 2023 to $6.8 trillion USD by 2028, and represent 24% of global retail sales. \n\n\n\nAlthough those figures may seem impressive, it’s clear that many consumers still prefer to visit stores in person, even if they start their journey browsing online. EMARKETER reports that 83.7% of US retail sales will take place in brick and mortar locations in 2024, and Forrester forecasts that $28.7 trillion USD of global retail sales will still occur offline in 2028.\n\n\n\nThat’s why it’s essential for retail marketers to bridge the gap between online and offline shopping and understand which of their digital marketing strategies delivers the best return on investment (ROI) and drives traffic in-store. \n\n\n\nOne way to do that is through footfall attribution.\n\n\n\nWhat is footfall attribution?\n\n\n\nFootfall attribution (also known as foot traffic attribution) is a measurement method used to connect in-store traffic to digital marketing campaigns. It helps retailers and businesses understand how effective their advertising efforts are in driving foot traffic to physical locations.\n\n\n\nWith footfall attribution, marketers can gain deeper insights into consumer behaviour, the customer journey, and how their digital advertising efforts are impacting offline sales.\n\n\n\nHow to measure footfall \n\n\n\nFootfall attribution works by collecting data and then analyzing it to understand which digital ads lead to in-person visits and then draw actionable insights to optimize campaigns. \n\n\n\nLet’s walk through the process step by step.\n\n\n\nStep 1: Start with data collection\n\n\n\nFootfall attribution begins with data collection. When a consumer sees an ad and visits a store, their visit is tracked by a trusted app partner that accesses location data from their mobile device. This data is obtained only after notice has been given, consent has been obtained, and location sharing is enabled.\n\n\n\nFor example, Adsquare enables StackAdapt clients to set up footfall studies directly in the platform. Instead of strictly relying on physical addresses, marketers can use custom radiuses and polygons to fine-tune their geographic parameters and capture more specific data. When a customer visits a store, even if it’s located in a hard-to-track location or a specific area of interest like an airport or park, their visit is tracked, providing marketers with more accurate information for campaign reporting.\n\n\n\nStep 2: Analyze the data\n\n\n\nNext, the data is analyzed to determine the uplift in visits to a physical location. This is done by comparing the results of customers who were exposed to a campaign to a control group that didn’t see the ads.\n\n\n\nStep 3: Reporting and insights\n\n\n\nThe final step in footfall attribution is reporting, which provides you with insights that can be used to optimize your digital marketing efforts.  \n\n\n\nStackAdapt uses verified 3rd-party location partners that report on the actual devices that may have visited a location as a result of seeing an ad, as well as the projected number of future visits. This near-real-time reporting can be used to adjust in-flight campaigns and removes the guesswork from understanding an ad’s effectiveness in driving customers in-store.  \n\n\n\nThe benefits of footfall attribution\n\n\n\nFootfall attribution can provide you with meaningful insights to improve your retail marketing strategy and maximize offline results. \n\n\n\nLet’s dig into the benefits of footfall attribution a bit further.\n\n\n\nUnderstand the impact of your campaigns\n\n\n\nFootfall attribution bridges the gap between online and offline consumer behaviour. By understanding how well digital advertising campaigns are driving store visits and sales, advertisers can gain a clearer picture of return on ad spend (ROAS). They can then fine-tune campaigns, so they’re only spending money on the strategies and channels that deliver the best results. \n\n\n\nDiscover valuable insights about your customers\n\n\n\nFootfall attribution can deliver powerful insights, such as which of your target customer segments are visiting your physical locations, when they visited, and other valuable information, which you can leverage to further inform and refine your campaign strategy. \n\n\n\nOptimize your multi-channel strategy \n\n\n\nFootfall attribution can help you measure and compare the effectiveness of your campaigns across channels, such as native, display, video, connected TV (CTV), digital out-of-home (DOOH), and audio. \n\n\n\nUsing a digital advertising platform like StackAdapt, you can run multi-channel campaigns and leverage insights from your footfall analysis to optimize your ad spend based on which media mix is giving you the best results.\n\n\n\nFootfall attribution benchmarks\n\n\n\nTo really succeed with footfall attribution, you’ll need to measure it against benchmarks. Doing so shows you how well your campaigns are performing and if there’s room for improvement.\n\n\n\nTwo of the main metrics you can use for benchmarking with footfall attribution are brand uplift and visit rate:\n\n\n\n\nBrand uplift measures the impact ad exposure has on driving in-store visits. It’s a key metric that helps you better understand the performance of your campaigns. It also helps measure consumer compatibility and what type of relationship a brand has with its customers.\n\n\n\nVisit rate identifies the average daily visits by specific customer segments. When it comes to footfall attribution, the visit rate, along with the uplift rate, can help you determine the effectiveness of your advertising campaigns in driving in-store traffic.\n\n\n\n\nUsing this data, you can gain a better understanding of which audience segments visit your stores after seeing an ad, and allocate budgets more effectively.\n\n\n\nUse foot traffic attribution to understand campaign impact\n\n\n\nRetail marketers today struggle to connect their programmatic campaigns with offline sales lift. One way to address this challenge is through footfall attribution.\n\n\n\nWith StackAdapt, you can access a self-serve, in-platform footfall attribution solution that will help you understand how your multi-channel campaigns are driving foot traffic to stores in North America and around the world. Request a demo to learn more.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nFootfall attribution FAQs\n\n\n\n\n\n\n\nFootfall is measured by pseudonymously tracking signals from mobile devices and matching these signals to ads the customers saw. The data is then analyzed to determine which specific ads drove in-store visits.\n\n\n\n\n\n\n\n\n\nHigh footfall is good because it indicates strong customer interest in the products and services sold in your brick and mortar locations. This can lead to more sales and higher revenue for businesses. High footfall can also increase brand visibility and lead to repeat business.\n\n\n\n\n\n\n\n\n\nHigher footfall generally leads to increased sales because having more potential customers visit your business can lead to more purchases. This correlation helps businesses gauge the effectiveness of their marketing efforts in driving customers and sales in-store.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution","url":"https://www.stackadapt.com/resources/blog/footfall-attribution","name":"What is Footfall Attribution and How to Use It | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240819083322/20240816_Footfall-Attribution_Header.png?fit=1200%2C600&ssl=1","datePublished":"2024-08-19T13:44:33+00:00","dateModified":"2026-09-08T21:44:34+00:00","description":"Learn about footfall attribution and how you can use it to connect your campaigns to in-store visits and optimize your digital marketing.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-d87b384c-4c5e-495d-87c7-dd22ef90ba95"},{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-43123ad3-747f-4aec-9fcb-ef79507b006d"},{"@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-de164307-8322-4ad3-96e3-82e55fac278c"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240819083322/20240816_Footfall-Attribution_Header.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240819083322/20240816_Footfall-Attribution_Header.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration representing footfall attribution occurring at a physical store"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-d87b384c-4c5e-495d-87c7-dd22ef90ba95","position":1,"url":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-d87b384c-4c5e-495d-87c7-dd22ef90ba95","name":"How is footfall measured?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Footfall is measured by pseudonymously tracking signals from mobile devices and matching these signals to ads the customers saw. The data is then analyzed to determine which specific ads drove in-store visits.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-43123ad3-747f-4aec-9fcb-ef79507b006d","position":2,"url":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-43123ad3-747f-4aec-9fcb-ef79507b006d","name":"Why is high footfall good?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"High footfall is good because it indicates strong customer interest in the products and services sold in your brick and mortar locations. This can lead to more sales and higher revenue for businesses. High footfall can also increase brand visibility and lead to repeat business.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-de164307-8322-4ad3-96e3-82e55fac278c","position":3,"url":"https://www.stackadapt.com/resources/blog/footfall-attribution#faq-question-de164307-8322-4ad3-96e3-82e55fac278c","name":"What is the relationship between footfall and sales?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Higher footfall generally leads to increased sales because having more potential customers visit your business can lead to more purchases. This correlation helps businesses gauge the effectiveness of their marketing efforts in driving customers and sales in-store.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/generational-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/generational-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to leverage generational marketing in audience segmentation","datePublished":"2022-06-29T14:21:00+00:00","dateModified":"2026-09-08T21:47:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/generational-marketing"},"wordCount":1746,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/generational-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105618/20220622_Generational-Marketing_Header.png?fit=1200%2C600&ssl=1","keywords":["audience targeting","multi-channel","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Every generation, from baby boomers to Gen Z, behaves differently. Each group’s identity has been shaped by different life factors, including technology. They have unique motivations, and consume media in different ways. With generational marketing, you’re able to account for these differences as part of your advertising strategy. \n\n\n\nRead on to learn what generational marketing is, and how to best reach each of today’s most prominent generations: Gen Z, millennials, Gen X, and baby boomers.\n\n\n\nWhat is generational marketing\n\n\n\nGenerational marketing is when the target audience in a digital advertising strategy is segmented and targeted according to which generation a user was born into. \n\n\n\nIt’s an important strategy because there are notable differences between generations, which are driven by various factors like the events happening in the world as they grew up, politics, or the access they have had to specific technologies. Each generation shares similarities in life experiences, which can then shape how they view the world, their most important values, and their ideals. \n\n\n\nThe benefits of generational segmentation\n\n\n\nIn digital marketing, segmenting your target audiences when running a programmatic campaign enables you to reach specific niches and tailor your message to different types of people, including by generation.\n\n\n\nSegmenting allows you to nurture customers, drive conversions with precision, and provide a personalized experience for your audience. Read on to learn the two main benefits of generational segmentation. \n\n\n\n1. It helps you craft messaging that resonates \n\n\n\nGenerational marketing gives you insight into the most common preferences of generations, whether related to specific devices or certain lifestyle values. Although some of the shopping habits among people of one generation might differ slightly depending on the product or service they are looking into, many basic characteristics ring true across a generation. You can use this information to inform your campaign messaging. \n\n\n\n2. It enables hyper-relevant targeting \n\n\n\nWe are in a very tech-driven world, and so understanding how each individual generation interacts with technology is key to reaching the right users at the right moment. Different generations tend to prefer or gravitate toward different devices and channels. Knowing which ones your target audience is on means you’re able to build single or multi-channel campaigns that will reach them wherever they are spending time.\n\n\n\nAn overview of today’s generations\n\n\n\nUnderstanding today’s most relevant generations is the first step to leveraging the benefits of generational marketing in your digital strategy. Based on the natural affinities and similarities between generations, you can draw insights about how they behave. This will inform where you might find a specific generation online, and the phrasing of the messaging in your ad campaigns. \n\n\n\nLet’s break down the 4 main generations in 2022, and learn specific tactics that will help you to reach them with programmatic advertising. \n\n\n\nGen Z (born between 1997 and 2012)\n\n\n\nWith over 74 million kids and young adults, Gen Z makes up almost 25% of the US population. Although their disposable household income is on the lower end at $26,565, this generation does spend. Gen Z has a spending power of $143 billion USD and accounts for about 40% of global consumers in 2021.\n\n\n\nKey characteristics of Gen Z: \n\n\n\n\nBrand values matter to Gen Z. \n\n\n\nGen Z are very influenced by their communities and people they admire, like celebrities and influencers.\n\n\n\nGen Z are digitally savvy and love to be online.\n\n\n\n\nTactics for reaching Gen Z with programmatic advertising:\n\n\n\n\nCommunicate your brand values in a personal and relatable way.\n\n\n\nImprove the quality of your online experience: dynamic content, aesthetically pleasing images, carousel ads, and videos. \n\n\n\nReach Gen Z across screens: run ads across devices including mobile, desktop, tablet, and connected TV (CTV).\n\n\n\nReach Gen Z in screenless moments: run programmatic audio campaigns to capture audiences listening to digital radio and podcasts.\n\n\n\nAvoid invasive ads, go for natural seeming, organic ads as this generation is the least willing to tolerate any form of online advertising.\n\n\n\n\nMillennials (born between 1981 and 1996)\n\n\n\nMillennials stand out for their technology use because they grew up with digital media and devices. Although they aren’t considered digital natives in the way that Gen Z are, they are very tech-savvy. Millennial shoppers are now more established in life, and 53% of millennial households have children. Millennial shoppers hold $2.5 trillion USD in spending power.\n\n\n\nKey characteristics of Millennials: \n\n\n\n\nMillennials are multi-channel shoppers.\n\n\n\nMillennials are online spenders. \n\n\n\nMillennials are receptive to social proof.\n\n\n\n\nTactics for reaching Millennials with programmatic advertising:\n\n\n\n\nRun ads across devices to target millennials on any screen, ensuring you reach them when and where they are most likely to engage. \n\n\n\nConsider running ads on CTV because millennials find CTV ads relevant and informative, and will seek out more information after exposure.\n\n\n\nIntegrate programmatic audio to capture millennial attention where they are listening in screen-free moments.\n\n\n\nMillennials have grown to expect hyper-relevant advertising, so use dynamic retargeting to deliver ads with personalized content to millennials who browsed your website to re-engage them.\n\n\n\nAs millennials work to inform themselves about a product or service before purchasing, leverage native ads to provide educational content and put them in the driver’s seat for making a research-based purchase decision.\n\n\n\n\nGen X (born between 1965 and 1980)\n\n\n\nGen X is at the height of their careers, which means they are currently in their prime spending years. Given this, it comes as no surprise that Gen Xers account for 31% of the total US income despite being the smallest generation. Currently, their mean household expenditures are $74,683 annually, and according to the US Department of Labor, Gen X outspends all other generations when it comes to housing, clothing, eating out, and entertainment.\n\n\n\nKey characteristics of Gen X: \n\n\n\n\nGen X is a challenging generation to define because they are tightly sandwiched between baby boomers and millennials. \n\n\n\nMany Gen Xers have started families and have children that are school-aged or in college.\n\n\n\nGen X are a unique generation because they didn’t fully grow up with technology like Gen Z and millennials did, but they are still open to it. \n\n\n\n\nTactics for reaching Gen X with programmatic advertising:\n\n\n\n\nDon’t assume Gen X aren’t responsive to digital. They are tech-forward and receptive to digital advertising across channels and devices. \n\n\n\nUse dynamic retargeting to serve ads with personalized content to Gen X consumers who visited your website to explore your product or service.\n\n\n\nUse 3rd-party data to understand Gen X households. Attributes such as family composition and the presence of children can help define your audience and refine your marketing approach. \n\n\n\nGen Xers tend to research businesses on the internet before purchasing. Use native ads to provide more information about a product or service, rather than just pushing a sale.\n\n\n\nLeverage customer reviews and value adds in your messaging. Curating the messaging in your ads to highlight what customers have said about your product will boost purchase confidence in Gen X.\n\n\n\n\nBaby Boomers (born between 1946 and 1964)\n\n\n\nWhile this generation didn’t grow up with digital technology, they are catching up fast. Baby boomers are beginning to retire, but they are still big spenders. There are now around 68 million baby boomers in the US, and they have a mean household expenditure of $63,325 annually.\n\n\n\nKey characteristics of Baby Boomers: \n\n\n\n\nBaby boomers tend to gravitate toward premium brands and stores.\n\n\n\nBaby boomers have high expectations when it comes to customer service—both online and offline.\n\n\n\nBaby boomers are entering retirement age, which will bring fundamental changes to their lifestyles and spending habits. \n\n\n\n\nTactics for reaching Baby Boomers with programmatic advertising:\n\n\n\n\nCustom segments will enable you to capture baby boomers. Target users in their age range who have recently searched for information on your market category.\n\n\n\nUse dynamic retargeting to serve ads with personalized content to baby boomers who visited your website to explore your products or services. \n\n\n\nDisplay ads on desktop will grab the attention of baby boomers. Use them to reinforce brand awareness and deliver messaging that speaks to the quality of the product or service that you offer. This will be particularly impactful as a retargeting tactic, leveraging site visits from a mobile device. \n\n\n\nEnsure your messaging is clear and provides direct information. Baby boomers are savvy shoppers that like to research before purchase, so give them the information they’re looking for. \n\n\n\nLeverage an empathetic tone in your messaging. This generation values quality customer service, so demonstrate how your brand will support them if they need it.\n\n\n\n\nGenerational marketing examples\n\n\n\nReady to dive into generational marketing? Here are examples of a generational marketing strategy in practice, to help you get started. \n\n\n\nLeverage audio to capture the attention of Millennials\n\n\n\nMillennials are active listeners on digital audio channels like Spotify playlists and podcasts, so much so that they are known as the “audio generation.” Integrate programmatic audio into your multi-channel campaign to capture millennial attention where they are listening in screen-free moments. \n\n\n\nUse your audio ads to trigger brand awareness and brand affinity, and then retarget with native ads to inform that audience further about a product or service before purchasing. Native ads will provide educational content and put millennials in the driver’s seat for making a research-based purchase decision, which is exactly where they like to be. \n\n\n\nUse dynamic retargeting to reach Baby Boomers\n\n\n\nWith dynamic retargeting you can serve ads with personalized content to baby boomers who visited your website, and have explored your products or services. Display ads on desktop will grab the attention of baby boomers. Use them to reinforce brand awareness and deliver messaging that speaks to the quality of the product or service that you offer. This will be particularly impactful as a retargeting tactic, leveraging site visits from a mobile device \n\n\n\nEnsure your messaging is clear and provides direct information. Baby boomers are savvy shoppers that like to research before purchase, so give them the information they’re looking for. \n\n\n\nLeverage an empathetic tone in your messaging. This generation values quality customer service, so demonstrate how your brand will support them if they need it.\n\n\n\nContinue to update your generational marketing strategy\n\n\n\nGenerational norms evolve over time. They are shaped by world events, culture, technology, and more. As generations get older, and new technology becomes available, the channels that they are most likely to respond to digital ads on will change. With this in mind, it’s important to remember to regularly review and make iterations to your generational marketing strategy. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/generational-marketing","url":"https://www.stackadapt.com/resources/blog/generational-marketing","name":"How to Leverage Generational Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/generational-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105618/20220622_Generational-Marketing_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-06-29T14:21:00+00:00","dateModified":"2026-09-08T21:47:01+00:00","description":"Learn what generational marketing is and the best ways to reach Gen Z, millennials, Gen X, and baby boomers with programmatic.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-graphic-designer#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-graphic-designer"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Building an effective brand strategy through design","datePublished":"2022-07-07T12:35:00+00:00","dateModified":"2026-09-08T21:46:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-graphic-designer"},"wordCount":865,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-graphic-designer#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105617/20220605_Life-in-Adtech_Fin_Header.png?fit=1200%2C600&ssl=1","keywords":["stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Phuong Nguyen, a Graphic Designer at StackAdapt. Phuong shares his journey into adtech, what his role entails, and how the graphic design team at StackAdapt supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working in AdTech?\n\n\n\nMy background in graphic design helped me start my career in the US as a design intern at an advertising agency. While in that role I learned a lot about the industry, and it nurtured my passion for advertising. After that internship I moved to Canada to study Marketing and Advertising Communications as a complement to my design skills.\n\n\n\nI found a job opening at StackAdapt shortly after I graduated from my program. The role was Junior Designer, and I felt like I was the perfect fit for it. I got the job! Since joining StackAdapt I’ve been able to broaden my knowledge about programmatic and adtech even further. \n\n\n\nWhat is the main focus of your role as a graphic designer and the design team at StackAdapt?\n\n\n\nI am responsible for keeping StackAdapt branding consistent across all our content. I create visual assets and marketing collateral that are on brand, appealing, and of course, well-designed. I collaborate with the broader marketing team to conceptualize designs for editorials, presentations, and videos—just to name a few. \n\n\n\nOften, my designs go through a few stages of revisions and edits to make sure that they align with the objectives of the Marketing team and are consistent with our brand. The challenge is that programmatic advertising is intangible, which makes it hard to express visually. As a result, I get the chance to be very creative!\n\n\n\nCan you describe what type of design you do and why it’s critical to the StackAdapt brand?\n\n\n\nI specialize in creating motion graphics, as well as editing videos for our educational channels like StackAdapt Academy. Working on motion has been an exciting learning curve for me, that’s really broadened my skill set. \n\n\n\nMy work is a big part of making sure that StackAdapt’s educational content is not just beautiful, but accessible and engaging. The videos I work on help to shape our clients into experts in programmatic and the StackAdapt platform, which helps them become successful and expand their own client base. I love that my work contributes to this learning, and helps our clients become self-sufficient users who love StackAdapt.  \n\n\n\nCan you tell us about your process when it comes to graphic design? \n\n\n\nIn my approach to graphic design I work through four phases: Definition, creation, delivery, and feedback. In the first phase, I define for myself the brief or the task description that I’ve received from the Marketing team. This phase is just about making sure I understand the objective of the task I’ve been given, and the expectations for it.  \n\n\n\nFrom there, I start to create the design, collaborating with the Marketing team throughout the process. I like to keep communication open so that I can incorporate ideas and address any concerns that might come up. The most important part of the entire design process is the final two phases. This is when I hand off the designs to collect feedback from stakeholders. I learn a lot from the feedback I receive, which I think is helping me to become an even stronger designer. \n\n\n\nIn what ways do members of the design team collaborate with each other?\n\n\n\nStackAdapt’s Design team collaborates on everything! We all have a unique set of skills, experience, and expertise. We have open and ongoing conversations about our projects so that we’re able to bring our creative ideas together, and share feedback with each other. In some cases, two or more of us will work together on a design, because by tackling it together we’re able to more easily work through challenges that come up. \n\n\n\nWhat is most rewarding about being a graphic designer at StackAdapt?\n\n\n\nI find it really rewarding to work on projects that are all in support of one brand. All of my designs are focused on elevating StackAdapt, which means I get to develop a very detailed and in-depth understanding of StackAdapt’s target audience and goals. This helps me to keep all the designs I produce consistent with messaging and StackAdapt’s style guide. With StackAdapt growing so fast, it’s exciting to contribute to a long-term brand strategy. \n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-graphic-designer#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105617/20220605_Life-in-Adtech_Fin_Header.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105617/20220605_Life-in-Adtech_Fin_Header.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic that shows a photo of a man surrounded by a laptop themed collage"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Programmatic video advertising: What it is, how it works, and why you need it","datePublished":"2024-09-13T20:00:00+00:00","dateModified":"2026-09-08T21:44:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising"},"wordCount":2185,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240913145519/20240912_Programmatic-Video_Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 101","programmatic advertising","video"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Whether it’s a 15-second commercial, a short clip that catches someone’s attention as they scroll through an article or, increasingly, an ad spot on a billboard in their favourite video game, programmatic video advertising is the perfect channel for creating an emotional connection between your brand and your audience.\n\n\n\nDespite the rise of similar channels like connected TV (CTV) over the past few years, video advertising is showing little signs of slowing down. Programmatic video ad spending in the US is expected to increase 15% and reach $110.37 billion USD in 2025. In other countries, the story is the same, with programmatic video forecasted to grow 13.1% in the UK, 13.7% in Germany, and 15.4% in China in 2025.\n\n\n\nWith 82% of people saying they’ve been convinced to buy a product or service after watching a video, it’s clear that video advertising remains a powerful tool for influencing consumer behaviour.\n\n\n\nIn this deep dive, we’ll cover the basics of programmatic video advertising: what it is, how it works, current trends, the formats you need to use, and best practices for creating ads that capture people’s attention.\n\n\n\nWhat is programmatic video advertising? \n\n\n\nProgrammatic video advertising is the automated buying and selling of video ad inventory through a digital advertising platform. It involves real-time bidding and data-driven algorithms to determine the most effective ad placements and deliver targeted video ads to specific audiences across various digital platforms, including websites and mobile apps.\n\n\n\nWhat are the benefits of programmatic video advertising?\n\n\n\nUnlike traditional methods, programmatic video advertising provides advertisers with more precise targeting, greater cost efficiency, and the ability to reach the right audiences in real time.\n\n\n\nHere are some of its benefits:\n\n\n\nProgrammatic video is powered by data \n\n\n\nProgrammatic video advertising leverages data to enhance targeting capabilities, allowing advertisers to reach specific audiences based on certain demographics, behaviours, and interests. This precision targeting ensures that video ads are shown to the most relevant viewers, increasing the likelihood of engagement.\n\n\n\nAdditionally, programmatic video campaigns provide access to detailed video marketing metrics, such as view-through rates, completion rates, and audience engagement, which are crucial for measuring campaign performance and optimizing future strategies.\n\n\n\nVideo is memorable\n\n\n\nAccording to Forbes, viewers retain 95% of a message when they watch it on video, compared to just 10% when reading text. Other studies have shown that videos get roughly 12 times more shares than text and images combined, making programmatic video advertising an effective tool for increasing engagement and reach.\n\n\n\nProgrammatic video ads convey a lot of information, fast\n\n\n\nUnlike other ad formats, video advertising combines visuals and audio. This allows advertisers to convey a lot of information in a short period of time. \n\n\n\nWith video, you can do more than just introduce a product or service. You can educate the viewer and start building trust between them and your brand right at the start.\n\n\n\nVideos are getting easier to produce\n\n\n\nNot every video ad requires the production quality of a Super Bowl commercial. As recording devices, video production software, and generative AI tools become more affordable (if not free), it’s easier than ever to create ads in-house, with 42% of video marketers saying they only spend between $0 and $500 when creating a video. That said, if you want to make professional-looking ads, but don’t have the bandwidth, talk to the StackAdapt Creative Studio team.\n\n\n\nProgrammatic video ads are easy to repurpose\n\n\n\nWith adtech platforms like StackAdapt, advertisers can access and launch ad campaigns across multiple channels from a single dashboard. This means that advertisers can save money by repurposing video assets for digital out-of-home (DOOH), CTV, and even in-banner display ads to enhance brand recognition and recall as part of a multi-channel strategy.\n\n\n\nHow does buying programmatic video advertising work?\n\n\n\nMuch like other types of programmatic advertising, programmatic video advertising automates the formerly complicated process of purchasing video ad space for agencies and brands. \n\n\n\nHere’s a simplified step-by-step breakdown of how it works:\n\n\n\n\nStep 1: Defining the Campaign Goals: Advertisers begin by defining their campaign objectives, such as increasing brand awareness, driving website traffic, or boosting conversions. This helps determine the target audience and the type of video content to create.\n\n\n\nStep 2: Campaign Set Up and Targeting: Advertisers use a programmatic advertising platform to select their budget, campaign goals, and target audience based on various criteria, including demographics, interests, browsing behaviour, and location, which ensures that ads get delivered to the most relevant viewers.\n\n\n\nStep 3: The Auction and Ad Delivery: When a user visits a website or app that has available ad space, an auction is triggered in real time. Advertisers automatically bid on the ad inventory based on their targeting criteria and budget. Once the bid is won, the ad is delivered to the user through the publisher’s platform. This process happens in a fraction of a second, seamlessly integrating with the user’s viewing experience.\n\n\n\nStep 4: Reporting and Optimization: After the ad is live, performance metrics, such as impressions, clicks, and conversions are tracked. Advertisers can analyze this data and share it with clients to assess the effectiveness of their campaigns and adjust targeting, creative content, or bidding strategies to optimize results.\n\n\n\n\nTypes of video ads\n\n\n\nNow that we’ve gone over what programmatic video advertising is, its benefits, and how to buy it, let’s break down the main video ad types you’ll want to leverage in your programmatic campaigns.\n\n\n\nNative video\n\n\n\nLike traditional native ads, native video ads blend seamlessly into other content. The goal here is to increase clicks by engaging viewers naturally rather than disrupting their browsing experience. Native video ads match the look, form, and feel of the website they appear on, allowing advertisers to add their own headline copy and body text to make it more engaging and less intrusive than other types of ads that may appear on a site.\n\n\n\n\n\n\n\nInterstitial\n\n\n\nAn interstitial video ad is a full-screen ad that covers the entire screen or interface of an app, typically appearing during natural transition points (for example, in between levels of a mobile game). Interstitial video ads are a popular format for programmatic video advertising due to their ability to capture the user’s attention and provide a more immersive experience compared to other ad formats.\n\n\n\n\n\n\n\nNative outstream\n\n\n\nYou’ve probably come across one of these ads if you’ve ever spent time browsing a site like Forbes or CNBC. Native outstream video ads are found outside of traditional video players and typically auto-play when a user scrolls through a webpage or social media feed. They integrate seamlessly with the content of a webpage without interrupting the viewing experience, making them less intrusive compared to other types of video advertising.\n\n\n\n\n\n\n\nIn-stream video\n\n\n\nThe most classic form of video advertising, in-stream video ads are short-form video ads that appear before (aka pre-roll), during (mid-roll) or after (post-roll) a video. The most common example of an in-stream video ad is the type of ad you see while watching YouTube.\n\n\n\nIn-stream video ads are a great way to capture a user’s attention while they’re already watching content. They can be made even more engaging with interactive elements such as QR codes, clickable overlays, and direct links to landing pages.\n\n\n\n\n\n\n\nProgrammatic video advertising best practices\n\n\n\nWhen creating a video marketing campaign, follow these best practices to help ensure you make the most of your ad’s runtime and the space available:\n\n\n\n\nDon’t Overcomplicate the Design: Consumers are sensitive to ad clutter. Ensure brand logos, brand cues, and product shots are large enough to be easily seen, especially on smaller screens (75% of viewers prefer to watch short-form video content on their mobile devices). \n\n\n\nKeep It Short: Create ads that convey a message in 10–20 seconds to make sure viewers watch your ad in full and stay engaged (completion rates tend to drop off substantially after 30 seconds).\n\n\n\nHook Viewers From the Start: The first few seconds of a video ad can make or break its performance. Instead of following a basic storyline, experts at Google suggest using an emerging heartbeat arc, which involves grabbing people’s attention in the first few frames, introducing unexpected tonal shifts to create multiple peaks of excitement, and inserting subtle branding and product cues throughout to keep your brand top of mind. That way, viewers are more likely to stay engaged, wait around to see what comes next, and actually remember your ad.\n\n\n\nFind Ways to Make It Interactive: According to a 2022 study, interactive video ads doubled consumer consideration and increased awareness by 70% compared to video campaigns without interactive features. Making video ads interactive doesn’t have to be complicated. Use QR codes and clear calls to action (for example, entering a URL on your browser) to make ads more engaging.\n\n\n\nExtend Your Reach With CTV: Repurpose video assets and make more of an impact by adding CTV to your media mix to extend your reach and connect with viewers across devices.\n\n\n\n\nExamples of programmatic video ads\n\n\n\nLooking for some inspiration? Here are some ads created by the StackAdapt Creative Studio team that showcase the full power and potential of programmatic video advertising.\n\n\n\nGoCo\n\n\n\nIn this programmatic video ad, the Creative Studio team used dynamic visuals—including unicorns, yetis, and dragons—and powerful copy to distinguish GoCo’s all-in-one HR software from stuffier alternatives.\n\n\n\n\nhttps://www.youtube.com/watch?v=v4_KHikbQ1E\n\n\n\n\nChevalier resorts\n\n\n\nFor some, vacation is about relaxing. For others, it’s the thrill of discovery. In this mock-up used as an example by the Creative Studio team, travellers are encouraged to experience a bit of both by discovering new worlds, thrilling views, and inner peace at a world-class resort. (Note the affordable pricing and QR code featured throughout to encourage users to book a stay.)\n\n\n\n\nhttps://www.youtube.com/watch?v=1Mp-lhIN3p8\n\n\n\n\nNorthwest university\n\n\n\nIn this programmatic video ad example, the Creative Studio team used motion graphics, a variety of voice actors, and impactful brand colours to capture viewers' attention in less than 15 seconds.\n\n\n\n\nhttps://www.youtube.com/watch?v=KhjOpAhU09k\n\n\n\n\nWhat’s next for programmatic video advertising?\n\n\n\nDespite programmatic video advertising’s growth rate slowing to low double-digits over the next few years, the space continues to evolve and expand. \n\n\n\nAccording to EMARKETER, video ads are responsible for a growing share of mobile ad sales, with mobile video ad spending forecasted to increase 21.9% YoY in 2024. Although spending is primarily being driven by social media platforms like TikTok, YouTube, and over-the-top apps, the rise in mobile video ad spending further signals the need to tailor campaigns to mobile environments as people spend more time on their smartphones.\n\n\n\nProgrammatic video advertising is also becoming an important channel for B2B marketers. B2B video advertising’s share of digital ad spending has been increasing steadily for nearly a decade and is projected to reach 13.9% by 2025. The increase is largely due to user-generated content, which marketers are increasingly adding to their B2B marketing strategies to humanize brands, establish an emotional connection with buyers, and improve brand recognition.\n\n\n\nThen, there’s Gen Z. Online and mobile gaming platforms like Roblox have been experimenting with immersive video, which Marketing Dive reports gives marketers a scalable way to reach Gen Zers who are “notoriously wary” of traditional advertising. So far, it seems to be working, with three-quarters of users saying they were more likely to notice brands that used immersive video ads in-game compared to brands that mostly rely on traditional video advertising. Although the technology is new, other video game publishers are expected to follow suit, opening up whole new worlds and audiences for video advertising.\n\n\n\nGetting started with programmatic video advertising\n\n\n\nVideo is an amazing channel for conveying complex or emotional stories, which makes it perfect for brand building. When including video as part of your media mix, consider a holistic approach. Leverage video as part of a multi-channel strategy by integrating display to supplement inventory, CTV to increase reach and product recognition, and native ads to drive interest and engagement.  \n\n\n\nReady to experience the power of programmatic video advertising? Request a demo and find out why StackAdapt is consistently ranked the #1-rated video advertising software on G2.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nProgrammatic video advertising FAQs\n\n\n\n\n\n\n\nYes, YouTube can be considered programmatic when ads are bought via platforms like DV360. These methods use automated processes and data to optimize ad placements, unlike standard Google Ads, which use a hybrid approach combining programmatic and reserved buying.\n\n\n\n\n\n\n\n\n\nVideo marketing is a strategy that uses video content to promote, educate, or engage audiences, often focusing on long-term brand building. Video advertising specifically involves paid placements of video ads to directly promote a product or service, aiming for immediate conversions or actions.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#faq-question-898985cc-9f10-4d80-b8cd-ed73553c2938","position":1,"url":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#faq-question-898985cc-9f10-4d80-b8cd-ed73553c2938","name":"Is YouTube considered programmatic?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Yes, YouTube can be considered programmatic when ads are bought via platforms like DV360. These methods use automated processes and data to optimize ad placements, unlike standard Google Ads, which use a hybrid approach combining programmatic and reserved buying.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#faq-question-1e7950dd-3395-4958-8568-17e6e37e6987","position":2,"url":"https://www.stackadapt.com/resources/blog/programmatic-video-advertising#faq-question-1e7950dd-3395-4958-8568-17e6e37e6987","name":"What is the difference between video marketing and advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Video marketing is a strategy that uses video content to promote, educate, or engage audiences, often focusing on long-term brand building. Video advertising specifically involves paid placements of video ads to directly promote a product or service, aiming for immediate conversions or actions.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Holiday marketing ideas in 2026: Strategies & campaign examples","datePublished":"2026-08-27T19:36:59+00:00","dateModified":"2026-09-09T16:11:45+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas"},"wordCount":2868,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260827190417/20260820_Holiday-Marketing-Ideas_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","holiday","multi-channel"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: Holiday marketing campaign ideas for 2026\n\n\n\n\nPrice-sensitive, value-focused shoppers and increasingly complex paths to purchase mean marketers need to stay flexible and get creative with their holiday marketing strategies.\n\n\n\nHoliday shopping is starting earlier, with 71% of US adults planning to buy gifts before Black Friday.\n\n\n\nMarketers can reach holiday shoppers across the customer journey with tactics like ChatGPT advertising, contextual targeting, and DCO.\n\n\n\nDownload StackAdapt’s peak season guide for more strategies to help you plan campaigns and prepare for the busiest shopping days of the year.\n\n\n\n\n\nThe holidays are a joyful season for many. But for marketers, it’s also a time of high stress, higher stakes, and intense competition, leaving little time to slow down, adjust campaigns, or plan ahead.\n\n\n\nIn this blog post, we’ll go over some holiday marketing ideas to help you think outside the box and break through the chaos in 2026. \n\n\n\nBut first, let’s go over a couple of basics, trends, and the outlook for the 2026 holiday shopping season. (Skip ahead if you want to get straight to the holiday marketing ideas or download StackAdapt’s peak season guide for even more in-depth holiday marketing strategies.)\n\n\n\nWhat is holiday marketing?\n\n\n\nHoliday marketing is a promotional strategy businesses use to connect with customers, build brand awareness, and drive sales around seasonal holidays like Christmas, New Year’s, Hanukkah, and Thanksgiving. It typically involves marketers using timely messaging, festive themes, special offers, and coordinated campaigns across multiple channels to engage audiences in the lead-up to and throughout the holiday season.\n\n\n\nHoliday marketing is one factor that can help drive seasonal spending, with US holiday retail sales expected to reach $1.41 trillion USD in 2026, $304 billion USD of which will come from e-commerce sales.\n\n\n\nBecause much of this demand is concentrated within a relatively short (although, as we’ll get into, increasingly expanding) period, holiday sales can represent a disproportionate share of retailers’ annual revenue, making the season a make-or-break period for many businesses.\n\n\n\n2026 holiday marketing trends\n\n\n\nHoliday shopping habits continue to evolve, making the season longer and more complex for marketers to navigate. For brands, that means relying less on a fixed playbook and paying closer attention to how consumer behavior is changing from year to year.\n\n\n\nHere are a few things marketers need to know going into peak season:\n\n\n\nHoliday shopping is starting earlier (and ending later)\n\n\n\nAlthough typical holiday shopping is still concentrated in the final weeks of the season—with Forrester reporting that in 2025, 26% of US adults online didn’t begin their shopping until December, and 44% wrapped it up after December 16—the holiday shopping window continues to widen.\n\n\n\nAccording to a recent study, 71% of US adults plan to start buying gifts before Black Friday this year, and 46% before November.\n\n\n\nAt the same time, the National Retail Federation (NRF) reports that 70% of US consumers continue shopping the week after Christmas to capitalize on deals and use gift cards they accumulated over the holidays.\n\n\n\nKey takeaway: As holiday shopping starts earlier, brands need to shift campaign budgets, audience building, and testing earlier too. This helps them influence shoppers before they narrow their options, while maintaining momentum through peak season and the post-holiday period.\n\n\n\nValue remains a priority for holiday shoppers\n\n\n\nEveryone wants to feel like they’re getting good value for their money. But global economic uncertainty is making consumers even more cautious and selective about where and how they spend their dollars this holiday shopping season.\n\n\n\nAs a result, shoppers are increasingly weighing price alongside factors like product quality, convenience, and other incentives when deciding what’s worth buying in 2026.\n\n\n\nAccording to a Similarweb study, 42.7% of US consumers said they were more price-sensitive during the 2025 holiday shopping season than they were a few years earlier. In response, 31.7% of shoppers planned to start their holiday shopping earlier, while 29.9% planned to hold out for major sales events.\n\n\n\nThere’s no reason to expect that focus on value will fade this year, with EMARKETER forecasting that Cyber Five—the five-day shopping period from Thanksgiving through Cyber Monday—will reclaim its place at the center of the holiday shopping calendar and generate more than $50 billion USD in e-commerce sales for the first time.\n\n\n\nKey takeaway: Marketers need to compete on more than discounts. As shoppers compare more options, campaigns should make the value of each offer clear, highlight the products and incentives that matter most, and make it easier for shoppers to decide what’s worth buying.\n\n\n\nDiscovery will happen everywhere (including AI platforms)\n\n\n\nConsumers around the world are researching products earlier, looking for bargains online, and discovering gift ideas across a growing number of channels. But the ways they research and shop are becoming more complex.\n\n\n\nEMARKETER reports that 37.1% of US consumers plan to use AI tools like ChatGPT for product research during the 2026 holiday shopping season. Mobile shopping is also expected to reach a new milestone, with 57.5% of online holiday purchases occurring on mobile devices this year.\n\n\n\nThe path to purchase is growing more interconnected, with consumers moving fluidly between social platforms like TikTok and AI chatbots as they evaluate products further.\n\n\n\nThese behaviors create more opportunities for brands to reach shoppers, but they also make it harder to manage each channel in isolation.\n\n\n\nKey takeaway: To stay visible as shoppers research, compare, and decide what to buy, marketers need to connect these moments as part of a cohesive strategy, rather than treating each touch point as a separate tactic.\n\n\n\n12 holiday marketing ideas and strategies to try in 2026\n\n\n\nThis year, how—and when—people shop for the holidays is changing faster than ever, and what worked last year won’t necessarily work this season. \n\n\n\nFrom finding budget-conscious buyers to personalizing messages at scale, here are a few holiday marketing ideas you can use together to reach shoppers across the path to purchase.\n\n\n\nRetarget customers who abandoned their carts\n\n\n\nAccording to Statista, worldwide cart abandonment rates have been steadily increasing since 2014, with  70.2% of online shopping carts being abandoned in 2026.\n\n\n\nWith shoppers looking for gifts across multiple sites over the holidays, it’s easy for customers to get distracted and leave purchases unfinished.\n\n\n\nStackAdapt’s email marketing capabilities help you re-engage shoppers by automatically sending emails highlighting the items they previously left in their cart. \n\n\n\nIf shoppers open the email but don’t purchase the product, StackAdapt can retarget them across devices with display advertising, helping your brand stay top-of-mind while making it easier for them to return and complete a purchase.\n\n\n\nGet your brand discovered in AI chats\n\n\n\nAs shoppers use more tools to research products, compare options, and look for gift ideas, discovery is expanding beyond traditional search, social, and retail environments.\n\n\n\nAI-powered search and chat experiences are becoming part of that journey, with AI chatbots expected to help 63.3 million US shoppers in 2026.\n\n\n\nBut it’s not just about introducing products to shoppers and building brand awareness. AI is also driving traffic to retailer sites and turning that interest into conversions.\n\n\n\nAccording to Adobe, during the 2026 edition of Amazon’s annual Prime Day sales event, AI referral sessions nearly doubled and converted 40% better than other traffic sources, showing that AI can help move shoppers from research to purchase.\n\n\n\nWith StackAdapt, marketers can access ChatGPT ads in the same platform they use to run programmatic advertising, reaching consumers while they’re actively researching products, comparing options, and deciding what to buy. Learn more here.\n\n\n\n\n\nUse contextual targeting to reach shoppers researching gifts online\n\n\n\nIt’s no surprise that searches for terms like “Christmas gift ideas” and “holiday gifts” spike in late November and early December, as shoppers increasingly turn to the internet for inspiration and ideas.\n\n\n\nMarketers can capitalize on their interest by using contextual targeting solutions like StackAdapt’s Page Context AI to reach consumers at the precise moment they’re hunting for the perfect gift, delivering timely ads that match their interests and purchase intent. \n\n\n\nContextual targeting also helps advertisers address privacy concerns and tightening regulations by relying on content relevance instead of user-specific data, allowing them to reach shoppers open to discovering new brands or products without compromising consumer trust or privacy.\n\n\n\nTap into social commerce\n\n\n\nSocial media continues to play an important role in product discovery, with a 2026 study from Salsify finding that 27% of consumers use it to discover new products. That figure is even higher among younger shoppers, with 41% of Gen Zers and 37% of millennials browsing social media for gift ideas.\n\n\n\nFor marketers, this creates an opportunity to reach shoppers while they’re still deciding what to buy. Brands can use shoppable content, influencer partnerships, and product-focused social ads to build awareness and move consumers from discovery to purchase without adding unnecessary friction to the shopping experience.\n\n\n\nExtend your holiday reach beyond social\n\n\n\nMarketers can get more mileage from their best-performing festive content by extending their reach beyond the usual feeds with StackAdapt’s Social Display Ads. This format allows marketers to easily repurpose social media posts and ads by placing them across premium websites beyond walled gardens.\n\n\n\nThese programmatic social-style ads can outperform traditional banner ads by including likes, comments, and shares, helping build brand credibility and extending the life of existing creative without requiring marketers to create new assets from scratch.\n\n\n\n\n\n\n\nScale creative without slowing down production\n\n\n\nCreating video ads, whether for programmatic video or connected TV (CTV), is often one of the most costly and resource-intensive parts of digital marketing. \n\n\n\nDuring the holiday season, the challenge becomes even more difficult. Promotions, inventory, shopper behavior, and demand can change quickly, making it difficult for one seasonal video to stay relevant throughout the entire campaign.\n\n\n\nThat’s why 86% of media buyers are either currently using or planning to use generative AI to build video ad creative in the year ahead.\n\n\n\nStackAdapt’s AI Video Builder brings video ad production directly into the platform. Marketers can use existing brand assets and AI-powered templates to generate standard and dynamic video ads, including product-focused and story-driven creative with scripts, voiceovers, and soundtracks. \n\n\n\nIn doing so, teams can test more concepts, adapt creative for different audiences, and scale campaigns without adding overhead—reducing production timelines from weeks to minutes.\n\n\n\n\n\nPromote holiday deals to price-conscious shoppers with banner ads\n\n\n\nFor now, holiday spending remains relatively resilient, with holiday retail sales expected to reach $1.41 billion USD in 2026. \n\n\n\nAlthough retail holiday sales are projected to grow 4.1%, EMARKETER reports this growth will still lag the full-year average for the second year in a row. And if economic pressures, like inflation or interest rates, worsen, customers may have to reduce their holiday shopping budgets even more.\n\n\n\nMarketers can stay agile by using display advertising to promote flash sales and limited-time offers to price-sensitive customers looking for the best deals.\n\n\n\nDynamic countdown clocks can help create a sense of urgency, while geotargeting can be used to promote relevant local deals to shoppers in specific markets.\n\n\n\nBoost holiday foot traffic with DOOH ads\n\n\n\nDuring the holidays, shoppers may start online, but many still hit local stores and malls to find gifts, avoid shipping hassles, or hunt for last-minute deals.\n\n\n\nDigital out-of-home (DOOH) advertising lets you capture attention in high-traffic locations—such as shopping areas, transit hubs, and bus shelters—to boost local awareness and direct shoppers straight to your doorstep. \n\n\n\nUse DOOH ads to promote nearby store locations, seasonal deals, or exclusive in-store offers.\n\n\n\nUse CTV to aid product discovery and gain incremental reach\n\n\n\nCTV advertising is often seen as purely a branding play. But according to EMARKETER: \n\n\n\n\n59% of holiday shoppers say CTV ads help guide their holiday purchase decisions.\n\n\n\n36% of CTV viewers get gift ideas while streaming ads, rivaling social media.\n\n\n\n89% want to see more specific deals or promotions over the holidays.\n\n\n\n\nWith CTV viewership rates increasing and cost-conscious consumers migrating to free ad-supported streaming platforms to save money, marketers can increasingly use CTV as a performance channel, delivering personalized deals over the holidays while gaining incremental reach beyond traditional linear TV.\n\n\n\nPersonalize holiday ads with dynamic creative optimization\n\n\n\nOver 70% of shoppers expect personalized experiences. But when you’re targeting thousands of potential holiday customers, keeping it personal can feel impossible.\n\n\n\nWith dynamic creative optimization (DCO), a single creative concept can be instantly transformed into hundreds of tailored ads, automatically adapting messaging, imagery, and promotions to match customer tastes, browsing habits, and real-time product availability. \n\n\n\nDCO is like having a savvy personal shopper responsible for every impression, delivering what customers want, when they’re ready to buy, without increasing your creative team’s workload.\n\n\n\nThe good news: that level of personalization can also translate into stronger campaign performance. Internal StackAdapt platform data shows that DCO can help marketers drive 32% higher click-through rates and lower their cost per click by 56% compared to advertisers that don’t use DCO.\n\n\n\nUse lookalike audiences to reach new holiday shoppers\n\n\n\nYour best customers hold the key to finding more people just like them. \n\n\n\nUsing lookalike modeling, marketers can identify and target shoppers who share similar browsing behaviors, purchase histories, and interests of their existing audience, helping you scale holiday campaigns quickly and cost-effectively. \n\n\n\nWith this approach, you’re more likely to reach the types of consumers who already love your products, driving higher engagement, better performance, and more conversions at an affordable rate.\n\n\n\nInfluence holiday shoppers directly at the point of purchase\n\n\n\nHoliday shoppers have always flocked to retailer websites and stores seeking inspiration, ideas, and deals. Retail media networks allow marketers to tap into their interest, providing them with powerful tools to influence purchase decisions, in-store and online.\n\n\n\nLeveraging exclusive first-party data and premium placements from top retailers, brands can reach target customers while they’re actively browsing, researching, or ready to buy, helping drive stronger holiday marketing campaign performance.\n\n\n\nAs a result, it’s no surprise that 11.5% of ad buyers increased their spend in RMNs during the 2025 holiday shopping season than the year prior, and that investment is expected to continue growing, with global RMN ad spending projected to reach $200.4 billion USD by the end of 2026.\n\n\n\nWhen to plan your holiday marketing strategy\n\n\n\nWith nearly half of the US population planning to start their holiday shopping before November this year, if you haven’t started planning your holiday campaigns yet, chances are you’re already behind. \n\n\n\nBut it’s never too late to get started. \n\n\n\nUse this table to map out your campaign timelines. Then, fine-tune pacing and budget allocation to take advantage of high-traffic days without overspending too early.\n\n\n\nDateShopping momentPrimary campaign focusBuild demandInfluence decisionsCapture intentNovember 27Black FridayCapture purchase intentJun–AugSep–OctNovNovember 28Saturday after Black FridayRetarget engaged shoppersJun–AugSep–OctNovDecember 5Third Saturday before ChristmasInfluence purchase decisionsJul–SepOct–NovDecDecember 12Second Saturday before ChristmasInfluence purchase decisionsJul–SepOct–NovDecDecember 18Friday before ChristmasReach last-minute shoppersJul–SepOct–NovDecDecember 19Super SaturdayReach last-minute shoppersJul–SepOct–NovDecDecember 20Sunday before ChristmasReach last-minute shoppersJul–SepOct–NovDecDecember 21Monday before ChristmasReach last-minute shoppersJul–SepOct–NovDecDecember 26Boxing DayRe-engage shoppersAug–OctOct–NovDec\n\n\n\nHoliday marketing case studies\n\n\n\nHere are a few examples of how brands and agencies have used StackAdapt to reach holiday shoppers, build awareness, and drive campaign performance during key seasonal moments:\n\n\n\n\nSunny Advertising used dynamic retargeting and display advertising to reach high-intent shoppers for Superior Engineering during Black Friday, helping the brand achieve a 6X increase in average daily sales and a 52X return on ad spend.\n\n\n\nMatrixx Shopper Marketing used contextual targeting, CTV, and video advertising to help Challenge Butter reach bakers during the busy holiday season, surpassing its click-through rate benchmark by 21% and achieving a 98.3% CTV video completion rate.\n\n\n\nMOBSTA used DOOH advertising to reach luxury shoppers over the winter holidays, generating 14.5 million impressions for Michael Kors Jewelry.\n\n\n\n\nStart your holiday marketing now\n\n\n\nWith consumer habits changing and holiday competition getting fiercer, marketers need strategies that are creative, agile, and built to adapt. \n\n\n\nStaying ahead of key trends is only one piece of the puzzle. Tapping into smarter, data-driven solutions can help make the 2026 holiday shopping season your strongest yet. \n\n\n\nReady to put these holiday marketing ideas into action? Request a demo of StackAdapt and get ahead of the holiday rush.\n\n\n\n\nNext steps:\n\n\n\n\nDownload StackAdapt’s peak season guide to learn more holiday marketing strategies.\n\n\n\nGet expert-backed e-commerce advertising and CPG marketing tactics that can help make your campaigns convert.\n\n\n\nLearn about StackAdapt’s trusted retail advertising solutions.\n\n\n\n\n\n\n\n\n\nHoliday marketing FAQs\n\n\n\n\n\n\n\nAdvertisers can optimize holiday campaigns by launching them early, using a full-funnel, cross-channel strategy, and adjusting budgets and bids as competition increases. AI-driven targeting, DCO, and value-focused promotions—like free shipping or limited-time offers—can also help improve performance during peak shopping periods.\n\n\n\n\n\n\n\n\n\nMarketers should typically start planning their holiday marketing strategy three to four months in advance, around July or August each year. This gives teams just enough time to set goals, develop creative, finalize promotions, and launch campaigns before the holiday shopping season peaks.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas","url":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas","name":"12 holiday marketing ideas to try in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260827190417/20260820_Holiday-Marketing-Ideas_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2026-08-27T19:36:59+00:00","dateModified":"2026-09-09T16:11:45+00:00","description":"Explore 12 expert-backed holiday marketing ideas for 2026, plus ad examples, key shopping dates, and the holiday marketing trends you need to know.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-13cbd590-68ff-489e-bb17-2177107b42c2"},{"@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-be5400ee-1b59-4a29-8f2c-c6e93ae5a04e"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-13cbd590-68ff-489e-bb17-2177107b42c2","position":1,"url":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-13cbd590-68ff-489e-bb17-2177107b42c2","name":"How can advertisers optimize campaigns for the holiday season?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Advertisers can optimize holiday campaigns by launching them early, using a full-funnel, cross-channel strategy, and adjusting budgets and bids as competition increases. AI-driven targeting, DCO, and value-focused promotions—like free shipping or limited-time offers—can also help improve performance during peak shopping periods.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-be5400ee-1b59-4a29-8f2c-c6e93ae5a04e","position":2,"url":"https://www.stackadapt.com/resources/blog/holiday-marketing-ideas#faq-question-be5400ee-1b59-4a29-8f2c-c6e93ae5a04e","name":"When should you start planning your holiday marketing strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketers should typically start planning their holiday marketing strategy three to four months in advance, around July or August each year. This gives teams just enough time to set goals, develop creative, finalize promotions, and launch campaigns before the holiday shopping season peaks.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"Decoding the in-game audience","datePublished":"2022-07-19T14:15:24+00:00","dateModified":"2026-09-08T21:46:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience"},"wordCount":873,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240509144748/20220627_In-Game_Header.webp?fit=1201%2C601&ssl=1","keywords":["audience targeting","in-game","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The gaming industry has been around for decades, but it’s only recently that brands and agencies have begun to recognize the value of in-game advertising. It’s now possible to reach gaming audiences through ad formats like display and video, and marketers are taking notice.  \n\n\n\nThere is a benefit to adding in-game advertising to your media mix, and it's helpful to recognize who this channel will reach and why it’s important to reach them. Having a thorough understanding of who gamers are today will help you create campaigns that deliver the results you’re looking for.\n\n\n\nWhat is programmatic in-game advertising \n\n\n\nGaming has become a mainstream, social pastime that is now a global phenomenon. With over 3.1 billion gamers worldwide, the gaming industry is now estimated to exceed $300 billion USD. In 2021, gamers spent about 8 hours and 27 minutes each week playing games, with an average session time of 1 hour and 20 minutes. \n\n\n\nIn-game advertising enables ads to appear in video games either on mobile, desktop, or console devices. Blended in-game is a subtype of the category where highly viewable, non-clickable ads are seamlessly integrated into the game so they don’t interrupt gameplay. \n\n\n\nThe most common formats that are leveraged in a blended in-game ad campaign are display and video. Ads in video games can appear in various ways. For example, on a billboard in a racing game, or on a player’s jersey in a sports game. The best part? In-game ads are organically integrated into the game environment. \n\n\n\nIn-game ads reach a highly desirable audience\n\n\n\nGamers are a desirable audience to reach because during gaming sessions, players are highly engaged in gameplay, and are typically not multitasking. This gives a huge advantage to advertisers who want to place their ads in an impactful environment.It’s a common stereotype that gaming is a niche activity, but this simply isn’t the case. Gaming consoles and mobile phones are now widely adopted, which has made gaming more accessible. It’s now widespread and popular across all demographics and geographies across the globe. \n\n\n\nUnderstanding the gaming audience\n\n\n\nAnzu, a global market leader in in-game inventory, published a research study in 2022 titled,  US In-Game Advertising Report. The report uncovers helpful details and insights about the in-game audience. Let’s dive into some important takeaways about the customer profiles of the gaming audience. \n\n\n\nDemographics\n\n\n\nThere is no “one size fits all” when it comes to defining the gaming audience in terms of demographics. A 2021 study showed that 55% of gamers identified as male, and 45% identified as female, while most gamers are found across a few generations, between the ages of 25-54 (Source: Anzu, Q4 2021). \n\n\n\nAnother study found that those who game more than 10 hours a week have 2x more disposable income than non-gamers. This means that in-game audiences have impactful spending power. It’s clear that gamers are a broad audience that includes a diverse set of demographics. Basically, anyone might be considered a gamer today.\n\n\n\nInterests\n\n\n\nGamers include users from many diverse consumer purchasing circles. For example, a gamer could easily be a parent, who’s in the market for new technology that might benefit their child at school. A gamer could also be a working professional who is interested in the latest fashion trends. \n\n\n\nIt’s important to recognize that gamers are a vast audience of consumers, with multiple interests and different purchase intentions. Be careful not to segment gamers as users who are only interested in gaming.\n\n\n\nPsychographics\n\n\n\nGamers are savvy and influential. According to Anzu’s research, 51% of gamers advise others and 47% influence others, especially when it comes to purchasing decisions. Anzu also found that 79% of gamers say socializing and new experiences are important to them, meaning that they value their close relationships and seize new opportunities to try new things. \n\n\n\nGamers are ahead of the adoption curve, as 46% try to be the first to know about new products and services, such as emerging technology and the latest fashion trends. In a social context, inner circles rely on their gamer peers to give them advice on consumer purchasing decisions. This means there’s a powerful case for brands to influence the gamer audience before these purchasing decisions are made, in the awareness stage.\n\n\n\nThis audience poses a great opportunity for brands to get in front of users at the top of the funnel who care about new products and services, who recommend products to their diverse inner circles, and influence their purchase decisions. This emerging channel is one to consider for your strategies, and is ready to be tested by digital marketers across the globe through advertising platforms. \n\n\n\nReady to get ahead of the game? \n\n\n\nIn-game advertising provides an opportunity to develop relationships with a growing, influential, and diverse audience. Marketers can leverage this emerging channel to reach engaged, focused users to build brand awareness and loyalty. Adding this channel to your media mix now will help you get ahead of the game as this channel gains prominence. \n\n\n\nWant to run exceptional in-game advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience","url":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience","name":"Decoding the In-Game Advertising Audience | Stackadapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240509144748/20220627_In-Game_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2022-07-19T14:15:24+00:00","dateModified":"2026-09-08T21:46:57+00:00","description":"Learn how in-game advertising enables you to reach gaming audiences by running ad campaigns that leverage formats such as display and video.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/in-game-advertising-audience#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240509144748/20220627_In-Game_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240509144748/20220627_In-Game_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration showing a race car moving back and forth on a track, like it would in a video game"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-are-cookies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-are-cookies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Cookies 101: What are cookies?","datePublished":"2022-07-22T14:03:00+00:00","dateModified":"2026-09-08T21:46:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-are-cookies"},"wordCount":1238,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-are-cookies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105615/20220720_What-are-Cookies-01.png?fit=1200%2C600&ssl=1","keywords":["audience targeting","contextual targeting","cookieless targeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Since the 1990s, the cookie has made tracking in-browser user behaviour a valuable tool for targeting digital ads toward receptive consumers. But what are cookies? They are unique pieces of data that serve a wide variety of purposes. In fact, the main job of a cookie is to identify users that are browsing a website, so that their user experience can be customized for them. \n\n\n\nOften, cookies streamline a web experience in a way that makes it easier for the user. For example, they keep you logged into a website, and automatically input your checkout information when making purchases online. Read on to learn all the basics of cookies, including what they are, different types of cookies, and how they’re used in digital marketing. \n\n\n\nWhat are cookies on the internet\n\n\n\n​​An HTTP cookie (also called web cookie, internet cookie, browser cookie, or simply cookie) is a small piece of data sent from a website and stored on the user's computer by the web browser. This small, unique identifier enables a website to remember a visitor and their actions from page to page as they browse.\n\n\n\nWhen you add an item to your online shopping cart and proceed to a different page to checkout, the cookie stores what items are in your cart, so that they are displayed on the new page correctly. Cookies typically save information about a web user, like their email, home address, shipping information, username or password, or even their particular interests.\n\n\n\nHow website cookies work\n\n\n\nCookies are critical for providing a personalized advertising experience, without invading personal privacy. When you visit a new website that has cookies, the web server for a website sends a short stream of identifying info to your web browser. As you browse the website, small pieces of data are transferred from the site and stored within the web browser that you’re using. \n\n\n\nYour sensitive information, like your address or phone number, is never stored unless you give explicit consent. \n\n\n\nAs someone browses the web, they sometimes pick up cookies from multiple websites. When they return to a previously visited website, that website can read the cookie and recall information about them, such as previous activities, information and in some cases, where else they have been on the web.\n\n\n\nTypes of cookies used for digital marketing\n\n\n\nThere are a few different types of cookies, and they all serve a specific purpose. Here, we’re covering 4 main types of cookies.\n\n\n\n1st-party cookies\n\n\n\nFirst-party cookies are stored by the website or domain that a user visits. They are typically secure, encrypted, and sensitive to a user’s data privacy. These cookies allow the website to gather analytics data, remember important settings, and perform other functions related to user experience. \n\n\n\n3rd-party cookies\n\n\n\nThird-party cookies are dropped onto users by companies other than the website the user is browsing. They are used for cross-site tracking and allow for the creation of audience profiles based on a user’s long-term browsing history. \n\n\n\nSession cookies\n\n\n\nSession cookies only last for the duration of a browsing session. A “session” starts when a user launches a website or a web app. It ends when they exit that website or close the browser window. Since session cookies are temporary, the information they gather is stored in a temporary memory location. It’s then deleted when the session ends. \n\n\n\nPersistent cookies\n\n\n\nPersistent cookies are stored on a user's device. They hold information about their device usage, settings, personalizations, as well as login credentials. Persistent cookies are meant to provide users with a smooth browsing experience, mainly by auto-filling information that a user has provided before, and has to fill in often. \n\n\n\nCookies in advertising\n\n\n\nBehavioural targeting is typically one of the default targeting methods on a digital marketer’s programmatic campaign checklist. This targeting strategy aims to ensure that an ad is relevant to the user visiting a page by serving ads based on a user’s web-browsing behaviour. User data is collected from various sources using a cookie.\n\n\n\nCookies differ depending on who owns them, which can create an identity problem for all parties who are looking to understand who the user truly is. In order for companies to best understand their online users, unique 3rd-party cookies need to be mapped back to an individual. That’s where “cookie syncs” come in. The cookie-syncing process is used by most advertising technology platforms to map a user’s ID from a demand-side platform (DSP) to the Data Management Platform (DMP). \n\n\n\nThe adtech platforms both store the IDs and generate one unique user ID. This is how they match and target audiences with online ads. For example, StackAdapt is partnered with LiveRamp to sync cookies. When data is uploaded, Liveramp removes personally identifiable information (PII) and replaces it with pseudonymous record keys during the matching process, so data can be used with confidence.\n\n\n\nThe benefits of cookies\n\n\n\nThe real goal of cookies is to streamline the web experience for any given user. Let’s explore the two main ways that cookies do this. \n\n\n\nCookies create a personalized experience\n\n\n\nCookies, specifically 3rd-party cookies, enable marketers to deliver personalized content to web users. They track interactions across different devices and touchpoints, so that targeted ads that you might like are served to you. E-commerce sites often use cookies to track items that users previously viewed. This enables a retailer’s website to suggest other products that users might like, and it keeps items in shopping carts while they continue shopping.\n\n\n\nCookies optimize session management\n\n\n\nCookies allow a web server to identify a user and retrieve the user session from their session database. This means that a user can hop back into the same experience they were having before on a website. The website will recognize users and recall their individual login information and preference. A cookie-based session ends when the user logs off or closes the browser. \n\n\n\nThe future is not cookieless\n\n\n\nThere’s plenty of talk about a potentially cookieless future, but that isn’t the way the cookie will crumble. There are several digital environments where cookies will continue to be useful, particularly in environments where they act as identifiers for users engaging with content and web pages. \n\n\n\nAlthough the cookie isn’t going anywhere, we likely will see some changes. The number of digital environments where cookies are accepted and tracked is going to evolve. For example, some browsers like Apple Safari offer options for users to manage cookies and website data themselves. Now, a user can toggle their settings to block all cookies while using that browser if they like. \n\n\n\nWe are definitely moving toward a future that will be more cookie-limited, but it won’t be cookieless. That is why now is the perfect time to add cookieless targeting methods to your digital strategy. Cookieless advertising targets ads based on the environment in which an ad appears. It uses algorithms to target ad placements based on keywords, website content, and other metadata. \n\n\n\nThis targeting method allows for ads to be shown to users based on the content they are consuming at that moment in time. And modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before. \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/what-are-cookies","url":"https://www.stackadapt.com/resources/blog/what-are-cookies","name":"Cookies 101: What Are Cookies? | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-are-cookies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105615/20220720_What-are-Cookies-01.png?fit=1200%2C600&ssl=1","datePublished":"2022-07-22T14:03:00+00:00","dateModified":"2026-09-08T21:46:56+00:00","description":"Learn what cookies are, how they work, the different types of cookies, and how they apply to the future of digital advertising.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Creating strategy informed ads","datePublished":"2022-07-26T12:16:25+00:00","dateModified":"2026-09-08T21:46:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team"},"wordCount":901,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-creative-strategy-team#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105615/20220720_LifeinAdTech-TeShawn-Header_V01.jpg?fit=1201%2C601&ssl=1","keywords":["creative studio","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Te'Shawn Dwyer, a Creative Strategist at StackAdapt. Te'Shawn shares his journey into adtech, what his role entails, and how the creative strategy team at StackAdapt supports the success of StackAdapt users.\n\n\n\nCan you share a bit about your journey into working as a creative strategist?\n\n\n\nAfter graduating from school with experience in illustration and animation, I went to work at a Canadian startup. I did graphic design there, helping the startup grow through creative and marketing. Eventually, I was promoted to brand manager, which meant I took on more responsibilities related to advertising. \n\n\n\nAt the startup, I realized that I really enjoyed combining my creative skills with advertising strategy. In looking for a new role, StackAdapt appealed to me because Creative Strategists get to do a combination of everything I enjoy. Applying to StackAdapt was a no-brainer!\n\n\n\nHow do creative strategists contribute to the success of campaigns run on StackAdapt? \n\n\n\nMy goal as a Creative Strategist is to provide ad creation and support to clients who do not have access to creative resources or a creative team in house. We help these users by building creative assets for their campaigns, like HTML5 banners and video ads. \n\n\n\nWe contribute to the success of campaigns run on StackAdapt not just by providing creative assets, but by coupling those assets with strategy. Using insights and data from research and evaluating our previous efforts, we’re able to ensure the creatives we build are optimized for performance, are eye catching, and nail the messaging of the overall campaign.\n\n\n\nWhat is your process for building creative strategies and concepts?\n\n\n\nThere is always a strategy behind the concept of an ad, and coming up with that strategy is the first step in my process. I start by reviewing the client’s advertising plan to develop an idea of how the creative I’m working on will fit into their funnel and support their overall goals. \n\n\n\nThis initial research helps me to hone in on the messaging of the ad, and determine who the ad is speaking to. I often like to put myself into the shoes of the target audience. I envision how I might react or respond to different pieces of creative that have specialized messaging and then layer in a tactile approach that will guide the viewer down the funnel. \n\n\n\nThe final step is to decide what type of interactivity I can layer into the ad. For example, if the creative is a part of top-funnel tactics, I will focus on integrating elements that present brand awareness like video, or a component that cycles through features and benefits of the product or service being advertised. \n\n\n\nHow do you and your team members brainstorm fresh ideas for engaging creatives?\n\n\n\nOur team is very collaborative. We have reoccurring team huddles, creative coffees, and plenty of impromptu brainstorming sessions. We always focus on the big picture when we discuss new ideas together, and then we narrow down from there. \n\n\n\nI find that the rapid ideation phase is crucial to me because I like being able to think through lots of different options before I start designing or building. By exhausting all the bad ideas, I usually land on a really good one! \n\n\n\n​​What is the key to success for creative strategists?\n\n\n\nOne of the keys to success I’ve found is to have an open mind. As a Creative Strategist, it’s important to be a bit like a sponge. Soaking up every and any idea helps feed our creativity, so we’re able to deliver fresh concepts that are backed by insights and strategy. \n\n\n\nAside from an open mind, communication and people skills are essential. We have to be able to provide constructive feedback and creative briefs to the production team in a way that enables us to collaborate with them well. And of course, we have to be open to receiving feedback, too! \n\n\n\nWhat is the most rewarding part about working as a creative strategist at StackAdapt?\n\n\n\nThe most rewarding part of being a Creative Strategist is that I get to work in a dynamic environment where I'm able to do a little bit of everything, and flex new ideas. Conceptualizing strategies has always been the part of the creative pipeline that I most enjoy, and so I love that I get to do that every day here at StackAdapt.\n\n\n\nIt’s also super rewarding to work so collaboratively with the rest of the team. It's always fun to brainstorm new ideas with like-minded, passionate people. And of course, it's fulfilling to see the positive impact that our work has on the success of StackAdapt campaigns!\n\n\n\nInterested in joining StackAdapt? See our open roles and apply here.\n\n\n\nIn each new addition, we will be highlighting our teams and team members in our “Life In Adtech” series—stay tuned for more!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ned-dimitrov#person"}],"headline":"Drive contextual advertising results with keyword rule targeting","datePublished":"2022-08-15T14:31:22+00:00","dateModified":"2026-09-08T21:46:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting"},"wordCount":1034,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105615/20220705_Contextual-Keyword_Header.png?fit=1200%2C600&ssl=1","keywords":["audience targeting","Content Level : 101","contextual targeting","cookieless targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In today’s digital landscape we’re seeing practices around 3rd-party data collection evolve. As a result, many marketers are embracing contextual targeting tactics that aren’t constrained by privacy legislation. With contextual advertising, your campaigns don’t require the collection or processing of user data.\n\n\n\nInstead, contextual advertising leverages the context next to which the ad appears to deliver highly relevant ads to the right audience, at the right moment. There are various tactics available for contextual advertising. For example, Page Context AI drives campaign performance by leveraging artificial intelligence (AI) to place ads in the right context, expanding targeting to include highly relevant phrases related to the context.Another tried and true strategy is contextual keyword targeting, which puts you in control by allowing you to indicate the exact keywords you’d like your campaign to match with. At StackAdapt, we've reimagined this tactic to be more powerful, more customizable, and more user friendly, and have launched it within our programmatic platform as Keyword Rule Targeting.\n\n\n\nWhat is keyword rule targeting \n\n\n\nKeyword Rule Targeting allows you to target with precision by leveraging a variety of custom rules, such as to include or exclude keywords, control keyword placement, frequency, and more. \n\n\n\nFor example, you can input keywords and phrases that apply to your campaign and assign rules so your ads are placed on web pages when the keywords are displayed exactly the way you specified. You’re also able to exclude keywords. This helps to narrow down to the nuances of the context you want for your ads, and it also helps ensure brand safety. \n\n\n\nKeyword Rule Targeting can be leveraged as part of your contextual advertising strategy in native, display, and video campaigns across in-app and web environments. The best part? After running your campaign, you have access to keyword-level reporting that you can analyze for actionable insights. \n\n\n\nThe benefits of keyword rule targeting \n\n\n\nKeyword Rule Targeting is an effective way to reach your audience through simple phrase associations. By creating your own set of rules and phrases, you have more control over where you want your ad placed and what content you want your brand associated with. \n\n\n\nThis contextual targeting feature comes with unique benefits that will help drive campaign performance. Below, we’re highlighting 4 benefits that every marketer should take advantage of.\n\n\n\n1. Boost campaign relevance with custom rules\n\n\n\nWith Keyword Rule Targeting you are in the driver’s seat! You have the ability to leverage a variety of custom rules which enable you to target with precision. Through custom rules, you can specify in detail where your ads will be placed. You call the shots, and if a web page contains the specified keywords and meets your rules, we place your ad there.\n\n\n\n2. Build positive brand associations\n\n\n\nKeyword Rule Targeting is a great tactic for building brand affinity, which is becoming an increasingly important consideration in any marketing plan. Research consistently shows that consumers, particularly millennials, are 4 times more likely to purchase from a purpose-driven company. Use Keyword Rule Targeting to place ads next to content that creates a positive association, which delivers the benefit of favourability in your audience’s mind.\n\n\n\n3. Drive results without cookies\n\n\n\nThis contextual advertising tactic allows you to target audiences without the need for cookies or other user identifiers, and in a brand safe environment. Cookieless targeting is becoming critical for marketers to have as part of their digital strategy because we are moving into an increasingly cookie-limited future. Of course, there will be plenty of digital environments where cookies will continue to exist, but what will change is the number of digital environments where cookies are accepted and tracked.\n\n\n\n4. Deliver relevant content at the right moment \n\n\n\nWhen a person is browsing content about a specific topic, it signals their intent. With Keyword Rule Targeting ads are shown to users based on the content they are consuming at that moment in time. As a result, you reach them when they are in a receptive mindset.\n\n\n\nInstead of targeting based on their browsing habits, they are targeted based on their current frame of mind. For example, if a user is browsing a blog about gardening, they are likely to be interested in ads for products related to garden work, like pruning shears.\n\n\n\nA contextual keyword targeting example\n\n\n\nLet's say you’re launching a campaign that is promoting sore throat lozenges. Keyword targeting can be leveraged to reach people who are looking for relief from their cold symptoms. A contextual advertising strategy for this campaign will help you reach the right users at the right moment⁠—when they are actively looking for a solution for the problem they’re facing (cold symptoms). \n\n\n\n\n\n\n\nTo get started with Keyword Rule Targeting, you’ll select keywords and phrases that you’d like to match your campaign with. This might be to include web pages that match any of the keywords: throat, sore throat, scratchy throat, irritated throat, cough, cough drop, cold, common cold, cold season, runny nose, stuffy nose, nasal, nasal passage, congested. \n\n\n\nYou can then narrow down further which web pages are the best fit for your ads by adding a second set of keywords and phrases that focus on positioning the product as a solution. This will allow you to match your campaign with web pages that have these keywords: remedy, remedies, relief, relieve, temporary relief, soothe, soothing. If a web page contains your target keywords or phrases, your ad is placed. \n\n\n\nIt’s time to leverage contextual advertising\n\n\n\nContextual targeting is all about ensuring ads are as relevant to a user as possible by aligning with the content on a page that a user is browsing. With Keyword Rule Targeting, you can take full control of your campaign by indicating in detail which web pages are the best fit for your ad. And with the advertising industry increasingly embracing a cookieless world, the opportunity in contextual advertising tactics like Keyword Rule Targeting will continue to grow.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting","url":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting","name":"How to Use Keyword Rule Targeting | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/keyword-rule-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105615/20220705_Contextual-Keyword_Header.png?fit=1200%2C600&ssl=1","datePublished":"2022-08-15T14:31:22+00:00","dateModified":"2026-09-08T21:46:53+00:00","description":"Learn how to leverage keyword rule targeting as part of your contextual advertising strategy in native, display, and video campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Linear TV vs. Connected TV: Differences, benefits, and strategies","datePublished":"2026-03-30T19:55:15+00:00","dateModified":"2026-09-09T16:12:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv"},"wordCount":2178,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219082401/20250205_Linear-Tv-vs.-CTV_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101","linear tv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: Linear TV vs. Connected TV advertising\n\n\n\n\nLinear TV delivers broad reach and strong performance for live events and older audiences, but viewership and ad spend are steadily declining.\n\n\n\nEven live sports, once considered a core driver of linear TV viewership, are shifting to streaming, with platforms like StackAdapt providing access to premium sports inventory.\n\n\n\nCTV is growing rapidly, offering precise targeting, enhanced measurement, and higher engagement through data-driven advertising.\n\n\n\nThe most effective strategy is to use both together—combining linear TV’s reach with CTV’s targeting to maximize results.\n\n\n\n\n\nFor years, advertisers favored traditional linear TV advertising over other forms of advertising due to its broad reach and ability to deliver massive amounts of brand awareness at scale. \n\n\n\nBut times are changing. After peaking in 2018, linear TV ad spending has been on a consistent downward trend in recent years, with ad spend expected to decrease more than 11% globally in 2026, reaching $139.1 billion USD. Overall, linear TV ad spend now accounts for 12.4% of global media spend compared to 41.3% in 2013—that’s a 70% drop in share over the past 13 years.\n\n\n\nMeanwhile, connected TV (CTV) usage is on the rise. The average US adult is expected to spend three hours and 41 minutes watching CTV per day in 2026—a 24.9% increase from 2023. \n\n\n\nAs a result, EMARKETER reports that CTV ad spending will experience consistent double-digit annual growth rates between now and 2028 when it officially surpasses traditional linear TV ad spending for the first time.\n\n\n\nThe Interactive Advertising Bureau (IAB) reports that the average marketer reallocated 36% of linear TV ad spend to CTV in 2025. But there’s a lot to consider when deciding between linear TV vs. CTV for your ad campaigns.\n\n\n\nThis article will explore the differences between traditional linear TV and CTV advertising, the right times to use both, and how to decide where to invest your advertising spend.\n\n\n\nWhat is linear TV? \n\n\n\nLinear TV is any TV watched through cable or satellite services with scheduled programming.\n\n\n\nThe term “linear” refers to how the content is delivered. Unlike on-demand content, viewers follow a set schedule determined by channels and networks. In linear TV advertising, ads get inserted into commercial breaks at predetermined times based on programming schedules.\n\n\n\nWhile some find the term confusing, linear TV simply refers to the traditional model of television that predates streaming services.\n\n\n\nWhat are the benefits of linear TV advertising? \n\n\n\nLinear TV has unique benefits that advertisers can leverage to reach their campaign goals.\n\n\n\nHere are a few advantages of linear TV advertising:\n\n\n\n1. Advertise alongside live events\n\n\n\nWith linear TV, you can place ads during live programming, like live sporting events, awards shows, and daily news programs. \n\n\n\nFor example, over 125.6 million viewers watched Super Bowl LX, mainly through linear TV. That said, Peacock—the primary streaming rights holder—said the event, in addition to their coverage of the Winter Olympics, led to the streamer having “its biggest day ever” on February 8, 2026, in terms of reach and hours watched.\n\n\n\n2. Reach an older demographic\n\n\n\nAlthough baby boomers increasingly adopt digital channels like CTV for watching content, many of them continue to prefer linear TV.\n\n\n\nBaby boomers watch more linear TV than other generations in the US. EMARKETER reports that 42.2% of linear TV viewers in the US are aged 55 and up, with 50.7 million being over 65. \n\n\n\nBaby boomers also spend more of their day watching linear TV than other generations. The average baby boomer watches three hours and 56 minutes per day—nearly an hour and a half longer than its nearest generation, Gen X.\n\n\n\nBrands and industries are taking notice, with pharma advertisers spending $1.1 billion USD on linear TV in the first two months of 2026, although increased federal pressure is prompting healthcare marketers to reallocate some of their budgets elsewhere (namely, CTV).\n\n\n\n\n\n\n\n\n\n3. Segment by channel and air time\n\n\n\nDifferent demographics tend to watch different networks, shows, and time slots. Linear TV allows you to reach these audiences more effectively by selecting specific channels and air times, providing a predictable way to engage them.\n\n\n\nFor example, if you want to target the parents of young children, you can place ads during afternoon time slots on channels that air children’s programming.\n\n\n\nAs a bonus, running ads in primetime slots or on popular networks can help build credibility, making your brand more trustworthy and recognizable.\n\n\n\nWhat is Connected TV?\n\n\n\nCTV refers to televisions and devices that stream digital content over the internet rather than through traditional cable or satellite services.\n\n\n\nCTV advertising delivers ads within streamed content on internet-connected TVs and devices. This includes in-stream video ads that play before, during, or after TV shows, movies, or other content, as well as interactive and overlay ads that appear on-screen while content is playing.\n\n\n\nUnlike traditional linear TV advertising, which targets broad audiences watching scheduled programming, CTV advertising uses data-driven targeting—similar to addressable TV—to reach viewers streaming live or on-demand content through platforms like Disney, Max, Peacock, Channel 4, and Tubi.\n\n\n\nWhat are the benefits of Connected TV?\n\n\n\nCTV advertising combines the precision targeting of digital advertising with the high-impact experience of traditional TV. It allows advertisers to reach the right audience at the right time, engaging viewers when they’re most receptive—watching TV on-demand in the comfort of their homes.\n\n\n\nHere are a few key benefits of CTV advertising:\n\n\n\n1. Enhanced targeting capabilities\n\n\n\nCTV ads are transacted on an impression basis, much like video and display ads sold through a demand-side platform. This allows you to apply advanced targeting strategies using 1st-party data, 3rd-party segments, and lookalike audiences. \n\n\n\nWith CTV advertising, you can serve ads based on user behavior, demographics, location, and other factors—ensuring you reach the right audience while minimizing wasted ad spend.\n\n\n\n2. Real-time optimization and measurement\n\n\n\nWith traditional linear TV ads, advertisers often wait weeks or longer for performance reports. CTV provides real-time reporting with key metrics like impressions, cost-per-completed view, video completion rate, and view-through conversions. This makes it easier to track performance and connect the dots between ad exposure and conversions, helping you optimize and understand the performance of campaigns in real time.\n\n\n\n3. Increased viewer engagement\n\n\n\nCTV drives greater viewer engagement than traditional linear TV. CTV ads are less likely to be skipped, delivered in high-definition formats like 4K, and support interactive ad experiences. This leads to higher completion rates and longer watch times.\n\n\n\nFor example, in the first half of 2022, CTV ads achieved a global viewability rate of 93.2%, meaning nearly all ads served on internet-connected TVs were fully visible to viewers. This outperformed all other digital formats, reinforcing CTV’s strength as an advertising channel.\n\n\n\nLinear TV advertising vs. Connected TV advertising: Key differences and considerations\n\n\n\nNow that we’ve covered the benefits of linear TV vs. CTV advertising, let’s briefly summarize the key differences and what to consider when planning your media buying.\n\n\n\n\nScale: Although there are an estimated 191.6 million traditional linear TV viewers in the US, that number is shrinking as more households shift towards streaming or completely cut ties with cable.\n\n\n\nReach: Linear TV historically has the highest number of baby boomers as viewers, while CTV is more popular with younger demographics, particularly millennials and Gen Zers.\n\n\n\nTargeting: While linear TV relies on broad demographics, CTV enables more precise audience targeting and segmentation. Advertisers can serve ads to specific households or even individual viewers across devices.\n\n\n\nAccess to live events: Although linear TV typically provides more access to live sports, nearly every major sports league—including the MLB, NBA, NHL, NFL, WNBA, and WWE—has inked deals with streaming services over the past few years, opening up new advertising opportunities through programmatic platforms like StackAdapt for endemic and non-endemic brands.\n\n\n\nAd loads: It can vary, but viewers typically see an average of 15 minutes of ads per hour watching linear TV compared to one to nine minutes per hour while streaming, with linear TV commanding 86% of overall TV ad impressions. That said, it depends on the platform, with free ad-supported streaming services having higher ad loads than other services.\n\n\n\nAffordability: Linear TV may have higher ad loads per hour, but streaming inventory has grown so much in recent years—especially due to new ad-supported tiers—that ad prices are dropping. The average CPM ranges from $10 to $30 USD, with only three major streaming services predicted to have higher CPMs than $30 USD in 2026.\n\n\n\nMeasurement: Traditional TV measurement relies on panel-based estimates, making performance tracking slower and less granular. CTV, on the other hand, can provide real-time access to specific metrics, providing deeper insights into campaign effectiveness.\n\n\n\nFlexibility: Linear TV ad placements are typically locked in well in advance, limiting the ability to adjust campaigns mid-flight. CTV allows for real-time optimizations, allowing advertisers to adjust budgets, refine audience segments, and update creatives based on performance data.\n\n\n\n\nLinear TV and Connected TV advertising strategies\n\n\n\nAlthough some advertisers may choose one or the other for their campaigns, linear TV advertising and CTV advertising can be used together to help you reach your campaign goals. \n\n\n\nHere are three strategies that combine the power of linear TV and CTV: \n\n\n\n1. Repurpose linear TV ads for CTV campaigns\n\n\n\nYou don’t have to reinvent the wheel for CTV advertising. Since linear TV and CTV use the same core creative format (i.e., a commercial), you can easily repurpose existing linear TV ads for CTV. This allows you to expand your reach without spending time and money producing new assets from scratch.\n\n\n\nNeed some inspiration? Check out these CTV ads the StackAdapt Creative Studio team put together for clients.\n\n\n\n2. Use linear TV and CTV to broaden your campaign reach\n\n\n\nA study found that advertisers who leveraged linear TV and CTV advertising achieved a 32% increase in total reach compared to those who used linear TV alone. Consider using a combination of linear TV and CTV to connect with older demographics who still watch traditional TV and cord-cutters who rely entirely on streaming to gain incremental reach.\n\n\n\n\n\n\n\n\n\n3. Bridge the gap between channels through retargeting\n\n\n\nCTV retargeting allows you to re-engage viewers who have already seen your ads. Using household IP targeting, device matching, and audience segmentation, you can serve follow-up ads on CTV—or other digital channels, like native and display—to reinforce messaging and drive conversions. This strategy creates a seamless cross-channel experience, helping your brand stay top of mind as audiences move between devices and platforms.\n\n\n\nGet started with linear and Connected TV advertising\n\n\n\nIn a 2024 survey, when asked what type of inventory was more valuable—CTV or primetime linear TV—nearly half of marketers surveyed said the two were equally valuable.\n\n\n\nUltimately, deciding between linear TV and CTV depends on the goals of your campaign.\n\n\n\nLinear TV and CTV advertising both have unique benefits. But when leveraged together, they can drive even better results.\n\n\n\nWant to run exceptional linear TV and CTV campaigns? Download our guide to CTV advertising and request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nLinear TV vs. Connected TV FAQ\n\n\n\n\n\n\n\nLinear TV isn’t dead, but its viewership is declining. Traditional pay TV households are projected to drop from 43.2 million in 2026 to 33 million by 2030, primarily due to cord-cutting as viewers shift to streaming.\n\n\n\nAs a result, advertisers are following audiences to digital channels. Even premium live content—like major sports, including the NFL, MLB, NHL, NBA, and World Cup, and award shows like the Oscars—is moving to streaming platforms. \n\n\n\nWhile linear TV still offers scale, particularly among older demographics, its role is shrinking as CTV becomes a more central part of modern life.\n\n\n\n\n\n\n\n\n\nLinear TV advertising refers to ads that are delivered at a particular time, on a particular channel, as part of linear TV programming.\n\n\n\n\n\n\n\n\n\nLinear TV is television programming that is consumed at a set time and on a set TV channel. Non-linear TV is typically streamed and can be watched at any time. \n\n\n\n\n\n\n\n\n\nIt’s called “linear” TV because of how the content is consumed. Viewers can watch programming only at its scheduled time, and via a specific channel. \n\n\n\n\n\n\n\n\n\nThe best way to measure linear TV ad effectiveness is to combine short-term and long-term measurement approaches. This includes tracking immediate responses like spikes in web traffic or search activity, running incrementality tests to measure true lift, and using media mix modeling to understand the overall ROI of a linear TV ad campaign.\n\n\n\nMore advanced measurement methods, like set-top box and automatic content recognition data, along with brand lift studies, can provide deeper insights into reach, engagement, and changes in awareness to help advertisers better connect ad exposure to foot traffic and conversions.\n\n\n\nThat said, CTV advertising provides more precise measurement and attribution, allowing advertisers to track performance at the impression level and optimize campaigns more effectively.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv","url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv","name":"Linear TV vs. CTV Advertising: What Marketers Need to Know","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219082401/20250205_Linear-Tv-vs.-CTV_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-03-30T19:55:15+00:00","dateModified":"2026-09-09T16:12:10+00:00","description":"Explore the differences between linear TV and connected TV, how they complement each other in an ad campaign, and when to use each of them.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-e2f479f9-6fb7-40e2-9676-96f55d8ef459"},{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-9c785459-6b60-4a17-a656-3e6f4e312e7d"},{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-24e77f48-6b6d-4f33-8db8-51fcb93e68d8"},{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-c4b1dcf9-6efa-445f-bafd-50d1c624c494"},{"@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-57b79d11-0f37-416a-9d7b-5e335cf770a9"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219082401/20250205_Linear-Tv-vs.-CTV_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219082401/20250205_Linear-Tv-vs.-CTV_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a linear TV vs connected TV device"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-e2f479f9-6fb7-40e2-9676-96f55d8ef459","position":1,"url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-e2f479f9-6fb7-40e2-9676-96f55d8ef459","name":"Is linear TV dying?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Linear TV isn’t dead, but its viewership is declining. Traditional pay TV households are projected to drop from 43.2 million in 2026 to 33 million by 2030, primarily due to cord-cutting as viewers shift to streaming. As a result, advertisers are following audiences to digital channels. Even premium live content—like major sports, including the NFL, MLB, NHL, NBA, and World Cup, and award shows like the Oscars—is moving to streaming platforms. While linear TV still offers scale, particularly among older demographics, its role is shrinking as CTV becomes a more central part of modern life.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-9c785459-6b60-4a17-a656-3e6f4e312e7d","position":2,"url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-9c785459-6b60-4a17-a656-3e6f4e312e7d","name":"What is linear TV advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Linear TV advertising refers to ads that are delivered at a particular time, on a particular channel, as part of linear TV programming.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-24e77f48-6b6d-4f33-8db8-51fcb93e68d8","position":3,"url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-24e77f48-6b6d-4f33-8db8-51fcb93e68d8","name":"What is linear vs. non-linear TV?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Linear TV is television programming that is consumed at a set time and on a set TV channel. Non-linear TV is typically streamed and can be watched at any time.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-c4b1dcf9-6efa-445f-bafd-50d1c624c494","position":4,"url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-c4b1dcf9-6efa-445f-bafd-50d1c624c494","name":"Why is TV called linear?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"It’s called “linear” TV because of how the content is consumed. Viewers can watch programming only at its scheduled time, and via a specific channel.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-57b79d11-0f37-416a-9d7b-5e335cf770a9","position":5,"url":"https://www.stackadapt.com/resources/blog/linear-tv-vs-connected-tv#faq-question-57b79d11-0f37-416a-9d7b-5e335cf770a9","name":"What’s the best way to measure linear TV ad effectiveness?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The best way to measure linear TV ad effectiveness is to combine short-term and long-term measurement approaches. This includes tracking immediate responses like spikes in web traffic or search activity, running incrementality tests to measure true lift, and using media mix modeling to understand the overall ROI of a linear TV ad campaign. More advanced measurement methods, like set-top box and automatic content recognition data, along with brand lift studies, can provide deeper insights into reach, engagement, and changes in awareness to help advertisers better connect ad exposure to foot traffic and conversions. That said, CTV advertising provides more precise measurement and attribution, allowing advertisers to track performance at the impression level and optimize campaigns more effectively.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"Industry targeting 2.0: How to up your programmatic game","datePublished":"2020-09-08T16:15:24+00:00","dateModified":"2026-09-08T21:48:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting"},"wordCount":1789,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105613/20200904_VerticalTargetingV2_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["audience targeting","blog","Content Level : 101"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"An industry targeting strategy is all about applying targeting strategies to reach your target audience. One way to achieve success is by leveraging programmatic advertising for your industry campaigns, including b2b, finance, healthcare, retail, and political. Now, let's dig a little deeper!\n\n\n\nHere are some ways you can up your industry targeting game, to level up your digital marketing strategy.\n\n\n\nPsychographics\n\n\n\nThe various members of your target audience likely have a lot in common. Beyond demographics such as age, gender and income, there are actually psychographic similarities that you can lean on to capture the right audience. Their buying habits are a big one. Buyers often fall into specific categories based on how they shop. They might be luxury shoppers or thrift shoppers, and this can impact how you speak to them—determining how they shop will dictate the language you use to communicate with them.Let’s consider that same example of luxury shoppers and thrift shoppers. For the luxury shopper, using words such as “exclusive” or “limited-time” are likely ways to entice them.\n\n\n\n\n\n\n\nOn the other hand, thrift shoppers are more inclined to be drawn to words such as “sale” or “consignment.”\n\n\n\n\n\n\n\n\n\n\n\nGenerational groups\n\n\n\nBeyond likes and interests, consider generational profiles to segment your audience. Demographic cohorts tend to share commonalities in buying habits and behaviours.\n\n\n\nBased on the natural affinities and similarities between generations, you can draw certain conclusions for how they may behave—and how to phrase the messaging in your advertising. If you can discover that certain generations use specific devices, or value certain lifestyles, you can drive your digital strategy accordingly. Although some of their shopping habits may differ slightly depending on the product or service they are looking into, some basic characteristics remain true for each.\n\n\n\nMillennials\n\n\n\nThese individuals were born between 1981 to 1996 and are extremely tech-savvy. As they become more established in their jobs, they start to earn more. They’re establishing their careers, paying off student loans, getting married, and having families. \n\n\n\nThey value convenience and affordability and will look for these characteristics when looking for new products and services. They use technology for efficiency and savings, often preferring online shopping and rely heavily on online reviews. The majority like shoppable content, including clickable images and videos and in many cases will make purchases directly from an ad. In terms of devices used, 92% own and actively use smartphones and they spend 3.5 hours per day watching TV online through a connected device.\n\n\n\nGen X\n\n\n\nGeneration Xers (Gen X) were born 1965 to 1980, are at the height of their careers and are often big spenders for all categories, especially retail, grocery, and entertainment. They are quite open to technology and very active on social platforms. Unlike millennials, who will often jump between brands based on their immediate needs, Gen Xers are more brand loyal. \n\n\n\nTheir device behaviour is similar to millennials, in that 90% of those who own smartphones use them for shopping activity. However, unlike millennials, they only spend an average of 4 hours with streamed TV per week.\n\n\n\nBaby Boomers\n\n\n\nThe largest, and most affluent audience, baby boomers, born 1946 to 1964 make up over 74 million people in the US. As this generation is approaching retirement, they have money to spend and want to spend it well and wisely. \n\n\n\nThese are the traditional TV viewers that value premium brands and stores. They have a tendency to spend more rather than save, and are spending more on quality of life improvements, such as renovations and home improvement over any other demographic cohort. Unlike the other generations, only 75% of boomers with smartphones use them for shopping and only 54% watch videos online.\n\n\n\nBased on each of these profiles, you can identify the devices you will find them on, as well as the types of messaging that will appeal to them. Millennials are most likely found on mobile and connected TV (CTV) devices, engaging with shoppable content along the way. Alternatively, you will increase your ability to capture the attention of baby boomers using display ads on desktop to reinforce brand awareness and leveraging messaging that speaks to the quality of the product or service.\n\n\n\nDetermining new ways to segment your audience will have a direct correlation on how you build your campaigns and what types of creatives you will use. If you can identify your target audience's specific habits and preferences, you can build creatives that speak to them. Not only that, but you can ensure you are including creative formats that complement the devices being used. \n\n\n\nIf your audience are mobile users, your ads should be designed with mobile in mind. Likewise, if your audience is often found on connected TV devices, you want to ensure you are including CTV in your media plans and building creatives that provide an optimal experience when viewed on CTV.\n\n\n\nAlign your creatives\n\n\n\nWe’ve covered new ways of segmenting your audience and now know that the creatives should cater to these psychographics and generational nuances. Time to put it into practice. Here are 2 examples of what an ad may look like for a millennial on mobile and a baby boomer on mobile.\n\n\n\nMillennial Ad\n\n\n\n\n\n\n\nBaby Boomer Ad\n\n\n\n\n\n\n\nNotice that the millennial’s ad speaks to the product’s affordability, whereas the baby boomer’s ad speaks to the longevity and reliability. As we know these are characteristics that each generation looks for in a product, you are speaking to their specific preferences.\n\n\n\nTime to up your game\n\n\n\nOnce you have determined what type of content and messaging will appeal to the specific members of your audience, time to plan your strategy! \n\n\n\nThe customer journey is an integral piece of running any full-funnel digital campaign, and it is important to identify the different steps in the journey for your vertical specifically. Based on the industry you are advertising for, your customer journey will differ.\n\n\n\nLet’s consider 2 verticals to compare—financial planning and investing vs. travel.\n\n\n\nCustomer journey: Financial planning and investing\n\n\n\nThe customer journey for the finance industry is built on 4 stages, similar to other industries like retail: discovery, evaluation, decision making and purchase. Let’s take a look at each of those stages.\n\n\n\nDiscovery\n\n\n\nProspects looking for financial services are often researching options online, reading comparisons and generally discussing with others on what is the best solution for them. There is a big opportunity for this vertical to influence decision making with native ads comparing—and introducing—products and services. At the beginning of the customer journey, it is important to make an introduction that leaves the prospect informed.\n\n\n\nEvaluation\n\n\n\nAs prospects begin evaluating their options, they may reach out to a financial advisor for more information or read more on reviews and seek information through online forums. They want to see how the relationship will fit with their own financial planning needs. Video ads can offer a great way to send an emotionally-driven message to the viewer—showcasing a story of how customers feel and how they could feel if they were to become a customer.\n\n\n\nDecision making\n\n\n\nAs prospects try to decide on a financial advisor or investment product, display ads are helpful to reinforce the brand’s values and messaging related to the service being researched. \n\n\n\nPurchase/sign up\n\n\n\nAt the final stage, the prospect begins the process of setting up their financial products with an institution either online or through an advisor in-person or over the phone. This final step in this vertical is interesting as often customers will not switch financial options—or need new financial options—if they are happy with the service. This means that once they have reached the bottom of the funnel and become a customer, retention is the next step to maintaining a good relationship.\n\n\n\nCustomer journey: Travel and tourism\n\n\n\nFor the travel industry, the buyer journey looks like this: inspiration, research and discovery, booking and travel. Let’s dive in.\n\n\n\nInspiration\n\n\n\nNot all travellers know what they are looking for when they start their research—unlike financial services, where the prospect knows they want a new credit card, for example. In this stage, the challenge is to inspire travel and put your brand or destination top-of-mind before prospects even begin to consider their travel options. This can be achieved successfully through native ads, but instead of showing comparisons, listicle blogs work very well for travel. Although this vertical may start with the same channel in the beginning, the messaging is slightly different to accommodate how prospects navigate this space.\n\n\n\nResearch and discovery\n\n\n\nOnce prospects have been exposed to the options you’ve presented, it’s time to capture their attention as they continue their research. They may start looking at flight and hotel options, as well as what there is to do at the destination to ensure it’s where they want to go. Essentially, you are engaging in-market travellers searching for things to do in your destination before they leave home. Video ads work well to reinforce the messaging the prospect was exposed to in the inspiration stage and show how they will feel if they decide to book.\n\n\n\nBooking\n\n\n\nThis was the last stage for financial services, but for travel it’s the second to last. Getting travellers to book or purchase in this vertical is the conversion and the best way to get there is to remind prospects of what they’ve been engaging with. Leverage dynamic retargeting, either with native or display, to target high-purchase intenders that browsed your website and serve them a customized ad based on the content they’ve seen.\n\n\n\nTravel\n\n\n\nThis may not be an obvious stage in the buyer journey, but for travel it is! The inspiration does not stop after the first stage, and in fact, it continues right through to the end of the journey—when the traveller is actually on their trip. It is important for this vertical to find people in transit and anticipate their needs, finding moments to upsell and cross-sell. To achieve this, you could use IP data and geotargeting to serve ads in known travel locations such as airports, train stations, cafes and hotels.\n\n\n\nBuilding your vertical strategy goes beyond segmenting your target market based on interests and likes. It is imperative that you understand their spending habits and device preferences to build a campaign that will correlate with their online behaviour. Moreover, based on the vertical you are advertising, the needs of the prospect are unique, and as such, the customer journey is too. This means your targeting strategy and tactics should align with that as well.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting","url":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting","name":"Industry Targeting 2.0 With Programmatic | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105613/20200904_VerticalTargetingV2_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-09-08T16:15:24+00:00","dateModified":"2026-09-08T21:48:42+00:00","description":"StackAdapt provides ways to up your industry targeting game, giving you tips on how to plan a strategy for finance and travel campaigns.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/advanced-vertical-targeting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105613/20200904_VerticalTargetingV2_1200x600.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105613/20200904_VerticalTargetingV2_1200x600.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing people enjoying different lifestyles to indicate vertical targeting"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audience-lookalike-expansion-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audience-lookalike-expansion-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Expand your targeting with audience lookalike expansion","datePublished":"2020-09-16T16:38:08+00:00","dateModified":"2026-09-08T21:48:41+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audience-lookalike-expansion-targeting"},"wordCount":855,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-lookalike-expansion-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105612/20200910_Audience-Lookalike-Expansion-1200x600-2.jpg?fit=1200%2C600&ssl=1","keywords":["1st-party data","audience data","audience targeting","Content Level : 101","crm data","lookalike audiences"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"For many advertisers, the most important ad targeting asset they have is their own 1st-party audience data. This data is exclusive, unique to the advertiser, highly valued, and shows the richest signals of purchase intent. This proprietary data can consist of offline CRM and transactional data such as emails, IP addresses, device IDs and phone numbers. \n\n\n\nThe only limitation to solely relying on customer data for your campaigns is scalability. Although your 1st-party data can be very useful when it comes to re-engaging with existing prospects and customers, you won't be able to find net-new prospects to introduce them into your marketing funnel. This is where my favourite StackAdapt feature, Audience Lookalike Expansion, comes into play.\n\n\n\nWhat is audience lookalike expansion\n\n\n\nAudience Lookalike Expansion allows you to extend your audience reach by finding users who mimic the online behaviour of those you’ve targeted through your StackAdapt Custom Segments or 1st-party data—giving your campaign more scale. Marketers no longer need to specify who they want to advertise to—our technology will do all the heavy lifting, uncovering pockets of users who are similar to customers you’ve already seen success with.\n\n\n\n\n\n\n\nHow to create an expansion list\n\n\n\nWhen creating an expansion audience from your 1st-party data, attributes similar to those in your CRM list are identified and an audience is formed with that data. Creating an expansion list on a StackAdapt Custom Segment or Interests & Intent segment works the same way; our algorithm identifies the online behaviour of users within those segments, then looks for audiences that have similar habits.The recommended source audience size is at least 1,000 matched active users, and the more people in the seed audience, the better. The quality of the source audience is very important—a 1st-party CRM list made up of your most loyal customers will perform more effectively than an audience of people who signed up for your marketing email list.\n\n\n\nWhen to use audience lookalike expansion\n\n\n\nThis targeting strategy can be used at every stage of the buyer’s journey, especially when your campaigns need a boost in scale. Below are a few examples.\n\n\n\nE-commerce past purchasers\n\n\n\nFor businesses that have a backlog of purchases and customers, they can take their CRM purchase data and use it as a seed audience for campaigns with the goal to increase online sales. If your brand offers multiple, diversified product lines targeted at different buyer personas, ensure that your CRM list upload contains audience members interested in the product your campaign will promote.\n\n\n\nB2B location-based audiences\n\n\n\nSuppose a B2B advertiser creates a Custom Segment to collect users who attend a B2B conference in a specific location within a certain period of time. In this case, Audience Lookalike Expansion can be used to expand on this location-based segment by targeting people who are similar to those conference attendees.\n\n\n\nExpand off of a negative segment\n\n\n\nAdvertisers who want to reach only net-new audiences can upload their CRM list as a negative segment and turn on Audience Lookalike Expansion. This tactic allows you to exclude people who have historically converted and ensure spend goes towards building new leads similar to the seed audience.\n\n\n\nAudience lookalike expansion vs lookalike audiences\n\n\n\nLookalike Audiences use visitors that viewed a page as the seed audience for ad targeting. They are pixel based, meaning you need to wait for an average of 4,000 pixel fires before a lookalike can begin to be built. The pixels fire during specified events, such as a site or cart visit, conversion or sale.Whereas, Audience Lookalike Expansion uses 1st-party data or Custom Segments as the seed audience, it can be leveraged as long as there are 1,000 unique users—no advance pixel implementation required.\n\n\n\nConsider audience lookalike expansion for your campaign\n\n\n\nNot only can Audience Lookalike Expansion help with scale and reach, but it can also increase your conversions up to 2x. Our clients have experienced increases in conversions, lower eCPA, reduction in the CPC and increases in CTR just from using Audience Lookalike Expansion within their campaigns.\n\n\n\n\n\n\n\nIn one StackAdapt conversion campaign, where 40% of the conversions came from users within the CRM list, Audience Lookalike Expansion increased their conversions by 1.5x. So, if this campaign just ran on the CRM audience, they likely wouldn’t have scaled, they wouldn’t have gotten the other 60% of their conversions, and they would have had 1/3 the CTR and a much higher eCPC.\n\n\n\nEvery brand needs to continue growing and reaching new customers to achieve success. Audience Lookalike Expansion is an excellent tactic to find those new audiences that look just like your ideal buyer—making it one of my favourite StackAdapt features.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/international-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/international-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alexandra-jakubowski#person"}],"headline":"9 strategic tips for international targeting","datePublished":"2023-06-07T15:09:00+00:00","dateModified":"2026-09-08T21:45:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/international-targeting"},"wordCount":1793,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/international-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105609/20230420_International_Header.webp?fit=1200%2C600&ssl=1","keywords":["audience targeting","blog","Content Level : 101","geotargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"One major benefit of digital advertising is the ability to run campaigns in any location, regardless of where you are launching them from. With international targeting, you’re able to reach audiences in any location you desire, and in their language.  \n\n\n\nReaching an international audience with your campaigns can increase awareness, revenue, and foster a more established brand presence. As technology has allowed people to better communicate globally, advertising across borders has become the natural next step for companies to amplify their brand voice and expand their consumer base. \n\n\n\nRead on to learn what international targeting is, and get 9 strategic tips that you can use to build campaigns that engage specific geographic audiences. \n\n\n\nWhat is international targeting?\n\n\n\nInternational targeting is the process of optimizing your digital campaigns to reach audiences from a specific region or country, or audiences who speak different languages. \n\n\n\n9 tips for international targeting in advertising\n\n\n\n1. Adapt your digital strategy\n\n\n\nAn international targeting strategy is more complex than just translating collateral to another language. Your strategy should actually localize the messaging so that it resonates with different audiences around the globe. \n\n\n\nJust because ad messaging works in one region, doesn't mean it'll resonate in the same way in another region. To adapt your messaging for audiences across the globe, get to know that local audience well. Learn what they need, in what formats, and what channels they spend time on. \n\n\n\n2. Consider what language to use\n\n\n\nThere are so many languages spoken around the world. In most countries, several are spoken.  When it comes time to build your international targeting campaign, a common strategy is to use English as the default for targeting—assuming that there are enough users that understand the language in your target region. \n\n\n\nAlthough this may be the simplest approach, a better way to appeal to the target audience is to speak their language. Start by researching the country you’re targeting to see what languages are commonly spoken to encourage higher engagement rates from your chosen market. \n\n\n\nThen, leverage language settings in your campaign to ensure it has the capacity to reach the right users with the right language settings on their device.\n\n\n\n3. Take account of time zones\n\n\n\nWhen expanding your advertising efforts internationally, keep in mind the time zone settings of your campaign. Ensure your ads will be displayed in the time zone of your selected geography and not the defaulted time zone in your account settings. \n\n\n\nDepending on your campaign strategy, you may have already tested running your campaign at specific times to maximize the visibility of your ad. For example, if it is a takeout option for dinner, showing ads between the hours of 3pm and 7pm would be ideal. \n\n\n\nWith international targeting, these hours will differ depending on the time zone. Make sure you are aligning with the appropriate time zones, so that you don’t waste your media budget on times that are irrelevant to the campaign. \n\n\n\nStart by separating your campaign line items by geo. This will allow you to take advantage of dayparting options. You can then identify the exact hour you plan on launching and ending your campaign, ensuring you have the most control over your media spend. \n\n\n\nTiming considerations are also met with date considerations. How long do you want the ad to be in-market for? Some countries are almost a full day ahead based on the difference in time, so you will want to consider ending your international campaigns a day earlier or a day later, depending on the time zone your account is set in. \n\n\n\n4. Remember seasonality \n\n\n\nIf you are running seasonal campaigns, based on specific weather or outdoor environments, determine whether the country you are targeting is in the northern or southern hemisphere. \n\n\n\nYou should also consider how the people living there experience the seasons. For example, winter in the US is from December to February, but it is from June to August in Australia. Winters may also be mild in some countries and colder in others. \n\n\n\nHave a roster of appropriate creatives for each season to ensure the ads align with the temperature the audience is experiencing. For example, if your product is a refreshing drink, ensure the country you are serving it to is currently in summer, or serve them different messaging to align with the winter season.\n\n\n\n5. Personalize your creative messaging\n\n\n\nCreative messaging is the core of your brand’s voice and a powerful advertising tool that can influence how your users perceive your brand. Engaging and personalized creatives will get users to visit your site and, as we all know, the more clicks, the better! \n\n\n\nIn order to make sure you’re properly equipped with engaging ads, consider these 4 factors for your international targeting campaigns. \n\n\n\nLeverage translators wherever possible. If you have found that different languages are spoken widely in the country you are hoping to target, find ways to translate the messaging for your creatives—don’t solely put your faith in Google Translate. A foreign language will resonate with the user more instead of defaulting to English. Hire a contractor for creative translation, or ask around the office to see if someone on the team is comfortable translating!\n\n\n\nConsider the localization nuances. Being aware of local nuances, such as currency, phone numbers, and email addresses to name a few will help you “fit in” to your targeted market. For example, if you include prices in your ad, you will want to ensure the appropriate currency symbol and punctuation is used.\n\n\n\nUse appropriate subtitles. When it comes to video advertising, use subtitles to clearly outline the messaging in text format to complement the audio. This is a general tip for video ads, but is quite important if you are using ads in different languages—your subtitles should be translated as well. Alternatively, like a foreign movie you can use subtitles to complement the original language in your video ad.\n\n\n\nRespectfully showcase cultural references. Use fonts, colours, or show people doing activities in the ads that match the culture and style of the country you’re advertising to. Making the ad as relatable as possible to the country you are advertising to is imperative to your creative’s success. Coca Cola is completely rebranded in every single country for a reason. Why should your ads be any different?\n\n\n\n6. Research local device usage trends\n\n\n\nAs you set your sights on international audiences, the types of ads you will run will be influenced by the devices they use. Device use differs internationally. China, India, and the US lead with the highest numbers of smartphone users, whereas other countries have significantly fewer. \n\n\n\nIt’s important to determine what devices are being used by your target audience, and build your campaigns and creatives accordingly. For example, you’ll want to optimize your mobile ad creative for campaigns that are running in regions where mobile use is dominant.\n\n\n\n7. Ensure your campaign is compliant\n\n\n\nInternational targeting can be very beneficial to your company’s growth, but there are some international policies to keep in mind. It’s important to comply with the policies that are in place for specific regions because this ensures your campaigns can run. One pronounced law, specifically enforced in Europe since 2018, is GDPR, or General Data Protection Regulation. \n\n\n\nThis law was created by the European Union (EU) to enforce the protection of user’s personal data, ensuring that users are consenting—via consent gate—to be tracked via cookies while browsing the web. More specifically, to be compliant with the law, your site must contain the following message:\n\n\n\n“Consent must be clearly given for processing of personal data, the data subject must be made aware of how the information will be used, and they must have the ability to withdraw consent at any time.”\n\n\n\nIn order to have your site be compliant to run in the EU, you must ensure that your domain has a visible consent gate, similar to the one below:\n\n\n\n\n\n\n\nIf you’re wondering how to get this consent gate created, consider installing a plug-in to help you build a pre-made gate, or you can consult with your site development team to build one with custom code. If you’re running your next campaign in Europe, make sure you are asking for consent from the user to track their data—explaining how their data will be used and giving them an opt-out option if necessary.\n\n\n\nKeep in mind, Europe is not the only region that has privacy laws in place for online advertising. Some countries have differing policies based on region—like CCPA in California. \n\n\n\nBefore you launch your digital campaign in new localities, it’s imperative that you double check your landing page’s domain to ensure you are complying with the digital laws of the countries (or regions) you wish to run in. \n\n\n\n8. Set realistic expectations for campaign scale\n\n\n\nAn important differentiator you need to keep in mind when running international campaigns is scale. It is much easier to run a campaign with plenty of scale when targeting English speakers in the US, but that is not true for all international campaigns. \n\n\n\nThe number of available impressions is composed of the number of users that are online in that country, and the amount in international ad inventory. Contextual targeting is one of the best ways to ensure international scale. \n\n\n\nStay flexible with your targeting strategy, so you can test which targeting methods work best for your international campaign. It’s also important to be patient! If you’re launching in a new market, it will take time to see the results of your efforts. Building brand awareness doesn’t happen overnight. \n\n\n\n9. Choose the right programmatic channels\n\n\n\nTo effectively reach intended international audiences, you can tap into emerging programmatic channels like programmatic audio, digital out-of-home (DOOH), and in-game advertising. Adding these rising programmatic channels to your digital strategy will enable you to reach audiences using channels that capture attention. \n\n\n\nThe key? Ensure the programmatic channels you want to run (particularly if you’re running a multi-channel campaign) are prominent in the regions you’re targeting. For example, in 2022, 67% of Americans listened to digital audio, a 5% increase year-over-year, whereas growth of digital audio listenership has been slower in China. \n\n\n\nGet started with international targeting\n\n\n\nWith the right foresight and planning, programmatic advertising can be a very effective and cost-efficient way of bringing international awareness and engagement to your brand. \n\n\n\nWant to leverage international targeting in your campaign strategy? Request a demo to learn more about StackAdapt. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/alexandra-jakubowski#person","name":"Alexandra Jakubowski","identifier":27105,"url":"https://www.stackadapt.com/resources/author/alexandra-jakubowski","sameAs":["https://www.linkedin.com/in/alexandrajakubowski"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317135430/Author_Bio_Alexandra_Jakubowski-1.webp","jobTitle":"Senior Product Marketing Manager","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Helping marketers succeed through education","datePublished":"2020-10-23T13:00:00+00:00","dateModified":"2026-09-08T21:48:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing"},"wordCount":909,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-product-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105609/20220628_LifeinAdTech-Alex-J_header.jpg?fit=1200%2C600&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Alexandra Jakubowski, a Product Marketing Specialist at StackAdapt. In this post we will get a comprehensive look into how she structures her role within the company, how she stays ahead during product launches, and the programmatic trends she believes are important to look at when positioning a product to the market.\n\n\n\nWhat was your journey like becoming a product marketing specialist at StackAdapt?\n\n\n\nBefore joining StackAdapt, I worked as a solo marketer for an innovation consulting firm that specialized in building digital platforms in fintech, digital health, and urban mobility. At the time, my interest in product marketing had started to grow, and I got involved with co-running Product Marketing Toronto, a group with the mission to engage and support fellow peers in commercializing exceptional products. We hosted tactical roundtable sessions, which helped me and others grow through discussion and collaboration. In 2019, I made the leap into adtech with StackAdapt, joining the Product Marketing Team which spearheads our go-to-market initiatives, bringing new platform capabilities to our customers. \n\n\n\nAs a product marketing specialist, what is the main focus of your role?\n\n\n\nI work to ensure that our customers, partners and internal teams have the resources they need to succeed. Much of the time I am curating content, such as presentations, comparison sheets, and 1-pagers, that add value to our customers and help support our sales team at each stage of the customer journey. In addition to this, I manage the resource centre for our sales team, to ensure they can get onboarded quickly. Also, I love working with my talented team members across our Product, Inventory and Data Partnerships teams to collaborate on go-to-market initiatives for new feature and partnership announcements, all with the goal of driving successful platform adoption.\n\n\n\nHow does your role impact the success of StackAdapt users?\n\n\n\nThe Product Marketing team works to guide StackAdapt users with resources that will enable them to succeed in their advertising strategies. For me, I focus on educating users on new features so that they can best understand the platform. For our self-serve users, I work closely with our Product team to craft in-platform walkthroughs and in-app messaging so that our users can have a fluid experience, whether they’re returning to the platform to work on a campaign, or using our features for the first time. At the end of the day, everything that I do as a product marketer is executed with the user’s success in mind; whether it is making complicated concepts easier to understand, and new features seem even more friendly at their first encounter.\n\n\n\nWhat tools do you use to amplify your success?\n\n\n\nLike many StackAdapters, I’m always reading countless articles, whitepapers and eBooks on sites like AdExchanger, AdProfs, Digiday, eMarketer and many others. After all, the AdTech industry is fast-paced, and if you don’t stay ahead with the rapid changes, you can miss out on a lot! \n\n\n\nOn the product marketing side, I love learning what the top PMMs are doing from events and content produced by the Product Marketing Alliance—a global community of 20,000+ product marketing managers. \n\n\n\nAt StackAdapt, we also have wonderful martech partners, such as Pendo and Highspot, and I enjoy attending their conferences to get access to expert sessions on topics such as A/B testing marketing content and fast-tracking customer onboarding. All of these resources help me expand my knowledge, helping me to be more successful in my role.\n\n\n\nWhat trends in programmatic are you interested in? What trends in product marketing are you interested in? \n\n\n\nAs online identity and targeting tactics are projected to change in the coming years, I’m excited by the recent contextual advertising advancements. While contextual advertising has been around since the beginning of programmatic, developments in machine learning algorithms have improved the scale, effectiveness and performance of this targeting method, making this an exciting area to watch.While not a new marketing trend, I am interested in product positioning and how we can transform the perception of a product by altering its context. As consumers, we’re familiar with the sometimes overwhelming experience of wading through a sea of competitive choices. When companies can communicate a strong positioning for their products/features, their best-fit customers intuitively understand their value, helping them stand out in a crowded marketplace.\n\n\n\nWhat is the most rewarding part of being a product marketer at StackAdapt?\n\n\n\nComing up on a year in the role at StackAdapt, one of my favourite aspects of being a member of the team, is that I get to collaborate with many departments and individuals in the company on our go-to-market strategy. Everyone here is so talented and has such unique skill sets, that it is almost impossible to not learn something new every day. As StackAdapt continues to make waves in adtech, I’m really excited for what the future holds for both us and the industry at large.\n\n\n\nInterested in joining StackAdapt? Check out our careers.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel"},"author":[{"@id":"https://www.stackadapt.com/resources/author/mark-shannon#person"}],"headline":"Drop off funnel: The key to success when a campaign underperforms","datePublished":"2020-10-29T13:00:00+00:00","dateModified":"2026-09-08T21:48:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel"},"wordCount":628,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105608/20201022_DropOffFunnel_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["full-funnel","performance"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic campaigns have a lot of moving parts—from strategic planning and campaign execution to post-campaign analysis. To be successful and ensure effective ad spend, it is important to determine what is going on behind the scenes and how that information can be leveraged. In turn, having this knowledge will empower you to make key optimization decisions in real-time and allow the campaign to use the best ad formats and targeting strategies. \n\n\n\nBut what happens when things don’t go according to plan where the campaign underperforms and does not pace properly? \n\n\n\nThis is why accessing quality-of-life data on campaigns to understand how to make changes in the right place, at the right time is a key factor in running successful campaigns.\n\n\n\nIn this post, we'll look at the Drop Off Funnel feature in the StackAdapt platform, how it works, what type of real-time information it can provide, and how it can help you gain the best understanding of what optimizations to make to better pace campaigns.\n\n\n\nWhat is the drop off funnel feature and how it works\n\n\n\nThe Drop Off Funnel is a powerful tool that helps you understand whether your campaign has a large enough scope to spend your intended budget. It can show you exactly where your campaign is losing bids and offer optimization suggestions on how to remedy any underpacing issues that might arise.\n\n\n\n\n\n\n\nThe Drop Off Funnel uses an algorithm to determine how many bids have dropped off, by analyzing what is happening at each campaign stage. As a campaign-specific feature, it continually analyzes millions of data points to present real-time data on your campaign at a minimum frequency of 15 minutes. \n\n\n\nThe Drop Off Funnel will show the reason for bid drop offs, as well as the remaining number of bids in a campaign. You can also compare between 2 different dates within the campaign lifetime, helping paint a clear picture of the drop offs from different sources within the specified time range.\n\n\n\nUnderstanding your campaigns with drop off funnel\n\n\n\nTwo main areas are important for advertisers to consider when evaluating campaign performance. First, how effective the targeting methods are, and secondly, how efficient the campaign is at winning bid requests.\n\n\n\nTargeting settings\n\n\n\nHow can you understand how campaign targeting parameters, such as audience, device settings and geo are affecting performance? The Drop Off Funnel will identify what targeting selections are limiting the campaign from scaling. For example, if a campaign has an inclusion or exclusion list for domains, you can see the brief explanation of the drop off reason and as well as a tip on how to minimize this drop off—which in this case could be targeting more sites to run by adjusting your exclusion list.\n\n\n\nBidding and competition\n\n\n\nThe Drop Off Funnel will also identify the total number of valid bid requests, how your Custom Segments are performing and data regarding the campaign's frequency cap. So, if your campaign is targeting a Custom Segment that is not performing, the Drop Off Funnel will recommend whether you need to increase or decrease your targeting scope.\n\n\n\nImagine a campaign as a puzzle with a number of moving pieces; for a campaign to be successful, all the pieces need to come together and form one big shape. The Drop Off Funnel is a tool that lets you know which piece of the puzzle to adjust for your campaign to achieve its goal. Advertisers can get an inside look at their campaign's overall health, while gaining valuable insights on how to treat problems that can affect scale.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel","url":"https://www.stackadapt.com/resources/blog/drop-off-funnel","name":"Drop Off Funnel: How it Works | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/drop-off-funnel#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105608/20201022_DropOffFunnel_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-10-29T13:00:00+00:00","dateModified":"2026-09-08T21:48:38+00:00","description":"Learn how the StackAdapt Drop Off Funnel works and how it can provide insights on how to better scale and pace your programmatic campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"B2C and B2B digital marketing: What’s the difference?","datePublished":"2023-07-20T06:44:00+00:00","dateModified":"2026-09-08T21:45:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing"},"wordCount":1917,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513160121/20240426_B2B-vs-B2C.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 101"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Understanding the nuances of B2B vs. B2C marketing is essential when crafting your digital marketing strategy. These two audiences are distinctly different, which means the strategies and tactics you use to reach them will differ. \n\n\n\nThe goal of B2C marketing in today's digital landscape is to move prospective consumer through the funnel quickly. It's all about meeting the customer where they are, and making it easy for them to purchase.\n\n\n\nThe B2B sales cycle is much more complex than B2C. There are many nuances to the B2B journey, and several parties and stakeholders involved with decision making. \n\n\n\nLet’s break down the basic differences between B2B and B2C marketing. \n\n\n\nBusiness-to-consumer (B2C) marketingBusiness-to-business (B2B) marketingBusiness-to-consumer is the process whereby a company sells a product or service\n                                    directly to consumers.Business-to-business is a transaction conducted between one business and another.\n                                Purchase decisions are typically made by one buyer, or their household. Purchase decisions typically involve many stakeholders. Transactions range from very small to large amounts, and purchase decisions are made\n                                    typically within a few months. Transactions are generally large amounts, and purchase decisions can take over a\n                                    year to be made.  \n\n\n\nWhat is B2B digital marketing?\n\n\n\nThe determining factor of B2B vs. B2C marketing is your target audience. In B2B digital marketing, campaigns are directed toward companies and organizations rather than individual customers. \n\n\n\nB2B campaigns are directed toward people or groups making buying decisions for their company. This can create some challenges that require different creative or a different message since marketers may not be dealing directly with a decision-maker. This wrinkle of B2B marketing also tends to make the entire marketing cycle longer compared to B2C marketing.\n\n\n\nSome real-world examples of B2B marketing are:\n\n\n\n\nA SaaS company selling CRM software to businesses.\n\n\n\nA company providing email marketing tools to digital marketing agencies.\n\n\n\nA company selling medical equipment or software directly to healthcare facilities.\n\n\n\nA consulting firm selling advisory services to other organizations.\n\n\n\n\nWhat is B2C digital marketing?\n\n\n\nThe difference between B2B and B2C marketing is that B2B uses media, messages, and creative to target decision makers, who could be large teams, and C-level executives. B2C marketing campaigns, on the other hand, focus on directly reaching consumers. \n\n\n\nExamples of direct B2C marketing include:\n\n\n\n\nA real estate agency dealing directly with home buyers and sellers.\n\n\n\nAn auto dealership selling cars directly to families.\n\n\n\nA beauty company who sells direct to their customers in retail stores.\n\n\n\nA family purchasing video-on-demand (VOD) streaming services directly from Netflix or Hulu.\n\n\n\n\nDifferences in programmatic strategies for B2B vs. B2C\n\n\n\nLet’s explore how the strategies differ for B2B vs. B2C digital marketing, when planning a programmatic advertising campaign. \n\n\n\n1. Audience strategy: Who you are trying to reach\n\n\n\nIdentifying your target audience will set the tone and framework for the remainder of your campaign planning. You can have a proven strategy and eye-catching creatives, but without market research, your campaigns may struggle. \n\n\n\nEstablishing a vivid picture of your ideal customer and their journey through every step of the marketing cycle is a great way to level up your targeting approach. \n\n\n\nFactors to consider for B2C target audiences:\n\n\n\n\nThe consumer journey typically involves fewer decision makers, often just one individual.\n\n\n\nThe consumer is in control and will decide on their own whether to purchase a product or service.\n\n\n\nThe purchase could derive from a well-thought-out, research-backed decision or be a very sporadic and abrupt, emotion-based decision.\n\n\n\n\nIn B2C marketing, one of the most effective strategies to consider is retargeting. This strategy can be leveraged to remind consumers who have previously visited your site of the offerings that initially sparked their interest. Dynamic retargeting is also a very effective tactic as it satisfies a user’s craving for that personalized touch when they see an ad.\n\n\n\nFactors to consider for target audiences in programmatic for B2B:\n\n\n\n\nIndividuals must first be aware that a problem exists or that there is a more effective or efficient solution.\n\n\n\nTheir next step would be to research and explore the existing solutions—B2B target audiences are very niche and specific.\n\n\n\nFor marketers, the tricky part is not only identifying who those decision makers are within the organization, but also finding ways to connect with them.\n\n\n\n\nFor B2B marketing, consider using 3rd-party data partners to leverage their account-based marketing (ABM) targeting capabilities and their custom segments to target by job title, employment, or seniority that would benefit from your B2B product or service. \n\n\n\nAlternatively, intersecting 3rd-party audiences by occupational segments with custom segments of users actively reading topics related to your business online can help you reach that niche audience. \n\n\n\n2. Funnel strategy: Identify touch points in the sales funnel\n\n\n\nNot all purchase decisions are strictly linear in nature. By understanding how to execute a holistic full-funnel strategy, you can locate where your ideal audience is in your funnel and set yourself up for success. \n\n\n\nConsiderations for B2C:\n\n\n\n\nIdentify the top decision maker(s) or influencers for your product or service—this is where your marketing efforts should have the most impact.\n\n\n\nEnsuring your audience receives a holistic experience throughout their entire purchasing journey is critical. As your prospects navigate through your sales funnel, they will conduct their own research about the brand and its suitability through product reviews, and will compare your products with your competitors.\n\n\n\nStay relevant and enhance the customer experience with a personalized and seamless check-out process. This will give you a competitive edge.\n\n\n\n\nConsiderations for B2B:\n\n\n\n\nBy leveraging programmatic for B2B, companies throughout the funnel can deliver new levels of optimization—especially in a macro view of the upper- and mid-funnel.\n\n\n\nInvest in nurturing and building relationships with your audience by generating highly relevant and informative content. This can help inspire ideas on how your solution can benefit and have a pivotal change in their business.\n\n\n\nThe conversion stage of the funnel in B2B marketing is twofold. The B2B conversion stage needs to handle both soft and hard conversions. A soft conversion can be downloading an ebook, white paper or case study, registering for a webinar, or requesting a demo. In contrast, a hard conversion will be the contractual agreement of a sale.\n\n\n\nAs every B2B company structure is different when it comes to making business decisions, on average, it can take 16.7 weeks or more, and 6-10 decision makers to proceed with selecting a B2B offering to test.\n\n\n\n\n3. Creative and format strategy: Capturing audience attention\n\n\n\nWith so many touch points throughout a buyer’s journey, it is crucial to execute a holistic multi-channel campaign and ensure your brand is present at every step. Identify where your audience is consuming content and use that insight to determine which format to leverage, and then align your objectives with your funnel and audience strategy.\n\n\n\nWith a longer sales cycle, sharing content, such as a blog post, is necessary to engage consumers during their research stage and guide them towards considering your product. To do that effectively requires different types of ad creative.\n\n\n\nB2C creative considerations:\n\n\n\n\nLeverage creative messaging that is relatively broad and easily understood by a wide range of consumers—usually price-driven.\n\n\n\nUse language that drives an immediate sense of urgency.\n\n\n\nExamples of a call to action (CTA) include: “buy now” or “shop today.” \n\n\n\n\nB2B creative considerations:\n\n\n\n\nCreative messaging should speak to B2B professionals that are more benefit-driven rather than price.\n\n\n\nUse language that encourages the users to start the process of discovering or learning more about your brand and offering.\n\n\n\nExamples of research-focused CTAs include: “explore now,” “learn more,” or “start now.”\n\n\n\n\n4. Solution strategy: When to implement a third-party study\n\n\n\nSupplementing your campaign strategy with a brand lift or sales lift study helps illustrate the effectiveness of your advertising initiatives. Marketers can bridge the online and offline communication gaps by measuring each channel's impact on various post-exposure success metrics. \n\n\n\n\nFor B2C brands, it is possible to supplement a brand lift, sales lift, or footfall attribution study with any campaign to connect the dots between online and offline consumer activities.\n\n\n\nFor B2B brands with a less tangible product, brand lift studies can go a long way in determining if your targeted audience is resonating with your offerings.\n\n\n\n\nHybrid B2B and B2C marketing\n\n\n\nThe goal of B2C marketers is to position their product or service as the perfect solution to customers’ wants, concerns, and needs. Since most businesses ultimately deal with a customer base, B2C and B2B marketing strategies can sometimes intersect. Some companies will even run B2C and B2B campaigns simultaneously to get the most out of their marketing efforts.\n\n\n\nHealthcare technology companies are a great example of this hybrid marketing strategy at work in the real world. This industry is responsible for powering the hospitals and emergency rooms we visit daily with the instruments to do their job properly. \n\n\n\nSimultaneously, they may also sell personal tools like glucose monitors and blood pressure monitors, more directly to consumers. You can see why a healthcare company like this would benefit from both B2C and B2B marketing.\n\n\n\nBreaking down the B2C vs. B2B marketing barrier\n\n\n\nCampaign planning differs for B2C vs. B2B marketing, making it essential to align your marketing strategy. If a strategy works for a B2C campaign, that doesn’t necessarily mean it will work for B2B. \n\n\n\nUnderstand the sales cycles, your target audience, and leverage the appropriate tone of voice and language in your creatives. Doing so can help you better resonate with your consumers and clients and ultimately boost the performance of your marketing campaigns.\n\n\n\nTo explore the different strategies you can use in B2B vs. B2C campaigns with StackAdapt, request a demo.\n\n\n\nB2C vs. B2B marketing FAQs\n\n\n\n\n\n\n\nThe difference between B2C and B2B marketing is the target audience. B2C marketing is focused directly on the consumer purchasing your product or service. B2B marketing campaigns focus on individuals or teams that make purchasing decisions for a larger organization. Since both types of marketing target a different audience, different approaches are required to make each one effective. \n\n\n\n\n\n\n\n\n\nIn B2B marketing, campaigns are directed toward companies and organizations rather than individual customers. An example of B2B marketing is when a company sells email marketing tools to digital marketing agencies. In B2C marketing, campaigns focus on reaching consumers. An example of B2C marketing is when an auto dealership sells vehicles to an individual consumer or a family. \n\n\n\n\n\n\n\n\n\nB2C is not better than B2B, and B2B is not better than B2C. There are nuances between B2C and B2B marketing, and understanding those nuances is crucial to success. The audiences for B2C and B2B are distinctly different, which means the strategies and tactics used to reach them differ.  \n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing","url":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing","name":"B2C and B2B digital marketing: Key differences & strategies","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513160121/20240426_B2B-vs-B2C.webp?fit=1200%2C600&ssl=1","datePublished":"2023-07-20T06:44:00+00:00","dateModified":"2026-09-08T21:45:48+00:00","description":"When developing a digital marketing strategy, it is essential to understand the nuances between B2C and B2B.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-6e33e15f-1344-42af-a111-996d89f7ef46"},{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-c8c6bd3e-7fba-4c40-9469-ef9cdb0b71e4"},{"@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-b59660cb-75fd-44c6-9d74-72bef2c727e7"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-6e33e15f-1344-42af-a111-996d89f7ef46","position":1,"url":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-6e33e15f-1344-42af-a111-996d89f7ef46","name":"What is the difference between B2C and B2B marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The difference between B2C and B2B marketing is the target audience. B2C marketing is focused directly on the consumer purchasing your product or service. B2B marketing campaigns focus on individuals or teams that make purchasing decisions for a larger organization. Since both types of marketing target a different audience, different approaches are required to make each one effective.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-c8c6bd3e-7fba-4c40-9469-ef9cdb0b71e4","position":2,"url":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-c8c6bd3e-7fba-4c40-9469-ef9cdb0b71e4","name":"What is an example of B2B and B2C marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In B2B marketing, campaigns are directed toward companies and organizations rather than individual customers. An example of B2B marketing is when a company sells email marketing tools to digital marketing agencies. In B2C marketing, campaigns focus on reaching consumers. An example of B2C marketing is when an auto dealership sells vehicles to an individual consumer or a family.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-b59660cb-75fd-44c6-9d74-72bef2c727e7","position":3,"url":"https://www.stackadapt.com/resources/blog/b2c-and-b2b-digital-marketing#faq-question-b59660cb-75fd-44c6-9d74-72bef2c727e7","name":"Why is B2C better than B2B?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"B2C is not better than B2B, and B2B is not better than B2C. There are nuances between B2C and B2B marketing, and understanding those nuances is crucial to success. The audiences for B2C and B2B are distinctly different, which means the strategies and tactics used to reach them differ.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/automotive-industry-insights#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/automotive-industry-insights"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"How 2020 trends are reshaping the automotive industry","datePublished":"2020-11-20T15:05:28+00:00","dateModified":"2026-09-08T21:48:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/automotive-industry-insights"},"wordCount":1106,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/automotive-industry-insights#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105606/20201106_Trends-and-Insights-are-Reshaping-the-Automotive-Industry_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["automotive"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Mobility is a necessity in any community and a basic human need. With sheltering-in-place still encouraged, many commuters have been working from home, and consumers are rethinking their transportation options. \n\n\n\nThe automotive industry was impacted with the closure of multiple production hubs due to COVID-19. Even so, many automotive brands have been well-positioned to respond to the current climate with their ability to be nimble and adaptive during challenging times. As an industry, they have had their fair share of unprecedented disruptions prior to the pandemic from the 2008 economic crisis, the rise of autonomous vehicles, electrification to shared mobility.\n\n\n\nOver the last few months, we witnessed how quickly automative brands can adapt to changing consumer behaviours and respond successfully. By creating incentive programs to help consumers financially, making contactless servicing available, and shifting in-store consumer journeys online—some of these digital shifts are likely to remain. In order for automotive brands to keep pace, it’s important to prioritize initiatives that respond to consumer trends and industry expectations.\n\n\n\nHow emerging trends are affecting automotive \n\n\n\nDigital tactics in this industry have not only demonstrated efficiencies in helping to promote the safety of consumers and employees at scale, but have also revolutionized an outdated traditional long-drawn-out buying process at the dealership. Companies, such as Carvana, Vroom and Cars.com have proven to provide a more complete and integrated online customer experience that consumers have been craving.\n\n\n\nJ.D. Power has forecasted that the pandemic will accelerate online car buying, which will account for 25% of retail sales by 2025. While we can’t predict the future, we list below a few top consumer trends that have been evolving that we expect will remain as consumers start to take control of their car-buying process: \n\n\n\n\nA majority of their research is done over the internet, spending an average of 11 hours online and attending virtual events.\n\n\n\nDealership experiences that are close to home are growing in popularity, such as VR test driving or at-home test drive (where the dealership brings the vehicle to your home to test drive), or even just simply having the ability to enter a digital showroom for a virtual experience of the vehicle.\n\n\n\nThe ability to book an appointment with sales representatives online is favoured.\n\n\n\nConsumers want to be able to buy their cars online—currently about 43% of car buyers are willing to complete their entire purchase process online.\n\n\n\nAt-home delivery options and contactless services are increasingly popular.\n\n\n\nConsumers want incentives and discounts, including no-charge maintenance on new purchases.\n\n\n\n\n3 key programmatic solutions to win the digital engagement battles\n\n\n\nWhile auto marketers have quickly shifted from offline tactics to online, there remains a lot of digital infrastructure to be implemented to meet online car purchasing demands. \n\n\n\nIn the meantime, keeping your audience engaged and informed has never been more important. It is a fact that consumers are spending more time online, but there are many brands outside of the automotive industry that are also trying compete for audience attention online. \n\n\n\nSo how can marketers engage with potential auto-intenders digitally?\n\n\n\n1. Amplify content through native\n\n\n\nMillennials will account for 45% of the vehicle buying cohort. Fact—individuals from this generation are digital natives that are highly confident in using the internet to conduct personal research throughout their vehicle shopping experience. \n\n\n\nBy first identifying users who are actively reading about specific keywords and phrases, you can then leverage native to encourage users to learn more about a specific model, a newly released product feature or vehicle comparisons. With consumers conducting their own research, your brand should produce highly informative content to fuel their decision making process. \n\n\n\nDepending on the creative messaging of your ad and content within your landing page, it can be used as an upper- or mid-funnel tactic. It can either demonstrate how your brand is meeting consumer demand as they embrace the new reality of working remotely, or can guide consumers through the new norm of online vehicle purchasing. \n\n\n\n2. Showcase product features and model specs through video content\n\n\n\nWith all the time in the world surrounded by different devices and no place to go, people are directing their attention to their devices as an outlet for connection and entertainment. Time spent watching video content digitally has been on the rise—significantly contributed by an increase of connected TV (CTV) viewers from February 2020 to August 2020. \n\n\n\nHowever, it is also important to consider that mobile is not the only driving force of video content views, especially in a pandemic year. Consumers have adjusted their habits, and are watching more video content on desktops, laptops and connected TV devices.\n\n\n\nAuto marketers that want potential buyers to engage with specific models should leverage video to highlight product features by demonstrating a walk around of the vehicle or providing an interior view of the model. \n\n\n\nVideo is a great format to help you bring features to life, puts the users in the driver seat, and enables you to showcase a desired experience. You can capture the interests of the viewers while they watch from the comfort of their homes. \n\n\n\nPairing video formats with device targeting capabilities can help you hone in on reaching your desired target audience, while ensuring your media dollars are spent effectively. \n\n\n\n3. Stay top of mind with your loyal Boomers\n\n\n\nFact—since the pandemic, 47% of baby boomers have increased their time spent digitally. Baby boomers have been the ideal auto customers, as many of them view vehicles as a symbol of self-expression and status compared to the other generations. Don’t lose touch with this loyal customer because of the pandemic. Instead create content to re-engage with your boomers. \n\n\n\nThe best way to achieve this and still reach other generations is through the creatives that speak their language. To ensure you set up your campaign as efficiently as possible, you can leverage Creative Tactics. \n\n\n\nInstead of creating multiple campaigns targeting one demographic at a time, with a specific budget, include all demographics from different generations in one campaign. Let the DSP do the heavy lifting by displaying the specific message that will resonate best with each audience group.\n\n\n\nAs we continue to weather the ever-changing and uncertain situation, and as consumer behaviours continue to shift, auto marketers should consider the insights provided to align with the emerging trends. Staying nimble and adjusting your multi-channel holistic marketing plan will only further nurture your leads at every touch point of their journey in today’s auto marketplace. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/improving-user-experiences-in-ads#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/improving-user-experiences-in-ads"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carolynne-wong#person"}],"headline":"5 ways to improve user experience in display advertising","datePublished":"2020-11-17T21:11:33+00:00","dateModified":"2026-09-08T21:48:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/improving-user-experiences-in-ads"},"wordCount":1241,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/improving-user-experiences-in-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105606/20201116_UX-in-Display-Ads-1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["creative studio","display"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The concept of user experience (UX) has definitely become a hot topic in the last decade, and for good reason. In the digital space, it is most commonly used to describe the ease of use of a website and its landing pages. How easy is the site to navigate? Can you find the information you need quickly, or are you having trouble getting to that next step? \n\n\n\nThese questions also apply when you are creating display ads—specifically when running HTML5 banners that include interactive features, or require a brief time commitment from your user. Although a banner ad is less complicated than an entire website, it is most often the first impression a consumer has of your brand, so you want to make sure it’s a good one.\n\n\n\nYou should not assume that a user knows that your ad is more than a static image and how to interact or engage with it. And if the intent of your ad is not clear, they will move on. So, how can you not only keep them interested and engaged but also guide them? \n\n\n\nWe have 5 tips to improve user experiences in your display ads. \n\n\n\n1. Include a progress bar\n\n\n\nShow users your display ad’s runtime with a progress bar. This small asset at the bottom of your ad will serve as a remedy to a common annoyance—waiting. People tend to overestimate how long they wait by 36%, meaning their patience wears thin sooner than your ad can finish. \n\n\n\nRather than leaving the time estimate up to guesswork, a progress bar sets the expectation, helps reduce waiting fatigue, and keeps users engaged as they watch the bar cross from one side to the other.\n\n\n\n\n\n\n\n\n\n\n\nIn its current state, this in-banner video ad can feel much longer than it actually is. If you take out your stopwatch, you’ll find that the ad only ran for 10 seconds. Once we add a progress bar to the creative, the viewer’s uncertainty around time commitment is resolved.\n\n\n\n\n\n\n\n\n\n\n\n2. Show your steps\n\n\n\nSimilar to the progress bar, numbering your steps gives users a gauge on how long they will be interacting with your ad. The numbers provide the user with a vision of a beginning and an end, makes them feel as if they’re working towards a goal and motivates them to stay engaged until the last step.\n\n\n\nBeing upfront about your steps should not be in place as an excuse to allow a multitude of clicks, further complicating the ad. Rather, showing how many steps are involved will act as proof that your brand has simplified the amount of actions the user needs to take before reaching the appropriate destination. Keep your content concise, and let the user know upfront that you won’t be taking up too much of their time.\n\n\n\nIn the following example, the user is asked to make a selection from 2 sets of prompts in order to find the product that best suits their needs.\n\n\n\n\n\n\n\n\n\n\n\nTelling the user that there are 2 steps before they can be redirected identifies how many clicks it will take to reach the landing page. Notice how each action in the ad unit serves a purpose. \n\n\n\nEach step should help to guide them to find the distributor that best suits their needs, which is a benefit. Even with more complexity than your usual static unit, we have made the entire process seem quick and easy to help encourage the user to click through to the end.\n\n\n\n3. Offer a replay button\n\n\n\nPut the user in control of the ad with a replay button. Rather than having your ad reload automatically, let the user decide whether they need to rewatch it to better understand the message before proceeding to the next step. This Golf Retreat ad decided to place the replay button at the end, but you can choose to have the button present throughout.\n\n\n\n\n\n\n\n\n\n\n\nAs an additional bonus, incorporating conversion and retargeting pixels within your HTML5 creative will let you track how many users pressed the replay button. You can then bucket those users into audience segments that you can retarget later on.\n\n\n\n4. Use icons as indicators\n\n\n\nDon't assume a user knows how to interact or engage with your ad. If users are accustomed to static display banners, they might not realize that your ad has interactive features. This is where icons can play an important role as indicators in your ad. \n\n\n\nTell the users what to do by including simple gestures with an animated cursor, or be direct by writing out what they need to do (example: tap here to play sound).\n\n\n\nIt is important to remember that you are not your user—you are designing a banner ad that will be viewed by others. So, what may seem obvious to you may be unclear to someone else. \n\n\n\nDesign your ad as if it is always being seen by a new pair of eyes, and help guide the user to perform the action your banner ad is asking for.\n\n\n\nAt first glance, this real estate ad may look like your usual display banner with multiple click through areas.\n\n\n\n\n\n\n\n\n\n\n\nDid you notice the ad’s unique swiping feature? Without any visual cues, the user may miss the chance to swipe across the room and see a wider view of the space. As seen in the example, the icon is unobstructive to the creative and tells users exactly what they need to do to make the most out of the creative.\n\n\n\n5. Don’t reinvent the wheel\n\n\n\nThe goal is for your ads to be understood as easily and quickly as possible, to create an enjoyable user experience. This means using recognizable icons, having easy-to-find action buttons, and highlighting important elements through visual hierarchy. \n\n\n\nDon’t make people relearn something to understand your ad. Although it’s fun to get creative with unique icons and designs, don’t make them so abstract that the meaning is lost. For example, we all know to press the square button to Stop, and then press the forward triangle to Play. Anything that stems too far from the norm will send an unclear message, and people will tend to avoid something that is unfamiliar. Find the right balance between creativity and usability, and your ad will be in good shape!\n\n\n\nCreating an enjoyable user experience is not a one size fits all. By playing around with these tips, you’ll start to see your ads become more user friendly. These suggestions do not need to be used in isolation—in fact, it's always better to consider each of these and how they work well together. For example, you can have the loading bar run from left to right, and then include a replay button for the user to rewatch your content. \n\n\n\nWhether you're running display advertising with the goal of brand awareness, email sign ups, or making a purchase, you want your ad to engage users, not exasperate them. As advertisers, the main objective is to put visual cues in place to help reduce the amount of friction that may come between your ad and the consumer. By making your ad’s intentions and interactions clear, users will feel welcomed and interested to learn more.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/deloitte-fast-50-2020","url":"https://www.stackadapt.com/resources/blog/deloitte-fast-50-2020","name":"StackAdapt On Technology Fast 50™ Companies List | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/deloitte-fast-50-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105606/20210406_Deloitte_1200x600_Deloitte-fast-50-2020.png?fit=1200%2C600&ssl=1","datePublished":"2020-11-18T14:00:00+00:00","dateModified":"2026-09-08T21:48:36+00:00","description":"StackAdapt ranks 23 in Deloitte's Technology Fast 50™ program, for its rapid revenue growth, entrepreneurial spirit and bold innovation.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/suggestions-hub#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/suggestions-hub"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"Suggestions hub is the perfect pairing for campaign optimizations","datePublished":"2020-11-23T14:00:00+00:00","dateModified":"2026-09-08T21:48:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/suggestions-hub"},"wordCount":727,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/suggestions-hub#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105605/20201119_Suggestion-Hub_1200x600.png?fit=1200%2C600&ssl=1","keywords":["conversion","performance","reporting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Sometimes your campaigns are not delivering how you had anticipated, and you need to make optimizations to improve performance, while still in-flight. But knowing where to start can be a little overwhelming. Perhaps your initial bid or goal target wasn’t quite right—different factors, such as scale, domains, and supply sources can have an impact. \n\n\n\nSo how much should you adjust your KPI targets to remain competitive? You could implement many changes to your campaign to help improve its performance and pacing, but it can be hard to determine which changes are most valuable.\n\n\n\nAs a member of the product team at StackAdapt, I work to explore these challenges and see how we can help. In the process, we developed one of my favourite StackAdapt features, the Suggestions Hub. \n\n\n\nHow to optimize your campaigns\n\n\n\nThe Suggestions Hub crunches through data to recommend campaign optimizations to improve performance and delivery based on the bid type and goal you’ve defined for your campaign. \n\n\n\nSelect a campaign, pick a metric, and the platform will provide you with ideas on how to improve its performance. Once you know what to optimize, and if you’re happy with the recommendation, you can make changes with a simple click of a button. \n\n\n\nThe Suggestions Hub can help you familiarize yourself with the optimization process, aiding you in identifying how to isolate what to optimize towards to achieve your KPIs.\n\n\n\n\n\n\n\nWhat’s at work behind the scenes? The platform is continually analyzing your campaigns to identify which attributes may be contributing to underperformance. \n\n\n\nThe Suggestions Hub captures all outliers so that you can review and take action on them. For example, if you were optimizing to deliver clicks and a domain you’d served impressions on had below-average performance, the Suggestions Hub would immediately flag that domain. \n\n\n\nWithin the tool, you could review the recommendation to add the domain to an exclusion list, thereby improving your eCPC performance. \n\n\n\nWhy consider the suggestions hub for your campaign\n\n\n\n1. Great starting point for optimizations\n\n\n\nThe Suggestions Hub is a great starting point if you aren’t sure where to optimize first. We always advise having your campaign run live to gather some learnings, after which you can check the Suggestions Hub to see what valuable campaign improvements it’s identified. A campaign needs to run for at least a day for the Suggestions Hub to start making recommendations.\n\n\n\nYou can browse the suggestions, and a change won’t be made until you hit “apply,” giving you the control to pick and choose the tips that best support your campaign strategy. We recommend making one optimization per day per metric, so you have time to observe their effects to know what is or isn’t working. \n\n\n\n2. Try something new\n\n\n\nInstead of repeatedly performing the same rote optimizations on each of your campaigns, the Suggestions Hub can identify valuable improvements you may not have thought about. So try an optimization you haven’t before, and see the results!\n\n\n\nHere’s an example of the tool in action. If you were running a display campaign using a CPM bid and click-through rate (CTR) was important to you, the Suggestions Hub might notice you don’t have a bid goal setup and recommend you add a CTR goal. \n\n\n\n3. Remove the guesswork\n\n\n\nLeverage specific optimization suggestions. If the Suggestions Hub recommends your campaign can be optimized by lowering your CPC bid, it also provides a suggested value for the bid. No need to guess what the best bid value is. \n\n\n\nLess guesswork means you can make improvements to multiple campaigns quicker than if you needed to research on your own. And the reduced manual campaign optimization effort helps to save you time in your workday. \n\n\n\nOur algorithm crunches data in real-time, so the advice is always timely and relevant.\n\n\n\nStart optimizing your campaigns\n\n\n\nThe Suggestions Hub is an excellent way to start identifying optimization opportunities more easily and efficiently. Not only will you benefit from straightforward recommendations to help keep your campaigns performing exceptionally well, but you’ll be able to learn from each suggestion, helping you level up your programmatic skill set. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/suggestions-hub#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105605/20201119_Suggestion-Hub_1200x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105605/20201119_Suggestion-Hub_1200x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of setting up a campaign on a platform"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"How 2020 trends are reshaping the real estate industry","datePublished":"2020-11-25T13:58:35+00:00","dateModified":"2026-09-08T21:48:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights"},"wordCount":1410,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105605/20231102_Real-Estate_Final.jpg?fit=1201%2C601&ssl=1","keywords":["real estate"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Location, location, location is constantly top of mind when it comes time for buyers to find their dream home. Today’s buyer is very different from those 10 years ago, and there are many factors that have huge implications on the real estate industry—ranging from a country’s economic, financial, political, social, and developmental issues. Given that 2020 brought additional ripple effects, we will highlight the trends that have emerged with COVID-19 and provide actionable recommendations to help brokers and realtors reassess their digital strategy and expand their online presence.\n\n\n\nThe pandemic has not only accelerated online adoption, but it has also made consumers rethink the value of space. With stay-at-home mandates in place, many indoor spaces such as offices and schools were forced to close. This drastically changed how employees work and how students learn. Companies relied heavily on technology to quickly implement work from home arrangements for non-essential workers. As workplace productivity exceeded expectations from managers and employees, it appears these policies will be here to stay for the long term. This shift to staying home was also seen in the education sector, with students adapting to virtual learning. With all these individuals now working and learning from home, there has emerged a new dynamic in households.\n\n\n\nAs the new normal evolves, people are reassessing their living situation. For many people, there is currently no longer a need to commute into work, and as a result they are opting for rural and suburban communities. Forty-four percent of Canadians would like a home with more space, such as a pool, balcony, or a large yard, while 22% of Americans have moved or know someone who has relocated since.\n\n\n\nHow emerging trends are affecting real estate\n\n\n\nWith sheltering-in-place still recommended, it has been challenging for realtors and brokers to physically meet with potential buyers and sellers. There are also a number of mandates that need to be followed in order for realtors to operate, including the COVID-19 guidelines set by the National Association of Realtors (NAR). That said, the real estate industry pivoted by shifting to digital tools and technology to buy and sell properties. With less in-person showings permitted per location and no more open houses, realtors have adopted innovative ways to find clients and use virtual showings. \n\n\n\nThe industry had already implemented digital initiatives to streamline processes such as going paperless, digital signatures, and apps with real-time MLS listings such as Zillow, Redfin, HouseSigma or BiggerPockets. Realtors and brokers have also been learning to leverage the power of digital marketing to find and reach in-market consumers. With the majority of realtors (77%) actively using social media to build a follower base, many of them are already familiar with social advertising through their own personal social accounts. However, with consumer trends shifting, realtors should be adapting and exploring ways to further reach their desired audience outside of the walled gardens.\n\n\n\n3 programmatic solutions to extend your real estate marketing\n\n\n\nWith people staying at home and spending more time online, it is advantageous to explore how programmatic advertising can not only help you target relevant users online in a cost-efficient manner but increase customer acquisition such as booking a virtual tour. By having a well-planned holistic marketing strategy, you can reach more people programmatically to complement your social strategies. Here are a few tactics to consider to keep you closing. \n\n\n\n1. Know your audience to locate your ideal buyer\n\n\n\nLocation, location, location! By leveraging programmatic advertising you will be able to locate precisely the right audience, at the right time with the right message across the internet. \n\n\n\nAudience targeting is one of the most important pieces in digital marketing. It enables you to find users online that fit your ideal customer profile through their interests, affinity towards a topic or online consumption patterns. \n\n\n\nBelow are a few must try targeting solutions to find your next in-market homebuyer:\n\n\n\nCustom segments\n\n\n\nBuild your ideal audience segment using keywords and phrases to find users who are actively reading about real estate, or are reading about life stage events such as marriage or parenthood. It is the best way to determine a user’s intent as they actively conduct research online—52% of home buyers found the home they purchased on the internet!\n\n\n\nCRM with audience lookalike expansion\n\n\n\nAs you may have been leveraging social media to build a customer base, why not get more from your qualified audience list. Pairing your CRM list with audience lookalike expansion is a very powerful tool to locate new users who have similar online behaviours as your existing customers who have either recently purchased a home or are in the process of purchasing. This gives you an opportunity to extend your brand and service offerings to reach online users outside of social. \n\n\n\n3rd-party data partners\n\n\n\nIncluding 3rd-party segments can increase your overall audience scope and give you access to more in-depth targeting such as transactional data, app install data, or in-market buyers. Consider leveraging 3rd-party data to target users who are actively in-market engaging with listings from the nation’s top real estate brokers.\n\n\n\nRetargeting\n\n\n\nReconnect with users who have been to your website or have engaged with a video ad to remind them of your service and how you can help them find their dream home. Through a multi-channel approach you can keep your audience engaged while using an effective way to nurture and bring users closer to booking a virtual appointment with you. \n\n\n\n2. Reach more people natively\n\n\n\nDemographics shift with a country’s aging population, millennials are naturally going to be the upcoming large pool of potential first-time home buyers as their purchase power increases. With homeownership rates currently well below 64%, many economists believe that this generation will salvage the slow home market in the near future.\n\n\n\nEntering the real estate market is not easy as it is a huge investment with a lot of legal and financial implications for any buyer. By leveraging native ads outside of the walled gardens, you can amplify blog posts that educate your audience about the real estate market and the home buying process in general, keeping them up to date—whether they are financially ready or not. \n\n\n\nMillennials are digital nomads that are known to do their fair share of research before making a purchase—but when it comes to real estate, all generations will look online for properties as the first step in their home search process. \n\n\n\nCreating content on things to do and know when entering into the market can be useful in capturing customer engagement and will better influence brand recall when they are ready to purchase. It is also the easiest format to extend your reach when transitioning from social media platforms into programmatic advertising, without the need for additional resources.\n\n\n\n3. Consider virtual real estate through banner ads\n\n\n\nDisplay banners are essentially virtual billboards but with trackable metrics to know precisely how many people saw and engaged with your ad(s). There are static and rich media banners giving you the flexibility to be creative in the way you interact with your audience online. Additionally, this format can be leveraged across your marketing funnel. \n\n\n\nRich media banners can be used as an upper funnel strategy to capture attention for awareness and provide insights to learn more about your audience. For example, discovery ads can help you learn the type of properties your target audience is interested in or where geographically there is demand when it comes to people looking for a home.\n\n\n\nIn a mid-funnel campaign, you can incorporate a video asset into a display ad placement showcasing different properties to resemble a tour of unit—only virtually! \n\n\n\nAlternatively, you can utilize an interactive unit like the example below that leverages photos giving users the option to view different rooms within a unit. \n\n\n\n\n\n\n\n\n\n\n\nLastly, as a lower funnel tactic, you can drive consideration through lead ads. These allow your target audience to complete a form with just a few clicks, making it easy to book a virtual appointment with you. \n\n\n\nAs we continue to adapt to the uncertainties surrounding us, being present online will extend awareness to what you are doing to align with the changing consumer needs. It will help you gain and solidify their trust in using your services when they are ready to close.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights","url":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights","name":"Trends Reshaping the Real Estate Industry | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/real-estate-industry-insights#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105605/20231102_Real-Estate_Final.jpg?fit=1201%2C601&ssl=1","datePublished":"2020-11-25T13:58:35+00:00","dateModified":"2026-09-08T21:48:32+00:00","description":"With less in-person showings and no more open houses, the real estate industry has seen a shift. Find out how to advertise in the new normal.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alexandra-jakubowski#person"}],"headline":"StackAdapt 2020 product release roundup","datePublished":"2020-12-08T13:57:15+00:00","dateModified":"2026-09-08T21:48:31+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020"},"wordCount":725,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20201204_Product-Release-Roundup_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["company updates","product updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020","url":"https://www.stackadapt.com/resources/blog/product-roundup-2020","name":"StackAdapt Product Release Roundup 2020 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20201204_Product-Release-Roundup_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-12-08T13:57:15+00:00","dateModified":"2026-09-08T21:48:31+00:00","description":"With plenty of product updates each month, we want to ensure you keep up with everything new inside StackAdapt. Catch the 2020 prouct roundup.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/product-roundup-2020#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20201204_Product-Release-Roundup_1200x600.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20201204_Product-Release-Roundup_1200x600.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of a couple of features that StackAdapt released in 2020"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/financial-services-industry-insights#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/financial-services-industry-insights"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"How 2020 trends and insights are reshaping the financial services industry","datePublished":"2020-12-10T14:29:11+00:00","dateModified":"2026-09-08T21:48:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/financial-services-industry-insights"},"wordCount":1332,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/financial-services-industry-insights#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20201208_Industry-Trend-Finance_1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["financial services"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"The financial services industry has strict security and privacy related regulations that can create challenges when an institution is trying to implement changes and innovate. Despite the regulations, many incremental adjustments have been made over the years to adapt to how consumers transact and invest digitally. The question remains, is the industry moving fast enough?\n\n\n\nJust like we have observed with other industries, the coronavirus pandemic has accelerated certain trends. Over the course of the year, many facets of the industry have been affected by the pandemic, including postponed tax filing deadlines, banks offering credit relief measures, increased mortgage refinancing amid lower interest rates, and an increase in digital stock market investments. Such changes have put more pressure on banks to accelerate the release and adoption of their digital initiatives to keep up with consumer trends and behaviours. \n\n\n\nConsumers have been overwhelmed this year, spending less and saving more—especially as they reassess their personal finances to prepare themselves financially for the present and the future. Banks have seen higher cash balances this year, and an increased interest in the stock market, indicating that more people are mindful of their discretionary spending and saving their money. In this post, we will hone in on consumer trends that have emerged, focusing on the consumer banking sector, and identify how these may also affect digital advertising strategies. \n\n\n\nEmerging trends affecting consumer banking\n\n\n\nWith improvements already made to adapt to consumer trends over the years, banks have been able to quickly pivot to a digitally-dominant workflow, both on the front-end (client-facing) and backend (operations).\n\n\n\nRetail banks\n\n\n\nIn recent years, banks have been undergoing a slow branch transformation, reducing the number of branches and encouraging consumers to go online for their everyday banking from viewing their financial statements, making payments and accessing live chat functionalities for online assistance. Today, with social distancing and government-mandated stay-at-home measures in place, these functions have become a necessity. With current reduced branch hours, and a limit to the number of visitors at physical locations, consumers have found the online options more accomodating. We continue to observe a trend with branches decreasing and the reconfiguring of branch roles to meet the new customer behaviours. \n\n\n\nOnline banking\n\n\n\nWith the current limitations of in-branch visits, there has unsurprisingly been a decline in in-person meetings with advisors and bank tellers. Older demographics have found themselves more immersed in digital than ever before, whether they were ready for it or not. With more services now available online, the adoption rate for online banking has increased significantly, as illustrated in the graph below. This trend will likely stick around as consumers become more familiar with real-time account updates and the convenience of accessing their data in the comfort of their homes. \n\n\n\n\n\n\n\nBanknotes\n\n\n\nThere have been concerns about whether banknotes play a role in spreading the virus. As a result, consumers have decreased their cash payment methods, being forced to transact via plastic cards or a digital wallet, and some retailers now refuse to accept cash payments. Despite this, 85% of participants in a FIS survey would still prefer cash payment, indicating that cash payments are not likely to disappear just yet. \n\n\n\nMobile payment\n\n\n\nMobile payments are becoming more popular. Millennials have been the key demographic in adopting mobile payment options, which offers a fast and easy way to transact. Given the millennial generation’s aptitude to use technology, they have been turning to their smartphones as the preferred tool for making online payments—given the convenience when compared to other methods of payment, like cash.\n\n\n\n3 key programmatic solutions to reinforce consumer trust\n\n\n\nMany financial services institutions have been focusing on direct response advertising. In fact, financial companies are forecasted to be the 2nd largest ad spenders behind retail. For example, with tax filing deadlines extended, H&R Block has ramped up its advertising efforts spending more time advertising and increasing their efforts. With the increased interest in investing, it’s no surprise that online investment platforms are now advertising heavily as well. These companies are leveraging direct response as a way to generate leads, build trust, customer engagement, increase satisfaction and, ultimately, customer lifetime value. \n\n\n\nLet’s take a look at how programmatic plays a role.\n\n\n\n1. Leverage 1st-party data to nurture your audience through native\n\n\n\nThe pandemic has really put a magnifying glass on how companies communicate and position themselves in the marketplace. Seventeen percent of consumers surveyed in a PwC report stated “their non-primary banks did a better job supporting them during COVID-19”—making it very critical to build trust and to be transparent in your communications. In times of uncertainty, it is important to invest in initiatives that will differentiate you from your competitors. \n\n\n\nNative ads enable a more candid conversation with users. They help advertisers to appropriately amplify content that will prove useful for those conducting research and trying to gain a better understanding of a topic. With a native campaign, you can inform your target audience of the changes your bank is experiencing or amplify any content that teaches your clients how to manage personal finances amid economic challenges. \n\n\n\nBy empathizing with your clients and letting them know they are not alone, you will be able to build their trust. And the best way to reach your clients and prospects is with 1st-party data. \n\n\n\nMany industries have a plethora of customer lists and repositories of prospects that can be a valuable target audience—so leverage it! Upload your 1st-party data to connect with your clients through native ads. \n\n\n\n2. Customer enablement through video content\n\n\n\nNurturing, educating and preparing your existing customers for the ‘new normal’ can help you retain clients. Many generational adopters have emerged. As noted in a previous post, baby boomers have increased their time spent digitally. Empowering them through education on how to use your online banking platform can be very valuable and can increase long term adoption rates. Just because it may seem intuitive to you doesn’t mean it may be to your customers! \n\n\n\nAlthough millennials have a much higher rate of digital literacy, they are constantly looking for ways to improve their overall financial health and efficiency. They are also a demographic known to have high credit card and student loan debts. So during times of uncertainty they are looking for financial advice. \n\n\n\nCreating content such as informational videos can help educate your audience on their financial options. Videos that explain possible solutions to the different challenges can go a long way, especially when in-person financial advisor meetings are limited. A video acts as a placeholder for in-person conversations.\n\n\n\nVideo ads if used effectively can put your audience in a position where they feel empowered by the knowledge gained to make sound financial decisions. \n\n\n\n3. Harness moments through a contextual always-on strategy\n\n\n\nFinding moments when people are in the market for your product is pivotal for the financial service industry. Consumers do not frequently change banking providers, unless they are unsatisfied with the service or are in search of promotions. Therefore, having an always-on upper-funnel strategy can keep your brand top of mind and capture the moments when the consumer is in-market to ‘shop’ around for a new bank. \n\n\n\nYou can find those consumers who are actively reading content about different product offerings with custom segments. In today’s current climate, it is key to constantly reassess the creative messaging you are using in your campaigns. Having personalized messaging according to the content they are searching for can have an impact on helping consumers through relevant challenges. Personalized and timely messages will differentiate you from the crowd and leave a memorable impression. \n\n\n\nAs the finance service industry rapidly adjusts to the need for online alternatives for all its offerings, leveraging a holistic programmatic campaign can benefit your overall digital strategy.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Top awards StackAdapt took home in 2020","datePublished":"2020-12-15T14:00:00+00:00","dateModified":"2026-09-08T21:48:29+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020"},"wordCount":478,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20210406_Deloitte_1200x600_Top-Awards-StackAdapt-Took-Home-in-2020-.png?fit=1200%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020","url":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020","name":"Top Awards StackAdapt Took Home in 2020 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20210406_Deloitte_1200x600_Top-Awards-StackAdapt-Took-Home-in-2020-.png?fit=1200%2C601&ssl=1","datePublished":"2020-12-15T14:00:00+00:00","dateModified":"2026-09-08T21:48:29+00:00","description":"Catch up on the awards StackAdapt received in 2020 for their growth, customer support and high-performing software.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-awards-2020#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20210406_Deloitte_1200x600_Top-Awards-StackAdapt-Took-Home-in-2020-.png?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105604/20210406_Deloitte_1200x600_Top-Awards-StackAdapt-Took-Home-in-2020-.png?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"graphic showing award banners hanging on a wall next to bookshelves"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"Alternatives to social media marketing: Integrating programmatic advertising in your mix","datePublished":"2024-05-08T11:00:00+00:00","dateModified":"2026-09-08T21:45:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social"},"wordCount":1433,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513165926/20240514_Programmatic-and-Social_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","programmatic advertising","retargeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"You may feel you have covered your bases if your ad campaigns include placements on every social media platform available.\n\n\n\nHowever, you might still be missing a significant portion of your target audience if your focus is solely on the tried and true social platforms.\n\n\n\nYour strategy needs to go beyond social media to truly be effective.\n\n\n\nThere's a vast landscape out there for you and your clients to explore and succeed in. And the best part? You don’t have to give up any of your current platforms to do so.\n\n\n\nDigital strategies must work in harmony and complement one another, not against each other. Expanding your horizons beyond those walled gardens is your best strategy.\n\n\n\nSo, consider programmatic advertising and social audience reach together. \n\n\n\nThere’s a unique reach and a considerable population size in both environments. Broadly speaking, we can say that while not everyone uses social media, almost everyone uses the internet at large. Taking that into consideration, programmatic naturally has a more significant reach.\n\n\n\nBeing digitally present by creating multiple touchpoint opportunities ensures you capture your audience on relevant platforms, specifically when they’re in a more receptive state of mind. It also means being present in digital channels your audience is using—all of them.\n\n\n\nThere are alternatives to Facebook ads\n\n\n\nAdvertisers often run campaigns on social channels and don’t consider how programmatic can supplement their strategy. \n\n\n\nBoth programmatic and social advertising allow advertisers to automate the ad-buying process based on parameters set by the advertiser. According to eMarketer, programmatic advertising will make up 91.3% of US digital display advertising in 2024, totalling $157.35 billion USD in ad spend. Incorporating programmatic solutions will change where your ads are bought and served. \n\n\n\nSocial advertising exists in a walled garden, the social media site you’re leveraging. Let’s use Facebook, for example. When you run a standard Facebook campaign, your ad will look like a regular post in the Facebook feed and be isolated in the Facebook world (for argument’s sake). That world might look really big, but once you remove those blinders, you’ll realize how small it actually is.\n\n\n\nAlternatively, programmatic ads can appear on different websites, whether purchased through a private deal or open auction buy. Understanding these differences enables you, the advertiser, to be better equipped when exploring additional digital advertising options.\n\n\n\nHere’s a great example. PPC agency, Clean Digital, worked with StackAdapt to launch a full-funnel marketing strategy to drive awareness, site traffic, and conversions (both online and in-person). Working with StackAdapt on their display campaign, they drove an incredible online return on ad spend (ROAS) of 324% and over 50,000 store visits for their client, Dobbies Garden Centres.\n\n\n\nLet’s dive into some of the benefits of combining programmatic with social and being cognizant of creative messaging as we move down the funnel.\n\n\n\nMatch the message to each social media platform\n\n\n\nFrequency capping is a common concern for advertisers. How do you cap your ad messaging between the open exchange, publisher deals, walled gardens, and so on? \n\n\n\nWell, there are a lot of steps and nuances to fully controlling frequency but in the interim, there are quick ways to mitigate this.\n\n\n\nIf you promote one or two versions of an ad and extend that same messaging in display, native, social, and search placements, your target audience could see the same ad every single time!\n\n\n\nDo you want to be that brand?\n\n\n\nPushing the same message without considering the funnel stage or the targeting risks consumer burnout and negative brand recall. \n\n\n\nThe solution is to adjust the messaging based on the channel.\n\n\n\nWhile it’s important to maintain consistent messaging while using different words, you want to build a cohesive story that aligns with the specs and environment of each ad. The text in your Instagram story ad may not fit your leaderboard ad well, and an Instagram story is not the same size as a LinkedIn ad. Making the necessary adjustments based on the platform will make all the difference in curating cohesive brand messaging.\n\n\n\nAfter all, nobody likes a crowded 320×50 mobile ad they have to squint to read.\n\n\n\nFull-funnel strategy: Social media advertising + programmatic\n\n\n\nEach platform and channel should play a role in your marketing and sales funnel in different ways. It’s like you are piecing together the chapters of a book to tell a beautiful brand story.\n\n\n\nAfter identifying your business objective and the KPIs relevant to your tactics, you’re likely to approach your campaigns with a traditional funnel: the top is the awareness portion, the middle focuses on consideration, and the bottom is the final action or conversion point.\n\n\n\nTop of the funnel\n\n\n\nAt the top of the funnel, programmatic helps to establish reach. \n\n\n\nLeveraging standard demographic, intent and interest targeting, as well as 1st- and 3rd-party data, is a good foundation at this stage. Since programmatic advertising can reach users on many sites, it can be used to find new customers, encourage site visits and fuel your pool of users to feed into the next stage.\n\n\n\nContent in the upper funnel is focused on brand awareness and does not abruptly call users to complete an action that would be like proposing to someone on the first date—let’s leave that type of stuff to reality TV.\n\n\n\nPresenting content to those interested in your industry without asking them to do anything is an excellent start to the customer relationship.\n\n\n\nClear brand messaging and simple statements can help advertisers start a conversation that you can continue as you move toward your lower-funnel initiatives. There is nothing worse than getting to the bottom without anything left to say! So, have those brand-focused display or video ads drive to content, such as your brand’s website, FAQ, and blog posts, to associate your brand with helpful themes. \n\n\n\nLearn how Foodbag, a cooking box delivery service, increased awareness through programmatic advertising. Read the case study.\n\n\n\nMiddle of the funnel\n\n\n\nNow that the user has been introduced to your brand, it’s time to take’em to school with educational content. We’ve made it to the middle of the funnel.\n\n\n\nHere you have the opportunity to showcase more detailed content. Develop content that answers important questions or solves specific problems for your demographic. \n\n\n\nThe goal is to engage users in this stage, and running programmatic campaigns with native or video ads works well. Ads that call users to explore useful tools like webinars, eBooks, case studies, and guides are a great segue from the content in the upper funnel—this stage is about categorizing a more qualified audience who have come down the funnel. \n\n\n\nWhere does social come in?\n\n\n\nTying in social at this stage is a great way to combine the strategies. Social ads can provide additional information and supplement the native and video ads users have already seen.\n\n\n\nBegin with the broad reach of programmatic to build interest, and then apply a conversational approach that users are familiar with on their social channels. \n\n\n\nFor instance, with StackAdapt you can add a retargeting audience pixel to build an audience of users who have already seen your ad. You can also create a social retargeting pool within social walled gardens by placing a social pixel in the StackAdapt impression tracker. That way, you can scale your user reach whenever impressions are won on StackAdapt—guiding them further down the funnel.\n\n\n\nBottom of the funnel\n\n\n\nNow is the time to answer any questions or concerns from hand-raisers in your demo or present yourself again to those who have explored your website’s contact forms or abandoned a cart at check-out. \n\n\n\nRetargeting and dynamically retargeting those interested in your brand is your last attempt to move the needle on the conversion. Ensure your StackAdapt pixel and your social media pixels are placed properly, allowing for excellent tracking and retargeting practices. \n\n\n\nFinding alternatives to social media marketing \n\n\n\nThe key to developing an omnichannel approach to your campaigns is carefully identifying which channel and messaging fits in what stage of the funnel and which type of targeting to leverage.\n\n\n\nIntegrating programmatic advertising into your full-funnel campaigns is a no-brainer. Partner with a programmatic advertising platform that will help you reach your KPIs.\n\n\n\nWith StackAdapt, you can plan, execute, and analyze your campaigns in an easy-to-use platform in multiple channels.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social","url":"https://www.stackadapt.com/resources/blog/programmatic-and-social","name":"Alternatives to Social Media Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-social#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513165926/20240514_Programmatic-and-Social_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-05-08T11:00:00+00:00","dateModified":"2026-09-08T21:45:03+00:00","description":"StackAdapt provides insights to help you expand your programmatic campaign horizons beyond walled gardens for the best digital strategy.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carolynne-wong#person"}],"headline":"4 strategies to remain competitive during peak season","datePublished":"2021-01-12T17:50:29+00:00","dateModified":"2026-09-08T21:48:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic"},"wordCount":933,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105603/20231130_High-Traffic-Times_Header.jpg?fit=1200%2C600&ssl=1","keywords":["audience targeting","creative","holiday"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Consumers make purchase decisions year round. During peak seasons, which generally revolve around tentpole events like back to school, the holidays or Prime Day, spending tends to increase. Knowing that specific times of the year have trends associated with them makes it easy to determine which are the high traffic times of year for advertisers. The hard part is standing out from the noise—when it’s time for you to turn your campaigns on to align with peak seasons, the same goes for everybody. \n\n\n\nIt is forecasted that programmatic spending in the United States will reach $81.58 billion in 2021. With advertisers increasingly putting their advertising dollars behind digital efforts, the amount of ads being traded programmatically is set to increase. Translation? Brands will continue to face a constant battle for the best ad spots, and it will become more of a challenge to stand out above the competition.\n\n\n\nAlthough shoppers may increase spend at certain times of the year, it does not mean that they are offline when they’re not transacting. Ideally, brands need to develop a strategy to initiate and increase exposure year-round and show up along multiple touch-points, so they are top of mind whenever consumers are ready to spend. \n\n\n\nWe’re sharing 4 strategies that will help you remain competitive during peak season.\n\n\n\n1. Create an always-on campaign\n\n\n\nThe key to standing out when the market is noisy is to ensure you’ve established effective brand recall. If prospects are able to recognize your brand, and remember yours as a better alternative to the competition, you’ve primed them to be an ideal customer. So rather than limiting your campaign spend to the busy buying seasons, consider running an always-on awareness campaign. Having a consistent awareness strategy gets your brand message out even before competitors start their campaigns for the high-hitting events. \n\n\n\nAlong with getting ahead of the competition, there are a few added benefits to running always-on campaigns:\n\n\n\n\nA consistent marketing strategy will save you time and minimize stress of creating a last minute brand-awareness campaign just before high-traffic times.\n\n\n\nThe more exposure you have to your audience, the easier it will be to build a deeper connection with them. When the time comes for people to be shopping around for the best option, their first choice will likely be the brand that they are most familiar with.\n\n\n\nBased on engagement from your general awareness ads, you can create lookalike audiences to target during high-traffic times.\n\n\n\nThe longer you have an awareness campaign running, the larger the audience pool you will be able to create for your retargeting strategy.\n\n\n\n\nEven an awareness flight a few weeks ahead of time can make a difference when building recall and generating an audience pool for future targeting.\n\n\n\n2. Bid accordingly\n\n\n\nAs you get closer to the big event or sale date(s), you should initiate a more aggressive strategy—leveraging event-specific ads and messaging alongside aggressive bids. It’s wise to start increasing your bids one week in advance to gain additional exposure just before the rush of ad traffic begins. The idea is to reach your consumer as they are browsing and planning what products or services they want or need. \n\n\n\nIf you decide to only run an aggressive campaign during the event itself, your customer has likely already made a decision—and you may not even be a consideration. Remember, spending seasons are on for a limited time, so you want to have your ads in front of consumers while they are in the research phase that happens prior to the shopping itself.\n\n\n\n3. Make sure your campaigns stand out\n\n\n\nIncreasing the frequency cap in your campaigns can help to increase ad exposure so that users will see your brand messaging more than once. Given that high traffic times are usually on for short spurts, you don’t have to worry as much about ad fatigue. In these ads, you want to highlight that the event, sale, or offer is time-sensitive to encourage shoppers to take action quickly. This can be done in your messaging by including an end date, or by showing a countdown timer that tells users exactly how much longer they have before the event is over.\n\n\n\nYou should also continue your retargeting strategy to remind users that they have visited your site before. Retargeted content helps reinforce brand recall to those shoppers who bounce from one site to another by reminding them that they have previously engaged with your content. To serve personalized retargeting creative, including dynamic display retargeting units are the perfect addition to your ad campaign for high traffic times.\n\n\n\n4. Ensure your ads will be remembered\n\n\n\nIf you keep the tips we’ve outlined in mind, your ads will likely be seen and remembered by prospective buyers! Ensure your messaging resonates with them to develop lasting relationships that will make people want to return to your brand off-season, but especially during future peak seasons. \n\n\n\nWhen crafting your messages, speak to your consumers in a way that makes them want to listen. Tell a story with your ad copy that makes consumers excited about your brand, and help them see why your brand fits with their lifestyle.\n\n\n\nIf you aren’t sure where to start, you can determine consumer preferences directly by running discovery ads. This information will help you shape the rest of your marketing plan, and make sure your brand is heard above the noise.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic","url":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic","name":"How To Make Your Ads Stand Out During Peak Season | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/competitive-strategies-in-high-traffic#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105603/20231130_High-Traffic-Times_Header.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-01-12T17:50:29+00:00","dateModified":"2026-09-08T21:48:27+00:00","description":"StackAdapt uncovers how to develop a strategy to increase exposure year-round and ensure brand recall when consumers are ready to spend.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"5 fundamental programmatic skills to brush up on","datePublished":"2021-01-19T15:23:00+00:00","dateModified":"2026-09-08T21:48:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher"},"wordCount":868,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105602/20210118_5-Tips-to-Transfer-Your-Traditional-Media-Buyin_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"A new year means new resolutions—a fresh start to develop new skills and sharpen old ones!\n\n\n\nNew resolutions often come with new challenges. As a media buyer, you can likely trade ads in your sleep. And sometimes that means you find yourself on cruise control as you work through your campaigns over the year. Time to hit the reset button and run through a quick refresher of some fundamental programmatic skills.\n\n\n\nProgrammatic advertising has had a revolutionary impact on the digital marketing ecosystem. It empowers marketers with greater campaign control and offers real-time insights on how campaigns are performing. The goal? Maximize the impact your digital campaigns have on overall business outcomes. So, let's maximize the impact you can have on your programmatic campaigns.\n\n\n\nWho is the programmatic trader \n\n\n\nA programmatic trader is an expert in the digital advertising space and often wears multiple hats—a-jack-of-all-trades. They are strategic, providing recommendations to reach a client’s KPIs and objectives, and operational, where they execute and report on campaigns against a media plan.\n\n\n\nAnd that’s really what clients are looking for—having a skilled trader on their side who can identify emerging trends, has in-depth knowledge of new tools and is able to uncover opportunities such as new data partners and integrations. Being a good programmatic trader means running campaigns that perform—being a highly skilled programmatic trader means running high-performing campaigns that get results! \n\n\n\nWe want to make sure you're the latter, so here are 5 ways you can brush up on your skills this year.\n\n\n\n1. Be in-tune with the tech \n\n\n\nBecome that go-to person on your marketing team when it comes to everything programmatic. Revisit your technical skills beyond campaign setup, but also regarding pixels, tracking and troubleshooting. Take some time to review the best practices and identify what pieces of technology you need to succeed. \n\n\n\nFor starters, take another look at the demand-side platform (DSP) you're using. Have they released any new features or functionalities that you haven't had time to leverage or benefit from? Now's the time for a test drive! If there have been multiple releases and didn’t have the opportunity to try them out last year, identify what aspect of your campaigns need the most love—is it planning, executing or analyzing—and explore any new tools available to help you. Once you can hone your skills in any of those areas, you can carry the benefits of the new capabilities to all your future campaigns.\n\n\n\n2. Monitor the data\n\n\n\nYes, we all know we need data. In fact, we have so much data that sometimes, we're drowning in it. Programmatic traders are notoriously good at the ability to deconstruct a multitude of data in a digestible way for their clients and help them make impactful business decisions. So besides checking campaign reporting regularly, find areas for improvement. Analyze the dashboards you have filled with data to uncover notable insights you can connect to campaign initiatives. Your clients will be thankful for the insights and you will benefit from the results.\n\n\n\n3. Stay on top of consumer and industry trends\n\n\n\nWith an ever-evolving digital media industry, there is constantly new information emerging in programmatic. This is not just related to campaign strategies and platform features, but also consumer trends and inventory updates.\n\n\n\nIf you can do your homework and be prepared for any shift in consumer behaviour, you can quickly pivot recommendations for your clients and internal team. Just like a financial trader, proactively monitoring the market and following trends is crucial to maintaining a healthy portfolio for clients. Be aware of upcoming speculative trends that may arise in the near future—to stay ahead of the crowd.\n\n\n\n4. Run a/b tests\n\n\n\nWhen was the last time you ran an A/B test with your campaigns? We all know this is something we should be doing, but we don't always have the time to execute on it. Testing is a key component to any digital campaign, so it is worth it to try a campaign test early to gather insights that will carry you through the year. What performed last year, may not be the best solution for this year—think of all of the pivots and changes to consumer behaviour that occurred in 2020. Having the ability to effectively identify and solve issues that arise, will allow you to focus on the solutions that will be the most impactful.\n\n\n\n5. Take programmatic courses\n\n\n\nClients look for traders to help them connect the dots from emerging trends in the programmatic ecosystem to obtaining business results. Having an educator's mindset when reporting back to your clients or peers can give you a competitive advantage. It can help strengthen conversations and strategically push the needle forward for upcoming campaigns. This way, you can help your clients level up their understanding on industry buzzwords, learnings from campaign tests, and planning for new product features to try out next.\n\n\n\nWe hope this refresher on programmatic fundamentals will equip you with refreshed know-how and skills to enhance your campaign performance in the New Year!\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher","url":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher","name":"5 Fundamental Programmatic Skills To Brush Up On | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-skills-refresher#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105602/20210118_5-Tips-to-Transfer-Your-Traditional-Media-Buyin_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-01-19T15:23:00+00:00","dateModified":"2026-09-08T21:48:26+00:00","description":"StackAdapt provides a programmatic skills refresher to help media buyers run high-performing campaigns that get results!","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns"},"author":[{"@id":"https://www.stackadapt.com/resources/author/spencer-king#person"}],"headline":"3 key considerations for conversion campaigns","datePublished":"2021-01-21T14:23:00+00:00","dateModified":"2026-09-08T21:48:24+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns"},"wordCount":861,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105602/20210120_Conversion-Blog_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["conversion","conversion journey","conversion tracking"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In any digital campaign, conversions matter. A conversion could be as straightforward as a prospect providing an email address or making a purchase. Although the cost of the conversion will vary, there is value in all conversions that come from your programmatic campaigns. Every digital tactic contributes in some way to paving the road to drive an acquisition or conversion. \n\n\n\nThese 3 key insights will help you stay on top of your conversion campaigns.\n\n\n\n1. Conversion campaigns are dynamic\n\n\n\nAlthough consumer journeys are unique, there is a common path that we can recognize. For example, if someone is in the market to purchase a new car, the conversion point is the car purchase. The purchase journey, however, is more complex, as there is a network of path possibilities that could lead from the initial idea to the actual purchase.\n\n\n\nBased on the diversity of the audience and their unique journey, a conversion campaign needs to be dynamic. Marketers are always looking for standard practices: what is the best or right way to build a campaign? Traditionally, marketers would take a series of prospecting campaigns containing a pool of users, and those who have engaged in the past would then be retargeted, since they are more desirable.A simple campaign structure would look something like this, with prospecting slowly leading to retargeting:\n\n\n\n\n\n\n\nRetargeting sits at the end of the campaign diagram, but shouldn’t always be the last campaign tactic. Since users are no longer following a linear path of discovery, the singular campaign flow is not ideal. Retargeting or conversion campaigns can and should be incorporated at any point in your campaign strategy. You may run some prospecting, then retargeting, and back to prospecting to fuel additional conversion efforts.\n\n\n\n2. Conversion campaigns require careful planning\n\n\n\nThe tactics leading into your conversion campaigns are meant to influence a decision. First, consider every ad as a touch point. Think about how you are approaching and choosing your target audience and what the flow of ads look like each time they see a new one. You only have a few seconds to capture their attention, so make it count. As you consider all the ads in a connected flow, you should be deploying sequential messaging. This means that each new ad will continue to tell the story to build a full picture. \n\n\n\nAs you think about the story you’re telling, keep the 3 Rs in mind:\n\n\n\n\nRight Audience: Focus on the ideal consumers, but continue to be flexible. Throw away any preconceptions of who you think would be the only people to get conversions from—your audience may surprise you!\n\n\n\nRight Message: Be strategic with the messaging. If you are targeting different audiences, you need different creatives to entice and cater to them.\n\n\n\nRight Placement: Consider the device and the time of day. Specifically, identify what device your audience is using, and when they are using it, to know what placements are best for the campaign. \n\n\n\n\nThe key takeaway here? One size does not fit all.\n\n\n\n3. Conversion campaigns require a test mindset\n\n\n\nThere are many layers to a conversion campaign. So how do you know what works best? By testing!\n\n\n\nIn the digital ecosystem, everyone is fighting for attention. The average North American sees about 4,000 ads every day and it’s difficult to know what people respond to best. Conversion campaigns need to consistently be tested and repeated infinitely, so that the results and learnings can be applied—and reapplied—to future campaigns. \n\n\n\nStart by understanding the product, because there is a relationship between the product and driving behaviour.\n\n\n\n\n\n\n\nWhen considering this relationship, you want to look at the involvement, lead time, affordability and any correlations between the audience and the product. You can use these elements to develop strategies for targeting and campaign setup. \n\n\n\n\nInvolvement: How involved is the user in the buying process? Are they highly involved and actively searching for a solution? Or is their involvement passive? There's no immediate need, but they might be open to hearing about a new product or service.\n\n\n\nLead Time: How much of a gap is there between the realization of the need and the actual purchase? This is usually correlated with the involvement, but differs depending on the product.\n\n\n\nAffordability: What does the price look like? Will the product be in the price range for your audience?\n\n\n\nCorrelations: Is there any connection between what you’re offering and other events? This could be life events like buying furniture for a new home, or seasonal events like planning a winter vacation. \n\n\n\n\nConversion campaigns cannot be a simple copy and paste solution. There’s a multitude of approaches to consider, and the strategies are limitless. You need to be willing to explore and test your campaigns to really understand what tactics work best for your use case. If you’re looking for one key take away, it’s that testing has to be approached with an open mindset, and never settle, always keep learning and iterating.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns","url":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns","name":"3 Key Considerations for Conversion Campaigns | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/key-considerations-for-conversion-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105602/20210120_Conversion-Blog_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-01-21T14:23:00+00:00","dateModified":"2026-09-08T21:48:24+00:00","description":"StackAdapt provides 3 key insights will help you stay on top of your conversion campaigns and ensure you are on track for acquisitions.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/agentic-ai-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/agentic-ai-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/yang-han#person"}],"headline":"How AI agents will actually transform advertising","datePublished":"2026-01-28T14:34:24+00:00","dateModified":"2026-09-08T21:42:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/agentic-ai-advertising"},"wordCount":1637,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/agentic-ai-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260128035828/20260122_AI-Agents.webp?fit=1201%2C600&ssl=1","keywords":["adtech","AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Agentic AI has quickly become one of the most talked-about ideas in martech and adtech (and one of the most misunderstood). \n\n\n\nMuch of the conversation jumps ahead to questions of autonomy and replacement, while skipping a more fundamental issue: how intelligence actually flows through modern marketing systems.\n\n\n\nGartner recently predicted that more than 40% of agentic AI projects will be canceled by the end of 2027, citing rising costs, unclear business value, and insufficient governance. Taken at face value, that sounds like a warning sign. In practice, it reflects something more specific: many early efforts are being built around the wrong assumptions.\n\n\n\nThe same research points to widespread longer-term adoption, with agentic capabilities expected to become embedded across enterprise software over the next several years. The tension between these two signals isn’t a contradiction. It’s a filter. Projects that treat agentic AI as a shortcut to autonomy will struggle. Those that design agents as coordinated, infrastructure-aware systems will scale.\n\n\n\nAdvertising today already depends on a complex mix of deterministic machine learning, human judgment, and tightly orchestrated workflows. \n\n\n\nIntroducing agents into that environment doesn’t simplify it—it exposes its limitations. \n\n\n\nSome problems demand speed and certainty. Others demand reasoning, coordination, and adaptation. Treating all of them the same leads to the wrong conclusions about what agentic AI can (and should) do.\n\n\n\nThe organizations that succeed with agentic AI over the next few years won’t be the ones chasing maximum autonomy. They’ll be the ones that understand where agents belong, how they collaborate, and what kind of infrastructure makes that collaboration possible. \n\n\n\nThe distinction is subtle, but it changes everything about how AI should be designed, deployed, and governed in advertising.\n\n\n\nWhat agentic AI really means for marketing and advertising\n\n\n\nMuch of the current conversation around agentic AI in marketing starts at the wrong level. It jumps quickly to questions of autonomy—whether agents can run campaigns end to end, whether humans stay in the loop, whether systems can be trusted to act on their own. \n\n\n\nThose questions are understandable, but they’re premature. They assume agentic AI is a single category of capability, when in practice it’s a response to a very specific class of problems.\n\n\n\nModern advertising systems already rely heavily on machine learning. Real-time bidding (RTB), optimization, and targeting depend on deterministic models operating at massive scale, under strict latency and cost constraints. \n\n\n\nThese systems work precisely because they’re narrow, fast, and predictable. Trying to make them “agentic” would introduce complexity where reliability matters most.\n\n\n\nAt the same time, there is another layer of work in marketing that looks very different. Planning campaigns, interpreting performance, coordinating across channels, deciding what to test next, are not millisecond problems. They’re dynamic, contextual, and iterative. They resemble how humans reason about systems over time. \n\n\n\nThis is where agentic AI becomes relevant, not as a replacement for existing machine learning infrastructure, but as a complementary layer that can reason, sequence actions, and adapt based on outcomes.\n\n\n\nThe confusion arises when these two domains are collapsed into one. When agentic AI is treated as something that must either replace everything or remain a novelty, the conversation stalls. \n\n\n\nA more useful framing recognizes that different problems demand different forms of intelligence, and that progress depends on placing each in the right role within the system.\n\n\n\nWhy agentic AI depends on coordination\n\n\n\nAs agentic AI gains traction in marketing, the conversation often gravitates toward the idea of a single system that can reason, decide, and act independently across the entire workflow. \n\n\n\nThat framing oversimplifies how marketing systems function at scale. Complexity in advertising does not collapse neatly into one intelligent actor—it distributes across many specialized components.\n\n\n\nMarketing workflows span planning, execution, measurement, and iteration. Each phase operates under different constraints, draws on different inputs, and optimizes for different results. \n\n\n\nSystems that perform well at one stage rarely perform well at all of them. Durability and scale come from specialization, not from centralization. The same principle applies to agentic AI.\n\n\n\nPractical implementations of agentic AI point toward networks of agents, each designed for a specific role and operating within clear boundaries. One agent may focus on interpreting performance signals, another on shaping creative direction, another on sequencing actions across channels. \n\n\n\nValue emerges from how these agents share context, learn from outcomes, and coordinate their behavior over time. Intelligence becomes a property of the system, rather than of any individual agent.\n\n\n\nCoordination at this level requires infrastructure that allows agents to interact with existing tools, platforms, and data sources without introducing fragility. \n\n\n\nStandards such as the Model Context Protocol (MCP) address this need by enabling agents to discover capabilities, exchange context, and operate across systems in a consistent way. The impact is subtle but significant: intelligence moves more freely, while integration complexity moves out of the way.\n\n\n\nThis shift reframes how scale is achieved. Progress depends less on building ever-more capable standalone agents and more on designing environments where specialized agents can collaborate safely and predictably under human direction. \n\n\n\nIn that environment, leverage comes from coordination. Autonomy becomes a controlled attribute, applied where it adds value and constrained where reliability matters most.\n\n\n\nHow agentic AI fits into advertising workflows\n\n\n\nAgentic AI creates the most value in advertising when it operates at the same layer humans do. \n\n\n\nCampaign strategy, performance interpretation, sequencing decisions, and creative direction all unfold over minutes, hours, or days. \n\n\n\nThese workflows require context, judgment, and the ability to adapt based on performance. They benefit from systems that can reason across signals rather than react to a single one.\n\n\n\nThis stands in contrast to execution layers such as RTB, which operate under strict latency, cost, and determinism constraints. \n\n\n\nThose systems succeed because they’re optimized for speed and precision at massive scale. Introducing agentic behavior into that layer would undermine the very properties that make it reliable. \n\n\n\nAdvertising does not need slower, more thoughtful bidding decisions. It needs better strategic decisions about how those systems are configured and evaluated.\n\n\n\nAgentic AI fits naturally above execution engines: \n\n\n\n\nIt can monitor performance across channels, identify patterns that warrant intervention, and recommend or apply changes to strategy in a controlled way. \n\n\n\nIt can support creative workflows by generating variations within brand constraints, testing hypotheses, and learning which directions perform best over time. \n\n\n\nIn these roles, agents operate on human time, complementing existing machine-learning systems rather than competing with them.\n\n\n\n\nThis distinction matters because it shapes how organizations deploy AI responsibly. \n\n\n\nWhen agentic systems are positioned as strategic collaborators, they add leverage without introducing instability. When they’re asked to replace deterministic infrastructure, they introduce risk without corresponding upside. \n\n\n\nClear boundaries allow teams to scale intelligence while preserving the reliability of systems that already work.\n\n\n\nThe practical outcome is not full automation, but better orchestration. \n\n\n\nAdvertising workflows become more adaptive, learning cycles tighten, and human teams gain clearer signals about where to intervene. Agentic AI strengthens the decision layer of the stack, leaving execution layers to do what they do best. That separation is what makes progress sustainable.\n\n\n\n\n\n\n\n\n\nFive shifts that will define the agentic era of advertising\n\n\n\nFor marketing leaders, the agentic era becomes tangible through a set of clear shifts in how decisions are made, executed, and improved over time.\n\n\n\nAreaBeforeAfter (Agentic Era)What Changes in PracticeMedia OperationsManual media ops driven by episodic analysis and human-triggered changes.AI-assisted media operations that continuously evaluate performance.Teams move from pulling individual levers to supervising systems that surface opportunities and recommend adjustments.Creative ProductionOne-off creative tied to campaign launches and fixed asset sets.A continuous creative supply chain that generates, tests, and refines assets.Creative becomes an always-on system, learning from performance within brand guardrails rather than static deliverables.Analytics & InsightDashboards that report what happened after the fact.“Best next action” systems that translate signals into recommendations.Insight moves closer to execution, reducing the gap between understanding performance and acting on it.Technology StackFragmented tools optimized in isolation.Coordinated systems that share context and intent.Interoperability becomes more valuable than feature depth, enabling systems to work together rather than compete.Optimization ModelReactive, campaign-by-campaign optimization.Continuous learning loops across planning, execution, and measurement.Decisions inform each other over time, tightening feedback loops and improving strategic coherence.\n\n\n\nDesigning for the agentic era starts now\n\n\n\nAgentic AI introduces new possibilities, but it also raises the cost of poor design. Systems built without clear boundaries, interoperability, and human oversight tend to amplify complexity rather than reduce it. \n\n\n\nThe organizations that succeed with agentic AI will not be the ones that move fastest toward autonomy, but the ones that invest early in coordination, infrastructure, and governance.\n\n\n\nThis is a moment to think less about replacing existing systems and more about how intelligence moves across them. \n\n\n\nAgentic AI works best when it complements deterministic machine learning, operates at human time, and remains guided by clear objectives. When those conditions are in place, agents become a source of leverage rather than risk.\n\n\n\nAt StackAdapt, we’re building toward this future deliberately, evolving IvyTM, our AI marketing assistant, as a strategic layer that works alongside existing execution systems, and embracing standards like the MCP to ensure agents can collaborate across platforms without friction. \n\n\n\nThe goal is not to automate judgment, but to amplify it, giving marketers clearer signals, tighter learning loops, and more room to focus on strategy and creativity.\n\n\n\nThe agentic era is already taking shape. Leaders who design for it now, with intention and restraint, will be the ones best positioned to scale it responsibly.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-startups-2021","url":"https://www.stackadapt.com/resources/blog/best-workplaces-for-startups-2021","name":"StackAdapt on 2021 List of Best Workplaces™ for Start-Ups | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-for-startups-2021#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105601/GreatPlaceToWork_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-01-26T16:00:00+00:00","dateModified":"2026-09-08T21:48:22+00:00","description":"StackAdapt has been named on the 2021 list of Best Workplaces™ for Start-Ups after an independent analysis conducted by Great Place to Work®.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"AI in advertising: What marketers need to know to stay ahead","datePublished":"2026-06-24T16:19:20+00:00","dateModified":"2026-09-09T16:11:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising"},"wordCount":6044,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126152255/20260113_AI-in-Advertising.webp?fit=1200%2C601&ssl=1","keywords":["AI","blog","Content Level : 101"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: Everything to know about AI-powered advertising\n\n\n\n\nAI-powered advertising uses artificial intelligence and machine learning to analyze data, create content, and optimize advertising campaigns.\n\n\n\nTools like StackAdapt’s Creative Builder use AI to help teams generate, adapt, and resize ads faster, reducing the time it takes to launch campaigns.\n\n\n\nHuman oversight remains critical, particularly for brand safety, creative quality, and governance, as consumer expectations rise.\n\n\n\n\n\nIn a few short years, AI has transformed nearly every aspect of advertising.\n\n\n\nWhether it’s executing behind-the-scenes processes like forecasting campaign performance, optimizing bidding strategies, and identifying high-value audiences, or streamlining everyday creative tasks like generating ad copy, images, and videos, AI is reshaping how advertising campaigns are planned, executed, and scaled.\n\n\n\nThese days, marketers can create thousands of creative assets, run controlled A/B tests, and autonomously manage campaigns—all within a single, AI-powered advertising platform.\n\n\n\nYet, despite its rapid advancement, AI adoption remains uneven. \n\n\n\nAccording to a study by StackAdapt and Ascend2, only 39% of agencies have significantly integrated AI into their day-to-day workflows, and 18% have barely scratched the surface.\n\n\n\nBut as customer journeys grow increasingly fragmented and marketers are expected to handle more with less, AI is becoming central to how marketing teams operate—allowing them to automate repetitive tasks, reduce manual overhead, and free up time to focus on what matters most: building meaningful connections with customers.\n\n\n\nRead on to learn how AI is being applied across advertising and how to use it (the right way).\n\n\n\nWhat is AI in advertising?\n\n\n\nAI in advertising uses AI-driven technologies, such as machine learning and natural language processing, to automate, optimize, and improve campaign performance. It does this by analyzing and interpreting large, real-time and historical datasets to identify predictive performance signals, helping marketers generate ad creative, manage bids and budgets, target audiences, predict outcomes, and measure results with greater precision. \n\n\n\nIn doing so, AI makes it possible to deliver more personalized, timely, and relevant advertising at a scale and efficiency that was previously impossible with human effort alone.\n\n\n\nHow is AI used in advertising?\n\n\n\nAI is used in advertising to analyze data, streamline campaign decisions, generate creative variations, and ultimately improve how ads are targeted, delivered, and measured. Common applications include:\n\n\n\n\nAudience targeting: Machine learning models can analyze audience, contextual, behavioral, and campaign signals to help identify relevant audiences and environments.\n\n\n\nContextual targeting: Natural language processing can evaluate the meaning, sentiment, and structure of page content to help place ads in relevant, brand-suitable environments.\n\n\n\nCampaign optimization: AI advertising platforms can monitor performance signals and support decisions around bids, budgets, pacing, frequency, and ad delivery.\n\n\n\nCreative generation: Tools like ChatGPT, StackAdapt’s Creative Builder, and Adobe Firefly can help create AI-generated ad copy, images, storyboard concepts, and videos that marketers can further test and refine.\n\n\n\nCreative optimization: Dynamic creative tools can match elements like headlines, images, calls to action, or local promotions to different audiences, contexts, or channels, improving campaign performance.\n\n\n\nMeasurement and forecasting: Predictive analytics can identify patterns and forecast likely outcomes based on prior ad performance, surfacing recommendations for future optimizations.\n\n\n\nBrand safety and fraud detection: Programmatic platforms often use machine learning, manual reviews, and third-party verification to help identify placements near harmful or off-brand content, suspicious traffic patterns, or other issues that could undermine brand trust or waste media spend.\n\n\n\n\nWhat are the benefits of AI in advertising?\n\n\n\nFor brands and agencies alike, AI is fundamentally changing how ad campaigns are planned and run. Here’s where it delivers the most impact:\n\n\n\nMore precise targeting\n\n\n\nIn the past, targeting in digital advertising largely came down to finding the right audience attributes, be it their age, geographic location, income level, or professional role.\n\n\n\nBut due to increased privacy regulations, ongoing signal loss, and shifting consumer behavior, that approach is no longer enough.\n\n\n\nAs a result, although many advertisers previously relied on identity-based signals to enhance ad targeting and audience segmentation, marketers are increasingly turning to contextual targeting solutions, like StackAdapt’s Page Context AI, which analyzes page-level language, themes, and sentiment in real time. This allows brands and advertisers to move beyond surface-level attributes and connect with audiences based on what they’re actively engaging with in that moment.\n\n\n\n“The ad is showing up on the website, not because of information that you have about the user, but because of the website’s content,” says Ned Dimitrov, VP of Data Science at StackAdapt, speaking with The AI Advertising Podcast. “This turns out… to be highly effective in getting the brand message into the user’s mind.”\n\n\n\nThat insight is backed by independent research.\n\n\n\nA study from Nielsen previously found that combining contextual signals with behavioral data leads to stronger advertising effectiveness than relying on either approach alone, reinforcing the role context plays in effective targeting.\n\n\n\nBetter decision-making through predictive analytics\n\n\n\nAs media budgets face increased pressure and customer journeys become more fragmented, relying solely on historical performance is no longer enough. Predictive analytics allows marketers to look ahead, using insights from past performance and real-time data to anticipate how campaigns are likely to perform before they’re even launched.\n\n\n\nWith predictive modeling, AI evaluates millions of signals to forecast performance indicators such as potential engagement, optimal bid values, and the likelihood of conversions. This shifts real-time bidding and campaign optimization from a reactive process to a predictive one, helping teams identify high-value opportunities and allocate spend where it’s most likely to deliver the best results—whether that’s a click, sign-up, or purchase.\n\n\n\nIn doing so, teams gain more efficient use of their media budgets, more consistent performance across campaigns, and faster feedback loops, which ultimately improve forecasting and optimization.\n\n\n\nIncreased efficiency through automation\n\n\n\nAI allows marketing teams to execute and optimize campaigns at a scale and efficiency that wasn’t previously possible.\n\n\n\nBy automating often tedious and time-consuming tasks such as creative versioning, bid and budget adjustments, and performance analysis, AI can accelerate workflows that would often take days (if not weeks or months) to execute.\n\n\n\nIn doing so, AI reduces operational overhead and drag, allowing brands and agencies of all sizes to stretch their budgets further and save time to focus on more strategic, high-impact initiatives.\n\n\n\nOptimized campaign management, ad delivery, and spend\n\n\n\nAI plays a critical role in optimizing how and where ads are delivered. By continuously analyzing performance data across channels, platforms, and formats, AI can identify what’s working, what’s not, and recommend strategic adjustments, allowing marketers to improve performance without relying on manual guesswork. \n\n\n\nAI can even automatically manage bids, campaign pacing, and budget allocation to ensure ad spend is directed toward the types of audiences, placements, and formats most likely to drive results. This allows campaigns to dynamically adjust based on signals like timing, inventory availability, and creative performance, so teams spend less time on day-to-day optimization tasks.\n\n\n\nStronger brand safety and fraud prevention\n\n\n\nAs advertising becomes more automated and distributed across channels, the risk of fraud and brand-adjacent harm increases. As a result, protecting brand reputation and media spend has become just as important as driving performance.\n\n\n\nOnce again, AI is playing a central role in programmatic advertising, analyzing page-level context, traffic patterns, and behavioral signals to identify unsafe environments and flag non-human activity before it impacts campaigns. This includes detecting invalid traffic, blocking fraudulent clicks, and preventing ads from appearing alongside inappropriate or misaligned content that could undermine brand trust.\n\n\n\n“In today’s ecosystem, brand safety is really about making sure your ads don’t show up next to content that could harm your reputation—whether that’s hate speech, misinformation, violent content, or maybe just stuff that’s off-brand,” says Connie Yan, Director of Platform Quality at StackAdapt. “Within natural language processing, large language models are proving to be particularly powerful. [Their] ability to understand context, nuance, and even sentiment in text [can be done] at a much deeper level. This allows for more accurate identification of potentially brand-damaging content.”\n\n\n\nIn doing so, AI helps ensure campaigns run in environments that align with brand values while protecting budgets from wasted spend. For marketers, that means greater confidence that media investments are not only efficient, but also credible, compliant, and appearing in brand-safe environments.\n\n\n\nFaster (and more effective) creative production\n\n\n\nCreating ad creative—like ad copy, images, and creative variations—has always been a resource-intensive process.\n\n\n\nAI is easing that burden by helping teams generate, adapt, and iterate on content faster—and at greater scale—without sacrificing quality or consistency.\n\n\n\n“[With AI], we can produce 50 headlines as quickly as we could historically produce one,” says James Targett, Creative Project Manager at StackAdapt. “We’ve tracked performance metrics like click-through rates, and AI-generated copy often outperforms client-supplied and internally written content.”\n\n\n\nExternal research also backs this up.\n\n\n\nA recent study conducted by Columbia University, Harvard University, Technical University of Munich, and Carnegie Mellon University found that AI-generated ads delivered a higher CTR (0.76%) than human-made ads (0.65%).\n\n\n\nBut there’s a catch: Ads that looked AI-generated—whether or not they actually were—performed worse overall, indicating that perceived artificiality is what can weaken performance, not the use of AI itself.\n\n\n\nRather than replacing human creativity, Targett says AI should be about collaboration, using it “to generate volume quickly, then refining the best outputs with a human touch” to drive stronger results.\n\n\n\nIn practice, this allows teams to create and test more ideas faster, rather than being constrained by production bottlenecks—giving them more time to focus on their marketing strategy and refine messaging to drive performance. More on that below.\n\n\n\n\n\n\n\n\n\nMore relevant personalization\n\n\n\nPersonalization has long been a goal in advertising, with an oft-cited McKinsey report finding that 71% of customers expect companies to understand their unique needs and expectations. But historically, personalization in digital marketing was difficult to do, especially across multiple channels, without adding significant complexity.\n\n\n\nAI is changing that, in part by helping marketers tailor messaging based on what actually motivates different audiences. By analyzing page-level context, historical responses to creative variations, and audience-level engagement patterns, AI can identify which messages resonate with different segments and adjust creative accordingly.\n\n\n\nThe good news: even when AI-generated ad creative is used for personalization, consumers as a whole respond positively to this approach. A recent study found that AI ad copy tailored to individual personality traits was more persuasive than generic messaging, and audiences didn’t mind the fact that the content was generated by AI—proving again that relevance, not authorship, is what ultimately drives impact.\n\n\n\nImproved measurement and ROI tracking\n\n\n\nMeasuring performance and proving ROI has long been one of the most complex challenges in digital advertising. AI-powered analytics are changing that by giving marketers clearer, more actionable visibility into what’s driving results across channels.\n\n\n\nBecause AI can continuously monitor campaign activity, support cross-channel attribution, and provide deeper audience insights, teams can better understand how different touch points contribute to conversions, lift, and overall performance across channels. \n\n\n\nCase in point: StackAdapt’s recent study, The State of Personalization in Digital Marketing, found that 79% of brands that have fully integrated AI across channels say they can more accurately measure the revenue impact of personalization. For brands not using AI at all, that number falls to just 14%.\n\n\n\nIn doing so, AI gives marketers the visibility needed to identify issues earlier, make informed optimizations, and apply learnings to future campaigns with confidence—something that would be difficult, if not impossible, to achieve manually.\n\n\n\nHow AI-powered ad creative tools are providing content generation at scale\n\n\n\nAs demand for personalized, visually engaging ads continues to grow, creative production has become a bottleneck for many teams. \n\n\n\nOne of the most promising and practical applications of AI in advertising is the use of generative AI for creating ad copy, images, and video across creative formats.\n\n\n\nA recent survey of CMOs found that AI-powered text generation is one of the most widely used AI applications in B2B marketing, but adoption is expanding quickly into other formats, with a January report from the Interactive Advertising Bureau (IAB) finding that 86% of media buyers either currently use or plan to use AI to build AI-generated video ads in 2026. More recently, a report from Advertiser Perceptions found that 73% of US advertisers now use AI to create images for display banner ads and social posts.\n\n\n\nTo better support this shift, StackAdapt’s Creative Builder, enhanced by Ivy™, brings AI-assisted creative production directly into the platform. It allows teams to generate and modify creatives using AI—whether that means creating AI-generated ads from text prompts, enhancing existing assets by removing or replacing background images, or adapting creative for different formats through automated resizing and motion effects—all in a fraction of the time typically required by traditional creative workflows.\n\n\n\nWith an expanded library of templates and self-serve creative tools, teams can build, test, and launch ads faster while maintaining brand consistency. In doing so, it reduces the reliance on external design resources, minimizes ad fatigue caused by repeatedly running the same assets, and accelerates time to market without sacrificing quality.\n\n\n\n\n\n\n\nThe ongoing shift toward scalable content creation isn’t just about producing more assets, though. It’s also about reshaping how creative is delivered.\n\n\n\nAccording to Acxiom’s 2024 CX trends report, nearly half (47%) of consumers say they prefer it when brands recommend products based on their personal preferences.\n\n\n\nRather than treating ads and campaigns as fixed assets, AI is increasingly being used to adapt creative based on who’s seeing it and when through dynamic creative optimization (DCO).\n\n\n\nWith DCO, a single creative can be automatically transformed into hundreds or even thousands of variations, adjusting elements like messaging, imagery, format, or product recommendations in real time to match audience intent and context.\n\n\n\n\n\n\n\nIn StackAdapt, self-serve DCO uses AI to dynamically assemble creative, drawing from live product feeds and campaign inputs to deliver the most relevant message for each opportunity.\n\n\n\nInstead of manually testing versions, the platform identifies what resonates most with different audiences and scales those variations instantly, delivering the right product or message at the right moment while maintaining consistency across channels.\n\n\n\nAs a result, ad creative can be personalized without requiring teams to manage thousands of individual assets.\n\n\n\nTools & platforms: How to choose the right AI advertising tech\n\n\n\nBack in 2011, when Scott Brinker—VP of Platform Ecosystem at HubSpot—published his first Marketing Technology Landscape Supergraphic, a visual representation of all the marketing technology (commonly known as martech) in the industry, only 150 solutions were included in the inaugural chart.\n\n\n\nFast-forward 14 years, and 15,384 solutions made the 2025 edition—many of them powered by AI.\n\n\n\nWith so many adtech and martech tools to choose from, it can be difficult to know which tools are worth investing in, let alone understand what separates one from the other.\n\n\n\nHere are a few of the top AI advertising tools you should consider when planning your next campaign:\n\n\n\n\nOpenAI’s ChatGPT, Microsoft Copilot, or Google Gemini for drafting copy, briefs, or marketing plans.\n\n\n\nGrammarly for editing copy for grammar, style, tone, and spelling mistakes.\n\n\n\nMidjourney and Adobe Firefly for creating AI-generated ads and editing images for paid media and display campaigns.\n\n\n\nCanva’s Magic Studio for assembling, resizing, and adapting ad creatives across formats and channels.\n\n\n\nOpenAI’s Sora for generating short-form AI video ads or creative concepts for video and social media advertising.\n\n\n\nStackAdapt’s AI-powered advertising and orchestration platform for planning, activating, and optimizing campaigns across channels (including email and programmatic direct mail).\n\n\n\nSemrush’s AI Visibility Toolkit for monitoring brand presence and AI search optimization.\n\n\n\nClaude Code and Replit for building, testing, and iterating on internal tools or applications to support reporting, automation, and creative experiments.\n\n\n\nZapier for building customized workflows and automating repetitive tasks.\n\n\n\n\nHow to get started with AI in programmatic advertising\n\n\n\nGetting started with AI in advertising doesn’t require a full transformation on day one. The most effective approach is incremental: identify one or two areas where AI can remove friction, then build from there. \n\n\n\n“A really good question to start with is, ‘What’s actually painful for you?’” says Matt Travers, Managing Director at BRAIVE, an AI advisory and implementation firm based in Australia, speaking on a recent episode of The AI Advertising Podcast. “From there, it’s about unpacking why that pain exists—where the process breaks down, where it holds up—and then using AI to help automate what matters most.”\n\n\n\nFor many teams, that starting point is creative production, targeting, bidding, or measurement—places where manual processes already slow campaigns down or introduce inconsistency.\n\n\n\nBut before selecting tools or testing features, it’s important to align internally on what success looks like. That means defining clear goals, identifying existing bottlenecks, and agreeing on how AI is expected to support, not replace, current workflows.\n\n\n\nHere are some steps to help you get started:\n\n\n\n1. Establish your goals\n\n\n\nAI works best when it’s applied to a specific problem. Whether the goal is improving targeting, accelerating creative production, or strengthening attribution, choosing the right objective (not to mention KPIs) can help you focus your efforts and evaluate whether AI is actually improving performance.\n\n\n\n2. Choose the right tools\n\n\n\nWith no shortage of AI-powered tools on the market, the question shouldn’t be which platform has the most features, but which platform makes the most sense in your existing workflows. \n\n\n\nThe most effective AI advertising tools reduce manual effort, improve decision-making, and integrate easily with how you already plan, launch, and measure your campaigns.\n\n\n\nIf you need advice, talk to peers in your network or look at independent reviews, like G2 reports, to see how different tools and platforms perform for different use cases.\n\n\n\n3. Test first, then scale\n\n\n\nAI-powered workflows should be introduced through controlled tests, not broad rollouts. Start with a defined test—one objective, one variable, and a clear evaluation window—to help isolate the impact of using AI in your advertising efforts. This helps you understand how AI behaves under real conditions, rather than assuming results based on product demos or high-level industry benchmarks.\n\n\n\n4. Upskill your team\n\n\n\nMany teams struggle with AI—not because the tools are lacking, but because guidance is limited or unclear. Case in point: LinkedIn’s B2B Marketing Benchmark found that 43% of marketers cited a lack of in-house AI skills as the biggest barrier to adopting generative AI.\n\n\n\nTraining should focus on how to frame prompts and briefs, interpret outputs critically, and understand when human judgment should intervene.\n\n\n\nTo close that gap, look for courses or training programs that focus on applying AI within real marketing workflows.\n\n\n\n5. Avoid common pitfalls\n\n\n\nThe most common mistake teams make is trying to do too much at once. Broad mandates to “use AI everywhere” often lead to fragmented strategies and unclear results. \n\n\n\nStarting small, documenting learnings, and continuing to test new tools and workflows will help teams use AI deliberately, rather than forcing AI into workflows where it doesn’t provide much value.\n\n\n\nChallenges and solutions for AI in advertising\n\n\n\nAs AI becomes a more common part of advertising, it also increases the risk of missteps in how campaigns are planned, executed, and governed.\n\n\n\nWhy AI requires stronger guardrails in advertising\n\n\n\nAccording to a study from StackAdapt and Ascend2, the biggest concerns that agencies had about using AI in advertising were:\n\n\n\n\nData privacy and compliance (32%)\n\n\n\nBrand safety, AI bias, and ad fraud (27%)\n\n\n\nBalancing automation with personalization (27%)\n\n\n\nEthical considerations (18%)\n\n\n\n\nThese concerns were echoed in a separate survey on AI risk conducted by the International Association of Privacy Professionals (IAPP), which included respondents ranging from trade groups like the Association of National Advertisers to large organizations such as Salesforce and self-regulatory bodies like the Children’s Advertising Review Unit. Across the group, several risks surfaced repeatedly, including algorithmic bias, hallucinations, data privacy concerns, uncertainty around AI-generated content, and intellectual property issues.\n\n\n\nHuman oversight still matters\n\n\n\nThe fix? Keeping humans in the loop—a popular concept that emphasizes clear oversight and accountability, especially as AI takes on a larger role in campaign execution.\n\n\n\n“The real conversation isn’t AI vs. humans—it’s AI and humans working together,” says Yang Han, CTO and Co-founder of StackAdapt. “AI excels at data-driven tasks, automation, and predictive analytics, but it lacks human intuition, creativity, and ethical judgment.”\n\n\n\nThat means building clear guardrails into AI workflows and pairing automation with ongoing human review. Many organizations—including Salesforce, PwC, and the IAB—emphasize setting boundaries on what AI can generate, regularly auditing outputs after deployment, and training teams to verify results, flag issues, and escalate potential risks.\n\n\n\nDespite increased awareness of these challenges, a report from the IAB found that while over 70% of marketers have encountered an AI-related issue—such as hallucinations, bias, or off-brand content—fewer than 35% plan to increase investment in AI governance or brand integrity oversight in 2026. \n\n\n\nBut this kind of structured oversight, supported by expert reviewers, can help catch subtle bias or hallucinations early and ensure AI continues to perform as intended.\n\n\n\n\n\nAvoiding the uncanny valley\n\n\n\nThe same principle applies to the use of AI for building AI-generated ad creative.\n\n\n\nIn 2023, nearly 60% of consumers said they felt comfortable with brands using AI in advertising. By 2024, that figure fell to 46%. Later that year, nearly two-thirds of consumers said they felt uneasy about how AI is being used in advertising (with skepticism highest among older generations, particularly Gen X and Baby Boomers). Now, that skepticism appears to be extending to younger audiences, too, with a recent report finding that 39% of Gen Zers dislike AI-generated ad creative—nearly double that of Millennials.\n\n\n\nThey’re not alone.\n\n\n\nAccording to a global survey, 54% of marketing decision-makers worry that overreliance on AI could erode the human creativity that helps ads resonate with audiences.\n\n\n\nThe reason: AI-generated ads can sometimes fall into an “uncanny valley,” where visuals or messaging feel almost human—but not quite—making ads feel distracting or inauthentic rather than engaging.\n\n\n\nThe solution: use AI to accelerate ideation and variation, while keeping humans responsible for curation, refinement, and final creative decisions.\n\n\n\n“AI can help in the ideation phase, like storyboarding multiple concepts quickly,” says Te’Shawn Dwyer, a manager of StackAdapt’s in-house Creative Studio team. “But when brands skip human curation, the results can feel cold and impersonal.”\n\n\n\nPractical guidelines for using AI in advertising\n\n\n\nAccording to Kantar and the IAPP, brands that apply clear governance and human oversight to AI-driven creative are more likely to maintain trust and avoid the perception that automation has come at the expense of authenticity.\n\n\n\nTo put that into practice, agencies and brands should keep a few core principles in mind:\n\n\n\n\nStay in the driver’s seat: Use AI to support specific campaign objectives, not as a shortcut to replace strategic thinking or creative direction.\n\n\n\nTrain AI to be on brand: Feed AI models clear guidance on tone of voice, visual identity, and brand guidelines to ensure your brand identity shines through.\n\n\n\nTake a people-first approach: Go beyond surface-level engagement metrics and assess whether AI-generated creative is evoking the intended emotional response.\n\n\n\nMake AI feel seamless, not distracting: If generative AI creatives draw attention to themselves rather than the message, that’s a clear sign further refinement is needed.\n\n\n\nTest continuously and use humans to review the results: Regular testing and audits help ensure AI-driven creative is landing as intended, on-brand, and brand safe.\n\n\n\n\nThe real ROI of AI in advertising\n\n\n\nIf you’re still skeptical about AI’s role in advertising performance, the data below helps put its impact into context.\n\n\n\nWhere AI in advertising is delivering real results\n\n\n\nAccording to internal StackAdapt platform data featured in our recent advertising trends report, The State of Programmatic Advertising 2026:\n\n\n\n\nAdvertisers see up to 2X higher return on ad spend (ROAS) when using 1st-party data or AI-based contextual targeting compared to 3rd-party targeting.\n\n\n\nCampaigns using DCO deliver a 32% higher CTR.\n\n\n\nAdvertisers using DCO achieve a 56% lower cost per click.\n\n\n\n\nThese gains aren’t isolated to a single channel or tactic—they reflect broader shifts in how AI is being applied across modern marketing organizations.\n\n\n\nEvidence from across the advertising industry\n\n\n\nMultiple studies point to similar performance and efficiency gains when AI is integrated thoughtfully into marketing workflows.\n\n\n\n\nA McKinsey study found that 24% of marketing and sales teams reported revenue gains of 6% or more from AI over the past year.\n\n\n\n93% of brands and 94% agencies say that AI is improving the speed and efficiency of programmatic marketing workflows (The State of Personalization in Digital Marketing).\n\n\n\nA case study found that by using StackAdapt’s DCO to dynamically tailor product ads based on shopper behavior, Vallo Media was able to re-engage cart abandoners, driving a 60% lift in CTR and generating 30% of total ad-attributed revenue with just 12% of their campaign budget.\n\n\n\n\nTogether, these examples show how AI can improve performance, efficiency, and measurement, especially when it’s applied with clear intent and oversight.\n\n\n\nROI depends on people, not just platforms\n\n\n\nLinkedIn’s Work Change Report found that AI literacy is becoming a priority at the executive level, with 37% of C-suite leaders saying investment in learning and development to train employees on AI tools will be key to accelerating adoption over the next year.\n\n\n\nThe report also found that developing generative AI skills strengthens broader human capabilities, not just technical proficiency. Employees building generative AI skills are:\n\n\n\n\n13X more likely to develop change-readiness skills.\n\n\n\n9X more likely to strengthen trust-building abilities.\n\n\n\n5X more likely to improve logical reasoning.\n\n\n\n\nIn other words, AI skills and human skills tend to develop together. Successful AI adoption depends as much on people as it does on technology.\n\n\n\nWhat is the future of AI in advertising?\n\n\n\nAs AI adoption matures, the focus is shifting from what the technology can do to how it’s being applied in practice—automating repetitive tasks, improving decision-making, and reducing friction across once-complicated workflows. \n\n\n\nHere’s where those shifts are already taking shape and what’s emerging next:\n\n\n\nLLM advertising moves from niche to norm\n\n\n\nIn the past, consumers primarily scanned through search results, articles, review sites, and online forums when deciding what to do, what to buy, and where to go.\n\n\n\nNow, those moments of discovery are increasingly happening inside AI tools like ChatGPT, with people asking questions, researching products, and comparing options in a single conversation.\n\n\n\nAccording to McKinsey, half of consumers use AI-powered search to research and discover products and services today. At the same time, EMARKETER reports that AI chatbots are expected to help 63.3 million US shoppers in 2026.\n\n\n\nChatGPT ads give marketers a way to reach people during these everyday moments. As a result, it’s no surprise that LLM advertising is emerging as one of the fastest-growing advertising channels, with global spending expected to surpass $101 billion USD by 2030.\n\n\n\nThrough advertising platforms like StackAdapt, marketers can access ChatGPT ads through the tools and processes they already use—helping them launch and manage campaigns while connecting AI-powered search to a broader media strategy across programmatic channels.\n\n\n\nSpeak with our team to learn more.\n\n\n\nAgentic AI takes on more campaign execution\n\n\n\nThe old ways of manually managing programmatic campaigns are giving way to more automated, AI-assisted workflows. Agentic AI is beginning to take on more of the work, with applications spanning everything from campaign planning and media buying to ad placement and optimization across digital channels.\n\n\n\nWhether providing end-to-end campaign management or strategic advice on how to improve performance, AI agents capable of independent reasoning and executing complex tasks are shifting the role of the media buyer from hands-on campaign manager to strategic orchestrator.\n\n\n\nTasks that used to take weeks—like data analysis, media planning, and campaign reporting—can now be done in a few minutes with agentic AI tools, freeing up teams to spend more of their time on strategy and higher-impact decision-making.\n\n\n\nAdoption is still early, but interest is growing quickly. According to the IAB, two-thirds (66%) of US ad buyers plan to pay closer attention to agentic ad buying this year, with 41% of US and UK marketers saying the biggest benefit of agentic AI in advertising will come from optimizing toward cost per acquisition and ROAS goals.\n\n\n\nAI enhances brand safety in programmatic advertising\n\n\n\nAI is already changing how brands think about brand safety, but not simply as a way to avoid risk—as a way to make previously inaccessible inventory more viable.\n\n\n\nIn channels like programmatic podcast advertising, the availability of transcripts has opened the door to far more granular analysis than was ever possible with manual review alone. Now, AI can analyze hundreds or thousands of shows and episodes at once, allowing marketers to assess the context of conversations, themes, and potential risks at a depth that lets brands invest in inventory that was previously too opaque or time-intensive to evaluate confidently.\n\n\n\nLooking ahead, more advanced models will be able to account for cultural nuance and brand-specific definitions of safety. But the real progress will come from operationalizing these capabilities transparently, so teams can clearly see how and where brand safety decisions are being applied.\n\n\n\nCampaign orchestration becomes more predictive\n\n\n\nMarketing orchestration is another area where AI’s role is expanding, though not toward full automation just yet. \n\n\n\nData from StackAdapt shows that marketers seeing the strongest revenue gains are significantly more likely to be making major investments in AI, and nearly twice as likely to expect AI to meaningfully disrupt how campaigns are orchestrated.\n\n\n\nAI-generated bid strategies, recommended budget reallocations, and performance simulations are becoming more common, helping teams anticipate outcomes rather than react to them. \n\n\n\nWhile humans still set objectives and constraints, AI is increasingly used to model scenarios, surface opportunities, and guide decision-making—bringing orchestration closer to a predictive discipline without removing human oversight.\n\n\n\nCreative production accelerates\n\n\n\nCreative workflows are also evolving, with AI playing a larger role in the areas where speed, iteration, and scale create the most value. \n\n\n\nRather than running campaigns end to end, AI is accelerating the workflows marketers already rely on, such as creative variation, testing, resizing, and optimization—especially for motion and video formats. \n\n\n\nInternal data from the StackAdapt Creative Studio found motion- and video-based creative production grew 59% year-over-year, reflecting rising demand for formats where AI-assisted editing and personalization can be applied immediately.\n\n\n\nAdoption patterns reinforce this shift. Usage of StackAdapt’s AI marketing assistant, Ivy™, and Page Context AI shows marketers increasingly turning to AI to streamline planning, asset generation, and optimization tasks. \n\n\n\nAs teams mature, AI will continue to gain traction in creative iteration, audience refinement, and predictive optimization, improving speed and consistency without replacing strategy or creative judgment.\n\n\n\nRetail media measurement matures\n\n\n\nOver the past few years, retail media has been one of the fastest-growing channels, and it isn’t expected to slow down, with global ad spending projected to grow 52.6% over the next five years. But measurement hasn’t always kept pace, making it harder for marketers to understand what’s actually driving performance.\n\n\n\nOne of the most consistent challenges has been understanding performance across different retail media networks, especially when reporting standards, attribution windows, and transparency can vary widely.\n\n\n\nAI is starting to change that by giving marketers more flexible ways to understand campaign performance.\n\n\n\nInstead of simply reporting which ads drove a conversion, AI can analyze audience behavior, creative performance, timing, product demand, and channel activity to help explain why certain campaigns performed the way they did, while others fell short.\n\n\n\nOver three-quarters (86%) of commerce media decision-makers in North America and Europe say improving measurement and attribution to better prove ROI is a high or critical priority over the next year. As AI-powered measurement tools become more widely adopted, retail media reporting will become less fragmented and more useful—providing clearer insight into what worked, what didn’t, and what to optimize next.\n\n\n\nHarness the power of AI in your advertising strategy\n\n\n\nIf it’s not clear already, AI is reshaping how advertising is planned, executed, and measured. But the real impact of AI—now and in the future—won’t come from isolated features, but from how it’s operationalized across connected workflows.\n\n\n\n“Over the last decade plus of the evolution of martech, there’s been a number of clear leaders in a very fragmented ecosystem—whether it’s marketing automation or customer data platforms or programmatic advertising,” says Vitaly Pecherskiy, CEO and Co-founder of StackAdapt. “[But] none of these systems talked to each other. They all were siloed.”\n\n\n\nHistorically, that fragmentation has limited what AI can actually do in practice. But, as Pecherskiy explains, the next phase is about bringing those systems together so AI can inform decisions across planning, creative, activation, and measurement, instead of being confined to individual tools:\n\n\n\n“If we believe that the future will be in convergence of all these ecosystems… to be able to use AI to navigate all these functional areas to unlock better decision making, these systems need to converge in the first place.”\n\n\n\nRequest a demo to explore how StackAdapt helps advertisers apply AI across the entire advertising lifecycle, and stay up to date with where AI in programmatic advertising is headed by listening to The AI Advertising Podcast. Subscribe on Apple Podcasts and Spotify.\n\n\n\n\nNext steps:\n\n\n\n\nLearn where AI in marketing is headed and how it's set to evolve in the future.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nAI in advertising FAQs\n\n\n\n\n\n\n\nAI can help manage paid advertising campaigns by automating repetitive tasks, analyzing performance data, and recommending or making adjustments to bids, budgets, targeting, and creative decisions. It can also support faster testing by generating multiple ad variations, identifying which messages are performing best, and surfacing patterns that would be difficult to find and interpret manually. That said, AI works best when marketers set the strategy, review recommendations, and define clear guardrails, not when campaigns are left to run on autopilot.\n\n\n\n\n\n\n\n\n\nAI optimizes advertising spend by analyzing campaign performance signals and shifting budget toward the audiences, placements, and channels most likely to drive results. Instead of relying on manual adjustments, AI can adjust bids, pacing, and targeting in real time—reducing wasted impressions, improving budget efficiency, and spending more where campaigns are most likely to deliver the strongest results.\n\n\n\n\n\n\n\n\n\nThe main ethical considerations of using AI in advertising include transparency, accuracy, bias, privacy, and accountability, especially when AI is used to create ad copy, images, or video. \n\n\n\nWithout documented human-in-the-loop output verification and bias audits, AI-generated ads risk unintentionally misleading consumers, reproducing biased or unrealistic representations, or including elements that resemble third-party intellectual property. Brands are legally mandated to provide explicit disclosure regarding AI-generated or modified content to satisfy emerging frameworks like the EU AI Act and state-specific legislation.\n\n\n\nTo manage those risks, marketers should use AI tools with clear safeguards, review outputs carefully, include disclosures when AI plays a meaningful role in the final creative, and make sure AI-generated creative still reflects the product, audience, and brand accurately. That’s already becoming more common, with 58% of US marketers using captions or descriptions like “Created with AI” in their advertising to signal when AI was involved in the creative process.\n\n\n\n\n\n\n\n\n\nAI is unlikely to take over advertising entirely, but there’s no doubt it’s changing which marketing skills matter most and how teams work. Anthropic’s Labor Market Impacts of AI report found that market research analysts and marketing specialists are among the top occupations most exposed to AI, with 64.8% of current marketing tasks potentially able to be automated or supported by AI. That means many parts of the job—like analysis, reporting, optimization, and campaign support—are likely to become even more automated in the years ahead than they are now.\n\n\n\nBut that doesn’t mean human input is going away. LinkedIn’s Skills on the Rise 2026 report found that communication, campaign development, and leadership are among the fastest-growing skills in demand, while job postings mentioning “storytelling” have doubled over the past year. \n\n\n\nIn other words, as AI takes on more executional work, marketers will still be needed to shape strategy, make creative decisions, and ensure campaigns reflect the brand, audience, and business goals.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/ai-advertising","url":"https://www.stackadapt.com/resources/blog/ai-advertising","name":"AI in advertising: How to use it the right way in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126152255/20260113_AI-in-Advertising.webp?fit=1200%2C601&ssl=1","datePublished":"2026-06-24T16:19:20+00:00","dateModified":"2026-09-09T16:11:54+00:00","description":"AI is revolutionizing marketing. Learn how AI in advertising can improve targeting, personalize content, and optimize campaigns.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-ee14e766-9380-452e-8d78-acf9b1c1d44e"},{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-79e13d0f-1162-4803-9b30-b9b90eaf1702"},{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-c96527a0-07fd-47dd-a792-69ba68516cd0"},{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-1a89948e-89b1-4251-ab9d-b1c3061cdad5"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126152255/20260113_AI-in-Advertising.webp?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260126152255/20260113_AI-in-Advertising.webp?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"Illustration of AI-powered image editing tools being applied to a product photo, representing AI in advertising workflows."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-ee14e766-9380-452e-8d78-acf9b1c1d44e","position":1,"url":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-ee14e766-9380-452e-8d78-acf9b1c1d44e","name":"How can AI help manage paid advertising campaigns?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"AI can help manage paid advertising campaigns by automating repetitive tasks, analyzing performance data, and recommending or making adjustments to bids, budgets, targeting, and creative decisions. It can also support faster testing by generating multiple ad variations, identifying which messages are performing best, and surfacing patterns that would be difficult to find and interpret manually. That said, AI works best when marketers set the strategy, review recommendations, and define clear guardrails, not when campaigns are left to run on autopilot.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-79e13d0f-1162-4803-9b30-b9b90eaf1702","position":2,"url":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-79e13d0f-1162-4803-9b30-b9b90eaf1702","name":"How does AI optimize advertising spend?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"AI optimizes advertising spend by analyzing campaign performance signals and shifting budget toward the audiences, placements, and channels most likely to drive results. Instead of relying on manual adjustments, AI can adjust bids, pacing, and targeting in real time—reducing wasted impressions, improving budget efficiency, and spending more where campaigns are most likely to deliver the strongest results.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-c96527a0-07fd-47dd-a792-69ba68516cd0","position":3,"url":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-c96527a0-07fd-47dd-a792-69ba68516cd0","name":"What are the ethical considerations of using AI in advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The main ethical considerations of using AI in advertising include transparency, accuracy, bias, privacy, and accountability, especially when AI is used to create ad copy, images, or video. Without documented human-in-the-loop output verification and bias audits, AI-generated ads risk unintentionally misleading consumers, reproducing biased or unrealistic representations, or including elements that resemble third-party intellectual property. Brands are legally mandated to provide explicit disclosure regarding AI-generated or modified content to satisfy emerging frameworks like the EU AI Act and state-specific legislation. To manage those risks, marketers should use AI tools with clear safeguards, review outputs carefully, include disclosures when AI plays a meaningful role in the final creative, and make sure AI-generated creative still reflects the product, audience, and brand accurately. That’s already becoming more common, with 58% of US marketers using captions or descriptions like “Created with AI” in their advertising to signal when AI was involved in the creative process.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-1a89948e-89b1-4251-ab9d-b1c3061cdad5","position":4,"url":"https://www.stackadapt.com/resources/blog/ai-advertising#faq-question-1a89948e-89b1-4251-ab9d-b1c3061cdad5","name":"Will AI take over advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"AI is unlikely to take over advertising entirely, but there’s no doubt it’s changing which marketing skills matter most and how teams work. Anthropic’s Labor Market Impacts of AI report found that market research analysts and marketing specialists are among the top occupations most exposed to AI, with 64.8% of current marketing tasks potentially able to be automated or supported by AI. That means many parts of the job—like analysis, reporting, optimization, and campaign support—are likely to become even more automated in the years ahead than they are now. But that doesn’t mean human input is going away. LinkedIn’s Skills on the Rise 2026 report found that communication, campaign development, and leadership are among the fastest-growing skills in demand, while job postings mentioning “storytelling” have doubled over the past year. In other words, as AI takes on more executional work, marketers will still be needed to shape strategy, make creative decisions, and ensure campaigns reflect the brand, audience, and business goals.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel"},"author":[{"@id":"https://www.stackadapt.com/resources/author/becky-tasker#person"}],"headline":"Advertising across the funnel: From performance obsession to sustainable growth","datePublished":"2026-01-22T18:04:57+00:00","dateModified":"2026-09-08T21:42:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel"},"wordCount":1406,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260122085220/20260121_Advertising-Across-the-Funnel_Header.webp?fit=1200%2C600&ssl=1","keywords":["attribution model","blog","Content Level : 201","customer journey","full-funnel","performance"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Performance marketing has become the backbone of modern growth strategies. Today, 80% of marketers prioritize it over brand building, and the highest-performing teams lean into it even more. \n\n\n\nThe appeal is clear: faster feedback loops, channel-level attribution, and results leaders can stand behind.\n\n\n\nAt the same time, confidence in those results is slipping. According to our research, nearly nine in 10 marketers say gaps in measurement reduce their trust in channel performance, and cross-funnel measurement remains the single biggest barrier to success. \n\n\n\nTeams optimize aggressively at the bottom of the funnel, while the activity that creates demand higher up becomes harder to connect, more difficult to defend, and easier to deprioritize.\n\n\n\nAs we look toward 2026, sustainable growth requires a more complete view of advertising: Performance works best when it has demand to capture, and brand works best when its impact on downstream results is understood. \n\n\n\nThe next stage of growth comes from measuring how these efforts work together across the funnel and using that understanding to make more durable investment decisions.\n\n\n\n\n\n\n\n\n\nThe performance obsession: Rational behavior, unintended consequences\n\n\n\nThe industry’s shift toward performance marketing reflects how success is measured. Over the past decade, marketers invested heavily in attribution models and optimization frameworks designed to prove value quickly and precisely. \n\n\n\nThat investment paid off: top-performing teams are three times more likely to focus heavily on performance marketing.\n\n\n\nFrom a leadership standpoint, the appeal is clear: \n\n\n\n\nPerformance offers clarity under pressure. \n\n\n\nSpend can be traced to outcomes, results can be defended, and optimization happens. \n\n\n\nFor many organizations, it became the safest path to growth.\n\n\n\n\nThe tradeoff is what that system deprioritizes. \n\n\n\nWhen success is defined by short-term certainty, activity that creates demand earlier in the funnel becomes harder to justify. \n\n\n\nBrand and awareness don’t disappear, but they move to the margins—underfunded and under-measured—because their impact shows up later and elsewhere.\n\n\n\nPerformance captures demand efficiently, but it doesn’t create it. When teams focus primarily on converting people who are already ready to buy, the funnel narrows. Results can continue to look strong, even as efficiency declines and costs rise.\n\n\n\nThis isn’t a failure of performance marketing. It’s a limitation of how success is defined and measured. As more budget flows toward what closes, marketers optimize the bottom of the funnel without a clear understanding of what sustains it—setting the stage for a broader measurement challenge.\n\n\n\nThe activation gap: Better at optimization, worse at understanding\n\n\n\nMeasurement has evolved alongside performance marketing, but not in the way leaders expected. The industry has become highly effective at optimizing campaigns in real time, while losing clarity on what actually drives growth across the funnel.\n\n\n\nMarketers now operate with more data than ever, yet confidence continues to decline, especially when evaluating activity beyond the bottom of the funnel. \n\n\n\nThe challenge here is fragmentation. Most measurement frameworks are built around channels and short-term outcomes, making it difficult to connect early-stage investment to downstream performance.\n\n\n\nAs a result, teams optimize what they can see. Bids are adjusted, audiences refined, and budgets shifted based on immediate signals. \n\n\n\nThese actions improve efficiency in the moment, but they answer a limited question: how to improve performance right now. They offer far less insight into how demand is created, sustained, and converted over time.\n\n\n\nThis gap shows up most clearly in brand and awareness efforts. When their impact can’t be tied directly to revenue, they feel risky, even when they support performance outcomes later. \n\n\n\nMarketers become increasingly skilled at turning the knobs, while growing less certain about which knobs matter. Without cross-funnel measurement, optimization accelerates—but understanding falls behind.\n\n\n\nThe hidden cost of siloed measurement\n\n\n\nWhen measurement is siloed by channel and funnel stage, optimization decisions drift away from what actually drives growth. The clearest example shows up in how demand is created versus how it’s captured.\n\n\n\nUpper-funnel investment often creates awareness and interest that converts later through search, retargeting, or direct traffic. But last-touch and channel-level attribution credit the closer, not the creator. Performance channels appear more efficient, while the activity that generated demand looks expendable.\n\n\n\nOver time, budget follows the numbers. Spend shifts toward channels that close, and away from those that warm the audience. Optimization improves conversion efficiency in the short term, while the system that feeds the funnel weakens. What looks like smart optimization becomes a slow erosion of future demand.\n\n\n\nThis is how teams optimize parts of the funnel while undermining the whole. Without measurement that connects brand activity to downstream outcomes, leaders make rational decisions based on incomplete signals, trading long-term growth for short-term certainty without realizing it.\n\n\n\nThe long-term value paradox: Growth without proof\n\n\n\nMany marketers recognize the long-term value of aligning brand and performance. The challenge is proving it in a way that holds up under scrutiny. \n\n\n\nWhen brand impact can’t be clearly connected to downstream results, it remains vulnerable, especially when budgets tighten.\n\n\n\nThis creates a paradox. Brand plays a critical role in building demand, shaping preference, and improving performance efficiency over time, yet most measurement systems are designed to evaluate it separately from conversion-driven activity. The value is real, but the proof is fragmented.\n\n\n\nAs a result, brand investment often depends on belief rather than evidence. Leaders understand its importance, but lack the measurement needed to explain how brand activity strengthens performance outcomes. Without that connection, conversations about long-term growth stay theoretical, while short-term metrics continue to dictate decisions.\n\n\n\nResolving this paradox requires a shift in how success is measured. Growth depends on understanding how brand and performance work together as a system—how early-stage investment influences later outcomes, and how those effects compound over time. \n\n\n\nWhen measurement makes that relationship visible, brand becomes a measurable input to performance, not a leap of faith.\n\n\n\nAdvertising across the funnel: A systems view of growth\n\n\n\nAdvertising across the funnel requires treating growth as a connected system, not a series of independent optimizations. Brand and performance no longer operate as separate motions with separate success criteria. They work together, whether measurement captures it or not.\n\n\n\nThe shift starts with how success is defined. Instead of evaluating channels in isolation, leading teams measure how activity at one stage influences outcomes at the next. Early-stage investment is assessed by its ability to create demand that converts later, not by forcing it to behave like a performance channel.\n\n\n\nMeasurement evolves alongside this mindset. Incrementality replaces isolated attribution, and cross-funnel analysis provides context for performance results. Optimization still matters, but it’s guided by an understanding of cause and effect across the entire journey.\n\n\n\nThis systems view changes how decisions are made. Budget allocation reflects both short-term efficiency and long-term impact. \n\n\n\nPerformance channels capture demand more effectively because brand has created it. And leaders can see how it works, without simplifying the funnel.\n\n\n\nWhat leading marketers do differently\n\n\n\nLeading marketers approach full-funnel advertising as a growth system, not a set of disconnected tactics. \n\n\n\n\nThey plan brand and performance together, aligning teams around shared outcomes rather than separate KPIs. Demand creation and demand capture are treated as complementary forces, each strengthening the other over time.\n\n\n\nThey invest in measurement that explains performance, not just reports it. Instead of relying solely on channel-level attribution, they look for evidence of incrementality and downstream impact. Optimization still matters, but it’s guided by an understanding of how early-stage investment influences later results.\n\n\n\nMost importantly, they protect the top of the funnel. Even under pressure, they maintain investment in awareness and consideration because they can see how it improves efficiency lower down. Performance works harder when demand is healthy, and growth becomes more predictable when the full system is measured and understood.\n\n\n\n\nAdvertising across the funnel in 2026 rewards marketers who connect these dots. The advantage doesn’t come from choosing brand or performance, but from seeing how they work together and acting on that insight with confidence.\n\n\n\nAt StackAdapt, we help marketers do exactly that. Our platform is built to support a full-funnel strategy, enabling teams to activate brand and performance campaigns together and measure their impact across the journey. \n\n\n\nFor marketers looking to move beyond siloed optimization and toward sustainable growth, the future starts with seeing the whole system. Request a demo today to learn more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel","url":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel","name":"Advertising Across the Funnel: From Performance to Growth","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260122085220/20260121_Advertising-Across-the-Funnel_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-01-22T18:04:57+00:00","dateModified":"2026-09-08T21:42:57+00:00","description":"In 2026, growth comes from measuring how brand creates demand and performance captures it—across the entire funnel, not in silos.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/advertising-across-marketing-funnel#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260122085220/20260121_Advertising-Across-the-Funnel_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260122085220/20260121_Advertising-Across-the-Funnel_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a marketing funnel and data flowing down."}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/becky-tasker#person","name":"Becky Tasker","identifier":27128,"url":"https://www.stackadapt.com/resources/author/becky-tasker","sameAs":["https://www.linkedin.com/in/rebeccatasker/"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/2/20260115062523/becky-tasker.jpeg","jobTitle":"VP, Growth Marketing","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ned-dimitrov#person"}],"headline":"The future of contextual advertising: Page context AI","datePublished":"2021-01-25T21:20:53+00:00","dateModified":"2026-09-09T20:37:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising"},"wordCount":545,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105601/20210122_PageContextAi_1200x600-01.jpg?fit=1200%2C600&ssl=1","keywords":["AI","Content Level : 101","contextual targeting","page context ai"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"With evolving consumer ad preferences and privacy-driven changes, marketers are increasingly turning to contextual advertising to tailor ads to the environment in which their audience is browsing, rather than the viewer themselves.Contextual targeting reaches people when they’re in a receptive frame of mind, consuming content related to a brand—an ideal ad delivery experience for the consumer. Contextual targeting isn’t new, but truly innovative and effective contextual solutions have been hard to come by. Many demand-side platforms (DSPs) rely on 3rd-party solutions that struggle to target niche contexts or provide limited transparency into how the targeting performs inside the proverbial “black box.”\n\n\n\nThe introduction of our Page Context AI works to solve these challenges.\n\n\n\nWhat is page context AI\n\n\n\nLeveraging StackAdapt machine learning and AI, Page Context AI is another means of reaching your audience, based on the content they are consuming. You’re in the driver’s seat—in control of identifying where you want your native, display and video ads to appear across 400 million pages. You can build a custom contextual strategy by inputting in context and out of context phrases so that StackAdapt's patented algorithm (US patent 11,748,776) can determine the best ad placements based on a publisher or site’s content.\n\n\n\n\n\n\n\nPage Context AI makes it possible to target a niche category and reach users currently thinking about that topic—allowing your advertisement to interplay with that mindset. Our historical analysis has shown that placing ads in the right context can increase user engagement by a factor of up to 4 to 10. Having the right context can really give you a big boost in performance.\n\n\n\nThe benefits of using page context AI\n\n\n\nIn addition to generating meaningful user engagement, Page Context AI’s sophistication offers advertisers several unique benefits:\n\n\n\n\nProtects User Privacy: With expanding privacy regulations, Page Context AI—which does not depend on cookies or other identifiers—is an effective way to reach relevant consumers without the need for personal information. This is especially relevant for marketing sensitive categories, where behavioural targeting is prohibited or considered invasive.\n\n\n\nMaximizes Performance: Our proprietary algorithm can expand targeting to include relevant phrases related to the context. The AI balances targeting relevancy vs. scale in real-time to maximize performance—a unique technological advantage over other contextual solutions, smarter than the exact matching of keyword-based targeting.\n\n\n\nTargets Niche Contexts: Each brand is truly unique, so the ability to target customizable contexts is essential to marketers, especially those who require specific or niche targeting. As Page Context AI is not limited by a pre-built taxonomy, it gives you the control to specify your desired, unique context. \n\n\n\nTransparency and Real-Time Feedback: While many contextual solutions are a black box, Page Context AI allows you to verify your ads served on relevant domains pre- and in-flight. This feedback loop enables you to revise your input phrases in real-time to improve the success of your campaigns.\n\n\n\n\n\n\n\n\n\n\n\n\nTake advantage of page context AI\n\n\n\nBy leveraging StackAdapt’s Page Context AI, brands can create infinitely personal ad experiences, all while moving further away from cookie-based dependencies.\n\n\n\nWant to run exceptional contextual advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising","url":"https://www.stackadapt.com/resources/blog/contextual-advertising","name":"The Future of Contextual Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105601/20210122_PageContextAi_1200x600-01.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-01-25T21:20:53+00:00","dateModified":"2026-09-09T20:37:57+00:00","description":"StackAdapt releases Page Context AI as the future of contextual advertising to reach your audience, based on the content they are consuming.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105601/20210122_PageContextAi_1200x600-01.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105601/20210122_PageContextAi_1200x600-01.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing an example of a contextual advertising ad to illustrate how page context AI works"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/npi-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/npi-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"NPI targeting: How to target HCPs with programmatic advertising","datePublished":"2026-01-15T16:38:16+00:00","dateModified":"2026-09-08T21:42:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/npi-targeting"},"wordCount":2011,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/npi-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260115100413/20260114_NPI-Targeting_Header.webp?fit=1201%2C613&ssl=1","keywords":["blog","Content Level : 101","healthcare"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The COVID-19 pandemic reshaped the healthcare industry in many lasting ways. But one of its biggest impacts has been on the availability of healthcare professionals (HCP)—not just for patients, but for pharmaceutical and medical technology reps.\n\n\n\nOver the past few years, rising patient volumes and growing administrative burdens have pushed time-strapped HCPs away from in-person meetings toward virtual interactions with sales teams, making them far more selective about who they engage with.\n\n\n\nCase in point: a 2024 study found that pharma sales reps and medical science liaisons’ access to physicians dropped sharply in Q1 of that year, with only 45% of US physicians making themselves available to pharma companies (and 30% limiting access to just one brand).\n\n\n\nMeanwhile, recent policy shifts and increased regulatory scrutiny—such as the Trump administration’s renewed focus on direct-to-consumer pharmaceutical advertising—are limiting how brands reach consumers, potentially reducing the effectiveness of certain advertising channels (namely linear TV) and the number of patients who ask their doctors about specific medications or treatment options.\n\n\n\nAs a result, healthcare marketers are rethinking their marketing strategies and investing in the digital channels where HCPs are spending more of their time.\n\n\n\nTo do that, they’re turning to NPI targeting—a deterministic targeting approach that is quickly becoming one of the most precise ways to reach HCPs through programmatic advertising.\n\n\n\nIn this article, we’ll break down what NPI targeting is, why it matters, and how healthcare marketers can use it to reach HCPs more effectively.\n\n\n\nWhat is an NPI target list?\n\n\n\nAt its core, an NPI target list is a curated set of healthcare professionals—identified by their publicly available National Provider Identifier (NPI), a unique, 10-digit identification number assigned to every HCP in the US—that’s built based on specific criteria such as medical specialty, practice setting, or geographic relevance.\n\n\n\nThese lists form the backbone of many modern healthcare marketing campaigns, allowing marketers to move beyond broad audience segments and engage with individual professionals on a 1:1 basis.\n\n\n\nTo understand how this works, it helps to start with the NPI itself.\n\n\n\nWhat is an NPI?\n\n\n\nPhysicians, nurses, pharmacists, therapists, clinics, and hospitals all have NPIs, which are issued and regulated under the Health Insurance Portability and Accountability Act (HIPAA). Much like a serial number, NPIs function as a standardized identifier to distinguish one provider from another.\n\n\n\nOriginally designed to simplify billing and administrative transactions, NPIs now play a much broader role, especially in digital marketing.\n\n\n\nAs healthcare marketing strategies have shifted, identity resolution has become increasingly important, with marketers needing reliable, privacy-safe ways to identify, reach, and measure engagement with specific HCPs across channels.\n\n\n\nBecause NPIs identify individual professionals, they serve as the anchor for linking relevant data—such as specialty, affiliation, or practice context—back to a single HCP.\n\n\n\nAnd that’s where NPI targeting comes in.\n\n\n\nWhat is NPI targeting?\n\n\n\nNPI targeting is a way for healthcare marketers to deliver ads directly to HCPs using the NPI as the identity anchor. Instead of relying on broad audience segments or inferred behavior, NPI targeting allows marketers to connect with specific, verified healthcare professionals at the individual provider level while remaining privacy-safe.\n\n\n\nThat’s what differentiates NPI targeting from traditional targeting approaches. Rather than targeting something broad, like “doctors in California,” NPI targeting makes it possible to reach specific professionals based on verified attributes such as their specialty, subspecialty, hospital affiliation, or treatment focus.\n\n\n\nIn doing so, NPI targeting unlocks true 1:1 engagement in healthcare marketing, allowing marketers to tailor messaging based on each HCP’s unique role, environment, and clinical focus, rather than casting a wide net and hoping the right professionals see the message.\n\n\n\nNPI targeting is commonly used by pharma brands launching new drugs or expanding existing indications, medtech companies targeting surgeons or specialists for device adoption, and healthcare organizations focused on referrals or partnerships.\n\n\n\nIn areas like oncology, rare disease, or procedure-based specialties—where provider audiences are often small and wasted spend can add up quickly—NPI targeting gives marketers a way to reach relevant HCPs with more accuracy, clarity, and control.\n\n\n\nHow NPI targeting works\n\n\n\nNPI targeting starts with building or acquiring an NPI target list. These lists are typically created using a combination of 1st-party data, 3rd-party data, or a mix of both, and include key provider attributes such as specialty, subspecialty, credentials, and practice location. In some cases, lists may also incorporate 3rd-party claims-based signals—like prescribing or referral patterns—to help marketers better understand which HCPs are most relevant to their message.\n\n\n\nOnce a list is in place, marketers segment it based on campaign goals. Rather than working from static lists, NPI targeting supports more dynamic, data-driven segmentation—such as specialists treating specific patient types, professionals who are likely to encounter a target case type, or, in some cases, high-volume prescribers. This ensures campaigns stay focused on the HCPs most likely to benefit from, engage with, or act on the information being shared.\n\n\n\nFrom there, NPIs are matched to digital identities using deterministic identity resolution, allowing campaigns to activate NPI-based audiences programmatically across other digital channels. As campaigns run, teams can optimize them in real time, shifting budget toward higher-performing NPIs, refining segments, and adjusting sequencing or messaging based on performance.\n\n\n\nBenefits of NPI targeting\n\n\n\nNPI targeting gives healthcare marketers a more precise way to plan, activate, and measure campaigns, helping teams understand not just who they reach, but how their efforts perform at the HCP level.\n\n\n\nHere are some of the key benefits of using NPI targeting:\n\n\n\nPrecision without waste\n\n\n\nNPI targeting helps marketers reach specific, high-value HCPs instead of broad, loosely defined audiences. By focusing on verified professionals, campaigns reduce wasted impressions and direct spend where it has the greatest impact.\n\n\n\nMore relevant, personalized messaging\n\n\n\nBecause NPI targeting works at the individual provider level, marketers can tailor messaging to an HCP’s specialty, role, and practice context (and, where available, treatment or prescribing patterns). This approach makes campaign messaging feel more relevant and purposeful, increasing engagement.\n\n\n\nClear, provider-level measurement\n\n\n\nWith NPI targeting, marketers can see exactly which HCPs they reached and how those professionals interacted with a campaign—whether they clicked on an ad or simply saw it. This level of visibility and granular campaign reporting helps teams understand what’s working, refine messaging, and inform follow-up efforts, including retargeting campaigns and sharing performance insights with field reps to support more informed outreach.\n\n\n\nConsistent, cross-channel reach\n\n\n\nThrough programmatic platforms like StackAdapt, NPI targeting lets marketers reach the same verified HCPs across display, native, audio, video, and connected TV (CTV) advertising channels. This consistency reinforces messaging as professionals move between devices and online touchpoints throughout their day.\n\n\n\nBuilt for a privacy-first future\n\n\n\nNPI targeting relies on verified provider identifiers, making it privacy-safe. It’s also a future-proof alternative to cookie-based targeting, which is increasingly important as regulations tighten and identity frameworks continue to evolve.\n\n\n\nNPI targeting strategies for healthcare marketing\n\n\n\nOnce an NPI target list is in place, how and where you activate it matters just as much. \n\n\n\nHere are a few strategies healthcare marketers should follow to build credibility and reach HCPs more effectively.\n\n\n\nMeet HCPs where they spend most of their time\n\n\n\nThe days of relying primarily on print-first outreach are over.\n\n\n\nAccording to a study by M3 MI, the average HCP only spends about 16% of their weekly professional education time reading print resources to keep up to date with clinical research and industry developments.\n\n\n\nUnsurprisingly, HCPs prefer walled-garden communities for trusted education on new medical information on diseases and treatments, collaboration, and peer-to-peer advice. \n\n\n\nBut like other knowledge-based professionals, HCPs are increasingly splitting their attention across other digital channels outside of endemic environments:\n\n\n\n\nAccording to M3 MI, many physicians turn to webinars, online medical videos, and podcasts to stay informed, with 59% saying these formats help them keep up with professional and clinical information.\n\n\n\nVideo plays a central role in how doctors consume medical content, with a 2024 Wolters Kluwer study finding that 82% watch professional videos on YouTube.\n\n\n\nAudio content continues to gain traction among HCPs, with the same study finding that 56% of physicians cite Apple Podcasts as the most-used platform for healthcare-related podcasts.\n\n\n\n\nTo keep pace with this shift, marketers should use these channels to deliver clinically-relevant content when professionals are already seeking information, rather than trying to reach HCPs using outdated formats.\n\n\n\nOnly share evidence-based information\n\n\n\nHCPs expect sponsored content to meet the same standards as the clinical information they rely on in their day-to-day work.\n\n\n\nAccording to the same Wolters Kluwer survey, although HCPs are open to professionally relevant sponsored content, what’s said and where it appears matters, with the majority (48%) saying its value is diluted when it appears on public social media platforms.\n\n\n\nTo support promotional claims, marketers can strengthen the credibility of sponsored messages by not only choosing the right channels but including objective, evidence-based research, referencing multiple trusted sources, and citing clinical data, rather than relying on vague claims or superlatives.\n\n\n\nFor time-pressed HCPs, EMARKETER recommends using easy-to-scan tables and charts in ad creative to spotlight key data, short-form videos featuring insights from key opinion leaders to add clinical context, and ads on niche industry podcasts for education instead of direct promotion.\n\n\n\n\n\n\n\n\n\nUse CTV to reach the right audiences\n\n\n\nAs previously mentioned, increased federal pressure is prompting healthcare marketers to scale back linear TV ad spending, which is expected to decline by 13% year-over-year in 2026 and a further 10.5% in 2027.\n\n\n\nExplaining conditions, treatment options, and safety information often requires more than a 15- or 30-second spot, and growing pressure to clearly disclose risks and side effects is only pushing ad lengths longer.\n\n\n\nAs linear TV becomes less viable, many healthcare and pharma marketers are shifting budgets toward CTV, where they have greater control over who sees an ad and when.\n\n\n\nWhen combined with NPI targeting, CTV allows marketers to move beyond the broad, demographic-based buys typically associated with linear TV advertising and engage more relevant, verified audiences. \n\n\n\nTurn NPI measurement into action\n\n\n\nNPI measurement gives healthcare marketers a clearer view into what’s working at the provider level. \n\n\n\nInstead of relying solely on aggregate metrics, teams can see which NPIs were reached, how they interacted with specific messages, and where engagement dropped off. This makes it easier to evaluate performance across channels, compare creative approaches, and adjust budgets or messaging based on real HCP behavior.\n\n\n\nThat visibility also supports more effective retargeting across digital channels. Because marketers can identify exactly which professionals interacted with an ad, they can build audiences around those high-intent professionals and re-engage them using a multi-channel approach to reinforce key messages.\n\n\n\nNPI-level measurement also helps marketers identify which professionals are already engaging with your content, making it easier to plan follow-ups with field teams. \n\n\n\nA study found that sales rep calls are 30% more likely to drive a prescription when they’re followed by exposure to a digital asset within 10 days. By pairing field activity with follow-up digital content, marketers can keep their brand and messaging top of mind while supporting more effective rep outreach.\n\n\n\nPutting NPI targeting into practice\n\n\n\nAs access to professionals becomes more limited and channels continue to fragment, precision matters more than ever.\n\n\n\nNPI targeting gives healthcare marketers a more precise way to reach HCPs, tailor messaging to specific provider needs, and measure impact at the individual level.\n\n\n\nBut that precision only works if you can use it across the channels where HCPs actually spend their time.\n\n\n\nPlatforms like StackAdapt make it possible to build and activate deterministic NPI audiences directly within programmatic workflows, allowing marketers to orchestrate and measure campaigns across CTV, display, native, audio, and video, all in one place. \n\n\n\nTo learn more, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/npi-targeting","url":"https://www.stackadapt.com/resources/blog/npi-targeting","name":"What Is NPI Targeting and How to Use It to Reach HCPs","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/npi-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260115100413/20260114_NPI-Targeting_Header.webp?fit=1201%2C613&ssl=1","datePublished":"2026-01-15T16:38:16+00:00","dateModified":"2026-09-08T21:42:59+00:00","description":"NPI targeting is changing how healthcare marketers reach HCPs. This article breaks down what it is, why it matters, and how it’s evolving.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/npi-targeting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260115100413/20260114_NPI-Targeting_Header.webp?fit=1201%2C613&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20260115100413/20260114_NPI-Targeting_Header.webp?fit=1201%2C613&ssl=1","width":1201,"height":613,"caption":"Illustration of NPI targeting by profession, specialty, and location alongside a healthcare-focused digital ad"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"See your conversions clearly with view-through conversions","datePublished":"2021-02-23T13:02:00+00:00","dateModified":"2026-09-08T21:48:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions"},"wordCount":751,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105600/See-Your-Conversions-Clearly-with-View-Through-Conversions.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","conversion","conversion tracking"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Whether you're new to the industry or a weathered veteran, you know that the programmatic advertising space can be complex. The endless buzzwords, acronyms, and concepts in the field can quickly become overwhelming. To overcome this, it's best to tackle one concept at a time.\n\n\n\nToday's concept? Conversions. Conversions are an important metric for understanding the performance of your campaigns. Read on to discover the difference between view-through and click-through conversions.\n\n\n\nWhat is a conversion\n\n\n\nA conversion can be anything you want it to be! Well, not anything. But a conversion is basically a sale as a result of your ad. The sale is not the sale of a product; it could be someone clicking through on your 300x600 banner to book a test drive at your dealership, someone downloading an eBook after being served with a native ad—pretty much any action that you consider valuable to your campaign. \n\n\n\nWhat is a conversion window\n\n\n\nAs consumers, we know that when we see an ad, even if it captures our interest, we don’t always click on it. We may add it to that little subconscious folder in the back of our brains and in a week or so, we may have the sudden urge to do some additional research on whatever we saw in that ad. \n\n\n\nA conversion window takes into account this period of time between an ad impression and a conversion. A conversion window is typically 30 days, and the window starts immediately after a user views or clicks on an ad. If that user converts within the 30 days window, the conversion is recorded. \n\n\n\nWhat are view-through conversions\n\n\n\nThis is where view-through conversions (VTCs) come in. Simply put, a view-through conversion happens when someone is served with an ad for the first time—their first impression—doesn’t click on it, but converts at a later time.\n\n\n\nThat conversion may happen at any time within the view-through conversion window. The VTC window starts as the first impression is served and continues until there is a conversion within a certain number of days.\n\n\n\nIn a DSP, the view-through (and click-through) window defaults to 30 days. You can shorten or lengthen it depending on your brand, product or campaign performance objectives. Typically, advertisers will set the same window across all other platforms used in their marketing mix. It’s important to be mindful of what is appropriate for your campaigns as well as the shelf-life of cookies.\n\n\n\nIf you choose a 30 days window, any conversions that happen within 30 days following an impression being served are tracked as conversions in your reports. The longer the conversion window is, the more conversions you’ll typically see.\n\n\n\nWait—do all conversions have windows? Yes.\n\n\n\nWhat are click-through conversions\n\n\n\nWindows apply to click-through conversions (CTCs) as well. By definition, a click-through conversion is when a user clicks an ad and later converts as a direct result of clicking that ad. Just like with view-through conversions, that conversion doesn’t need to take place immediately. The key difference is that with VTCs, the ad has only been seen, where as with CTCs, the ad has been clicked.\n\n\n\nRemember, the time frame or ‘window’ can be modified at anytime. The clock starts the moment a user clicks on your ad, and will track them until they convert—as long as it is within the window of days that you've outlined.\n\n\n\nConversions tell a story\n\n\n\nUnderstanding the difference between view-through and click-through conversions will help you optimize your ads. That’s because view-through conversions give you a better picture of upper- and middle-funnel performance than click-through conversions. \n\n\n\nThere is more to understanding conversions—we're just scratching the surface here when discussing the different types of conversions. For example, uncovering more of the story behind each conversion is helpful for guiding campaign optimizations further. Important parts of the story may include identifying the time from click to conversion, the domain of each conversion, or the device of each conversion.\n\n\n\nTo learn more about our various features that enable you to accurately track and understand each conversion, request a demo.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions","url":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions","name":"View-Through vs. Click-Through Conversions | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105600/See-Your-Conversions-Clearly-with-View-Through-Conversions.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-02-23T13:02:00+00:00","dateModified":"2026-09-08T21:48:20+00:00","description":"Learn the difference between view-through and click-through conversions and how they are a key metric for understanding campaign performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/view-through-click-through-conversions#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105600/See-Your-Conversions-Clearly-with-View-Through-Conversions.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105600/See-Your-Conversions-Clearly-with-View-Through-Conversions.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"two graphics on a yellow background of figures considerating taking the desired action, a view-through conversion"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is programmatic DOOH and why it’s the future of OOH","datePublished":"2025-12-16T21:37:25+00:00","dateModified":"2026-09-09T16:12:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh"},"wordCount":2687,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251216152808/20251215_Programmatic-DOOH_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: Programmatic DOOH advertising\n\n\n\n\nProgrammatic digital out-of-home (DOOH) brings the scale of out-of-home (OOH) into the digital era, using automated buying, real-time signals, and data-driven targeting to deliver timely messages across public spaces.\n\n\n\nProgrammatic DOOH makes up over 30% of DOOH ad spending and is forecasted to grow 18.8% year-over-year (YoY) in 2026.\n\n\n\nWith greater flexibility, targeting, and transparency into where and when ads run, programmatic DOOH gives marketers far more control than traditional static OOH.\n\n\n\nAdvances in measurement and attribution have made DOOH a performance-ready channel that fits naturally alongside other digital investments.\n\n\n\n\n\nFor centuries, OOH advertising has been used to build brand awareness and connect with consumers at a scale that few other forms of advertising can match.\n\n\n\nAs technology has evolved, so has the format, bridging the physical and digital divide to help marketers reach consumers wherever they are through DOOH advertising.\n\n\n\nNow, thanks to better targeting, measurement, and creative control, DOOH is entering its next evolution in the form of programmatic DOOH advertising, a shift that’s making campaigns easier to activate, optimize, and evaluate alongside other digital channels.\n\n\n\nAs a result, programmatic DOOH now makes up 30% of the category’s revenue, with ad spending projected to climb 18.8% YoY in 2026. It’s currently on track to reach $1.37 billion USD by 2027.\n\n\n\nWhether you’re new to programmatic advertising or want to learn more about programmatic DOOH, this article breaks down everything you need to know—from how it works and why it matters to the benefits it unlocks when used as part of an omnichannel strategy.\n\n\n\nWhat is programmatic DOOH?\n\n\n\nProgrammatic DOOH (also known as pDOOH) refers to the automated buying, selling, and delivery of DOOH advertising through programmatic advertising platforms. \n\n\n\nUnlike traditional OOH, which often requires manual negotiations with media owners or long-term commitments, marketers can use real-time data, audience insights, and bidding technology to activate campaigns across digital billboards and signage in transit shelters, airports, malls, gyms, and other high-traffic environments.\n\n\n\nWith programmatic DOOH, marketers can plan and deliver campaigns with far greater speed, flexibility, and precision. Advertisers can target specific audiences, adjust messaging based on context—like time of day or weather—optimize budget in real time, and measure performance with far greater transparency than manual or fixed OOH buys allow.\n\n\n\nAs a result, programmatic DOOH offers a more adaptable and efficient approach to DOOH—one that mirrors the precision and control of programmatic advertising but with the scale and impact of OOH.\n\n\n\nWhat are the differences between traditional OOH, DOOH, and programmatic DOOH?\n\n\n\nTraditional OOH and DOOH both excel at delivering high-impact visibility in high-traffic environments. They offer consistent exposure, unskippable formats, and strong cost efficiency for long-term campaigns, helping brands stay top-of-mind as consumers move through their day.\n\n\n\nProgrammatic DOOH takes those same strengths and enhances them with automation and greater control. Marketers can access multiple media owners and digital screens through a single platform, target audiences with greater precision, adjust schedules or creative in real time, and measure performance with more transparency. This added agility makes programmatic DOOH easier to scale across markets (depending on the region), adapt to changing conditions, and use as part of omnichannel campaigns, making DOOH an even more dynamic, performance-ready channel.\n\n\n\nHere’s a side-by-side comparison to help illustrate the key differences between traditional OOH vs. programmatic DOOH:\n\n\n\nFeatureTraditional OOHProgrammatic DOOHCreativeStatic print formats (vinyl billboards, large-format wraps, posters)Digital, dynamic, and videoBuying methodPrimarily manual, upfrontCan be automated but also supports direct or guaranteed deals when needed; also done in real timeTargetingLimited (based on location and traffic estimates)Audience-driven + contextual triggersSpeedSlow (requires manual production & installation)Fast (creatives are uploaded & campaigns can be launched from a single platform)OptimizationNone (requires manual updates and replacements)Dynamic (can be updated in real time)MeasurementEstimated impressionsAttributed visits, lift studies, audience reachFlexibilityLowHigh\n\n\n\n\n\n\n\nBenefits of programmatic DOOH\n\n\n\nProgrammatic DOOH builds on everything marketers already love about DOOH while adding the automation, agility, and precision needed to drive stronger performance across the funnel.\n\n\n\nHere are some of the main advantages of programmatic DOOH:\n\n\n\nMore precise targeting\n\n\n\nProgrammatic DOOH makes it easier to reach the right people, not just the right places. Marketers can use demographic, behavioural, and movement data to target audiences with far greater precision, layering in contextual signals like weather, time of day, or nearby events to fine-tune campaigns and deliver messages when they’re most relevant.\n\n\n\nGreater campaign flexibility\n\n\n\nWith programmatic DOOH, advertisers don’t have to wait weeks to launch, pause, or adjust campaigns. Creative swaps don’t require site visits, and ads can be updated based on campaign performance. This real-time control makes DOOH even more responsive and adjustable, especially for brands operating across multiple markets.\n\n\n\nMore dynamic capabilities\n\n\n\nDOOH’s digital canvas opens the door for big, bold, and beautiful storytelling. Marketers can run video, animations, countdowns, or data-triggered messages that adapt to what’s happening around the screen. Advertisers can also easily repurpose creatives from video or CTV ads, making it easier to extend existing assets into the physical world and improve brand recall.\n\n\n\nHigh visibility and consumer impact\n\n\n\nAdblockers don’t work in the physical world. Because DOOH ads are larger than the majority of digital ads and shown in public spaces, they’re harder to ignore, making them highly visible and impactful. In fact, a study by the OAAA found that 73% of US consumers view DOOH ads favourably—that’s higher than other forms of media, such as television (50%), social media (48%), and print (31%) advertising.\n\n\n\nMeasurable foot traffic and sales impact\n\n\n\nDOOH ads are highly effective at driving foot traffic to physical locations such as brick-and-mortar stores, restaurants, and entertainment venues. A study found that 51% of people who noticed a DOOH ad with directions to a nearby store visited the business (93% of whom completed a purchase).\n\n\n\nRead more about the effectiveness of DOOH advertising.\n\n\n\nPrivacy-friendly precision\n\n\n\nProgrammatic DOOH often relies on contextual and location-based signals rather than personal identifiers, making it a privacy-friendly way to deliver relevant messages at scale. Whether triggered by traffic, proximity to a store, or other environment triggers, DOOH connects brands with audiences in meaningful, future-proofed ways.\n\n\n\nExpanded inventory across new environments\n\n\n\nProgrammatic DOOH provides access to a rapidly growing network of digital screens that were previously inaccessible or challenging to buy across multiple locations, such as big box stores, fitness centers, transit hubs, universities, workplaces, and even EV charging stations. This expanding footprint makes it easier to reach audiences throughout their day and closer to key decision-making moments.\n\n\n\nInteractive engagement\n\n\n\nDOOH isn’t just something people see. It’s something they can interact with. Programmatic DOOH campaigns can include interactive elements like QR codes and touchscreens, encouraging direct interaction and providing trackable paths to conversion.\n\n\n\nBetter budget allocation\n\n\n\nWith automated pacing and performance-led delivery, programmatic DOOH ensures that every dollar is used efficiently. Instead of committing to fixed placements, marketers can shift spend toward the screens, venues, or audiences driving the strongest results, helping them maximize impact while minimizing wasted ad spend.\n\n\n\nFlexible buying options\n\n\n\nProgrammatic DOOH gives marketers the ability to access multiple publishers and screen networks through a single platform, simplifying the buying process and reducing the need for one-off negotiations while still offering control over where and when ads appear.\n\n\n\nAdvanced measurement and reporting\n\n\n\nDOOH provides clearer visibility into who you’re reaching, how often, and the impact it’s having, helping marketers plan campaigns more confidently and align DOOH with other digital channels.\n\n\n\nStronger omnichannel integration\n\n\n\nProgrammatic DOOH fits naturally into any multi-channel or omnichannel strategy, allowing marketers to re-connect with exposed audiences across other digital channels. For example, through StackAdapt’s integrations, marketers can retarget users across display, native, video, CTV, and audio, expanding reach and creating cohesive cross-channel journeys that drive engagement and conversions.\n\n\n\nHow does programmatic DOOH work?\n\n\n\nUnderstanding how programmatic DOOH works starts with the technology that powers it. Here are the key pieces behind the process and how they shape the way campaigns are planned, managed, strategized, and delivered.\n\n\n\nThe role of DSPs in programmatic DOOH\n\n\n\nDemand-side platforms (DSPs) are the central tool advertisers use to plan, buy, and manage programmatic DOOH campaigns. They streamline the entire workflow, from automated buying and selling to the delivery of ads across thousands of digital screens.\n\n\n\nInside a DSP, advertisers can define campaign objectives, select preferred screen types and locations, upload creative assets, and monitor performance. DSPs also integrate DOOH alongside other digital channels, allowing marketers to manage everything within a single, unified platform rather than juggling multiple systems or vendors.\n\n\n\nOn the backend, DSPs connect with supply-side platforms (SSPs), ad exchanges, media owners, and other programmatic supply partnerships. This connection gives advertisers access to a vast network of digital screens.\n\n\n\nAs DSPs evolve, they’re being built to support marketers with transparent inventory discovery, smarter planning, and more informed decision-making.\n\n\n\nFor example, StackAdapt’s new interactive, map-first inventory discovery tool allows advertisers to visually explore and filter available screens by location, media owner, and venue type, replacing spreadsheets and static lists with real-world context. With full transparency into screen details and supply opportunities, marketers can seamlessly activate inventory directly and incorporate selected media owners into new or existing campaigns in just a few clicks.\n\n\n\nTypes of programmatic DOOH formats\n\n\n\nProgrammatic DOOH spans a wide range of digital screens in public spaces, giving marketers the ability to reach audiences in the real world across their daily journeys. These screens fall into a few core format categories, each designed to align with specific environments, behaviours, and campaign objectives.\n\n\n\nThe most common DOOH formats are:\n\n\n\n\nLarge Format: Oversized digital billboards in public spaces like highways, airports, and major city centres that are built to maximize visibility and drive broad brand awareness.\n\n\n\nPlace-Based: Venue-based digital screens found in and around public spaces like gyms, malls, gas stations, stadiums, and medical offices, allowing marketers to reach consumers in contextually relevant moments when intent is naturally higher.\n\n\n\nTransit: Found in airports, subway platforms, bus shelters, taxis, and rideshares, making it ideal for engaging commuters while they’re travelling and influencing decisions on the move.\n\n\n\nPoint of Purchase: Used near store entrances, checkout aisles, and product displays to influence buying decisions and drive impulse purchases directly at the point of sale.\n\n\n\nHigh Impact: Massive digital screens that deliver unmatched visibility for brands looking to create unforgettable, attention-grabbing moments (think Times Square in New York or the Sphere in Las Vegas).\n\n\n\n\n\n\n\n\n\n\nTargeting in programmatic DOOH\n\n\n\nTargeting in programmatic DOOH works similarly to other digital channels, but with the added advantage of reaching people in public spaces as they move throughout their day. \n\n\n\nBy combining location data, audience demographics, contextual signals, and other real-time data, marketers can deliver timely, relevant messages that reflect both the physical environment and the audience’s mindset.\n\n\n\nCommon targeting types include:\n\n\n\n\nLocation-Based Targeting: Target campaigns by country, region, DMA, city, or zip/postal code to ensure ads run in the most relevant areas.\n\n\n\nContextual Targeting: Select specific venue types—like airports, gyms, malls, or gas stations—so creative naturally aligns with the environment and audience behaviour.\n\n\n\nDynamic Targeting: Adjust delivery based on real-time conditions such as weather, time of day, sports scores, or local events to keep messaging timely and actionable.\n\n\n\nMedia Owner Targeting: Prioritize specific media owners or screen networks, similar to choosing preferred publishers across other digital channels. \n\n\n\nAudience Targeting: Use mobility and 3rd-party data through programmatic guaranteed deals to target screens that overindex for key segments, such as frequent travellers or soft drink buyers.\n\n\n\nRetargeting: Re-engage exposed audiences across channels like display, CTV, or audio to reinforce messaging and guide them further along the customer journey.\n\n\n\n\nStackAdapt streamlines the targeting process and provides even more precision. For example, you can target by venue type, inventory package, media owner, and at the screen level, as well as see real-world screen previews and venue-level pricing. In doing so, it simplifies how advertisers target placements and activate campaigns more efficiently without relying on cumbersome deal IDs or custom lists.\n\n\n\n\n\n\n\n\n\nHow measurement works in programmatic DOOH\n\n\n\nMeasuring the impact of DOOH has historically been challenging, especially compared to digital channels with closed-loop reporting. But with the right tools, advertisers can confidently quantify the role DOOH plays across the full funnel.\n\n\n\nFootfall attribution uses mobile device IDs captured by location partners near DOOH placements to connect store visits back to specific campaigns. This lets marketers understand which placements drove store traffic, restaurant visits, or events, helping them evaluate the offline impact of their campaigns.\n\n\n\nBrand lift studies measure changes in awareness, recall, consideration, or purchase intent by comparing a group exposed to DOOH ads with a control group. This provides clear insight into how DOOH improves brand equity and influences top-of-funnel KPIs.\n\n\n\nSales lift analysis connects exposure to actual purchases, helping marketers determine whether people who saw a DOOH ad went on to buy the promoted product.\n\n\n\nThese capabilities continue to expand through SSP integrations, 3rd-party measurement partners, and technological advancements, offering marketers increasingly sophisticated reporting across reach, frequency, and performance.\n\n\n\nFor example, StackAdapt’s recently revamped DOOH reporting provides heatmaps, screen-level metrics, and exportable data, allowing marketers to demonstrate the impact of their campaigns and prove ROI to clients and internal stakeholders with confidence.\n\n\n\nProgrammatic DOOH case studies\n\n\n\nProgrammatic DOOH is helping brands activate more effective, measurable campaigns in the real world. \n\n\n\nNeed proof? Here’s how four agencies and brands are using DOOH to drive awareness, engagement, and performance through StackAdapt.\n\n\n\nElevating brand awareness across Germany\n\n\n\nMOBSTA activated premium DOOH placements in airports, malls, and luxury shopping districts to boost visibility for Michael Kors Jewelry. The campaign delivered 14 million impressions and drove a 39% increase in brand lift in Berlin and 13% increase in brand lift in Hamburg.\n\n\n\nPowering performance with a full-funnel DOOH strategy\n\n\n\nOctopus Energy used DOOH across six major Spanish cities to reach commuters and urban audiences. The campaign generated 3 million impressions, and by retargeting exposed users across other digital channels, achieved a 1.34% average CTR and more than 1,000 conversions.\n\n\n\nInspiring travel intent through high-impact airport screens\n\n\n\nDigital Willow ran DOOH ads across airports in the UK and Ireland to boost awareness for Visit Isle of Man. The campaign contributed to a 263% increase in search click volume, highlighting DOOH’s ability to influence consideration among travellers in high-intent environments.\n\n\n\nBrewing brand growth with DOOH and multi-channel precision\n\n\n\nSomebody Digital partnered with StackAdapt to help sustainable spirits brand Ramsbury stand out in a competitive market. By pairing strategic DOOH placements near premium retail locations with multi-channel retargeting, the campaign delivered 32.4 million impressions and nearly doubled website traffic (+99%).\n\n\n\nThe future of DOOH advertising is programmatic\n\n\n\nProgrammatic DOOH is reshaping how marketers think about OOH advertising.\n\n\n\nWith ongoing advancements in targeting, analysis, and attribution, DOOH has become a measurable, performance-ready channel that can confidently hold its own alongside other digital channels.\n\n\n\nStackAdapt makes DOOH even more accessible by offering a single, unified platform to plan, buy, optimize, and measure programmatic campaigns alongside the rest of your media strategy. \n\n\n\nTo learn more about StackAdapt’s DOOH solutions, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nProgrammatic DOOH FAQs\n\n\n\n\n\n\n\nYes. DOOH inventory can be bought programmatically. Marketers can access and bid on digital screens through DSPs with the same flexibility they use for online video or display ads.\n\n\n\n\n\n\n\n\n\nThe price of a DOOH campaign varies widely depending on the size and location of the screen, how busy the venue is, and the level of targeting. Read our blog on DOOH advertising costs to learn more.\n\n\n\n\n\n\n\n\n\nTypical programmatic DOOH CPMs range from $4 to $50. This range allows brands to activate everything from high-impact displays to targeted place-based screens in a way that aligns with their overall media strategy.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-53a4e48c-b774-410f-a28e-9339ff9f92e2","position":1,"url":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-53a4e48c-b774-410f-a28e-9339ff9f92e2","name":"Can you purchase DOOH programmatically?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Yes. DOOH inventory can be bought programmatically. Marketers can access and bid on digital screens through DSPs with the same flexibility they use for online video or display ads.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-e29c0daf-966a-4053-b186-e3fcb88b72ad","position":2,"url":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-e29c0daf-966a-4053-b186-e3fcb88b72ad","name":"How much does DOOH cost?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The price of a DOOH campaign varies widely depending on the size and location of the screen, how busy the venue is, and the level of targeting. Read our blog on DOOH advertising costs to learn more.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-9dbab186-2f0e-409e-ae68-3fc2f8b906f5","position":3,"url":"https://www.stackadapt.com/resources/blog/programmatic-dooh#faq-question-9dbab186-2f0e-409e-ae68-3fc2f8b906f5","name":"What is the average CPM for DOOH?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Typical programmatic DOOH CPMs range from $4 to $50. This range allows brands to activate everything from high-impact displays to targeted place-based screens in a way that aligns with their overall media strategy.","inLanguage":"en-US"},"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/adweek-tech-stack-awards-2025","url":"https://www.stackadapt.com/resources/blog/adweek-tech-stack-awards-2025","name":"StackAdapt Named Winner of ADWEEK Tech Stack Awards","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/adweek-tech-stack-awards-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251209104149/20251209_techstack-awards_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-12-09T14:00:00+00:00","dateModified":"2026-09-08T21:43:01+00:00","description":"StackAdapt was named the top programmatic platform in the buy-side category for helping agencies and brands deliver more high-performing campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"How to optimize for high landing page conversion rates","datePublished":"2021-03-18T14:09:42+00:00","dateModified":"2026-09-08T21:48:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate"},"wordCount":1641,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105559/optimize-landing-pages-for-conversions.jpg?fit=1200%2C600&ssl=1","keywords":["conversion journey","conversion tracking"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Having a stellar digital ad is critical for programmatic advertising. You want the ad to be eye-catching, engaging and drive the user to complete a desired action. But to really reap the benefits of your digital campaign, every element of the conversion funnel needs to be stellar—including your landing page. \n\n\n\nYour landing page is an important part of your campaign’s performance because it’s the digital meeting spot for you (the advertiser) and your audience. A great landing page will move people through the conversion funnel and provide user insights that can steer your business in the right direction. \n\n\n\nSo, how do you build a page that will deliver high landing page conversion rates? You’ll want to focus on two main components. Read on to learn what they are, and why they matter. \n\n\n\nChoose a type of landing page that aligns with your goals \n\n\n\nThere are a few common types of landing pages. Each one supports a specific goal, which should align with the call to action of your ad campaign. That goal is what you’ll use to define a conversion. You might decide that an email submission, or purchase equals a conversion for your campaign. After clicking through to your landing page from an ad, that landing page should help to guide the user further through the conversion funnel. \n\n\n\nSo how do you decide what type of landing page to use? You’ll want to select the type that best supports your campaign goals. That goal could be lead capture, a sale, or booking a demo. Here are three types of landing pages that align with common campaign goals. \n\n\n\n1. Lead capture landing pages\n\n\n\nA lead capture page offers users something in return for their email address or other information. This type of landing page has one defined goal: exchange a lead magnet for your visitor’s info. Once you earn that visitor’s info, you can continue to nurture them into a lead or customer. Any landing page with a form on it can be considered a lead capture page. For example, demo request pages and eBook download pages are both considered lead capture pages. \n\n\n\n2. Sales landing pages\n\n\n\nThe goal of a sales landing page is to convince visitors to make a purchase. They should be informative and convincing. Compared to a lead capture landing page, sales landing pages tend to be longer and include elements like social proof, FAQ, and sometimes case studies. If the goal of your advertising campaign is to sell a product or service, this is the type of landing page you’ll want to use. \n\n\n\n3. Click-through landing pages\n\n\n\nThe goal of the click-through landing page is to encourage a visitor to do exactly what you’d expect! Click-through to another page after the landing page. Whereas a lead capture or sales landing page aims to have the visitor convert on that specific page, with a click-through landing page the goal is to have the visitor convert on a subsequent page. This type of landing page does a good job of warming up the visitor. Rather than making a purchase decision immediately after clicking your ad, they have an opportunity to learn about the product or service before clicking through to purchase or submit their details. \n\n\n\nBe sure to select your landing page type based on what the goal of your advertising campaign is. That way, you have a clear understanding of what role that page serves in your conversion funnel, and what information and elements to include on your landing page.\n\n\n\nPay attention to the design of your landing pages \n\n\n\nUsing the right type of landing page for your campaign will help boost its effectiveness. But that’s not the only piece of the puzzle. Your page should be visually pleasing and simple to navigate. Landing page design influences the perceptions of your visitors. To ensure those perceptions are positive, it’s important to take the design of your landing pages into consideration. \n\n\n\nHere are 3 best practices to keep in mind when building your landing pages:\n\n\n\n1. Content should appear above the fold\n\n\n\nThe term “above the fold” refers to the content of a web page that is immediately visible when a page first loads. The opposite, “below the fold,” refers to the content of a page that requires a visitor to scroll to see. When a user clicks through to your landing page from an ad, they may not stick around for long before leaving or ‘bouncing’. This is why focusing on the above the fold content of your landing pages is so crucial. As it’s the first thing visitors see, this content will either capture or lose their attention. \n\n\n\nYou can use a scroll map to easily identify the location of the average fold on different devices. And, choosing the right DSP will give you access to more tools that enable you to collect details about the user's behaviour once they arrive on your landing page. For example, enabling StackAdapt’s engagement pixel will help you track metrics like bounce rate.\n\n\n\n2. A clear call to action\n\n\n\nThe most important content to include above the fold is your headline, a sentence or two of body copy, and an emphasized call to action (CTA). You don’t want to lead people away from your amazing ad to a landing page that has a CTA buried at the bottom of the page. If it’s not immediately obvious, your visitors might even miss the CTA entirely. To avoid this, make sure that CTA is front and centre—and designed to be seen! Don’t have your CTA as the same font, colour and format as the rest of the text. It should be clear, concise, and obvious. \n\n\n\nFor example, CTAs like “Learn More,” “Shop Now,” and “Sign Up” are effective because they are short and to the point. Keep in the mind that it’s best practice to have just one CTA, because competing CTAs can be confusing for the user — Unless you are tracking multiple CTA’s differently. In that case, just be sure to only include links that are part of your conversion funnel. \n\n\n\n3. Simple visual design that is on brand\n\n\n\nIf there are too many visual elements your visitors may end up distracted from the CTA. Opting for a visual design that is simple will help to keep your page’s CTA front and center. A very simple landing page might seem counterintuitive, but it avoids visual clutter. And just because your page’s visual design is simple, doesn’t mean it can’t be engaging. Beautiful imagery and graphic design that is on brand will help shape a visitor’s positive perception of your brand—and guide them toward a conversion. \n\n\n\n4. Landing page copy aligns with your ad creative\n\n\n\nYour ad creative is what initially captures a visitor’s attention. When they click through to the landing it should be relatable to the ad so that the conversion funnel experience is smooth. For example, if you’re running an awareness ad, make sure that the above the fold content of your landing page emphasizes the same product or service that is promoted in the creative of your ad. If you’re running a conversion ad with the CTA “Shop Now” in it’s creative, the same product should be showcased above the fold. Add another layer of predictability by making the CTA button on the landing page the same as the CTA on your ad.\n\n\n\nMonitor your landing page conversion rates \n\n\n\nYou’ve defined a goal for your landing page and you’ve made sure the design is on point. Once the campaign is live, you can begin to monitor the performance. The main metrics you’ll want to track are cost per engagement (CPE) and conversion rate (CVR). These are the key performance indicators (KPIs) that will provide insight into how effective your campaign is after you’ve won that initial click-through.\n\n\n\nTracking CPE and CVR\n\n\n\nCPE is calculated by dividing the total ad cost of your campaign by the total number of engagement actions with an ad. It’s a great way to measure the post-click activity of your campaign, which takes place on the campaign’s landing page. Engagement is that middle factor between winning a click and converting, which is why it’s important to track CPE.    Since conversion is the ultimate goal of any ad campaign, the CVR will tell you how well your landing page is doing at actually getting you those conversions. CVR is calculated by dividing the number of conversions by the total number of visitors who clicked through to your landing page. That number tells you the percentage rate of visitors who converted when they visited your page. \n\n\n\nBy tracking CPE and CVR in tandem you can evaluate how well your landing page is performing within the campaign funnel. These metrics will inform your optimization decisions by providing insights into the behaviour of users that engage with your page. \n\n\n\nReach your landing page conversion goals\n\n\n\nChoosing the right type of landing page and following best practices for the page’s design will contribute to achieving your conversion rate goals. The landing page is an important aspect of your ad campaign’s conversion funnel. While engaging ad creatives will result in clicks a great landing page will be the deciding factor if a user enters the conversion funnel. To earn the best campaign performance, be sure to make landing page optimization a part of your campaign strategy.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate","url":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate","name":"Optimize for High Landing Page Conversion Rates | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105559/optimize-landing-pages-for-conversions.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-03-18T14:09:42+00:00","dateModified":"2026-09-08T21:48:18+00:00","description":"Learn how to build an optimized landing page that will move people through the conversion funnel and earn high landing page conversion rates.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/landing-page-conversion-rate#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105559/optimize-landing-pages-for-conversions.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105559/optimize-landing-pages-for-conversions.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing illustrated web pages and a user taking action on them to illustrate optimizing landing pages"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Out-of-home advertising stats & trends marketers need to know","datePublished":"2025-11-26T20:46:27+00:00","dateModified":"2026-09-09T16:12:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics"},"wordCount":1997,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251126140242/20251118_DOOH-Stats_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: OOH and DOOH statistics you need to know\n\n\n\n\n40% of agency professionals expect their clients to boost OOH spending in the coming year.\n\n\n\nBy 2029, DOOH will represent 42.3% of all OOH ad spend.\n\n\n\nProgrammatic DOOH ad spending is projected to reach $1.35 billion USD by 2026.\n\n\n\n80% of consumers are likely to take action after seeing a funny, creative, or visually engaging OOH ad.\n\n\n\nIn-store retail media is expected to drive 55.9% of DOOH’s total growth between 2025 and 2029.\n\n\n\n\n\nOut-of-home (OOH) is one of the oldest, most reliable forms of advertising, but it got off to a rocky start this decade.\n\n\n\nAs commuters shifted to remote work and fewer people travelled, ad spend and audience exposure plummeted almost overnight.\n\n\n\nSince then, OOH has rebounded as people return to offices and everyday life. \n\n\n\nNow, thanks to technological advances, expanded digital screen networks, and improved measurement and attribution, OOH advertising is undergoing a renaissance.\n\n\n\nDespite only 10% of US brand and agency marketers citing traditional OOH and digital out-of-home (DOOH) advertising as an investment priority in 2025, EMARKETER reports that 40% of agency professionals worldwide expect their clients to increase their OOH spending.\n\n\n\nWhether you’re new to OOH and DOOH advertising, need to convince clients or stakeholders of its effectiveness, or simply need statistics to strengthen your next campaign pitch, read on to learn more about its remarkable growth and why marketers are flocking to it.\n\n\n\nStats on OOH advertising market size and growth\n\n\n\nOOH advertising experienced a big milestone in 2024. \n\n\n\nThat year, OOH advertising revenue surpassed $9 billion USD for the first time in the medium’s history. \n\n\n\nThat momentum continued in 2025. \n\n\n\nAlthough traditional media ad sales were projected to fall 11.7% YoY, a Q2 2025 report from the Out of Home Advertising Association of America (OAAA) projected that increased automotive and pedestrian traffic would help OOH reach record highs, with transit OOH advertising in particular increasing 8.9% YoY.\n\n\n\nBut DOOH advertising is driving most of its growth.\n\n\n\nAlthough nearly two-thirds of OOH ad spending still goes towards traditional static formats, EMARKETER projects that share will drop below 60% in 2028, with DOOH advertising accounting for 41% of total OOH spending. \n\n\n\nOOH ad spending by mediaEMARKETER forecasts that DOOH ad spending will grow at a 7.6% CAGR over the next four years.Source: EMARKETER\n\n\n\nOver the same period, DOOH will grow at a compound annual growth rate (CAGR) of 7.6%, while traditional OOH will inch forward only 0.7%.\n\n\n\nBy 2029, Statista predicts that 44% of global OOH ad spend will go to digital screens.\n\n\n\nKey takeaways for marketers:\n\n\n\nOOH remains one of the most resilient channels in advertising, but the real opportunity now lies in its digital evolution. As digital inventory expands and buying becomes more automated and data-driven, marketers who adopt it will be best positioned to capitalize on its growth and prove the real-world impact of every impression.\n\n\n\nNoteworthy OOH advertising facts:\n\n\n\n\nAccording to a June report from the World Out of Home Organization, global OOH ad spending is on track to hit $49.8 billion in 2025.\n\n\n\nBillboards remain the dominant OOH format, with the OAAA reporting that 74.5% of revenues came from large-format ads in Q1 2025.\n\n\n\nEMARKETER projects a 3.6% lift in OOH ad spending for 2026, driven by political advertising around the US midterm elections and brands capitalizing on major events like the Winter Olympics.\n\n\n\nA study from StackAdapt and Ascend2 found that high-performing agencies and brands were significantly more likely to invest in DOOH (28%) than lower-performing organizations (19%) over the past year.\n\n\n\n\nStats on programmatic DOOH growth and value\n\n\n\nThanks to better data integration, improved measurement, and expanded access to DOOH inventory, marketers are increasingly using programmatic advertising platforms. \n\n\n\nAccording to a 2024 survey, the majority of US marketers say programmatic DOOH provides more dynamic creative opportunities than traditional OOH advertising and non-programmatic DOOH. The survey also found that respondents felt programmatic DOOH was stronger at establishing trust with target audiences compared to other types of media.\n\n\n\nAs a result, programmatic DOOH ad spending is projected to climb 22.6% YoY in 2025 and reach $1.22 billion USD in 2026.\n\n\n\nProgrammatic DOOH ad spendingSource: EMARKETER\n\n\n\nDespite its growth potential, a recent survey found that 59% of marketers still buy OOH inventory only through direct deals, highlighting that adoption continues to lag even as interest grows.\n\n\n\nKey takeaways for marketers:\n\n\n\nProgrammatic DOOH is changing how brands plan and optimize campaigns. It enables faster activations and transforms DOOH from manual, location-by-location buys into highly automated, audience-driven, and data-informed delivery. In doing so, DOOH is becoming more measurable, flexible, and seamlessly integrated into omnichannel strategies, similar to other digital channels available programmatically.\n\n\n\nStats on emerging markets for DOOH advertising growth\n\n\n\nThe US remains a leader in the global DOOH market with ad spending projected to reach $4.40 billion USD in 2025. \n\n\n\nDriven by the widespread adoption of programmatic buying and expanding digital screen networks, the US market is expected to grow at a CAGR of 5.95% between 2025 and 2030, reaching an estimated $5.87 billion USD by the end of the decade.\n\n\n\nBut China is quickly closing the gap. \n\n\n\nIn 2025, ad spending in China’s DOOH market is forecasted to hit $4.84 billion USD. With a higher projected CAGR of 6.57%, China’s DOOH spend could climb to $6.65 billion USD by 2030, driven by rapid urbanization and continued investment in digital infrastructure.\n\n\n\nBut it’s not the only region experiencing rapid digital growth and rising advertiser demand:\n\n\n\n\nDOOH ad spending in Canada is projected to reach $467 million USD in 2025 and grow at a CAGR of 5.34%, reaching $605 million USD by 2030.\n\n\n\nThe Australian DOOH market is expected to hit $521 million USD in 2025 and expand at a CAGR of 5.79% to reach $690 million USD by 2030.\n\n\n\nDOOH ad spending in the UK will reach $1.18 billion USD in 2025, with a CAGR of 6.54% bringing total market volume to $1.62 billion USD by the end of the decade.\n\n\n\n\nKey takeaways for marketers:\n\n\n\nGlobal investment in DOOH is accelerating. For brands, this growth means broader inventory access, more programmatic advertising opportunities, and a more sophisticated ecosystem for launching and optimizing DOOH campaigns worldwide.\n\n\n\nStats on DOOH advertising effectiveness and consumer engagement\n\n\n\nHow does DOOH impact customer journey and conversion rates?\n\n\n\nThe OAAA and The Harris Poll answered that question in a recent survey.\n\n\n\nAccording to the study, 73% of consumers view DOOH ads favourably, ranking them higher than other forms of media, such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%) advertising.\n\n\n\nBut DOOH doesn’t just capture attention. \n\n\n\nThe same study found that 76% of viewers took action after seeing a DOOH ad. The most common responses included watching a video (38%), going to a restaurant (36%), visiting a store (29%), purchasing a product in store (30%), and talking about the brand with someone they know (30%).\n\n\n\nWhen ads were seen as funny, clever, creative, or visually interesting, 80% of consumers were more likely to take action.\n\n\n\nKey takeaways for marketers:\n\n\n\nDOOH drives more than awareness. It shapes consumer behaviour. \n\n\n\nDOOH advertising increasingly allows marketers to influence buyers at every stage of the customer journey, turning a passing glance into store visits, conversations, and, ultimately, conversions.\n\n\n\nAdditional facts about DOOH advertising effectiveness:\n\n\n\n\nAccording to the same study from the OAAA and The Harris Poll, 51% of consumers who noticed a DOOH ad providing directions to a nearby store or restaurant visited the business, and 93% completed a purchase.\n\n\n\nOver 80% of respondents said DOOH ads promoting deals on groceries, restaurants, and other retail categories were useful and encouraged them to buy.\n\n\n\n81% of viewers found DOOH ads that adjust creative in real time based on weather conditions helpful and relevant.\n\n\n\n\n\n\n\n\n\n\nStats on DOOH advertising’s role in mobile and cross-channel campaigns\n\n\n\nRecent research shows a strong connection between DOOH and mobile engagement.\n\n\n\nAccording to a 2024 survey, 74% of mobile device users took action on their phones after seeing a DOOH ad. Those actions ranged from online searches about advertisers (44%) to visiting their websites (38%) and social media pages (30%).\n\n\n\nWith nearly half of mobile users who noticed a DOOH ad searching for advertisers online, this cross-screen engagement highlights how DOOH can spark brand discovery beyond physical locations.\n\n\n\nOOH also amplifies social media engagement. Another study found that 47% of consumers searched for social media handles featured on OOH ads, while 40% shared related content online.\n\n\n\nKey takeaways for marketers:\n\n\n\nDOOH and mobile are increasingly interconnected, creating opportunities to bridge both physical and digital experiences. By pairing DOOH with mobile and social media advertising, marketers can extend reach, reinforce messaging, and inspire action across multiple touchpoints, making it one of the most effective strategies for DOOH advertising and multi-channel campaigns.\n\n\n\nStats on future trends in OOH advertising\n\n\n\nOOH is entering a new era of innovation. From screens outside of stadiums to storefronts, brands are finding new ways to connect with audiences and drive conversions more efficiently.\n\n\n\nHere are a few of the trends shaping the future of OOH advertising:\n\n\n\nOOH and sports marketing\n\n\n\nLive sports are becoming one of the most powerful growth engines for OOH advertising. \n\n\n\nAccording to a US study, nearly six in 10 US adults recall recently seeing an OOH ad promoting a major sporting event. Of those, 90% took a real-world action, such as watching the game, discussing it with friends, or engaging on social media after seeing an ad. \n\n\n\nEven more notable, 99% of fans who attended a game after seeing an OOH ad spent money locally, making it a valuable driver of economic activity for brands promoting local hospitality, dining, and transportation.\n\n\n\n\n\n\n\n\n\nOOH and sustainability\n\n\n\nSustainability continues to be top-of-mind for leaders across the advertising industry.\n\n\n\nLuckily, OOH is already one of the most sustainable advertising channels.\n\n\n\nA recent report from KPMG found that OOH advertising emits just 0.25g of CO₂ per impression, which is much less than more carbon-intensive channels. \n\n\n\nDOOH advertising continues to improve its environmental performance thanks to advancements in energy-efficient LED screens, renewable power sourcing, and automated ad delivery, which, unlike traditional OOH, reduces the need for manual installation and printing. \n\n\n\nThis efficiency makes OOH—and DOOH in particular—a power-conscious, low-carbon option for brands seeking both visibility and accountability in their media mix.\n\n\n\nDOOH and retail media\n\n\n\nPhysical retail locations are quickly becoming a core growth channel for DOOH advertising.\n\n\n\nIn-store retail media ad spending is projected to represent nearly one-fifth of total ad spend by 2027 and account for 55.9% of DOOH’s total growth between 2025 and 2029.\n\n\n\nIn-store DOOH ad spendingDOOH is forecasted to represent 23% of in-store retail media ad spending by 2028.Source: EMARKETER\n\n\n\nDigital signage inside stores and shopping centres helps brands reach high-intent shoppers at the point of purchase, influencing decisions in real time.\n\n\n\nBeyond driving conversions, retail DOOH also generates valuable consumer insights that help advertisers refine messaging, improve in-store experiences, and accurately measure campaign impact.\n\n\n\nKey takeaways for marketers:\n\n\n\nTechnological advancements and new placement options are redefining how and where DOOH delivers value. For brands looking to engage consumers outside the home, DOOH offers more places—and more moments—to connect with them.\n\n\n\nWhat to do with these OOH advertising facts and figures\n\n\n\nOOH has evolved beyond an awareness play. Thanks to digital innovations, marketers can now plan, activate, and measure campaigns that unlock its full potential across the customer journey.\n\n\n\nHere’s how to adapt your strategy:\n\n\n\n\nRethink DOOH’s role in your media mix: Position it as a complementary layer within your broader omnichannel strategy, not a standalone buy.\n\n\n\nLean into context: Use DOOH to engage audiences during key real-world moments—from major sporting events and commuter journeys to in-store experiences—that other digital channels can’t replicate.\n\n\n\nBridge digital and physical touchpoints: Apply insights from your DOOH campaigns to shape creative, sequencing, and audience targeting so your messaging stays consistent and impactful across every channel.\n\n\n\n\nReady to see what’s possible with DOOH? Speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics","url":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics","name":"OOH advertising statistics & trends marketers need to know","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251126140242/20251118_DOOH-Stats_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-11-26T20:46:27+00:00","dateModified":"2026-09-09T16:12:15+00:00","description":"Strengthen your slide decks and prove the power of out-of-home with these must-know stats on its market size, effectiveness, and growth.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ooh-advertising-statistics#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251126140242/20251118_DOOH-Stats_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251126140242/20251118_DOOH-Stats_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Abstract illustration of a digital billboard on a city building representing data and growth in OOH advertising statistics."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"DOOH and OOH: Advantages and disadvantages for advertisers","datePublished":"2025-11-14T10:24:57+00:00","dateModified":"2026-09-08T21:43:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages"},"wordCount":1458,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251113072014/20251112_OOH-Advantages-and-Disadvantage_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Out-of-home (OOH) advertising is the last high-attention reach channel you can buy programmatically, and it now measures like digital.\n\n\n\nOnce known for static billboards and posters, out-of-home (OOH) advertising has evolved into a dynamic, data-driven medium that commands attention in ways few digital channels can match. \n\n\n\nThe rise of digital out-of-home (DOOH) has redefined what’s possible, bridging physical presence with digital precision. The proof is in the performance:\n\n\n\n\nThe DOOH market is projected to surpass $25 billion USD by 2030, growing over 7% annually.\n\n\n\nStudies show large-format DOOH captures about 5× more attention than standard online formats.\n\n\n\nDOOH now accounts for 36.3% of total OOH revenues, up 9.4% year over year.\n\n\n\n\nFor marketers competing in the attention economy, that makes OOH a uniquely strategic asset.\n\n\n\nIn this article, we’ll examine the advantages and disadvantages of OOH advertising, explore how DOOH is transforming the medium, and show how StackAdapt makes it as measurable, adaptable, and performance-driven as any digital channel.\n\n\n\nOOH advertising\n\n\n\nOOH advertising refers to marketing messages placed in public spaces designed to reach people as they move through the world. These ads offer high visibility in high-traffic areas, making them a proven way of boosting brand awareness.\n\n\n\nTraditional OOH formats include static billboards, transit posters, and street furniture displays, which are valued for their scale and permanence. In contrast, DOOH leverages digital screens that can adapt creative messages based on weather conditions, time of day, or audience movement.\n\n\n\nToday, programmatic DOOH combines this physical presence with the flexibility of digital advertising. Brands can buy and optimize DOOH ad placements in real time, target specific demographics, and measure performance across channels.\n\n\n\nTypes of OOH advertising\n\n\n\nOOH advertising takes many forms, ranging from static displays that have defined the medium for decades to dynamic, data-driven DOOH experiences. \n\n\n\nEach format offers unique advantages for reaching your target audience in public spaces and high-traffic areas, depending on your overall marketing strategy and campaign objectives.\n\n\n\nFormatStrategic UseBillboardsProvide high visibility and sustained brand presence, ideal for boosting brand awareness.Transit AdvertisingReaches commuters and travellers in motion, aligning with geographic and behavioural targeting. This can be physical or digital.Street FurnitureOffers repeated exposure in local communities and dense urban settings.Digital Billboards & ScreensAllows updating messaging in real time, adapting to weather conditions, time, or audience movement.Place-Based MediaEnables contextual, moment-based engagement with specific demographics.Programmatic DOOHOffers flexibility, targeting precision, and measurable performance across channels.\n\n\n\nAdvantages of out-of-home advertising\n\n\n\nModern OOH advertising offers business leaders a powerful way to drive awareness, engagement, and measurable growth in an increasingly fragmented media landscape. Here are some of the advantages of OOH advertising.\n\n\n\nHigh visibility and reach\n\n\n\nOOH placements offer unskippable, always-on visibility in high-traffic areas where audiences are most attentive—commuting, shopping, or travelling. This makes OOH uniquely effective for boosting brand awareness and reinforcing message frequency across large, diverse populations. \n\n\n\nDOOH amplifies this advantage with digital screens that deliver motion, light, and context-based messaging, capturing attention far beyond what’s possible with static creative.\n\n\n\nTargeting and contextual relevance\n\n\n\nWith advancements in audience data and programmatic DOOH, advertisers can now plan and activate campaigns with geographic precision, reaching specific demographics in defined public spaces such as airports, entertainment districts, or event venues. \n\n\n\nMessaging can be dynamically adjusted based on weather conditions, time of day, or real-world events, creating a sense of immediacy and contextual relevance that elevates engagement.\n\n\n\nCost-effectiveness and longevity\n\n\n\nOOH advertisements deliver continuous exposure without recurring cost-per-click fees. This makes them highly cost effective for sustaining awareness and driving brand lift over time. \n\n\n\nDOOH extends that value by enabling flexible buying and measurable performance insights, ensuring budgets are directed toward placements that truly deliver.\n\n\n\nCreative impact and memorability\n\n\n\nOOH remains one of the few media formats capable of commanding real-world attention through sheer scale and design. Large-format storytelling, combined with motion and interactivity in DOOH, creates an unmatched sensory experience. \n\n\n\nFor senior marketers accountable for growth and differentiation, DOOH’s creative potential delivers both emotional resonance and quantifiable brand impact.\n\n\n\n\n\n\n\n\n\nDisadvantages of out-of-home advertising\n\n\n\nWhile OOH advertising remains a cornerstone of high-impact brand storytelling, traditional formats carry several limitations that marketing leaders must weigh when planning a modern marketing strategy. \n\n\n\nMany of these challenges stem from the medium’s static nature, though DOOH technology is actively addressing them.\n\n\n\nMeasurement challenges\n\n\n\nTraditional OOH ads lack the ability to measure data on impressions and engagement, making it difficult to measure ROI or tie exposure directly to conversions. \n\n\n\nFor senior marketers accountable to performance metrics, this lack of attribution can be a pain point. \n\n\n\nDOOH, however, changes the equation by integrating audience data, and real-time impression tracking, allowing for clearer performance visibility across the full funnel.\n\n\n\nCreative and messaging limitations\n\n\n\nStatic billboards and posters offer limited flexibility once installed. They can’t adapt to audience behaviour, time of day, or weather conditions, and short exposure windows mean messages must be overly simplified. \n\n\n\nDigital screens, in contrast, enable dynamic creative updates, allowing brands to respond to contextual triggers, and keep campaigns relevant without costly production changes.\n\n\n\nCost and logistics\n\n\n\nTraditional OOH often involves high upfront production costs, complex permitting processes, and longer lead times for installation (particularly in premium high-traffic areas). \n\n\n\nWhile DOOH still requires strategic planning, programmatic activation reduces friction: campaigns can be launched and optimized in days rather than weeks, offering more operational agility and efficient budget management.\n\n\n\nSustainability factors\n\n\n\nOutdoor ads are susceptible to weather damage, wear, and maintenance costs. There are also growing sustainability concerns around materials and energy use. \n\n\n\nDOOH is evolving to address this through energy-efficient displays, automated brightness control, and recyclable infrastructure, aligning the channel with the broader sustainability goals of modern brands.\n\n\n\nDigital OOH vs. traditional OOH: The modern evolution\n\n\n\nThe evolution from traditional OOH to DOOH represents a transformation in how brands connect with audiences in public spaces. Where static billboards and posters once relied on location alone, DOOH integrates data, automation, and real-time optimization to deliver measurable, performance-driven outcomes.\n\n\n\nPlatforms like StackAdapt have redefined what’s possible in OOH by combining the reach and high visibility of traditional placements with the intelligence and accountability of digital advertising. \n\n\n\nEach former limitation—measurement, creative rigidity, or operational inefficiency—becomes an opportunity for smarter marketing execution.\n\n\n\n\nProgrammatic activation: Through programmatic DOOH, advertisers can buy, target, and optimize inventory across multiple networks through a single digital interface. This enables marketers to reach specific demographics at scale, ensuring that every impression aligns with strategic objectives.\n\n\n\nPerformance visibility: Historically, OOH lacked the measurement rigour senior marketers expect from digital channels. DOOH now provides improved metrics, verified impressions, and audience analytics that link exposure to brand lift and business outcomes.\n\n\n\n\nReal-world example: Measuring attention and impact with StackAdapt\n\n\n\nA UK brand recently leveraged StackAdapt’s DOOH capabilities to extend its omnichannel marketing strategy beyond social and search. \n\n\n\nBy activating programmatic DOOH placements across high-traffic areas and tailoring creative to weather conditions and time of day, the campaign achieved a 32% lift in brand recall and 15% higher store visitation rates compared to control regions.\n\n\n\nWhat makes this case particularly notable is measurability: the advertiser was able to track real-time impressions, exposure frequency, and downstream engagement, proving that DOOH can perform with the same accountability as other digital advertising channels, while delivering unmatched, high-visibility brand experiences in public spaces.\n\n\n\n\n\n\n\n\n\nThe attention arbitrage: OOH in the age of the scroll\n\n\n\nIn today’s attention economy, where the average digital impression lasts barely 2.5 seconds, sustained audience engagement has become a rare and valuable commodity. \n\n\n\nAmid the endless scroll of social media and digital ads, OOH advertising stands apart, commanding authentic, uninterrupted attention in real-world public spaces.\n\n\n\nUnlike online formats that compete for clicks, OOH offers quality attention through large-scale visibility and environmental context. DOOH takes this further, delivering dynamic creative that adapts to weather conditions, time, or audience behaviour, keeping messages relevant and resonant.\n\n\n\nWith StackAdapt’s DOOH solution, marketers can now quantify that attention advantage. Real-time impression data and performance analytics make it possible to measure and maximize audience engagement, optimizing placements that drive brand recall, awareness, and ultimately, measurable business lift.\n\n\n\nIn a landscape where attention is currency, DOOH gives brands something digital alone rarely can: time well spent.\n\n\n\nAmplify your brand with StackAdapt’s DOOH advertising solutions. Request a demo today to learn more. \n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages","url":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages","name":"Advantages and Disadvantages of Out-of-Home Advertising","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251113072014/20251112_OOH-Advantages-and-Disadvantage_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-11-14T10:24:57+00:00","dateModified":"2026-09-08T21:43:02+00:00","description":"Discover key advantages and disadvantages of out-of-home (OOH) advertising, and how DOOH solutions make it more dynamic, and data-driven.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising-advantages-disadvantages#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251113072014/20251112_OOH-Advantages-and-Disadvantage_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251113072014/20251112_OOH-Advantages-and-Disadvantage_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration showing the evolution of out-of-home advertising: the left half depicts a grayscale traditional highway billboard above passing cars, while the right half shows a bright blue digital screen on a modern city building—symbolizing the shift from static OOH to dynamic digital out-of-home (DOOH) advertising."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"How customer acquisition has shifted in the digital age","datePublished":"2021-03-17T11:43:00+00:00","dateModified":"2026-09-08T21:48:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age"},"wordCount":858,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/acquisition-digital-channels.jpg?fit=1200%2C600&ssl=1","keywords":["adtech","customer journey","martech","multi-channel"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"The immediate goal of any digital campaign is to earn and retain customers. And with the number of channels available for ads increasing, the question remains: How do you optimize your ad spend towards customer acquisition? \n\n\n\nAdvertising now stretches across dozens of mediums: apps, laptops, tablets, podcasts, television, radio, social media, and more. These are all potential touch points for acquiring new customers. With so many options, it can be tough to figure out which channel will deliver the best customer acquisition results.\n\n\n\nHere are 3 important considerations for deciding what channels to include in your digital strategy. \n\n\n\nMobile commerce is growing fast\n\n\n\nMobile commerce, also known as m-commerce, refers to shopping and purchasing that is done through a mobile device. In the past, mobile commerce wasn’t known for great conversion rates. That's because users found it frustrating to check out and pay on a small screen. But with mobile technology having improved over the last few years, mobile commerce has become more prevalent. \n\n\n\nIn fact, Insider Intelligence predicted that mobile commerce spending will rise to $488.0 billion by 2024. \n\n\n\nWith mobile commerce gaining popularity, it’s time to actively consider the mobile experience as part of your advertising strategy. This means optimizing your ads, landing pages, and other parts of the conversion funnel to perform well on mobile devices. The key is to differentiate between user expectations on a mobile device and desktop by following mobile commerce best practices.\n\n\n\nThe demographics of digital buying\n\n\n\nIt’s long been assumed that older generations aren’t adopting mobile devices and digital buying. While the baby boomers have been slower than younger generations in embracing online shopping, they shouldn’t be excluded from your audience targeting.\n\n\n\nIn 2020, eMarketer reported that 62.1% of baby boomers were digital buyers. This means that more than half of boomers are making purchases online. And even if they’re not actually buying, it’s important to recognize that this generation can be reached through digital devices. They’re not far behind millennials (86.2%) or Gen Xers (79.2%) when it comes to digitally buying.\n\n\n\nWe know that boomers and their younger counterparts are digital buyers. But it’s also important to understand how they are buying. According to Forbes, baby boomers use their phones approximately 5 hours per day. And, according to Insider Intelligence, 76% of baby boomers with smartphones use them for shopping activity. These numbers signal that it’s worth paying attention to the boomer generation’s mobile behaviors. \n\n\n\nAside from mobile, boomers are embracing other forms of digital media as well. This presents opportunities for over the top (OTT) and connected TV (CTV) advertising. While millennials and Gen X are certainly known for embracing digital media and buying, we can’t discount the growing opportunity for targeting the boomer demographic. They are the largest and most affluent generational audience, making up over 74 million people in the United States. And, they spend the most across all categories and the most per transaction. \n\n\n\nA multi-channel approach brings benefits\n\n\n\nMost marketers know that you need to be present where your customers are. And because the reality of today is that customers are using a mixture of channels, a strategic approach to capturing attention is to be present on the channels and devices they are on. The rise of mobile commerce doesn’t mean other channels no longer deserve your ad spend. A multi-channel marketing approach takes this into account. \n\n\n\nRather than relying on one channel for customer acquisition, a multi-channel approach enables you to deliver ads across a variety of channels. By creating multiple points of contact for your target audience, you can create more opportunity for acquisition. Automated distribution, known as programmatic, makes multi-channel distribution easier than ever. And, most demand-side platforms (DSPs) allow you to target cross-device as well.\n\n\n\nCross-device targeting is especially powerful these days because consumers use a number of devices—often simultaneously. Cross-device targeting enables you to reach them on their desktop, mobile, tablet devices, and on connected TV (CTV). When you deliver advertisements simultaneously in multiple channels, there are real benefits. StackAdapt research shows that both native and display click-through rates (CTR) get a boost when the user has previously been exposed to the other channel. And, video CTRs increase when a user has already been exposed to a display ad. \n\n\n\nCustomer acquisition in the digital age\n\n\n\nWith mobile commerce on the rise and baby boomers embracing digital channels, it’s important to consider how you can have the most impact across various channels. There’s no completely straight answer to the question of which medium will yield the best customer acquisition results. \n\n\n\nTo figure out what works best for your business, test multiple channels at different points in the funnel. Then, look at how your target audience responds, and use that data to drive future campaign strategies. This cross-channel approach may be your best bet for earning a high acquisition rate in the digital age.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age","url":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age","name":"How Customer Acquisition has Shifted in The Digital Age | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/acquisition-digital-channels.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-03-17T11:43:00+00:00","dateModified":"2026-09-08T21:48:19+00:00","description":"With mobile commerce on the rise and boomers embracing digital channels, learn how to optimize for customer acquisition across your channels.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/customer-acquisition-digital-age#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/acquisition-digital-channels.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/acquisition-digital-channels.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"customer acquisition in the digital age"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Most effective DOOH advertising strategies in 2026","datePublished":"2025-11-10T21:58:43+00:00","dateModified":"2026-09-08T21:43:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies"},"wordCount":2970,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251110160035/most-effective-dooh-strategies_20251110_DOOH.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","dooh"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Despite hitting theatres over 35 years ago, Robert Zemeckis’s 1989 blockbuster “Back to the Future Part II” surprisingly predicted much of the technology that defines modern times—from smartwatches and video calls to VR headsets, biometrics, and the growing use of automation.\n\n\n\nBut perhaps its most uncanny prediction—especially for modern marketers—is the emergence of digital out-of-home (DOOH) advertising.\n\n\n\nTwelve minutes into the movie, Marty (played by Michael J. Fox) stumbles back into his hometown of Hill Valley in the not-so-distant year of 2015.\n\n\n\nNow a neon-filled vision of the future, everything seems different, right down to the sneakers on his feet.\n\n\n\nSuddenly, in the haze of his confusion, a giant holographic shark bursts from a nearby movie marquee and lunges at him.\n\n\n\n\nhttps://www.youtube.com/watch?v=d68yRIE9OvQ\n\n\n\n\nHe’s safe—it’s just an augmented reality (AR) ad for the latest movie in the Jaws franchise, Jaws 19.\n\n\n\nThen, he turns around and sees a hovering digital billboard promoting the newest line of flying cars.\n\n\n\nDOOH advertising: From sci-fi spectacle to everyday reality\n\n\n\nAt the time, a 3D holographic billboard snapping at passersby felt like a far-fetched fantasy.\n\n\n\nBut over the past decade, Zemeckis’s vision of the future has come remarkably close to reality.\n\n\n\nFrom digital billboards that seem to defy physical limits, to ads that feel personalized and perfectly timed to each moment, DOOH advertising has evolved from a sci-fi novelty to the go-to channel that modern marketers rely on to reach audiences in the real world.\n\n\n\nAs a result, what once felt like science fiction has become one of the fastest-growing channels in modern media.\n\n\n\nIn 2025, out-of-home (OOH) ad spending surpassed $9 billion USD, with DOOH making up roughly 34% of total OOH investment—a share that continues to climb year over year.\n\n\n\nThe reason? Flexibility, precision, and speed.\n\n\n\nAs marketing teams increasingly look to do more with less, DOOH offers the agility that traditional channels can’t match, allowing campaigns to adapt in real time, respond to audience signals, and localize messaging with dynamic creative and pinpoint accuracy.\n\n\n\nWhether you’re new to DOOH advertising or looking to level up your skills, this blog post breaks down the most effective strategies for planning, activating, and optimizing your campaigns, regardless of what industry you’re in.\n\n\n\nBut first, let’s review the basics (you can skip ahead to the strategies if you already know them).\n\n\n\nHow to get started with DOOH advertising\n\n\n\nBefore you optimize or scale a campaign, start by learning how to build one from the ground up.\n\n\n\nHere are a few straightforward steps you can take to guide your campaign planning from strategy to execution.\n\n\n\nStep 1: Define your campaign goals\n\n\n\nBefore planning any DOOH campaign, start by clarifying your objectives:\n\n\n\n\nIs your goal to increase brand visibility? \n\n\n\nDrive traffic to a website for sign-ups, registrations, or demos? \n\n\n\nIncrease foot traffic to a physical location? \n\n\n\n\nDefining your goals early will determine the most effective way to reach your audience.\n\n\n\nStep 2: Choose key locations and formats\n\n\n\nOnce you’ve defined your goals, the next step is deciding where your ads will appear and which formats make the most sense for each environment.\n\n\n\nThe locations you choose for your DOOH ads should align with your objectives, target audience, and budget. For example, premium, high-visibility screens deliver the biggest impact but typically require a larger investment.\n\n\n\nThink about where your customers spend their time and which settings are most likely to influence their decisions. These environments—known as venue types—could include airports, gyms, offices, grocery stores, or restaurants, depending on your campaign focus.\n\n\n\nDifferent environments support different DOOH formats. Large-format screens in high-traffic areas are best suited for awareness campaigns, while smaller, more contextual placements are ideal for driving action closer to the point of purchase.\n\n\n\nStep 3: Pinpoint your audience\n\n\n\nGet your targeting right to ensure your DOOH campaign reaches the right people.\n\n\n\nProgrammatic advertising platforms make this possible by layering factors like location, time of day, event triggers, and audience patterns to serve messages when and where they’ll have the most impact. \n\n\n\nThese tools allow you to fine-tune delivery, boost efficiency, and focus impressions on audiences most likely to engage with your ad. Just be mindful that adding too many layers of targeting can narrow your reach and limit delivery frequency, especially if your bids are on the lower end.\n\n\n\nStep 4: Pick the right buying method\n\n\n\nHow you buy DOOH placements matters just as much as where you run them.\n\n\n\nThe right buying method depends on your campaign goals.\n\n\n\nIf you want flexibility, room to test creatives, or to stretch a smaller budget, open exchanges or PMPs are often your best bet.\n\n\n\nIf you need to secure premium screens during major events like the Olympics, World Cup, or key industry conferences, programmatic guaranteed or direct IOs offer more certainty.\n\n\n\nThe key is to align your buying method with your campaign’s goals, budget, and timing. For example, direct IOs often require higher minimum spends, so they’re best suited for larger campaigns planned in advance rather than quick activations. \n\n\n\nDoing so ensures you maximize your spend and secure the right inventory for your objectives.\n\n\n\nDOOH advertising strategy basics\n\n\n\nBefore you can unlock the full potential of DOOH, it’s important to understand the core strategies that make campaigns effective. From omnichannel integration to ad placement, these fundamentals show how DOOH works in practice and how to use it to achieve your marketing goals.\n\n\n\nIntegrate DOOH with omnichannel marketing campaigns\n\n\n\nConnect your DOOH campaigns with channels like display and connected TV (CTV) to deliver a consistent brand experience across every touchpoint. Doing so reinforces your message, extends reach, and keeps your brand top of mind both online and in the real world.\n\n\n\nLeverage programmatic DOOH advertising\n\n\n\nActivate your DOOH campaigns programmatically to tap into greater speed and flexibility. While placements depend on factors like bidding and inventory availability, programmatic buying gives marketers access to a wide range of screens and insights to optimize performance.Use audience movement, location, and contextual data to deliver the right message at the right moment.\n\n\n\nUse strategic and location-based targeting\n\n\n\nUse geo, proximity, and point of interest targeting to tailor ad placements based on audience movement and environment. Place screens near retail stores, busy transit hubs, or major events and ensure every ad speaks directly to its surroundings.\n\n\n\nDiversify screen formats and placement\n\n\n\nRun your DOOH campaigns across a mix of screen formats and environments to maximize visibility and impact. Combine large-format screens in high-traffic city centers with smaller placements in venues like malls, gyms, and office elevators to keep your brand visible wherever your audience goes.\n\n\n\nIntegrate DOOH with in-store media\n\n\n\nExtend your DOOH strategy into retail environments to influence shoppers at the point of purchase. Access retail media networks (RMNs) to activate screens near product displays, checkouts, and store entrances to capture attention where buying decisions happen.\n\n\n\nCreative best practices for DOOH advertising\n\n\n\nStrong creativity is ultimately what turns an ad into a memorable experience. \n\n\n\nIn DOOH, as with any other channel, thoughtful design can make all the difference between being seen and being remembered.\n\n\n\nHere are some tips from StackAdapt’s award-winning in-house Creative Studio team on how to design eye-catching campaigns that are impossible to forget.\n\n\n\n1. Avoid white backgrounds\n\n\n\nIn LED technology, white doesn’t carry the same pop or vibrancy as other colours. Use darker backgrounds to make your messaging, products, and visuals stand out.\n\n\n\nThis beer ad from the Creative Studio is a great example. It features a bold green background that contrasts with the product and keeps the copy simple and legible, making the message unmissable in a grocery setting.\n\n\n\n\n\n\n\n\n\n\n\n2. Take time of day into consideration\n\n\n\nPlan creative layouts around the times your ads will appear.\n\n\n\nRich, bold background colours, like the ones in this ad for a ramen restaurant, perform better during the day, while pastel colours stand out more at night.\n\n\n\n\n\n\n\n\n\n\n\n3. Watch your font sizes on bigger locations\n\n\n\nFor large-format DOOH ads, use oversized text that’s clear and easy to read from a distance.\n\n\n\nViewers often encounter these placements while driving or moving quickly through their day, so bold typography ensures your message lands in seconds.\n\n\n\nClear, accessible fonts help audiences absorb key details even in fast-moving environments where attention spans are short.\n\n\n\n\n\n\n\n\n\n\n\n4. Use strong focal points\n\n\n\nAvoid cluttered visuals. Viewers have only a few seconds to take in your message, so choose images with a single, clear focal point that draws attention instantly.\n\n\n\nConsider dwell time when designing creative. Keep roadside billboards and highway placements simple, with bold visuals and minimal copy that audiences can process almost instantly. Environments with longer dwell times—like elevators, airport terminals, or waiting rooms—give you room for a bit more detail or storytelling. \n\n\n\nThis shoe ad is effective because the bold product image and high-contrast copy immediately command focus, while supporting details remain easy to read.\n\n\n\n\n\n\n\n\n\n\n\n5. Less is more\n\n\n\nKeep designs clean and focused. Too much text or too many elements dilute impact, especially when ads are viewed from a distance.\n\n\n\nThis airline ad promoting travel to Dubai works well because it pairs a striking visual of the skyline with minimal copy, making the message instantly clear and the brand easy to recall.\n\n\n\n\n\n\n\n\n\n\n\n6. Lean into location\n\n\n\nSelect placements that enhance your message by connecting to their environment.\n\n\n\nThis watch ad inside a gym works because it pairs performance-driven messaging with an audience already focused on fitness.\n\n\n\nWhen creative reflects both the setting and consumer behaviour, it feels more relevant, boosts recall, and increases the chance that someone will explore or purchase the product.\n\n\n\n\n\n\n\n\n\n\n\nIndustry-specific DOOH advertising strategies\n\n\n\nDOOH isn’t one-size-fits-all. The way brands and agencies use it can vary dramatically depending on the audience, environment, and business objectives.\n\n\n\nHere’s how marketers across sectors can use it to reach audiences in meaningful ways.\n\n\n\nReach decision-makers beyond the conference\n\n\n\nDOOH advertising strategies for B2B typically fall into two categories: tentpole event activations and evergreen brand campaigns.\n\n\n\nThink of tentpole events like AWS re:Invent, CES, and Dreamforce—large-scale conferences that draw industry leaders and senior executives from around the world. \n\n\n\nIf you’re in B2B tech or enterprise services, these events are prime opportunities to build credibility, capture attention, and drive demand and booth visits, even if they require significant investment.\n\n\n\nTo make every ad dollar count, reach business leaders across multiple touchpoints throughout their day, whether it’s waiting at the baggage carousel to taking a rideshare to the hotel to unwinding over dinner after sessions.\n\n\n\nMarketers can target DOOH placements at airports, in taxis, and around conference centres and restaurants to maximize visibility and stay top of mind with key stakeholders throughout major events.\n\n\n\nFor more evergreen brand campaigns, it pays to be present during the in-between moments of a decision-maker’s workday. Advertisers can activate screens in office elevators, near corporate campuses, or inside private jet terminals to connect with senior executives and high-value prospects on the move.\n\n\n\nFor existing customers, DOOH can also serve as a powerful retention and education tool. Running ad campaigns in the office buildings of current clients can help promote new products or features and keep your brand visible between sales cycles. At the same time, marketers can use targeted placements near the headquarters of prospective accounts to highlight tailored value propositions or incentives that can spark interest and open doors for your sales team.\n\n\n\n\n\n\n\n\n\n\n\nGet in front of voters where they live and work\n\n\n\nDOOH gives political marketers new ways to connect with constituents, shape public opinion, and drive voter engagement at the community level.\n\n\n\nWith political district targeting in StackAdapt, marketers can apply geo-specific parameters to congressional and legislative districts or electoral ridings, ensuring ads reach the exact audiences most relevant to campaign goals. DOOH placements can also update dynamically to reflect campaign milestones, debates, or breaking news.\n\n\n\nFor example, a candidate in a close race could target swing districts to persuade undecided voters or launch get-out-the-vote ads that remind supporters on election day.\n\n\n\nBeyond elections, advocacy groups can use DOOH to raise awareness around local issues or reach policymakers near where they live and work.\n\n\n\nFor instance, an industry association might run DOOH ads in a capital city to build visibility ahead of a legislative vote, while a commuter advocacy group could target transit hubs to highlight the impact of rising transportation costs.\n\n\n\nCampaigns can also layer cross-device and contextual targeting to reach audiences based on their online engagement with key issues and retarget those exposed to DOOH through channels like CTV and display to reinforce messaging across touchpoints.\n\n\n\n\n\n\n\n\n\n\n\nInspire wanderlust in the real world\n\n\n\nDOOH allows travel and tourism marketers to inspire bookings while travellers are in motion.\n\n\n\nTake this mockup example the StackAdapt Creative Studio designed for a New York sightseeing bus. It captures visitors the moment they arrive with a bold DOOH ad at the baggage carousel.\n\n\n\nWeather-based and contextual triggers make DOOH even more powerful as part of a travel and tourism marketing strategy. \n\n\n\nA tropical resort or tourism board can advertise to downtown commuters in colder cities during winter to spark vacation envy.\n\n\n\nCampaigns can also be tailored to feeder cities or affluent neighbourhoods that send a high volume of travellers to specific destinations.\n\n\n\nFor example, an airline could promote a new flight route to Iceland in New York and Boston, emphasizing short travel times and frequent departures. Similarly, a ski resort in Aspen could target affluent travellers in tech hubs like San Francisco or Seattle with creative that showcases fresh powder and luxury accommodations.\n\n\n\n\nhttps://www.youtube.com/watch?v=66aMiD6DYtM\n\n\n\n\n\n\n\n\nReach audiences when health is top of mind\n\n\n\nDOOH helps healthcare and pharma marketers educate, inform, and build trust by reaching people in everyday environments. \n\n\n\nScreens near clinics, gyms, and pharmacies help brands reach consumers when they’re already thinking about health, while geo-targeted campaigns around medical conferences or workplaces allow marketers to connect with healthcare professionals on the move.\n\n\n\nBecause of industry regulations, promotion of prescription products is limited. But DOOH plays a key role for adjacent categories like wellness services, medical tech, and consumer health products.\n\n\n\nFor example, a fitness brand might advertise recovery drinks near gyms, while a digital health company could run DOOH near hospitals or industry events to spotlight innovations in patient care.\n\n\n\nCampaigns in this vertical work best when creative is clear, professional, and trustworthy, reinforcing credibility with audiences seeking reliable information. \n\n\n\nThis approach guided the StackAdapt Creative Studio mockup for Eko Health, which used a dark background and a short video clip to highlight its digital stethoscopes in a way that was both eye-catching and direct.\n\n\n\n\nhttps://www.youtube.com/watch?v=FQvbbJmVkck\n\n\n\n\n\n\n\n\nInfluence shoppers in the final moments before purchase\n\n\n\nDOOH excels in retail and CPG marketing because it reaches buyers at the moment intent peaks.\n\n\n\nWhen ads appear close to the point of sale, they’re perfectly positioned to capture impulse purchases and remind shoppers of promotions or essentials.\n\n\n\nDigital displays at self-checkouts, end caps, and store entrances can nudge shoppers toward last-minute add-ons, while screens inside or around malls, grocery stores, and gas stations keep products top of mind throughout the shopping journey.\n\n\n\nWant a real-world example? StackAdapt and UK-based agency MOBSTA partnered on a holiday campaign for Michael Kors Jewelry, pairing premium placements with striking creative.\n\n\n\nThe campaign delivered more than 14 million impressions by running in airports, luxury malls, and high streets—proving that well-placed DOOH can cut through peak-season noise.\n\n\n\n\n\n\n\n\n\nWhere DOOH advertising strategies are headed next\n\n\n\nDOOH is evolving fast. As DOOH becomes more integrated into the spaces and moments that shape daily life, the next wave of innovation will center on context, connectivity, and convergence.\n\n\n\nSports marketing takes the spotlight\n\n\n\nIn sports marketing, DOOH is already scoring big. Nearly 60% of US adults recall seeing an OOH ad for a major sporting event, and 90% take an action after seeing one—whether that’s tuning in, sharing online, or talking about it with friends. \n\n\n\nAs global events like the Olympics and World Cup introduce more digital infrastructure for DOOH ads, brands will gain new opportunities to engage fans on both local and international stages.\n\n\n\nRetail media redefines the point of purchase\n\n\n\nIn-store screens are turning point-of-purchase moments into digital touchpoints, giving marketers insights into shopper behaviour and influencing decisions right in the aisle.\n\n\n\nAs a result, in-store retail media ad spending is projected to make up nearly one-fifth of total ad spend by 2027 and account for 55.9% of total DOOH growth between 2025 and 2029.\n\n\n\nWith RMNs integrating with programmatic platforms at a record pace, marketers will increasingly plan, measure, and optimize in-store campaigns alongside other advertising channels, bringing digital precision to physical retail environments.\n\n\n\nNew venues expand DOOH’s everyday reach\n\n\n\nFinally, DOOH is expanding into new environments, including gyms, healthcare spaces, movie theatres, roads, and even waterways\n\n\n\nIn movie theatres, big screen placements can extend storytelling into immersive, high-attention environments, while DOOH screens on vehicles offer the flexibility to move between events and swarm high-traffic areas with coordinated takeovers.\n\n\n\nAs DOOH inventory grows across these touchpoints, marketers will gain new ways to engage audiences throughout the day and build stronger connections between lifestyle, location, and brand experience.\n\n\n\nThe future of DOOH is already here\n\n\n\nDOOH is no longer an emerging channel. It’s a core part of how modern brands connect with audiences in the physical world. \n\n\n\nAs technology, creativity, and data converge, marketers have more tools than ever to plan, activate, and measure campaigns that reach people at the right place and time.\n\n\n\nTo learn more, download StackAdapt’s guide to DOOH advertising strategies or speak with someone on our team.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies","url":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies","name":"Most Effective Digital OOH Strategies in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251110160035/most-effective-dooh-strategies_20251110_DOOH.webp?fit=1201%2C601&ssl=1","datePublished":"2025-11-10T21:58:43+00:00","dateModified":"2026-09-08T21:43:03+00:00","description":"Transform your out-of-home campaigns. Read on to learn the most effective DOOH strategies for 2026 and beyond.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/most-effective-digital-ooh-strategies#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251110160035/most-effective-dooh-strategies_20251110_DOOH.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251110160035/most-effective-dooh-strategies_20251110_DOOH.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a city subway entrance with a digital billboard above, representing the most effective DOOH advertising strategies."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"The future of out-of-home advertising: Trends & predictions","datePublished":"2025-11-07T15:58:01+00:00","dateModified":"2026-09-08T21:43:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising"},"wordCount":2439,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251107093257/20251029_future-of-OOH-advertising_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","dooh"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Out-of-home (OOH) advertising is entering its most transformative era yet, driven by AI, automation, and creative experimentation.\n\n\n\nDespite OOH ad spending declining in the first half of the decade due to pandemic-era restrictions, economic restlessness, and advertisers reallocating budgets toward online channels, the medium has been remarkably resilient in recent years.\n\n\n\nIn 2024, ad spend surpassed $9 billion USD for the first time, with 60% of the top 100 OOH advertisers increasing their spending year over year. It’s now on track to reach $10.72 billion USD by 2029.\n\n\n\nThe reason? Although often seen as a legacy channel, OOH is proving it’s anything but outdated and finding new life through digital out-of-home (DOOH) advertising.\n\n\n\nWith dynamic digital screens replacing static billboards, OOH has entered a new era defined by interactivity, precision, and adaptability. \n\n\n\nAs a result, DOOH now represents 42% of total OOH revenue, and its innovation and flexibility have attracted some of the world’s biggest brands, who are leveraging its programmatic capabilities as part of their marketing strategies to deliver more timely, contextually relevant campaigns.\n\n\n\nIn this blog, we’ll explore the key trends and emerging technologies—from AI-driven creative and sustainability to DOOH’s expansion into new environments and greater programmatic accessibility—that’s redefining what’s possible and shaping the future of OOH advertising.\n\n\n\nThe digital OOH evolution\n\n\n\nDOOH has become the catalyst behind OOH’s resurgence, transforming a centuries-old advertising channel into one of marketing’s most innovative mediums.\n\n\n\nFueled by advances in data and AI, DOOH now offers measurable, dynamic campaigns that can adapt to match the right audience, context, and location.\n\n\n\nFrom traditional OOH to digital billboards\n\n\n\nFor decades, traditional OOH meant static posters, hand-painted murals, and vinyl billboards—all of which provided massive reach and brand visibility but limited flexibility.\n\n\n\nNow, high-resolution LED screens and digital billboards allow creatives to evolve as quickly as the world around them. Digital placements can sync to live events, trigger interactive animations with motion sensors, and even transform real-world spaces through anamorphic creative and augmented reality, inviting audiences to step directly into a brand’s story.\n\n\n\nWhat was once a one-way medium has transformed into something that can feel like a living, breathing extension of a brand, providing not just reach, but deeper levels of engagement than previously thought possible.\n\n\n\nThe rise of programmatic DOOH\n\n\n\nProgrammatic technology continues to unlock the full potential of DOOH, bringing automation, targeting, and optimization to screens that were previously inaccessible or hard to activate through traditional buying methods. \n\n\n\nIn simple terms, programmatic DOOH means advertisers can buy, schedule, and optimize DOOH inventory through the same demand-side platforms (DSPs) they already use for display, video, or connected TV (CTV) campaigns.\n\n\n\nFor marketers used to the speed of other digital channels, programmatic DOOH offers similar levels of flexibility, efficiency, and control but with the added advantage of reaching audiences in real-world environments where attention is less divided.\n\n\n\nMerging the physical and digital\n\n\n\nThe impact of DOOH doesn’t end when someone glances at a screen.\n\n\n\nWith QR codes, NFC-enabled screens, and mobile integrations, DOOH allows advertisers to connect with consumers and drive action across the entire customer journey. A viewer can scan a code to redeem an offer, tap their phone at a retail display to learn more about a product, or see a retargeted ad on their mobile device after passing by a digital screen—helping to educate, engage, and guide consumers closer to a decision.\n\n\n\nSocial media is amplifying reach and engagement even further. Interactive and engaging OOH campaigns often go viral on platforms like TikTok, Instagram, and LinkedIn, extending impressions far beyond the street corner.\n\n\n\nAI’s role in OOH campaign planning, targeting, and measurement\n\n\n\nAI is reshaping DOOH into a more adaptive, insight-driven channel that can anticipate audience patterns and deliver contextually relevant messages across locations. By combining predictive analytics with real-time data, AI helps advertisers move from reactive planning to proactive decision-making, enhancing everything from forecasting and creative strategy to performance measurement.\n\n\n\nLeveraging data for targeted audiences\n\n\n\nAI unlocks new precision in DOOH targeting by using real-world signals like time of day, location, and behavioural data to deliver the right message at the right moment.\n\n\n\nFor instance, AI can analyze live data like mobility patterns and local conditions such as weather or traffic flow to forecast ideal ad times and placements, maximizing visibility and performance.\n\n\n\nReal-time updates & optimization\n\n\n\nThanks to AI-driven automation, DOOH can now be as dynamic as the environments it inhabits.\n\n\n\nFor example, a quick-service coffee chain can promote hot drinks during morning commutes or switch to iced beverages on warm afternoons through automated creative rotation to align messaging with audience behaviour, while a retailer can highlight in-store promotions when nearby foot traffic peaks.\n\n\n\nWhile true real-time creative swaps still require pre-approval from media owners, advertisers who plan ahead can schedule dayparted or context-based variations that automatically trigger under specific conditions. With this level of foresight, AI ensures every impression remains relevant, timely, and impactful, even when operational guardrails are in place.\n\n\n\nAutomated campaign management\n\n\n\nMachine learning is streamlining how advertisers manage and measure DOOH campaigns. AI can automatically allocate budget to top-performing placements, improving efficiency and ROI.\n\n\n\nOn the measurement side, AI models refine audience accuracy by layering real-time mobility data, information from screen-level sensors, and dwell-time patterns onto traditional geo-estimates. \n\n\n\nThese insights also inform bidding and ad placement decisions, giving marketers the confidence to plan DOOH with the same precision they expect from other digital channels.\n\n\n\nCross-channel attribution mastery\n\n\n\nWhen it comes to measurement, AI allows DOOH to integrate more seamlessly with the broader digital ecosystem. \n\n\n\nThrough mobile device ID tracking, advertisers can measure foot traffic and connect ad exposures to in-store visits or online actions. \n\n\n\nWhen combined with search and brand lift measurement, these insights provide a clearer view of how offline impressions drive digital engagement and real-world results, helping marketers close the loop between awareness, intent, and conversion across every channel.\n\n\n\nKey trends shaping the future of OOH\n\n\n\nThe next few years will see OOH evolve faster than at any point in its history. \n\n\n\nFrom sustainability and programmatic accessibility to cross-channel integration and AI-powered creative, digital innovation in the space is reshaping how brands plan, buy, and measure campaign performance.\n\n\n\nHere are some key trends shaping the future of OOH and predictions on how DOOH advertising will evolve over the next decade:\n\n\n\nAccess expands to programmatic inventory\n\n\n\nProgrammatic DOOH continues to be one of the fastest-growing segments in digital advertising. In 2025, ad spend is projected to grow 23% and reach $1.23 billion USD by 2026.\n\n\n\nWhile automation has simplified much of the ad-buying process, a significant portion of inventory—like airport networks or event-based screens—remain inaccessible to the majority of advertisers.\n\n\n\n“In the industry today, there's still a lot of premium inventory that needs to be booked via IO or outside of the programmatic ecosystem,” says Nick Ortega, Director, DOOH & Emerging Channels at StackAdapt, “and that creates friction because programmatic buyers typically manage separate budgets from traditional OOH teams. When inventory isn’t accessible through the same platform, it forces campaigns that should be cohesive to be planned and executed in silos.”\n\n\n\nThat gap is driving a renewed push for accessibility.\n\n\n\nAs the industry prioritizes efficiency and transparency, expect new partnerships and increased adoption of programmatic buying methods to make more inventory available through programmatic advertising platforms, allowing advertisers to see what’s available, compare pricing, and reserve placements in advance.\n\n\n\nDoing so will help unify digital and OOH teams while making DOOH buying as seamless and measurable as any other digital channel.\n\n\n\nCross-channel integration increases\n\n\n\nDOOH is a powerful bridge between physical and digital touchpoints. \n\n\n\nAccording to the Out of Home Advertising Association of America (OAAA), 74% of mobile users take action on their device after seeing a DOOH ad, whether that means visiting a website, downloading an app, or searching for more information.\n\n\n\nThe rise of programmatic DOOH is accelerating this shift, turning what was once a static medium into a responsive, real-time environment. Partnerships like Vistar Media’s collaboration with TikTok’s Out of Phone initiative show how online and offline worlds are converging, adapting social content for outdoor screens to extend engagement beyond mobile feeds.\n\n\n\nBy combining DOOH with digital channels like mobile, display, or CTV, marketers can deliver cohesive, sequential messaging that moves audiences from awareness to action. Studies show that integrated DOOH and mobile campaigns can extend reach and increase store visitation rates by up to 127% when paired with retargeting, proving the power of a truly connected media strategy.\n\n\n\nDOOH scores big in sports marketing\n\n\n\nOOH advertising is quickly becoming one of the most powerful tools in sports marketing. \n\n\n\nAccording to recent research from the OAAA and The Harris Poll, nearly 60% of US adults recalled seeing an OOH ad for a major sporting event, and 90% took an action after seeing it, whether it was watching the game, talking about it with friends, or posting about it on social media.\n\n\n\nBut it isn’t just sports teams who benefit from DOOH: the OAAA found that 99% of fans who attended a game after exposure spent money locally, reinforcing OOH’s value in driving conversions at more local levels.\n\n\n\nWith global sporting events like the Olympics and World Cup accelerating OOH’s digital transformation by building new venues and transit systems with digital signage built directly into the infrastructure, there’s never been more opportunities for brands to connect with sports fans on both a regional and global scale.\n\n\n\nDOOH moves in store\n\n\n\nAs brands look for new ways to reach shoppers at the point of purchase, retail media is quickly emerging as one of the biggest opportunities in DOOH advertising. \n\n\n\nIn-store retail media ad spending is projected to make up nearly one-fifth of total ad spend by 2027 and account for 55.9% of total DOOH growth between 2025 and 2029.\n\n\n\nIn-store digital signage allows advertisers to connect with high-intent shoppers in real time, driving brand engagement and influencing purchase decisions when it matters most. \n\n\n\nBeyond immediate conversions, retail DOOH creates valuable feedback loops, giving marketers insight into shopper behaviour and providing more relevant in-store experiences that build long-term loyalty.\n\n\n\nAs more retail media networks integrate with programmatic partners, advertisers will gain the flexibility to plan, buy, and measure in-store campaigns alongside other digital channels. In doing so, it will help brands reach audiences in high-intent moments better and unlock improved targeting, attribution, and efficiency across the full customer journey.\n\n\n\nSustainability takes centre stage\n\n\n\nSustainability remains a key priority for advertisers and agencies alike, with marketing leaders citing it as the second most important challenge facing the industry behind measurement.\n\n\n\nThe good news: OOH is already one of the most sustainable ad channels available.\n\n\n\nA recent study found that both traditional OOH and DOOH emit less carbon per impression than any other type of media.\n\n\n\nDOOH goes a step further when it comes to reducing your carbon footprint. Rather than requiring physical posters or printed materials that need to be physically produced, transported, and installed to get a brand’s message across, DOOH ads are delivered digitally and can be updated instantly, reducing overall energy consumption and the resources required to launch and maintain campaigns.\n\n\n\nIn the future, sustainability in OOH will be defined by practical innovation. As solar-powered screens and AI-driven energy management become more common, the industry will continue to find efficient, measurable ways to lower emissions and reduce its overall environmental impact.\n\n\n\nExpansion into new environments\n\n\n\nDOOH’s growth isn’t limited to retail media. One of the most promising frontiers is electric vehicle (EV) charging stations. \n\n\n\nA recent study found that seven out of 10 EV drivers shop around businesses while waiting for their vehicles to charge (with 80% of them making a purchase), and nearly half of them (47%) spend that time browsing on their phones or tablets. \n\n\n\nFor nearby retailers, that “me time” creates prime opportunities to engage high-intent audiences through on-charger ads and geotargeted DOOH campaigns.\n\n\n\nWith most charging locations positioned near grocery stores, salons, and restaurants, brands can reach consumers at a uniquely receptive moment unmatched by other venue types. \n\n\n\nAs EV adoption accelerates, charging stations are quickly becoming a key touchpoint in DOOH’s expanding ecosystem.\n\n\n\nAI becomes your DOOH co-pilot\n\n\n\nAI’s role in DOOH is evolving from automation to collaboration. What began as forecasting and inventory discovery tools is moving toward intelligent co-pilots that help advertisers plan, optimize, and troubleshoot campaigns with real-time updates.\n\n\n\nIn the future, AI marketing assistants will guide buyers through their entire workflow—from identifying the right screens to activate ads across and forecasting availability to recommending bids and fixing delivery issues before they happen.\n\n\n\n“Right now, a lot of the brain trust for DOOH sits with a few individuals. Oftentimes, the only way to get access to it is to speak with an account manager or submit a ticket, which makes it harder for buyers to move quickly,” says Ortega. “I see a world where AI chatbots act more like a co-pilot, instantly surfacing available inventory and guiding buyers through how to plan, launch, and optimize campaigns directly within a platform.”\n\n\n\nCreative automation is advancing, too. Although dynamic creative optimization is already used on other channels like display advertising to tailor messaging, AI could be used in DOOH advertising to enhance decisioning by determining which data source—be it sports scores, local events, or weather conditions—will make a message most relevant in the moment.\n\n\n\nGenerative AI tools will also simplify creative production, automatically adapting assets to hundreds of screen sizes and custom formats rather than manually resizing and reformatting each variation to fit different placements.\n\n\n\nTogether, these developments will make DOOH planning, buying, and creative execution faster, easier, and far more accessible to the majority of advertisers.\n\n\n\nHow to prepare for the next era of OOH advertising\n\n\n\nThe next wave of OOH is already here, and it’s moving faster than most marketers realize. \n\n\n\nTo get ahead:\n\n\n\n\nAudit your current OOH mix: Identify where traditional OOH placements still work and where digital or programmatic options can add more impact.\n\n\n\nExplore programmatic options: Test how running DOOH through a DSP like StackAdapt can simplify planning, expand access to premium inventory, and improve performance.\n\n\n\nExperiment with AI-powered, data-driven tools: Use them to improve targeting, creative relevance, and results.\n\n\n\n\nLearn how StackAdapt can help you build DOOH campaigns that are easier to plan, faster to optimize, and built for what’s next.\n\n\n\n Speak with our team to learn more about our DOOH advertising solutions.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising","url":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising","name":"The future of OOH advertising: Eye-opening trends to watch","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251107093257/20251029_future-of-OOH-advertising_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-11-07T15:58:01+00:00","dateModified":"2026-09-08T21:43:06+00:00","description":"Discover how digital transformation, AI, and data-driven strategies are shaping the future of OOH advertising.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/future-of-out-of-home-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251107093257/20251029_future-of-OOH-advertising_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251107093257/20251029_future-of-OOH-advertising_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Abstract cityscape with glowing digital panels symbolizing the technology-driven future of out-of-home advertising."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Understanding the differences between CTV and OTT advertising","datePublished":"2021-03-23T13:11:00+00:00","dateModified":"2026-09-08T21:48:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv"},"wordCount":1412,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/ott-versus-ctv.png?fit=1200%2C600&ssl=1","keywords":["connected tv","Content Level : 101","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Streamed television content is an exciting opportunity for marketers to improve their digital campaigns. As you integrate streaming TV into your digital strategy, it’s important to understand how this type of content fits into the overall digital media landscape. Understanding CTV vs. OTT (connected TV vs. over-the-top) is a good start.\n\n\n\nThese two terms are sometimes used interchangeably or confused with each other. This is likely because they refer to related aspects of digital advertising for television. Both channels work in tandem to deliver ads on a connected TV device. \n\n\n\nUnderstanding the difference between OTT and CTV will help you to speak confidently about CTV advertising and choose a programmatic platform like a DSP (demand-side platform) that offers the functionality you need. You’ll also be able to expand your agency offerings and create digital campaigns that perform to their full potential.\n\n\n\nWhat is over-the-top (OTT)\n\n\n\nOTT is the term that describes the delivery of TV content through the internet instead of the standard, closed TV system. Viewers don’t need to subscribe to a traditional cable or satellite provider to be able to watch television content via OTT since OTT programming includes all content streamed over the internet.\n\n\n\nOTT is delivered via a streaming or video on demand (VOD) format. Some popular OTT services include Netflix, Hulu, Crave, and Amazon Prime. Lots of well-known entertainment conglomerates are noticing the latest trend toward streaming and are beginning to launch their own OTT services. Disney’s OTT service called Disney+ launched in 2019. And, not far behind, NBC Universal launched its own OTT service–Peacock–in 2020. \n\n\n\nWhat is Connected TV (CTV)\n\n\n\nIf OTT is everything you watch on Netflix or Hulu, then what is CTV? The term connected TV (CTV) describes any TV capable of streaming digital video. This includes smart TVs as well as TVs that use a device to facilitate the delivery of streaming video.\n\n\n\nInternet-connected devices like Roku or Chromecast, and gaming consoles like Xbox and Nintendo Switch, all enable a TV to stream digital video—making it a connected TV. While this may seem a little confusing, the main concept to understand when comparing CTV vs. OTT content is that OTT content is viewed via CTV. \n\n\n\nThe differences between CTV and OTT \n\n\n\nTo truly understand what the difference between OTT and CTV is, let’s compare each platform in more detail. By understanding what differentiates OTT vs. CTV on a deeper level, we can better understand their role in the programmatic advertising landscape. \n\n\n\nCTV is a subset of OTT, which includes apps and services that don’t require subscriptions to traditional cable or pay-TV services. In fact, OTT doesn’t even require a physical cable box because it broadcasts “over-the-top” of the traditional cable framework. \n\n\n\nHere’s a real-world example to help better understand how to view connected TV vs. OTT. If a viewer watches Netflix on their mobile device, they are streaming OTT content. But what if they were to watch Netflix through a Chromecast that’s plugged into their television? In that case, they’re streaming OTT content over CTV.\n\n\n\nAnother area where both channels differ substantially is their availability. OTT programming can be served across various devices like TVs, laptops, PCs, tablets, and smartphones. CTV is only delivered by TVs, either smart TVs or TVs connected to a 3rd-party device like Roku, Chromecast, or a gaming console.\n\n\n\n\n\n\n\nAdvantages of Connected TV advertising\n\n\n\nKnowing the differences between OTT and CTV advertising is important because, when used hand in hand, both channels can create highly effective digital campaigns. CTV ads can be bought programmatically, so your programmatic platform likely offers CTV as an advertising channel. This means you are running ads on CTV as a channel, but the ads are served over-the-top.\n\n\n\nThere are many benefits to CTV advertising that can help to optimize any marketing team’s digital campaigns. Let’s explore the main advantages of CTV advertising below.\n\n\n\n1. CTV is a growing market\n\n\n\nCTV ads offer marketers a way to reach cord-cutting households, which are a growing market. The adoption of CTV has been accelerating, with most CTV viewers watching ad-supported content.\n\n\n\nMore viewers opting for CTV has led to a phenomenon known as “cord-cutting.” This term refers to the pattern of viewers cancelling their subscriptions to cable or satellite television services or dropping paid television channels. \n\n\n\nAccording to eMarketer, more than one-third of US households will have cut the cord by 2024. Cord-cutting can also refer to viewers who are reducing the number of hours of subscription TV viewed in favour of TV content served via the internet.\n\n\n\nCord-cutting can be primarily attributed to flexibility and consumer control. Streamed content is generally cheaper (sometimes even free), making it more economical than traditional cable or satellite. This has consumer appeal because you can watch, and pay for, what you want, when you want.\n\n\n\n2. CTV is free from traditional advertising restraints\n\n\n\nWe know that CTV reaches an engaged audience, but that isn’t it's only benefit. CTV advertising removes the constraints of traditional television advertising, like broadcasting schedules and ad pricing limitations.\n\n\n\nCTV also adds enhanced targeting options, inventory selection, and real-time reporting. With CTV, it’s possible to leverage similar campaign setup and targeting as other programmatic media buys like display, native, and video advertising. This means that, like with any programmatic campaign, you can assess progress against goals and metrics while a campaign is live.\n\n\n\n3. CTV offers robust optimization and measurement \n\n\n\nOne key difference between CTV ads and other types of programmatic media is the metrics to track. CTV viewers aren’t on a laptop with the ability to click right away like they would a display ad. Therefore, using CTV for awareness campaigns is typically the most effective. You’ll want to track the performance of a CTV campaign through metrics like video completion rate (VCR) and cost per completed view (CPCV).\n\n\n\nAnother interesting trend is that we’re beginning to see a resurgence of QR codes as part of an overall CTV strategy. When you embed a QR code into an ad shown on CTV, your audience can pull out their mobile phone and scan the code to visit your landing page. With QR codes, you’ll be able to track the traffic directed to your landing page via the CTV ad.\n\n\n\nCoinbase’s 2022 Super Bowl ad is a perfect example of the effectiveness of QR codes. The company’s 60-second spot during America’s most-watched sporting event consisted of a QR code bouncing around the screen—a subtle nod to the DVD screensaver image of the early 21st century. After scanning the QR code, the user sees a landing page offering them $15 in free Bitcoin for opening a Coinbase account.\n\n\n\nThe ad skyrocketed app downloads by 309% immediately after the airing of the ad, and an additional 289% the next day. What’s more is that Coinbase received data on every user to scan their QR code and visit the landing page. With one 60-second ad, Coinbase gained an audience of millions of users who can then be retargeted with streaming CTV and OTT marketing.\n\n\n\nReach a growing audience with Connected TV\n\n\n\nIf you’re ready to add CTV to your digital strategy, leverage it to provide the awareness component of a full-funnel or cross-channel campaign. It’s a great way to bring awareness to an attentive audience, who you can then later target across other devices. \n\n\n\nConsider partnering with StackAdapt for your CTV campaigns. Our cutting-edge platform can help you and your team leverage AI and machine learning to make the programmatic ad buys that make the most sense. \n\n\n\nWant to know more about CTV vs OTT? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\nThink of OTT as the content and CTV as the viewing method. OTT is the programming you stream via video-on-demand (VOD) apps like Netflix, Hulu, and Amazon Prime. Connected TV, or CTV, is the device you use to watch that programming like Roku, Amazon FireStick, Google Chromecast, or a smart TV. \n\n\n\n\n\n\n\n\n\nOTT is the term that describes the delivery of TV content through the internet instead of the standard, closed TV system.\n\n\n\n\n\n\n\n\n\nThe term connected TV (CTV) describes any TV capable of streaming digital video. This includes smart TVs as well as TVs that use a device to facilitate the delivery of streaming video.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv","url":"https://www.stackadapt.com/resources/blog/differences-ott-ctv","name":"CTV vs. OTT Advertising: What's the Difference? | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/ott-versus-ctv.png?fit=1200%2C600&ssl=1","datePublished":"2021-03-23T13:11:00+00:00","dateModified":"2026-09-08T21:48:17+00:00","description":"OTT is the delivery method of video content, and CTV is the device on which a viewer sees that content. Learn more about the differences between CTV and OTT.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-7f837783-7625-4117-b1f6-e6a9bb4c1868"},{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-4165f1df-e255-4287-ac17-733d32a26988"},{"@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-fd1ef385-0ab7-4cce-a8ac-0899de0146ee"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/ott-versus-ctv.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/ott-versus-ctv.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"a graphic showing people watching tv to illustrate the differences between CTV and OTT Advertising"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-7f837783-7625-4117-b1f6-e6a9bb4c1868","position":1,"url":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-7f837783-7625-4117-b1f6-e6a9bb4c1868","name":"What is the difference between CTV and OTT?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Think of OTT as the content and CTV as the viewing method. OTT is the programming you stream via video-on-demand (VOD) apps like Netflix, Hulu, and Amazon Prime. Connected TV, or CTV, is the device you use to watch that programming like Roku, Amazon FireStick, Google Chromecast, or a smart TV.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-4165f1df-e255-4287-ac17-733d32a26988","position":2,"url":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-4165f1df-e255-4287-ac17-733d32a26988","name":"What is over-the-top (OTT)?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"OTT is the term that describes the delivery of TV content through the internet instead of the standard, closed TV system.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-fd1ef385-0ab7-4cce-a8ac-0899de0146ee","position":3,"url":"https://www.stackadapt.com/resources/blog/differences-ott-ctv#faq-question-fd1ef385-0ab7-4cce-a8ac-0899de0146ee","name":"What is connected TV (CTV)?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The term connected TV (CTV) describes any TV capable of streaming digital video. This includes smart TVs as well as TVs that use a device to facilitate the delivery of streaming video.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"A strategic guide to marketing orchestration","datePublished":"2026-04-30T13:16:44+00:00","dateModified":"2026-09-09T16:12:05+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration"},"wordCount":1993,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251030122250/20251028_Marketing-Orchestration_Header.webp?fit=1201%2C628&ssl=1","keywords":["blog","campaign planning","Content Level : 201","conversion journey"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: A guide to marketing campaign orchestration\n\n\n\n\nMarketing orchestration bridges the gap between brand and performance by uniting paid, owned, and earned channels into a single, data-driven strategy.\n\n\n\nSenior marketers act as system architects, aligning creative, data, and measurement, so every channel supports a coherent customer journey.\n\n\n\nCreative consistency and connected data make orchestration work, helping brand investment translate into demand.\n\n\n\nAgencies must lead integration, designing collaborative processes, cross-functional planning, and unified measurement frameworks that link storytelling to ROI.\n\n\n\n\n\nSenior marketers and agency leaders are facing a paradox: audiences have never been easier to reach, yet harder to connect with meaningfully. \n\n\n\nB2B consumers, for instance, interact with 10 different channels before making a purchase. This means marketing campaigns need to cover more channels over a longer period of time. \n\n\n\nThe challenge isn’t whether to invest in connected TV (CTV), video, audio, display, or digital out-of-home (DOOH), but how to make them work together to drive both brand equity and sales. Many marketers still manage these channels in silos, with disconnected planning, fragmented measurement, and overlapping budgets. \n\n\n\nThe result? Missed efficiencies, inconsistent messaging, and murky attribution. Even as 85% of marketers claim confidence in measuring ROI, only one in three can do so holistically across channels.\n\n\n\nThis article explores how to close that gap. It outlines a modern framework for marketing orchestration and presents an agency blueprint for planning, executing, and measuring campaigns that bridge awareness and action.\n\n\n\nWhat is marketing orchestration?\n\n\n\nMarketing orchestration is the practice of coordinating channels, data, messaging, and measurement so every campaign works as part of one connected customer journey. \n\n\n\nInstead of running paid, owned, and earned media in silos, orchestration aligns them into a unified strategy that supports both brand building and performance outcomes.\n\n\n\nThe State of Programmatic Advertising 2026 underscores why orchestration is becoming a strategic priority. Two-thirds of marketers say siloed or fragmented channel execution wastes 10% to 30% of their programmatic budgets, while multi-channel campaigns deliver 47% higher CTRs than single-channel campaigns among expert-tier advertisers.\n\n\n\nFor agencies, this fragmentation creates strategic tension. Clients expect unified reporting and full-funnel performance, yet teams often operate on separate data stacks and KPIs. Leadership faces pressure to prove how investment in upper-funnel channels like video or CTV actually drive lower-funnel outcomes. \n\n\n\n“Without an integrated approach,” says Kenny Ginapp, Director of Enterprise Sales at StackAdapt, “the link between brand and demand remains tenuous, leaving performance teams chasing conversions and brand teams defending budgets.”\n\n\n\nThe next frontier of orchestration connects adtech and martech, aligning media, email, and CRM around one consistent customer experience.\n\n\n\nTop strategies for marketing orchestration\n\n\n\nSenior marketers now operate less as media buyers and more as systems architects responsible for connecting channels, teams, and data into one coherent growth engine. \n\n\n\nMarketing orchestration is a leadership framework for orchestrating how brand and demand investments reinforce one another across every format.\n\n\n\n1. Channel sequencing that mirrors the customer journey\n\n\n\nA unified strategy begins with understanding how audiences move, not how media is sold. Each format should serve a deliberate role within the customer journey: \n\n\n\n\nCTV and video elevate storytelling \n\n\n\nDisplay and native sustain consideration\n\n\n\nAudio and DOOH reinforce presence in contextual moments\n\n\n\nEmail deepens engagement through personalized follow-ups that convert awareness into action\n\n\n\n\nThe goal is continuity. Leaders set the mandate that every stage of the funnel must be supported, with seamless transitions between awareness and conversion experiences.\n\n\n\nEffective marketing orchestration unites both paid media formats (CTV, display, video, audio, DOOH) and owned marketing channels such as email to deliver a consistent, measurable customer journey.\n\n\n\n2. Creative consistency at scale\n\n\n\nResearch shows that distinctive, emotionally impactful creative can drive up to 12X more profit than generic ads. That makes consistency more than a branding best practice; it becomes a force multiplier.\n\n\n\nIn a multi-format world, consistency multiplies your efficiency. When creative expression ladders to a single brand idea, cross-channel marketing investments amplify one another. \n\n\n\nSenior marketers should institutionalize creative governance (shared brand guidelines, centralized asset libraries, and unified campaign narratives). \n\n\n\nUnified marketing campaign orchestration means the same brand story appears seamlessly in an email subject line as in a CTV ad or podcast spot, reinforcing familiarity and trust across the customer journey.\n\n\n\nThe payoff is not just recognition but compounded impact: a viewer who encounters aligned messages across formats is far more likely to convert.\n\n\n\n3. Data cohesion and cross-channel intelligence\n\n\n\nIntegration lives or dies on data alignment. Strategic leaders ensure audience definitions, measurement taxonomies, and attribution models are shared across teams and vendors. \n\n\n\nInstead of fragmented KPIs by channel, they enforce outcome-based metrics that connect upper- and lower-funnel performance—awareness lift, incremental reach, and cost per engaged user feeding into ROI and sales outcomes.\n\n\n\nIntegrating CRM and email engagement data with paid media insights gives marketers a 360° view of customer intent, allowing cross-channel sequencing that feels orchestrated, not automated.\n\n\n\nThis unified data spine transforms fragmented reporting into cross-channel intelligence that supports faster, smarter decisions.\n\n\n\n4. Organizational orchestration\n\n\n\nMarketing orchestration also demands cross-functional alignment. \n\n\n\nExecutives must design processes that foster collaboration between brand, media, and analytics teams, breaking down historical silos. \n\n\n\nJoint planning sessions, shared dashboards, and integrated post-campaign reviews turn cross-functional friction into strategic synchronization.\n\n\n\nLeaders who embed these rituals create teams that think in systems, not silos.\n\n\n\n5. Continuous optimization and learning\n\n\n\nFinally, integration is not static. High-performing organizations view every campaign as a data engine that sharpens the next. \n\n\n\nBy connecting creative performance to business outcomes, marketers can rebalance spend dynamically, shifting investment between CTV, display, audio, or DOOH based on how each contributes to the collective objective. \n\n\n\nThis iterative mindset converts multi-format complexity into a self-improving cycle of effectiveness.\n\n\n\nWhen viewed through this strategic lens, marketing orchestration becomes an enterprise capability, not a campaign exercise. \n\n\n\nThe agency or brand that can align creativity, data, and measurement under one strategic framework doesn’t just reach audiences across channels—it moves them coherently from curiosity to conversion, and from first impression to lasting loyalty.\n\n\n\n\n\nThe agency blueprint: Orchestrating integrated campaigns\n\n\n\nThe following blueprint distills the leadership practices that enable agencies to turn complexity into clarity.\n\n\n\n1. Start with unified objectives\n\n\n\nIntegrated campaigns begin with shared intent. Define success through business outcomes, not channel metrics (awareness lift, qualified leads, incremental sales, or ROI). Use these to align both brand and performance teams from the outset. \n\n\n\nA unified KPI framework prevents channel silos and ensures every activation contributes to the same goal.\n\n\n\nSet cross-format objectives that are co-owned by strategy, creative, and performance teams. This builds accountability for results, not just delivery.\n\n\n\n2. Architect the channel mix around customer flow\n\n\n\nRather than dividing spend by format, design the media architecture around how customers actually move through awareness, consideration, and action.\n\n\n\n\nAwareness: CTV, online video, and DOOH for storytelling and scale.\n\n\n\nConsideration: Audio, native, and high-impact display for reinforcement, as well as dynamic creative optimization for personalization.\n\n\n\nConversion: Display retargeting, shoppable video, personalized emails, and contextual placements for activation—all with automated workflows triggered by real-time behavior.\n\n\n\n\nA prospect might see a CTV ad, engage with a retargeted display, and later receive a personalized email follow-up or triggered CRM message—all parts of a coordinated brand-to-demand journey.\n\n\n\nThis structure ensures every touch point builds on the last, creating a connected journey instead of a fragmented set of impressions.\n\n\n\nTreat the media mix as a narrative arc, not a menu of buys.\n\n\n\n3. Align creative systems, not just assets\n\n\n\nCreative cohesion doesn’t mean identical executions, but a consistent brand voice that adapts by format. \n\n\n\nEstablish a central creative platform that houses campaign concepts, message frameworks, and modular assets accessible across teams. This enables efficient production without sacrificing brand integrity.\n\n\n\nBuild “creative governance” into the process, so every CTV, display, and audio ad feels like part of one brand conversation.\n\n\n\n4. Institutionalize cross-functional collaboration\n\n\n\nMulti-format success depends on organizational design, not tools alone. Encourage co-planning sessions where creative, media, and analytics teams develop strategies together. Assign an integration lead or campaign conductor responsible for maintaining coherence from ideation to reporting.\n\n\n\nBreak the relay model. Replace hand-offs with shared ownership across disciplines.\n\n\n\n5. Adopt unified measurement and learning loops\n\n\n\nMeasurement must evolve from channel-by-channel reporting to multi-format intelligence. Combine methods:\n\n\n\n\nBrand lift studies for upper-funnel impact.\n\n\n\nIncrementality testing for cross-channel contribution.\n\n\n\nMarketing mix modelling for total ROI.\n\n\n\n\nEmail engagement metrics like open rates, click-through rates, and conversions can signal how well your message is landing early in the customer journey. They show which ad narratives spark enough interest for people to keep engaging and which audiences may be worth re-engaging through paid channels.\n\n\n\nIntegrate insights into a single dashboard to understand how each format influences the full customer journey. Then, apply learnings to the next campaign cycle to create a continuous improvement loop.\n\n\n\nBuild a culture where performance data informs creativity, and creativity informs performance.\n\n\n\n6. Operationalize for agility\n\n\n\nFinally, agencies must be structured for real-time optimization. Centralized dashboards, agile budget reallocations, and consistent reporting cadences keep teams responsive to audience behavior and performance shifts. \n\n\n\nWhen leadership embeds agility into process design, campaigns stay cohesive even as market conditions change.\n\n\n\nMarketing orchestration is a dynamic process, so equip teams to adjust the tempo without losing the rhythm.\n\n\n\n“A well-orchestrated, multi-format campaign operates as one organism,” says Ginapp. “The creative is cohesive, the data is unified, and the measurement tells a single story of brand and business growth.” \n\n\n\nFor senior marketers, this blueprint is less about managing more channels and more about leading a system in which every channel works in concert to connect brand and demand.\n\n\n\nGet started with marketing orchestration\n\n\n\nConnecting brand to demand across multiple formats is now the defining challenge—and opportunity—for modern marketers. Fragmented channels, evolving measurement models, and heightened client expectations demand orchestration, not addition.\n\n\n\nFor agency leaders, success hinges on strategic integration: unified objectives, consistent creative systems, shared data frameworks, and agile collaboration. \n\n\n\nWhen these elements align, CTV, display, video, audio, DOOH, and email stop functioning as separate investments and start performing as parts of a single, intelligent ecosystem. \n\n\n\nTrue marketing orchestration connects storytelling and performance across every channel—paid, owned, and earned—so that media, email, and CRM efforts amplify one another.\n\n\n\nStackAdapt’s AI-powered marketing platform allows you to activate first-party data, orchestrate connected customer journeys across adtech and martech tools, including email, and drive results across channels. \n\n\n\nRequest a demo today to get started with your marketing orchestration strategy.\n\n\n\nMarketing orchestration FAQs\n\n\n\n\n\n\n\nMarketing orchestration improves customer experience by making brand interactions more consistent, timely, and relevant across channels. When messaging, targeting, and timing are coordinated, customers are less likely to encounter disconnected ads, repetitive outreach, or conflicting brand signals.\n\n\n\n\n\n\n\n\n\nOmnichannel marketing focuses on creating a seamless experience across touch points. Marketing orchestration is the broader strategic system that makes that possible by aligning data, creative, workflow, activation, and measurement behind the scenes. Put simply: omnichannel is the customer experience goal, while orchestration is the operating model that helps deliver it.\n\n\n\n\n\n\n\n\n\nMarketing orchestration matters more now because customer journeys are fragmented across more platforms, formats, and devices than ever. As a result, marketers need a way to connect brand activity, demand generation, and measurement instead of optimizing each channel independently.\n\n\n\n\n\n\n\n\n\nTo orchestrate your marketing message across channels, start with a single campaign objective, a clear audience strategy, and a shared narrative. Then adapt the creative for each channel without changing the core message, and measure performance with a unified view of the customer journey. In practice, that means aligning media, creative, and analytics teams around the same outcomes instead of letting each channel operate on separate goals.\n\n\n\n\n\n\n\n\n\nYes. One of the clearest benefits of marketing orchestration is that it helps marketers connect long-term brand building with short-term performance goals. Instead of treating awareness and conversion as separate efforts, orchestration creates a structure where upper-funnel and lower-funnel activity reinforce each other.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration","url":"https://www.stackadapt.com/resources/blog/marketing-orchestration","name":"Marketing orchestration: A strategic guide","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251030122250/20251028_Marketing-Orchestration_Header.webp?fit=1201%2C628&ssl=1","datePublished":"2026-04-30T13:16:44+00:00","dateModified":"2026-09-09T16:12:05+00:00","description":"Learn how to integrate CTV, display, video, audio, DOOH, and email to connect brand strategy with measurable demand.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-325c8759-030a-4d06-b103-f14ccfa383f7"},{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-0404d179-0c31-4dfa-8b8b-f219783e8585"},{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-cec5c6db-d0a2-40e5-9683-d20ddc792756"},{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-2f7ac592-a0c4-4185-968f-38ce3b0594f8"},{"@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-eeea7452-05c1-4bf1-8d98-261572954148"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251030122250/20251028_Marketing-Orchestration_Header.webp?fit=1201%2C628&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251030122250/20251028_Marketing-Orchestration_Header.webp?fit=1201%2C628&ssl=1","width":1201,"height":628,"caption":"Abstract blue illustration representing marketing orchestration, featuring overlapping digital media elements such as video, audio, and display ad icons connected in a unified flow."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-325c8759-030a-4d06-b103-f14ccfa383f7","position":1,"url":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-325c8759-030a-4d06-b103-f14ccfa383f7","name":"How does marketing orchestration improve customer experience?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketing orchestration improves customer experience by making brand interactions more consistent, timely, and relevant across channels. When messaging, targeting, and timing are coordinated, customers are less likely to encounter disconnected ads, repetitive outreach, or conflicting brand signals.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-0404d179-0c31-4dfa-8b8b-f219783e8585","position":2,"url":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-0404d179-0c31-4dfa-8b8b-f219783e8585","name":"What’s the difference between marketing orchestration and omnichannel marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Omnichannel marketing focuses on creating a seamless experience across touch points. Marketing orchestration is the broader strategic system that makes that possible by aligning data, creative, workflow, activation, and measurement behind the scenes. Put simply: omnichannel is the customer experience goal, while orchestration is the operating model that helps deliver it.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-cec5c6db-d0a2-40e5-9683-d20ddc792756","position":3,"url":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-cec5c6db-d0a2-40e5-9683-d20ddc792756","name":"Why is marketing orchestration important now?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketing orchestration matters more now because customer journeys are fragmented across more platforms, formats, and devices than ever. As a result, marketers need a way to connect brand activity, demand generation, and measurement instead of optimizing each channel independently.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-2f7ac592-a0c4-4185-968f-38ce3b0594f8","position":4,"url":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-2f7ac592-a0c4-4185-968f-38ce3b0594f8","name":"How do you orchestrate your marketing message across channels?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To orchestrate your marketing message across channels, start with a single campaign objective, a clear audience strategy, and a shared narrative. Then adapt the creative for each channel without changing the core message, and measure performance with a unified view of the customer journey. In practice, that means aligning media, creative, and analytics teams around the same outcomes instead of letting each channel operate on separate goals.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-eeea7452-05c1-4bf1-8d98-261572954148","position":5,"url":"https://www.stackadapt.com/resources/blog/marketing-orchestration#faq-question-eeea7452-05c1-4bf1-8d98-261572954148","name":"Can marketing orchestration help connect brand and performance marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Yes. One of the clearest benefits of marketing orchestration is that it helps marketers connect long-term brand building with short-term performance goals. Instead of treating awareness and conversion as separate efforts, orchestration creates a structure where upper-funnel and lower-funnel activity reinforce each other.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is out-of-home advertising? Definition, benefits, and trends","datePublished":"2025-10-24T15:15:31+00:00","dateModified":"2026-09-09T16:12:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising"},"wordCount":2766,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251024095423/20251021_OOH.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: OOH advertising\n\n\n\n\nTraditional out-of-home (OOH) advertising is evolving from static billboards into dynamic, data-driven digital screens that connect brands with audiences in high-traffic public spaces.\n\n\n\nProgrammatic buying and digital out-of-home (DOOH) technology now make it easier to plan, launch, and measure campaigns as part of a unified, omnichannel strategy.\n\n\n\nWith advances in AI, targeting, and measurement, OOH is becoming more automated, precise, creative, and performance-driven—offering brands new ways to reach consumers in the real world.\n\n\n\n\n\nLong before radio or television, OOH advertising was how communities learned what was happening around them. \n\n\n\nIn the 1830s, showman P.T. Barnum—of Barnum & Bailey Circus fame—used large, colourful posters to announce when the circus was coming to town. \n\n\n\nThese early ads didn’t just promote an event. They brought people together, connecting local communities through shared experiences. \n\n\n\nAs cities grew and transportation routes expanded, OOH evolved alongside them, from hand-painted signs and roadside billboards to bright, illuminated displays that became landmarks in their own right.\n\n\n\nNow, OOH advertising is experiencing a renaissance, bridging the physical and digital worlds to help marketers reach consumers wherever they are.\n\n\n\nAlthough the technology has evolved, that same spirit of connecting and communicating with a community remains at the heart of OOH advertising today.\n\n\n\nIn this blog post, we’ll break down everything you need to know about OOH advertising and how it’s evolving, from its core types and benefits to the proven strategies and emerging trends shaping the future of OOH advertising.\n\n\n\nWhat is out-of-home advertising?\n\n\n\nOOH advertising is a traditional form of media that uses physical displays to reach audiences in high-traffic, public spaces such as highways, city centers, and transit hubs. It includes formats like billboards, posters, street furniture, and bus wraps. These large-scale, real-world placements help brands stand out by capturing attention and building awareness as consumers move through their day.\n\n\n\nAlthough only 10% of US brand and agency marketers cited OOH advertising as a priority in 2025, 40% of agency professionals expected their clients to increase OOH spending. It now outpaces traditional advertising methods like magazine, newspaper, and radio advertising, and even outperforms traditional linear TV in building brand awareness.\n\n\n\nTraditional OOH advertising vs. DOOH advertising: What is the difference?\n\n\n\nOOH advertising refers to any form of advertising that reaches people when they’re outside their homes and off their personal devices. It’s the umbrella term that encompasses everything from traditional, static, non-digital formats—commonly referred to as traditional OOH—to DOOH, programmatic DOOH, and even experiential activations.\n\n\n\nDOOH is a subset of OOH that uses digital screens, such as LED billboards and in-store screens, to deliver dynamic ads that can be updated and optimized in real time.\n\n\n\nWhile traditional OOH is static, it offers several advantages, such as 100% share of voice and long-term visibility. These placements are always on, delivering constant exposure. The trade-off is that installation and updates take longer than digital methods, and static ads can lose novelty or require maintenance over time.\n\n\n\nDOOH, by comparison, brings flexibility, scale, and automation to the same environments. Advertisers can trigger campaigns based on contextual factors like weather, time of day, or traffic patterns, and easily adjust creative or targeting as performance or conditions change.\n\n\n\nDOOH also opens the door to programmatic advertising opportunities, giving marketers access to hundreds of media owners and millions of digital screens through demand-side platforms (DSPs) like StackAdapt. \n\n\n\nAdvertisers can buy inventory at scale with just a few clicks, making it easier to plan, activate, measure, and optimize campaigns in real time. Programmatic DOOH provides the same control, flexibility, and data-driven approach familiar to digital buyers, with transaction types such as open exchange, private marketplaces, and programmatic guaranteed, which offer different levels of access, transparency, and pricing control.\n\n\n\nTypes of OOH advertising\n\n\n\nAccording to the Out of Home Advertising Association of America (OAAA), OOH advertising falls into four categories, each offering unique advantages, depending on where audiences are and how messages are delivered. \n\n\n\nFrom highway billboards and street-level posters to hand-painted murals and digital displays in high-traffic public spaces, here are the four main types of OOH placements and what makes each of them most effective.\n\n\n\nBillboards\n\n\n\nBuilt for scale, billboards are the most recognizable and high-impact OOH format. They deliver unmatched visibility, making them ideal for generating brand awareness and establishing a lasting presence in key markets.\n\n\n\nBillboards are typically found in or alongside:\n\n\n\n\nHighways and major roadways\n\n\n\nCity centers and commuter routes\n\n\n\nCommercial and industrial districts\n\n\n\n\nBillboards are best suited for campaigns focused on awareness or reinforcing brand identity at scale, such as product launches or market expansions.\n\n\n\nStreet furniture\n\n\n\nStreet furniture placements bring OOH to the heart of pedestrian life by positioning them where consumers walk, wait, and shop. These formats offer brands close-up visibility at eye level in high-traffic areas such as downtown cores and residential neighbourhoods.\n\n\n\nStreet furniture OOH ads are commonly found on:\n\n\n\n\nBus shelters and benches\n\n\n\nKiosks and newsstands\n\n\n\nBicycle racks and pedestrian panels\n\n\n\n\nStreet furniture excels at delivering contextually relevant messages—like promoting local events, nearby businesses, or quick-service restaurants—to audiences already in motion.\n\n\n\nTransit\n\n\n\nTransit OOH connects with commuters and travellers during their daily journeys. Whether mounted to vehicles or displayed in airports or subway stations, transit ads combine high reach with strong frequency, connecting with audiences as they travel between destinations.\n\n\n\nTransit OOH placements include:\n\n\n\n\nWraps and posters on buses and taxis\n\n\n\nDisplays and screens in airports and transit hubs\n\n\n\nTruckside billboards and mobile displays mounted on vehicles\n\n\n\n\nTransit ads are especially effective for tourism boards, entertainment brands, and local retailers looking to reach consumers on the move.\n\n\n\nPlace-based OOH\n\n\n\nPlace-based OOH covers nearly any location where audiences gather, offering advertisers the flexibility to reach consumers in contextually relevant settings. These formats connect with people as they shop, work out, refuel, or unwind.\n\n\n\nPlace-based OOH placements can appear in and around:\n\n\n\n\nArenas, stadiums, and movie theatres\n\n\n\nGyms, campuses, and offices\n\n\n\nShopping malls, retail locations, gas stations, and convenience stores\n\n\n\n\nPlace-based OOH excels at contextually targeting audiences based on their environment, whether it’s inspiring movie-goers, energizing sports fans, or catching shoppers’ attention closer to the point of purchase.\n\n\n\nBenefits of OOH advertising\n\n\n\nOOH advertising is one of the most effective ways to build brand awareness in the physical world.\n\n\n\nHere are a few of its benefits:\n\n\n\nHigh visibility and impact\n\n\n\nOOH advertising provides unmatched visibility in public spaces where people live, work, and travel. Large-scale formats, such as billboards or high-impact digital displays, help brands stand out and deliver long-lasting impressions, even in high-traffic environments.\n\n\n\nBroad reach and audience diversity\n\n\n\nOOH reaches broad and varied audiences across cities, suburbs, and transit corridors. Whether it’s commuters, shoppers, or event-goers, brands can use OOH advertising to connect with diverse demographics at a massive scale.\n\n\n\nContinuous visibility and exposure\n\n\n\nUnlike other forms of advertising, ads can’t be skipped, muted, or blocked, giving brands consistent visibility that helps reinforce brand awareness as audiences move through their day.\n\n\n\nLocalized and contextual targeting\n\n\n\nOOH placements reach audiences based on where they are, not just who they are. Advertisers can tailor messages by geography, venue type, or environment. DOOH enhances precision with location data, time-of-day triggers, and contextual signals, like weather or events, to deliver relevant messages that feel timely and personalized.\n\n\n\nCreative flexibility\n\n\n\nOOH gives brands the space to think big. From large-scale visuals and 3D installations to dynamic DOOH creatives featuring videos or animation, OOH is the perfect canvas for bold, creative storytelling.\n\n\n\nCampaign agility and optimization\n\n\n\nProgrammatic DOOH adds real-time flexibility to traditional OOH. Marketers can adjust targeting, swap creatives, and optimize delivery in response to audience behaviour or campaign performance without site visits.\n\n\n\nRetail and point-of-purchase impact\n\n\n\nOOH drives action where it matters most. Ads near stores and inside shopping centers can influence purchase decisions when intent is at its highest. In fact, a study found that 51% of people who saw a DOOH ad providing directions to a specific retail location ended up visiting it (and 93% of those completed a purchase).\n\n\n\nMeasurable attribution\n\n\n\nNew measurement tools make it easier to quantify the impact of OOH campaigns. With DOOH, advertisers can track impressions, foot traffic, and sales lift through mobile device data and attribution studies, helping marketers link ad exposure to bottom-line results.\n\n\n\nHow to measure OOH advertising\n\n\n\nFor years, one of the biggest critiques of OOH advertising was that you couldn’t measure the impact of a billboard—at least, not accurately.\n\n\n\nTraditional OOH measurement relied on traffic counts and audience ratings from 3rd-party organizations to estimate reach and frequency.\n\n\n\nNow, that’s changing.\n\n\n\nAdvances in mobile location data, programmatic delivery, and 3rd-party attribution have made it easier to measure the real-world effectiveness of OOH campaigns, especially for DOOH activations. Marketers can now connect campaign exposure to tangible results across the entire customer journey with more accuracy than ever before.\n\n\n\nHere are a few of the most effective ways to measure OOH and DOOH campaign performance to prove the impact of your investment.\n\n\n\nFootfall attribution\n\n\n\nFootfall attribution connects DOOH ad exposure to in-person visits. Aggregated, privacy-safe mobile location data from audiences near specific placements helps advertisers understand how many people visited a store, venue, or event after seeing an ad, making it possible to connect ad exposure to actions at specific physical locations.\n\n\n\nBrand lift\n\n\n\nBrand lift studies measure the impact DOOH campaigns have on consumer perception and awareness. By comparing a group exposed to your ads with a control group that hasn’t seen them, marketers can quantify changes in brand recognition, recall, consideration, or purchase intent.\n\n\n\nSales lift\n\n\n\nSales lift analysis links ad exposure to actual purchases. Advertisers can examine consumer or transaction data before and after a campaign to determine whether those exposed to an ad were more likely to buy the promoted product.\n\n\n\nOf course, these examples only scratch the surface. Additional measurement options are increasingly available through 3rd-party measurement providers and SSP integrations, covering everything from reach and frequency analysis to more advanced reporting through managed services.\n\n\n\nAs technology evolves, expect new capabilities, such as incrementality and retargeting lift, to emerge, giving marketers even more ways to understand and optimize the impact of their campaigns.\n\n\n\nHow brands are using OOH advertising today\n\n\n\nBrands and agencies are reimagining how OOH fits into their marketing strategies, using it not just for awareness, but as part of connected, omnichannel campaigns. \n\n\n\nNeed proof? Working with StackAdapt, these clients used DOOH to drive brand awareness and performance across the funnel:\n\n\n\n\nMOBSTA set out to boost brand awareness for Michael Kors Jewelry across Germany. Focusing on high-traffic DOOH placements in airports, malls, and luxury shopping districts, the campaign delivered over 14 million impressions.\n\n\n\nOctopus Energy, a global energy provider, wanted to build brand awareness and drive engagement across six major Spanish cities. The campaign retargeted users exposed to DOOH ads with native and display ads, generating over 3 million impressions and achieving a 1.34% average CTR.\n\n\n\nSomebody Digital created a full-funnel campaign for Ramsbury—an eco-friendly spirits brand—targeting premium retail locations near Waitrose and Sainsbury’s across England. The campaign generated over 32 million impressions and boosted site traffic by 99%.\n\n\n\nChicago Fire FC aimed to boost ticket sales for a high-profile match against a new rival. Using a full-funnel, multi-channel campaign across DOOH, CTV, and display, they drove more than 16,000 clicks, nearly 600 conversions, and delivered a 122% return on ad spend.\n\n\n\n\n\n\n\n\n\n\nTrends reshaping OOH in 2025 and beyond\n\n\n\nOOH is evolving faster than ever, shaped by new technologies, shifting consumer habits, and a growing demand for measurable, omnichannel experiences. Based on emerging industry data and recent innovations, here are four key trends shaping OOH advertising now and in the future.\n\n\n\nOOH and digital channels grow more connected\n\n\n\nAs OOH evolves, brands are finding new and inventive ways to connect it with digital and social channels to tell a cohesive story and move customers down the funnel.\n\n\n\nThrough creative partnerships and data integrations, social content can now be mirrored in real-world environments, while DOOH enables retargeting and sequential messaging across display, mobile, and CTV to extend engagement and maintain message consistency across every touchpoint.\n\n\n\nAccording to the OAAA, 74% of mobile users take action on their device after seeing a DOOH ad, highlighting just how important OOH is in driving customer interactions, both online and in the physical world.\n\n\n\nAI is making DOOH smarter\n\n\n\nArtificial intelligence is reshaping what’s possible in DOOH advertising—from how creatives are built to how campaigns are optimized.\n\n\n\nAI can process massive datasets and adjust messaging based on context like weather, traffic, or trending topics, all while being privacy-friendly. It’s also enhancing measurement, pairing with attribution tools to connect DOOH exposure to foot traffic, retail lift, and conversions. \n\n\n\nTogether, these advances are helping OOH earn new credibility with performance marketers, not just brand advertisers.\n\n\n\nOOH expands into new environments\n\n\n\nAs brands look for even more ways to engage shoppers closer to the point of purchase, retail media has emerged as one of the fastest-growing channels in advertising, with in-store retail media ad spending set to make up nearly one-fifth of total ad spending by 2027 and 55.9% of total DOOH growth between 2025 and 2029.\n\n\n\nBut it’s not stopping there. OOH continues to expand into new environments such as gyms, healthcare offices, and even electric vehicle charging stations. \n\n\n\nEMARKETER reports that EV owners are ideal targets for DOOH advertising due to the lengthy downtime required to charge their vehicles and the close proximity of charging stations to nearby businesses.\n\n\n\nDOOH becomes even more accessible\n\n\n\nIn the past, advertisers had to either deal directly with media owners using traditional insertion orders or use DOOH-specific DSPs to get their ads on digital screens.\n\n\n\nNow, programmatic platforms like StackAdapt simplify the process by bringing everything together under one unified platform, making it easier for advertisers to launch, adjust, and track the impact of DOOH ads and use them as part of multi-channel campaigns.\n\n\n\nAs a result, Statista reports that programmatic DOOH now represents 30% of DOOH ad spending and is projected to account for 65% by 2029—proof that marketers are moving beyond manual DOOH buys and embracing programmatic as the most efficient way to activate DOOH as part of their campaigns.\n\n\n\nDoes OOH deserve a spot in your media mix?\n\n\n\nThanks to DOOH, OOH is no longer just a top-of-funnel awareness play. It’s a measurable, data-driven performance driver that connects the physical and digital worlds in powerful new ways. \n\n\n\nFrom flexible creative formats to programmatic activations, DOOH is helping brands reach audiences with precision, creativity, and scale. \n\n\n\nLearn more about our DOOH advertising solutions and speak with our team to see how StackAdapt can help you plan, activate, and measure your next DOOH campaign more effectively.\n\n\n\nOOH advertising FAQs\n\n\n\n\n\n\n\nThe cost of OOH advertising depends on several factors, including location, format, and how the media is purchased. With programmatic DOOH, advertisers have full flexibility to spend as little or as much as they’d like, accessing digital inventory on demand with CPMs typically ranging from $4 to $50.\n\n\n\nWhen buying non-programmatic DOOH, advertisers purchase specific ad “spots” within a loop, similar to a share-of-voice (SOV) buy. For example, one spot in a loop of 10 equates to 10% SOV. These buys are usually made weekly or monthly and can range from around $1,000 per week to $100,000 or more per month, depending on the network or screen locations.\n\n\n\nFor traditional static OOH, advertisers buy 100% share of voice for a fixed period, typically in monthly increments. Prices can vary widely based on size and placement, ranging from a few hundred dollars per month in smaller markets to $100,000+ for premium billboard locations in major cities.\n\n\n\n\n\n\n\n\n\nOOH spending continues to climb as marketers look for channels that combine real-world reach with measurable, digital-like performance. According to EMARKETER, in Q2 2025, US OOH revenues rose 3% YoY to reach $2.86 billion USD, marking 17 consecutive quarters of growth. This growth comes primarily from DOOH, which now accounts for 36.3% of total OOH revenues—up 9.4% YoY—as programmatic buying attracts tech and direct-to-consumer brands hoping to integrate OOH into their omnichannel strategies.\n\n\n\n\n\n\n\n\n\nOOH advertising can be purchased directly from media owners who manage billboard or screen networks, or programmatically through DSPs like StackAdapt, which connect to supply-side platforms and media owners to provide access to DOOH inventory. Buying programmatically gives advertisers greater flexibility, allowing them to target audiences, adjust campaigns in real time, and access a wider range of screens and formats across multiple locations. \n\n\n\nLearn more about what DOOH inventory you can access through StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising","url":"https://www.stackadapt.com/resources/blog/out-of-home-advertising","name":"What is OOH advertising? A no-nonsense guide for marketers","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251024095423/20251021_OOH.webp?fit=1200%2C600&ssl=1","datePublished":"2025-10-24T15:15:31+00:00","dateModified":"2026-09-09T16:12:16+00:00","description":"Learn about the types of ads, trends, and measurement techniques transforming OOH advertising in 2025 and how programmatic DOOH is shaping its future.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-e421920a-8d6a-44cf-adaa-a10773279400"},{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-f15856f7-d25e-43da-83ba-0357be2a1f1f"},{"@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-d7177eba-2f6a-4942-a99b-752a573317a5"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251024095423/20251021_OOH.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251024095423/20251021_OOH.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a bus featuring an out-of-home ad for a tropical getaway"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-e421920a-8d6a-44cf-adaa-a10773279400","position":1,"url":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-e421920a-8d6a-44cf-adaa-a10773279400","name":"How much does OOH advertising cost?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The cost of OOH advertising depends on several factors, including location, format, and how the media is purchased. With programmatic DOOH, advertisers have full flexibility to spend as little or as much as they’d like, accessing digital inventory on demand with CPMs typically ranging from $4 to $50. When buying non-programmatic DOOH, advertisers purchase specific ad “spots” within a loop, similar to a share-of-voice (SOV) buy. For example, one spot in a loop of 10 equates to 10% SOV. These buys are usually made weekly or monthly and can range from around $1,000 per week to $100,000 or more per month, depending on the network or screen locations. For traditional static OOH, advertisers buy 100% share of voice for a fixed period, typically in monthly increments. Prices can vary widely based on size and placement, ranging from a few hundred dollars per month in smaller markets to $100,000+ for premium billboard locations in major cities.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-f15856f7-d25e-43da-83ba-0357be2a1f1f","position":2,"url":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-f15856f7-d25e-43da-83ba-0357be2a1f1f","name":"Why is OOH advertising expenditure growing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"OOH spending continues to climb as marketers look for channels that combine real-world reach with measurable, digital-like performance. According to EMARKETER, in Q2 2025, US OOH revenues rose 3% YoY to reach $2.86 billion USD, marking 17 consecutive quarters of growth. This growth comes primarily from DOOH, which now accounts for 36.3% of total OOH revenues—up 9.4% YoY—as programmatic buying attracts tech and direct-to-consumer brands hoping to integrate OOH into their omnichannel strategies.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-d7177eba-2f6a-4942-a99b-752a573317a5","position":3,"url":"https://www.stackadapt.com/resources/blog/out-of-home-advertising#faq-question-d7177eba-2f6a-4942-a99b-752a573317a5","name":"How do you buy OOH advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"OOH advertising can be purchased directly from media owners who manage billboard or screen networks, or programmatically through DSPs like StackAdapt, which connect to supply-side platforms and media owners to provide access to DOOH inventory. Buying programmatically gives advertisers greater flexibility, allowing them to target audiences, adjust campaigns in real time, and access a wider range of screens and formats across multiple locations. Learn more about what DOOH inventory you can access through StackAdapt.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt integrates with Tubi to expand premium CTV inventory and bring advertisers premium content","datePublished":"2025-10-22T13:00:00+00:00","dateModified":"2026-09-08T21:43:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration"},"wordCount":492,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251021091639/20251015_tubi_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration","url":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration","name":"StackAdapt Integrates With Tubi to Expand Premium CTV Inventory","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251021091639/20251015_tubi_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-10-22T13:00:00+00:00","dateModified":"2026-09-08T21:43:08+00:00","description":"Advertisers gain seamless access to Tubi’s premium CTV content through StackAdapt, enhancing scale, efficiency, and campaign performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/tubi-ctv-inventory-integration#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251021091639/20251015_tubi_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251021091639/20251015_tubi_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt and Tubi logo on a purple background"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-audio#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"4 key benefits of programmatic audio advertising","datePublished":"2021-03-30T12:00:00+00:00","dateModified":"2026-09-08T21:48:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio"},"wordCount":1012,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/programmatic-audio.png?fit=1200%2C600&ssl=1","keywords":["audio","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In recent years there’s been rapid growth in audio content that’s available for streaming. Podcasts, audiobooks, music and playlists are all available to listen to through our mobile devices. This screen-free entertainment has quickly gained popularity. In 2021, 65.3% of Americans (218.6M) are listening to digital audio monthly. With programmatic audio you can connect with this growing audience, right in their ears.  \n\n\n\n\n\n\n\nBenefits of programmatic audio\n\n\n\nAudio advertising provides brands with the opportunity to reach audiences in screen-free moments in today’s highly mobile and connected consumer environment. But this isn’t the only benefit. Read on to learn 4 key advantages of digital advertising through programmatic audio.\n\n\n\n1. Audio advertising is emotionally engaging\n\n\n\nUnlike television and display ads, audio ads do not rely on visual engagement. Because of this, digital audio reaches consumers in an immersive way that visual advertising cannot. Music spurs emotions, and listening to a podcast can emulate the experience of chatting with a friend. Digital audio is so engaging that Edison Research reports that 70% of monthly podcast listeners don't do anything else while listening to a podcast.\n\n\n\nDigital audio commands the listener’s full attention in a way that other digital formats do not. This leads to listeners feeling intimately connected to the content they are hearing, which sets the stage for a better connection between a listener and a brand. When an ad comes on, a listener will be more receptive, which creates the opportunity to drive engagement. The personal nature of audio also results in ads having a lasting and memorable effect, which means a higher rate of ad recall.\n\n\n\n2. Digital audio listeners are a valuable audience\n\n\n\nThe fact that a large percentage of digital audio listeners don’t do anything else while listening makes them a valuable audience to target with programmatic audio advertising. Listeners typically aren’t engaging with other media, which means they won’t be distracted when they hear an ad. With their undivided attention, the ad will have more of an impact. \n\n\n\nThe added advantage of audio advertising is that the vast majority of audio ads can't be skipped. There is no adblock tool for audio advertising, which means your ads will have a higher rate of exposure, earning the most out of your campaign budget. \n\n\n\nThe demographic characteristics of digital audio audiences also contributes to their value as an advertising target. The audience tuning into digital audio, particularly podcasts, is affluent: Edison Research found that podcast listeners typically have university level education, are employed, and earn a household income above $100k per year. This makes podcast listeners a valuable audience to target because with employment and financial stability, they are well positioned for general prospecting.\n\n\n\nAnother important demographic characteristic of digital audio listeners is age. Audio is popular among digitally savvy millennials and Gen Z. By targeting these age groups with programmatic audio, you have the opportunity to reach a younger audience that is entering, or is already in, their prime spending years. Moreover, by connecting with a younger demographic, you can form long-lasting relationships that with nurturing, will result in a higher CLV over time.\n\n\n\n3. Audio advertising offers unique targeting options\n\n\n\nTargeting on programmatic audio is very similar to advertising channels you may already be familiar with. With programmatic audio, you can use the same audience targeting parameters from your native, display, video and connected TV (CTV) campaigns. But with programmatic audio, you have the option to fine tune your targeting even further. You can use data from audio partners to target specific genres, niches, and demographics. This way, you can match your ads to a mood, a genre, or topic. \n\n\n\nThere are many podcasts that fall into niche categories. When you browse podcast platforms you’ll notice categories like swimming, parenting, and crafts. This niche categorization further supports fine tuned audience targeting. Audio advertising on podcasts can therefore connect brands with consumers that have specified interests. For example, a fintech company might place an ad during a financial planning podcast. This ensures their ad reaches a relevant, well-aligned, and tuned in audience.\n\n\n\n4. Conveying your brand message through audio\n\n\n\nWith programmatic audio the bidding, buying, and campaign execution process works the same way as it does with other automated advertising. This makes it a natural addition to your digital advertising strategy. But the real value of programmatic audio is in the format of the ads. With digital audio advertising you communicate your message entirely through sound. This changes the way your brand’s message is conveyed and received. \n\n\n\nAudio is emotionally engaging because unlike other forms of media, it’s often listened to with undistracted attention. A person might listen while walking, cooking, or driving—but they aren’t often using other devices. It is unlikely for someone to be watching TV while listening to an audio show. This makes audio the perfect medium for building brand awareness. And, programmatic audio will help with general prospecting and it will work in tandem with your other advertising initiatives like native ads, or video ads. \n\n\n\nGet started with programmatic audio \n\n\n\nIf you’re a StackAdapt customer, we have great news! Programmatic audio is now available within our platform. With more marketers recognizing the immense opportunity of digital audio, and how it can benefit an overall digital strategy, we’re offering a truly multi-channel, scaled solution which agencies and brands can leverage. This feature will empower you to create audio campaigns that reach quality audiences in screen-free moments.\n\n\n\nYou’ll be able to easily integrate audio into a holistic plan alongside other channels like native, display, video, and CTV. And being able to manage and drill into performance data with multi-channel tracking and insights makes all the difference. As audio earns a more prominent place in our lives and consumption continues to grow, digital audio is a format that advertisers won’t want to miss out on.\n\n\n\nWant to run exceptional programmatic audio campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-audio","url":"https://www.stackadapt.com/resources/blog/programmatic-audio","name":"4 Key Benefits of Programmatic Audio Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-audio#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105558/programmatic-audio.png?fit=1200%2C600&ssl=1","datePublished":"2021-03-30T12:00:00+00:00","dateModified":"2026-09-08T21:48:14+00:00","description":"Explore the many advantages of audio advertising, such as a higher rate of ad recall due to the emotionally engaging nature of audio advertisements.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audience-intelligence-ai#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audience-intelligence-ai"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI and audience intelligence: From guesswork to precision at scale","datePublished":"2025-10-10T09:28:56+00:00","dateModified":"2026-09-09T16:12:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audience-intelligence-ai"},"wordCount":1184,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-intelligence-ai#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251010051348/20251007_AI-and-Audience-Targeting_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR — AI and audience intelligence\n\n\n\n\nFrom demographics to intent: Modern marketing success depends on understanding behaviours, context, and real-time intent—not just traditional demographic data.\n\n\n\nAI as the strategic edge: Combining AI with audience intelligence delivers sharper targeting, higher ROI, and reduced media waste through dynamic personalization and contextual placement.\n\n\n\nData as a boardroom asset: Clean, consented, and well-governed first-party data is essential; poor data quality or noncompliance under GDPR/CCPA risks financial and reputational damage.\n\n\n\nUpskilling teams for AI: Marketers need new capabilities in prompt structuring, data storytelling, and ethical governance to fully leverage AI’s potential.\n\n\n\nFrom pilots to performance: AI in marketing has moved past experimentation—brands that operationalize it now will set the pace in efficiency, trust, and market leadership.\n\n\n\n\n\n\n\n\n\nAdvertising used to be about finding the “right demographic”: gender, age range, income bracket. \n\n\n\nFor senior marketers today, that level of targeting is no longer enough. With budgets under scrutiny and consumer expectations at an all-time high, the real competitive edge lies in understanding behaviours, intent, and context. In other words, what customers are thinking, doing, or reading in the moment.\n\n\n\nThe data backs this up: \n\n\n\n\nNielsen has shown that combining contextual and behavioural data creates a “more complete picture” for targeting than either alone. \n\n\n\nThe global audience intelligence platform market is projected to nearly triple, from $4.46 billion in 2024 to over $11.21 billion by 2029—a clear signal of the demand for tools that unlock not just segments, but subtle signals that drive performance.\n\n\n\n\nFor senior marketing leaders, the question is no longer if AI should play a role in audience intelligence, but how quickly it can be deployed to sharpen targeting, reduce waste, and prove ROI at the boardroom level.\n\n\n\nThis blog explores how AI is transforming audience intelligence into a strategic advantage (redefining targeting, personalization, and performance) and why those who move first will set the pace for the industry.\n\n\n\nData and audience intelligence\n\n\n\nFor senior marketers, data can no longer be treated as a back-office detail. It’s a boardroom asset that drives strategy, informs investment decisions, and underpins customer trust. The quality of that data determines not just campaign performance, but brand reputation.\n\n\n\nPoor data has consequences far beyond wasted impressions. It can create compliance failures, expose bias in targeting, or lead to missteps that damage consumer trust. \n\n\n\nAs Jeremy Lo, Managing Director at AlikeAudience, put it on The AI Advertising Podcast: “It starts with the source. Not the AI.” \n\n\n\nIf the inputs are inconsistent, outdated, or ungoverned, even the most advanced AI systems will produce unreliable outputs.\n\n\n\nThe regulatory stakes are also rising. Under GDPR in Europe and CCPA in California, brands are directly accountable for how data is collected, stored, and applied. Fines can reach into the millions, but the greater cost is often reputational. Mishandled data erodes consumer confidence and creates headlines no CMO wants to explain to the board.\n\n\n\nTreat data governance and quality assurance as strategic priorities. That means investing in clean, consented, and timely 1st-party data, and establishing oversight processes that make data use both compliant and defensible. \n\n\n\nIn an AI-driven landscape, data is a risk factor that must be managed with the same rigour as financial or legal assets.\n\n\n\nFrom guesswork to scalable personalization\n\n\n\nFor years, marketers relied on broad demographic targeting and a limited set of creatives, essentially making educated guesses about what might resonate. The result was high media waste and inconsistent performance. \n\n\n\nToday, AI paired with dynamic creative optimization (DCO) is changing that equation, unlocking hyper-relevance at scale without the need to scale headcount.\n\n\n\nGenerative models can now create hundreds of ad variations in real time, while DCO ensures the right combination of copy, imagery, and format is served to each audience segment. Instead of waiting for quarterly creative refreshes, campaigns continuously adapt based on live signals.\n\n\n\nStackAdapt’s Page Context AI takes this further by placing ads in environments where audiences are most receptive. Rather than relying solely on historical identity data, it analyzes the context of the page itself, matching a brand’s message with content that aligns with the consumer’s mindset in the moment. This reduces wasted impressions while increasing the likelihood of engagement.\n\n\n\nThe business case is that greater relevance delivers higher ROI, less media waste, and stronger brand experiences.\n\n\n\nFor senior marketing leaders, this means achieving personalization at scale without ballooning creative teams or budgets. In an era of tighter spend and heightened accountability, that operational efficiency is a genuine competitive advantage.\n\n\n\nThe new skills marketing leaders need on their teams\n\n\n\nTo extract real value, senior leaders need to embed AI literacy across the organization—from strategy and analytics to media buying and creative. The goal is not to replace people with tools, but to upskill teams so they can partner effectively with AI systems.\n\n\n\nPrompt structuring\n\n\n\nTeams need to understand how to frame AI inputs to generate actionable, not generic, outputs. \n\n\n\nA well-structured prompt can uncover audience insights or creative variations that directly inform campaign strategy. Done poorly, it wastes time and risks misalignment with brand voice.\n\n\n\nData storytelling\n\n\n\nAI generates patterns and predictions, but decision-makers, especially at the board level, need narratives. \n\n\n\nMarketing leaders should foster data storytelling skills, so teams can translate complex insights into clear, persuasive stories about market trends, campaign ROI, or customer behaviour.\n\n\n\nGovernance and ethical use\n\n\n\nAs AI systems influence more customer touchpoints, governance becomes a frontline skill. \n\n\n\nTeams must know how to operate within compliance frameworks like GDPR and CCPA, spot bias in AI outputs, and escalate risks before they become liabilities. Ethical literacy should be seen as risk management, not red tape.\n\n\n\nTest-and-learn culture\n\n\n\nFinally, AI is not a “set and forget” technology. Its effectiveness depends on human oversight. Leaders should encourage experimentation, regular auditing, and human-in-the-loop review to make sure outputs stay relevant and brand-safe. \n\n\n\nTeams that test, learn, and adapt will maximize AI’s strengths while safeguarding against its blind spots.\n\n\n\nFor senior marketers, the bottom line is this: AI won’t replace your people, but people who can work effectively with AI will outperform those who can’t.\n\n\n\nFrom pilots to performance\n\n\n\nThe marketing function is ultimately judged not by experimentation, but by its business impact. \n\n\n\nIn an environment of tighter budgets and higher expectations, leaders cannot afford to treat AI as a side project. The technology has moved beyond pilot programs. AI in audience intelligence is now operational, shaping real campaigns and delivering measurable ROI.\n\n\n\nThe advantage lies with those who act decisively. Brands that deploy AI to refine targeting, personalize at scale, and govern data responsibly will gain efficiency, protect trust, and outpace competitors still relying on guesswork.\n\n\n\nFor senior leaders, the call is clear: it’s time to move from testing to performance. \n\n\n\nExplore StackAdapt’s AI-driven audience intelligence platform to run compliance-safe, high-performance campaigns that not only capture market share but also earn boardroom confidence. Request a demo today to find out more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named “one to watch” in Snowflake’s Modern Marketing Data Stack 2026 report","datePublished":"2025-09-30T17:28:32+00:00","dateModified":"2026-09-08T21:43:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026"},"wordCount":355,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250929085638/20251018_PR_Snowflake-Modern-Marketing-Data-Stack-Report-2026.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026","url":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026","name":"StackAdapt Recognized as “One to Watch” in Snowflake Report","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/snowflake-modern-marketing-data-stack-2026#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250929085638/20251018_PR_Snowflake-Modern-Marketing-Data-Stack-Report-2026.webp?fit=1200%2C600&ssl=1","datePublished":"2025-09-30T17:28:32+00:00","dateModified":"2026-09-08T21:43:10+00:00","description":"StackAdapt has been recognized for fuelling success in activation and delivery through paid channels thanks to our collaboration with Snowflake AI Data Cloud.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual"},"author":[{"@id":"https://www.stackadapt.com/resources/author/mark-shannon#person"}],"headline":"Embracing contextual vs. behavioural targeting","datePublished":"2021-03-29T13:04:00+00:00","dateModified":"2026-09-08T21:48:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual"},"wordCount":2120,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/beahvioural-advertising-vs.-contextual-advertising.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","contextual targeting","page context ai","targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Behavioural targeting has long been one of the default targeting methods on a marketer’s programmatic campaign checklist. Since the 1990s, the cookie has made tracking in-browser user behaviour a valuable tool for targeting digital ads toward receptive consumers. But with new regulations around the use of cookies, behavioural targeting will need another tactic to supplement—which means it’s time for advertisers to consider using contextual vs. behavioural targeting.\n\n\n\nSome browsers are phasing out 3rd-party cookie tracking. This means that behavioural advertising will be more restricted in the coming years. Marketers will need to adjust by embracing new targeting methodologies, like contextual targeting. \n\n\n\nTo prepare you for these changes, we’ll explain the benefits of both targeting methods, when to use them and how to leverage them for best campaign performance results.  \n\n\n\nBehavioural vs. contextual targeting\n\n\n\nLet’s look at the differences between contextual and behavioural targeting. \n\n\n\nBehavioural TargetingContextual TargetingLeverages cookies, and may be affected by evolving privacy regulations concerning the use of cookies in browsers.Not subject to privacy regulations because it doesn’t use or collect cookies.Relies on hard, historical data of users’ search history and what sites they spend the most time on.Uses context of a user’s search “journey” to show them the right ads.Limits control over the website on which your ads appear.Ads align with what a user is searching as well as with their values, which allows for advertising without sacrificing your reputation.Historical data or past behaviour may not always be relevant because it may not align with the user’s current needs or buying patterns.Contextual ads are always relevant because they’re based on what a user is actually searching, watching, or reading.\n\n\n\nSince contextual advertising focuses on what the user is currently seeking on the internet, it offers the opportunity to align with a user’s current frame of mind. This can lead to higher conversion rates with contextual vs. behavioural targeting.\n\n\n\nBut, this doesn’t mean contextual is the “be all, end all” of programmatic advertising. Both targeting methods interplay and have their place in your overall marketing mix. Therefore, it’s important to understand behavioural as well as contextual targeting, so you can leverage each one effectively to optimize your campaign performance.  \n\n\n\nWhat is behavioural targeting\n\n\n\nBehavioural targeting, often referred to as audience targeting or demographic targeting, aims to ensure that an ad is relevant to the user visiting a page. This is done by serving ads based on a user’s web-browsing behaviour. User data is collected from various sources using a user identifier like a tracking pixel or cookie.\n\n\n\nData collected from pixels is stored in a data management platform (DMP) or a programmatic advertising demand-side platform (DSP). Some of the data will include information about page visits, ad clicks, or time spent viewing particular content. \n\n\n\nThe resulting data is analyzed and used to create targetable audiences that represent specific shopping and search habits. For example, if a user clicked on ads for espresso makers, it can be established that the user has an interest in this product. \n\n\n\nBehavioural targeting relies on the user’s past actions to understand the kind of purchase they are likely to make. If a user performs an action, online or offline, they will enter a user pool or audience list. A cookie or online identifier is then applied to each user in this group. Once an identifier is linked to a user, it can track them as they browse the internet and serve them ads based on their behaviour.\n\n\n\nThe benefit of behavioural targeting is ensuring your ad is relevant to the user viewing it. This targeting method has been widely used in online advertising for over a decade. And as the collection of user data becomes more advanced, so has behavioural targeting capabilities.\n\n\n\nOne of the primary differences between behavioural vs. contextual targeting is that behavioural targeting is focused on the viewer specifically, and not the content of the page on which the ad appears. Let’s take a look at a brief example.\n\n\n\nThere are two people living in a home that are using the same computer. One is interested in power tools, while the other is interested in baking. If our baker is the one interested in making an online purchase, seeing power tool ads isn’t appealing to them. In the case of behavioural targeting, they may still see those types of ads based on the behavioural history on that shared device.\n\n\n\nIn this same scenario contextual advertising would ensure the baker is served ads based on what content they are browsing. If they are browsing recipes on a baking blog, contextual targeting will align with that content. \n\n\n\nWhat is contextual advertising\n\n\n\nRather than targeting ads based on user behaviour, contextual advertising targets ads based on the environment in which the ad appears. This targeting method uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. \n\n\n\nThe main difference between contextual vs. behavioural targeting is that behavioural targeting focuses on ensuring the ad is relevant to the user. Contextual advertising targets based on the context of the content on the page where the advertisement appears. \n\n\n\nIn this way, contextual advertising essentially targets users while they have a particular frame of mind—based on the context of the page they are viewing. For example, if a user is reading a blog about coffee, they could be served ads for coffee beans or coffee makers since it’s likely that the user is thinking about coffee-related products at that time.\n\n\n\nBecause contextual targeting displays the right ads to your users at the right time, it also helps businesses preserve their brand image. Ads related to what a user is searching that display in real-time are more likely to be seen as helpful and informative. \n\n\n\nContextual advertising is effective and beneficial\n\n\n\nShowing your potential customers what they’re looking for, and when they’re looking for it, is just one feature that makes contextual advertising so effective. This alone is reason enough to embrace this targeting method, but in fact, contextual advertising has other benefits. Here are 4 reasons why contextual targeting is both effective and beneficial: \n\n\n\n\nThis targeting tactic allows you to reach users when they are in a receptive frame of mind. When a person is browsing content about a specific topic, it signals their intent at that moment, instead of targeting based on their past actions.\n\n\n\nContextual targeting isn’t constrained by privacy legislation. Because it doesn’t collect or use information about users, it protects user privacy. Instead, it leverages the context next to which the ad appears.\n\n\n\nIf your DSP offers an advanced contextual advertising solution, it will provide an opportunity to target niche contexts. You can choose to target by a general topic or use a collection of phrases for more precise targeting. Instead of targeting “coffee,” you can use input phrases like “organic coffee beans,” “organic coffee,” and “dark beans” to narrow the context even further. \n\n\n\nSince contextual advertising campaigns are served programmatically, you can review real-time metrics and optimize your contextual advertising performance. Your DSP should allow you to verify that your ads are served on relevant domains pre- and in-flight. This gives you the ability to revise your selected topics and phrases in real-time to improve the performance of your campaigns.\n\n\n\n\nSince contextual ads reach consumers in the right frame of mind, less money is spent reaching your ideal customer. You may also see above-average conversion rates on contextual campaigns for the same reason. This adds up to an increased return on ad spend (ROAS), and it’s all possible because of the unique way that contextual advertising targets.\n\n\n\nHow contextual advertising works\n\n\n\nWe’ve covered the features of contextual vs. behavioural targeting. But how does contextual advertising actually work? Let’s dig into the basic process for contextual ad placement. \n\n\n\nIf your DSP offers contextual advertising, the platform will do the heavy lifting of placing your ad on web pages that meet your targeting parameters. Once you have your creative all set to go, you’ll set up your custom contextual strategy.\n\n\n\nHere’s an example of how it works: in the campaign setup, identify in context and out of context phrases for your campaign. Then, an algorithm will determine the best ad placements based on a publisher or site’s content using contextual artificial intelligence (AI). With contextual AI, targeting can be expanded further to include relevant phrases related to the context.\n\n\n\nThis becomes an essential tool, because how users “speak” when they search online may be different than how they talk to each other. Leveraging AI allows your contextual campaign to pick up on variations of your primary target term, known as semantic keywords, to help you show up in related articles. Increasing your visibility this way increases sales which, ultimately, boosts revenue.\n\n\n\nBut how does your DSP know which websites to match to your ad? Contextual advertising works based on a crawler. This crawler “crawls” the web and records the information on each web page. When someone visits a particular webpage, the information of that page is processed by your DSP and if it matches the selected context of your advertisements, they are placed on the page.\n\n\n\nAn important nuance to note is that the best context isn’t always the same as a campaign’s landing page. When advertising vacations to Florida, the right keywords should hone in on the mindset of someone who would be receptive to the idea of a vacation and warm weather. In this case, targeting phrases related to bad weather could capture the right user intent for the campaign.\n\n\n\nWhich targeting tactic to implement\n\n\n\nIf you’re wondering whether to implement contextual targeting or behavioural targeting in your campaign strategy, the short answer is you should be using both. It goes back to the customer journey concept we mentioned earlier. Despite the growing amount of online data collected daily, it’s still impossible to 100% predict human behaviour. That’s why using both behavioural and contextual advertising strategies is so important.\n\n\n\nWhile it’s easy to think of contextual targeting vs. behavioural targeting in terms of features, because they’re different methodologies, the true power of these tools comes from using them both together. Using a mix of both contextual and behavioural targeting prepares you to capture a conversion at multiple points along the customer’s journey, even if you don’t know exactly when or how a potential customer will come to their purchasing decision. \n\n\n\nHow to balance contextual advertising with behavioural advertising\n\n\n\nWith the cookie still relevant in many environments, most advertisers are continuing to rely on their well-established behavioural strategies. We understand—it’s comfortable to stick to what you know! But since the digital advertising landscape is evolving, now’s the time to consider how to introduce contextual vs. behavioural targeting and how they both fit into your existing strategy. \n\n\n\nThis doesn’t mean abandoning your behavioural campaigns. Instead, strike a balance between these methodologies so that you can slowly introduce contextual tactics. Blending both methodologies will make for a well-rounded strategy and help you gain more confidence in running contextual campaigns. Rather than waiting until legislation makes the use of cookies unavailable in some environments, get ahead of the curve and embrace contextual advertising now.\n\n\n\nIntroducing contextual advertising to your digital strategy with StackAdapt\n\n\n\nContextual advertising departs from the traditional approach of making sure ads are relevant to a user. Instead, a contextual targeting approach aims to ensure the ad is relevant to the content of that page. With this targeting method comes plenty of new opportunities!\n\n\n\nWant to run exceptional contextual advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\nFAQs\n\n\n\n\n\n\n\nBehavioural targeting uses hard, historical data of user browsing patterns to display ads. Contextual targeting focuses on the content of the page a user is browsing, reading, or watching at the current moment. The easiest way to think of contextual targeting vs. behavioural targeting is that behavioural revolves around the behaviour of the user, and contextual revolves around the content they’re currently browsing.\n\n\n\n\n\n\n\n\n\nContextual advertising provides a high performing targeting solution that does not require the use of cookies. Plus, it provides advertisers another option for diversifying methodologies and experimenting with new marketing strategies that capture the right users, in the right moment.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual","url":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual","name":"Embracing Contextual vs. Behavioural Targeting | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/beahvioural-advertising-vs.-contextual-advertising.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-03-29T13:04:00+00:00","dateModified":"2026-09-08T21:48:15+00:00","description":"Behavioural advertising will be more restricted in the coming years. Learn how marketers can adjust by embracing new methodologies, like contextual targeting.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-e496e489-13b1-4be8-a6e2-1eb10f36062f"},{"@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-2376da37-7ec6-4719-8aef-8b42ac454918"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-e496e489-13b1-4be8-a6e2-1eb10f36062f","position":1,"url":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-e496e489-13b1-4be8-a6e2-1eb10f36062f","name":"What’s the difference between contextual and behavioural targeting?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Behavioural targeting uses hard, historical data of user browsing patterns to display ads. Contextual targeting focuses on the content of the page a user is browsing, reading, or watching at the current moment. The easiest way to think of contextual targeting vs. behavioural targeting is that behavioural revolves around the behaviour of the user, and contextual revolves around the content they’re currently browsing.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-2376da37-7ec6-4719-8aef-8b42ac454918","position":2,"url":"https://www.stackadapt.com/resources/blog/behavioural-vs-contextual#faq-question-2376da37-7ec6-4719-8aef-8b42ac454918","name":"What is the benefit of contextual targeting?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Contextual advertising provides a high performing targeting solution that does not require the use of cookies. Plus, it provides advertisers another option for diversifying methodologies and experimenting with new marketing strategies that capture the right users, in the right moment.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"How agencies can pitch programmatic advertising to their clients","datePublished":"2025-09-25T14:26:28+00:00","dateModified":"2026-09-08T21:43:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising"},"wordCount":2072,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250924171236/20250924_Pitching-Programmatic_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Your client wants faster, more measurable results with fewer manual handoffs and greater agility. Yet, they resist the idea of advertising outside search or social media.\n\n\n\nMeanwhile, programmatic systems are pulling in 96.8% of new display ad spend in 2025, and holding steady at 96% in 2026, according to EMARKETER forecasts. That means nearly every incremental dollar in display advertising is automated.\n\n\n\nAs an agency leader, you know that treating programmatic as optional is a risk. Clients expect nimble, transparent media buying that can shift on a dime and explain itself. Programmatic answers that demand, not by adding extra layers, but by providing baked-in automation, data, and control.\n\n\n\nProgrammatic has become the backbone of digital media, driving how budgets are spent, audiences are reached, and performance is measured. It offers the flexibility to pivot budgets in real time, the reach to intercept audiences across screens, and the data to show what’s actually working.\n\n\n\nSo, how do you pitch programmatic advertising to your clients? Following these seven steps.\n\n\n\n1. Understand the client’s advertising goals\n\n\n\nMake this a conversation, not a pitch. Start by asking the big questions: Is the client trying to build awareness, drive leads, or close sales? Each objective shifts how you frame programmatic, not as a checklist of ad formats, but as a strategic map tailored to their goal.\n\n\n\nThey might say, “I need more brand energy,” or “We’re focused on leads this quarter.” Whatever it is, anchor your conversation there, then layer in how programmatic flexes across the funnel.\n\n\n\nFor example, show that programmatic doesn’t force you to pick bottom-of-funnel conversions or top-of-funnel visibility. It lets you have both:\n\n\n\n\nAwareness and storytelling: Programmatic-powered connected TV (CTV) brings cinematic storytelling to streaming-ready audiences, and can even boost purchase intent. Reports show a lift in purchase intent through CTV ads.\n\n\n\nConsideration and nurturing: Native and display ads sync with content environments and pull prospects deeper into the decision process.\n\n\n\nConversion and retargeting: Once someone engages with an ad, programmatic’s strength in real-time bidding and audience segmentation reactivates them across channels with tailored messaging.\n\n\n\n\nLead with a strategy, not a product list\n\n\n\nWhat you’re offering isn’t “display here, native there, CTV over there.” You’re crafting a path:\n\n\n\n\nStart with the client’s goal. Are they looking for top-of-funnel or bottom-of-funnel opportunities?\n\n\n\nMatch the format to the mindset. Use CTV or programmatic video to tell stories, native or display to educate and engage, then retarget where intent exists.\n\n\n\nUnify the journey, don’t fragment it. Show how each channel builds on the previous to move the audience forward.\n\n\n\n\n2. Address common misconceptions\n\n\n\nSenior marketers aren’t short on skepticism, especially when it comes to programmatic, which often sounds like another marketing buzzword. Push past that resistance by naming the friction and challenging the assumptions with clarity.\n\n\n\nMisconception 1: “Programmatic is too complex.”\n\n\n\nComplex? Perhaps in the past. Today’s platforms are built for clarity, not chaos. They simplify setup, streamline targeting, and surface campaign performance in dashboards that demystify, rather than obscure, the path to results.\n\n\n\nYou can say to your skeptical client: “Think of programmatic tools as assistants that handle technical work (real-time bidding, cross-screen delivery) while your team stays in the driver’s seat, crafting strategy, and providing audience insights.”\n\n\n\nMisconception 2: “It’s only viable for big budgets.”\n\n\n\nThat used to be true, but not anymore. Current programmatic platforms welcome modest budgets and thrive on testing and optimization. Anyone can launch a focused pilot, learn fast, and scale what works.\n\n\n\nToday’s platforms support smaller advertisers with lower minimum spends and smarter tools. That levels the playing field between big brands and smaller teams. \n\n\n\nMisconception 3: “Will i lose control?”\n\n\n\nIt’s fair to wonder if automation hands over the wheel. The truth is that automation executes. The client and the agency strategize. Every optimization tweak, audience shift, and ad update stays rooted in their decisions.\n\n\n\nTransparency is built in. Platforms offer real-time metrics and dashboards that put oversight back in your hands. The client can still control pacing, targeting, creative refreshes, and budget allocation throughout the campaign.\n\n\n\nConcernThe Truth You Lead With“Programmatic feels complex.”Platforms simplify setup and surface insights fast.“It’s only for big-budget advertisers.”Lean budgets work—test, learn, optimize, repeat.“I’ll lose control.”You stay hands-on. Automation just makes it possible.\n\n\n\n3. Position programmatic as low-risk, high-reward\n\n\n\nLiberating, fast, and controllable: that’s the upfront promise you lead with when positioning programmatic to decision-makers.\n\n\n\n\nClients don’t want to lock themselves in without visibility. Programmatic supports nimble, low-commitment pilots that can be stood up quickly, tested in real time, and adjusted as insights emerge.\n\n\n\nWhen audience behaviours shift mid-campaign, clients shouldn’t need weeks to catch up. Programmatic platforms support real-time bidding, dynamic budget allocation, and creative swaps, even while the campaign is active.\n\n\n\nMeta and search channels deliver intent-rich moments, but their reach is finite. Programmatic reaches beyond those silos, across CTV, native, display, audio, and intersects with Meta and search to reinforce message exposure. \n\n\n\n\nHere’s a quick overview of what clients often worry about and how to respond to what programmatic actually offers:\n\n\n\nWhat the Client Worries AboutWhat Programmatic Actually OffersLong-term contracts/big investmentsLaunch small, test fast, expand only if performance justifies it.Campaign rigidity once launchedReal-time control over budgets, targeting, creatives, everywhere in-flight.Venturing outside Meta/SearchExtended reach across screens and formats; reinforcement, not redundancy.\n\n\n\nPutting programmatic forward as a testable, flexible lever with real-time visibility, turns “show me the risk” into “where do we start scaling?”\n\n\n\n4. Highlight the value of multi-channel reach\n\n\n\nClients often want reach and depth, but each device, mindset, and context acts like a separate ecosystem. Programmatic bridges those gaps with precision, unity, and impact.\n\n\n\nMap out the journey: Display → video → audio → CTV → DOOH → in-game\n\n\n\nHere’s how a campaign could flow:\n\n\n\n\nIntroduce the brand via native placements within content that’s respectful, relevant, and respectful of the audience.\n\n\n\nNurture interest with display ads that warm up audiences who’ve seen the native ad.\n\n\n\nDeepen engagement using a crisp CTV spot—turning interest into emotional recall.\n\n\n\nReinforce with audio while the audience commutes or multitasks.\n\n\n\nAnchor visibility in heavy-footfall environments via digital out-of-home (DOOH).\n\n\n\nClose the loop with in-game ads to meet active audiences while they’re gaming.\n\n\n\n\nThat kind of orchestration boosts not just reach, but relevance.\n\n\n\nFragmented campaigns create fractured data. One platform managing all channels smooths inaccuracies and offers coherent, comparable performance insights.\n\n\n\nBenefitWhy It MattersWider reach, smarter impactMeet clients where they are, not where the campaign happened.Message consistencyBuilds stronger recall across formats and contexts.Cumulative influenceReinforce the message across touchpoints for better conversion.Centralized measurementOne dashboard, unified metrics—less noise, more clarity.\n\n\n\n5. Focus on targeting and measurement (without going granular)\n\n\n\nSteer the conversation toward “smarter insights,” not spreadsheets. Make it clear that programmatic is about surfacing actionable intelligence that aligns with business goals.\n\n\n\nWith StackAdapt, for example, they can use 1st-party data to gain access to accurate, consent-driven signals about who their customers are and how they behave. That means better segmentation, tighter targeting, and ads that actually resonate. First-party data also lets them build lookalike audiences or re-engage known users, while avoiding over-relying on cookies.\n\n\n\nAlso, programmatic platforms offer real-time dashboards that show what’s working as it happens. \n\n\n\nWhen pitching, avoid jargon like “impressions,” “CTR,” or “CPM” unless needed. Instead, frame the story around:\n\n\n\n\nAudience understanding: You know who clicked, why, and how they engage.\n\n\n\nStrategic shifts: Campaign adjustments flow from insight, not guesswork.\n\n\n\nEfficiency gains: Every dollar is focused on the right person, in the right moment.\n\n\n\n\nThis approach turns targeting and measurement into a partnership, rather than a checkbox.\n\n\n\nCore CapabilityStrategic ValueFirst-party dataMore accurate segmentation, compliant, resilient targeting.Contextual & lookalikesReach new audiences that mirror your best customers.Real-time reportingShift budgets and tactics instantly, tied to performance.Insights, not raw dataPose findings as “ways to market smarter,” not “here are the numbers.”\n\n\n\nStart this conversation by asking: “What do you most want to learn mid-campaign? Can we show you how quickly we’ll pivot if that data is telling us to change direction?”\n\n\n\n6. Show the path to attribution and ROI\n\n\n\nROI questions are expected, so explain how programmatic doesn’t leave them guessing; it maps ad exposure to real business outcomes.\n\n\n\n\nPost-click attribution catches the obvious wins: users who clicked and converted. It’s precise and easy to explain. \n\n\n\nPost-view attribution catches the less obvious wins: the conversions from people who saw an ad but didn’t click, yet converted later. \n\n\n\nTogether, they paint a fuller picture: “It wasn’t just the click. It was the exposure, too.”\n\n\n\n\nExplain attribution models as tools, not jargon. Last-click gives credit to the final interaction; multi-touch spreads credit across the journey. Simple models work to start, while data-driven or custom models add nuance as you scale.\n\n\n\nClarity grows when you go beyond attribution and measure lift. Incrementality testing, like holdout groups or geo-based control tests, helps show how many conversions you wouldn’t have had if your ads hadn’t run.\n\n\n\nConcernSimple Explanation“Does my ad actually drive business?”We’ll show you who saw it, clicked it, or walked into your store afterward.“Which touchpoint matters?”Let’s look at both clicks and views. One isn’t enough to tell the full story.“Who gets the credit?”We pick a model (like last click or multi-touch) that matches your objectives.“What else do we measure?”We’ll run lift tests and connect what happens offline, like store visits or CRM data.\n\n\n\nPosition this section as reassurance: “We’ll track performance in real-time, attribute results meaningfully, and quantify lift. That gives us proof before scaling.”\n\n\n\n7. Craft the first pitch: How agencies should structure it\n\n\n\nA pitch should open with the client’s challenge and close with action. Keep it agile, outcome-focused, and built to prove value fast.\n\n\n\n1. Open with the client’s marketing challenge\n\n\n\nLet them talk. Kick off with real pain points: “You need to boost brand awareness before the next sales cycle,” or “Lead gen is lagging, but you can’t risk costly misfires.” This reframes your pitch as a solution, not a sales presentation.\n\n\n\n2. Introduce programmatic as the agile, data-powered solution\n\n\n\nSay something like: “Programmatic gives you control without friction: data insights, dynamic creative, and channel flexibility all under one roof. It lets us test fast and pivot in real time.” That positions programmatic as an opportunity, not a technical complexity.\n\n\n\n3. Reassure with testability, optimization, and measurable results\n\n\n\nRight upfront, share that the approach is test-and-learn, not “sign here and hope.” Explain:\n\n\n\n\n“We’ll start with a lean pilot, test multiple variables, then optimize based on performance.”\n\n\n\n“Every campaign element (audience, creative, budget) will evolve in-flight.”\n\n\n\n“We’ll measure results with clarity: clicks, view-throughs, actions, even foot traffic or CRM matches.”\n\n\n\n\nGround that in transparency. Let agencies know clients stay in control; adjustments follow insight, not protocol.\n\n\n\n4. Suggest a pilot campaign to validate effectiveness and earn trust\n\n\n\nLay out a simple structure:\n\n\n\n\nObjective: Define one clear goal (e.g., drive form submissions or boost brand lift).\n\n\n\nPilot details: Choose one or two formats (like native + CTV), target a single audience segment, and set a realistic budget.\n\n\n\nTimeline & KPIs: Two-week ramp, immediate optimization, 4–6-week measurement period.\n\n\n\nNext move: “If we hit our target, we’ll bring insights into a scaled program. If we don’t, we iterate or scrap.”\n\n\n\n\nThis approach turns uncertainty into collaboration and risk into a calculated learning path.\n\n\n\nElevate your value as a strategic partner\n\n\n\nYou’re not just pitching ads, but redefining the agency’s role. When you champion programmatic, you mark yourself as more than a media buyer and become a trusted strategist delivering insight, not impressions.\n\n\n\nStackAdapt transforms programmatic into a strategic engine that’s accessible, measurable, and audience-ready. \n\n\n\nAgencies can tap into formats like CTV, native, display, audio, and more, all with transparency and data-driven control. And you won’t be steering that engine alone: every client gets a dedicated support team to collaborate on strategy, optimization, and results. \n\n\n\nThinking of a partner with the infrastructure, insights, and service built for modern media? StackAdapt stands ready to help your agency step up. Book a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising","url":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising","name":"How to Pitch Programmatic Advertising to Your Clients","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/pitch-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250924171236/20250924_Pitching-Programmatic_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-09-25T14:26:28+00:00","dateModified":"2026-09-08T21:43:10+00:00","description":"Guide for agencies: pitch programmatic as a strategic, low-risk solution with multi-channel reach, low-risk targeting, and proven ROI.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/martech-stack#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/martech-stack"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is a martech stack? A brief guide on how to build one (the right way)","datePublished":"2025-09-24T14:11:29+00:00","dateModified":"2026-09-08T21:43:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/martech-stack"},"wordCount":2532,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-stack#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250924085921/20250922_Martech-Stack_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Today’s marketing technology stacks (or martech stacks, for short) have become a patchwork of disconnected tools and siloed platforms.\n\n\n\nPart of that has to do with the number of tools available. In 2011, when Scott Brinker—the “Godfather of Martech”—released his first Marketing Technology Landscape Supergraphic, only 150 solutions existed. By 2025, that number had exploded to 15,384, representing a mind-boggling 10,156% increase.\n\n\n\nBut it also comes down to how they integrate.\n\n\n\nAccording to EMARKETER, studies show that martech stacks seldom underperform because of weak tools. Instead, weak infrastructure, fragmented data, and misalignment prevent companies from harnessing their technology effectively.\n\n\n\nEmail marketing software, customer relationship management systems (CRMs), data warehouses, and advertising technology often struggle to work together. Even when they do, marketing teams spend countless hours reconciling data, duplicating workflows, and managing integrations. That’s time that could be spent on strategy.\n\n\n\nAs a result, customer journeys become fragmented, and personalization—the very promise of martech—falls short as marketers waste resources trying to stitch everything together.\n\n\n\nWith 61% of marketing professionals saying their martech stack is only “somewhat effective,” there’s clearly room for improvement.\n\n\n\nThis guide provides an outcome-focused blueprint for building a sustainable martech stack that unifies data and improves campaign performance.\n\n\n\nRead on to learn why most martech stacks underperform, what leading marketers do differently, and how to build a martech stack that fuels growth instead of friction.\n\n\n\nBut first, let’s clarify a few things.\n\n\n\nWhat is a martech stack?\n\n\n\nA martech stack is the set of marketing tools and platforms that businesses use to reach, engage, convert, and retain their target audiences. These tools typically span key functions such as audience targeting, content creation, campaign execution, and performance tracking, covering the full marketing lifecycle.\n\n\n\nThe tools you use and the size of your martech stack can vary drastically depending on your industry, business model, and growth goals.\n\n\n\nFor example, a B2B software company may emphasize sales and marketing alignment, lead nurturing, and account-based marketing. To support these goals, they often adopt CRMs like Salesforce, marketing automation platforms such as HubSpot, and lead-scoring tools that help move prospects down the funnel.\n\n\n\nMeanwhile, a B2C e-commerce brand might prioritize scale, engagement, and personalization. They can build organic awareness through social media platforms, use demand-side platforms (DSPs) to reach new customers, and apply dynamic creative optimization (DCO) tools to deliver tailored product ads that boost conversions.\n\n\n\nWhatever the mix, when integrated correctly, a martech stack can provide deeper insights, increase engagement, and improve customer satisfaction. \n\n\n\nWhat are the key components of a martech stack?\n\n\n\nMost martech stacks are built around six core categories of tools:\n\n\n\nAudience and data management tools \n\n\n\nUnifies customer data through CRMs, customer data platforms (CDPs), and account-based marketing (ABM) platforms to enable collection, activation, and targeting.\n\n\n\nExamples: Salesforce, Segment\n\n\n\nCampaign execution and automation tools\n\n\n\nAutomates workflows and enables marketers to scale multi-channel campaigns through marketing automation platforms.\n\n\n\nExamples: HubSpot, Braze\n\n\n\nContent management systems (CMS) and content distribution tools\n\n\n\nProvides the ability to create, publish, and amplify content across channels with CMS, video hosting platforms, and social media management tools.\n\n\n\nExamples: WordPress, Adobe Experience Manager, Drupal\n\n\n\nAdTech and media buying tools\n\n\n\nEnsures effective planning, activation, and measurement of campaigns across channels through DSPs, social ad platforms, and ad verification tools.\n\n\n\nExamples: StackAdapt, Facebook Ads Manager, DoubleVerify\n\n\n\nOrganic search and visibility tools\n\n\n\nEnables discovery and growth by improving rankings, optimizing paid search, and enhancing visibility through SEO, SEM, and AI-driven search tools.\n\n\n\nExamples: Semrush, Ahrefs, Conductor\n\n\n\nAnalytics and reporting tools\n\n\n\nProvides insights into performance, ensures accurate tracking, and enables growth through web analytics, conversion optimization, and journey mapping software.\n\n\n\nExamples: Google Analytics, Mixpanel, Optimizely\n\n\n\nHere’s a skimmable summary table for the six core components of a martech stack:\n\n\n\nComponentPrimary functionExample toolsAudience & data managementUnify and activate customer dataSalesforceCampaign execution & automationAutomate workflows and scale campaignsHubSpotCMS & content distributionCreate, publish, and amplify contentWordPressAdtech & media buyingPlan, activate, and measure campaignsStackAdaptOrganic search & visibilityImprove rankings and optimize searchSemrushAnalytics & reportingTrack, test, and optimize performanceGoogle Analytics\n\n\n\nHow martech stacks are evolving\n\n\n\nAccording to Brinker, for years, martech was divided into “systems of record” and “systems of engagement” (or, more simply, tools that stored data vs. tools that activated that data to reach customers).\n\n\n\nNow, he suggests a more helpful way to think about it is “systems of truth” and “systems of context.”\n\n\n\nSystems of truth are the foundation. They make sure your audience data and campaign metrics are accurate and consistent, so you’re not wasting resources on duplicate records, mismatched audiences, or unreliable reports. Think of your CRM or CDP—tools designed to serve as a single source of truth.\n\n\n\nSystems of context are where the action happens. They take that reliable data and put it to work—powering programmatic ad buys, personalizing website experiences, optimizing creative, or helping teams deliver the right message at the right time. Your DSP falls into this category—it’s built to activate data in context.\n\n\n\nThis shift also changes how we should picture the modern martech stack. It’s not a rigid, top-down “stack” of tools. It’s more like a connected network, with systems of truth at the core keeping data clean and aligned, and systems of context surrounding them to activate campaigns across channels.\n\n\n\nWhen these two layers work together, marketers can focus less on fixing broken integrations and more on driving growth through personalization at scale.\n\n\n\nWhy most martech stacks fail\n\n\n\nAlthough marketing budgets remained flat at 7.7% of overall company revenue for the second year in a row, martech remains one of the few areas where investment continues to grow.\n\n\n\nAccording to Statista, martech spending in the US grew from $21.14 billion USD in 2022 to $27.11 billion USD in 2024—a 28% increase. More recently, a study from Ascend2 found that nearly half of marketers were allocating between 20% to 40% of their budgets to martech in 2025.\n\n\n\nDespite the increased investment, performance and productivity gains have not kept pace.\n\n\n\nResearch from Gartner found that the share of marketers using martech stacks to their full capabilities decreased from 58% to a third in 2023. That usage gap widened the following year, with Ascend2 reporting that only 32% of marketers reported successfully leveraging their martech stacks in 2024.\n\n\n\nThe reasons vary—from sheer tech sprawl (marketers reportedly juggle anywhere from 16 platforms in their daily workflow to 75 or more across the company) to leadership changes that drive instability (CMOs at Fortune 500 companies hold one of the shortest tenures of anyone in the C-Suite at 4.3 years on average).\n\n\n\nBut the deeper issue is that martech and adtech often remain disconnected, leaving customer data fragmented across systems. This fragmentation creates a hidden cost—teams spend more time troubleshooting, reconciling, and re-learning tools than executing campaigns.\n\n\n\nEvery incoming CMO swaps tools, vendors, or strategies to match their own playbook. But despite the vast array of tools available, only 31% of marketers feel confident in their ability to unify customer data.\n\n\n\nSuccessful stacks build for outcomes, not personalities, ensuring continuity beyond any individual leader. A unified foundation between data and activation solves for both leadership changes and long-term performance, ensuring that marketing strategies outlast any tool or leader. The most resilient stacks are integration-first, outcome-focused, reducing friction and compounding impact over time.\n\n\n\nHow to build a martech stack: Choosing technologies that work together\n\n\n\nThere’s no one-size-fits-all approach to building a martech stack. The right mix depends on your channels, target audiences, and growth goals, shaping the tools you ultimately use to plan, run, and measure campaigns.\n\n\n\nHere are eight steps to help you build a martech stack that actually works:\n\n\n\n1. Identify goals and strategy\n\n\n\nStart with your marketing processes and objectives, not the tools. Whether you’re focused on lead generation, brand awareness, or customer retention, your goals will help determine which technologies truly add value. Without knowing this, you risk adopting tools that create more noise than results.\n\n\n\n2. Audit existing tools\n\n\n\nBefore adding anything new, take a look at what you already have. Identify redundancies, unused licenses, or tools that don’t integrate well with others. An audit helps you cut costs, consolidate workflows, and identify gaps, while also revealing opportunities to improve your overall martech maturity.\n\n\n\n3. Involve stakeholders and teams\n\n\n\nYour martech stack won’t succeed if the people who use it don’t see value in it. Ask campaign managers, media buyers, and analytics teams what slows them down or creates duplicate work. Their input ensures the tools you choose serve real needs rather than leadership assumptions.\n\n\n\n4. Map workflows and fill the gaps\n\n\n\nMap how campaigns move from planning to activation to measurement, then plot your tools onto that workflow. This will reveal overlaps, silos, or missing capabilities, and highlight where marketing and advertising tools need to integrate for data to make the most impact. From there, you can eliminate redundant tools and fill the gaps strategically without adding complexity.\n\n\n\n5. Establish budget and ROI\n\n\n\nEvery tool should earn its place in the budget. Evaluate potential solutions based on revenue impact, cost savings, or efficiency gains, not just the features they provide. Marketers who tie spend directly to ROI are less likely to see their stacks cut in the next budget cycle.\n\n\n\n6. Evaluate and select new tools\n\n\n\nWhen researching new solutions, prioritize scalability, flexibility, and integration. A tool that fits today but can’t grow with your business will quickly get left behind. Look at customer reviews from platforms like G2, case studies from other brands in your industry, or speak with a specialist to learn how the tool works in practice and could integrate with your existing tech stack.\n\n\n\n7. Training and adoption\n\n\n\nEven the best tools are wasted if a team doesn’t know how to use them. Invest in onboarding, appoint internal champions, and lean on vendor support resources, such as online courses or training articles, to help get team members up to speed. High adoption rates are the fastest way to turn martech spend into results.\n\n\n\n8. Review and optimization\n\n\n\nYour martech stack isn’t a one-time project. Revisit it regularly to ensure tools are still delivering value and see if better alternatives are available. Ongoing reviews prevent waste and keep your martech stack aligned with shifting business priorities.\n\n\n\nUltimately, growth doesn’t come from adding more tools. It comes from making stronger connections between your data, media, and messaging. The stacks that succeed aren’t the biggest. They’re the ones that work together.\n\n\n\nIntegration > selection: Why connectivity is the true stack multiplier\n\n\n\nAlthough martech spending continues to experience record highs, EMARKETER reports that B2B marketers are reducing complexity following pandemic-era buying sprees by focusing on solutions that unify workflows and reduce duplication while enabling interoperability and full-funnel orchestration.\n\n\n\nSpeaking on StackAdapt’s The AI Advertising Podcast, Brinker highlighted why flexibility and openness are the real differentiators when choosing the right tools for your martech stack.\n\n\n\n“When you think about how you’re designing your martech stack and which products you’re adopting, are they open? Do they have open APIs? Do they allow it to fit into an ecosystem where you can add new things or remove new things relatively easily?” he said. “Even if you don’t necessarily know today what you’re going to want to add and remove a year from now, you can be pretty sure there are going to be things you’re going to want to add or remove a year from now. So if you’ve designed your stack in a way that makes that easier, I think that’s a true competitive advantage.”\n\n\n\n\n\n\n\n\n\nThe takeaway: building a successful martech stack is less about piling on new tools and more about designing a foundation that can flex and evolve with the business. Prioritize integration across martech and adtech, so audience data, media execution, and creative all inform each other—helping you drive greater impact through connected systems and more efficient execution.\n\n\n\nStackAdapt’s new email marketing and orchestration capabilities extend this idea of connectivity by linking programmatic campaigns directly with existing email workflows. Instead of treating email and advertising as separate channels, the integration allows intent signals from email engagement to flow seamlessly into programmatic targeting and retargeting. \n\n\n\nThis kind of cross-functional integration keeps the entire customer journey connected, improving user experience while driving stronger campaign performance by:\n\n\n\n\nUnifying data across channels\n\n\n\nImproving real-time campaign performance\n\n\n\nPersonalizing experiences based on user behaviour\n\n\n\nEnsuring governance and compliance\n\n\n\n\nClick to learn more about our platform.\n\n\n\nMartech stack optimization in practice\n\n\n\nAccording to Ascend2, although over half of marketing professionals (58%) evaluate or update their martech stack annually, 13% rarely or never review their martech stack, leading to outdated workflows and missed opportunities for growth.\n\n\n\nTo optimize your martech stack for performance and efficiency:\n\n\n\n\nSimplify your stack: Consolidate overlapping tools and prioritize platforms that integrate seamlessly.\n\n\n\nTie spend to pipeline: Invest in tools with clear ROI that directly accelerate revenue growth.\n\n\n\nUpskill your team: Build internal expertise to manage platforms and adapt to change.\n\n\n\nPersonalize at scale: Use integrated data and AI-driven tools to deliver campaigns that adapt to user behaviour in real time.\n\n\n\nAutomate marketing operations: Streamline workflows with automation to help free teams to focus on marketing strategy and creative impact.\n\n\n\n\nFrom tech stack to business strategy\n\n\n\nBoards don’t care how many tools sit in your martech stack. They care about their impact on business goals. \n\n\n\nA unified martech system proves ROI, reduces wasted spend, and accelerates growth. It provides the continuity needed to withstand leadership changes, rather than collapsing under its own weight. By aligning spend to an ROI framework, marketers can better justify investments and protect their budgets.\n\n\n\nAs the digital landscape continues to shift, StackAdapt is evolving with it, expanding our platform to help marketers build a more connected, data-driven foundation. \n\n\n\nWhen your data, media, and messaging work together, personalization stops being a siloed tactic isolated to email and becomes a consistent experience across every channel.\n\n\n\nTo learn more about StackAdapt, request a demo.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nMartech stack FAQs\n\n\n\n\n\n\n\nDefine your marketing objectives—whether it’s lead generation, customer retention, or brand awareness—then choose platforms that directly support those goals. A martech stack built around clear outcomes avoids unnecessary complexity and maximizes ROI.\n\n\n\n\n\n\n\n\n\nReal-time performance tracking provides immediate visibility into how campaigns are performing across channels. It enables marketers to optimize spend, adjust targeting, and personalize messaging on the fly.\n\n\n\n\n\n\n\n\n\nMarketing automation tools like HubSpot streamline workflows. Adtech platforms such as StackAdapt help marketers reach audiences programmatically and measure performance across channels.\n\n\n\n\n\n\n\n\n\nLead nurturing connects data, automation, and personalization to move prospects through the funnel. Tools like CRMs, marketing automation platforms, and ABM solutions work together to deliver relevant content, strengthen relationships, and increase conversions.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-1a550ccd-f147-4a64-b37c-1875a369d1cf","position":1,"url":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-1a550ccd-f147-4a64-b37c-1875a369d1cf","name":"How do I build a martech stack aligned with business goals?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Define your marketing objectives—whether it’s lead generation, customer retention, or brand awareness—then choose platforms that directly support those goals. A martech stack built around clear outcomes avoids unnecessary complexity and maximizes ROI.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-57281d60-2221-4d70-b65c-f236ba87881b","position":2,"url":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-57281d60-2221-4d70-b65c-f236ba87881b","name":"What is real-time campaign performance tracking?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Real-time performance tracking provides immediate visibility into how campaigns are performing across channels. It enables marketers to optimize spend, adjust targeting, and personalize messaging on the fly.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-7a35a4c3-3532-4490-a04c-b66228675573","position":3,"url":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-7a35a4c3-3532-4490-a04c-b66228675573","name":"What are examples of marketing automation and adtech tools?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketing automation tools like HubSpot streamline workflows. Adtech platforms such as StackAdapt help marketers reach audiences programmatically and measure performance across channels.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-a8b3ee0e-ac29-466b-83fd-669250e56cbd","position":4,"url":"https://www.stackadapt.com/resources/blog/martech-stack#faq-question-a8b3ee0e-ac29-466b-83fd-669250e56cbd","name":"How does lead nurturing fit into a martech stack?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Lead nurturing connects data, automation, and personalization to move prospects through the funnel. Tools like CRMs, marketing automation platforms, and ABM solutions work together to deliver relevant content, strengthen relationships, and increase conversions.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named leader in Connected TV and audio advertising platforms by G2","datePublished":"2025-09-16T20:26:13+00:00","dateModified":"2026-09-08T21:43:13+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms"},"wordCount":490,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250923102922/20251016_G2-Award_CTV.png?fit=1200%2C630&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms","url":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms","name":"StackAdapt Tops CTV and Audio Advertising Platforms","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250923102922/20251016_G2-Award_CTV.png?fit=1200%2C630&ssl=1","datePublished":"2025-09-16T20:26:13+00:00","dateModified":"2026-09-08T21:43:13+00:00","description":"StackAdapt has been named by G2 as the leader in CTV and digital audio advertising platforms for continuing to drive performance and innovation in the programmatic advertising space.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/leader-ctv-audio-advertising-platforms#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250923102922/20251016_G2-Award_CTV.png?fit=1200%2C630&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250923102922/20251016_G2-Award_CTV.png?fit=1200%2C630&ssl=1","width":1200,"height":630,"caption":"Fall 2025 G2 Leader Badge for CTV and Audio"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"A partnership that stacks up","datePublished":"2021-04-07T19:00:52+00:00","dateModified":"2026-09-08T21:48:13+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up"},"wordCount":133,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/Vert_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up","url":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up","name":"A Partnership With Vert That Stacks Up | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/Vert_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-04-07T19:00:52+00:00","dateModified":"2026-09-08T21:48:13+00:00","description":"Learn how Vert has leveraged StackAdapt’s full advertising set, from native and standard display to rich media display and connected TV (CTV).","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/partnership-that-stacks-up#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/Vert_1200x600.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105557/Vert_1200x600.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"logos for Vert and Stackadapt together on a green backgorund"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Full-funnel programmatic advertising: How unified AdTech + martech powers growth","datePublished":"2025-09-15T08:45:43+00:00","dateModified":"2026-09-09T16:12:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising"},"wordCount":1927,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250905100226/20250905_Full-Funnel-Programmatic_header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","blog","Content Level : 201","martech","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"TL;DR: Full-funnel programmatic advertising\n\n\n\n\nFragmented consumer journeys across CTV, RMNs, DOOH, email, and SMS are making old digital advertising playbooks obsolete, while budgets face pressure to deliver both performance and brand equity.\n\n\n\nWalled gardens and siloed tools create risk: without integration, marketers duplicate spend, fragment audiences, and struggle to prove outcomes.\n\n\n\nUnified adtech + martech stacks offer the solution, combining paid and owned channels, centralizing 1st-party data, embedding AI, and enabling seamless personalization across the funnel.\n\n\n\nModern measurement requires layering MMM, MTA, and incrementality testing with attention metrics to demonstrate impact in board-ready terms.\n\n\n\nOrchestration across channels turns the funnel into a growth engine: expanding reach via CTV, sequencing touchpoints for pipeline momentum, and linking conversion to retention with measurable ROI.\n\n\n\n\n\n\n\n\n\nThe digital advertising playbook of the past decade is cracking under pressure. Consumer journeys have become fragmented across streaming platforms, retail media networks (RMNs), podcasts, digital out-of-home (DOOH), and inboxes.\n\n\n\nBudgets are under scrutiny, yet leadership still expects proof that every dollar contributes to both near-term performance and long-term brand equity.\n\n\n\nDisconnected tools are at the heart of the problem: when adtech and martech don’t talk, budgets fragment, reporting lags, and customer journeys break.\n\n\n\nThree shifts are colliding:\n\n\n\n1. Market dynamics. Digital video has overtaken traditional linear TV as the dominant channel, with connected TV (CTV) now capturing close to 60% of total programmatic TV/video ad spend and forecast to keep climbing through 2025. \n\n\n\nAt the same time, RMNs are multiplying, expanding beyond on-site search and display into off-site and CTV partnerships.\n\n\n\nWhile channels like CTV dominate the conversation, owned marketing continues to surge: global email users are expected to reach 4.6 billion by 2025, with email ROI averaging $36–$42 per dollar spent. SMS is equally powerful, boasting a 98% open rate and read within minutes. A unified adtech and martech system brings these high-attention, high-return channels under one umbrella, amplifying reach, performance, and efficiency.\n\n\n\n2. The walled-garden squeeze. WARC reports that programmatic growth is increasingly concentrated inside the walled gardens, which creates risk for marketers who lack an integrated strategy for the open internet. \n\n\n\nWithout the ability to connect paid and owned channels in one view, teams risk fragmenting audiences, duplicating spend, and losing visibility into outcomes.\n\n\n\n3. Economic pressure. Budgets are being held tighter, yet expectations for outcomes have never been higher. Despite a cautious environment, CTV and over-the-top (OTT) advertising remain bright spots, attracting investment because of their measurability and ability to drive incremental reach. But measurement silos across agencies, platforms, and customer relationship management (CRM) systems make it difficult to prove impact in terms the boardroom understands.\n\n\n\nAs a result, marketers are running full-funnel programs with disconnected tools that weren’t built to talk to each other. \n\n\n\n“Programmatic and owned channels like email have always existed in silos—different teams, different systems, different data,” says Vitaly Pecherskiy, StackAdapt’s CEO and co-founder. “The opportunity is to consolidate them under one roof, unlocking synergies and universal reporting across the entire customer journey.” \n\n\n\nThat’s what has been missing: a unified adtech + martech stack designed for the non-linear funnel of today.\n\n\n\nThe non-linear buyer journey in full-funnel programmatic advertising\n\n\n\nThe 95-5 principle captures the challenge of a non-linear funnel: only about 5% of buyers are in-market at any time, while the other 95% are future demand. \n\n\n\nGrowth depends on balancing always-on brand building with precise activation when intent spikes.\n\n\n\nWhat to measure in a non-linear funnel\n\n\n\nThe old “last-click” mindset can’t survive this complexity. Instead, CMOs are turning to a triangulated measurement stack:\n\n\n\n\nMedia mix modelling (MMM): Macro-level budget allocation by channel, region, and campaign type. It is a “top-down” approach for advertisers to determine how much each channel contributed to the ad's performance. Essential for long-term investment decisions.\n\n\n\nMulti-touch attribution (MTA): Directional insights where digital signals exist, useful for uncovering paths and friction points. It is a \"bottom-up\" analysis that traces the journey of individual users across various touchpoints. \n\n\n\nIncrementality testing: Controlled experiments to prove lift from specific tactics, whether adding CTV to a campaign, layering email with media, or targeting a new audience.\n\n\n\n\nMarketers are also adopting attention metrics (signals like Adelaide’s AU) to gauge whether impressions actually drive engagement, not just whether they appeared.\n\n\n\nIn a non-linear funnel, no single metric is enough. A layered approach with brand reach, incremental lift, and attention offers the clarity boards demand and the agility operators need.\n\n\n\nWith one funnel, one system, marketers can triangulate these insights in real time, rather than juggling disconnected dashboards.\n\n\n\nWhat “unified AdTech + martech” actually looks like\n\n\n\nMost marketing organizations still operate with a split screen: media buying on one side, lifecycle marketing on the other. Awareness campaigns run in demand-side platform dashboards, while retention and nurture sit inside CRM or email service providers. \n\n\n\nData moves manually between systems, and measurement lags weeks behind. The result is slow decision-making, fragmented customer experiences, and limited proof of impact.\n\n\n\nA unified adtech + martech stack rewires this process into a single operating system for growth. \n\n\n\nInstead of silos, marketers orchestrate ad and email journeys end-to-end, measuring impact in real time. The shift delivers three critical advantages:\n\n\n\n1. Paid and owned activation in one platform\n\n\n\nProgrammatic channels—CTV, display, native, video, audio, DOOH, in-game—run alongside email in the same environment. \n\n\n\nHaving multi-channel capabilities at StackAdapt allows marketers to design journeys where narratives flow seamlessly from impression to inbox, without the friction of multiple tools.\n\n\n\nThe strategic benefits include consistent messaging, reduced duplication of spend, and optimized overall marketing efforts across the customer journey.\n\n\n\n2. First-party data at the center\n\n\n\nThrough a centralized data hub, marketers can upload, segment, and activate 1st-party data across both media and messaging. \n\n\n\nTurnkey integrations with HubSpot, Salesforce, Shopify, and Klaviyo keep CRM and customer data platforms synced automatically, while the Snowflake Native App allows audience creation in StackAdapt directly inside enterprise data warehouses, without moving sensitive data.\n\n\n\nThe strategic benefits are stronger data governance, real-time activation, and the ability to prove value on the company’s most valuable asset: its customer data.\n\n\n\n3. Intelligence built in\n\n\n\nAI-powered tools like StackAdapt’s AI marketing assistant Ivy™ bring planning, targeting, and optimization into plain language. Marketers can query performance, receive recommendations, and adjust campaigns without waiting on analysts.\n\n\n\nThe strategic benefits are shorter decision cycles, greater flexibility in budget reallocation, and the ability to respond to market shifts mid-quarter.\n\n\n\nFor senior marketers, the outcome is clarity: one system to manage reach, engagement, and retention, supported by a unified view of performance. For operators, it means fewer handoffs, fewer logins, and the ability to execute strategy without technological drag.\n\n\n\n“AI is forcing companies to rethink how marketing and advertising teams are structured,” says Yang Han, CTO at StackAdapt. “Silos, disconnected tools, and manual workflows slow growth. A unified platform powered by AI eliminates that friction, creating leaner, more efficient teams that can work toward common outcomes.”\n\n\n\n4. Personalization without borders\n\n\n\nPersonalization has historically been strongest in martech, where email and CRM campaigns adapt to individual behaviours and attributes. In adtech, personalization has lagged, confined to audience segments or contextual signals. \n\n\n\nThe result is a fragmented customer experience: precise messaging in one channel and generic messaging in another.\n\n\n\nA unified adtech + martech platform changes this dynamic. With a shared data foundation and consistent reporting, personalization strategies flow seamlessly across both adtech and martech channels. A prospect who engages with a personalized email can see that same narrative reinforced on CTV, native, or audio, with the next touchpoint adjusting in real time.\n\n\n\nWhen agencies operate within a unified stack, they shift from media buying to growth orchestration, advising on how brand equity and performance marketing reinforce each other, and proving outcomes that resonate in the boardroom.\n\n\n\nFor senior marketers, this means personalization becomes a growth lever, not a channel tactic, scalable across the entire funnel and measurable in terms the boardroom understands: incremental revenue, reduced waste, and stronger customer lifetime value.\n\n\n\n\n\n \n\n\n\nFull-funnel orchestration: Turning fragmented journeys into growth engines\n\n\n\nA unified adtech + martech stack elevates the funnel from a set of disconnected campaigns into a system that compounds impact across every stage. Paid and owned channels reinforce one another, reducing waste, accelerating pipeline, and providing executives with clear evidence of lift.\n\n\n\nHere’s how orchestration delivers at each stage of the funnel:\n\n\n\n1. Expanding market reach\n\n\n\nCTV has become the new foundation for incremental reach. \n\n\n\nWhen those impressions are connected to email, audio, and contextual placements within the same platform, the brand message builds consistently instead of fragmenting.\n\n\n\nThe business outcomes are broader market penetration, higher share of voice, and measurable incremental audience growth.\n\n\n\n2. Building consideration and pipeline momentum\n\n\n\nIn long and complex journeys, sequencing matters. Orchestration across adtech and martech ensures that a prospect exposed to a native ad can next receive a tailored email and then encounter contextual retargeting without manual coordination between teams or systems.\n\n\n\nThe business outcomes are deeper account engagement, stronger coverage of priority buyers, and accelerated pipeline momentum.\n\n\n\n3. Driving conversions and loyalty\n\n\n\nConversion and retention gain power when managed within the same operating system as awareness. \n\n\n\nOnce a customer converts, they are automatically removed from ad campaigns to save on media spend. From there, they shift into email campaigns designed to build loyalty and deepen the relationship. If their activity later drops, signalling a churn risk, they can be re-engaged with targeted ads across channels to bring them back. At every stage, incremental reach data from CTV connects directly to downstream lift, ensuring the full journey is measurable.\n\n\n\nThe business outcomes are less media waste, higher incremental ROAS, reduced churn, and faster payback on marketing investment.\n\n\n\nThe leadership takeaway? Orchestration transforms the funnel into a self-reinforcing growth engine, one where reach scales efficiently, engagement compounds across touchpoints, and measurement produces board-ready proof of impact.\n\n\n\nProving it works: Measurement framework (board-friendly)\n\n\n\nFor most leadership teams, the funnel only matters if it can be explained in numbers. The challenge is translating complex, non-linear journeys into evidence that’s credible in the boardroom and actionable for operators.\n\n\n\nThe solution: a “one funnel, three lenses” approach.\n\n\n\n\nIncrementality tests: Controlled experiments that prove lift from a specific move, such as adding CTV, combining email with media, or activating a new audience.\n\n\n\nMMM: The big-picture view of how budgets should be allocated across channels, regions, and funnel stages.\n\n\n\nMTA: Directional insights into paths and friction points, useful for optimizing sequences.\n\n\n\n\nOne funnel, one system\n\n\n\nThe days of treating brand, performance, and retention as separate silos are over. Boards expect marketing to prove its contribution to growth with the same clarity as finance or sales. That means showing not only impressions and clicks, but incremental revenue, reduced waste, and brand equity growth in terms that the business can act on.\n\n\n\nWith a unified adtech + martech stack, agencies and marketers step into a new role: orchestrators of growth. Instead of managing disconnected campaigns, they control the entire funnel, aligning brand-building with performance activation and loyalty programs in one system, with one set of numbers. This elevates their influence from tactical media execution to strategic decision-making at the leadership table.\n\n\n\nWith programmatic and email activation in one platform, 1st-party data at the centre, and AI-driven insights built in, StackAdapt rewires the funnel into a single operating system for growth—from the first impression to making a lasting impact.\n\n\n\nReady to see it in action?\n\n\n\nBook a demo to explore how StackAdapt can unify your funnel, orchestrate journeys end-to-end, and prove outcomes with speed and clarity.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising","url":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising","name":"What is Full-Funnel Programmatic Advertising?","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250905100226/20250905_Full-Funnel-Programmatic_header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-09-15T08:45:43+00:00","dateModified":"2026-09-09T16:12:19+00:00","description":"Full-funnel programmatic advertising works best with one system. Learn how to unify paid + owned channels for clear, provable outcomes.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/full-funnel-programmatic-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250905100226/20250905_Full-Funnel-Programmatic_header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250905100226/20250905_Full-Funnel-Programmatic_header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of data going down a funnel."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/enterprise-data-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-data-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"5 ways to level up your enterprise data strategy","datePublished":"2025-08-26T10:00:00+00:00","dateModified":"2026-09-09T16:12:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-data-strategy"},"wordCount":2130,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/enterprise-data-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250826113101/20250825_Enterprise-Data-Strategy.webp?fit=1200%2C600&ssl=1","keywords":["1st-party data","b2b","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: Level up your enterprise data strategy\n\n\n\n\nBridge the gap between strategy and execution by defining clear use-cases, integrating tools like CRMs and CDPs, and activating data through DSPs aligned with business goals.\n\n\n\nLeverage 1st-party data to power programmatic campaigns with precision targeting, dynamic creative, and privacy-safe re-engagement.\n\n\n\nExplore emerging channels like CTV, programmatic audio, and DOOH to reach decision-makers beyond traditional B2B environments.\n\n\n\nAlign marketing and data teams through cross-functional collaboration, shared KPIs, and executive sponsorship to drive performance and efficiency.\n\n\n\nBuild trust through privacy-first practices using secure onboarding, transparency, and regular compliance checks to enhance both regulatory readiness and campaign effectiveness.\n\n\n\n\n\n\n\n\n\nEnterprise marketing is entering a high-stakes data era where the difference between growth and stagnation often comes down to the strength of your data strategy.\n\n\n\nThe industry is being shaped by privacy regulations, rising customer expectations, and shrinking attention spans. This means that traditional methods like 3rd-party cookies, isolated databases, and surface-level analytics are no longer effective.\n\n\n\nMarketers can’t afford to rely on fragmented data and hope for actionable insights. What’s needed is a unified, enterprise-grade approach to data, one that bridges departments, aligns with business goals, and meets the new standard of privacy-conscious precision.\n\n\n\nDone right, an enterprise data strategy becomes a revenue driver. It powers sharper audience targeting, boosts ROI, accelerates campaign velocity, and creates the foundation for scalable, future-proof growth.\n\n\n\nIn this article, we’ll unpack five practical, forward-looking strategies to level up your enterprise data game and finally turn potential into performance.\n\n\n\nWhat is an enterprise data strategy?\n\n\n\nAn enterprise data strategy is a comprehensive framework that guides how an organization captures, manages, integrates, and activates data to achieve business objectives. \n\n\n\nFor senior marketers, it serves as the connective tissue between marketing ambitions and operational execution, turning data from a static resource into a strategic asset.\n\n\n\nThe foundation of any enterprise data strategy includes five core components:\n\n\n\n\nData governance: Establishes policies and accountability around access, privacy, compliance, and security.\n\n\n\nData collection: Defines what data is gathered, from which channels (CRM, website, email, media platforms), and why.\n\n\n\nData quality: Ensures accuracy, consistency, and usability to support informed decision-making.\n\n\n\nData integration: Breaks down silos by linking systems such as Customer Data Platforms (CDPs), CRMs, Enterprise Resource Planning (ERP) platforms, and marketing automation tools.\n\n\n\nData activation: Applies cleaned and structured data to real-world use cases, fueling segmentation, targeting, and campaign performance.\n\n\n\n\nWhen executed strategically, a data strategy supports key business goals: driving revenue growth, improving customer experience, and increasing operational efficiency. \n\n\n\nFor marketing leaders, this means being equipped to plan with clarity, execute with precision, and measure with confidence across channels, campaigns, and customer journeys.\n\n\n\nWhy enterprise data strategy matters for B2B marketers\n\n\n\nB2B marketing brings its own set of complexities: protracted sales cycles, specialized audiences, and high-stakes decision-making. In this environment, the value of a well-designed data strategy becomes especially clear.\n\n\n\nRather than reacting to fragmented insights, B2B marketers need coordinated, real-time access to data that supports:\n\n\n\n\nPersonalization at scale: Delivering relevant messaging across each stage of the buyer journey.\n\n\n\nLead nurturing: Tracking engagement and adapting content strategies to move prospects forward.\n\n\n\nAccount-based marketing (ABM): Orchestrating campaigns across departments to target decision-makers with precision.\n\n\n\nSales alignment: Creating shared metrics, visibility, and workflows between marketing and sales functions.\n\n\n\n\nA mature enterprise data strategy provides the visibility and control required to navigate complex B2B ecosystems. It helps senior marketers shift from campaign-by-campaign thinking to a longer-term, data-informed approach that aligns with enterprise goals and positions marketing as a key driver of business performance.\n\n\n\nHow to uplevel your enterprise data strategy\n\n\n\nThe following five tactics will help you elevate your enterprise data strategy.\n\n\n\n1. Bridging strategy and activation\n\n\n\nMany enterprises invest heavily in developing a data strategy only to hit a wall when it comes time to operationalize it. The gap between strategy and activation is one of the most persistent challenges facing senior marketing leaders today. \n\n\n\nOften, the strategy lives in PowerPoint decks while execution teams work from disconnected tools, vague objectives, or outdated data.\n\n\n\nThis disconnect stems from several factors: unclear ownership, siloed data infrastructure, overcomplicated martech stacks, and a lack of alignment between IT and marketing. \n\n\n\nWithout a direct path from high-level strategy to day-to-day actions, even the most robust data plan struggles to deliver results.\n\n\n\nTo bridge this gap, senior marketers can take the following practical steps:\n\n\n\n\nStart with specific business use-cases: Define clear scenarios where data will drive impact. For example, using behavioural data from your website to trigger personalized email sequences, or leveraging intent data to prioritize high-value accounts for sales outreach. These use cases help translate strategy into outcomes.\n\n\n\nDevelop a data integration roadmap: Ensure systems are connected to support the flow of data across platforms. This includes syncing your CRM with your CDP, integrating marketing automation tools, and aligning analytics dashboards. The goal is a unified data environment that supports real-time activation.\n\n\n\nSelect platforms that support your objectives: Choose tools such as demand-side platforms (DSPs), CDPs, or analytics platforms that align with your strategic priorities. For example, if one goal is to increase media efficiency in ABM campaigns, your DSP should allow for CRM audience onboarding and segmentation based on firmographic or behavioural attributes.\n\n\n\n\nConsider a B2B enterprise with a large CRM database wanting to improve its programmatic ad performance. The marketing team can align with IT to integrate the CRM with their DSP, enabling real-time audience segmentation. They can use past purchase behaviour and engagement scores to create lookalike audiences and retarget warm leads with custom creative. A potential result is an increase in qualified leads and a significant reduction in cost per acquisition.\n\n\n\nClosing the strategy-to-activation gap requires both leadership and clarity. Marketers who move from abstract goals to well-defined, cross-functional use-cases are in a stronger position to convert their data investments into measurable business outcomes.\n\n\n\n2. Activating 1st-party data in programmatic advertising\n\n\n\nFor enterprise marketers, 1st-party data is the defining strategic advantage in programmatic advertising, powering precision, personalization, and performance.\n\n\n\nHere’s how 1st-party data elevates programmatic performance:\n\n\n\n\nCustom audience targeting: With rich behavioural and demographic data from your CRM or customer portal, you can create precise audience segments, such as high-value customers, lapsed buyers, or leads in specific verticals, and reach them across channels with programmatic media.\n\n\n\nDynamic creative optimization: By linking user attributes (industry, past purchases, location) to ad content, marketers can serve creative that adapts in real-time, leading to higher relevance and engagement.\n\n\n\nRetargeting and re-engagement campaigns: First-party data enables smarter retargeting. If a prospect abandoned a demo request form, they can be served tailored messages that guide them back into the funnel, rather than generic brand ads.\n\n\n\n\nFor example, a SaaS company can upload its segmented CRM data into a privacy-compliant onboarding platform, scrubbing personal identifiers and matching users via hashed emails or device IDs. Once in the DSP, marketers can build audience pools such as “trial users with low engagement” or “enterprise clients up for renewal.” These segments can then be used for tailored programmatic campaigns featuring renewal incentives or feature highlights.\n\n\n\nFor senior marketers, the ability to efficiently activate 1st-party data is what separates high-performing campaigns from the rest.\n\n\n\n3. Diversifying with emerging channel opportunities\n\n\n\nTraditional B2B channels like email, search, and LinkedIn are showing diminishing returns. Inboxes are overloaded, search is competitive, and LinkedIn’s costs are rising, especially for niche audiences.\n\n\n\nTo break through, senior marketers are turning to emerging programmatic channels that offer new ways to engage decision-makers:\n\n\n\n\nConnected TV (CTV) delivers high-impact brand messaging with the targeting precision of digital—ideal for building awareness in long B2B sales cycles.\n\n\n\nProgrammatic audio and podcasts offer a direct line to busy professionals during commutes or work sessions, supporting thought leadership and brand recall.\n\n\n\nDigital out-of-home (DOOH) brings your message into physical spaces like airports and offices, reinforcing campaigns across key moments and locations.\n\n\n\n\nData strategy considerations\n\n\n\nEntering these channels requires thoughtful adjustments to your data approach:\n\n\n\n\nIdentity resolution: Matching offline and online identities is key, especially for cross-channel measurement. Work with partners who support privacy-safe identity graphs and persistent IDs.\n\n\n\nTargeting precision: Ensure your 1st-party and 3rd-party data partners can segment by business attributes (e.g., job title, industry, company size) within these channels.\n\n\n\nAttribution planning: Emerging channels often play an upper- or mid-funnel role, so rethinking attribution models to include assisted conversions or brand lift becomes critical.\n\n\n\n\n\"Great B2B marketing goes beyond collecting insights,” says Kenny Ginapp, Director of Sales, Enterprise, at StackAdapt. “What sets top marketers apart is the ability to turn those insights into action. That’s where activation comes in. And the partners you choose make all the difference. With partners purpose-built for B2B, you amplify outcomes, gain new visibility into the customer journey, and prove the real impact of every paid investment.\"\n\n\n\nDiversifying your channel mix opens the door to higher engagement, better reach, and new ways to influence the B2B buyer journey. When paired with a strong data foundation, these programmatic opportunities can help extend your strategy beyond the browser and into the everyday environments where decisions are actually being made.\n\n\n\n4. Aligning marketing and data teams\n\n\n\nEven with a strong data strategy on paper, execution often falters due to internal misalignment. Marketing and data teams typically operate in separate lanes, with different priorities, tools, and success metrics. This disconnect leads to inefficient processes, inconsistent data, and missed opportunities for performance gains.\n\n\n\nCommon barriers include:\n\n\n\n\nDepartmental silos that limit knowledge sharing and collaboration\n\n\n\nMisaligned KPIs that prioritize operational output over strategic impact\n\n\n\nLack of shared accountability for how data supports marketing outcomes\n\n\n\n\nTo overcome these challenges, senior marketers need to lead a shift toward collaboration and joint ownership. Here are practical steps to drive that alignment:\n\n\n\n\nCreate cross-functional data councils: Bring together stakeholders from marketing, IT, data science, and sales to align on data use-cases, governance, and activation plans. Regular working sessions help surface issues early and keep strategy execution on track.\n\n\n\nEstablish shared KPIs: Define metrics that reflect both data quality (e.g., accuracy, freshness, completeness) and marketing performance (e.g., lead conversion, campaign ROI). When teams are measured by the same outcomes, collaboration becomes a necessity, not a favour.\n\n\n\nSecure executive sponsorship: Buy-in from senior leadership helps dissolve turf wars and gives strategic weight to integration efforts. A visible champion can remove blockers and reinforce the business value of cross-team alignment.\n\n\n\n\n5. Focusing on privacy, compliance, and trust\n\n\n\nA well-structured enterprise data strategy is one of the most effective tools for staying ahead of regulatory demands. It creates the foundation for responsible data practices, embedding compliance into everyday operations rather than treating it as an afterthought.\n\n\n\nTo support a privacy-first approach, marketers should consider the following practices:\n\n\n\n\nUse secure, privacy-preserving onboarding partners and processes: These allow you to activate 1st-party data in programmatic environments without exposing personally identifiable information. Data is matched and anonymized within a secure, privacy-compliant environment.\n\n\n\nBe transparent with clients and prospects: Clear communication about how data is collected, stored, and used builds trust. Whether it’s through updated privacy notices or permission-based engagement, transparency strengthens brand credibility.\n\n\n\nConduct regular audits and compliance checks: Ongoing reviews help identify gaps, adapt to new regulations, and ensure that both internal systems and external vendors remain compliant.\n\n\n\n\nAdopting a privacy-first mindset improves marketing’s impact. When customers know their data is handled with care, they’re more likely to engage. When your systems are built for compliance from the ground up, you’re able to innovate confidently, without risk slowing you down.\n\n\n\nUltimately, privacy, compliance, and trust are essential to performance. A strong data strategy helps marketing leaders navigate this new environment with agility and integrity.\n\n\n\nGet started with your enterprise data strategy\n\n\n\nPutting these five strategies into action builds a resilient, data-driven foundation for your organization. The right enterprise data strategy delivers stronger ROI, deeper audience insight, and scalable growth while adapting to a rapidly evolving privacy landscape.\n\n\n\nStackAdapt brings everything together in one place: its Data Hub, an AI-powered programmatic engine, and native email tools. The Data Hub consolidates 1st-party data from CRMs and other sources directly into the platform, turning it into real-time insights on audiences, conversions, and ROI. \n\n\n\nFrom there, marketers can orchestrate cross-channel campaigns, while AI keeps fine-tuning targeting and creative on the fly, so everything works in sync within a single workflow.\n\n\n\nSenior marketers ready to put strategy into action: consider using StackAdapt to unlock connected customer experiences powered by 1st‑party data and AI-driven orchestration. \n\n\n\nRequest a demo today and see how combining StackAdapt’s Data Hub, programmatic engine, and email activation in one platform turns enterprise data into measurable business outcomes.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audio-ad#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audio-ad"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"How to create a programmatic audio ad","datePublished":"2021-04-19T13:05:00+00:00","dateModified":"2026-09-08T21:48:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audio-ad"},"wordCount":1701,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-ad#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105556/Media_Buying_Header-1024x513-1.jpeg?fit=1024%2C513&ssl=1","keywords":["audio","Content Level : 101","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Audio content is in a moment of exciting growth. In 2021, 72% of Americans (218.4M) were listening to digital audio monthly, and that number is expected to grow. As the adoption of audio content increases, the opportunity for running audio ads is growing, too. And that’s where programmatic audio comes in. \n\n\n\nProgrammatic audio allows you to run audio ad campaigns through your demand-side platform (DSP). With audio, you can reach audiences while they listen to music, podcasts, streamed radio, or other forms of audio content. This ad format has many growing benefits. For example, audio ads have impressive engagement rates. According to Nielsen Media Lab, they have a 24% higher recall rate than traditional display ads. Pretty impressive!\n\n\n\nTo get started running programmatic audio campaigns, you’ll need to understand how audio ads differ from other channels, such as native, display, video, and connected TV (CTV). The main difference? You guessed it—the medium. With audio, your ads reach your audience through sound rather than through visual cues. Your audio ads will quite literally speak to your audience.\n\n\n\nRead on to learn the basics of creating your first audio campaign.\n\n\n\nWhat to consider before creating your audio campaign\n\n\n\nBefore diving into your first audio campaign, it’s important to understand where this channel fits within your entire digital campaign strategy, and the best way to incorporate it into the customer journey. My campaigns usually consist of display banners, native, and video. Now I’m incorporating audio, which opens a greater opportunity to capture my audience in different mindsets throughout their day. \n\n\n\nYou’ll also want to think about how you will deliver your campaign. I find that DSPs are great for programmatic campaigns because they offer multi-channel solutions and precise targeting, which makes it easy to align with other campaigns as well. This makes the programmatic platform I’m using a one-stop shop!\n\n\n\nHow to plan an audio campaign\n\n\n\nWhen beginning to brainstorm for any campaign, I start by clearly outlining what I want to say to customers and then, how I want to say it. Once I’ve established these two points, I build a demographic profile and think about where this audience may be consuming content. With most programmatic platforms, targeting capabilities are endless. Aside from the basics like geotargeting and demographic targeting, I try to narrow in on custom segments, 3rd-party segments, lookalike audiences and sophisticated retargeting and exclusion tactics.\n\n\n\nOnce I’ve nailed down the targeting, general messaging and call-to-action (CTA), it’s time to lay out the language I’ll be using to speak to my target demo across each channel. To do this, I make a creative messaging copy document. In it, I draft the copy I’ll use for each channel. Simply repurposing assets across different channels and placements just doesn’t cut it anymore. The messaging should be tweaked to speak to the audience you’ll find on each individual channel. \n\n\n\nAudio ads are unique because they don’t rely on visual cues or graphics to convey a message. My strategy is to tie in elements of the copy from my more visual ads, like display banners. By doing this I can ensure that my campaign goals and branding are uncompromised across the campaigns I run.  \n\n\n\nDifferent types of audio ads\n\n\n\nThere are various types of audio ads, but they share one thing in common: They are characterized by a voiceover which delivers your message to your target audience. Linear audio ads are commercial ads that are placed pre-roll, mid-roll or post-roll. \n\n\n\nThere are 2 types of units: pre-produced and native. Pre-produced are exactly that, they are produced in advance by the advertiser and then distributed. When turning on a Spotify playlist, you might hear a pre-produced commercial audio ad before the music begins playing. Or, you might hear an audio ad while listening to internet radio. Native audio ads are typically found in podcasts, and they are scripted ads that are read by the show’s hosts. \n\n\n\nHow to create an audio ad\n\n\n\nAn audio ad is made up of a few components. All of them revolve around the most important aspect of your audio ad: its message. From the script itself to the voice actor used for the voiceover and background sound, every detail of an audio ad contributes to communicating a message to the listener. These are the main steps I follow to create an ad.\n\n\n\n1. Write the audio ad script\n\n\n\nThe script should be simple, with a clear message that includes a value proposition and one defined call to action (CTA). Audio ads are usually either 15 or 30 seconds long. For a 15 second ad, aim for a script length of 40 words. For 30 second ads, aim for 55-75 words. \n\n\n\nI also always keep in mind that the brand name should be repeated 2-3 times throughout the ad. When writing an ad script, remember that the best audio ads tell a story that keeps the listener engaged and makes the ad memorable.\n\n\n\n2. Cast for the voice over\n\n\n\nOnce a script is finalized, it’s time to find a voice actor. I always aim to find a voice that is on brand and relatable (or appealing) to my target audience. For audio ads, a friendly, conversational tone is key. You’re not looking for the theatrical types of voices often heard in radio ads—that’s because with programmatic audio advertising you're reaching people when they're already actively listening. \n\n\n\n3. Record and mix\n\n\n\nOnce I have the script and a voice actor, it’s time to record. The script delivery should be slow-paced, with a consistent tone and tempo. Don’t rush it—but make sure you stay within the ad length of 15 or 30 seconds. When the final edit is being mixed, consider the transitions in and out of the ad because they shouldn’t feel jarring to the listener. \n\n\n\nI use minimal background music, so it doesn’t distract, and add subtle effects and environmental sounds to create imagery in the listener’s mind. When the ad is mixed, it’s exported in the format OGG, MP3, MP4, WAV, FLAC, or AAC. Make sure the file is 500MB or smaller (the smaller the better!). \n\n\n\nI have a couple favourite resources that I use to help in creating audio ads. \n\n\n\n\nI read through audio ad examples and sample scripts to help guide drafting my voiceover scripts\n\n\n\nI use voices.com to find and hire the right voice actor for my ads. \n\n\n\nI find stock music through Adobe to include in the ads.\n\n\n\n\n6 sound steps to creating an engaging audio ad\n\n\n\n\nDevelop a message for your ad that is clear and to the point.\n\n\n\nIncentivize your listeners to take action with a call to action (CTA).\n\n\n\nTap into your listener's imagination using music and sounds.\n\n\n\nStick to a conversational and friendly tone.\n\n\n\nKeep it brief so that your audience remembers your message.\n\n\n\nTest creatives for creative insights and to minimize ad fatigue.\n\n\n\n\nTime to run your programmatic audio ad\n\n\n\nI don’t run direct publisher deals or isolate my media buys—a majority of my ad spend goes toward programmatic and search. When budget or targeting calls for it, I supplement with social as well. I focus my prospecting efforts on the top and middle of the funnel, and programmatic is my main volume driver. \n\n\n\nClosing on the sale or conversion typically comes from a programmatic retargeting tactic or search, for hand raisers. Spending most of your digital budget in programmatic allows you to target appropriately, and ensure that frequency can be capped at a campaign level versus at a channel level, where you can’t guarantee a lack of audience overlap.\n\n\n\nMost DSPs offer similar targeting at a basic level—but not all platforms provide you with robust and customized targeting at an audience level. A DSP that has 1st- and 3rd-party targeting options, custom audience capabilities, and offers an alternative to behavioural targeting, like contextual targeting, is what I use most, and I’m glad the DSP I use, StackAdapt, offers them all. \n\n\n\nHow to measure your audio campaigns\n\n\n\nWhen you’re spending a bulk of your marketing budget within programmatic, media metrics are key to gauging performance. They enable you to tell the full story of how your marketing efforts drove business results. And, media metrics will tell you what is currently driving business results and how to double-down on that tactic in real-time. \n\n\n\nIt’s not helpful to understand ROAS after I’ve spent half of my budget on a channel or targeting tactic that underperformed or didn’t add to the bigger picture. So I know I’m in good hands since my DSP allows me to pivot immediately.\n\n\n\nAlthough audio reporting is not as measurable as other digital channels, it is far more detailed than terrestrial radio. Within StackAdapt, I’m able to see the cost per completed listen, the audio completion rate as well the absolute completes, quartile completions (to help understand if and when users dropped off) and more. \n\n\n\nI am less concerned with those metrics since users are really unlikely to close a music streaming app just because an ad came up—the same way people don’t turn off their TVs when they see a commercial. What I’m most interested in is the attribution in the buying journey. Using a DSP that can provide you with a brand lift study, or connect your campaign with a leading attribution partner like comScore or Upwave can give you a sense of how your one channel contributed to the entire customer journey.\n\n\n\nGet started with audio advertising\n\n\n\nScale can be tricky—it’s best to start broad and slowly narrow in on your audience, whether that’s from a geo perspective, or demo. If you’re setting up a specific deal, try not to include demo targeting—the right DSP partner will guide you so you can target the content your audience is consuming without having to get too specific about their attributes as customers.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/audio-ad","url":"https://www.stackadapt.com/resources/blog/audio-ad","name":"How to Create a Programmatic Audio Ad | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-ad#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105556/Media_Buying_Header-1024x513-1.jpeg?fit=1024%2C513&ssl=1","datePublished":"2021-04-19T13:05:00+00:00","dateModified":"2026-09-08T21:48:09+00:00","description":"Learn how to make an effective audio ad that quite literally speaks to your audiences as the listen to music, podcasts, and other streamed audio content.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-debunked#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-debunked"},"author":[{"@id":"https://www.stackadapt.com/resources/author/spencer-king#person"}],"headline":"6 misconceptions about Connected TV debunked","datePublished":"2021-04-26T13:12:00+00:00","dateModified":"2026-09-08T21:48:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-debunked"},"wordCount":1167,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-debunked#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105555/misconceptions-about-CTV-debunked.jpg?fit=1200%2C600&ssl=1","keywords":["connected tv","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Connected TV (CTV) describes any type of TV that can be connected to the internet and can stream digital video. This medium is gaining popularity fast, in fact, an IAS Streaming Wars report shows that CTV has become almost universally adopted. Now, 88% of consumers have access to a connected TV. \n\n\n\nAs CTV becomes a more widespread mode of media consumption, digital marketers are taking notice—but with a little bit of hesitancy. And we get it! For starters, the term CTV can be a bit ambiguous, which makes it tough to communicate the value of investing ad dollars in CTV. Thankfully, we know how to overcome this. \n\n\n\nIn our recent survey of over 200 agency and brand advertising decision makers we found that this is just one of the concerns that brands and agencies have about CTV advertising. We conducted this CTV report in partnership with ad industry business intelligence firm Advertiser Perceptions to learn about this concern, and others.  \n\n\n\nTo help clear up the confusion about CTV, we’re exploring 6 important truths about CTV that you should know. And to spice things up, we’re including 1 common lie about this channel—so that we can explain why it's a misconception. \n\n\n\nCTV and OTT are related, but not the same\n\n\n\nAccording to our recent CTV report, 75% of marketers believe that CTV is a cutting-edge way for them to promote their brands. But before diving into this channel, it’s important to understand the terminology that describes it. The terms “CTV” and “over-the-top” (OTT) are often used synonymously. This can be confusing for anyone in digital marketing because while they are related, CTV and OTT aren’t the same thing. \n\n\n\nConnected TV is a subset of OTT, which includes apps and services that do not require subscriptions to traditional cable or pay-TV services. This means that OTT is the method for delivering video content, and CTV is the device on which a viewer sees that content. \n\n\n\n1. Connected TV ads aren’t skippable\n\n\n\nWe’re happy to confirm that no, CTV ads cannot be skipped! When watching CTV, a viewer isn’t able to fast forward an ad, or switch channels if they want to watch their content without the ads. The experience of watching CTV is immersive and relaxed, and it’s reminiscent of the experience of watching traditional television. Because of this, viewers accept the ads as being part of the ecosystem—this makes them more willing to watch them.There are some streaming services that do offer ad-free viewing experiences for an extra fee. While this feature is available, 4 out of 5 CTV viewers in the US and 7 out 10 in Europe opt to stick with ad-supported content. Most of the viewers in both regions say that they prefer to watch free-to-view programming versus paying to watch the same content without ads.\n\n\n\n2. CTV doesn’t overlap with linear TV buys\n\n\n\nToday, linear TV advertisers are moving more of their dollars from demographic-based buying, typical of linear TV, to audience-based buying. This was confirmed in our CTV report which found that 51% of respondents are increasing their allocation toward audience-based buying. While linear TV can offer advertisers massive reach, it does not allow for specific audience and household targeting, which enables brands to offer hyper-relevant ads to their target audience.\n\n\n\nCTV enables more precise targeting and data, as it leverages the same programmatic targeting capabilities as other digital channels—this enables advertisers to better reach the right consumers. These benefits are a great incentive for investing more in CTV, even if it means moving some dollars away from linear. We expect that the upward trend of putting ad dollars toward CTV will continue. With this shift there will be less duplication between CTV and linear buys.\n\n\n\n\n\n\n\n3. CTV reaches several demographics\n\n\n\nCTV has generally been associated with younger viewers, but that is changing. With more time spent at home during the pandemic, viewers of every age have been embracing CTV. For example, in 2020 we saw a notable increase in baby boomers’ adoption and viewership compared to the previous year. Now, 80% of US households have at least one CTV device which means that CTV is reaching viewers of all ages. \n\n\n\nThis broad demographic reach is valuable for advertisers because CTV viewers are highly engaged. They’ve made the choice to watch the programming in front of them, and aren’t skipping the ads. Our CTV report further found that CTV gives marketers the opportunity to reach younger demographics like millennials and Gen Z—who are harder to reach through traditional media. And with programmatic CTV advertising, you have the ability to layer into your targeting demographics and interests. \n\n\n\n4. CTV inventory isn’t fragmented\n\n\n\nBack in the day, fragmentation was a common criticism of cable TV. But this early criticism eventually evolved into being considered an advantage! Fragmentation means competition, which can lower prices because platforms have price as their best lever to secure ad dollars. \n\n\n\nToo many CTV providers is a concern for some, but experienced advertisers report that fragmentation isn’t a significant issue. Advertisers will benefit from the competition creating a buyer’s market, and the more CTV inventory that is available, the more opportunity there is to reach viewers. And, CTV has many benefits that ultimately outweigh the perceived negative impacts of fragmentation.          \n\n\n\n5. CTV inventory is high quality\n\n\n\nJust like any other format offerings in programmatic advertising, there are different types of inventory available for CTV advertising. Inventory ranges from remnant to high-quality opportunities. There are many premium opportunities to run ads, along popular TV shows and movies and in front of invested audiences during prime hours.  \n\n\n\nAs CTV advertising continues growing, CTV ad supported services that only transacted in direct buys are making their inventory readily available programmatically. They can be accessed through both private marketplaces and the open exchange.\n\n\n\n6. CTV isn’t worth investing in\n\n\n\nYes, you guessed it! This is a lie. CTV advertising is absolutely worth investing in.\n\n\n\nAccording to our CTV report, a majority of marketers have been advertising on CTV for under 3 years. So while CTV has been around for over a decade, many brands are late to the game. Much of this is likely because of the common concerns around CTV: audience quality, transparency, brand safety and there being too many CTV providers. \n\n\n\n\n\n\n\nThese concerns can be overcome through education as well as test-and-learn opportunities. And putting in the effort to address concerns is worth it because the value of CTV will continue to grow. According to eMarketer, households with a connected TV device will climb to 87% by 2025. \n\n\n\nBy understanding the truths about CTV, you can better choose a DSP that offers the functionality you need for your CTV campaigns. And, having a handle on these truths will enable you to expand your agency offerings and create digital campaigns that reach their full potential.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Native advertising explained—with examples!","datePublished":"2022-07-01T03:36:00+00:00","dateModified":"2026-09-08T21:47:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples"},"wordCount":1218,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105554/20210505_Native-Ads-01.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","native","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In the last few years, native advertising has become a common channel in most marketers’ media mix. This is because native ads are so reliable for communicating your brand’s message.\n\n\n\nNative ads are paid ads that match the look, form, and feel of the media format that they appear in. They seamlessly blend into the content that a user is viewing on their mobile device or desktop. Unlike banner or display ads, native ads don’t really look like ads, especially at first glance. Let’s take a look at what native advertising is in detail, how it factors into programmatic, native ad formats, and the benefits of this channel.\n\n\n\nWhat is native advertising\n\n\n\nNative advertising is a form of advertising that integrates high-quality content into the organic experience of a given platform. Native ad units conform to the design and feel of the sites on which they display, preserving the immersive user-experience while producing click-through rates like that of editorial content.\n\n\n\nNative advertising may sound like a buzzword that's applied to anything that isn't a banner ad. In reality, it's much more. Native is an ad channel and format that is highly scalable and beneficial to a multi-channel strategy. At its core, native advertising describes the intersection of beautifully customized native content delivery and the power of programmatic technology.\n\n\n\nWhat is programmatic native advertising\n\n\n\nProgrammatic native advertising serves each ad unit on an impression-by-impression level and leverages real-time data and decision making to ensure that the most relevant ad is placed on each site, creating a unique user experience.\n\n\n\nNative advertising adoption in numbers\n\n\n\nAccording to eMarketer, native advertising spend in the US jumped 37% in 2021, and is expected to reach $98.59 billion in 2023. The popularity of this ad format will continue to rise. In 2022, native video advertising is forecast to comprise 84.1% of all video ad spend in the US, an increase of almost 2% compared to 2021.\n\n\n\nNative advertising 101\n\n\n\nNative ads look like they are an inherent part of the page they are found on because they are non-disruptive. Native ads align with the content that a reader is already engaging with, and so a user is more likely to pay attention to them. It’s common now to see native ads in social media feeds, or they will appear as recommended content on a web page. \n\n\n\nMuch like content marketing, native ads work better when the content of the ad provides value to the reader. The content should be well-aligned with your target audience. Use it to address problems your target audience is trying to solve, or to provide valuable information that they’re looking for. The information can be presented in an easily digestible format, like a listicle or educational blog. This way, it’s simple for readers to learn from your content. \n\n\n\nNative ad content should add value to the user's experience so that it does not become disruptive or pull the reader away from the type of content they are interested in reading. Regardless of whether your native advertising campaign goal is to build an audience or drive an action, the first step is to have an engaging piece of content for users to click through to. \n\n\n\nOnce you have that piece of content, it’s time to pick a native ad format. To help you get acquainted, we're explaining three key types and their benefits—with visual native advertising examples!\n\n\n\nTypes of native advertising\n\n\n\nThe term native advertising is broad and continues to evolve. When it first emerged, it was seen as a modern version of the advertorial. It's now considered a separate channel designed to deliver high-quality, value-adding branded content. In its Native Advertising Playbook, IAB mentions the core six forms of native advertising. We believe most of them can be broken down into three categories.\n\n\n\nIn-feed native advertising \n\n\n\nPioneered by social platforms, in-feed native advertising is the most common form of native ad. The primary reason for its wide adoption is its \"mobile-first\" approach and ability to drive users to advertisers' owned media properties. It includes promoted listings and paid results.\n\n\n\n\n\n\n\nIn-ad native advertising \n\n\n\nIf you're using StackAdapt, you can also leverage in-ad native. This format uses the elements of a native ad, including image, headline, body and brand logo. In-ad native ads occur within display inventory of a given page. Advertisers can achieve greater reach while still using the elements that make native ads so engaging, when native inventory is limited.\n\n\n\n\n\n\n\nContent recommendation widgets\n\n\n\nContent discovery widgets are typically found at the bottom of an article. Largely seen as a means for publishers to drive traffic and monetize their content, some advertisers see value in reaching a wide audience in a cost-effective manner through content recommendation.\n\n\n\n\n\n\n\nHow to use native ads\n\n\n\nNative advertising is a great solution for educating your audience, and there are other native advertising benefits, too. Native ads align with content and blog posts in the way they are formatted, and so they can be used to convey information and answers that your audience might be looking for. \n\n\n\nTheir subtle nature makes native advertising a great solution in a world of “banner blindness.” In fact, they are such an effective ad format that the US native ad spend is expected to reach $98.59 billion in 2023. \n\n\n\nStudy after study has shown that native advertising is more effective than traditional digital marketing methods. Some statistics from the Content Marketing Institute on how marketers perceive native advertising are:\n\n\n\n\n53% say it is extremely or very effective. \n\n\n\n90% agree that it can be used to build audiences.\n\n\n\n88% agree that it can be used to drive an action.\n\n\n\n85% agree that it offers valuable content to the reader and can be used to promote content.\n\n\n\n\nNative advertising best practices\n\n\n\nRegardless of which ad format you choose, native advertising can help you build audiences, drive an action, or promote content marketing efforts. It’s a great programmatic option because it taps into social proof. When a native ad appears on a publication that a user trusts, they are more likely to trust content or promotions that are promoted by that publication. \n\n\n\nReady to get started with native advertising? Here are 5 best practices to keep in mind: \n\n\n\n\nMake sure your demand-side platform (DSP) offers the inventory that best suits your campaign.\n\n\n\nBuild your native campaign around an engaging piece of content that provides value to readers.\n\n\n\nConsider leveraging native as part of your multi-channel strategy to boost click-through rates (CTR) when a user has previously been exposed to another channel. \n\n\n\nKeep in mind that the publisher or exchange may arrange and render some or all of your assets in a native format appropriate for the page or app they’re displayed in.\n\n\n\nInclude post-click engagement in your campaign metrics to understand the reception and reach of the campaign.\n\n\n\n\nWant to run exceptional native advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore native advertising with StackAdapt and sign up to start using it today.\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples","url":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples","name":"Native Advertising Explained (w/ Examples) | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-explained-examples#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105554/20210505_Native-Ads-01.png?fit=1200%2C600&ssl=1","datePublished":"2022-07-01T03:36:00+00:00","dateModified":"2026-09-08T21:47:00+00:00","description":"Native ads are a great solution for educating your audience and avoiding banner blindness. Learn why with these native advertising examples.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/political-ad-campaign#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/political-ad-campaign"},"author":[{"@id":"https://www.stackadapt.com/resources/author/emily-hohman#person"}],"headline":"12 programmatic features for political campaign advertising","datePublished":"2024-02-05T21:51:06+00:00","dateModified":"2026-09-08T21:45:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/political-ad-campaign"},"wordCount":1649,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/political-ad-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105553/20240207_12-Programmatic-Features-for-Political-Campaign-Advertising.webp?fit=1201%2C601&ssl=1","keywords":["Content Level : 201","political","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Creating a successful political ad campaign starts with drawing insights from past election cycles. The 2020 US political cycle turned out to be the most expensive for advertising in its history. \n\n\n\nSpending for both presidential and congressional races smashed records—and a big part of those campaign spends went to digital. The role of programmatic ads in political campaigning is growing as the impact and reach of digital advertising is becoming more recognized.\n\n\n\nThe 2024 US presidential elections are just around the corner. With the rise in early voter numbers, the time to plan your political campaigns is now. It’s important to consider all the tools you’ll need for a successful political campaign strategy, and ensure that your demand-side platform (DSP) offers them. \n\n\n\n12 features to leverage for political ad campaign success  \n\n\n\nBased on insights we garnered from campaigns run with StackAdapt during the 2020 election, here are the 12 features every marketer needs to know to run a successful political ad campaign.\n\n\n\n1. Upload voter file data\n\n\n\nBefore getting started with your political campaigns, make sure your DSP offers a solution for CRM direct upload. This solution enables you to easily upload your voter file data—whether that’s phone number, address, or email addresses—directly into your DSP. Once the data is uploaded, you can quickly generate an audience, and either target or suppress voter lists to ensure that your campaigns are reaching the right audiences.\n\n\n\n2. Use voter files for offline attribution\n\n\n\nYou can use your voter files for more than targeting. Take voter files and use them for attribution.\n\n\n\nSimilar to how foot traffic studies work, you can take real-world voter actions like voter registration and tie them to your digital campaigns. This will prove campaign impact, regardless of election outcomes. It can also help you understand which campaign tactics were the most effective in driving votes and voter registration.\n\n\n\n3. Measure popularity with persuasion lift\n\n\n\nPersuasion lift studies measure candidate popularity and voter persuasion based on ads that have been served. Run a campaign that interactively polls users’ perceptions of your client and the other candidates. \n\n\n\nYou can then sort your audiences more accurately, and continue the conversation by delivering different messages depending on the response. Post-campaign reporting will include data that covers survey results, such as geographic breakdown, audience breakdown, creative breakdown, or creative impact. \n\n\n\n4. Reach new voters with lookalike audiences\n\n\n\nTapping into lookalike audiences enables you to reach potential voters who are likely to share similar interests and behaviours with your existing supporters. \n\n\n\nUsing a pixel on your political party’s site, you can tag site visitors, and target those who exhibit the same behaviour as the tagged audience. You can also build a lookalike audience around your CRM list to increase reach or suppress a list, if that’s needed.\n\n\n\nUsing lookalike audiences is a great way to drive incremental reach, build awareness around your political campaign, and engage with new prospects who have the potential to identify with your messaging. \n\n\n\n5. Plan ahead with programmatic guaranteed\n\n\n\nWith increased political spending comes greater competition and higher CPMs, especially as we inch closer to the peak election months. This is why planning ahead is so important, particularly for political campaigns. Programmatic guaranteed (PG) is a feature offered by DSPs that facilitates one-to-one deals between the publishers and advertisers. \n\n\n\nThe advertiser pays a flat negotiated CPM for the inventory that they are purchasing. In return for purchasing all of the impressions fulfilling the criteria set, the publisher sets aside inventory for the advertiser. \n\n\n\nPG helps lock in rates against an audience that is hard to find, or it can help ensure delivery on campaigns—especially during periods of high competition, such as election time. For example, you can use PG to reserve specific CTV placements on key dates. \n\n\n\n6. Set your campaign up for success with forecasting\n\n\n\nCampaign forecasting can be leveraged to better understand how your campaign is going to scale and perform before you spend at all. This way, you can plan your political campaign strategy quickly and effectively. Forecasting will give you the ability to identify the highest-value opportunities and reach voters across an optimal media mix.\n\n\n\nSince forecasting is designed to help you understand how well your campaign will scale before it’s launched, it’s best to use this DSP feature in the early planning stages of your political campaigns. If you know what your budget is, and you know what locations and voters you’d like to target, then you’re in the perfect position to use this tool. \n\n\n\nForecasting will provide you the insights you need to get your campaign up and running quickly. By predicting how your campaign will scale ahead of time, you can make sure you’re planning the parameters that will help you reach the right audience, and maximize the impact of your ad dollars.\n\n\n\n7. Leverage geotargeting to reach US congressional districts\n\n\n\nGeotargeting delivers content to an audience using the geographic location information of the recipient. Some DSPs offer targeting by country, state, US county, city, zip code, or US congressional district. \n\n\n\nWithin the US, you can upload a list of zip codes to reach potential voters. Or, you can target specific addresses or lat/long coordinates with geo radius targeting. Customize your radius down to the mile or kilometre to target users in mobile in-app environments. Both of these targeting methods enable you to reach your audience with precision. \n\n\n\nGeotargeting is a key feature in political campaigns because it enables you to focus your efforts on specific regions. This means political campaigns can zero in on voters according to their location or US congressional district, which helps reduce the likelihood of wasting time and ad dollars on people outside of your target voting district. \n\n\n\n8. Reach more voters with multi-channel targeting\n\n\n\nIn our current digital media landscape, voters are actively using a mixture of channels. With a multi-channel strategy, you can reach them throughout the entire funnel, creating a cohesive message across channels like native, display, CTV, and audio. You may run a campaign across two channels, or across a larger mix. \n\n\n\nA multi-channel approach will help you capture voters who are on only some of the channels you’re using in your campaigns. Targeting multiple channels is proven to lift the performance of campaigns that are otherwise run on just one because a mix of complementary channels increases the percentage of the total target audience that you can reach.\n\n\n\n9. Reinforce your messaging with cross-channel retargeting\n\n\n\nMost marketers know that you need to be present where your customers are. And because the reality of today is that customers are using a mixture of channels, a strategic approach to capturing attention is to be present on the channels and devices they are on. \n\n\n\nAlong with a multi-channel strategy, you can use cross-channel retargeting to increase the likelihood that your political messaging reaches your audience. Retargeting enables you to deliver ads to a user based on their previous intent-based actions on the web. It’s an important tactic for re-engaging a voter who has shown interest in your political platform. \n\n\n\nSeeing your ads across devices and in various formats helps to build campaign awareness. With high reach and frequency across your target universe, your messaging will reach the voters who matter most to your campaign. \n\n\n\n10. Use contextual targeting to reach voters in the right moment\n\n\n\nWith consumer ad preferences and privacy-driven changes evolving, marketers are increasingly turning to contextual advertising. Rather than targeting ads based on user behaviour, contextual advertising targets ads based on the environment in which the ad appears. This targeting strategy helps you reach users while they are in a particular frame of mind, which is indicated by the content they are consuming. \n\n\n\nWith contextual ads, you can target niche phrases that are related to a candidate’s platform, or to the political concerns of your target audience. In the upcoming election, leverage contextual ads to reach politically-engaged voters who are receptive to political messaging. \n\n\n\nThis way, your advertising efforts reach the right audiences. Reaching your target audience with precision is key, and contextual targeting will help you do that.\n\n\n\n11. Persuasion and candidate lift to understand voter perception\n\n\n\nPersuasion lift measures candidate popularity and voter persuasion based on ads that have been served. Run a campaign that interactively polls users’ perceptions of your client and the other candidates. \n\n\n\nYou can then sort your audiences more accurately, and continue the conversation by delivering different messages depending on the response. Post-campaign reporting will include data that covers survey results, geo breakdown, audience breakdown, creative breakdown, creative impact, and more. \n\n\n\n12. Compliance and brand safety features and support\n\n\n\nIt’s important to consider DAA and DAAC compliance for your political ads. This doesn't have to stifle your campaign creativity. \n\n\n\nLeverage a programmatic platform, like StackAdapt, that offers the ability to both embed or display your disclosure when hovering over the ad. Your programmatic platform may also provide a team that ensures all ads that contain messaging or imagery are compliant.\n\n\n\nHow to run a successful political ad campaign\n\n\n\nIn my experience, these 12 features make all the difference in running political campaigns that reach the right voters. There are some other aspects to consider too. \n\n\n\nWhen looking for the right programmatic platform for your campaign, your ideal technology partner should have a deep understanding of digital ad laws and compliance within the political space. \n\n\n\nThe 2024 US presidential election is fast approaching, but don’t stress! Now is the perfect time to begin planning your campaign strategy—starting with choosing the right DSP. \n\n\n\nIf you want to boost the performance of your political ad campaign, request a demo to learn more about StackAdapt.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"Plan for performance with forecasting in StackAdapt","datePublished":"2021-06-14T12:30:00+00:00","dateModified":"2026-09-08T21:48:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting"},"wordCount":598,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513163739/Plan-for-Performance-With-Forecasting-in-StackAdapt.webp?fit=1200%2C600&ssl=1","keywords":["campaign planning","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Planning is key to every digital campaign. In the planning stage, you’ll set your campaign goals, choose the right type of programmatic format, and make sure your demand-side platform (DSP) has the desired audiences you need to launch your campaign. Part of that planning is also forecasting what the reach will look like based on these parameters.\n\n\n\nIn many cases, the best way to evaluate campaign performance is to let it run live and analyze. But what if you could gain insights into your campaign's potential before ever launching it? \n\n\n\nYou could have stellar creative and witty copy, but if the potential reach isn’t there, your campaign may fall flat. Rather than going into a campaign with uncertainty, go in knowing that it will deliver on a specific metric. By making adjustments that set you up for success at launch time, you ensure that the campaign will run, and won’t struggle with pacing.\n\n\n\nTo help you level up your campaign planning strategies, we've introduced a brand new feature: Forecasting!\n\n\n\nHow to use forecasting\n\n\n\nWe built Forecasting so that you can be equipped with the smartest way to spend your budget. Forecasting allows you to better understand how your campaign is going to scale and perform before spending a dime. It gives you the ability to identify the highest-value opportunities, and ultimately, reach customers across an optimal media mix.\n\n\n\nSince it's designed to help you understand how well your campaign would perform before it’s launched, it’s best to use Forecasting in the early planning stages of your campaigns. If you know what your budget is, and have an idea of what locations and audiences you’d like to target, then you're in the perfect position to use this planning tool. \n\n\n\nForecasting can help you find answers to two important pre-campaign questions: \n\n\n\n\nCan I identify the highest-value audience for my target demographic?\n\n\n\nWill I be able to spend my budget in full and scale sufficiently with StackAdapt?\n\n\n\n\nThese are important questions to answer before diving into the more detailed aspects of campaign planning like creative and copy.\n\n\n\nForecasting is found in the Planner tab where you can add a number of forecasting parameters, like audience, geography, inventory to run on, budget, and goal. Once you’ve input some or all of these parameters, you can see estimates for size of audience pool, daily and lifetime impressions, estimated eCPM and the campaign's likelihood to scale. \n\n\n\nThis information enables you to identify where the drop-off for your campaign may be happening, and you'll find opportunities that might suit your campaign better. For example, you might discover that your budget will access a larger audience pool with connected TV than it would with native inventory. \n\n\n\nSet your campaigns up for success\n\n\n\nForecasting provides you with data-driven insights that enable you to anticipate campaign performance prior to running live—in a way, you can pre-optimize your campaign. It’s simple to use, which makes it an easy step to add to your campaign planning.\n\n\n\nBy predicting campaign results ahead of time, you can make sure you’re planning the parameters that will help you reach the right audience, and maximize the impact of your ad dollars. And, you might just discover opportunities for ad spend that you may have not even realized were there for you.\n\n\n\nWant to use Forecasting when planning your next campaign? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting","url":"https://www.stackadapt.com/resources/blog/introducing-forecasting","name":"Plan for Performance With Forecasting | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513163739/Plan-for-Performance-With-Forecasting-in-StackAdapt.webp?fit=1200%2C600&ssl=1","datePublished":"2021-06-14T12:30:00+00:00","dateModified":"2026-09-08T21:48:03+00:00","description":"StackAdapt has just introduced a game-changing feature that will level up the way you plan your campaigns: Forecasting!","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/introducing-forecasting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513163739/Plan-for-Performance-With-Forecasting-in-StackAdapt.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513163739/Plan-for-Performance-With-Forecasting-in-StackAdapt.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"illustrative graphic showing how forecasting works in programmatic advertising"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"How to build a contextual advertising strategy for CPG","datePublished":"2021-05-28T14:05:00+00:00","dateModified":"2026-09-08T21:48:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg"},"wordCount":829,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105551/Edited_Contextual-Header.jpg?fit=1200%2C600&ssl=1","keywords":["contextual targeting","cpg"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Consumer behaviours have evolved because of the pandemic, affecting nearly every industry—including consumer packaged goods (CPG). As a result, marketing strategies are changing, too. For CPG brands, embracing programmatic advertising isn’t just a tool for moving away from walled gardens. Programmatic provides an opportunity to leverage AI-powered targeting options such as contextual advertising to respond to changes in the industry.\n\n\n\nContextual advertising tips for CPG brands\n\n\n\nBehavioural targeting relies on the user’s past actions to understand the kind of purchase they are likely to make. If a consumer performs an action online or offline, they are entered into a user pool or audience list. A cookie or online identifier tracks this user—then, ads can be served according to their past behaviour. \n\n\n\nBut with consumer demand and new regulations around online privacy, some marketers are looking to adopt alternative targeting methods—like contextual advertising. Rather than relying on behavioural, marketers can instead use contextual advertising to target users based on the environment in which the ad appears. This strategy places focus on the consumer’s current frame of mind to show a relevant ad. \n\n\n\nIf you’re a CPG advertiser looking for new ways to target and reach your audience, read on to learn how to build a contextual strategy for CPG brands.\n\n\n\nIdentify your audience’s mindset \n\n\n\nContextual leverages algorithms to target ad placements based on keywords, website content, and other metadata. This targeting method makes sure that ads reach people who are browsing content about a specific topic. Their browsing signals their intent in that specific moment, which can be a reliable indicator of purchase behaviour. \n\n\n\nFor CPG marketers, understanding your audience’s mindset will help you target the right contexts. There are a couple ways to gain intel into your audience’s frame of mind. You can use analytics to understand the demographics of your audience, leverage creatives, engage in social listening, and ultimately build consumer profiles. These profiles will help you understand what content your audience is browsing, and what frame of mind they should be in to be receptive to your ads. For example, a brand that sells cosmetics should have a strong understanding of the frame of mind of a consumer who is interested in makeup. That consumer would likely be found browsing blogs or websites that discuss makeup. But, you might also find receptive consumers browsing related content, like fashion blogs. For a cosmetics brand that is vegan, targeting contexts related to a vegan lifestyle can help hone in on that specific niche. \n\n\n\n\n\n\n\n\n\n\n\nBroaden the contexts you target \n\n\n\nMost CPG products target a broad range of demographics and have a quick sales cycle. This means there’s lots of space for experimentation when contextually targeting consumers for a CPG brand. By broadening the contexts you target, you can figure out what really works.To get started, experiment with inputting phrases related to the product category instead of the specific product. For example, a mascara brand might want to expand to include phrases related to cosmetics, skincare, fashion, or health. This same brand can broaden the demographics that they target. Use contextual words or phrases to target a broad age range, based on milestones they may be approaching. Or, experiment with targeting audiences who are interested in topics related to self-expression. \n\n\n\nAnother strategy for broadening the contexts you’re targeting is to consider how the viewer of a type of content might relate to your product. For example, a shoe company might shift from selling hiking boots by targeting content that is outdoors oriented, to targeting baby-related content to sell running shoes to parents. That advertiser can build creative that demonstrates how an upcoming or new parent could relate to using the running shoes. This approach focuses on showing consumers the potential of a CPG product. \n\n\n\nStart testing contextual advertising\n\n\n\nWhen building your contextual ad strategy, keep in mind that the right context doesn’t always correlate with the landing page or CPG product. For example, it might seem intuitive to target food and cooking related content if you’re a CPG brand that sells soup. While this strategy will likely yield results, you may also find success in targeting sites related to cold symptoms. That way, you reach an audience that is likely in a current frame of mind that’s receptive to cold remedies. \n\n\n\nContextual advertising is providing CPG marketers the perfect opportunity to experiment with imaginative targeting strategies. This is particularly important as consumer behaviour continues to evolve. There’s another benefit to embracing contextual targeting, too—as the cookie becomes more redundant, contextual advertising provides an alternative strategy to shift to.\n\n\n\nLooking to start experimenting with contextual advertising? If you’re a StackAdapt customer, you can get started with contextual targeting now! Request a demo to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg","url":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg","name":"Contextual Advertising Strategy for CPG | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105551/Edited_Contextual-Header.jpg?fit=1200%2C600&ssl=1","datePublished":"2021-05-28T14:05:00+00:00","dateModified":"2026-09-08T21:48:06+00:00","description":"Learn how contextual advertising for CPG brands provides new opportunities and strategies to target and reach your audience.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/contextual-advertising-cpg#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105551/Edited_Contextual-Header.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105551/Edited_Contextual-Header.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"visual representation of a sick person looking at contextual advertising ads for cold and flu remedies"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audio-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audio-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alexandra-jakubowski#person"}],"headline":"Audio advertising Q&A with voices","datePublished":"2021-06-07T13:08:00+00:00","dateModified":"2026-09-08T21:48:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audio-advertising"},"wordCount":1595,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105550/Voices-Tell-All_Header.jpg?fit=1200%2C601&ssl=1","keywords":["audio"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"StackAdapt sat down with Michelle Melski, Communications Manager at Voices, to discuss the growing impact of programmatic audio and how to create audio ads. With over one million members, Voices is the largest marketplace for audio and voice over products and services in the world.\n\n\n\n1. Why do you think audio ads are so important in the current media landscape?\n\n\n\nAt Voices, we like to say that we’re in the middle of a digital audio revolution, where sonic branding and audio assets are more critical than ever. People are oversaturated with visual content, and the rise of social media apps like Clubhouse demonstrate a changing pattern of content consumption that favours audio. \n\n\n\nAudio content, like podcasts and Alexa Flash Briefings, are opt-in media, where listeners are actively choosing to absorb the content being provided. Audio advertising offers a direct way to reach those attentive listeners. Plus, audio in general feels more personal and can create an emotional connection with the listener. \n\n\n\n2. How can a good audio ad level up a digital marketing strategy?\n\n\n\nA good digital marketing strategy has a clearly defined target audience. When you have a thorough understanding of who you need to reach to achieve your campaign goals, then the next step is to figure out where that audience is already active. There's a good chance that your target audience is consuming audio content—37% of Americans listen to podcasts monthly and 24% listen weekly, and that's just podcasts. Audio advertising also allows you to target based on interest, allowing you to hone into a niche that wouldn't be possible to target through traditional advertising. \n\n\n\nThe personal nature of audio content enables your brand to really connect with listeners through audio advertising, creating stronger relationships in the long run. And because you are able to target based on things like demographic, location, genres, and even the type of device being used to listen to the app, you are able to really hone in on messaging that would connect with this particular audience. \n\n\n\n3. Why is it important to partner with the right platform for audio ad creation?\n\n\n\nBad audio is obvious. If the audio quality is off or the voice over delivery is not professional, it’s hard to take an ad seriously. It’s important to work with professionals to create an audio ad so that the experience of listening to your ad is engaging, and captures attention.\n\n\n\nBeyond just a professional voice over, the voice actor you choose for your audio ad represents your brand and should be the exact right fit. Using a marketplace like Voices gives you access to thousands of voice actors who specialize in different vocal deliveries. Be specific about what voice age, accent, and style of delivery matches your brand when you are searching for that perfect voice actor.\n\n\n\n4. What is voices and what are your offerings when it comes to creating audio ads?\n\n\n\nVoices is the world’s largest voice over marketplace. We connect brands and companies with voice actors in over 160 countries, who speak in over 100 languages, accents, and dialects. We offer a completely remote way of hiring professional voice talent for any type of project, including audio ads. \n\n\n\nWe often find brands want to localize their voice over for projects. By ensuring that everything from the word choices in the script to the dialect of the voice actor are considered in a project, a brand’s message can better resonate with a targeted audience. A marketplace like Voices allows brands to find that particular niche voice they are looking for to achieve that connection, bringing their words to life. \n\n\n\n5. Your platform enables advertisers to cast voice actors for their ads. what tips do you have for casting the right voice for an ad?\n\n\n\nThe first thing you want to think about when casting a voice actor for your audio ad is who you are trying to reach with your ad. Is this a hyper-local campaign that would benefit from a voice that sounds familiar? Or is this an ad that will be heard across time zones and could use a global accent? Once you have that firmed up, it’s easy to craft a voice over job posting that matches your campaign needs.\n\n\n\nA vocal delivery that is used in many audio ads is a conversational tone. This is not the announcer voice you’re used to hearing on the radio, but rather it’s a voice that makes your listeners feel comfortable and like they are being spoken to by a friend. The beneficial thing about audio ads is that they have the power to connect emotionally with your target audience, and a conversational tone often helps facilitate that connection. \n\n\n\nAt Voices, we match voice actors to your job posting based on the criteria you provide. So, if you’re asking for a conversational delivery from a female with a voice age of 35-54, only voice actors that fit that criteria will be invited to audition. When you’re listening to the auditions, you’ll often know the right voice for your campaign when you hear it. But if that special voice doesn’t jump out right away, you can also listen for things like audio quality, a delivery that resonates emotionally, and a voice that matches your brand.\n\n\n\n6. Before casting for your ad, you need a script. what are your top tips for scripting audio ads? \n\n\n\nThe script you craft for your audio ad should reflect your overall brand. Pay attention to the words you choose, how you phrase things, and the tone of voice that you request in casting. You ultimately want your audio ad script to come across as authentic to both your audience and to your brand. We offer sample scripts that can help guide you through the process if you’re writing a script for the first time. \n\n\n\nThe length of your script really depends on the medium it will be aired on. Podcast ads, for example, are often host-read and can be included pre-roll, mid-roll, and/or post-roll, which means that their length varies based on how the host wants to speak about the topic. A fully-produced podcast ad can be 15-60 seconds long and are often more conversational and casual than a radio ad. The key to a successful podcast ad is really knowing the audience and writing an authentic script that suits their interests. \n\n\n\nTo stay authentic, a soft or medium sell is ideal. This means not asking for a listener’s business in an urgent way, but rather including a compelling CTA that invites them to learn more. Other important elements of an audio ad are staying true to your brand voice, making sure to include your brand name, incorporating compelling music, and finding the right voice to form an emotional connection with the listeners.\n\n\n\n7. What are some must-know best practises for creating audio ads? \n\n\n\nWhile audio ads are fantastic for targeting strategic audiences, their attention is fixated on the content and without a visual cue, so it's important to keep things simple. If your ad is only 30 seconds long, like a typical Spotify ad, then you should focus on your key messaging and value points. We even recommend putting the value proposition right at the beginning of the ad to help your listeners understand the gist of what you want to tell them off the bat. \n\n\n\nI’ve talked about this a few times now, but it’s important to find the right tone for the vocal delivery of the ad. Consider localization if the audio ad is targeted to a certain region or demographic. But a conversational, authentic voice over is usually the way to go for an audio ad that runs on a podcast, a voice assistant, or on a streaming platform.\n\n\n\n8. How are audio ads differentiated from other ad formats—what do they have to offer that’s special?\n\n\n\nAudio ads are often more effective than traditional advertising on television and radio, and certain studies have shown that they increase brand recall. For voice assistant advertisements in particular, the use of a human voice over a synthetic voice—like the built-in voice assistant voice—has also shown to increase brand recall. The leads a business gets from audio ads are also often qualified because of the targeting that’s possible. \n\n\n\nThe biggest benefit of audio ads, though, can be from the nature of the medium itself. Music and the human voice have the unique ability to form an emotional connection with listeners. And because things like podcasts and music streaming have opt-in listeners, meaning people are choosing to consume this content, there is already an inherent trust built into the content. \n\n\n\n9. Why is execution, and having the right platform important for creating your audio advertising campaign?\n\n\n\nSince targeting the right audience is vital for audio advertising, execution is critical for the success of your audio advertising campaign. You want to be able to trust that your audio ads are being inserted in the right places, reaching the right people for your brand. Working with experts, like those at StackAdapt, ensures that the messaging you have fine-tuned to strike a chord with your target audience finds the right ears. Further, you need to be able to trust that your branded content is complemented by content that fits your brand.Want to run exceptional programmatic audio campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/audio-advertising","url":"https://www.stackadapt.com/resources/blog/audio-advertising","name":"Audio Advertising Q&A With Voices | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audio-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105550/Voices-Tell-All_Header.jpg?fit=1200%2C601&ssl=1","datePublished":"2021-06-07T13:08:00+00:00","dateModified":"2026-09-08T21:48:04+00:00","description":"StackAdapt sat down with Michelle Melski from Voices to discuss the growing impact of audio advertising and how to create audio ads.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/customer-profiles#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/customer-profiles"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Why you need fresh customer profiles (and how to build them!)","datePublished":"2021-07-07T14:02:14+00:00","dateModified":"2026-09-08T21:47:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/customer-profiles"},"wordCount":796,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/customer-profiles#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105550/Customer-Profiles-Header.jpg?fit=1200%2C600&ssl=1","keywords":["customer journey"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Customer profiles provide factual information about the demographics and buying behaviors of your target audience. The profile describes everything you need to know about a specified group of customers. You can then leverage that information to create a digital strategy that aligns with the wants and needs of your audience. Sounds pretty good, right? \n\n\n\nHere’s the thing, though. We are always evolving, shaped by world events, culture, technology and more. This means that consumers and their habits are evolving, too. As a result, your customer profiles can’t be stagnant. Your customers are embracing new technologies as they become available, which means the channels they are likely to respond to digital ads on is changing too. For example, while millennials are enthusiastically adopting digital audio, Gen X is found watching connected TV.\n\n\n\nRead on to learn how to build and update your profiles so that they reflect the way your customers are evolving.\n\n\n\nIdentify the problem\n\n\n\nThe first step to building or updating your customer profile is to focus on the problem that your product, service or business is aiming to solve. For example, a company that sells baby formula is solving one specific problem: keeping babies fed. By identifying the problem your business or product is solving, you can understand who is seeking an answer to that problem.\n\n\n\nWho your audience is isn’t always straightforward. For example, baby formula is solving a problem for babies—but it’s also solving a problem for parents and caregivers. For obvious reasons, in this scenario it’s the caregivers who will be seeking out the product. This makes them the target audience for baby formula. \n\n\n\nOnce you’ve figured out who your audience is broadly, the goal is to narrow that audience down into a profile that aligns with your product. One way to do that is by analyzing your customers’ journey. \n\n\n\nUnderstand your customers’ journey\n\n\n\nBy understanding how a customer goes from awareness and consideration to conversion and evaluation, you can narrow that broad audience down into a more defined profile. If you have one available, refer to a customer journey map, which outlines every touch point that a customer passes through before making a purchase. While it’s useful, a customer journey map isn’t entirely necessary. What’s most important is that you think about how a customer comes to know your business, and eventually make a purchase.\n\n\n\nFor example, a caregiver who purchases baby formula could journey from awareness to purchase in a couple different ways. Their first touch point may have been hearing an ad for the formula in the mid-roll of their favourite parenting podcast. From there, the caregiver might ask a friend if they’ve used the product, or a peer might recommend it. For a final touch point before purchase, the caregiver may go to the formula’s website to read through user-generated reviews. \n\n\n\nCreate a profile description\n\n\n\nOnce you have a broad idea of your audience and the customer journey, it’s time to consider their demographics in detail. Demographic aspects to think about include age, income level, family size, occupation, education level and marital status.\n\n\n\nConsidering the generation that your customers fall into is helpful, because based on the natural affinities and similarities found between generations, you can draw certain conclusions for how they may behave. This will help you understand where you might find your customers online, which informs their customer journey. \n\n\n\nTo return to the baby formula example, we know that the target audience for this product is parents and caregivers. In creating the profile description, you’ll want to dig deeper into who that caregiver is. \n\n\n\nBy considering demographic information about them like generation and educational level, you can better understand how to reach them. For example, since the majority of caregivers of babies and toddlers are millennials, it’s safe to assume that you can reach them through mobile and connected TV.\n\n\n\nBuild a strategy around your customer profiles\n\n\n\nOnce you’ve created or updated your customer profile, it’s time to make use of it. Use your profiles to understand how your customers are interacting with tech, and to drive customer acquisition. We’re in a tech-driven world, so finding that alignment is key when building your digital marketing strategy. \n\n\n\nWhen you understand what tech your customers are using, you can identify what digital ads will perform best in reaching those profiles. You can then build out your strategy around the channels that make the most sense for reaching a particular profile. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Say hello to StackAdapt’s new logo","datePublished":"2021-06-15T13:00:00+00:00","dateModified":"2026-09-08T21:48:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo"},"wordCount":554,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513164421/Say-Hello-to-StackAdapts-New-Logo.webp?fit=1201%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo","url":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo","name":"Say Hello to StackAdapt's New Logo | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/new-stackadapt-logo#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240513164421/Say-Hello-to-StackAdapts-New-Logo.webp?fit=1201%2C600&ssl=1","datePublished":"2021-06-15T13:00:00+00:00","dateModified":"2026-09-08T21:48:02+00:00","description":"As the StackAdapt platform experienced growth and evolution, our logo needed to reflect that same innovation. Introducing our brand new look!","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"New video campaign: Speed that makes the difference","datePublished":"2021-06-16T19:54:21+00:00","dateModified":"2026-09-08T21:48:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign"},"wordCount":437,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/Atreo-Header-compressed.jpg?fit=2500%2C1250&ssl=1","keywords":["adtech","company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign","url":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign","name":"New Video Campaign: Speed That Makes the Difference | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-video-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/Atreo-Header-compressed.jpg?fit=2500%2C1250&ssl=1","datePublished":"2021-06-16T19:54:21+00:00","dateModified":"2026-09-08T21:48:01+00:00","description":"We wanted to tell the story of StackAdapt and the benefit of the platform for our users. Watch our new video to learn what makes us unique!","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/liveramp-partnership#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-partnership"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"3 key LiveRamp integrations that bring StackAdapt campaigns to life","datePublished":"2021-06-22T13:04:00+00:00","dateModified":"2026-09-08T21:48:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-partnership"},"wordCount":487,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-partnership#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/Liveramp-NEW-LOGO_Final-Header-New-Logo.jpg?fit=1200%2C600&ssl=1","keywords":["crm data"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"When choosing a demand-side platform (DSP) for your digital campaigns, you'll want features that align with the specific needs of your campaigns. That said, there are certain capabilities that are universally beneficial to marketers. One of those capabilities? Partnerships.\n\n\n\nA DSP that builds partnerships with industry-leading features and tools enables you to tap into the value of other players. That way, you have an ecosystem of technology partners to lean on for specific functionalities. The StackAdapt and LiveRamp integration is a great example of this. By partnering with LiveRamp, a data connectivity platform, StackAdapt is able to offer marketers an audience integration that enables quick access to proprietary 1st-party audience lists to target in their campaigns. \n\n\n\nThis capability is made possible through LiveRamp’s Retrieval API. The API gives advertisers in the US direct access to onboard and activate customer relationship management (CRM) audiences in near real-time. It also enhances the audience capabilities in StackAdapt, which is one of the most comprehensive targeting solutions in the industry. \n\n\n\nHere are 3 examples of how StackAdapt’s partnership with LiveRamp offers marketers enhanced DSP functionality: \n\n\n\nRemoves personally identifiable information (PII)\n\n\n\nThe LiveRamp integration is privacy and security focused. It removes personally identifiable information (PII) and replaces it with pseudonymous record keys so data can be used with confidence. And, StackAdapt self-serve clients maintain full control over their CRM data in a platform they are familiar navigating. This is an important feature as privacy and security are top of mind for both advertisers and consumers. \n\n\n\nAbility to upload any PII data\n\n\n\nStackAdapt enables you to upload your CRM data—including email address, name, phone number and postal address—directly into the StackAdapt UI. Once uploaded, the data is hashed, and then matched to LiveRamp's pseudonymous identifier, RampID, and the associated cookie, device IDs and IPs, so your new segment can be created in around half an hour. This makes audiences readily available for launching time-sensitive campaigns, like political ads. \n\n\n\nLiveRamp also enables reach extension across multiple channels, so advertisers can find their target audiences on any device type, like mobile or desktop, at the user level. \n\n\n\nStreamlined process with segments ready in near real-time\n\n\n\nThanks to our partnership with LiveRamp, StackAdapt customers don’t need to create a separate LiveRamp account to onboard, manage, and distribute data. If you’re a StackAdapt customer, you can easily upload your CRM data directly into the StackAdapt UI, and your segment will be ready to target in near real-time. This streamlined process means you can spend less time waiting to onboard, and more time focusing on your campaigns. Explore adding or expanding other advertising capabilities to your platform with the StackAdapt API.Looking to onboard your 1st-party data securely? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programamtic-analyst#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programamtic-analyst"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Helping clients make informed campaign decisions","datePublished":"2021-06-24T14:52:30+00:00","dateModified":"2026-09-08T21:47:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programamtic-analyst"},"wordCount":915,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programamtic-analyst#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/Life-in-Adtech-Header.png?fit=1201%2C600&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Sasha Yee Fong, a Programmatic Analyst (PA) at StackAdapt. In this post, we will get an inside look at her journey into adtech, what trends she’s seeing in the industry, and her advice for running successful programmatic campaigns. \n\n\n\n1. How did your journey in AdTech begin?\n\n\n\nIn university I was always interested in the study of human behaviour. I was attracted to advertising because I wanted to understand consumer wants and needs by utilizing data. I started my journey in adtech right after graduating university, working as a direct digital media coordinator at an advertising agency. I fostered direct relationships with a variety of publishers and was involved in the campaign process from start to finish. Although I enjoyed the strategy side of things, I wanted to be more involved in big data. That’s how programmatic advertising caught my attention. \n\n\n\nA year later, I started as a Programmatic Strategist at StackAdapt. In this role, I managed various campaigns (300+ campaigns in a week!) while providing optimization suggestions to improve overall performance in real-time. Although I enjoyed this, I wanted to dive even deeper into the data so that I could better understand our target audience respective to clients' needs. So, I joined StackAdapt’s analytics team. Now, I am able to provide additional insights to clients so that they can make more informed decisions about their campaigns. \n\n\n\n2. What is the main focus of your role as a programmatic analyst? \n\n\n\nMy goal as a Programmatic Analyst is to act as a bridge between sales and engineering. Our team provides the flexibility of pulling data from the backend so that our clients can have more insight when improving current and future campaigns. While we can determine overall campaign performance, we can also look at how effective StackAdapt ads were in driving conversions for a brand.\n\n\n\nWe work to determine the impact of our client’s cross-channel strategies by identifying analytics and providing suggestions for optimizations. For example, we might look at how many ads a user is served before they click or convert. By examining this data, we can tell our clients what the sweet spot for ad frequency is. They can then apply frequency caps accordingly to ensure their ads are reaching a quality audience, and their ad dollars are spent efficiently and effectively.  \n\n\n\n3. What trends in programmatic do you think we’ll see take off this year?\n\n\n\nI’m expecting that we will see a rise in connected TV (CTV) and programmatic audio advertising this year. These channels saw a rise in popularity during pandemic restrictions, which means enjoying CTV and audio content is now an established habit for much of the population. Even as restrictions begin to loosen, these habits will stick around. \n\n\n\nWe’ve also seen a rise in screen time in general. It’s likely that this is due to pandemic restrictions paired with the growth of streaming services and content offerings. The rise of screen time was accompanied also by a rise of screen-less media. People discovered alternative ways of keeping themselves entertained and occupied. Some adopted pets while others listened to music or podcasts during their walks. \n\n\n\nMore time spent on media, whether screened or screen-less, means more opportunities for advertisers to promote awareness of their brands. It’s a great time for programmatic!\n\n\n\n4. What is one piece of advice that you would give a marketer looking to run their first programmatic campaign?\n\n\n\nWork with your Account Manager! While all members of the team know the platform, Account Managers are very close to the campaigns themselves. They can fill in gaps in campaign strategy and brand nuances if they exist.\n\n\n\nAnother piece of advice from an analyst’s perspective would be to run A/B tests. This will help you gain a better understanding of how campaigns should be set up. For example, you’ll gain more insight as to which creative messaging works best for your brand or which tactics are most effective.  \n\n\n\n5. What is the most rewarding part of being a programmatic analyst at StackAdapt?\n\n\n\nThe most rewarding part of working at StackAdapt is what comes with working in a fast growing company. I am working in an environment that not only encourages but prioritizes constant learning. As a programmatic analyst, I’m able to deep dive into big data and understand what the main drivers are for optimal campaign performance. I can maximize the usage of my technical skills by pulling raw data from R or SQL, gain insight and then visualize the data being interpreted. \n\n\n\nI feel there’s always something new for me to learn as our platform evolves. I have the opportunity to interact with talented individuals across different departments and keep up with the latest advertising trends. I’m grateful to be part of StackAdapt’s rapidly growing success and I’m looking forward to seeing what the future holds.\n\n\n\nInterested in joining StackAdapt? Check out our careers section.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to attract customer attention in a fragmented digital landscape","datePublished":"2021-07-08T13:03:00+00:00","dateModified":"2026-09-08T21:47:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention"},"wordCount":1242,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/attract-customers_Final-header.png?fit=1200%2C601&ssl=1","keywords":["audience targeting","contextual targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"It's become increasingly competitive in our fragmented media landscape to attract customer attention. This is in part because advertising now stretches across dozens of mediums: apps, laptops, tablets, podcasts, television, radio, social media, and more. With so many touch points, there is more competition for the attention of your desired audience. \n\n\n\nConsumers use various devices and channels daily, often flipping between them or multi-tasking. A person might browse online while listening to a podcast, or they’ll listen to a Spotify playlist while working on their laptop. Because users encounter so much media throughout the course of a day, they can become bored or disinterested by it quickly. In short: today’s consumers get distracted easily. \n\n\n\nFor marketers, this can make it challenging to reach the right customers at the right time, in the right place, and when they’re in the right frame of mind. To help you make sure your campaign captures the awareness of the audience you want, we’re sharing 5 tips for attracting consumer attention. \n\n\n\nAttract customer attention from the first moment\n\n\n\nPeople encounter countless amounts of media throughout the course of a day, and often, they are multi-tasking while they encounter it. For example, a person might start their day listening to a music playlist, while eating breakfast, and skimming emails in their inbox. This multi-tasking and multi-media norm means that your window for grabbing a person’s attention is short. If you don’t capture it within the first few seconds, they will move on. \n\n\n\nTo avoid distraction, plan a strategy for your ads before implementing them. Start by thinking about what your customers like and want. That way, you can plan creative and messaging that resonates with them. In many cases humour and entertainment will capture attention, or, an ad that creates a positive emotional feeling. An ad that is funny, entertaining, or emotional, is more likely to grab the attention of a viewer or listener.Another tip; ensure that your ad is engaging from the start. If you don’t capture the attention of your audience immediately, then you risk them moving on. To avoid this, hook your target demographic in the first few seconds by using language or imagery that speaks to them, intrigues them, or spurs an emotional response. \n\n\n\nRegularly update your customer profiles\n\n\n\nCustomer profiles provide factual information about the demographics and buying behaviours of your target audience. The profile describes everything you need to know about a specified group of customers. A profile might include details about the age, location, life stage, income level, education, and preferences of an audience. With this information, you can create a profile that leverages demographic information to create a digital strategy that aligns with the wants and needs of your audience. \n\n\n\nIt’s important to note that creating a customer profile isn’t a one and done project. We are always evolving, shaped by world events, culture, technology and more. This means that consumers and their habits are evolving, too. As a result, your customer profiles can’t be stagnant. Your customers are embracing new technologies as they become available, which means the channels they are likely to respond to digital ads on is changing too. Therefore, it’s important to keep your profiles updated. \n\n\n\nOn a regular basis, reevaluate and update the profiles so that they reflect current norms. By doing this, you can optimize your campaigns to capture your audience’s attention best—because updated customer profiles will mean your ads are relevant and on trend.\n\n\n\nLeverage channels that command attention\n\n\n\nSelecting channels that best align with your target audience will help to capture their attention. Another strategy? Build your campaign around the channels that are particularly well-geared toward holding the attention of consumers. Two channels to consider are programmatic audio and connected TV (CTV).\n\n\n\nProgrammatic audio ads do not rely on visual engagement. Because of this, digital audio reaches consumers in an immersive way that visual advertising cannot. Music spurs emotions, and listening to a podcast can emulate the experience of chatting with a friend.\n\n\n\nDigital audio also commands the listener’s full attention in a way that other digital formats do not. This leads to listeners feeling intimately connected to the content they are hearing, which sets the stage for a better connection between a listener and a brand. The listener is more receptive to the ads, which creates the opportunity to drive engagement. The personal nature of audio also results in ads having a lasting and memorable effect, which means a higher rate of ad recall.\n\n\n\nConnected TV ads also hold audience attention particularly well. CTV’s natural full-screen experience lends itself to highly viewable ads, in an environment in which the audience is already captive. When watching content through a connected TV, viewers understand that ads will be part of the experience. Knowing this, they tend to be more receptive to them. And, ads on CTV aren’t skippable. This combination of factors means that viewers pay more attention to ads seen on CTV, and will generally view the ads from start to finish.\n\n\n\nReach your audience in the right frame of mind\n\n\n\nCapturing the attention of your audience is often about timing. You want to capture their attention, but you also want to capture that attention when your target demographic is in a receptive frame of mind. One tactic for reaching your audience in that right frame of mind is to leverage contextual targeting. Contextual targeting ensures that your audience views your ad at the right moment, which increases the likelihood of capturing both their attention and engagement.\n\n\n\nContextual advertising targets ads based on the environment in which the ad appears. This targeting strategy uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. For example, if a user is reading a blog about types of coffee, they could be served ads for coffee makers, or coffee beans. By doing so, the marketer taps into a moment in which the user is thinking about coffee-related products, and is therefore more open to considering a new product.\n\n\n\nLook beyond walled gardens\n\n\n\nSince consumer attention today is fragmented, being present across channels is key to capturing that attention. This is why it’s important to look beyond walled gardens when putting together your campaign strategy. When you stay within walled gardens, you limit the possibility of capturing your consumer’s attention on different channels. \n\n\n\nThere are other limitations to walled gardens, too. One of the challenges of modern digital marketing is an overabundance of tools with limited integration capacities. Even with automation software, closed platforms add complexity by keeping campaign intelligence siloed. Comparing performance between walled gardens and the open market can be incredibly tough, making budget allocation a shot in the dark.\n\n\n\nUsers today are on a combo of different platforms. While you can’t expect that everyone is on Facebook or LinkedIn, it’s safe to assume that users are visiting pages on the open internet. Therefore, a multi-channel approach that looks beyond walled gardens will be more likely to capture attention that is fragmented. \n\n\n\nWant to attract customer attention? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention","url":"https://www.stackadapt.com/resources/blog/attract-customer-attention","name":"How to Attract Customer Attention | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/attract-customer-attention#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105549/attract-customers_Final-header.png?fit=1200%2C601&ssl=1","datePublished":"2021-07-08T13:03:00+00:00","dateModified":"2026-09-08T21:47:56+00:00","description":"Learn how to attract customer attention in a fragmented media landscape with these 5 essential StackAdapt tips.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/attribution-modelling#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/attribution-modelling"},"author":[{"@id":"https://www.stackadapt.com/resources/author/mark-shannon#person"}],"headline":"Optimize your campaign reporting with attribution modelling","datePublished":"2021-07-15T14:45:38+00:00","dateModified":"2026-09-08T21:47:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/attribution-modelling"},"wordCount":1231,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/attribution-modelling#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105546/attribution-modelling-digital-marketing.png?fit=1200%2C600&ssl=1","keywords":["attribution model","Content Level : 101","conversion tracking","reporting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths. It’s a useful tool for marketers, because modelling attribution helps you to understand how a conversion funnel is working, and how best to optimize your campaign reporting. With an attribution model, you can better plan your budget and spend allocation. \n\n\n\nTo help you get started with attribution modelling, we’re covering the basics: what an attribution model is, types of models, and their benefits.\n\n\n\nWhat is attribution modelling\n\n\n\nAttribution in marketing is the way in which marketers assess the value or return on investment (ROI) of the channels that connect them to potential customers. With attribution, you’re able to see how your customers are coming to know and buy your product or service. An attribution model is one method for uncovering this information.An attribution model does this by identifying a set of user actions that contribute to a desired outcome. Then, attribution assigns a value to each of these events. For example, last-touch attribution gives conversion credit to the final touch point where a lead has converted from. So, if a lead clicked through to your landing page from a native ad, and made a purchase, the attribution model would assign credit for that conversion to that native ad.\n\n\n\nDigital marketing attribution is important because it makes the marketing realm less complex. With so many mediums, channels, and demographics of customers, it can be hard to know exactly where or how to focus your efforts. Attribution models provide a way of understanding where your efforts are most successful, enabling you to optimize your conversion funnel. By creating an attribution model, you can determine the ROI associated with each of your marketing channels and determine whether more resources or spend should be assigned to one specific channel.\n\n\n\nTypes of attribution models\n\n\n\nThere are various types of attribution models that marketers can rely on. Which model you use depends on your business, your vertical, and the journey that your prospects take to become customers. Before getting into specific types of attribution models, it’s important to distinguish between single-touch and multi-touch models. \n\n\n\nA single-touch model evaluates a single touch point where the engagement that is given credit for the sale is either the first or last interaction a customer will have with the company’s campaign. These models are great for understanding how your customer’s journey either begins (how they come to find your business) or what final event results in conversion.Multi-touch attribution models are more complex. They typically feature multiple engagements where varying degrees of credit are given to various touch points, which eventually lead to a sale. A multi-touch attribution model will often include first and last touch points as part of the customer journey. \n\n\n\nCommon attribution models \n\n\n\nThere are 6 attribution models that are commonly used, and they range in purpose and in complexity.\n\n\n\n1. First-click attribution\n\n\n\nThis model assigns credit to the first marketing touch point, the channel or activity that acquired contact with a customer. This model is easy to implement, and is useful for uncovering how customers and leads are initially finding your business. \n\n\n\n2. Last-click attribution\n\n\n\nWith this model, all the credit goes to the customer's last touch point before converting. This model is easy to implement, and is useful for understanding at what touch point a lead converts, especially within a short sales cycle.\n\n\n\n3. Linear attribution\n\n\n\nThis is a multi-touch attribution model, which makes it more complex than first and last touch models. It takes into account and attributes credit to multiple touch points along the customer journey. In most cases, you want this model to take into account every single interaction that a prospect has with your business prior to conversion. This model is more complicated to implement, but it provides a more detailed and whole picture of your customer’s journey. This model can be used in tandem with first and last touch, and it’s especially useful for long consideration windows. \n\n\n\n4. Time decay attribution\n\n\n\nTime decay attribution is a multi-touch attribution model that gives varying amounts of credit to all the channels and touch points that led to your customer converting. The amount of credit that is assigned decreases the further back in time that the channel was interacted with, hence the name “time decay.” This model is particularly useful for shorter consideration windows, because it can provide insight into when it’s best to heavy up on your messaging to secure a sale or conversion.\n\n\n\n5. U-shaped attribution\n\n\n\nAlso known as position-based attribution, this model assigns 40% of credit to both the first and last touch, and then divides the remaining credit between the mid-funnel touch points. This type of model is useful for identifying the right combinations of media and messaging that will attract and convert your target audience. \n\n\n\n6. W-shaped attribution\n\n\n\nSimilar to the U-shape, this model recognizes the middle step in the conversion journey when a potential customer becomes a lead. This model assigns 30% of credit to both the first and last touch, as well as 30% credit to the point between the two when a prospect becomes a lead. The remaining 10% is divided among other touch points. \n\n\n\nThe benefits of attribution modelling \n\n\n\nLets say your team is leading the digital campaign for mortgage products, and would like to use an attribution model to gather insights for future campaign planning. Since the consideration window for mortgages is long and involves many touch points, it would make the most sense to use a linear attribution model for this campaign. \n\n\n\nThe model will tell you the touch point that caught a user’s attention, and what touch points kept that user interested throughout the funnel—eventually resulting in a sale. After the sale, the linear attribution model will assign an appropriate amount of conversion credit to these touch points to inform your future strategy.\n\n\n\nFor example, the attribution model might find that a display ad which is shown to your target audience using contextual advertising is an effective first touch. And, this first touch is more effective at progressing leads further into the funnel than other channels, like native ads. Your team can leverage this insight to ensure that budget and spend are allocated to the most effective channel for a future mortgage campaign. \n\n\n\nYour team could also consider a position-based attribution model for the mortgage product campaign. With this model, you would assign more credit to the first touch point, which earns your user’s attention, and the last touch point, which leads to the sale. The touch points in between would carry less credit. A position-based attribution model would ensure that the most meaningful interactions receive the highest credit, while less meaningful touch points are recognized but not assigned the same value.\n\n\n\nThe data gathered from an attribution model in advertising will help decipher where marketing efforts—and dollars—are most successful. This can better optimize your conversion funnel, and help to plan future budget and spend allocation effectively. The key? Ensure your chosen attribution model best reflects your unique marketing funnel.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/attribution-modelling","url":"https://www.stackadapt.com/resources/blog/attribution-modelling","name":"Campaign Reporting with Attribution Modelling | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/attribution-modelling#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105546/attribution-modelling-digital-marketing.png?fit=1200%2C600&ssl=1","datePublished":"2021-07-15T14:45:38+00:00","dateModified":"2026-09-08T21:47:55+00:00","description":"Learn the benefits of attribution modelling, types of models, and how attribution will help optimize your digital campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Contextual advertising strategies for marketing financial services","datePublished":"2021-07-28T19:40:15+00:00","dateModified":"2026-09-08T21:47:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services"},"wordCount":846,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105546/20210726_Financial-Contextual-square.png?fit=1200%2C601&ssl=1","keywords":["contextual targeting","financial services","page context ai"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Consumer’s banking behaviours have changed in recent years, with most generations now embracing digital banking. In fact, RFi Group research found that 71% of consumers globally are now using digital banking channels weekly—a 3% year over year increase. This shift to digital banking means that strategies for marketing financial services are evolving, too. \n\n\n\nThis rise of digital banking has mirrored the growing consumer habit of seeking information online before making a purchase. This means there’s no better time than now for marketers to use digital advertising for finance campaigns. And with consumers spending time researching online, there is growing value in aligning marketing messaging with the content that consumers are reading about. \n\n\n\nContextual advertising for marketing financial services\n\n\n\nFinance marketers can tap into this consumer behaviour by leveraging contextual targeting to target users based on the environment in which an ad appears. This strategy places focus on the consumer’s current frame of mind to show an ad that is hyper relevant. \n\n\n\nContextual targeting is different from behavioural targeting because behavioural relies on a user’s past actions to understand the kind of purchase they are likely to make. Instead, contextual uses algorithms to target ad placements based on keywords, website content, and other metadata. \n\n\n\nUnderstand your customer’s journey\n\n\n\nFinance is differentiated from other categories, like consumer packaged goods, because consumers don’t tend to switch between financial products and services frequently. Therefore, when marketing financial services it’s important to understand your customer’s journey so that you can not only capture new clients, but nurture your existing client base. Nurturing will help increase customer loyalty and satisfaction so that you can increase customer lifetime value (CLV).\n\n\n\nThe customer journey tells you how your customers go from awareness and consideration to conversion and evaluation. This insight into your customer’s frame of mind is exactly what you need to effectively target using contextual advertising. Finance marketers can use their understanding of touch points to make sure that contextually placed ads reach consumers at the right moment. \n\n\n\nFor example, if you’re selling an education savings plan, you might target content that is relevant to users who are new parents. Seeing an ad for an education savings plan while reading a blog about baby development will encourage a parent to think about that long-term investment’s value for their child’s future. \n\n\n\nSince their child is still young, they may not be ready to start an education savings plan, but the ad has created that first touch point in the consideration stage. With a clear understanding of the customer’s touch points, retail banks can make meaningful connections with potential consumers, and nurture existing ones. \n\n\n\nReach consumers based on life stage\n\n\n\nThere’s a broad variety and range of finance products and services, from chequing accounts for first time bankers, to credit cards, mortgages, and retirement savings plans. This broad range of products means the audience for financial products is diverse, and therefore, your campaign targeting should be diverse, too. You can use contextual targeting to reach these diverse audiences based on stage of life. \n\n\n\nMany milestones in life, like starting school, getting married, or having a child, correlate with specific financial products. Look to your customer profiles to understand what stage of life your ideal customer may be in, and target them accordingly. For example, a student starting university might be looking for their first credit card, or a couple that’s just gotten married might be looking to purchase their first home. You can leverage contextual targeting to place ads on pages that your target audience will likely be looking at online. \n\n\n\nA recently married couple may start browsing articles that cover “steps for buying your first home” or “how to qualify for a mortgage.” With contextual advertising, you can place ads for your mortgage products on those pages so they reach an audience that is in a receptive frame of mind. In another scenario, a bank might want to attract more students to their student chequing account. That bank could implement contextual advertising to target content that is popular amongst university-aged students. \n\n\n\nGet started with contextual advertising\n\n\n\nWith contextual advertising, finance marketers can ensure they are reaching the right audiences, in the right frame of mind. By evaluating your customer’s journey, you can pinpoint the stage of life that your target audience is in, and use contextual advertising to reach them as they prepare for, or are in the midst of, a life milestone. \n\n\n\nThere are other benefits, too. Contextual advertising isn’t constrained by privacy legislation because it doesn’t collect or use information about users. And, since contextual advertising campaigns are served programmatically, you can use many different formats to serve your ads like native, display and video, and you can review real-time metrics and optimize for maximum performance. \n\n\n\n\n\n\n\nWant to get started with contextual targeting? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services","url":"https://www.stackadapt.com/resources/blog/marketing-financial-services","name":"Contextual Advertising for Financial Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-financial-services#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105546/20210726_Financial-Contextual-square.png?fit=1200%2C601&ssl=1","datePublished":"2021-07-28T19:40:15+00:00","dateModified":"2026-09-08T21:47:51+00:00","description":"Learn how contextual advertising strategies for marketing financial services can provide new opportunities to target and reach your audience.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/zero-party-data#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/zero-party-data"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"How to use zero-party data to personalize your campaigns","datePublished":"2021-08-05T20:33:17+00:00","dateModified":"2026-09-08T21:47:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/zero-party-data"},"wordCount":742,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/zero-party-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105545/zero-party_header.png?fit=1201%2C601&ssl=1","keywords":["1st-party data","audience targeting","Content Level : 101","targeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"First-party data has long been an established tool for gathering information that will inform your personalization strategy. But there’s another audience type—one that few marketers talk about—which you can add to your data mix to enhance your personalization: zero-party data. This lesser-known type of data can provide additional insights that even 1st-party data may not provide.\n\n\n\nWhat is zero-party data\n\n\n\nZero-party data is the information that a customer proactively volunteers to share with a brand, through formats like quizzes, contests, personalized surveys, opt-in forms, or other personalized communications. It’s often voluntarily provided, which differentiates it from other types of commonly leveraged user data: first, second, and third-party. \n\n\n\n\n\n\n\nInformation that a customer proactively volunteers to share with a brand, through formats like quizzes, contests, personalized surveys, opt-in forms, or other personalized communications.\n\n\n\n\n\n\n\n\n\nInformation you collect and own about your customers' behaviours and actions on your website (pixel data), app, social media, or other mediums where they engage or transact with your brand.\n\n\n\n\n\n\n\n\n\nInformation (similar to 1st-party data) that you own, however, is collected by another organization that you partner or transact with.\n\n\n\n\n\n\n\n\n\nInformation collected and sold by independent organizations available to you to layer onto your advertising initiatives.\n\n\n\n\n\n\n\n\n\n\n\nWhy you should collect zero-party data\n\n\n\nZero-party data is valuable because it provides a representation of your customer’s preferences, purchase intent, and relationship with a brand. For example, if a customer submits a form to receive updates about a retail brand’s new stock, they are showing genuine interest and intent in that brand’s products. \n\n\n\nBy capturing your audiences’ intentions, interests, motivations, and preferences, you can create personalized experiences. And by being transparent about your intentions with the data, you’re able to convey to your customers that they can trust you. \n\n\n\nLet’s break down more of the benefits of zero-party data: \n\n\n\n\nInformation is volunteered by the audience. This makes it a privacy friendly form of data collection. For this same reason, zero-party data helps customers develop a relationship and trust with a brand in a world where consumers are concerned with companies “knowing too much.”\n\n\n\nInforms your advertising strategy. You can use zero-party data to understand your customer’s journey, learn how best to reach them, and how to keep them engaged and loyal to your brand. Use it to increase personalized campaigns across all stages of the customer journey. \n\n\n\n\nHow to collect zero-party data using discovery ads\n\n\n\nPersonalized communications like surveys and opt-in forms are popular ways to get started with gathering zero-party data. Another tactic for tapping into this audience is through ad creatives. Discovery ads are interactive ads that encourage users to engage with the ad and provide information—generally regarding a preference or opinion. That information helps you to uncover specific details about your target audience. \n\n\n\nYou might use discovery ads to engage familiar prospects in the lower funnel, or address a broader audience in the upper funnel. A discovery ad can ask broad questions like, “What’s your favourite ice cream flavour?” or more specific ones like, “What does your business need help with?” Brands and businesses can leverage discovery ads as a tool for gathering intel on their audience, like what their main pain points are, or their preferences between products. \n\n\n\nUpper funnel audiences (or prospects) can provide valuable insights into brand retention. And, lower funnel audiences (likely to be consumers) can share specific purchase intents on products or services that are more valuable to them. Based on their response or preferences, you can sequentially retarget them with a specific product that they are interested in.  \n\n\n\nUse data to personalize your campaigns\n\n\n\nUse zero-party data gathered from discovery ads and other tools to build your relationship with your customers. You can then leverage provided information, like preferences and purchase intentions, to inform your customer profiles and build audience segments to match them. \n\n\n\nAnd, be sure to add zero-party data into your overall data mix. By using it in tandem with other data, particularly 1st-party, you can uncover detailed insights that will enable you to personalize your marketing campaigns with more precision. Ultimately, this will help you build trust and relationships with your customers, and increase customer lifetime value. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-quality-analyst#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-quality-analyst"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: How platform quality analysts add a human touch to programmatic","datePublished":"2021-08-09T13:18:00+00:00","dateModified":"2026-09-08T21:47:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-quality-analyst"},"wordCount":846,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-quality-analyst#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105545/20210803_Life-in-Adtech_Julia_Header.png?fit=1201%2C601&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our clients.\n\n\n\nThis month features Julia Bricknell, Platform Quality Analyst at StackAdapt. In this post, we will get an inside look at what her role entails, the importance of reviewing and auditing campaigns before launching, and what trends she’s seeing in programmatic advertising.\n\n\n\n1. What is the main focus of your role as a platform quality analyst?\n\n\n\nOur main mission as Platform Quality Analysts is to guarantee a brand safe environment for our clients as well as a positive ad serving experience for the end user. We do this by providing curated human reviews of our client's campaigns to make sure that all ad operations and ad policies are followed. We are the watchful eye that spots any potential errors that could be costly to a campaign before it goes live. \n\n\n\nWe review simple things, like checking that the ad clicks through, and we review functions like impression trackers and engagement pixels. We also ensure that campaign details and ad creative comply with exchange specifications, industry regulations, and applicable local law. Keeping this watchful eye is a busy job—on average, we approve 3,000 ads every day.\n\n\n\nMy team also works to help protect the platform from any suspicious activity or fraud, and apply our standards to our inventory approval process. As a result of our efforts, our clients can be confident that their campaigns are running on secure domains that are brand safe and fraud free. Like the name says, we prioritize quality and we regulate it on the platform.\n\n\n\n2. Why is it so important to review and audit campaign details and ad creative?\n\n\n\nFirst impressions matter! Beyond the risk of inefficient campaign spend, certain inconsistencies and errors in a campaign have the potential to be detrimental for the client and their brand’s perception. A prospecting programmatic ad could be the first point of contact a consumer may ever have with a brand, which is why the platform quality team conducts a meticulous human review of each campaign. \n\n\n\nIt can be surprising to learn that even minor details, such as excessive text overlay or whitespace on a native image, can negatively affect campaign performance and spend. Through the human review, we are able to experience what the end user will be served so we can be confident that the ad is operating and communicating as it has been intended to. We make sure the brand will be perceived favourably once out “in the wild.” \n\n\n\n3. What trends in programmatic do you think we’ll see take off this year?\n\n\n\nWith digital audio quickly gaining popularity, without a doubt, I think programmatic audio will be a key strategy this year. Audio stands out because, compared to other channels, it’s unique. You can use audio ads to blend into the user listening experience, and really capture the attention of those listeners. There is power in auditory brand recognition! Audio is also the perfect addition to a multi-channel campaign because you can reach your audience on any tech they're using. \n\n\n\nIt has been so fascinating to review audio campaigns because I get to see what creative ideas are coming through in that format. I pay close attention the the feeling that a sound clip might create in a listener, for example, a police siren might create a negative feeling. It's exciting to uncover these unique nuances when I'm reviewing audio ads.\n\n\n\n4. What is the most rewarding part of being a platform quality analyst at StackAdapt?\n\n\n\nAs a Platform Quality Analyst I am able to experience the intersection of many different parts of the programmatic campaign process. Whether it be client assessment, creative strategy, targeting strategies, or ad policy compliance, I get to see the result of so much time and effort from multiple different teams funnel into the final result before going live. It is so rewarding to work with people who genuinely want to help each other and the client succeed.\n\n\n\nFrom a creative perspective, I take interest in seeing what strategies brands use in their campaign execution and creative execution. Since I look at so many ads a day, I have a thorough understanding of many different industries. Each one is unique in their strategies and ad policy requirements. \n\n\n\nHaving audited over 80,000 ads in my one year here at StackAdapt, I’ve developed a more critical eye when looking at what’s served to me when I browse the internet. I often find myself mentally auditing different programmatic ads that are served to me!  \n\n\n\nInterested in joining StackAdapt? Check out our careers page.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/political-campaign-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/political-campaign-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/emily-hohman#person"}],"headline":"6 political campaign strategies from a programmatic expert","datePublished":"2024-10-28T15:34:03+00:00","dateModified":"2026-09-08T21:44:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/political-campaign-strategy"},"wordCount":1275,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/political-campaign-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241025105827/20241022_Political-Campaign-Refresh_header.webp?fit=1201%2C601&ssl=1","keywords":["audience targeting","blog","Content Level : 101","political"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The year 2024 will go down in political history—not just for the results of the US presidential election, but for how much advertising was spent on it.\n\n\n\nAccording to EMARKETER, 2024 marks the first time $12 billion USD has been spent on political advertising during a presidential race, with US digital political ad spend growing 156.3% compared to the previous election year.\n\n\n\nMeanwhile, in Canada, although the next federal election isn’t expected to happen until 2025, it was recently revealed that the official opposition spent 20 times as much on ads as the governing parties’ campaign in 2023.\n\n\n\nPolitical ad spending has always been known to fluctuate based on election cycles and fundraising efforts, with political ad spend traditionally spiking as candidates ramp up their campaigning.\n\n\n\nNow, those spikes are growing more prominent, even outside of election years, with political parties advertising earlier in election cycles and turning to emerging channels like connected TV (CTV) to reach demographics that would have been previously inaccessible with traditional advertising methods.\n\n\n\nWith countries like Canada, Australia, Germany, Ireland, and more slated to vote for new leaders in 2025, programmatic advertising has never been more important to the success of political campaigns.\n\n\n\nRead on to learn the benefits of programmatic advertising for political campaigns and walk away with six programmatic tactics that will help maximize your reach and make an impact in your next election cycle.\n\n\n\nBenefits of programmatic for political campaigns\n\n\n\nProgrammatic allows you to connect with voters across all of their devices, capturing their attention wherever they are online. Here are some of the other benefits of leveraging programmatic as part of your digital marketing strategy for political campaigns.\n\n\n\nSpeed\n\n\n\nUnlike other forms of advertising, programmatic advertising allows political advertisers to quickly launch campaigns and make adjustments to targeting, messaging, and ad placements based on real-time insights and what’s happening on the campaign trail.\n\n\n\nGreater reach\n\n\n\nProgrammatic offers huge potential audience reach, including incremental reach, because the majority of people are online. In the US alone, there are over 320 million active internet users, many of whom can be strategically targeted using a programmatic advertising platform.\n\n\n\nGranular targeting\n\n\n\nProgrammatic advertising helps you reach your ideal voters by targeting them based on their geolocation and even their IP address. For example, Digiday reports that CTV is increasingly being used to reach swing voters, especially in local and statewide elections, due to its precision targeting.\n\n\n\nEffective reporting\n\n\n\nWith programmatic, you can access real-time reporting and data to measure exactly how your political campaign creatives and overall targeting are performing shortly after your ads launch.\n\n\n\n6 tactics for your political campaign strategy\n\n\n\nLet’s dive into 6 programmatic tactics that will help you launch campaigns quickly and drive results.\n\n\n\n1. Plan your campaign with forecasting\n\n\n\nTiming is everything in politics. With campaign forecasting, you can better understand how your campaign is going to scale and perform before you spend a single dime, helping you identify the highest-value opportunities, and how to reach potential voters across an optimal media mix.\n\n\n\nSince forecasting is designed to help you understand how well your campaign will scale before it’s launched, it’s best to use this programmatic feature in the early planning stages of your political campaigns. If you know what your budget is and what locations and voters you’d like to target, then you’re in the perfect position to use this tool. \n\n\n\nForecasting provides you with the insights needed to get your campaign up and running quickly. By predicting how your campaign will scale ahead of time, you can adjust the parameters to ensure you reach the right audience and get the most out of your ad budget.\n\n\n\n2. Use geotargeting to reach the right audience\n\n\n\nGeotargeting is a key feature in political campaigns because it enables you to focus your efforts on specific regions. This means political campaigns can zero in on voters according to their location, which helps reduce the likelihood of wasting time and ad dollars on people outside of your target voting area.\n\n\n\nSome programmatic platforms offer targeting by zip or postal code, allowing you to upload a list of codes to reach users. Or, you can target specific addresses or latitude and longitude coordinates and customize your radius down to the mile or kilometre to target users with more precision.\n\n\n\nWith StackAdapt, you can take things a step further and target specific congressional and legislative districts in the US and target electoral ridings for all Canadian provinces and territories, helping you hone in on key voter segments without wasting time manually adjusting targeting parameters.\n\n\n\n3. Leverage lookalike audiences\n\n\n\nTapping into lookalike audiences enables you to reach potential voters who are likely to share similar interests and behaviours with your existing political base.\n\n\n\nUsing a pixel on your site, you can tag site visitors, and then leverage pieces of information about those users to target individuals that exhibit the same behaviour as those you’ve tagged. \n\n\n\nYou can also build a lookalike audience around your CRM list to increase reach, or suppress a list if that’s needed to avoid targeting existing supporters or donors. \n\n\n\nWith lookalike audiences, you can quickly expand your reach to new people who are likely to have an interest in your campaign and platform, even if they aren’t familiar with it yet. It’s a great way to build awareness and engage with undecided voters who may connect with your message.\n\n\n\n4. Measure candidate popularity \n\n\n\nUse a persuasion lift study to measure candidate popularity and voter persuasion by running a campaign that polls users’ perceptions of your client and other candidates after seeing your ads. You can then sort your audiences more accurately and continue engaging them by delivering different messages based on their response. Campaign reporting would include data that covers survey results, geographic breakdown, audience breakdown, creative breakdown, creative impact, and more.\n\n\n\n5. Target using contextual advertising  \n\n\n\nWith consumer ad preferences and privacy-driven changes evolving, marketers are increasingly turning to contextual targeting to deliver relevant messages without relying on personal data. \n\n\n\nRather than targeting ads based on user behaviour, contextual advertising targets ads based on the content of the webpage or app the user is viewing. This targeting strategy helps you reach users while they’re in a particular frame of mind, increasing the likelihood that your message will resonate with them based on the relevance of the surrounding content.\n\n\n\nWith contextual ads, you can target niche phrases that are related to a campaign’s platform or to the policy issues your target audience cares about.\n\n\n\n6. Use retargeting to re-engage voters\n\n\n\nAlthough many political ad campaigns attempt to sway undecided voters, political scientists say they serve another important purpose: energizing existing voter bases and increasing voter turnout. \n\n\n\nUsing a cross-channel retargeting strategy is an important tactic for re-engaging voters who have shown interest in your political platform. \n\n\n\nIntroducing retargeting into your political advertising plan will help you drive engagement and ensure your messaging reaches the voters who matter most to your campaign.\n\n\n\nKickstart your political campaign strategy\n\n\n\nElections are increasingly decided by thousands of votes in a few key areas, making targeted outreach and messaging more crucial than ever for the success of a political campaign.\n\n\n\nWant to run exceptional political campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/political-campaign-strategy#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241025105827/20241022_Political-Campaign-Refresh_header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241025105827/20241022_Political-Campaign-Refresh_header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a mail-in ballot representing a programmatic political campaign strategy"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/travel-and-tourism-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/travel-and-tourism-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"6 strategies for harnessing travel and tourism marketing","datePublished":"2022-11-25T15:52:00+00:00","dateModified":"2026-09-08T21:46:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/travel-and-tourism-marketing"},"wordCount":1742,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/travel-and-tourism-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105542/pent-up-travel-header_header.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","multi-channel","targeting","travel"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Travel is back, and it’s coming back strong. Since 2020, US digital ad spend has been steadily increasing year over year. In 2023, it’s projected that spend will reach $4.54 billion USD, a 12% increase from 2022. \n\n\n\nFor travel marketers, this growth signals that it’s time for a fresh tourism marketing strategy. To help you build a programmatic strategy for travel that drives results, we’re unpacking the latest trends in the industry, and sharing top-of-mind travel and tourism marketing strategies. \n\n\n\nTravel and tourism trends \n\n\n\nIt’s clear that the travel revival has started. Across the industry, there have been positive signs, from increasing traffic in US airports to growing ad spend. Let’s dive into some of those travel and tourism marketing trends in detail. \n\n\n\nDomestic tourism is booming\n\n\n\nAlthough international destinations also account for a large amount of US consumer spending on travel, it’s important not to forget about domestic travellers. Americans go on over 2.29 billion domestic trips every year! \n\n\n\nIn fact, one study found that 96% of the survey respondents took (or planned to take) at least one domestic leisure trip in 2022. And, 80% of those respondents described their most recent local travel experience as positive or very positive.\n\n\n\nConsumers are looking to travel with purpose\n\n\n\nTravellers are becoming increasingly value driven, which is influencing their decisions when purchasing travel products and services. Seventy-two percent of travellers are looking to have a positive impact and support communities and businesses through tourism. \n\n\n\nSixty-nine percent of consumers said they are more mindful of choosing hotels and airlines that align with their values and support diversity and inclusion within their workforce. Travellers are also becoming more eco-friendly and many are looking to support airline brands that are sustainable (68%) and carbon negative (55%).\n\n\n\nPersonalized experiences are for travellers, too\n\n\n\nConsumers are increasingly expecting personalized marketing experiences at every touch point through the marketing funnel, from their first exposure to a brand, all the way to their post-purchase experience. \n\n\n\nThis is relevant across all industries, including travel and tourism marketing. Personalized marketing in travel is now a must-have. According to Skift, That personalized touch can drive increased conversion rates and revenue, and improve customer loyalty. \n\n\n\n6 travel and tourism marketing strategies\n\n\n\nHere are 6 travel and tourism marketing strategies that will help map out your next travel campaign. \n\n\n\n1. Use geotargeting to reach nearby consumers\n\n\n\nGeotargeting is the practice of delivering content to a consumer—via mobile or web—using the geographic location information of the recipient. For travel and tourism marketing, it’s the perfect strategy for tapping into the booming domestic tourism market. \n\n\n\nFor example, if a destination marketing organization (DMO) based in Nevada wants to attract travellers from their neighbour state, California, they can leverage geofencing to capture the attention of people located there. Geofencing targets users based on the geographic location information of the recipient. This tactic draws a virtual fence around a geographic location, so that users who enter that “fenced” area are served your ads.\n\n\n\nYou can target audiences using location data like country, state, postal or zip code, or even a specific address. If you’re looking to attract domestic consumers, geotargeting is one strategy that will help you remind travellers of what’s in their own backyard. \n\n\n\n2. Use video to entice consumers to book\n\n\n\nTravel is an emotional experience for consumers. Therefore, leveraging a channel that speaks to that emotion is a great way to capture the interest of your target audience. Video is particularly effective for travel because it’s an engaging and immersive medium that uses visual cues to create emotion in viewers. \n\n\n\nTravel brands can use video advertising to engage viewers with storytelling and showcase the experiences that they are offering. By engaging a viewer’s emotion, your video may entice them to book a weekend getaway at your hotel, or travel to your resort for the gorgeous beaches. When you run your video campaign on connected TV (CTV), you can capture and hold user attention particularly well because CTV provides a natural, full-screen experience. \n\n\n\nAds shown on CTV are highly viewable, and are served in an environment in which the audience is already engaged. When watching a connected TV device, viewers understand and accept that ads are part of the viewing experience. \n\n\n\nKnowing this, they are more receptive to them. These benefits combined with CTV’s enhanced targeting options and inventory selection are just part of why we’re seeing CTV overtake linear ad spend. For travel marketers, CTV is the perfect channel for delivering video ads that will entice consumers to book travel. \n\n\n\n3. Appeal to the audiences through eye-catching creative\n\n\n\nVideo is a fantastic channel for emotionally engaging consumers, but all formats of ad creative have a similar effect. Your campaign’s messaging, regardless of the medium, plays an important role in capturing the interest of your target audience. Build creatives that resonate with your target audience, so you can attract the travellers who are most likely to engage with your campaign. \n\n\n\nWhen running a travel campaign, use your ads to grab the interest of your audience by showing content that is relevant to them. For example, target users in cold geographic regions with images that show warm and sunny destinations. Hook your target demographic in the first few seconds by using language that speaks to them, intrigues them, or spurs an emotional response.\n\n\n\n4. Leverage contextual advertising to reach the right audience\n\n\n\nContextual targeting in travel and tourism marketing can enable you to reach audiences who are ready to travel. This targeting tactic uses algorithms to place ads based on keywords, website content, and other metadata. This way, users are targeted based on the environment in which an ad appears, which places focus on the consumer’s current frame of mind to show an ad that is hyper relevant.\n\n\n\nCapturing an audience that is currently receptive to travel is the key to success. For example, by using contextual advertising to target content like, “best destinations in 2023,” you can reach travellers who are planning to travel soon, or planning to travel in the near future. To reach the people who are considering travel, make sure to first engage with those who are most interested—they will be more likely to book a trip. \n\n\n\n5. Measure travel advertising results with a brand lift study\n\n\n\nBrand lift studies go beyond traditional metrics, like impressions, to help you measure a travel campaign’s impact on consumer perceptions and behaviour. A brand lift study measures the impact of your campaigns across all your programmatic channels, typically providing a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nFor travel marketing, it can be used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand. Or, leverage it to measure consideration or purchase intent in the mid- to lower funnel.\n\n\n\nLet’s say a hotel chain has just launched its first marketing campaign around a new hotel perk. The chain runs a brand lift study to understand whether their target audience is interested in the new offering. The study can discover how likely travellers are to pay more for access to the hotel perk, as well as the perception a consumer has about the chain after seeing an ad that mentions it. \n\n\n\n6. Use messaging to highlight the value of your offering\n\n\n\nMessaging in your travel marketing campaigns is your best tool for letting consumers know why they should book with you. In travel and tourism marketing, it can be leveraged to build consumer confidence, as well as to personalize. It’s your opportunity to share what makes your offering stand out.For example, if an airline offers a flexible rebooking policy, this should be highlighted in their digital campaigns. This way, airlines can capture the interest of hesitant travellers. The knowledge that an airline offers flexibility builds consumer trust, and may be the deciding factor for that consumer who might be on the fence. \n\n\n\nFor personalization, consider what it is about your offering that will appeal to specific target audiences. For example, resorts that are eco-friendly should highlight this within their messaging. Let your audience know what the resort is doing that aligns with their values. With so many consumers looking to travel with purpose, this could be the deciding factor in making a purchase decision.\n\n\n\nUse case: How to reach beach goers \n\n\n\nA resort in a sunny destination wants to attract beach goers. Here’s how this resort could use a combination of the above travel advertising strategies to reach their target audience.\n\n\n\n\nLeverage a video campaign to engage viewers with storytelling and showcase the experiences that the resort offers. Imagery of the resort will engage a viewer’s emotion, and entice them to book a vacation so that they can experience what they’ve seen in the video. \n\n\n\nIncorporate into the campaign messaging that addresses common travel concerns. Build the trust of beach goers by highlighting a flexible rebooking policy, resort features, and more. \n\n\n\nIncorporate creatives that targets users with video of a sunny, hot, beach, while targeting users in warmer climates with creatives of breezy ocean. By tailoring the creative based on geographic location, the campaign will appeal to the desires of consumers according to their customer profile. \n\n\n\nUse contextual targeting to capture an audience that is currently receptive to a beach vacation. To reach beach goers, target content like, “best beach vacations 2023.” That way, the campaign reaches consumers who are actually eager to go on vacation, or are receptive to the idea of a beach vacation in the near future. \n\n\n\n\nTravel and tourism marketing is going places\n\n\n\nAre your travel and tourism marketing campaigns ready to take flight? To keep up with the current trends in travel, be sure to leverage strategies that reach the right audiences, at the right moment. That could mean using geotargeting to attract domestic travellers, or crafting messaging that aligns your offering with consumer values. The key is to test your strategies until you find the perfect mix. \n\n\n\nStackAdapt is partnered with Adara, the leader in travel data, to offer solutions for travel campaigns, including unique audiences, insights and targeting. \n\n\n\nWant to get started with travel and tourism marketing? Request a demo to learn more about our travel solutions.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/retargeting-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"How to build an effective retargeting strategy","datePublished":"2021-09-14T18:57:27+00:00","dateModified":"2026-09-08T21:47:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-strategy"},"wordCount":1230,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retargeting-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105539/20210908_Retargeting-Strategies_Header.png?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","dynamic retargeting","ecommerce","retargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"A retargeting strategy is an essential piece of your media plan. With retargeting, you can deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for moving users down the funnel to conversion, or another desired action. \n\n\n\nTo create a really successful retargeting strategy, you’ll want to include retargeting as part of your multi-step media plan that uses different channels and messaging to achieve your campaign goals.\n\n\n\nHow a retargeting strategy works\n\n\n\nRetargeting allows you to re-engage a user that has shown interest in your brand or product. To create a successful retargeting strategy, you’ll first need to identify where in the funnel a user should be when they are served a follow-up ad. \n\n\n\nIn some cases, it may be at the top of the funnel, when a user has just been introduced to your brand. Or, it may make sense to retarget when they are in the middle of the funnel, in the consideration stage, once they are familiar with the brand and continuing to explore your product or service. \n\n\n\nOnce the correlation between a user’s action and their position in the funnel is assigned, you can set up retargeting to issue an ad that is relevant for the user to take the next step towards conversion. There are many approaches to retargeting and each strategy will provide valuable insights and methods to engage your audience. \n\n\n\nTypes of retargeting strategies\n\n\n\nThere are various strategies you can use to retarget users. To be as effective as possible, you’ll want to use a strategy that aligns with the goals of your campaign. Here are some common retargeting strategies that you can consider.\n\n\n\n1. Site retargeting\n\n\n\nSite retargeting is one of the basic types of retargeting that is easy to implement with any campaign. You can leverage site retargeting by placing a pixel on a website or landing page to create an audience of users who have visited or interacted with the site. Then, tailor the next message that you deliver to them to act as a follow up to their exposure to the brand—or to remind them of the brand. \n\n\n\nThis strategy often retargets users that have visited your landing page but did not complete the form fill, users who shopped on the site but did not purchase, or users who added product to a cart but did not complete their order.\n\n\n\n2. Engagement retargeting\n\n\n\nSimilar to site retargeting, engagement retargeting allows you to deliver messaging based on a series of actions on a site, landing page, or social page. This strategy is especially useful for CPG clients because it determines whether a user is an engaged visitor to the site. From there, you can craft your follow-up messaging accordingly, to remind them of what they had previously interacted with. \n\n\n\nEngagement retargeting can be done by creating an audience pool of users who spend a certain amount of time on the site, download recipes, look for where to buy a product, or other similar actions.\n\n\n\n3. Impression retargeting\n\n\n\nImpression retargeting enables you to retarget anyone who has been served an impression, which means they saw a programmatic ad but did not necessarily engage with it. You will build a pool of users who have been served impressions and retarget them with other messaging on a different platform, using an image pixel. This allows you to increase reach across your marketing mix. \n\n\n\n4. Listen/view retargeting\n\n\n\nIf your marketing plan includes awareness tactics, listen or view retargeting is a valuable strategy. Audio, video, and connected TV (CTV) campaigns allow you to collect audiences that have listened or viewed 25%, 50%, 75%, and 100% of your content. These user pools can then be used to deliver the next message in your marketing plan depending on how much they engaged with your awareness content. \n\n\n\n5. Click retargeting\n\n\n\nWith click retargeting you can compile an audience based on users who have clicked on an ad, and then re-engage them with another message and strong call to action (CTA). The click from a user is a qualifying indicator of interest in the brand, product or service. \n\n\n\nYou can also exclude those who have completed your desired action which allows you to even further qualify your click retargeting audience as those who need further messaging to push them towards conversion. \n\n\n\nRetargeting is typically a lower funnel tactic, and so native and display are common channels to use for retargeted ads. For example, with HTML5 display ads, you can provide custom content related to what a user has previously seen.\n\n\n\nAnd with programmatic, display ads will provide good conversion data to support performance. Depending on your messaging and how you are looking to use the retargeted audience, there could be a case to use other channels, like CTV or programmatic audio, as well. \n\n\n\nRetargeting is typically used to support conversion campaigns since it is intended to move customers through the marketing journey. But you can experiment with it. For example, try using engagement retargeting to further engage your audience and provide them with offers or messaging that can drive interest towards brand loyalty and increased engagement.\n\n\n\nDynamic retargeting for e-commerce\n\n\n\nDynamic retargeting is a strategy that is particularly useful for e-commerce brands. It allows you to serve ads to a user featuring the most recent product page they’ve visited. You’re able to serve a native or display ad that contains the exact item a user viewed on your website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey. \n\n\n\nThis strategy is different from standard retargeting where generic ads are served to users who have visited your site. Standard retargeting ads remind the user of your brand message, while a dynamic retargeting ad reminds the user of the exact item they were looking at. \n\n\n\nSince dynamic retargeting ads will vary depending on the item the user viewed, the ads will look slightly different to provide a unique and personalized experience.For e-commerce brands, dynamic retargeting can lower abandoned cart rates and keep the brand and product top of mind for the user who has yet to convert. Or, use dynamic retargeting  as a re-engagement customer strategy for customers who have previously converted. \n\n\n\n\n\n\n\n\n\n\n\n\n\nGet started with retargeting \n\n\n\nTo get started with a retargeting strategy, you’ll want to determine your overall marketing goal and budget. Knowing your goal and budget will help you identify which channels are right for your plan and where you will see success based on your budget. \n\n\n\nOnce you have chosen your channels, make sure you have at minimum a prospecting line and a retargeting line. Prospecting is important because it helps to fill your retargeting pool by driving awareness. Finally, decide what actions will result in a user being served a retargeted ad, and what the follow up messaging will be.\n\n\n\nIntroducing retargeting into your digital media plan will help to drive engagement and conversions. With a strong retargeting strategy, you can ensure your campaign performs by communicating a strong call to action to your qualified users.\n\n\n\nWant to build an effective retargeting strategy? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-digital-marketing-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-digital-marketing-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 B2B digital marketing strategies that drive success","datePublished":"2023-07-18T12:00:00+00:00","dateModified":"2026-09-08T21:45:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-digital-marketing-strategies"},"wordCount":1027,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-digital-marketing-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105537/20230706_B2B-Strategies-Header.webp?fit=1200%2C600&ssl=1","keywords":["abm","b2b","blog"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Business-to-business (B2B) marketing is different from business-to-consumer (B2C) marketing. B2B and B2C audiences are distinct from each other, which means the strategies and tactics you use to reach them will differ. B2B buying behaviour is evolving, with buyers increasingly seeking out a streamlined digital experience. \n\n\n\nFor B2B marketers to get in front of the right professionals, they need to leverage B2B digital marketing strategies that enable them to efficiently target their brand’s ideal accounts. With a long B2B sales cycle, the right B2B digital strategy will ensure your ads lead to meaningful conversions. \n\n\n\nBelow, we’re sharing important B2B trends, and 4 B2B digital marketing strategies that you can leverage for success. \n\n\n\nB2B digital marketing trends\n\n\n\nB2B marketers should always keep a pulse on emerging trends in the B2B landscape. Let’s dive into recent B2B trends that should be on your radar.\n\n\n\n\nUS B2B digital ad spend is projected to reach $18.47 billion USD by 2024, and digital ads will make up nearly 50% of all B2B ad spending in the US in 2024.\n\n\n\nAccount-based marketing (ABM) is increasingly relevant. A report by Momentum ITSMA found that 84% of marketers using ABM experienced pipeline growth, and 77% reported revenue growth thanks to their ABM efforts. Seventy-two percent said that ABM delivered higher return-on-investment (ROI) than other types of marketing.\n\n\n\nAn unexpected trend? It’s being forecasted that 2023 will mark the first year that more than 50% of digital B2B ads will be placed on mobile. Traditionally, B2B marketers have focused their efforts around desktop and laptop computers. But today, it’s clear that B2B buyer behaviour is shifting, and you can reach this audience on mobile, too. \n\n\n\n\n\n\n\n\nU.s. B2B digital ad spending, 2020-2024Billions and % Change\n\n\n\n4 B2B digital marketing strategies\n\n\n\nNow, we’re going to explore four strategies that will help you deliver a successful B2B digital marketing campaign.\n\n\n\n1. Differentiate your B2B brand\n\n\n\nIn traditional B2B marketing, the goal has often been to use ads to present the solution itself. While this tried and true strategy can drive results, thinking outside the box can make for a more memorable and impactful ad. \n\n\n\nDon’t be afraid to be playful with your B2B digital ads. You don’t need to focus heavily on showing or talking about your offering to get your main message across. Instead, consider using your digital ads to highlight one of the benefits of your B2B product in a creative and fun way. This will spark emotion, create a positive association with your brand, and help build brand trust and recognition.\n\n\n\n2. Use digital channels to educate your audience \n\n\n\nOne of the challenges that B2B marketers across industries face is that ads provide just a brief moment to capture users’ attention. When running an ad, it’s important to make the best use of the visuals, copy, and other creative elements, like sound and movement, to get your message across. \n\n\n\nWhile there are plenty of channels that B2B marketers can choose from, two that will help you truly stand out from the crowd are video advertising and audio ads. These programmatic channels allow you to reach potential customers wherever they may be watching or listening to content online.\n\n\n\nBoth of these formats have unique capabilities to help you stand out from the crowd and capture the attention of the audiences that matter. With video, you can differentiate your brand from others in the B2B space by combining the power of both visuals and audio to communicate your message.\n\n\n\nWith audio, you can use sound design to tap into your listener’s imagination. Audio is an immersive and intimate medium that leverages storytelling to create a connection between the content and the listener. Data shows that compared to other media, audio is more likely to engage long-term memory for both details and memories. This results in a better receptiveness between the audience and a brand, driving strong brand awareness.\n\n\n\n3. Leverage programmatic account-based marketing (ABM)\n\n\n\nAccount-based marketing (ABM) is a business-to-business (B2B) marketing strategy that concentrates marketing toward a set of specific accounts within a market. Traditional ABM has relied on physical-world activities like events where marketers get one-on-one time with the stakeholders at a target company. Although traditional ABM works, personalization at scale for target accounts is a top challenge.One way to overcome this challenge is by leveraging the power of programmatic. With programmatic ABM, you can use programmatic ad buying technology to target high-value B2B professionals based on account lists, firmographic, and personal-level data. You’re able to reach audiences with relevant, high-value ads that will win over the right accounts. \n\n\n\n4. Use retargeting to move prospects down the funnel \n\n\n\nAfter reaching qualified B2B users with your digital ads, you can retarget them. Collect audiences that have, for example, completed watching your video ad, or listened to your audio ad. Then, retarget that audience with display or native ads on other devices. With B2B behaviour shifting, it’s a great time to test retargeting on mobile devices. Retargeting provides you more opportunities to move your target users down the funnel, and to build on the cohesive brand story that you’ve crafted through your video or audio ad.\n\n\n\nWin accounts with these B2B digital marketing strategies\n\n\n\nAnother consideration for the future of B2B is the importance of testing. Identifying new solutions that can accelerate adoption and help to better measure performance will also further evolve advertising strategies based on past successes.\n\n\n\nFinally, to demonstrate ROI, B2B marketers should take advantage of a diverse, multi-channel marketing mix and continue to work with industry-leading providers that can offer highly-targeted, account-based marketing (ABM) solutions. As B2B data quality improves, future focus areas include greater sophistication of account insights and measurement capabilities.\n\n\n\nWant to run exceptional B2B digital marketing campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/b2b-digital-marketing-strategies#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105537/20230706_B2B-Strategies-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105537/20230706_B2B-Strategies-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Graphic of two professionals looking at an ad to illustrate B2B digital marketing strategies"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"Harness the holiday spirit with contextual targeting","datePublished":"2024-08-15T17:04:43+00:00","dateModified":"2026-09-08T21:44:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting"},"wordCount":808,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/Contextual-Targeting-for-Holiday-1.webp?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","contextual targeting","cookieless targeting","holiday","page context ai"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Marketers this year will need to be ready for uncertainties when planning their holiday campaigns. One way to prepare for an unpredictable Q4 is to broaden your digital advertising strategy. By experimenting with different tactics, holiday marketers can figure out what campaign tactics work best. One innovation to try in 2024? Contextual targeting. \n\n\n\nHoliday sales trends continue to normalize to pre-pandemic levels. In 2023, e-commerce increased 8.8% to reach $248.02 billion USD, per EMARKETER. Shopping online has now become a common consumer habit, and we can expect it to continue in 2024, with online sales expected to grow 7% to 9% year-over-year. \n\n\n\nWith contextual targeting, you can target online shoppers based on the content they’re consuming. This ensures that you’ll capture them at the right moments. This strategy is valuable because the previous consumer behaviours of the year prior might not hold true to the current year.  \n\n\n\nAs buying habits continue to shift, so should your contextual advertising strategy. Adapting to your user’s behaviours will allow you to reach consumers in the right frame of mind at the right time.  \n\n\n\nTo help you get started with campaign planning, here are three contextual targeting strategies that will help you reach the right audience this holiday season. \n\n\n\nTis’ the season of discovery \n\n\n\nDuring the holiday season, shoppers are more willing to explore new products and services. Whether they’re shopping for others or themselves, you can take advantage of this opportunity by using contextual targeting to reach their interests. \n\n\n\nYou can start by analyzing your audience’s mindset. There are a couple of ways to gain insight into your audience’s frame of mind. For example, you can use analytics to understand your audience’s demographics, leverage creatives to encourage interaction, engage in social listening, and ultimately build customer profiles that provide factual information about the demographics and buying behaviours of your target audience.\n\n\n\n\n\n\n\nThese profiles will help you understand what content your audience is browsing and what frame of mind they should be in to be more receptive to your ads. By understanding your target audience, you can narrow down the best domains to target. Then, extend that customer profile with broader contexts by including consumers who haven’t encountered your brand before. \n\n\n\nNot sure of the right context? Ask them! \n\n\n\nWith discovery display ads, you can ask the user questions to determine their interests or opinions based on the topics you choose.\n\n\n\n\n\n\n\nHoliday contextual targeting based on life stage \n\n\n\nA person’s life stage is a key demographic factor in campaign planning, as it influences the products or services they’re more likely to purchase during the holiday season. With contextual targeting, you can leverage the life stage of your target audience as a strategy for reaching the appropriate consumers. For example, parents of young children are likely to be looking for toys to give as gifts to their kids. \n\n\n\nTo contextually target based on the life stage, use in-context phrases related to the interests and milestones of your target group. Continuing the example of parents with young children, you can use in-context phrases related to parenting and further narrow your focus based on the age appropriateness of your products. If you’re targeting parents of toddlers, use phrases related to toddler development so your ads appear on products related to that life stage. This ensures you reach an audience receptive to products meant for that age group.\n\n\n\n\n\n\n\n\n\n\n\nTarget holiday related keywords and content\n\n\n\nThe right keywords should hone in on the mindset of someone receptive at that moment to your product or service.During the holidays, you have the opportunity to target consumers who may not be part of your target audience year-round. That’s because many consumers are interested in buying products as gifts, not for themselves.\n\n\n\nWhen users skim through specific content about “the top holiday gifts of 2024” or similar articles, they signal to brands that they’re actively looking for holiday gift inspiration. \n\n\n\nYou can use a contextual campaign to highlight and position a brand’s products or services as the perfect gift by targeting phrases related to gift-giving. Target phrases like “holiday gift ideas” to have your ads appear alongside content users browse related to gift ideas to encourage them to buy something unique for that special someone in their life (even if it’s a co-worker looking for a change of scenery). \n\n\n\n\n\n\n\n\n\n\n\nContextual targeting is home for the holidays\n\n\n\nWith 2024’s unpredictable holiday shopping season, experimenting with a range of marketing strategies, like the ones mentioned above, will be the key to running a successful holiday campaign. \n\n\n\nLooking to start using contextual advertising for your holiday campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting","url":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting","name":"Holiday Marketing With Contextual Targeting | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/Contextual-Targeting-for-Holiday-1.webp?fit=1201%2C601&ssl=1","datePublished":"2024-08-15T17:04:43+00:00","dateModified":"2026-09-08T21:44:35+00:00","description":"StackAdapt shares three strategies for leveraging contextual targeting this holiday season to reach your ideal consumer.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/holiday-contextual-targeting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/Contextual-Targeting-for-Holiday-1.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/Contextual-Targeting-for-Holiday-1.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Harness the Holiday Spirit With Contextual Targeting"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"3 key steps to plan the perfect programmatic campaign","datePublished":"2021-09-28T15:55:35+00:00","dateModified":"2026-09-08T21:47:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign"},"wordCount":917,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/20210928_Programmatic-Campaign_Header.png?fit=1201%2C601&ssl=1","keywords":["Content Level : 101","multi-channel","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Taking the necessary time and effort to plan your programmatic campaign can help secure the utmost success in execution. It can also ensure you are prepared to pivot even before you hit that launch button! To prepare your campaign plan, you’ll set your key performance indicators (KPIs), determine a budget, and leverage your customer profiles and buyer personas to settle on the desired audiences you need to launch your campaign. \n\n\n\nWith these campaign details in hand, it’s time to get started on campaign planning. The right demand-side platform (DSP) will provide you the features and support needed to run your campaign successfully, and meet your campaign goals. \n\n\n\nUse forecasting to plan your campaign \n\n\n\nThe right DSP will have campaign forecasting, a feature that you can leverage to understand how well your campaign will potentially scale before it’s launched, and to figure out the most effective way to spend your budget. It gives you the ability to identify the highest-value opportunities, and ultimately, reach customers across an optimal media mix.\n\n\n\nForecasting can help you find answers to two important pre-campaign questions: \n\n\n\n\nCan I identify the highest value audience for my target demographic? \n\n\n\nWill I be able to spend my budget in full and scale sufficiently?\n\n\n\n\nSince it's designed to help you understand how well your campaign would perform before it’s launched, it’s best to use this DSP feature in the early planning stages of your campaigns. If you know what your budget is, and have an idea of what locations and audiences you’d like to target, then you're in the perfect position to use this planning functionality. \n\n\n\nBy predicting your campaign results ahead of time, you can make sure you’re selecting the parameters that will help you reach the right audience, and maximize the impact of your ad dollars. You may also discover opportunities for ad spend that you may have not even realized were there for you.\n\n\n\nDecide on campaign channels and tactics\n\n\n\nDeciding on campaign channels and tactics is a key part of campaign planning, especially if you have budget limitations. You want to evaluate what channels will maximize the impact of your media dollars. If your budget is less restrictive, then it can be beneficial to get creative and test various channels within your media plan to determine which combination of channels is best received by your audience.\n\n\n\nMake sure your DSP offers the channels that are best suited to your campaign goals. A full-funnel strategy will help you achieve those goals, and each level of the funnel can be captured through a mix of channels like connected TV (CTV), video, native, display, and audio.\n\n\n\n\nCTV and video are ideal for telling brand stories, and for mass communicating about a promotion, event, or featured product.\n\n\n\nNative is best for engagement, sharing information, and education. Leverage blogs to inform customers about different product highlights and reviews.\n\n\n\nDisplay is a reliable and dynamic format that you can use to lift the performance of the other channels. Display provides both performance and scale and is generally the most cost-effective channel. It is best used with a call to action such as “shop now”, or “book a test drive.”\n\n\n\nAudio is immersive, engaging, and reaches people in screen-free, undistracted moments. Audio ads are effective for building brand awareness, paired with positive brand association. \n\n\n\n\nYou can also opt to use a mix of complementary channels with a multi-channel campaign strategy. You can reach consumers throughout the entire funnel, creating a cohesive story across audio, native, display, video, and CTV. Utilizing multiple channels increases the percentage of the total target audience you’re able to reach, and helps present a cohesive brand story throughout the customer journey.\n\n\n\nAlign creative assets and messaging\n\n\n\nThe final step to planning an effective programmatic campaign is to plan your creative and messaging. Both should resonate with your target audience to ensure you attract the users who are most likely to engage with your campaign. The creative and messaging of the landing page that your ad drives traffic to should also be aligned to maximize overall engagement.\n\n\n\nIt’s important to ensure that your ad is engaging from the start. If you don’t capture the attention of your audience immediately, then you risk them moving on. To avoid this, hook your target demographic in the first few seconds by using language or imagery that speaks to them, intrigues them, or spurs an emotional response. \n\n\n\nUse creative features like dynamic geo to personalize the ad to your target audience based on location. And, you can leverage an interactive feature like scratch to reveal, or in-banner video to engage the viewer right away. Finally, include your brand logo and call-to-action (CTA) from the onset of a video or HTML5 ad. This will help your audience remember your brand and know what to do once they click through. \n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nGet started with programmatic campaign planning\n\n\n\nForecasting, deciding on campaign channels and tactics, and aligning creative assets and messaging are three key steps to begin with when planning your programmatic campaign. From there, you’ll want to identify the most important KPIs for your campaign, so that after launching you can evaluate your campaign’s performance and make the right optimizations. \n\n\n\nWant to plan exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign","url":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign","name":"3 Steps to Planning a Programmatic Campaign | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/plan-programmatic-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105536/20210928_Programmatic-Campaign_Header.png?fit=1201%2C601&ssl=1","datePublished":"2021-09-28T15:55:35+00:00","dateModified":"2026-09-08T21:47:46+00:00","description":"StackAdapt shares three important steps for planning a programmatic campaign that will run smoothly and meet your campaign goals.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/creative-tactics-creative-studio#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/creative-tactics-creative-studio"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"3 innovative ways to use creatives with creative tactics","datePublished":"2019-10-15T13:38:29+00:00","dateModified":"2026-09-08T21:49:24+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/creative-tactics-creative-studio"},"wordCount":715,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/creative-tactics-creative-studio#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105532/20191004_CreativeTactics_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","creative","creative studio"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"3 innovative ways to use creatives with creative tactics\n\n\n\n\n\n\n\n\n\n\n\n\n\nIn order to take advantage of all the features offered in StackAdapt, you should take into consideration their specific functionalities before your ads are even created. Today, we’re asking (and answering) the question: “What if we created ads with specific DSP functionality in mind, instead of using the ads and strategies as add-ons at the end of campaign set up?”\n\n\n\nThis is where leveraging the StackAdapt Creative Studio can be a differentiator for you and your client. The StackAdapt team of Creative Strategists marry their knowledge of the StackAdapt platform with their expertise in ad design, to build ads that are not only visually appealing, but also deliberate in their approach.\n\n\n\nLet’s dive into one strategy in particular, creative tactics, and show how campaigns can be elevated by considering this feature at the design stage of your ads.\n\n\n\nWhat is creative tactics\n\n\n\nCreative Tactics allows you to set parameters on a campaign to use certain creatives under defined circumstances, without having to create a separate campaign for each rule. For example, you could choose to show different creatives based on the time of day, day of the week, device type, supply source, and even by domain—just to name a few.\n\n\n\nBelow are some examples of how the Creative Studio team can take your campaign creatives to the next level.\n\n\n\nCreative tactic: Geo\n\n\n\nFor brands that have multiple locations, opting for the Geo creative tactic can be incredibly useful to be relevant to your audience. You can use the creative to speak to your prospects based on where they are located, and relay relevant information based on the geo. In the example below, a healthcare facility brand has used different creatives for each location. This allows them to build recognition with their local audience who may physically pass by the building. It also provides the opportunity to highlight the best features of each facility.\n\n\n\nBelow are examples of 2 native ads promoting a health clinic in different locations.\n\n\n\n\n\n\n\n\n\n\n\nBoth ads are for the same brand, but the messaging is slightly different based on the geo and the speciality of the facility. With Creative Tactics, you can run both ads in the same campaign.\n\n\n\nCreative tactic: Time of day\n\n\n\nAnother way advertisers could get inventive with Creative Tactics is to serve different ads based on the time of day. A brand that offers recipes or consumer packaged foods, like the one below, could showcase breakfast recipes in the morning and dinner recipes in the evening. By using this strategy, you’ll be more likely to reach your audience when they’re in the frame of mind to be interested in your product.\n\n\n\nTo illustrate, we have composed some display ad examples. The first example is the one that would be set to run during the morning hours of the day, promoting a breakfast meal kit.\n\n\n\n\n\n\n\nThis next example would be set to run later in the afternoon and into the evening, as users are preparing for dinner, capturing their attention when it is most relevant.\n\n\n\n\n\n\n\nCreative tactic: Domain category\n\n\n\nLet’s wrap up with one more versatile example. The Domain Category creative tactic could be easily applied to brands that offer a range of products that appeal to different audiences. Below, a retail bank is using different creatives to highlight specific offerings they have. They can then use the Domain Category tactic to ensure the offering that appeals to an appropriate audience gets shown, on domains relevant to them. For example, a student account would be shown on educational domains, and the ad might look like this:\n\n\n\n\n\n\n\n\n\n\n\nOn the other hand, a mortgage offering would be shown on real estate domains, and the ad might look like this:\n\n\n\n\n\n\n\n\n\n\n\nThe examples above provide a mere snapshot of all the ways Creative Tactics could be considered before an ad is created, and how the StackAdapt Creative Studio team takes the functionality of our features into ad creation. The Creative Studio team can work with you to find the best strategy for your creatives.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt adopts Nielsen’s solutions to enable agencies and brands to optimize their campaigns","datePublished":"2019-10-09T13:52:23+00:00","dateModified":"2026-09-08T21:49:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness"},"wordCount":528,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105532/20191007_Nielson-Media-Annoucement.png?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness","url":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness","name":"StackAdapt and Nielsen Partnership | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/nielsen-digital-brand-effectiveness#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105532/20191007_Nielson-Media-Annoucement.png?fit=1200%2C600&ssl=1","datePublished":"2019-10-09T13:52:23+00:00","dateModified":"2026-09-08T21:49:25+00:00","description":"StackAdapt accounced a strategic partnership with Nielsen to leverage their Digital Brand Effectiveness (DBE) and Digital as a Service (DaaS).","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/spencer-king#person"}],"headline":"The importance of reporting and campaign analytics","datePublished":"2019-10-17T13:07:12+00:00","dateModified":"2026-09-08T21:49:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics"},"wordCount":1154,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105532/20191011_CyberMonday_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["measurement","reporting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"There are a lot of moving parts when it comes to running your digital campaigns. You have to target the right audience, in the right geo, on the right devices. You need innovative creatives that stand-out, you’ve got to set your goals and budgets, check them mid-flight, optimize and so much more. Keeping everything organized and managing your workflow is one of the main benefits of using a demand-side platform (DSP). Having the ability to gain insights on all of your campaigns from one place is so beneficial when running programmatic campaigns, which is why reporting is my favourite feature in StackAdapt.\n\n\n\nReporting plays such a crucial role in the success for your campaigns. The data you collect allows you to gain valuable insight from previous campaigns, while allowing you to monitor current campaigns in real time, so you can make adjustments to live campaigns on the fly. Reporting allows you to make informed, data-driven decisions to improve the performance of your campaigns, removing the guesswork, and moving you closer to your campaign goals. \n\n\n\nCampaign reports: What to report on\n\n\n\nIn StackAdapt, there are 5 standard reports I always go back to: Geo, Device, Domain, Creative and Audience. With these 5 standard reports, you can get a complete view of your campaign and how each element performed according to the campaign goals.\n\n\n\nWhich geo had the most engagement? Which audience had the highest conversions? Which creative performed best? Which device was most used to view your ads? Which domains saw the highest traffic? \n\n\n\nEvery time I create a campaign, I build these standard reports. This allows me to refer to the metrics gathered through the campaign’s flight, in real time. Once I have these reports built out, I cross reference data to gain even more insights. Which audience in which geo had the most conversions? Which audience responded best to which creative?\n\n\n\nThe amount of insight that can be gathered from these types of reports is invaluable. Media buyers might build reports differently, but building reports and analyzing data throughout your campaign is necessary nonetheless. For example, here is an example of a standard report I would run for a conversion campaign, in the e-commerce travel industry.\n\n\n\n\n\n\n\nFrom this report, we can conclude the following:\n\n\n\nExample 4.2 – 970x250: This creative is responsible for driving the most cost efficient performance related to user engagement, accounting for a $0.89 eCPC and $10.06 eCPA. Recommend applying a Bid Factor to this creative to ensure more impressions are won.\n\n\n\nExample 1.1 – 300x600: Generating only 1 conversion, this creative accounts for the highest eCPA achieved. Recommend pausing this creative if performance continues to fall.\n\n\n\nExample 3.1 – 160x600: With 0 conversions achieved, along with the most expensive eCPM and eCPC, recommend pausing this creative from serving.\n\n\n\nThese insights will allow us to make the appropriate optimizations to the campaign, in an attempt to improve performance.\n\n\n\nWhen to set up and run reports \n\n\n\nOne of the most important recommendations I give to my clients when it comes to reporting is that, for best results, you shouldn’t wait until your campaign is over to gain insights. You need to be thinking about what you want to report on even before you launch your campaign, and you need to monitor your campaign while it’s live.\n\n\n\nWaiting until your flight dates have ended to run reports will leave large gaps in your campaign activity, which will have you guessing at how to improve next time. So, with that in mind, here are some pre, mid and post campaign reporting items you should consider when setting up your next campaign.\n\n\n\nPre campaign\n\n\n\nBefore you launch your campaign, have an idea of what you want to be reporting on. Is this an awareness campaign? If so, you’ll want to measure impressions. Is it a conversion campaign? If so, you’ll need to establish what you consider a conversion (is it a sale or a form fill?), and ensure you’re tracking them. Besides the goals of your campaign, what do you want to gain insights on? \n\n\n\nFor example, do you want to know which geo performs best, which device you have the most traction on, what time of day your ads are best received? Having all of this decided upon before launch will help with how you set up your campaign—allowing you to have the automated reports ready to go right from the launch rather than playing catch up at the end.\n\n\n\nIn fact, you can set up scheduled reporting ahead of time. There won't be any data to review prior to launch of course, but you can get a head start on keeping yourself organized by having data emailed to you.\n\n\n\nMid-campaign\n\n\n\nOnce your campaign is live, you should be optimizing throughout its duration. If you’re pacing behind, be sure you make adjustments—and keep track of the adjustments you made. If you wait until the campaign ends to run your reports, you may find that your campaign could have performed better to reach your goals if an adjustment was made while it was live. This is one of the main benefits of StackAdapt’s Insights tool—you're able to pause or enable campaign targeting directly from the report! This means that if you have an ad that isn’t performing, rather than continuing to spend budget on it, you can pause it right away, while you make other campaign adjustments.\n\n\n\n\n\n\n\nPost campaign\n\n\n\nAfter your campaign has wrapped up, revisit the objectives and goals set before the launch, pull out the list of mid-campaign optimizations you made, and summarize the campaign results. You will want to keep unique elements of the campaign in mind, such as scope and summary of entire buy, to ensure you are analyzing the data appropriately. If you have multiple line items, be sure those are summarized, along with a summary of all creatives you used. This will give you a full, complete picture of your campaign to gain learnings that you can apply to future campaigns.\n\n\n\nImportance of campaign reports\n\n\n\nReports are crucial. And not just after the campaign is over. A common misconception is that reporting happens after a campaign is complete. That may have been true for television or radio ads, where there was no real way to monitor performance or make optimizations in real time. We are in the world of programmatic, real-time bidding, and one of the biggest benefits is the ability to build, optimize and report on campaigns all in real-time—it’s in the name!\n\n\n\nSo the takeaway is simple: take advantage of the reporting capabilities available in your DSP. They’re there for a reason and you can see an immense improvement in campaign performance if you leverage your campaign reports effectively.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics","url":"https://www.stackadapt.com/resources/blog/post-campaign-analytics","name":"Importance of Reporting and Campaign Analytics | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/post-campaign-analytics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105532/20191011_CyberMonday_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2019-10-17T13:07:12+00:00","dateModified":"2026-09-08T21:49:23+00:00","description":"Having the ability to gain insights on all of your campaigns is so beneficial when running programmatic campaigns, and reporting is so important.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is first-party data? Definition, examples, and how to use it","datePublished":"2026-06-17T13:50:36+00:00","dateModified":"2026-09-09T16:11:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data"},"wordCount":3498,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250724082101/20250714_1st-Party-Data-Refresh_Header.webp?fit=1200%2C600&ssl=1","keywords":["1st-party data","blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"TL;DR: What is first-party data in marketing?\n\n\n\n\nFirst-party data is information collected directly from your audience through owned channels like websites, CRMs, or email platforms.\n\n\n\nFirst-party data is accurate and privacy-friendly, making it ideal for audience segmentation and personalization in digital marketing.\n\n\n\nMarketers can use first-party data to build lookalike audiences, retarget customers, and measure campaign performance more accurately.\n\n\n\n\n\nBusinesses have long relied on third-party cookies to track users across the web, gather information about their browsing behavior, and tailor their marketing strategies.\n\n\n\nBut with increased privacy regulations, such as GDPR and CCPA, and the ongoing transition towards the cookieless future, relying solely on third-party cookies is no longer sustainable.\n\n\n\nAs of 2026, over 140 countries have enacted data privacy legislation, with 20 states passing privacy laws that limit the use of third-party tracking.\n\n\n\nAs a result, EMARKETER reports that agencies and brands are increasingly shifting towards contextual targeting, AI-driven approaches, and first-party data strategies to reach audiences, with 55.1% of marketers worldwide saying first-party data is much more important to their advertising efforts today than it was two years ago. \n\n\n\nRead on to learn what first-party data is, how to collect it, and the benefits of using it in your digital marketing campaigns.. \n\n\n\nWhat is first-party data? \n\n\n\nFirst-party data is information an organization collects directly from its audience through interactions on its own channels. It's gathered from engaged, consenting users who have a direct relationship or familiarity with a brand, its products, or services. \n\n\n\nUnlike other types of data, first-party data is considered more accurate and reliable because it’s collected from users who have already engaged with your brand. This allows for more personalized, engaging customer experiences and marketing campaigns while ensuring compliance with evolving privacy regulations. \n\n\n\nBecause of this, it's no surprise that 46% of agency marketers surveyed in StackAdapt’s recent research report on The State of Personalization in Digital Marketing said that improving their first-party data strategies is expected to have the greatest impact on personalization and campaign performance over the next two to three years.\n\n\n\nWhat are examples of first-party data?\n\n\n\nFirst-party data can take many forms, depending on how customers interact with your brand across online and offline touch points. Here are some of the most common types of first-party data marketers use to understand their audiences and improve campaign performance:\n\n\n\n\nBehavioral data: Page views, clicks, scrolling patterns, items from abandoned carts, preferred products or categories, on-site search queries, and downloaded content can help marketers understand how users interact with their website, app, or other owned digital channels—allowing them to create more relevant audience segments.\n\n\n\nEmail engagement data: Open rates, click-through rates, newsletter signups, subscriber preferences, and engagement with gated content can reveal what topics, products, or offers subscribers are most interested in—helping marketers create more relevant email marketing campaigns that drive engagement and move customers down the funnel.\n\n\n\nTransactional data: Product purchase history, purchase frequency, subscription or membership status, overall purchase value, coupon usage, and loyalty program activity can help marketers identify high-value customers and personalize future campaigns. In fact, 43% of B2C marketers say improved targeting accuracy is the top benefit of using first-party data. \n\n\n\nDemographic and profile data: Details such as age, employment, education, marital status, location, product interests, and communication preferences can help marketers build more accurate customer profiles and segment audiences based on shared characteristics, interests, and needs.\n\n\n\nSocial engagement data: Likes, comments, shares, direct messages, and platform preferences can help brands understand how customers interact with their owned social media channels and which content formats drive engagement—helping marketers tailor messaging and creative to match audience interests.\n\n\n\nOffline interaction data: In-store purchases linked to loyalty or rewards programs, event attendance, call centre interactions, and conversations with sales or support representatives can help marketers connect offline customer activity to broader audience insights, giving them a more complete view of the customer journey and reach customers with more relevant messaging across channels.\n\n\n\n\nHow do you collect first-party data from multiple sources?\n\n\n\nAccording to a study conducted by Ad Age and Signet Research, 42% of marketers cited a lack of first-party data as the top reason for not using it.\n\n\n\nIf you’re looking to get more first-party data, here are a few ways to collect more customer data and improve campaign effectiveness:\n\n\n\n\nSurveys and feedback: Customer responses to surveys, product reviews, or customer service forms can help you better understand customer preferences and experiences.\n\n\n\nWebsite interactions: Encourage users to download gated content, register for webinars, or request demos.\n\n\n\nEmail sign-ups and subscriptions: Optimize your website so users can subscribe to newsletters or opt in to receive marketing communications over email.\n\n\n\nLoyalty programs: If you’re in the commerce or travel space, provide exclusive rewards or discounts in exchange for customer insights. EMARKETER reports that 45% of US adults use a loyalty app when shopping at their main grocery store, highlighting how common these programs have become and how willing consumers are to share data when they receive clear value in return.\n\n\n\nAccount registrations: When users create an account, subscribe to a service, or complete an online profile, you can collect details such as contact information, product interests, communication preferences, and other profile data that can be used to personalize future campaigns.\n\n\n\nOnline coupons and promotional offers: Discounts or limited-time deals can drive traffic to landing pages to redeem an offer, giving you a clear way to capture customer interest and build retargeting audiences. For example, tbk Creative client Jiffy Lube® Ontario used digital coupons in native ads to increase service bookings, decreasing their cost per acquisition by 80%.\n\n\n\nCustomer service and sales interactions: Support tickets, call logs, or conversations with sales teams can all provide insight into customer needs and intent.\n\n\n\nPurchase and transaction activity: Online or in-store purchases, subscription sign-ups, or previous orders can be used to identify repeat customers, understand buying patterns, and deliver more relevant product recommendations or offers.\n\n\n\n\nWhy it’s important to prioritize consent and provide a value exchange when collecting first-party data\n\n\n\nFirst-party data can help marketers create more relevant customer experiences. But it’s not automatically privacy-safe just because it’s collected directly from your audience.\n\n\n\nMarketers need to be clear about what data they’re collecting, how it will be used, and what customers receive in return. In doing so, they can build trust with their audience while encouraging customers to share information that improves personalization, targeting, and measurement.\n\n\n\nAccording to a Boston Consulting Group study, 90% of customers said they’d share their personal information if they received clear value in return, including greater convenience or more personalized offers. But how consumers think their data will be used ultimately impacts their willingness to share it and what they’re willing to share.\n\n\n\nFor example, customers are more likely to share basic demographic and contact information, such as their age, gender, zip code, or email address, but are more hesitant about sharing their phone number, precise location, or online browsing activity due to privacy concerns.\n\n\n\nAs a result, marketers should clearly communicate the lawful basis for collection, explain how the data will be used, and make the benefit clear to customers. This helps build the trust needed to collect higher-quality first-party data.\n\n\n\nHow is first-party data stored?\n\n\n\nFirst-party data is stored in various specialized marketing and data-management systems, including:\n\n\n\n\nCRMs that store customer-related data, including contact information, purchase history, and preferences in a centralized, structured database (for example, HubSpot or Salesforce).\n\n\n\nCustomer data platforms (CDPs), which unify and organize customer data from various sources, including online and offline interactions, to create a single customer view and enable personalized marketing.\n\n\n\nMarketing data clouds, such as Snowflake, which provide scalable and flexible options for governing, storing, collaborating, managing, analyzing, and monetizing first-party data.\n\n\n\n\nBreaking down internal barriers between adtech and martech is one of the most important strategies for getting the most out of first-party data. But according to survey respondents in StackAdapt’s The State of Personalization in Digital Marketing, 55% of agencies say they often run into issues with a brand’s first-party data. This is often due to common challenges such as disconnected systems, incomplete data, or inconsistencies across sources.\n\n\n\nStackAdapt’s new Data Hub centralizes first-party data from CRMs and other sources, segmenting high-intent audiences, activating data across programmatic channels, and providing a unified view of the customer journey—all without relying on third-party cookies. \n\n\n\nTo learn more, read on or scroll to the bottom of the page.\n\n\n\nWhat’s the difference between zero, first, second, and third-party data?\n\n\n\nUnderstanding the differences between the four main types of audience data can help marketers personalize campaigns, stay compliant, and drive better results.\n\n\n\nHere's a quick breakdown of what sets them apart:\n\n\n\nZero-party data vs. first-party data\n\n\n\nZero-party data refers to information that users voluntarily and intentionally share with a brand, typically through direct engagement. Examples of zero-party data include preference center selections, survey responses, and profile details that users willingly provide through forms, quizzes, or account settings.\n\n\n\nUnlike first-party data, zero-party data is explicitly provided by users rather than being observed or inferred from their behavior on websites or apps.\n\n\n\nFirst-party data vs. second-party data​\n\n\n\nSecond-party data is first-party data that comes from another source—such as a trusted partner—rather than directly through your own channels or interactions.\n\n\n\nFor example, a hotel chain might obtain data from an airline partner about travelers’ booking preferences or loyalty program status to improve joint marketing efforts or provide more personalized offers and experiences.\n\n\n\nOne of the benefits of second-party data is that it extends your audience insights beyond your own interactions, allowing you to reach new clients or identify new customer segments that share similar interests or characteristics with your existing customers.\n\n\n\nFirst-party data vs. third-party data​\n\n\n\nThird-party data refers to information collected by external organizations or data providers, rather than directly from your own customers or channels. It's typically aggregated from various sources and sold or licensed to brands for marketing purposes.\n\n\n\nUnlike first-party data or second-party data, third-party data is often perceived as less reliable and accurate because it’s collected indirectly, potentially making it less relevant, incomplete, or outdated, depending on your industry, audience, or campaign goals.\n\n\n\nThat said, third-party data can help expand your reach, particularly if you have limited access to first-party data or are looking to scale campaigns quickly into new markets.\n\n\n\nHere’s a comparison table that breaks down the differences between zero, first, second, and third-party data at a glance:\n\n\n\nZero-party dataFirst-party dataSecond-party dataThird-party dataDefinitionData shared by users directly with your brand.Data sets that are proprietary to you.Data obtained from a trusted partner.Data that’s aggregated and acquired from other sources.How it’s collectedProvided through surveys, quizzes, account profiles, etc.Collected directly from interactions on your channels.Shared through partnerships with companies.Collected by companies that don’t have a direct relationship with your customers.ExamplesPreference center selections, quiz answers, and user profile details.Data from websites, surveys, apps, social media platforms, emails, and analytics.Data provided by a partner (e.g., an airline shares traveller preferences with a partner).Demographic or behavioural data purchased from a data marketplace.Data usageUsed to personalize customer experiences and create targeted campaigns.Used to improve audience targeting and measure campaigns.Used to create targeted joint campaigns or extend reach into new segments.Used to broaden audience reach and scale marketing efforts.\n\n\n\nWhy is first-party data important?\n\n\n\nWith privacy regulations tightening and third-party cookies slowly being phased out, marketers are seeking more reliable ways to understand their audience and target potential customers.\n\n\n\nFirst-party data helps brands navigate this shift by offering privacy-friendly insights gathered directly from customers and prospects.\n\n\n\nHere are some of the main benefits of first-party data:\n\n\n\n\nAccurate, reliable insights: Because first-party data comes directly from your interactions with customers, it’s highly accurate, relevant, and timely, giving you a clearer view of real user intent and behavior.\n\n\n\nPrecise personalization: First-party data helps you personalize customer experiences with a higher degree of precision than third-party data. For example, you can deliver customized product recommendations and targeted ads based on a user’s browsing history or past purchases.\n\n\n\nLower customer acquisition costs: Because first-party data improves audience targeting, it’s been proven to reduce wasted ad spend. For example, a McKinsey study found first-party data can lower customer acquisition costs by up to 50%.\n\n\n\nHigher ROI: According to a study by Google and the BCG, businesses that leveraged first-party data for their marketing campaigns saw a 2.9 times increase in revenue lift compared to companies relying on other data sources.\n\n\n\nCompetitive advantage: Unlike other types of data, first-party data is collected directly from interactions with your brand and can’t be accessed or replicated by other businesses or competitors, helping you provide more relevant and unique customer experiences and offers.\n\n\n\nMarketing resilience: Due to the ongoing deprecation of third-party cookies, 89% of US brands and agencies have reported an impact on their personalization efforts. First-party data ensures your marketing remains resilient, even as privacy restrictions evolve. As a result, 27% of marketers worldwide plan to increase their use of first-party data in 2026.\n\n\n\nCross-channel reach: First-party data can be activated seamlessly across multiple touch points and channels, from popular programmatic advertising channels like display and connected TV (CTV) to more traditional formats like email and direct mail, helping you reach audiences consistently and optimize engagement across the entire customer journey.\n\n\n\nBehavior-based retargeting: First-party data allows you to retarget users based on their interests or past behaviors. For example, StackAdapt’s retargeting solutions allow you to serve personalized ads or emails to users who abandoned their cart while on your website, encouraging them to complete their purchase by reminding them of specific items they previously showed interest in.\n\n\n\nAI-driven optimization: First-party data enhances the effectiveness of AI-driven predictive analytics for product recommendations and audience targeting. For example, you can use dynamic creative optimization to automatically tailor ad creatives and messaging, improving campaign performance.\n\n\n\n\nHow can you use first-party data in marketing?\n\n\n\nFirst-party data is only valuable if you know how to use it. From strategy and execution to expanding reach and measuring performance, here are six ways you can put first-party data to work in your marketing campaigns.\n\n\n\n1. Build detailed customer profiles\n\n\n\nCustomer profiles summarize key demographic and behavioral attributes of your target audience. These profiles help guide your digital marketing strategy by aligning messaging, creative, and targeting with the specific wants and needs of your customer segments.\n\n\n\nFirst-party data is critical for building accurate customer profiles because it captures authentic customer preferences and behaviors directly from real interactions across your owned channels—whether it’s purchase history, browsing activity, or engagement with ads or email marketing campaigns—into a single, unified view. \n\n\n\nIn doing so, it provides you with trustworthy, high-quality insights that power better customer segmentation and more effective audience targeting.\n\n\n\n2. Personalize your marketing campaigns\n\n\n\nPersonalized marketing means delivering messages tailored to specific individuals or audience segments based on their interests, intentions, or stage in the customer journey.\n\n\n\nUsing first-party data allows you to analyze past purchases, browsing history, and personal preferences to understand what your audience truly cares about, helping you create highly relevant campaigns that resonate across every touch point.\n\n\n\nFor example, let’s say you’re a beauty brand. If a user recently browsed skincare products on your website but didn’t make a purchase, you could use first-party data to dynamically retarget them with personalized ads showcasing complementary products, customer reviews, or limited-time offers. \n\n\n\nThis type of tailored messaging can boost ad relevance, ultimately leading to higher engagement and conversions.\n\n\n\n3. Optimize campaigns with predictive insights\n\n\n\nFirst-party data can also help marketers anticipate what customers are likely to do next. By analyzing purchase history, browsing activity, content engagement, and past conversions, AI-powered predictive models can help marketers identify purchase intent, churn risk, category interest, content preferences, or likelihood to convert.\n\n\n\nThese insights can then be used to prioritize high-intent audiences, recommend relevant products or content, trigger timely offers, suppress users who are unlikely to engage with a campaign, and improve bidding or creative decisions to drive stronger performance.\n\n\n\nFor example, an e-commerce brand could use first-party data to identify existing customers who frequently browse a specific product category but haven’t purchased yet, then serve them a personalized offer or product recommendation when they’re more likely to convert.\n\n\n\n4. Leverage first-party data for retargeting\n\n\n\nBecause first-party data reveals important information on audience behaviors, traits, preferences, and interests, it can be effectively used as a bottom-funnel tactic to generate further conversions. \n\n\n\nOnce a customer has converted online, first-party data can be uploaded into a demand-side platform like StackAdapt and leveraged for retargeting campaigns.\n\n\n\nFor example, if you’re a retailer or brand, you could use CRM data to retarget with complementary products, such as a smartphone case for a recent mobile phone purchase, or matching gloves following the recent purchase of a coat or hat.\n\n\n\nWith StackAdapt, marketers can reach audiences on more than just traditional programmatic advertising channels and also trigger personalized email retargeting campaigns using CRM data. \n\n\n\nFor example, a CPG brand could send a coupon for items recently abandoned in their cart, encouraging them to complete a purchase at a discounted price. \n\n\n\nSimilarly, a B2B brand could send educational content or interactive tools, such as a product comparison guide or ROI calculator, as a follow-up to a prospect who recently downloaded a whitepaper, helping move them further down the funnel.\n\n\n\n5. Build lookalike audiences\n\n\n\nReaching new customers can be challenging. But using data about your existing audience can help you find and target prospects with similar characteristics to expand your reach.\n\n\n\nMarketers can use first-party data to build lookalike audiences based on the shared traits, behaviors, and interests of your highest-performing customers.\n\n\n\nAnalyzing key attributes of your best customer segments—such as purchase patterns, the types of content they engage with, or specific demographic indicators—can help you identify and engage with new customers who are more likely to convert. \n\n\n\n6. Tie conversions back to your digital campaigns \n\n\n\nFirst-party data is a valuable asset for marketing attribution because it captures real actions specific to your brand, both online and offline.\n\n\n\nUsing cross-channel attribution, you can directly connect conversions—such as voter registrations, travel bookings, or in-store product purchases—to the digital touch points that influenced them. This allows you to accurately measure return on ad spend, demonstrate your campaign’s real-world impact, and optimize your marketing strategies for greater efficiency, maximizing budget performance while giving you a more holistic view of campaign effectiveness.\n\n\n\nLearn more about StackAdapt’s in-platform cross-channel attribution solution.\n\n\n\nUse first-party data to your advantage\n\n\n\nThe evolving privacy landscape has highlighted the growing importance of first-party data, especially in an increasingly competitive digital landscape. \n\n\n\nNext to AI in advertising, agency professionals say that first-party data will have the biggest impact on digital advertising over the next decade.\n\n\n\nWith StackAdapt, you can centralize and activate your first-party data in one unified platform, seamlessly combining your programmatic and email marketing efforts to target audiences, measure cross-channel performance, and deliver personalized campaigns with more precision.\n\n\n\nRequest a demo to learn more about leveraging first-party data in your StackAdapt campaigns.\n\n\n\n\nNext steps:\n\n\n\n\nLearn where AI in advertising is headed and how it's evolving.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nFirst-party data FAQs\n\n\n\n\n\n\n\nFirst-party data is sometimes referred to as owned data, proprietary data, in-house data, or customer data. These terms all highlight the main differentiator of first-party data: that the data is collected directly by a company through its own interactions with users instead of coming from external sources.\n\n\n\n\n\n\n\n\n\nMarketers activate first-party data in paid media by organizing customer data from CRMs, CDPs, website activity, purchase history, or email lists into audience segments and syncing them with advertising platforms like StackAdapt. These segments can be used to retarget existing customers, suppress audiences from acquisition campaigns, build lookalike audiences, improve bidding decisions, and measure conversions more accurately across channels like display, native, CTV, or email.\n\n\n\n\n\n\n\n\n\nAccording to EMARKETER, the top methods marketers use to collect first-party data are customer service data, mobile apps, transaction data, web registration or account creation, loyalty programs, subscriptions, online learning platforms, and by providing discounts on products or services.\n\n\n\n\n\n\n\n\n\nA first-party data strategy is a plan for collecting, organizing, and activating customer data from your owned channels. It helps marketers turn data from websites, CRMs, email platforms, loyalty programs, and offline interactions into audience segments that can be used for targeting, personalization, retargeting, and measurement. For a deeper look at how to build one, read more about how to build a first-party data strategy.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/1st-party-data","url":"https://www.stackadapt.com/resources/blog/1st-party-data","name":"What is first-party data? How to use it and why it matters","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250724082101/20250714_1st-Party-Data-Refresh_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-06-17T13:50:36+00:00","dateModified":"2026-09-09T16:11:57+00:00","description":"Learn what first-party data is, why it’s important, and how to use it to target the right audiences in your digital marketing campaigns.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-2a3ec066-e362-460b-8b4d-15e3f0103820"},{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-e2935afe-d572-4d36-9c17-d6b925d4645f"},{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-ede13dc0-fcab-493b-871e-d6c7204a022c"},{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-7ad4d5fe-d2e0-4ee8-bada-092422b0ee69"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250724082101/20250714_1st-Party-Data-Refresh_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250724082101/20250714_1st-Party-Data-Refresh_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of 1st-party data collected from user actions and used to power personalized marketing."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-2a3ec066-e362-460b-8b4d-15e3f0103820","position":1,"url":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-2a3ec066-e362-460b-8b4d-15e3f0103820","name":"What is another term for first-party data?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"First-party data is sometimes referred to as owned data, proprietary data, in-house data, or customer data. These terms all highlight the main differentiator of first-party data: that the data is collected directly by a company through its own interactions with users instead of coming from external sources.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-e2935afe-d572-4d36-9c17-d6b925d4645f","position":2,"url":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-e2935afe-d572-4d36-9c17-d6b925d4645f","name":"How do you activate first-party data in paid media?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketers activate first-party data in paid media by organizing customer data from CRMs, CDPs, website activity, purchase history, or email lists into audience segments and syncing them with advertising platforms like StackAdapt. These segments can be used to retarget existing customers, suppress audiences from acquisition campaigns, build lookalike audiences, improve bidding decisions, and measure conversions more accurately across channels like display, native, CTV, or email.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-ede13dc0-fcab-493b-871e-d6c7204a022c","position":3,"url":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-ede13dc0-fcab-493b-871e-d6c7204a022c","name":"How can you collect and get more first-party data?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to EMARKETER, the top methods marketers use to collect first-party data are customer service data, mobile apps, transaction data, web registration or account creation, loyalty programs, subscriptions, online learning platforms, and by providing discounts on products or services.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-7ad4d5fe-d2e0-4ee8-bada-092422b0ee69","position":4,"url":"https://www.stackadapt.com/resources/blog/1st-party-data#faq-question-7ad4d5fe-d2e0-4ee8-bada-092422b0ee69","name":"What is a first-party data strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A first-party data strategy is a plan for collecting, organizing, and activating customer data from your owned channels. It helps marketers turn data from websites, CRMs, email platforms, loyalty programs, and offline interactions into audience segments that can be used for targeting, personalization, retargeting, and measurement. For a deeper look at how to build one, read more about how to build a first-party data strategy.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-campaign-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-campaign-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Incorporating programmatic in your B2B campaign strategy","datePublished":"2019-10-29T13:52:47+00:00","dateModified":"2026-09-08T21:49:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-campaign-strategy"},"wordCount":1312,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-campaign-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105528/20191018_Programmatic-B2B_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["b2b","blog","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Incorporating programmatic in your B2B campaign strategy\n\n\n\n\n\n\n\n\n\n\n\n\n\nBusiness to Business (B2B) campaigns need to be approached differently than Business to Consumer (B2C) campaigns, as B2B sales cycles are typically much longer than B2C cycles, along with higher price points, smaller target audiences and more decision makers. As a result, your digital campaigns need multiple touch points with softer calls to action (CTAs), more educational content to build business cases, and competitive analyses to make you stand out against your competitors. \n\n\n\nThis makes the nurture phase of your campaigns even more important. You need to keep your brand top of mind, while standing out against competitors and providing consumable, valuable information that will help progress the sale. Programmatic advertising plays a crucial role to make all of this possible.\n\n\n\nProgrammatic is the solution for B2B advertisers to reach audiences wherever they are. It uses software to buy digital advertising, online and in real-time. Rather than needing requests for proposals and human negotiations, machine learning and algorithms are used to purchase ad inventory. \n\n\n\nWhen using a demand-side platform (DSP) to run your programmatic campaigns, you can reach your target audience across all of their devices, through all different channels—native, display, video, CTV, audio, in-game, and digital out-of-home—all while streamlining your workflow, enabling you to spend more time optimizing your ads. \n\n\n\nThere’s lots to keep in mind when running programmatic, so our analysts took a deep dive into B2B campaigns that have run on StackAdapt to determine some best practices and insights that will help you succeed.\n\n\n\nGoals for programmatic B2B campaigns\n\n\n\nLike any other campaign, you should establish your goals before launching. Knowing what you’re aiming for will not only impact who your audience is and where to target them, but the media you decide to run with. When we looked at the B2B campaigns that ran on our platform, we found that about 87% of them were awareness and engagement campaigns, and under 13% had conversions as a primary goal.\n\n\n\n\n\n\n\nSince B2B products and services have higher price points and require client commitment, it is no surprise that the majority of ad dollars for the B2B industry are going towards mid-funnel tactics. More than likely, a conversion for this type of campaign would be a signed contract—and often this wouldn't come easily. It may take a series of negotiation cycles, with longer wait times. \n\n\n\nSo, the best way to spend your budget is on awareness and engagement, to help push your warm leads through to the bottom of the funnel where your sales team can take over and close the deal. Now that you know what you’re aiming for, let’s dig into which channels you should use for your B2B campaigns.\n\n\n\nChannel mix for your B2B campaign\n\n\n\nWhen developing your B2B campaign strategy, it’s important to incorporate native, display and video together. Each has its unique benefits, and when combining them, you’ll have a powerful campaign—it’s the ultimate recipe for campaign success!\n\n\n\nBenefits of native\n\n\n\nWhen it comes to engagement campaigns, native needs to be in your media mix. You’re able to engage mid-funnel users with the information they want, with a spin in favour of your brand. Even though eMarketer states that native is the preferred way to consume content, only 30% of North American B2B marketers use native ads for content distribution. This leaves a lot of opportunity for your brand to stand out, something our users are taking advantage of. Our analysts found that of all B2B campaigns run in StackAdapt, 81% of them were native.\n\n\n\nBenefits of display\n\n\n\nDisplay ads are great for building awareness and brand recognition, because they are highly viewable and you have the ability to use unique and creative ads that capture attention. Top and mid-funnel users who are doing research need to be reminded of your brand and your product or offering—and display is the way to do that. Our users agree, with 12% of their B2B campaigns using display.\n\n\n\nBenefits of video\n\n\n\nVideo reinforces your brand voice and identity in a more engaging format. Video captures your target audience’s attention, while still providing information and keeping your brand top of mind. You’re able to speak to your prospects as people and engage them in a way that interests them enough to watch. Keep in mind, you want to keep your video at a length where the user is not likely to skip. We found that videos between 11-15s have a 79% completion rate compared to 91-120s videos, which had only a 45% completion rate.\n\n\n\n\n\n\n\nOnce you decide on the channel, and more importantly, the combination of channels you want to run with, you need to think about how you’re going to target your audience.\n\n\n\nHow to target B2B audiences\n\n\n\nIt’s important to reiterate that B2B campaigns are best suited for awareness and engagement campaigns, making retargeting and 1st-party data ideal. As you nurture your audience, you want to have multiple touch points through the mid-funnel journey. \n\n\n\nYour 1st-party audience already knows you in one form or another. Maybe they’ve done business with you the past, or they’ve stopped by your booth at a conference requesting more information. First-party data is a great targeting tactic for B2B campaigns, and with StackAdapt you can easily upload your 1st-party data through our integrations with Adobe Audience Manager, Salesforce and LiveRamp.\n\n\n\nOne of the most effective tactics for any campaign, but especially for B2B targeting, is retargeting. Again, you want to be sure you’re constantly nurturing your leads through the funnel with engaging and informative content, and a great way to do that is with retargeting. An example of this would be to retarget users after a video completion. You already know the user is familiar with your brand, because they’ve watched one of your video ads. So, you can push them to more informative content through a native retargeting ad that leads to an article you’ve composed comparing you and your competitors—with you coming out on top! As you can see from our data below, StackAdapt users who run B2B campaigns consistently choose 1st-party and retargeting across all channels.\n\n\n\nFinally, you want to ensure you appropriately leverage 3rd-party audiences and other targeting options as well. StackAdapt has a large 3rd-party audience catalogue, featuring audiences from B2B forward providers like Dun & Bradstreet and Bombora. When advertising for a B2B product or service, there are usually multiple decision makers, normally c-level professionals who have final sign off. It’s important to remember that these decision makers should be educated through the funnels as well.\n\n\n\nSeveral B2B marketers employ an Account Based Marketing (ABM) strategy. To complement your ABM efforts, leverage programmatic advertising and 3rd-party audiences. Dun & Bradstreet offers ABM segments that are based off your list of target accounts that enable:\n\n\n\n\nExpansion to include the full family tree for your target accounts.\n\n\n\nExclusions or restrictions to matched businesses ensure you are not wasting impressions and media spend.\n\n\n\nProfessional overlays to reach professionals in certain seniority levels or job functions at your target business.\n\n\n\n\nABM cookie pools can be built from D-U-N-S Lists, Target Account Lists, Domain and IPs.\n\n\n\n\n\n\n\nIf you take one thing away from this post, let it be this: when it comes to B2B campaigns, there are a number of tactics that can be applied to complement your existing initiatives or to introduce programmatic advertising into your marketing mix successfully.\n\n\n\nWant to run exceptional B2B campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt announced as a Technology Fast 50 company","datePublished":"2019-11-07T14:22:01+00:00","dateModified":"2026-09-08T21:49:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50"},"wordCount":486,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240524130509/20240524_Fast-50-Company_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50","url":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50","name":"StackAdapt Named a Technology Fast 50 Company | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240524130509/20240524_Fast-50-Company_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2019-11-07T14:22:01+00:00","dateModified":"2026-09-08T21:49:20+00:00","description":"StackAdapt is a Technology Fast 50TM program award recipient for its rapid revenue growth, entrepreneurial spirit, and bold innovation.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-2019-deloitte-fast-50#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240524130509/20240524_Fast-50-Company_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240524130509/20240524_Fast-50-Company_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt is a Technology Fast 50™ company award winner."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and SpotX launch Connected TV partnership for Canadian advertisers","datePublished":"2019-11-18T14:15:01+00:00","dateModified":"2026-09-08T21:49:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory"},"wordCount":750,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191111_SportxStackAdapt-Partnership_1200x600.png?fit=1200%2C600&ssl=1","keywords":["company updates","connected tv","ctv","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory","url":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory","name":"StackAdapt and SpotX Launch CTV Partnership | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/spotx-connectedtv-inventory#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191111_SportxStackAdapt-Partnership_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2019-11-18T14:15:01+00:00","dateModified":"2026-09-08T21:49:18+00:00","description":"StackAdapt clients can now access premium connected TV inventory and audiences via SpotX with the newly launched CTV partnership for Canadian Advertisers.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"The benefits of interactive ads for your digital campaigns","datePublished":"2019-11-25T14:20:31+00:00","dateModified":"2026-09-08T21:49:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads"},"wordCount":967,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191120_Interactive-Ads_1200x600.png?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","creative"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The benefits of interactive ads for your digital campaigns\n\n\n\n\n\n\n\n\n\n\n\n\n\nWith programmatic advertising, the possibilities for different targeting tactics can become very granular or fairly broad. As part of your overall digital strategy, you should not only consider your campaign tactics, such as geo and audiences, but also your creatives themselves. They will play a crucial role in ensuring your brand messaging is received, remembered and acted upon. \n\n\n\nSo, how do you know what kinds of creatives to use? Well, there are a plethora of options at your disposal—but I am going to focus on interactive ads, and dive in to how they can capture attention and provide success for programmatic campaigns.\n\n\n\nWhy choose interactive ads\n\n\n\nAn interactive ad invites the user to perform an action in order to have something revealed within the ad itself, or to navigate towards a specific landing page. It adds a level of precision and complexity that cannot be achieved through static display ads. Whether the action is hovering or clicking—the audience is generally faced with an instruction to explore the ad for more details.\n\n\n\nThere are various benefits to including interactive ads throughout your campaign funnel. They provide a unique opportunity to engage with your target market, allow for brand interaction in your campaigns and create a lasting impression on your prospects.\n\n\n\nHow to leverage interactive ads in your campaign\n\n\n\nIncorporating interactive ads into your campaigns can apply at any stage of the funnel—whether that be to garner interest at the top of the funnel or encourage a conversion at the bottom of the funnel. Regardless of where you choose to use interactive ads, best practice is to consider the execution before your campaign launch. To show you what this might look like, I’ve provided some examples of how to leverage interactive ads with any campaign goal.\n\n\n\nWith an interactive ad, you want to allow the user to drive—letting them curate the ad for what matters most to them. \n\n\n\nLet’s consider an ad for luggage. There are a number of different options and features that would appeal to different members of the target audience. Maybe they care the most about having 360 wheels on their luggage. Or they could be looking for luggage that has multiple features and will explore the whole ad to see what is applicable to their needs. Offering an interactive experience to the viewer provides a huge advantage—you are able to say more within the same canvas space. Here is what the ad might look like:\n\n\n\n\n\n\n\nWith the ad being interactive, you can outline 4 distinct features of a single product, without having text present on the ad—allowing you to save on ad real estate, and let your images do the talking. This is especially important for smaller ad sizes which are quite common across desktop and mobile channels. \n\n\n\nIf you are looking to incorporate interactive ads into the top of your funnel, as part of a prospecting campaign, you may want to showcase multiple products. This is called a carousel interactive ad, and might look like this:\n\n\n\n\n\n\n\nThe individual products in the carousel can all click out directly to the product page, while still having a call to action (CTA) button that leads to the page showcasing all items. You can also track these clicks per product to help identify best sellers, and gain insights like if a certain demographic is more interested in a series of products.\n\n\n\nAlthough they may have clicked on one of the products from the carousel, they may end up viewing multiple products on your site—so you want to remind them of the last one they viewed. \n\n\n\nSo, as part of your lower funnel tactics, you can run a dynamic retargeting campaign showcasing that last product, creating a more personalized experience. This example would work extremely well for a conversion goal to increase online sales.\n\n\n\nWhat’s interesting about interactive advertising is that you can collect data from the first point of contact. So not only discovering which products may be more popular, but learning more about how your target market interacts with ads. Interactive ads present options to the viewer—not only in the content that is shown, but also in the landing pages—because you can incorporate multiple buttons and touch points.\n\n\n\nIf you’re looking to learn more about your target market and focus on conversions, then consider using the ad to collect valuable data about your ideal customer. With an interactive ad, you can ask the user what the weather is like where they are, and discover what type of vacation they might prefer.\n\n\n\n\n\n\n\nEven if the viewer clicks all weather options, you will be able to gauge interest in certain locations based on the conversion events. This example would be ideal to include in a retargeting campaign, once the target market is familiar with your brand. An audience is more likely to engage with the options in the ad if the question comes from a brand they recognize.\n\n\n\nCollecting audience data from interactive ads\n\n\n\nCombining human behaviour with data is where interactive ads really excel. Instead of narrowing your targeting, let the ads do the work for you to find out exactly who your prospects are and what they are looking for. This will help increase your scale and also allow you to discover your target market in a more specific and individualized way. This type of data could change by the season, or even monthly, but collecting this data is much easier when it’s all within the execution.\n\n\n\nWant to run programmatic campaigns with interactive ads? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads","url":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads","name":"Benefits of Interactive Ads for Digital Campaigns | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191120_Interactive-Ads_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2019-11-25T14:20:31+00:00","dateModified":"2026-09-08T21:49:15+00:00","description":"How do you know what kinds of creatives to use for your digital campaigns? Learn how to capture attention with interactive ads.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-interactive-ads#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191120_Interactive-Ads_1200x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105527/20191120_Interactive-Ads_1200x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of an interactive ad showing a living room"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Vitaly Pecherskiy named one of IBM’s CASCON x Evoke Canada’s tech titans: Top 19 of 2019","datePublished":"2019-11-15T19:39:04+00:00","dateModified":"2026-09-08T21:49:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019"},"wordCount":453,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_TechTItans_1200x600.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019","url":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019","name":"Vitaly Pecherskiy named one of Canada’s Tech Titans 2019 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_TechTItans_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2019-11-15T19:39:04+00:00","dateModified":"2026-09-08T21:49:19+00:00","description":"StackAdapt's COO, Vitaly Pecherskiy has been named as part of CASCON x Evoke Canada’s Tech Titans: Top 19 of 2019, presented by IBM and Plastic Havas.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/canada-tech-titan-2019#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_TechTItans_1200x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_TechTItans_1200x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"CASCON x Evoke and Top 19 award logos on a light grey background"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt partners with RhythmOne to enhance Connected TV offering","datePublished":"2019-11-19T14:07:54+00:00","dateModified":"2026-09-08T21:49:16+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering"},"wordCount":287,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_RhythmOne_1200x600-1.png?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering","url":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering","name":"StackAdapt Partners with RhythmOne | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_RhythmOne_1200x600-1.png?fit=1200%2C600&ssl=1","datePublished":"2019-11-19T14:07:54+00:00","dateModified":"2026-09-08T21:49:16+00:00","description":"StackAdapt continues to expand its CTV offering through partnerships with industry-leading CTV providers, like RhythmOne and a CTV Buying Overview.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/rhythmone-connectedtv-offering#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_RhythmOne_1200x600-1.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105526/20191115_RhythmOne_1200x600-1.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of a TV and RhythmOne logo"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"3 strategies for building lookalike audiences from holiday traffic","datePublished":"2024-07-25T17:16:04+00:00","dateModified":"2026-09-08T21:44:40+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays"},"wordCount":834,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240725102409/20240717_Refresh-Lookalike-Audiences-From-Holiday-Traffic_Header.webp?fit=1201%2C601&ssl=1","keywords":["audience targeting","blog","Content Level : 101","holiday","lookalike audiences"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Based on trends from previous years, this holiday shopping season is expected to last just as long—if not longer—than last year’s and continue to be driven by e-commerce. EMARKETER predicts that holiday retail sales in 2024 will grow by 4.8%, which means the festive season will bring lots of opportunities for advertisers. \n\n\n\nThe best part? The effort that goes into capturing your ideal audience’s attention during the holiday season can also drive campaign success throughout the year.\n\n\n\nWith lookalike audiences, you can maximize your holiday marketing efforts by creating a list of users who mimic the online behaviours of your ideal customers, expanding your reach and increasing the likelihood of a conversion. \n\n\n\nWhat are lookalike audiences\n\n\n\nIn programmatic advertising, lookalike audiences are target audiences with characteristics similar to those of your existing customers or community. A lookalike audience is built using a sophisticated algorithm that identifies users who share interests and behaviours similar to your existing customers or prospects. This enhances the efficiency and effectiveness of advertising campaigns by allowing advertisers to expand their reach beyond their customer base and target additional audiences with a high probability of conversion.\n\n\n\n3 strategies for building lookalike audiences during the holidays\n\n\n\nWhat are the best ways to use lookalikes during your holiday campaigns? Let’s dig in.\n\n\n\n1. Leverage events like Black Friday and Cyber Monday\n\n\n\nTentpole events during the holiday season drive more traffic to your channels. If you’re a retail brand, you’ll see more users landing on your website during, and in the lead up to, the holidays as they shop for gifts.\n\n\n\nBlack Friday and Cyber Monday have grown in popularity over the years, with retailers dropping deals as early as two months in advance. In 2023, shoppers spent a record $964.4 billion USD both in brick and mortar stores and online. \n\n\n\nBlack Friday and Cyber Monday see such drastic spikes in web traffic that major retailers consistently report site outages and slowdowns on these days. While sales are the ultimate goal, there’s also an opportunity to leverage this traffic for your post-holiday marketing strategy and beyond.\n\n\n\nWith a lookalike pixel, you can capture all of those users who are searching for deals and create an audience with similar interests, increasing the likelihood of conversions even after the holidays.\n\n\n\n2. Leverage lower-funnel campaigns for post-holiday conversions\n\n\n\nThe goal of a full-funnel strategy is to guide your audience to the lower-funnel. By that point, you’ve nurtured your target audience, and given them all the information they need to make a decision. Your goal now is to encourage them to convert. \n\n\n\nWhether the conversion is signing up for a webinar, registering for a demo, or purchasing a product, you’ve worked hard to get to this point. Don’t waste the opportunity to find more users who exhibit the same traits as those who are at the bottom of your funnel. \n\n\n\nDuring the holidays, place a lookalike pixel on your conversion event, like a thank you, registration, or order confirmation page. You can use this to build a lookalike audience that shares similar online behaviours to those who have converted. \n\n\n\nThis lookalike audience strategy widens your audience pool and fills your bottom-funnel, giving you an audience to target once the surge in holiday traffic drops off. \n\n\n\n3. Build lookalike audiences from video completions\n\n\n\nLookalike audiences can also be leveraged for brand awareness campaigns. By building a lookalike audience based on holiday season traffic, you can target users who aren’t aware of your brand.\n\n\n\nOne way to boost brand awareness with lookalike audiences is by leveraging video completions. Install a lookalike pixel on the completion event of a holiday campaign video. The users who watch your entire video will be captured. You can then use that audience data to create a lookalike audience targeting similar users. \n\n\n\nGet started with lookalike audiences\n\n\n\nLookalike audiences help you find new customers who share similarities with your current ones. If your existing customers love your product or service, chances are these users will too. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\nFAQs about lookalike audience\n\n\n\n\n\n\n\nLookalike audiences leverage existing customer data to target new customers who share similar traits, behaviours, and interests. The benefits include increased reach, higher conversion rates, and improved ROI by focusing ad spend on audiences who are likely to convert.\n\n\n\n\n\n\n\n\n\nUse lookalike audiences in programmatic advertising to expand your reach beyond your current customer base. This can help you optimize campaign performance by targeting prospective customers similar to high-converting segments.\n\n\n\n\n\n\n\n\n\nTargeting a lookalike audience with programmatic advertising first involves defining your seed audience—this is typically your best customers—and then using a data management platform (DMP) or demand-side platform (DSP) to analyze their common attributes and behaviours. This is then used to find, and target, similar users across other digital channels.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays","url":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays","name":"Lookalike Audience Holiday Marketing Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240725102409/20240717_Refresh-Lookalike-Audiences-From-Holiday-Traffic_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-07-25T17:16:04+00:00","dateModified":"2026-09-08T21:44:40+00:00","description":"Learn how to leverage lookalike audiences during the holidays to reach similar audiences before, during, and after the seasonal rush.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-5c47e715-ddeb-4163-8e86-a129598feb26"},{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-e0128383-f22a-46af-93fb-ee33989419b4"},{"@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-a94f56c1-0983-481f-8751-4103d867a632"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240725102409/20240717_Refresh-Lookalike-Audiences-From-Holiday-Traffic_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240725102409/20240717_Refresh-Lookalike-Audiences-From-Holiday-Traffic_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of holidays shoppers representing lookalike audiences holding gifts and shopping bags"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-5c47e715-ddeb-4163-8e86-a129598feb26","position":1,"url":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-5c47e715-ddeb-4163-8e86-a129598feb26","name":"What are the benefits of lookalike audiences?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Lookalike audiences leverage existing customer data to target new customers who share similar traits, behaviours, and interests. The benefits include increased reach, higher conversion rates, and improved ROI by focusing ad spend on audiences who are likely to convert.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-e0128383-f22a-46af-93fb-ee33989419b4","position":2,"url":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-e0128383-f22a-46af-93fb-ee33989419b4","name":"When should I use lookalike audiences in programmatic advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Use lookalike audiences in programmatic advertising to expand your reach beyond your current customer base. This can help you optimize campaign performance by targeting prospective customers similar to high-converting segments.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-a94f56c1-0983-481f-8751-4103d867a632","position":3,"url":"https://www.stackadapt.com/resources/blog/lookalike-audience-strategy-post-holidays#faq-question-a94f56c1-0983-481f-8751-4103d867a632","name":"How do you target a lookalike audience with programmatic advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Targeting a lookalike audience with programmatic advertising first involves defining your seed audience—this is typically your best customers—and then using a data management platform (DMP) or demand-side platform (DSP) to analyze their common attributes and behaviours. This is then used to find, and target, similar users across other digital channels.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ctv-measurement#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ctv-measurement"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"CTV measurement: Metrics & KPIs you should track to prove performance","datePublished":"2025-01-22T14:04:16+00:00","dateModified":"2026-09-08T21:43:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ctv-measurement"},"wordCount":1417,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-measurement#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121082422/20250114_CTV-Measurements-Refresh_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"For years, advertisers prioritized traditional linear TV advertising over other channels for its broad reach and affordability.\n\n\n\nThere was just one major problem: reporting was limited, with advertisers often relying on estimated viewership numbers from Nielsen ratings and spikes in web or store traffic after a commercial aired to assess whether a campaign was effective.\n\n\n\nConnected TV (CTV) advertising changes that. \n\n\n\nWith CTV measurement, marketers can access accurate, granular insights to adjust, optimize, and personalize campaigns for better performance, in real time and throughout the entire funnel.\n\n\n\nCTV’s advanced measurement capabilities are part of the reason why CTV advertising continues experiencing historic adoption, with CTV ad spending forecasted to see double-digit annual growth and reach $46.89 billion USD in 2028, the same year EMARKETER predicts it will officially surpass traditional linear TV ad spending.\n\n\n\nWith CTV expected to account for 20% of the average US adult’s media time per day by 2026, it’s never been more clear that CTV is the future of TV advertising.\n\n\n\nRead on to learn how CTV measurement works, what metrics and KPIs you need to track, and how you can use it to go beyond top-of-funnel awareness and increase conversions for you or your clients.\n\n\n\nWhat is Connected TV measurement?\n\n\n\nCTV measurement tracks and analyzes the performance of CTV ad campaigns, providing marketers with the data needed to optimize and assess the effectiveness of their CTV marketing strategies.\n\n\n\nHow does CTV measurement work?\n\n\n\nHere’s a simplified explanation of how CTV measurement works and can be used to improve attribution and campaign performance:\n\n\n\n\nSimilar to the measurement methods used for display ads or other forms of digital advertising, a 1x1 pixel is placed on the CTV creative and the advertiser’s landing page.\n\n\n\nThe client works with the CTV advertising platform to define the conditions that trigger when the pixel events fire (for example, based on a view-through or quartile completion). \n\n\n\nCTV ads are then served to targeted audiences through the platform based on the campaign parameters.\n\n\n\nWhen a viewer sees an ad or takes an action that triggers the pixel event to fire, the signal is sent back to the platform’s pixel server to record the event and measure the performance of the CTV campaign. For example, if a user watches a CTV ad in full and visits the advertiser’s landing page within a predefined timeframe to make a purchase, a view-through conversion is recorded, attributing the action to the CTV campaign.\n\n\n\nAdvertisers can then use these insights to optimize and further refine their CTV campaigns, providing them with actionable data to improve performance and demonstrate ROI to key stakeholders or clients.\n\n\n\n\nOf course, CTV measurement doesn’t only apply to online conversions. As we’ll get into later, it can also be used with tools and 3rd-party integrations to assess more than online sales, such as increased brand awareness or foot traffic.\n\n\n\n9 CTV metrics you need to track\n\n\n\nThere are various sets of CTV metrics and KPIs that you can use to assess the success of your ads. Ultimately, the ones you choose should be based on the unique goals of your campaign.\n\n\n\nTo help you get started, here are some common ones you should consider tracking:\n\n\n\n1. Impressions\n\n\n\nImpressions track how many times a CTV ad is shown to viewers. This simple metric—a foundational element of reporting in digital advertising—is a huge improvement over traditional TV measurement, providing a clearer picture of ad delivery and audience reach.\n\n\n\n2. Frequency\n\n\n\nFrequency measures how many times a unique viewer sees your ad. In CTV advertising, maintaining the right frequency is critical: too few exposures may fail to build awareness, while too many can lead to ad fatigue. Leveraging in-platform tools, like frequency caps, helps you strike the ideal balance—maximizing awareness and recall without overwhelming viewers.\n\n\n\n3. Cost per mille (CPM)\n\n\n\nCPM is a valuable metric, particularly in CTV advertising, because it allows advertisers to calculate the cost of delivering 1,000 ad impressions on various CTV platforms, helping them allocate budgets and plan their campaigns more effectively.\n\n\n\nCPMs are typically higher in CTV than in other forms of digital advertising, with rates often ranging from $15 to $30 USD. That’s because CTV offers premium inventory compared to traditional digital video, with advertisers able to place ads on Disney+, Channel 4, and other high-profile publishers.\n\n\n\n4. Unique households\n\n\n\nTo measure the number of unique viewers exposed to your CTV ad, it’s important to focus on the unique number of households you reach. That’s because each household represents a distinct viewing environment, typically associated with a specific IP address, that could have multiple users streaming content and seeing the same ad together at the same time, making tracking unique households a more accurate metric in terms of measuring reach than individual impressions alone.\n\n\n\n5. Completion rate\n\n\n\nThe completion rate measures how much your CTV ad users watch from start to finish. Completion rates are typically higher in CTV than in other forms of video advertising because ads on CTV platforms are generally unskippable. Still, the completion rate is worth monitoring to assess audience engagement and the effectiveness of different ad creatives.\n\n\n\n6. Cost per completed view (CPCV)\n\n\n\nCPCV measures the amount an advertiser pays to a CTV platform or ad inventory provider when an ad is viewed through to completion. This pricing model ensures that advertisers pay exclusively for completed views. CPCV is particularly effective in CTV because, as previously mentioned, unskippable ads contribute to higher completion rates and provide better value for advertisers.\n\n\n\n7. Return on ad spend (ROAS)\n\n\n\nROAS measures the revenue earned for every dollar spent on CTV advertising. Similar to return on investment (ROI), ROAS measures the ROI of the money that was invested into a CTV campaign, helping you understand the effectiveness your campaign has on driving revenue and achieving your campaign goals.\n\n\n\n8. View-through conversions\n\n\n\nThis metric measures how many people converted (for example, visited your website and made a purchase within a specific period of time) after viewing your CTV ad. Since CTV ads typically lack direct clicks, this metric highlights a CTV ad’s impact on driving conversions through indirect paths, supplementing traditional click-through metrics and providing actionable insights into brand recall and campaign effectiveness.\n\n\n\n9. Conversion rate\n\n\n\nThe conversion rate measures what percentage of viewers took a specific action—for example, visiting an e-commerce site and making a purchase—after seeing your CTV ad campaign. This is calculated by dividing the total number of CTV-certified conversions by the total number of CTV-certified visits and multiplying by 100 to arrive at the conversion percentage.\n\n\n\nUsing CTV measurement to gauge brand lift\n\n\n\nAnother strategy for CTV measurement is to leverage a brand lift study.\n\n\n\nA brand lift study shows incremental lift through metrics like brand awareness, ad recall, and brand favourability.\n\n\n\nThrough this survey-based approach, advertisers can measure consumer sentiment and brand affinity by comparing the results of users who have been exposed to your CTV campaign and a control group who haven’t. You can then use this data to understand ROAS in more detail.\n\n\n\nFor example, Add3Connect used an in-platform brand lift study in StackAdapt to measure ad and brand recall for their client, Nuun, and demonstrate how their CTV campaign improved relative lift for ad recall by +18.7%. Learn more below.\n\n\n\n\n\n\n\n\n\nThe future of  CTV measurement\n\n\n\nAlthough CTV is primarily known as a channel for increasing brand awareness at the top of the funnel, CTV is increasingly being used for lower-funnel marketing.\n\n\n\nAs EMARKETER reports, through partnerships and their own streaming services, retailers are making CTV more appealing to performance marketers by providing shoppable ads and closed-loop attribution.\n\n\n\nBut it’s not only retailers who benefit from recent advancements in CTV measurement.\n\n\n\nDespite a lack of standardization hampering growth, CTV measurement, as a whole, is moving toward more accurate, privacy-compliant, and improved cross-device attribution.\n\n\n\nSoon, expect CTV advertising platforms to provide more actionable insights—not just on awareness, but performance metrics like visits, conversions, and incremental lift—to help advertisers refine targeting, maximize ROI, and ultimately measure the success of their campaigns more effectively.\n\n\n\nTo learn more, request a demo of StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ctv-measurement","url":"https://www.stackadapt.com/resources/blog/ctv-measurement","name":"CTV measurement: 9 metrics you should track to prove impact","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-measurement#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121082422/20250114_CTV-Measurements-Refresh_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-01-22T14:04:16+00:00","dateModified":"2026-09-08T21:43:55+00:00","description":"Learn how you can track your connected TV campaigns and improve campaign performance through CTV measurement.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ctv-measurement#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121082422/20250114_CTV-Measurements-Refresh_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250121082422/20250114_CTV-Measurements-Refresh_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration depicting CTV measurement in the form of a graph measuring ad performance on a screen"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carolynne-wong#person"}],"headline":"Why you need video ads in your advertising strategy","datePublished":"2020-01-29T14:11:11+00:00","dateModified":"2026-09-08T21:49:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio"},"wordCount":1147,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105520/20200127_Video_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","creative","creative studio","video"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Video advertising has been a staple in digital campaigns for years, offering an opportunity for brands to tell compelling and engaging stories in a highly entertaining ad experience. Videos are not only an engaging form of advertising, but they are also highly memorable for the viewer.\n\n\n\nEver have a hard time getting a jingle out of your head? Can you instantly hear the voice of the giant Kool-Aid man after he busts through your wall? All of this was made possible through video advertising. In fact, 89% of consumers recall seeing a video ad before making a purchase, demonstrating there is high brand recall with this ad format.\n\n\n\nEstablishing the right goals for your video ads\n\n\n\nBefore creating your video ads and setting up your campaigns, it is important to establish what your overall goals are and how you measure your video’s success. In other words, establishing the appropriate KPIs—whether that is completion rate or view-through conversions. Do you want your video ads to raise awareness, increase brand consideration, or do you want the users to take action after watching your video? Once you’ve established what you want your video to achieve, you can decide where it is best placed in your user journey, and you can start creating your video ads.\n\n\n\nRegardless of where you decide your video fits best in the journey, you want to show, not tell, with your video ads. Viewers have become wary of those who pitch to them immediately. \n\n\n\nSo, use the video to tell a visual brand story. Videos are most effective at brand building and, when run alongside native and display ads, they will reinforce the brand and the product you are promoting. You want to use your video assets to create brand recognition and deliver a message people will remember. This is the core purpose of your video campaign, and from there, you can retarget users to a native or display ad to bring them further down the funnel and encourage the conversion.\n\n\n\nHow to build great video creatives\n\n\n\nWhere do you begin building your creatives? With so many options, there is now even more room for creativity in videos—both in execution and strategy. To help you get started, we have outlined some key components to keep in mind when building your video assets:\n\n\n\n1. Know your specs: Your video should be no longer than 30 seconds, and use an aspect ratio of 16:9 (1920x1080p being the recommended size). Micro videos are a great option to include in your ad campaign’s journey—these ads run for 10 seconds or less, and are effective to capture short attention spans.\n\n\n\n2. Grab their attention ASAP: Use your time wisely and catch the user’s attention as soon as possible. You don’t have time to build up to your message when you have a max of 30 seconds, and short attention spans won’t be willing to wait. Catching their attention within the first 3 seconds is recommended—this can be done through the use of early dialogue, or using a bright and eye-catching colour at the start of your video.\n\n\n\n3. Include closed captions: It is best to be prepared for all scenarios. If your viewer’s device is on mute, how will they understand your message? With the advent of autoplay, people are more inclined to mute their devices. Users prefer to watch video ads without sound—unexpected sounds can disrupt the user experience and cause the reader to close the window or tab, as their solution to exit the ad. Closed captions not only make your videos accessible, but they also allow your video to be understood without the use of sound, which is extremely important if your ad is dialogue-based.\n\n\n\n4. Don’t forget the call to action (CTA): Remember, you are now showing users a video ad on the device where they can further interact with the content. Even if the goal of the video is brand recognition, including a strong CTA can help reinforce your brand’s message, similar to a static display or native ad.\n\n\n\nNo video? No problem\n\n\n\nJust because you don’t have video assets, doesn’t mean you can’t run video. You can actually make great use of existing assets, even simple images, to generate compelling video content that can effectively engage your user. Let’s take a look at how a video creative can be built using only still images.\n\n\n\nFor this example, let’s pretend that Foodie is a new brand entering the meal kit delivery service industry, and only has display and native ads.\n\n\n\n\n\n\n\n\n\n\n\nIf Foodie wanted to help reinforce the brand and build recall, a video campaign is the way to do it. Even without video assets, they can use the images from their existing creatives to build a brand new ad format. Here we will be using video editing tools to create text animations and motion to bring an image to life and make it feel less like a static ad.\n\n\n\n\n\n\n\nWe can also have great fun with audio. The video will still be playable without sound, but adding music will bring more personality to your video and help set the tone of the ad. For example, upbeat music with a higher pitch will create a more light-hearted feeling, while a slower tune will create a more serious mood. Although we build ads to be playable with and without sound, ad recall is more likely to be effective when a video ad can be both seen and heard.\n\n\n\nAs mentioned before, we want to capture the audience's attention as soon as possible. Consider that we’re working with only one image asset and assume that the user has audio off, we can still capture attention with colour. Making sure it aligns with the brand, we are going with bright and bold orange at the beginning and end of the video. We will open the video with a question to keep the users interested on what is to come.\n\n\n\n\n\n\n\nAll ads should have a clear CTA, and video ads are no different. In our example, a great CTA would be to tell the users to order their first free meal kit.\n\n\n\nHere is the full video in action:\n\n\n\n\n\n\n\nVoilà! An entire video using only one image, and the magic of editing. Next time you’re planning your campaign, make sure you think about if a video will fit in your strategy. And remember, videos are possible to make regardless of your asset count—all it takes is a little imagination to put your images into action!\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio","url":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio","name":"Why You Need Video Ads in Your Advertising Strategy | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/video-ads-creative-studio#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105520/20200127_Video_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-01-29T14:11:11+00:00","dateModified":"2026-09-08T21:49:14+00:00","description":"The StackAdapt Creative Studio explains why you should incorporate video ads in your digital advertising strategy and how to create video ads from an image.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey"},"author":[{"@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person"}],"headline":"Conversion journey: The key to understanding your customers","datePublished":"2020-02-06T16:54:35+00:00","dateModified":"2026-09-08T21:49:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey"},"wordCount":621,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105519/20200205_ConversionJurney_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","conversion","conversion journey","conversion tracking"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"For many advertisers, one of the biggest hurdles to executing a successful campaign is knowing where and when key conversions took place. Moreover, a high-performing campaign is defined not only by meeting KPIs and driving results, but by the insights gained that can later be used to more effectively reach desired audiences and drive future conversions.\n\n\n\nFrom first-click to last-click, truly savvy advertisers need as much insight as they can get in order to make the right decisions, at the right time. This brings us to the Conversion Journey tool, and why it’s my favourite feature on our platform.\n\n\n\nWhat is the conversion journey tool\n\n\n\nConversion journey allows you to see the story behind each conversion. This feature helps you get a comprehensive look into the key touch points of your conversions, like time-to-conversion, click-to-conversion, and domain-to-conversion. You’re able to track important events such as purchases and form fills, see when and where each conversion took place, and even view the exact domain where an ad was served.\n\n\n\n\n\n\n\nFor more advanced users, conversion verification can be leveraged to add a layer to the Conversion Journey tool in order to collect metadata for individual conversions on any campaign. By adding JavaScript to the conversion destination, this additional feature can collect all of the data that you’re interested in reporting on. \n\n\n\nFor example, if you’re looking to track a sign-up form, you can extract a user’s sign-up information, and match it to a specific conversion.\n\n\n\n\n\n\n\nWhen to use the conversion journey tool\n\n\n\nConversion journey can be used across all campaigns. Whether it’s tracking purchases, form fills, or any other conversion data—it’s vital to know information about how your campaigns are performing.\n\n\n\nHere are a few vertical examples:\n\n\n\n\nE-commerce: Additional data can be pulled into the tool through a custom pixel, adding fully trackable information such as item ID or revenue numbers as well as number of products, cart value, SKU numbers, etc. For campaigns that are aiming to track total purchases and determine if they were click or impression conversions, the Conversion Journey tool is the perfect addition.\n\n\n\nTravel & Tourism: You can set hyper-specific conversion points, check the time between clicks, and set up rules for each stage in the conversion journey. In this vertical, inevitable drop-off occurs in the customer’s journey. By gaining a more comprehensive understanding of the users visiting your site, you can streamline retargeting efforts based on where a user is in your sales funnel.\n\n\n\n\nFor any industry, the key insights that you receive from Conversion Journey can later be used to optimize towards more precisely targeted campaigns by employing features available in the platform. \n\n\n\nFor example, if you are utilizing other StackAdapt tools like Bid Factoring, the insights gained from the Conversion Journey can be leveraged to make decisions related to your bidding strategy on domains that you know are driving your conversions. \n\n\n\nIn addition, you can track the same user across multiple devices, providing valuable insights into the cross-device behaviour of the user.\n\n\n\nBenefits of audience insights\n\n\n\nThe Conversion Journey tool tells an important story about the campaigns you run in StackAdapt. By looking at insights across the entirety of a customer’s journey, you can get a granular look into which campaigns are performing the best. For many campaigns, conversions are the ultimate goal; whether they are defined by newsletter signup, or final purchase. If your final KPI is acquiring customers or users, tracking the Conversion Journey is vital for every campaign.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey","url":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey","name":"Your Customer With Conversion Journey | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105519/20200205_ConversionJurney_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-02-06T16:54:35+00:00","dateModified":"2026-09-08T21:49:12+00:00","description":"Savvy advertisers need insight in order to make the right decisions, at the right time. Learn how the StackAdapt Conversion Journey tool can help.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/tracking-conversion-journey#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105519/20200205_ConversionJurney_1200x600.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105519/20200205_ConversionJurney_1200x600.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing a person as they browse a product, think about it, and then purchase it, to illustrate the conversion journey"}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person","name":"Eli Bardikoff","identifier":27112,"url":"https://www.stackadapt.com/resources/author/eli-bardikoff","sameAs":["https://www.linkedin.com/in/eli-bardikoff-1584b6b1"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260312153042/Author_Bio_Eli_Bardikoff-1.webp","jobTitle":"VP of Sales","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alexandra-jakubowski#person"}],"headline":"Marketers, stop pausing campaigns too early","datePublished":"2020-02-28T20:10:27+00:00","dateModified":"2026-09-08T21:49:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns"},"wordCount":1278,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105517/20200226_Pausing-Campaign_1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["artificial intelligence","machine learning","performance"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"It can be hard to sit back and give programmatic campaigns the time they need to gather data and optimize. Those new to programmatic, or using a new demand-side platform (DSP), may make the error of judging a campaign too fast if it isn't performing.\n\n\n\nThis can lead to pausing a campaign too early—sometimes after only one day—if the expected or anticipated results are not immediately realized. Ads that don’t run can’t generate ROI, so marketers that pause them too soon are not maximizing their campaign’s potential. Although it is tempting to turn a digital campaign off if you don’t see the performance you were hoping for, there are many reasons why you need to give it time to show success.\n\n\n\nIntelligent programmatic systems need time to learn\n\n\n\n“Learning” refers to the gathering of data, such that patterns can emerge and meaningful insights can be generated. Pulling the plug too early will mean you don’t have enough reliable data for your DSP to optimize. This can negatively impact your ability to make informed decisions on creatives, domains, supply sources and more. Data gathering takes time, which is why it’s important to plan it into your schedule.\n\n\n\nIf you’re using a tech-forward DSP, machine learning (ML) and artificial intelligence (AI) are at work behind the scenes, automating performance decisions. Campaigns need to gather a lot of data so that the self-learning models can identify unique purchase patterns and make better bidding decisions.\n\n\n\nAI algorithms make a multitude of decisions to optimize towards key performance indicators (KPIs), detect fraud, adapt towards the highest performing creatives and devices, find and expand the highest value audiences, connect pricing and pacing, and accurately price auctions. The longer your ads run, the better the system becomes at making performance improvements.\n\n\n\nA good rule of thumb is to wait until there is a baseline of results coming in before judging performance—whether those results are achieving your KPIs or not. The amount of time needed will differ depending on the DSP, campaign size and your KPIs—give it sufficient time to gather enough data to dive into and analyze. In most cases, check on your campaign on the third day after launching. After the first day, your results will not be a true indicator of long-term performance. On the second day, your campaign ramps down and starts to learn, and on the third day onward, you can look at supply sources and domains to see what kind of trends are emerging and make adjustments. One of the best things about programmatic is the wealth of information, and all of it is there to help you improve campaigns rather than stop them.\n\n\n\nPausing may be easy as a short term solution, but it’s not always beneficial in the long run. We’ve compiled a list of common programmatic pitfalls and pro tips to ensure you give your campaign ample time to prove its worth.\n\n\n\n1. Set expectations upfront\n\n\n\nPausing Pitfall: Marketers unfamiliar with real-time bidding expect that programmatic advertising will produce the same results as other performance marketing channels, such as paid search and social. They compare and prematurely proclaim that programmatic doesn’t work, and pause their campaigns.\n\n\n\nPro Tip: Programmatic can do wonders for a media plan, especially if leveraged strategically alongside other digital efforts. It’s important to set realistic expectations upfront—on its own, programmatic has unique strengths, but the way the campaigns operate will be different from other performance marketing channels. Understand the nuances before you go into a campaign hoping for the exact same results.\n\n\n\n2. Set campaign objectives \n\n\n\nPausing Pitfall: Marketers are often unclear how to whittle down many data points into just one or two indicators of success, so campaigns are launched without a clear picture of the objectives they’d like to work towards. Performance becomes a moving target, leading to confusion. \n\n\n\nPro Tip: To achieve sustainable performance, establish and commit to your business goals and KPIs from the start. Once you know your main goal (i.e. conversions) you can choose supporting KPIs (i.e. cost per acquisition) and select appropriate tactics (i.e. retargeting) to achieve success. Here is more insight into choosing the right KPIs for your campaigns.\n\n\n\nBeing clear about your expectations can also help you set up a scenario threshold ahead of time. You can decide what your flexibility will be in terms of performance. Instead of being surprised by the performance and pausing, you’ll be prepared to pivot and optimize.\n\n\n\n3. Go through a pre-campaign checklist\n\n\n\nPausing Pitfall: With so much involved in launching a new campaign, it can be easy for things to fall through the cracks, impacting future performance. In many cases, marketers pause a campaign because they think it’s not running well, meanwhile, there were gaps or errors in the campaign’s setup. For example, if targeting is not set correctly, the campaign’s scale could be limited.\n\n\n\nPro Tip: A pre-campaign checklist can be an effective tool for success. Just before launch, go back and review your campaign parameters to ensure everything is accounted for. Can your targeting support scale and performance? Are your bids and budgets adequate enough so the campaign can run across all necessary channels? This is a great time to create a schedule for when to do check-ups so that you are always monitoring your performance. Don't be afraid to leverage your DSP's Customer Success Team for support—they can offer guidance to help uncover campaign flaws you may have overlooked.\n\n\n\n4. Understand your ad formats\n\n\n\nPausing Pitfall: A common pitfall is not using a creative ad format—whether native, display, or video—to the maximum or not understanding how to best leverage it. For example, running a native campaign without uploading multiple image sizes can limit your reach as you’ll be unable to bid on all available placements. Or straying from ad recommendations, and having a very short native ad description may not provide enough information to encourage engagement with the ad.\n\n\n\nPro Tip: Creative ad formats all perform differently. What will work well for native ads will perform differently for display ads, and each format has particular specifications. Learning creative best practices will help you better tweak underperforming creatives and build more captivating ads for your audience.\n\n\n\n5. Making too many changes at once\n\n\n\nPausing Pitfall: Being overly eager and making many big optimizations—new supply source, creative, increased bids—all in one day. If you make too many changes at once, you won’t know which optimization made the difference, and which is still holding the campaign back.\n\n\n\nPro Tip: Spread out larger campaign optimizations over a series of days so that you can accurately measure how the changes are performing. Make an adjustment and allow two to three days for it to take effect before you tweak something else. For example, if you remove a supply source on a Monday, give your campaign a full undisturbed day to run and check back on Wednesday. Then you can take stock of your performance and make additional changes if necessary.\n\n\n\nOverall, the marketers that understand their goals, have realistic expectations, give their DSP time to learn, and make data-driven campaign improvements are setting their campaigns up for success. Once you have an idea of potential pitfalls and how to proactively resolve them, you should feel more confident analyzing and optimizing your next programmatic campaign—before hitting that pause button.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns","url":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns","name":"Marketers, Stop Pausing Campaigns Too Early | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105517/20200226_Pausing-Campaign_1200x600-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-02-28T20:10:27+00:00","dateModified":"2026-09-08T21:49:11+00:00","description":"It's tempting to turn off a digital campaign when you don’t see performance right away—StackAdapt shares why you need to give it time to show success.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/pausing-digital-campaigns#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105517/20200226_Pausing-Campaign_1200x600-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105517/20200226_Pausing-Campaign_1200x600-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of a marketer hitting the pause button on a campaign"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"Using visual hierarchy to optimize your ads","datePublished":"2020-03-10T13:24:07+00:00","dateModified":"2026-09-08T21:49:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy"},"wordCount":734,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105516/20200309_Visual-Hierarchy_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","creative","creative studio"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Visual hierarchy is important to capture user attention and guide them visually through the elements of your ad. \n\n\n\nFor digital ads, the message needs to be delivered as quickly and effectively as possible—because attention spans are short—making visual hierarchy very important to online advertising. To make an ad engaging, present the elements in a way that tells a story. This means giving a different level of importance to each one of your creative elements. The goal is to guide a user through all the information you want to give them and, eventually, interact with your ad in some way.\n\n\n\nLet’s take a look at banner ads and how you can achieve this. There are several important considerations when creating a static banner ad:\n\n\n\n\nWhat problem is the product/service advertised solving?\n\n\n\nWhat is going to bring people’s attention to the ad and make them interact with it?\n\n\n\nHow do you get your information across in an easily digestible way?\n\n\n\n\nThe answer to these questions depends on a multitude of variables—you need to consider your goals, your audience, and messaging to streamline the process of building your campaigns. Have all the information you need at the ready before jumping into ad creation. If your strategy has a clear direction, it will be reflected in the ads you make—and will help users better understand your intended message.\n\n\n\n4 strategies for design and visual hierarchy\n\n\n\nHere are just some of the things to keep in mind when looking at advertising design and visual hierarchy:\n\n\n\nReading patterns\n\n\n\nGenerally, people read text from the top left to right, and then bottom left to right—in a “Z” pattern. Having a strong headline at the top is a common way to captivate the user into exploring more of the information contained in your ad.\n\n\n\nSize of text\n\n\n\nPeople read text that is bigger first. It is interesting to note that this can override normal reading patterns. If you want to easily attract the attention of a user, big and bold text works well.\n\n\n\nWhite space\n\n\n\nWhite space is used to give more importance to certain elements. This creates contrast with other information on the ad, attracting the eye to whichever area you wish to feature.\n\n\n\nColour\n\n\n\nBright colours tend to make an ad stand out. You can use colour to create contrast and emphasize certain details. A common use of colour in ads is making the CTA button pop out with a bright colour choice.\n\n\n\nApplying visual hierarchy in ads\n\n\n\nLet’s take a look at an example of an effective visual hierarchy that uses the previously mentioned concepts.\n\n\n\nExampleGoal: EngagementProduct/Service: Clothing\n\n\n\nHere is what the ad might look like without any visual hierarchy in place:\n\n\n\n\n\n\n\nThe user is likely going to read the ad from left to right, and top to bottom. So although you will first have them read the brand’s logo, you may have lost their attention before they get to the line about 25% off or even see the image of the model showcasing the clothing. You don’t want to risk them falling off before clicking through to learn more.\n\n\n\nYou actually want them to be looking at the content in the following order:\n\n\n\n1 - Image2 - Tagline (Value Proposition)3 - Logo4 - Additional information5 - CTA\n\n\n\nLeveraging the appropriate visual hierarchy and tips mentioned above, you could use different text sizes and white space to your advantage to have the ad look like this:\n\n\n\n\n\n\n\nIf you break it down, we have arranged the ad so that the user’s eye moves in the correct order:\n\n\n\n\n\n\n\nIn this example, we see that by using concepts such as contrast, white space, and text size, the user is easily guided through the specific message the ad is intended to convey. Creating a story helps minimize the effort required for a user to comprehend your message.\n\n\n\nYou want to build a clear distinction between elements in your static banner ads through visual hierarchy. In advertising, it’s important to always try different tactics and constantly find ways to innovate. Don’t be scared to test things out—that’s how you’ll evolve your visual strategies to the next level.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy","url":"https://www.stackadapt.com/resources/blog/visual-hierarchy","name":"Using Visual Hierarchy to Optimize Ads | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/visual-hierarchy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105516/20200309_Visual-Hierarchy_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-03-10T13:24:07+00:00","dateModified":"2026-09-08T21:49:09+00:00","description":"The StackAdapt Creative Studio explains why visual hierarchy is important to capture user attention and guide them visually through the elements of your ad.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-for-nonprofits#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-for-nonprofits"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"Programmatic advertising: The key to success for nonprofits","datePublished":"2020-03-27T15:03:08+00:00","dateModified":"2026-09-08T21:49:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-for-nonprofits"},"wordCount":1185,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-for-nonprofits#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105515/20200320_NonProfits_1200x600.png?fit=1200%2C600&ssl=1","keywords":["non-profit","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Marketing for a nonprofit organization involves more than just branding. There is a cause that is being promoted and there is a specific purpose that benefits society at large. Nonprofits leverage many of the same marketing tactics as other businesses do, although have a unique challenge—they need to influence their target audience to provide payment towards a cause, without providing a tangible product or service in return. \n\n\n\nDigital marketers often feel overwhelmed when it comes to the nonprofit sector because marketing an emotional connection or set of values can be more difficult than selling a good or service. The challenge is also overcoming the preconception that most donations are wasted and do not reach the cause at hand. As such, encouraging audiences to donate is just as, if not more, difficult than convincing consumers to make a product purchase. Nonetheless, it is important to understand why and how advertising can have a positive impact on charitable causes in order to see its value. Programmatic advertising in particular can offer an immense benefit to marketers in the nonprofit sector.\n\n\n\nNonprofit organizations or foundations support a variety of causes ranging from humanitarian, religious, scientific to literary initiatives. This results in a variety of targeting options available for advertisers to leverage. \n\n\n\nBefore identifying who your target audience is, it is important to identify your goal. Campaign goals will be different from one nonprofit to another, so you need to think about the following questions:\n\n\n\n\nWhat is the organization trying to accomplish?\n\n\n\nHow much money do they need to raise?\n\n\n\nWhat type of cause are they trying to inform the public about?\n\n\n\nAre they trying to get volunteers to sign up? If so, how many?\n\n\n\n\nDonors identify with causes they can relate to. Advertising nonprofit ideologies help to spread awareness about a particular cause and can help to connect donors with a group of volunteers or a specific charity. It provides a source of education and helps people understand the cause itself, how they can contribute, why their contribution makes a difference to society and who the volunteers and charities are.\n\n\n\nTo many in the nonprofit ecosystem, marketing and advertising can be considered an overhead cost. Since these costs may be perceived negatively by those who are donating, charities naturally gravitate towards spending as little as possible. \n\n\n\nHowever, the reality is that these organizations rely on awareness initiatives to encourage donor support—making marketing efforts a positive investment for the greater cause. In fact, a study conducted by Google with Millward Brown discovered that “75% of donors turn to online resources to look for information, and 76% of donors go online to research in less than a week after viewing an ad”. It is an opportunity for the general public to be made aware of a cause, and may result in more money fundraised for the organization overall.\n\n\n\nAudience targeting for nonprofit\n\n\n\nPrioritizing your goals will help to identify the primary audience who will ultimately support the organization’s mission and, in turn, help to meet your goals.\n\n\n\nLeveraging your programmatic partner to promote a cause is the best way to spread awareness, gain brand recognition and garner support. Leveraging 3rd-party audience targeting along with custom 1st-party segments are ideal to capture an audience reading about related content about your cause through keywords and phrases. These tactics are particularly effective for your prospecting efforts and for spreading general awareness.\n\n\n\nOnce you have set your goals and have an idea of who your ideal audience will be, you can explore lookalike and retargeting audiences as pivotal tactics in your marketing mix. These audiences typically are intended to further engage with a specific cause. We’ll take a deeper dive into both targeting options:\n\n\n\n1. Lookalike audiences help to expand the reach of your cause to new people who have similar characteristics as your current or ideal audience. The goal is to increase your reach and as a result, your donation rate. For example, you can build a lookalike audience off of the “donate now” button. This would capture a group of people who have the same online behaviour as those who have clicked this button—inferring that they may also be inclined to donate. The likelihood of donation from this group is increased, as they share commonalities to your donors, although they are not already familiar with the charity or foundation itself. It is a great way to effectively and efficiently use limited advertising funding to find the people who matter the most!\n\n\n\n2. Retargeting audiences ensures the cause you are raising awareness for is always top of mind for those who have either recently visited your site or watched a video ad. Donors typically take about two weeks researching a cause before performing an action such as making a donation. Therefore, retargeting is a vital part of your digital strategy because it re-engages with people who have shown interest and are likely to donate after they have completed their research.\n\n\n\nAd formats for nonprofit campaigns\n\n\n\nAfter identifying your audience, the next step is to determine which ad format to use in order to reach your targeted audience throughout each stage of the funnel.\n\n\n\nInspire and inform with video and Connected TV\n\n\n\nVideo has increasingly become a crucial medium for nonprofit organizations to tell their stories. It is all-encompassing as it captures imaginations, connects people and stirs emotions. It is personal and educational. It informs people and inspires action. As connected TV (CTV) has become more widespread, it is imperative that you work to leverage video on this channel to increase your reach and capture your prospective audiences where they are viewing content. \n\n\n\nEmpower donors with native advertising\n\n\n\nNative ads are a highly cost-effective and impactful format that enable paid content distribution that is outside of social media. It is a great format to help inform and educate people about a specific cause—an ideal channel for nonprofits looking to inform prospective donors. Its non-intrusive nature and alignment with content make it particularly favourable for millennials who are frequently consuming content on their mobile device.\n\n\n\nEncourage donations with interactive display ads\n\n\n\nInteractive display banners, meaning HTML5 or animated banners, with a clear call to action (CTA) are highly effective when leveraged with a retargeting tactic. The ads can capture attention and remind your engaged audience to perform a desired action. The animated aspect of the banners is eye-catching and provides an opportunity for storytelling—all with the goal to remind prospects why they should donate or volunteer for your cause.\n\n\n\nThe proof is in programmatic\n\n\n\nNonprofits are always looking for ways to convey information with donors, while also extending their reach to find new ones. If you keep each of these tips in mind when building your nonprofit campaign, you will quickly see the importance and impact of programmatic advertising has on raising awareness for a cause and essentially positioning consumers to think of the cause like a brand.\n\n\n\nWant to run exceptional nonprofit programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour"},"author":[{"@id":"https://www.stackadapt.com/resources/author/karan-saggi#person"}],"headline":"Changes in consumer behaviour: Responses in programmatic advertising","datePublished":"2020-03-24T16:48:14+00:00","dateModified":"2026-09-08T21:49:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour"},"wordCount":1215,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105515/20200323_Consumer-Behaviour-Change-1200x600-1.png?fit=1200%2C600&ssl=1","keywords":["programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Line chart showing total digital news site visits"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour","url":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour","name":"Changes in Consumer Behaviour | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/changes-in-consumer-behaviour#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105515/20200323_Consumer-Behaviour-Change-1200x600-1.png?fit=1200%2C600&ssl=1","datePublished":"2020-03-24T16:48:14+00:00","dateModified":"2026-09-08T21:49:08+00:00","description":"StackAdapt offers advice on how to make the right or the better strategy decisions during a crisis and prepare for a pivot once the crisis is over.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"Over-the-top (OTT) advertising: Complete guide","datePublished":"2022-03-18T15:27:00+00:00","dateModified":"2026-09-08T21:47:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog"},"wordCount":1456,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105514/20220318_Complete-OTT-Guide_Header.png?fit=1201%2C601&ssl=1","keywords":["connected tv","Content Level : 101","linear tv","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Content streamed over the internet is the new norm. As viewers continue to shift their viewing habits to an array of online digital formats, advertisers must respond with relevant, strategic advertising on the available channels. This is the power of OTT advertising.  \n\n\n\nWhat is OTT advertising\n\n\n\nIf you’re wondering what OTT is, think of it as the way most of your audience is consuming their content. Whatever the industry, whatever the product, the chances are good that the majority of your audience have watched streamed tv programming. This means that they’re OTT viewers and you should consider OTT advertising to get your message in front of them. \n\n\n\nOTT is simply the technical name for the streaming content we all know and love. Subsequently, OTT advertising refers to companies' ad placements and ad strategies to deliver their marketing message on those platforms.  \n\n\n\nOTT stands for over-the-top \n\n\n\nSome people wonder what OTT stands for in media advertising. OTT stands for “over-the-top” because this content goes over the top of the traditional cable and satellite services. Historically, TV setups involved a cable box/satellite box positioned on top of or underneath the TV.  \n\n\n\nThe official name for this type of setup is a “set-top box.” This is because the boxes would sit on top of the older, square TV sets. Once TVs became flat screens, it became impossible to position your cable box on top of them anymore, but the term remained in use. \n\n\n\nNo set-top box is required for OTT–or streaming–content. Therefore, this content is seen as going “over-the-top” of the traditional cable box. Thus, we use the acronym OTT. \n\n\n\nTypes of OTT devices  \n\n\n\nSimply put, OTT devices are any devices that can deliver streaming content. You’re probably already familiar with them, but examples include: \n\n\n\n\nSmartphones, tablets, laptops, computers \n\n\n\nSmart TVs \n\n\n\nTVs connected to the internet with an external device (i.e., Roku, Chromecast, Fire Stick, etc.) \n\n\n\nTVs streaming through gaming consoles like Nintendo Switch, PlayStation, or Xbox \n\n\n\nWi-Fi Blu-ray players \n\n\n\n\nOTT advertising relies on reaching its viewers while they stream content on these devices. Major marketing companies can’t rely on 30-second TV commercials anymore because of the way modern viewers are consuming their video content. \n\n\n\nNetflix, Amazon Prime, Hulu, and the other apps viewers use to stream their favourite content are called VOD services, and they’re called that for a reason. VOD stands for video on demand, meaning viewers get the content they want, exactly when they want it. As a result, over-the-top advertising needs to come to the viewer, whereas traditional linear TV ads do not. \n\n\n\nTypes of OTT ads \n\n\n\nA company has three basic options when planning its OTT advertising strategy. The options available are: \n\n\n\n\nPublisher Direct: Companies communicate directly with an OTT content provider. This option gives much more control but can be costly and only offers limited exposure. \n\n\n\nPlatform Direct: Ads would be purchased directly from the provider of an OTT device. Examples would be buying ad space from Roku or Fire TV. \n\n\n\nProgrammatic: In this method, demand-side platforms (DSPs) like StackAdapt leverage AI technology to optimize ad pricing and placement. Programmatic offers more cost-effective bidding and better targeting, but companies may have less control over their campaigns.  \n\n\n\n\nHow does OTT advertising work\n\n\n\nMuch like with original TV advertising, companies can purchase over-the-top advertising via a guaranteed media buy or real-time programmatic bidding. A guaranteed media buy offers the advertiser fixed pricing and impression numbers based on the audience reach and ad frequency. These aspects of the advertising agreement would be negotiated in advance. \n\n\n\nIf an advertiser opts to engage in programmatic buying through a DSP like StackAdapt, they’ll be able to browse offerings for ad placement and inventory. Leveraging a real-time bidding environment for your OTT ad placements can offer you: \n\n\n\n\nCompetitive pricing \n\n\n\nDeep, data-driven targeting and analytics \n\n\n\nPrecision reporting  \n\n\n\nReal-time optimization and flexibility \n\n\n\n\nStrategically using these features of OTT advertising will only strengthen the performance of other platforms like your display, native, and video advertising as part of an overall, holistic campaign approach. \n\n\n\nBenefits of OTT advertising\n\n\n\nIn addition to some of the high-level features mentioned above, there are several other reasons to consider OTT advertising. Here are some of the most impactful examples: \n\n\n\n\nConsumer Preference. While it’s true most viewers don’t like ads, they also don’t like wasting money. Ad-supported streaming services are a much cheaper option than traditional cable or satellite providers. This has led to the “cord-cutting” phenomenon. \n\n\n\nCaptive Audience. Viewers typically can’t skip OTT ads. As a result, more viewers are likely to see your message, and your video ads will have higher completion rates. And, since your consumers know they’re watching ad-supported content, they have no problem having to watch your ads. It’s a small price to pay for getting to watch their favourite content for free.  \n\n\n\n\nCommon challenges of OTT advertising & solutions \n\n\n\nOTT advertising is an effective platform for reaching your audience, but no platform is perfect. Here are some of the drawbacks of OTT ads you should be aware of: \n\n\n\n\nMultiple Platforms. Each OTT platform is different and, as a result, has different advertising requirements. There’s no “universal language” for OTT advertising which can sometimes pose a challenge for overall advertising campaigns. \n\n\n\nSolution: StackAdapt applies an audience-first approach to their ad-buying. Companies don’t have to worry about being platform-dependent. We’ll find where your audience is hanging out online and meet them where they are, allowing you to automatically serve the most relevant audience from one platform. \n\n\n\nFormat Limitations. While ads being clickable and unskippable provides some significant benefits, they can also be a drawback. Advertisers can only use a particular ad format to meet the provider’s specifications. \n\n\n\nSolution: StackAdapt’s suite of ad strategy tools will allow you to test your ads to see which works best for your audience on their chosen platform. You’ll also be given access to myriad creative options through the StackAdapt Creative Studio. \n\n\n\n\nKeep a watchful eye out for these pitfalls as you strategize and launch your campaigns. Doing so will allow you to get the most out of your OTT advertising while minimizing the potential downside. \n\n\n\nLinear TV vs OTT vs CTV advertising \n\n\n\nYou’ll see these three terms used often in the world of TV advertising. When it comes to OTT vs. CTV, sometimes these terms are used interchangeably, but that can be misleading. \n\n\n\nOTT refers to the content your audience is streaming on apps like Netflix, Hulu, and Amazon Prime. CTV, or connected TV, refers to the devices used to stream that content. These can be Smart TVs, gaming consoles, and TVs with peripheral CTV devices like Chromecast, Amazon Fire Stick, and Roku. Linear TV refers to traditional broadcast TV and its advertising options. \n\n\n\nThe future of OTT\n\n\n\nOther online content like blogs, news articles, social media platforms, and e-commerce ads aren’t going away. However, we’ve even seen a push toward video on these platforms as well. While these necessarily wouldn’t be considered OTT channels, they prove that the audience (and demand) for video content is growing.  \n\n\n\nDespite these leaps forward in technology, advertisers still need to focus on solid marketing fundamentals. Your message needs to be displayed where your audience’s eyes are looking, and it seems like those eyes will continue to be pointed toward OTT platforms. \n\n\n\nOTT in StackAdapt \n\n\n\nIt pays to work with professionals to get the most out of your OTT advertising. The StackAdapt platform’s features can help you and your team maximize your video marketing efforts. \n\n\n\nDiscover what powerful tools like AI technology and our innovative strategy tools can do for the growth of your business. Request a demo today to see how StackAdapt can put programmatic OTT ads to work for you. \n\n\n\nOTT advertising FAQs\n\n\n\n\n\n\n\nOTT advertising is advertising that’s delivered through “over-the-top” media services like Netflix, Hulu, or Amazon Prime.\n\n\n\n\n\n\n\n\n\nAn OTT device is any device that can stream OTT content via one of the apps mentioned above or a similar platform. These devices include but are not limited to: smartphones, tablets, laptops, and computers.\n\n\n\n\n\n\n\n\n\nAn example of OTT advertising is an ad that plays during the middle of a show streaming on Netflix, Amazon Prime, or Hulu. These ads are often unskippable and have higher completion rates than other advertising mediums.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog","url":"https://www.stackadapt.com/resources/blog/ott-advertising-blog","name":"The Guide to Over-The-Top (OTT) Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105514/20220318_Complete-OTT-Guide_Header.png?fit=1201%2C601&ssl=1","datePublished":"2022-03-18T15:27:00+00:00","dateModified":"2026-09-08T21:47:19+00:00","description":"What is OTT advertising? How does it work? Explore everything you need to know about over-the-top advertising with our comprehensive guide.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-ee9aba8e-c6ad-4afa-8f92-bde8dd7ebd92"},{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-bb4e78ed-cbaa-4a0d-8603-2e389a68d576"},{"@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-8e4bfb23-15aa-4c69-9aab-b4a1e4543bd2"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105514/20220318_Complete-OTT-Guide_Header.png?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105514/20220318_Complete-OTT-Guide_Header.png?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"a graphic showing mobile phones, connected TV devices, and remote controls to depict over-the-top (OTT) advertising"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-ee9aba8e-c6ad-4afa-8f92-bde8dd7ebd92","position":1,"url":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-ee9aba8e-c6ad-4afa-8f92-bde8dd7ebd92","name":"What is OTT advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"OTT advertising is advertising that’s delivered through “over-the-top” media services like Netflix, Hulu, or Amazon Prime.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-bb4e78ed-cbaa-4a0d-8603-2e389a68d576","position":2,"url":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-bb4e78ed-cbaa-4a0d-8603-2e389a68d576","name":"What is an OTT device?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"An OTT device is any device that can stream OTT content via one of the apps mentioned above or a similar platform. These devices include but are not limited to: smartphones, tablets, laptops, and computers.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-8e4bfb23-15aa-4c69-9aab-b4a1e4543bd2","position":3,"url":"https://www.stackadapt.com/resources/blog/ott-advertising-blog#faq-question-8e4bfb23-15aa-4c69-9aab-b4a1e4543bd2","name":"What is an example of OTT advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"An example of OTT advertising is an ad that plays during the middle of a show streaming on Netflix, Amazon Prime, or Hulu. These ads are often unskippable and have higher completion rates than other advertising mediums.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue"},"author":[{"@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person"}],"headline":"How to amplify campaign scale with the third-party catalogue","datePublished":"2020-04-06T17:58:35+00:00","dateModified":"2026-09-08T21:49:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue"},"wordCount":716,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20200403_Favourite-SA-Feature_1200x600.png?fit=1200%2C600&ssl=1","keywords":["1st-party data","audience targeting","crm data"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic campaigns are able to meet their KPIs most effectively when they leverage a strategic mix of tactics and highly targeted data sets that reach the right audiences at the right time. In fact, precisely targeting the right audience is paramount to campaign success—regardless of the quality of ad creative, or even the technology that you are investing in to make the best use of your ad spend.\n\n\n\nIncorporating your own 1st-party data through CRM upload is a great way to utilize your proprietary audience groups effectively. Likewise, intent-based Custom Segments help to broaden campaign reach with audiences who have shown interest in a topic. That said, using these two targeting strategies alone is not always enough to maximize scale.\n\n\n\nAfter all, the first step to any successful campaign is ensuring that there is enough awareness about your brand at the top of the funnel, so that users can then be retargeted to eventually convert. To achieve this goal alone, 3rd-party audiences are incredibly important—but what is the easiest way to access them?\n\n\n\nEnter, my favourite StackAdapt feature, the Third-Party Catalogue.\n\n\n\nWhat is third-party catalogue\n\n\n\nIn StackAdapt, 3rd-party data is consolidated into our Third-Party Catalogue, available for users to access from our Audiences page. Simply, it acts as a lookbook to browse over 150,000 available segments on our platform.\n\n\n\nThird-party audiences are curated data sets that are available directly through data intelligence partners like Clickagy and 33Across. You can use these audience data sets to narrow in on specific user targeting characteristics, such as demographics, firmographics, income, or even interests.\n\n\n\n\n\n\n\nWhen to leverage 3rd-party audiences\n\n\n\nLeveraging 3rd-party audiences is ideal when building your campaign strategy at the top of the funnel. They will allow you to extend the reach of your campaign beyond your usual customers and capture potential new users. \n\n\n\nAt the beginning of any campaign, it is important to gain a comprehensive understanding of who you’re trying to reach, and the tactics you’re going to employ to move them down the funnel to convert. By starting with 3rd-party audiences, you are increasing that initial audience size exponentially, expanding the audience pool for prospect nurture and perhaps learning about some attributes to enhance your buyer personas.\n\n\n\nWith the Third-Party Catalogue, you’re able to look into audience segments pre-campaign and search keywords related to your target audience. In the event that your campaign is already running and you would like to amplify the performance and expand the scale, you can look at audiences within the Third-Party Catalogue to supplement the campaign—reaching new users in a broader audience.\n\n\n\nBenefits of using StackAdapt's third-party catalogue\n\n\n\nWith StackAdapt’s Third-Party Catalogue, marketers can determine which audiences will most effectively drive engagement. With this in mind, Third-Party Catalogue is my favourite feature for the following reasons:\n\n\n\n1. Ease of Use: All segments are neatly organized within the catalogue, with the ability to filter by geo, audience size, provider, CPM, etc.. This allows you to narrow down to specific audiences that you are aiming to target.\n\n\n\n2. Widen Your Funnel: As a top-funnel awareness tactic, being able to easily access these 3rd-party audiences is incredibly beneficial to further drive performance of other audience plays such as lookalike audiences or retargeting efforts as you move down the funnel and narrow your targeting efforts.\n\n\n\n3. Accuracy: The Third-Party Catalogue provides accurate scale for vertical-specific targeting efforts that aim to find users that are interested in the brand advertised. The data-sets available ensure that you target the most relevant users for your campaign and maximize scale.\n\n\n\n4. Quality of Partnerships: StackAdapt's partnerships with 3rd-party data intelligence partners ensure that campaigns can effectively scale in general verticals (i.e. automotive and travel), and also stay compliant in sensitive verticals (i.e. healthcare, alcohol, and cannabis).\n\n\n\nHow to get started\n\n\n\nThe goal of any successful campaign is to target the right users at the right stage in their purchasing journey. With massive amounts of 3rd-party audiences available on the StackAdapt platform, the best way to get started is through the Third-Party Catalogue, available directly through the Audiences page in the platform.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue","url":"https://www.stackadapt.com/resources/blog/third-party-catalogue","name":"How to Leverage StackAdapt's Third-Party Catalogue | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/third-party-catalogue#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20200403_Favourite-SA-Feature_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2020-04-06T17:58:35+00:00","dateModified":"2026-09-08T21:49:06+00:00","description":"StackAdapt's Third-Party Catalogue acts as a lookbook to browse over 150,000 available audience segments available for targeting in campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/data-orchestration#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/data-orchestration"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ned-dimitrov#person"}],"headline":"Why data orchestration is key to marketing personalization","datePublished":"2020-04-09T15:50:30+00:00","dateModified":"2026-09-08T21:49:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/data-orchestration"},"wordCount":1001,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/data-orchestration#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20200409_Data-Orchestration_1200x600.png?fit=5001%2C2501&ssl=1","keywords":["1st-party data","audience targeting","crm data"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Marketing personalization is a journey, optimizing alongside digital transformation. Back in the day, most marketers collected data at the bottom of the funnel to identify customers and their attributes post-purchase. This method of information gathering introduced a rather large confirmation bias and narrowed a brand or company’s total addressable market (TAM) potential. In other words, information gathering was good, but the quality of information was not.\n\n\n\nThe introduction of the cookie completely changed how we collected and accessed data, improving top-of-funnel data accuracy and by extension, TAM determination. Third-party cookies gave us a new path to observe and better understand individual buyer journeys, purchasing patterns and other previously unknown features and attributes, becoming a slice of the larger data orchestration pie.\n\n\n\nSimply put, data orchestration in marketing personalization is the combination of data, identity and artificial intelligence. Technology providers have been tuning the machine learning algorithms that enhance the volumes and types of data that platforms are able to ingest, model and use to make highly targeted and personalized programmatic decisions within paid marketing campaigns.\n\n\n\nThe future of marketing personalization\n\n\n\nData orchestration can’t exist without data collection. As marketers, new technology adoption helps us improve the efficacy of our campaign data, especially as data requirements evolve. Marketers have always had (and will continue to have) an abundance of data available to help them build highly personalized campaigns.\n\n\n\nData orchestration collects and models data from a variety of online and offline sources, even factoring in things like sales lift, foot traffic, online conversions, and brand lift. It categorizes and segments the data across online identifiers, personas and purchasing paths. The result is a people-based marketing approach that helps marketers reach the right person at the right time and in the right context. It’s an always-on, continuous process that supports paid campaigns from planning to activation and marketing attribution. \n\n\n\nData orchestration as a revenue centre\n\n\n\nNow let’s flip marketing and advertising on its head by viewing data as a revenue centre. Revenue attribution is usually a top priority, yet a number of businesses struggle indirectly correlating marketing and ad spend to their bottom line.  Effective marketing personalization drives data orchestration, and effective data orchestration drives better attribution. Every dollar spent on marketing can increase revenue when considered as part of cost of goods sold (COGS). \n\n\n\nB2B sales cycles are typically longer and B2B marketers tend to focus on the parts of the funnel that directly generate ROI, like opportunity conversions and lead qualification. But heavy investment in low-funnel activities can limit the ability to convert and narrows the campaign’s overall reach. \n\n\n\nSegmentation is important, but when leveraging data orchestration, digital marketers have the freedom to run more effective campaigns. The technology handles campaign execution, audience reach, personalized content and automated A/B testing, all while building its data stash. Contrary to popular belief, operating broader-based campaigns ultimately helps marketers execute more efficient campaigns that reach the total addressable customer market, rather than isolated funnel stages.\n\n\n\nWhere to start with data orchestration\n\n\n\n\nUnderstand your customer and all of the ways you can collect data on them in a privacy compliant manner.\n\n\n\nFigure out a mix of 1st and 3rd-party data that works best for your brand.\n\n\n\nFor 1st-party data evaluate top DMPs, CDPs or in-house solutions (depending on the size of your brand and your team).\n\n\n\nFor 3rd-party data—make sure you ask the right questions on how the data is collected (for quality + privacy) and the modelling process because all 3rd-party data providers will have different methodologies (some better than others).\n\n\n\nMake sure your DMP, CDP or 3rd-party data provider is capable of easily and securely transferring the data to all of the marketing channels you leverage in a timely manner.\n\n\n\nLastly, make sure your marketing channel vendors are able to add to your data orchestration strategy with things like audience insights, engagement metrics, lookalike audiences, etc.\n\n\n\n\nData orchestration strategies\n\n\n\nLet’s put data orchestration into the context of media buying stages and the different audience targeting strategies that you can use through a campaign.\n\n\n\nB2C campaigns\n\n\n\nA movie media company wants to promote an upcoming movie and drive people to purchase tickets at a box office.\n\n\n\n\nStart with broad awareness and CPM bidding to learn who engages with the ad.\n\n\n\nUsing the attributes of the people who engaged with the ad, target them in a consideration campaign, using the interest information gathered at the top of the funnel to group the individuals into a segment.\n\n\n\nTarget the segment with a movie trailer.\n\n\n\nUse bidding based on a CPCV goal to retarget the people who watched the entire trailer with a native or display ad, promoting a ticket sale—the action portion of the campaign.\n\n\n\nUsing footfall attribution data, analyze who went to the theatre and actually purchased a ticket to build out campaign measurement.\n\n\n\n\nB2B campaigns\n\n\n\nOften B2B marketers invest heavily in the lower funnel. However, this strategy actually bottlenecks their ability to convert people. As a B2B marketer, if you aren’t investing heavily in the upper funnel, then your campaign is kicking off with a really narrow lens. \n\n\n\n\nStart with a large awareness campaign with fairly open targeting to widen the funnel as much as possible.\n\n\n\nDetermine the attributes (think interests, industries, job titles) of all of your unknown prospects.\n\n\n\nNurture new prospects down the funnel starting with CPM bidding and continue on to bidding based on CPCV goals leading to conversion assets.\n\n\n\n\nAt the end of the day all data collected through the campaign will nurture prospects down the funnel. The key is leveraging all of that data to build a data orchestration and personalization strategy. The payoff is better offline and online campaign integration, cleaner data, tighter targeting and ultimately—revenue attribution.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matt-evered#person"}],"headline":"Why healthcare marketers should leverage CTV advertising","datePublished":"2024-01-29T14:05:00+00:00","dateModified":"2026-09-08T21:45:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare"},"wordCount":814,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20240119_CTV-Healthcare.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 201","healthcare"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In recent years, the relevance of connected TV (CTV) advertising has been growing. In 2023, 88% of US households owned at least one internet-connected TV device, while the number of CTV users amounted to more than 110 million among Gen Z and millennials. \n\n\n\nTraditionally, a large portion of healthcare marketing campaign spend has gone toward linear TV. But with the rise of CTV adoption and advertising spend on this channel, healthcare marketers are taking notice. CTV has become a massive opportunity for healthcare companies to reach a broader audience and grow their sales.\n\n\n\nCTV can take traditional healthcare marketing campaigns and supercharge them with data. Marketers can leverage this information to reach a hyper-focused target audience. Healthcare marketers also get the benefit of targeted video marketing metrics that allow new levels of insight into measurement and attribution.\n\n\n\nAnother more obvious reason for the adoption of CTV is viewership. Digital media is where the audiences are increasingly spending their time. As mentioned earlier, over 80% of households have at least one connected TV, which represents a big opportunity for reaching healthcare audiences. \n\n\n\nCTV ads also create a more immersive, relaxed ad-viewing experience. With sensitive subjects like people’s personal healthcare, getting your product or service in front of them in the least intrusive way possible is important.\n\n\n\n4 benefits of CTV for healthcare\n\n\n\nConnected TV provides a more impactful solution for digital advertising in healthcare because of 4 key reasons.\n\n\n\n1. Accessibility\n\n\n\nMedia buyers have more choices for TV spend. There are now more opportunities for healthcare brands to reach their target audiences in more efficient ways. The ability to target on CTV provides better audience efficiency, reduces media waste, and reduces the noise of reaching irrelevant viewers and households.\n\n\n\n2. Specific audience targeting\n\n\n\nCTV provides huge opportunities to really hone in on a target audience—using 1st-party and 3rd-party data to target audiences and tailor campaigns accordingly. \n\n\n\n3. Campaign impact\n\n\n\nCTV advertising provides the ability to assess progress against goals and metrics while a campaign is live—and make campaign optimizations and adjustments before the flight-end date.\n\n\n\n4. Reaching cord-cutters \n\n\n\nThe share of households in the US without a telco, cable, or satellite TV provider was 53% in 2022, and is forecasted to reach 75% in 2025. This upward trend represents the increasing opportunity in reaching cord-cutters through CTV. \n\n\n\nLeverage CTV for healthcare advertising\n\n\n\nCTV offers all of the benefits of linear TV advertising, but with increased control over which households receive your ads. \n\n\n\nA CTV campaign for a healthcare brand enjoys the same benefits and impact as any other industry, with only three unique campaign requirements to consider:\n\n\n\nTarget compliant audiences\n\n\n\nLike any campaign in healthcare, the most important thing to account for is compliance. While hyper-relevant audiences are often used, HIPAA requires the removal of all personally identifiable information (PII), and therefore healthcare marketers must use audiences that adhere to this requirement.\n\n\n\nIf you are considering running a programmatic campaign, ensure the programmatic platform that you leverage has HIPAA compliant audiences. For example, look for 3rd-party audiences from reputable partners such as HealthLink Dimensions and MedData Group, and consider offerings like custom segments and pseudonymous 1st-party CRM data services.\n\n\n\nLeverage a multi-channel strategy\n\n\n\nWith a multi-channel strategy, you can integrate CTV ads into your full-funnel campaigns. There’s the opportunity to create a cohesive story across channels like native, display, video, and audio. \n\n\n\nUsing a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a story about your healthcare offering throughout the entire customer journey.\n\n\n\nRetarget qualified audiences\n\n\n\nCTV enables users to be tracked and retargeted with either a desktop or mobile ad. With other healthcare compliant ad units available, such as ISI-rich native and display, you are able to increase performance across the board and close an attribution loop that was previously open.\n\n\n\nA CTV campaign for healthcare will optimally perform by first targeting the right HIPAA compliant audience, exposing this audience to a carefully curated creative, and then retargeting with either native or display ad units to amplify awareness.\n\n\n\nGet started with CTV for healthcare\n\n\n\nWhether you are a healthcare marketer looking to target patients or providers, staying compliant and creative is always top of mind. If you are currently focusing on broadcast campaigns, starting a CTV campaign with existing video creative is not only frictionless, but provides all of the same benefits, with none of the waste and accurate reporting.\n\n\n\nYou can track the impact of your CTV healthcare campaigns in the same manner as with your other programmatic buys, and with healthcare advertising moving further into the digital age every year, the next wave couldn’t be more streamlined.\n\n\n\nReady to run exceptional connected TV campaigns for healthcare? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare","url":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare","name":"Leveraging CTV Advertising in Healthcare | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20240119_CTV-Healthcare.webp?fit=1200%2C600&ssl=1","datePublished":"2024-01-29T14:05:00+00:00","dateModified":"2026-09-08T21:45:21+00:00","description":"Learn why healthcare marketers are increasingly able to leverage connected TV ads to reach a growing audience of digital TV viewers.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-for-healthcare#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20240119_CTV-Healthcare.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105513/20240119_CTV-Healthcare.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"An illustration of a patient visiting a doctor."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"G2 reveals best software companies 2020: StackAdapt earns spot on list","datePublished":"2020-04-15T20:22:23+00:00","dateModified":"2026-09-08T21:49:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020"},"wordCount":408,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105511/20200415_BestSoftwareAward_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020","url":"https://www.stackadapt.com/resources/blog/best-software-products-2020","name":"G2 Reveals Best Software Companies 2020 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105511/20200415_BestSoftwareAward_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-04-15T20:22:23+00:00","dateModified":"2026-09-08T21:49:03+00:00","description":"G2 announces StackAdapt is number 69 on the Top 100 Software Product list and 10 on Highest Satisfaction for software products.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/best-software-products-2020#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105511/20200415_BestSoftwareAward_1200x600.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105511/20200415_BestSoftwareAward_1200x600.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"blue background overlayed with award badges for G2 Software Companies"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carolynne-wong#person"}],"headline":"Your guide to designing ads for mobile","datePublished":"2020-04-23T17:22:53+00:00","dateModified":"2026-09-08T21:49:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile"},"wordCount":1436,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105510/20200422_Design-for-Mobile_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","creative","creative studio","interactive ads"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"If I asked you what the weather was going to be this evening, how would you find this information? Would you look out the window? Turn on the TV and check the news? Chances are you’d pull out your phone and run a quick search. \n\n\n\nEven though you're just looking for the weather, by accessing your smartphone, you are exposed to a number of opportunities for additional information. Beyond the specific info you are looking for, you are exposed to an array of ad placements—garnering a significant opportunity for advertisers.\n\n\n\nPeople have access to an endless amount of content right in their pocket. Most people who own and operate a smartphone will spend an average of 3 hours on their device. Not only are users able to perform that quick search to figure out the weather, but often they are browsing out of habit, whether to pass the time or simply be entertained. It’s no question that we rely on our mobile devices for instant access to information and entertainment—at any and all times.\n\n\n\nBack in 2019, the number of mobile phone internet users in Canada amounted to 26.1 million people. By 2023, it is expected to grow to about 30.9 million. This mobile phone usage consists of time spent playing games, browsing the web, engaging in social media, reading blogs, watching videos, and consuming other forms of content. When using their mobile devices, consumers are likely to spend 87% of their time in apps versus in their browser, a number which is expected to grow.\n\n\n\nKnowing that all of this time is being spent on mobile devices, it is important that advertisers consider the medium through which users are consuming content and create ads specifically for this device type. \n\n\n\nThis will not only accommodate the differences in ad specifications, such as ad size, but also consumer mindsets. When you’re checking the weather on your phone, you are in a completely different frame of mind than if you were to look further into weather patterns for a report.\n\n\n\nMobile ad design vs desktop ad design\n\n\n\nThe first and most obvious difference is screen size and orientation. Content is now being viewed primarily in portrait mode, whereas before it would be seen in landscape. Content that is created taller than it is wide provides a better experience for the user. \n\n\n\nAdditionally, desktop monitors can span 30 inches wide at 4k resolution, with processors that can render content quicker than a mobile device. Although mobile tech specs are smaller than those on desktop, mobile devices are still exceptionally powerful. Understanding these differences means you can design your ads so that they are appropriately optimized for smaller screens and processors.\n\n\n\nAside from their tech differences, consumer behaviour also changes when they spend time on mobile versus desktop. While desktops are usually used for long periods of time in one sitting, mobile users are on the go. Their total usage at the end of the day may span several hours, but that is an accumulation of shorter and more frequent uses. These short and frequent uses mean that your ads have to be compelling and eye-catching to capture the attention of a user in a matter of seconds—they may be only dedicating a few minutes on their phone while they’re in between other tasks, so time is of the essence for a mobile ad.\n\n\n\nPeople also pick up their mobile devices with a different intent than if they were to log on to their computer. Phones are rarely used for making large purchases, and instead are used when conducting research on a certain product or brand. This is important as you build your overall digital strategy, as you want to consider using mobile as a top-funnel tactic.\n\n\n\nKnowing that mobile outreach is mainly for awareness and bringing users into the top of the funnel, it is important to cater your messaging to this product or brand introduction stage. Remember, mobile advertising is part of your campaign’s entire journey and is not a standalone piece. \n\n\n\nYour mobile ad should intrigue your prospects and encourage the user to pursue further investigation—whether that be from their mobile or desktop device. Mobile will bring users into your funnel, building an audience group to later retarget on multiple devices, including desktop. This is one way you can maximize your conversion potential. \n\n\n\nMaking ads for mobile\n\n\n\nTo accommodate users who are on the go, make your ads short and catchy so they can understand your ad effortlessly. The rule of thumb is less is best, and bigger is better. This means cutting down on the amount of copy you would normally include in a desktop ad, and focus on larger imagery and typography. It has been found that using larger and wider font sizes makes content glanceable, and therefore more easily understood without needing the viewer’s full attention. \n\n\n\nWhen creating the type elements on your mobile ad, best practice for mobile websites is to have a minimum font size of 12pt and a maximum of 20pt. Anything below or above this recommendation can affect the ad’s readability. Visual hierarchy is especially important for mobile ads as you are trying to convey the same message using less content. Additionally, mobile processors are smaller than desktops, so without sacrificing quality, use images and videos at a lower resolution to save load time.\n\n\n\nLet’s take a look at an example. A half-page unit (300x600) is a common size for a desktop ad. \n\n\n\n\n\n\n\nHowever, it is far too large for a mobile device, so we will recreate this ad in two mobile-friendly sizes: 320x480 and 320x50.\n\n\n\nThe 320x480 ad size will be similar to the 300x600 ad unit above, although optimized for mobile screens.\n\n\n\n\n\n\n\nThe 320x50 ad size is much smaller, so you need to make better use of the space, and keep only the elements that matter.\n\n\n\n\n\n\n\nEven before seeing the creative, you probably noticed the difference in the ad heights. Our goal is to cut out as much content as possible to allow room for the primary message. However, we can’t cut out too much or else the consumer will have no context to the ad’s message.\n\n\n\nThe first thing to remove is the romance copy. Although it is nice to have when there is enough space, it is not worth keeping if it prevents the main message from being readable. If there are certain elements that cannot be removed, consider replacing them with icons or symbols to save space. In this case, we are replacing the Learn more CTA with an alternate button. It still infers the same course of action, but it helps save space in the ad.\n\n\n\n\n\n\n\nMobile exclusive ad opportunities\n\n\n\nDesigning for mobile is one way to maximize your campaign’s success on these devices, but you should also consider designing ads that are made for—and only for—mobile. One channel that is offered exclusively for mobile devices is rewarded or opt-in video. This ad format appears in-app for mobile games, and incentivizes users to watch a video ad in exchange for a reward. \n\n\n\nFor example, if a user is playing a game with a limited amount of lives, they can choose to watch a video ad to receive an extra life in their game. \n\n\n\nUltimately, rewarded videos provide a winning scenario for all parties—brands win as they gain exposure through a new channel, consumers win as they get something in return for their attention, and publishers win as they expand into a new format that audiences find enjoyable and engaging. \n\n\n\n\n\n\n\nAnother example of a mobile only ad format is the swipe functionality. This matches a mobile functionality users are familiar with, and works well to integrate with other content they consume.\n\n\n\n\n\n\n\nEven with smaller screen sizes and short attention spans, there are many options available to maximize your ad exposure on mobile. When creating a well-rounded experience in a consumer’s entire purchasing journey, mobile plays an important role in the introduction and brand awareness phase.\n\n\n\nNot to mention the sense of immediacy mobile phones provide, meaning the user can go from discovery to research in a matter of seconds. Our phones are used on a daily, if not hourly basis, and it's important to keep that top-of-mind to reach the modern day consumer.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile","url":"https://www.stackadapt.com/resources/blog/designing-for-mobile","name":"Guide to Designing Ads for Mobile | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/designing-for-mobile#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105510/20200422_Design-for-Mobile_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-04-23T17:22:53+00:00","dateModified":"2026-09-08T21:49:02+00:00","description":"Knowing that so much time is spent on mobile devices, marketers should consider designing for mobile so their ads accomodate consumer preferences.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and Comscore partner to bring brand survey lift capabilities for Connected TV campaigns","datePublished":"2020-04-28T14:14:48+00:00","dateModified":"2026-09-08T21:49:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift"},"wordCount":567,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200427_Comscore-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift","url":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift","name":"StackAdapt and Comscore Partner Up | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200427_Comscore-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-04-28T14:14:48+00:00","dateModified":"2026-09-08T21:49:01+00:00","description":"StackAdapt and Comscore partner to bring Brand Survey Lift capabilities for connected TV campaigns in StackAdapt. Read more in the Media Release.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/comscore-brand-survey-lift#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200427_Comscore-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200427_Comscore-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"comscore and stackadapt logos side by side on a white background"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and Bombora partner to offer a comprehensive suite of targeting, measurement, and verification options for B2B marketers","datePublished":"2020-04-29T13:10:35+00:00","dateModified":"2026-09-08T21:49:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification"},"wordCount":474,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200428_Bombora-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification","url":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification","name":"StackAdapt and Bombora Partnership | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200428_Bombora-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-04-29T13:10:35+00:00","dateModified":"2026-09-08T21:49:00+00:00","description":"StackAdapt and Bombora partner to offer a comprehensive suite of targeting, measurement, and verification options for B2B marketers.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/bombora-targeting-measurement-verification#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200428_Bombora-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200428_Bombora-Media-Release_1200x600-1.jpg?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"white background overlayed with logos for Bombora and Stackadapt to illustrate partnership"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"Insights from the creative studio: A deep dive into Connected TV creatives","datePublished":"2020-05-21T16:56:38+00:00","dateModified":"2026-09-08T21:48:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives"},"wordCount":1493,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200520_Digging-Deeper-with-CTV_1200x600-1.jpg?fit=1200%2C600&ssl=1","keywords":["creative studio","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The video advertising landscape has shifted a great deal with the introduction of connected TV (CTV). With a significant growth in the number of CTV owners and viewers, there is an equal increase in availability of ad placements for marketers to leverage. Now we’ve entered into a familiar equation: with more ad availability, comes more ads, and a higher chance yours may get lost in the noise. So, you want to ensure your brand stands out from the competition.\n\n\n\nThankfully, CTV creatives have specific advantages that set them apart from other ad formats, particularly video ads. As more advertisers are hopping onboard to integrate CTV into their marketing tactics, we want to ensure that the channel is used to its full potential. \n\n\n\nThe StackAdapt Creative Studio has taken a deep dive into CTV creatives and has compiled some insights to consider when building your ads.\n\n\n\nUse creatives you have today\n\n\n\nAll marketers are familiar with SWAT: Sell What’s Available Today. Why should that be any different for your ads? If you have assets, use them! \n\n\n\nA well-known advantage of CTV is that advertisers can use video ads from existing campaigns. That means you can repurpose linear TV assets or adapt existing video assets for your CTV campaigns. The transition is seamless when it comes to using ads from linear TV, all you need to do is implement the creatives to the new digital campaign. \n\n\n\nWhen it comes to existing video assets, remove any click attributes, and you are ready to rock with a new CTV creative. It’s easy to simply reuse what you have available if you are looking for a quick turnaround on a CTV tactic, but keep in mind, there are CTV-specific ad attributes you can use to your advantage, if you have the time and means of building new creatives.\n\n\n\nUse sound to your advantage\n\n\n\nWe know that desktop and mobile banner ads are silent. On the other hand, in-banner and outstream video ads can have sound, but are automatically muted when an impression is served. The user has the option to unmute and have sound on, but of course there is no guarantee they will unmute—or even have their volume high enough to hear it. To mitigate the loss of sound, it is suggested that video ads have layered captions, which can be read when on mute. \n\n\n\nSimilar to in-stream video ads, CTV ads are shown within other video content, so you can be assured that volume is on and the ad is unmuted. So use sound to your advantage. Sound, both music and dialogue, will ensure your brand’s voice literally gets heard. You can influence how your prospects perceive and remember your brand through your choice in audio—you want to create ads that will reinforce positive brand recall.\n\n\n\nChoosing the right sound is part 1—part 2 is deciding how you will leverage sound to enhance your ad. It may suit your ad to have the music fade in at the end to invoke a calm and reassuring mood towards your brand. Or, if the majority of your ad includes dialogue, background music may be distracting, consider adding small sound effects instead to help emphasize specific points. \n\n\n\nSound should be strategically implemented in your ad to complement the feelings you are trying to evoke with your desired audience. Instead of telling your audience what you want them to feel, aim to bring the visuals and audio together to help tell your story.\n\n\n\nUse strong imagery to tell a story\n\n\n\nPowerful stories, whether they have dialogue or not, can be told with great images or animations that influence emotion. In fact, there have been many impactful ads that have said nothing at all—they let the visuals do the talking. So if a voice-over is not available to you, you can get creative with your messaging, and make a strong statement through imagery. I know I will never forget the Apple ad from the release of the iMac G4—the only dialogue or text in the ad is actually the final CTA (call to action).\n\n\n\n\nhttps://youtu.be/-xEBqPvvMok\n\n\n\n\nGreat storytelling is compelling. It can impact attitudes and behaviours and can captivate your users as you deliver your brand messaging. And, if they’re interested in your story the first time, they’ll likely be more receptive to future content. Keep in mind, audiences also crave repetition. Having a recurring theme in your ads tends to bring the audience back to the way they felt the first time they connected emotionally to your content—again, enforcing effective brand recall.\n\n\n\nAs part of your imagery and messaging, it’s important to be relevant with your content, to tell a great story that the audience can connect with. For example, speak to current events to connect with your audience. Johnnie Walker tends to rely on this storytelling style—the “This Land” ad that was launched near the end of the 2016 election. \n\n\n\n\n\n\n\nIt successfully blended the election with their brand messaging, telling a strong story about their history and their ongoing relationship with their customers.\n\n\n\nUse an appropriate call to action\n\n\n\nMuch like linear TV ads, CTV is an ideal ad format for awareness campaigns. This is due to the fact that it leverages video—which as we’ve learned is an effective medium to tell a story and influence emotion. Unlike traditional video ads that are shown on a desktop or mobile device, when you can easily indicate what the desired action is with a button like “Click Here to Shop!”, you cannot click a CTV ad. You need to ensure your overall campaign strategy considers this and determine what the CTA is in the ad, without expecting a click.\n\n\n\nFirst, answer the question: are you using CTV as an upper funnel or lower funnel tactic? As an upper funnel strategy, your messaging should encourage the viewer to learn more. Consider repeating the name of the company, have the logo appear or show the website URL with a prompt like “Visit stackadapt.com Today,” for example. While sitting in front of the TV, your audience won’t click through to purchase a car, but you can plant the seed and suggest which model might be right for them—who knows, they likely have a second screen on hand. This is how traditional TV ads were made—to bring awareness to a product or brand.\n\n\n\nAs a lower funnel strategy, CTV can tell a story to encourage the audience to relate with the brand or product—allow the audience to picture themselves in the main character’s shoes. This tactic attempts to actively engage with the viewer, rather than just introducing or talking about the brand or product. If you show the audience what it is like to own the product, it will be much easier for them to imagine themselves interacting, using and enjoying the product. You want to be proactive and illustrate how the product or service can solve everyday problems.\n\n\n\nHow CTV adapts old school theory to new school channels\n\n\n\nWhy do we remember great commercials from the 90’s so distinctly? Whether it’s because of a jingle or a comedic piece you just couldn’t forget, you were left with a positive feeling that made you remember it. Impacting the way that a user feels is a crucial element of traditional TV ads that can be incorporated in CTV ads as well—after all, they are still watching a video ad in the middle of their (streamed) television programming and on a big screen. Delivering your message in a way that communicates your brand’s values is the key to any successful campaign. As with any medium, you are adapting the message to match the device.\n\n\n\nAudiences watching CTV are hoping to be entertained—so your ads need to meet that expectation. Not only that, your campaign should integrate well in your overall digital strategy. As CTV campaigns are served programmatically, they have the same targeting, optimization and reporting capabilities as any other campaign. The new norm for a holistic campaign strategy has become, native, display, video and CTV as a single voice to deliver a memorable and holistic customer experience.\n\n\n\nOne of my favourite quotes from Carl W. Buehner is: “They may forget what you said—but they will never forget how you made them feel.”\n\n\n\nMaking sure the medium matches the message throughout all your campaigns but knowing the differentiators with CTV can be used to your advantage. With these tips, we hope your CTV campaigns can not only provide a lasting impression, but help you drive your audience lower down the purchasing funnel.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives","url":"https://www.stackadapt.com/resources/blog/connected-tv-creatives","name":"Deep Dive Into Connected TV Ad Creatives | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200520_Digging-Deeper-with-CTV_1200x600-1.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-05-21T16:56:38+00:00","dateModified":"2026-09-08T21:48:56+00:00","description":"The StackAdapt Creative Studio has taken a deep dive into CTV creatives and has compiled some insights to consider when building your ads.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/building-an-inventory-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/building-an-inventory-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"Your guide to building a campaign inventory strategy","datePublished":"2020-05-07T13:28:21+00:00","dateModified":"2026-09-08T21:48:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/building-an-inventory-strategy"},"wordCount":1439,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/building-an-inventory-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105509/20200430_Inventory-Strategy_1200x600.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","inventory","partner","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"In the world of programmatic advertising, navigating through the different types of inventory can be overwhelming. The digital advertisers and marketers that use an inventory strategy are better able to deliver their ads to inform, persuade or remind their targeted audience. \n\n\n\nAccording to eMarketer, programmatic ad spending will account for 86.5% of all digital ad dollars in 2021. Understanding the different inventory strategies available and considering its use cases will not only help you plan for a scalable campaign, but it can also help ensure ads are running on premium, brand-safe inventory.\n\n\n\nWhat is ad inventory\n\n\n\nAdvertising inventory is the number of ad placements available to be transacted on a publisher’s website. Ad inventory can be segmented in many ways, whether it is by the supply partners where the inventory can be bought from, the type of device the ad can be displayed on, or the specific geography to reach an audience. Just like planning a campaign, developing an inventory strategy, and how you will leverage the different domains and ad placements available will have an impact on how effectively you can reach your campaign goals.\n\n\n\nWith so much inventory available, and so many factors that influence what makes an ideal inventory strategy, we’ve compiled some questions to consider before you actually start building your campaigns:\n\n\n\n\nWhat is the targeted geography? The level of inventory available at the city level is limited compared to country targeting. \n\n\n\nIs there a specific device (desktop, mobile web, mobile-app, connected TV (CTV), etc.) you are targeting? The inventory available for device types varies depending on when users are on their devices. Besides inventory, this is also important to consider for your ads because you need to ensure the creative sizes used are aligned with the device the ads will be served on. \n\n\n\nIs there a set time period or event when it is most ideal to reach your audience? Inventory can vary at different times of the day, or days of the week. It will also change depending on what tentpole or sporting events are occurring, such as the Super Bowl.\n\n\n\nHow do you want to reach your audience? Is it by targeting contextually via websites, or by targeting an audience segment? Some advertisers may use a contextual approach by targeting only finance sites with no additional audiences layered on. Whereas, others will want to target a specific audience segment like accountants, regardless of what they are reading online. A hyper-targeted approach is to leverage both targeting options in tandem. \n\n\n\n\nA well-thought-out campaign targeting strategy will not necessarily generate adequate results without proper understanding and assessment of the inventory used. That is why having an inventory strategy in mind is so important. Now that you have an idea of what factors go into building that strategy, it’s time to get started on actually building it!\n\n\n\nThe majority of the publishers in the programmatic ecosystem use four selling strategies for the different types of inventories available: open exchange, private auction, preferred deal, and programmatic guaranteed. For the open exchange and private auction, bidding will occur either with a first-price auction or second-price auction. In a first-price auction, the highest bidder wins the auction, and will pay the exact amount they bid. In a second-price auction, the highest bidder wins, however, only pays $0.01 above the second highest bid. Let’s define and discover the opportunities when to best utilize each in your strategy!\n\n\n\nOpen exchange\n\n\n\nThis is the most common and familiar strategy for digital marketers. Also known as the open market, the open exchange is the place where the majority of online ad inventory is transacted, usually through some form of real-time bidding (RTB). Depending on the publisher’s strategy, the open exchange can either make up the bulk of a publisher’s inventory, or it can be made up of remnant inventory on the publisher’s site that was not sold in a private auction, as a preferred deal, or in a programmatic guaranteed environment. The publishers will set a floor price, and advertisers will bid for the available inventory in a first- or second-price auction.\n\n\n\n\n\n\n\nWhen to use an open exchange strategy\n\n\n\nRunning a campaign through the open exchange is the most cost-effective way to buy media on a wide scale because there is a larger amount of inventory available. Leveraging the open exchange as part of your inventory strategy provides the opportunity to be creative with your targeting parameters, and allows flexibility to address any modifications needed to ensure an effective campaign.\n\n\n\nA common tactic used in many inventory strategies is a domain inclusion list, while running on the open exchange. This provides scale from accessing all available exchange partners, while allowing control over which publishers the ads are able to bid on. Keep in mind that having a healthy list of domains to include or target, is essential for this to work.\n\n\n\nPrivate auction\n\n\n\nThe concept of a private auction is very similar to the open exchange, with one main difference— as the name suggests, it is a private, invitation-only strategy. RTB in a private auction is commonly known as a Private Marketplace or PMP for short. Similar to the open exchange, there can be multiple buyers competing in a private auction environment, where the publisher will provide a deal ID to all buyers participating and have the freedom to set a floor price.\n\n\n\n\n\n\n\nWhen to use a private auction strategy\n\n\n\nThe optimal scenario to run a campaign through a private auction is when you want to access higher-tier placements that are not available on the open exchange or purchase inventory of a specific channel or format. For example, you may want to use a publisher’s 1st-party data which can be done through a deal, or want priority and greater control when it comes to purchasing in-app inventory or premium CTV placements in an auction.\n\n\n\nSome DSPs have the capability of allowing their advertisers to buy inventory through a hybrid model. This allows the campaign to bid on inventory in the open market normally but utilize a private deal ID as well. Providing the campaign with an extra boost of inventory will increase the number of requests the campaign is eligible to bid on.\n\n\n\nPreferred deal\n\n\n\nUnlike a private deal, which is still up for RTB in a private auction, a preferred deal is a non-auction-based transaction, where a publisher will set a fixed CPM for the premium inventory the advertiser will likely purchase. It is a one-to-one deal made between the publisher and the advertiser with no guaranteed volume of inventory. An advertiser will typically approach a publisher with specific needs and after a price is negotiated a deal ID is provided.\n\n\n\n\n\n\n\nWhen to use a preferred deal strategy\n\n\n\nBecause of its non-auction-based nature and generally higher pre-negotiated fixed CPM, you may want to consider this strategy for very similar reasons to a private auction approach. The main difference is the priority level set by the publisher is usually higher for a preferred deal.\n\n\n\nProgrammatic guaranteed \n\n\n\nProgrammatic guaranteed, also known as PG for short, is similar to a preferred deal strategy in the sense that it is a one-to-one deal made between the publisher and the advertiser. The advertiser pays a flat negotiated CPM for the inventory that they are purchasing. In return for purchasing all of the impressions fulfilling the criteria set, the publisher will set aside or reserve inventory for the advertiser.\n\n\n\n\n\n\n\nWhen to use a programmatic guaranteed strategy\n\n\n\nThis strategy is best used when you have a set allocated budget you can commit to buying all relevant impressions, negotiated at a flat CPM with a publisher within a set date range. Programmatic guaranteed can help lock in rates against an audience that is hard to find, or it can help guarantee delivery on campaigns—especially during periods of high competition, such as election time.\n\n\n\nChoosing an inventory strategy\n\n\n\nMany advertisers struggle when trying to determine which inventory strategy to choose. Below is a mini cheat-sheet to help you figure it out:\n\n\n\n\n\n\n\nProgrammatic advertising will only continue to grow as advertisers and performance agencies are adopting a more multi-channel approach to their marketing strategies. Having a solid understanding of the four fundamental types of programmatic ad inventory will not only help you reach your bottom line but will also provide you with the tools to buy and plan smarter.\n\n\n\nWant to build an exceptional campaign inventory strategy? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/liveramp-rampid-crm-onboarding#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-rampid-crm-onboarding"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt furthers people-based targeting efforts by offering near real-time onboarding through LiveRamp","datePublished":"2020-05-20T15:30:44+00:00","dateModified":"2026-09-08T21:48:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-rampid-crm-onboarding"},"wordCount":577,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/liveramp-rampid-crm-onboarding#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105507/20220516_LiveRamp-Media-Release2-01.png?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/comscore-linear-tv-retargeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/comscore-linear-tv-retargeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and Comscore bridge the gap between linear TV and programmatic with introduction of a retargeting solution","datePublished":"2020-05-26T13:05:05+00:00","dateModified":"2026-09-08T21:48:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/comscore-linear-tv-retargeting"},"wordCount":482,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/comscore-linear-tv-retargeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105505/20200525_Comscore-Media-Release_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/whats-new-b2b-marketers#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/whats-new-b2b-marketers"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"What’s new in StackAdapt for B2B marketers","datePublished":"2022-04-18T12:03:00+00:00","dateModified":"2026-09-08T21:47:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/whats-new-b2b-marketers"},"wordCount":524,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/whats-new-b2b-marketers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105637/20211110_B2B-Audiences_Header.png?fit=1201%2C601&ssl=1","keywords":["b2b","crm data","partner","product updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/whats-new-b2b-marketers#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105637/20211110_B2B-Audiences_Header.png?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105637/20211110_B2B-Audiences_Header.png?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"7 Ways to Win at B2B Audience Targeting"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"New Connected TV offerings in the StackAdapt platform","datePublished":"2020-06-16T14:23:28+00:00","dateModified":"2026-09-08T21:48:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv"},"wordCount":301,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105502/20200610_New-CTV-Offerings_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["connected tv","product updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv","url":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv","name":"New Connected TV Offerings in StackAdapt | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-updates-for-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105502/20200610_New-CTV-Offerings_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-06-16T14:23:28+00:00","dateModified":"2026-09-08T21:48:54+00:00","description":"StackAdapt has launched an exciting array of new features in the first half of 2020 to help with advertising on connected TV. Learn more.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/creative-format-3d-ads#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/creative-format-3d-ads"},"author":[{"@id":"https://www.stackadapt.com/resources/author/robert-mccaffrey#person"}],"headline":"Creative format trends: How 3D is adding depth to digital advertising","datePublished":"2020-06-26T12:53:14+00:00","dateModified":"2026-09-08T21:48:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/creative-format-3d-ads"},"wordCount":950,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/creative-format-3d-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105501/20200623_3D-Ads_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["creative","creative studio","interactive ads"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Creative formats have evolved since the inception of programmatic advertising. Display ads are no longer static images, and creative strategists have a lot more freedom to leverage advancements in advertising technology. \n\n\n\nWith these new creative format trends, advertisers have the opportunity to deliver highly immersive experiences through interactive content. Three-dimensional (3D) objects and landscapes can now be embedded into HTML5 rich media banners, providing an unparalleled user experience in comparison to two-dimensional (2D) creatives. This expressive format can bring your brand to life and allow users to interact with the product as if it were in their own hands.\n\n\n\nDon't take my word for it, explore the product below by clicking and dragging to rotate and scroll to zoom in and out.\n\n\n\n\n\n\n\n\n\n\n\nHow we make 3D\n\n\n\nCompanies are investing heavily in improving their e-commerce business and customer experience, as there has been a significant increase in online shopping. Success online requires brands to develop creative strategies and techniques to entice users and seamlessly lead them through the conversion journey. 3D models provide a solution to one of e-commerce’s most difficult challenges—to mimic the unique experience that people have when they shop at brick and mortar stores. 3D ads enable users to look at and digitally “touch” a product—bringing the product to life virtually, and providing an experience that is interactive and engaging.The concept of 3D in digital is not new. Several businesses use 3D software to develop their products, games, and structures. Businesses across different industries may use different software, but many of these programs are all compatible with each other. \n\n\n\nFor example, an architect designing in Rhino can easily export their work as an OBJ file which can then be embedded into an HTML5 banner. As a result, the technology to generate digital 3D creatives exists, and we have now found a way to effectively leverage that for programmatic ads.\n\n\n\nTo guarantee that this format is feasible from an advertising perspective, it needs to  reach audiences at scale and the technology needs to be seamlessly accessible across all devices and platforms. \n\n\n\nWhat was once a difficult format to scale, is now highly functional across all devices and supported by Chrome, Safari, and Firefox. Both mobile and desktop devices are now outfitted with the necessary components and computational power to render 3D objects in real-time resulting in little to no latency in upload speed. Upload speed is especially important to advertisers using channels like display because they only have a small amount of time and space to attract a user's attention.\n\n\n\nBenefits of 3D ads\n\n\n\nAdvertisers work tirelessly to encourage interactions and build relationships between users and a brand—be that trying or purchasing a product, or sharing branded content online. \n\n\n\nLeveraging 3D ads in your campaigns is a scalable and cost-effective solution that prompts the audience to engage directly with the product or service being advertised. By virtually experiencing products, prospects can explore them in greater detail than that is afforded by any 2D image. This is the closest you can get to a product online, without actually visiting a store to physically see and touch it.\n\n\n\nIn addition to these interactive functionalities, 3D ads allow you to take the path less travelled and be creative in your advertising concepts and strategies, regardless of the level of complexity of your product. This innovative format can elevate the perception of your brand amongst your target audience and set it apart from the abundance of static or flat digital ads.\n\n\n\nBest use of the 3D ad format\n\n\n\nBrands across various industries can get really creative with 3D ads. Imagine being in the driver's seat and seeing the dashboard of a car or experiencing a tour of the Louvre in Paris from your own office or patio. \n\n\n\nUsing a 3D model in their ads provides an enticing sneak peek experience of the virtual tour.\n\n\n\n\n\n\n\n\n\n\n\nElevated perception\n\n\n\nShopify and Sketchfab have completed studies that have shown that 3D ads are great for brands that are looking to elevate their creatives to a new level. They discovered that 3D ads have the ability to increase your return on ad spend by improving performance metrics like CTR, engagement, conversions, and time on site. This is because they are highly appealing for the user, and the more interactive elements that exist, the better chance the ad has of fostering interest and engagement.\n\n\n\nAs the 3D landscape is fairly new, brands using this format could be perceived as being innovative and technologically advanced amongst their target audience. Leveraging new creative types demonstrates innovation and a willingness to think outside of the box—leaving your audience with a memorable experience that does wonders for brand recall.\n\n\n\nAdditional functionalities in development\n\n\n\nAs this is a new creative format, there are capabilities that are still being developed and tested. For me, that’s even more exciting, as it signals there are plenty more opportunities for exploration and fun in design!\n\n\n\nI am particularly looking forward to the configurator and the swirl.\n\n\n\nConfigurator: Users will be able to experiment with different specs, customizing the product to their liking. For example, if a running shoe is being advertised, a user can preview the shoe in a variety of different colours.\n\n\n\nSwirl: A functionality specifically designed for mobile. As a user scrolls down a webpage, the 3D model is tied to the page and will animate as the user scrolls up and down.\n\n\n\nTalk about taking ads to the next level!\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/robert-mccaffrey#person","name":"Robert McCaffrey","identifier":27110,"url":"https://www.stackadapt.com/resources/author/robert-mccaffrey","sameAs":["https://www.linkedin.com/in/robert-mccaffrey-31ba5798"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317135214/Author_Bio_Robert_McCaffrey-1.webp","jobTitle":"Manager, Creative Studio","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"5 steps to executing a holistic full-funnel marketing strategy","datePublished":"2020-07-13T16:32:27+00:00","dateModified":"2026-09-08T21:48:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy"},"wordCount":1665,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105500/20200707_Full-Funnel-Programmatic-Strategy-01.png?fit=1200%2C600&ssl=1","keywords":["b2b","Content Level : 101","full-funnel"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Now more than ever, marketers must be strategic and agile to keep up with the changes in consumer behaviour. Whether you are selling a product or a service that has a long or short sales cycle, having a holistic marketing plan is important for any campaign to be successful. \n\n\n\nPlanning and executing a full-funnel campaign approach is a way of grouping and breaking down the different stages of your customer’s journey. \n\n\n\nWhat is full-funnel marketing\n\n\n\nFull-funnel marketing allows for holistic data collection and attribution models to be applied. From the top-of-the-funnel, also known as the awareness stage, where users are just starting to get introduced to your brand, all the way to the bottom-of-the-funnel, also known as the conversion stage, where the user is either ready to buy or has purchased your product.\n\n\n\nConsumers do not have a linear journey—they are constantly moving from platform to platform, and device to device, making every interaction unique. Your marketing campaign should consider this behaviour, and ensure it captures attention from all angles. Having a single catch-all campaign may seem like a cost-efficient way to quickly reach your goal. Although you may see immediate results, it is not a sustainable brand strategy in the long run as it won’t increase brand awareness, or  brand affinity.\n\n\n\nHaving a clear understanding of who your target audience is and where they fit within the funnel is key to unlocking how you will decide to reach them. There are many digital channels out there for reaching your target audience, including search, social and programmatic advertising. \n\n\n\nWe have outlined 5 steps to guide you on how to set up your next full-funnel marketing strategy.\n\n\n\nStep 1: Understand the stages within the marketing funnel \n\n\n\nThere are various ways to define and breakdown the marketing funnel depending on the complexity of your sales cycle, but generally, there are 3 main parts to the funnel: \n\n\n\n\n\n\n\nUpper funnel is the first stage of the buyer’s journey. In this stage, you are prospecting new customers to introduce them to your brand and offerings. It is an opportunity for brands to tell their story, collect data through cookies or obtain email addresses of those customers who are genuinely interested in what your brand has to offer. \n\n\n\nNative, display, video, and connected TV (CTV) are great awareness formats to consider to get your message out there. The main objective would be to get as many impressions or “eyeballs” on your ad as possible–ultimately capture attention and have the users click on your ad and be directed to your website.\n\n\n\n\n\n\n\nMoving down the funnel, we enter the middle—where it is time to nurture those leads into potential customers! \n\n\n\nProspects are now in the consideration phase, where they are learning and researching your brand, the products or services you offer and of course, your competitors. Video, native and display are effective formats to use when driving users to quality content such as blog posts, eBooks, whitepapers, or detailed product specs—giving a taste of not only your offering but how you differentiate from the competition.\n\n\n\nIt is key to engage with your prospects and nurture those who have expressed interest to ensure they have a memorable experience. The ease of accessing relevant content when making a decision will help you build trust with your prospects, making them more willing to continue down the funnel to purchase or sign up.\n\n\n\n\n\n\n\nFinally, we reach the lower funnel, where prospects have shown interest, they have done their research, and are ready to make a purchase. You want them to choose you! \n\n\n\nEnsure you have ads with a simple call to action (CTA) that is relevant to the landing page of the product or service being promoted. Nurturing prospective customers down the funnel will narrow and better define who your true customers are, while also ensuring a harmonious consumer journey throughout.\n\n\n\nStep 2: Define your target audience\n\n\n\nThe optimal full-funnel approach begins with knowing who you are trying to reach and where they fit in the funnel. Consider using different targeting tactics to capture your audience throughout. Use the 5 W’s—who, what, when, where, why—to define the ideal customer profile. It also provides an opportunity to plan and weed out any users within the funnel who may not be the right fit.\n\n\n\nThis can be done by creating an exclusion audience of users who have completed a conversion or have satisfied a predefined parameter that is important to your business. Alternatively, a lookalike audience can be built to target users who have similar online behaviours of your most desired customers to spend your ad dollars wisely on an audience that matters most.\n\n\n\nStep 3: Determine where and how to reach your audience\n\n\n\nOnce your audience is defined, it is time to do some research and determine where the best places are to reach these people. Is the best place to reach them on TV, when they are tuned in to a podcast, or when they are scrolling a social platform?\n\n\n\nHere are some questions to keep in mind when determining how to reach your ideal target audience:\n\n\n\n\nWhere do they typically discover brands?\n\n\n\nHow much time do they spend consuming content per channel type (i.e watching TV, listening to music or podcast, browsing the internet, or on social platforms)?\n\n\n\nWhat kind of content do they consume? What are their main interests?\n\n\n\nHave you considered developing ads that are relevant to how they can be contextually targeted?\n\n\n\nWhat is the length of your sales cycle? Are there multiple decision-makers?\n\n\n\n\nAfter deciding which channels to leverage in your full-funnel strategy, consider the strengths of each channel and determine where it fits within the funnel. For example, connected TV is known for its ability to reach viewers on a mass scale, making it ideal to include CTV in your upper funnel strategy. Whereas an effective lower funnel channel example is display advertising with a strong CTA.\n\n\n\nDisplay ads have evolved into many different formats through rich media capabilities that capture user’s attention and intent—the possibilities are limitless. The full-funnel marketing tactics you select should align with critical decision-making milestones made by your prospects, so that they ultimately choose you.\n\n\n\nStep 4: Set realistic goals\n\n\n\nOnce you have determined the channels you are going to include and where each of them fits in the funnel, be sure to set realistic KPIs per format. This will aid in defining the purpose of that campaign clearly. Consider the example of running a native campaign as an upper funnel vs. a middle funnel tactic. \n\n\n\nThe nature of native ads is inherent in the customer’s experience and great for showcasing brands with an interesting story to share. In an upper funnel strategy, where the objective is to drive awareness and get users to your website, native ads can be used to introduce a new product or be used in brand comparisons. In this case, the key native metric to set as a goal is CTR.\n\n\n\nOn the flip side, when native is used with a mid-funnel strategy in mind, the key metric you are aiming for is engagement—time on site. Knowing how much time a user spends on your site after seeing your ad will provide a better idea of whether the landing page or website content is engaging enough. \n\n\n\nMeanwhile, formats like audio can be leveraged for both upper and lower funnel—depending on what messaging you are trying to relay. In an upper funnel, you can introduce the brand and its benefits, while in a lower funnel audio ad, you can encourage users to purchase with a promo code that can be entered on your website.\n\n\n\nStep 5: Consider your creative\n\n\n\nCreative assets and messaging play an important role in the success of any campaign. In many cases, creatives are either an afterthought or are repurposed to fit within a section of the funnel, in hopes that they will be effective and impactful. \n\n\n\nFor a more holistic approach, creative messaging should actually be considered in the planning stage of a campaign, because the messaging a consumer receives should be relevant to where, when and how they are receiving it. Your ads need to tell a consistent story, at any point in the funnel. This is beneficial for brand recall and allows you to observe the impact and stickiness of your brand.\n\n\n\nKeeping in mind that users’ attention spans are decreasing, the purchasing experience should be seamless and easy for the point of sale to occur. Now that we have covered the importance of executing a full-funnel approach, try testing these 5 steps when strategizing your next campaign. Notice the positive impact of honing in on  the strengths of each channel to obtain your overall campaign goal.\n\n\n\n\n\n\n\nB2B vs B2C full-funnel approaches\n\n\n\nAre the B2B and B2C full-funnel approaches different? The short answer is yes—mainly because the consumer’s journey is very different. The long answer is no, as the concept of a full-funnel approach is the same—awareness, engagement, consideration, and conversion. \n\n\n\nThe tactics used within each stage of the funnel will differ between a B2B or a B2C model, especially since the sales cycle for B2B products or services is usually longer due to the multi-step buying process—involving multiple decision-makers and is typically a higher-ticket item. \n\n\n\nHere is an example of how a simplified marketing funnel may look for a B2C or B2B conversion journey, however not all purchase decisions are strictly linear in nature.\n\n\n\nWhether your business is B2B or B2C, keeping a holistic full-funnel strategy in mind will not only help you build a solid foundation for your marketing efforts in the long run but it will help emphasize your brand persona, brand recall, and brand affinity. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy","url":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy","name":"5 Steps to a Full-Funnel Marketing Strategy | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105500/20200707_Full-Funnel-Programmatic-Strategy-01.png?fit=1200%2C600&ssl=1","datePublished":"2020-07-13T16:32:27+00:00","dateModified":"2026-09-08T21:48:51+00:00","description":"Create a winning full-funnel strategy with these 5 steps! Nurture and guide your target audience from the upper funnel to the lower funnel by reaching them correctly.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/executing-a-full-funnel-strategy#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105500/20200707_Full-Funnel-Programmatic-Strategy-01.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105500/20200707_Full-Funnel-Programmatic-Strategy-01.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrations of different people all in a funnel to depict full funnel marketing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/brand-storytelling#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/brand-storytelling"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ned-dimitrov#person"}],"headline":"Leveraging audience insights to improve brand storytelling","datePublished":"2020-07-29T12:39:06+00:00","dateModified":"2026-09-08T21:48:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/brand-storytelling"},"wordCount":873,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-storytelling#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200728_Brand-Storytelling_1200x600.png?fit=1200%2C600&ssl=1","keywords":["1st-party data","audience data","audience targeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"When we think about what it means to have a strong brand, our thoughts are usually tied to an intuitive feeling. By definition, a brand is the intangible sum of a product’s attributes. This means that marketers can take these attributes and create a perception that will strengthen the customer's feelings towards a company. Yet, when it comes to the idea of a brand, there is often a lack of clarity on what the driving factor is in the overall narrative that defines and strengthens its assets.\n\n\n\nDo marketers solely make decisions for messaging based on prospective research about what may resonate with the consumer, or does feedback from the consumer’s experience with the brand shape the storytelling in a more predominant way?\n\n\n\nTo help answer these questions, let’s dive into the relationship between understanding customers through data and how that data can help a brand build a better story.\n\n\n\nDefining brand storytelling\n\n\n\nWith the idea of a brand comes the concept of brand storytelling; in fact, a brand would have almost no impact without a solid foundation of story behind it. Because a brand is what a prospect thinks of when they hear a brand’s name or see a product, it becomes everything known publicly about your brand offering, both factual and emotional. Brand storytelling, in turn, becomes a marketing power tool that can be used to create an emotional connection and establish lasting relationships with your customers.\n\n\n\nDetermine what story to tell\n\n\n\nWhen developing a story for a brand, creatives and messaging are paramount to impact. After all, it’s what sticks with your audience and drives your brand forward.\n\n\n\nSo how do we do this? By driving emotions within customers and understanding the specific desires and needs that they have. This can be done by analyzing demographics, geographic location, and even psychographics, to better align with the process a customer will go through when deciding to make a purchase or sign-up. While there are several ways this information can be collected, the most effective method is exploring real-time data on your customers to reaffirm or gain additional insights into the audience engaging with the brand. This is where Audience Insights in StackAdapt becomes a game changer for advertisers.\n\n\n\nBridging the gap with audience insights\n\n\n\nAudience Insights is a service provided by StackAdapt that enables advertisers to interpret our vast store of real-time data to help achieve their brand storytelling objectives. In the initial planning of a campaign, a lot of consideration goes into the targeting strategy. As a campaign progresses and begins to drive engagement, it is valuable for advertisers to analyze the data of these interactions.\n\n\n\nRooted in data science, Audience Insights relies on human intelligible insights about your audience’s likes and dislikes—helping you to determine who engaged with your advertising, visited a landing page, or even converted. This analysis is based on comparing data of hundreds of millions of users to extract what is unique about your audience, and can in turn be used to refine the narrative around your brand.\n\n\n\nHow audience insights helps\n\n\n\nAudience Insights provide an in-depth understanding of an audience, allowing advertisers to strategically craft a brand story that will align with the audience’s likes and values. As an example, CRM lists that would have previously been used in 1st-party targeting initiatives and lookalike audiences that would have been used to scale campaigns, suddenly gain far more context and can further be used in brand storytelling. In turn, Audience Insights enables advertisers to now intersect audiences and run more data-driven marketing campaigns.For advertisers working in the Travel and Tourism industry, there has long been a question of how they can obtain the best possible understanding of their audience, and run campaigns that will lead to the greatest number of travel bookings. By taking a data-driven approach with Audience Insights and analyzing customer attributes such as age and gender, these data points can be used to feed into the creatives and messaging in a campaign, and draw a line between audience interests.\n\n\n\nAs an example, Audience Insights revealed that users interested in travel blogs exhibited additional interests in luxury travel, national parks, and travel within the United States. While not overly surprising, this important distinction of shared interests found through Audience Insights can help advertisers weave together a powerful story about the beauty of travelling to national parks located in the United States.\n\n\n\nAudience insights for brand storytelling\n\n\n\nBrand storytelling is a method for building human connections; it demonstrates the qualities of the brand that consumers can relate to. For advertisers, running a successful campaign goes much deeper than simply being seen; it means gaining a more comprehensive understanding of who an audience is and how they will feel about a brand. \n\n\n\nAs brand storytelling offers a window to the soul of a company, data is what drives the narrative forward, and with Audience Insights in StackAdapt, a strong bond can be made between the two in order to produce campaigns with the best possible impact.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/brand-storytelling","url":"https://www.stackadapt.com/resources/blog/brand-storytelling","name":"Audience Insights To Help Improve Brand Storytelling | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-storytelling#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200728_Brand-Storytelling_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2020-07-29T12:39:06+00:00","dateModified":"2026-09-08T21:48:50+00:00","description":"With StackAdapt Audience Insights, you can better understand customers through data and that data can help a brand build a better brand story.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives"},"author":[{"@id":"https://www.stackadapt.com/resources/author/jessica-uttley#person"}],"headline":"How to leverage creatives to learn about your audience","datePublished":"2020-07-30T13:37:23+00:00","dateModified":"2026-09-08T21:48:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives"},"wordCount":717,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200729_Leverage-Creatives-To-Learn-About-Your-Audience_1200x600.png?fit=1200%2C600&ssl=1","keywords":["audience data","creative","creative studio"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Before running any digital campaign, aligning the brand’s messaging with the overall strategy is so important. The goal is to ensure the brand is portrayed in a way that is appealing to prospects and also encourages engagement to drive them towards the bottom of the funnel. \n\n\n\nThe difficult part is often determining what that looks like—finding the right angle in content or value proposition. In many cases, this is data-driven, and it is always recommended to consider data from previous campaigns, consumer trends, your own consumer database, or even expert reports. But what if we could just ask the audience? It's possible—using creatives!\n\n\n\nWhen a consumer chooses to interact with an ad, they’re sending a message that they’re interested in something the brand has put out there, whether that be the product, the value or even the brand itself. They have taken the extra step of engaging with the brand—having a virtual conversation in a way—to tell the advertiser “I see you, and I’m interested”. \n\n\n\nWith a little bit of strategy, these consumer interactions can provide marketers with a whole host of insights and help shape future campaign decisions. Since this data is being collected directly from a brand’s target audience, it is less impacted by outside factors or considerations, as data and insights collected from third party sources may be. \n\n\n\nLet’s explore how advertisers can use their creatives to gather actionable insights about their audiences.\n\n\n\nA/b test value propositions\n\n\n\nThe first tactic that advertisers should consider to gain consumer insights will be very familiar—A/B testing. However, instead of testing elements such as CTA colour or images, we suggest testing value propositions or conversion factors. This means considering different types of psychographic profiles and what they may value. For example, some consumers are driven by low prices, while others value reliability. \n\n\n\nDecide which values best highlight the brand’s offering, then run the campaign with all message variations. The audiences will show you which value message is most appealing to them with their clicks and engagements. \n\n\n\nBy running creatives with differing messaging simultaneously, a brand can understand what factors influence their audience the most. And more importantly, they can leverage this knowledge to align future messaging with this insight.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nIn this example, the brand knew that people may choose them over the competition based on either price, prestige, or safety. By running all three of those messages in a single campaign, they will discover which of those factors influences the most action.\n\n\n\nDiscovery ads\n\n\n\nThe second tactic is to leverage discovery ads, an HTML5 format that allows for the tracking of user responses to questions or surveys. This format can capture audience responses by way of buttons, a checklist or a dropdown menu, meaning there are countless insights an advertiser could gain. The mechanics are pretty straightforward, so let’s dive into some examples of how different brands could leverage this unit across a range of verticals.\n\n\n\nIn the example below, an insurance brand wants to understand which product their different audiences are most interested in. If they ran the creative across their prospecting and retargeting campaigns, they could see which products appeal to users based on where they are in the funnel. These insights will then determine which products future campaigns will focus on.\n\n\n\n\n\n\n\nThis example shows how a beverage brand could implement a discovery ad to gain data they can use to inform decisions about new products that will resonate with their audiences.\n\n\n\n\n\n\n\nAnd finally, this example highlights how an elder care brand could determine which factors are most likely to influence a prospective consumer’s choice.\n\n\n\n\n\n\n\nThere are many sources of data and insights for marketers to explore when building a campaign strategy. Leveraging creatives as a source of insight into your audience is a scalable way to gather data that can be put towards future campaign messaging, promotions, product development and more. Do your prospects value cost or user ratings more? What product or offering do they wish you had? Ask them and you’ll find out!\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives","url":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives","name":"Ad Creatives To Get Audience Insights | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200729_Leverage-Creatives-To-Learn-About-Your-Audience_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2020-07-30T13:37:23+00:00","dateModified":"2026-09-08T21:48:48+00:00","description":"Advertisers can use their creatives to actually gather actionable insights about their audiences, and leverage that data for new ads in future campaigns.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/audience-insights-with-creatives#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200729_Leverage-Creatives-To-Learn-About-Your-Audience_1200x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105458/20200729_Leverage-Creatives-To-Learn-About-Your-Audience_1200x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic showing two people interacting with two versions of an ad to illustrate A/B testing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect"},"author":[{"@id":"https://www.stackadapt.com/resources/author/connie-yan#person"}],"headline":"Data privacy in 2020: An update on CCPA","datePublished":"2020-08-07T14:26:39+00:00","dateModified":"2026-09-08T21:48:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect"},"wordCount":1310,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105457/20200806_TheFutureOfDataPrivacy_1200x600.jpg?fit=1200%2C600&ssl=1","keywords":["privacy"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"The California Consumer Privacy Act (CCPA) went into effect this year, on January 1st, 2020. Leading up to that date, back in September of 2019, we provided a summary of what CCPA was going to look like, how it compares to GDPR and what to expect when January 2020 rolled around. \n\n\n\nNow that we are well into 2020, and there have been a considerable number of changes in the space surrounding privacy and CCPA, StackAdapt is providing information to keep you up to date.\n\n\n\nThe impact of CCPA\n\n\n\nThe broad definitions of the law and the unpreparedness of businesses had made compliance in the industry uncertain. California, as one of the largest advertising markets in the United States, put businesses and website operators in the hot seat to invest in data governance and security as users were given legal rights over their personal information. \n\n\n\nAccording to eMarketer, 93% of US IT decision-makers said they had been proactive with data privacy regulations like GDPR and CCPA. Over half of respondents report having taken steps like improving their use of existing security technologies, investing in new technologies and improving their data handling practices. Non-compliance is not cheap, as previously reported, businesses may be subject to an injunction and liable for a civil penalty of up to $2,500 for each violation or $7,500 for each intentional violation. This all became enforceable as of July 1st, 2020.\n\n\n\nWhat has changed in 2020\n\n\n\nSo what has changed over the last few months? How has the patchwork approach to data privacy evolved in the US?\n\n\n\nWith no federal guidance or standard on data privacy on the horizon, only 3 states have successfully passed legislation, California (AB-375 “CCPA”), Nevada (SB-220), and Maine (LD-946). Lost in the hype of the CCPA, Nevada and Maine’s data privacy laws were actually enacted months before the CCPA in 2019. The legal definitions were much more narrow compared to the CCPA, in regards to the sale of personal information and new rights users would have to their data.\n\n\n\nThe IAB Tech Lab developed the IAB CCPA Compliance Framework for Publishers and Technology Companies to support CCPA compliance for website and app owners and the digital ad tech ecosystem. Although an IAB Roadmap for the data privacy laws of other States has yet to be released, we are following the evolving news and will keep you up to date if other privacy frameworks become available. StackAdapt is a signatory to the IAB CCPA Compliance Framework and encourages publishers and ad tech partners to become members of the Framework to support the collective efforts towards compliance.\n\n\n\nIt was anticipated that New York would be the next major state to pass a comprehensive state-level privacy law with its New York Privacy Act (NYPA), introducing users’ rights to legal action on violating businesses. However, at this time, states like New York, Maryland, or Illinois, are still in committees and are awaiting approval through the legislative process. Until these privacy regulations are passed and enacted, there is still lots of uncertainty in their future.\n\n\n\nThe global health crisis this year due to COVID-19 only made matters worse for all parties involved. A shifting economy, changing social habits, and the need to adapt to new business norms have made investment into compliance for businesses more challenging. At the same time, government processes to affirm these bills are being delayed or tabled for future discussions.\n\n\n\nWhat we have seen instead of data privacy legislation are States expanding their standardized sales tax or creating a gross receipts tax to include advertising, in response to the economic shortfalls and impact of COVID-19. Similar to data privacy, there is a unique State-level approach which makes agreements and perspectives on the matter polarizing at times.\n\n\n\nSince January of this year, we have seen 3 states introduce legislation that tax digital ads: Maryland, Nebraska, and New York. Maryland was the first state to successfully pass their digital ad tax on March 18, 2020. The bill (SB-2), as it was passed by the Assembly and the Senate, is supposedly veto proof. Both houses garnered enough votes so that if the governor vetoes the bill, they can pass it anyway. Which was seen on May 7, 2020, when Maryland Governor Larry Hogan vetoed the bill citing its rush to be passed and the changes would further the burden that citizens were already facing with COVID-19, as these new expenses would end up being passed onto Maryland residents and businesses. This veto puts more strain on trying to determine what a business needs to do to be compliant with the law. However, the digital ad tax trend lives on and is still being introduced in other States.\n\n\n\nThe intention was not only about revenue but as a response to perceived exploitation of customer data and consumer privacy especially those on walled garden platforms like Facebook and Google. The bill imposes rates of up to 10% on digital advertising, with businesses that have gross revenues under $100 million being exempt. Nebraska’s LB-989 looks to extend its existing sales tax of 5.5% and New York’s Digital Ad Tax Act (DATA) aims at up to 10% for businesses, similar to that of Maryland. Legislations are still in committees, but await similar hurdles to being passed.\n\n\n\nThe new normal in data privacy\n\n\n\nAs we navigate a new normal, data privacy conversations are beginning to evolve. Some of the questions being asked are:\n\n\n\n\nHow has the global health crisis affected companies from implementing effective privacy programs?\n\n\n\nData such as geolocation has shown to become essential when dealing with health emergencies like COVID-19 - Should an emergency situation like the current one prevail over the privacy rights of citizens’ data?\n\n\n\nWhich State will introduce new legislation that would require the IAB to create another Roadmap? What type of infrastructure may be required to be compliant?\n\n\n\nMaryland’s SB2 sourced revenue to the state by the user’s IP address. What if a resident uses a virtual private network (VPN) to access the internet? \n\n\n\n\nFinally, given all the recent updates, here are some important points you should know:\n\n\n\n\nCalifornia Attorney General Xavier Becerra refused to delay the enforcement of CCPA due to COVID-19. Enforcement started on July 1st, 2020. There have not been any reported fines or lawsuits brought by the AG under CCPA as of yet.\n\n\n\nThe European Data Protection Board (EDPB) has published guidance for the use of location data and contacts tracing tools intended to mitigate the impact of the COVID-19 pandemic. Overall, it is important to still adhere to data protection laws like GDPR even during a crisis like COVID-19, and it is strongly recommended to focus on anonymized data over personal data. The public health crisis should not provide an opportunity to establish disproportionate data practices and data should only be kept for the necessary time required. Personal data such as geolocation that is used for the purpose of assisting with contact tracing, should be deleted after the pandemic is over. Data should only be used for its intended and agreed upon usage.\n\n\n\nAdditional digital ad taxes are argued to be in violation of the Permanent Internet Tax Freedom Act (PITFA) which prohibits States from taxing internet access or “discriminatory taxes on electronic commerce”. There are no digital ad taxes currently being enforced at this moment in time.\n\n\n\nMaryland’s special session to discuss their vetoed digital ad tax bill will most likely resume in January 2021, due to the pandemic.\n\n\n\nOn July 23, 2020, DC Council voted on amending their fiscal 2021 budget and financial plan in order to eliminate the proposed advertising tax.\n\n\n\n\nStackAdapt will continue to monitor data privacy progress and keep you up to date with important information that affects our industry. Stay tuned for more!\n\n\n\nThis post was written with information gathered from The International Association of Privacy Professionals (IAPP): State Comp Privacy Law and State Comparison Table.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect","url":"https://www.stackadapt.com/resources/blog/ccpa-in-effect","name":"Data Privacy in 2020: An Update on CCPA | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ccpa-in-effect#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105457/20200806_TheFutureOfDataPrivacy_1200x600.jpg?fit=1200%2C600&ssl=1","datePublished":"2020-08-07T14:26:39+00:00","dateModified":"2026-09-08T21:48:47+00:00","description":"There have been a considerable number of changes in the space surrounding privacy and CCPA and StackAdapt is providing information to keep you up to date.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/connie-yan#person","name":"Connie Yan","identifier":27108,"url":"https://www.stackadapt.com/resources/author/connie-yan","sameAs":["https://www.linkedin.com/in/connie-yan"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/3/20260317135303/Author_Bio_connnie_yan-1.webp","jobTitle":"Director of Platform Quality","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Why advertisers should tap into the opportunities with live sports and events","datePublished":"2020-08-10T12:31:40+00:00","dateModified":"2026-09-08T21:48:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv"},"wordCount":1370,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105457/20200805_Live-Sports_1200x600.png?fit=1200%2C600&ssl=1","keywords":["arts and entertainment","connected tv","ctv"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Live events present an opportunity for advertisers to reach broad, engaged audiences. StackAdapt sat down with Ben Elliott, Senior Account Manager, Programmatic Operations at SpotX to do a deep dive into this burgeoning opportunity for advertisers.\n\n\n\nWhat are the opportunities for advertisers in live sports and events?\n\n\n\nAds can be highly targeted leveraging intelligence from large pools of viewership data to help advertisers reach fans that have cut the cord and are consuming live sports through their preferred streaming service, rather than traditional linear TV.\n\n\n\nAt a high level, how is this executed?\n\n\n\nProgrammatic advertising offers bidding on live inventory in real time, through automated, real-time auctions. Advertisers can purchase live impressions in NBA, MLB, NHL games—to name a few—within seconds. Ads are dynamically served full-screen across multiple devices in an efficient, simple and brand-safe manner.\n\n\n\nWhat is the difference between CTV and OTT and how does this work for live sports and events?\n\n\n\nSpotX defines connected TV (CTV) as a device that enables an end user to stream content through their television. This can be the Smart TV itself, like a Samsung Smart TV, or a device you plug into the TV to enable streaming capabilities like a streaming stick or gaming console—including a Roku device, Apple TV or Amazon Fire TV Stick. \n\n\n\nSpotX defines over-the-top (OTT) as broadcast-quality content streamed across all devices. For example, you are watching an NBA game through your Sling app on your phone or desktop.\n\n\n\nTargeting both CTV and OTT is important because in some scenarios, the users on desktop and mobile devices are just as valuable, still fall within the desired audience, and can increase delivery of campaigns while maintaining desired KPIs.\n\n\n\nLooking at sporting events broadcasted on traditional TV vs. digital—what is the difference between app bundles vs. networks and shows?\n\n\n\nBuying based on the app bundle vs. networks and shows is the distinction in how digital-first advertisers traditionally buy versus how linear TV advertisers buy. Both define the environment the ad is going to play in. For most mobile app environments, such as gaming and social apps, the app bundle provides sufficient information to understand the ad placement.\n\n\n\nSimilarly, traditional linear TV buyers look at a menu of networks and shows and pick the environments they want their ads to run in. Streaming applications combine these views of the planning world which is why at SpotX, we’re working with both sides of the programmatic industry to support passing additional content fields.\n\n\n\nWhat is the difference between programmatic guaranteed and event packages?\n\n\n\nEvent packages are a curation of multiple publishers and events—could be narrowed down to specific leagues or events such as March Madness, for example. When creating event packages, you are buying based on the audiences that view the event. \n\n\n\nFor programmatic guaranteed, more often than not, you are buying based on impression goals. Without being able to guarantee impressions with live sports, buying event packages tends to be a better alternative and does not jeopardize campaign delivery.\n\n\n\nWhat are some best practices for running ads in live sports and events?\n\n\n\nThere are a few best practices that I would recommend:\n\n\n\n1. Not using programmatic guaranteed, frequency capping and allow/block lists.\n\n\n\nIt's necessary to recognize that with live sports, scale isn't guaranteed, and the timeframe is finite. With a capped number of ad breaks and an unknown amount of viewers, it's important to reduce additional targeting to improve delivery. \n\n\n\n2. Buying by event packages.\n\n\n\nBuying by event packages means buying the NFL season vs. week 5 of the Denver Broncos. This becomes especially important if the client does require a specific impression goal. \n\n\n\nIf you buy by creating packages consisting of multiple similar events (NHL, MLB, NFL, NBA, Shark Week, etc.), you have a better chance of serving out those impressions over a longer stretch of time. You can get into a bind if you buy by a specific game and fail to meet the goals with no backup options available. \n\n\n\n3. Let the supply source control dayparting.\n\n\n\nSpotX has the ability to implement dayparting at the deal ID level, which eliminates DSPs and advertisers from needing to constantly make manual adjustments around the hours of the event. Based on league schedules, we can determine the specifics of start and end times and add automated dayparting rules to your campaign. \n\n\n\nIf you are looking to target shoulder content surrounding a specific event, we can work with the publishers to understand when that shoulder content begins and ends, through what channels or networks, and set dayparting rules to narrow down to that audience. \n\n\n\n4. Send all creatives ahead of the event so it can be approved by the publisher and uploaded.\n\n\n\nCreative approval is extremely important with these events and it is highly recommended that the creative is sent to SpotX ahead of the event. If the network has upfronts for a specific brand during the live event, they will prohibit running competitive brands in the shoulder content or during the event itself to honour competitive separation. It's easier to get the creative approval process locked in during the days leading up to the event vs. the night before or day of. \n\n\n\n5. Be device agnostic with your campaigns.\n\n\n\nBeing device agnostic increases scale, and therefore delivery. Users have various preferences on how to tap into the content, so cutting out sports fans on desktop or mobile can be a missed opportunity. We can certainly target connected TVs only, but there are campaigns where the desired audience can be found on desktop and mobile devices and are valuable to include in your plan, in order to increase scale and reach.\n\n\n\nWhat are some of the challenges and how can advertisers best overcome them?\n\n\n\nAdvertisers should be aware of these 3 things:\n\n\n\n1. Forecasting\n\n\n\nForecasting can be challenging since total opportunities is the number of viewers multiplied by the number of ad breaks. In linear and video on demand (VOD), media planning teams can reference historical data and generate accurate estimates of the total number of opportunities to expect. \n\n\n\nIn live sports and events, the number of viewers isn't always known in advance and can vary between type of event, time of day, etc. With the continuous rise in streaming, it can be difficult to use historical data to predict viewership. Therefore, advertisers should use estimates as directional forecasts.\n\n\n\n2. Advanced planning\n\n\n\nProviding the creative in advance and sharing all campaign details helps supply sources like SpotX ensure successful campaign execution. With advanced planning, SpotX can also build out custom event and live sporting packages based on updated league events and inventory access. \n\n\n\n3. Underdelivery\n\n\n\nUnderdelivery is important to keep in mind, especially if you are only targeting the few hours of the actual event itself. As mentioned, in these scenarios, you are consolidating reservations and upfronts as well as programmatic competition into a tight window. Underdelivery can occur and it is wise to have backup options to serve the remaining impressions on shoulder content after the event or VOD content related to the event.\n\n\n\nHow does VOD work for live events and ad placements?\n\n\n\nFor sports, this is essentially the vMVPD or network allowing users to re-watch games or watch previously aired pre- or post-game analysis. The campaign is set up to target the live content but video on demand acts as a safety net in scenarios where you don’t serve out a desired number of impressions. You can still target the relative audience and won’t sacrifice KPIs while having backup options to meet your desired impressions.\n\n\n\nFor events such as Shark Week, VOD allows users to go in and watch episodes at their leisure on their connected devices. The user is still tapping into the event, but it is not during the live broadcast.\n\n\n\nWhat are some upcoming and current opportunities for live event advertising?\n\n\n\nThere are several to consider, including:\n\n\n\n\nMLB\n\n\n\nNBA\n\n\n\nNHL\n\n\n\nShark Week\n\n\n\nMLS\n\n\n\nPGA\n\n\n\nUS Open (tennis)\n\n\n\nHorse Racing\n\n\n\nNCAA Football\n\n\n\nNFL\n\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv","url":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv","name":"Reach Audiences With Live Sports Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105457/20200805_Live-Sports_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2020-08-10T12:31:40+00:00","dateModified":"2026-09-08T21:48:46+00:00","description":"Ben Elliott from SpotX provides insight into the live sports opportunity, and how connected TV advertising can help advertisers take advantage of it.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-manager#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-manager"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: Providing solutions that drive performance","datePublished":"2020-08-17T13:30:00+00:00","dateModified":"2026-09-08T21:48:45+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-manager"},"wordCount":1055,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-solutions-manager#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105457/20200812_DITL_MeredithH.jpg?fit=1200%2C600&ssl=1","keywords":["stackadapt careers"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"In our blog series “Life in Adtech” we’re showcasing the different ways in which StackAdapters are driving innovation in adtech, and creating a progressive tech culture. From using modeling and data to create advanced algorithms to building stylish and robust user interfaces, everyone at StackAdapt is contributing to evolving the StackAdapt platform and providing the best product and service to our users.\n\n\n\nThis post features Meredith Henschel, a Solutions Manager at StackAdapt. She gave us an inside look on her role and why she feels having a Solutions team is fundamental for a DSP. Bridging the gap between all teams at StackAdapt, and providing the best possible solutions for all clients, Meredith believes that the key to success is staying flexible, creative, and up to date on the latest programmatic trends.\n\n\n\nTell us about your journey to your current role as a solutions manager.\n\n\n\nWhen I started out in the programmatic industry two years ago, I was drawn to StackAdapt because the company stood for three things that I personally valued; innovation, analytics, and utilizing data to tell stories in advertising. At first, I started out as a Platform Quality Analyst, and from there I developed an interest in working with programmatic suppliers, leading me to the Inventory Partnerships team. At this time, I got the opportunity to help build out products like our connected TV offering, and I worked closely with our Revenue team to educate and inform them on our inventory and data partnership offerings. \n\n\n\nTowards the end of 2019, our team came to the realization that the consultative approach we had been taking with our clients was driving real business outcomes, and thus the Solutions Team at StackAdapt came to fruition. Today, being a part of this team means that I get to use my knowledge of programmatic partnerships from the last two roles that I have held, and use this skill set to help clients develop more strategic solutions for their campaigns.\n\n\n\nWhat does a solutions manager do?\n\n\n\nBecause my role is new to StackAdapt, it is constantly evolving. On a typical day for me, I spend time working with our clients directly to best understand the pain points in their digital advertising efforts and translate these findings into developing custom programmatic solutions that best suit their campaign needs. After all, providing clients with access to the right resources and data products that are available, is fundamental to guaranteeing success. \n\n\n\nAside from clients, Solutions Managers work with internal teams as well. Whether this means helping someone from the Revenue team position inventory, data, and strategy, or working with our Product team to identify areas of opportunity and growth within the platform. There really isn’t a team at StackAdapt that we don’t interact with in some capacity, and this diversity is one of the reasons I love what I do.\n\n\n\nHow does your role impact the success of StackAdapt users?\n\n\n\nFundamentally understanding that the needs and objectives of StackAdapt’s clients are unique has a major impact on the results they will see when using our platform. As Solutions Managers, once we have uncovered how we can help a client, we then take a vertical-based approach when it comes to the recommendations we make with inventory and data providers. \n\n\n\nAfter all, the audience targeting strategy that one would take for a B2B campaign compared to a CPG campaign is vastly different, so by providing truly custom solutions, we help StackAdapt’s clients drive impact through a unique approach.\n\n\n\nWhat tools do you use to amplify your success as a solutions manager?\n\n\n\nBecause we consult and advise clients and internal teams, a key part of my role is staying on top of news and programmatic trends. While I normally use sources like eMarketer, Digiday, and AdExchanger, there’s a wealth of knowledge available online that I’m always eager to uncover. By paying close attention to the current state of the industry, it helps shape our priorities when it comes to prospecting new features for our product roadmap, as well as determining the best way to offer new services to our clients and help them stay competitive and innovative.\n\n\n\nWhat trend in programmatic are you most excited about right now?\n\n\n\nFor the past year, a lot of my interest has been toward the emergence of programmatic over-the-top (OTT) advertising. Because similar tactics from a regular programmatic campaign can be applied to this format, I’m eager to see the long term effect it has on two key areas of programmatic:\n\n\n\n\nTargeting: With the emergence of OTT, you can take users who have seen a competitor's ad on linear TV or are reading about a product on a device, and retarget them with an ad on OTT. This will have a positive impact on cheaper and more engaging ad campaigns.\n\n\n\nAttribution: Utilizing brand lift and foot traffic studies on OTT can help improve return on ad spend by answering questions such as whether or not your ad drove an in store purchase, how your ads improve brand recognition, and most importantly, how campaigns can be improved in the future.\n\n\n\n\nWhat I love the most about working in programmatic is that advertising trends and technologies are constantly emerging. As the ecosystem for different formats becomes more and more interconnected, I’m excited to see how the needs of the industry will continue to shape the way we advertise online.\n\n\n\nWhat is the most rewarding part of being a solutions manager at StackAdapt?\n\n\n\nWhile it has just been two years at StackAdapt, I have not only seen our talent grow substantially, but I have also been fortunate enough to witness the growth of our platform first hand. As a Solutions Manager, you can sometimes feel like a cog in the middle of a lot of moving parts; but that’s what makes the role so rewarding. By working with every team at the company, as well as getting to be in a developing role, we get a lot of exposure to different verticals, and have a great outlet for exploring the interests we have in the programmatic landscape. \n\n\n\nInterested in joining StackAdapt? See our open roles and apply, here.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns"},"author":[{"@id":"https://www.stackadapt.com/resources/author/melysa-chong#person"}],"headline":"Tips to implement awareness and conversion campaign strategies in harmony","datePublished":"2020-08-19T13:00:00+00:00","dateModified":"2026-09-08T21:48:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns"},"wordCount":1843,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105456/20200817_-Awareness-Conversion-Based-Campaign_1200x600.png?fit=1200%2C600&ssl=1","keywords":["connected tv","Content Level : 101","conversion","display","full-funnel","video"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The best approach to digital marketing is to cater to the unique needs of the target audience—personalization is key. According to a Harris Poll survey, 63% of North American consumers expect brands to take a personalized marketing outreach approach. However, as many performance media agencies shift gears to try and meet those demands, 43% of marketers admit they are struggling to do so. \n\n\n\nWhile data and programmatic solutions provide advertisers access to behavioural and contextual insights about their audiences, we know that as consumers, we do not have a linear journey. By understanding who, how and where your audience is, you will have better control connecting with the right people, at the right time, with the right message.\n\n\n\nThe key to reaching your ideal audience is to determine where they are within the funnel and where in the digital space they are spending most of their time. Having a well-defined and established goal for your advertising endeavours can help you leverage the strengths of each digital channel to magnify your marketing efforts and align it with your audience’s behaviour and intent. \n\n\n\nLet’s start exploring how programmatic awareness, engagement, and conversion campaigns can be leveraged, and how they can complement channels outside programmatic, such as search and social, to achieve a seamless consumer journey. \n\n\n\nThink big with awareness campaigns\n\n\n\nProgrammatic advertising is optimal when it comes to helping marketers achieve their awareness goals because it allows them to reach a vast amount of people across the internet. Introducing prospects to your funnel will help increase your probability of connecting and engaging with them as they move down the funnel, and eventually convert into customers. The key metrics to take into account are impressions—the number of eyeballs obtained—and how viewable your ad is. A bonus metric to consider is click-through rate (CTR)—how many users who saw your ad clicked—or completed the video.\n\n\n\nUtilizing 3rd-party audiences or any interest and intent audiences can help in casting a wide net to start. The targeting capabilities available within programmatic advertising can not only be seen as a targeting feature, but also a tool for unlocking useful data and insights about your audience’s interests, demographics, and at what stage of the funnel they are in. This information can help guide you in building and defining your ideal target audience. \n\n\n\nTo ensure consumers receive a personalized and cohesive brand message, it is crucial to be mindful and proactive when setting up retargeting, exclusion or lookalike audiences across platforms. This should be done right from the start, while your brand awareness campaign is in-market. It is a step that many advertisers, unfortunately, do not plan for and is typically an afterthought of their awareness campaign strategy. While there is no harm in setting these audiences up across platforms, it will be too late if the audience was not captured in the first place.\n\n\n\nPlanning ahead for your retargeting efforts allows for better and more informed campaigns down the funnel, providing the opportunity to expand and exclude audiences—ensuring your advertising dollars are used efficiently throughout. In addition, it facilitates consistent creative messaging that will help increase brand recall and affinity. If your leads visit your website after seeing your ad, you have successfully fostered brand awareness and were able to guide them into the next stage, mid-funnel—consideration and engagement—and a step closer to conversion.\n\n\n\nNurture with engagement campaigns \n\n\n\nNot all advertisers realize the importance and impact that awareness and engagement campaigns have on conversion campaigns. While it can be seen as a tactic only for “small fish,” this is certainly not the case. In fact, awareness is so important for driving consideration and brand engagement, and is critical to ensure prospects reach that middle funnel. Users who have made it to the middle of the funnel are researching and learning more about your product or service offerings. They have expressed interest, indicating to advertisers that it is worth it to nurture these leads.\n\n\n\nThe engagement metrics to consider are CTR, average time spent on site, and video completions, depending on the chosen ad channel. Engagement metrics can provide insights and paint a picture of how impactful your campaign is from the target audience to creative messaging and the content on your website. You can be very creative when it comes to your targeting options—the possibilities are endless. \n\n\n\nHere are some ideas you can use:\n\n\n\n\nCustom Segments: One-of-a-kind segments based on user’s content consumption (proprietary to StackAdapt)\n\n\n\nWebsite Retargeting: Retarget users who have visited a particular page on your website.\n\n\n\nSequential Retargeting: Build and retarget users who have watched 25%, 50%, 75%, or 100% of a video or CTV ad, or retarget users who have seen or clicked on a native, display or video ad.\n\n\n\nAudience Lookalike Expansion of 1st-Party CRM: Expand and reach new users who mimic the online behaviour of your CRM list—most desired users.\n\n\n\nGeo Radius Targeting: Set a geo radius of where you would like to target users in real-time or build a pool of users who have visited the perimeter to be targeted later.\n\n\n\n\nKeeping your audience engaged will help to increase brand recognition. Brand recognition is so important for the overall health and success of your campaign, because it is the positive association a user has to your brand that will likely result in a conversion.\n\n\n\nAttract with conversion campaigns\n\n\n\nThe ultimate goal of any overall campaign strategy is conversions. Even if a campaign is focused on awareness, the end goal is to garner more interest in a product or service, and get sales. Likewise, a lower funnel, conversion-based campaign is to generate new leads, purchases or encourage users to perform a predefined action on your website. These users have gotten here in many cases because of the awareness and engagement campaign you ran previously. Users at this stage are ready to purchase or convert—they may just need a few more reminders for your brand to stay top of mind and relevant.\n\n\n\nThis can be achieved through retargeting users who have demonstrated high-intent to convert from past site visits, or dynamically retargeting users with a hyper-customized ad with relevant information from the last product page visited. The metrics to keep in mind here are not only conversions and cost per acquisition (CPA) but also CTR. You want to ensure your ad is being seen and clicked on for the user to take that next step of performing your desired action. \n\n\n\nWhen programmatic ad formats are incorporated within an omnichannel strategy, it can help filter and funnel qualified leads into walled gardens to help boost and increase conversions while keeping the cost down. Many advertisers may hyper-focus their media buys on search and social platforms to generate those sales or conversions. \n\n\n\nHowever, by adding a programmatic conversion campaign within your holistic full-funnel strategy, it will help you reach audiences outside of the walled gardens, increasing your probability of generating a sale. Programmatic advertising provides the flexibility to reach your desired audience when they are ready to engage, on whichever device is most convenient for them. It will also ensure that brand recognition is not lost.\n\n\n\nAd formats to consider\n\n\n\nNow that you understand the difference between the campaign types let’s review the strengths of each ad format and examples of how they work together to propel your full-funnel strategy forward.\n\n\n\nVideo advertising channel\n\n\n\nVideo advertising can be viewed across all devices, offering advertisers the opportunity to tell a compelling story in a highly entertaining manner. It connects with the users emotionally, making it a memorable viewing experience.\n\n\n\n\nWhen incorporating video ads in awareness or engagement campaigns, you want to visually tell the brand story and capture the user’s attention ASAP. You can illustrate the brand’s lifestyle that a user can connect with or use the video as a teaser for a new product release.\n\n\n\nLeveraging a CTA in a conversion campaign is crucial in helping your user navigate through the next steps. Attach conversion events to track view-through and click-through conversions to attribute it back to your campaigns efforts.\n\n\n\n\nConnected TV advertising channel\n\n\n\nConnected TV (CTV) is an attention grabbing format that can reach a mass audience. It enables advertisers to granularly target households programmatically. Allowing for quick and efficient decisions to be made. Consumers on a connected TV device have control over the content they are watching, making it a relaxed lean-back experience.\n\n\n\n\nIn an awareness or engagement campaign, use strong imagery and sound to your advantage to tell a powerful story that influences emotions, while strategically collecting users to retarget—leading to potential conversions via different formats or devices.\n\n\n\nOn the other hand, in a conversion campaign, advertisers should attach conversion events to track view-through conversions to attribute the impact of the ad. Although CTV ad units are not clickable, having a strong call to action and reinforcing your brand can inspire your audience to complete a conversion on another device. \n\n\n\n\nDisplay advertising channel\n\n\n\nDisplay banners are highly viewable units that take on the role of digital billboards. They come in static or highly customizable rich media forms, enabling advertisers to track and monitor ad engagement.\n\n\n\n\nFor awareness and engagement campaigns, use eye-catching imagery to showcase the brand and product offering, such as interactive banner ads—immersing users into a memorable first impression while gaining actionable insights.\n\n\n\nFor a conversion campaign, implement a clear and strong call to action can invoke a sense of urgency. For example, the use of countdown units aimed at driving your users to perform an action in a defined time period—or before the end of a specified time period—is very effective for sales, product releases, or even events. \n\n\n\n\nNative advertising channel\n\n\n\nNative ads are highly engaging because of their non-intrusive nature and the user’s familiarity with sponsored content that is relevant to the site content they are consuming. They can effectively showcase brand or product comparisons or provide interesting and educational stories.\n\n\n\n\nIn awareness and engagement campaigns, leverage native advertising as a content distribution channel. Provide users with content they are researching on to help guide them into considering your product and brand such as highlighting product features.\n\n\n\nIn the lens of a conversion campaign, consider the ad’s tone of voice, and associated imagery, as well as the demographic the ad is intended for. Ensure you are using intent-related keywords such as “The Key To Purchasing Your First Car” to encourage an action.\n\n\n\n\nDepending on your marketing objective and strategy, programmatic advertising can either be executed in harmony to obtain a multi-channel experience, or it can be sprinkled throughout to complement other tactics to create an omnichannel experience. Remember, at the end of the day, all of your marketing efforts should help you generate leads and eventually turn those leads into long returning customers.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns","url":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns","name":"Awareness and Conversion Campaign Strategies | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/awareness-and-conversion-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105456/20200817_-Awareness-Conversion-Based-Campaign_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2020-08-19T13:00:00+00:00","dateModified":"2026-09-08T21:48:44+00:00","description":"Explore how to harmonize programmatic awareness, engagement, and conversion campaigns that provide a seamless consumer journey with StackAdapt's campaign mix tips.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/student-journey-mapping#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/student-journey-mapping"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to drive enrollments with student journey mapping","datePublished":"2023-03-21T13:00:00+00:00","dateModified":"2026-09-08T21:46:13+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/student-journey-mapping"},"wordCount":776,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/student-journey-mapping#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105456/20200820_Online-Education-Higher-Ed_1200x600.png?fit=1200%2C600&ssl=1","keywords":["blog","higher education"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In today’s higher education landscape, college marketers need to find innovative and cost-effective ways to bring qualified prospective students to their programs. One tactic for doing this is to leverage student journey mapping in your digital marketing plan.\n\n\n\nStudent journey mapping is key for driving enrollments because it allows you to align your marketing efforts with the mindset of your prospective students. \n\n\n\nIn the year ahead of enrollment deadlines, most prospective students go through various phases of mindset: researching different fields of study, considering specific programs, and ultimately, making a final decision. \n\n\n\nStudent journey mapping enables you to determine when you should be prospecting, running campaigns, retargeting prospective students, and personalizing messaging. Ultimately, aligning your digital campaigns with student journey mapping will drive enrollments!\n\n\n\nYour student journey mapping milestones\n\n\n\nThere are four key mindset stages in prospective students that you’ll want to cater your digital efforts towards. \n\n\n\n1. Start with driving awareness\n\n\n\nTo achieve your student enrollment targets, be prepared to start your college marketing efforts a calendar year in advance. The goal is to achieve your enrollment targets and to influence applicant decision intent to include your institution for consideration. You’ll be able to achieve this by making people aware of who you are and what you have to offer.\n\n\n\nAbout a year in advance of enrollment deadlines, prospective students are very much in their discovery mindset. They are thinking broadly about what they want to study and where. At this stage, awareness campaigns will resonate most with prospective students. \n\n\n\nRunning awareness campaigns 12 months in advance will get your institution and programs on the radar of prospective students. At this stage, students are looking at broad options and with an awareness campaign, you will get on their radar, so that they think about your institution when they move into the consideration stage.\n\n\n\n2. Provide information for students to consider\n\n\n\nAbout 9 months out from your enrollment deadline, students are moving into the consideration stage. They’re beginning to narrow down the programs and schools that they feel could be the right fit for them. \n\n\n\nAt this stage, focus on targeting your prospective student audience with digital campaigns that provide more detail about your offerings. To do this, leverage engaging video advertising to inform students about your institution and programs, and use native ads to drive prospective students to your website with the objective of collecting their information.\n\n\n\n3. Leverage retargeting to encourage applications\n\n\n\nAt about 6 months from your institution’s enrollment deadline, it’s time to encourage students to apply to your programs. Deadlines for applications will be coming up soon, and so this is the perfect moment to nudge prospective students. \n\n\n\nThroughout the consideration stage, prospective students were driven to the institution’s website. You can retarget those visitors, and also you can upload any 1st-party data you collected from the start of the campaign. \n\n\n\nRetargeting campaigns should emphasize a call to action. Encourage students to attend an open house, learn more about pricing, or submit their application. \n\n\n\n4. Drive enrollments with personalized messaging\n\n\n\nIn the 3 months ahead of your enrollment deadline, it’s time to personalize your campaigns. At this stage of the student journey, prospective students are in decision mode. Your goal at this time isn’t prospecting. Instead, you need to target students with direct messaging and creative. \n\n\n\nLeverage your CRM list to retarget with highly-personalized ad creative. Use interactive ad formats to capture the attention of prospective students, and use creative tactics to personalize even further. \n\n\n\nCreative tactics allow you to set parameters on a campaign to use specific creatives under defined circumstances, without having to create a separate campaign for each rule. For example, you could set the parameters to show different creatives based on the time of day, day of the week, device type, geo, and even by domain. \n\n\n\nStudent journey maps for higher education marketing\n\n\n\nWith programmatic advertising, every ad space you purchase is targeted towards a receptive audience, so you are more likely to see a greater return on investment. \n\n\n\nWhen you use student journey mapping to guide your digital efforts, it’s easier to get across an authentic message that resonates with Gen Z high schoolers, online students, and continuing education students—all looking forward to their higher education future.\n\n\n\nWith the right programmatic partner, you can incorporate programmatic into your media mix with confidence and make the grade for your institution.\n\n\n\nWant to run exceptional higher education campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/the-top-3-tech-trends-in-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/the-top-3-tech-trends-in-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vitaly-pecherskiy#person"}],"headline":"Vitaly Pecherskiy on the top 3 tech trends in advertising","datePublished":"2018-04-25T16:27:55+00:00","dateModified":"2026-09-08T21:49:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/the-top-3-tech-trends-in-advertising"},"wordCount":936,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/the-top-3-tech-trends-in-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105451/20180423_Interview-with-DisruptorDaily_preview.png?fit=2048%2C1024&ssl=1","keywords":["programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Interview with Vitaly Pecherskiy, Co-Founder and COO. Originally featured on DisruptorDaily. \n\n\n\n1. what's the history of StackAdapt? How and where did you begin?\n\n\n\nMy co-founder, Ildar, was actually my client at a previous job. The first time we met to go over the account was at Starbucks. The conversation very quickly turned into the future of technology, innovation, opportunities, and entrepreneurship. Over the next 5 months, our friendship grew and it became apparent that there was a clear gap in the market for another ad tech player. We left our jobs to start a service-based company that introduced organizations to programmatic, but our passion for technology meant we always knew we would eventually develop our own product.\n\n\n\nAt the same time, we met our third co-founder, Yang, who recently moved back to Toronto having spent a few years in New York building equity trading platforms. The fit was immediate – we had complementary skills, we bonded over how we envisioned the company and the product, and we had similar risk tolerance. We started building early proof of concepts that got picked up by a large automotive brand about 9 months into the journey. The rest is history.\n\n\n\n\n\n\n\n2. What specific problem does StackAdapt solve? Who do you solve it for? \n\n\n\nNowadays consumers build relationships with brands on a value level and content marketing is a powerful vehicle to build that trust. Clients that use our platform come to us with a clear problem: they struggle with getting attention in today’s crowded marketplace. They’ve noticed that what worked in the past doesn’t work as well today – social channels are getting increasingly saturated and organic reach is dropping, and search engine optimization takes too long to yield results. Our customers are looking for ways to increase exposure to new target audiences on demand. Our native advertising platform lets them break through the noise and reach potential customers with content-driven ads. More importantly, it helps them understand how their media dollars actually drive their business forward beyond surface level metrics like impressions and clicks. \n\n\n\n3. What is your solution to their problem? \n\n\n\nAs marketers ourselves, we felt the pain of using complex programmatic platforms. Our vision was to build something different than the traditional media-trading platform, something intelligent and intuitive. We didn’t want another complex “switchboard” type of product. We wanted something that makes complex things simple. An enterprise product that solves problems and that people would love logging into every day.\n\n\n\nBecause StackAdapt operates in many ways as a data-company, we collect proprietary browsing behavior data. Then we use machine learning to predict which products people are interested in. Buying native ads is easy. Making them actually drive your business forward is hard, so that’s where we focus our energy: How can we find people online who are actively looking for a product just like our customers’ and nudge them in their favour? Our proprietary data engine does just that.\n\n\n\n4. What are the top 3 tech trends you're seeing in the advertising industry?\n\n\n\nTrend #1: Data transparency. I think more marketers have started to ask questions related to how data is actually aggregated and who is in the audience segments that they target on a trading platform. I see more and more people question whether the price they pay for 3rd-party data is justified and what sort of performance lift it actually gives. It’s a very overlooked topic especially in the context of awareness campaigns where tracking ROI isn’t as straightforward as with conversion-based campaigns, but overall marketers are becoming more data savvy.\n\n\n\nTrend #2: Video advertising. It boggles my mind how many dollars are flowing into TV advertising and how little accountability there is. Obviously, I am biased because I work in digital. There are challenges in tracking in digital too, but when I hear that in many places people are asked to use pen and paper to self-declare their TV watching habits which are then used to gauge the success of TV campaigns, it makes me laugh. We’ll see more brand managers wake up and demand more transparency around TV dollars.\n\n\n\nTrend #3: Content experiences. We are starting to see marketers evolve beyond text-based blogs to building content experiences where they ask consumers to engage with their brands in a more interactive, engaging way. It’s no longer a wall of text that people are expected to read, it’s interactive quizzes, it’s user-generated photo galleries, it’s visual storytelling that makes brands stand out from the rest. When you have nailed that, your content distribution and paid media strategy is like adding fuel to the fire.\n\n\n\n&Nbsp;5. what's the future of native advertising? \n\n\n\nAll digital advertising will eventually become native. It has taken longer than we anticipated in 2013 when we started StackAdapt, but it’s already apparent that this trend is unstoppable. As more publishers become responsive and cross-device, native advertising is the only route that makes sense for them as a monetization channel. Native ads are a powerful way to deliver branded content that’s less interruptive and more engaging than traditional ads. Once we accept that native is going to be the default way to communicate brands’ messages online, the questions of attribution and ROI remain. Are these native ads reaching the right audience? Are the native ads moving the needle for our brand? We think most marketing channels will evolve to become performance channels and native advertising will play an integral role in this change.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt integration with TapClicks: Programmatic native advertising analytics","datePublished":"2018-11-14T14:20:47+00:00","dateModified":"2026-09-08T21:49:40+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics"},"wordCount":213,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105436/20181023_StackAdapttapclicks-1.png?fit=2400%2C1256&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics","url":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics","name":"Learn About StackAdapt's Integration with TapClicks | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/integration-with-tapclicks-analytics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105436/20181023_StackAdapttapclicks-1.png?fit=2400%2C1256&ssl=1","datePublished":"2018-11-14T14:20:47+00:00","dateModified":"2026-09-08T21:49:40+00:00","description":"StackAdapt has partnered with TapClicks to allow marketers to aggregate native advertising-specific metrics into TapClicks for all campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt receives verified by TAG","datePublished":"2018-11-06T16:41:32+00:00","dateModified":"2026-09-08T21:49:43+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag"},"wordCount":425,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105436/20181030_TAG-blogx1.png?fit=2501%2C1309&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag","url":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag","name":"StackAdapt Receives Verified by TAG | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-receives-verified-by-tag#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105436/20181030_TAG-blogx1.png?fit=2501%2C1309&ssl=1","datePublished":"2018-11-06T16:41:32+00:00","dateModified":"2026-09-08T21:49:43+00:00","description":"StackAdapt announced that it has been verified by TAG, the Trustworthy Advisory Group, and the TAG-ID status is active in the TAG Registry.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/mapping-out-your-geotargeting-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/mapping-out-your-geotargeting-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/carly-foy#person"}],"headline":"Mapping out your geotargeting strategy","datePublished":"2018-11-08T14:39:01+00:00","dateModified":"2026-09-08T21:49:41+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/mapping-out-your-geotargeting-strategy"},"wordCount":661,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/mapping-out-your-geotargeting-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105436/20181101_Geotargeting.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","geotargeting","programmatic advertising","targeting"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Timing and location is key when you are running digital advertising campaigns. If you can reach your ideal audience at the exact time and location that will increase the likelihood of them taking an action then you’ll put your ad dollars to work. Location not only refers to where they are surfing the web, but their real-time physical location. This is where having a defined geotargeting strategy comes into play.\n\n\n\nGeotargeting is the practice of delivering content to a consumer—via mobile or web—using the geographic location information of the recipient. You need to determine if, and how geotargeting will help you achieve your overall campaign goals.\n\n\n\nConsider a scenario: you are advertising for a rideshare company, with a partnership with a sports team—where would your audience be? If you target the arena where their event is taking place, you are sure to capture potential riders as they browse their smartphones, looking for a way home. This would be considered geo radius targeting—setting specific location parameters based on Lat/Long coordinates or addresses.\n\n\n\nIn addition to understanding your goals, ask yourself about your creative message—is the message relevant to your target? For instance, if the creative messaging is general, it may not make sense to leverage geo radius targeting, as it can limit your scale and become costlier.\n\n\n\nHow to leverage geotargeting in campaigns\n\n\n\nHere are some ways advertisers can leverage geotargeting to reach their campaign goals. \n\n\n\n1. Geographic targeting\n\n\n\nTarget based on Country, Province/State, or City/Town level. Consider using the DMA function—originally a tool designed for traditional media, DMAs have easily translated over to the digital landscape. When targeting a city, it’s best to include the DMA to increase overall reach and potential to reach users on borders.\n\n\n\n2. Zip/postal code targeting\n\n\n\nWithin the US and Canada, you can upload a list of zip codes/postal codes to reach users. Consider this option if your creative messaging is centric around specific storefronts—a prime example of this is a pizza chain, advertising a discount within their delivery area.\n\n\n\n3. Geo radius targeting\n\n\n\nLeverage a list of addresses or Lat/Long coordinates, customizing your radius down to the mile/kilometre to target users in mobile in-app environments. Consider how large the area is that you are targeting. For example, if you are targeting a metropolitan area that is more spread out, such as Omaha, consider a larger radius than you would if you were targeting New York City. You might even explore this geotargeting option when running a competitive conquesting campaign—Dunkin can target Starbucks locations to acquire new customers.\n\n\n\nAccording to a report from eMarketer, marketers found that even geofencing in real time “for both retail and QSRs [quick-service restaurants], connecting with the consumer when they’re already in-store accounts for really low engagement rates—much lower effectiveness than connecting with somebody within 2 to 3 miles of that location.”\n\n\n\n4. Geo radius retargeting\n\n\n\nCollect users around a specific geo radius and retarget them with a relevant message at a later time.\n\n\n\nStackAdapt’s data is not only able to target the most niche of markets but it also has the capabilities to capture them in specific geos. In addition to offering the above geotargeting, StackAdapt also offers store lift reporting through partnerships with Cuebiq and PlaceIQ, which can help you further understand traffic per store, daily traffic trends, distance driven and more! Interested?\n\n\n\nReach out to your Account Executive today to learn more. Not a StackAdapt customer? You’ll definitely want to be now—find out about our geotargeting capabilities (and so much more) today.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/private-marketplace-opportunities#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/private-marketplace-opportunities"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Keeping up with private marketplace opportunities","datePublished":"2018-12-11T20:48:26+00:00","dateModified":"2026-09-08T21:49:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/private-marketplace-opportunities"},"wordCount":310,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/private-marketplace-opportunities#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105435/20181126_Deals%402X.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt achieves lower fraud rate than TAG’s fraud benchmark study 2 years in a row","datePublished":"2018-12-19T17:41:28+00:00","dateModified":"2026-09-08T21:49:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate"},"wordCount":434,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260816053148/20181213_AdFraud2400x1200.webp?fit=2400%2C1200&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate","url":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate","name":"StackAdapt Achieves Lower Fraud Rate For 2nd Year | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-achieves-lower-fraud-rate#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260816053148/20181213_AdFraud2400x1200.webp?fit=2400%2C1200&ssl=1","datePublished":"2018-12-19T17:41:28+00:00","dateModified":"2026-09-08T21:49:38+00:00","description":"We're proud to announce StackAdapt has beaten industry and TAG certified benchmarks, achieving a lower overall fraud rate two years in a row.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person"}],"headline":"8 must-know tips for retail advertising","datePublished":"2023-10-26T05:32:00+00:00","dateModified":"2026-09-08T21:45:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising"},"wordCount":1967,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105431/20230927_Retail-Strategy_Final.webp?fit=1201%2C601&ssl=1","keywords":["multi-channel","programmatic advertising","retail"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The retail industry is always evolving thanks to changing consumer trends and advancements in technology. For example, back in 2013, online sales of consumer packaged goods (CPG) products only accounted for 1% of total online sales revenue. By 2025, it’s estimated that number will grow to 20%. \n\n\n\nToday’s retail brands have the challenge of reaching consumers in brick and mortar stores, as well as online. As a retail marketer, you need to connect the digital world with offline behaviours, to prove sales lift from digital advertising. One way to do this is with programmatic advertising.\n\n\n\nProgrammatic advertising is a form of media buying that enables media buyers to purchase advertising space using a programmatic platform that leverages data insights and algorithms to reach the right users. \n\n\n\nIt’s a process for buying advertising space that is automatic, rather than the traditional process that is typically manual. This automatic process serves ads at the right time, and at the right price.  \n\n\n\n8 essential programmatic tips for retail advertising \n\n\n\nHere are 8 tips that will help you build impactful programmatic advertising campaigns for retail, and measure their impact–both online and offline.   \n\n\n\n1. Leverage the latest trends for retail advertising \n\n\n\nA great starting point for planning retail campaigns is by looking at the latest trends in the industry. For the best insights, you’ll want to look at data from the current year or the year prior. \n\n\n\nWe’ve rounded up some of 2023’s retail shopping trends and stats to get you started. \n\n\n\n\nStatista projects that global retail sales will reach around 32.8 trillion USD by 2026, up from approximately 26.4 trillion USD in 2021.\n\n\n\nAccording to research by the National Retail Federation (NRF), retail store counts are growing with the industry and the broader economy, despite the increasing importance of e-commerce. Retailers are leveraging storefronts to support buying across all channels. \n\n\n\nAccording to the NRF, consumers are prioritizing value as a way to manage inflation, and they are researching products through various touch points before making a purchase.\n\n\n\n\n2. Build a profile around your target retail audience \n\n\n\nRetail shoppers can span across various demographics, so understanding who they are in detail will benefit your campaigns. \n\n\n\nCustomer profiles describe everything you need to know about a specified group of customers. You can leverage that information to create a digital strategy that aligns with the wants and needs of your audience. \n\n\n\nA customer profile will help you make informed decisions about campaign messaging, ad creative, the advertising channels to leverage, and targeting tactics to use. \n\n\n\nHere are 5 key steps to building customer profiles for retail advertising:\n\n\n\n\nIdentify your broad audience. Focus on the problem your product, service, or business aims to solve and who needs that problem solved. \n\n\n\nNarrow down that audience. This isn’t always straightforward, but it doesn’t have to be complicated. For example, if you’re a retailer selling baby formula, you’re likely targeting parents, caretakers, and parents-to-be. \n\n\n\nConsider what makes your offering unique. Think about your audience demographic, and what problem you’re positioned to solve for them. The goal is to match your unique offering to the specific motivations of your potential buyers. \n\n\n\nConsider your customers’ journey. Understanding how a customer goes from awareness and consideration to conversion and evaluation enables you to narrow your audience further. Knowing every touch point that a customer passes through before making a purchase will help inform what channels and ad formats you should leverage for the best results.\n\n\n\nCreate a profile description. You now have a narrowed idea of your audience and their customer journey, so it’s time to consider their demographics and psychographics in detail. Start with demographics such as age, income level, family size, occupation, education level, and marital status. Then, layer on psychographics like their worldviews and cultural beliefs so you can market to them in a way that is more meaningful.\n\n\n\n\n3. Consider a seasonal marketing strategy\n\n\n\nSeasonal marketing is any marketing that revolves around national holidays, cultural holidays, and events. These seasonal moments create a perfect opportunity for retail advertisers to tap into heightened excitement.\n\n\n\nThere are several key events throughout the year that are relevant to retailers across a number of industries. It’s up to you to decide which events align with the digital marketing goals you have for a brand, product, or service. \n\n\n\nHere are seasonal marketing events in North America that you’ll want to take note of: \n\n\n\n\nSuper Bowl \n\n\n\nMother’s Day and Father’s Day\n\n\n\nValentine’s Day\n\n\n\nBack to School\n\n\n\nHoliday Season Events (including Black Friday and Cyber Monday)\n\n\n\n\nThese occasions have meaning and bring people together. Tapping into the emotional aspects of them can help you inspire your target audience. These events involve consumer purchasing, and so it’s an opportunity to personalize your marketing and reach receptive consumers. For example, holiday marketing will reach an audience that is likely ready to purchase gifts for family and friends. \n\n\n\nNot every seasonal marketing event is a good fit for every brand. For example, the back to school season should be a priority for brands that sell clothing, accessories, and school supplies because these are typically the leading retail categories for back to school shoppers. \n\n\n\n4. Use a multi-channel strategy to reach your target audience\n\n\n\nIn today’s retail advertising landscape, it’s important to leverage multiple tactics to maximize brand awareness. Since consumers use a variety of devices and channels, it’s important to approach your targeting strategy holistically. \n\n\n\nUsing a multi-channel strategy enables you to reach consumers across different channels. This approach helps you to mimic the customer journey, which doesn’t usually stay confined to one channel. \n\n\n\nA multi-channel approach to retail advertising also creates more visibility for a brand. The more presence you have on various channels, the more visible your retail products will be. That presence also means more opportunities for engagement with your content and ads. \n\n\n\n5. Use emerging programmatic channels for your retail ads\n\n\n\nAhead of a busy retail season, review the channels you typically leverage for your campaigns, and see if there are opportunities to introduce new ones, or identify if there are channels you haven’t adopted yet. Experiment with leveraging emerging programmatic channels that will help set your retail campaigns apart, like connected TV (CTV), audio, in-game, and digital out-of-home (DOOH). \n\n\n\nConnected TV (ctv) \n\n\n\nCTV is the perfect addition to your retail advertising strategy because it provides access to the open internet, enhanced targeting, and inventory selection. Retail marketers should add CTV to their media mix as a solution for delivering ads to generally hard to reach, and highly-specific audiences.\n\n\n\nCTV ads are video ads that are delivered on CTV channels while audiences are watching streamed content on a CTV device. This means the viewer has made the active choice to watch the programming, and in most cases they don’t have the option to fast forward or skip the ads. This allows retailers to reach viewers in moments where they are highly engaged, through a medium that leverages storytelling.\n\n\n\nProgrammatic audio\n\n\n\nDigital audio captures the listener’s full attention. Listeners feel intimately connected to the content they are hearing, which allows for a better connection between a listener and a brand. When a programmatic audio ad comes on, a listener is more receptive, which creates the opportunity to drive engagement. Because of programmatic audio’s engaging nature, it’s the perfect channel for discovery. \n\n\n\nListeners are receptive to hearing about products or services that they haven’t encountered or purchased before. And, the personal nature of audio also results in ads having a lasting and memorable effect, which means a higher rate of ad recall. \n\n\n\nIn-game advertising\n\n\n\nIn-game advertising enables ads to appear in mobile, computer, and video games. With in-game advertising, marketers have an opportunity to tap into this expansive and growing audience. Because in-game is an emerging programmatic channel, advertisers have the unique opportunity to experiment with new strategies to reach engaged audiences. \n\n\n\nDigital out-of-home (DOOH)\n\n\n\nDOOH ads are any digital ads that are found outside the home, and in a public environment. The classic example of a DOOH ad is an ad run on a billboard in Times Square. But the reality is, you can run DOOH campaigns on a variety of formats and sizes, and in various public environments. \n\n\n\nDOOH can be leveraged to cast a wide net that reaches a broad audience, which is ideal for brand awareness. Or, narrow down the audience with targeting tactics like geotargeting and geofencing, to maximize your chance of a conversion.\n\n\n\n6. Leverage a retargeting strategy\n\n\n\nRetargeting enables you to deliver online ads to your audience based on their previous intent-based actions on the web. It’s an effective way to re-engage consumers who have seen one of your ads before, or shown interest in your brand or products. Retargeting will help move them down the funnel toward a conversion.\n\n\n\nIn retail advertising, it’s important that your message is seen multiple times. It’s also key to ensure that the messaging is tailored according to where a consumer is seeing it, and where in the funnel they are. \n\n\n\nHaving more eyeballs on a retail campaign isn’t always better. The real goal is to make sure you reach the right audience, at the right moment, and with the right messaging. Retargeting will help you do that!\n\n\n\n7. Measure offline impact with footfall attribution\n\n\n\nFootfall attribution, also known as foot traffic attribution, is the method used to relate campaign impressions or conversions to actual store visits. It helps you understand how your retail ads are contributing to the foot traffic at brick and mortar locations. This measurement tactic can help you gather data to determine the offline impact of your ads. \n\n\n\nThrough footfall attribution, you’re able to understand how your campaigns are performing against your target audience. This is done by evaluating how effective your campaign was in driving store visits and revenue lift across all platforms and channels, including offline channels. \n\n\n\nWith shopping behaviours and habits evolving, the main benefit of footfall attribution is that it will help you keep a pulse on current shopping trends. It also provides you with meaningful insights to inform optimizations to your retail marketing strategy for offline results. \n\n\n\n8. Measure retail advertising impact with brand lift study\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic channels. It typically will provide a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. You can leverage data-driven insights from a brand lift study that will help them to better align brand messaging and strategy.\n\n\n\nBrand lift studies go beyond traditional metrics, like impressions. It helps you measure a campaign’s impact on consumer perceptions and behaviour. Let’s say a cosmetics brand has just launched its first campaign around a new line of vegan makeup that wasn’t offered before. \n\n\n\nThe retailer can run a brand lift study to understand whether their target audience is interested in vegan products. The study can uncover how likely a consumer is to purchase vegan cosmetics, the perception a consumer has about the brand after seeing an ad for the cosmetics, or what brand comes to mind when a consumer thinks about vegan cosmetics. \n\n\n\nGet started with retail advertising\n\n\n\nWith these retail marketing tips, you can leverage programmatic advertising to create campaigns that reach consumers online, driving not just online sales, but in-store purchases, too. \n\n\n\nWant to run exceptional retail advertising campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising","url":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising","name":" 8 Must-Know Tips For Retail Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/tips-for-retail-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105431/20230927_Retail-Strategy_Final.webp?fit=1201%2C601&ssl=1","datePublished":"2023-10-26T05:32:00+00:00","dateModified":"2026-09-08T21:45:33+00:00","description":"Learn 8 tips that will help you leverage programmatic for retail advertising success, both online and offline.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/viewability-explained#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/viewability-explained"},"author":[{"@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person"}],"headline":"Viewability explained: How to approach the concept of viewable ads","datePublished":"2019-01-31T14:40:44+00:00","dateModified":"2026-09-08T21:49:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/viewability-explained"},"wordCount":1078,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/viewability-explained#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105428/20190129_Vierwerbility.png?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","measurement","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Viewability is a buzzword that surfaces continuously in the ad tech industry, and with so many different players in the space, it can be a convoluted topic to discuss. Even the IAB’s viewability definition leaves marketers in disagreement, with more than 4 in 10 respondents admitting the industry could do better in explaining what it is. There is definitely still room for improvement.\n\n\n\nIf you are not familiar with IAB’s definition of viewability, we have broken it down. An ad is viewable if:\n\n\n\n\nAt least 50% of the display ad is in view for 1 second.\n\n\n\nAt least 50% of the video ad is in view for 2 consecutive seconds.\n\n\n\n\nFor video, it’s important to differentiate between viewability and video viewing. Viewability by this definition means the video ad is shown, however does not necessarily mean the video was watched from beginning to end. A video might be viewable by the IAB’s standards, but the user does not actually watch the entire ad, if at all.\n\n\n\nIn conjunction with the IAB, The Media Ratings Council (MRC) has compiled a list of viewable impression ad measurement guidelines to help advertisers decipher viewability for themselves.\n\n\n\nWhat is viewable inventory\n\n\n\nTaking the time to read the guidelines for viewability measurement and examine how it is translated into your digital campaigns can benefit you when pitching a campaign, or explaining results to your client.\n\n\n\nUnfortunately, grasping the concept of viewable ads, figuring out how to capture viewable impressions, and measure the results is becoming an increasingly daunting task for advertisers, as more players enter the space. Don’t worry, the onus is not only on you! \n\n\n\nDSPs, Exchanges and 3rd-party data providers are also accountable to provide information where possible. The task you need to focus on is finding out how each partner defines viewable inventory, and how much of it is available to you.\n\n\n\nFor example, one partner might identify 60% of all inventory as viewable impressions. If this is the case, then 40% of inventory is either unmeasurable or unclassified. Understanding how your advertising partner defines viewability and measures it will ensure you are capturing the impressions that you are looking for.\n\n\n\nWhat is a viewable impression\n\n\n\nJust because a partner says an impression is viewable, does not mean that all other impressions are never going to be seen by a viewer. As mentioned, some impressions are simply unmeasurable or unclassified. That said, if you only want to bid on the 60% that is explicitly deemed viewable, you can set up your campaign to bid only on these impressions. As always, this comes with some constraints, including higher costs, lessened reach and limited scale.\n\n\n\nIn many cases, you will need to employ a 3rd-party segment or tracking tool to bid on impressions that are identified as viewable. This increases the probability that your ads are being viewed by the user, but also comes with an added fee. The additional cost to your campaigns is often comparable to the amount required to bid on Private Marketplace deals.\n\n\n\nIt’s a delicate balancing act between achieving a reasonable viewability percentage, maintaining your reach, and staying in budget.\n\n\n\nFinding the right balance\n\n\n\nNow you’re equipped with the knowledge of what viewability is and how focusing on viewable impressions can affect your campaigns. Here’s the fun part! You can make strategic decisions to overcome the difficulty with viewability in programmatic. Here are some examples:\n\n\n\n1. Consider your native, display, and video, ad placements\n\n\n\nIf you can carefully select your ad placements, you can increase your chances of bidding on viewable impressions, without the extra cost.\n\n\n\n\nNative Ads: Although native ads face similar challenges to display ads when it comes to viewability on desktop and mobile web, in-app native ads are often viewable, as the impressions should only load when in-view. Although this is immensely appealing, this format has tracking limitations. Since the ad containers in which in-app ads are rendered are unique to each app, external measurement is difficult.\n\n\n\nDisplay Ads: Include 300x600, 160x600 display ad sizes in your campaigns. The length of the creative sizes with 600 position them as a strong contender to stay in-view, as a user scrolls through the content they are reading. Ads that are 728x90 also work well on desktop because they are often displayed at the top of the page, making it load as soon as the user arrives to the desktop site.\n\n\n\nVideo Ads: Try native outstream because the placement loads and plays only when in-view, and eliminates the need to use a 3rd-party verifier, and usually results in a higher rate of video completion. That said, bidding only on inventory classified as in-view, does not always mean you will reach the video completion levels you seek, due to the limited amount of inventory.\n\n\n\n\n2. Buy impression based on bid performance\n\n\n\nBuying impressions on performance-based models, such as CPC/CPCV will help to mitigate the fear of purchasing non-viewable impressions. After all, a user must see an ad in order to click it, so it’s the best of two worlds: you can have scale and guaranteed results.\n\n\n\n3. Leverage private deals\n\n\n\nThis is a great way to increase your propensity to buy viewable inventory, as publishers will specifically package viewable ad placements. Keep in mind, these will come at much higher CPMs.\n\n\n\nIf viewability remains a concern, you can always check with your DSP to see what measures are in place to track viewability. Some platforms will have partnerships or will allow you to integrate trackers to evaluate the campaigns you set up. It’s important to keep in mind that measuring viewability is not possible for all inventory sources, and it’s a work in progress for the industry as a whole.\n\n\n\nHow StackAdapt can help\n\n\n\nOur latest feature leverages machine learning to enable you to set a Viewability Goal for your display and video campaigns.\n\n\n\nStackAdapt also helps advertisers leverage deals through StackAdapt Deals—our packaged, customizable deals, which include those focused on high viewability across native, display, and video. \n\n\n\nWant to reach your viewability goals? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/viewability-explained","url":"https://www.stackadapt.com/resources/blog/viewability-explained","name":"Ad Viewability Explained | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/viewability-explained#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105428/20190129_Vierwerbility.png?fit=1200%2C600&ssl=1","datePublished":"2019-01-31T14:40:44+00:00","dateModified":"2026-09-08T21:49:37+00:00","description":"StackAdapt breaks down what viewability means and how to approach the concept of viewable ads in your programmatic campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Healthcare digital marketing: How to find your audience","datePublished":"2023-10-31T13:01:00+00:00","dateModified":"2026-09-08T21:45:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience"},"wordCount":1113,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105426/20231004_Blog-Refresh-Healthcare-Audience.webp?fit=1201%2C601&ssl=1","keywords":["audience targeting","Content Level : 101","healthcare","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Healthcare marketers need to be aware of the many rules and regulations that exist within the healthcare digital marketing industry. With a ton of opportunities to win more patients and enhance brand reputation, you just need to know the right way to do it.Below, we’re covering 5 programmatic advertising tactics that you can leverage to take advantage of this growing market and still remain compliant. But first, you need to understand the common challenges in healthcare marketing.\n\n\n\nHealthcare marketing challenges\n\n\n\nIn the US, the Health Insurance Portability and Accountability Act (HIPAA) requires healthcare providers to adopt national standards for electronic healthcare transactions. The goal of this act is to protect the security of individually-identifiable health information. \n\n\n\nHow does HIPAA impact your healthcare digital marketing plans? The main challenge is that you’re unable to use data from your CRM to target anyone who has been a patient because that is considered private information. \n\n\n\nDespite these limitations, you can still develop a strong healthcare marketing strategy. The key is to leverage the right audience segments and targeting tactics.\n\n\n\n5 targeting tactics for healthcare digital marketing\n\n\n\nLet’s unpack 5 targeting tactics that you can leverage for your healthcare digital marketing. These tactics will help you create the right audience segments so you can target your target audience efficiently with a strong healthcare industry targeting strategy. \n\n\n\n1. Custom audience segments\n\n\n\nCustom Audience Segments are a programmatic audience tactic that allows you to target based on intent, using 1st-party proprietary data that consists of content a user has consumed. You can capture potential patients who are looking for a general practitioner or medical specialist, or who are searching for health-related topics. \n\n\n\nCustom Audience Segments provide insight into the content that a user is consuming–without identifying what they’ve searched. This means you’re able to access an audience pool while putting privacy first. \n\n\n\n2. Lookalike audiences\n\n\n\nIn programmatic advertising, lookalike audiences are a target audience that has similar characteristics to your existing customers or community. This audience is built by using a sophisticated algorithm that identifies users who share similar interests and behaviours with your already existing audience. \n\n\n\nLookalike audiences are perfect for healthcare, because this targeting tactic helps deliver more impressions to a relevant audience that is likely to click and convert. Since the lookalike audience has the specific characteristics that will be ideal for your healthcare offering, you know your ad budget is being well spent. \n\n\n\n3. Third-party data\n\n\n\nThird-party data gives you access to curated data sets, made of specific segments. Data intelligence companies collect user data that is pseudonymous and based on demographic or psychographic behaviour. \n\n\n\nHealthcare data providers like Epsilon and Swoop allow you to reach patients through the use of claims data by ailment, procedure, prescription, and more. From this data, relevant audience segments are curated. Third party data can also be used to target healthcare practitioners in a granular way through the use of National Provider Identifier (NPI) lists, specialty level targeting, and by clinical behaviours\n\n\n\nTo use 3rd-party audience segments in your healthcare digital marketing campaigns, you can search the user characteristics you are looking to target. Once you find segments that fit your desired targeting, the data provider will allow you to access and target users who match.\n\n\n\nFor healthcare campaigns, choose a few of the key characteristics of your buyer personas to align them with 3rd-party audience segments. Look for segments that have those characteristics in common with your buyer personas. For example, a naturopathic clinic would want to select a segment using characteristics related to alternative or holistic medicine. \n\n\n\nNow that you have a targeted segment of prospects, how can you be sure your ads are successful? With the right targeting tactic. \n\n\n\n4. Contextual targeting\n\n\n\nContextual advertising targets ads based on the environment in which an ad appears. It uses algorithms to target ad placements based on keywords, website content, and other metadata. \n\n\n\nThis way, ads are shown to users based on the content they are consuming at that moment in time. Modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before. \n\n\n\nWith contextual advertising, you can target niche contexts by specifying a topic or a collection of keywords. For example, a physiotherapy center can indicate keywords related to back pain or knee pain, to precisely target a niche user profile. \n\n\n\nThis strategy is effective because it ensures your ads are served to people who are receptive to the niche attributes of your healthcare offering. \n\n\n\n5. Geotargeting\n\n\n\nWhen looking for new patients, it’s important to target geographically-relevant audiences. Users looking for medical practitioners or services will typically be looking for options close to home. For example, a person located in New York is probably not interested in a general practitioner located in California. \n\n\n\nWith geotargeting, you can target users by state, city or zip code. You also have the option to target audiences who have visited a nearby hospital or walk-in clinic. For the best results, couple your Custom Audience Segments with geotargeting. This way, you’ll have an audience pool that has similar intent, and is in your ideal location. \n\n\n\nWhy stop there? If you’re running a clinical research campaign and need participants, you need to get more granular than just intent and geography. That’s where industry specific, 3rd-party data comes in.\n\n\n\nReach healthcare audiences with digital advertising\n\n\n\nWhile there are many regulations healthcare marketers need to be wary of, with the right targeting and ad formats, you can run successful campaigns in this industry. Remember that for the best results, you’ll want to leverage these tactics as part of a marketing strategy that aligns with the healthcare journeys of patients and physicians.\n\n\n\nFor example, the patient journey will typically start with the awareness stage. A patient will likely try to identify their symptoms with a search engine query, which drives them to websites such as Mayo Clinic and WebMD. \n\n\n\nFrom there, they might contribute to online forums and seek out similar cases to narrow their pre-treatment research–this is the consideration stage. Finally, they will enter the conversion stage by selecting a provider to gather expert information and seek out professional treatments.\n\n\n\nIdentifying the journey that your target healthcare audience is on will help you to identify which tactics align your strategy with your audience’s needs, enabling you to better reach your campaign goals. \n\n\n\nWant to run exceptional healthcare campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience","url":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience","name":"Healthcare Digital Marketing | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/finding-your-healthcare-audience#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105426/20231004_Blog-Refresh-Healthcare-Audience.webp?fit=1201%2C601&ssl=1","datePublished":"2023-10-31T13:01:00+00:00","dateModified":"2026-09-08T21:45:32+00:00","description":"Learn five programmatic advertising tactics that you can leverage in your healthcare digital marketing campaigns, to reach the right audience.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vitaly-pecherskiy#person"}],"headline":"How to combine programmatic and paid search advertising efforts","datePublished":"2019-03-07T16:49:07+00:00","dateModified":"2026-09-08T21:49:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search"},"wordCount":934,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105424/20190307_Vitaly_Programmatic-and-Paid-Search.png?fit=1200%2C600&ssl=1","keywords":["blog","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"How to combine programmatic and paid search advertising efforts\n\n\n\n\n\n\n\n\n\n\n\n\n\n“We have saturated paid search and we want to add programmatic (or Programmatic Native)”, is a comment I hear all the time. As a brand flourishes, inevitably the appetite for more customers increases and paid search is no longer enough to deliver the volume of leads or sales needed to meet growth requirements. \n\n\n\nSo, marketers start to look for new channels that can help their company expand. They’ve likely dabbled a bit with social, but programmatic advertising is often the next channel they start to explore.\n\n\n\nUnfortunately, they maintain the expectation that programmatic will produce the same results as paid search, so they often prematurely proclaim that programmatic doesn’t work. \n\n\n\nLuckily, the StackAdapt Team has seen many cases like this, and we have documented our recommendations on how to measure programmatic appropriately when combining it with paid search to make your campaigns successful.\n\n\n\nConsider the landing pages—they should not be the same\n\n\n\nProgrammatic ads are targeted based on interpreted data, that is “a person has read this article, so they must be interested in XYZ relevant product”. While this can be a powerful targeting strategy, it is inherently not the same as paid search advertising that relies on a person literally typing their interest into a search field. (That said, paid search can never be absolutely accurate because we use it all the time to simply browse the web.) \n\n\n\nNow consider programmatic. The act of a user seeing and clicking on a programmatic ad requires a lot less energy than typing the search query on a keyboard, because the results are being handed to the user without the initial search.\n\n\n\nWith that understanding, the same landing page will not be effective for both paid search and programmatic. Paid search advertising evolved earlier than programmatic or content marketing, and yet, marketers still expect that gated, single-page landing pages with a form will work for programmatic campaigns. Programmatic ads are often delivered to a relevant user who may not be in a purchasing mindset, which means they are open to discovering brands but are not necessarily going to take action, or complete a form, because they’re just not there yet. \n\n\n\nThinking of myself, I browse the web in transit or on my couch all the time, but I don’t buy anything until I am in the right mindset. There are many considerations that go through my head—if it’s a business-related brand that I discovered, I may want to be at the office knowing that I will likely have to download long-form content or could reasonably expect an email from a sales rep. If it’s a personal purchase, I wait until I am not rushed to browse, often in the evenings or on the weekend.\n\n\n\nTo make programmatic, and especially programmatic native successful for performance campaigns, the landing page should provide ungated content. \n\n\n\n\n\n\n\nAccording to eMarketer, users prefer to consume credible, trustworthy content about brands. Programmatic is a mid-funnel strategy because of the way the purchase intent is derived. Therefore, the user’s interaction with the brand should also be aligned with their intent—light, relationship-building, not overly salesy.\n\n\n\nSource: eMarketer.com\n\n\n\nMeasure search and programmatic ads together\n\n\n\nSince users are in different states of mind when they engage with search and programmatic ads, the measurement of the impact must differ as well. Undeniably, there is value in having users read your brand’s content, the question is—what results do the ads deliver? Yes, some users could convert right after they have interacted with your brand, but many will come back at a later time that works best for them. In many cases, once the user completes a search, they will likely click on the paid search ad, instead of the organic search result, to get to the homepage. This actually inflates your paid search click-through rates, without the guarantee of a conversion.\n\n\n\nTaking all of this into consideration, the impact of programmatic advertising should be measured in conjunction with paid search. This is because the ultimate goal of a programmatic ad is to increase the volume of organic searches. When you’re evaluating the performance of your programmatic campaigns, you should ask yourself “have my organic searches increased”? The goal should be to keep the CPA on the paid search channel constant, while growing the number of conversions.\n\n\n\nA campaign strategy\n\n\n\nThere are many benefits of using a variety of programmatic channels including:\n\n\n\n\nAccess to unique inventory across some of the largest publishers.\n\n\n\nControl over which sites you buy on using Private Marketplace Deals.\n\n\n\nEnhancement to your competitive conquesting strategy, to target people reading articles about your competitors.\n\n\n\nCreation of unique strategies, like leveraging location targeting and offline measurement.\n\n\n\n\nWhen combined with a paid search strategy, programmatic ads can be complementary in a tangible manner. Here is the most common strategy employed by our clients when combining paid search and programmatic native:\n\n\n\n\nLeveraging multiple targeting strategies (custom, lookalike, and 3rd-party audiences) to deliver native ads programmatically.\n\n\n\nDrive users to ungated blog content (this can also be used with video advertising when a retargeting audience is built off of completed video views).\n\n\n\nTrack time-on-site and load the Google Ads remarketing pixel after the user has spent at least 15 seconds on content (this can be done through a tag manager or using StackAdapt).\n\n\n\nTarget users through paid search and drive users to a landing page where the conversion point is located.\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search","url":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search","name":"Combine Programmatic and Paid Search Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105424/20190307_Vitaly_Programmatic-and-Paid-Search.png?fit=1200%2C600&ssl=1","datePublished":"2019-03-07T16:49:07+00:00","dateModified":"2026-09-08T21:49:35+00:00","description":"Discover how to combine programmatic and paid search advertising efforts to maximize campaign performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-and-paid-search#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105424/20190307_Vitaly_Programmatic-and-Paid-Search.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105424/20190307_Vitaly_Programmatic-and-Paid-Search.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of Vitaly"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/vertical-targeting-higher-ed#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/vertical-targeting-higher-ed"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"Programmatic advertising and ad buying for higher education marketers","datePublished":"2019-03-26T13:07:56+00:00","dateModified":"2026-09-08T21:49:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/vertical-targeting-higher-ed"},"wordCount":992,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/vertical-targeting-higher-ed#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260816053147/20181217_Vertical-Targeting_edu%40x2-1.webp?fit=2400%2C1200&ssl=1","keywords":["higher education"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic advertising and ad buying for higher education marketers\n\n\n\n\n\n\n\n\n\n\n\n\n\nHistorically, May 1st has been the date by which admitted applicants reply to admissions officers and colleges aim to have their classes filled, according to Inside Higher Ed. In 2018, only 38% of colleges met new student enrollment targets by that date, and many now say that June 1st or July 1st are more significant dates. With an estimated higher education market of $600 billion in the U.S. alone, there is increasing pressure on admissions directors and subsequently higher education marketers to meet their targets. \n\n\n\nHigher education marketers need to find innovative and cost-effective ways to bring quality, prospective students to their programs amidst an increasingly competitive market. The audience they need to reach is progressively savvy, always on the move and constantly refocusing their attention on new platforms to meet their social needs and desires. Higher education institutions need to keep up!\n\n\n\nCommon sets of challenges have surfaced across all programs:\n\n\n\n\nThe need to increase enrollment.\n\n\n\nDrive qualified applicants to websites.\n\n\n\nPromote awareness of programs, degrees, and certifications.\n\n\n\n\nPaired with a lack of visibility into marketing budgets across the institution, building awareness and driving enrollments can be conflicting goals, but they don’t need to be. So, when trying to reach multiple markets and personas at once, programmatic advertising meets this need like few other platforms and tactics can.\n\n\n\nProgrammatic is using technology to help you buy digital media and it comes with a plethora of data that you can leverage. By combining detailed user information with programmatic advertising, you can more effectively identify which prospective students will be receptive to marketing from your institution, reach hyper-targeted audiences and achieve cost-efficient recruitment results.\n\n\n\nHow programmatic can help you with enrollments\n\n\n\nPersonalize the message directly for your audience\n\n\n\nDigital campaigns are unmatched when it comes to the ability to target specific demographics, interests, income, behaviour or location. If you’re looking to increase enrollment of working professionals or retirees in the university’s continuing education program, you’ll want to target an older age range and higher income level than you would for a campaign spotlighting the undergraduate program.\n\n\n\nReach potential students at every stage of their online journey\n\n\n\nDrive scale early on to maximize the growth of your retargeting pool and increase campaign efficiencies. Consider leveraging custom audience segments, proprietary to StackAdapt, that can capture students on college campuses, searching for loans and scholarships, or undergraduate submissions.\n\n\n\n\n\n\n\nTry geo-fencing as a tactic to set a perimeter around a physical location in which your ads can be delivered. Target potential students by location, proximity or region—even internationally. If your campus is in California, you can target by state or take it right down to the neighbourhood, at the zip code level, adjacent to a competing university.\n\n\n\nRefresh your ad creatives\n\n\n\nCreate program-specific creatives to drive directly to the respective enrollment page. You will likely achieve stronger performance and results with specific creative tailored to each program, as opposed driving to a university’s homepage, or consolidating budgets and using general creative that speaks to a variety of programs.\n\n\n\nGo one step beyond tailoring creative to specific degrees and programs and consider custom creative. This could include rich media expandable units, or dynamic creative for location-based initiatives, such as directing potential students to an event on campus.\n\n\n\nRemarketing to a similar audience in education campaigns, including recent accolades and university rankings, tend to lead to stronger engagement as rankings can influence an applicant’s decision. Or you can target specific student concerns in your creative messaging. \n\n\n\nLeverage programmatic for your other advertising efforts\n\n\n\nThe higher education audience is typically mobile-focused and pretty tech-savvy, making this audience a bit harder to pin down. These individuals gravitate to diverse digital platforms, and they should be able to find you there, too. \n\n\n\nIntroducing programmatic into your media mix does not mean you should abandon other channels. You should try to bridge all of the channels available to you. Programmatic campaigns provide rich audience data that you can use to inform paid search campaigns, including keyword buys and ad copy. Try repurposing your social assets to test native.\n\n\n\nA marketing timeline for your higher education campaign\n\n\n\nTo achieve your new student enrollment targets for May 1 2020, be prepared to start your marketing efforts a calendar year in advance. The goal is not only to achieve your enrollment targets but to influence applicant decision intent to include your institution for consideration, by making people aware of who you are and what you have to offer.\n\n\n\n\n\n\n\nOther campaign tactics for consideration\n\n\n\n\nDetermine how many high-school students are in each State or Province to define the size of your audience and set a goal to hit 80% of them.\n\n\n\nTake parents into consideration with your campaigns—they can sometimes be the decision makers in the selection process.\n\n\n\nDo not limit geotargeting to your institution, its events or those of your competitors—also geotarget around high schools in a given area.\n\n\n\nRun conquesting tactics for the entire time by leveraging StackAdapt’s Custom Audience segments.\n\n\n\nDepending on your budget, consider using a location intelligence partner like Cuebiq to measure footfall traffic to see where your visitors are coming from.\n\n\n\n\nThe beauty of programmatic is that every ad space you purchase is targeted towards a receptive audience, so you are more likely to see a greater return on investment. And when you know who might be interested in your institution, it’s easier to get across an authentic message that resonates with Gen Z high schoolers, online course classes and continuing education students—all looking forward to their higher education future.\n\n\n\nWith the right digital partner, you can incorporate programmatic into your media mix with confidence and make the grade for your institution.\n\n\n\nWant to run exceptional higher education campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-liveramp-partnership","url":"https://www.stackadapt.com/resources/blog/stackadapt-liveramp-partnership","name":"StackAdapt LiveRamp Partnership Announcement | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-liveramp-partnership#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105418/20190506_LiveRamp_1X.png?fit=1200%2C600&ssl=1","datePublished":"2019-05-07T15:41:57+00:00","dateModified":"2026-09-08T21:49:31+00:00","description":"Powered by LiveRamp, StackAdapt clients can onboard a brand’s CRM data into the platform for their native, display, and video advertising.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai"},"author":[{"@id":"https://www.stackadapt.com/resources/author/yang-han#person"}],"headline":"Are your campaigns really using AI? 10 questions to ask your DSP","datePublished":"2019-04-30T15:11:30+00:00","dateModified":"2026-09-08T21:49:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai"},"wordCount":946,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105418/20190501_Post-Prog-IO_1X.png?fit=1200%2C600&ssl=1","keywords":["AI","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"In our previous post, AI in Programmatic Advertising: Everything You Need to Know, we gave you some insight on what artificial intelligence (AI) is, and why it’s important for advertisers to have access to AI for their digital campaigns. \n\n\n\nNow, I share 10 questions to ask your DSP—so you can be sure your campaigns can leverage AI effectively. \n\n\n\n1. How accurate is your AI?\n\n\n\nAlgorithms are not all made the same. For example, in the context of CTR prediction, a human based logic that layers on historical site domain data, on top of device data, exchange data, and geo data will still work well. However, it’s prediction potential is limited compared to the AI algorithm, which is able to find hidden patterns and signals in thousands of other attributes that the non AI model cannot. See the graph below for the comparison of the actual results versus the predicted results of the two models. \n\n\n\n\n\n\n\nFor this reason, you want to be sure your DSP is using an AI model that is accurate.\n\n\n\n2. Is AI optimizing your bid prices?\n\n\n\nBid price optimization is a key algorithm regardless of the KPIs of your campaign. Whether it be brand awareness or direct response, you should always be bidding to the perceived value of your user—and each individual user is unique—so AI is important. If you bid a flat rate, both publishers and exchanges will be able to take advantage of extracting revenue from you with their yield optimization. With sophisticated price optimization (using AI), the auction environment (first or second price), has no effect on the outcome as we are always bidding to the exact value.\n\n\n\n3. Can your AI optimize multiple KPIs?\n\n\n\nIt's one thing to know that the AI is optimizing toward a single goal—but if the AI can optimize toward multiple goals in tandem, you can really reach the best campaign outcomes. If your DSP can optimize using a single KPI, that’s great. However, watch out for your DSP negatively affecting other KPIs while doing so. Ask your DSP about layering KPIs during optimization—that will begin to demonstrate how strong their AI capabilities are. \n\n\n\n\n\n\n\n4. Does your AI adapt to market conditions?\n\n\n\nMarket conditions are always changing, and to be accurate, the AI you’re using needs to adapt to those changes. For instance, if there are changes to the dollar, and conversion rates drop, you may see an influx of online shoppers. The AI should adapt to the increase in traffic, resulting in changes to bidding and frequency of ad placements. \n\n\n\n5. How often do you train your models?\n\n\n\nPractice makes perfect. If you want to be a master chef, you need to get in the kitchen and cook often. AI is no different. AI models need to be trained often, to make them more adaptable to changes in traffic and inventory, and ensure higher accuracy. Your DSP should be training their models frequently so you get the best results.\n\n\n\n6. How quickly are they trained?\n\n\n\nTiming is of the essence. AI training for months at a time and hoping it grasps the material is not helpful when the industry and the programmatic landscape is constantly changing. The AI needs to be quick enough to pick up on changes as they happen—otherwise, they will be obsolete and no longer relevant. If the information is already out of date, the AI will just need to be retrained. You need an AI that is trained quickly.\n\n\n\n7. Do you train more often for special occasions?\n\n\n\nDuring special occasions traffic can increase drastically. Consider Thanksgiving, and one of the biggest online shopping days, Black Friday. Your AI needs to be prepared for that change. You want to know that your DSP is taking these special occasions into consideration, and ensuring the AI is trained enough during these high traffic events.\n\n\n\n8. Does your AI detect fraud or poor quality traffic?\n\n\n\nTo be sure that your campaign is actually performing well, your AI needs to detect fraud and poor quality traffic. It may appear as though your ad is getting a ton of clicks, but really, 73% could be poor quality, fraudulent, or duplicate requests. Without the AI detecting this, your metrics will be skewed and you will not be able to achieve the KPIs you’ve set for the campaign.\n\n\n\n\n\n\n\n9. Do you have an a/b testing system in place?\n\n\n\nBecause AI models must update themselves constantly, it is dangerous to put them into practice immediately after having trained in a historical environment. Your AI must prove themselves gradually through a robust A/B testing system. This will ensure optimization will actually increase performance over time, rather than the other way around. A strong engineering backbone to incorporate a learning cycle is critical to a mature AI system. \n\n\n\n10. How do you see AI evolving in your DSP in the future?\n\n\n\nThis question, although interesting, does not really dictate the effectiveness of AI. Rather, it’s more of a question of how active or proactive the DSP is in the evolution of AI. There is no doubt that AI technology is improving year over year, with less need for manual hand-holding of campaigns as we go along. Hopefully, this is a shift that you can take advantage of, and eventually focus on more of the creative and strategic aspects of marketing. \n\n\n\nI hope these questions shed some light on how your DSP is using AI—or should be using AI—for your benefit. Explore more about how StackAdapt is using AI to provide contextual targeting for your campaigns.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai","url":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai","name":"10 Questions to Ask Your DSP About AI | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105418/20190501_Post-Prog-IO_1X.png?fit=1200%2C600&ssl=1","datePublished":"2019-04-30T15:11:30+00:00","dateModified":"2026-09-08T21:49:33+00:00","description":"StackAdapt CTO Yang Han says to ask your DSP these questions to ensure your campaigns are leveraging AI effectively.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/is-your-dsp-using-ai#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105418/20190501_Post-Prog-IO_1X.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105418/20190501_Post-Prog-IO_1X.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative design of Yang Han, co-founder and CTO of StackAdapt"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/automotive-digital-marketing-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/automotive-digital-marketing-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"How to build your automotive digital marketing strategy","datePublished":"2023-05-31T13:26:00+00:00","dateModified":"2026-09-08T21:45:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/automotive-digital-marketing-strategy"},"wordCount":2016,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/automotive-digital-marketing-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105416/20230529_Automotive_Header.webp?fit=1201%2C601&ssl=1","keywords":["automotive","blog","Content Level : 101"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Building an automotive digital marketing strategy that stands out from the crowd can be challenging. There’s various factors unique to today's auto industry, like the growth of online car buying, and the long, competitive sales cycle.  \n\n\n\nTo help you get started, we’re mapping out the basics. Read on to learn auto advertising trends, and the essential steps in building your digital auto campaign. \n\n\n\nAutomotive industry advertising trends\n\n\n\nKeeping up with the latest industry trends is an important part of building an automotive digital marketing strategy that drives results.\n\n\n\nElectric vehicles are on the rise.\n\n\n\nThe shift to electrified vehicles (EVs) is happening globally, but at different speeds depending on the individual market. For example, a Deloitte consumer report found that in China, the preference for EV or hybrid vehicles is higher than in the US. \n\n\n\nDeloitte also found that despite growing messaging around the need to address climate change, the shift to EVs is mostly based on the consumer perception that driving an EV will significantly reduce vehicle operating costs.\n\n\n\n\n\n\n\nProduct quality is top of mind for consumers.\n\n\n\nThe Deloitte report found that except for Japan, where vehicle features are the driving force behind choosing a brand, consumers around the world mainly rely on a perception of product quality when making a purchase decision. \n\n\n\nConsumers are opting for build-to-order.\n\n\n\nThe pandemic led to an inventory crisis in the auto industry, which resulted in more consumers turning to alternative options, like purchasing their vehicle online or via build-to-order. \n\n\n\nLead times to get a build-to-order car can range from 4 weeks to 12 weeks. Even with the wait, a new study finds, 4 in 10 car shoppers plan to pre-order their next new vehicle. \n\n\n\nOnline car buying is becoming increasingly popular.\n\n\n\nThe global online car buying market had a revenue holding of USD $256 billion in 2021. It is expected to reach USD $722 billion by 2030, growing at a CAGR of 12.21% during the forecast period (2022-2030). North America will command the market while growing at a CAGR of 10.51%.\n\n\n\nSteps for building your automotive digital marketing strategy\n\n\n\nYou’re up to date with the latest trends in the automotive industry. Now, it’s time to build your digital strategy. Here are 4 key steps to creating a strategy for your auto campaigns. \n\n\n\n1. Understand the automotive buying journey\n\n\n\nBefore the pandemic, most Americans were interested in buying cars online, but few actually did so. A 2017 Washington Post story reported that 53% of US consumers would be either extremely likely or very likely to buy a car entirely online. At the time, most dealers didn’t offer online purchasing. \n\n\n\nToday, online car buying has become an increasingly available option that more and more consumers are embracing. This means that the automotive buying journey has evolved. This long, competitive sales cycle now has to account for two types of purchasing: offline and online. \n\n\n\nIn many cases, auto campaigns have softer conversions—requesting a test drive or selecting custom features—with the goal of building brand awareness and keeping users engaged throughout the buying journey. These softer conversions often bring a consumer into a store or dealership, raising the likelihood of an in-person purchase. \n\n\n\n2. Choose the right channels for automotive industry advertising\n\n\n\nLet’s explore some of the programmatic channels that auto advertisers can leverage for their automotive digital marketing strategy. \n\n\n\nReach auto consumers with programmatic audio.\n\n\n\nDigital audio consumption is becoming mainstream. In 2022, 67% of Americans listened to digital audio, a 5% increase year-over-year. With programmatic audio, automotive advertisers can reach this audience as they tune into playlists, podcasts, audiobooks, and music. \n\n\n\nThe audience tuning into digital audio is affluent: Buzzsprout found that over 66% of podcast listeners have university level education, are employed, and earn a household income above $75,000 USD per year. The employment status and financial stability of these listeners make them well-positioned for automotive prospecting through audio ads. \n\n\n\nTargeting on programmatic audio is very similar to channels that advertisers may already be familiar with. With programmatic audio, you can use the same audience targeting parameters from your native or display campaigns. \n\n\n\nUse video to convey lots of information, fast.\n\n\n\nVideo advertising allows you to reach potential automotive consumers wherever they may be watching video content online. Audiences may see a video ad ahead of streaming a TV series, or while scrolling through a blog. Video advertising uses data to reach fine-tuned, relevant audiences, and a video campaign also means you’ll have access to video marketing metrics that inform measurement and attribution. \n\n\n\nFor an automotive digital marketing strategy, the real strength of video is how it combines visual and audio elements. With video, you can convey tons of information in a short period of time. You’re able to do more than just introduce a product or service. You can educate and engage the viewer, to start building trust between them and your brand. \n\n\n\nThe engaging nature of video means it’s a channel where auto brands can express their identity and build brand awareness. Brands have also found that viewers have stronger brand recall after watching video ads that tell compelling and engaging stories.\n\n\n\nCapture attention in public spaces with digital out-of-home advertising.\n\n\n\nDigital out-of-home (DOOH) ads are found in public spaces like an airport, on a highway, or in a mall. DOOH campaigns can be run on a variety of formats and sizes, and in various public environments. \n\n\n\nDOOH ads automate the buying and delivery of ads, so campaigns can be managed through your programmatic platform. One of this channel’s most exciting benefits is that it can engage audiences in new ways. For example, DOOH ads can include interactive elements. An ad can entertain audiences with games or share helpful information. \n\n\n\nThis is particularly effective in public spaces where audiences may be bored, such as at an airport, or at the gas station pump. As a result, DOOH ads have the potential to build brand relationships with audiences in moments when they’re looking for entertainment.\n\n\n\nWith DOOH, auto advertisers can reach audiences out in the real world. These ads are an effective channel for engaging people in public spaces, and driving brand awareness in contextual moments. For example, a person at the gas pump may be particularly receptive to auto ads. \n\n\n\nTap into influential audiences with in-game advertising.\n\n\n\nIn-game advertising is a programmatic channel that enables ads to appear in mobile, computer, and console video games. In-game ads are typically display and video ads, which are seamlessly integrated, so they don’t interrupt gameplay. \n\n\n\nA 2021 study showed that 55% of US gamers identified as male and 45% identified as female, and while gamers are found across most generations the bulk of them are ages 18 to 34. Another study found that those who game several hours a week have two times more disposable income than non-gamers, which shows the impactful spending power of this audience. The income level of gamers makes them a valuable audience to advertise auto to.  \n\n\n\nThe in-game audience is broad and made up of a diverse set of demographics. Marketers can leverage this growing channel to reach engaged, focused users to build brand awareness and loyalty.  \n\n\n\n3. Select targeting tactics for your auto campaign\n\n\n\nNow that you have what you need for setting up your auto campaign, you need to make sure your targeting is on point—especially given the long sales cycle of the auto market. The majority of auto campaigns are geared toward the upper funnel, followed by middle then lower, with conversion rates growing lower down in the funnel. This aligns with the idea that the majority of upper funnel tactics are creating brand awareness.\n\n\n\nWhen allocating budget to your campaign, keep in mind that the higher in the funnel you are targeting, the more competition you’ll have, and it’s less likely to get a conversion from those awareness campaigns—so it’s important you allocate budget to all stages of the cycle.\n\n\n\nSome of the targeting tactics to consider for your automotive digital marketing strategy include contextual targeting, geotargeting, and weather targeting.\n\n\n\nContextual targeting\n\n\n\nContextual advertising targets ads based on the environment in which the ad appears. This targeting method uses algorithms to target ad placements based on keywords, website content, and other metadata. This way, ads are shown to users based on the content they are consuming at that moment in time. \n\n\n\nA parent or caregiver looking to buy a new vehicle may start browsing articles that cover “best cars for kids” or “most reliable vehicles.” With contextual advertising, automotive advertisers can place ads for vehicles on those pages, so they reach an audience that is in a receptive frame of mind.\n\n\n\nGeotargeting\n\n\n\nGeotargeting is a tactic that enables you to deliver ads based on a user’s location. With geotargeting, you can target by country, state, province, county, city, or zip code. You also have the option to leverage a list of addresses or latitude and longitude coordinates to reach your desired automotive audiences. \n\n\n\nUsing geotargeting makes it possible to target and retarget consumers who pass through specific locations. To reach prospects, you might set the radius around gas stations, dealerships, or auto repair garages. \n\n\n\nWeather targeting\n\n\n\nWeather targeting is a targeting tactic that enables you to align your campaigns with fluctuations in weather. It’s a key marketing strategy because studies show that weather has a direct influence on consumer behaviour and intent. Car dealerships and manufacturers can use weather targeting to reach receptive audiences at the right moment. \n\n\n\nFor example, weather targeting can be used to reach audiences that are looking to upgrade their vehicle for winter weather, or buy winter tires. Start by reviewing historical weather data against sales metrics to uncover the trends. \n\n\n\nThen, leverage that historical data to predict when the demand for all-wheel drive or winter tires will peak in winter regions. By setting parameters that run an all-wheel drive campaign during or following the worst winter weather, marketers can capture the interest of a consumer when car safety in winter conditions is top of mind. \n\n\n\n4. Choose the right programmatic partner\n\n\n\nThe first step to building your automotive digital market strategy? Find the right programmatic platform to partner with. The right partner will have features and support that will help you go from the campaign planning stage, to launch and optimization smoothly, and quickly. A programmatic partner is a key part of your strategy! \n\n\n\nAutomotive digital marketing strategy F.A.Q.s\n\n\n\nHow can digital marketing be used in the automobile industry?\n\n\n\nDigital marketing can be leveraged in the automobile industry to help dealerships and manufacturers reach their target audience and promote their vehicles, automotive products, and services. With digital marketing, automotive marketers can target a more specific or niche audience.\n\n\n\nWhat are examples of automotive brand marketing strategies?\n\n\n\nBrands can implement these automotive advertising strategies for campaign success: \n\n\n\n1. Leverage weather targeting to reach consumers at the right moment.2. Use video to capture attention and convey information.3. Connect with local consumers through geotargeting.4. Reach an engaged, broad audience through in-game ads.5. Align with consumers using contextual advertising.6. Re-engage users in the funnel with retargeting.\n\n\n\nWhat are the latest trends in the automotive industry?\n\n\n\nThe automotive industry is seeing a growing adoption of electric vehicles and build-to-order vehicles. This is in part because consumers are growing increasingly comfortable with online car buying. Recent studies have also found that consumers around the world mainly rely on a perception of product quality when making a vehicle purchase decision. \n\n\n\nGet started with digital marketing for the automotive industry\n\n\n\nThere is a lot to keep in mind when creating and executing an automotive digital marketing strategy. We hope these tips, tricks and best practices will help you to create a stand-out, well-rounded, multimedia campaign that drives great results through every stage.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/daac-political-ads","url":"https://www.stackadapt.com/resources/blog/daac-political-ads","name":"StackAdapt Supports DAAC’s Political Ads Program | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/daac-political-ads#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105409/20190708_DAAC-Announcementx1.png?fit=1200%2C600&ssl=1","datePublished":"2019-07-08T18:52:47+00:00","dateModified":"2026-09-08T21:49:30+00:00","description":"StackAdapt and DAAC have established the first partnership to increase transparency and accountability in political advertising in Canada.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-demand-side-platform-2019","url":"https://www.stackadapt.com/resources/blog/best-demand-side-platform-2019","name":"StackAdapt Named Top DSP by G2 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-demand-side-platform-2019#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105408/20190712_G2-1.png?fit=2501%2C1250&ssl=1","datePublished":"2019-07-29T17:36:08+00:00","dateModified":"2026-09-08T21:49:29+00:00","description":"For the fourth year, StackAdapt has been recognized as a high performer and the highest ranking DSP in customer satisfaction by G2.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is CTV advertising? How it works, best practices, and why every marketer is using it","datePublished":"2025-07-11T12:00:00+00:00","dateModified":"2026-09-09T16:12:25+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv"},"wordCount":3805,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250710124430/20250619_CTV-Advertising.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: What is CTV advertising?\n\n\n\n\nCTV advertising is a type of programmatic advertising that delivers targeted video ads through internet-enabled devices like Rokus, Apple TVs, and gaming consoles.\n\n\n\nCTV advertising is rapidly growing with ad spend projected to reach $38.36 billion USD by 2026.\n\n\n\nCTV ads can be highly targeted, purchased programmatically, and include interactive elements to drive higher engagement and conversions.\n\n\n\nAI advancements and the rise of retail media are transforming CTV from an upper-funnel awareness tool into a performance-driven marketing channel.\n\n\n\nIncreased ad-supported streaming options and live sports inventory present major opportunities to reach more engaged audiences.\n\n\n\n\n\nWith the rise of streaming services and internet-enabled devices, viewers are increasingly ditching traditional linear TV and watching their favourite shows, movies, and live sports on demand through connected TV (CTV).\n\n\n\nAccording to EMARKETER, over 70% of the US population streams content through CTV devices, with 89.2% of US households expected to have access to CTV by 2026. Meanwhile, time spent with other over-the-top devices, such as desktop and laptop computers, is projected to decline by over three million viewers by 2029.\n\n\n\nAs a result, CTV ad spending is growing at a rapid pace and is projected to increase by 14.6%, reaching $38.36 billion USD in 2026.\n\n\n\nWith consumers cutting ties with cable and flocking to streaming in droves, CTV has emerged as an ideal channel for advertisers to reach a more engaged target audience.\n\n\n\nWhether you’re new to CTV advertising or looking for an in-depth refresher on how it works, here’s everything you need to know about CTV and how to successfully integrate it into your omnichannel advertising strategy.\n\n\n\nWhat is Connected TV?\n\n\n\nCTV refers to televisions that connect to the internet, either directly via built-in capabilities or through an external device, allowing viewers to stream live or on-demand video content from the comfort of their home. Examples of CTV include Smart TVs (e.g., Samsung, LG), streaming devices (such as Amazon Fire Stick, Apple TV, Roku, or Chromecast), and gaming consoles (like Xbox and PlayStation).\n\n\n\nUnlike traditional linear TV, CTV allows viewers to access a wide range of video content through subscription-based or ad-supported streaming services like Netflix, Disney+, Max, Paramount+, Peacock, and Pluto TV. This flexibility provides advertisers with opportunities to target highly engaged audiences with more precision.\n\n\n\nWhat is Connected TV advertising?\n\n\n\nCTV advertising is a form of digital advertising that delivers targeted video ads within streaming content on internet-enabled TVs. \n\n\n\nCTV inventory (also known as the available advertising space on streaming platforms) primarily involves video ads—similar to traditional commercials—that run before (pre-roll), during (mid-roll), or after (post-roll) programming. CTV ads can also take the form of interactive or non-linear ad formats, such as shoppable ads or dynamic overlays, which appear within or on top of streaming content to increase viewer engagement and conversions (more on that later). \n\n\n\nWith its data-driven targeting and more granular measurement, CTV advertising is helping to democratize television advertising. It allows everyone from small businesses (SMBs) to major brands to target audiences through premium channels and high-demand content that were previously inaccessible (like award-winning series, top-rated reality shows, and live events) at a lower cost and with less minimum ad spend than traditional linear TV advertising.\n\n\n\n\n\n\n\n\n\nHow does CTV advertising work?\n\n\n\nCTV advertising leverages automated, data-driven ad purchasing through programmatic buying to precisely target and engage viewers across streaming content. Here’s a simplified look at how the whole process works step-by-step:\n\n\n\nStep 1: Content selection and ad placement\n\n\n\nIt all starts with a viewer selecting something to watch, such as a movie, TV show, or live event, on a CTV device.\n\n\n\nAt the same time, the streaming platform automatically identifies available ad slots and shares relevant data (such as device type, content genre, and demographic or behavioural characteristics about the viewer) with an ad exchange, which facilitates real-time bidding among advertisers.\n\n\n\nStep 2: Programmatic buying and bidding\n\n\n\nAn advertiser uses a demand-side platform (DSP) to purchase or bid on ad slots from the ad exchange through various types of programmatic deals, such as:\n\n\n\n\nOpen auctions: Public, real-time bidding that’s open to all advertisers.\n\n\n\nPrivate marketplaces: Invite-only auctions that offer select inventory and more exclusive ad placements.\n\n\n\nProgrammatic guaranteed: Fixed-price deals that provide premium ad placements with guaranteed impressions.\n\n\n\n\nThese deal structures streamline the ad-buying process by offering advertisers greater efficiency, control, and transparency than traditional linear TV ad buying.\n\n\n\nStep 3: Ad delivery\n\n\n\nOnce an advertiser secures or wins the ad placement, the ad is instantly served and seamlessly integrated into the viewer’s streaming experience, much like traditional TV commercials, but tailored precisely to the viewer’s profile and interests.\n\n\n\nStep 4: Campaign measurement and optimization\n\n\n\nFrom there, advertisers track real-time metrics, including impressions, video completion rates, and conversions (e.g., online purchases tracked via pixels, or store visits measured through cross-device attribution), which advertisers can analyze immediately to refine targeting strategies and further optimize campaign performance.\n\n\n\nWhat’s the difference between CTV and other TV advertising channels?\n\n\n\nUnderstanding the differences between linear TV advertising and other streaming-based advertising options is essential to crafting the right CTV advertising strategy. Here’s what you need to know. \n\n\n\nOTT vs. CTV advertising\n\n\n\nOver-the-top (OTT) refers to video content streamed on any device, like a desktop computer, smartphone, or Smart TV that’s connected to the internet. OTT gets its name because it bypasses traditional linear cable TV by streaming content online.\n\n\n\nCTV is a subset of OTT. For example, if viewers watch Disney+ on their mobile device, they’re streaming OTT content. But if they watch it through an external device like a Google Chromecast or Amazon Fire TV Stick plugged into their TV, that would be considered CTV.\n\n\n\nOTT advertising refers to any ad delivered directly to viewers over an internet-enabled device (like a computer or tablet), whereas CTV advertising refers to ads specifically targeted to viewers using a CTV device.\n\n\n\nBecause CTV content is often viewed on larger screens in a more relaxed environment, CTV ads are typically known for having higher ad recall and tolerance than OTT ads, which are often displayed on smaller mobile and desktop screens.\n\n\n\nTraditional linear TV vs. CTV advertising\n\n\n\nLinear TV refers to when a viewer watches TV programming as it airs live, typically through an antenna, cable, or satellite subscription.\n\n\n\nThe main difference between CTV advertising and traditional linear TV advertising is that CTV ads can be played before, during, or after the streaming of on-demand content. In contrast, linear TV ads are delivered live during the commercial breaks of traditional TV programming. \n\n\n\nCTV advertising also allows for precise, niche targeting and is more affordable than linear TV campaigns. Traditional linear TV’s strength is that it delivers ads to a broad audience, but it’s more expensive overall.\n\n\n\nDespite the number of CTV viewers in the US surpassing the number of linear TV viewers for the first time in 2024, linear TV still commands a sizable share of ad budgets due to its reach and familiarity. As a result, linear TV and CTV will account for nearly a fifth of total media ad spending in 2025, with advertisers increasingly planning their linear and CTV investments together to maximize audience reach and campaign effectiveness.\n\n\n\nAddressable TV vs. CTV advertising\n\n\n\nCTV refers to the devices used to stream content over the internet. Addressable TV, on the other hand, is a method of delivering targeted, personalized ads to specific households or audience segments, even if they’re watching the same TV show.\n\n\n\nCTV advertising can leverage the targeting capabilities of addressable TV, but addressable TV isn’t limited to just CTV devices. Advertisers can also serve ads through cable, satellite, and internet protocol television delivery systems and set-top boxes.\n\n\n\nWhat are the benefits of Connected TV advertising?\n\n\n\nCTV advertising combines the precision of digital advertising with the high-res, high-impact power of traditional linear TV advertising. It allows advertisers to target the right audience at the right time and moment, captivating customers when they’re the most receptive: watching TV in the comfort of their homes.\n\n\n\nHere are five of the main benefits of CTV advertising:\n\n\n\n1. CTV offers enhanced targeting capabilities\n\n\n\nCTV ads are sold as impressions, similar to programmatic video or display ads sold through a DSP. This means you can apply similar strategies using 1st-party data, 3rd-party segments, and lookalike audiences to target ads based on user behaviour, audience demographics, geographic location, and more, reaching the right audiences and wasting less ad spend.\n\n\n\n2. CTV can be leveraged for retargeting\n\n\n\nCTV ads utilize pixels or software embedded within an ad or app to capture device information and user behaviour when a viewer engages with an ad. This data can enable cross-device retargeting, allowing advertisers to deliver personalized ads to customers’ smartphones and computers, enhancing conversions and brand engagement.\n\n\n\n3. CTV provides real-time optimization and measurement\n\n\n\nWith traditional linear TV ads, you’d often need to wait weeks, if not months, to receive performance reports and know how a campaign performed. With CTV, you can access real-time reporting and metrics like impressions, CPMs, and view-through conversions, making it easier to track campaign performance and optimize it on the fly. \n\n\n\n4. CTV enables more holistic campaigns\n\n\n\nResearch shows that 83% of US adults report browsing the internet on a separate device, such as a smartphone, tablet, or computer, while watching TV. Incorporating CTV into your existing multi-channel strategy can help you get better campaign results and increase the likelihood of a conversion by capturing your audience’s attention wherever they are online.\n\n\n\n5. CTV has increased viewer engagement\n\n\n\nCTV is commonly known to offer higher levels of viewer engagement compared to traditional linear TV ads. CTV ads are less skippable, broadcast in high-definition, like 4K and 21:9 widescreen, and provide more interactive ad formats. This often leads to higher completion rates and longer viewing times than traditional linear TV ads.\n\n\n\n\n\n\n\n\n\nWhat are some types of CTV ad formats, targeting, and metrics? \n\n\n\nCTV offers the targeting, measurement, and flexible ad formats of digital advertising, giving advertisers real-time insights and the flexibility to create highly-targeted campaigns without losing the benefits of traditional linear TV campaigns.\n\n\n\nCTV ad formats\n\n\n\nCTV offers advertisers multiple formats to engage viewers effectively across streaming content. Here are some of the most common CTV ad formats advertisers can leverage:\n\n\n\n\nIn-stream ads: Pre-roll, mid-roll, and post-roll video ads play before, during, or after streaming content. Similar to traditional TV ads, these ads usually appear between episodes or scenes of a TV show or movie.\n\n\n\nNon-linear ads: Also known as overlay ads, non-linear ads are static images, text, videos, or animations displayed alongside or on top of content without pausing or interrupting it.\n\n\n\nCompanion ads: These ads are served alongside or surrounding content. They often appear as text, images, rich media, or skins. Companion ads provide consistent visibility by surrounding video content without interrupting the TV viewing experience.\n\n\n\nShoppable ads: An emerging ad format in CTV, shoppable ads allow viewers to directly purchase featured products from within the streaming content itself, typically through clickable product icons, QR codes, or “shop now” buttons that appear as overlays during ads.\n\n\n\n\nCTV measurement\n\n\n\nCTV provides the types of granular reporting and measurement that advertisers could never previously access with traditional linear TV campaigns. Here are some CTV metrics that can help you measure the effectiveness of your campaigns:\n\n\n\n\nImpressions: This metric tracks how many times viewers see your CTV ads, helping you understand the scale and reach of your CTV campaigns.\n\n\n\nWatch time and video completion rate: These metrics measure the average number of seconds viewers watch a CTV ad and how many viewers watch it to the end. They provide insights into how engaging your content is.\n\n\n\nCost per completed view (CPCV): This metric measures how much of your campaign’s budget is spent on each ad watched by a viewer from start to finish.\n\n\n\nReturn on ad spend (ROAS): This metric measures the revenue earned for every dollar spent on CTV advertising, helping you understand the effectiveness and profitability of your CTV campaigns.\n\n\n\nView-through conversions: This metric measures how many viewers converted (for example, made a purchase) after viewing an ad. It gives you a holistic view of how campaigns are performing, helping you measure the true return on advertising spend and providing a baseline to help improve future CTV campaigns.\n\n\n\n\nAdditionally, marketers can use footfall attribution to measure how effectively their CTV ads drive customers to visit physical store locations, directly linking online ad exposure to offline activity.\n\n\n\nCTV targeting capabilities\n\n\n\nCTV provides more precise household targeting than traditional linear TV advertising, allowing advertisers to deliver personalized messages, optimize campaign performance, and reach the right audience more efficiently.\n\n\n\nHere are some key targeting methods advertisers can use with their CTV campaigns: \n\n\n\n\nFirst-party targeting: Use data collected through form submissions, in-store visits, previous purchases, and 1st-party cookies to target households directly using hard data like their IP addresses and device IDs, if a platform provides them.\n\n\n\nLocation targeting: Leverage 1st-party data to target CTV ads to viewers based on their geographic location by country, state, city, or zip/postal code.\n\n\n\nPlatform and device targeting: Target specific CTV platforms and devices like Roku, Fire TV, Apple TV, and more.\n\n\n\nDemographic targeting: Leverage 1st and 3rd-party data to target audiences based on viewer demographics like age, income, and household size.\n\n\n\nContextual and interest-based targeting: Deliver hyper-relevant ads based on the types of content their viewers consume by targeting specific genres, viewing times, and keywords.\n\n\n\nLookalike targeting: Find common characteristics shared between existing customers in 1st- and 3rd-party data and use lookalike targeting to find potential customers who share those similarities. This helps advertisers expand the reach and profitability of their campaigns. \n\n\n\nRetargeting: Use retargeting to re-engage and convert viewers who have already shown interest in a brand or product—for example, by visiting a website, making a purchase, or watching a CTV ad in full—and serving an ad again in the hopes of a conversion.\n\n\n\n\nConnected TV advertising best practices\n\n\n\nNow that we’ve explained the features, benefits, and advantages of CTV advertising, let’s go over some of the best practices, strategies, and tips that can help you get the most out of your CTV campaigns.\n\n\n\n1. Use CTV as part of a multi-channel strategy\n\n\n\nCTV advertising should act as a complement to your existing multi-channel strategy, not a replacement for it.\n\n\n\nUse CTV to retarget potential customers, tell a different side of your brand story, get in front of viewers on different devices, and push viewers further down the funnel.\n\n\n\nFor example, performance marketing agency ThomasARTS used CTV, video, and display ads as part of a multi-channel strategy to gain incremental reach by over 50,000 users and drive qualified leads further down the funnel for one of the most trusted banks in the Western United States.\n\n\n\n\n\n\n\n\n\n2. Get creative with your CTV ads\n\n\n\nThe more ad creatives you have, the more opportunities you have to optimize your campaigns. \n\n\n\nOnce you have the visuals, storyline, and call to action planned, experiment with different ad lengths, imagery, and copy to target different audiences with more personalized ads and figure out which variations work best.\n\n\n\nNeed some inspiration? Check out these expert-designed CTV ad examples from our in-house Creative Studio team.\n\n\n\n3. Reduce ad fatigue with frequency capping\n\n\n\nWe’ve all been there: you start streaming a show, and every time you reach a commercial break, you’re greeted with the same ad again and again.\n\n\n\nThere’s an adage in marketing that a customer needs to encounter an advertiser’s message seven times before it starts to stick. But ad fatigue can force viewers to stop paying attention after seeing an ad only a few times. \n\n\n\nUse frequency capping to ensure your ads reach unique audiences and aren’t shown to the same viewers repeatedly.\n\n\n\n4. Use CTV to boost brand awareness and gauge brand recall\n\n\n\nCTV is an ideal channel for increasing top-of-funnel awareness and measuring campaign performance from a single platform. \n\n\n\nFor example, StackAdapt customer Add3Connect leveraged 1st-party and 3rd-party segments to target CTV ads directly to customers interested in supplements and healthcare products for their client, Nuun. Then, they used StackAdapt’s in-platform brand lift studies to measure ad and brand recall, improving relative lift by +18.7%. \n\n\n\n\n\n\n\n\n\n5. Target the right audiences\n\n\n\nWhether you need to ensure compliance or want to target a specific customer at a particular time of day, use a programmatic CTV advertising platform like StackAdapt to ensure you’re reaching the right audience and getting the most out of your ad spending. \n\n\n\n6. Get interactive\n\n\n\nThanks to the functionality of devices like Apple TV and Roku remotes, viewers can now click on and interact with in-stream ads. This allows them to perform tasks such as entering their email address, quickly scanning a QR code, or being redirected to a website—either on their phone or the CTV device itself—to learn more about a product.\n\n\n\nAlthough still in their infancy, interactive CTV ads will undoubtedly help advertisers increase conversions as the technology continues to develop.\n\n\n\nConnected TV statistics\n\n\n\nBy now, you probably understand the benefits of using CTV advertising in your programmatic campaigns. But let’s wrap up with a few more noteworthy CTV stats that show where it’s headed, how it’s evolving, and why it needs to be part of your next marketing campaign.\n\n\n\n\nCTV advertising has been shown to command higher attention than video and display advertising.\n\n\n\nGood news for advertisers who rely on retargeting: 69% of consumers say they won’t skip an ad if it’s for a product or service they’re already interested in.\n\n\n\nCTV usage amongst younger generations is constantly increasing, with EMARKETER reporting that millennials represent the biggest share of CTV users in the US (63.4 million), followed by Gen Z (54.4 million).\n\n\n\nAccording to EMARKETER, US adults will spend more time watching CTV than traditional linear TV for the first time ever in 2025, watching 2 hours and 35 minutes on average per day. \n\n\n\nA survey by the Interactive Advertising Bureau (IAB) found that 84% of advertisers believe CTV delivers better targeting capabilities than traditional linear TV.\n\n\n\n\nWhat’s next for Connected TV advertising?\n\n\n\nCTV advertising is evolving rapidly. Driven by advancements in technology and shifting viewer behaviours, the way marketers plan, execute, and measure CTV campaigns is constantly changing. \n\n\n\nHere’s a look at some of key trends shaping the future of CTV advertising, and how marketers can leverage them to drive even better results:\n\n\n\nCTV enters its AI era\n\n\n\nAI and machine learning are impacting all aspects of modern digital marketing. Although generative AI’s fails often get an unfair amount of attention, the next phase of AI adoption in CTV will focus heavily on campaign planning, audience targeting, creative personalization, and reporting—areas that are uniquely positioned to benefit from deeper, predictive insights.\n\n\n\nIn practical terms, this means marketers will increasingly rely on AI-driven insights to predict viewer preferences and deliver the right creative at precisely the right moment, helping advertisers refine their targeting and significantly reducing wasted ad spend.\n\n\n\nLooking ahead, AI will help marketers optimize campaigns in real time, identify the right target audience, deliver tailored messaging, and uncover performance insights with a higher level of precision than previously possible, leading to more relevant ad experiences for viewers and stronger ROI for brands.\n\n\n\nCTV moves down the funnel\n\n\n\nCTV advertising has historically been used as an upper-funnel tactic for increasing brand awareness. But the rise of retail media networks and recent technological advancements are transforming CTV into a performance marketing channel.\n\n\n\nAccording to the IAB, over a third of US ad buyers plan to invest in shoppable ads more in 2025, and a separate study found that 45% of US consumer packaged goods brand marketers predict it’s the next frontier in retail media.\n\n\n\nShoppable ads allow direct, in-stream purchasing. But they’re not the only interactive ad format that can drive results. Pause ads, which trigger ads when viewers pause their content, are gaining traction across CTV, with 51% of viewers reportedly taking action after viewing one.\n\n\n\nThese innovations—along with more traditional formats, like QR codes—are reshaping CTV’s role in the funnel by providing viewers with a clearer path to purchase.\n\n\n\nAd-supported streaming continues to rise\n\n\n\nDespite the rise of subscription-based streaming services, free ad-supported television (FAST) remains a popular option.\n\n\n\nIn the past year, 55% of viewers used FAST platforms like Amazon’s Freevee, the Roku Channel, and Tubi to stream television. This growth is expected to continue, with EMARKETER forecasting that the number of FAST viewers in the US will grow 10.96% and reach 129.6 million by 2029.\n\n\n\nMeanwhile, top streamers like Netflix, Paramount+, and Disney+ are also experimenting with ad-supported video-on-demand tiers that are cheaper than traditional subscription-based video-on-demand services.\n\n\n\nWith higher ad loads per hour and more viewers shifting to ad-supported platforms due to subscription fatigue and other cost considerations, marketers will have increasing opportunities to deliver targeted ads at scale.\n\n\n\nLive sports goes programmatic\n\n\n\nFour or five years ago, it was nearly impossible for advertisers to access live sports inventory through programmatic advertising.\n\n\n\nThese days, with viewers increasingly cutting the cord with cable and migrating to streaming platforms, publishers are opening premium live sports inventory to programmatic buying.\n\n\n\nIn 2024, NBCUniversal made Olympics inventory biddable for the very first time, and platforms like StackAdapt are increasingly gaining access to live sports inventory—from the FIFA World Cup to Sunday Night Football—and other types of tentpole programming.\n\n\n\nWith 127.4 million US viewers projected to stream sports regularly in 2027, the opportunity for increased reach and higher viewer engagement has never been greater.\n\n\n\nBring the power of CTV to your advertising strategy\n\n\n\nCTV is quickly becoming an essential part of a successful marketing strategy, offering precise targeting, real-time optimization, and measurable results at the click of a button. \n\n\n\nReady to take your digital marketing campaigns to the next level? StackAdapt can help you seamlessly integrate CTV advertising into your media mix and achieve better performance across every channel.\n\n\n\nSpeak with our team to learn more about StackAdapt’s CTV advertising platform.\n\n\n\nCTV advertising FAQs\n\n\n\n\n\n\n\nCTV advertising costs vary based on the type of marketplace you buy through. In 2024, the Association of National Advertisers reported that the average CPM for CTV was $12.90 USD. But costs can differ significantly by placement type. Private marketplace CPMs averaged $15 USD, while open-market placements averaged around $5.54 USD.\n\n\n\n\n\n\n\n\n\nCTV advertising is typically purchased through programmatic platforms like StackAdapt, which provide precise targeting, detailed campaign measurement, and real-time optimization to improve performance. To learn more, speak with our team.\n\n\n\n\n\n\n\n\n\nCTV advertising is ideal for both brand awareness and performance-driven campaigns, serving businesses of all sizes—from SMBs to enterprise brands—across industries like retail, finance, healthcare, and more.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv","url":"https://www.stackadapt.com/resources/blog/integrate-connected-tv","name":"What is CTV advertising, and why is everyone using it?","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250710124430/20250619_CTV-Advertising.webp?fit=1200%2C600&ssl=1","datePublished":"2025-07-11T12:00:00+00:00","dateModified":"2026-09-09T16:12:25+00:00","description":"Learn the ins and outs of CTV advertising, including its benefits, how it works, and why it’s worth adding to your media mix.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-cc2a492d-345e-4784-a801-3656b3c3d849"},{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-1bbfaea3-364a-4d7a-9800-113ad643777d"},{"@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-4ca3494a-1776-4ec9-a3a2-e6e8b3a5c8ab"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250710124430/20250619_CTV-Advertising.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250710124430/20250619_CTV-Advertising.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a smart TV with streaming devices, representing connected TV advertising"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-cc2a492d-345e-4784-a801-3656b3c3d849","position":1,"url":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-cc2a492d-345e-4784-a801-3656b3c3d849","name":"How much does it cost to advertise on CTV?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CTV advertising costs vary based on the type of marketplace you buy through. In 2024, the Association of National Advertisers reported that the average CPM for CTV was $12.90 USD. But costs can differ significantly by placement type. Private marketplace CPMs averaged $15 USD, while open-market placements averaged around $5.54 USD.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-1bbfaea3-364a-4d7a-9800-113ad643777d","position":2,"url":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-1bbfaea3-364a-4d7a-9800-113ad643777d","name":"How do you advertise on CTV?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CTV advertising is typically purchased through programmatic platforms like StackAdapt, which provide precise targeting, detailed campaign measurement, and real-time optimization to improve performance. To learn more, speak with our team.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-4ca3494a-1776-4ec9-a3a2-e6e8b3a5c8ab","position":3,"url":"https://www.stackadapt.com/resources/blog/integrate-connected-tv#faq-question-4ca3494a-1776-4ec9-a3a2-e6e8b3a5c8ab","name":"What types of advertisers benefit from CTV advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CTV advertising is ideal for both brand awareness and performance-driven campaigns, serving businesses of all sizes—from SMBs to enterprise brands—across industries like retail, finance, healthcare, and more.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What to know about 3rd-party audiences and how to use them in campaigns","datePublished":"2024-09-27T14:56:38+00:00","dateModified":"2026-09-08T21:44:22+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences"},"wordCount":1320,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240926123619/20240905_Third-Party-Audience_Header.webp?fit=1200%2C600&ssl=1","keywords":["1st-party data","audience data","audience targeting","blog","Content Level : 101","lookalike audiences"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Reaching the right audience is one of the most important factors in the success of a digital marketing campaign. You can have great creatives, but if you don’t reach the right audience, they’re unlikely to resonate.\n\n\n\nThere are so many types of audience targeting, it can be overwhelming to choose the best option for your brand and goals, especially if you’re focused on driving awareness, and don’t exactly know where to find your ideal customer. \n\n\n\nThat’s where 3rd-party audiences come in.\n\n\n\nWhat is a 3rd-party audience?\n\n\n\nThird-party audiences are curated data sets made of specific segments collected and aggregated by data intelligence companies. These companies collect user data based on demographic characteristics (like age and household income), online behaviour (such as browsing history), and interests (including hobbies and shopping preferences) from various sources, including websites, apps, and data providers. This information is then organized into relevant audience segments that advertisers can use to expand their reach and improve the precision of their targeting.\n\n\n\nWhat’s the difference between 1st-party and 3rd-party audiences?\n\n\n\nFirst-party audiences and 3rd-party audiences serve different purposes in digital advertising. Knowing when to use each type can improve your campaign results.\n\n\n\nFirst-party data is collected directly from a company’s website, app, or social media channels. It often includes valuable insights like demographic details, behavioural patterns, and user preferences. This data is particularly useful for creating targeted marketing campaigns, allowing companies to reach and engage existing customers and leads with personalized messaging that’s more likely to convert.\n\n\n\nThird-party data, on the other hand, is collected externally and offers advertisers a wide range of information about potential customers, such as their online behaviour, demographic data, and purchase history. This data helps advertisers identify and target new audiences based on their interests and behaviours, allowing them to scale their campaigns beyond their existing customer base.\n\n\n\nAlthough 1st-party and 3rd-party audiences both have their benefits, if you only relied on 1st-party audiences for your campaigns, you’d end up targeting the same group of people over and over again, increasing the likelihood of ad fatigue and limiting your reach. If you’re looking to expand your reach, 3rd-party data can help fill in the gaps. When used together, studies show that 1st-party and 3rd-party data can improve brand favourability and purchase intent.\n\n\n\n\n\n\n\nWhy use 3rd-party audiences in digital marketing?\n\n\n\nThird-party data gives you more data points than 1st and 2nd-party data alone, helping you reach a wider audience and providing information about users you wouldn’t have access to otherwise.\n\n\n\nThat’s why 3rd-party audiences are so important: they bring users to the top of the funnel, allowing you to reach new users who may not have previously interacted with your brand, but have shown interest in similar products or services. Your goal is to get enough scale to increase awareness while still ensuring you’re capturing the attention of individuals who are likely interested in learning more about your offering. \n\n\n\nOnce you have an idea of the types of users you want to target, you can leverage lookalike audience targeting to further expand your reach to additional users who share similar characteristics and behaviours with your target audience.\n\n\n\nFinally, once your 3rd-party audiences and lookalike audiences have visited your site, you can convert them into 1st-party audiences for retargeting and conversion optimization. This is the ideal full-funnel approach to audience targeting.\n\n\n\n\n\n\n\nWhat’s an example of a 3rd-party audience segment?\n\n\n\nThird-party audience segments can come in various types and sizes. Depending on the campaign you’re looking to run and the ideal audience you want to reach, you can find an audience segment that should fit your specific criteria.\n\n\n\nHere are some targeting examples based on specific industries and potential segments you could leverage in the StackAdapt platform:\n\n\n\nAutomotive\n\n\n\nScenario: Vehicle launch campaign to target households looking to buy a new SUV.\n\n\n\nProvider: Polk Audiences from S&P Global Mobility\n\n\n\nSegment Name: Polk Audiences by S&P Global Mobility > In Market > Body Style > Sport Utility Vehicle\n\n\n\nSegment Description: Individuals interested in family cars based on automotive ownership data, surveys, online activity, and social media data.\n\n\n\nHealthcare\n\n\n\nScenario: Pharma brand prospecting people who are likely to be looking for treatment for chronic kidney disease.\n\n\n\nProvider: PurpleLab\n\n\n\nSegment Name: PurpleLab > US > B2C > Nephrology Conditions > Chronic Kidney Disease\n\n\n\nSegment Description: Modeled audience of people who have chronic kidney disease.\n\n\n\nTravel\n\n\n\nScenario: An airline looking to promote one of its routes from Gatwick Airport (UK) to New York.\n\n\n\nProvider: Starcount\n\n\n\nSegment Name: UK Starcount > Custom > AirlineX > Likely Airline Bookers\n\n\n\nSegment Description: Individuals who live within a 2-hour radius of the airport, and have used the airport, associated transit rail, and parking in the past.\n\n\n\nPolitical & public affairs\n\n\n\nScenario: A client wants to persuade a Senator not to support an upcoming legislation or policy. (Senator XYZ = the name of a Senator the user is looking to target.)\n\n\n\nProvider: Atlas Basic (via Unearth)\n\n\n\nSegment Name: Atlas Basic > Political Influencers > U.S. Elected Official > Senator XYZ (R-ND) + Connections\n\n\n\nSegment Description: Atlas Basic political audience for Senator XYZ, reaching 1st-degree friends, classmates, neighbours, donors, supporters, and constituents, plus 2nd-degree staff and consultant connections. Does not include family, personal associates, former colleagues, associates, journalists or opinion leaders.\n\n\n\nHow to use 3rd-party audiences in your media mix\n\n\n\nWith numerous data providers and segments available, it’s easy to incorporate 3rd-party audiences into your digital strategy. Here’s one way to get started.\n\n\n\n1. Identify your buyer personas \n\n\n\nIdentify the goals and pain points of your customers and determine how your business can address them. Use this research to identify common characteristics with your ideal audience. By grouping these characteristics together, you can form the basis for your buyer personas.\n\n\n\n2. Align your personas with 3rd-party audience segments \n\n\n\nDetermine the key characteristics of your buyer personas and match them with 3rd-party audience segments that share these traits. Look for segments that have similar attributes to those of your buyer personas.\n\n\n\nFor example, if your buyer personas include young professionals interested in fitness and wellness, you could leverage 3rd-party audience segments to target users who read health articles, go to the gym, or frequently browse workout gear online.\n\n\n\n3. Build a campaign around those segments\n\n\n\nBecause 3rd-party audiences are best suited for top-of-funnel campaigns, you’ll likely use them in your prospecting to expand your reach to a wider audience. With the right targeting, you can use your creatives to capture the attention of highly-relevant users. \n\n\n\nOnce you have attracted new users through 3rd-party segments, you can retarget them with personalized ads or offers to encourage further engagement and move them down the funnel towards a conversion.\n\n\n\nWant to learn more about 3rd-party audience segments and how you can use them to expand your reach and drive higher engagement with your target audience? Request a demo to learn more about StackAdapt.\n\n\n\n3rd-party audience FAQs\n\n\n\n\n\n\n\nThe benefits of 3rd-party audience data include expanding reach to new customers, enhancing targeting precision, and optimizing campaign performance. It offers valuable insights into potential customers’ demographics and behaviours, helping brands increase awareness, drive engagement, and improve their return on investment.\n\n\n\n\n\n\n\n\n\nFirst-party data is information collected directly from users through interactions like website visits, purchases, or surveys, providing highly-accurate insights. Second-party data is another company’s first-party data shared through a partnership. Third-party data is aggregated by external providers and sold to businesses, broadening audience reach and improving targeting strategies.\n\n\n\n\n\n\n\n\n\nExamples of third-party audience providers include companies like Adsquare and Epsilon. These providers collect and aggregate data from various sources to create detailed audience segments, which advertisers can use to enhance targeting and reach new customers more effectively with their digital campaigns.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences","url":"https://www.stackadapt.com/resources/blog/third-party-audiences","name":"What to Know About 3rd-Party Audiences and How to Use Them","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240926123619/20240905_Third-Party-Audience_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-09-27T14:56:38+00:00","dateModified":"2026-09-08T21:44:22+00:00","description":"Learn what 3rd-party audiences are, why you should incorporate them into your media plans, and how to run a successful marketing campaign using 3rd-party data.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-8b6e8049-257b-40ae-a7df-dc00f541a8af"},{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-21f3def1-760f-4f8a-b9f1-eecc974b47f3"},{"@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-4a4672ef-790c-4d2a-8814-734aa8799e12"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240926123619/20240905_Third-Party-Audience_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240926123619/20240905_Third-Party-Audience_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a folder with different files coming out of it representing 3rd-party audiences"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-8b6e8049-257b-40ae-a7df-dc00f541a8af","position":1,"url":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-8b6e8049-257b-40ae-a7df-dc00f541a8af","name":"What are the benefits of 3rd-party audience data?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The benefits of 3rd-party audience data include expanding reach to new customers, enhancing targeting precision, and optimizing campaign performance. It offers valuable insights into potential customers’ demographics and behaviours, helping brands increase awareness, drive engagement, and improve their return on investment.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-21f3def1-760f-4f8a-b9f1-eecc974b47f3","position":2,"url":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-21f3def1-760f-4f8a-b9f1-eecc974b47f3","name":"What is 1st-party, 2nd-party, and 3rd-party data?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"First-party data is information collected directly from users through interactions like website visits, purchases, or surveys, providing highly-accurate insights. Second-party data is another company’s first-party data shared through a partnership. Third-party data is aggregated by external providers and sold to businesses, broadening audience reach and improving targeting strategies.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-4a4672ef-790c-4d2a-8814-734aa8799e12","position":3,"url":"https://www.stackadapt.com/resources/blog/third-party-audiences#faq-question-4a4672ef-790c-4d2a-8814-734aa8799e12","name":"What are some examples of 3rd-party audience providers?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Examples of third-party audience providers include companies like Adsquare and Epsilon. These providers collect and aggregate data from various sources to create detailed audience segments, which advertisers can use to enhance targeting and reach new customers more effectively with their digital campaigns.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"4 benefits of leveraging dynamic retargeting","datePublished":"2023-07-13T13:08:00+00:00","dateModified":"2026-09-08T21:45:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting"},"wordCount":914,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105405/20230704_Dynamic-Retargeting-Header.webp?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","dynamic retargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Retargeting is an essential piece of your digital advertising strategy. With retargeting, you are able to deliver online ads to a user based on their previous intent-based actions on the web. This tactic is crucial for moving users down the funnel toward a campaign’s desired action.\n\n\n\nIn today’s digital landscape, a personalized experience for consumers is a key consideration at every touch point through the marketing funnel. For e-commerce brands, dynamic retargeting is a specific retargeting strategy that will remind users of your products in a personalized way. \n\n\n\nWhat is dynamic retargeting?\n\n\n\nDynamic retargeting is a strategy in digital advertising that enables marketers to serve ads to a user featuring the most recent product page they visited. Dynamically retargeting serves a native or display ad that contains the exact item a user viewed on a brand’s website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey. \n\n\n\nDynamic retargeting is highly personalized compared to standard retargeting, where generic ads are served to users who have visited a site. Standard retargeting ads remind the user of a brand’s message, whereas a dynamic retargeting ad reminds the user of the exact item they were looking at. \n\n\n\nExample of dynamic retargeting\n\n\n\nDynamic retargeting ads will vary depending on the item a user viewed. In the images below, you can see that Snugglely used dynamic retargeting to remind site visitors of items they had looked at. The ads follow a similar structure, but the image and text varies based on the user’s browsing history. \n\n\n\nIn one example, there’s a reminder about Snugglely’s mattress, in the other, a pillow. Depending on the interest of the site visitor, they will be reminded of the specific product that captured their attention. \n\n\n\n\n\n\n\n4 benefits of dynamic retargeting\n\n\n\nLeveraging dynamic retargeting allows you to reach your retargeting pool, with the most relevant message, not only increasing web traffic, but also encouraging brand recall. Let’s explore 4 key benefits of this retargeting strategy in more detail. \n\n\n\n1. Increases brand recall\n\n\n\nWhen a user visits your site and is retargeted, your brand recall increases as they continue their online journey. Leveraging dynamic retargeting allows you to reach your retargeting pool, with the most relevant message, not only increasing web traffic, but also encouraging brand recall. These users have already shown interest. This is an ideal tactic for e-commerce sites that offer a range of products that appeal to a range of customers.\n\n\n\n2. Creates a personalized experience\n\n\n\nDynamically retargeted ads are personalized toward each individual user. Personalized ads drive purchases because they are more relevant to the consumer’s interests. The retargeted dynamic ad will include imagery and messaging that is personalized to them. These ads also strengthen relationships with existing customers by prompting them to continually engage with your brand. \n\n\n\n3. Reaches mid- to low-funnel audiences\n\n\n\nDynamic retargeting is a useful strategy for reaching mid- to low-funnel audiences because these ads reach consumers who have already shown interest in a specific product. These users are a warmer lead than those who haven’t yet engaged with your site–they are already beyond the consideration stage. \n\n\n\n4. Lowers abandoned cart rates\n\n\n\nFor e-commerce brands, dynamic retargeting can lower abandoned cart rates, and keep the brand and product top of mind for the user who has yet to convert. Or dynamic retargeting can be used as a re-engagement customer strategy for customers who have previously converted. \n\n\n\nWhen to use dynamic retargeting\n\n\n\nSince dynamic retargeting targets users who have visited your website and viewed a specific item, it’s obvious that they are aware of your brand. Therefore, it makes sense to leverage dynamic retargeting as a conversion driven campaign tactic. Create a retargeting pool for this audience and ensure that the ads they are served include a strong call to action (CTA). \n\n\n\nDynamic retargeting: FAQs\n\n\n\nHow does dynamic retargeting work? Dynamic retargeting serves a native or display ad that contains the exact item or service a user viewed on your website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey.   What is retargeting vs. dynamic retargeting? Retargeting enables you to deliver digital ads to a user based on their previous intent-based actions on the web. Standard retargeting serves generic ads to users who have visited your site with the goal of reminding them of your brand. With dynamic retargeting, ads remind the user of the exact product or service they were looking at.  How do I set up dynamic retargeting? To set up dynamic retargeting, you’ll need to decide which elements of the web page you’d like to dynamically generate in your ad. Some key things to include would be the product image, product name, price or unique selling proposition.   \n\n\n\nGet started with dynamic retargeting\n\n\n\nDynamic retargeting is used to support conversion campaigns, since it is intended to move customers through the marketing journey. But, you can experiment with it! \n\n\n\nFor example, try using dynamic retargeting to further engage your audience and provide them with offers or messaging that can drive interest towards brand loyalty and increased engagement.\n\n\n\nWant to get started with dynamic retargeting? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting","url":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting","name":"4 Benefits of Dynamic Retargeting","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105405/20230704_Dynamic-Retargeting-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2023-07-13T13:08:00+00:00","dateModified":"2026-09-08T21:45:50+00:00","description":"Learn what dynamic retargeting is, the benefits it provides, and why you should leverage this tactic as part of your digital strategy.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285339012"},{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285343924"},{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285350319"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105405/20230704_Dynamic-Retargeting-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105405/20230704_Dynamic-Retargeting-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of a dynamic retargeting ad for a travel campaign"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285339012","position":1,"url":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285339012","name":"How does dynamic retargeting work?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Dynamic retargeting serves a native or display ad that contains the exact item or service a user viewed on your website, or custom messaging based on that product’s headline or body copy. This reminds users of the product they’ve shown interest in throughout their online journey. ","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285343924","position":2,"url":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285343924","name":"What is retargeting vs. dynamic retargeting?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Retargeting enables you to deliver digital ads to a user based on their previous intent-based actions on the web. Standard retargeting serves generic ads to users who have visited your site with the goal of reminding them of your brand. With dynamic retargeting, ads remind the user of the exact product or service they were looking at.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285350319","position":3,"url":"https://www.stackadapt.com/resources/blog/benefits-of-dynamic-retargeting#faq-question-1689285350319","name":"How do I set up dynamic retargeting?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To set up dynamic retargeting, you’ll need to decide which elements of the web page you’d like to dynamically generate in your ad. Some key things to include would be the product image, product name, price or unique selling proposition. ","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"How to use sports fan buyer personas in programmatic campaigns","datePublished":"2024-12-12T19:32:36+00:00","dateModified":"2026-09-08T21:43:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns"},"wordCount":1294,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241217074525/20241216_Major-Sports-League-Refresh_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","cpg","retail"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"The former president of South Africa, Nelson Mandela, once said that sport “has the power to change the world… to unite people in a way that little else does.”\n\n\n\nThere’s no denying the impact—and reach—sports have in our day-to-day lives. It entertains, inspires, and connects us in ways other pastimes don’t. (Soccer alone reportedly has 3.5 billion fans worldwide, representing 43.75% of the global population.)\n\n\n\nBut with such a large audience, marketers sometimes struggle to create campaigns that resonate with the right sports fans.\n\n\n\nWhether you’re a retail marketer trying to position your product as the go-to Super Bowl snack or a travel marketer trying to attract fans planning a trip for a once-in-a-lifetime sporting event, here are some insights and strategies you can use to reach the right sports fans with your marketing campaigns.\n\n\n\nSports fan demographics, trends, and insights\n\n\n\nThe strength of any marketing campaign ultimately hinges on the people you’ll target. Here are some key stats demonstrating how big the sports market is and the types of people engaging with it.\n\n\n\nHow much is the global sports market worth?&Nbsp; \n\n\n\nThe global sports market will be worth over $680 billion USD in 2028. This massive industry includes the people, activities, and organizations that help create, support, engage with, and organize sporting events.\n\n\n\nHow large is the audience for major league sports?\n\n\n\nTo understand how large the audience for major league sports is, it helps to narrow things down a bit. Here’s a breakdown of the most-watched 2023/24 regular season and championship games by US sports fans per league:\n\n\n\n\nNFL: Over 123 million viewers watched Super Bowl LVIII.\n\n\n\nMLB: An estimated 14.3 million people watched the 2024 MLB World Series.\n\n\n\nNHL: Over four million viewers watched the 2024 Stanley Cup Finals.\n\n\n\nNBA: An estimated 1.56 million viewers watched the NBA regular season, and 11.3 million people watched the 2024 NBA Finals.\n\n\n\nWNBA: A record-breaking 650,000 viewers watched the regular season.\n\n\n\n\nUnsurprisingly, these major events are big business, especially for retailers. For the 2024 Super Bowl, the average American spent $86.04 USD on food, drinks, apparel (like team merchandise), and other items.\n\n\n\nWho watches live sports?\n\n\n\nThe supposed “sweet spot” for marketing to sports fans is millennials and Gen Zers, with people aged 25 to 44 representing most sports media consumers. (According to the data, the NBA had the youngest fan profile, with 56% of fans under 44.)\n\n\n\nAccording to a 2023 survey in the US, the Hispanic population had the highest percentage of diehard sports fans (40%), followed by Black (32%), White (29%), and respondents of other racial or ethnic backgrounds (21%). Of those surveyed, 44% of avid sports fans were male, compared to 15% female.\n\n\n\nHow do sports fans watch sports?\n\n\n\nTraditional linear TV remains one of the most popular methods for watching sports in the US, particularly among adults over the age of 65 (82%). That said, sports fans are increasingly streaming TV to watch live sports. According to Statista, roughly 95.5 million people in the US watched live sports on digital platforms in 2023, outpacing the number of traditional pay TV sports viewers for the very first time.\n\n\n\n3 sports fan buyer personas for programmatic campaigns\n\n\n\nYou'll want to build buyer personas to take advantage of all this attention. \n\n\n\nBuyer personas help you understand who your customers (and prospective customers) are. With this insight, you can tailor your digital marketing campaigns to meet the specific needs, behaviours, and interests of the members of your target audience.\n\n\n\nLet’s explore three sports fan personas that can help you better understand your audience when planning your next marketing campaign.\n\n\n\n1. Meet Laura: The fantasy leaguer\n\n\n\nLaura is a young unmarried professional, aged 25-34, who lives in Texas and is still paying down student loans from her college education.\n\n\n\nWith a household income between $30 and $60,000 USD, she’s starting to become financially stable with more disposable income. At work, she browses NFL and fantasy sports news and is an avid fan of the Dallas Cowboys.\n\n\n\nLaura uses search terms such as:\n\n\n\n\nNFL fantasy lineup\n\n\n\nFantasy football rankings\n\n\n\nNFL DFS tournaments\n\n\n\nFantasy football trade analyzer\n\n\n\n\nYou’ll find Laura on sites like:\n\n\n\n\nfantasypros.com\n\n\n\nrotoworld.com\n\n\n\nespn.com/nfl\n\n\n\nreddit.com/r/nfl\n\n\n\n\n2. Meet Jack: The party planner\n\n\n\nJack, aged 35-44, is a married professional with children. He’s an avid basketball fan and has a household income between $100–200,000 USD. Every March Madness, he hosts friends at home to watch the games. \n\n\n\nWhile he has a favourite team, he’s more invested in the tournament and the excitement that comes with it. He browses college basketball news and recipe sites at work. He’s always on the lookout for basketball-themed decor, party food, and new drink ideas.\n\n\n\nJack visits pages that contain phrases like:\n\n\n\n\nParty planning tips\n\n\n\nMarch Madness bracket\n\n\n\nParty food\n\n\n\nEasy-to-make drinks\n\n\n\n\nMost often, Jack will browse sites like:\n\n\n\n\nncaa.com/sports/basketball-men/d1\n\n\n\nfoodnetwork.com\n\n\n\nhgtv.com\n\n\n\nfoodandwine.com\n\n\n\n\n3. Meet Rob: The beer enthusiast\n\n\n\nCollege-educated Rob is between the ages of 25 and 34. Compared to Laura and Jack, he’s less interested in the outcome of the game and simply enjoys watching sports with friends for the social aspect of it. He enjoys trying new beers and is more likely to spend on men’s grooming and fashion.\n\n\n\nRob’s recently viewed pages include phrases like:\n\n\n\n\nCraft beer festival\n\n\n\nBest craft beer\n\n\n\nTypes of beer\n\n\n\nBeer of the month\n\n\n\n\nYou’ll likely find Rob on sites such as:\n\n\n\n\nbeeradvocate.com\n\n\n\nfoodfornet.com\n\n\n\nmantelligence.com\n\n\n\ngq.com\n\n\n\n\nProgrammatic advertising tips for connecting with sports fans\n\n\n\nThe world of digital advertising is loaded with opportunities. But it’s also filled with competition and lots of noise, which makes it difficult to stand out among diehard sports fans.\n\n\n\nHere are a few ways you can capture their attention with programmatic advertising.\n\n\n\nUse contextual targeting to reach the right sports fans\n\n\n\nRemember all those keywords, phrases, and websites we listed for each buyer persona above? With contextual targeting, you can use that information to place ads on pages and sites highly relevant to your ideal audience.\n\n\n\nFor example, in StackAdapt, you can create audience segments based on the topics or keywords your ideal audience regularly searches for—like “fantasy football rankings,” “March Madness,” or “craft beer festivals”—or use a tool like Page Context AI to automatically identify and target pages with content that’s contextually relevant to specific phrases or topics your audience cares about.\n\n\n\nConnect with cord cutters and fans who stream live sports\n\n\n\nWith sports fans increasingly cutting ties with cable or using streaming services to access games that aren’t broadcast on traditional linear TV, connected TV (CTV) advertising provides a major opportunity to target your ideal audience and maximize incremental reach. You can use CTV to target sports fans based on their specific interests, behaviours, and demographics or place ads through premium publishers that stream live sports and shows your target audience likes to watch.\n\n\n\nLeverage 3rd-party audiences to expand your reach\n\n\n\nThird-party audience segments are a great way to reach potential customers that match your buyer personas.\n\n\n\nWith StackAdapt, you can target NHL fans, heavy baseball watchers, visitors to NBA arenas, and NFL enthusiasts, just to name a few. You can also target fans of nearly any team in a major league. \n\n\n\nTo stretch your budget even further, be sure to create lookalike audiences. This strategy allows you to reach individuals who exhibit similar online behaviour to people who have visited your site and completed a conversion, making it easier to connect with potential consumers who are more likely to be interested in your offerings.\n\n\n\nReady to get started? Request a demo to learn more about StackAdapt and how you can use it to reach sports fans with programmatic advertising.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns","url":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns","name":"Sports Fan Demographics and Buyer Personas","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/major-league-sports-campaigns#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241217074525/20241216_Major-Sports-League-Refresh_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-12-12T19:32:36+00:00","dateModified":"2026-09-08T21:43:57+00:00","description":"Learn how to leverage buyer personas and insights into diehard sports fans to target the right audience for your marketing campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 digital marketing for finance tips","datePublished":"2023-06-20T13:16:00+00:00","dateModified":"2026-09-08T21:45:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance"},"wordCount":1564,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105401/20230620_Finance-Campaigns-Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","financial services"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In recent years, the finance industry has gone through a digital transformation, with customers increasingly embracing digital products and services, like online banking. Customers today are also turning to digital sources to conduct research before making their financial decisions. \n\n\n\nThis means that digital marketing for finance is more important than ever before. To reach customers where they are, which is online, finance marketers should understand the finance industry funnel. They should build buyer personas, map their customer’s buying journey, and choose the right digital channels and tactics. \n\n\n\nRead on to learn 6 digital marketing for finance tips that you can take to the bank. \n\n\n\nDigital marketing finance tips\n\n\n\n1. Understand the finance industry funnel\n\n\n\nThe finance industry has a unique sales funnel. Understanding it will help you better plan for and manage your digital marketing for finance. Finance products and services often require research on the buyer’s side. When it comes to money and finance, customers know that their purchase decisions should be well-thought-out and informed. \n\n\n\nThis means that your customers are reading—a lot. People take a long time to make decisions involving their finances, and are looking for articles and information from knowledgeable sources.\n\n\n\nThe length of time a prospect spends researching financial services will need to be considered when building your campaign, not only for the length of your campaign, but also for which tactics you use and how to begin selecting your audience. \n\n\n\n2. Build your buyer personas\n\n\n\nThere are a variety of finance products and services within the finance industry, ranging from insurance or tax services, to mortgages or loans. This diversity in offerings means that your ideal audience is also diverse. \n\n\n\nAdvertising a credit card to a new university student or promoting a new mortgage opportunity to a prospective homeowner will require different targeting tactics, audience segments, as well as consideration cycles.\n\n\n\nThe best way to tackle this diversity is by building buyer personas for your various finance services and products. Building a buyer persona is essentially creating a profile of a person who represents the exact centre of your target market. \n\n\n\nThis ideal (but fictional) customer is given a name, age, even a profile picture, and made into a “real” person by leveraging data that you collect. Having a data-informed view of your target audience makes it easier for finance marketers to identify and create ads for these users.\n\n\n\nTo build your personas, you’ll first want to leverage your 1st-party data. This primary data reveals important information on existing audience behaviours, traits, preferences, buying habits, and interests that can inform your personas. This data may also tell you something you didn’t know about your current customers.\n\n\n\nFor example, if you find that customers in the finance industry are typically buying multiple products together at once, you may consider this when targeting lookalike audiences in your media strategy.\n\n\n\nPersonas should be built using data, not hunches. If you try to answer these questions without using reliable data and sources, you might be overlooking some integral points of view that you hadn’t thought of previously.\n\n\n\nNeed some help getting started? Here are some questions to help guide your audience research efforts.\n\n\n\n\nWhat websites do users frequently visit?\n\n\n\nWhat publications do users read regularly?\n\n\n\nHow do users learn new skills?\n\n\n\nDo users typically conduct research before making a purchase? If so, how many sources do they use?\n\n\n\nWho do users trust for product recommendations?\n\n\n\nWhat content format do users prefer (text, photos, video, etc.)?\n\n\n\nAre users loyal to certain brands or technologies?\n\n\n\nWhat key events and/or conferences do users attend?\n\n\n\nDo users consider themselves tech-savvy?\n\n\n\n\n\n\n\n\n3. Map your customer’s buying journey\n\n\n\nNow that you have buyer personas, you can map their individual paths to purchase to determine where your ads will be most effective. In digital marketing for finance, it’s important to consider the entire research process for a potential customer, along with the purchasing stages and all of the ways they might be using channels and devices throughout. This is called “journey mapping.”\n\n\n\nJourney mapping is about reaching the right audience on the right channel or device at the right moment and with the right message. A strong journey map will help personalize your digital marketing strategy so that the journey, and ultimately messaging, resonates with your ideal audience. \n\n\n\nFor example, don’t assume that a couple shopping for a mortgage will only use a desktop computer to research products. You might end up overlooking their mobile activity, which could be integral to the buying process.\n\n\n\nOnce you have mapped out the customer’s buying journey, you can identify the best time to capture their attention with an ad, ultimately increasing the probability that your digital marketing for finance strategy will result in conversions.\n\n\n\n4. Choose the right programmatic channels\n\n\n\nTo effectively reach intended finance audiences, tap into programmatic channels that you can leverage to tell a story, and educate. \n\n\n\nProgrammatic video advertising is the perfect channel for this. With video, you can create an emotional connection between your finance brand and your audience. This medium will capture the undivided attention of your target audience, provide an opportunity to educate them, build brand awareness, and develop trust.\n\n\n\nProgrammatic audio ads are another channel well-suited to digital marketing for finance. Audio is an immersive and intimate medium that leverages storytelling to create a connection between the content and listeners. With audio ads, you can target niche audiences, convey brand personality, and educate your target audience.\n\n\n\n5. Leverage cookieless targeting for your finance marketing\n\n\n\nCookieless targeting delivers ads based on the environment in which an ad appears. It uses algorithms to target ad placements based on keywords, website content, and other metadata. \n\n\n\nThis way, ads are shown to users based on the content they are consuming at that moment in time. Modern cookieless targeting leverages machine learning and artificial intelligence (AI), which has made this targeting method more effective than ever before. \n\n\n\nWith cookieless advertising, when a person is browsing content about a specific topic, it signals their intent at that moment. This is what makes it so powerful for finance campaigns. If a user is reading a blog about how to get their first mortgage, they are in a receptive frame of mind when it comes to content and ads related to mortgage offerings. \n\n\n\n6. Leverage retargeting for your finance campaigns\n\n\n\nRetargeting captures users who have previously shown interest in your financial products or services. With retargeting, you can deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for moving users down the funnel to conversion, or another desired action.\n\n\n\nIf you’re looking to set your finance campaigns apart from your competitors, leverage dynamic retargeting to provide a personalized experience. Dynamically retarget a customer visiting your website and who is browsing through your financial offerings, with ads that personalize the content of the ad, whether native or display, based on the nature of their prior website activity.\n\n\n\nExample of digital marketing for finance\n\n\n\nLet’s explore an example of a strong digital marketing campaign for finance. In this example, we’re targeting millennials who are looking for investment opportunities. \n\n\n\nThis audience is very savvy, and is interested in services that are customizable, and allow them to save on cost. If we were discussing television trends, these would be the cord cutters—they’re cutting fees and cutting out the middle man. They don’t depend on television providers to dictate programming, and they definitely don’t rely on a big bank to dictate the way they invest their money either.\n\n\n\nAs a result, this generation is looking for a finance brand they can align with and investing options that are simple to understand, navigate, and sign up for. Unlike older generations, millennials are not as likely to walk into a bank to speak with a financial adviser. They are online—and more importantly, mobile—and are going to find digital resources to educate themselves on what products work best for their needs. \n\n\n\nTo capture interest, you will need to provide lots of content and video, to remove the clutter of how people traditionally buy stocks. This will help you target millennials who are less familiar with trading and investing.\n\n\n\nLeverage connected TV (CTV) and audio ads to educate this audience, and point them to the relevant information they need. When choosing your audience segments, look for 3rd-party audience segments related to investing. And as the consideration cycle will be longer, retargeting and dynamic retargeting will play a large role in ensuring your brand remains top of mind.\n\n\n\nDigital marketing for finance: Take your leads to the bank!\n\n\n\nSuccess in the finance industry banks on the ability to build long-term relationships with clients. As customers go online to research financial products, banks, and financial institutions need to strengthen their online presence to build brand awareness and trust with them. \n\n\n\nIf you keep each of these digital marketing tips for finance in mind when building your campaigns, you should have no problem capturing a relevant and interested audience that you can count on for success. \n\n\n\nWant to run exceptional finance campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance","url":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance","name":"Essential Digital Marketing for Finance Industry | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105401/20230620_Finance-Campaigns-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2023-06-20T13:16:00+00:00","dateModified":"2026-09-08T21:45:54+00:00","description":"To reach customers where they are finance marketers can leverage these 6 digital marketing for finance tips.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-marketing-for-finance#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105401/20230620_Finance-Campaigns-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105401/20230620_Finance-Campaigns-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"graphic representation of ads for the finance industry"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/connie-yan#person"}],"headline":"The future of data privacy: Where we are now","datePublished":"2019-09-26T15:22:16+00:00","dateModified":"2026-09-08T21:49:28+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy"},"wordCount":1122,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105359/20190909_TheFutureOfDataPrivacy%401x.jpg?fit=1200%2C600&ssl=1","keywords":["blog","privacy","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"There are only four months left before the California Consumer Privacy Act (CCPA) is in effect and compliance deadlines kick-in. According to eMarketer only 8% of businesses said they are prepared. As more direction for CCPA unravels, StackAdapt is monitoring the conversation closely and preparing to guide our customers through the complexities of CCPA.Consumers are becoming more acutely aware of how their Personal Identifiable Information (PII) is being used within the world of digital and increasingly within the advertising ecosystem. With the introduction of the General Data Protection Regulation (GDPR), governments outside of Europe are starting to take note and the next wave of regulation is occurring, as we can see in CCPA. CCPA is due to come into effect in January 2020, and will alter the relationship between publishers and consumers, as well as create significant compliance efforts.\n\n\n\nHow does CCPA compare to GDPR\n\n\n\nCCPA will provide Californian consumers new rights regarding their personal information and imposes several data protection duties to entities conducting business in California. Similarly to GDPR, CCPA will work to encourage transparency in the tech ecosystem and require each player to report data breaches to consumers, to restore consumer confidence.\n\n\n\nThe biggest differentiator between the GDPR and CCPA mechanism would be the opt-in or opt-out consent requirement—GDPR requires opt-in consent, whereas CCPA will only require the opt-out mechanism. Because of this, the anticipated impact on customer databases will not be as significant as experienced with GDPR.\n\n\n\nWho is affected?California residentsEuropean Economic Area (EEA) residentsWhat does it collect?Collects personal information with the slightest chance of being linked to a particular consumer (i.e., address, browsing history, behavioural data)Collects personal information that can be used to identify a person (i.e., address, license plate number, blood type)Who must comply?California businesses of a substantial size (with regard to revenue or number of consumers affected)Any data controllers and data processorsWhat is the basis for consent?Allows sites to collect and sell your data if you sign up or make an online purchase and only offers consumers the right to opt-outRequires consumers to opt-in to data collection by instructing sites to get consent before collecting dataWhat is the response time?Responsible parties have 30 days to respond to a requestResponsible parties have 40 days to respond to a requestWhat are the financial penalties?Companies in breach can be fined up to $2500 per violation or $7500 per intentional violationCompanies in breach can be fined up to 4% of their annual global revenue or 20 million euros*Data is subject to change and framework may adjust overtime. See IAB for updates.\n\n\n\nAlthough these changes are unique to California, there are other states also following suit. New York will be the second state to implement a state-level comprehensive privacy law. The New York Privacy Act (NYPA) is expected to have similar characteristics as CCPA, however the biggest differentiator will be the way of legal action. Under NYPA, any resident of New York will have the ability to file an individual lawsuit against breaching companies, instead of the usual prosecution and fining through the attorney general of each state, as seen with GDPR and CCPA.\n\n\n\nAs the two most populous states work to align with the privacy trend, 15 other states such as Washington, Nevada, and Texas are also looking to implement changes, either amending a pre-existing privacy law or drafting one from scratch. The common fear of CCPA is regarding the avalanche of 49 other state-level processes. Until then, entities will have to comply with each state law and comply with the unique regulations in each state.\n\n\n\nThe implications of CCPA\n\n\n\nCCPA provides California residents new rights to:\n\n\n\n\nKnow what personal information is collected.\n\n\n\nIf personal information is shared or sold, and to whom. \n\n\n\nAccess to and request deletion of their personal information. \n\n\n\nOpt-out of the sale of their personal information .\n\n\n\nReceive equal service and price, even if they exercise their privacy rights.\n\n\n\n\nIn addition to the above, CCPA will create 3 categories of coverage: business, service provider, third parties. Each category of coverage has different CCPA compliance obligations—businesses for example have more compliance obligations than third parties and service providers. The complete compliance obligation details are laid out in the IAB Roadmap for CCPA.\n\n\n\nWith the categories specified rather broadly, the implications for the digital advertising industry are somewhat unknown—specifically coverage for demand-side platforms (DSPs) and supply-side platforms (SSPs). Some contend that DSPs and SSPs are each considered a “business” because they leverage client personal information. Others contend that they are in fact “service providers” to publishers and advertisers. And of course, there are others who believe DSPs and SSPs should be considered “third parties”.\n\n\n\nIn addition to these differences in opinion and formal agreement on what a DSP or SSP should be defined as, there exists the “programmatic paradox”, which challenges OpenRTB as an uncompliant model to begin with. This has sparked many questions such as:\n\n\n\n\nHow does an SSP send personal information to a DSP, using OpenRTB, when neither of them know whether the consumer has received explicit notice and what the opportunity is?\n\n\n\nWhen a consumer opts out, does CCPA bar the delivery of a personalized ad, or bar the “sale” of personal information for the delivery of a personalized ad?\n\n\n\nIs there still a way to use Real-Time Bidding (RTB) and recover some value in ad serving after consumer opts out?\n\n\n\nWhat conduct in ad serving through RTB would be problematic after consumers opt out?\n\n\n\n\nAs more concerns such as these continue to arise, the digital advertising industry is also becoming increasingly regulated, as has historically happened in other industries.\n\n\n\nThe ongoing discussion\n\n\n\nMuch still remains up in the air with CCPA, despite the deadline drawing near. As part of the ongoing privacy discussions occurring in congress, we’ve identified some key points that you should be aware of:\n\n\n\n\nThe creepiness factor has grabbed the attention of House and Senate members, but issue and conflation and demagoguery are rampant.\n\n\n\nThat bill will likely be seen as the main congressional product on privacy, and will provoke sustained industry advocacy through 2020.\n\n\n\nThe draft that Privacy for America produces, which IAB is constructing as part of a cross-industry coalition, will be a main driver for congressional consideration.\n\n\n\nRepublican Members of Congress have stated that the federal preemption must be included for any bill to pass the House and Senate.\n\n\n\nDemocrats insist that CCPA-like language must be the “floor” for any piece of draft legislation.\n\n\n\n\nStackAdapt will continue to monitor CCPA progress and communicate with our clients accordingly—including the publication of future blog posts. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy","url":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy","name":"The Future of Data Privacy | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/intro-to-ccpa-data-privacy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105359/20190909_TheFutureOfDataPrivacy%401x.jpg?fit=1200%2C600&ssl=1","datePublished":"2019-09-26T15:22:16+00:00","dateModified":"2026-09-08T21:49:28+00:00","description":"The California Consumer Privacy Act (CCPA) is coming into effect. StackAdapt is monitoring the change and prepared to guide our customers.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt places no. 69 on the Globe and Mail’s brand-new ranking of Canada’s top growing companies","datePublished":"2019-09-27T14:03:58+00:00","dateModified":"2026-09-08T21:49:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019"},"wordCount":505,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105358/20190925_GM2_1600x600.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019","url":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019","name":"StackAdapt Named Top Growing Company in 2019 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105358/20190925_GM2_1600x600.png?fit=1200%2C600&ssl=1","datePublished":"2019-09-27T14:03:58+00:00","dateModified":"2026-09-08T21:49:27+00:00","description":"StackAdapt is pleased to announce it placed No. 69 on The Globe and Mail's inaugural ranking of Canada’s Top Growing Companies.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/canadas-top-growing-companies-2019#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105358/20190925_GM2_1600x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105358/20190925_GM2_1600x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Logo for The Globe and Mail's Canada's Top Growing Companies in 2019"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vitaly-pecherskiy#person"}],"headline":"4 perspectives that outline the evolution of native advertising","datePublished":"2017-07-13T04:00:48+00:00","dateModified":"2026-09-08T21:49:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising"},"wordCount":715,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105349/2400-1256-native-evolution.jpg?fit=2400%2C1256&ssl=1","keywords":["native"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"It has been four years since my Co-Founders and I coined the term \"Programmatic Native Advertising\". But though the term has remained constant, our understanding of our company’s core technology has evolved over time. \n\n\n\nAs the digital advertising landscape becomes increasingly sophisticated, both StackAdapt and myself have shifted our perspectives more than once. The four perspectives listed below outline the evolution of native advertising:\n\n\n\n\n\n\n\n1. Native advertising as an answer to banner blindness\n\n\n\nIn the early days, we looked at native advertising as a solution to combat banner blindness. Native ads easily saw a 10x lift in click-through rates. They looked great on mobile and we were convinced that in the next 5 years, the whole internet would be responsive, mobile-ready, and monetized through native ads. \n\n\n\nOf course, later we would discover that this was only one part of a much bigger picture. We failed to take into consideration strategies that combined native with other formats, such as display and video in order to generate leads.\n\n\n\n2. Native advertising as a vehicle for content distribution\n\n\n\nIn 2015, when trying to understand which assets were most likely to be promoted by our clients, we found that many brands we’re looking to drive more users to blogs, articles, and other forms of content.\n\n\n\nDigging deeper we realized that content marketing was absolutely blowing up. With increased competition in virtually every product vertical, more brands wanted to deliver value to consumers and stand out through great storytelling and visuals. The challenge, we recognized, was in distributing this content.\n\n\n\nThe benefits of SEO took a very long time and social had become so competitive that it was increasingly hard to break through the noise. Companies required ways to reach more people quickly and given its non-intrusive delivery, native advertising was a natural fit.\n\n\n\n3. Native advertising as a vehicle for customer acquisition\n\n\n\nFor the longest time we were in denial about native’s ability to hit conversion goals. Instead, we saw it as a distribution channel for content. \n\n\n\nHowever, no matter how much education we provided, some companies refused to point their ads towards content, opting instead to drive audiences to conversion centric landing pages. And I understand why. They had spent so much time optimizing their landing pages for hard conversions that it made little sense to drive users anywhere else. So, we embraced the idea that it is the clients’ decision whether to drive users to content or landing pages, and instead started educating them on how to build creative and write copy that would clearly communicate what users will see post-click.\n\n\n\nSo, 2016 marked an important year for us–we felt we had finally arrived at the essence of what digital advertising is all about. \n\n\n\nIn order to understand the main problem our customers were facing, we went through an exercise of asking, much like that of a curious toddler, “Why, why why?” Here is what it looked like:\n\n\n\n\nWe offer our clients software to buy native advertising. Why?\n\n\n\nBecause they want to distribute content. Why?\n\n\n\nBecause they want more people to read it. Why?\n\n\n\nTo build awareness about their product. Why?\n\n\n\nSo, that eventually consumers buy their product.\n\n\n\n\n\n\n\n\nHaving gone through this exercise, the answer is clear: Every company in the world needs more customers. And our job now is to advance our technology so it moves us closer to solving for the problem of customer acquisition.\n\n\n\nAcknowledging native advertising as a customer acquisition tactic, our focus in 2017 has turned to performance. I am not talking about performance as in high CTR. I am talking about lead generation and sales.\n\n\n\n4. Building the engine for business growth\n\n\n\nAs 2017 pushes on, we see more opportunities to help companies not only drive leads or sales, but to help them on-board a full-stack, end-to-end solution for growing their business through perpetual customer acquisition. \n\n\n\nWe will continue investing in data and machine learning capabilities to advance our predictive capabilities to accomplish just that. Regardless of the goal: awareness, engagement, or conversion, the objective for us remains to build world’s best software connecting consumers with products that matter to them. \n\n\n\nNative advertising always has and always will be a major part of that mission.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising","url":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising","name":"Evolution of Native Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105349/2400-1256-native-evolution.jpg?fit=2400%2C1256&ssl=1","datePublished":"2017-07-13T04:00:48+00:00","dateModified":"2026-09-08T21:49:55+00:00","description":"StackAdapt's COO and co-founder, Vitaly Percherskiy offers 4 perspectives that outline the evolution of Native Advertising.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/4-perspectives-that-outline-the-evolution-of-native-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105349/2400-1256-native-evolution.jpg?fit=2400%2C1256&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105349/2400-1256-native-evolution.jpg?fit=2400%2C1256&ssl=1","width":2400,"height":1256,"caption":"illustrative graphic of the evolution of a native ad"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/walled-gardens#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/walled-gardens"},"author":[{"@id":"https://www.stackadapt.com/resources/author/alesia-commisso#person"}],"headline":"4 key things every marketer should know about walled gardens","datePublished":"2021-05-26T13:00:00+00:00","dateModified":"2026-09-08T21:48:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/walled-gardens"},"wordCount":841,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/walled-gardens#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105340/Walled-Gradens-Header_Blog-Header.jpg?fit=1201%2C601&ssl=1","keywords":["programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"You may have heard the term “walled gardens'' used to describe the way major online platforms keep control of their data. A great example of a walled garden in digital marketing is Facebook. Through a closed ecosystem, Facebook sells its own inventory, while also representing the demand side and controlling the price of its ad slots\n\n\n\nWe take for granted that our social campaigns live in segregated worlds that are distinct from our other programmatic channels, like native, display, audio, video and connected TV (CTV). But what if this wasn’t the case? What would the world look like if the walls of the internet came tumbling down?\n\n\n\nHere are 4 key things that every marketer should know about walled gardens.\n\n\n\nWhy walled gardens exist in the first place\n\n\n\nThe answer is quite simply, because they can. When it comes to advertising, giant firms like Facebook and LinkedIn hold all their own cards. The amount of data they have on users who readily allow access to personal information such as age, gender, location, interests and browsing behaviour is unprecedented. Why would a company with that kind of exclusive access invite competition?\n\n\n\nClosed platforms also provide benefits to the end user. With a closed loop, the user has access to more accurate forecasting and optimization of the available data. No one has a firmer grasp on the tendencies of their customer base like today’s major social media platforms. This solid grasp of browsing behaviour is what enables social platforms to provide more enjoyable news feeds, and relevant ads.\n\n\n\nThe limitations of walled gardens\n\n\n\nOne of the foremost challenges of modern digital marketing is an overabundance of tools with limited integration capacities. In today’s digital marketing ecosystem the number of platforms and channels that marketers run campaigns across can bring challenges. For example, it can be difficult to reconcile various success metrics in order to determine a cross-platform ROI on marketing investment.\n\n\n\nEven with automation software, closed platforms add to this complexity by keeping campaign intelligence siloed. Comparing performance between walled gardens and the open market can be incredibly tough, making budget allocation a shot in the dark. \n\n\n\nOf course, data within closed platforms must stay within those platforms. Learnings gleaned from the sophisticated targeting capabilities of walled gardens cannot always be replicated in your next open market campaign. This means that you’re unable to optimize or share your budget across platforms, which leads to audience fragmentation.\n\n\n\nWith fragmentation comes limited optimization capabilities. For example, you may know from experience that users who like a specific brand would also be interested in your product. Unfortunately, in many cases you have no way of targeting those consumers outside of the closed environment. Moreover, most users are on a combo of different platforms. While you can’t expect that everyone is on Facebook or LinkedIn, it’s safe to assume that users are visiting pages outside of walled gardens. \n\n\n\nA world without walled gardens \n\n\n\nThe benefits of data integration would be enormous for digital marketers. If walled gardens joined the open market, we would have:\n\n\n\n\nAccess to a broader audience set.\n\n\n\nIntelligent bidding and targeting capabilities (the learnings from one platform could be implemented across the board to increase optimization).\n\n\n\nSophisticated targeting could be put to use in the open market which in many cases would mean lower costs for advertisers.\n\n\n\nOn the other end, open market learnings could be now applied to currently closed platforms.\n\n\n\n\nWill the walls ever come down?\n\n\n\nIt’s doubtful that data powerhouses such as Facebook and LinkedIn will ever fully integrate with the wider internet. But there are certainly workarounds. For example, it is possible to directly integrate with a closed platform’s API and replicate the behaviour of the platform within the software you use for the rest of your programmatic advertising needs.\n\n\n\nIn this case, although you still can’t squeeze data out of the walls, the two tools can now communicate to each other in a way that allows for some integration of targeting methods and something called “lookalike audiences”. Lookalike audiences take the attributes of a particular data set (a.k.a., audience) and use those same attributes to target that same group within the closed platform.Better yet, an alternative to these workarounds is to add native advertising into your media mix. Native ads make use of the same delivery as social—they still have a headline, body text and content, and the creative calls out the user the same way it does on social.\n\n\n\nThe ads can be served on familiar sites including news sites and blogs, meaning the viewers have some level of trust, and they better align with your other programmatic channels. Another great benefit? Programmatic native gives you access to a less expensive cost per impression than you’ll find on paid social. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/walled-gardens","url":"https://www.stackadapt.com/resources/blog/walled-gardens","name":"What You Should Know About Walled Gardens | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/walled-gardens#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105340/Walled-Gradens-Header_Blog-Header.jpg?fit=1201%2C601&ssl=1","datePublished":"2021-05-26T13:00:00+00:00","dateModified":"2026-09-08T21:48:07+00:00","description":"StackAdapt explains why walled gardens exist, their limitations, and how to work around them when running multi-channel campaigns.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Video marketing metrics you should care about (other than conversions)","datePublished":"2021-07-23T13:00:00+00:00","dateModified":"2026-09-08T21:47:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics"},"wordCount":899,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105332/video_FINAL-header.png?fit=1200%2C601&ssl=1","keywords":["Content Level : 101","measurement","video"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"In recent years, video advertising has gained significant popularity amongst advertisers. According to Wyzowl’s 2021 State of Video Marketing report, 87% of video marketers report that video gives them a positive return on investment (ROI). One reason why video performs so well is that this ad format incorporates audio and visual elements that appeal to multiple senses. Video ads like native, native outstream, in-stream and interstitial capture—and hold—the attention of viewers.\n\n\n\nWhy video marketing metrics are important\n\n\n\nMetrics are an important part of any programmatic campaign. Regardless of if you're running a campaign on video, native, display, audio, or another channel, metrics are what will measure the success (and ROI!) of your media mix. \n\n\n\nVideo metrics provide insights that allow you to optimize and improve your video campaigns. It's only through tracking views, completion rate, and other metrics that you can understand where the pain points and strengths of your video are, and then make adjustments accordingly. \n\n\n\nTo help you get started with video marketing metrics, we’ve summarized the key metrics that you should be tracking. \n\n\n\nWatch time and completion rate\n\n\n\nWatch time and completion rate measure how much of your video a user watched. These rates help determine whether or not your audience is finding the content you’ve produced engaging. Watch time measures the exact amount of seconds that a viewer watched, and completion rate measures how many viewers watched your video in full. \n\n\n\nHow to achieve high-watch time and video completion rates\n\n\n\nThe goal is always to achieve high watch time and a high completion rate. If those metrics are performing, then you know viewers are engaged with your video campaign. \n\n\n\nOne of the biggest mistakes marketers continue to make in video advertising is telling rather than showing. Video is a visual medium. A diatribe on the benefits of your product or service won’t hold the attention of viewers. \n\n\n\nInstead, focus on creating enticing content that captures attention from the start, and tells a story. Plan creative that resonates with the demographic you’re trying to reach by aligning your messaging with your customer profiles, and leverage humour and entertainment to hold attention. \n\n\n\nCost per completed view (CPCV)\n\n\n\nCost per completed view (CPCV) measures the amount paid by an advertiser to the publisher once a video has been viewed through to completion.\n\n\n\nWhat causes a high cost per completed view\n\n\n\nCPCV is calculated by dividing your total ad spend by the number of completed video views. Traditionally, CPCV prices between $0.10-0.30, but alternative formats such as native outstream perform at an average of $0.02. If your CPCV is high, it’s best to re-evaluate your creative, your video format, and your distribution plan because one of these things just isn’t working for you.\n\n\n\nHow to ensure a low CPCV\n\n\n\nIf you’re finding you have a high CPCV, then something is off with your video strategy. Perhaps your video isn’t performing well due to the type of ad inventory you’ve opted for, maybe viewership is continually dropping off at the 32-second mark. \n\n\n\nThe best way to combat high prices is to continually test a variety of formats, video lengths and distribution channels. As much as we’d love a one size fits all solution, each campaign is unique and requires A/B testing and continued optimization.\n\n\n\nMore video metrics to track\n\n\n\nWatch time, completion rate, and CPCV are great metrics to start out with when digging into your video marketing data. Once you’re comfortable with these, you can begin exploring your data in more detail. \n\n\n\nBelow are some of the metrics that you can use to optimize your video campaigns with even more precision:\n\n\n\n\nVideo starts: This metric tells you how many times your video has been started. Note that this metric is great for understanding how many viewers your video reached, but it doesn’t provide insight into how long they watched or how engaged they were with the video.\n\n\n\nQuartile completion: This metric enables you to dig deeper into analyzing watch time. It tracks the number of impressions for which an ad clip played to the end of the first quarter of the video's total length. You can leverage this metric when trying to understand video dropoff: the point at which viewers are losing interest in your ad. And, you can retarget based on the time a user watched until with relevant messaging to complete the story, if they didn’t finish the ad.\n\n\n\nCompletes: This metric reports the number of times that 100% of your video was viewed. It’s important to distinguish this metric from completion rate. Completion rate is the percentage of times the video played to the end, whereas completes are presented as a number. \n\n\n\n\nGet started with video marketing metrics\n\n\n\nAs with all marketing content, it’s important to measure the effectiveness of every video you publish. By leveraging the metrics we’ve mentioned above, you can establish goals for your video campaigns, benchmarks to achieve, and you can determine where your campaigns may be falling short. From there, you can make tweaks to improve your results and reach those video marketing goals.\n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics","url":"https://www.stackadapt.com/resources/blog/video-marketing-metrics","name":"Video Marketing Metrics | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/video-marketing-metrics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105332/video_FINAL-header.png?fit=1200%2C601&ssl=1","datePublished":"2021-07-23T13:00:00+00:00","dateModified":"2026-09-08T21:47:52+00:00","description":"Learn the basics of video marketing metrics so that you can plan, launch, and optimize video campaigns that perform.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt ranked a top 20 innovative company by CIX","datePublished":"2017-09-08T13:31:00+00:00","dateModified":"2026-09-08T21:49:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix"},"wordCount":264,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813201529/CIX.webp?fit=1200%2C628&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix","url":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix","name":"StackAdapt Ranked a Top 20 Innovative Company by CIX | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813201529/CIX.webp?fit=1200%2C628&ssl=1","datePublished":"2017-09-08T13:31:00+00:00","dateModified":"2026-09-08T21:49:54+00:00","description":"StackAdapt has been ranked a Top 20 Innovative Canadian Technology Company by CIX (Canadian Innovation Exchange).","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-top-20-innovative-company-cix#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813201529/CIX.webp?fit=1200%2C628&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260813201529/CIX.webp?fit=1200%2C628&ssl=1","width":1200,"height":628,"caption":"StackAdapt team"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Startup 50: StackAdapt makes Canada’s list of top growing companies","datePublished":"2017-09-14T15:49:05+00:00","dateModified":"2026-09-08T21:49:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking"},"wordCount":227,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815013442/header-1200x628_Fin.webp?fit=1200%2C628&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking","url":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking","name":"StackAdapt Makes the STARTUP 50 Ranking | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-startup-50-ranking#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815013442/header-1200x628_Fin.webp?fit=1200%2C628&ssl=1","datePublished":"2017-09-14T15:49:05+00:00","dateModified":"2026-09-08T21:49:53+00:00","description":"Canadian Business and PROFIT unveiled StackAdapt as No. 39 on the 2017 STARTUP 50 ranking of Canada’s Top New Growth Companies","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ned-dimitrov#person"}],"headline":"Ads.txt: Latest defence against ad fraud could save marketers millions","datePublished":"2017-09-28T15:00:29+00:00","dateModified":"2026-09-08T21:49:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection"},"wordCount":644,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815014549/what-is-ads.txt-fraud-protection.webp?fit=1200%2C628&ssl=1","keywords":["security"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"As digital advertising investment soars, ad tech continues to be a leaky boat riddled with fraud and brand safety issues. But the tides are changing. Here's everything you need to know about ads.txt, the latest tool in the fight against programmatic ad fraud.\n\n\n\nWhat is ads.txt\n\n\n\nAds.txt is a digital marketer's best friend. It’s a simple and sleek tool that fights one of the most common forms of fraud: Domain spoofing. On a basic level, ads.txt is a text file placed on a publisher site listing all of the exchanges the publication works with and the type of inventory those exchanges support.\n\n\n\nThe tool allows buyers to filter out imposter domains by ensuring their advertising software (DSP) is using this ads.txt file as part of their quality assurance initiatives, especially for popular sites.\n\n\n\nThis way, marketing dollars aren’t wasted on fraudulent domains posing as major league publishers. Major publishers (ironically considered the safest sites due to their credibility) are often targeted by cybercriminals due to the high price of inventory. It’s like robbing a major bank rather than a corner store.\n\n\n\nAccording to IAB, “The mission of the ads.txt project is simple: Increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.”.\n\n\n\nWhat this means for advertisers\n\n\n\nLess waste! To say ads.txt can prevent billions of dollars being lost to wasted ad budgets is true. But it also preserves the hard work of agency creatives who generated the ad, and digital marketers and media buyers who strategized and ran the campaign. If you factor (wo)man-power into the cost of misplaced ads, the savings are astronomical.\n\n\n\nIs domain spoofing really a problem?\n\n\n\nAccording to a report by Digiday, the Financial Times recently discovered fraudulent inventory of over $1 Million dollars per month. “We are working with partners to support the adoption of ads.txt by all publishers, as part of our ongoing efforts to help clean up digital advertising,” said Jon Slade, FT.com’s Chief Commercial Officer.\n\n\n\nEarlier this year, over 6,000 premium domains were spoofed in a breach now known as the Methbot Scheme. This initiative, led by a Russian cybercrime ring, generated as much as $5 Million in revenue per day\n\n\n\nShort answer, yes.\n\n\n\nHow ads.txt works\n\n\n\nEngineers employed by publishers drop a simple text file onto their domain using an “ads.txt\" URL. For example, if you want to see Forbes' list of valid exchange partners, simply type www.forbes.com/ads.txt into your browser and this will pop up:\n\n\n\n\n\n\n\nYour DSP's QA team will use this list to flag any suspicious exchanges during the ad audit process, ensuring your ad and budget are channeled to the authentic site rather than a spoofed domain.\n\n\n\nWhile this process is currently manual, sites will likely be crawled automatically in the near future.\n\n\n\nAre publishers adopting ads.txt\n\n\n\nAs of September 6th, 2017: “Of the 500 most-trafficked sites in the US, only 34 use ads.txt, according to a recent analysis by MarTech Today,” cited Digiday. However, this number is said to be increasing rapidly.\n\n\n\nIn the publishing world, ad fraud is often on the back burner for overloaded and time constrained engineers. As advertisers, it is our job to champion the benefits of this new tool and put pressure on the publishing industry to speed up adoption.\n\n\n\nTaking action\n\n\n\nAds forwarded to fraudulent sites should affect publisher credibility. But this will only affect ad sales if buyers choose to blacklist sites who haven’t instituted basic measures of protection.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection","url":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection","name":"Ads.txt: Latest Defence Against Ad Fraud | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-ads-txt-fraud-protection#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815014549/what-is-ads.txt-fraud-protection.webp?fit=1200%2C628&ssl=1","datePublished":"2017-09-28T15:00:29+00:00","dateModified":"2026-09-08T21:49:52+00:00","description":"StackAdapt has laid out everything you need to know about ads.txt, the latest tool in the fight against programmatic ad fraud.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt launches Unbiasify to reduce unconscious bias in recruiting","datePublished":"2017-10-11T12:00:14+00:00","dateModified":"2026-09-08T21:49:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify"},"wordCount":433,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815064503/stackadapt-launches-unbiasify.webp?fit=1200%2C628&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify","url":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify","name":"StackAdapt Launches Unbiasify | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-launches-unbiasify#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260815064503/stackadapt-launches-unbiasify.webp?fit=1200%2C628&ssl=1","datePublished":"2017-10-11T12:00:14+00:00","dateModified":"2026-09-08T21:49:52+00:00","description":"StackAdapt continues its support for diversity in tech through the launch of “Unbiasify” an open-source project that helps eliminate bias from recruiting.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"6 tips to drive campaign success with native ad formats","datePublished":"2023-11-08T18:00:00+00:00","dateModified":"2026-09-08T21:45:29+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats"},"wordCount":1191,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251219124400/20231012_Native-Ad-Formats-_Final-1.png?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","creative","native"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"A few years ago, native advertising was a shiny new advertising strategy that could be used as a primary marketing medium. Today, it’s considered a common channel in media mixes, and is often leveraged as part of a larger multi-channel strategy. \n\n\n\nIn 2023, US spend on native ads grew by 12%, year over year. This shows that despite being one of the “classic” programmatic advertising channels, investment in native continues to grow as advertisers benefit from this tried-and-true strategy. \n\n\n\nNative advertising matches the look, form, and feel of the media format that they appear in. Unlike banner or display ads, native ads don’t really look like ads at first glance. They perfectly blend into the content that a user is viewing online, which avoids being disruptive to the user’s experience.\n\n\n\nRead on to learn the most common native advertising formats available for your programmatic advertising campaigns. And walk away with 6 essential tips for developing your native ad creative, so that you can create native ads that deliver results. \n\n\n\nNative advertising formats to know\n\n\n\nBefore we dive into tips for native ad creative, let’s go over the 3 most common native ad formats for programmatic campaigns. \n\n\n\n1. In-feed native ads\n\n\n\nPioneered by social platforms, in-feed native advertising is the most common form of native ad. The primary reason for its wide adoption is its “mobile-first” approach and ability to drive users to advertisers’ owned media properties. It includes promoted listings and paid results.\n\n\n\n\n\n\n\n2. In-ad native advertising \n\n\n\nThis format uses the elements of a native ad, including image, headline, body, and brand logo. In-ad native ads occur within display inventory of a given page. Advertisers can achieve greater reach, while still using the elements that make native ads so engaging, when native inventory is limited.\n\n\n\n\n\n\n\n3. Content recommendation widgets\n\n\n\nContent discovery widgets are typically found at the bottom of an article. Largely seen as a means for publishers to drive traffic and monetize their content, some advertisers see value in reaching a wide audience in a cost-effective manner through content recommendation.\n\n\n\n\n\n\n\n6 tips for native ad creative that drives engagement\n\n\n\nYou know the native ad formats available, but it’s essential to know how to make your native ads stand out. Here are 6 essential tips for developing native ad creative that will drive engagement.\n\n\n\n1. Write a compelling headline\n\n\n\nThe headline for a native ad is often the first part of the ad that a user will see and read. Given this, you’ll want it to capture and hold attention. There are a few ways you can ensure your headline has an impact.\n\n\n\nNothing prompts interest quite like a big, bold question. Draw your audience in by posing your headline as a query or concern that resonates with them. Just make sure your content actually answers the question posed, otherwise ad clicks won’t convert into meaningful interactions.\n\n\n\nMany headlines make complete sense to product experts, but very little to the average consumer. If an audience doesn’t understand your message, they are unlikely to click on your ad. It’s important to ensure your native ad content distills your brand’s messaging into digestible content that resonates with your target audience. \n\n\n\n2. Leverage the description to drive click throughs\n\n\n\nOne of the biggest benefits of native ads is that you can summarize your content beyond just the headlines. In the description (or subheading), you can further clarify the value that users will find in your content, should they click through. \n\n\n\nTo craft the description in your native ad, you can draw from the content itself. Repurpose a line from the blog or landing page that you’re driving users to. Just ensure that the description summarizes what your audience will take away from the content. If your headline is posed as a question, provide the answer to that question right there in the description. \n\n\n\n3. Write native ad copy in natural language\n\n\n\nWhen native ad copy is complex, long, or has an academic tone, you’ll lose the interest of users who scroll by. This is because audiences want to be communicated with in an authentic, natural way.Native ad copy should be written in a friendly, conversational, and accessible tone. By addressing readers as if you were simply chatting with them over a cup of coffee, you'll create a sense of relatability and engagement that just can't be achieved with formal language.\n\n\n\n4. Include a clear call to action (CTA)\n\n\n\nNative ad formats work really well for building brand awareness, but they can also drive click throughs. Many brands leverage native advertising’s high click-through rates for direct response campaigns. \n\n\n\nRegardless of the type of campaign, it’s best practice to include a clear CTA. It should be explicit about the action you want users to take. For example, if your native ad is driving to a landing page for a free trial, the CTA should describe that. In this scenario, the CTA could be, “click to start your free trial.”\n\n\n\n5. Design native ads with inclusivity in mind\n\n\n\nBe sure to take an inclusive design approach to your ad’s visual look. The goal of inclusive design is to provide the best user experience for as many people as possible. Rather than a one-size-fits-all approach, inclusive design aims to create content that is accessible to a diverse range of users. \n\n\n\nThis is done by addressing the common barriers that users face, the environments users may be in, as well as providing different ways that users can engage. For example, low contrast images may be difficult for some users to read. The best way to go is dark colours on light colours, or light on dark. \n\n\n\n6. Drive to high-quality content\n\n\n\nIt’s best practice to build your native campaign around an engaging piece of content that provides value to readers. Your native ad should drive to a blog, landing page, or another piece of content that is enriching for your audience.  \n\n\n\nThe content should answer a question, provide valuable information, or entertain. By providing genuine benefits to your audience, you'll win their trust and foster a positive relationship with them. Whether it's a clever tip or an entertaining video, the key is to make your content memorable and worth sharing.\n\n\n\nGet started with native advertising\n\n\n\nAt its core, native advertising describes the intersection of beautifully customized native content delivery and the power of programmatic technology. Regardless of which native ad format you choose, leveraging native advertising can help you build audiences, drive an action, or promote content marketing efforts. This ad format is highly scalable and beneficial to a multi-channel strategy. \n\n\n\nWant to run exceptional programmatic campaigns? Request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats","url":"https://www.stackadapt.com/resources/blog/native-advertising-formats","name":"Native Advertising Best Practices and Tips | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251219124400/20231012_Native-Ad-Formats-_Final-1.png?fit=1200%2C600&ssl=1","datePublished":"2023-11-08T18:00:00+00:00","dateModified":"2026-09-08T21:45:29+00:00","description":"Learn the most common native advertising formats available for your programmatic campaigns and best practices for creating native ads.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/native-advertising-formats#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251219124400/20231012_Native-Ad-Formats-_Final-1.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20251219124400/20231012_Native-Ad-Formats-_Final-1.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of sponsored content blending into a recipe website layout, demonstrating native advertising formats."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kaitlin-forbes#person"}],"headline":"3 campaign hacks that save you time and money","datePublished":"2017-10-31T16:24:09+00:00","dateModified":"2026-09-08T21:49:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time"},"wordCount":370,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105320/ad-campaign-hacks.png?fit=1200%2C628&ssl=1","keywords":["creative","holiday","multi-channel","performance"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Spooked by the thought of setting up your next programmatic ad campaign? Worried you’re not being as efficient as you could be? Here are three tricks (and treats) to make sure you’re creepin’ it real as holiday campaign season approaches.\n\n\n\nEven with a great user interface and constant customer support, today’s technology requires a healthy dose of planning and strategy. That being said, there are a handful features that can make campaign set up that much easier and ensure you’re optimizing your programmatic budgets. Here are our top 3:\n\n\n\n1. Multi-flight campaigns\n\n\n\nIf you’re someone who usually sets up multiple versions of the same campaign because you require specific start and end dates (usually based on past performance), save yourself time by setting up a multi-flight campaign. This feature means you no longer have to set up and run separate campaigns for each flight and eliminates wasted spend on sub-par flight dates.\n\n\n\nBonus, all the data from each flight can be applied to the subsequent flights in the campaign to improve learnings and overall campaign performance, spending your budget more effectively and ultimately, saving you money.\n\n\n\n2. Multi-creative uploads\n\n\n\nUploading your creatives in bulk is an instant time saver. StackAdapt, for example, allows multi-creative uploads and auto crops them to fit our native ad specs. \n\n\n\nIn addition, each creative has its own performance data so you can monitor success and pause the images and headlines that aren’t resonating with your audience, allocating more budget to the ads driving the most ROI for your brand.\n\n\n\n3. Track your campaign history\n\n\n\nBe sure to track the history of changes made to a specific campaign, insertion order or creative so no member of your crew is left out of the loop. This sounds obvious but is an often overlooked aspect of campaign creation and saves valuable time better spent optimizing.\n\n\n\nKeeping a clear view of the campaign’s history also leads to a better understanding of campaign performance. You’re able to monitor the impact of changes as they occur so you can make more informed decisions on creatives, domains, supply sources and more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time","url":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time","name":"3 Campaign Hacks That Save You Time and Money | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/campaign-hacks-save-time#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105320/ad-campaign-hacks.png?fit=1200%2C628&ssl=1","datePublished":"2017-10-31T16:24:09+00:00","dateModified":"2026-09-08T21:49:50+00:00","description":"Setting up your next programmatic ad campaign should not be a scary task. StackAdapt offers 3 campaign hacks to ensure your campaign holiday ready.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"5 awards StackAdapt took home in 2017","datePublished":"2017-12-14T14:19:14+00:00","dateModified":"2026-09-08T21:49:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017"},"wordCount":498,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105314/20210406_Deloitte_1200x600_5-Awards-StackAdapt-Took-Home-in-2017-.png?fit=1200%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017","url":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017","name":"5 Awards StackAdapt Received in 2017 | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105314/20210406_Deloitte_1200x600_5-Awards-StackAdapt-Took-Home-in-2017-.png?fit=1200%2C601&ssl=1","datePublished":"2017-12-14T14:19:14+00:00","dateModified":"2026-09-08T21:49:49+00:00","description":"Top five inspiring awards StackAdapt received in 2017, from G2 Crowd to Timmy Awards to Technology Fast 50.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/awards-stackadapt-won-in-2017#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105314/20210406_Deloitte_1200x600_5-Awards-StackAdapt-Took-Home-in-2017-.png?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105314/20210406_Deloitte_1200x600_5-Awards-StackAdapt-Took-Home-in-2017-.png?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"grey background overlayed with the logos for various awards"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Native ads vs. display ads: Major differences and when to use each","datePublished":"2024-10-17T13:38:28+00:00","dateModified":"2026-09-08T21:44:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display"},"wordCount":1595,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017090807/20241015_Native_vs_Display_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","display","native","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Since we launched StackAdapt, native advertising has gone from a shiny new advertising strategy to a common programmatic advertising channel in most marketers’ media plans. \n\n\n\nIn 2025, native programmatic display ad spending in the US is forecasted to reach $116.76 billion USD. While most marketers have embraced the concept of native advertising, and it continues to experience consistent double-digit growth year-after-year, not enough see it for what it actually is—a powerful, versatile method for communicating your brand’s message online. \n\n\n\nLet’s take a look at the role of native ads vs. display ads and when to use each.\n\n\n\nNative ads vs. display ads\n\n\n\nTo better understand their differences, it helps to think of native ads vs. display ads as “new school vs. old school.” \n\n\n\nDisplay ads are sort of the “old guard” of the internet. The first one was published by AT&T back in 1994 on WIRED magazine’s then-brand-new website. It cost $30,000 USD and had a mind-boggling 44% click-through rate (CTR).\n\n\n\nThese ads, which most of us know as banner ads, are usually brightly-coloured, contained independent branding consistent with the company displayed, and existed in stark contrast to the website they were served on. While they used to be a primary marketing medium, they now tend to be used as part of a larger multi-channel strategy. \n\n\n\nEnter what was once the “new kid on the block”: native advertising. Although new channels like connected TV (CTV) have since arrived, native is still viewed as the main contender to display.\n\n\n\nThe differences between native ads and display ads\n\n\n\nWhile many things separate native ads from display ads, the biggest difference is their look and feel. \n\n\n\nDisplay ads are designed to look like banners that stand out. Their colour, placement, and branding contrast the website they’re delivered on and are meant to “pop out” at the user.\n\n\n\nNative, on the other hand, is intentionally designed to blend in seamlessly with the platform where they’re served, whether it’s a social media platform like TikTok or the homepage of a major news site. When done right, users feel like they’re consuming content and not interacting with an ad at all.\n\n\n\nHere’s a quick comparison of the major ways native and display advertising differ:\n\n\n\nNative AdsDisplay AdsTraditionally static with images and text.Include images, text, and animations, and can be interactive.Appear as recommended, sponsored or branded content.Vary in shape and size to fit in different locations on a web page.Blend seamlessly into site content, matching the look, form, and feel of the media format that they appear in.Visually stand out, and it’s clear they’re promoting something.A great solution for educating your audience by conveying information and answers that they might be looking for.A great solution for raising awareness of a brand, product or service.\n\n\n\nMany advertisers opt for native vs. display ads to take advantage of the benefits of native ads, such as their higher engagement rates and seamless integration with existing content. However, display ads still have their place. Knowing when and how to use each format is a critical part of your overall marketing strategy because, together, these formats can drive strong performance.\n\n\n\nWhen should you use display advertising \n\n\n\nDisplay advertising is a great channel if you want to increase your campaign reach. Here are a few scenarios where display advertising is effective:\n\n\n\nImproving brand awareness\n\n\n\nIf your brand or your client’s brands are struggling currently with brand awareness and are looking to increase visibility, display ads may be just the thing. You’ll be able to get your ad in front of a large audience, and the bold, contrasting nature of the ads will give a strong first impression to target customers.\n\n\n\nMaking a visual impact\n\n\n\nProducts that are highly visual, like ebooks, certain consumer goods, and online coupons, can benefit from an effective display ad campaign. Display ads also work well with consumer products that don’t require much additional storytelling or explanations.\n\n\n\nReaching a niche audience\n\n\n\nIf the product or service you’re marketing serves a much smaller target audience, display ads can be a perfect solution. Providers of these ads will usually let you segment your audience by interest, which can lower costs and ensure your brand gets in front of your ideal customers.\n\n\n\nRetargeting previous site visitors\n\n\n\nIf users have already interacted with your brand in some way, display ads can be a great tool as part of your overall retargeting strategy. Examples would be retargeting an online shopper with an abandoned cart or showing a display ad for an ebook to a user who already read one of your blog posts.\n\n\n\nIn general, the best way to use display ads is to leverage bold images, colours, and interactive elements to grab a user’s attention quickly and get them to click.\n\n\n\nWhen should you use native advertising \n\n\n\nYou should use native advertising if your goal is to have a user perform a certain action after clicking on an ad. For example, read a piece of content on your blog, sign up for something, or make a purchase.\n\n\n\nHere are a few more specific scenarios when programmatic native could come in handy:\n\n\n\nAdvertising on a tight budget\n\n\n\nWhen you look at display vs. native ads, native advertising is much more cost-effective because the CTR is often higher. Since ads are typically purchased on a cost per thousand (CPM) basis, the higher amount of clickthroughs can drive down your cost per click (CPC). With conversion rates held equal, the cost-per-action, whether it’s getting a user to spend time reading content or to complete a form, will also be lower.\n\n\n\nEasier campaign attribution and accountability \n\n\n\nCampaign performance tracking and accountability are made a lot easier with native ads because conversions are usually (and are recommended to be) measured only after the click.\n\n\n\nTake a common setup that our clients run:\n\n\n\n\nStep 1: Target a user with a native ad.\n\n\n\nStep 2: Drive them to blog content.\n\n\n\nStep 3: Retarget the individual with a display ad driving them to a landing page or homepage to complete a conversion.\n\n\n\n\nNative’s focus on post-impression conversions provides more hard evidence of performance and effectiveness than a traditional display advertising campaign. Since native reporting and tracking revolves around the post-click experience, it’s easier to produce concrete results for your clients.\n\n\n\nAmplifying brand content\n\n\n\nOver the years, search engine optimization has become difficult because it takes a long time for content to get indexed and move up the rankings. Meanwhile, social platforms like Facebook, Instagram, and X continue to have declining organic reach and fluctuating ad costs, forcing advertisers to look toward other channels. As a result, native advertising has emerged to address the need to amplify brand content on demand, helping advertisers reach their target audience more efficiently.\n\n\n\nMoving beyond traditional content marketing\n\n\n\nWhile traditional content marketing is a powerful tool for any digital strategy, it’s very easy to get “tunnel vision” and see content as the only way to educate and engage customers. But native advertising can be used to diversify your strategy by seamlessly integrating promotional content into platforms and websites your audience already engages with, providing advertisers with a more natural and less intrusive way to capture attention and drive conversions.\n\n\n\nDeciding between native vs. display ads\n\n\n\nIf you’re considering whether to use native ads vs. display ads for a campaign, ask yourself about your main goals:\n\n\n\nUse display ads if your goal is:Use native ads if your goal is:ImpressionsClicks or high CTRsUnique reachSite visitors or increased time-on-siteBrand awarenessSignups, conversions or sales\n\n\n\nThe way customers interact with your clients’ brands is evolving every day. With an increased focus on the customer journey, it’s important to use a variety of channels to reach your goals, and that includes native and display advertising. \n\n\n\nUltimately, both native ads and display ads serve as valuable tools to complement your overall marketing strategy and should be used as part of a larger multi-channel strategy employing video, CTV, audio, in-game, and digital out-of-home (DOOH) advertising to maximize marketing performance.\n\n\n\nWant to learn more? Watch this webinar for more info on how to run successful display and native ads campaigns, and request a demo to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore native advertising with StackAdapt and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nNative vs. display advertising FAQs\n\n\n\n\n\n\n\nNative ads create a seamless experience that encourages users to explore and engage, while search ads target specific user intent by delivering timely, relevant messages based on the keywords customers are searching. Both formats have their strengths and can be used effectively depending on your marketing goals and audience behaviour. However, native ads are often known for driving higher engagement because they blend naturally with surrounding content.\n\n\n\n\n\n\n\n\n\nYou can often identify native advertising by looking for labels such as “Sponsored,” “Presented by,” or “Recommended,” which indicate that the content is paid for. You can also check the URL—if it leads to a different domain, it’s likely a native ad designed to drive traffic elsewhere.\n\n\n\n\n\n\n\n\n\nTo see some examples of native ads, check out our in-depth blog post on native advertising.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display","url":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display","name":"Native Ads vs. Display Ads and When to Use Each | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017090807/20241015_Native_vs_Display_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-10-17T13:38:28+00:00","dateModified":"2026-09-08T21:44:18+00:00","description":"Learn the differences between native advertising and display advertising and when you should use each channel.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-706ad1e7-6c4b-4d54-99d5-ea74836fe525"},{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-ea744d3a-c282-44e1-99cb-403865d0bd4f"},{"@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-dba14b37-cf5d-4e59-bb68-fc99235026d6"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017090807/20241015_Native_vs_Display_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017090807/20241015_Native_vs_Display_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration depicting the differences between native ads vs display ads"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-706ad1e7-6c4b-4d54-99d5-ea74836fe525","position":1,"url":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-706ad1e7-6c4b-4d54-99d5-ea74836fe525","name":"What’s the difference between native ads and search ads?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Native ads create a seamless experience that encourages users to explore and engage, while search ads target specific user intent by delivering timely, relevant messages based on the keywords customers are searching. Both formats have their strengths and can be used effectively depending on your marketing goals and audience behaviour. However, native ads are often known for driving higher engagement because they blend naturally with surrounding content.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-ea744d3a-c282-44e1-99cb-403865d0bd4f","position":2,"url":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-ea744d3a-c282-44e1-99cb-403865d0bd4f","name":"How can you tell if something is native advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"You can often identify native advertising by looking for labels such as “Sponsored,” “Presented by,” or “Recommended,” which indicate that the content is paid for. You can also check the URL—if it leads to a different domain, it’s likely a native ad designed to drive traffic elsewhere.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-dba14b37-cf5d-4e59-bb68-fc99235026d6","position":3,"url":"https://www.stackadapt.com/resources/blog/role-of-native-advertising-vs-display#faq-question-dba14b37-cf5d-4e59-bb68-fc99235026d6","name":"What’s an example of a native ad?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To see some examples of native ads, check out our in-depth blog post on native advertising.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"8 reasons to use native advertising","datePublished":"2023-04-21T15:29:00+00:00","dateModified":"2026-09-08T21:46:05+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising"},"wordCount":986,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105309/20230328_10-Reasons-to-Use-Native-Advertising.png?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","native"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In a digital-first, cross-device world, native advertising belongs in every marketer’s media mix. Native advertising matches the look, form, and feel of the media format that they appear in. Unlike banner or display ads, native ads don’t really look like ads, especially at first glance. They perfectly blend into the content that a user is viewing online. \n\n\n\nThis programmatic channel combines customized native content with the power of programmatic technology. Native advertising is highly scalable, and it’s beneficial to add to a multi-channel strategy. This is likely why native display ad spend has been steadily increasing in the US. It’s projected that spending will reach $109 billion USD by 2024. \n\n\n\n\n\n\n\nThe benefits of native advertising\n\n\n\nHere are 8 reasons to use native advertising in your next digital campaign:\n\n\n\n&Nbsp;1. higher click-through rates\n\n\n\nNative advertising can produce a high click-through rate (CTR) because ads are tailored to match their surrounding content and context. As a result, native ads fit into the user journey instead of interrupting it.\n\n\n\nTo achieve high CTRs with native ads, the key is to ensure the native ad content adds value to the user’s experience. Native ads are meant to seamlessly blend in, rather than disrupt a user’s page experience.\n\n\n\nRegardless of whether your native advertising campaign goal is to build an audience or drive an action, the first step is to have an engaging piece of content for users to click through to. \n\n\n\n2. Cost efficient\n\n\n\nParticularly when you compare native ads vs. display ads, native advertising is much more cost-efficient. This is because the CTR is likely higher. Since ads are typically purchased on a cost per thousand (CPM) basis, the higher CTRs can drive down your cost per click (CPC). With conversion rates held equal, the cost per action, whether it’s getting the user to spend time on the content or to complete a form, will also be lower.\n\n\n\n3. Sophisticated targeting\n\n\n\nAnother one of the important reasons to use native advertising is the sophisticated targeting capabilities of programmatic. Your ad spend isn’t wasted because you’re able to target the right audiences for your messaging.\n\n\n\nNative advertising allows for various types of targeting, including contextual targeting, demographic targeting, location-based, device-based, or intent-based targeting. Users will always prefer ads tailored to their interests and shopping habits, and so personalized targeting through programmatic native advertising is key to winning new customers.\n\n\n\n4. Non-disruptive ads\n\n\n\nNative ads are non-disruptive because they act as an extension of the browsing experience. By fitting the form and function of a given webpage, native advertising fits seamlessly into the browsing behaviour of the average web user, making them more likely to take interest in your content.\n\n\n\n5. Various native ad formats\n\n\n\nThe term native advertising is broad and it’s always evolving. When this ad format first emerged, it was seen as a modern version of the advertorial. But today, it’s considered to be a separate channel designed to deliver high-quality, value-adding branded content..\n\n\n\nThis channel is versatile because there are various native ad formats that marketers can choose from. Below are three categories of native ads that you can leverage in your programmatic campaigns.\n\n\n\nIn-feed native advertising \n\n\n\nIn-feed native advertising is the most common form of native ads thanks to its “mobile-first” approach and ability to drive users to advertisers’ owned-media properties. It includes promoted listings and paid results.\n\n\n\n\n\n\n\nIn-ad native advertising \n\n\n\nIf you’re using StackAdapt, you can leverage in-ad native. This format uses the elements of a native ad, including image, headline, body, and brand logo. In-ad native ads appear within the display inventory of a given page. You can achieve greater reach while using elements that make native ads so engaging, when native inventory is limited.\n\n\n\n\n\n\n\nContent recommendation widgets\n\n\n\nContent discovery widgets are typically found at the bottom of a web article. Typically considered a means for publishers to drive traffic and monetize their content, some marketers see value in reaching a wide audience in a cost-effective manner through content recommendation.\n\n\n\n6. Increased brand loyalty\n\n\n\nNative advertising presents a unique opportunity to share your brand story. The combination of imagery, headline, and description allows advertisers to succinctly state their message, represent their target demographic, and even give extra information on the benefits, values, and story behind the product or service. Beyond the ad, the click-through content presents the opportunity to push the message even further.\n\n\n\n7. Campaign reporting\n\n\n\nSince native advertising is powered by programmatic, it comes with detailed campaign reporting. You have the ability to track campaign metrics that are most important to you. When programmatic campaign reporting is set up effectively, it will provide you with insights that are necessary to drive increased performance. Metrics can be pulled from campaign results, and then used to help you narrow down who, when, and where to target in your future campaigns. \n\n\n\n8. Great for multi-channel campaigns\n\n\n\nThis might be one of the absolute most important reasons to use native advertising. It’s the perfect channel to use as part of a multi-channel campaign. A multi-channel strategy enables you to reach consumers throughout the entire funnel. \n\n\n\nThe goal of this strategy is to create a cohesive story across various programmatic channels like video, connected TV (CTV), and audio. Native advertising is the perfect channel to add to your multi-channel campaign because it will help to increase the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey.\n\n\n\nGet started with native advertising\n\n\n\nThe best way to use native ads is to use them to educate your target audience. They align with content and blog posts in the way they are formatted, and so they can be used to deliver information and answers that your audience might be looking for. \n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising","url":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising","name":"8 Reasons to Use Native Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105309/20230328_10-Reasons-to-Use-Native-Advertising.png?fit=1200%2C600&ssl=1","datePublished":"2023-04-21T15:29:00+00:00","dateModified":"2026-09-08T21:46:05+00:00","description":"Learn 8 reasons to use native advertising, from their non-disruptive nature to the benefits of leveraging them in multi-channel strategies.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/reasons-to-use-native-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105309/20230328_10-Reasons-to-Use-Native-Advertising.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105309/20230328_10-Reasons-to-Use-Native-Advertising.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"examples of native advertising formats"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign"},"author":[{"@id":"https://www.stackadapt.com/resources/author/vijay-sridharan#person"}],"headline":"5 media buying tools to help boost your next campaign","datePublished":"2016-06-08T16:00:55+00:00","dateModified":"2026-09-08T21:49:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign"},"wordCount":769,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105303/2400-1256-isaac-generic-desktop-min.jpg?fit=2400%2C1256&ssl=1","keywords":["campaign planning","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Media buyers are notoriously busy—and it's no secret why. Spending an advertising budget as effectively as possible and optimally distributing campaign messaging requires a lot of hard work.\n\n\n\nThe good news is that they have an array of tools at their disposal that can be used to help them overcome their day-to-day frustrations and seemingly impossible deadlines. With that in mind, we decided to break down some of our favourite media buying tools that can help you save time on your next campaign. Enjoy!\n\n\n\n1. vividata\n\n\n\nEver wonder what Canadian consumers are up to? Vividata allows you to find out.\n\n\n\nIt's an audience measurement tool that collects attitudes and behaviours of Canadian consumers by conducting approximately 38,000 surveys annually. Their robust database is then used to help media buyers understand their interested segments' relationship with media as well as hundreds of product and services. \u2028\u2028Their cross-platform audience segments provide excellent insights and research, ideal for your next media campaign.\n\n\n\n2. Comscore\n\n\n\nComscore helps you get the most out of your digital advertising spend. Their vast mixture of proprietary and consumer data supports the measurement of audience insights and advertising analytics by linking media and product usage to internet viewing habits.\n\n\n\nWhether TV, movie, or digital, comScore provides exemplary consumer demographic and behaviour data to assist in measuring the reach and impact of your campaigns.\n\n\n\n3. Nielsen expenditures\n\n\n\nNielsen measures more than half of the world’s total broadcast, print and online advertising.\n\n\n\nHow do they do it? They estimate advertising expenditure through what they refer to as \"spot monitoring methodology\". They also collect ad creatives in a database, giving agencies and media owners valuable acumen into ad quality.\n\n\n\nAll in all, Nielsen's tracking and analysis tools make for a fine way to measure ad spend and monitor ad placements, so it's definitely one to keep in mind!\n\n\n\n4. Google trends/think with Google\n\n\n\nGoogle has a myriad of free tools for media buyers and marketers which are great for high level insights, and they're continually adding to their offering.\n\n\n\nGoogle Trends and Think with Google are both first-rate sources for ideas, insights, and research for digital marketing. With these tools,  you'll find a mixture of articles, infographics, and data visualizations that break down emerging marketing trends across industries.\n\n\n\nGoogle does a really nice job with visualizations, and their search data is on point. Pick this search giant's brain before planning and executing your next online campaign.\n\n\n\n5. Infosys\n\n\n\nInfosys's software supports the measurement of media usage patterns across different channels and platforms.  By quickly collecting and analyzing insights from various data sources, Infosys allows you to make critical business decisions faster.  With Infosys, you can use big-data to analyze viewership on social media, personalize your campaigns and target potential customers with relevant messages.\n\n\n\nOther great resources for media buying news and strategy\n\n\n\n1. Digiday\n\n\n\nDigiday does a great job of covering media transitions and trends by turning out quality content with remarkable frequency. They also host a number of conferences, summits, and award shows geared towards brands, agencies, publishers and platforms. \u2028\u2028If you're a media buyer, Digiday's high-quality journalism makes for a valuable source of news that will both entertain and educate.\n\n\n\n2. ADWEEK\n\n\n\nAdweek offers breaking news in advertising, media, and technology. Since 1978, they've covered many notable shifts in media, and they're not stopping any time soon. \u2028\u2028Their Accounts in Review and analysis of new campaigns will be particularly  beneficial for media buyers looking to grasp hot industry trends.\n\n\n\n3. cannes\n\n\n\nThe Cannes International Festival of Creativity hosts the revered Cannes International Advertising Festival, which is like the Academy Awards for advertising. \u2028\u2028Whether you're looking to attend and schmooze with top creative talents around the world, or just get a peak into the best campaigns of the year, a look into the Cannes nominees and award winners is bound to spur some ideas and help you stay current.\n\n\n\nPower of tools\n\n\n\nWe know that planning and executing a great marketing campaign isn't easy. Harnessing as many tools as possible and staying on top of industry news will help you collect valuable data and insights to enhance productivity and better amplify your campaign's message.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign","url":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign","name":"5 Media Buying Tools | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/media-buying-tools-to-help-boost-your-next-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105303/2400-1256-isaac-generic-desktop-min.jpg?fit=2400%2C1256&ssl=1","datePublished":"2016-06-08T16:00:55+00:00","dateModified":"2026-09-08T21:49:57+00:00","description":"Breaking down some of our favourite media buying tools that can media buyers when planning next programmatic campaign.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained"},"author":[{"@id":"https://www.stackadapt.com/resources/author/spencer-king#person"}],"headline":"How to choose the right KPI for your next digital campaign","datePublished":"2023-07-11T15:36:00+00:00","dateModified":"2026-09-08T21:45:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained"},"wordCount":1192,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105256/20230711_Programmatic-KPIs-header.webp?fit=1200%2C600&ssl=1","keywords":["Content Level : 101","measurement","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"KPIs are a yardstick of success and essential for measuring the performance of all programmatic advertising campaigns. Knowing and understanding the most essential KPIs for programmatic campaigns will help you to plan, implement, and analyze your campaigns for the best results. \n\n\n\nWhat is a KPI?\n\n\n\nA KPI is a quantifiable measure of performance over a specific period of time, and for a specific objective. Examples of KPIs include the number of engagements per quarter, or video completions per month. KPIs provide marketers with goals to target, milestones to gauge their progress, and insights that help teams across an organization make better decisions, and optimize for the best results. \n\n\n\n8 programmatic advertising KPIs explained\n\n\n\nHere are 8 common KPIs for programmatic campaigns. \n\n\n\n1. Impressions\n\n\n\nImpressions measure the total number of times an ad is served through your campaign. An impression is counted each time a creative is downloaded to the user’s device, and has started to load. \n\n\n\n2. Clicks\n\n\n\nThe clicks metric tracks how many users clicked on your ad. Clicks help you to understand how well your target audience is responding to your ads. Combining clicks and impressions can help you calculate an actionable percentage and make informed campaign budget decisions.\n\n\n\n3. Click-through rate (CTR)\n\n\n\nA click-through rate (CTR) is a digital advertising metric that uses a ratio to show how often users who see an ad end up clicking it. CTR is the number of clicks that an ad receives, divided by the number of times that the ad is shown. CTR is typically displayed as a percentage, so you’ll multiply the resulting number by 100 to generate a percentage. \n\n\n\n4. Click-through conversion (CTC)\n\n\n\nClick-through conversions (CTC) measure the amount of times a user sees an ad, clicks on it, and converts during that visit. CTC usually records first-time clickers, and so it’s useful for tracking conversions that happen right away, without nurturing.\n\n\n\n5. Video completion rate (VCR)\n\n\n\nVideo completion rate (VCR) is a video marketing metric that measures how many users watched a video ad from start to finish. This rate helps advertisers figure out whether or not their audience is finding the content they’ve produced engaging.\n\n\n\n6. Conversions\n\n\n\nConversions are measured when a user completes a particular action. This metric is unique because you’re able to customize what will constitute a conversion. \n\n\n\nYou can calculate the conversion rate based on your specified campaign goals, like product sales or newsletter sign-ups. Your conversion rate will help you understand the overall engagement and determine which ads drive the targeted audience to take action.\n\n\n\n7. Cost per completed view (CPCV)\n\n\n\nCost per completed view (CPCV) is an ad pricing model where marketers pay a publisher every time their video is watched from start to finish. This helps marketers target high-quality users. CPCV is calculated by dividing the budget of an ad campaign by the total number of completed views.\n\n\n\n8. Cost per acquisition (CPA)\n\n\n\nCost per acquisition (CPA) is a digital marketing metric that measures the total cost of a defined goal, like a conversion. CPA is calculated by dividing the total campaign spend by the number of customers that were gained by that campaign. \n\n\n\nHow to choose the right KPIs\n\n\n\nFor most programmatic campaigns, there will be a couple objectives you’re aiming to achieve. In most cases, you’ll choose several KPIs to help measure the various objectives. Here are the basic steps for choosing the right KPIs. \n\n\n\nIdentify your target audience and their journey\n\n\n\nIdentify the target audience for your campaign by building customer profiles. These describe everything you need to know about a specified group of customers. From there, map their customer journey.\n\n\n\nUnderstanding how a customer goes from awareness and consideration to conversion and evaluation enables you to narrow your audience further. Knowing every touch point that a customer passes through before making a purchase will help inform what channels and ad formats you should leverage for the best results, as well as what KPIs will best measure the success of your campaign. \n\n\n\nDecide on programmatic campaign goals\n\n\n\nKnowing the goal of your campaign will shape which KPIs you choose for your campaign because your goals tell you which insights matter. For example, you may want to pull a geo report to understand which of the locations you’re targeting are contributing to the highest level of performance.\n\n\n\nEstablish your campaign concept\n\n\n\nA campaign concept is crucial to creating winning programmatic campaigns. It’s what ties together all elements of your campaign, and motivates your audience to complete the desired action. A strong campaign concept will resonate with your audience, tell a compelling story, and create brand recognition and loyalty.\n\n\n\nDetermine which KPIs are most valuable\n\n\n\nAnalyze your business goals, campaign goals, and customer journey mapping to choose the KPIs that will be most valuable. You want to choose KPIs that will provide the insights you’re looking for. For example, if the goal of your campaign is newsletter sign-ups, tracking CTR will be important because it will give you insight into how many users were curious enough to click your ad, but may not have signed up for your newsletter. \n\n\n\nChoose just a few KPIs\n\n\n\nIt can be tempting to track several KPIs, but actually you’ll want to keep focused on just a few. When you track too many programmatic KPIs, you can end up overloaded with data. With too much data, it’s easy to become confused, and finding accurate trends or insights can become challenging. Instead, focus on the key KPIs that are most important to your campaign and brand.\n\n\n\nLeverage brand lift to measure impact\n\n\n\nMetrics like impressions and click-throughs are crucial for campaign management, but you’ll also want to align brand messaging and strategy beyond those metrics. A tactic that marketers are increasingly leveraging to gain audience insights and identify the impact of their campaigns is running brand lift studies.\n\n\n\nA brand lift study measures the impact of your campaigns across all your programmatic channels. It provides insight into the consumer sentiment and brand affinity of people who have been exposed to your media. \n\n\n\nIt can be used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand, but it’s also effective when it comes to mid- to lower funnel campaigns, for measuring consideration or purchase intent. \n\n\n\nGet started with the right kpis \n\n\n\nYour KPIs will be part of your campaign reporting. It’s commonly assumed that reporting happens once a campaign has ended. While this is true (you’re able to pull post-campaign analytics at the end of your campaign), the groundwork for great campaign reporting starts during the planning stage of your campaign.\n\n\n\nThe strongest optimizations are data driven and should be evaluated throughout the duration of a campaign by measuring your KPIs. When programmatic campaign reporting is set up, it will provide you with insights that are necessary to drive increased performance. \n\n\n\nRequest a demo to learn more about running digital campaigns with StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained","url":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained","name":"8 Essential Programmatic KPIs Explained","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105256/20230711_Programmatic-KPIs-header.webp?fit=1200%2C600&ssl=1","datePublished":"2023-07-11T15:36:00+00:00","dateModified":"2026-09-08T21:45:52+00:00","description":"Learn the importance of KPIs, 8 essential programmatic KPIs, and how to choose the right KPIs for your campaign.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-kpis-explained#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105256/20230711_Programmatic-KPIs-header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105256/20230711_Programmatic-KPIs-header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative graphic of hands holding a map that displays common programmatic KPIs"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/yang-han#person"}],"headline":"Will AI eliminate digital marketing roles? CTO Yang Han doesn’t think so","datePublished":"2018-03-27T13:55:46+00:00","dateModified":"2026-09-08T21:49:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing"},"wordCount":609,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105250/20180214_Breakfast-Event_A-Deep-Look-into-AI-and-its-Impact-on-Marketing_Blog%402x.jpg?fit=2000%2C1047&ssl=1","keywords":["artificial intelligence"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Artificial Intelligence (AI) is making a tremendous impact on digital marketing. We may not always be aware of it, but many of the tools and applications we use today leverage some sort of AI. Understandably, marketers are worried that the same technology that makes their lives easier may land them out of a job. Should they be worried? Let's take a look at exactly what AI is capable of... and what it isn't.\n\n\n\nWhat is natural language processing\n\n\n\nLet's start with Natural Language Processing (NLP). The proliferation of online articles and conversations has allowed machines to crack the code of language and its meaning. This has spawned many new innovative applications, the most popular of which are chatbots that help automate conversation.\n\n\n\nSpecific examples include Q&A systems, virtual assistants, automated content summarization, content extraction, sentiment analysis, language detection/translation, and even automated content creation. In these scenarios where content can be analyzed or predicted, a machine can completely replace a human.\n\n\n\nWhat is image recognition\n\n\n\nAnother key innovation in AI is image recognition. As the internet stores billions of images, machines are now able to detect patterns allowing them to understand the meaning behind a given image. \n\n\n\nUnderstanding what an image means is a powerful tool for many systems. It can be used to automatically find and recommend relevant images, detect sentiment in images, and help classify content.\n\n\n\nWhat is voice recognition\n\n\n\nSimilarly, we have seen tremendous progress in the area of voice recognition, which is used in voice-activated AI. The most popular examples are Google Home, Amazon Echo, and Apple's Siri Home. The potential in this area is incredible, however, the technology is still new and there are limitations to what the machine can understand.\n\n\n\nHow AI will impact personalization\n\n\n\nCompanies are also storing billions of user-related data points, such as online activity and browsing behaviour. This has allowed machines to gain deep insights and understand people in distinct ways. Researchers have found that Facebook probably knows more about you than your friends and family. In advertising, this data is valuable in targeting the ideal profile of users at the right time and the right place.\n\n\n\nThis data can then be combined with NLP and image recognition to create a highly personalized ad, where AI can form variations of headlines and images and automatically A/B test to find the best combination.\n\n\n\nAs a result, AI has allowed various industries, especially marketing, to focus more on unique and personalized experiences.\n\n\n\nThe combination of understanding users and automating conversations and content can be applied in many ways. More and more companies are innovating by building software that allows users to apply AI more easily. As a result, we gain powerful tools that help us automate and do a lot of the heavy lifting for us, and ultimately make our life easier as a marketer.\n\n\n\nFuture of AI\n\n\n\nThe technology is there to handle the execution, from reaching specific audiences, personalizing content, running automated A/B tests, and much more. But AI is not nearly advanced enough to create high-level creative execution—at least not yet.\n\n\n\nAI is not set to replace jobs anytime soon. As we head into the future, manual and operational tasks will slowly get replaced by new AI applications that appear on the market each year. But this is good news! It will leave marketers to focus their attention on what they do best—coming up with creative ways to connect with their audience in a human way.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing","url":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing","name":"Will AI Eliminate Digital Marketing Roles? | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105250/20180214_Breakfast-Event_A-Deep-Look-into-AI-and-its-Impact-on-Marketing_Blog%402x.jpg?fit=2000%2C1047&ssl=1","datePublished":"2018-03-27T13:55:46+00:00","dateModified":"2026-09-08T21:49:48+00:00","description":"StackAdapt's CTO, Yang Han, discusses the impact AI is making on digital marketing and shares his views on what it means for the future.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/will-ai-eliminate-digital-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105250/20180214_Breakfast-Event_A-Deep-Look-into-AI-and-its-Impact-on-Marketing_Blog%402x.jpg?fit=2000%2C1047&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105250/20180214_Breakfast-Event_A-Deep-Look-into-AI-and-its-Impact-on-Marketing_Blog%402x.jpg?fit=2000%2C1047&ssl=1","width":2000,"height":1047,"caption":"Illustrative text that says AI in marketing with a profile image of StackAdapt CTO Yang Han"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video"},"author":[{"@id":"https://www.stackadapt.com/resources/author/erin-hynes#person"}],"headline":"Top 5 benefits of native outstream video","datePublished":"2023-09-28T17:00:00+00:00","dateModified":"2026-09-08T21:45:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video"},"wordCount":785,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105249/Native-Outstream-Video_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","native","video"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Video advertising is the perfect programmatic advertising channel for creating an emotional connection between a brand and an audience. This medium captures undivided attention, and provides an opportunity to educate viewers, build brand awareness, and develop trust.\n\n\n\nVideo advertising allows you to reach potential customers wherever they may be watching video content online. Depending on the type of video ad format you leverage, audiences might see a video ad before streaming a TV series, or while scrolling through a blog.\n\n\n\nThere are 3 main programmatic video ad types that you can leverage in programmatic campaigns: In-stream, interstitial, and native outstream. \n\n\n\n\nIn-stream is a classic video advertising format. This short-form video ad is delivered before, during, or after a user’s intended video.\n\n\n\nInterstitial video expands to fill a mobile screen. \n\n\n\nNative outstream is a non-intrusive user experience because it delivers video ads between the paragraphs of an article. The outstream format delivers high-performing video content that plays only when in view.\n\n\n\n\n\n\n\n\nLet’s unpack what native outstream video is, and the 5 benefits of this type of programmatic video ad. \n\n\n\nWhat is native outstream video\n\n\n\nNative outstream video is an ad unit that doesn’t interrupt a user’s experience. It’s “native” because the video content seamlessly fits in with the content around it. It’s “outstream” because the video autoplays in a large format player whenever a user navigates to it within text content, like a blog article. \n\n\n\nWhat is outstream vs. instream video? Outstream ads automatically play when a user scrolls over a video, and then pauses when the user scrolls away. An outstream video ad unit is also commonly called 'in-read' or 'native video.'  Meanwhile, instream ads start playing during a video, and play for several seconds before the user is able to skip them.   \n\n\n\nAn example of native outstream video\n\n\n\nOne example of native outstream video is when a user is scrolling through a blog article. As the user scrolls past the video, which is placed between paragraphs, the video will start to play. At this moment, that user’s attention may be captured by the video ad. If they continue scrolling, the video will automatically stop. \n\n\n\n\n\n\n\n5 benefits of native outstream video\n\n\n\nHere are the top 5 benefits of native outstream video. \n\n\n\n1. Native outstream video is always viewable \n\n\n\nThe native outstream format was born at a time when publishers were already taking the mobile-first approach to building their properties. As a result, this ad format is viewable by design. Native outstream video auto-plays only when in view and pauses if the viewer scrolls past. Since playtime is not forced, but is determined by user activity, this format delivers advertisers deep, accurate data.\n\n\n\n2. Native outstream delivers true completions\n\n\n\nUnlike pre-roll video that doesn’t pause when a user scrolls past, completions for native outstream video are ‘true’ in the sense that the video only plays through while in view. This means, every video completion was actually watched by the user from start to finish. \n\n\n\n3. Massive scale on tier 1 publishers\n\n\n\nVideo advertising on tier 1 publishing websites has typically been reserved for direct deals, due to the limited inventory designed for pre-roll format. Native outstream allows tier 1 publishers to monetize both video content and editorial content. This additional scale gives advertisers access to hundreds of tier 1 publishers, and most notably, scale programmatically run campaigns.\n\n\n\n4. Support for long form format\n\n\n\nWith more brands looking to create value-adding content, the length of videos has gone up significantly. The barrier that many marketers are running into is that most pre-roll inventory supports video up to 30 seconds. The native outstream format provides marketers with a content distribution channel for long-form video.\n\n\n\n5. Native outstream delivers performance\n\n\n\nAutomatic video play and pause makes this format highly viewable. It also guarantees that completed views accurately demonstrate user intent than more traditional formats. Because of the scale of inventory and the non-interruptive nature of the format, marketers find native outstream very effective for achieving their programmatic KPI goals when measuring cost per completed view (CPCV).\n\n\n\nGet started with native outstream video\n\n\n\nOrganizations that value audience engagement through storytelling are leveraging compelling video content that speaks to their audiences, and they’re leveraging the native outstream format to distribute their content. \n\n\n\nWhen including native outstream video as part of your media mix, consider a holistic approach. Leverage these ads as part of a multi-channel strategy. Integrate display to supplement inventory and increase reach and product recognition, and use native ads to drive interest and engagement.  \n\n\n\nInterested in running native outstream video ads? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video","url":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video","name":"Why Media Buyers Love Native Outstream Video | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105249/Native-Outstream-Video_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2023-09-28T17:00:00+00:00","dateModified":"2026-09-08T21:45:37+00:00","description":"Learn what native outstream video is, the benefits of native outstream video, and how to get started with this channel.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#faq-question-1695837113437"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105249/Native-Outstream-Video_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105249/Native-Outstream-Video_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Visual example of a native outstream video ad"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#faq-question-1695837113437","position":1,"url":"https://www.stackadapt.com/resources/blog/benefits-of-native-outstream-video#faq-question-1695837113437","name":"What is outstream vs. instream video?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Outstream ads automatically play when a user scrolls over a video, and then pauses when the user scrolls away. An outstream video ad unit is also commonly called 'in-read' or 'native video.'  Meanwhile, instream ads start playing during a video, and play for several seconds before the user is able to skip them. ","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/how-to-run-a-successful-native-advertising-campaign#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/how-to-run-a-successful-native-advertising-campaign"},"author":[{"@id":"https://www.stackadapt.com/resources/author/eli-bardikoff#person"}],"headline":"How to run a successful native advertising campaign","datePublished":"2016-07-05T01:03:27+00:00","dateModified":"2026-09-08T21:49:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/how-to-run-a-successful-native-advertising-campaign"},"wordCount":1422,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-to-run-a-successful-native-advertising-campaign#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522105244/native-advertising-success.jpg?fit=1200%2C628&ssl=1","keywords":["native","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Each and every minute of the day, blog writers publish 1,400 new posts, Facebook users share 2,460,000 pieces of content, and Twitter users tweet 277,000 times. Enough to make your eyes glaze over, isn’t it?\n\n\n\nInternet users are relentlessly publishing content, and in order for it to be seen, it not only has to cut through the noise—it also has to get in front of the right people. For this reason, more and more advertisers are looking to new and effective distribution channels to get the right eyes on their branded content—channels, such as native advertising.\n\n\n\nThe question becomes: how do I run a successful native advertising campaign? No need to worry, we’re here to help. In this blog post, we outline five essential steps to ensure that your campaign goes off without a hitch.\n\n\n\n1. Know your audience\n\n\n\nYou wouldn’t leave your house before putting your shoes on, would you? Well the same goes for audiences and native ad campaigns: Knowing who your audience is and what their pain points are is vital to success.\n\n\n\nIt’s a well-known fact that branded content is most effective when it targets specific audiences and that content writers should always have an audience in mind when crafting a content piece. The same is true for when advertisers are setting up their native ad campaign. \n\n\n\nTake StackAdapt‘s platform, for instance. It allows users to target audiences across a number of categories, including geo-location, demographic info, device type and more. Knowing where your target audience fits within these categorical subsets is key to running a successful native ad campaign.\n\n\n\n2. Create compelling content\n\n\n\nIt’s no secret that native advertising is most effective when it’s used to promote branded content—i.e. when a native ad clicks-through to content as as opposed to a sales-y landing page. Why is this true? Well, it has to do with a basic premise behind native advertising: that by reaching audiences when they’re in a content consumption mode, brands are more likely to grab a user’s attention and entice them to read their content.\n\n\n\nBut not just any old content will do. How successful your native advertising campaign largely depends on how engaging your content is. Serve up something useful or educational, incorporate visuals, and, as we mentioned above, speak to specific audiences.\n\n\n\n3. Set goals\n\n\n\nAs with any type of advertising, the best way to gauge effectiveness is through monitoring key metrics—click-through rate (CTR), cost-per-mille (CPM), etc. And which metrics you choose to monitor largely depends on your overallbusiness goals:\n\n\n\n\nBrand awareness: If you’re looking to expose your brand to as many people as possible, try a CPM bidding strategy. It will focus on delivering as many impressions as possible, and ensuring that your brand’s message gets in front of your audience. With a CPM bid, you have the option to optimize towards a CPC goal.\n\n\n\nDrive traffic: If you’re looking to drive traffic to your website, a CPC bidding strategy may be most effective as it drives more clicks to your site.\n\n\n\nEngagement: If your goal is to gain user attention (engagement), CPE is the bidding strategy that we recommend. It works best with engaging content such as blog posts or videos.\n\n\n\n\nPro tip: As we already mentioned, brands tends to see the best results when their native ads click-through to branded content. With that in mind, CPE is the metric for securing engaged readers as campaigns will automatically optimize towards readers who demonstrate post-click engagement with content (measured by time on site).\n\n\n\n4. Build a “killer” native ad\n\n\n\nWhat makes a “good” native ad? It’s a question we hear a lot at StackAdapt, and unfortunately it’s one there’s really no simple answer to. Every brand, every campaign and every audience is different, which means there’s no hard-and-fast rule to producing a compelling native ad creative.\n\n\n\nHowever, with that said, there are some guidelines which we believe can turn a good native ad into a great one:\n\n\n\nDon’t be overly promotional\n\n\n\nWhile it might seem counter-intuitive to not be promotional in your native advertising, it’s a fact that users are more receptive to native ads that appear to offer valuable content. In other words, if your native ad reads like a press release or television commercial, you’re doing it wrong.\n\n\n\nInstead of thinking primarily about how your ad is going to drive sales, think about how this piece of content is going to meet the needs of your prospects. How will it provide value and educate your readers? Will it help to inform them and leave them willing to click for more information? How can you use this to generate more leads?\n\n\n\nUse engaging images\n\n\n\nImages and videos have become a significant part of our daily browsing experience, so why not leverage the power of visuals to boost your campaign? Visuals significantly increase user engagement—especially on mobile devices where the screen is small. Here are a few things to keep in mind when choosing an image:\n\n\n\n\nKeep images uncluttered by having one main subject.\n\n\n\nAvoid text on the image if possible.\n\n\n\nStay away from generic stock images.\n\n\n\n\nMake it “mobile-friendly”\n\n\n\nMobile native advertising is proving to be one of the most effective ad strategies, and this is partly to do with the massive growth in mobile content consumption. 2014 saw mobile content consumption tip over the 50 percent mark—we now spend more time on mobile devices than we do watching TV. What’s more, mobile data traffic is expected to grow by 762% by 2018.\n\n\n\nFor this reason, brands need to ensure that the content they create is designed with mobile in mind, taking into account the close screen and feed-based environment of the mobile user experience. Best practices for mobile-friendly native ads are to use concise, minimal copy. This will ensure that the unit translates well when served via mobile.\n\n\n\n5. Optimize your ad creatives\n\n\n\nOnce your campaign goes live, it will automatically optimize towards your goal, whether that’s CPC, CPA or CPE. But besides this, some platforms now offer analysis beyond the click. It can be as as simple as installing a conversion pixel (tailored to a specific action on the site), or something more sophisticated, such as getting a platform-specific analytics pixel that can measure things like average time on site, page views, content shares, new vs. returned traffic, etc.\n\n\n\nThat said, If your campaign is pacing behind (not hitting your intended goals), it could be for a number of reasons:\n\n\n\n\nClick destination not content: As we mentioned before, native ads are about more than simply pushing your product. If your ad clicks-through to a sales-y landing page rather than a value-adding content page, users may simply “bounce”.\n\n\n\nAd creative is “off”: Did you lay text over top of your creative? Are you recycling banner ad creative? Did you forget to A/B test creative and content to see what works best? If the answer to any of these questions is yes, you need to make some changes. Here’s a great guide on how to maximize the value of your ad creative.\n\n\n\nTargeting too narrow: If the targeting is too narrow, you probably aren’t going to win enough impressions. Increasing your targeting (geo-location, contextual, audience, etc.) to increase volume.\n\n\n\nBid too low: Like the above point, if your bids are too low, you probably won’t end up with many impressions. It’s an easy fix: increase your bid to see more volume.\n\n\n\nNot using platform-specific optimization engines: If you aren’t taking full advantage of a platform’s optimization capabilities, you’re missing out. They exist to help you tailor your content delivery to contextually relevant environments.\n\n\n\n\nCreating content is only half the battle—getting that content in front of the right people is the other half. Native advertising can be the key to bridging this divide, in a way that’s beneficial both to brands and their customers.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/natural-language-processing-in-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/natural-language-processing-in-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Natural language processing in marketing: Turning data into strategy","datePublished":"2024-03-20T14:48:00+00:00","dateModified":"2026-09-08T21:45:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/natural-language-processing-in-marketing"},"wordCount":2400,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/natural-language-processing-in-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423164010/20240318_NLP_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","Content Level : 201","contextual targeting"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"One of the main challenges in marketing analytics is making the leap from raw numerical data to insights that resonate on a human level—especially for non-technical marketers.\n\n\n\nThis is where Natural Language Processing (NLP) and generative AI come to the rescue. These technologies act as bridges, transforming hard data into actionable, human-understandable insights. \n\n\n\nLarge Language Models, like GPT-4 or Claude, are trained on vast amounts of internet data, from social media posts and news articles to mathematical equations, absorbing a bit of everything.\n\n\n\nThese models can capture and interpret complex data sets. One key application of NLP and generative AI is leveraging this internet-scale knowledge to glean specific insights from your marketing data.\n\n\n\nHere are three benefits of NLP for insight generation:\n\n\n\n1. Enhanced decision-making through accessible insights\n\n\n\nNLP technologies transform complex, voluminous datasets into clear, actionable insights that marketers can easily interpret and use. \n\n\n\nThis accessibility means marketers don’t need deep, technical expertise to understand consumer trends, sentiment analysis, or market shifts. NLP converts data into straightforward narratives or summaries, allowing marketing teams to make informed decisions swiftly, and ensuring strategies respond to current market dynamics. \n\n\n\nFor example, analyzing customer feedback across multiple channels can reveal insights into product improvements, leading to better-aligned offerings with customer expectations.\n\n\n\n2. Increased efficiency in data analysis processes\n\n\n\nManual data analysis can be incredibly time consuming, especially when dealing with unstructured data from varied sources, such as social media, customer reviews, and forums. \n\n\n\nNLP automates the extraction of relevant information, significantly reducing the time needed to gather and analyze data. This increased efficiency frees up marketing teams to focus on strategy and implementation rather than getting bogged down by data processing. \n\n\n\nMoreover, NLP can continuously monitor and analyze data streams in real-time, ensuring marketers have the latest insights at their fingertips to quickly adapt to market changes or capitalize on emerging opportunities.\n\n\n\n3. Improved accuracy of customer insights and trend predictions\n\n\n\nNLP’s ability to process and analyze large datasets with an understanding of language nuances greatly enhances the accuracy of customer insights and trend predictions. NLP can also help navigate regional differences so marketers can make more informed decisions.\n\n\n\nTraditional analysis methods might miss subtle sentiments expressed in customer feedback or emerging trends hidden in the vast amounts of data. NLP, however, can detect these subtleties, providing a more accurate and comprehensive view of customer sentiments, preferences, and behaviours. \n\n\n\nThis precision helps marketers tailor their approach more effectively, leading to better customer engagement, targeted marketing campaigns, and ultimately, improved return on investment (ROI) on marketing efforts. \n\n\n\nFor instance, sentiment analysis can uncover not just how many people are talking about a product, but how they feel about it, enabling more nuanced adjustments to product development and marketing strategies.\n\n\n\nIncorporating NLP into marketing analytics not only streamlines data analysis, but also enriches the insights derived, leading to more informed decision making, efficiency in operations, and precision in targeting and engaging customers.\n\n\n\nImplementing NLP in marketing data analysis\n\n\n\nWhat are the steps for integrating NLP into marketing analytics?\n\n\n\nLarge-scale models like GPT-3 or GPT-4 represent the pinnacle of NLP capabilities, trained on extensive datasets to understand and generate human-like text. However, developing such models in-house is expensive, with costs for computing resources reaching tens of thousands of dollars.\n\n\n\nFor most businesses, directly training these behemoths isn’t feasible. \n\n\n\nInstead, they can access them through platforms like OpenAI via API endpoints. This approach democratizes advanced NLP capabilities, allowing even small teams to harness the model’s insights without the need to invest in prohibitive training costs. \n\n\n\nHowever, a notable limitation is that while these models are versed in a broad range of internet knowledge, they’re not inherently tuned to understand proprietary data, such as internal reports or customer feedback specific to a company.\n\n\n\nTo bridge this gap, two main strategies emerge: fine-tuning and utilizing middleware for personalized data integration. \n\n\n\nFine-tuning is a cost-effective method where a pre-existing model is further trained (or fine-tuned) on a specific dataset, such as a company’s customer interaction logs. This process imbues the model with a layer of customization, making it more adept at understanding and generating insights relevant to the business’s unique context.\n\n\n\nAnother innovative approach involves using middleware solutions that act as interpreters between your proprietary data and the pre-trained models. \n\n\n\nAlthough these models may not directly “learn” from your data, they can apply their “general intelligence” to analyze your specific datasets, identifying relevant patterns or insights.\n\n\n\nFor instance, an internal chatbot could sift through company documents, guided by the model’s broad knowledge base, to pinpoint the most pertinent information without direct training on those documents.\n\n\n\nThese methods show how businesses can leverage cutting-edge NLP technologies to enhance their marketing efforts, from personalized customer insights to streamlined content strategies, without bearing the full cost of developing large-scale models from scratch.\n\n\n\nPractical applications of NLP in marketing\n\n\n\nLet’s look at some applications of NLP in marketing, which are integral to refining brand strategy, personalizing customer experiences, and optimizing content for better engagement and visibility.\n\n\n\n1. Sentiment analysis for brand perception\n\n\n\nSentiment analysis leverages NLP to comb through vast amounts of data from social media, reviews, forums, and more, to gauge public sentiment about a brand or product. \n\n\n\nThis analysis isn’t just about counting positive versus negative mentions; it’s about understanding the nuances of how people feel and why. \n\n\n\nNLP identifies patterns in customer feedback, so you can pinpoint areas for improvement, recognize what you’re doing right, and adapt your strategies as needed.\n\n\n\n2. Customer segmentation and personalization\n\n\n\nNLP transforms customer segmentation by analyzing behaviour, preferences, and feedback to create highly detailed customer profiles. \n\n\n\nTraditional segmentation might rely on broad demographic data, but NLP allows for a more nuanced approach. It can interpret unstructured data (like customer reviews or social media interactions) to identify specific interests, needs, and even sentiment, enabling businesses to segment their market with a high degree of precision. \n\n\n\nThis refined segmentation supports targeted marketing efforts that resonate on a personal level, enhancing customer engagement and loyalty. \n\n\n\nFor example, NLP can help identify a segment of customers who are passionate about eco-friendly products, allowing a company to tailor its messaging and offers to this group.\n\n\n\n3. Content optimization and SEO\n\n\n\nNLP aids in the optimization of online content by analyzing current trends, competitor content, and search engine algorithms to recommend keywords and topics that are likely to attract and engage the target audience. \n\n\n\nThis goes beyond simple keyword stuffing, integrating semantic analysis to understand the context and intent behind search queries. NLP tools can suggest improvements to make content more relevant to user queries, potentially boosting SEO rankings and visibility. \n\n\n\nAdditionally, by analyzing successful content within your niche, NLP can guide the creation of new content that’s not only optimized for search engines, but also highly engaging for readers, ensuring that your content strategy remains dynamic and effective in capturing audience interest.\n\n\n\nNLP in programmatic advertising\n\n\n\nImagine being able to dive into your marketing platform and casually ask, “Which campaign had the highest conversion rate last week?” or “What’s been the trend over the past two weeks?” \n\n\n\nTraditionally, answering these questions would involve a skilled data analyst crafting complex queries, and engineers navigating databases to extract the needed insights. However, with the advent of NLP and generative AI, this process has become as simple as having a conversation with a chatbot.\n\n\n\nThis chatbot processes your data and translates it back into easily understandable insights, delivered straight to you in conversation. It’s a game-changer for companies looking to leverage their marketing data without the need for extensive engineering resources.\n\n\n\nWhen it comes to utilizing tools like ChatGPT for marketing insights, the beauty lies in its simplicity and flexibility. ChatGPT, while known for its short-term memory, can still hold onto the information you provide within a single session. This means you can feed it a document for summarization, or request it to craft an email copy with a specific tone, all without the need for in-depth customization or expensive fine-tuning. It’s like explaining a concept to a colleague who can immediately apply that knowledge to generate actionable outputs.\n\n\n\nThis approachable, conversation-based interaction with data not only democratizes access to analytics, but also opens up a world of possibilities for generating content that resonates with your audience.\n\n\n\nNLP is revolutionizing programmatic advertising by making campaigns more intelligent, targeted, and efficient. \n\n\n\nHere are specific examples of how NLP facilitates this transformation across different facets of programmatic advertising:\n\n\n\nTargeted advertising\n\n\n\nA fitness apparel brand uses NLP to analyze social media conversations and blog posts related to fitness trends, identifying potential customers who are discussing running, yoga, or gym workouts. \n\n\n\nUnderstanding the context and sentiment of these discussions can help brands dynamically serve personalized ad content that resonates with each user’s specific fitness interests, such as showcasing their latest running shoes to someone who frequently posts about morning runs.\n\n\n\nAd optimization\n\n\n\nAn e-commerce company implements NLP algorithms to continuously analyze the performance data of their ad campaigns across various platforms. The system assesses which ad copy and imagery combinations yield the highest engagement and conversion rates among different demographic segments. \n\n\n\nBased on these insights, the algorithm automatically adjusts future ads in real-time, optimizing for factors like time of day, user location, and previously interacted content, thereby increasing ROI through higher click-through and conversion rates.\n\n\n\nSentiment analysis\n\n\n\nA beverage company uses NLP-powered sentiment analysis to monitor and analyze online conversations about its brand and products across social media, forums, and review sites. \n\n\n\nThe brand can gauge public sentiment trends, and identify shifts in consumer perception, such as increased positivity towards a new product launch or negative reactions to a recent advertisement. \n\n\n\nThis allows the company to fine-tune its messaging and creative assets in upcoming ad campaigns to address consumer concerns, capitalize on positive sentiment, and avoid areas of negative association.\n\n\n\nContextual targeting\n\n\n\nA travel agency employs NLP to analyze the content of web pages and articles that users are reading in real time. \n\n\n\nFor someone reading a blog post about “Best Winter Getaways,” the system identifies keywords and themes related to winter travel and destinations. The travel agency’s ads for ski resort packages or winter travel deals are then contextually placed alongside the article, targeting users at the moment their interest is piqued. This method, known as contextual targeting, ensures that ads are relevant to the content being consumed, increasing the likelihood of engagement and action.\n\n\n\nThese examples underscore how NLP is essential in enhancing the precision, relevance, and effectiveness of programmatic advertising. And all these tools are available within the StackAdapt platform.\n\n\n\nWith StackAdapt, you can leverage deep insights into user behaviour, sentiment, and context. Advertisers can craft campaigns that can reach the right audience at the right time, and can  resonate on a personal level, driving superior engagement and results.\n\n\n\nOvercoming challenges with NLP in marketing\n\n\n\nNavigating the world of NLP in marketing presents a unique set of challenges, chief among them being the art of prompt engineering. \n\n\n\nThis skill has emerged as a critical component due to the opaque nature of these AI models, which operate as a “black box”—their internal workings and the data they’ve been trained on are not transparent to users. \n\n\n\nCrafting the right prompt is crucial; a slight change in wording can lead to vastly different outcomes, and missing a key piece of information might not yield the desired result. Marketers must learn to specify their requests, including the tone and format, to leverage these models effectively.\n\n\n\nAnother notable challenge is the phenomenon of “hallucination,” where models generate convincing, but inaccurate or fictional information. This underscores the importance of human oversight in the process, ensuring outputs align with factual accuracy and are contextually appropriate.\n\n\n\nThe handling of proprietary data introduces further complexities. Utilizing models like OpenAI’s involves sharing information with their systems, which might not be suitable for all types of data, especially sensitive or confidential information. \n\n\n\nWhile it’s possible to train private models to address these concerns, this approach requires significant resources, both in terms of engineering expertise and financial investment. For companies without these resources, exploring services that offer private model training might be a viable alternative. These services can manage the technical heavy lifting, allowing businesses to maintain control over their data without the need for in-house expertise.\n\n\n\nDeciding on the best approach involves assessing your specific needs and use cases. For general inquiries or applications where data sensitivity is low, leveraging existing public models may suffice. \n\n\n\nHowever, for projects involving sensitive customer data, more secure, customized solutions are necessary, even if this means investing in specialized services or in-house capabilities to ensure data privacy and security.\n\n\n\nThese challenges highlight the delicate balance between harnessing the power of NLP in marketing and navigating the technical, ethical, and operational hurdles that come with it. As the field evolves, so too will the strategies for overcoming these obstacles, paving the way for more sophisticated and secure applications of NLP in the marketing domain.\n\n\n\nEmbracing the future of marketing\n\n\n\nNLP is reshaping marketing, offering insights and efficiency that grant a competitive edge. This leap in data analytics and customer understanding requires that marketing leaders integrate AI and NLP into their strategies to stay ahead.\n\n\n\nAs a marketer, you should actively explore NLP tools, focusing on areas ripe for enhancement like customer interaction or content strategy. \n\n\n\n\nIdentify specific areas within your marketing strategy that could benefit most from automation and enhanced insights, such as content optimization, ad targeting, or audience segmentation. \n\n\n\nSeek out reputable platforms and services that offer accessible ways to implement NLP, whether through API integrations, customizable chatbots, or sentiment analysis tools. \n\n\n\nInvest in training and resources to understand the fundamentals of prompt engineering and data security will also pay dividends. \n\n\n\n\nTake proactive steps to incorporate NLP into your marketing toolkit, so you can unlock new levels of efficiency and engagement that propel your brand forward.\n\n\n\nFinally, take advantage of the NLP tools for programmatic advertising available with StackAdapt. Request a demo today to find out more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kenny-ginapp#person"}],"headline":"B2B advertising: Strategies for overcoming key challenges","datePublished":"2024-04-02T17:06:46+00:00","dateModified":"2026-09-08T21:45:10+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges"},"wordCount":1889,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423170849/20240401_B2B-Advertising-Challenges_Header.webp?fit=1200%2C600&ssl=1","keywords":["abm","b2b","Content Level : 201","contextual targeting"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"In the world of B2B advertising, marketers, agencies, and consultants alike are under constant pressure to connect the dots like never before, squeezing every ounce of value from their marketing budgets. \n\n\n\nBut here’s the catch—there are too many variables in the B2B equation. The B2B buyer’s journey isn’t a straight line, but a winding path with twists and turns. Decision making is a team sport, with multiple stakeholders pulling the strings. \n\n\n\nNavigating this landscape requires a deep understanding of the entire journey, from initial awareness to final decision, and the ability to tie every touchpoint back to tangible return on investment (ROI). \n\n\n\nIt’s not enough to host another webinar and hope for the best. Marketers need to understand the multifaceted strategies that drive engagement and ultimately, sales.\n\n\n\nAs we address 3 key challenges of B2B advertising, remember: it’s about connecting every dot, influencing every decision maker, and aligning every piece of the marketing and sales machinery to overcome the complexities of today’s buyer’s journey.\n\n\n\n1. Reaching the right decision makers\n\n\n\nThis is a common scenario: a sales representative meets the VP of Sales of a prospective client, who, despite having the final say, doesn’t pull the trigger without getting a nod from a whole committee spanning various departments. \n\n\n\nThe challenge for this rep, then, is to identify and engage the correct individuals across these departments. \n\n\n\nBut decision-making processes vary significantly from one company to another, depending on factors, such as company size, industry, and corporate culture. Decision makers and influencers can range from technical experts in IT to financial gatekeepers in accounting, not to mention the strategic overseers in executive leadership. \n\n\n\nEngaging with this diverse group requires a nuanced approach, one that recognizes and addresses the specific needs and pain points of each stakeholder.\n\n\n\nHow do you navigate this complexity? I suggest two solutions: B2B data graphs and account-based marketing.\n\n\n\nAdvanced targeting strategies using B2B data graphs \n\n\n\nCompanies can gain deep insights into the professional relationships and networks that exist within their target accounts leveraging B2B data graphs. \n\n\n\nThese data graphs go beyond basic demographic information, providing a rich tapestry of connections, job roles, and influence levels. \n\n\n\nUtilizing programmatic advertising, businesses can then target their messaging with precision, ensuring that it reaches the decision makers and influencers across the relevant departments. \n\n\n\nThis approach increases the efficiency of advertising spend and enhances the likelihood of your message resonating with the right people.\n\n\n\nAccount-based marketing (ABM) for personalized engagement\n\n\n\nABM enables companies to craft highly personalized marketing and sales efforts tailored to the specific context and needs of a select group of high-value accounts. \n\n\n\nThis personalization extends across various touchpoints, from customized email campaigns to personalized web content, ensuring that each interaction addresses the unique challenges and opportunities of the target account. \n\n\n\nABM’s strength lies in its ability to foster meaningful engagements, building a solid foundation for long-term relationships with key stakeholders.\n\n\n\nThese solutions pierce the veil of complexity surrounding the identification and engagement of the right decision makers, paving the way for more successful B2B transactions.\n\n\n\nA great example is Centerline, who partnered with StackAdapt to open up new avenues of advertising and leveraged multiple B2B targeting tactics to accurately reach their client’s B2B IT decision-maker audience. Centerline implemented different B2B targeting tactics, including ABM lists, Page Context AI, 3rd-party segments and Intersection Segments to hone in on their target B2B user. They were able to significantly increase their video viewership and engagement while decreasing average CPA costs.\n\n\n\n2. Bridging the gap between sales and marketing\n\n\n\nThe second key challenge in B2B advertising is the perennial misalignment between sales and marketing teams. \n\n\n\nDespite both teams playing for the same side, their paths to victory often seem divergent, leading to frustration and missed opportunities. \n\n\n\nMany times the cause is diverging goals and a notable lack of transparent communication. \n\n\n\nMarketing teams might be crafting targeted ads, and engaging the right audience, yet these efforts don’t always translate into the sales outcomes that the sales team is vigorously pursuing. This discord creates a murky gap between marketing’s perception of success and the reality faced by sales on the frontline.\n\n\n\nThis gap isn’t merely about differing objectives; it’s also about the challenge of converting advertising initiatives into tangible sales results. The intricate dance of leading a prospect from awareness to a decision often gets lost in translation, with crucial insights and opportunities slipping through the cracks. \n\n\n\nThe solution lies not in pointing fingers, but in building bridges—both metaphorically and practically. Here are two solutions:\n\n\n\nDevelop unified goals and kpis \n\n\n\nOne of the first steps towards alignment is establishing a common set of goals and key performance indicators (KPIs) that resonate with both sales and marketing. \n\n\n\nThis shared scoreboard fosters a sense of unity and collaboration, guiding both teams toward mutual success. It’s about transitioning from a mindset of “your objectives” and “my targets” to “our goals.”\n\n\n\nLet’s say, for example, that your company is launching an advertising campaign, where sales and marketing have a unified goal: increase customer engagement by 25%, leading to a significant increase in both sales qualified leads (SQLs) by 15% and closed deals by 10% in the second quarter. \n\n\n\nThis objective is supported by a set of aligned KPIs that serve as a roadmap for both teams, including increasing lead generation through digital advertising, improving lead quality and engagement rates, reducing sales follow-up times, boosting customer satisfaction scores, and achieving revenue growth from new customers.\n\n\n\nThe campaign strategy involves targeted advertising efforts focused on addressing specific industry pain points and producing content that resonates with the intended audience, coupled with a rapid sales response strategy to engage leads promptly. \n\n\n\nTo ensure these efforts are in harmony, sales and marketing hold weekly meetings to review progress, exchange feedback, and adjust tactics as necessary, all while monitoring a shared dashboard that tracks real-time advancements toward their KPIs.\n\n\n\nImplement ABM reporting and customer journey mapping \n\n\n\nTo illuminate the once opaque areas between sales and marketing, adopting ABM reporting and customer journey mapping is invaluable.\n\n\n\nABM reporting allows for a granular analysis of how marketing efforts are impacting key accounts, offering insights that both sales and marketing can act upon. \n\n\n\nSimilarly, customer journey mapping provides a detailed visualization of the customer’s path, highlighting touchpoints where sales and marketing efforts can be synchronized for maximum impact.\n\n\n\nExamples of tools and strategies for enhanced alignment and transparency \n\n\n\nTools such as CRM systems, marketing automation platforms, and ABM software are critical in facilitating this alignment. \n\n\n\nFor instance, integrating CRM and marketing automation platforms ensures that both sales and marketing have access to real-time data on customer engagements and behaviours. When conducting programmatic advertising, StackAdapt can quickly synchronize with large sets of CRM data and produce lookalike audiences based on multiple identifiers.\n\n\n\nFurthermore, leveraging tools like LinkedIn Sales Navigator for social selling, or StackAdapt for ABM, can enhance targeted efforts, making it easier for sales and marketing to jointly identify, understand, and engage high-value prospects. Strategies, such as regular cross-functional meetings, shared dashboards, and joint strategy sessions help improve transparency and can encourage ongoing dialogue and collaboration.\n\n\n\nIt’s important to have the right reporting and measurement to create transparency and alignment for paid media from brand to demand. For example, teams need access to account-level media metrics as well as aggregated audience metrics across programmatic buys.\n\n\n\nStackAdapt’s brand reporting offers this superior level of access, with built-in brand-lift and incrementality measurement.\n\n\n\nThese solutions allow companies to effectively narrow the gap between sales and marketing, ensuring that both teams are aligned, informed, and equipped to collectively drive towards shared business objectives. Having a variety of reports and tracking, from ABM to brand lift, brings alignment and transparency to sales and marketing.\n\n\n\n3. Addressing increased buyer journey complexity\n\n\n\nLastly, the buyer’s journey has become a complex web, thanks to shifting digital landscapes like the fading away of cookies and device IDs. \n\n\n\nThis complexity is compounded by the need for identity resolution amidst this signal loss, making it harder to connect the dots across a buyer’s path that now involves, believe it or not, up to 87 touchpoints before becoming a sales qualified lead. \n\n\n\nBuyers are on the lookout for content that resonates with them and only reach out once they’re good and ready.\n\n\n\nB2B companies can address the increased complexity of the buyer’s journey through a comprehensive strategy that includes a full-funnel approach, advanced technological solutions, and contextual targeting. \n\n\n\nEmbracing a full-funnel marketing approach\n\n\n\nRecognizing and engaging with potential buyers at each stage of their journey is crucial. A full-funnel strategy ensures that marketing efforts are not just focused on generating leads, but also on nurturing these prospects through the entirety of the buying process. \n\n\n\nThis approach requires a blend of targeted content, strategic outreach, and continuous engagement, tailored to meet the buyers where they are and guide them towards making a decision.\n\n\n\nInvestment in technologies for enhanced tracking and analytics \n\n\n\nAs the digital landscape evolves, so too must the tools we use to navigate it. Investing in technologies that offer robust tracking and analytics capabilities becomes paramount. \n\n\n\nThese tools should be capable of piecing together disparate data points into a coherent picture of the buyer’s journey, even in the absence of traditional identifiers like cookies. Solutions like customer data platforms (CDPs) and advanced analytics software can help bridge this gap, providing deeper insights into customer behaviour and preferences.\n\n\n\nUsing the power of contextual targeting\n\n\n\nContent remains king in B2B marketing, but it doesn’t always have to be content you create.\n\n\n\nWith contextual targeting, you can reach decision makers as they are consuming relevant content across the internet. \n\n\n\nContextual advertising targets ads based on the page in which the ad appears. In other words, ads are shown to users based on the content they are consuming at that moment. \n\n\n\nYou can identify keywords and topics based on the buyer’s journey of your targeted decision makers and use the contextual targeting feature in StackAdapt to reach them.\n\n\n\nThe future of B2B advertising\n\n\n\nThe future of B2B advertising is undeniably geared towards continuous adaptation and innovation. \n\n\n\nMarketers must remain agile, ready to pivot strategies in response to new data, trends, and technologies. The emphasis on understanding and engaging with the full buyer’s journey, coupled with the necessity for alignment between marketing and sales, highlights a shift towards a more integrated, customer-centric approach. \n\n\n\nThis evolution requires not just the right tools and technologies, but also a mindset that values collaboration, transparency, and the pursuit of shared goals.\n\n\n\nAt StackAdapt, we are innovating to offer you the tools to reach decision makers through the different phases of the buyer journey, while giving you access to data and insights that will keep marketing and sales on the same page. Interested in finding out more? Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges","url":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges","name":"B2B Advertising: Overcoming Key Challenges | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423170849/20240401_B2B-Advertising-Challenges_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-04-02T17:06:46+00:00","dateModified":"2026-09-08T21:45:10+00:00","description":"Overcome B2B advertising challenges with these three key strategies to reach decision-makers and cover the entire customer journey.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/b2b-advertising-challenges#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423170849/20240401_B2B-Advertising-Challenges_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423170849/20240401_B2B-Advertising-Challenges_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of two decision makers signing off on a deal."}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/kenny-ginapp#person","name":"Kenny Ginnap","identifier":27120,"url":"https://www.stackadapt.com/resources/author/kenny-ginapp","sameAs":["https://www.linkedin.com/in/kennyginapp"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/2/20240430164403/Author_Bio_Kenny_Ginapp.webp","jobTitle":"Director of Sales, Enterprise","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels"},"author":[{"@id":"https://www.stackadapt.com/resources/author/christiana-marouchos#person"}],"headline":"Mastering personalization in new advertising channels: CTV, DOOH, and in-game","datePublished":"2024-04-10T17:40:43+00:00","dateModified":"2026-09-08T21:45:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels"},"wordCount":2001,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423174249/20240327_Personalization-in-Emerging-channels_Header.webp?fit=1200%2C600&ssl=1","keywords":["connected tv","Content Level : 201","dooh","in-game"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Being in advertising these days is quite the adventure—especially when you consider that a whopping 80% of shoppers are more into brands that get personal with them. \n\n\n\nIn fact, companies focused on personalization have witnessed revenue boosts of 6% to 10%.\n\n\n\nHowever, creating these personalized experiences is far from straightforward.\n\n\n\nOne of the most pressing challenges is the impending obsolescence of third-party cookies. For years, cookies have been a cornerstone of digital advertising, enabling brands to track user behaviour across the web and deliver highly targeted ads. \n\n\n\nBut with privacy concerns on the rise and major browsers phasing out support for third-party cookies, advertisers are faced with the daunting task of finding new ways to personalize ads without relying on the depth of data cookies provided. \n\n\n\nThis shift demands a reevaluation of strategies and tools for gathering insights and engaging with audiences in a personalized manner.\n\n\n\nOne such new strategy is to focus on emerging advertising channels like connected TV (CTV), digital out-of-home (DOOH), and in-game advertising. \n\n\n\nSome advertisers are still on the fence about these channels, skeptical about their efficacy. However, the industry is now facing a turning point. The landscape is changing, and to stay relevant, adapting is not just an option—it’s a necessity. The digital advertising world is moving forward, and it waits for no one.\n\n\n\nThese platforms offer innovative ways to reach audiences, backed by advanced targeting technologies that don’t rely on traditional cookies. \n\n\n\nWith these channels, advertisers have the potential to craft personalized advertising experiences that resonate deeply with viewers, leveraging context, content, and consumer behaviour in sophisticated and privacy-compliant ways. \n\n\n\nLet’s explore how these emerging channels are not only overcoming the challenges of personalization in a post-cookie world but are also setting new standards for engaging, effective advertising.\n\n\n\nGetting personal with Connected TV advertising \n\n\n\nGetting personal with your ads on TV is not easy. How do you even start to personalize when you’re broadcasting to the masses?\n\n\n\nWell, that’s where the magic of programmatic advertising and targeting specific households comes into play, especially with connected TV (CTV) in the mix. \n\n\n\nYou no longer have to shoot expensive ads and hope for the best. Now, you can create different ad versions that feel like they’re tailor made for your customers. They may not shout their names from the rooftops, but they can be clever enough to make viewers feel like the advertiser gets them.\n\n\n\nFor example, imagine you’re launching a fitness apparel line. Instead of investing heavily in a one-size-fits-all commercial, you craft several ad variations targeting different fitness enthusiasts. \n\n\n\n\nOne version highlights breathable fabrics for long-distance runners. \n\n\n\nAnother shows the flexibility of the clothing for yoga practitioners.\n\n\n\nAnd a third emphasizes durability for weightlifters. \n\n\n\n\nThese ads are distributed through CTV, targeting users based on available identifiers. That way, viewers come across ads that speak directly to their fitness journey, creating a sense of personal connection with your brand. \n\n\n\nThe message is clear: “We understand exactly what you need.” This targeted approach feels personalized, increases engagement, and fosters brand loyalty.\n\n\n\nThis shift is opening up new creative playgrounds for ads that we couldn’t even dream of with old-school TV ads.\n\n\n\nConsidering that personalization most often drives 10 to 15 percent revenue lift, it’s clear this is more than just a trend—it’s the new frontier of connecting with clients. \n\n\n\nGetting creative with digital out-of-home advertising\n\n\n\nDigital out-of-home (DOOH) might not have the same level of personal touch diversity as CTV, where you can reach households, but it’s got its own bag of tricks. \n\n\n\nFor example, you can switch up ads on the fly—no need to commit to a single billboard message for months. With DOOH, you can swap stories, update messages, or continue a narrative with speed.\n\n\n\nPicture this: I’m driving home from the gym, passing the same digital billboard every day. One week, it’s one story; the next week, it morphs into the sequel. It’s like watching a mini-series unfold on my daily route. \n\n\n\nThat’s the magic of DOOH—its flexibility lets you tailor the narrative to the space and the audience passing by. Whether it’s CTV or DOOH, the name of the game is creative storytelling, leveraging the strengths of each channel to reach people in a way that’s both broad and personal.\n\n\n\nDOOH reveals a stark contrast with the traditional digital ads that track users across devices, aiming for a one-on-one connection. DOOH spreads the net wider, inviting entire communities into the conversation. It’s about catching those communal moments, be it at the mall, at an airport, or along the highway—places where their daily routines intersect with these digital narratives. \n\n\n\nAnd in this vast landscape of display and video, the possibilities for personal connection, though different in scale, become all the more creative and engaging.\n\n\n\nSee how a UK agency worked with StackAdapt to run their first-ever digital out-of-home (DOOH) at Scotland’s busiest airport. Download the case study.\n\n\n\nWinning with in-game advertising  \n\n\n\nIn-game advertising opens up fascinating opportunities in personalized marketing. \n\n\n\nGamers, known for their deep engagement and focused attention, represent a unique audience. They dedicate hours, fully immersed in their gaming experience, making them highly receptive to ads that seamlessly integrate into their virtual environment. \n\n\n\nThe key to capturing their attention is relevance and context. Data suggests gamers are not just passive observers, but active participants with a significant inclination to make purchases, provided these ads align with their interests and the gaming experience.\n\n\n\nImagine the potential of ads that offer in-game upgrades, expansions, or even real-world products like headsets or gaming chairs. \n\n\n\nThe effectiveness of such advertisements hinges on understanding gamer demographics and tailoring content that enhances, rather than disrupts, their experience. For example, an ad for Uber Eats could be a perfect fit within a gaming session, offering a convenient solution for players who don’t want to pause their progress. Conversely, promoting unrelated events or products might not resonate as strongly, underscoring the importance of matching ad content with the gaming context.\n\n\n\nThe success of in-game advertising, therefore, relies on a nuanced approach that considers the gaming environment and the player’s mindset. When executed thoughtfully, in-game ads can be incredibly effective.\n\n\n\nTracking and measuring success\n\n\n\nAt its core, tracking in programmatic advertising is about leveraging data across any platform, whether it’s a demand-side platform (DSP) or another programmatic ad platform. \n\n\n\nThe level of tracking detail you get is consistent across channels, offering insights into ad impressions, placements, and the frequency of those placements, not to mention the specific publisher or, in the case of digital out-of-home (DOOH), the precise location. \n\n\n\nTraditional metrics like click-throughs might not apply in environments where interaction is non-clickable, but that doesn’t mean we’re out of options.\n\n\n\nFor instance, incorporating QR codes into ads opens up a whole new dimension of engagement tracking, mirroring the analytics depth we see on digital platforms. Through QR codes, advertisers can track direct interactions like website visits, page engagements, and even specific actions taken on the site, such as form submissions. \n\n\n\nThis approach unfolds a myriad of possibilities for engaging with audiences in innovative ways, ensuring that even in non-clickable ad environments, we’re not flying blind. The key lies in reimagining how we connect with viewers, transforming every ad placement into a potential interaction point.\n\n\n\n‘Always be testing’ with emergent channels\n\n\n\nAt the heart of it, everything boils down to experimentation. Personalization’s success hinges on striking the right chord with your audience, and how can you be sure what will resonate unless you test it out? \n\n\n\nThe only way to truly evaluate the impact of your messaging is through trial and error. This is particularly true for broader applications, such as DOOH advertising, where an ad might hit the mark in one location, but not in others.\n\n\n\nConsider the nuances of each location. An ad placed in an airport, for example, encounters a daily flux of diverse people, whereas a roadside billboard interacts with a more consistent group of commuters. \n\n\n\nThrough testing, you can refine your approach, tailoring narratives to fit the context of each site. For instance, running a sequence of ads along a busy street could culminate in a noticeable uptick in website visits or sign ups.\n\n\n\nThe immediacy of action can vary too. An ad at an airport, aimed at incoming travelers with a call to action that resonates with their specific journey, might prompt instant engagement, especially if it includes a QR code for easy access. For example, you can target ads to Chicago residents landing between 10AM and 2PM in New York City, inviting them to visit the New York Aquarium, using a special code. You’ll soon learn if your targeted message is hitting home. \n\n\n\nBut the insights don’t stop there. Gathering data from those who interact with your ad, especially through direct methods like QR codes, enriches your understanding of your audience. \n\n\n\nAsking for basic information upon interaction can provide a wealth of data to refine your personalization efforts further. It’s through this iterative process of testing, gathering feedback, and adapting that truly personalized and effective advertising campaigns are born.\n\n\n\nThe future of personalized advertising\n\n\n\nThe future of advertising looks promising, despite the current hesitation around sharing information and the widespread concern over the demise of cookies—a sentiment I find somewhat perplexing. \n\n\n\nThe fear that cookies might somehow upend the entire advertising world seems overblown. \n\n\n\nAfter all, the digital ecosystem is rich with alternative identifiers. It’s a trade-off scenario: if you’re keen on using top-tier services like Google, for instance, sharing your search history is part of the bargain.\n\n\n\nWhat excites me is the technological evolution on the horizon. New technologies are emerging that promise to refine how we identify patterns and target audiences, offering more sophisticated ad placements and innovative ways to showcase ads. \n\n\n\nThis progress means we’ll have an expanding array of tools at our disposal, making advanced advertising techniques more accessible than ever. \n\n\n\nConsider how we’ve moved from the era of expensive TV and radio spots, where a hefty investment was required to make a splash, to today’s digital age, where a few hundred dollars and the right digital platform can launch your campaign. \n\n\n\nThe accessibility of advertising has transformed dramatically, and this trend is only set to continue.\n\n\n\nUse the tools at your disposal\n\n\n\nTargeting is where the game changes. It’s what allows you to dive into CTV advertising without breaking a sweat, putting your ads exactly where they need to be and reaching the right audience with precision. \n\n\n\nAs you work to hone in on specific locations, focus on particular audience segments, or leverage first-party data, StackAdapt has you covered. And this is crucial because, let’s face it, navigating the world of CTV, in-game, and DOOH advertising and securing prime spots isn’t exactly straightforward if you’re going it alone.\n\n\n\nThat’s where the beauty of having an integrated platform like StackAdapt comes into play. It’s like having a key to an exclusive club that aggregates all the inventory you could ever dream of, making sure your ads land in the perfect spot without you having to cold-call every billboard owner or gym manager out there. \n\n\n\nThis level of access and ease is a game-changer—especially for smaller advertisers who might not have the clout of the big Fortune 500 companies. With our inventory and targeting capabilities, personalization isn’t just a buzzword; it’s your new reality.\n\n\n\nRequest a demo today to find out more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels","url":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels","name":"Personalization in Emerging Advertising Channels | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423174249/20240327_Personalization-in-Emerging-channels_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-04-10T17:40:43+00:00","dateModified":"2026-09-08T21:45:09+00:00","description":"Explore the future of personalized advertising in CTV, DOOH, and gaming, and learn how to engage audiences in a post-cookie world.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/personalization-emerging-advertising-channels#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423174249/20240327_Personalization-in-Emerging-channels_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240423174249/20240327_Personalization-in-Emerging-channels_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of personalized fitness ads."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"B2B first-party data: The future of personalization in marketing","datePublished":"2024-04-23T20:06:29+00:00","dateModified":"2026-09-08T21:45:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization"},"wordCount":1899,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501162933/20240423_personalization-for-B2B_Blog-header_Header.webp?fit=1201%2C601&ssl=1","keywords":["1st-party data","audience data","b2b","Content Level : 201"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"B2B marketing is boring—at least that’s the sentiment doing the rounds in social media.\n\n\n\nSo B2B marketers are trying different gimmicks to make their ads fun, even weird—from Adobe’s Click, Baby, Click! ad to Zendesk’s “I like it when he gives me the business” commercial.\n\n\n\nThose ads are clever. But do they convert? Hard to know. \n\n\n\nWhat we know is that 77% of B2B buyers won’t purchase without personalized content. That means that your best bet is on customized experiences rather than humour. \n\n\n\nAs we enter a cookieless world, though, marketers’ ability to personalize their B2B campaigns is taking a hit.\n\n\n\nThird-party cookies have traditionally enabled advertisers to track users’ browsing activities across different sites to target ads effectively. However, with their usage declining, you need to lean heavily on first-party data.\n\n\n\nWhat is B2B first-party data?\n\n\n\nFirst-party data is information collected directly from your sources (e.g. your CRM) about your customers and users. This includes interactions on your website, customer feedback, email subscriptions, and any direct engagements. \n\n\n\nUsing first-party data has several advantages over third-party data:\n\n\n\n\nImproved data quality and relevance: Since first-party data comes from direct interactions with your brand, it’s generally more accurate and relevant. This results in better insights and more effective targeting.\n\n\n\nEnhanced customer relationships: Using first-party data means you are engaging directly with those who have shown interest in your brand or have already interacted with you. This direct engagement helps build stronger, more personal relationships with potential and existing customers.\n\n\n\nIncreased privacy compliance: You ensure compliance with data privacy regulations like GDPR and CCPA as this data is collected with explicit consent from your users.\n\n\n\n\nThere are some drawbacks, however, that you need to consider. For instance, you will need to enhance your data collection methods to compensate for the loss of third-party data. Consider employing more interactive content, better CRM tools, or compelling offers to encourage users to share their information willingly.\n\n\n\nYou might also need sophisticated data processing and analytics capabilities to get actionable insights from the data you collect.\n\n\n\nThe role of B2B first-party data in personalization\n\n\n\nFirst-party data plays a pivotal role in crafting personalized experiences. It enables you to tailor your marketing efforts based on your customer’s specific needs and behaviours, providing them with a more relevant and engaging experience. \n\n\n\nThis personalization not only improves customer satisfaction but also boosts the effectiveness of your marketing campaigns.\n\n\n\nAs the advertising landscape evolves away from third-party cookies, first-party data isn’t just a backup plan—it’s the foundation of effective, compliant, and customer-centric marketing strategies in B2B.\n\n\n\nBest practices for using first-party data in B2B marketing\n\n\n\nA report by Forrester and Acoustic reveals a significant gap between the importance marketers place on first-party data and their actual ability to collect it effectively. \n\n\n\n\nWhile 84% of marketers recognize the importance of channel engagement data from emails, mobile phones, or websites, only 68% successfully collect this data. \n\n\n\nSimilar gaps exist in the collection of web and mobile data (81% find it important, but only 63% collect it) and real-time experience data (75% consider it critical, yet merely 47% gather it). \n\n\n\n\nThe primary challenge in collecting first-party data lies in the infrastructure required—for the data collection itself and for governance and compliance.\n\n\n\nYour marketing strategy should focus on effectively collecting, managing, and leveraging first-party data to drive sales, personalize experiences, and enhance your marketing efforts. \n\n\n\nHere are some best practices and strategies to help you in this process:\n\n\n\nCollecting first-party data\n\n\n\nA common tactic in B2B marketing for collecting data is to host events and webinars that require registration to obtain contact information and insights from the attendees. \n\n\n\nIf you are doing programmatic advertising, encourage more interactions with your ads by offering valuable content, interactive tools, or surveys that prompt users to share their information.\n\n\n\nWhen companies lack the infrastructure to collect data, they can partner with data-rich platforms to extend their reach. \n\n\n\nWith StackAdapt, for example, you can onboard and activate your first-party data from your CRM, email marketing system, or conference and webinar registrations, and use it to target audiences that have shown interest in your business. Then, you can extend this first-party reach and impact by using your CRM data as a seed to build out lookalike audiences. Lookalike audiences use information about your first-party users to find audiences that look just like your ideal buyer.\n\n\n\nManaging first-party data\n\n\n\nAlways obtain explicit consent when collecting data to comply with data protection laws and keep your data security measures stringent and up-to-date.\n\n\n\nUse a robust CRM system to organize and manage your data effectively. Ensure your data is segmented and easily accessible for targeted marketing campaigns. Remember to keep your data fresh and accurate by regularly updating it and allowing customers to update their preferences. This ensures you are working with the most current information.\n\n\n\nLeveraging first-party data\n\n\n\nUse the insights gained from your data to tailor marketing messages and offers to meet the specific needs and interests of customers. Personalization can significantly increase engagement and conversion rates.\n\n\n\nBreak your audience into smaller segments based on their behaviour or demographics. Tailored messages to these segments can be more effective than broad campaigns.\n\n\n\nFinally, analyze your data to predict future buying behaviours and preferences. This can guide your product development and marketing strategies, allowing you to meet customer needs proactively.\n\n\n\nEnhancing marketing efforts\n\n\n\nImplement account-based marketing (ABM). Use first-party data to identify key accounts and create personalized marketing campaigns focused on the specific needs and decision-making processes of those accounts.\n\n\n\nData insights help fine-tune your content strategy, ensuring it resonates well with your target audience. Develop content that addresses the specific challenges and needs of your segments. \n\n\n\nFinally, optimize customer journeys—track and analyze how customers interact with your brand across different touchpoints. Use this data to optimize these interactions and improve customer satisfaction and loyalty.\n\n\n\nThese strategies will help you position your brand to capitalize on the depth and quality of insights that first-party data offers. But for B2B, the most valuable strategy is using first-party data to personalize your ABM campaigns.\n\n\n\nAccount-based marketing with personalization\n\n\n\nUsing first-party data in your ABM efforts allows for more targeted and personalized experiences that resonate deeply with your key accounts. \n\n\n\nHere’s how to leverage first-party data to refine your ABM strategies and integrate personalized content and offers.\n\n\n\n\nDeepen account insights: First-party data gives you a comprehensive view of how specific accounts interact with your brand, from website visits to email engagements. These insights allow you to understand the pain points, interests, and needs of each account more deeply, enabling highly-targeted campaign strategies.\n\n\n\nRefine targeting accuracy: Use the detailed information from your first-party data to create precise customer profiles for your key accounts. This level of detail increases the accuracy of your targeting, making your ABM efforts more relevant and impactful.\n\n\n\nTrack engagement in real time: With real-time data on how accounts interact with your current campaigns, you can quickly adjust your strategies to optimize performance and engagement levels.\n\n\n\n\nFor instance, StackAdapt has a B2B targeting and measurement tool designed to reach verified B2B professionals. This tool allows for precise tracking of account-level engagement, helping you generate qualified leads more effectively. With its accurate and transparent attribution capabilities, you can create seamless end-to-end marketing strategies that integrate smoothly with sales and revenue operations.\n\n\n\nStrategies for personalized content and offers in ABM\n\n\n\nUse the insights gathered from your first-party data to craft messages that speak directly to the specific context and business challenges of each account. Tailored messaging feels more relevant to the recipient, increasing the chances of engagement and conversion.\n\n\n\nEven within a single account, there can be varying needs and preferences depending on the department or job role. Segment your contact lists by these criteria and customize your communications accordingly to address the unique needs of each subgroup.\n\n\n\nImplement technology that adapts the content displayed on your ads, your website or in your emails based on the known preferences and past behaviours of account members. This could mean showing different content to different users from the same account when they visit your site.\n\n\n\nYou can also create personalized offers or incentives based on the purchase history and interaction data of an account. For example, if an account has shown interest in a particular service or product, offer a trial or a time-sensitive discount specifically tailored to that interest.\n\n\n\nOne way to do this is through dynamic creative optimization (DCO), which allows you to automatically create personalized ads based on data about the viewer at the moment of ad serving. This technology uses real-time data to change the creative elements of an ad to match the viewer’s preferences, behaviours, and context. \n\n\n\nOverall, ensure that the personalized experience is consistent across all channels, from email to ads to your website. This consistency helps reinforce your message and brand, making each interaction feel more connected and thoughtful.\n\n\n\nMeasuring success: The impact of personalization on B2B sales\n\n\n\nIn B2B marketing, tracking the effectiveness of personalization strategies involves focusing on several key performance indicators (KPIs). \n\n\n\nThese metrics help you measure how well your personalized content and campaigns are resonating with your target audience and driving business objectives:\n\n\n\nConversion Rate: Track how many leads or customers are converted after receiving personalized messages compared to a generic approach. A higher conversion rate indicates successful personalization.\n\n\n\nEngagement Rate: Measure the level of interaction with your personalized content across various platforms, like email opens, clicks, website visits, and social media engagement. Increased engagement rates suggest that the content is relevant and appealing to your audience.\n\n\n\nLead Quality and Sales Metrics: Assess the quality of leads generated through personalized campaigns. Look at the number of sales-qualified leads (SQLs) and the impact on sales metrics, such as deal size or sales cycle length, to determine if personalization is attracting better-fit customers.\n\n\n\nCustomer Retention Rates: Track retention rates to see if personalized approaches are improving customer loyalty and reducing churn.\n\n\n\nAccount Penetration: For account-based marketing, measure how deeply you are engaging with targeted accounts. Check if personalized content leads to broader engagement within key accounts, including increased contacts or cross-departmental interactions.\n\n\n\nROI and ROAS of personalized campaigns: Ultimately, evaluate the return on investment (ROI) and return on ad spend (ROAS) from personalized marketing efforts by comparing the revenue generated to the cost of the campaigns.\n\n\n\nKeeping track of these metrics is hard if you don’t have the right tools and workflows in place. That’s why with StackAdapt, you can visualize account engagement and report on the metrics that matter most for B2B. You can track progress across the buyer’s journey, quantify your marketing dollars to prove ROAS, and understand who your interested and engaged accounts are so you can prioritize them with your sales team.\n\n\n\nInterested in learning more? Request a demo today to see how StackAdapt can help you leverage your first-party data to grow your business.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization","url":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization","name":"B2B First-Party Data: The Future of Personalization | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-first-party-data-personalization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501162933/20240423_personalization-for-B2B_Blog-header_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-04-23T20:06:29+00:00","dateModified":"2026-09-08T21:45:07+00:00","description":"Explore how first-party data revolutionizes B2B personalization, from enhancing customer journeys to predictive analytics for unmatched engagement.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt becomes HubSpot app partner with certified integration that harnesses the power of first-party data","datePublished":"2024-04-24T20:39:03+00:00","dateModified":"2026-09-08T21:45:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner"},"wordCount":490,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501164137/20240402_Hubspot-Integration_Blog-Header.webp?fit=1201%2C601&ssl=1","keywords":["company updates","partner"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner","url":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner","name":"StackAdapt Becomes Certified HubSpot App Partner | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501164137/20240402_Hubspot-Integration_Blog-Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-04-24T20:39:03+00:00","dateModified":"2026-09-08T21:45:07+00:00","description":"StackAdapt’s HubSpot integration uses CRM data to help users streamline their multi-channel campaigns and deliver highly-targeted ads to the right audience.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/hubspot-app-integration-partner#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501164137/20240402_Hubspot-Integration_Blog-Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240501164137/20240402_Hubspot-Integration_Blog-Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"StackAdapt becomes HubSpot App partner with certified app integration"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/white-label-programmatic-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/white-label-programmatic-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Benefits of white-labeling a programmatic advertising platform","datePublished":"2024-05-07T15:46:00+00:00","dateModified":"2026-09-08T21:45:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/white-label-programmatic-advertising"},"wordCount":1273,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/white-label-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240507111358/20240416_White-Label_Header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","b2b","Content Level : 101","multi-channel"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"In programmatic advertising, the ultimate goal is to get the right ad in front of the right person in the right place at the right time. But, with so many ads competing for customers’ attention, that’s never been more challenging. And without the right data, inventory, or tools, it’s nearly impossible to do that precisely or at scale.\n\n\n\nThat’s where a white-label programmatic advertising solution comes in.\n\n\n\nWhether you want to white-label a demand-side platform (DSP) or build your own in-house solution with an API integration, white-labeling can help you enhance your advertising capabilities, stand out from the competition, and generate additional revenue streams by acquiring new clients or providing solutions for your target audience and industry.\n\n\n\nIn this article, we’ll look at the five benefits of partnering with an existing platform versus building your own solution that fits your and your clients’ programmatic advertising needs. But before we go in-depth, let’s cover a few things.\n\n\n\nWhat is white-label software?\n\n\n\nWhite-label software is pre-made software that you can rebrand, use, and sell as your own without having to build it from scratch. You can do this by customizing and rebranding a platform’s interface or integrating via API, which incorporates a provider’s existing functionality into your platform. \n\n\n\nWhite-label software is helpful for businesses that want to access or offer additional services, but don’t have the resources, expertise, or time to build a solution themselves.\n\n\n\nWhat is a white-label DSP?\n\n\n\nA white-label DSP is a platform that has been custom-built for a brand, agency, or software provider on top of an existing platform, so they can access or offer their clients additional services, opening up the potential for new revenue streams. \n\n\n\nTraditionally, when you think of a white-label DSP, you probably picture a platform offering the same benefits as a self-serve DSP, but with minor cosmetic changes, like a new URL, logo, or interface.\n\n\n\nWhite-labeling isn’t just duplicating a platform and slapping on some new branding (although sometimes it’s that straightforward). It can also refer to leasing parts of a platform or a software’s specific functionality through an API to augment a company’s existing data or technology.\n\n\n\nIn programmatic advertising, this could include leveraging different channels, targeting capabilities, solutions, and other aspects of a platform. It could also involve using the whole platform to build a custom solution based on your or your client’s needs.\n\n\n\nCompanies can leverage white-label software to build a unique value, identity, and solution in the marketplace that goes beyond the reach and targeting capabilities of a single platform or channel.\n\n\n\n5 benefits of white-labeling a programmatic advertising platform\n\n\n\n1. Leverage 1st-party data to create personalized ads\n\n\n\nFirst-party data has never been more valuable. It can be leveraged to create hyper-relevant and personalized ads targeted to customers who have already shown interest in your business or brand. It also provides a unique monetization opportunity for vendors who want to build their own solution and leverage their data to create additional revenue streams. First-party data is also cookieless, making it more reliable, privacy-friendly, and future-proof than 3rd-party data.\n\n\n\nActivating and leveraging 1st-party data can be difficult without the proper systems in place.\n\n\n\nThat’s where white-label programmatic advertising software can come in to help you.\n\n\n\nFor example, StackAdapt and Snowflake partnered together to help marketers leverage their 1st-party data and activate it in campaigns to target audiences. This integration allows marketers to connect and deliver highly-targeted ads across even more channels without constantly uploading CSV files or managing relationships with multiple data partners.\n\n\n\n2. Access to inventory and advertising channels\n\n\n\nAd frequency is important. If a customer sees an ad too often or on the same channel, they may stop paying attention to it. If they see an ad too little, it won’t stick. Striking that right balance and ensuring you’re targeting the right audience on the right channel is key.\n\n\n\nWhen you partner with an existing advertising solution, you can access additional inventory resources. \n\n\n\nSome platforms have access to a select number of channels, publishers, and inventory. When you can only bid on a small amount of inventory, it can be difficult to reach and influence your target audience. \n\n\n\nBuilding your own white-label solution allows you to take a holistic approach to supply. It gives you access to premium inventory and emerging media channels (including connected TV, audio, in-game, and digital out-of-home) that help target consumers beyond their computers.\n\n\n\n3. In-depth reporting and interactive dashboards\n\n\n\nAsk any Chief Marketing Officer what they’re looking to improve, and one of the main things they’ll probably say is, “I want to understand my customer better.”\n\n\n\nAs we adapt new technologies, campaign strategies, and emerging channels to reach target audiences more effectively, there has never been more data and insights available. \n\n\n\nTo understand your audience, you need proper reporting, analytics, and data visualization tools. But it can be hard to create reports that are easy to understand, accessible, and personalized for every client or company. \n\n\n\nWhen you leverage an existing programmatic advertising solution, you get access to all of its interactive dashboards and custom reporting to help optimize campaigns and make data-informed decisions. This can be combined with your existing data to create reports that are easy to share with clients, gain granular insights into campaign performance, and get a deeper understanding of your audience and how to target them.\n\n\n\n4. Get in front of key B2B decision makers\n\n\n\nFor B2B marketers, getting in front of key decision makers is essential for campaign success. That may be the end goal, but marketers may not always have the right technology and bidding capabilities at their disposal to run effective B2B campaigns. \n\n\n\nA platform that offers ABM targeting capabilities like StackAdapt can leverage 1st-party data to segment customers based on firmographic, demographic, technographic, and intent data points to reach decision makers across multiple touch points and channels. This can help you hone in and create more personalized ad campaigns that address key pain points and resonate deeply with your targeted accounts.\n\n\n\n5. Save time and money\n\n\n\nBuilding your own DSP from scratch is expensive and time-consuming. First, you need to find the right people—the data engineers, scientists, and architects—to do the job. Then, you need to make connections with inventory providers and strike deals with 3rd-party partners. After that, a UI designer needs to create the interface. Finally, you have to find the talent and capital to maintain it over the long term.\n\n\n\nThat’s a lot of time, energy, and money.\n\n\n\nInstead, businesses can tap into a platform that already exists and has all the major features they need without worrying about the costs and behind-the-scenes activities that come with building and maintaining a DSP.\n\n\n\nDepending on your needs, building your own white-label solution can take as little as a week (and up to six to nine months for more complex projects, depending on the skillset, engineers, UX designers, and current architecture at your disposal), drastically cutting down on the time it takes to go to market.\n\n\n\nPower up with white-label programmatic advertising\n\n\n\nProgrammatic advertising has never been more complex and competitive. White-labeling allows you to build a new solution on top of an existing platform or technology to help scale your business and create new revenue streams without wasting resources.\n\n\n\nExplore existing platforms that offer an API integration and create your own in-house advertising solution. Request a demo today to learn more about the StackAdapt API.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on the 2024 Best Workplaces™ in Canada list","datePublished":"2024-05-13T13:14:00+00:00","dateModified":"2026-09-08T21:45:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024"},"wordCount":472,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240510121421/20240509_Best-Place-Award_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024","url":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024","name":"Best Workplaces in Canada 2024 List | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240510121421/20240509_Best-Place-Award_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-05-13T13:14:00+00:00","dateModified":"2026-09-08T21:45:02+00:00","description":"StackAdapt has been named on the 2024 Best Workplaces in Canada list. It’s an honor to be once again recognized as one of the best places to work in Canada.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-in-canada-2024#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240510121421/20240509_Best-Place-Award_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240510121421/20240509_Best-Place-Award_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt has been named on the 2024 Best Workplaces in Canada list."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named one of Canada’s Best Managed Companies in 2024","datePublished":"2024-05-14T13:11:00+00:00","dateModified":"2026-09-08T21:45:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies"},"wordCount":653,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522152112/20240425_Best-Managed-Companies_Blog-Header-1.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies","url":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies","name":"StackAdapt Chosen One of Canada’s Best Managed Companies","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-named-one-of-canadas-best-managed-companies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240522152112/20240425_Best-Managed-Companies_Blog-Header-1.webp?fit=1200%2C600&ssl=1","datePublished":"2024-05-14T13:11:00+00:00","dateModified":"2026-09-08T21:45:01+00:00","description":"StackAdapt has received the prestigious 2024 Canada’s Best Managed Companies award.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"How Connected TV is redefining political ad reach and impact","datePublished":"2024-05-24T11:00:00+00:00","dateModified":"2026-09-08T21:44:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising"},"wordCount":1841,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240523105008/20240522_CTV-and-Political_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv","political"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TV has always been the darling of political advertisers.\n\n\n\nAs recently as the 2022 US midterm elections, broadcast TV and cable TV/satellite advertising accounted for approximately two-thirds of all political advertising spending—and over-the-top (OTT)/connected TV (CTV) advertising represented around 15% of total political advertising spending.\n\n\n\nAlthough 15% is quite a jump from just a few years ago, it’s still a low percentage given all the benefits political advertisers can reap from CTV.\n\n\n\n\nStudies show consumers increasingly shifting towards streaming services, with 80% of US households now having at least one connected TV device.\n\n\n\nAdvertisers leveraging both linear TV and CTV have achieved a 32% increase in total reach compared to those using linear TV alone.\n\n\n\nAccording to recent research, political advertisers believe incorporating CTV into their media mix will be crucial for reaching younger voters in upcoming elections.\n\n\n\n\nIn this article, we’ll go over the rising importance of CTV in the advertising mix, touching on cost-efficiency, targeting capabilities, and the need for cross-channel integration.\n\n\n\nTargeting and retargeting capabilities of CTV vs linear TV\n\n\n\nCTV is shaking up the advertising game, offering pinpoint precision in how ads reach viewers, especially compared to traditional linear television. This is a big deal for political advertisers.\n\n\n\nCTV targets ads to specific households using their IP addresses and device IDs. Advertisers can craft messages based on detailed demographic, psychographic, and behavioural data.\n\n\n\nYou can combine first-party data (like voter lists and donation histories) with third-party data to hone in on household-specific political profiles, increasing the accuracy of your targeting.\n\n\n\nOn the other hand, linear TV targeting is more about hitting broad geographic and basic demographic groups. You buy ad spots during programs that generally attract certain types of viewers, but it's a bit of a guess.\n\n\n\nThis approach assumes all viewers of a show share similar traits or interests, which isn't always the case, leading to possible misfires in reaching the right audience.\n\n\n\nThat said, linear TV still attracts huge audiences and holds a lot of sway, especially among folks who aren't all that into digital. Keeping ads on linear TV means you're not missing out on viewers who prefer traditional media. It’s a great way to keep your brand or message visible to a wide swath of the population, like older demographics who spend more time in front of the TV than online.\n\n\n\nRegarding retargeting, CTV lets you follow up with viewers on other platforms. Suppose someone watches a political ad on CTV, but doesn’t act immediately. In that case, you can catch them later on social media or other sites they visit, reinforcing your message across multiple touchpoints. Unlike CTV, linear TV doesn’t offer an easy way to retarget viewers with digital ads based on their TV viewing (you can do it with StackAdapt, though). While you can try to sync TV ads with online campaigns, there's no straightforward method to follow up directly.\n\n\n\nUsing both channels opens the opportunity to retarget linear TV viewers on CTV. For instance, you can:\n\n\n\n\nRetarget users who have already seen your ad, amplifying your reach.\n\n\n\nExclude users who have seen your ad, adding incremental reach.\n\n\n\nTarget users who have seen a competitor’s ad (what is called conquesting).\n\n\n\n\nFurthermore, with CTV you can customize ads for each household, considering local issues, demographic specifics, and viewing habits. This isn't just smart; it’s effective because it boosts the relevance and impact of the ads.\n\n\n\nCTV provides the flexibility to change targeting tactics mid-flight, allowing you to react to changing political conditions and update your strategy in real-time.\n\n\n\nOn linear TV, personalization is pretty much nonexistent. Every viewer sees the same ad, which misses the chance to address specific viewer interests or political views—and you can’t make any changes to your ads, since you’re locked from the start. \n\n\n\nHowever, this does not dismiss linear TV, which has worked so well for political ads over decades.\n\n\n\nWhile CTV boasts laser-focused targeting and personalized ads, pairing it with linear TV can supercharge your advertising strategy. This combo maximizes the reach and impact of your political campaigning.\n\n\n\nImagine using linear TV for a broad brushstroke message about a political candidate, then following up with targeted CTV ads that address specific household concerns or political leanings. This one-two punch can make your message stick and drive engagement way up.\n\n\n\nThis approach ensures that your campaign hits all the right notes, from general awareness on linear TV to targeted persuasion on CTV.\n\n\n\nHere’s a table comparing some key features of CTV and linear TV.\n\n\n\nFeatureConnected TV (CTV)Linear TVTargeting PrecisionTargets specific households using IP addresses and device IDs.Targets broader geographic areas and basic demographic groups.Data IntegrationCombines first-party and third-party data for detailed profiling.Limited data integration, relies more on general viewer metrics.PersonalizationHighly-personalized ads tailored to household specifics.Generic ads; same content is shown to all viewers of a program.Retargeting CapabilitiesEnables retargeting on other digital channels based on CTV interaction.No direct retargeting capabilities; less integration with digital campaigns.Ad CustomizationAds can be adjusted dynamically based on real-time data.Ads are fixed usually once placed, with little flexibility for adjustment.Cost-EfficiencyMore cost-effective due to precise targeting and reduced ad waste.Potentially less cost-efficient due to broader targeting and wasted impressions.Viewer EngagementHigher engagement likely due to ad relevance and customization.Lower engagement potential due to less relevance and personalization.\n\n\n\nAdvanced analytics and cross-channel measurement\n\n\n\nWhen it comes to crunching numbers and tracking performance, CTV's got the upper hand with advanced analytics and measurement tools that can really kick a political campaign into high gear. \n\n\n\nCTV can track which households watch what, when, and how they interact with ads. You can access this data fairly quickly.\n\n\n\nOn the other hand, linear TV sticks to more traditional metrics like ratings and reach, which tell you how many people watched a program, but not much about who they are or how they reacted to your ad.\n\n\n\nCTV’s real-time analytics allow campaign teams to see performance as it happens and tweak ads quickly. This agility is invaluable in politics, where staying responsive to current events can make or break a campaign.\n\n\n\nAlthough broader in its data capture, linear TV is still essential for understanding general viewer engagement and establishing a brand presence among a wide audience, including demographics less likely to be reached by digital means.\n\n\n\nThe ability to dynamically adjust strategies across platforms can lead to more effective campaigning. Suppose data from linear TV shows high engagement during certain programs. In that case, CTV ads can be synchronized to air following these programs, targeting the engaged viewers with more specific calls to action. This strategy optimizes ad spend and enhances message penetration and voter engagement.\n\n\n\nMixing in analytics from both CTV and linear TV also gives you a clearer picture of how your campaign is performing. You can track reach and frequency across both platforms to fine-tune where your money goes and ensure you're hitting your campaign targets effectively without blowing your budget or missing your mark.\n\n\n\nIn short, while CTV is changing the game with advanced features, linear TV still holds a key spot in a well-rounded media strategy. Using both lets you leverage the broad audience of linear TV with the pinpoint accuracy of CTV, creating a dynamic, multi-channel strategy that resonates with a diverse audience and drives real results.\n\n\n\nCTV offers several advanced tools and methodologies for measuring ad effectiveness and efficiency that take advantage of its digital nature. Here's a breakdown of some key tools and methodologies used in CTV, along with the ROI metrics uniquely enhanced by this platform.\n\n\n\nTools and methodologies for measuring CTV ads\n\n\n\nTool/MethodologyDescriptionMulti-Touch Attribution (MTA)Tracks the influence of specific ads on viewer behaviour across devices, attributing conversions to particular ads.Lift MeasurementCompares behaviour between viewers exposed to ads and a control group, measuring the direct impact of ads.View-Through Rate (VTR)Measures the percentage of ads watched to completion, indicating viewer engagement and ad relevancy.Real-Time Performance DashboardsOffer real-time data on ad performance, enabling rapid adjustments to campaigns.\n\n\n\nROI metrics unique to or enhanced by CTV\n\n\n\nROI MetricDescriptionIncremental ReachMeasures additional viewers reached by CTV beyond those reachable via traditional TV, particularly cord-cutters.Cost Per Completed View (CPCV)Focuses on the cost for each ad viewed to completion, offering a clear measure of spend versus engagement.Brand LiftMeasures the impact of ads on brand-related metrics like awareness, perception, and purchase intent through controlled tests.\n\n\n\nMeasuring the impact of your multi-channel political campaigns\n\n\n\nAs a political advertiser, you already have linear TV assets. Why not reformat them for CTV (and online video), which are much cheaper and provide a similar \"lean-back\" viewing experience?\n\n\n\nAdding programmatic advertising to your mix will allow you to access a large inventory of CTV spots and get your candidate’s message to a larger audience. The best part? You’ll get access to real-time data to measure the impact of your campaigns.\n\n\n\nFor instance, StackAdapt’s programmatic platform offers a feature called Incremental Reach Forecasting and Measurement. \n\n\n\nThis tool is perfect for determining the extra audience you can tap into by mixing programmatic with your standard linear TV ads. It's all about understanding which parts of your target audience you only catch through programmatic channels.\n\n\n\nIncremental Reach Forecasting: Search your linear TV campaigns on the platform, and you can generate incremental reach forecasts on the fly. This is handy for planning your CTV campaigns and deciding how to split your budget between CTV and linear TV channels. And the best part? These forecasts are available instantly.\n\n\n\nIncremental Reach Measurement: After you kick off your programmatic campaigns, you can measure the extra reach you've gained on top of your linear TV efforts, all within the StackAdapt platform. You'll get reports within 24 hours, updated daily, that show you metrics like the proportion of reach and unique reach. This gives you a clear picture of how effectively you expand your audience reach with programmatic ads.\n\n\n\nOne major challenge you may face when using digital channels is budget allocation between linear TV and CTV. It's critical to accurately calculate incremental audiences to prevent underspending and fully capture the potential reach. \n\n\n\nEffective forecasting across both channels is essential for grasping the total reach within crucial political districts, which helps more effectively plan the budget. \n\n\n\nThis approach ensures you achieve your reach and frequency goals, and assess whether you can fully utilize your budget in smaller or more competitive markets. Additionally, assessing the incremental reach of digital audiences mid-campaign allows for necessary budget adjustments between linear and digital channels.\n\n\n\nWith incremental reach forecasts or reports, you can do it all—forecasting, campaign execution, and measurement—with StackAdapt.\n\n\n\nRequest a demo today to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising","url":"https://www.stackadapt.com/resources/blog/ctv-political-advertising","name":"Integrating CTV into Political Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-political-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240523105008/20240522_CTV-and-Political_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-05-24T11:00:00+00:00","dateModified":"2026-09-08T21:44:58+00:00","description":"Explore how CTV redefines political advertising with advanced analytics, precise targeting, and cost-effective strategies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on the 2024 Best Workplaces for mental wellness","datePublished":"2024-05-29T13:29:53+00:00","dateModified":"2026-09-08T21:44:57+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness"},"wordCount":393,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240529092301/20240522_Best-Workplaces-for-Mental-Wellness-_Header_1200x600.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness","url":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness","name":"StackAdapt Named Best Workplaces for Mental Wellness | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240529092301/20240522_Best-Workplaces-for-Mental-Wellness-_Header_1200x600.webp?fit=1200%2C600&ssl=1","datePublished":"2024-05-29T13:29:53+00:00","dateModified":"2026-09-08T21:44:57+00:00","description":"StackAdapt has been recognized on the 2024 Best Workplaces for Mental Wellness. StackAdapt received this honour from Great Place to Work®.  ","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-has-been-recognized-on-the-2024-best-workplaces-for-mental-wellness#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240529092301/20240522_Best-Workplaces-for-Mental-Wellness-_Header_1200x600.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240529092301/20240522_Best-Workplaces-for-Mental-Wellness-_Header_1200x600.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt has been recognized on the 2024 Best Workplaces for Mental Wellness"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Hermes Creative Awards announces StackAdapt as a 2024 Platinum winner","datePublished":"2024-05-31T15:59:30+00:00","dateModified":"2026-09-08T21:44:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner"},"wordCount":426,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240531113400/20240531_Hermes-Award_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner","url":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner","name":"StackAdapt Awarded Platinum Hermes Creative Award | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240531113400/20240531_Hermes-Award_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-05-31T15:59:30+00:00","dateModified":"2026-09-08T21:44:56+00:00","description":"StackAdapt has been awarded Platinum Hermes Creative Award for a brand video ad created in collaboration with the Creative Studio.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/hermes-creative-awards-platinum-winner#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240531113400/20240531_Hermes-Award_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240531113400/20240531_Hermes-Award_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt received Platinum Hermes Creative Award 2024"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The strategic advantage of CTV for B2B advertisers","datePublished":"2024-06-04T17:33:02+00:00","dateModified":"2026-09-08T21:44:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising"},"wordCount":1580,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240603165442/20240603_CTV-for-B2B-Advertisers_Blog-Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","connected tv","Content Level : 201","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Imagine a world where nearly everyone is tuned into the same platform, offering advertisers a golden opportunity. That’s exactly the landscape we’re entering with connected TV (CTV). \n\n\n\nIn 2024, 68% of the US population—around 234 million people—will be using CTV. By 2028, this number is expected to grow to 250 million users, 71% of the population.\n\n\n\nThe adoption of CTV advertising is rising, with ad spending projected to jump from $28.75 billion USD in 2024 to $44.32 billion USD in 2028. This steady growth underscores the increasing value B2B companies see in leveraging TV's extensive brand exposure and audience reach.\n\n\n\nCTV ad spending in the US2024-2028Emarketer Forecast, March 2024\n\n\n\n\n\n\n\nMany B2B companies are eager to use CTV to reach additional audiences. For TV publishers like NBC and Disney, B2B advertising presents a unique opportunity to diversify their ad content and avoid the repetitive ads typically dominated by pharmaceutical, automotive, and consumer goods commercials. \n\n\n\nB2B advertising introduces differentiated demand and diverse ad content, making commercial breaks more varied and interesting. Competitive separation rules, which prevent conflicting categories from airing back-to-back, highlight the importance of this diversity. \n\n\n\nFocusing on B2B sets you apart and brings unique value to TV publishers looking to enrich their ad portfolios.\n\n\n\n3 myths about CTV in B2B advertising\n\n\n\nDespite the growing interest and clear benefits, several myths about CTV advertising in B2B need debunking. \n\n\n\nLet's tackle three common misconceptions:\n\n\n\nMyth 1: CTV ads are either too cheap or too expensive\n\n\n\nThe cost of CTV ads is often misunderstood. Some believe they're either bargain-basement cheap or prohibitively expensive. \n\n\n\nThe truth is the cost-per-thousand impressions (CPM) for premium CTV inventory typically falls within a reasonable range of $15 to $30 USD. \n\n\n\nThis range provides B2B advertisers with a cost-effective way to reach their target audiences without breaking the bank or compromising quality.\n\n\n\nMyth 2: Limited supply and availability of CTV inventory\n\n\n\nMany B2B marketers worry there's insufficient CTV inventory to meet their needs. However, this couldn't be further from the truth. \n\n\n\nThere's actually plenty of supply available. Moreover, the diversified demand from various advertising categories helps fill available slots effectively. \n\n\n\nThis means B2B advertisers can confidently invest in CTV without fearing a shortage of ad space.\n\n\n\nMyth 3: Quality requirements for CTV ads are too high\n\n\n\nWhile it's true that CTV ads require high-quality creatives, this should be seen as an opportunity rather than a hurdle. \n\n\n\nHigh-quality mezzanine files ensure a seamless user experience, crucial for maintaining viewer engagement. \n\n\n\nTV's creative requirements differ from those for display and mobile ads, but they also offer a chance to produce visually compelling and impactful content that stands out. \n\n\n\nFor B2B advertisers, investing in high-quality creatives can significantly enhance the effectiveness of their campaigns.\n\n\n\nBenefits of CTV in B2B advertising\n\n\n\nBenefit 1: Targeting precision and personalization of CTV\n\n\n\nRegarding targeting and personalization, CTV offers significant benefits for B2B marketers. \n\n\n\nOne major advantage is that you can leverage the same signals used for display and mobile advertising today. You can target your audience at scale by utilizing IP addresses and device IDs, which correlate to specific users. \n\n\n\nWhen it comes to personalization, CTV ads are incredibly sophisticated. For example, if a particular person is watching content on Disney+ and a commercial break occurs, Disney will send a bid request to the demand-side platform (DSP), indicating that they have an available ad slot. While they can't share personal information due to privacy regulations, the IP address and device ID can identify that it's someone who matches that person’s profile. This allows you to target individual users with precision rather than buying bulk impressions as with traditional TV advertising. \n\n\n\nNow, advertisers can cherry-pick specific impressions to target. Instead of buying impressions one through a million, you can selectively purchase impression 10, impression 100, or impression 99. This granular targeting ensures that ads are served to the most relevant viewers, making the inventory far more valuable. \n\n\n\n“Once you have digital TV and something connected to the internet, it means that someone can set a targeted ad to you based on your preferences,” says Greg Joseph, Vice President of Inventory Development in Advertising Technologies at StackAdapt. “I know the LinkedIn commercials I get today specifically target me. I get a ton of things that are specifically for adtech that only get sent to me versus other people. This is the kind of value B2B gets from CTV, getting their ads sent to the right businesses.”\n\n\n\nBenefit 2: Premium environment and engagement\n\n\n\nFinding the right audiences at the right time is crucial, and CTV allows you to do just that. With CTV, you can ensure your messages reach the most relevant viewers when they're most engaged.\n\n\n\nHistorically, B2B advertisers were satisfied with serving ads on sites they considered to be of acceptable quality. \n\n\n\nHowever, CTV presents a unique opportunity to place ads in the most premium environments available. Imagine your ad being served to a fully engaged viewer watching content on Disney+. \n\n\n\nThis level of premium supply available programmatically is a huge value add. Not only can you reach the right user at the right time, but you can also do so in an environment where the viewer is immersed fully in the content, significantly enhancing the impact of the advertisement.\n\n\n\nBenefit 3: Better ROI measurement and tracking\n\n\n\nOne of the most significant advantages of CTV advertising for B2B marketers is the ability to measure and track return on investment (ROI) with greater accuracy and detail. Here's how CTV stands out in this regard:\n\n\n\nAdvanced tracking capabilities: CTV provides advanced tracking methods that allow you to monitor the effectiveness of their ads. With precise metrics, such as additional reach and brand exposure, you can understand exactly how your campaigns perform. StackAdapt, for example, uses IP and device IDs provided by publishers to help track these metrics and determine the success of an ad campaign.\n\n\n\nInteractive elements for engagement: CTV ads can incorporate interactive elements like QR codes. Viewers can scan these codes with smartphones, allowing advertisers to measure direct engagement and track sales conversions in real time. This feature makes it easy for viewers to interact with the ad and purchase directly from their phones.\n\n\n\nDetailed analytics and reporting: The data collected from CTV campaigns is rich and detailed. You can access insights on viewer behaviour, such as how long viewers watched the ad, whether they interacted with it, and what actions they took afterward. This level of detail helps refine future campaigns and make data-driven decisions.\n\n\n\nIntegration with other digital channels: CTV's digital nature means its performance can be seamlessly integrated with other marketing channels. For example, a CTV campaign's impact can be correlated with website visits, social media engagement, and other online activities. This holistic view lets you see how the CTV ads contribute to the overall marketing strategy and ROI.\n\n\n\nIn summary, CTV advertising offers B2B marketers robust tools for measuring and tracking ROI. The ability to gather precise data, incorporate interactive elements, and integrate with other digital channels makes CTV an invaluable component of a comprehensive marketing strategy.\n\n\n\nChallenges and solutions for B2B advertisers\n\n\n\nB2B advertisers face several challenges when venturing into CTV advertising. Here are some of the key obstacles and how StackAdapt can help overcome them:\n\n\n\nInventory insights: One major challenge is gaining insights into the available inventory. At StackAdapt, we aim to connect our clients with the right publishers. Historically, B2B clients haven't had much direct interaction with the publishers we work with. Advertisers must engage with the publishers they plan to invest in through our DSP to make informed campaign decisions.\n\n\n\nAvoiding limited targeting: Advertisers often focus on well-known platforms like Disney+ and Peacock, limiting their reach. However, CTV offers a fragmented landscape with many targeting options. Beyond Disney and NBC, advertisers can target Warner Brothers Discovery across HGTV, HBO Max, Pluto, Tubi, Samsung Plus, and more. This wide array of options ensures that you can reach your target audience across multiple apps and platforms rather than confining yourself to a narrow selection.\n\n\n\nBroadening supply enablement: B2B advertisers must broaden their scope and consider the diverse range of TV publishers available to maximize exposure to the desired audience. Audiences don't just live on one app; they span multiple platforms. By expanding your targeting efforts, you can ensure you capture a wider audience that is most beneficial to your business.\n\n\n\nStackAdapt helps B2B advertisers with comprehensive inventory insights and direct communication with publishers. We encourage advertisers to explore the full range of CTV options, so they don't limit their campaigns to a few popular platforms.\n\n\n\nGet started with CTV in your B2B advertising campaigns\n\n\n\nCTV offers B2B advertisers an unparalleled opportunity to reach the right person at the right time, in the right place, and in the right environment.\n\n\n\nYou can benefit from precise targeting, personalized ads, better ROI measurement, and integration with other marketing strategies. Despite the challenges, the diverse inventory and insights provided by platforms like StackAdapt make the CTV landscape manageable and effective.\n\n\n\nReady to boost your advertising strategy? Try StackAdapt today and unlock the full potential of CTV for your B2B marketing campaigns. Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising","url":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising","name":"CTV for B2B Advertisers | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240603165442/20240603_CTV-for-B2B-Advertisers_Blog-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-06-04T17:33:02+00:00","dateModified":"2026-09-08T21:44:55+00:00","description":"Discover how Connected TV (CTV) is revolutionizing B2B advertising and unlock the full potential of CTV for your B2B campaigns.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ctv-b2b-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240603165442/20240603_CTV-for-B2B-Advertisers_Blog-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240603165442/20240603_CTV-for-B2B-Advertisers_Blog-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a TV with graphs and stats."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers"},"author":[{"@id":"https://www.stackadapt.com/resources/author/giuseppe-la-rocca#person"}],"headline":"Reach the right B2B decision makers with your marketing","datePublished":"2024-06-06T20:56:13+00:00","dateModified":"2026-09-08T21:44:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers"},"wordCount":1270,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240605092906/20240504_B2B-For-Decision-Makers_Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 201","programmatic advertising"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"In B2B, decision-making often involves a diverse group of stakeholders, each with unique perspectives and priorities. \n\n\n\nAccording to Gartner, a typical B2B buying group involves six to ten decision makers, each with five to six pieces of information to help them make a decision.\n\n\n\nClearly, targeting a single decision maker is not a viable strategy. This article explores how B2B marketers can effectively engage multiple stakeholders and optimize their campaigns in real time.\n\n\n\nUnderstanding the B2B decision-making process\n\n\n\nRecently, a CRM company spoke to our large stakeholder group. This group included representatives from various organizations within the company. \n\n\n\nFor instance, I represented the sales organization, while others represented marketing, operations, and finance. I realized that each stakeholder viewed the solution differently based on their unique needs and challenges.\n\n\n\nIn B2B marketing, we often make the mistake of targeting only the finance person, thinking they hold all the decision-making power. \n\n\n\nHowever, we need to engage everyone. We need to ask ourselves: \n\n\n\n\nWhich teams and roles are a part of the buying committee for my offering?\n\n\n\nWho are the influencers and their titles within these organizations?\n\n\n\nWhat is important to each of the leaders across these organizations?\n\n\n\nHow do we need to speak to each of these decision makers based on what's important to them and the value we can provide?\n\n\n\n\n\n\n\n\nDifferent organizational roles perceive value and challenges in unique ways based on their specific responsibilities and objectives. This diversity in perspectives makes it essential for B2B marketers to tailor their messaging to each stakeholder.\n\n\n\nIdentifying key B2B decision makers\n\n\n\nFor instance, let’s consider the scenario where a company is evaluating a new CRM system.\n\n\n\nThe sales leader is focused on how the CRM can drive sales and improve the bottom line. They want to know if the system can help identify new leads, streamline the sales process, and provide robust analytics to forecast revenue more accurately. Their main challenge is ensuring the CRM contributes to revenue growth and offers a good return on investment.\n\n\n\nThe marketing leader is concerned with how the CRM can improve campaign effectiveness and lead nurturing. They look for features like better segmentation, personalized marketing efforts, and detailed performance tracking. Their challenge is to ensure the CRM integrates well with other marketing tools and provides actionable insights to boost marketing ROI.\n\n\n\nThe operations leader values how the CRM can improve efficiency and productivity. They want streamlined workflows, reduced redundancies, and improved collaboration across departments. Their challenge is implementing a system that minimizes disruption and maximizes operational efficiency.\n\n\n\nThe finance leader examines the CRM from a cost perspective. They assess the upfront and ongoing costs, potential cost savings, and overall financial impact. Their challenge is to ensure the CRM fits within the budget and delivers measurable financial benefits.\n\n\n\nHere’s how a CRM company might tailor their pitch to each stakeholder:\n\n\n\nTo the sales leader\"Our CRM system boosts your sales team’s efficiency by 30%, leading to a potential 20% increase in revenue. \"With advanced lead scoring and automated follow-ups, your team can focus on closing deals rather than administrative tasks.\"To the marketing leader\"With our CRM’s robust segmentation and personalization tools, you can create highly-targeted campaigns that drive engagement and conversions. \"Our integrated analytics dashboard provides real-time insights into campaign performance, allowing you to adjust strategies on the fly.”To the operations leader\"Our CRM streamlines your workflows by integrating seamlessly with your existing tools and platforms. It reduces manual data entry by 40%, freeing up your team to focus on strategic initiatives. \"Plus, our user-friendly interface ensures quick adoption across departments.\"To the finance leader\"Our CRM offers a competitive pricing model with clear ROI. You can expect a significant reduction in customer acquisition costs by improving sales and marketing efficiency. \"Additionally, our real-time reporting helps you make data-driven financial decisions.\"\n\n\n\nA programmatic solution for reaching B2B stakeholders\n\n\n\nThe challenge for B2B marketers is figuring out how to effectively communicate with various decision makers within an organization, each with their own priorities. Instead of relying solely on the finance decision maker, you need to engage everyone in meaningful ways. \n\n\n\nStackAdapt has developed a solution for this within the programmatic ecosystem, leveraging ABM data and firmographic information to target decision makers across different organizational departments. Whether it's the sales leader, marketing leader, or any other key player, the platform allows you to reach them effectively. \n\n\n\nA programmatic platform like StackAdapt provides real-time measurement and reporting capabilities. You can target individuals with tailored creative content and measure the impact directly within the platform. This allows you to track the effectiveness of the lead conversion journey, identifying which types of content resonate most with different leaders. For instance, if you notice that sales leaders engage more with certain types of content, you can allocate more resources to those channels immediately.\n\n\n\nSome DSPs wait for end-of-campaign reports, which can prove to be inefficient. StackAdapt provides real-time insights and adjustments, and features like dynamic creative optimization allow for more personalized experiences as you can build and scale creative content based on individual user data. \n\n\n\nThis means you can deliver personalized messages to sales, finance, and marketing leaders, optimizing the content in real-time to maximize impact.\n\n\n\nHow marketers can influence the B2B decision making process\n\n\n\nHere are three steps you can take to get started.\n\n\n\n1. Understand the influencers \n\n\n\nStart by gaining a deep understanding of the various stakeholders within an organization who influence the decision-making process. \n\n\n\nIdentify these individuals, whether they are in marketing, sales, operations, or finance. Consider their roles and levels, from directors to SVPs. Understand what drives them and what signals are important to each group.\n\n\n\n2. Tailor your messaging \n\n\n\nOnce you've identified the key stakeholders, think about their specific incentives and motivations. What motivates a sales leader might be different from what motivates an operations leader or a marketing leader. \n\n\n\nExtract the unique value propositions for each group and craft impactful creative content tailored to their needs. Use dynamic creative optimization to test and refine your campaigns, ensuring that your messages resonate with each stakeholder.\n\n\n\n3. Measure the impact of your messaging\n\n\n\nIt’s important to measure how your messaging impacts each stakeholder group. Analyze which types of content engage different decision makers and drive conversions. \n\n\n\nThis insight helps you understand what works best for each group so you can adjust your strategies and allocate resources more effectively.\n\n\n\n4. Leverage real-time optimization \n\n\n\nUse measurement and reporting capabilities to monitor and optimize your campaigns. With StackAdapt, you can do this on the fly. This allows you to see which channels and messages are driving the most impact and make adjustments in real-time. \n\n\n\nYou don’t need to wait until the end of the campaign to see results; you can optimize as you go, ensuring that you reach the right decision makers and drive conversions effectively.\n\n\n\nWhen you understand who the decision makers are, tailor your messaging to their specific needs. This way, you can create highly-effective B2B marketing campaigns that engage multiple stakeholders and drive success.\n\n\n\nReady to revolutionize your B2B marketing strategy? Request a demo of StackAdapt today and see how our solutions can help you reach and resonate with every key player in your target organizations. These capabilities make StackAdapt a unique and powerful tool in the programmatic ecosystem, offering solutions that few other DSPs can match.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers","url":"https://www.stackadapt.com/resources/blog/b2b-decision-makers","name":"Marketing to B2B Decision Makers | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-decision-makers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240605092906/20240504_B2B-For-Decision-Makers_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-06-06T20:56:13+00:00","dateModified":"2026-09-08T21:44:54+00:00","description":"Influence the B2B decision making process by targeting multiple stakeholders with real-time optimization and dynamic creative strategies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/giuseppe-la-rocca#person","name":"Giuseppe La Rocca","identifier":27121,"url":"https://www.stackadapt.com/resources/author/giuseppe-la-rocca","sameAs":["https://www.linkedin.com/in/giuseppe-la-rocca-14232a23/"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/2/20240605094225/giuseppe-larocca.jpeg","jobTitle":"VP, Enterprise","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ben-elliott#person"}],"headline":"AI transforms DOOH: From billboards to big data","datePublished":"2024-06-12T13:37:49+00:00","dateModified":"2026-09-08T21:44:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising"},"wordCount":1612,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240610111730/20240606_AI-and-DOOH.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 201","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Imagine walking down a busy street surrounded by vibrant digital billboards that seem to know exactly what interests you. This isn't a scene from a sci-fi movie; it's the reality of AI-powered digital out-of-home (DOOH) advertising. \n\n\n\nWith AI's productivity gains projected to add up to a staggering $4.4 trillion to the global economy, its integration with programmatic advertising is reshaping the marketing landscape. \n\n\n\nProgrammatic DOOH advertising is riding this wave, with ad spend expected to reach $1.35 billion USD by 2027. This surge is driven by AI's ability to optimize ad placements, targeting audiences with precision and efficiency previously unimaginable.\n\n\n\nIn this article, we'll examine the evolution of DOOH advertising and explore how AI enhances and revolutionizes how advertisers reach their audiences. \n\n\n\nThe evolution of DOOH advertising\n\n\n\nThe journey of DOOH advertising began around 2005 when the first proper digital billboards were introduced in the United States. \n\n\n\nThese early digital displays offered a dynamic alternative to static billboards, allowing for more flexible and changeable content. However, the initial adoption was slow due to the high costs associated with acquiring, deploying, and maintaining these digital screens and their internet connectivity.\n\n\n\nBy 2010, there were only about 2,000 digital billboards in the US. The landscape began to change rapidly with advancements in LED technology, data analytics, and connectivity, which significantly reduced costs and improved the functionality of DOOH advertising. \n\n\n\nIntegrating mobile devices, real-time data, and interactive features transformed DOOH into a versatile and effective marketing tool. Advertisers could now target specific demographics, adjust content on the fly, and incorporate real-time data like weather or traffic updates to enhance relevance and engagement.\n\n\n\nToday, DOOH advertising has become a dynamic force influencing consumer behaviour, reshaping brand communication, and redefining outdoor advertising. The US alone has over 16,000 digital billboards.\n\n\n\nThe transition to programmatic DOOH began around 2018-2019, marking a significant shift from the traditional direct buys reminiscent of the \"Mad Men\" era. Over the past five or six years, there has been a notable increase in the adoption of demand-side platforms (DSPs) and supply-side platforms (SSPs) for DOOH. \n\n\n\nThis shift has been accompanied by the integration of AI, which is crucial in optimizing transactions by determining the best times, placements, and audiences for ads. Companies like StackAdapt are at the forefront of this evolution, using AI to enhance the efficiency and effectiveness of DOOH advertising.\n\n\n\nAI's unique opportunities for DOOH advertisers\n\n\n\nDOOH advertising operates as a one-to-many channel, fundamentally different from traditional digital advertising, which often targets specific individuals through IP addresses. \n\n\n\nInstead, DOOH targets a placement, contextually reaching the audience present around that location. This unique characteristic allows advertisers to engage with diverse audiences in public spaces, making the strategic application of AI particularly impactful.\n\n\n\nAI excels in DOOH by enhancing forecasting and planning capabilities. For example, StackAdapt leverages AI to analyze vast data and generate intelligent forecasts, optimizing ad placements and campaign strategies. \n\n\n\nHere’s how AI transforms DOOH advertising:\n\n\n\n\nBetter forecasting and planning: AI algorithms analyze historical data, current trends, and external factors (weather and traffic patterns) to predict the most effective times and locations for ad placements. This ensures that advertisers can maximize their reach and impact by placing ads when and where the target audience is most likely present.\n\n\n\nDynamic content adjustment: With AI, advertisers can adjust their content in real time based on contextual data. This means that ads can be tailored to current conditions, such as displaying a cold beverage ad on a hot day or promoting nearby stores during peak shopping hours. This level of responsiveness makes DOOH campaigns more relevant and effective.\n\n\n\nAudience insights: AI provides deeper insights into audience behaviours and preferences by analyzing data from various sources, including mobile devices and social media. This information helps advertisers understand the demographic and psychographic profiles of the audience around specific locations, allowing for more targeted and effective campaigns.\n\n\n\nAd spend optimization: AI-driven tools can optimize ad spend by allocating budgets to the most effective placements and times, ensuring that every dollar spent contributes to achieving campaign objectives. This is particularly beneficial in DOOH, where reaching the right audience at the right time is crucial for success.\n\n\n\nCross-channel integration: AI facilitates seamless integration of DOOH with other advertising channels. By analyzing data across multiple platforms, AI helps create cohesive campaigns that engage audiences through various touchpoints, enhancing the overall impact and reach of the marketing strategy.\n\n\n\nImproved measurement and attribution: AI enables more accurate measurement and attribution of DOOH campaigns. By tracking exposure and interactions across different channels, advertisers can better understand the effectiveness of their campaigns and make data-driven decisions to improve future performance.\n\n\n\n\nIn summary, AI’s forecasting, planning, and real-time adjustment capabilities make it an invaluable tool for DOOH advertisers. \n\n\n\nIntegrating DOOH with other advertising channels\n\n\n\nOne of the most significant benefits of programmatic DOOH advertising is its seamless integration with other advertising channels. \n\n\n\nIn the past, advertisers had to navigate a fragmented landscape, either dealing directly with media owners for traditional insertion orders (IO) or using digital out-of-home specific DSPs. This process was cumbersome and often led to siloed campaigns that lacked cohesion across different advertising channels.\n\n\n\nToday, platforms like StackAdapt simplify this process by bringing all channels under one roof, enabling a truly integrated multi-channel campaign. This holistic approach allows you to create unified campaigns that engage audiences across various touchpoints, improving reach and impact.\n\n\n\nExample of a multi-channel campaign\n\n\n\nLet's consider a campaign to launch a new fitness app. The goal is to create widespread awareness and drive app downloads.\n\n\n\n1. DOOH advertising\n\n\n\n\nObjective: Create initial awareness.\n\n\n\nExecution: High-traffic urban areas feature dynamic digital billboards showcasing the fitness app. These billboards display QR codes for passersby to scan and download the app directly.\n\n\n\n\n2. Mobile advertising\n\n\n\n\nObjective: Retarget users who are exposed to the DOOH ads.\n\n\n\nExecution: Using geofencing technology, mobile ads are served to individuals within the vicinity of the DOOH billboards. These ads remind them about the fitness app and offer special incentives like a free trial.\n\n\n\n\n3. Social media campaign\n\n\n\n\nObjective: Engage and convert a broader audience.\n\n\n\nExecution: Targeted social media ads are served to users who interacted with the mobile ads or visited the app's landing page. These ads feature user testimonials, workout tips, and promotional offers to drive downloads and engagement.\n\n\n\n\n4. Email marketing\n\n\n\n\nObjective: Retain and nurture leads.\n\n\n\nExecution: Collect email addresses from users who downloaded the app via a special in-app offer. Follow up with welcome emails providing useful content, workout plans, and personalized offers to encourage continued use and engagement with the app.\n\n\n\n\n5. Search engine marketing (SEM)\n\n\n\n\nObjective: Capture intent-driven traffic.\n\n\n\nExecution: Paid search ads target keywords related to fitness apps, directing searchers to the app's landing page. This reinforces the campaign's visibility and captures high-intent users.\n\n\n\n\nActivating DOOH within the StackAdapt platform ensures that all campaign elements work together harmoniously. Here's how:\n\n\n\n\nUnified data: All data from DOOH, mobile, social media, email, and search channels are collected and analyzed in one place. This unified data approach allows for better audience insights and more effective retargeting.\n\n\n\nConsistent messaging: The platform ensures that the campaign message remains consistent across all channels, creating a cohesive brand experience for the audience.\n\n\n\nReal-time adjustments: AI-driven analytics allow advertisers to make real-time adjustments to the campaign based on performance data, optimizing spend, and maximizing impact across all channels.\n\n\n\nEnhanced attribution: By tracking user interactions across all touchpoints, StackAdapt provides detailed attribution insights, helping advertisers understand the customer journey and each channel's role in driving conversions.\n\n\n\n\n\n\n\n\nIntegrating DOOH with other channels offers a comprehensive, streamlined approach to advertising. It maximizes the effectiveness of each channel, ensures a cohesive brand message, and provides valuable insights that drive better marketing decisions. \n\n\n\nThis multi-channel strategy enhances campaign performance and delivers a more engaging and relevant experience for the audience.\n\n\n\nThe future of AI in DOOH\n\n\n\nThe future of DOOH advertising is not limited to the buy side or even the SSPs. A significant portion of AI implementation will occur on the media owner side, which has traditionally lagged in technological advancement. While there have been significant strides, many media owners still face the challenge of fully digitizing their placements for programmatic activation.\n\n\n\nAI will play a crucial role in this transformation. For media owners with diverse types of placements—such as billboards, urban panels, and other digital displays—AI can facilitate communication between digital boards and efficiently streamline the process of exporting logs. One of the most promising applications is the ability to accurately understand and quantify the audience in front of a billboard at any given time.\n\n\n\nCurrently, audience estimates rely on hard-coded values from third-party geo-services, providing a rolling average of foot traffic around each placement. This method, known as the impression multiplier, is limited by its lack of real-time data. AI can significantly improve this by offering real-time, accurate audience size and behaviour updates. This enhanced accuracy in audience measurement would directly impact planning and forecasting, leading to more effective and efficient advertising campaigns.\n\n\n\nIn conclusion, the future of AI in DOOH advertising is bright, with the potential to revolutionize how media owners and advertisers plan, execute, and measure their campaigns. By embracing AI, the DOOH industry can achieve greater efficiency, accuracy, and effectiveness, ultimately delivering more impactful and engaging advertising experiences.\n\n\n\nPartner with StackAdapt to integrate DOOH into your marketing mix. Request a demo today.\n\n\n\n\nGet started with DOOH advertising\n\n\n\nLearn what digital out-of-home advertising (DOOH) is, its benefits, and how to add it to your multi-channel strategy.\n\n\n\n\nDownload the Guide\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising","url":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising","name":"AI in DOOH Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240610111730/20240606_AI-and-DOOH.webp?fit=1200%2C600&ssl=1","datePublished":"2024-06-12T13:37:49+00:00","dateModified":"2026-09-08T21:44:53+00:00","description":"AI is revolutionizing digital out-of-home advertising. Discover the latest trends and strategies shaping DOOH's future.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ai-dooh-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240610111730/20240606_AI-and-DOOH.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240610111730/20240606_AI-and-DOOH.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a digital billboard showing the current temperature and an ad for a drink"}
{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/ben-elliott#person","name":"Ben Elliott","identifier":27122,"url":"https://www.stackadapt.com/resources/author/ben-elliott","sameAs":["https://www.linkedin.com/in/benelliott2/"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/2/20240610115621/ben-elliott.jpeg","jobTitle":"Director, Advanced TV & DOOH","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-adtech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-adtech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Everything you need to know about AdTech","datePublished":"2024-06-13T17:23:10+00:00","dateModified":"2026-09-08T21:44:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-adtech"},"wordCount":1821,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-adtech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240613104803/20240610_What-is-Adtech_Header.webp?fit=1201%2C601&ssl=1","keywords":["adtech","blog","Content Level : 101","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Before programmatic advertising, buying ad space took a ton of time and effort. \n\n\n\nAdvertisers would choose which websites or platforms they wanted to place ads on, contact publishers directly, and begin the sometimes lengthy process of negotiating a deal. Once an agreement was made, the advertiser would issue an insertion order specifying the details of the ad campaign. The publisher would serve the ads, and the advertisers would wait for the results. \n\n\n\nBuying ad inventory at scale was difficult unless you were a massive agency or brand, and advertisers lacked the targeting capabilities and insights needed to get the most out of campaigns.\n\n\n\nNow, advertisers can use advertising technology (adtech for short) to deliver content at the right time to the right customer with less wasted ad spend.\n\n\n\nFor that, they often turn to programmatic advertising platforms, which automate the buying, selling, and placement of digital ads. \n\n\n\nAs a result, US programmatic digital display ad spending is expected to grow three times that of non-programmatic digital display ad spending in 2024, with more than 9 out of 10 digital display ad dollars being spent programmatically.\n\n\n\nWhether you're new to programmatic advertising or need a refresher, here's everything you need to know about adtech, its benefits, and its future.\n\n\n\n\n\n\n\n\n\nWhat is AdTech?\n\n\n\nAdtech refers to the software, tools, and systems that agencies, brands, and publishers use to facilitate the buying, selling, delivery, and analysis of digital advertising. It includes a range of technologies that help target, deliver, and measure the impact of ad buys and online advertising campaigns.\n\n\n\nAdTech vs. martech: What's the difference?\n\n\n\nAdtech describes the technology and platforms used to plan, execute, and measure digital advertising campaigns across various channels. Martech, on the other hand, primarily refers to the technology used to manage and improve marketing processes, customer relationships, and the overall customer experience. \n\n\n\nExamples of martech include content management systems (CMS), customer relationship management (CRM) software, email marketing software, analytics and reporting tools, social media marketing tools, and marketing automation solutions.\n\n\n\nThe main difference between adtech and martech is who they target and where their ideal customers are in the marketing funnel. Adtech is often used to build brand awareness, generate demand, and increase conversions, while martech can help manage and nurture customer relationships. Advertisers often use adtech and martech solutions together to streamline processes, optimize their funnel, and achieve campaign goals more efficiently. \n\n\n\nCommon types of AdTech\n\n\n\nThe adtech ecosystem comprises several technologies that streamline the digital advertising process. Here are some of the most common ones:\n\n\n\n\n\n\n\nDemand-side platforms (DSPs)\n\n\n\nDSPs are adtech platforms that allow advertisers, agencies, and brands to buy digital ad inventory programmatically from websites, mobile apps, and other digital channels.\n\n\n\nThis is done through real-time bidding (RTB), which uses machine learning to automatically bid on ad impressions that match an advertiser's precise targeting criteria. Unlike a walled garden, DSPs provide access to the open internet and aren't restricted to purchasing ads through a single platform or ecosystem (for example, Google, Meta, or Amazon). \n\n\n\nWith the right tech partner, advertisers can manage their ad campaigns and deliver highly targeted, personalized ads more efficiently, increasing engagement and conversions.\n\n\n\nSupply-side platforms (SSPs)\n\n\n\nSSPs are used by online publishers and digital media owners, such as websites, mobile apps, and streaming service providers to manage, sell, and optimize their ad inventory. They help them connect with multiple ad networks, ad exchanges, and DSPs to maximize revenue by automatically selling ad space to the highest bidders in real-time auctions.\n\n\n\nData management platforms (DMPs)\n\n\n\nDMPs collect and organize different types of audience data, including 1st-party and 3rd-party data, to build detailed user profiles. These profiles are then shared with other adtech platforms, like DSPs and ad exchanges, enabling advertisers to target audiences more accurately and expand their campaign reach.\n\n\n\nCustomer data platforms (CDPs)\n\n\n\nA CDP is an adtech solution that collects, integrates, and stitches together customer data from multiple sources, including online and offline interactions. It creates comprehensive customer profiles that integrate with martech and adtech platforms for personalization, targeting, and marketing automation.\n\n\n\nAd servers\n\n\n\nAd servers work with DSPs and SSPs to manage the distribution, tracking, and reporting of digital ads. They store ad creatives, such as display banners and videos, and deliver them to websites, mobile apps, and streaming services. Ad servers select which ads to display and help ensure that they are delivered to the right users at the right time.\n\n\n\nAd exchanges\n\n\n\nAd exchanges are centralized platforms that connect advertisers with publishers. They facilitate the automated buying and selling of digital ad inventory through real-time bidding. Advertisers access these exchanges via DSPs, whereas publishers make their inventory available through SSPs.\n\n\n\nUnderstanding the AdTech ecosystem\n\n\n\nAdtech automates and streamlines digital advertising—from targeting, creative asset building, and ad buying to delivery, measurement, and optimization across channels and devices. \n\n\n\nHere's a refresher on each player's role in the process:\n\n\n\n\nAdvertisers are companies that want to promote their products or services. They create advertisements and allocate budgets for their ad campaigns. Their goal is to reach potential customers and drive sales.\n\n\n\nPublishers are websites, apps, or other digital properties that provide the space where ads get placed and shown to users. Their goal is to monetize their available space and earn revenue when ads are displayed on their platforms.\n\n\n\nAdtech platforms, like DSPs, SSPs, and ad exchanges, act as intermediaries between advertisers and publishers, helping facilitate the buying, selling, placement, measurement, and optimization of ads in real time.\n\n\n\n\nHere's a step-by-step breakdown of how the whole process works:\n\n\n\nStep 1: Campaign creation and targeting\n\n\n\nAn advertiser wants to promote a new product or service and sets a specific goal for their campaign, whether it's increasing brand awareness, driving website traffic, or maximizing conversions. \n\n\n\nThe advertiser uses a DSP to create and manage the ad campaign, setting the targeting criteria and budget to ensure the ads reach the desired audience at an ideal price. They may also use a DMP to refine their targeting.\n\n\n\nStep 2: Ad inventory management\n\n\n\nA publisher makes ad space available on their website, app, or streaming service and uses an SSP to manage and optimize the sale of their ad inventory to potential buyers through an ad exchange.\n\n\n\nStep 3: The ad request\n\n\n\nA user visits a publisher's media property. The SSP detects which ad space is available and sends an ad request to the ad exchange, including the type of inventory available and pseudonymized details about the user.\n\n\n\nStep 4: The bidding process\n\n\n\nThe ad exchange facilitates a real-time auction, where multiple DSPs bid for the available ad space on behalf of the advertisers. Each DSP evaluates the ad request based on the advertiser's targeting, campaign goals, and budget, and submits a bid request for the ad space based on the criteria.\n\n\n\nStep 5: Ad delivery\n\n\n\nThe ad exchange selects the highest bidder from the participating DSPs, and the winning advertiser's ad is displayed to the user on the publisher's website, app or platform. Ad servers manage the delivery of the ad and track user interactions, providing performance data to both the advertiser and publisher. \n\n\n\nIf the user clicks on an ad, watches a video, or completes another action relevant to the advertiser, that information is shared with them through the DSP. \n\n\n\nThe ad is shown to the user, and the publisher earns a certain amount of revenue based on its performance. The whole process happens in a fraction of a second.\n\n\n\nHow programmatic advertising drives AdTech\n\n\n\nProgrammatic advertising is revolutionizing how digital advertising is bought and sold through increased automation, data-driven targeting, and enhanced measurability, fueling growth in adtech (display ad spend will total $261.76 billion in the US alone by 2028).\n\n\n\nAdtech helps advertisers create more effective and efficient advertising campaigns by allowing them to:\n\n\n\n\nSegment audiences based on specific demographics, interests, and behaviours, and deliver highly-targeted and personalized ads to the right customers, improving ad relevance and user engagement.\n\n\n\nAutomate the buying and selling of online ad space through programmatic advertising platforms and real-time bidding.\n\n\n\nServe ads across various channels, such as native, display, video, connected TV, audio, in-game, and digital out-of-home.\n\n\n\nMeasure and analyze ad campaign performance using real-time data and analytics to optimize ad spend, and ensure a strong return on investment (ROI).\n\n\n\n\nAdTech trends to watch\n\n\n\nIt's impossible to predict the future, especially in adtech, where recent advancements in AI and evolving regulations continue to greatly impact the industry. These four trends will undoubtedly shape adtech for the foreseeable future. \n\n\n\n1. 1st-party data and cookieless alternatives\n\n\n\nCookies are seemingly going away. With increasing privacy regulations and the ongoing phase-out of 3rd-party cookies, 1st-party data and ID-less solutions have never been more crucial for targeted advertising. \n\n\n\nAdtech platforms that allow advertisers to leverage them—whether through 1st-party data collected from customer interactions, website visits, loyalty programs, or contextual targeting solutions—will help advertisers deliver more personalized and relevant ads.\n\n\n\n2. AI in AdTech\n\n\n\nFor years, AI algorithms have been used in adtech to determine optimal ad placements, bid prices, and targeting parameters to help advertisers maximize conversions and ROI. But AI and machine learning are increasingly used in everything from customer segmentation and fraud detection to generating snappy ad copy and creative assets. \n\n\n\nAs StackAdapt co-founder and CEO Vitaly Pecherskiy recently told EMARKETER, “not everything has to use AI to create value,” but it can offer marketers “a more intelligent way to strategize around their campaigns.”\n\n\n\n3. CTV trumps traditional linear TV advertising\n\n\n\nPeople are spending more time watching CTV. According to EMARKETER, CTV is the fastest-growing major ad channel in the US of all the formats they track. The rise of CTV has fueled demand for specialized ad platforms and DSPs tailored for programmatic CTV advertising. \n\n\n\nAdtech solutions that provide a premium inventory, support interactive and engaging CTV ad formats like shoppable ads, and address the unique challenges of CTV advertising, such as audience identification and fraud detection, will become indispensable for marketers aiming to maximize ROI and stay competitive in the evolving digital landscape.\n\n\n\n4. White-label solutions and consolidation\n\n\n\nEMARKETER analyst Evelyn Mitchell-Wolf says that adtech is “long overdue for a cycle of consolidation,” citing factors, such as the rising demand for transparency and control, the lingering effects of cost-cutting initiatives, and the collapse of vulnerable identity providers.\n\n\n\nAdtech companies can differentiate themselves by offering more specialized, transparent, customizable, and personalized services to help clients enhance their advertising capabilities or open up additional revenue streams on the platform and agency side.\n\n\n\nNext steps\n\n\n\nNow that you know more about adtech, what it can do, and where it's headed in the future, read our primer on martech. \n\n\n\nWant to see how StackAdapt can help you achieve your marketing and advertising goals? Request a demo to learn more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/what-is-adtech","url":"https://www.stackadapt.com/resources/blog/what-is-adtech","name":"What Is Adtech? Examples, Trends, and Benefits","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-adtech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240613104803/20240610_What-is-Adtech_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-06-13T17:23:10+00:00","dateModified":"2026-09-08T21:44:51+00:00","description":"Advertising technology is growing and evolving at a rapid speed. Learn about the latest buzz around adtech and what it can do.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix"},"author":[{"@id":"https://www.stackadapt.com/resources/author/john-carvalho#person"}],"headline":"The ROAS race: How chasing one KPI impacts a brand long term","datePublished":"2024-06-24T16:10:08+00:00","dateModified":"2026-09-08T21:44:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix"},"wordCount":1067,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240621103219/20240620_ROAS_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 201","measurement","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Being a marketer can sometimes feel like being the head chef at a restaurant. As chefs constantly try to find the right ingredients, marketers seek the optimal media mix. \n\n\n\nSometimes, we follow an established recipe, while other times, we create something new. \n\n\n\nEventually, an executive decision is made, and a North Star pursuit is born—a singular focus that will demonstrate what success looks like. From there, it is the job of a media buyer to ensure all media mixes drive toward that end goal. \n\n\n\nBut what if I told you that pursuing that North Star may harm your brand in the long term? Below, you will find out how.\n\n\n\nAdvertising KPIs\n\n\n\nWhen evaluating a marketing strategy, it's important to have a clear focus or goal and consistently measure performance against that target. A great starting point are metrics like:\n\n\n\n\nReturn on Ad Spend (ROAS) \n\n\n\nCost Per Acquisition (CPA)\n\n\n\nCost Per Install (CPI) \n\n\n\nReturn on Investment (ROI)\n\n\n\n\nLike being a head chef, our media consumption and user interactions are measured by their return on investment. If a weekly special entrée is consistently ordered, you know you have created a hit, and it might be time to make that special a mainstay on the menu. \n\n\n\nHowever, there can be a catch-22: not everyone comes to the restaurant for a single dish. They may visit your restaurant for the entire menu and ambience. \n\n\n\nSimilarly, it is naive to think that all users purchase because of one channel in your marketing mix. You cannot evaluate all media using a single KPI. \n\n\n\nFor instance, connected TV (CTV) is excellent for raising awareness but may not deliver the best ROAS compared to other channels. Nonetheless, it could be argued that owning a commercial break on the largest screen in the house is what drives users down your media mix funnel.\n\n\n\nThe good news is that both Meta and professors at the University of Oxford School of Business studied this and found that the right media mix can lift brand mindset by 50% or more.\n\n\n\nReturn on ad spend and the media mix\n\n\n\nAccording to EMARKETER, global advertising spending will approach $900 billion USD (almost $675 billion USD in digital) in 2024, attracting many new entrants and innovations. \n\n\n\nToday's marketers are met with many media channels and a growing increase in channel-specific options and formats to consider. Due to this conundrum, marketers often default to a few patterns:\n\n\n\n\nIf it worked last time, they run it again but move budgets into areas that drove the best ROAS.\n\n\n\nThey use the same media mix as before but cut the lowest-performing channel.\n\n\n\nThey default back to the “laws” of industry experts (e.g. search and social).\n\n\n\nThey implement a “test and learn” approach.\n\n\n\n\nWhile these media mix approaches are based on logic, they are susceptible to costly errors and often omit potential long-term solutions because marketers resort to short-term sales mindsets.\n\n\n\nLes Binet and Peter Field, known as the \"godfathers of advertising effectiveness,\" recommend a 60:40 split favouring brand building (long-term mindset metrics) over performance marketing (short-term sales). They also advocate for broad-reach strategies to make the brand highly noticeable and easily recalled by consumers.\n\n\n\nFor instance, Airbnb’s CEO, Brian Chesky, and CFO, Dave Stephenson, credit a shift from only lower-funnel KPIs to brand building over two years for their most profitable fourth quarter in 2022.\n\n\n\nThe solution: Branding + ROAS\n\n\n\nThere may not be a perfect answer for your media mix, but a potential solution exists. When planning Integrated Marketing Communications (IMC), focus on the specific actions you want users to take.\n\n\n\nFor example, if you're launching a new shoe, you must address branding (to build intent) and purchases (to achieve return on ad spend).\n\n\n\nThis means you have two sub-processes in your IMC. The goal of IMC is for all channels to work together, compensating for each other's weaknesses, as no single channel can achieve all objectives alone.\n\n\n\nHere's a simplified example of what this media mix would look like:\n\n\n\n\nIntent/Branding: Use channels like linear TV, CTV, video, audio, display, and native ads to drive brand intent. Measure these based on reach and frequency, following Binet and Field's recommendation of allocating 60% of the budget.\n\n\n\nROAS: Use channels like search, social media, and other high-performing, lower-funnel, conversion-driving media. This follows Binet and Field's advice to allocate 40% of the budget to these channels.\n\n\n\n\n\n\n\n\nIn 2022, Meta conducted a study to understand the impact of branding on long-term ROI. The study found that the total ROI across all media channels, when including long-term effects, is 2.5 times higher than the short-term ROI. This translates to a 60% boost in long-term ROI for most major industries.\n\n\n\nThe challenge for marketers is to balance the need for short-term ROI with the importance of maintaining long-term ROI.\n\n\n\nEnhance your media mix with programmatic\n\n\n\nThe average campaign could be 2.5x more effective with a different spending allocation. Marketers must use IMC to process their media mix into two buckets. \n\n\n\nIf pulled too close to the ROAS conundrum, you will slash your media mix for short-term gain but risk the long-term ROI.\n\n\n\nThe bottom line is this: there is “no silver bullet” channel that will drive success but a media mix that will ensure long-term success. \n\n\n\nConsider these four factors for all marketing campaigns:\n\n\n\n1. Complementarity and integration\n\n\n\nEnsure your media mix includes both branding and lower-funnel purchase plans.\n\n\n\nWith StackAdapt, you can seamlessly integrate with other channels to enhance overall campaign effectiveness.\n\n\n\n2. Customization and real-time optimization\n\n\n\nUse IMC to measure campaign success and be prepared to reallocate the budget based on short- and long-term performance.\n\n\n\nStackAdapt allows real-time optimization and customization of the media mix based on performance data, ensuring the best results.\n\n\n\n3. Data-driven approach\n\n\n\nRely on data and continuous learning to guide your decisions.\n\n\n\nStackAdapt's platform is data driven, enabling you to make informed decisions and dynamically adjust your campaigns to meet your brand's goals.\n\n\n\n4. Flexibility and innovation\n\n\n\nUse channel testing, A/B testing, and continuous improvement to achieve long-term results.\n\n\n\nProgrammatic advertising offers the flexibility to test various digital channels and innovate, staying ahead of market trends and consumer behaviour shifts.\n\n\n\nGet started with programmatic today with StackAdapt. Request a demo to find out how.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix","url":"https://www.stackadapt.com/resources/blog/roas-and-media-mix","name":"Return on Ad Spend and Your Media Mix | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/roas-and-media-mix#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240621103219/20240620_ROAS_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-06-24T16:10:08+00:00","dateModified":"2026-09-08T21:44:49+00:00","description":"Learn how focusing solely on ROAS can harm long-term brand success and how to balance short-term gains with sustainable growth.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/travel-media-networks#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/travel-media-networks"},"author":[{"@id":"https://www.stackadapt.com/resources/author/giuseppe-la-rocca#person"}],"headline":"Building media networks in the travel industry","datePublished":"2024-07-02T10:30:00+00:00","dateModified":"2026-09-08T21:44:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/travel-media-networks"},"wordCount":1594,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/travel-media-networks#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240626101409/20240625_Travel-Media-Networks_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","programmatic advertising","travel"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Discovering untapped revenue sources is the dream of every travel industry executive, especially given the airline industry's low 1.2% net profit margin.\n\n\n\nThere’s no shortage of creative ideas for upselling or cross selling passengers and hotel guests with more legroom or early check-ins. But there is a not-so-obvious potential for revenue waiting for you: a media network. \n\n\n\nMedia networks, leveraging robust first-party data and sophisticated technology, are a revolution in revenue diversification. With over 80% of spending on retail media networks stemming from net-new budget sources, rather than reallocating existing advertising budgets, it's clear that these networks are tapping into previously untapped incremental revenue. \n\n\n\nFor the travel industry, this isn't just about selling ads; it's about creating new economic ecosystems that enrich customer experience and significantly boost the bottom line.\n\n\n\nIn this article, I’ll show you how to leverage your data, set up the technological foundations, and develop monetization strategies for your media network.\n\n\n\nWhat are media networks in travel?\n\n\n\nA media network is an interconnected system or platform that distributes content across various channels to reach a wide audience. For companies outside the traditional media industry, becoming a media network means leveraging their resources, reach, and data to create and distribute content relevant to their audience. \n\n\n\nA travel company could use its website, email newsletters, in-flight or in-hotel entertainment systems, and social media channels to deliver travel-related content, sponsor ads, and personalized recommendations to its customers. \n\n\n\nLeveraging first-party data for media networks\n\n\n\nLet’s take a major airline, for example. Their core business is selling airline tickets and travel packages. However, they have a huge revenue potential with their extensive assets beyond just planes.\n\n\n\nAirlines possess a wealth of first-party data and deep insights from their loyalty program. This data includes detailed profiles of frequent flyers, their travel habits, market preferences, and more. This high-intent data becomes a powerful asset for targeted advertising and personalized marketing.\n\n\n\nMoreover, major airlines serve as publishers with assets like main websites and other owned sites. They can also creatively use their physical assets, incorporating digital out-of-home screens on the backs of airplane headrests and lounges. \n\n\n\nThese platforms allow airlines to dive into media using its data and inventory, helping diversify and boost their revenue streams. This strategic move positions them as more than just an airline, transforming them into a dynamic media network in the travel industry.\n\n\n\nTravel companies can use their first-party data to create highly-targeted advertising campaigns with businesses in related industries. For example, if a traveller books a flight to San Juan, it would make strategic sense for a hotel chain to target that traveller with engaging advertisements for their location in San Juan, aligning the ad with the specifics of the traveller's itinerary. This approach enhances the relevance and impact of the ad.\n\n\n\nSimilarly, Uber has effectively used its platform to integrate ads from airlines like KLM or British Airways that correlate with a user's travel plans. When a user books a ride to an airport like LaGuardia or JFK, Uber might display an ad suggesting the traveller's next potential destination, thus using the data to directly address the traveller's current needs and behaviours without entering into direct competition with other brands.\n\n\n\nThis method of leveraging retail media allows advertisers to creatively tailor their messages to specific audience segments, ensuring the content is pertinent and non-competitive. This strategy increases the effectiveness of the ads and maintains the integrity and confidentiality of personally identifiable information.\n\n\n\nMonetization strategies for travel media networks\n\n\n\nLaunching your media network means you need a solid strategy to attract advertisers. This begins with building a capable sales force. Recruiting the right talent requires significant time and financial investment, especially in an industry that might be new to you. \n\n\n\nInstead, consider leveraging experienced digital sales professionals who operate across various markets, which could streamline your entry into the space.\n\n\n\nNext, you must determine the underlying technology supporting your media network—whether for an airline or a hotel chain. \n\n\n\nThe decision to develop proprietary technology or purchase existing solutions involves cost and expertise considerations. To find your fit, it's crucial to assess the digital ecosystem, including supply-side platforms (SSPs) and ad networks.\n\n\n\nFinally, decide on the assets you want to capitalize on—perhaps starting with data monetization before expanding to inventory. This approach requires navigating technical and market challenges to build a platform that effectively monetizes your resources.\n\n\n\nLet’s continue with the airline example to illustrate these options.\n\n\n\nAn airline's strategy could extend beyond just leveraging the data and inventory within its own ecosystem. The real growth potential lies in forming partnerships with adjacent brands, allowing the use of its data outside their traditional spaces. \n\n\n\nThis expansion taps into SSPs and accesses broader inventory through demand-side platforms (DSPs) in an anonymized manner, creating a robust media business that spans both on-site at the airline locations and off-site across the web.\n\n\n\nThe challenge now would be monetization and structuring. Here are some options they could go after: \n\n\n\n\nBuilding proprietary technology and sales teams—a long-term benefit, but resource and capital-intensive, especially in an unfamiliar market. \n\n\n\nPartnering with an SSP to streamline processes by linking the airline’s assets directly to multiple DSPs, though this might limit control over the demand and narrative of the ads.\n\n\n\nWorking with a DSP, possibly in conjunction with an SSP. This approach provides technological solutions—often white-labelled to appear as part of the airline’s offerings—and allows the airline to act as its own sales force. \n\n\n\n\nIn my opinion, working directly with a DSP is the best option. This would harness first-party data and inventory, enabling an airline to manage both on-site and off-site monetization opportunities effectively. This method offers a balance, allowing the airline to maintain demand quality and brand alignment.\n\n\n\nAs a DSP, for example, StackAdapt does all the heavy lifting for its travel industry partners, offering:\n\n\n\n\nA white-labelled, customized programmatic advertising platform that travel companies can present directly to advertisers. \n\n\n\nA sales force solution—partnering with an SSP, creating an in-house sales team, or a hybrid approach.\n\n\n\nA creative studio team—designing their media assets and managing client services efficiently.\n\n\n\n\nThe StackAdapt team helps you with the complexities of hiring a sales force, managing technology, and maintaining control over advertising quality and messaging. That way, you can establish and scale your media networks and leverage your valuable assets for optimal media monetization.\n\n\n\nTechnological foundations for media networks\n\n\n\nTo establish a media network, travel companies need tools and platforms for launching and managing advertising campaigns. \n\n\n\nAs mentioned above, they require an advertising technology platform, like a DSP or a SSP. These platforms allow them to execute ad campaigns and manage the inflow of their first-party data for targeted advertising.\n\n\n\nFrom day one, you should also integrate a portal that allows customers to execute their campaigns seamlessly and onboard data efficiently. This portal serves as the operational backbone for managing the supply of inventory—such as website ad spaces, in-lounge screens, or seatback displays on planes—and the precise placement of ads through these channels.\n\n\n\nMoreover, an ad server determines the optimal placement of ads, so they reach the intended audience. This technology is vital for managing the delivery and tracking of advertisements across the network.\n\n\n\nBeyond the technical infrastructure, control over the advertising content and partnerships is critical. Major airlines have spent decades building their brand reputation and must ensure that any media content aligns with their established brand values. This includes controlling the type of advertisements shown and the partners they collaborate with to maintain brand consistency and to protect brand equity.\n\n\n\nThese elements—technology for campaign execution and data management, ad serving for precise ad placement, and stringent controls over content and partnerships—are foundational to transforming a traditional business into a successful media network. This ensures the technical capability to run a media network and safeguards the brand’s integrity in every ad displayed.\n\n\n\nThe future of travel media\n\n\n\nThe future of travel media is headed towards greater integration and convergence with advertising technology (adtech) and marketing technology (martech). \n\n\n\nAs travel companies morph into sophisticated media networks, the distinction between being merely a travel service provider and a dynamic adtech player is blurring. This evolution sees the merging of various distribution platforms, where the channels used, the audiences reached, and the publishers involved are increasingly interconnected.\n\n\n\nThis convergence aims to streamline performance and automate marketing processes, setting clear and attainable conversion goals that are easier to achieve through advanced technology. For instance, some new technologies offer tools allowing travel entities to work collaboratively with brands in a one-stop-shop capacity. This helps them meet their conversion and performance metrics across diverse audiences and via multiple channels.\n\n\n\nThe ongoing transformation suggests that the next phase for travel media might involve establishing more comprehensive adtech platforms, representing a significant shift in how travel brands operate and market themselves. The specifics of this trajectory are still developing, indicating a nascent yet rapidly evolving sector that could redefine the interface between travel and technology.\n\n\n\nIn this article, I’ve outlined the considerations and steps you need to take to become a successful media network. At StackAdapt, we have the technology and the expertise to guide you through this process. \n\n\n\nInterested in learning more? Request a demo today, and let’s discuss your flight plan to profit.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/travel-media-networks","url":"https://www.stackadapt.com/resources/blog/travel-media-networks","name":"Building media networks in the travel industry - StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/travel-media-networks#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240626101409/20240625_Travel-Media-Networks_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-07-02T10:30:00+00:00","dateModified":"2026-09-08T21:44:48+00:00","description":"Discover how media networks allow travel companies to use data and technology to diversify revenue and boost growth.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Connected TV marketing: Key strategies across industries","datePublished":"2024-07-09T16:07:35+00:00","dateModified":"2026-09-08T21:44:45+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies"},"wordCount":2796,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240703095913/20240627_Connected-TV-Marketing-Strategies_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Television advertising is undergoing a monumental shift.\n\n\n\nIn 2019, less than one-tenth of combined US linear and connected TV (CTV) ad spend was dedicated to CTV. Now, it accounts for one-third, and EMARKETER predicts CTV's share of ad spend in the US will be nearly equal to linear TV advertising by 2028.\n\n\n\nDespite its meteoric rise, some advertisers and agencies have yet to incorporate CTV into their multi-channel advertising strategy.\n\n\n\nWhether you’re new to CTV or looking to level up your skills, here’s what you need to know about developing a connected TV marketing strategy that meets your goals. \n\n\n\nWhy invest in Connected TV marketing\n\n\n\nAs millions of people cut ties with their cable providers, more households are turning to connected TV for streaming content. \n\n\n\nRoughly 88% of US households own at least one internet-connected TV device, such as an Apple TV, Roku, Amazon Fire TV Stick, or gaming console. \n\n\n\nAlthough many of them stream content through paid subscriptions to services like Netflix, Disney+, Hulu, and Peacock, free ad-supported (FAST) and ad-supported video on demand (AVOD) options are on the rise.\n\n\n\nAccording to the New York Times, in the first three months of 2024, 56% of new subscribers to a streaming service chose a lower-priced ad tier. As a result, US ad-supported streaming subscriptions are predicted to grow by 82.8% in 2024, helping make CTV the fastest-growing major ad channel in the US.\n\n\n\nAs viewers continue shifting from traditional linear TV to streaming platforms, CTV advertising allows advertisers to reach engaged audiences at a lower cost than traditional linear TV advertising while future-proofing their marketing strategies.\n\n\n\nThe elements of a CTV marketing strategy\n\n\n\nBefore you start selecting publishers, building creatives, and placing bids, it’s important to understand the five elements of a successful CTV marketing strategy.\n\n\n\n1. Audience segmentation and targeting\n\n\n\nWith traditional linear TV advertising, a network allocates certain ad breaks during scheduled programming. An advertiser then works with an agency or network to purchase ad slots during specific shows or times based on the target audiences, ratings, and overall costs.\n\n\n\nLinear TV ads are a great option if you want to reach older demographics and don’t mind who in a household sees your ads. \n\n\n\nHowever, with its IP and device-based targeting capabilities, CTV advertising allows marketers to go super granular and leverage 1st-party and 3rd-party data to target specific users and audiences at scale. \n\n\n\nUnlike traditional linear TV advertising, you don’t have to guess if you’re targeting the right audience. Advertisers selectively can purchase impressions based on specific preferences, viewing habits, demographics, interests, and behaviours. This helps reduce ad spend, increase engagement, and improve overall campaign performance.\n\n\n\nThat said, it’s important to remember that, unlike display advertising, CTV doesn’t have unlimited scale. There are only so many ad spots available during a commercial break, and the more targeting you add, the smaller the pool of users you can reach realistically in a designated market area (DMA). \n\n\n\nIf building brand awareness is a top priority, don’t be restrictive with your publisher list. Instead, spread your budget across multiple publishers to maximize your reach while still targeting the right users.\n\n\n\n2. Content and creative\n\n\n\nUnlike video advertising, CTV advertising provides a more immersive and cinematic experience. \n\n\n\nWhile traditional linear TV and programmatic video advertising have their benefits, CTV ads can be watched on larger screens, broadcast in 4K, and shown in more relaxed settings, making them more engaging than traditional advertising channels.\n\n\n\nThink about it: when someone visits a website, they probably aren’t paying attention to every display ad they scroll across. With CTV ads, the viewer watches them while waiting for their content to play. That puts them in a more engaged and receptive frame of mind.\n\n\n\nTo maximize CTV’s potential, advertisers should invest in creating high-definition, attention-grabbing advertisements that stand out from the crowd.\n\n\n\nThat said, creating a CTV ad doesn’t have to be a blockbuster movie production. Many advertisers have found success repurposing existing traditional linear TV or video ad creatives, using 15 and 30-second spots (try to catch a viewer’s attention in the first three seconds), and playing around with different calls to action (CTAs) and creative variations.\n\n\n\nJust ensure you follow some basic guidelines. The StackAdapt Creative Studio team says to follow these CTV creative best practices when creating and exporting CTV ads:\n\n\n\nResolutionHD resolution is strongly recommended (1280 x 720 for 720p, 1920 x 1080 for 1080p)Ad Length15 to 30 seconds is the most commonAspect Ratio16:9File FormatMP4 is preferredFile SizeUnder 1 GB\n\n\n\n3. CTV ad types and formats\n\n\n\nTraditional linear TV advertising mainly consists of 15, 30, or 60-second video ads played before, during or after scheduled programming.\n\n\n\nSimilar to traditional TV ads, CTV has pre-roll, mid-roll, and post-roll video ads that can be played in-stream before, during or after streaming content. But CTV advertising offers even more ad formats and types to engage viewers: \n\n\n\n\nInteractive ads allow viewers to play mini-games, answer surveys, click on ads to get information sent to another device, or scan QR codes to learn more about a product or service. \n\n\n\nOverlay and companion ads can be inserted on top of or displayed alongside streaming content, so they don’t interrupt the flow of content. \n\n\n\nShoppable and sequential ads can be used to sell products directly through a viewer’s TV or tell a story over multiple commercial breaks.\n\n\n\n\nReally, the sky's the limit in terms of creativity and functionality, and the range of ad types and formats only grows more impressive with each passing year.\n\n\n\nCheck out IAB’s digital video and CTV ad format guidelines for general information on ad formats and specs. Or, speak with someone on our team to see what you can do in StackAdapt.\n\n\n\n4. Platform selection\n\n\n\nOne of the main reasons advertisers and agencies turn to demand-side platforms (DSPs) for CTV advertising is to automate the process of purchasing ad inventory across multiple ad exchanges, networks, and publishers at scale.\n\n\n\nWhen selecting a platform, your DSP should not only provide access to native, display, video, CTV, audio, in-game, and digital out-of-home for multi-channel campaigns, but also offer premium inventory through top-tier publishers like Disney+, Hulu, Peacock, CNN, and HGTV. \n\n\n\nIt’s important to note that many premium publishers care about the user experience just as much (if not more) than generating advertising dollars. As a result, with some of the big names in streaming, fewer ad slots may be available to place bids on, limiting your reach.\n\n\n\nThat doesn’t mean advertisers should ignore top-tier publishers. When you think about brand exposure, high-quality content generates high levels of audience engagement. But with equally engaging FAST platforms like Pluto TV and Tubi, advertisers can access a significant amount of scale due to the sheer volume of content they have available.\n\n\n\nCTV advertising platforms should also be easy to use. You should be able to find the publisher you care about and activate an ad in minutes instead of waiting weeks or months for an ad to be delivered like you would with a traditional linear TV ad campaign.\n\n\n\n5. Measurement and analytics\n\n\n\nWith CTV advertising, buyers have different KPIs, such as cost per completed view (CPCV), video completion rate (VCR), unique device breakdown, and view-through conversions, depending on what they deem effective or the industry they operate in.\n\n\n\nThat said, reach and frequency are probably the two most important CTV metrics to track as part of your CTV marketing strategy.\n\n\n\n\nReach measures the number of unique viewers who see your advertising campaign over a specific period. A higher reach means more potential customers are seeing your ads. Tracking reach is important because it shows the overall visibility and exposure of your CTV campaigns. This helps advertisers determine if their ads are effectively reaching their target audience.\n\n\n\nFrequency measures how many times a unique viewer sees your ad. Monitoring frequency is essential to prevent ad fatigue. However, a certain level of frequency is needed to build brand awareness and recall.\n\n\n\n\nReach and frequency are crucial for optimizing CTV ad campaigns, and finding the right balance is key to building campaigns that resonate with viewers and meet your goals.\n\n\n\nCTV marketing strategies by industry\n\n\n\nFrom political campaigns to retail promotions, here’s how CTV advertising can help marketers across different industries achieve their digital advertising goals.\n\n\n\nUse CTV to reach more voters\n\n\n\nIn 2024, political ad spending is projected to have a bigger effect on linear TV ad spending than the summer Olympics, with EMARKETER forecasting that US linear TV political ad spending will reach $7.06 billion USD.\n\n\n\nFor many political advertisers, traditional linear TV is still one of the most efficient ways to engage voters and educate them about potential candidates and specific issues. But when it comes to increasing awareness, CTV is becoming an important part of political advertisers’ digital marketing strategies.\n\n\n\nCTV’s political ad growth has outpaced all other formats tracked by EMARKETER, increasing 506.3% between 2020 and 2024. In 2024, political ad spending will represent nearly half of all US digital political ad spending.\n\n\n\nWith CTV, political advertisers can combine 1st-party data (like voter lists and donation histories) with 3rd-party data and create personalized ads based on important issues, demographics, and viewing habits to hone in on specific households and engage voters. They can also use IP addresses and device IDs to retarget viewers on other platforms, helping to reinforce key messaging across multiple touchpoints.\n\n\n\nWhile CTV provides ​​pinpoint accuracy compared to traditional linear TV, political advertisers should consider using both to reach an even larger audience. An EMARKETER report found that advertisers who leveraged both linear TV and CTV achieved a 32% increase in total reach compared to those who used linear TV alone.\n\n\n\nUse CTV to increase sales and foot traffic\n\n\n\nBrand exposure is the name of the game in retail advertising. If a customer has no idea what you sell, what’s in stock, or what’s on sale, they probably aren’t going to visit your store.\n\n\n\nOne of the major advantages of CTV advertising is that CTV devices are connected to the internet. This means advertisers can leverage 1st-party data from in-store visits, previous purchases, and cookies to target households directly using hard data like their IP addresses and device IDs.\n\n\n\nAs a result, retailers can get super granular with their targeting, cherry-picking individual IP addresses for customers who are likely to convert and segment audiences based on their geographic location. This allows advertisers to target the perfect buyer.\n\n\n\nNot only that, but with its enhanced attribution and measurement capabilities, retailers can leverage device graphs to tie online purchases and in-store foot traffic back to CTV ads to get a holistic view of campaign performance.\n\n\n\nWant some inspiration? Here’s a 15-second CTV ad the StackAdapt Creative Studio team put together as an example for a grocery store chain. Note the QR code at the end. It increases engagement by encouraging viewers to scan and find out about special offers and provides advertisers with valuable insights they can use for cross-device marketing and campaign optimization.\n\n\n\n\nhttps://www.youtube.com/watch?v=6N6bVJId2NE\n\n\n\n\n\n\n\n\nUse CTV to transport viewers to inspiring destinations\n\n\n\nSimilar to retail, building brand awareness is one of the main goals in travel and tourism marketing. But unlike in retail, the consideration phase is often a lot longer, with Expedia Group reporting that the average traveller takes about 71 days of research and planning before booking a trip.\n\n\n\nBecause of this, travel and tourism marketers often wait for consumers to express interest before serving them ads. EMARKETER reports that travel advertisers spent $3.92 billion USD of their collective $6.79 billion total on search in 2023 and are projected to have the highest search ad spending penetration of any industry in 2024.\n\n\n\nThe ability to understand the lifecycle of an individual user and what they’ve browsed over the past several weeks or months can tell an advertiser a lot about where someone’s considering travelling.\n\n\n\nAd frequency matters. Travel and tourism marketers can retarget users who have visited their site or expressed interest in a destination with CTV ads and use the power of high-def streaming to make them fall in love with far-flung locales. \n\n\n\nFor example, Marriott recently partnered with Samsung Plus for a series of CTV ads that showcased the design inspiration behind some of their best-known hotels, increasing awareness, brand favourability, and consideration above the usual industry benchmarks.\n\n\n\nWant some more design inspiration? Here’s a CTV ad example the StackAdapt Creative Studio team put together for a fictional resort that has the cinematic flair of an action sports movie.\n\n\n\n\nhttps://www.youtube.com/watch?v=emVv5E8tWPI\n\n\n\n\n\n\n\n\nUse CTV to reach the right decision makers at scale\n\n\n\nHistorically, B2B hasn’t done much business with CTV.\n\n\n\nPart of that has to do with a common misconception about the cost of CTV ads. Some think they’re prohibitively expensive. In actuality, the cost-per-thousand impressions (CPM) for premium CTV inventory is often only $15 to $30 USD, making CTV a cost-effective way for B2B marketers to reach their target audience without breaking the bank.\n\n\n\nWith LinkedIn reporting that only 5% of buyers are ready to make a purchase at any given time, consistent engagement is crucial in B2B marketing. The B2B buying process can take an average of one to five months (and sometimes up to a year, if not longer) and approval from five decision makers before a business makes a purchase or signs a contract.\n\n\n\nWith its precise targeting and broad reach, CTV allows advertisers to reach the right decision maker at the right time. \n\n\n\nB2B marketers can target ads based on demographics, job titles, industries, and individual companies or use an account-based marketing strategy to target specific decision makers—even if it’s one particular person, day after day—with tailored messaging to build awareness before sales calls or push prospective customers down the funnel.\n\n\n\nHere’s a B2B CTV ad example the StackAdapt Creative Studio team made for GoCO that really helps its HR software stand out from the crowd.\n\n\n\n\nhttps://www.youtube.com/watch?v=sORNCz-oWLo\n\n\n\n\n\n\n\n\nOvercoming CTV advertising challenges\n\n\n\nCreating a CTV marketing strategy can present several challenges for advertisers. Here are three of the most common obstacles and how choosing the right DSP can help overcome them:\n\n\n\nAd fraud\n\n\n\nAs CTV grows in popularity and ad spend increases in the space, fraudsters are using tactics like IP and device spoofing, geographic misrepresentation, and invalid traffic generation to deceive advertisers and drain ad budgets. DSPs like StackAdapt use 3rd-party ad verification vendors, inventory filtering and inclusion lists, and machine learning to identify fraudulent bid requests and ensure ads only get shown to real audiences.\n\n\n\nLimited reach\n\n\n\nAdvertisers often limit their reach by focusing on well-known platforms. StackAdapt provides access to hundreds of apps, streaming services, networks, and shows. By expanding their targeting, advertisers can use the platform to maximize exposure and effectively reach their desired audience.\n\n\n\nFrequency capping\n\n\n\nAccording to EMARKETER, 30% of marketers and publishers believe more efficient frequency capping would increase their CTV advertising spend. High ad frequencies can negatively impact a viewer’s perception of a brand, not to mention waste ad spend. Marketers should consider implementing frequency caps to prevent viewers from seeing the same ads repeatedly.\n\n\n\nWhat’s next for CTV marketing strategies\n\n\n\nCTV is evolving. Every day, more people are cutting ties with their cable providers and streaming content over the top. With them come opportunities to target consumers in more precise and creative ways. But the biggest transition in the space may be the amount of quality inventory available.\n\n\n\nIn 2022, Netlifx announced a lower-priced ad-supported plan and has since amassed 40 million monthly users to its ad-supported tier. Now, premium publishers like Disney+, Peacock, Paramount+, and Max all provide advertising capabilities. \n\n\n\nWith CTV platforms acquiring rights to live sporting events and FAST platforms bridging the gap between cable and on-demand streaming, it won’t be surprising if existing publishers up the amount of ads during commercial breaks and more platforms provide ad-supported tiers in the coming years.\n\n\n\nThe future of streaming may start to resemble the programming of the past. But for advertisers, it’ll be even easier and more affordable to reach new audiences and have ads appear alongside premium content.\n\n\n\nReady to make the leap into CTV advertising with StackAdapt? Request a demo today.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies","url":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies","name":"Connected TV Marketing Strategies and Examples | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240703095913/20240627_Connected-TV-Marketing-Strategies_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-07-09T16:07:35+00:00","dateModified":"2026-09-08T21:44:45+00:00","description":"Connected TV advertising is becoming a cornerstone of marketing strategies in the world of new media. Learn how to get the most out of it.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-marketing-strategies#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240703095913/20240627_Connected-TV-Marketing-Strategies_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240703095913/20240627_Connected-TV-Marketing-Strategies_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a blue car and a QR code to represent a connected TV marketing strategy"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Yang Han announced as finalist for the 2024 Toronto ORBIE® awards by InspireTORONTO","datePublished":"2024-07-04T15:04:43+00:00","dateModified":"2026-09-08T21:44:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist"},"wordCount":451,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240704105730/20240702_PR-Orbie-Nominee_Blog-Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist","url":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist","name":"Yang Han Announced Finalist at Toronto ORBIE Awards | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240704105730/20240702_PR-Orbie-Nominee_Blog-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-07-04T15:04:43+00:00","dateModified":"2026-09-08T21:44:47+00:00","description":"CTO Yang Han has been recognized as a finalist in the 2024 Toronto ORBIE® Awards by InspireTORONTO.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/2024-toronto-orbie-awards-yang-han-finalist#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240704105730/20240702_PR-Orbie-Nominee_Blog-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240704105730/20240702_PR-Orbie-Nominee_Blog-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Inspire Orbie Awards text on a blue background"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-martech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-martech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Maximizing the benefits of martech: A customer-centric approach","datePublished":"2024-07-11T20:53:36+00:00","dateModified":"2026-09-08T21:44:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-martech"},"wordCount":1418,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-martech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240711143511/20240711_Benefits-of-Martech_Header.webp?fit=1200%2C601&ssl=1","keywords":["blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Imagine the perfect marketing scenario where every interaction feels personal, every message resonates, and every experience delights. Sounds amazing, right?\n\n\n\nIt should be possible with all the available martech tools—as long as you put customers at the center of your marketing.\n\n\n\nNew martech tools—especially with the rise of gen AI—have revolutionized how marketers connect with their customers, providing powerful ways to gather, analyze, and act on data like never before. With martech, you can transform raw data into actionable insights for more meaningful customer interactions and sustained growth.\n\n\n\nMartech tools and strategies should place the customer at the heart of every decision (a.k.a. human-centric marketing), leading to better feedback, engagement, and satisfaction. \n\n\n\nHere are five ways to achieve it.\n\n\n\n1. Deeper insights into customer behaviour\n\n\n\nThe first step is to understand your audience better. Martech's advanced data analytics tools give you insights into customer behaviour. \n\n\n\nEven popular free tools like Google Analytics (GA4) allow you to do that. You can track user interactions on your website, revealing patterns, such as which pages draw the most attention and where visitors drop off. This information helps you refine your website to meet customer needs better.\n\n\n\nAlso, customer data platforms (CDPs) consolidate data from various sources into a comprehensive customer profile. These platforms gather information from social media, email campaigns, purchase history, and more. With this unified view, you can identify trends and preferences that might go unnoticed. For example, a CDP might reveal that a customer who engages frequently with your email newsletters also tends to make purchases during sales events.\n\n\n\nSocial listening tools monitor brand mentions and customer sentiment across social media channels. These tools capture real-time feedback on what customers say about your brand, products, and competitors. Analyzing this data lets you identify emerging trends and potential issues before they escalate. For instance, a spike in negative comments about a product feature can prompt immediate action to address the concern.\n\n\n\nThese martech tools collectively provide a deep understanding of your customers' preferences, behaviours, and pain points. With this knowledge, you can tailor your marketing strategies to better align with customer expectations.\n\n\n\n2. Increased customer engagement and loyalty\n\n\n\nMartech enables you to create highly-personalized marketing campaigns by leveraging customer data to deliver targeted and relevant content. \n\n\n\n\nDynamic ad generators allow you to craft ads tailored to individual preferences, making each interaction more engaging for your audience. \n\n\n\nPersonalized email marketing platforms like HubSpot let you send customized messages that resonate with your customers' unique interests and behaviours.\n\n\n\nAI-powered tools further enhance personalization by analyzing vast amounts of data to predict customer needs and preferences. \n\n\n\n\nStackAdapt, for instance, uses an advanced patented algorithm to deliver personalized ads efficiently, driving engagement and performance. StackAdapt’s AI-powered tools ensure your ad campaigns reach the right audience at the right time, maximizing the impact of your marketing efforts.\n\n\n\nPersonalization significantly boosts customer engagement, conversion rates, and loyalty. For instance, 89% of marketers see a positive return on investment (ROI) when using personalization in their campaigns.\n\n\n\n\nCustomers receiving content that speaks directly to their needs and interests are more likely to engage with your brand. \n\n\n\nPersonalized emails have higher open and click-through rates, leading to more conversions. \n\n\n\nDynamic ads that align with customer preferences result in better engagement, making your campaigns more effective.\n\n\n\n\n3. Seamless and consistent customer interactions\n\n\n\nMartech supports omnichannel marketing strategies, which provide seamless and consistent customer interactions across various channels. Tools like Salesforce Marketing Cloud and Sprout Social integrate email, social media, mobile apps, and in-store experiences, creating a unified customer journey.\n\n\n\nUsing these tools, you can maintain consistent messaging and branding, regardless of your customers' platform. This consistency is crucial for building trust and ensuring customers have a coherent experience with your brand. For example, if a customer starts an interaction on social media and continues via email or in-store, martech makes the transition smooth, and the messaging remains aligned.\n\n\n\nUnified customer experiences help build strong relationships and drive satisfaction. Customers feel understood and valued when they receive a seamless experience across all touchpoints. This consistency impacts their perception of your brand and makes it easier for them to engage with you across different platforms.\n\n\n\nOmnichannel strategies also allow you to track customer interactions across various channels, providing a comprehensive view of their journey. This insight enables you to tailor your marketing efforts to meet customers where they are and deliver relevant content at the right time.\n\n\n\n4. Improved responsiveness and satisfaction\n\n\n\nMartech facilitates real-time customer support and interaction, enhancing your responsiveness and boosting customer satisfaction. Chatbots, live chat tools like Zendesk and Intercom, and AI-powered customer service platforms enable you to provide prompt and effective support around the clock.\n\n\n\nChatbots handle routine inquiries efficiently, allowing your team to focus on more complex issues. These tools can respond instantly to common questions, helping customers find the information they need without delay. Live chat tools allow real-time communication with your customers, offering personalized support when needed.\n\n\n\nAI-powered customer service platforms take this further by analyzing customer interactions to provide context-aware responses. These platforms can anticipate customer needs based on previous interactions, ensuring that your support is quick, but also relevant and helpful.\n\n\n\nPrompt and effective customer support significantly improves the overall customer experience. Customers who receive quick resolutions to their problems develop a positive perception of your brand. This responsiveness fosters trust and loyalty, as customers feel valued and cared for.\n\n\n\nMoreover, real-time interactions allow you to gather immediate feedback, helping you identify areas for improvement. This continuous feedback loop ensures you can promptly address any issues, further enhancing customer satisfaction.\n\n\n\n5. Continuous improvement and innovation\n\n\n\nMartech plays a crucial role in collecting and analyzing customer feedback, driving continuous improvement and innovation in your business. Feedback tools like SurveyMonkey, Net Promoter Score (NPS) surveys, brand lift studies, and social media polls help you gather valuable insights directly from your customers.\n\n\n\n\nSurvey tools allow you to create and distribute surveys that capture detailed feedback on various aspects of your products and services. \n\n\n\nNPS surveys measure customer loyalty by asking how likely customers are to recommend your brand to others. This simple yet powerful metric provides a clear indication of customer satisfaction and potential areas for improvement.\n\n\n\nBrand lift studies uncover the impact of your advertising campaigns in influencing audience perception or setting a baseline for awareness.\n\n\n\nSocial media polls engage your audience in real-time, giving you immediate feedback on new ideas or changes.\n\n\n\n\nActively seek and incorporate customer feedback to align with customer needs and expectations. For example, feedback collected through surveys and polls can highlight specific product features that customers love or identify pain points that need addressing. You can make informed decisions that improve your products and services by acting on this feedback.\n\n\n\nThis customer-centric approach helps develop new features, products, and services that resonate with your audience.\n\n\n\nPutting it all together\n\n\n\nLet’s look at a hypothetical scenario where a B2B company implements these five steps.\n\n\n\n\nThe company uses GA4 and a CDP to track and analyze customer interactions on its website and across its marketing channels. They discover that their target audience engages mostly with webinars and whitepapers on data security.\n\n\n\nUsing dynamic ad generators and personalized email platforms, the company creates targeted campaigns promoting its data security solutions. StackAdapt's personalized ad delivery boosts engagement by reaching the right audience at the right time, leading to higher click-through rates and more qualified leads.\n\n\n\nThe company integrates Salesforce Marketing Cloud and Sprout Social to deliver consistent messaging across email, social media, and mobile app. Customers receive a seamless experience, whether they engage via social media, email newsletters, or the company's app.\n\n\n\nThe company implements chatbots and live chat tools to provide real-time support on its website. Customers receive instant answers to their queries, and more complex issues are efficiently escalated to human agents.\n\n\n\nThe company uses surveys to gather feedback after product demos and customer support interactions. They identify a common request for more advanced data visualization features. Acting on this feedback, the company develops and launches new features, aligning its product more closely with customer needs and staying competitive.\n\n\n\n\n\n\n\n\nImplementing these five steps is a great way to leverage martech to put your customer at the heart of your marketing strategy. \n\n\n\nReady to explore how StackAdapt can help you win more business? Request a demo today to find out.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/benefits-martech","url":"https://www.stackadapt.com/resources/blog/benefits-martech","name":"5 Key Benefits of Martech | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-martech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240711143511/20240711_Benefits-of-Martech_Header.webp?fit=1200%2C601&ssl=1","datePublished":"2024-07-11T20:53:36+00:00","dateModified":"2026-09-08T21:44:44+00:00","description":"Discover how martech revolutionizes customer engagement, personalization, and satisfaction with cutting-edge tools and strategies.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Connected TV advertising statistics: Growth stats & trends to know","datePublished":"2026-03-12T20:49:45+00:00","dateModified":"2026-09-09T16:12:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats"},"wordCount":2507,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260312150423/20260303_Connected-TV-Advertising-Statistics_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: CTV stats you need to know\n\n\n\n\nUS CTV ad spending is projected to reach $37.95 billion USD this year and surpass $52.53 billion USD by 2029.\n\n\n\nAccording to the IAB, marketers on average reallocated 36% of linear TV ad spend to CTV in 2025.\n\n\n\nGen Alpha CTV viewership is projected to grow 6.5% YoY in 2026, creating opportunities for brands to reach teens with growing spending power.\n\n\n\nNearly half (47%) of advertisers expect CTV inventory to be biddable, reflecting the rapid shift toward programmatic activation.\n\n\n\n\n\nConnected TV (CTV) advertising can no longer be ignored. \n\n\n\nOnce viewed as an alternative to linear TV, CTV has become the dominant way to watch TV shows, movies, sports, and live events.\n\n\n\nRoughly 89.5% of US households own at least one internet-connected TV device. CTV also accounts for nearly half (43.8%) of total TV usage and is projected to reach 248 million US viewers by 2027.\n\n\n\nAs a result, CTV has become one of the fastest-growing ad channels in the US, with CTV accounting for 1 in 10 US dollars spent on digital advertising (over 84% of which is transacted programmatically).\n\n\n\nWhether you’re new to CTV advertising or looking for some CTV stats to beef up your next slide deck, read on to learn more about CTV’s remarkable growth and why marketers continue to flock to it.\n\n\n\nStats on Connected TV growth and trends\n\n\n\nIt would be an understatement to say that the COVID-19 pandemic accelerated CTV’s growth: it sent it skyrocketing.\n\n\n\nCTV ad spending and usage go up\n\n\n\nAccording to Nielsen, during the week of March 30, 2020, shortly after quarantine measures began, total hours spent with CTV devices in the US shot up 81% year-over-year (YoY). \n\n\n\nSince then, it’s barely let up.\n\n\n\nAlthough lockdowns are now a distant memory, people are watching more CTV than ever before. The average US adult streamed 208 minutes of TV per day in 2025 and is expected to increase their viewing 10.6% by 2027.\n\n\n\nAs a result, CTV advertising spend increased 377% between 2019 and 2025. It’s projected to see double-digit ad spend growth in the US through the end of 2029.\n\n\n\nUS Connected TV ad spendingSource: EMARKETER\n\n\n\nUS advertisers are expected to spend $37.95 billion USD on CTV this year, growing 14.5% YoY. By 2029, CTV ad spending is forecasted to surpass $52.53 billion USD.\n\n\n\nElsewhere, CTV ad spending continues to grow:\n\n\n\n\nCTV ad spending in China is projected to reach $3.47 billion USD in 2026, reflecting 11.5% YoY growth.\n\n\n\nIn the UK, CTV ad spending will climb to $3.25 billion USD in 2026, increasing 16.9% YoY.\n\n\n\nIn Canada, CTV ad spending is expected to total $1.29 billion USD in 2026, up 16% from the previous year.\n\n\n\nAustralia is projected to see CTV ad spending reach $1.19 billion USD in 2026, rising 11.1% YoY.\n\n\n\nMeanwhile, Japan’s CTV ad spending is set to hit $1 billion USD in 2026, growing 17.4% YoY.\n\n\n\n\nBut the fastest growth isn’t coming from the largest markets.\n\n\n\nDespite Italy, Spain, Brazil, and Mexico accounting for a mere 1.25% of total global CTV ad spending combined, they’re projected to grow between 23.7% and 27.6% YoY—well ahead of global averages.\n\n\n\nEven with rapid increases in ad spend, investment still hasn’t caught up to viewing behavior. EMARKETER reports that viewers are growing at a faster rate than advertiser investment, with CTV capturing 20.2% of time spent with media in 2025 but attracting just 7.7% of total ad spend—and that gap is only expected to widen.\n\n\n\nFor marketers, that imbalance signals opportunity: audiences are already there, but ad dollars have yet to fully flow, providing ample opportunities to capture demand.\n\n\n\nLinear TV ad spending and usage go down\n\n\n\nMeanwhile, linear TV ad spending in the US continues to decline.\n\n\n\nDespite total TV viewing hitting a 12-month high in January 2026, with cable TV viewing in the US increasing 9% MoM due to the College Football Playoffs and the active political news cycle, linear TV ad spending is projected to decline more than 11% in 2026.\n\n\n\nOverall, linear TV ad spend now accounts for 12.4% of global media spend compared to 41.3% in 2013—representing nearly a 70% drop in share over the past 13 years.\n\n\n\nUS TV ad spendingSource: EMARKETER\n\n\n\nDespite declining ad spend and audience fragmentation, linear TV still commands 86% of overall TV ad impressions due to higher ad loads, with more than 15 minutes of ads per hour on traditional linear TV compared with one to nine minutes per hour on streaming—making it a powerful driver of scale, especially for broad-reach awareness campaigns.\n\n\n\nAlthough linear TV may still dominate impressions, it’s clear that the dollars are moving in the opposite direction. \n\n\n\nAccording to the IAB, marketers on average reallocated 36% of linear TV ad spend to CTV in 2025. Through 2029, CTV is expected to capture nearly $19 billion USD in additional ad spend, while linear TV will lose roughly $15 billion USD—showing that most growth in streaming is coming from budgets shifting within the TV ecosystem, not new money entering it.\n\n\n\nAd-supported streaming sneaks in\n\n\n\nDue to household financial constraints, rising subscription costs, and increasing streaming availability, ad-supported video on demand (AVOD) and free ad-supported television (FAST) are on the rise.\n\n\n\nAccording to the New York Times, there were 93 million ad-supported streaming subscriptions in the US by the end of 2023. In spring 2024, that number nearly doubled to 170 million, with 75% of US homes having at least one ad-supported streaming service.\n\n\n\nAs a result, FAST platforms are becoming a larger part of the streaming ecosystem, with 92.5 million Americans projected to watch content through Tubi alone in 2026—a 7.7% YoY increase in viewership.\n\n\n\nFAST viewer growth by providerSource: EMARKETER\n\n\n\nOver one-third of the US population (125.6 million people) are expected to use a FAST service at least once per month in 2026, and 60% of CTV viewers say they’ll watch ads if it means they don’t have to pay as much.\n\n\n\nWith total hours watched across major FAST streaming services increasing 43% YoY, FAST is quickly becoming a dependable source of incremental streaming reach for advertisers.\n\n\n\nRelated: Tap into Tubi’s massive ad-supported streaming audience with StackAdapt’s direct integration.\n\n\n\nStats on Connected TV viewership: Audience demographics and generational shifts\n\n\n\nCTV adoption now spans every generation, but usage and growth rates vary significantly by age group.\n\n\n\n\nMillennials are the largest CTV audience in the US, with 64.3 million viewers. \n\n\n\nGen Z follows closely behind at 55.7 million. \n\n\n\nGen X accounts for 52.3 million viewers. \n\n\n\nBaby Boomers trail at 37.4 million.\n\n\n\n\nBut the fastest growth isn’t coming from the largest generations. It’s coming from Gen Alpha, the youngest cohort—comprising children and teens roughly between the ages of 8 and 17, who have already reached 23.3 million viewers.\n\n\n\nCTV users by generationSource: EMARKETER\n\n\n\nIn 2026, Gen Alpha is projected to increase its CTV viewership by 6.5% YoY—outpacing every other cohort.\n\n\n\nWhile only 41% report watching traditional TV, their streaming habits and constant online presence are reshaping how advertisers think about future media plans.\n\n\n\nThat’s because this generation isn’t just digitally native, it’s also financially active. Nearly half (48%) of teens have more than $1,000 in savings from part-time jobs and allowances, compared to just 31% of millennials at the same age a decade ago.\n\n\n\nFor marketers, Gen Alpha represents more than incremental reach. It signals a long-term shift in viewing behavior, where streaming-first households and ad-supported environments will increasingly define how the next generation discovers brands and makes purchasing decisions.\n\n\n\nStats on CTV advertising benefits\n\n\n\nAccording to a report from the IAB, 69% of advertisers say CTV is essential to their media plans.\n\n\n\nHere are some key stats that explain why marketers are increasing their spend on CTV:\n\n\n\n\n84% of advertisers believe CTV delivers better targeting capabilities than linear TV, with 29.5% using demographic targeting to reach specific audience segments more precisely.\n\n\n\nAdvertisers who leverage both linear TV and CTV achieve a 32% increase in total reach compared to those who use linear TV alone.\n\n\n\nAccording to StackAdapt’s The State of Programmatic Advertising 2026, 31% of top performers are investing in CTV, compared to just 25% of other marketers. \n\n\n\n34% of US CTV users say holiday marketing ads on streaming TV are useful for gift information, compared to 32% who say the same about traditional TV ads.\n\n\n\n65% of marketers say their company increased sales using CTV alongside other paid channels.\n\n\n\nOne-third of US viewers have used their CTV devices to complete a purchase after viewing an ad.\n\n\n\n43% of US adults say TV is the most acceptable place for advertising, reinforcing CTV’s role as a trusted environment for brand messaging.\n\n\n\n\nStats on the future of Connected TV\n\n\n\nEven though CTV offers advertisers a lot of potential, it’s important to know where it’s headed to make the most of your campaign strategy.\n\n\n\nHere are some research-backed predictions on the future of CTV:\n\n\n\nNew formats provide stronger engagement (and sales)\n\n\n\nAs CTV becomes more measurable and performance-driven, new ad formats are redefining what it can deliver beyond awareness.\n\n\n\nInteractive and shoppable formats—such as clickable and pause ads—are proving to drive higher engagement, with interactive ads increasing viewer time by 71 seconds. Other studies have shown that these formats can boost brand recall by 36% and foot traffic by 13%.\n\n\n\nWith EMARKETER reporting that 41.8% of US marketers are already using interactive and shoppable formats across social and CTV, brands that experiment now can move beyond awareness and give viewers a direct path to engage, explore, and buy—all without ever leaving the screen.\n\n\n\nAd loads rise, along with pressure on performance\n\n\n\nStreaming platforms are increasing ad loads to drive revenue growth, expanding inventory across major services. Prime Video, for example, doubled its ad load after launching its ad-supported tier in early 2024, and other platforms are following suit.\n\n\n\nMore inventory gives advertisers additional buying opportunities and, in some cases, lower CPMs. But it also risks crowding the viewing experience, creating concerns around ad fatigue due to excessive repetition, which can weaken attention, engagement, and brand perception.\n\n\n\nFor marketers, the shift underscores the importance of thoughtful frequency management and creative differentiation. \n\n\n\nAs supply grows and pricing fluctuates, performance will depend less on volume alone and more on how well brands manage frequency, creative quality, and viewer experience.\n\n\n\n\n\n\n\n\n\nRetail media creates new opportunities to connect with customers\n\n\n\nRetail media and commerce media are becoming central to CTV’s next phase of growth. In the US alone, retail media CTV ad spending is projected to climb from $4.46 billion USD in 2025 to $9.03 billion USD by 2029.\n\n\n\nRetail media CTV ad spendingSource: EMARKETER\n\n\n\nFor marketers, the appeal goes beyond incremental reach. Retailers are merging 1st-party data and working with demand-side platforms (DSPs) to help brands connect ad exposure directly to in-store and online transactions.\n\n\n\nInstead of relying on proxy metrics, advertisers can see how CTV campaigns influence real purchases, bringing the same level of accountability, precision, and transparency to streaming that performance channels already offer.\n\n\n\nHealthcare advertising shifts to CTV\n\n\n\nHealthcare and pharmaceutical advertisers are increasingly turning to CTV to capture attention. \n\n\n\nAccording to EMARKETER, 51% of US consumers report seeing healthcare and pharma ads while streaming—a 41.8% increase from last year. That makes CTV the most noticed channel for healthcare advertising, ahead of both search and social media.\n\n\n\nThe shift is especially pronounced among older audiences. Baby Boomers (ages 62–80) overindex on noticing healthcare and pharma ads on CTV, with 59.2% recalling ads there.\n\n\n\nFor pharma marketers and agencies, the implications are clear: As budgets continue moving from linear to digital video, CTV is emerging as a dependable channel for driving awareness, especially among high-value patient populations. \n\n\n\nWhen paired with NPI targeting, brands can extend that precision even further, reaching verified healthcare providers alongside consumer audiences within the same streaming environments.\n\n\n\nLive sports continues to anchor TV viewing\n\n\n\nLive sports remain one of the few programming categories capable of delivering broad reach at scale, with nearly half of the US population tuning in. \n\n\n\nThat reach is increasingly extending into streaming environments. \n\n\n\nIn 2025, Christmas Day became the most-streamed day ever, surpassing 55 billion viewing minutes, led by NFL games on Netflix and Prime Video. Meanwhile, an estimated 6 billion people plan to watch the FIFA World Cup in 2026, including via streaming.\n\n\n\nTentpole sports moments like these now draw massive digital audiences alongside linear broadcasts, creating premium, high-attention CTV inventory opportunities.\n\n\n\nFor advertisers, that means live sports are no longer just a linear strategy but an opportunity to reach engaged audiences wherever they choose to watch.\n\n\n\n\n\n\n\n\n\nPersonalization expands beyond the inbox and into CTV\n\n\n\nFor many brands, email remains the foundation of personalized marketing. But relying on inbox engagement alone limits scale.\n\n\n\nExtending personalized messaging across channels like CTV allows marketers to reinforce messaging across more touchpoints and reach consumers where they’re actively watching, browsing, and streaming content.\n\n\n\nThe data suggests that leading brands are already making that shift, with a recent StackAdapt report finding that advanced marketers are more than twice as likely to use personalization in emerging formats like CTV compared to other brands (33% vs. 14%).\n\n\n\nLooking ahead, brands and agencies expect personalization in emerging channels like CTV to be one of the key forces shaping strategy over the next two to three years, alongside creative automation, AI-driven optimization, and stronger 1st-party data strategies.\n\n\n\nAs streaming environments become more addressable, integrating personalization into CTV campaigns gives advertisers a way to extend data-driven messaging into high-impact video placements.\n\n\n\nProgrammatic CTV becomes the standard\n\n\n\nProgrammatic CTV ad spending continues to outpace other digital formats, with growth projected to remain in the double digits through 2027.\n\n\n\nThat momentum reflects a broader shift in how advertisers want to buy streaming media. Buyers now expect nearly half (47%) of their CTV inventory to be biddable—an increase of 13 percentage points, or nearly 40%, from 2024 to 2025.\n\n\n\nAs streaming platforms expand their biddable supply, brands gain more flexibility to plan, optimize, and adjust campaigns in real time.\n\n\n\nAt the same time, programmatic platforms lower entry costs, opening CTV to advertisers that were once limited to social or search.\n\n\n\nThat flexibility allows advertisers to respond to shifting audience behavior, manage frequency more precisely, and better integrate CTV into broader digital performance strategies—something traditional linear TV could never support.\n\n\n\nReady to make the leap into CTV advertising with StackAdapt? Request a demo to see it in action.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore CTV advertising with StackAdapt and sign up to start accessing premium inventory today.\n\n\n\n\n\n\n\n\n\nMore CTV stats and FAQs\n\n\n\n\n\n\n\nAccording to EMARKETER, the number of CTV viewers in the US will reach 243.6 million in 2026, with roughly 119.8 million households watching CTV. In 2030, over 75% of the US population will watch CTV.\n\n\n\n\n\n\n\n\n\nCTV is measured using advanced analytics that track viewer engagement through unique device IDs, viewership data, and real-time ad performance metrics. These insights help advertisers assess reach, frequency, and conversions across various CTV platforms.\n\n\n\n\n\n\n\n\n\nCTV ads have higher completion rates than other forms of digital advertising. Statista says the average completion rate for a 15-second CTV ad is around 94.5%. This high rate is primarily due to the nature of CTV viewing, which provides a more passive, “lean-back” experience compared to mobile or desktop environments.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats","url":"https://www.stackadapt.com/resources/blog/connected-tv-stats","name":"Connected TV Statistics: Growth Stats & Trends in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260312150423/20260303_Connected-TV-Advertising-Statistics_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-03-12T20:49:45+00:00","dateModified":"2026-09-09T16:12:12+00:00","description":"CTV is the fastest-growing ad channel in the world. Read these CTV stats to get a better understanding of its growth, audience, and benefits.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-d8f1a7d1-b012-4d4f-b2be-4f693e6e36b6"},{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-ee53957b-955f-4444-af73-d15f722d61c5"},{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-b828c12e-ea6a-4972-9edd-734f76e25e1f"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260312150423/20260303_Connected-TV-Advertising-Statistics_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260312150423/20260303_Connected-TV-Advertising-Statistics_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a video streaming interface with an upward-trending graph representing connected TV advertising statistics."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-d8f1a7d1-b012-4d4f-b2be-4f693e6e36b6","position":1,"url":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-d8f1a7d1-b012-4d4f-b2be-4f693e6e36b6","name":"How many people have connected TV in the US?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to EMARKETER, the number of CTV viewers in the US will reach 243.6 million in 2026, with roughly 119.8 million households watching CTV. In 2030, over 75% of the US population will watch CTV.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-ee53957b-955f-4444-af73-d15f722d61c5","position":2,"url":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-ee53957b-955f-4444-af73-d15f722d61c5","name":"How is connected TV measured?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CTV is measured using advanced analytics that track viewer engagement through unique device IDs, viewership data, and real-time ad performance metrics. These insights help advertisers assess reach, frequency, and conversions across various CTV platforms.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-b828c12e-ea6a-4972-9edd-734f76e25e1f","position":3,"url":"https://www.stackadapt.com/resources/blog/connected-tv-stats#faq-question-b828c12e-ea6a-4972-9edd-734f76e25e1f","name":"What is the completion rate for CTV?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CTV ads have higher completion rates than other forms of digital advertising. Statista says the average completion rate for a 15-second CTV ad is around 94.5%. This high rate is primarily due to the nature of CTV viewing, which provides a more passive, “lean-back” experience compared to mobile or desktop environments.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ben-elliott#person"}],"headline":"How travel brands can stand out with DOOH advertising","datePublished":"2024-07-23T11:01:00+00:00","dateModified":"2026-09-08T21:44:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry"},"wordCount":1090,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240723144044/20240723_DOOH-for-Travel_Header.webp?fit=1200%2C600&ssl=1","keywords":["Content Level : 201","digital out-of-home","dooh","travel"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The travel industry is rebounding, with international tourism expected to return to pre-pandemic levels in 2024, according to the UNWTO. \n\n\n\nA Nationwide survey reveals that 91% of US consumers plan to travel domestically, and 50% intend to travel internationally in 2024. \n\n\n\nThis surge in travel presents a golden opportunity for travel brands to leverage digital out-of-home (DOOH) advertising, a dynamic and cost-effective channel that can improve visibility and engagement.\n\n\n\nAdvantages of DOOH for travel brands\n\n\n\nDOOH is digital advertising that can be found outside the home in a public environment. The classic example of an out-of-home ad is a billboard ad, but ad campaigns can appear in various formats, like digital screens at gas stations, in elevators, on mall directory screens, or in taxi cabs.\n\n\n\nDOOH advertising offers unique benefits for travel brands, especially within the main verticals of tourism, hotels and accommodations, and airlines. Here's how:\n\n\n\n\nTargeted reach: DOOH effectively reaches travellers at key points, such as airports and popular tourist attractions. This ensures ads are seen by individuals already in the travel mindset.\n\n\n\nDynamic flexibility: Travel brands can update content in real-time to reflect current conditions or events, for relevance and engagement.\n\n\n\nLocation-based targeting: Ads can be strategically placed in high-traffic areas like airports (e.g., JFK) and key destination spots, ensuring maximum visibility to travellers.\n\n\n\nInteractive engagement: DOOH allows for interactive ads that engage travellers through touchscreens and QR codes, driving immediate actions.\n\n\n\nCost-effectiveness: By targeting specific locations, DOOH minimizes audience leakage, ensuring ad spend is focused on travellers with high intent, reducing wasted impressions and improving ROI.\n\n\n\n\nImagine targeting travellers interested in specific activities through DOOH. For instance, if someone is at a luxury mall in the US, you can place ads suggesting they visit Dubai or Singapore, renowned luxury shopping destinations. Similarly, for travellers headed to a city known for its dining, ads can be placed in popular restaurants, inviting them to explore culinary hotspots in other renowned locations.\n\n\n\nThis contextual targeting leverages DOOH's capabilities to reach people based on their current activities. It ensures the ads are highly relevant and engaging, ultimately driving more interest and conversions for travel destinations.\n\n\n\nThese advantages make DOOH a powerful tool for travel brands looking to enhance visibility and engagement in a competitive market.\n\n\n\nStrategies and best practices for DOOH travel campaigns\n\n\n\nWhen planning DOOH campaigns for travel brands, leveraging targeted strategies, creative best practices, and robust measurement techniques is essential to maximize impact and ROI. Here’s how:\n\n\n\nTargeting strategies\n\n\n\n\nGeotargeting: Place ads in strategic locations, such as airports, popular tourist attractions, and hotels to reach travellers at crucial points.\n\n\n\nContextual targeting: Display ads relevant to the surrounding environment or events, such as showcasing dining experiences near famous restaurants.\n\n\n\nTime-parting/Day-parting: Schedule ads to appear at times when travellers are most likely to be receptive, such as during peak travel hours.\n\n\n\nWeather-based targeting: Adjust ad content based on weather conditions to make the message more appealing and timely.\n\n\n\n\nCreative best practices\n\n\n\n\nPersonalization: Use Dynamic Creative Optimization (DCO) to personalize ads based on location and audience. For example, brands like State Farm use DCO to create customized offers for different markets, dynamically generating ad versions with local contact information and offers.\n\n\n\nDynamic Content: Incorporate real-time information, such as local events, flight updates, or weather forecasts to keep content relevant and engaging.\n\n\n\nInteractivity: Add interactive elements, such as touchscreens, QR codes, or augmented reality experiences, encouraging travellers to interact with the ad.\n\n\n\n\nMeasurement and attribution\n\n\n\n\nMetrics to track: Monitor key performance indicators (KPIs), such as impressions, engagement, and conversion rates to assess the campaign's effectiveness.\n\n\n\nROI analysis: Conduct a thorough ROI analysis to determine the campaign's financial return relative to the investment.\n\n\n\nCase studies: Use case studies to showcase the success of previous DOOH campaigns and inform future strategies.\n\n\n\n\nBenefits of DOOH programmatic for travel marketers\n\n\n\n\nEfficiency: Programmatic platforms automate the buying process, enabling travel marketers to manage and optimize their DOOH campaigns efficiently.\n\n\n\nTargeting precision: Programmatic DOOH allows for precise targeting, ensuring ads are displayed to the right audience at the right time, reducing wastage and increasing effectiveness. For instance, StackAdapt uses a proprietary machine learning algorithm (US patent 11,748,776) to segment relevant audiences based on the content travellers consume online.\n\n\n\n\nWith StackAdapt’s programmatic platform, you can:\n\n\n\n\nExpand your 1st-party reach by using your CRM data as a seed audience to build lookalike audiences and target them with DOOH ads.\n\n\n\nSegment your audience by travel spend and reach frequent travellers by their travel intent, targeting users who are people evaluating destinations or building itineraries. You can also segment your audience by traveller profile, travellers who exhibit characteristics likely to connect with your products and services.\n\n\n\n\nIn other words, using DOOH as part of your multi-channel strategy, you can reach travellers at every funnel stage.\n\n\n\nEmerging trends in DOOH travel\n\n\n\nThe DOOH landscape is rapidly evolving, with several key trends emerging that travel brands should be aware of:\n\n\n\n\nIncreased programmatic inventory: More inventory is available for programmatic buying, enhancing scalability and access to coveted placements. For instance, some major airlines now offer programmatic DOOH options, providing new opportunities for targeted advertising within travel hubs.\n\n\n\nAdvanced measurement and attribution: DOOH is increasingly recognized as a viable option throughout the marketing funnel, not just for upper-funnel awareness. Enhanced measurement and attribution capabilities enable more precise ad effectiveness and ROI tracking, making it easier to justify and optimize DOOH investments.\n\n\n\nInteractivity and engagement: As DOOH becomes more interactive and capable of retargeting, it offers richer engagement opportunities. This trend is key to driving deeper consumer interactions and moving potential customers down the funnel.\n\n\n\nTravel media networks: Travel media networks are revolutionizing the industry by leveraging first-party data and advanced technology to create targeted, personalized advertising. These networks use extensive data from airlines, hotels, and other travel services to deliver highly-relevant content across various platforms, including in-flight entertainment systems, airport lounges, and digital screens at tourist attractions. This approach enriches the traveller’s experience and opens up new revenue streams for travel brands by tapping into previously untapped incremental revenue sources.\n\n\n\n\nLeverage the full potential of DOOH with the help of StackAdapt and create compelling and effective advertising campaigns that resonate with your target audiences. Request a demo today to get started.\n\n\n\n\n\n\n\n\n\n\nSuccessful DOOH campaign at UK airports\n\n\n\nDiscover how Digital Willow generated awareness through their first digital out-of-home campaign across multiple airport hubs in the UK, Ireland, and Scotland.\n\n\n\n\nDownload Case Study\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry","url":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry","name":"Digital Out-of-Home Ads in the Travel Industry | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240723144044/20240723_DOOH-for-Travel_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-07-23T11:01:00+00:00","dateModified":"2026-09-08T21:44:42+00:00","description":"With its dynamic, interactive and highly-targeted nature, digital out-of-home (DOOH) advertising is a great fit for brands in the travel industry.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-travel-industry#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240723144044/20240723_DOOH-for-Travel_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240723144044/20240723_DOOH-for-Travel_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a digital billboard in an airport advertising a tropical getaway."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The future of Connected TV: What’s next for brands and advertisers?","datePublished":"2024-08-06T09:05:00+00:00","dateModified":"2026-09-08T21:44:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv"},"wordCount":1866,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240801120726/20240725_The-Future-of-CTV_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The world of television is undergoing a seismic shift, and if you’re a brand or marketer, it's time to pay attention. EMARKETER forecasts that for the first time ever, more money will be allocated upfront to digital video than to primetime linear TV in 2024.\n\n\n\nDigital upfront spending is set to soar by an additional $5.06 billion USD, driven by Amazon Prime Video’s new ad tier, the migration of live sports to streaming services, and the increasing role of social platforms like TikTok in securing upfront commitments. \n\n\n\nThis transformation is reshaping advertising, positioning connected TV (CTV) at the forefront of this digital revolution. Understanding the history, rapid growth, and future trajectory of CTV is essential for anyone looking to stay ahead in advertising.\n\n\n\nThe history and rapid growth of Connected TV\n\n\n\nCTV has undergone a remarkable evolution, transforming both content consumption and advertising. Its roots trace back to the 1990s with the Internet Protocol Television and the first TIVO recorders, but significant traction began in the early 2000s. A pivotal moment came with the launch of major streaming platforms: Netflix in 2007 and Hulu in 2008, which popularized on-demand content delivery and set the stage for CTV's rapid adoption.\n\n\n\nOver the past decade, traditional linear TV viewing has declined sharply, from 4:37 hours per day in 2012 to a projected 2:46 hours in 2024. This drop reflects a shift towards CTV, where viewing time has doubled over the last four years. This change in audience behaviour has driven substantial growth in CTV advertising. US CTV ad spending is projected to reach $36.53 billion USD by 2026, outpacing viewership growth and demonstrating strong advertiser interest in the platform. The story is similar in the UK, with EMARKETER forecasting programmatic CTV ad spending will reach £1.96 billion by 2025 and account for 93.6% of CTV ad spending.\n\n\n\nTechnological advancements have been integral to CTV's evolution. Modern platforms now offer high-definition streaming, on-demand content, and smart device integration, enhancing user experience. These advancements have enabled advertisers to deliver highly-targeted content based on viewer demographics and behaviour, improving campaign effectiveness over traditional TV advertising.\n\n\n\nRecent innovations in CTV include interactive features like shoppable ads and QR codes, which boost viewer engagement and open new advertising possibilities. Additionally, CTV's digital nature allows for sophisticated measurement and analytics, enabling real-time budget allocation and continuous campaign optimization.\n\n\n\nConnected TV advertising vs traditional TV advertising\n\n\n\nThe comparison between CTV advertising and traditional TV advertising highlights several key differences that make CTV an exciting and distinct platform. \n\n\n\nTraditional linear TV is limited in its flexibility and targeting capabilities. With linear TV, advertisers cannot selectively target specific viewers; they must buy audiences in aggregate. This approach lacks the precision and personalization that modern advertisers seek.\n\n\n\nIn contrast, CTV offers unparalleled targeting capabilities. Advertisers can target individual users based on detailed audience insights and behavioural data. For instance, an advertiser can specifically target one person without necessarily targeting another, providing a level of precision that is unattainable with linear TV. This one-to-one targeting is a significant advantage of CTV, allowing for more effective and relevant advertising campaigns.\n\n\n\nAdditionally, CTV provides access to a range of premium content that is not available on linear TV. Platforms like Peacock and Paramount Plus offer exclusive content that can only be accessed through CTV devices. This exclusivity enhances the value of CTV as an advertising platform, as advertisers can reach audiences that are highly engaged with premium content.\n\n\n\nAnother major advantage of CTV over traditional TV is the ability to collect and utilize real-time data. CTV platforms can provide advertisers with detailed metrics on audience engagement, viewing habits, and ad performance. This data-driven approach allows for continuous optimization of advertising campaigns, ensuring that ads are delivered to the right audience at the right time.\n\n\n\nOverall, CTV's evolution is reshaping the advertising landscape, offering new opportunities for advertisers to reach and engage audiences in innovative ways. The combination of advanced targeting capabilities, access to premium content, and data-driven insights makes CTV a powerful platform for modern advertising. As consumer behaviour continues to evolve, the future of CTV looks promising, with continued growth and innovation expected in the years ahead.\n\n\n\nThe evolution and future of Connected TV\n\n\n\nThe evolution of CTV marks a significant shift from traditional linear TV, as viewership patterns transition from linear to digital platforms. This shift is not merely about convenience, but represents a broader change in how audiences consume media.\n\n\n\nOne key trend is the increasing issue of publishers playing many house ads. For example, viewers on platforms like Peacock may frequently see commercials from NBC, indicating a reliance on house ads due to insufficient programmatic demand or conflicts with competitive separation. This highlights a critical challenge for publishers: the need for a diverse and robust demand to avoid repetitive or redundant advertising.\n\n\n\nAt StackAdapt, we address this challenge by offering a diverse range of demand. With ads from thousands of brands being served through the platform, publishers are given a more varied advertising mix. This diversity is essential as CTV grows, improving the viewer experience by reducing repetitive ads and providing more relevant commercial content.\n\n\n\nAnother significant development in CTV is the improvement in signal fidelity. Signal fidelity refers to the accuracy and completeness of data used to identify users and their viewing behaviour. This is crucial in CTV advertising and measurement, as it directly affects the reliability of audience targeting and the accuracy of campaign performance metrics. Publishers are now more willing to pass genre and sublevel context about their content. This means that advertisers can target their ads more precisely based on the context of the content being viewed, leading to better engagement and effectiveness.\n\n\n\nCTV offers a unique opportunity to engage audiences at scale in a premium environment. Unlike display and mobile advertising, where users may not be fully engaged, CTV viewers are generally more attentive and engaged with the content. This creates a highly-valuable environment for advertisers to reach their target audiences in a meaningful way. The ability to understand and target audiences more precisely further adds value to CTV as an advertising platform.\n\n\n\nAccess to CTV is also becoming more widespread. Historically, publishers like Paramount Plus were guarded about making CTV inventory available for programmatic buying. However, this is changing as publishers recognize the benefits of opening up their supply to programmatic demand. This shift has enabled buyers to access premium inventory from premium platforms, which was not possible just a few years ago. Disney, for example, has embraced this approach, making it one of the largest publishers in the CTV space due to its willingness to open up more supply for programmatic buying.\n\n\n\nNew and emerging CTV ad formats\n\n\n\nCTV advertisers are pioneering innovative formats to boost viewer engagement and achieve better results. Here are some key developments:\n\n\n\nInteractive ads\n\n\n\nThese allow direct engagement through features like:\n\n\n\n\nQR codes: Viewers scan codes to access extra content or make purchases.\n\n\n\nShoppable ads: Purchase products directly within the ad.\n\n\n\nPause screen ads: Ads are displayed when viewers pause a video, offering a non-intrusive ad experience.\n\n\n\nChoice-based ads: Viewers select the content they want to see, enhancing personalization.\n\n\n\n\nDynamic and personalized ads \n\n\n\nData-driven ads tailored to individual viewers, increasing engagement significantly compared to standard pre-roll videos.\n\n\n\nPicture-in-picture (PiP) ads\n\n\n\nAllow viewers to continue watching their content while interacting with ads in a smaller window.\n\n\n\nInteractive overlays\n\n\n\nInteractive elements on top of video content enhance engagement without interrupting the viewing experience.\n\n\n\nInteractive CTV campaigns have shown engagement rates 4.6 times higher than mobile video and 10.3 times higher than desktop video, with a 600% lift in engagement compared to standard pre-roll ads. These innovative formats offer more personalized experiences and new ways for advertisers to connect with audiences, driving the future of CTV advertising.\n\n\n\nKey challenges for CTV advertising\n\n\n\nAdvertisers face several challenges when venturing into CTV advertising. Here are some of the key obstacles and how StackAdapt can help overcome them:\n\n\n\nInventory insights \n\n\n\nGaining insights into available inventory is a significant challenge. StackAdapt connects clients with the right publishers, facilitating informed campaign decisions. Traditionally, advertisers haven't interacted directly with publishers, but StackAdapt encourages this engagement through its DSP, ensuring advertisers understand the inventory they are investing in.\n\n\n\nAvoiding limited targeting \n\n\n\nA common misconception is that there is limited supply in CTV, but that is not the case. Many advertisers focus on well-known platforms like Disney+ and Peacock, which can limit their reach. CTV offers a large digital landscape with numerous targeting options. Beyond Disney and NBC, advertisers can target Warner Brothers Discovery across HGTV, HBO Max, Paramount’s Pluto, Tubi, DirecTV, Sling, Sumo, Samsung Plus, Channel 4, Sky, and more. This diverse array of options ensures advertisers can reach their target audience across multiple apps and platforms, rather than being confined to a narrow selection.\n\n\n\nExpanding supply enablement \n\n\n\nTo maximize exposure to the desired audience, advertisers need to broaden their scope and consider the diverse range of TV publishers available. Audiences span multiple platforms, not just one app. By expanding targeting efforts, advertisers can capture a wider audience, which is most beneficial to their business.\n\n\n\nStackAdapt helps advertisers by providing comprehensive inventory insights and fostering direct communication with publishers. This allows advertisers to explore the full range of CTV options, avoiding the limitations of sticking to a few popular platforms.\n\n\n\nWhat's next for Connected TV advertising?\n\n\n\nThe future of CTV advertising is poised to witness significant developments as it continues to grow and evolve. By 2028, CTV's share of ad spend in the US will nearly equal that of linear TV, and in the UK, CTV ad spend in forecasted to reach £2.94 billion, highlighting the ongoing shift in advertising strategies. \n\n\n\nThis transition underscores the critical role of CTV in advertising campaigns, particularly as traditional TV ad inventory continues to shrink. While this reduction in available ad slots may lead to higher prices for CTV spots, the enhanced targeting and shopability features of CTV make it a worthwhile investment for advertisers​​.\n\n\n\nMoreover, the integration of ad-supported streaming services is transforming the landscape. As consumers increasingly opt for cheaper, ad-supported streaming options, the volume of viewers exposed to CTV ads is rising. This trend is expected to drive further innovation in ad formats and targeting capabilities. For instance, shoppable TV, which allows viewers to purchase products directly through their television interface, is gaining traction. This convergence of retail media and CTV creates new opportunities for advertisers to engage consumers in more interactive and personalized ways​​.\n\n\n\nAs CTV matures, advertisers must navigate these evolving dynamics, leveraging advanced analytics and programmatic buying to optimize their campaigns. \n\n\n\nThe future of CTV advertising will likely be characterized by a balance between the traditional strengths of linear TV and the innovative potential of digital platforms, ensuring comprehensive reach and impactful consumer engagement.\n\n\n\nAdd CTV to your media mix and access the best ad inventory in the market with StackAdapt. Request a demo today to get started.\n\n\n\n\nThe complete guide to advertising on CTV\n\n\n\nLearn strategies, insights, and best practices on how to run CTV campaigns that capture attention.\n\n\n\n\nDownload Now\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv","url":"https://www.stackadapt.com/resources/blog/future-of-connected-tv","name":"The Future of Connected TV and CTV Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-of-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240801120726/20240725_The-Future-of-CTV_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-08-06T09:05:00+00:00","dateModified":"2026-09-08T21:44:39+00:00","description":"Learn about the future of connected TV, and how CTV advertising strategies are evolving to stay ahead of what’s next.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/omnichannel-marketing-automation-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/omnichannel-marketing-automation-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ryan-nelsen#person"}],"headline":"Omnichannel marketing automation: How to set it up and CMO-backed tips","datePublished":"2024-08-20T09:55:00+00:00","dateModified":"2026-09-08T21:44:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/omnichannel-marketing-automation-strategy"},"wordCount":1960,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/omnichannel-marketing-automation-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240816105320/20240814_Omnichannel-Marketing_Social-Post.webp?fit=1200%2C630&ssl=1","keywords":["blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Imagine trying to have a conversation with someone who's constantly switching between a dozen different languages. \n\n\n\nThis is the reality brands face today as they try to connect with customers across many channels. From social media and websites to emails and mobile apps, digital marketing is more fragmented than ever.\n\n\n\nThis fragmentation poses significant challenges for brands and marketers, who must maintain consistent and effective communication. \n\n\n\nThe complexity of managing these interactions often leads to missed opportunities and makes it harder to capture and grow market share. However, the effort is well worth it: marketers using three or more channels in a campaign earned a 494% higher order rate than marketers using a single channel.\n\n\n\nTo cut through the noise and keep your audience engaged, you must adopt strategies that seamlessly integrate different channels into a unified customer experience. This is where omnichannel marketing automation becomes a game-changer, streamlining efforts with a cohesive message across all touchpoints.\n\n\n\nWhat is omnichannel marketing automation?\n\n\n\nOmnichannel marketing automation is the strategic use of tools and technologies to manage and execute marketing campaigns across various channels, so every interaction with the audience is consistent and personalized. \n\n\n\nUnlike multi-channel marketing, which may involve using different channels independently, or integrated marketing, which focuses on coordinating messages across channels, omnichannel marketing takes a more unified approach. It integrates all channels into a single, cohesive strategy, allowing for a seamless customer experience.\n\n\n\nIn an omnichannel strategy, channels like email, websites, social media, SMS, mobile apps, and search engines are all interconnected. This interconnectedness means customers can start their journey on one platform, like receiving a promotional email, and continue it seamlessly on another, like clicking a link to a mobile app. The goal is to provide a fluid and consistent experience, regardless of where the interaction occurs.\n\n\n\nA key aspect of omnichannel marketing automation is programmatic advertising, which leverages data and automated systems to deliver targeted ads across various digital platforms. This allows you to personalize marketing messages and make them relevant and timely. For example, a programmatic ad might display a product a customer recently viewed on a website, increasing the likelihood of conversion by aligning with their interests and behaviours.\n\n\n\nWith an omnichannel approach, you can create a more cohesive and engaging customer experience, ultimately leading to stronger relationships and better marketing outcomes.\n\n\n\nBenefits of using omnichannel marketing automation\n\n\n\nOmnichannel marketing automation offers numerous benefits for both companies and their customers. \n\n\n\nA major advantage for businesses is the significant increase in efficiency. Automating repetitive tasks and centralizing campaign management saves time and resources, allowing marketing teams to concentrate on strategic and creative tasks. This automation also enables companies to scale, manage, and execute campaigns across multiple channels without increasing workload.\n\n\n\nAnother benefit is the flexibility in campaign management. Omnichannel tools allow marketers to swiftly adapt to changing market conditions, test various strategies, and optimize campaigns in real time. This flexibility boosts the effectiveness of your marketing and maximizes return on investment (ROI).\n\n\n\nThe most significant advantages of omnichannel marketing automation are customer-facing: \n\n\n\n\nDelivering consistent and personalized messages across all channels improves the customer experience. \n\n\n\nPersonalization makes communications relevant to each individual, increasing engagement and satisfaction. \n\n\n\nA seamless experience across touchpoints, such as transitioning from a promotional email to a mobile app without disruption, fosters stronger relationships and brand loyalty.\n\n\n\n\nIn addition, omnichannel automation provides more visibility into channel performance. Marketers can easily track and analyze the effectiveness of different channels, leading to more informed decision-making.\n\n\n\nHow to implement an omnichannel marketing automation strategy\n\n\n\nMany marketing teams operate in silos, with digital marketing, marketing operations, and event strategy each managed separately, often leading to a lack of coordination. \n\n\n\nFor instance, while LinkedIn is effective for quick video conversions and demo requests, it's not ideal for lengthy content like a 30-page guide. To bridge these gaps, you should employ a more comprehensive strategy.\n\n\n\nHere’s an example:\n\n\n\n\nBegin by developing all the content, such as reports and guides, well in advance. \n\n\n\nThen, host a webinar featuring experts who authored the guide, offering attendees exclusive insights. \n\n\n\nFollow up by sending out the guide with key takeaways and a playbook for implementation. \n\n\n\nTo extend engagement, organize an in-person event, like a dinner in New York City, where these experts can discuss the guide's findings in depth.\n\n\n\n\nAs part of this strategy, you can create a series of supporting content highlighting key statistics and insights from the guide, such as teaser videos, digital ads, and social media posts. This can include snippets for digital out-of-home advertising and connected TV. The aim is to create a cohesive, multi-step campaign centred around a core piece of content, such as a guide or report, which can be promoted across various channels to drive engagement and inbound leads.\n\n\n\nHere’s a quick step-by-step framework that you can follow:\n\n\n\n\nDefine goals: Outline what you aim to achieve with your omnichannel marketing, such as increasing brand awareness, driving conversions, or improving customer retention. \n\n\n\nCentralize data: Integrate data from various sources, like CRM systems and social media platforms, to create a unified customer profile. Centralized data is essential for delivering personalized and consistent messaging across all channels.\n\n\n\nChoose the right platform: Choose a marketing automation platform that supports omnichannel capabilities, including campaign management, robust analytics, and seamless integration with existing tools. Look for features that enhance personalization, data integration, and workflow automation.\n\n\n\nDevelop content: Craft content that resonates with your audience across the different channels. Messaging should be consistent and optimized for each platform—brief, engaging videos for social media and detailed guides for email campaigns.\n\n\n\nMeasure and optimize: Regularly monitor campaign performance through analytics and customer feedback. Track key metrics like engagement rates, conversion rates, and ROI to refine and optimize your strategy.\n\n\n\n\nThink of implementing this strategy as a journey through different phases. Start with a single channel to test and refine your approach (Foundational Phase), then expand to multiple channels, iterating on your strategy based on what works (Advanced Phase). Finally, aim for a fully integrated, omnichannel approach where all channels work together seamlessly (State of the Art Phase). This phased approach allows for gradual improvement and scalability, so your marketing efforts are efficient and effective.\n\n\n\nChoosing an omnichannel marketing automation platform\n\n\n\nSelecting the right omnichannel marketing automation platform is crucial for the success of your strategy. Your martech and adtech stacks may already have some automation features but lack other capabilities.\n\n\n\nHere are key qualities you should evaluate when choosing software for this purpose:\n\n\n\nComprehensive channel supportThe platform should manage and integrate various channels like email, social media, SMS, and mobile apps to provide a consistent customer experience across all touchpoints.Data integration and centralizationChoose a platform with robust data integration to centralize customer data, creating unified profiles necessary for personalized marketing.Automation and workflow managementLook for strong automation features like campaign workflows, segmentation, and triggered responses to streamline operations and reduce manual effort.Personalization and AI capabilitiesSelect a platform that uses AI and machine learning to analyze data and deliver personalized experiences. Features like predictive analytics and dynamic content improve personalization.Analytics and reportingPick a platform that offers comprehensive analytics and reporting tools, including real-time insights and customizable dashboards, to measure campaign effectiveness and support data-driven decisions.Scalability and flexibilityThe platform should be scalable and flexible, allowing you to add new features, channels, and integrations as your business grows.User-friendly interface and supportA platform with an intuitive interface and robust support and training resources will help your team adopt and use it effectively.Security and compliancePrioritize platforms with strong security features and compliance with data protection regulations like GDPR or CCPA, ensuring customer data protection.\n\n\n\nHow data and AI are enhancing omnichannel marketing\n\n\n\nData and AI are revolutionizing omnichannel marketing, enabling more precise personalization and predictive insights. You can aggregate customer data across various channels to create comprehensive customer profiles that inform your marketing strategies.\n\n\n\nAI technologies like machine learning algorithms analyze this data to predict customer behaviour, preferences, and purchase intent. This allows marketers to deliver highly targeted content and offers, increasing engagement and conversion rates.\n\n\n\nMoreover, AI-driven tools can automate and optimize various aspects of the marketing process, from segmenting audiences to dynamically adjusting campaigns based on real-time data. This not only improves efficiency but also makes your marketing efforts more relevant and effective.\n\n\n\nOmnichannel marketing automation examples\n\n\n\nYou need an omnichannel strategy because you need to be where your customers are, and automation will allow you to scale. \n\n\n\nHowever, starting with a manual process to test concepts, iterate, and refine your approach is perfectly acceptable. Once you've established what works, you can introduce automation to improve efficiency and scale your efforts.\n\n\n\nFor example, in one of my previous roles, we aimed to secure a large tech company as a client. Initially, our attempts to connect with the CMO were unsuccessful. From social media, I found he had a passion for BMWs. So, I arranged a unique event: a personalized invitation to the CMO for an exclusive experience at a BMW racetrack, along with other CMOs. This included a behind-the-scenes tour and the opportunity to race cars, which immediately caught the CMO's attention and secured his engagement.\n\n\n\nAfter the success of this manually executed event, we saw the potential to scale such personalized engagements using automation. We analyzed data from social media and other sources to identify the interests and preferences of key decision-makers. This information was used to create tailored experiences and targeted communications, supported by automated systems such as landing pages and lead forms.\n\n\n\nThis example illustrates omnichannel marketing automation's \"crawl, walk, run\" approach. Starting with manual processes helps validate concepts and that they resonate with the target audience. Once proven, these processes can be automated to increase efficiency and reach, ensuring that the outcome—a meaningful connection and engagement with the audience—is consistently achieved. The focus should always be on the strategy's effectiveness, with automation as a tool to scale successful initiatives.\n\n\n\nPitfalls to avoid in omnichannel marketing automation\n\n\n\nWhile implementing an omnichannel marketing strategy can be highly beneficial, it's crucial to avoid common pitfalls that can derail your efforts. \n\n\n\nDon’t overcomplicate the process. Keep your approach focused and manageable, avoiding the temptation to do too much at once. Instead, prioritize tasks and tackle immediate issues while keeping future scalability in mind.\n\n\n\nAs companies grow, they often customize their CRM systems extensively. While customization can be good, it can also lead to problems when new systems or increased scale don't integrate smoothly with the existing setup. This can result in significant time and resource expenditures to realign systems. It's wise to plan for future needs without overcommitting to solutions that may not fit in the long term.\n\n\n\nAnother common pitfall is over-investing in software tools without fully utilizing them. Many companies buy more licenses than they need, often influenced by vendors offering all-in packages. This leads to unnecessary costs and underused tools. Before purchasing, check that you have a clear plan for using the software effectively and that it aligns with your needs.\n\n\n\nIn conclusion, maintaining a balanced approach is key to successful omnichannel marketing automation. Focus on immediate needs while planning for future growth, choose the right tools, use them effectively, and avoid overcomplicating your processes. Doing so can create a cohesive and scalable strategy that enhances customer engagement and drives business success.\n\n\n\nDid you know that you can run your omnichannel marketing campaigns with StackAdapt? Request a demo today to find out how.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Person","@id":"https://www.stackadapt.com/resources/author/ryan-nelsen#person","name":"Ryan Nelsen","identifier":27126,"url":"https://www.stackadapt.com/resources/author/ryan-nelsen","sameAs":["https://www.linkedin.com/in/ryanelsen/"],"image":"https://d343x6qscsp61h.cloudfront.net/sites/2/20240812132210/ryan-nelsen.jpeg","jobTitle":"CMO","worksFor":{"@type":"Organization","name":"StackAdapt"}}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Strategies for mastering ad performance metrics in B2B","datePublished":"2024-09-12T10:18:00+00:00","dateModified":"2026-09-08T21:44:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance"},"wordCount":1301,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240812141010/20240416_Ad-Performance-Article_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","measurement","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Measuring ad performance in B2B is like solving a puzzle. \n\n\n\nA complex puzzle where each piece holds the key to unlocking your next big opportunity. With sales cycles that feel like marathons and a decision-making team that could rival a football squad in size, getting your ad performance metrics right can be challenging.\n\n\n\nFor starters, B2B ad performance measurement is fundamentally different from the instant gratification world of B2C. In B2C online shopping, someone might see an ad and instantly buy the product, meanwhile, B2B involves lengthy sales cycles.\n\n\n\nThe decision-making process stretches over time, involving RFPs and often a committee of about 11 people making the call. This means B2B marketers seek more than instant conversions or return on ad spend (ROAS). Their focus spans leads, brand awareness, and engagement with their content.\n\n\n\nAs a B2B marketer, when you analyze your ad performance data, you can’t just look at conversion metrics—even if that’s what you're being asked to report. \n\n\n\nStart by understanding your ideal customer profile (ICP) and which businesses are interacting with your ad campaigns. Then, peel back the layers to see who clicked on your ad and what drew them in.\n\n\n\nAsk questions like:\n\n\n\n\nDid they interact because they were interested in your service or were they seeking information on a related topic? \n\n\n\nDid they engage with the ad only or did they engage also on your website?\n\n\n\nDid they engage with a relevant topic on a website? (hint: contextual targeting)\n\n\n\n\nThis deeper insight into engagement tells you where these accounts stand in their buying journey, and what content is steering their interest.\n\n\n\nUltimately, you want to map out how potential clients move through the sales funnel, driven by targeted ads that meet them at every stage.\n\n\n\nIn this article, we’ll look at how to measure your marketing efforts effectively—going beyond chasing clicks, and focusing on strategizing, understanding, and leveraging data to resonate with your clients.\n\n\n\nMetrics and KPIs across the customer journey\n\n\n\nCan you switch up your metrics at each stage of the customer journey? Absolutely. \n\n\n\nIn B2B, key performance indicators (KPIs) lead the way. \n\n\n\nAt the heart of lead generation, you're distinguishing between marketing qualified leads (MQLs) and sales qualified leads (SQLs), two lead stages that can help to determine buyer readiness. So, it's about understanding the type and quality of these leads before deciding on the next move.\n\n\n\nThen, there's account scoring, a strategy that segments and ranks potential clients, adding another layer to your strategy. \n\n\n\nAccount scoring ranks potential clients based on how likely they are to buy something. The score is based on various factors, such as how often they visit your website, if they open your emails, and their overall engagement with your brand. This method helps you focus your efforts on the accounts with the highest scores, meaning those most interested and likely to make a purchase.\n\n\n\nIt's all interconnected, with each element feeding into a larger, more complex picture of engagement.\n\n\n\nBest practices for interpreting ad performance data\n\n\n\nYou probably have access to a lot of engagement metrics, but as a dense collection of raw data. \n\n\n\nThe key is learning how to interpret this data, segmenting accounts based on their interactions and responses.\n\n\n\nFor instance, many advertisers using StackAdapt start with a broad account-based marketing (ABM) list and apply a uniform marketing tactic across the board. \n\n\n\nThis approach, however, overlooks the differences in readiness and awareness among the accounts. \n\n\n\nIdeally, an advertiser would analyze the engagement data to identify which accounts are top of the funnel and largely unaware of their product, as opposed to those that are more engaged and further along in the decision-making process. \n\n\n\nFor example, out of an initial list of 1,000 accounts, 500 might be early in their journey, requiring awareness-focused messaging, while another 100 might be ready for more direct, conversion-oriented approaches. Unfortunately, the tendency to apply a single strategy across the entire list can dilute the effectiveness of the campaign.\n\n\n\nTo elevate your strategy, you should employ best practices in data interpretation, leveraging the insights gained from engagement metrics. This means moving beyond a one-size-fits-all approach to recognize and act upon the distinct characteristics and needs of different account segments.\n\n\n\nThat way, you can align your marketing tactics more closely with the stages of the customer journey, ensuring that each account receives the most relevant and impactful messaging. \n\n\n\nHere are some best practices you can use to interpret your ad performance data:\n\n\n\n\nSegmentation of data: Segment accounts by engagement level to customize messaging and tactics that are most appropriate for each group.\n\n\n\nLongitudinal analysis: Look at data over a longer period to identify trends and patterns, to understand how campaigns affect potential clients over time, rather than making decisions based on a snapshot of data.\n\n\n\nCRM Data Leverage: Upload the 1st-party data from your CRM into your adtech platform for better targeting and insights.\n\n\n\nMulti-touch attribution: Understand the value of each touchpoint along the customer's journey.\n\n\n\nQualitative insights: Go beyond numerical data and gather qualitative insights, such as customer feedback and engagement context to see why certain behaviours or patterns occur.\n\n\n\nActionable reporting: Reports should not just present data, but also suggest clear actions for campaign adjustments, budget reallocation, or strategic shifts.\n\n\n\nTesting and learning: Set up controlled experiments to compare different tactics, messaging, or audiences to see what works best and refine strategies based on evidence.\n\n\n\n\nThis approach maximizes the potential for engagement and conversion and paves the way for more sophisticated and effective marketing strategies in the future, as deeper and more detailed reporting becomes available. \n\n\n\nUltimately, the goal is to harness the power of data to inform smarter, more dynamic marketing tactics that resonate with each segment of the target audience, driving better outcomes and higher ROI.\n\n\n\nThe role of AI and machine learning\n\n\n\nAs you gain access to more data than ever before, the task of analyzing and leveraging it for your campaigns can feel overwhelming—yet this is where the true value of the data lies. With a wealth of data available, you make the smartest decisions when you incorporate machine learning and artificial intelligence.\n\n\n\nAt StackAdapt, our goal is to provide B2B marketers with actionable insights that lead to a comprehensive funnel strategy, allowing for the precise targeting of accounts with strategies that match their current journey phase.\n\n\n\nFor instance, here are some of the ways AI is integrated into the StackAdapt platform:\n\n\n\n\nStackAdapt applies machine learning at the time of the bid request to predict the likelihood of fraud, and to ensure the auction is bidding on a real audience.\n\n\n\nLeveraging StackAdapt Page Context AI and Browsing Audiences allow you to target billions of possible user interests.\n\n\n\n\nMachine learning and artificial intelligence are the foundation upon which the entire demand-side platform (DSP) is built. It is how StackAdapt approaches programmatic.\n\n\n\nLearn how a digital agency leveraged StackAdapt to drive leads at a 7.05% conversion rate.\n\n\n\nChoosing the platform with the best data\n\n\n\nStackAdapt offers detailed engagement metrics on both account and individual levels, empowering clients with valuable insights. Our clients have access to all the necessary data to conduct this analysis. \n\n\n\nThis feature sets us apart from many other digital advertising platforms. Unlike general platforms like Google or other DSPs, which might not provide this depth of data, we ensure you can dive deep into how different individuals and accounts interact with your campaigns. Our comprehensive reporting delivers granular details, enabling a thorough understanding of audience engagement and segmentation possibilities.\n\n\n\nInterested? Learn more about StackAdapt, by requesting a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance","url":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance","name":"B2B Ad Performance Metrics | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-ad-campaign-performance#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240812141010/20240416_Ad-Performance-Article_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-09-12T10:18:00+00:00","dateModified":"2026-09-08T21:44:26+00:00","description":"Measure B2B ad performance by identifying challenges, understanding key metrics, and strategies to optimize your marketing efforts.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/artificial-intelligence-reshaping-martech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/artificial-intelligence-reshaping-martech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/john-carvalho#person"}],"headline":"How artificial intelligence is reshaping martech","datePublished":"2024-08-14T18:03:43+00:00","dateModified":"2026-09-08T21:44:36+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/artificial-intelligence-reshaping-martech"},"wordCount":1475,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/artificial-intelligence-reshaping-martech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240814123641/20240814_Martech_AI_Social-Image.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 101","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"November 30th, 2022, dawned the birth of a new era. OpenAI released an early demo of ChatGPT, and it quickly went viral. Within just five days, the chatbot had attracted over a million unique users and is now onto their 4th iteration (GPT-4) of their AI platform. \n\n\n\nIn a few short months, it felt like AI had burst onto the scene and quickly grabbed new users daily. However, AI has been around for much longer, and its recent interaction has been game-changing for the martech industry. \n\n\n\nForbes estimated that B2B marketers in the US spent nearly $7.68 billion USD on marketing technology systems in 2023, which is projected to grow to $10.11 billion USD by 2025. In addition to the projected growth, 44% of small business owners and decision makers want to implement AI and automation technology in the coming years.\n\n\n\nThis is just one area in which AI has impacted marketers' workflows. Let's explore how AI is reshaping martech.\n\n\n\nCampaign planning with ai \n\n\n\nThough it is not a perfect solution, AI is an amazing starting point for campaign planning. \n\n\n\nFor instance, prompting ChatGPT to build you a media plan based on key prompts will generate a solid foundation for you to build and tweak, saving much research time. \n\n\n\nHere are some benefits of AI in campaign planning:\n\n\n\n\nImproved targeting: You can target a more precise audience based on historical campaign performance and insights. \n\n\n\nBetter personalization: Tools like dynamic creative optimization can tailor messaging to end users. This also holds true with AI-based email campaigns, where you can pull relevant information into the body of the email to tailor the experience to your readers. \n\n\n\nPotential increased ROI: You can optimize marketing strategies and campaigns based on predictive insights to achieve higher conversion rates, lower acquisition costs, and greater overall ROI. \n\n\n\n\nHowever, you may face some challenges:\n\n\n\n\nPredictive analytics relies on high-quality, clean, relevant data to generate accurate predictions. Poor data quality or incomplete data can lead to unreliable results and inaccurate forecasts.\n\n\n\nSome AI-based models will make it hard for marketers to translate data into actionable insights or strategies. It is not a foolproof system and can sometimes lead to information overload, making it challenging to implement. \n\n\n\nMarketers are always concerned about how they use customers' data. With regulations like GDPR in place, it is always important to do what is right, not easy. \n\n\n\n\nWhile AI is a great starting point and will save time on campaign planning, it is important to gut-check the work. AI will allow for greater scalability in our efforts, but not replace the process altogether. \n\n\n\nPredictive analytics\n\n\n\nTraditional marketers have relied heavily on audience personas, demographic data, and generalized audience segments to plan all marketing efforts. With the growth of digital channels (email, SEO, programmatic, social media, etc.) marketers have shifted towards data-driven analytics, looking for patterns in large-scale data.\n\n\n\nNow, you can identify and process patterns in large data sets faster with AI. \n\n\n\nFor example, AI-powered predictive analytics forecast future trends and outcomes based on historical data and market conditions. This allows you to anticipate customer needs and optimize strategies. \n\n\n\nCampaign execution and AI-based optimizations\n\n\n\nIn the programmatic advertising space, AI is reshaping how campaigns are executed. For instance, machine learning and pre-bid optimization have been at the core of the StackAdapt platform since its inception. Our demand-side platform (DSP) uses machine learning algorithms to bid on inventory based on key prompts from the campaign setup that will best deliver the campaign's goals. While the shift towards AI will not fundamentally change our DSP, it can power it further to make more effective decisions. \n\n\n\nHowever, campaign execution from an entry and optimization point is a key focus for marketers. Again, AI aims to mimic human-like abilities and use machine learning to produce better future results. The ability to use AI to develop core optimization strategies versus having to sift through data manually is a key driver of future campaign success. Additionally, AI can be used from campaign inception to guide and optimize campaign goals. \n\n\n\nA great example of this is dynamic creative optimization (DCO), which allows AI to spit out variances in your creative that are more likely to drive user interactions. DCO is a key focus for many marketers as they try to combat the 5,000+ advertisements a user sees daily. Any slight edge to break through the noise is imperative to campaign success, and having AI perform these tasks every second of every day without human intervention means it can scale at large. Given that over 5.3 billion display ads are served every year, it is important to make micro-adjustments, such as headlines, product shots, CTA, and overall creative look and feel, to capture a user's attention.  \n\n\n\nAI will also impact predictive marketing solutions (i.e. using AI to score and qualify leads). AI can make ads more effective and help an inbound sales team identify its priority list based on users' actions. If a campaign aims to provide quality leads and meet business goals, AI will make quick decisions for continuous campaign success. Directing your inside sales team to high-quality leads will result in quicker close rates. \n\n\n\nPost-campaign reporting and AI data insights\n\n\n\nPost-campaign reporting is one of the most essential ways for marketers to inform future campaign strategies. At times, sifting through this mass amount of raw data to see if KPIs were met or exceeded to recommend future investments or where KPIs were missed to know where to suggest campaign cuts. The manual process of spreadsheet formulas and pivots with human verification could sometimes take weeks or even months to complete when trying to pull in all information from all marketing channels. \n\n\n\nWhere does AI fit within the post-campaign reporting of martech? Generative AI automates report generation, creating dynamic and interactive data visualizations, and offering personalized insights and recommendations. It enables real-time adaptive reporting through conversational interfaces, powers content generation for A/B testing and scenario modeling, and provides creative analysis and feedback. Additionally, Gen AI facilitates collaborative report creation and idea generation, making the reporting process more efficient, creative, and tailored to specific audiences, ultimately helping marketers make faster, data-driven decisions and optimize future campaigns.\n\n\n\nGenerative AI is already impacting the achievements of organizational goals at 80% of organizations. There is a delicate balance between AI and human intuition; for example, humans tend to score stronger in areas like creativity, emotional/relatability and critical thinking/morality versus their AI counterparts who score stronger in areas like speed, complex decision-making, precision/accuracy.\n\n\n\nFor martech, effective storytelling must combine three main elements: data, narrative, and visualization to present the data as engaging and relevant. Let's break down these components to see where AI will have its biggest impact.\n\n\n\n1. Data\n\n\n\nA compelling story is made up of three parts:\n\n\n\n\nPerceived narrative: The initial strategy for the campaign based on the assumptions made during the planning phase.\n\n\n\nConflict: A problem that was faced during the campaign.\n\n\n\nResolution: The future state where this problem will be minimized or eliminated. \n\n\n\n\n2. Narrative\n\n\n\nEffective storytelling enhances post-campaign reporting by contributing to three key areas:\n\n\n\n\nImproved communication: Clarifies and conveys the results and insights in a more engaging manner.\n\n\n\nBetter decision-making: Helps stakeholders understand the implications of the data, leading to more informed choices.\n\n\n\nPersuasion: Influences stakeholders by connecting the data to a compelling narrative, driving support for future actions.\n\n\n\n\n3. Visualization\n\n\n\nData needs to be presented in an easily digestible format for two reasons:\n\n\n\n\nComprehension: To easily see the data from the story.\n\n\n\nPersuasion: To make future campaign investments more impactful.\n\n\n\n\nAs a marketer, you need to address all the items above effectively, but you will quickly notice that AI only has a concentrated impact on data. AI cannot replace the human elements of storytelling, but it would be foolish for us to negate its power of data aggregation. Harnessing this will ensure that our strategies, stories, and future recommendations are based on solid data analysis. \n\n\n\nThe future of AI in martech\n\n\n\nThe excitement sparked on November 30th, 2022, continues to resonate, with AI being a prominent topic in nearly every earnings call from the world's leading tech companies. \n\n\n\nMarketers must view AI as a powerful multiplier enhancing their strategies and outcomes. A tool that will allow them to scale out their efforts and provide information based on sound data but lacks the emotions and morality that a human can provide. \n\n\n\nAI isn’t a “new” offering at StackAdapt, but its power is growing. Marketers need to understand and apply AI's power to future efforts across martech as we continue to scale AI growth.\n\n\n\nDiscover how StackAdapt can make a difference in your marketing. Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/pillars-of-leadership#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/pillars-of-leadership"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Building trust and innovation: The pillars of StackAdapt’s leadership culture","datePublished":"2024-08-22T18:45:52+00:00","dateModified":"2026-09-08T21:44:32+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/pillars-of-leadership"},"wordCount":799,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/pillars-of-leadership#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240822140908/20240822_Leadership-Principles_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","stackadapt careers","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"Leadership isn’t just about directing. It’s about uniting.\n\n\n\nAt StackAdapt, our principles are more than just guidelines. They’re a roadmap for anyone aspiring to lead. They’re woven through our culture, reflecting our identity as an organization. \n\n\n\nWe’re grounded in the belief that leadership skills intertwine closely with our core values, inspiring leadership at all levels and ensuring our values are lived daily. Together, as a leadership team, we cultivate a culture where everyone thrives.\n\n\n\nIn this article, StackAdapt leaders Vitaly Pecherskiy, Tishan Mills, Pinar Ozyetis, Anna Grodecka-Grad, and Andrew Norrie discuss how our principles guide their leadership journeys. From adopting a “no failure” mindset to fostering empathy and transparency, they share the real-world impact of these tenets.\n\n\n\nHow has the principle of not accepting failure influenced your approach to setting and achieving ambitious goals?\n\n\n\nVitaly Pecherskiy | CEO and Co-founder: \"Businesses, especially larger ones, possess tremendous inertia—things just don’t happen by chance. The ‘no failure’ mindset is about setting ambitious goals, showing up every day, and continuously exerting effort to turn the vision into reality.\"\n\n\n\nHow do you practice empathy in your day-to-day leadership, especially in challenging situations?\n\n\n\nTishan Mills | SVP, Platform: \"When a team member faced a personal tragedy, the team came together to support them by sharing the increased workload. This collective effort exemplifies empathy in action—supporting each other without knowing all the details but understanding the importance of unity and support.\"\n\n\n\nTalk about a time when owning up to a mistake led to a valuable learning experience for your team.\n\n\n\nPinar Ozyetis | General Counsel: \"Admitting mistakes is crucial for building trust and a positive work environment. We encourage transparency and solutions, fostering a culture where everyone feels safe to admit and learn from mistakes.\"\n\n\n\nWhat methods have you found most effective in clarifying our mission and motivating your team?\n\n\n\nAnna Grodecka-Grad | SVP, Global Client Services: \"Transparency, sharing successes and failures, and clear communication about our mission and goals keep the team aligned and motivated. Celebrating contributions across the board fosters a sense of ownership and commitment.\"\n\n\n\nWhat actions do you take to actively promote and uphold our company culture and values within your team?\n\n\n\nAndrew Norrie | Sales Director, Northeast: \"Leading by example. I aim to consistently demonstrate our core values in my daily interactions, whether it’s through transparent communication, showing appreciation for hard work, or supporting team members in their personal and professional growth, and even their day-to-day responsibilities. I’ve been in their shoes, and I know firsthand how important this level of holistic support is. This sets a tone of integrity and commitment that inspires others to follow suit.\"\n\n\n\nShare an instance where direct and honest communication resolved a potential conflict or misunderstanding.\n\n\n\nVitaly Pecherskiy | CEO and Co-founder: \"Executing on a business vision involves making countless decisions. We always strive to put the company first, ensuring decisions are in the best interest of the organization. Direct communication is key to avoiding trust issues and politics, fostering a culture where everyone is encouraged to talk openly and build trust.\"\n\n\n\nShare an example of a decision you made that prioritized the company’s well-being over individual interests.\n\n\n\nTishan Mills | SVP, Platform: \"Hiring for a leadership role, I endorsed a structure that would benefit the company, even if it reduced my direct influence. This approach didn’t pan out, but it underscored the importance of prioritizing organizational well-being over personal ambitions.\"\n\n\n\nHow do you lead by example in maintaining professionalism and respect in all interactions, even under pressure?\n\n\n\nPinar Ozyetis | General Counsel: \"Professionalism and respect are non-negotiable, especially under pressure. Preparing for diverse reactions helps maintain composure and respect during heated discussions, leading to better outcomes and setting a standard for the team.\"\n\n\n\nHow do you demonstrate the importance of hands-on leadership in achieving project success?\n\n\n\nAnna Grodecka-Grad | SVP, Global Client Services: \"By leading critical projects personally, I demonstrate ‘doer-leadership,’ accelerating progress and sharing best practices. This hands-on approach not only drives key projects forward but also instills a culture of active participation and learning.\"\n\n\n\nShare a story where championing our culture led to enhanced team cohesion or performance.\n\n\n\nAndrew Norrie | Sales Director, Northeast: \"One particular instance that stands out is when I and several teammates recently completed 75 Hard, which is a mental and physical discipline challenge that helps one grow not only individually but also at work. These activities help build stronger relationships among team members and foster a sense of belonging and unity. The organization of this event was simple, but it built trust and showed StackAdapters that their leaders care about growth across the board.\"\n\n\n\nTo learn more about StackAdapt's values, visit our careers page.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/pillars-of-leadership#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240822140908/20240822_Leadership-Principles_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240822140908/20240822_Leadership-Principles_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration with headshots of StackAdapt senior leaders Vitaly Pecherskiy, Tishan Mills, Pinar Ozyetis, Anna Grodecka-Grad, and Andrew Norrie"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify"},"author":[],"headline":"StackAdapt partners with DoubleVerify for enhanced post-impression measurement tracking","datePublished":"2024-08-26T17:11:04+00:00","dateModified":"2026-09-08T21:44:31+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify"},"wordCount":505,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240823150142/20240823_doubleverify_header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify","url":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify","name":"StackAdapt Partners with DoubleVerify for Enhanced Measurement Tracking","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-partners-with-doubleverify#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240823150142/20240823_doubleverify_header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-08-26T17:11:04+00:00","dateModified":"2026-09-08T21:44:31+00:00","description":"StackAdapt has partnered with DoubleVerify to offer its clients continued access to accurate, real-time viewability metrics.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Digital out-of-home advertising examples and best practices","datePublished":"2024-08-27T18:45:53+00:00","dateModified":"2026-09-08T21:44:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples"},"wordCount":2157,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240827082321/20240808_DOOH-Ad-Examples_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","creative studio","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The last few years have been a tale of two channels—connected TV (CTV) and digital out-of-home (DOOH)—in programmatic advertising.\n\n\n\nWhile streaming numbers have surged since 2020, DOOH fell flat as people worked from home more and travelled less.\n\n\n\nNow, with recent innovations in the space and new opportunities for advertisers, DOOH is rebounding. \n\n\n\nEMARKETER reports that DOOH ad spending in the US will increase 11.2% in 2024 to reach $3.2 billion USD. In Europe, DOOH is growing even faster, with a forecasted annual growth rate in 2024 of 14.2% in the UK, 19.5% in France, and 13.7% in Germany. By 2027, DOOH will comprise 75% of the UK’s total out-of-home (OOH) advertising market.\n\n\n\nDespite its monumental growth and many benefits—including high visibility, precise audience targeting, and dynamic creative capabilities—DOOH is still a relatively new advertising channel, and many brands aren’t taking advantage of it.\n\n\n\nIf you or your client is new to DOOH, read on for some DOOH ad examples and tips on how to create successful DOOH campaigns.\n\n\n\nWhat is DOOH advertising and why are advertisers embracing it?\n\n\n\nDOOH is a type of advertising that uses digital billboards, signage, and screens to show ads in high-traffic areas. These places include shopping malls, bus stops, airports, elevators, grocery stores, gas stations, and other busy locations. \n\n\n\nBecause DOOH combines the flexibility and precision of digital advertising with the broad reach and visibility of traditional OOH advertising, it has emerged as an ideal method for engaging audiences beyond their IP addresses and in public places as they go about their daily lives. \n\n\n\nIn a 2023 survey from Proximic, 7% of advertisers said DOOH was the most effective ad medium for brand marketing. In a separate survey from the Out of Home Advertising Association of America and The Harris Poll, 76% of consumers reported watching a video, dining at a restaurant, or shopping at a store after viewing a DOOH ad, making DOOH a powerful tool for driving consumer action and brand engagement.\n\n\n\nAlthough a reported 27% of OOH advertising in 2023 was for local services and attractions, due to its enhanced targeting, cost-effectiveness, and easy integration with existing multi-channel strategies, DOOH is increasingly being used by everyone from B2B to travel marketers to do things like target customers with personalized messaging outside industry conferences or encourage them to explore culinary hotspots in world-renowned locations.\n\n\n\nTypes of DOOH advertising\n\n\n\nAlthough there are many locations where you can place DOOH ads, there are three main formats to consider when deciding which ones are the best fit for your DOOH campaigns.\n\n\n\nLarge format DOOH ads\n\n\n\nTrue to their name, these types of DOOH ads take up the most space and are strategically placed in high-traffic areas to maximize visibility and brand awareness. Types of large format DOOH ads include digital billboards alongside roads or highways, wallscapes on the sides of buildings, street furniture like benches or bus shelters, and urban panels above subway entrances.\n\n\n\nThe main goal of large format DOOH ads is to reach a broad audience, making it an effective format for product launches, major events, and maximizing awareness.\n\n\n\nPlace-based DOOH ads\n\n\n\nThis type of DOOH ad is typically found in locations that match the audience’s interests, such as shopping malls, airports, gyms, universities, medical offices, movie theatres, office building elevators, and public transit hubs. By selecting locations based on the audience and leveraging real-time data, advertisers can tailor their messages to fit the environment. For example, ads for protein shakes often work well in locations like gyms, while quick-service restaurant ads are better suited to gas stations where consumers could be thinking about grabbing a quick bite while on the go.\n\n\n\nBy strategically choosing placements and using programmatic technology, advertisers can use place-based DOOH ads to connect with the right audience and optimize their ad campaigns for greater efficiency and return on investment.\n\n\n\nPoint-of-purchase DOOH ads\n\n\n\nThis type of DOOH ad is designed to influence shoppers at the critical moment when they’re most likely to make an impulse purchase or be swayed in their decision-making process. Because of this, point-of-purchase DOOH ads are particularly effective for consumer packaged goods (CPG) brands—like snacks, beverages, and personal care products—but they also work well for promoting seasonal products and special offers. These ads are commonly found near checkout counters, product displays, end caps, entrances, in-store kiosks, deli counters, and gas station pumps.\n\n\n\nBenefits of DOOH advertising\n\n\n\nUnlike traditional OOH, DOOH ads are unskippable, appear in contextually relevant environments without relying on 1st or 3rd-party data, and can even be used for retargeting.\n\n\n\nHere are some more benefits of using programmatic DOOH over traditional OOH advertising:\n\n\n\nTraditional OOHProgrammatic DOOHStatic creativesTraditional OOH relies on a single, unchanging ad displayed for your entire campaign. Once the creative is up, it stays there, regardless of environmental changes, time of day, changing market dynamics, audience behaviour or engagement.Dynamic, flexible creativesDOOH ads can appear as static images, animations or videos. They can also be tailored to your audience based on the time of day or weather conditions and adjusted as necessary, ensuring your message remains relevant and engaging to your audience.Long-term commitmentsTraditional outdoor advertising campaigns typically require weeks-to-months-long contracts. While this ensures consistent exposure, it also means that you’re committed to a single message without the ability to adjust ads based on changes in performance or strategy.Agile campaign managementUnlike traditional OOH, Programmatic DOOH often provides advertisers with short-term, flexible commitments. Campaigns can be launched, adjusted or paused in near real time, allowing you to optimize campaigns and ensure your marketing budget is used efficiently.Slower activationsLaunching a traditional OOH campaign involves several steps, including creative production, approval processes, and physical installation. This means seeing your ad in public can take weeks or even months.Quicker activationsWith DOOH, advertisers can use a programmatic advertising platform to quickly launch campaigns without stepping foot on site and make changes as needed to ensure your brand message and ads remain relevant.Lacks consumer interactionTraditional OOH is a one-way communication medium. This means that consumers can see an ad but can’t interact with it directly. This passive exposure limits engagement, forcing advertisers to rely solely on repeated views and proper placement to make an impact and drive action.Interactive and engagingDOOH integrates interactive elements like QR codes and touch screens that encourage user engagement. This enhances the user experience and also provides advertisers with data they can use to measure and understand the impact campaigns have on sales or store visits.Limited measurementTraditional OOH often lacks precise metrics for measuring campaign performance. While you can estimate impressions based on traffic data, there’s no direct feedback on how many people engaged with or were influenced by your outdoor ads. This makes it challenging to demonstrate ROI or optimize future campaigns.Stronger reportingWith DOOH, advertisers can access insights on impressions from built-in sensors that track the number of unique devices passing by an ad, and use brand lift studies to gauge engagement and boosts in brand awareness. These data points allow you to measure the effectiveness of your campaigns and make data-informed adjustments.Static ad slots with limited flexibilityWith traditional OOH, advertisers purchase ad space for fixed periods in specific locations. If the location or timing proves ineffective, there’s no way to reallocate resources or adjust the campaign until the contract ends.Flexible inventory managementWith programmatic DOOH, advertisers can buy multiple slots within a single loop or from multiple locations, ensuring your ads get shown in the most effective spots and times for your target audience, maximizing reach, visibility, and overall campaign impact.\n\n\n\nDOOH advertising examples and best practices\n\n\n\nAlthough DOOH creatives share many similarities with traditional OOH, there are some specific design considerations to keep in mind when planning your DOOH campaigns.\n\n\n\nHere, the StackAdapt Creative Studio team illustrates some DOOH creative best practices and tips with examples of DOOH ads they designed.\n\n\n\n1. Avoid white backgrounds\n\n\n\nIn LED technology, white doesn’t carry the same pop or vibrancy as other colours, so use darker colours to make your messaging, products, and services stand out.\n\n\n\nHere’s a great DOOH ad the StackAdapt Creative Studio team mocked up as an example that uses a dark background to draw attention to Eko’s line of digital stethoscopes.\n\n\n\n\nhttps://www.youtube.com/watch?v=FQvbbJmVkck\n\n\n\n\n2. Take time of day into consideration\n\n\n\nKnowing the ideal times you want your ads to appear is important for the ad messaging and layout creation process. \n\n\n\nFor example, a DOOH ad promoting a place to grab ramen—like in this mockup designed by the Creative Studio team—would be more effective during the lunch hours and evening commute than at 6 am when people are probably just starting their day and looking for a quick coffee.\n\n\n\nAlso, be mindful of what colour palette you use. Rich, bold background colours work better during the day, while pastel colours are more vibrant at night.\n\n\n\n\n\n\n\n3. Watch your font sizes on bigger locations \n\n\n\nWith large format DOOH ads, make sure the text is large enough to pass accessibility standards.\n\n\n\nHere’s a DOOH ad example the Creative Studio designed that illustrates the point and stands out, even on a subway platform.\n\n\n\n\n\n\n\n4. Avoid button-style CTAs\n\n\n\nUnlike with native and display advertising, there is no click-out action with DOOH ads. Using a button-style CTA could confuse the viewer.\n\n\n\nInstead, include QR codes that consumers can scan for more info—like in this DOOH ad example for a fictional tourism bus service—or URLs they can type into their mobile web browser and search for on their own.\n\n\n\n\nhttps://www.youtube.com/watch?v=66aMiD6DYtM\n\n\n\n\n5. Use strong focal points   \n\n\n\nBusy photos don’t translate well in DOOH ads, so choose graphic elements with a strong focal point.\n\n\n\nClick below for a DOOH ad example the Creative Studio team designed for UK-based agency MOBSTA that boosted brand awareness and generated over 14 million impressions with its simple yet stunning design.\n\n\n\n\n\n\n\n\n\nBenefits of programmatic DOOH advertising\n\n\n\nWhile buying traditional OOH advertising mostly involves direct negotiations with media owners, the emergence of programmatic DOOH has helped streamline the process for advertisers wanting to secure ad space in public.\n\n\n\nAccording to EMARKETER, DOOH inventory is increasingly available via DSPs, and the amount of DOOH ads transacted programmatically is expected to surpass $1 billion USD in 2025.\n\n\n\nExperts say that’s because programmatic has democratized the ad-buying process for DOOH, allowing advertisers to launch and experiment with the channel even if they only have a modest budget.\n\n\n\nThe ability to easily adapt creative campaigns, reach target audiences globally, and use data triggers based on location and weather makes adding DOOH to your media mix a no-brainer for marketers looking to reach a wider audience.\n\n\n\nMeasuring DOOH advertising campaigns\n\n\n\nThanks to advancements in technology and data analytics, it’s easier than ever to measure the impact DOOH advertising has on your campaign success.\n\n\n\nHere are some methods and metrics you can use to understand how your DOOH ads are performing:\n\n\n\n\nImpressions: Many digital displays and screens use built-in sensors that track the number of unique devices passing by a DOOH ad to gauge how many times an ad was seen, making DOOH more accurate than traditional OOH.\n\n\n\nBrand awareness: Advertisers can use brand lift studies, in which survey responses from an exposed group (people who have seen an ad) are compared to a control group (those who haven’t) to better understand the “lift” generated by a DOOH campaign. This is particularly helpful for measuring ad recall, consideration, and purchase intent.\n\n\n\nFoot traffic: Footfall attribution can be used to measure the increase in visitors to a physical location after viewing a DOOH campaign, providing brick and mortar retailers with tangible evidence that an ad is driving potential customers to its stores, and giving advertisers data they can use to refine their strategy and enhance the ROI of their DOOH campaigns.\n\n\n\n\nWhat’s next for DOOH advertising?\n\n\n\nAs anyone who’s seen the mind-bending 3D graphics of Samsung’s recent OOH campaign can attest, we’re only beginning to see DOOH advertising’s full potential.\n\n\n\nExpect advancements in AI to improve forecasting, optimize ad spend, and help advertisers dynamically adjust their content in real time, augmented reality and interactive elements to increase engagement and enhance attribution, and programmatic DOOH to continue growing in popularity due to its reach, cost-effectiveness, and ease of use.\n\n\n\nTo learn more about DOOH advertising and see some DOOH ad examples in action, request a demo of StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples","url":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples","name":"DOOH ad examples and best practices from experts","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/dooh-advertising-examples#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240827082321/20240808_DOOH-Ad-Examples_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-08-27T18:45:53+00:00","dateModified":"2026-09-08T21:44:30+00:00","description":"DOOH is quickly emerging as one of the most popular formats for digital advertising. Learn how campaigns take shape with specific examples.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks-dsp#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks-dsp"},"author":[{"@id":"https://www.stackadapt.com/resources/author/renee-caceres#person"}],"headline":"How retail media networks can win with mid-market companies","datePublished":"2024-09-05T10:01:00+00:00","dateModified":"2026-09-08T21:44:29+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks-dsp"},"wordCount":1116,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks-dsp#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240904092746/20240803_RMN-and-DSP_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","programmatic advertising","retail"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Many retail companies are racing to build their own retail media networks (RMNs) to stay competitive and drive revenue. In fact, the retail media networks market is projected to grow to $31.7 billion by 2028.\n\n\n\nHowever, these networks often cater only to large enterprises, leaving smaller suppliers out of the equation. For example, a large retailer works with around 14,000 suppliers, but its retail media network primarily focuses on the top 10%—the big players with hefty budgets. This leaves 13,000 smaller suppliers with limited access to advertising opportunities, even though collectively, they represent significant potential.\n\n\n\nThe challenge for retailers like this is to tap into this broader supplier base without compromising data security, supply chain integrity or creative guidelines. In addition, retailers are missing out on non-endemic advertisers—companies outside their core business, like insurance firms—that would still benefit from reaching their customer base.\n\n\n\nAdditionally, many brands are struggling with the need for measurable outcomes from their advertising efforts. They want to know if their ads drive sales, but the retailer often controls this data, making attribution difficult for smaller brands.\n\n\n\nRetailers are exploring new channels, formats, and products to grow their ad business, but they often hit a ceiling with their current approach. At StackAdapt, we see an opportunity to help retailers access a broader range of demand, particularly from mid-market and non-endemic advertisers, in a simpler, more efficient way.\n\n\n\nWhy retail media networks should work with a DSP\n\n\n\nWhen I was at Walmart Connect, we initially focused on the top 10% of advertisers. It took us years to build the staff and resources needed to expand our reach beyond this elite group. However, not every retail media network has the budget or manpower that Walmart does to develop products and scale operations. Most networks don’t have the capital to build their own tech stack or hire a thousand-person team, making it crucial to find strategic partners to level the playing field.\n\n\n\nThis challenge is particularly relevant for major retail media networks whose current approach to mid-market and smaller businesses isn’t fully effective. These retailers are used to providing highly-customized solutions for enterprise clients like Procter & Gamble, who have the resources and need for that level of control and customization. But this model doesn’t translate well to the mid-market.\n\n\n\nWhen retail media networks try to create self-serve platforms for smaller businesses, they often complicate the process rather than simplify it. For instance, some large publishers have built their own ad managers, but this approach fragments the buying process. Local advertisers don’t want to manage campaigns across 50 different platforms, which not only creates more work for them, but also fails to fully capture the mid-market and small-business audience that these retailers aim to reach.\n\n\n\nThe more logical approach is to meet these businesses where they already are, rather than forcing them into a new ecosystem. Instead of building separate platforms for the mid-market, retailers should integrate their offerings into existing demand-side platforms (DSPs) already trusted by these businesses. This approach allows retailers to maintain control over brand guidelines and targeting while making it easy for smaller companies to participate.\n\n\n\nIn short, partnering with a DSP enables retail media networks to reach the mid-market efficiently and effectively without burdening these businesses with a complex new system. It’s about making the process seamless and accessible so everyone benefits.\n\n\n\nRMN solutions for mid-market and small companies\n\n\n\nRMNs traditionally have been tailored to meet the needs of large enterprises, but to capitalize on the potential of mid-market and smaller companies, these solutions must be adapted. Successful examples from companies like Pinterest and Meta demonstrate how RMNs can evolve to meet the demands of this crucial segment. \n\n\n\nHere’s why this adaptation is essential:\n\n\n\n1. Streamlined processes and automation \n\n\n\nMid-market companies greatly benefit from fewer steps and automated options in campaign management. Meta’s ad creation tools, for instance, simplify the process, allowing businesses to manage their campaigns efficiently without the need for extensive resources. RMNs can adopt similar features to enhance user experience and efficiency.\n\n\n\n2. Flexible pricing models \n\n\n\nAdjusting pricing models to accommodate mid-market budgets and offering tiered options can make RMN solutions more accessible. RMNs can provide different service levels and pricing to cater to businesses of varying sizes, so even those with smaller budgets can participate and see value.\n\n\n\n3. Robust support and educational resources \n\n\n\nMid-market companies often lack the in-house expertise that larger enterprises have. Offering strong support and educational resources helps these businesses maximize the potential of RMN tools. Providing clear guidance and accessible resources ensures that mid-market companies can fully leverage the platform's capabilities.\n\n\n\n4. Accessible enterprise tools \n\n\n\nWhen mid-market companies have access to enterprise-level tools, they gain the ability to track clear advertising results. This transparency encourages further investment and fosters brand loyalty. RMNs that provide these tools enable smaller companies to achieve their goals, driving deeper engagement and long-term commitment.\n\n\n\n5. Inclusive ecosystem \n\n\n\nRMNs can drive greater adoption of their platforms if they adapt their solutions to meet the needs of mid-market companies. This allows smaller companies to benefit from advanced capabilities and fosters a more inclusive ecosystem where businesses of all sizes can thrive.\n\n\n\nThe role of programmatic platforms partnerships\n\n\n\nWhile adapting these solutions is crucial, the process can be costly and complex. This is where partnerships with DSPs or programmatic platforms like StackAdapt can help. \n\n\n\nThese partnerships offer RMNs a way to simplify adoption while providing measurable and impactful solutions. Key benefits of these partnerships include:\n\n\n\n\nLower adoption hurdles: Integrating RMNs with platforms that mid-market brands already use, such as StackAdapt, eases the transition into RMN ecosystems. This reduces the friction of adopting new tools and processes, making it easier for mid-market companies to engage.\n\n\n\nSimple measurement: Programmatic partnerships provide granular, easy-to-use tools that allow mid-market brands to track their performance effectively. These simplified measurement capabilities enable data-driven decisions without requiring large budgets or extensive analytics teams.\n\n\n\nTurnkey creative solutions: Offering ready-made, retailer-approved content and templates through DSPs simplifies the creative process for mid-market brands. This encourages testing and experimentation, increasing spending and better campaign outcomes.\n\n\n\nBest-in-class service: DSP partners provide top-notch customer support, ensuring a seamless experience for mid-market companies. These partners act as an extension of the in-house RMN team, offering tailored support that meets the specific needs of this market segment.\n\n\n\n\nIn summary, these collaborations reduce adoption barriers, provide measurable results, and create a more efficient, inclusive advertising ecosystem where companies of all sizes can succeed.\n\n\n\nReady to explore a partnership with StackAdapt and expand your RMN? Book a demo today to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks-dsp#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240904092746/20240803_RMN-and-DSP_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240904092746/20240803_RMN-and-DSP_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of in-store ad for cleaning supplies."}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-advertising-targeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising-targeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The new playbook for AI ad targeting","datePublished":"2026-04-14T10:32:14+00:00","dateModified":"2026-09-09T16:12:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising-targeting"},"wordCount":1724,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-advertising-targeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240904134057/20240904_AI-and-Targeting_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","audience targeting","blog","Content Level : 201","contextual targeting","cookieless targeting","targeting"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR – advertising targeting with ai \n\n\n\n\nAI ad targeting helps marketers turn fragmented signals into smarter targeting, stronger measurement, and more accountable growth.\n\n\n\nThe strongest strategies are built on signal orchestration, combining first-party, contextual, commerce, platform, and performance signals into one decisioning system.\n\n\n\nMeasurement is now as important as targeting, with AI helping marketers improve attribution, incrementality, and optimization decisions.\n\n\n\nInnovations like Page Context AI, show how AI can make contextual intelligence more actionable by aligning media decisions with content, relevance, and performance.\n\n\n\n\n\nAI ad targeting is quickly becoming the system through which modern marketers turn fragmented signals into better media decisions, stronger performance, and more accountable growth.\n\n\n\nFor senior marketers, that shift matters because targeting has become more complex at the same time that expectations have risen. Audiences move across channels, platforms, and devices. Signal quality varies. Measurement is under pressure. And marketers are being asked to deliver both precision and efficiency without compromising trust.\n\n\n\nThis is where AI is changing advertising. Instead of relying on a single identifier or a narrow view of audience behavior, AI can analyze a wide range of signals, identify patterns at speed, and help marketers decide who to reach, when to reach them, where to show up, and which message is most likely to resonate. \n\n\n\nIn practice, that makes AI ad targeting less about automation for its own sake and more about better decision-making at scale.\n\n\n\nHere’s what AI ad targeting looks like today, and why it’s become a core capability for modern advertising.\n\n\n\nThe role of AI in transforming advertising targeting\n\n\n\nAI has become a core part of how modern advertising targeting works. In the 2026 IAB Outlook Study, five of the top six buyer focus areas for the year are AI-related, and nearly two-thirds of buyers say they’re focusing specifically on agentic AI for ad buying and campaign execution. \n\n\n\nThat shows that AI is now moving closer to the center of media strategy and execution, not sitting on the edges as a point solution.\n\n\n\nFor marketers, that changes the role of targeting itself. Instead of defining a fixed audience and relying on static rules to reach them, AI can continuously interpret a range of signals—including first-party, contextual, behavioral, and campaign-performance data—to make better decisions about who to reach, when to engage them, where to show up, and which message is most likely to perform. \n\n\n\nThe result is a more adaptive approach to targeting, one that is designed to work across a fragmented media environment where audience behavior shifts quickly and signal quality varies by channel.  \n\n\n\nThis is also why AI targeting is increasingly tied to broader campaign performance, not just audience selection. Among buyers who are aware of agentic AI ad buying, 93% say they’re already using it or are likely to use it for performance analysis and outcome insights, 91% for creative testing, selection, or optimization, and 82% for budget allocation, pacing, and optimization. \n\n\n\nIn practice, that means AI is helping connect targeting to optimization decisions across the full campaign lifecycle. \n\n\n\n\n\nHow AI powers contextual targeting \n\n\n\nOne major area of impact is contextual targeting, where AI-driven algorithms analyze webpage content in real time and pair ads with the most relevant context. This guarantees that ads remain effective while avoiding the need for cross-site tracking and respecting user privacy. \n\n\n\nHow effective is contextual targeting? Consider how Talking Stick Digital teamed up with StackAdapt to identify and target travelers through contextually relevant ad placements, increasing bookings and generating over £210K in revenue for their client. Innovations such as StackAdapt’s Page Context AI reflect how AI is making contextual signals more actionable within a broader signal orchestration strategy.\n\n\n\nAdditionally, AI improves personalization in advertising campaigns. Machine learning technologies help dynamically optimize ad content for individual viewers, creating highly personalized experiences that resonate with users based on their preferences and behaviours. \n\n\n\nThis personalized approach increases engagement and delivers better results for advertisers.\n\n\n\nFor senior marketers, the strategic advantage is that AI can make targeting more responsive, more precise, and more connected to outcomes that matter to the business. \n\n\n\nAs AI becomes more deeply integrated into buying, creative, and analytics workflows, its role in targeting is best understood as decisioning infrastructure: the layer that helps transform fragmented signals into scalable advertising performance.\n\n\n\nMachine learning’s role in targeting and measurement\n\n\n\nMachine learning is reshaping how advertisers approach targeting and measurement in a privacy-first world. Machine learning provides new methods for refining targeting strategies through data-driven insights and advanced predictive capabilities.\n\n\n\n\nMachine learning processes 1st-party data—information collected directly from users on websites, apps, and other owned platforms—to identify user behavior and preferences patterns. This allows you to create more accurate audience segments and deliver relevant content without relying on 3rd-party cookies. Machine learning predicts user interests based on past interactions for better targeting that aligns with privacy-first principles.\n\n\n\nPredictive analytics, driven by machine learning, enhances targeting by anticipating future user behaviors and needs. Instead of reacting to actions after they occur, machine learning enables advertisers to deliver personalized content at the optimal time, improving the overall impact of their campaigns.\n\n\n\nIn measurement, machine learning is also changing how advertisers assess performance. As privacy regulations limit traditional tracking methods, marketers need new ways to understand what is driving results. Machine learning helps by analyzing diverse data sources to surface patterns, strengthen attribution, and provide a clearer view of which strategies are contributing most to performance. That leads to more informed optimization and smarter budget decisions.\n\n\n\n\nThe best AI targeting strategies are built on signal orchestration\n\n\n\nThe most effective AI targeting strategies today are not built on a single identifier or a single source of truth. They’re built on orchestration—the ability to bring together first-party data, contextual signals, commerce signals, platform data, modeled conversion signals, and live campaign performance feedback into one decision-making system.\n\n\n\nThat matters because modern targeting is no longer a simple audience-selection exercise. Marketers are working across fragmented channels, inconsistent signal quality, and increasingly complex customer journeys. No one dataset can capture that reality on its own. \n\n\n\nStronger performance comes from connecting multiple signals and using them together to build a more complete picture of intent, relevance, and likely responsiveness.\n\n\n\nThis is where AI creates real value. AI makes it possible to analyze fragmented inputs at speed, recognize patterns across them, and translate those patterns into better targeting decisions in real time. \n\n\n\nRather than asking teams to manually interpret separate streams of data, AI can help identify which signals matter most, adjust delivery accordingly, and optimize toward stronger outcomes as campaigns run.\n\n\n\nIn that sense, modern targeting is fundamentally an orchestration problem. The role of AI is to turn fragmented signals into better decisions faster than a human team could do manually. \n\n\n\nFor marketers, the advantage is a more adaptive, scalable way to reach audiences based on a fuller understanding of how signals work together.\n\n\n\nThe marketers with the strongest AI targeting strategies are the ones building systems that can learn across data types, channels, and performance inputs, and then act on those insights continuously. That’s what turns signal complexity into competitive advantage.\n\n\n\nWhat senior marketers should prioritize now\n\n\n\nAs AI takes on a larger role in advertising, where should marketers focus on for the greatest impact?\n\n\n\nBuilding the foundations that allow AI targeting to drive stronger performance, clearer measurement, and more accountable growth.\n\n\n\n\nBuild targeting around first-party and high-quality performance signals: The strongest AI strategies start with strong inputs. As signal fragmentation increases, competitive advantage comes from giving AI better data to work with, not expecting better outcomes from weak or disconnected signals.\n\n\n\nConnect targeting and measurement to business outcomes: Measurement should not sit downstream from targeting. When targeting and measurement work together, optimization can be tied more directly to business impact, helping marketers understand not just what is performing, but what is actually driving results.\n\n\n\nFocus AI where feedback loops are strongest: Social, connected TV, and commerce media offer richer signals and faster performance data, making them especially strong environments for AI-driven targeting and optimization.\n\n\n\nReduce fragmentation across teams and systems: AI performs best when it can learn across the full campaign lifecycle. When audience strategy, activation, creative, and measurement remain siloed, the value of AI is limited.\n\n\n\nPut governance in place early. As AI takes on a larger role in targeting, marketers need clear standards for transparency, oversight, and responsible use. The strongest brands will treat governance as a strategic advantage, not a reactive necessity.\n\n\n\n\nThe next standard for AI ad targeting\n\n\n\nAI’s role in advertising extends far beyond data processing. It helps marketers interpret signals, identify likely intent, and make faster decisions about who to reach, when to engage them, and how to improve performance. As targeting becomes more dynamic, AI gives advertisers a way to respond to consumer behavior in real time while supporting more relevant and privacy-conscious campaigns.\n\n\n\nAI is also reshaping personalization by connecting targeting with creative optimization. Technologies, such as dynamic creative optimization, are revolutionizing how advertisers approach personalization. Instead of static ads, campaigns will dynamically adjust in real time based on individual user interactions, creating hyper-relevant experiences tailored to each person’s preferences. \n\n\n\nThis level of personalization, combined with privacy-first data practices, will set a new standard for digital marketing.\n\n\n\nAt the same time, trust is becoming a more important part of targeting strategy. As AI takes on a larger role in how campaigns are planned and optimized, marketers need stronger standards for transparency, oversight, and responsible use. Maintaining consumer trust will depend not only on how effectively AI performs, but on how clearly brands govern its use.\n\n\n\nMeasurement is evolving alongside targeting. As signal loss and privacy constraints make traditional tracking less complete, AI is helping marketers strengthen attribution, improve incrementality analysis, and make better optimization decisions. That gives advertisers a clearer view of what is driving results and where investment can be most effective.\n\n\n\nUltimately, the strongest strategies will use AI to stay adaptive, accountable, and aligned with rising expectations around privacy and business impact.\n\n\n\nFind out how StackAdapt helps marketers build AI-driven targeting strategies designed for performance, measurement, and trust. Book a demo today to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt empowers advertisers with self-serve brand lift capabilities","datePublished":"2024-09-09T15:33:24+00:00","dateModified":"2026-09-08T21:44:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt"},"wordCount":513,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240829163638/20240829_Brand-Lift-Announcement_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","brand lift","measurement"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt","url":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt","name":"StackAdapt Launches Self-Serve Brand Lift for Advertisers","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240829163638/20240829_Brand-Lift-Announcement_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-09-09T15:33:24+00:00","dateModified":"2026-09-08T21:44:27+00:00","description":"StackAdapt has launched Brand Lift as a self-serve feature available to all users allowing marketers to customize in-platform studies within minutes to gain real-time insights.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/self-serve-brand-lift-capabilities-in-stackadapt#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240829163638/20240829_Brand-Lift-Announcement_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240829163638/20240829_Brand-Lift-Announcement_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustrative example of a brand lift study a user sees on mobile device and results marketer sees"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-crisis-communications-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-crisis-communications-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ellie-denk#person"}],"headline":"How programmatic advertising can help brands in a time of crisis","datePublished":"2024-09-06T21:00:01+00:00","dateModified":"2026-09-08T21:44:28+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-crisis-communications-strategy"},"wordCount":1454,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-crisis-communications-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240911150228/20240813_Crisis-Communication_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"You never think a crisis will happen to your organization. Then, it does, with no warning and little time to respond.\n\n\n\nWhether it be a technological failure, product recall or customer incident, implementing the right crisis communications strategy can help an organization save its brand and reputation.\n\n\n\nCommunication methods, such as social, email, and paid search are commonly used during times of crisis to quickly reach the right audience. But once those channels have been exhausted, programmatic advertising can be used as part of a multi-channel strategy to help spread your message even further. \n\n\n\nIn this blog post, we’ll give you a quick primer on crisis communications and share tips on how to use programmatic advertising to reach the right audience when it really matters.\n\n\n\nWhat is crisis communications? \n\n\n\nAt its core, crisis communications involves developing and implementing communications strategies to quickly disseminate information during an unexpected event that could damage a brand’s reputation or lead to legal, financial, and safety risks. During times of crisis, doing so is integral to maintaining an organization’s reputation, credibility, and relationship with the public, employees or investors, which could be permanently damaged without the proper steps or procedures in the aftermath of a crisis.\n\n\n\nHaving a team dedicated to implementing a crisis communication strategy is often crucial to an organization’s survival. \n\n\n\nA 2023 survey by Capterra found that only 49% of US businesses had a formal communication plan in place for a crisis. That said, those that did either found it very (77%) or somewhat (21%) effective.  \n\n\n\n3 reasons why programmatic advertising can help during a crisis\n\n\n\nThere are three main advantages of using programmatic advertising as part of your crisis communications strategy: time, scale, and targeting. \n\n\n\nTime\n\n\n\nDuring a crisis, time is of the essence. Information needs to reach your target audience with speed and accuracy. As more time passes, the organization’s reputation diminishes, along with the customer’s loyalty. \n\n\n\nProgrammatic advertising allows you to deliver real-time, targeted messages to your audience, ensuring that crucial information reaches them when it matters most. \n\n\n\nScale\n\n\n\nProgrammatic advertising can be used to reach customers locally, nationally or globally in a mere matter of minutes. With the flexibility that scalability offers, you can reach your audience in real time, adjust your messaging based on changing circumstances, and reduce or expand your ad spend as needed based on the situation. \n\n\n\nTargeting\n\n\n\nProgrammatic advertising allows for precise targeting, ensuring you reach the right people during a crisis. Targeting your loyal customers with important messaging can help you demonstrate your commitment, provide timely updates, and show that you’re actively managing the situation and providing support.\n\n\n\nCommon types of crises\n\n\n\nA crisis within an organization can take many forms. Whether it be online, in-store or globally, a company needs to be prepared for every situation. Here are some examples of common crises that organizations may have to face. \n\n\n\nTechnological failures\n\n\n\nThe ever-changing nature of technology means there’s more room for mistakes. Website or app outages, data breaches, and bugs are some common examples of situations where an organization may need to implement a crisis communications strategy.\n\n\n\nIt’s important to keep your target audience updated about what your organization is doing to resolve the situation. Without timely updates and messaging that addresses the situation, consumers might not be willing to partner with your organization in the future.  \n\n\n\nProduct recalls\n\n\n\nWhether it’s a contaminated consumer goods product, an electronic item that doesn’t work, or something that poses a serious safety risk to a consumer, product recalls can have a major impact on a brand’s bottom line and reputation.\n\n\n\nIt’s important that organizations react right away by informing customers to dispose of a product, return it, or seek medical advice. It’s also important for companies to address which standards will be taken in the future to ensure any issues don’t happen again.\n\n\n\nNegative customer experiences\n\n\n\nThanks to social media, sharing a video with one click has made spreading the word about an unfortunate incident at a restaurant or store easier than ever.\n\n\n\nWith little background or context, a 15-second clip can get blown out of proportion and cause consumers to take sides immediately.\n\n\n\nBe prepared to investigate the situation and communicate any actions that will be taken to prevent similar issues in the future. \n\n\n\nHow to leverage programmatic advertising for crisis communications\n\n\n\nOrganizations can use programmatic advertising to reach their intended audience across various platforms and channels with more precision than simply publishing a press release or social media post. Here are some ways you can leverage programmatic advertising for crisis communications: \n\n\n\nUse a multi-channel strategy to fill any communication gaps\n\n\n\nHaving different ways to communicate is crucial for reaching your intended audience during a crisis. If you rely on only a few channels, like email or social media, you might not reach everyone. This could cause some people to miss important information and create unnecessary confusion.\n\n\n\nLeveraging a multi-channel strategy is the most effective way to reach your desired audience. Using different channels, such as native, display, video, connected TV (CTV), audio, in-game, and digital out-of-home (DOOH), helps maximize your reach and ensures you don’t miss out on audience segments who might not have seen your messaging otherwise.  \n\n\n\nLeverage contextual targeting to provide more context\n\n\n\nContextual targeting is a tactic in programmatic advertising that places ads based on the content a person is viewing. This approach improves ad relevance by matching your ads with the themes or topics of the page they’re on.\n\n\n\nFor example, if a tech company recently experienced a public data breach, they could target in context phrases related to their company, cyber security, and data privacy to reach customers and audiences reading about the situation or similar topics. They could fine-tune the messaging in their ads to address concerns directly, emphasize their commitment to data security or direct them to a press release or message from the company’s CEO highlighting the steps they’re taking to prevent future issues, helping to rebuild trust and repair their brand reputation.\n\n\n\nUse retargeting to connect with previous and potential customers\n\n\n\nRetargeting can be used during a crisis to re-engage customers or people who have previously shown interest in your brand, reminding them of your commitment to resolving the issue and reinforcing key messages to maintain their trust.\n\n\n\nFor example, let’s say you’re an e-commerce snack brand that’s forced to do a product recall due to a potential contamination that could pose serious health risks to consumers. To effectively communicate this recall and ensure that affected customers receive any necessary information, you could implement a retargeting strategy leveraging 1st-party data to identify customers who have previously purchased the product or visited your site online. This would help ensure you’re targeting direct customers or people familiar with your brand who may have missed any initial announcements on other channels. \n\n\n\nRetargeting could also be used to improve brand awareness by reminding customers of your brand’s values and proactive response to the situation, strengthening their trust by reassuring them that you’re actively addressing the situation.\n\n\n\nRefine your targeting with geotargeting\n\n\n\nAdditionally, during a crisis, if the issue is centralized to a particular area or number of stores, your organization probably doesn’t want to draw further negative attention by having your message go out to the whole world. \n\n\n\nInstead, you can use geotargeting to reach affected areas based on the country, state, or zip code. This allows you to further refine your targeting and ensure your messaging is primarily seen by the people who were or could be directly impacted by a situation. \n\n\n\nFor example, if a grocery chain discovered a food safety issue at a specific location, they could use geotargeting to target customers within that store’s vicinity. This ensures that only those who may have been affected are targeted, avoiding unnecessary alarm in unaffected regions and allowing the company to manage the situation more effectively. Advertisers could also use geotargeting to promote sales or customer appreciation days in the affected regions, improving the brand’s reputation and incentivizing customers to continue shopping with the brand. \n\n\n\nWhy not try programmatic advertising\n\n\n\nProgrammatic advertising provides endless opportunities to help educate consumers about what your organization is doing to mitigate a crisis and what steps are being taken to prevent it from occurring again in the future.\n\n\n\nIf you’re ready to add programmatic to your media mix, request a demo.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and Experian collaborate to further boost match rates, scale, and outcomes for marketers","datePublished":"2024-09-17T13:51:58+00:00","dateModified":"2026-09-08T21:44:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian"},"wordCount":680,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240913120837/20240905_PR-Experiancs_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian","url":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian","name":"StackAdapt Collaborates With Experian | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240913120837/20240905_PR-Experiancs_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-09-17T13:51:58+00:00","dateModified":"2026-09-08T21:44:23+00:00","description":"StackAdapt's strategic collaboration with Experian will give marketers a better way to leverage first-party data within the StackAdapt platform.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/stackadapt-strategic-collaboration-with-experian#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240913120837/20240905_PR-Experiancs_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20240913120837/20240905_PR-Experiancs_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Experian and StackAdapt logos on a purple background"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Optimize your B2B martech stack with generative AI for maximum impact","datePublished":"2024-10-10T09:34:00+00:00","dateModified":"2026-09-08T21:44:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization"},"wordCount":1591,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241008034209/20241007_GenAi-and-Martech_Header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","AI","artificial intelligence","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Imagine having a marketing strategy so smart it can almost run itself. That's the promise of new generative AI tools in marketing technology (martech). \n\n\n\nThe problem is that there are too many tools—44% of B2B marketing professionals juggle 5-10 tools in their martech stack. Can AI tools be the solution? \n\n\n\nGartner predicts that by 2025, organizations using AI in their martech stacks will be able to shift 75% of their staff from production to strategic roles. This means more time for creativity and strategic thinking and less for repetitive tasks.\n\n\n\nOne of the most exciting developments is the blend of martech and advertising technology (adtech), sometimes called \"madtech.\" Leading enterprises are creating dedicated madtech teams to get a unified view of the customer journey. This integration is especially relevant for B2B marketing, where precise targeting and better audience insights can significantly boost your campaigns.\n\n\n\nSo, let's look at how these advancements transform B2B marketing and why a well-optimized martech stack is your secret weapon for staying ahead of the competition.\n\n\n\nThe pillars of B2B martech stack optimization\n\n\n\nOptimizing your B2B martech stack involves focusing on several key areas. These pillars help you maximize your technology investments and drive your marketing efforts.\n\n\n\nData managementEfficient data management eliminates silos and improves decision-making by integrating data sources.PersonalizationAI analyzes customer behaviour to tailor marketing messages, improving satisfaction and conversion rates.AnalyticsAI uncovers patterns and trends, providing insights to optimize marketing strategies.AutomationAI streamlines repetitive tasks, boosting productivity and allowing focus on strategic initiatives.\n\n\n\nUnderstanding the current B2B martech stack\n\n\n\nThe traditional martech stack includes tools, such as CRM, marketing automation, email marketing, content management, search engine optimization (SEO) tools, social media marketing tools, analytics tools, and others. But today, the B2B martech landscape is more dynamic than ever, driven by AI-powered tools transforming how marketers do their work. \n\n\n\nHere’s a snapshot of how AI reshapes the martech stack and brings new efficiencies to B2B marketing.\n\n\n\nGenerative AI for email marketing\n\n\n\nAI can write email subject lines, optimize send times, conduct a/b tests, create curated newsletters automatically, and hyper-personalize emails at a speed and scale humans can’t match. AI can also predict email engagement levels, streamline the maintenance of email lists, and segment databases more efficiently.\n\n\n\nSome popular tools are HubSpot and Mailchimp, which have incorporated generative AI into their platforms. Other tools are: \n\n\n\n\nLavender, for AI recommendations on how to improve emails.\n\n\n\nJacquard, for generating on-brand emails and subject lines.\n\n\n\nRasa, for creating personalized newsletters automatically.\n\n\n\nSeventh Sense, for optimizing email send times by individuals.\n\n\n\n\nGenerative AI for personalization and content creation\n\n\n\nWith AI, creating personalized content at scale has become easier. Content marketers can use generative AI to ideate headlines, topics, and angles, generate text, images, and video, optimize content for SEO, personalize content for different audiences, and more.\n\n\n\n\nJasper.ai, a creative AI assistant who can learn and write in your unique brand tone. \n\n\n\nSurfer SEO, optimizes content for search engines through advanced keyword research and on-page SEO techniques.\n\n\n\nDescript, edits audio and video content with AI features.\n\n\n\n\nGenerative AI for predictive analytics and automation\n\n\n\nB2B marketers have to use data daily. Generative AI can help analyze this data and create charts, data visualizations, and dashboards automatically. You can also interpret data and create reports, predict the performance of your campaigns, and get real-time alerts based on changes or trends in data.\n\n\n\n\nChatGPT, to analyze datasets and charts.\n\n\n\nPecan, to make predictions about your marketing campaigns.\n\n\n\n\nGenerative AI for advertising\n\n\n\nAI has permeated advertising for quite a while, optimizing budgets and forecasting ad effectiveness. But generative AI now also allows you to write ad copy, generate creatives (images and video), generate ad variations automatically, personalize ads and test messaging, translate your ads at scale, and more.\n\n\n\n\nStackAdapt, to run programmatic ads powered by AI—you can test hundreds of ad variants against your campaigns, then optimize for effectiveness.\n\n\n\n\nGenerative AI for social media marketing\n\n\n\nSocial media marketers can use generative AI to create copy for social media posts, repurpose existing content into posts, create video snippets from webinars, moderate comments automatically, and find relevant hashtags and mentions.\n\n\n\n\nAgorapulse, to write better social media content.\n\n\n\nLately, to turn existing content into social posts.\n\n\n\nOpusClip, to create short clips from long-form video.\n\n\n\nMeltwater, for social media listening and influencer search.\n\n\n\n\nGenerative AI for lead generation and qualification\n\n\n\nAI-driven tools are changing lead management and qualification. Salesforce's Marketing Cloud leverages AI through Einstein, which can predict which leads will most likely convert, allowing for a focused approach to lead generation and nurturing. Their AI tools also automate tasks like email marketing and customer journey mapping.\n\n\n\nIdentifying the right AI tools for your business\n\n\n\nThe first step in integrating AI is identifying tools that align with your business needs and marketing goals. \n\n\n\nThe Marketer-to-Machine (M2M) Scale, introduced by the Marketing AI Institute, helps evaluate the level of intelligent automation in marketing AI technology, asking questions such as:\n\n\n\n\nWhat will the machine do? What will the marketer do?\n\n\n\nHow will it reduce costs? How will it increase revenue?\n\n\n\nHow will it learn and improve over time?\n\n\n\n\nThis scale ranges from Level 0 (all manual) to Level 4 (fully autonomous), aiding in understanding the role of AI in your tools and making informed decisions about adopting and scaling AI technologies​​.\n\n\n\nBest practices for integration of AI into martech\n\n\n\nIntegrating AI tools with your existing martech solutions requires careful planning and execution. Here are some best practices to follow:\n\n\n\n\nAssess compatibility: Ensure the AI tools you choose are compatible with your current martech stack. Look for seamless integration capabilities to avoid data silos and workflow disruptions.\n\n\n\nStart small: Begin with a pilot program to test the AI tool’s effectiveness. Monitor its performance and gather feedback before scaling up.\n\n\n\nTraining and support: Provide adequate training for your team to use the new AI tools effectively. Leverage vendor support and resources to facilitate a smooth transition.\n\n\n\nData quality: Maintain high-quality data to maximize the effectiveness of AI tools. Clean, accurate, and up-to-date data enhances AI-driven insights and automation.\n\n\n\nContinuous monitoring: Regularly monitor the performance of integrated AI tools. Use analytics to measure their impact on your marketing efforts and make necessary adjustments.\n\n\n\n\nOvercoming challenges and mitigating risks\n\n\n\nIntegrating AI into your martech stack can bring about significant challenges. Here's how to tackle these obstacles and mitigate associated risks.\n\n\n\nCommon challenges in martech stack optimization\n\n\n\nChallengeDescriptionSolutionData silosDisconnected data sources can hinder the flow of information and insights.Consolidating your data into a centralized system helps create a unified view of your marketing performance.Complex integrationsCombining different tools and platforms can be technically challenging.Working with vendors that offer robust integration support can simplify this process.User adoptionIt is crucial to ensure your team adapts to new tools.Providing comprehensive training and ongoing support helps facilitate a smooth transition.\n\n\n\nMitigating risks associated with AI tools\n\n\n\nRiskDescriptionMitigationData privacy concernsAI tools often require large amounts of data, raising privacy concerns.Implementing strong data governance policies and staying compliant with regulations like GDPR ensures data is handled responsibly.Algorithmic biasAI algorithms can sometimes perpetuate biases present in the data.Regularly audit your AI systems and use diverse datasets to help mitigate this risk.Dependence on AIOver-reliance on AI can lead to a lack of human oversight. Maintaining a balance between AI automation and human intervention ensures well-rounded and ethical decisions.\n\n\n\nBuilding a future-proof martech stack\n\n\n\n\nAdaptability: Stay adaptable to emerging technologies and trends. Regularly updating your martech stack with the latest advancements keeps your marketing strategies relevant and competitive.\n\n\n\nScalability: Choose tools that can scale with your business growth. Scalable solutions ensure your martech stack can handle increasing data and user demands.\n\n\n\nContinuous learning: Encourage a culture of continuous learning and improvement within your team. Stay informed about new technologies and best practices to remain ahead of the curve.\n\n\n\n\nAddressing these challenges and mitigating risks can help you build a robust, future-proof martech stack that drives your B2B marketing success.\n\n\n\nThe role of AI in bridging martech and AdTech\n\n\n\nAI serves as a crucial connector between martech and adtech platforms. It enables seamless data flow and communication, allowing for more precise targeting and personalized advertising. \n\n\n\nAI tools can analyze customer data from martech systems and apply these insights to optimize adtech strategies, so advertising efforts are relevant and effective.\n\n\n\nHere are some strategies for optimizing ad spend and targeting:\n\n\n\n\nUnified customer view: Combine data from both martech and adtech to create a comprehensive view of your customers. This approach helps understand customer behaviour across all touchpoints and tailor your marketing efforts accordingly.\n\n\n\nPredictive analytics: Use AI-driven predictive analytics to forecast customer behaviour and ad performance. This allows you to allocate your ad spend more effectively and target the right audience with the right message.\n\n\n\nCross-platform campaigns: Implement cross-platform campaigns that leverage both martech and adtech insights. This strategy ensures consistent messaging and branding, enhancing customer engagement and conversion rates.\n\n\n\n\nOptimizing your martech and adtech stacks is crucial for staying competitive in B2B marketing—and integrating AI tools to your stack provides significant advantages, from improved lead generation to scalable customer personalization and predictive analytics.\n\n\n\nGet started with StackAdapt’s AI capabilities. Request a demo today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization","url":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization","name":"B2B Martech Stack Optimization With Generative AI | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241008034209/20241007_GenAi-and-Martech_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-10-10T09:34:00+00:00","dateModified":"2026-09-08T21:44:21+00:00","description":"Explore the transformative power of AI in B2B martech, optimizing your marketing stack with integrated adtech solutions for maximum impact.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/b2b-martech-stack-optimization#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241008034209/20241007_GenAi-and-Martech_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241008034209/20241007_GenAi-and-Martech_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of generative AI performing marketing functions like email marketing and more."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Retail media networks: What they are and why RMNs matter more than ever","datePublished":"2024-10-15T18:50:17+00:00","dateModified":"2026-09-08T21:44:20+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks"},"wordCount":2964,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241010140705/20240925_What-is-RMN-Header.webp?fit=1200%2C629&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising","retail"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"While connected TV (CTV) has dominated headlines in digital advertising over the past few years with its explosive growth and innovative capabilities, another channel is rapidly becoming a leading contender in the space: retail media networks (RMN).\n\n\n\nFor many, the birth of modern retail media can be tied back to the launch of the Amazon Ads Platform, widely considered the first retail media network of its time.\n\n\n\nFirst launched in 2012, the platform allowed advertisers to purchase Sponsored Product Ads: individual product listings that were promoted by sellers directly within Amazon’s search results. However, targeting was limited. Advertisers selected keywords to target based on relevance to their customer’s search. \n\n\n\nBut, as the platform evolved, other ad types were introduced, giving CPG brands more options to build awareness and increase conversions on the platform.\n\n\n\nIn its first year, it generated over $600 million USD in revenue. In 2023, that figure jumped to a mind-boggling $34.96 billion USD, with Amazon capturing 75.2% of the total US retail media market (and that was before the introduction of Prime Video’s ad-supported tier).\n\n\n\nDuring that time, hundreds of businesses—from major retailers like Walmart and Target to companies from other commerce verticals, like Klarna and Marriott—have entered the fray, developing new revenue streams with their retail media networks while also growing their core business. That, combined with shifts towards e-commerce, advancements in data analytics, the diminishing effectiveness of third-party cookies, and the need to improve pump-to-store conversions in the fuel and convenience sector, has made retail media networks one of the largest and fastest-growing channels in digital marketing. \n\n\n\nWith 64% of execs at US retailers telling Deloitte they planned to implement an RMN by the end of 2024 and US retail media ad spending expected to comprise 24.8% of all digital ad spending by 2028, it’s clear that retail media networks are big business for retailers, brands, and advertisers alike.\n\n\n\nOmnichannel retail media ad spendingEMARKETER forecasts that RMN ad spend will experience double-digit growth until 2028.Source: EMARKETER\n\n\n\nWhether you’re new to retail media, looking for a quick refresher or want to know where they’re headed, here’s everything you need to know.\n\n\n\nWhat is a retail media network?\n\n\n\nA retail media network is an advertising platform owned or operated by a retailer that allows third-party brands to promote their products and services on a retailer’s websites, apps, and other digital properties. It allows advertisers to leverage a retailer’s 1st-party data, ad space or partnerships to reach a wider audience, expand their digital marketing strategies, and target customers at the exact moment they’re making purchasing decisions.\n\n\n\nRetail media networks provide retailers with a unique, data-driven opportunity to enhance the shopping experience for their customers while driving ad revenue and influencing immediate purchase behaviours. \n\n\n\nAlthough they’ve historically been used as a lower-funnel tactic to reach prospective customers directly at the point of purchase, they’re used increasingly by both endemic brands (companies that sell their products within a retailer’s physical or online store) and non-endemic brands (companies whose products or services aren’t sold in a retailer’s physical or online store) to connect with consumers throughout the buying journey. \n\n\n\nExamples of retail media networks\n\n\n\nAccording to EMARKETER, today’s retail media networks often fall within five main categories:\n\n\n\n\nDigital marketplaces or platforms: These enable seamless, on-platform ad placements for third-party sellers and brands and include e-commerce giants like Amazon, Shopify, and Etsy.\n\n\n\nMass merchandise or department stores: These large-scale retailersallow brands to reach consumers both online and in-store through targeted ad placements. Examples include Walmart Connect, Target’s Roundel, and Macy’s Media Network.\n\n\n\nCategory specialists: Retailers in specialized industries like home improvement (The Home Depot), pet supplies (Chewy), and groceries (Kroger) can benefit advertisers with more niche customer bases by allowing them to target specific audiences with greater precision.\n\n\n\nCommerce intermediaries: Companies like Uber, DoorDash, and Instacart allow advertisers to deliver hyper-targeted ads to consumers during trips and transactions. For example, Instacart allows CPGs to showcase their products alongside complementary items in the form of sponsored recipes.\n\n\n\nOther commerce industries: Increasingly, companies like Marriott, Klarna, and Expedia are building media networks that leverage their unique customer data and digital ecosystems to offer endemic brands advertising opportunities beyond traditional retail. For example, Marriott allows advertisers from other industries to target ads for products and services that would complement a guest’s travel journey, such as concerts, local restaurants, and live sporting events, through guest room entertainment, emails, Wi-Fi portals, and Marriott’s mobile app.\n\n\n\n\nTypes of retail media\n\n\n\nNow that you know what a retail media network is and the types of players in the space, let’s dig into the different retail media formats available to advertisers and the benefits of each.\n\n\n\nOn-site ads\n\n\n\nThese ads appear directly on a retailer’s digital properties, such as their websites or mobile apps, and are designed to reach consumers while they shop online. Examples include sponsored product listings that appear in search results, display ads placed throughout a retailer’s website or app that target consumers based on their shopping behaviour and preferences, native ads that blend in seamlessly with surrounding content, and video ads that allow advertisers to showcase product features and tell brand stories in more detail.\n\n\n\nOff-site ads\n\n\n\nThese ads leverage a retailer’s first-party data to reach consumers across platforms outside a retailer’s owned digital properties. This includes external websites, apps, social media channels, and even streaming platforms. \n\n\n\nOff-site ads help advertisers boost brand awareness and engage potential customers, even when they aren’t browsing through a retailer’s website or app. For example, DSPs like StackAdapt partner with retailers to extend their reach by providing access to additional programmatic display, video, and CTV inventory. This helps advertisers leverage a retailer’s data to connect with the right audience across a wider range of digital channels, all within the same platform.\n\n\n\nDue to its broader reach and targeting capabilities, off-site retail media is expected to account for 18.5% of all US retail media ad spend in 2024.\n\n\n\nIn-store ads\n\n\n\nAccording to EMARKETER, physical stores are “the next major mass-media channel.” In-store ads target customers directly at the point of sale by providing advertisers with access to multiple surfaces and screens in-store and on location. Examples of in-store ads include digital signage that can be adjusted based on store location and time of day, in-store audio ads broadcast over a store’s PA system, shelf edge displays highlighting specific promotions and product features, and interactive kiosks that provide sponsored product recommendations and highlight items that may not be available in-store. In-store ads can also be found in non-traditional locations like gas pumps, self-checkouts, and even EV charging stations.\n\n\n\nIn-store ads aren’t just for CPG brands that sell specific products in a retailer’s store. Non-endemic brands can also use in-store ads to reach consumers in physical locations. For example, a company that creates tax software could use in-store ads to target general contractors who could benefit from claiming business expenses on an upcoming tax return by placing ads in home improvement stores during tax season or leveraging a retailer’s data to target them across other digital channels.\n\n\n\nHow RMNs work\n\n\n\nHere’s a simple, step-by-step breakdown of how the whole process works:\n\n\n\nFirst, retailers provide access to the inventory on digital platforms—like websites, apps, and in-store displays—that brands can place ads on. This includes those owned by the retailer and other companies that retailers partner with to help extend their reach by providing advertisers with opportunities to promote their products beyond the retailer’s own channels.\n\n\n\nNext, an advertiser sets up a campaign. This is either done directly through a retail media network or a demand-side platform (DSP) like StackAdapt, which retailers partner with to provide advertisers with access to the retailer’s ad space or data for targeting, all from a single platform.\n\n\n\nOnce an advertiser determines the campaign parameters, including the targeting, budget, and chosen ad formats, the ad space is bid on, and ads are served through an automated process that determines the optimal placements based on the set criteria. \n\n\n\nThe retail media network leverages its proprietary first-party data to show the brand’s ad to the advertiser’s ideal customer. Then, the customer sees the ad. In the case of on-site and off-site ads, if the customer clicks on it and makes a purchase, the brand makes a sale, and the retailer gets a portion of the sale and advertising spend.\n\n\n\nBut, equally as important, the retailer gains valuable first-party insights based on the user’s interaction and transaction that can be used for campaign measurement and improve the performance, targeting, and return on ad spend of advertisers’ future campaigns.\n\n\n\n\n\n\n\nBenefits of using retail media networks\n\n\n\nNow that we’ve gone over the basics, let’s look at some specific benefits of retail media networks compared to traditional forms of digital advertising.\n\n\n\nAccess to first-party data\n\n\n\nThe phase-out of third-party cookies may be on hold, but that doesn’t make first-party data any less valuable and necessary for advertisers’ campaigns.\n\n\n\nFirst-party data helps advertisers deliver more relevant and personalized ads to customers who are more likely to convert.\n\n\n\nThankfully, retailers are ripe with information about user browsing history, audience demographics, and past purchases, which advertisers can leverage to deliver highly-targeted ads and messaging to the right people.\n\n\n\nProximity to point of sale\n\n\n\nUnlike other forms of digital advertising, one of the biggest benefits of retail media networks is that ads appear exactly where customers are already shopping and can buy their products.\n\n\n\nWhether it’s on-site or in-store, when customers are actively browsing products, they’re already primed to make a purchase. That gives advertisers an opportunity to deliver sponsored product listings, banner ads, or in-store display ads that are more relevant to the consumer and likely to convert.  \n\n\n\nClosed-loop reporting\n\n\n\nIt can be difficult to gauge the impact an ad campaign has on driving a purchase, especially in retail.\n\n\n\nDue to their proximity to the point of sale and access to first-party data, retail media networks can directly link ad impressions to purchases, both online and in-store, with a higher level of accuracy than traditional advertising channels. This provides brands with insights they can use to optimize campaigns and justify ad spend. According to Deloitte, 71% of retailers say retail media networks are very or extremely effective at conducting closed-loop measurement for brands.\n\n\n\nNew revenue streams\n\n\n\nFor retailers, one of the biggest benefits of a retail media network is they can monetize their first-party data and digital assets to create new revenue streams on top of their core businesses.\n\n\n\nAccording to Bain, retailers with retail media networks often see profit margins of over 50%. That’s good news for retailers in verticals like grocery, convenience, apparel, e-commerce, and consumer electronics, where margins are often slim. \n\n\n\nRetail media networks can also increase product visibility and cross-selling, increasing the overall transaction value of individual purchases.\n\n\n\nOvercoming key challenges\n\n\n\nAlthough there are many benefits to retail media networks—from access to first-party data and precision targeting to enhanced brand visibility and new revenue opportunities—there are still some hurdles preventing retailers from building them and advertisers from upping their ad spend.\n\n\n\nBarrier to entry\n\n\n\nDespite the overwhelming interest from retailers, many companies, especially small to mid-sized retailers, don’t have the infrastructure, technical expertise, and capital needed to build a retail media network entirely in-house. \n\n\n\nAccording to Forrester, for a retail media network to work, a retailer ideally needs a dedicated sales team to promote the solution, an easy-to-use interface that makes buying ads seamless for marketers, and detailed reporting that provides advertisers with actionable insights on how their ads perform.\n\n\n\nThat may be easy for Amazon, but even a niche regional chain would require a sizeable team to compete with major retail media networks, making it necessary to find the right strategic partners to help level the playing field.\n\n\n\nCost\n\n\n\nOne of the biggest downsides to retail media networks—particularly the more popular ones—is that small and medium-sized businesses (SMBs) are often unable to compete for ad space against more established brands.\n\n\n\nFor example, as mentioned in one of our previous articles, a large retailer could work with over 10,000 suppliers, but its retail media network may only prioritize the top 10%. That's because larger brands often have gigantic advertising budgets, making it easy to outbid competitors. At the same time, retailers want control over how their data and supply are leveraged and ensure that advertisers are following creative guidelines. This forces retailers to take on more of a hands-on approach, limiting their scale while ultimately leaving thousands of smaller suppliers, mid-market agencies, and non-endemic brands with limited advertising opportunities. \n\n\n\nLack of standardization\n\n\n\nAccording to the IAB, inconsistent metrics and reporting standards across different retail media networks and the walled-garden approach that most retailers take to data sharing have made it increasingly difficult for advertisers to evaluate and compare campaign performance.\n\n\n\nTimeliness is also a major concern, with only 23% of retailers sharing data in real time (and 56% only doing so at the end of a campaign).\n\n\n\nIAB research found that consistent “measurement standards and transparency around attribution windows, incrementality, and viewability… [would] significantly help propel ad spend.”\n\n\n\nMarket fragmentation\n\n\n\nAccording to a Forrester CMO Pulse Survey, 45% of advertisers said the biggest challenge with retail media networks is how many they have to manage. \n\n\n\nThere are hundreds of retail media networks in the market, with the average brand working with four to six of them at a time. For an agency, that number could be even higher. That, coupled with complicated buying processes, differing ad formats, and a lack of standardization, is overwhelming the majority of advertisers, according to the IAB. A 2024 study also found that 44% of advertisers didn’t have plans to work with additional retail media networks over the next two years.\n\n\n\nRather than force advertisers to learn a new interface and manage an entirely different system every time they want access to a specific retail media network, retailers should integrate with DSPs that advertisers already rely on to simplify adoption and make it easier to access inventory and data while still having oversight and control over how it’s being used.\n\n\n\nTrends, insights, and opportunities\n\n\n\nRetail media networks are at an inflection point. Demand has never been higher. At the same time, retailers are hitting a ceiling, opening doors for new partnerships and opportunities in the space.\n\n\n\nWith over 88% of US households having access to at least one internet-connected TV (CTV) device and ad-supported streaming on the rise, Marketing Dive reports that many retailers are moving towards CTV to diversify their advertising options and execute full-funnel campaigns. As a result, EMARKETER predicts that US retail media CTV ad spending will increase 335.5% in 2024 and reach $8.67 billion USD by 2027.\n\n\n\nMeanwhile, with fears of generative AI increasing the cost of search ads while decreasing the amount of inventory available in Google and Bing, retail media search is expected to grow more than twice as quickly as non-retail media search through 2028, with retail media expected to comprise nearly 42% of all US search ad spending.\n\n\n\nDespite new opportunities and expanded reach for both endemic and non-endemic brands, it’s clear that many SMBs are still waiting on the sidelines and unable to participate due to a lack of access and other limitations.\n\n\n\nRetailers can reduce the barrier to entry, provide more measurable results, open up new revenue opportunities, and help create a more inclusive and efficient advertising ecosystem for businesses and brands by partnering with a platform like StackAdapt. \n\n\n\nWhether you’re a retailer looking to monetize your data, measurement, and inventory or an advertiser wanting to expand your reach and target the right customers, book a demo to learn more about StackAdapt.\n\n\n\nRetail media networks FAQs\n\n\n\n\n\n\n\nRetail media refers to the practice of placing ads on a retailer’s digital platforms, such as their websites, apps or in-store displays. It’s a way for advertisers to reach shoppers directly at the point of sale, where they’re more likely to make a purchase.\n\n\n\nRetail media networks, on the other hand, are platforms that retailers build or provide access to through a DSP to sell ad space to brands. These networks allow advertisers to target specific consumers not just on the retailer’s digital properties, but also across other websites, apps, and even streaming services.\n\n\n\nTo summarize, retail media refers to the overall concept of advertising on retail channels, while retail media networks are the systems that facilitate and manage the placement of these ads.\n\n\n\n\n\n\n\n\n\nAccording to Digiday, as of 2024, there are over 200 retail media networks in operation worldwide, and that number continues to grow. \n\n\n\n\n\n\n\n\n\nIn retail media, an endemic brand is a brand that sells products directly within a retailer’s store or on their website. For example, a shampoo brand that’s sold in-store and online by Walmart and advertises with them would be considered an endemic brand.\n\n\n\nA non-endemic brand, on the other hand, is a brand that doesn’t sell products within a specific store or on their website. For instance, a travel insurance company advertising on a mass merchandise or department store’s retail media network would be considered non-endemic, because their products aren’t part of the store’s regular inventory or core offerings.\n\n\n\nIn summary, endemic brands align with a retailer’s inventory or product offerings, while non-endemic brands leverage retail media’s wealth of first-party data and information on consumer behaviour to achieve scale and reach new customers.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks","url":"https://www.stackadapt.com/resources/blog/retail-media-networks","name":"What is a retail media network and why you should use them","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241010140705/20240925_What-is-RMN-Header.webp?fit=1200%2C629&ssl=1","datePublished":"2024-10-15T18:50:17+00:00","dateModified":"2026-09-08T21:44:20+00:00","description":"Retail media networks are growing fast. Learn how they work and what it takes to succeed with these advertising platforms.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-6615eb4b-e2f4-4490-b212-41bf8ec25976"},{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-634bd1a9-5707-4b23-bf1f-63a2b6b9a150"},{"@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-180c30da-491d-4155-a590-92a875e9a885"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241010140705/20240925_What-is-RMN-Header.webp?fit=1200%2C629&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241010140705/20240925_What-is-RMN-Header.webp?fit=1200%2C629&ssl=1","width":1200,"height":629,"caption":"Illustration of a retail media network"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-6615eb4b-e2f4-4490-b212-41bf8ec25976","position":1,"url":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-6615eb4b-e2f4-4490-b212-41bf8ec25976","name":"What’s the difference between retail media and retail media networks?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Retail media refers to the practice of placing ads on a retailer’s digital platforms, such as their websites, apps or in-store displays. It’s a way for advertisers to reach shoppers directly at the point of sale, where they’re more likely to make a purchase. Retail media networks, on the other hand, are platforms that retailers build or provide access to through a DSP to sell ad space to brands. These networks allow advertisers to target specific consumers not just on the retailer’s digital properties, but also across other websites, apps, and even streaming services. To summarize, retail media refers to the overall concept of advertising on retail channels, while retail media networks are the systems that facilitate and manage the placement of these ads.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-634bd1a9-5707-4b23-bf1f-63a2b6b9a150","position":2,"url":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-634bd1a9-5707-4b23-bf1f-63a2b6b9a150","name":"How many retail media networks are there?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to Digiday, as of 2024, there are over 200 retail media networks in operation worldwide, and that number continues to grow.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-180c30da-491d-4155-a590-92a875e9a885","position":3,"url":"https://www.stackadapt.com/resources/blog/retail-media-networks#faq-question-180c30da-491d-4155-a590-92a875e9a885","name":"What’s the difference between an endemic vs. a non-endemic brand in retail media?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In retail media, an endemic brand is a brand that sells products directly within a retailer’s store or on their website. For example, a shampoo brand that’s sold in-store and online by Walmart and advertises with them would be considered an endemic brand. A non-endemic brand, on the other hand, is a brand that doesn’t sell products within a specific store or on their website. For instance, a travel insurance company advertising on a mass merchandise or department store’s retail media network would be considered non-endemic, because their products aren’t part of the store’s regular inventory or core offerings. In summary, endemic brands align with a retailer’s inventory or product offerings, while non-endemic brands leverage retail media’s wealth of first-party data and information on consumer behaviour to achieve scale and reach new customers.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Free ad-supported streaming: What FAST means for marketers","datePublished":"2024-10-18T12:00:00+00:00","dateModified":"2026-09-08T21:44:18+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers"},"wordCount":1489,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017112833/20241011_FAST_header.webp?fit=1200%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Streaming services have long been seen as a more cost-effective alternative to traditional cable TV packages. But after years of economic uncertainty and rising living costs, paying for programming is no longer making the cut, and viewers are looking for ways to reduce what they're paying to consume content. If that means watching a few ads, well, bring it on.\n\n\n\nAccording to the New York Times, there were 93 million ad-supported subscriptions in the US at the end of 2023, and 56% of new streaming service subscribers chose a lower-priced ad tier in the first quarter of 2024 (an increase of 39% from a year earlier).\n\n\n\nTo date, nearly every major streaming service has introduced an ad-supported tier, decreasing the flow of subscription cancellations while increasing revenue. \n\n\n\nBut there’s a whole subset of consumers who are tired of paying for multiple streaming services (or don’t want to pay at all), and for that, they’re turning to free ad-supported streaming television (FAST).\n\n\n\nWhat is FAST?\n\n\n\nFree ad-supported TV is a streaming service category that provides viewers with access to linear television and video-on-demand programming. Unlike traditional streaming services, viewers don’t have to sign up and pay for a subscription. Users can stream content for free. The only catch is that they have to watch more ads, similar to over-the-air and cable TV.\n\n\n\nOnce a niche, FAST streaming services now represent 4.1% of the entire TV viewership market (that’s more than Amazon Prime Video), with one-third of the US population expected to use a FAST service at least once per month in 2024.\n\n\n\nWith such a big audience and so much inventory, marketers are beginning to realize FAST’s full potential and how it can be used as part of a multi-channel or connected TV (CTV) marketing strategy to achieve more scale while remaining efficient with their ad spend.\n\n\n\nHow FAST works\n\n\n\nFAST streaming services provide viewers with access to a variety of linear TV and on-demand content—including TV shows, movies, news, and live sports—directly through their smart TVs or over-the-top devices. \n\n\n\nViewers can access streaming services by either downloading an app or accessing it directly from their home screen (many FAST services, like the Roku Channel or Samsung TV Plus, come pre-loaded in select smart TVs and CTV devices).\n\n\n\nSome FAST streaming services and channels are dedicated to a specific show or category, airing reruns and curated content on a linear schedule 24 hours a day. Viewers can select what they want to watch from a channel guide, and ads are shown at set times, often before or after programming and during traditional commercial breaks, similar to cable or satellite TV.\n\n\n\nOther streaming services offer an on-demand or hybrid viewing experience, allowing viewers to select from a library of titles in addition to streaming linear programming. Ads are dynamically inserted into the content, with advertisers targeting users based on their demographics, viewing behaviours, and geolocations.\n\n\n\nDifferences from other streaming models\n\n\n\nFAST’s content and commercial breaks resemble other streaming models and traditional TV, but here’s a quick overview of their key similarities and differences:\n\n\n\n\nLinear TV is a traditional television format delivered via cable, over-the-air or satellite, where viewers watch scheduled programs on specific channels at designated times. It typically includes commercial breaks shown before, during, or after broadcasts. \n\n\n\nSVOD (subscription video on demand) services like Netflix and Disney+ require a monthly or annual subscription fee to view their content. They provide access to content on-demand and don’t show ads to viewers who subscribe to ad-free plans. \n\n\n\nAVOD (ad-supported video on demand) is a subset of SVOD that lets viewers watch content at a lower cost by showing them a certain number of ads during streaming. Most major streamers now provide lower-priced, ad-supported tiers (with the exception of Apple TV+).\n\n\n\nFAST is a subset of AVOD. It offers linear and on-demand programming and is completely ad-supported. Viewers don’t pay, but watch more ads in exchange.\n\n\n\n\nPopular FAST platforms\n\n\n\nMajor media conglomerates, technology companies, and TV device makers are all getting in on FAST.According to Nielsen, some of the most popular FAST platforms include Tubi, the Roku Channel, and Pluto TV. Other examples of popular FAST platforms include Samsung TV Plus, Xumo Play, Vudu, Plex, LG Channels, Vizio WatchFree+, Freevee, and BBC iPlayer.\n\n\n\nBenefits and features of streaming with FAST\n\n\n\nDespite a plethora of premium options, FAST continues to be a hit with streamers. Here are four of the reasons why:\n\n\n\nAccessibility and affordability\n\n\n\nBecause revenue is generated entirely through advertising, FAST platforms don’t require monthly subscriptions to use their services. Users don’t have to log in, and many FAST services come pre-installed on smart TVs and devices, making it more accessible for many viewers.\n\n\n\nEasy transition from linear TV and SVOD\n\n\n\nFAST platforms provide user experiences and programming that are familiar to anyone who’s watched traditional linear TV or used a subscription-based streaming service before. Live and scheduled programming can be accessed from channel guides similar to traditional cable and satellite services or select TV shows and movies to watch on-demand. FAST platforms can also be accessed from various devices, including smart TVs, smartphones, and tablets. All you need is an internet connection.\n\n\n\nQuality programming\n\n\n\nUnlike paid-for subscription services, which provide access to lots of original content, FAST platforms are often unfairly mischaracterized as being a dumping ground for classic TV shows and movies. Although much of the content on FAST streaming services is licensed content, research shows that the average person prefers to watch acquired content (between August 26 and September 1, 2024, the most streamed TV show in the US was Prison Break, a show whose original run ended in 2009). Plus, because FAST platforms don’t rely on dual revenue streams, they’re forced to update their programming more often to appeal to more viewers and incentivize them to watch for longer periods of time.\n\n\n\nBroad reach\n\n\n\nAccording to Goldman Sachs and other media analysts, because “cord never” members of millennial and Gen-Z cohorts (i.e., people who have never signed up for cable before) and older generations both stream content through FAST services, advertisers can gain access to a broader audience than traditional cable or paid-for streaming services alone.\n\n\n\nFAST trends: Reasons behind its adoption and growth\n\n\n\nIn 2018, only about 10% of the US population regularly streamed content through a FAST service. \n\n\n\nFast-forward seven years, and nearly 115.6 million Americans are expected to use a FAST service at least once per month in 2025. By 2028, that number will increase by 12.47%, with 35.8% of Americans projected to stream content through a FAST platform.\n\n\n\nUS free ad-supported streaming TV (FAST) viewers, 2022-2028Source: EMARKETER\n\n\n\nAccording to EMARKETER, part of the reason why FAST viewership has grown so much is because smart TV makers continue embedding FASTs into their operating systems, making it easy for viewers to access FAST services the second they turn on their TV.\n\n\n\nThe cost of streaming services is another factor. Recent research found that 63% of viewers were likely to sign up for a streaming subscription service to watch a specific TV show or movie and then cancel or pause their subscription shortly after watching it.\n\n\n\nWhatever the reasons for its growth, marketers are paying attention. According to The Hollywood Reporter, FAST US ad revenues will reach $6 billion USD in 2025. Although FAST revenues in Europe are expected to reach only a fraction of that (€570 million) by the end of 2024, global FAST ad revenues are forecasted to reach $18 billion USD in 2028.\n\n\n\nAdvertising opportunities with FAST\n\n\n\nFAST is lowering the barriers to entry, not just for viewers but also for marketers looking to get into CTV or complement their existing campaigns.\n\n\n\nDigiday reports that CPMs for FAST inventory are often more affordable than premium options, running between $10 to $12 USD per 1,000 impressions, compared to upwards of $40 USD for top-tier publishers like Netflix. This makes it easy for smaller brands and businesses, like local car dealerships, to access inventory and experiment with CTV.\n\n\n\nMeanwhile, the share of time is expected to increase as premium publishers continue to pullback on original content (only 516 original scripted TV series were released in the US in 2023 compared to 600 the year prior), shifting viewers’ focus more toward feel-good content and classic TV shows, which FAST services prioritize with their programming.\n\n\n\nBut it’s not all about nostalgia. Live sports increasingly are being added to ad-supported streaming services like Amazon Prime Video and Peacock, as well as FAST services like The Roku Channel, which recently inked deals with the MLB and NBA to showcase in-game highlights, interviews, and original programming.\n\n\n\nAlthough top-tier publishers shouldn’t be ignored, it’s clear that FAST platforms are making it easier for advertisers to access niche audiences, incremental reach, and more scale than premium publishers alone.\n\n\n\nReady to get started? Request a demo to learn more about StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers","url":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers","name":"What free ad-supported streaming services mean for marketers","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017112833/20241011_FAST_header.webp?fit=1200%2C601&ssl=1","datePublished":"2024-10-18T12:00:00+00:00","dateModified":"2026-09-08T21:44:18+00:00","description":"Free ad-supported streaming TV (FAST) services like Tubi and Pluto TV are gaining popularity fast and creating key advertising opportunities for marketers.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/free-ad-supported-streaming-tv-for-marketers#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017112833/20241011_FAST_header.webp?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241017112833/20241011_FAST_header.webp?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"Illustration depicting a media player streaming free ad-supported streaming television"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named “one to watch” in Snowflake’s Modern Marketing Data Stack report","datePublished":"2024-10-22T17:25:17+00:00","dateModified":"2026-09-08T21:44:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report"},"wordCount":739,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241021112213/20241016_PR-Snowflake_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report","url":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report","name":"StackAdapt Recognized in Snowflake's Modern Marketing Data Stack Report","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/modern-marketing-data-stack-2025-report#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241021112213/20241016_PR-Snowflake_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-10-22T17:25:17+00:00","dateModified":"2026-09-08T21:44:17+00:00","description":"StackAdapt recognized as a Programmatic Solutions “One to Watch” in the \"Modern Marketing Data Stack 2025: How Leading Marketers Are Thriving In a World Redefined By AI, Privacy and Data Gravity\" report by Snowflake.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Navigating DOOH advertising budget challenges","datePublished":"2024-10-29T16:25:44+00:00","dateModified":"2026-09-08T21:44:15+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs"},"wordCount":2676,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241028034558/20241025_DOOH-costs_Header.webp?fit=1200%2C601&ssl=1","keywords":["blog","Content Level : 201","digital out-of-home","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Imagine your campaign’s message displayed not just on one billboard but across multiple digital screens on bustling city streets, inside subway stations, and at gas stations—reaching consumers throughout their day. \n\n\n\nThis is the promise of digital out-of-home (DOOH) advertising, a channel that is rapidly gaining traction and evolving at a record pace. In the first quarter of 2024 alone, DOOH brought in nearly $2 billion USD in revenue—the highest first-quarter volume in the history of out-of-home (OOH) advertising.\n\n\n\nYet, despite its growth, some advertisers are hesitant to dive in for several reasons: \n\n\n\n\nProgrammatic DOOH is still relatively new and lacks the familiar data signals and audience insights marketers are accustomed to in other digital formats. \n\n\n\nThe separation between traditional and programmatic buying teams further complicates budget allocation. \n\n\n\n\nThe creative complexity of managing multiple screen sizes and formats can be daunting for those unfamiliar with the ecosystem.\n\n\n\nMany advertisers focus only on large, iconic displays like those in Times Square, overlooking smaller, high-traffic screens in places like subways or office buildings that offer tremendous value. For instance, according to recent surveys, 76% of DOOH viewers took action after seeing an ad, such as watching a video (38%), visiting a restaurant (36%), purchasing in-store (30%), word-of-mouth conversations (30%), and visiting a store (29%).\n\n\n\nSo, how can marketers and agencies unlock constrained budgets to take advantage of this emerging channel? Keep reading to find out. \n\n\n\nFactors affecting DOOH advertising costs\n\n\n\nSeveral key factors influence the cost of DOOH advertising, with the overall price varying based on location, traffic volume, demographics, billboard size, campaign duration, timing, and seasonality. \n\n\n\nHere’s a breakdown of the factors affecting DOOH advertising costs:\n\n\n\nLocation and traffic volume\n\n\n\nHigh-traffic areas, such as city centers, major highways, and transportation hubs (e.g., airports, train stations) command higher prices due to the volume of impressions. \n\n\n\nA billboard in Times Square will naturally be more expensive than a screen in a suburban shopping mall because of the number of people passing by. Advertisers are willing to pay a premium to be seen in these high-visibility areas.\n\n\n\nDemographics\n\n\n\nAds placed in areas with more affluent or desirable consumer segments, such as business districts or upscale neighbourhoods, tend to be priced higher because they target more lucrative market segments.\n\n\n\nBillboard size and type\n\n\n\nThe size and type of the screen also affect pricing. Larger, high-profile digital billboards can be more expensive than smaller displays in places like subways or convenience stores. \n\n\n\nSpectaculars—massive digital displays that dominate their surroundings—are particularly costly, but deliver high-impact impressions.\n\n\n\nCampaign duration and timing\n\n\n\nThe campaign's length and ad placement timing can also affect costs. Longer campaigns usually result in a lower CPM (cost per thousand impressions) than shorter, more concentrated bursts. However, advertisers looking to place ads during peak times—such as holidays or major events—should expect higher rates due to increased demand.\n\n\n\nSeasonality\n\n\n\nLike timing, seasonality influences the cost of DOOH campaigns. Advertising during high-demand seasons, such as the lead-up to holidays or major sales events, tends to be more expensive. Seasonality can vary by industry; for example, travel brands may see higher rates during the summer.\n\n\n\nPricing models for DOOH advertising\n\n\n\nWhen planning a DOOH campaign, it’s essential to understand the different pricing models available. The three most common models are CPM, flat-rate, and auction-based. \n\n\n\nHere’s an overview of each model with its pros and cons.\n\n\n\nCPM\n\n\n\nWith this model, advertisers pay for every thousand impressions their ad delivers. CPM allows for better transparency and performance measurement since the cost is tied directly to the number of times the ad is shown to potential viewers.\n\n\n\nPROSCONSAdvertisers know precisely how many impressions they are paying for.While CPM focuses on quantity, relevance and engagement may vary depending on the screen's location or traffic volume.CPM campaigns can scale based on budget, allowing for small and large-scale campaigns.In some cases, impression counts might fluctuate, making it harder to predict final costs upfront.CPM pricing is adaptable across different screen types and locations, from large billboards to smaller digital screens.\n\n\n\nFlat-rate pricing\n\n\n\nFlat-rate pricing involves a set cost for displaying an ad over a specific period, regardless of the number of impressions. This model is commonly used for campaigns in highly visible, premium locations with guaranteed high-traffic volume.\n\n\n\nPROSCONSAdvertisers know the exact cost upfront, making it easier to stick to a budget.Advertisers pay the same rate regardless of the number of impressions the ad delivers. If traffic is lower than expected, the ad may not deliver the same value.Flat-rate pricing is ideal for spectacular locations that guarantee high impressions, offering strong brand visibility.Premium locations often come with higher price tags, making this model less accessible for brands with smaller budgets.This model simplifies the buying process for advertisers who want straightforward costs by eliminating the need to calculate impressions.\n\n\n\nAuction-based pricing\n\n\n\nAuction-based pricing allows advertisers to bid for ad placements in real time, similar to how programmatic digital advertising works. Prices are determined by demand, and advertisers compete to win screen time. \n\n\n\nThis model is growing in popularity with programmatic DOOH, which offers more ad placement and targeting flexibility.\n\n\n\nPROSCONSAdvertisers can secure lower rates during periods of low competition.Pricing can be unpredictable, especially during high-demand periods when bids may increase significantly.Campaigns can be optimized and adjusted on the fly, giving advertisers more control over targeting and budget.Campaigns with limited budgets may struggle to secure prime ad placements when bidding against larger competitors.This model allows for precise targeting, ensuring that advertisers only pay for the impressions most relevant to their audience.\n\n\n\nWhich model is best for your campaign?\n\n\n\nThe best pricing model for a DOOH campaign depends on your goals, budget, and screen type. \n\n\n\n\nCPM may be the best choice for advertisers looking for transparency and scalability.\n\n\n\nAdvertisers seeking maximum impact in premium locations might prefer flat-rate pricing. \n\n\n\nAuction-based pricing is ideal for those wanting more flexibility and control in real-time. \n\n\n\n\nAverage DOOH advertising rates\n\n\n\nGenerally, CPMs for DOOH range from $2 to $15, depending on the screen type and campaign scope. Large, iconic screens, such as those in Times Square, can be more expensive, but deliver a large volume of impressions quickly. Smaller screens in high-traffic locations, such as subways or gas stations, may fall on the lower end of the CPM range but still offer strong visibility.\n\n\n\nOverall, DOOH pricing is comparable to video CPMs and tends to be slightly higher than traditional display ads (there aren’t as many screens as display placements on millions of websites). This slight premium is justified by the unique value DOOH offers—reaching consumers in physical locations and delivering ads when they are more likely to engage with the real-world environment around them.\n\n\n\nUnlike display ads on websites or mobile apps, DOOH creates a distinctive advertising experience. Ads displayed in airports, train stations, or while commuting offer a captive audience immersed in their physical surroundings. This makes DOOH more impactful, as it reaches consumers at key touchpoints throughout the day, justifying its higher costs than purely digital formats.\n\n\n\nConsider these factors to navigate DOOH pricing better and strategically allocate your budget to high-impact locations and campaigns that maximize exposure and ROI.\n\n\n\n\n\n\n\n\n\nCommon budget challenges in DOOH advertising\n\n\n\nDOOH advertising comes with several budget-related challenges that advertisers need to navigate. From the perception of high initial costs to difficulties measuring ROI, understanding these obstacles is critical to creating an effective DOOH strategy.\n\n\n\n1. Initial high costs perception\n\n\n\nOne of the primary challenges for brands or agencies considering DOOH is the perception of high upfront costs. As mentioned, large, iconic screens in prime locations can be expensive, but there are other options. Educating stakeholders on the range of pricing options and the potential for scaling budgets across different screen types can help mitigate this concern.\n\n\n\n2. Difficulty in measuring ROI\n\n\n\nDOOH is typically a top-of-funnel strategy to drive brand awareness rather than immediate conversions. Marketers and advertisers often struggle to link DOOH exposure to concrete performance metrics, as the ability to track individual consumer actions after seeing an ad is limited. While digital channels can provide one-to-one audience targeting and tracking, DOOH’s open, public nature makes such precision difficult. \n\n\n\nAlthough measurement tools are improving, DOOH remains less addressable than other programmatic channels, complicating attribution and full-funnel strategies.\n\n\n\n3. Competing priorities in marketing budget allocation\n\n\n\nMarketing budgets are often stretched across multiple channels, making allocating sufficient funds to DOOH difficult, especially when other digital channels offer more straightforward ROI tracking. \n\n\n\nFor advertisers focused on immediate, measurable results, DOOH may be deprioritized in favour of channels with more apparent performance metrics. To overcome this, brands must view DOOH as a critical part of their broader marketing mix, amplifying brand visibility and recognition in ways other channels cannot.\n\n\n\n4. Seasonal budget fluctuations\n\n\n\nDOOH campaigns are often influenced by seasonal demand, with costs rising during peak periods, such as holidays, major events, or retail seasons. This fluctuation can make it challenging for brands to maintain a consistent DOOH presence year-round, as they may face higher rates when consumer attention is at its highest. \n\n\n\nAdvertisers must plan and allocate budgets strategically, maximizing their investment during key periods while remaining flexible during off-seasons.\n\n\n\n5. Lack of flexibility in traditional buying models\n\n\n\nTraditional DOOH buying models often require fixed long-term commitments and can be inflexible for advertisers working with fluctuating budgets or shorter campaign timelines. This lack of flexibility is a challenge for campaigns that need to adjust their spend quickly or shift strategies mid-campaign. Programmatic DOOH addresses this issue, allowing for more dynamic buying and targeting. \n\n\n\nStrategies to overcome DOOH budget constraints\n\n\n\nMarketers and agencies can overcome the perceived financial barriers by educating stakeholders, leveraging programmatic DOOH, and optimizing placements. Here are six strategies to help you unlock this channel's budget.\n\n\n\n1. Educate stakeholders\n\n\n\nIt's essential to demonstrate how modern DOOH, particularly programmatic DOOH, offers flexibility, precise targeting, and scalability. By explaining the benefits of DOOH and how it can complement other marketing efforts, stakeholders will be more inclined to allocate the necessary budget.\n\n\n\n2. Maximize ROI through targeted placements\n\n\n\nProgrammatic DOOH enables advertisers to target specific locations and audience segments with precision, ensuring that ad spend is optimized for maximum impact. Rather than blanketing an entire city, brands can focus on high-traffic, high-relevance areas, such as airports, subways, or business districts.\n\n\n\n3. Leverage programmatic DOOH for more efficient spending\n\n\n\nProgrammatic DOOH offers a significant advantage by allowing advertisers to manage their campaigns more efficiently. Rather than working with multiple providers and dealing with separate reports, programmatic DOOH consolidates all buys into a unified report. This streamlines campaign management and reporting, saving both time and resources. \n\n\n\nAdditionally, programmatic allows advertisers to adjust their campaigns in real time, scaling up or down as needed based on performance or budget availability.\n\n\n\n4. Explore hybrid campaigns (combining traditional and digital OOH)\n\n\n\nHybrid campaigns, combining traditional OOH and DOOH, can be cost-effective. \n\n\n\nTraditional billboards, which often come with lower costs, can be used for broad reach, while digital screens provide dynamic, targeted messaging in key locations. This approach balances cost while ensuring that ads are shown in the most impactful ways, with digital components allowing for more customization and real-time adjustments.\n\n\n\n5. Utilize day-parting strategies to optimize budget\n\n\n\nDay-parting, or running ads during specific times of the day when the target audience is most likely to be exposed, can help optimize a DOOH campaign's budget. \n\n\n\nFor instance, an advertiser targeting commuters can focus their ad spend during morning and evening rush hours. Limiting ad runs to peak times allows you to make more efficient use of your budget while still reaching your audience at the most opportune moments.\n\n\n\n6. Negotiate better rates with media owners\n\n\n\nNegotiating directly with media owners can improve rates, especially for brands planning long-term or high-volume campaigns. Media owners may offer discounts or added value for extended contracts or bulk buys, reducing overall costs while securing prime locations. \n\n\n\nEstablishing a solid relationship with media owners can also provide more opportunities for flexible buying models or premium placements at competitive rates.\n\n\n\nLeverage these strategies to overcome the common budget challenges associated with DOOH and unlock the full potential of this impactful advertising channel.\n\n\n\n\nHow Ad Agencies can pitch DOOH advertising to clients\n\n\n\nAd agencies looking to introduce DOOH advertising as a new channel to their clients must position it as an opportunity for high-impact visibility and audience engagement in real-world environments. They must address common concerns, showcase DOOH's unique advantages, and align DOOH with a brand’s existing strategies to build a compelling case for adding this channel to their campaigns.\n\n\n\n1. Emphasize the Unique Value of DOOHHighlight DOOH’s ability to reach audiences outside their typical digital environments, such as commuting, shopping, or attending events. Unlike other channels, DOOH engages consumers during daily routines, when they are likely more open to brand messaging. Demonstrating how DOOH complements online strategies by creating consistent exposure across multiple digital and physical touchpoints can help clients understand its added value.2. Address Concerns About Costs and ROIExplain the flexibility of programmatic DOOH, which allows for cost-efficient targeting in high-traffic locations while managing budgets effectively. Sharing case studies that showcase successful DOOH campaigns with clear metrics on brand lift, foot traffic, or web engagement can help reassure clients that the investment can deliver results. Additionally, the scalability of DOOH—ranging from premium billboards to smaller, more affordable screens—can be pitched as a cost-effective way to start small and grow as ROI becomes evident.3. Offer Tailored Solutions for Specific CampaignsClients are more likely to buy into DOOH when agencies propose tailored solutions that meet their unique objectives. For example, pitching a targeted DOOH campaign that aligns with a key event—such as placing ads near conference venues, airports, or hotels during an industry gathering—can create a sense of urgency and relevance. Plus, DOOH campaigns can include QR codes to direct people to a website, providing engagement and measurement opportunities. Emphasize how DOOH can deliver messages at the right place and time, capturing attention when it matters most.4. Leverage Data and Programmatic TechnologyPosition programmatic DOOH as a powerful tool that offers data-driven targeting and real-time optimization. To ease concerns about complexity, highlight the ability to combine multiple buys into a unified report, simplified campaign management, and improved efficiency.Clients should also be aware that programmatic DOOH offers the opportunity to adjust campaigns on the fly, ensuring the highest ROI by targeting specific audience segments and locations.5. Show How DOOH Fits Into an Omnichannel StrategyTo make DOOH more appealing, present it as part of a larger omnichannel strategy rather than a standalone investment. Showing how DOOH can complement digital efforts, such as connected TV or display ads, helps integrate DOOH seamlessly into the client’s broader marketing goals.This approach reinforces that DOOH amplifies other media efforts and contributes to brand consistency across various touchpoints.6. Propose Low-Risk Entry PointsTo ease clients into DOOH, suggest starting with smaller, lower-risk campaigns. For instance, you might recommend running a short-term campaign on affordable screens in high-traffic areas like subways or gas stations to test the waters. Offering flexible, small-scale options allows clients to experience the benefits of DOOH without committing to large upfront investments.\n\n\n\n\nDOOH programmatic benefits and scalability\n\n\n\nProgrammatic DOOH offers a scalable solution for advertisers working with constrained budgets. Campaigns can be tailored to run in premium, high-traffic locations like airports or downtown areas, but also extend to more affordable screens in places such as gas stations or retail environments. \n\n\n\nThis flexibility allows you to reach a broad audience without overspending. Additionally, programmatic tools enable efficient, real-time campaign adjustments, ensuring that every dollar is spent as effectively as possible.\n\n\n\nReady to explore programmatic advertising and add DOOH to your media mix? Request a demo today to find out how StackAdapt can help.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs","url":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs","name":"DOOH Advertising Costs: Making the Case for Budget | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241028034558/20241025_DOOH-costs_Header.webp?fit=1200%2C601&ssl=1","datePublished":"2024-10-29T16:25:44+00:00","dateModified":"2026-09-08T21:44:15+00:00","description":"Digital out-of-home advertising is a fast-growing channel that’s proving to be effective. How can you ensure your brand invests appropriately?","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/digital-out-of-home-advertising-costs#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241028034558/20241025_DOOH-costs_Header.webp?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241028034558/20241025_DOOH-costs_Header.webp?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"Illustration of three DOOH formats and sizes and it's relative cost."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kenny-ginapp#person"}],"headline":"Cross-channel marketing optimization: Uniting adtech’s reach with martech’s engagement","datePublished":"2024-11-14T11:58:36+00:00","dateModified":"2026-09-08T21:44:09+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization"},"wordCount":1875,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105065648/20241104_Cross-Channel-Marketing_header.webp?fit=1201%2C601&ssl=1","keywords":["b2b","Content Level : 201","martech","multi-channel"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Cross-channel marketing optimization is a must for B2B brands looking to create a seamless experience across today’s complex buyer journeys. Companies with strong cross-channel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak cross-channel companies.\n\n\n\nAs audiences interact across multiple platforms, combining adtech’s precision targeting with martech’s personalized, data-driven engagement is more critical than ever. This integration doesn’t just boost engagement—it also simplifies processes and maximizes ROI.\n\n\n\nThis article explores how aligning adtech’s reach with martech’s engagement can help B2B companies build stronger relationships and drive measurable growth across all touchpoints.\n\n\n\nWhat is cross-channel marketing?\n\n\n\nCross-channel marketing connects customer interactions across multiple platforms to create a cohesive, personalized experience navigating email, social media, paid ads, and more. \n\n\n\nInstead of handling each channel separately, brands align their messaging and data, enabling them to engage customers based on their unique behaviours and preferences. \n\n\n\nFor example, a B2B brand might initially reach a prospect through a LinkedIn ad, follow up with a personalized email showcasing relevant case studies, and later reinforce its message with retargeted content. \n\n\n\nThis approach builds trust across each stage, making it easier for prospects to recognize the brand’s value and move toward a buying decision.\n\n\n\nThe difference between AdTech and martech\n\n\n\nAdtech focuses on delivering and managing paid advertising, while martech centers on engaging and nurturing customers. \n\n\n\nThough each serves a distinct role, they create a robust marketing ecosystem together. \n\n\n\n\nAdtech drives outreach, helping businesses reach new prospects through tools like programmatic ads and audience targeting. \n\n\n\nMartech, on the other hand, manages the ongoing customer relationship, using CRM systems, personalization, and automation to build engagement over time. \n\n\n\n\nWhen you combine adtech’s broad reach with martech’s personalized follow-up, you can consistently engage customers across channels, improving acquisition and retention efforts.\n\n\n\nImagine a software company using adtech to reach targeted decision-makers through display ads, drawing them to a gated whitepaper on its website. When a prospect downloads the whitepaper, martech tools—such as a CRM and marketing automation platform—capture the lead and trigger a personalized email sequence. \n\n\n\nThe martech system then nurtures the prospect with relevant content over time, like case studies or demo offers, building interest and trust. Here, adtech initiates contact, while martech sustains and deepens engagement, guiding the prospect along a tailored path to conversion.\n\n\n\nWhy cross-channel marketing optimization is crucial\n\n\n\nCross-channel marketing optimization is essential for building a cohesive brand experience as customers interact with various platforms. \n\n\n\nB2B buyers research products, seek recommendations and evaluate solutions across multiple channels before deciding. Brands risk delivering inconsistent messaging without a unified approach, causing confusion or missed opportunities.\n\n\n\nA well-optimized cross-channel strategy keeps customers engaged at every stage by presenting a steady, relevant flow of information. This consistency strengthens brand perception and creates smoother transitions from one interaction to the next, making it easier for prospects to understand the value of the solution offered. Beyond engagement, integrating channels also reduces redundant spending, as marketing and sales teams can align their efforts, targeting the same audience effectively across platforms.\n\n\n\nUltimately, cross-channel optimization helps businesses make the most of each interaction, maximizing ROI and creating a seamless experience that sets the foundation for a strong, trust-based relationship.\n\n\n\nThe power of AdTech: Reaching the right audiences at scale\n\n\n\nAdtech is critical in helping B2B marketers reach the right audiences efficiently and at scale, but not all adtech platforms are created equal. \n\n\n\nEffective B2B adtech must go beyond basic targeting capabilities to capture account-level insights and individual actions, allowing marketers to understand who engages and how they engage with the brand.\n\n\n\nData-driven audience targeting is at the core of B2B adtech, empowering marketers to reach decision-makers based on demographics, behaviour, and location. Platforms equipped with advanced targeting can identify specific business roles or industries, ensuring ads reach the people most likely to benefit from the product or service.\n\n\n\nProgrammatic advertising and automation take this further, using AI to manage ad placements and bidding automatically. This approach maximizes reach by placing ads in front of the right eyes without manual input. For example, StackAdapt’s solutions, such as Page Context AI, optimize programmatic ad delivery by analyzing on-page content in real-time to deliver highly-relevant ads. This technology ensures campaigns reach audiences actively engaging with similar topics, enhancing targeting precision and ROI.\n\n\n\nFinally, real-time reporting and measurement allow marketers to closely track campaign performance, making adjustments to improve ad effectiveness. Monitoring engagement metrics, such as click-through rates or conversion rates, provides immediate insights, enabling marketers to allocate budgets more effectively and fine-tune strategies. \n\n\n\nThrough these combined capabilities, adtech makes it possible for B2B brands to engage with key audiences at scale, keeping their message relevant and impactful across every stage of the buyer journey.\n\n\n\nThe power of martech: Engaging and nurturing audiences\n\n\n\nMartech empowers B2B marketers to go beyond reaching audiences, focusing instead on deeply engaging and nurturing them throughout their journey. \n\n\n\nWith tools for customer journey mapping and personalization, martech platforms offer insights into each touchpoint, revealing where prospects are in their decision-making process. By understanding these stages, marketers can personalize content and tailor messages to align with specific needs, pain points, or interests, strengthening engagement and building trust.\n\n\n\nMarketing automation enhances this engagement by streamlining repetitive outreach tasks, making it easier to stay connected with leads and customers. Through email marketing, text messages, and social media, automation gradually delivers timely, relevant messages to nurture leads. \n\n\n\nFor instance, prospects who download a whitepaper might receive follow-up emails with case studies or product demos, encouraging them to move further down the sales funnel. Automation ensures these touchpoints happen without manual intervention, creating a seamless experience that fosters stronger relationships.\n\n\n\nCRM and data integration further support this process by centralizing customer information and interactions. A CRM platform combines data from various sources—such as email engagements, social media interactions, and sales notes—into a unified view, allowing for more consistent messaging across channels. This integration also enables sales and marketing teams to align their efforts, reducing redundancies and reinforcing each other’s outreach. \n\n\n\nMartech’s power lies in its ability to support personalized, data-driven engagement, making it a valuable tool for B2B brands looking to build and maintain meaningful connections with their audiences.\n\n\n\nUniting AdTech and martech: Best practices for cross-channel optimization\n\n\n\nHere are some best practices that B2B marketers can use to unify these tools for a seamless customer journey, from brand awareness to loyalty.\n\n\n\nData integration\n\n\n\nTo gain a full view of the customer journey, marketers need to unify data from both adtech and martech platforms. By leveraging customer data platforms (CDPs) and data management platforms (DMPs), brands can consolidate data from ad campaigns, CRM, and customer interactions into one accessible source. \n\n\n\nThis unified data provides insight into both targeted outreach and ongoing engagement, making it possible to identify opportunities for targeted communication and personalized messaging.\n\n\n\nPersonalized ad targeting with martech insights\n\n\n\nMartech’s customer insights can drive adtech’s audience segmentation, allowing marketers to serve more personalized and relevant ads. \n\n\n\nIntegrating CRM and martech data bi-directionally enables adtech platforms to access customer lifecycle information and personalize ads based on engagement level. \n\n\n\nFor example, CRM data can target unaware accounts with high-impact ads, engage high-intent prospects with low-funnel display or native ads, and show knowledge-based ads to existing customers to encourage product usage and loyalty. \n\n\n\nConnecting these touchpoints with data unification ensures that the B2B journey—from brand awareness to demand generation to customer retention—remains connected and contextually relevant.\n\n\n\nAttribution modelling\n\n\n\nWith data from both adtech and martech channels integrated, marketers can implement attribution modelling to track the effectiveness of each touchpoint in the customer journey. \n\n\n\nAttribution models reveal which channels and messages contribute most to conversions, helping marketers understand where to allocate ad spend. This connected approach clarifies the relationship between campaign investment and customer engagement, leading to smarter, data-backed marketing decisions.\n\n\n\nOmnichannel campaign orchestration\n\n\n\nOrchestrating campaigns across all channels, including email, social media, web, and ads, is crucial for consistency. \n\n\n\nMarketers can synchronize messaging, timing, and offers across platforms, ensuring that each touchpoint reinforces the same brand message. \n\n\n\nFor example, a new product announcement could be simultaneously promoted through native ads, followed by an email series to high-interest leads, and retargeted display ads for increased brand recall. This level of orchestration helps prospects experience a unified brand presence, driving engagement and boosting brand recognition.\n\n\n\nAn example of AdTech and martech working together\n\n\n\nThis unified approach could benefit a B2B software company looking to generate brand awareness and demand and build loyalty.\n\n\n\nThey start by identifying new prospects through adtech, targeting unaware accounts with high-impact ads. Once prospects engage, the company’s martech system captures this information and triggers a series of personalized emails, moving high-intent leads through the funnel. \n\n\n\nFor current customers, CRM data informs retargeted ads promoting knowledge base resources to enhance product usage and satisfaction. \n\n\n\nAttribution modelling then reveals which channels drove the most conversions, while omnichannel coordination keeps messaging consistent and relevant. \n\n\n\nThis integration of adtech and martech aligns outreach and engagement, and strengthens the entire customer experience from start to loyalty.\n\n\n\nLaunch your cross-channel marketing campaigns\n\n\n\nMastering cross-channel marketing optimization has become a competitive necessity. In a landscape where buyers interact across various platforms, businesses that unify adtech and martech efforts offer a seamless experience that builds trust and accelerates the journey from awareness to loyalty. \n\n\n\nThis cohesion strengthens customer relationships and differentiates brands, making marketing spend more effective and delivering superior results over time.\n\n\n\nFor marketers looking to streamline cross-channel campaigns, a few essential takeaways stand out:\n\n\n\n\nMany B2B solutions address specific needs, but these often lack integration across the wider ecosystem. As the overlap between adtech and martech grows, marketers should explore platforms designed to unify these tools, as future technologies will increasingly support a connected journey for prospects and customers. \n\n\n\nUnifying customer data is foundational for this integration. CDPs serve as the “connective tissue,” allowing marketers to track and engage customers fluidly from brand awareness to demand generation and ultimately loyalty. CDPs enable real-time data flow between adtech and martech systems, so each customer interaction reflects up-to-date insights, enabling delivery of personalized, relevant content across channels.\n\n\n\n\nStackAdapt offers valuable support in achieving this level of optimization. Connecting brand and demand efforts across the premium open web, StackAdapt provides solutions that help B2B marketers reach targeted audiences while aligning with broader campaign goals. Through data-driven audience targeting, programmatic advertising, and real-time reporting, StackAdapt makes refining cross-channel approaches based on live performance data simpler.\n\n\n\nAs you launch your cross-channel marketing campaigns, remember that a unified approach is one of your strongest assets. Prioritizing connected data and integrated platforms enables brands to create a cohesive experience from initial engagement to long-term loyalty, establishing a competitive edge in today’s digital-first market.\n\n\n\nReady to learn more about how StackAdapt can boost your multi-channel campaigns? Book a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization","url":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization","name":"Cross Channel Marketing Optimization | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105065648/20241104_Cross-Channel-Marketing_header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-11-14T11:58:36+00:00","dateModified":"2026-09-08T21:44:09+00:00","description":"Learn how to optimize cross-channel marketing by uniting adtech’s reach with martech’s engagement for better customer targeting and retention.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/cross-channel-marketing-optimization#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105065648/20241104_Cross-Channel-Marketing_header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105065648/20241104_Cross-Channel-Marketing_header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of advertising channels interconnected by lines."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Why advertise on DOOH? Key benefits and advantages","datePublished":"2024-11-06T14:23:50+00:00","dateModified":"2026-09-08T21:44:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising"},"wordCount":1917,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105143351/20241105_DOOH-Benefits_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","digital out-of-home","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"For centuries, out-of-home (OOH) advertising has served one main purpose: to reach the largest audience possible within a specific period of time.\n\n\n\nWhether it was stone structures erected in ancient civilizations to publicize laws and treaties, billboards in the mid-1800s that advertised when the circus came to town, or today’s spectacular digital displays, the formats may have changed, but the goals have remained the same—namely, building brand awareness and making a huge impact.\n\n\n\nTo do that, advertisers are increasingly using digital out-of-home (DOOH) advertising, which combines the benefits of traditional out-of-home (OOH) advertising with the dynamic capabilities of modern digital technology, to reach and engage audiences at scale.\n\n\n\nAccording to EMARKETER, 38% of US marketing decision makers planned to up their DOOH budget in 2024, with US ad spend projected to increase by 11.2%. Although only comprising roughly 15% of total OOH ad inventory, DOOH is forecasted to generate over a third of OOH ad revenues in 2024, reaching $3.2 billion USD.\n\n\n\nDespite its growth, DOOH is still a relatively new channel—at least when compared to other well-known channels like native, display, and video—making some marketers hesitant to go all-in with their ad buys.\n\n\n\nBut, as we’ll get into it, DOOH provides many opportunities beyond building brand awareness to drive consumer engagement and deliver measurable results.\n\n\n\nRead on to learn more about the benefits of DOOH advertising, the reasons behind its growth, and how to use it to your advantage.\n\n\n\nWhat is DOOH advertising?\n\n\n\nDOOH advertising uses digital screens and displays to deliver targeted ads in high-traffic areas, such as shopping malls, transit stops, airports, elevators, highways, streets, and other public spaces. It combines the precision, flexibility, and real-time capabilities of digital advertising with the large-scale reach, visibility, and impact of traditional OOH advertising, making it a versatile tool for engaging audiences and maximizing brand exposure.\n\n\n\nWhy DOOH advertising is gaining popularity\n\n\n\nThere are many reasons for DOOH advertising’s growth, from technological advancements and urbanization to new ad-buying methods and expanded inventory. For example, DOOH is expected to account for nearly a quarter of in-store retail media ad spending by 2028.\n\n\n\nBut, according to the Out of Home Advertising Association of America (OAAA), one of the biggest drivers behind DOOH’s growth is its ability to “[intercept] consumers when they’re most likely to act.”\n\n\n\nIn a study from the OAAA and The Harris Poll, 76% of respondents reported taking an action after seeing a DOOH ad, such as watching a video (38%), going to a restaurant (36%), making a purchase (30%), or visiting a store (29%).\n\n\n\nWith 83.7% of US retail spending happening in-store, DOOH is proving itself to be not only an ideal channel for boosting brand awareness, but also a powerful tool for driving conversions further down the funnel.\n\n\n\n\n\n\n\nAs a result, programmatic DOOH ad spending is projected to reach a major milestone in 2025, crossing the $1 billion USD threshold and accounting for 30% of all DOOH sales the following year.\n\n\n\n\n\n\n\n\n\nBenefits of DOOH advertising for brands\n\n\n\nDOOH’s record-breaking double-digit growth can be attributed to many things, but at the end of the day, it comes down to its ability to reach and engage audiences in physical environments as they go about their day-to-day lives.\n\n\n\nHere are the main benefits of DOOH advertising and why brands are adding it to their media mix:\n\n\n\nHigh reach and engagement\n\n\n\nDigital signage isn’t cheap. As a result, media owners often strategically place DOOH displays and digital billboards in high-traffic locations—like shopping malls, transit stops, and gas station pumps—to maximize their visibility and reach a wide audience.\n\n\n\nCost effectiveness\n\n\n\nThanks to large, iconic screens in prime locations like Times Square and Piccadilly Circus, DOOH advertising is sometimes perceived to be more expensive than other forms of advertising (more on that later). \n\n\n\nBut CPMs for DOOH often range between $2 to $15, depending on the screen type, location, and campaign scope, making it comparable in cost to the low-end of premium CTV inventory.\n\n\n\nData-driven targeting\n\n\n\nDOOH provides precise and flexible targeting, allowing advertisers to go big with their targeting or narrow it down based on the location, time of day, and which demographics will likely see an ad.\n\n\n\nFor example, advertisers can use tools like dayparting, which shows different ads during different times of the day, to promote breakfast deals at nearby cafes in the morning when people are looking for a quick bite on their way to work, and concert venues in the evening when commuters are more likely to seek after-work activities.\n\n\n\nFlexible campaign management\n\n\n\nWith programmatic DOOH, advertisers can quickly swap creatives, adjust targeting, and scale campaigns up or down as needed based on changes to inventory and overall campaign performance, reducing lead time and production costs. Unlike traditional OOH, it offers flexible, short-term commitments that allow advertisers to launch, pause, and adjust campaigns as needed—just like with other programmatic advertising channels—to make the most of their ad budgets.\n\n\n\nDynamic creatives\n\n\n\nUnlike traditional OOH, which is static and made out of materials like vinyl or paper, DOOH advertising can use videos, animations, and other interactive elements, like 3D visuals and QR codes, to capture the attention of consumers.\n\n\n\nHere’s a DOOH ad example the StackAdapt Creative Studio team mocked up that uses motion graphics to draw attention to Eko’s line of digital stethoscopes. \n\n\n\n\nhttps://www.youtube.com/watch?v=FQvbbJmVkck&feature=youtu.be\n\n\n\n\nAd messaging and creatives can be tailored based on time of day, weather (think DOOH ads for snow tires or tropical vacations coinciding with the first snowfalls of the year), and live countdowns for concerts or sporting events urging consumers to buy tickets before they sell out. \n\n\n\nWith digital screens, the sky is the limit in terms of creativity. \n\n\n\nInteractivity\n\n\n\nDOOH advertising can integrate interactive elements like QR codes, touch screens, motion sensors, and augmented reality that encourage user engagement and help advertisers better understand and measure the impact DOOH campaigns have on sales or store visits.\n\n\n\nFor example, advertisers can use QR codes to direct users to landing pages, claim special offers, or marketplaces to download apps, allowing them to track engagement and conversion rates more accurately.\n\n\n\nViewability\n\n\n\nEven the least tech-savvy person can download an ad blocker to their web browser or upgrade from a free ad-supported streaming service to a subscription-based tier to see fewer ads. It’s not as easy in real-world environments, making DOOH advertising one of the few unskippable ad formats out there.\n\n\n\nImproved measurement\n\n\n\nWith DOOH measurement, advertisers can access insights similar to other digital channels, like impressions tracked by the number of unique devices passing by an ad, and use brand lift and footfall attribution studies to measure the effectiveness of campaigns and make data-informed decisions that impact their strategy and ROI.\n\n\n\n\n\n\n\n\n\nWorks well with other channels\n\n\n\nIn the past, advertisers had to either deal directly with media owners for traditional insertion orders (IO) or use DOOH-specific DSPs to launch campaigns. Now, platforms like StackAdapt simplify the process by enabling you to launch integrated multi-channel campaigns from a single platform. \n\n\n\nAdvertisers can also repurpose creatives from display, video, and CTV campaigns to maintain consistency across channels and reinforce messaging while reducing creative costs.\n\n\n\nAccording to the IAB, DOOH can also complement other digital marketing channels, like search and social media, as part of your marketing strategy by directing consumers to visit particular landing pages or use specific hashtags.\n\n\n\nNavigating potential DOOH advertising concerns\n\n\n\nBecause DOOH is a relatively new channel when compared to other forms of advertising, there are some common misconceptions that may prevent media buyers and brands from fully investing in it.\n\n\n\nOne of the biggest is its cost. As previously mentioned, brands or agencies considering DOOH sometimes have the perception that it’ll cost more than traditional OOH or other digital channels. But there are several factors—including the location, traffic volume, demographics, billboard size, campaign duration, timing, and seasonality—that can influence the cost of DOOH advertising. \n\n\n\nFor example, a billboard in Toronto’s Yonge-Dundas Square would probably be more expensive than a digital screen in a shopping mall due to the high number of people passing by it at any given time. Similarly, a screen in a shopping mall would likely be more expensive in the lead-up to the holidays when there’s higher foot traffic than over the summer months.\n\n\n\nAdvertisers are often willing to pay a premium for DOOH ads in high-visibility areas like popular shopping destinations and downtown cores. But smaller screens in high-traffic locations, such as bus shelters, convenience stores, and elevators, can still offer strong visibility, often at a lower CPM.\n\n\n\nEducating stakeholders on the range of pricing options based on different screen types and budgets can help mitigate potential concerns with brands and buyers.\n\n\n\nAnother potential concern is measurement and attribution. While most digital channels provide one-to-one targeting and tracking, because DOOH is a one-to-many channel (i.e., multiple people could potentially view a specific ad at the same time), and there’s no tracking pixel to know if your creative was played or not, some advertisers fear it may be difficult to accurately measure the effectiveness of campaigns.\n\n\n\nTo address this problem, media owners and adtech companies increasingly rely on methods like eye-tracking technology, mobile location data, and surveys to capture consumer engagement, helping advertisers refine their campaigns and optimize ad placements with a higher level of accuracy.\n\n\n\nFor example, StackAdapt Footfall Attribution is more accurate than traditional foot traffic studies because we tie exposed Mobile Advertising IDs (MAIDs) directly to visitor MAIDs, eliminating the need for cross-device tracking to confirm that the same device visited a store. In contrast, standard non-mobile channels would require mapping from an IP address or a cookie to a MAID to connect a specific impression to a visit.\n\n\n\nFinally, because DOOH ads are shown in high-traffic locations, some advertisers worry about reaching too broad an audience. Although DOOH targeting may not be as precise as targeting on one-to-one digital channels, advertisers can place DOOH ads in contextually relevant locations by targeting venue types and geographic areas to drive conversions. For example, a brand promoting chocolates as Valentine’s Day gifts could target screens within a specific geo-radius to direct commuters to purchase them at a nearby grocery store.\n\n\n\nHow to maximize the impact of your DOOH advertising\n\n\n\nOver the past decade, DOOH has gone from a novelty channel in digital advertising to a powerful tool for getting your message in front of customers and building brand awareness at scale.\n\n\n\nBefore you start executing your DOOH strategy, here are some final tips and suggestions to help you get the most out of your DOOH campaigns.\n\n\n\n\nUse Interactive, Dynamic Creatives: Experiment with QR codes, URLs, and venue-specific CTAs—like directions to nearby restaurants and retail locations—to drive conversions, in-store and online, and better understand campaign performance. \n\n\n\nTake a Multi-Channel, Full-Funnel Approach: Use DOOH as part of a full-funnel strategy to build brand awareness and retarget users on other one-to-one devices and channels to reinforce messaging and drive conversions.\n\n\n\nEmbrace Programmatic: Take advantage of programmatic DOOH by using a DSP to optimize ad delivery and ensure your ads reach the right audience at the right moment while maximizing your ad budget.\n\n\n\n\nWant to learn more about the benefits of DOOH advertising and how to launch DOOH campaigns that build brand awareness and convert? Request a demo.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising","url":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising","name":"9 Major Benefits of Digital Out-of-Home Advertising","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105143351/20241105_DOOH-Benefits_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-11-06T14:23:50+00:00","dateModified":"2026-09-08T21:44:12+00:00","description":"Make the case for bold brand campaigns on DOOH with this guide to the key business benefits and impacts of digital out-of-home advertising.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105143351/20241105_DOOH-Benefits_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241105143351/20241105_DOOH-Benefits_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a DOOH ad on the side of a bus shelter representing the benefits of DOOH"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named an Enterprise—Industry Leaders winner in the Technology Fast 50 program","datePublished":"2024-11-06T10:00:00+00:00","dateModified":"2026-09-08T21:44:14+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024"},"wordCount":427,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241104160149/20241031_Fast-50-Tech-Company_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024","url":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024","name":"StackAdapt Named Enterprise—Industry Leader in Tech Fast 50","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241104160149/20241031_Fast-50-Tech-Company_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-11-06T10:00:00+00:00","dateModified":"2026-09-08T21:44:14+00:00","description":"StackAdapt has been named an Enterprise—Industry Leaders award winner as part of the 2024 Technology Fast 50™ program.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/technology-fast-50-winner-2024#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241104160149/20241031_Fast-50-Tech-Company_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241104160149/20241031_Fast-50-Tech-Company_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Blue text that says \"StackAdapt Is a Tech Fast 50 Company, Again!\""}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"How to measure your DOOH campaign: Metrics, methods, and tips","datePublished":"2024-11-13T14:18:35+00:00","dateModified":"2026-09-08T21:44:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics"},"wordCount":1365,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241111130418/20241030_DOOH-Measurement_header.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","dooh","measurement"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Out-of-home (OOH) advertising—with its eye-catching visuals, prominent ad placements in high-traffic areas, and broad audience reach—has long been considered one of the most powerful and cost-effective methods for boosting brand recognition and engagement in public places.\n\n\n\nThere’s just one problem: historically, measuring the effectiveness of campaigns has been nearly impossible.\n\n\n\nFor years, advertisers were forced to make do with rough estimates and inconsistent reporting methods to understand and measure the impact of OOH campaigns.\n\n\n\nNow, digital out-of-home (DOOH) advertising is helping to change that, providing marketers with more meaningful insights thanks to technological advancements, real-time data, and improved audience targeting and location tracking.\n\n\n\nRead on to learn the metrics, methods, and best practices you need to know to measure the success of your DOOH ads and drive performance.\n\n\n\nMetrics and KPIs in DOOH advertising\n\n\n\nThe digitization of OOH advertising has made it easier for advertisers to not only swap out creatives and adjust campaigns on the fly, but also measure their impact with many of the same metrics and KPIs used for evaluating the effectiveness of modern digital advertising.\n\n\n\nHere are a few of the most important metrics and KPIs to keep an eye on as part of your DOOH campaigns.\n\n\n\nImpressions and cost per thousand impressions (CPM)\n\n\n\nImpressions refer to the number of times an audience sees an ad. Unlike digital ads that track individual user interactions, DOOH operates as a one-to-many channel. This means a single ad can be viewed by multiple people simultaneously in a public space, which makes accurately measuring viewership a bit more challenging.\n\n\n\nTo estimate the number of times an ad is seen, DOOH uses an impression multiplier. This method uses cameras, sensors, and location data from 3rd-party partnerships to more accurately estimate and determine a DOOH ad’s viewership and reach.\n\n\n\nAnother important metric in DOOH measurement is the CPM (or cost per mille—the word mille is Latin for thousand), which is used during campaign planning and optimization to ensure your advertising budget is used efficiently.\n\n\n\nThe impression multiplier plays a key role in this process. Without it, CPMs would shift throughout the day due to changes in the number of people passing by a screen at different times in a specific location. For example, an ad displayed outside a subway station entrance might see higher audience numbers during morning and evening rush hours compared to midday commutes, affecting cost estimates. Instead, the impression multiplier accounts for these variations and provides more accurate CPM calculations to advertisers, helping them budget, manage, and evaluate their campaigns more effectively.\n\n\n\nDwell time\n\n\n\nDwell time measures the average length of time people spend looking at your DOOH ads. It’s calculated using sensors, cameras, anonymized mobile device location data, and even eye-tracking technology to know how long someone remains in the viewing area of a specific DOOH display. \n\n\n\nDwell time is important for understanding if your ad creatives and messaging capture an audience’s attention. For example, a higher dwell time may mean that a DOOH ad is more engaging than one with a lower dwell time. \n\n\n\nThat said, it’s important to have context. For example, interactive ads or ads shown on the side of bus shelters where people naturally spend more time may have longer dwell times than digital billboards next to a highway or at the intersection of a pedestrian crossing.\n\n\n\nTo increase dwell times, advertisers should focus on creating compelling ads (here are some DOOH ad examples and best practices to help you optimize your campaigns) and place them in contextually relevant environments tailored to their target audience.\n\n\n\nIn addition to the above metrics and KPIs, advertisers can also track the reach (the amount of people who see an ad), frequency (the average number of times a person sees an ad), the loop frequency (the number of times an ad plays within a single loop, which helps advertisers determine how often their ad is shown, the potential for repeated exposure, and whether or not they should purchase additional slots to increase ad visibility), and return on ad spend (or ROAS), which measures the revenue generated for every dollar spent on DOOH advertising.\n\n\n\n\n\n\n\n\n\nHow to measure the success of DOOH advertising\n\n\n\nKnowing how many people saw your DOOH ad is one thing. But understanding the impact it had on driving results for your brand is even more important.\n\n\n\nUnlike traditional OOH advertising, DOOH can use data from location partners, surveys, and QR codes to link ad exposures to conversions and understand the impact DOOH campaigns have on driving business results.\n\n\n\nHere are a few ways to measure the success of your DOOH campaigns and how to use those insights to drive customers further down the funnel. \n\n\n\nBrand lift studies\n\n\n\nIn a brand lift study, a group exposed to a DOOH ad (those who have seen a DOOH ad) and a control group (those who haven’t) are surveyed, and their responses are compared. The difference between these groups is then analyzed to understand the “lift” generated by the DOOH campaign.\n\n\n\nBrand lift studies are particularly valuable at the top of the funnel for measuring important brand metrics and KPIs like ad recall, awareness, consideration, and purchase intent as part of product launches, seasonal promotions, and rebranding campaigns.\n\n\n\nFor example, UK-based agency MOBSTA partnered with StackAdapt on a DOOH campaign for their client Michael Kors Jewelry, targeting shoppers in Hamburg and Berlin. The campaign generated over 14 million impressions, and using StackAdapt Brand Lift, they were able to accurately measure and verify an increase in brand awareness of 13% and 39% for their client during the busy holiday shopping season.\n\n\n\nFootfall attribution studies\n\n\n\nIf the goal of your DOOH campaign is to drive a particular in-person action, like visiting a nearby store, going to a restaurant, travelling to a specific destination, or attending an event, advertisers can use a footfall attribution study.\n\n\n\nWhen mobile advertising IDs (MAIDs) are collected by a privacy-aware data location partner near where a DOOH ad is being served, that information is shared with the demand-side platform (DSP) used for the campaign to link DOOH ad exposure to estimated visits to a location.\n\n\n\nFor example, Adsquare enables StackAdapt clients to set up footfall studies directly in the platform. Instead of strictly relying on physical addresses, marketers can use custom radiuses and polygons to fine-tune their geographic parameters and capture more specific data. Speak with our team to learn more about StackAdapt Footfall Attribution.\n\n\n\nIn addition to the above studies, advertisers can also measure the effectiveness of their DOOH campaigns by tying online conversions, app downloads, and increases in sales by using QR codes, campaign-specific URLs, and sales lift studies, which provide additional insights into how DOOH exposure influences consumer actions online and in-store.\n\n\n\n\n\n\n\n\n\nUsing DOOH measurement to drive further success down the funnel\n\n\n\nProgrammatic advertising has transformed DOOH—with its granular targeting and advanced measurement capabilities—from a traditional awareness tool into a strategic channel that helps drive performance further down the funnel.\n\n\n\nNow, advertisers can collect users exposed to their DOOH ads and retarget them on other programmatic channels with DOOH retargeting as part of their bottom-funnel strategies.\n\n\n\nThe DSP can then create cross-device segments of exposed users to enable DOOH retargeting across other channels—like native, display, video, CTV, audio, and in-game—and move users further down the funnel.\n\n\n\nThe future of DOOH advertising measurement\n\n\n\nDOOH is evolving at a rapid pace.\n\n\n\nIn the future, expect AI to play a crucial role in this transformation—as it does with everything in digital marketing—and improve DOOH planning, forecasting, and reporting by offering real-time, accurate audience measurement and behaviour updates, modelling metrics with higher precision, and enabling more personalized and contextually relevant ad placements.\n\n\n\nReady to improve your DOOH measurement and campaign performance? Request a demo.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics","url":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics","name":"DOOH Measurement: Techniques and Performance Metrics","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241111130418/20241030_DOOH-Measurement_header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-11-13T14:18:35+00:00","dateModified":"2026-09-08T21:44:11+00:00","description":"Learn the metrics, methods, and best practices you need to know to measure the success of your DOOH ads with precision and drive performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/dooh-measurement-methods-performance-metrics#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241111130418/20241030_DOOH-Measurement_header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241111130418/20241030_DOOH-Measurement_header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Illustration of a DOOH ad with a graph on it representing DOOH measurement"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt fuels advertising growth through premium CTV solutions","datePublished":"2024-11-12T19:49:34+00:00","dateModified":"2026-09-08T21:44:12+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv"},"wordCount":393,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241112135411/20241112_Disney-Partnership_Dark_BG.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv","url":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv","name":"StackAdapt Fuels Advertising Growth With Premium CTV Solutions","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/stackadapt-fuels-advertising-growth-disney-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241112135411/20241112_Disney-Partnership_Dark_BG.webp?fit=1200%2C600&ssl=1","datePublished":"2024-11-12T19:49:34+00:00","dateModified":"2026-09-08T21:44:12+00:00","description":"Through a strategic collaboration with Disney Advertising, StackAdapt integrates access to their proprietary Audience Graph, enhancing addressability.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"A guide to advertising channels: Where should you invest?","datePublished":"2024-11-20T09:54:27+00:00","dateModified":"2026-09-08T21:44:08+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives"},"wordCount":2694,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241118045526/20241115_Advertising-Channels_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","multi-channel"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"With so many advertising channels competing for attention, figuring out where to invest your budget can feel like a high-stakes puzzle. Every channel promises impact, but which ones actually deliver? \n\n\n\nThe advertising landscape is massive and only growing. Total media ad spend in the US is expected to hit an impressive $389.49 billion USD in 2024, with over three-quarters of that spend (77.7%) going to digital channels like mobile, desktop, and connected TV (CTV). \n\n\n\nRelying on one or two media channels is over. Whether you’re looking at traditional platforms, social media, in-store experiences, or even augmented and virtual realities, the right mix of channels can help you reach customers where they are and, importantly, where they’re willing to engage. \n\n\n\nIn this guide, we’ll walk you through the different advertising channels available—from traditional to cutting-edge—giving you insights to help prioritize your ad spend so every dollar works harder for you.\n\n\n\nThe evolution of advertising channels\n\n\n\nAdvertising once relied on broad-reach channels with limited targeting, like TV and print.\n\n\n\nThe rise of mobile devices and social media brought brands closer to consumers, enabling real-time interaction and engagement. Mobile ads became essential, and social media allowed for a new level of authenticity, using user-generated content and influencer partnerships to reach audiences in personal, meaningful ways.\n\n\n\nCOVID-19 further accelerated this shift, with 61% of companies increasing their channels to reach consumers. Digital platforms like CTV and in-game ads became crucial as consumers spent more time online, pushing brands to diversify their channel strategies.\n\n\n\nAdvertising evolves through constant adaptation. Today, adapting quickly to consumer behaviour and leveraging emerging tech like AI and virtual reality (VR) is a competitive advantage. Data-driven insights allow brands to make real-time adjustments, ensuring relevant, personalized experiences. Omnichannel integration connects traditional and digital efforts, creating a cohesive brand presence across platforms.\n\n\n\nTypes of advertising channels\n\n\n\nEach channel below serves a unique purpose, with its advantages, limitations, and strategies for success. Here’s a breakdown of today’s most impactful advertising channels and how to leverage each effectively.\n\n\n\n1. Traditional media\n\n\n\nBenefitsLimitationsBest PracticesTraditional media channels, like television, radio, and print, allow brands to reach broad audiences with high visibility, particularly for mass-market products.These channels generally lack precise targeting and measurement capabilities, making it challenging to track ROI accurately.Utilize traditional media for brand awareness campaigns and to reach demographic groups that may not engage as heavily on digital platforms.\n\n\n\n2. Digital advertising\n\n\n\nBenefitsLimitationsBest PracticesDigital advertising channels, including display and search ads, offer robust targeting and measurable results, allowing brands to reach specific audiences based on demographics, interests, and behaviours.Digital advertising can be costly in competitive industries, and consumer fatigue with certain ad formats (e.g., banner ads) can limit engagement.To optimize digital campaigns, incorporate retargeting strategies and experiment with A/B testing. Cross-link with other digital platforms to build a cohesive online presence.\n\n\n\n3. Mobile advertising\n\n\n\nBenefitsLimitationsBest PracticesWith consumers spending significant time on mobile devices, mobile ads provide brands with access to audiences on the go, creating opportunities for highly personalized ads via geolocation and app integrations.Ad formats need to be mobile-friendly to avoid negative user experiences, and ad blockers on mobile can limit visibility.Optimize ad formats for mobile screens, leverage location-based targeting, and experiment with mobile-first channels like app ads and mobile search.\n\n\n\n4. Events\n\n\n\nBenefitsLimitationsBest PracticesEvents offer face-to-face interaction, allowing brands to foster meaningful connections and gain real-time feedback from their audience.Event-based advertising can be resource-intensive, often requiring significant time and budget for planning and execution.Use events to generate buzz around product launches or rebrands. Enhance the impact by promoting event activities on social media and collecting attendee data for follow-up campaigns.\n\n\n\n5. Out-of-home (OOH) advertising\n\n\n\nBenefitsLimitationsBest PracticesOut-of-home (OOH) advertising, like billboards and transit ads, delivers high exposure and effectively builds brand awareness, especially in urban environments.Compared to digital channels, OOH lacks detailed targeting and measurement, limiting its effectiveness for niche audiences.Use OOH as part of a multi-channel strategy to maintain visibility across physical and digital spaces and select high-traffic locations relevant to your audience.\n\n\n\n6. Retail media networks\n\n\n\nBenefitsLimitationsBest PracticesRetail media networks allow brands to advertise directly on retailer platforms, reaching consumers in a shopping mindset. This targeted approach is particularly effective for e-commerce and product brands.Retail media networks are limited to certain retailers, and data access may be constrained based on partnerships.Target high-intent audiences within retail networks, utilizing display ads and product listings to increase conversion opportunities.\n\n\n\n7. Native advertising\n\n\n\nBenefitsLimitationsBest PracticesNative ads blend seamlessly with content, making them less intrusive and more engaging for audiences. They are particularly effective for brand storytelling and content marketing.Native ads can be mistaken for editorial content, potentially leading to transparency issues if not marked as sponsored.Focus on creating high-quality, relevant content that aligns with the platform's user experience. To build trust, clearly distinguish native ads as sponsored.\n\n\n\n8. Display advertising\n\n\n\nBenefitsLimitationsBest PracticesDisplay ads are versatile and can appear on various websites, offering broad reach. Their targeting capabilities allow brands to connect with specific audiences based on interests, demographics, and behaviours.Banner blindness and ad blockers can reduce effectiveness, particularly on cluttered sites.Design visually appealing ads and test multiple creatives. Pair with retargeting strategies to recapture visitor attention and drive conversions.\n\n\n\n9. Video advertising\n\n\n\nBenefitsLimitationsBest PracticesVideo ads are highly engaging and effective for storytelling and emotional appeal. They allow for immersive experiences and longer engagement times.Production costs can be high, and viewer drop-off rates may impact ad effectiveness.Keep video content concise and relevant. Consider using shorter formats like six-second bumper ads for quick brand recall, and utilize platform analytics to refine video strategies.\n\n\n\n10. Connected TV (CTV)\n\n\n\nBenefitsLimitationsBest PracticesCTV combines the impact of television with the precision of digital advertising, allowing brands to target viewers based on demographics and viewing habits.Inventory for CTV can be limited, driving up costs, and viewability may vary based on streaming platforms.Utilize CTV for brand awareness, taking advantage of data-driven targeting capabilities. Incorporate CTV as part of a broader digital strategy for a multi-screen experience.\n\n\n\n11. Audio advertising\n\n\n\nBenefitsLimitationsBest PracticesAudio advertising, including podcasts and streaming services, offers highly engaging, voice-based ads that reach audiences during activities where visual media isn’t accessible.Audio ads lack visual cues, so brands must rely solely on sound to convey their message effectively.Create compelling, concise audio ads with a clear call to action. Consider host-read ads on podcasts for a more personal connection with the audience.\n\n\n\n12. In-game advertising\n\n\n\nBenefitsLimitationsBest PracticesIn-game ads reach a highly engaged audience, especially among younger demographics. They offer unique, immersive opportunities for brands to integrate directly into gameplay experiences.In-game advertising is often limited to specific gaming platforms, and ad fatigue can occur if ads interrupt gameplay.Focus on non-intrusive ad placements, like branded items within the game. Test different formats, from static placements to interactive ads, to determine what resonates with your audience.\n\n\n\n13. Digital out-of-home (DOOH) advertising\n\n\n\nBenefitsLimitationsBest PracticesDOOH combines traditional OOH with digital capabilities, enabling dynamic, targeted messaging that can be updated in real time and tailored to specific locations.DOOH campaigns can sometimes be costly, especially in prime locations, and may require significant lead times for creative approvals.Use DOOH to amplify real-time campaigns and integrate it with mobile geolocation for a connected experience. Test interactive elements, such as QR codes or gamified content, to encourage engagement.\n\n\n\nEmerging channels and technologies\n\n\n\nAs technology advances, new advertising channels open new ways for brands to reach and engage audiences. Voice search and v-commerce, for instance, are transforming the shopping journey, enabling consumers to find and purchase products hands-free through smart devices. Brands leveraging voice ads can connect with customers when traditional screen-based ads might miss them.\n\n\n\nAugmented reality (AR) and VR offer immersive, interactive experiences that allow consumers to “try before they buy” from the comfort of their homes, creating deeper engagement and driving purchase intent. Similarly, the metaverse promises to evolve as a unique digital frontier where brands can establish a presence through virtual stores, events, and branded spaces. As these channels develop, they represent exciting new opportunities for brands willing to innovate and meet customers in digitally immersive environments.\n\n\n\nB2C vs B2B advertising channels\n\n\n\nB2C and B2B advertising require distinct approaches to meet their unique goals and customer journeys. In B2C, channels like social media, mobile ads, and video dominate, where the focus is on driving quick engagement and conversions. Channels like Instagram, TikTok, and CTV allow brands to capture attention through visually engaging, often emotional content that encourages impulse purchases and immediate action.\n\n\n\nB2B advertising, however, emphasizes building long-term relationships and trust, making LinkedIn, email marketing, and account-based ads more effective. Here, the goal is pipeline development, with campaigns designed to nurture leads over time through educational content and thought leadership. While B2C prioritizes faster conversions, B2B focuses on multi-step journeys that guide decision-makers toward a well-informed purchase. Both require precise targeting but cater to different buyer motivations and timelines.\n\n\n\n\n\n\n\n\n\n\n\n\n\nChoosing the right advertising channels\n\n\n\nSelecting the most effective advertising channels is essential for campaigns to reach the right audience, meet objectives, and maximize ROI. Here are key factors to consider when determining which channels to prioritize for your brand’s unique goals.\n\n\n\n1. Target audience\n\n\n\nUnderstanding your audience’s preferences, behaviours, and media consumption habits is foundational. Different demographics favour different channels; for example, Gen Z engages heavily on platforms like TikTok and Instagram, while B2B decision-makers are more active on LinkedIn and email. Identifying where your audience spends their time and what type of content resonates with them will help you select channels that drive genuine engagement.\n\n\n\n2. Campaign objectives\n\n\n\nYour goals will shape your choice of channels. If you aim to drive brand awareness, channels with a broad reach like TV, social media, or DOOH may be ideal. For conversion-focused campaigns, consider more targeted digital channels like paid search, retargeting, or mobile ads that lead audiences directly to your product or service. Aligning channels with specific objectives—awareness, lead generation, or direct sales—ensures your strategy is purpose-driven.\n\n\n\n3. Budget\n\n\n\nBudget plays a significant role in channel selection. Channels like traditional linear TV and CTV may require substantial investment, while digital channels like social media ads or Google Ads allow for more flexible budgets with scalable spending. Allocate budget based on potential ROI, the cost-effectiveness of the channel, and your ability to achieve the desired reach and impact.\n\n\n\n4. Industry relevance\n\n\n\nCertain channels are naturally better suited to specific industries. For instance, visual-heavy channels like display and video work well for lifestyle, fashion, and retail brands, while B2B tech companies may find LinkedIn and content marketing more relevant for building authority and connecting with key decision-makers. Consider which channels your industry’s leading brands are leveraging and how customers in your market prefer to engage.\n\n\n\n5. Competitor analysis\n\n\n\nExamining where competitors are advertising can offer insights into potential channel effectiveness and gaps in the market. While it’s often wise to explore channels your competitors are using, differentiating your strategy by investing in lesser-used but relevant channels—like in-game advertising—could give you a competitive edge. Competitor analysis helps identify saturated and underutilized channels for a more balanced approach.\n\n\n\n6. User experience\n\n\n\nEach channel has a unique user experience, and your ads should align seamlessly. On social media, engaging, native content often performs best, while high-quality video ads are ideal for CTV and streaming platforms where users expect dynamic visuals. Tailor ad formats and messaging to fit the context and flow of each platform, ensuring they feel integrated rather than intrusive.\n\n\n\n7. Ad formats\n\n\n\nDifferent channels support varying ad formats, from display banners and native ads to video, audio, and interactive formats. Select channels that support formats best suited to your brand’s creative assets and messaging needs. For example, if you have visually rich content, DOOH and CTV can be effective, while text-heavy ads may be more suitable for search engine marketing.\n\n\n\n8. Scalability and integration opportunities\n\n\n\nConsider the scalability of each channel as your campaign grows. Digital platforms often allow for easy budget adjustments and expansion, while traditional channels like traditional linear TV and OOH may require larger, upfront commitments. Additionally, prioritize channels that integrate well with your overall strategy. A multi-channel approach that syncs messages across platforms can create a cohesive customer journey, reinforcing your brand’s presence at each touchpoint.\n\n\n\nThe imperative of multi-channel advertising\n\n\n\nA single-channel approach is no longer enough to capture customer attention. A multi-channel strategy allows your brand to reach customers wherever they are—on social media, streaming platforms, in-store, or across mobile devices—ensuring you stay visible and relevant throughout their journey.\n\n\n\nA connected multi-channel approach increases touchpoints and enhances the consistency of your brand message. When customers encounter your brand across multiple channels, it reinforces trust and familiarity, ultimately driving stronger engagement and loyalty. Additionally, leveraging data and insights from each channel allows you to adapt your messaging and tactics in real time, delivering a cohesive experience that resonates with audiences in diverse contexts.\n\n\n\nWith a well-integrated multi-channel strategy, your brand meets customers on their terms, boosting both reach and impact in an increasingly competitive market.\n\n\n\nMeasuring and attribution for multi-channel campaigns\n\n\n\nMeasuring and attributing ROI in multi-channel campaigns is a complex yet essential task. Here are some key challenges and potential solutions for effective measurement and attribution in multi-channel advertising.\n\n\n\nChallenges in multi-channel attribution\n\n\n\n\nCross-channel overlap: When customers interact with multiple touchpoints, it becomes difficult to attribute their final action (e.g., a purchase) to one specific channel. For instance, a customer may see a social ad, engage with an email, and click on a display ad before converting. This overlap blurs the lines of attribution.\n\n\n\nData silos: Data from various channels often reside in separate systems, making it challenging to create a unified view of customer interactions. Each channel may track metrics differently, leading to inconsistency and gaps in data.\n\n\n\nPrivacy regulations: As privacy laws (e.g., GDPR, CCPA) restrict the use of certain tracking tools, brands may have limited visibility into individual customer journeys, impacting the accuracy of multi-channel attribution models.\n\n\n\nMulti-device tracking: Consumers often switch between devices throughout their journey, such as browsing on mobile and converting on desktop. This multi-device behaviour complicates tracking and measuring touchpoints across the journey.\n\n\n\n\nPotential solutions\n\n\n\nChallengesSolutionsCross-channel overlapUse multi-touch attribution models like linear, time decay, or position-based to allocate credit across multiple touchpoints.Data silosImplement unified analytics platforms (e.g., CDPs or marketing clouds) to consolidate data and create a cohesive view.Privacy regulationsFocus on first-party data and privacy-compliant tracking to maintain insights while respecting data privacy laws.Multi-device trackingUtilize cross-device tracking and identity resolution to link customer interactions across devices for accurate attribution.\n\n\n\nFuture-proof your advertising strategy\n\n\n\nTo future-proof your advertising efforts, start by leveraging data to inform your channel mix and guide ongoing optimizations. A data-driven approach enables you to adjust campaigns in real time and prioritize high-performing channels while remaining responsive to changing audience behaviours. One way to do this is by leveraging first-party data with programmatic advertising.\n\n\n\nEmbrace an experimental mindset by testing new channels and ad formats to uncover additional growth opportunities. Experimentation allows you to stay agile, especially as emerging technologies like AR, VR, and voice search gain traction.\n\n\n\nBe proactive about regulatory compliance as privacy laws vary across regions and continue to tighten. Staying current on compliance across geographies safeguards customer trust and minimizes potential risks.\n\n\n\nIntegrate owned channels, such as your website, email lists, and social platforms, to create a cohesive brand experience. Blending paid, earned, and owned channels into a unified approach will strengthen brand recognition and deepen customer relationships across touchpoints. These steps will help you craft an adaptable, resilient advertising strategy that’s prepared for whatever the future holds.\n\n\n\nRequest a demo to see how StackAdapt can help your brand thrive with a multi-channel strategy.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives","url":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives","name":"Which Advertising Channels Should Your Brand Prioritize?","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241118045526/20241115_Advertising-Channels_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-11-20T09:54:27+00:00","dateModified":"2026-09-08T21:44:08+00:00","description":"Today’s brands have a vast array of advertising channels at their disposal. How can leaders and executives smartly prioritize their investments?","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/multi-channel-advertising-guide-for-executives#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241118045526/20241115_Advertising-Channels_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241118045526/20241115_Advertising-Channels_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of different advertising channels"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/martech-trends#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/martech-trends"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"3 martech trends shaping 2025 and beyond","datePublished":"2024-12-03T11:00:00+00:00","dateModified":"2026-09-08T21:44:05+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/martech-trends"},"wordCount":1571,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-trends#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241201130927/20241130_Martech-Trends-2025_header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","AI","blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Marketing technology, or martech, is changing faster than ever. The tools and strategies that worked last year may already be outdated today. With advancements like artificial intelligence (AI), stricter data privacy rules, and a growing need for personalization, marketers face exciting opportunities and complex challenges.\n\n\n\nTo stay ahead, it’s no longer enough to simply adapt—you need to anticipate what’s next. That means understanding how new trends will shape how businesses connect with customers and learning to use emerging tools to your advantage.\n\n\n\nThis article will explore the three major martech trends defining the future, based on the insights from various industry experts featured in StackAdapt’s guide, The Future of Martech. \n\n\n\nFrom AI-driven personalization to the balance between privacy and customization, we’ll explore how these shifts are changing the marketing landscape and what you can do to thrive in this dynamic environment. Let’s get started.\n\n\n\n1. The AI revolution in martech\n\n\n\nAI has moved from being a buzzword to becoming the norm in modern marketing—machines analyzing data, predicting customer needs, and delivering personalized experiences in real time.\n\n\n\nBeyond automation: AI’s new role\n\n\n\nAI is no longer limited to automating repetitive tasks or generating basic insights. It’s evolving into a powerful tool that can anticipate customer behaviours, optimize marketing campaigns, and create hyper-personalized experiences at scale. \n\n\n\nImagine a system that doesn’t just respond to customer actions but predicts them—offering the right product, message, or service at the exact moment it’s needed. That’s where AI is heading.\n\n\n\nFor example, AI-powered predictive analytics tools help businesses forecast customer preferences based on past behaviours. This allows marketers to tailor campaigns for each individual, boosting engagement and conversion rates.\n\n\n\nSmarter campaigns with less effort\n\n\n\nAI is also transforming campaign planning and execution. Marketers can set broad goals—like increasing engagement or improving ROI—and let AI handle the details. From adjusting budgets in real time to identifying the most effective creative variations, AI takes the guesswork out of campaign management.\n\n\n\nFor instance, platforms are now using AI to optimize ad placements dynamically. Marketers input their objectives and creative assets, and the AI fine-tunes every aspect, ensuring ads are shown to the right audience at the right time, maximizing impact while minimizing wasted spend.\n\n\n\nPersonalization at scale\n\n\n\nPersonalization has always been a goal in marketing, but AI is making it achievable on a much larger scale. Instead of creating one-size-fits-all campaigns, businesses can use AI to deliver unique experiences at scale. Whether product recommendations, email content, or targeted ads, AI can help make every interaction feel personal.\n\n\n\nThis shift is improving customer experiences and raising the bar for what customers expect. Businesses that fail to embrace AI-driven personalization risk falling behind as competitors deliver more tailored and relevant experiences.\n\n\n\nAI is redefining what’s possible in marketing. It’s not just a tool—it’s a strategic advantage that enables businesses to work smarter, connect with customers more effectively, and stay ahead. If you’re not already leveraging AI in your marketing efforts, now is the time to start. The future of martech is being built on intelligence, and those who adopt it early will lead the way.\n\n\n\n\n\n\n\n\n\n2. Personalization meets privacy\n\n\n\nCustomers expect personalized experiences. They want brands to understand their preferences, anticipate their needs, and engage with them in meaningful ways. \n\n\n\nAt the same time, customers are becoming more protective of their personal data, especially as regulations around data privacy tighten. For marketers, this creates a challenging balancing act: How do you deliver tailored experiences while respecting customer privacy?\n\n\n\nThe privacy-first era\n\n\n\nData privacy regulations like the GDPR in Europe and the CCPA in California have reshaped how businesses collect, store, and use customer information. Third-party cookies—the backbone of digital advertising for years—are taking a backstage role, and brands must find new ways to gather actionable insights without crossing privacy boundaries.\n\n\n\nThe solution? Focus on 1st-party and zero-party data. First-party data comes directly from your customers through their interactions with your brand—website visits, purchases, or email subscriptions. Zero-party data, on the other hand, is information customers willingly provide, such as preferences or survey responses. Both are more reliable and ensure customers feel in control of their data.\n\n\n\nStrategies for balancing personalization and privacy\n\n\n\n\nTransparent data practicesBuilding trust starts with knowing how and why you collect customer data. Explain the benefits—such as more relevant product recommendations or exclusive offers—and make it easy for customers to manage their preferences.\n\n\n\nActive consent and value exchangeEncourage customers to share data by offering something valuable in return, such as discounts, loyalty points, or personalized content. When people see a clear benefit, they’re more likely to opt in.\n\n\n\nLeverage contextual targetingIn a cookieless world, contextual targeting is a great alternative. Instead of relying on user-specific data, this approach uses the content of a webpage or app to deliver relevant ads. For example, an ad for hiking boots might appear on a blog about outdoor adventures, reaching interested audiences without tracking them individually.\n\n\n\nUse AI to protect privacyAI can process data responsibly by anonymizing customer information or using predictive modelling that doesn’t require sensitive details. This allows businesses to offer personalized experiences while safeguarding consumer privacy.\n\n\n\n\nCustomers are more likely to stay loyal to brands they trust. A strong privacy strategy doesn’t just help you comply with regulations—it builds deeper relationships with your audience.\n\n\n\nPersonalization and privacy don’t have to be at odds. Adopt transparent practices, prioritizing 1st-party data, and leveraging advanced tools like AI, so you can deliver the tailored experiences customers love without compromising their trust. As privacy regulations evolve, brands that get this balance right will lead the way in the next era of martech.\n\n\n\n3. The convergence of martech and AdTech\n\n\n\nThe lines between martech and adtech are blurring, creating new opportunities for businesses to deliver seamless, data-driven customer experiences. While martech focuses on managing relationships and personalizing engagement, adtech drives the automation and optimization of advertising. Together, they’re reshaping the way brands connect with audiences across channels.\n\n\n\nBreaking down silos\n\n\n\nTraditionally, martech and adtech operated in separate spheres. Martech tools managed customer data, while adtech platforms focused on media buying and ad placement. However, this separation often led to data silos, fragmented customer insights, and inconsistent messaging.\n\n\n\nThe convergence of martech and adtech changes that. By integrating these two ecosystems, businesses can create a unified view of their customers, breaking down silos and enabling cross-channel strategies. For example, 1st-party data collected through martech platforms can now inform adtech campaigns, ensuring that ads align with a customer’s preferences, purchase history, or behaviour.\n\n\n\nUnified data for personalized marketing\n\n\n\nOne of the most significant benefits of convergence is the ability to centralize customer data in a single warehouse. With all teams—marketers, advertisers, and data analysts—working from the same source of truth, businesses can:\n\n\n\n\nScale personalized marketing across channels.\n\n\n\nEnsure consistent messaging throughout the customer journey.\n\n\n\nLeverage advanced analytics to inform both ad targeting and campaign performance.\n\n\n\n\nFor instance, a retailer could use martech to analyze a customer’s purchase history and adtech to deliver targeted ads that promote related products, creating a cohesive and relevant experience.\n\n\n\nOpportunities for marketers\n\n\n\n\nSequential messaging across channelsWith martech and adtech integration, brands can deliver messages in a logical sequence, guiding customers through their journey. A customer who receives an email about a product could later see a complementary ad on social media, creating a seamless flow of information.\n\n\n\n360° view of the customer journeyWhen combining martech and adtech insights, marketers can comprehensively understand how customers interact with their brand across touchpoints. This helps optimize campaigns and refine strategies to meet customer needs at every stage.\n\n\n\nEnhanced collaborationIntegration fosters collaboration between teams. Marketers and advertisers can work together more effectively, using shared insights to drive better results.\n\n\n\n\nChallenges to overcome\n\n\n\nDespite the advantages, merging martech and adtech isn’t without its challenges. Data fragmentation, vendor proliferation, and the complexity of integrating multiple systems can create obstacles. To address these, brands should:\n\n\n\n\nSimplify their tech stack by choosing platforms with native integrations.\n\n\n\nInvest in tools that facilitate seamless data sharing and governance.\n\n\n\nCollaborate with partners to understand best practices for integration.\n\n\n\n\nThe convergence of martech and adtech represents a significant shift in how marketers approach customer engagement. As these ecosystems merge, companies embracing this transformation will gain a competitive edge, delivering consistent, personalized experiences that drive loyalty and growth.\n\n\n\nGet ready for the future of martech\n\n\n\nThe future of martech is shaped by transformative trends like AI-driven innovation, the delicate balance between personalization and privacy, and the powerful convergence of martech and adtech. These shifts are redefining how brands connect with their audiences, making marketing more intelligent, seamless, and impactful.\n\n\n\nBut these are just part of the story. Emerging tools for customer engagement, the rise of generative AI in content creation, and evolving metrics for success are also key factors shaping the industry’s future. Staying ahead means understanding the full picture.\n\n\n\nTo explore these trends further and hear directly from industry experts about what’s next for martech and adtech, download The Future of Martech: Predictions and Trends to Watch. This comprehensive guide will equip you with the insights and strategies needed to navigate the future of marketing technology.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/martech-trends","url":"https://www.stackadapt.com/resources/blog/martech-trends","name":"3 martech trends shaping 2025 and beyond - StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-trends#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241201130927/20241130_Martech-Trends-2025_header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-12-03T11:00:00+00:00","dateModified":"2026-09-08T21:44:05+00:00","description":"Discover the three major martech trends defining the future, based on the insights from various industry experts.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/marketech-apac-2024-marketing-technology-awards","url":"https://www.stackadapt.com/resources/blog/marketech-apac-2024-marketing-technology-awards","name":"StackAdapt Honoured at Marketech APAC 2024 Martech Awards","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketech-apac-2024-marketing-technology-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241203081951/20241202_APAC-Award_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-11-29T13:00:00+00:00","dateModified":"2026-09-08T21:44:05+00:00","description":"StackAdapt was awarded Silver for Best AdTech Platform at the Marketech APAC 2024 Marketing Technology Awards.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/channel-4#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/channel-4"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt collaborates with channel 4 to unlock broadcast advertising opportunities for UK clients","datePublished":"2024-12-05T12:00:00+00:00","dateModified":"2026-09-08T21:44:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/channel-4"},"wordCount":577,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/channel-4#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241203152144/20241204_PR-Channel-4_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/channel-4","url":"https://www.stackadapt.com/resources/blog/channel-4","name":"StackAdapt Collaborates With Channel 4 to Unlock UK Ad Options","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/channel-4#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241203152144/20241204_PR-Channel-4_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-12-05T12:00:00+00:00","dateModified":"2026-09-08T21:44:02+00:00","description":"StackAdapt has announced a collaboration with Channel 4 to open up broadcast advertising inventory for clients in the UK. ","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The big game: Unlocking CTV ad budget for Super Bowl season","datePublished":"2024-12-10T11:00:00+00:00","dateModified":"2026-09-08T21:43:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget"},"wordCount":1726,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241209041004/20241205_Super-Bowl.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv","super bowl"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The Super Bowl isn’t just the pinnacle of American football—it’s the holy grail of advertising. Year after year, brands deliver their boldest, most creative campaigns to an audience of millions, making it the biggest global advertising event on the calendar. \n\n\n\nWhile a 30-second spot during the broadcast may be out of reach for most brands, the rise of connected TV (CTV) and streaming has changed the game.\n\n\n\nSmart, integrated strategies now allow businesses to harness the buzz and energy of the Super Bowl season without breaking the bank. This article explores how CTV is levelling the playing field, making it easier than ever to claim a piece of the Super Bowl spotlight.\n\n\n\nCTV viewership growth\n\n\n\nWith more households embracing streaming, CTV has grown from a niche platform to a dominant force in how audiences consume content. Its ability to reach highly engaged viewers makes it an essential tool for brands looking to maximize their impact during high-profile moments.\n\n\n\nToday, approximately 88% of US households own at least one internet-connected TV device. CTV now accounts for over one-third of total TV usage, with projections indicating it will surpass linear TV in reach in 2024. This shift is particularly evident among younger audiences, who increasingly turn to CTV for entertainment. By 2025, an estimated 62.6 million millennials and 56.1 million Gen Zers in the US will watch CTV, highlighting its appeal to these key demographics.\n\n\n\nFor advertisers, these trends represent a golden opportunity. The growing preference for CTV means brands can deliver targeted, engaging campaigns to a large and highly diverse audience. \n\n\n\nWhy CTV advertising is effective\n\n\n\nCTV advertising offers a powerful combination of versatility, cost-efficiency, and measurable impact, making it an ideal platform for brands aiming to make a splash during high-profile events like the Super Bowl. Unlike traditional TV, which locks advertisers into static formats and hefty price tags, CTV delivers dynamic opportunities to engage viewers at a fraction of the cost.\n\n\n\n\nVersatility and cost efficiency: CTV allows brands to tailor campaigns to specific audiences, helping messages reach the right viewers at the right time. This targeted approach minimizes wasted ad spend and makes advertising more accessible, especially for businesses with smaller budgets during the high-stakes Super Bowl season.\n\n\n\nBrand building and recall: Super Bowl ads are about creating memorable moments, and CTV excels at delivering this. The ability to serve ads in premium environments enhances brand credibility, allowing even smaller brands to stand out alongside bigger players.\n\n\n\nMeasurable results: Unlike traditional TV, CTV offers measurement tools that give advertisers real-time insights into performance.\n\n\n\nInteractive elements drive engagement: Features like QR codes and shoppable ads allow brands to drive immediate engagement, seamlessly guiding viewers from awareness to action. Whether scanning a code for a limited-time offer or purchasing a product directly from an ad, these tools transform passive viewers into active participants.\n\n\n\n\nTargeting audiences during Super Bowl season\n\n\n\nThe Super Bowl isn’t just an American pastime—it’s a global spectacle that attracts a wide array of viewers, from die-hard sports fans to casual watchers tuning in for the halftime show or iconic ads. \n\n\n\nThis diversity presents both an opportunity and a challenge for advertisers: How can your message resonate with a broad audience? The answer lies in data-driven audience targeting and personalized experiences.\n\n\n\nPersonalization drives engagement\n\n\n\nGeneric messages may get lost in the shuffle during an event as crowded as the Super Bowl. Personalized experiences—such as tailoring ad content to reflect regional preferences or aligning messages with audience values—can make a brand’s campaign more memorable. \n\n\n\nFor instance, a fitness brand might showcase products to active lifestyle enthusiasts, while a tech company targets early adopters with a preview of cutting-edge innovations. These tailored approaches help build deeper connections with viewers.\n\n\n\nThe role of data-driven insights\n\n\n\nWith CTV, advertisers can leverage real-time insights to fine-tune their campaigns throughout the Super Bowl season. This includes identifying what types of content resonate most with different segments and reallocating resources to high-performing strategies. \n\n\n\nThis data-backed adaptability ensures that every impression counts, even in a crowded media environment.\n\n\n\nBuilding a cross-platform Super Bowl advertising strategy\n\n\n\nWhile CTV is a powerful tool for reaching engaged audiences, it shouldn’t exist in a silo. A truly effective Super Bowl advertising strategy integrates CTV into a broader multi-channel approach, leveraging the strengths of linear TV, mobile, and social media to maximize reach, impact, and return on investment (ROI). By creating a cohesive, cross-platform strategy, brands can amplify their message and capture audience attention across multiple touchpoints.\n\n\n\nBlending linear TV and CTV for maximum reach\n\n\n\nLinear TV remains a cornerstone of Super Bowl advertising, offering unparalleled reach and cultural cachet. However, pairing it with CTV unlocks even greater potential. \n\n\n\nWhile linear TV excels at delivering broad exposure during the game itself, CTV allows brands to extend their campaign’s lifecycle before, during, and after the event. CTV’s targeting capabilities also make it possible to reach niche audiences that may not be fully captured by traditional TV, ensuring no potential customer is left out.\n\n\n\nFor example, a brand could use linear TV for high-impact, splashy Super Bowl ads, while CTV delivers tailored messages to specific demographics or regions. This combination ensures mass awareness and personalized engagement, driving stronger overall results.\n\n\n\nThe value of second screen experiences\n\n\n\nSuper Bowl viewers rarely engage with just one screen. Mobile devices and social media are integral to the experience, with millions of fans sharing reactions, searching for products, and interacting with branded content in real time. Complementing CTV and linear TV campaigns with mobile and social media efforts can significantly boost engagement and conversions.\n\n\n\nInteractive features, such as shoppable posts or live polls on social platforms, can connect the ad and audience seamlessly. Encouraging viewers to participate in hashtags, scan QR codes, or explore behind-the-scenes content provides an enriched, interactive experience that reinforces brand recall.\n\n\n\nCreating a unified campaign message\n\n\n\nThe key to a successful cross-platform strategy is consistency. Every element—whether a TV spot, CTV ad, or social media campaign—should share a unified theme and message that reinforces the brand’s identity and resonates with viewers. \n\n\n\nUsing complementary visuals, slogans, and calls-to-action ensures the campaign feels cohesive across platforms, while tailored adjustments cater to the unique strengths of each channel.\n\n\n\nAdvertising before, during, and after the Super Bowl\n\n\n\nSuper Bowl advertising is no longer confined to the three- to four-hour game itself. Today, the most successful campaigns leverage the entire Super Bowl season, creating excitement in the lead-up, maximizing impact during the event, and keeping audiences engaged long after the final whistle. CTV plays a pivotal role in each phase, offering dynamic and cost-effective opportunities to connect with viewers throughout the journey.\n\n\n\nBefore the GameDuring the GameAfter the GameUse CTV to roll out teaser ads, share behind-the-scenes content, or debut exclusive previews of their game-day spots. These tactics build buzz and allow brands to test audience reactions and fine-tune messaging before the big event. Targeted campaigns on CTV ensure the right people see this content, driving early engagement and setting the stage for a successful game-day reveal.Run complementary campaigns that target specific demographics or showcase interactive features like QR codes and shoppable ads. These CTV ads work alongside linear TV to reinforce brand messages and create interactive touchpoints, ensuring the campaign resonates deeply with various audiences.Post-game advertising strategies allow brands to capitalize on the lingering excitement by creating recap content that highlights their ads, shares behind-the-scenes insights, or engages audiences in discussions about the best commercials of the night. Leveraging CTV for post-game advertising enables brands to re-engage audiences at lower rates compared to the premium costs of pre-game or in-game ads.\n\n\n\nSuper Bowl advertising is no longer a one-day affair. With CTV, brands can strategically amplify their campaigns before, during, and after the game, making the most of the season’s excitement while maximizing their impact and ROI.\n\n\n\nChallenges in Connected TV measurement\n\n\n\nWhile CTV has revolutionized advertising with its precision targeting and interactive capabilities, measuring its performance remains challenging. As CTV matures as a platform, advertisers face hurdles in cross-media measurement and navigating a fragmented ecosystem. Understanding these challenges—and the innovations addressing them—helps brands make informed decisions and maximize their investment in CTV.\n\n\n\nCross-media measurement gaps\n\n\n\nOne of the biggest challenges in CTV advertising is the lack of standardized metrics across media channels. Unlike linear TV, which relies on long-established rating systems, CTV does not yet have a universally accepted framework for measuring reach, frequency, and performance. This inconsistency makes it difficult for advertisers to compare the effectiveness of CTV campaigns with those on traditional TV or other digital platforms, complicating budget allocation and ROI analysis.\n\n\n\nFragmentation in the ecosystem\n\n\n\nThe CTV landscape is highly fragmented, with multiple platforms, devices, and content providers. This fragmentation often results in siloed data, where advertisers can only see performance within individual platforms rather than across the entire campaign. Without a unified view, brands risk overexposing certain audiences or missing opportunities to optimize their channel messaging.\n\n\n\nInnovative solutions on the horizon\n\n\n\nDespite these challenges, the industry is striving toward better measurement and integration. Emerging solutions, such as multi-platform attribution models and data-sharing agreements, are helping bridge the gaps between CTV and other media channels. \n\n\n\nUnified measurement tools are being developed to provide a clearer picture of campaign reach and performance across platforms, enabling advertisers to assess their campaigns holistically.\n\n\n\nAdditionally, AI and machine learning advancements are improving CTV analytics by identifying patterns and insights across fragmented data sources. These technologies allow advertisers to gain deeper insights into audience behaviour and campaign effectiveness, even without standardized metrics.\n\n\n\nReady to join the big game?\n\n\n\nThe Super Bowl offers an unparalleled opportunity to connect with audiences on a grand scale, and programmatic advertising through CTV makes it more accessible than ever. With StackAdapt’s CTV inventory, your brand can tap into the excitement, deliver targeted campaigns, and drive real results—before, during, and after the big game.\n\n\n\nTake the first step toward making your mark this Super Bowl season. Partner with StackAdapt to craft a winning CTV strategy that gets your brand in the game. Book a demo today to get started.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget","url":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget","name":"How and Why You Should Advertise on CTV for the Super Bowl","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241209041004/20241205_Super-Bowl.webp?fit=1200%2C600&ssl=1","datePublished":"2024-12-10T11:00:00+00:00","dateModified":"2026-09-08T21:43:59+00:00","description":"Even if you don’t have millions to invest in advertising during the actual broadcast, your brand can make big plays for the Super Bowl.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/unlock-ctv-super-bowl-ad-budget#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241209041004/20241205_Super-Bowl.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241209041004/20241205_Super-Bowl.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a TV with a football helmet, representing the Super Bowl."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Programmatic advertising: Definition, examples, and strategies for beginners","datePublished":"2024-12-04T14:57:31+00:00","dateModified":"2026-09-08T21:44:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising"},"wordCount":3320,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241203160948/20241202_What-is-Programmatic.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Digital advertising has come a long way since the first display ad was published online in 1994.\n\n\n\nBack then, advertisers had to manually buy and place ads on websites, negotiating deals directly with publishers and relying on basic metrics to gauge performance.\n\n\n\nNow, marketers can use programmatic advertising—a data-driven, automated approach that uses technology to buy and optimize digital ad placements—to reach the right audience at the perfect time and place.\n\n\n\nAlthough adoption was initially slow, programmatic advertising spending started to surge in the early 2010s, fueled by advancements in AI and machine learning that revolutionized targeting and optimization.\n\n\n\nSince then, US programmatic digital display ad spending has increased significantly, from $4.99 billion USD in 2013 to $156.82 billion USD in 2024. \n\n\n\nMeanwhile, channels like connected TV (CTV) and digital out-of-home (DOOH) expanded their reach, providing new opportunities to engage audiences at home and in public places.\n\n\n\nAs a result, global programmatic ad spend reached an estimated $595 billion USD in 2024 and is forecasted to reach nearly $800 billion USD by 2028.\n\n\n\nAlthough programmatic advertising has existed for over two decades, with $9.56 billion USD expected to migrate from traditional advertising budgets to programmatic advertising between 2025 and 2026, it’s clear that its growth shows no signs of slowing.\n\n\n\nRead on to learn the basics of programmatic advertising and why advertisers prioritize it in their media strategies for its precision, scalability, and efficiency.\n\n\n\nWhat is programmatic advertising?\n\n\n\nProgrammatic advertising uses advertising technology and machine learning to buy, sell, and optimize digital ad placements.\n\n\n\nUnlike traditional advertising, which relies on manual negotiations and insertion orders, programmatic advertising uses automated technology to identify, bid on, and deliver ads across multiple advertising channels and devices based on real-time user data, browsing behaviour, and targeting criteria.\n\n\n\nExamples of programmatic advertising channels and formats\n\n\n\nAdvertisers can place ads on various programmatic advertising channels on mobile, desktop, and other internet-connected devices.\n\n\n\nHere are seven of the most common types of programmatic advertising channels and formats, with examples designed by the StackAdapt Creative Studio team:\n\n\n\nDisplay\n\n\n\nOne of the oldest forms of digital advertising, display ads typically appear as banners at the top, sides, or within the content of webpages. They use eye-catching imagery, videos, or text to capture users’ attention and differentiate themselves from surrounding content on a website.\n\n\n\n\n\n\n\n\n\n\n\nNative\n\n\n\nUnlike display ads, native ads are designed to blend in seamlessly with the platform where they’re served, whether it’s a social media feed or the homepage of a major news site. They often appear as recommended, sponsored, or branded content and closely match the appearance and tone of surrounding content, making them less disruptive and often leading to higher engagement and click-through rates.\n\n\n\n\n\n\n\n\n\n\n\nVideo\n\n\n\nVideo advertising lets marketers capture viewers’ attention and strengthen brand awareness through visual storytelling. Advertisers can use programmatic video to target ads to audiences across various digital platforms, including websites and mobile apps, before, during, or after a video is played or while they’re scrolling through content.\n\n\n\nAs a result, EMARKETER reports that programmatic video ad spending is increasing faster than non-video ad spending and will reach $110.37 billion USD in 2025.\n\n\n\n\nhttps://www.youtube.com/watch?v=KhjOpAhU09k\n\n\n\n\n\n\n\n\nConnected TV\n\n\n\nCTV advertising involves delivering video ads to viewers through internet-connected television devices, allowing advertisers to reach audiences with more precision than traditional linear TV. Similar to video, CTV ads often appear before, during, or after streaming content, such as a TV show, live sports, or movie.\n\n\n\nCTV is one of the fastest-growing ad channels and will account for nearly 1 in 10 US dollars spent on digital advertising in 2025 (90% of which will be transacted programmatically).\n\n\n\n\nhttps://www.youtube.com/watch?v=emVv5E8tWPI\n\n\n\n\n\n\n\n\nDigital out-of-home\n\n\n\nDOOH advertising uses digital billboards, signage, and screens to show ads in high-traffic areas. The classic example of a DOOH ad is an ad run on a digital billboard in Times Square. But you can run programmatic DOOH campaigns in various ad formats, sizes, and locations, such as shopping malls, bus stops, airports, elevators, stores, and other busy locations.\n\n\n\nUnlike traditional out-of-home (OOH) advertising, which typically relies on static images or posters to capture someone’s attention, DOOH ads can be updated in real time and include videos, animations, and other interactive elements to make them more engaging. \n\n\n\nIn recent years, DOOH has fueled the majority of OOH ad spending growth. The Out of Home Advertising Association of America reported that DOOH accounted for one-third of revenues in Q3 2024, a YoY increase of 7.3%.\n\n\n\n\nhttps://www.youtube.com/watch?v=FQvbbJmVkck\n\n\n\n\n\n\n\n\nAudio\n\n\n\nProgrammatic audio advertising allows advertisers to target listeners who are streaming podcasts, music, and digital radio. Similar to video and CTV, audio ads are placed before, during, or after streaming content. This can include before a podcast, in between songs in a playlist, or during ad breaks on a digital radio station.\n\n\n\nAlthough a relatively new channel, US programmatic digital audio ad spend reached $1.85 billion USD in 2024, increasing 15.7% YoY and representing 26% of the total market. \n\n\n\n\n\n\n\n\n\n\n\nIn-game\n\n\n\nIn-game advertising allows advertisers to place ads directly in PC, console, and mobile games. In-game advertising often appears on billboards, posters, jerseys, and even interactive elements that enhance the gaming experience.\n\n\n\nBy seamlessly blending ads into virtual or realistic-looking environments (and even making them part of the gameplay without disrupting it), advertisers can enhance engagement and brand recall while maintaining an immersive experience for gamers.\n\n\n\n\n\n\n\n\n\n\n\nProgrammatic direct mail\n\n\n\nProgrammatic direct mail lets advertisers send personalized physical mail, such as postcards, letters, or catalogs, based on real-time signals like ad engagement or abandoned carts. This allows marketers to add a physical touch point to omnichannel campaigns, which can be measured through QR codes, custom URLs, and cross-channel attribution.\n\n\n\nTypes of programmatic advertising platforms\n\n\n\nThere are a number of platforms advertisers and publishers rely on for the buying and selling of programmatic advertising.\n\n\n\nDemand-side platforms (DSPs)\n\n\n\nDSPs are the primary method advertisers, agencies, and brands use to purchase digital ad inventory programmatically from websites, mobile apps, and other digital channels. \n\n\n\nUnlike a walled garden, DSPs provide access to the open internet and don’t restrict advertisers from purchasing ads through a single platform or ecosystem like Google, Meta, or Amazon, allowing them to bid on inventory from multiple platforms and publishers simultaneously.\n\n\n\nSupply-side platforms (SSPs)\n\n\n\nSSPs are platforms used by online publishers and digital media owners, such as websites, mobile apps, and streaming services, to manage, sell, and optimize their ad inventory. They act as intermediaries, connecting publishers with multiple ad exchanges, DSPs, and ad networks, enabling them to sell ad space to the highest bidders through real-time auctions. The goal is to improve ad performance for advertisers and maximize revenue for publishers.\n\n\n\nAd exchanges\n\n\n\nAd exchanges are centralized platforms that automate the buying and selling of digital ad inventory through real-time bidding (RTB). Advertisers access ad exchanges via DSPs, while publishers connect through SSPs to list their available inventory. By analyzing data such as targeting criteria, budget, and ad placement opportunities, ad exchanges determine which ads are shown to users and at what price.\n\n\n\nData management platforms (DMPs)\n\n\n\nDMPs collect and organize 1st-party and 3rd-party audience data from multiple sources (for example, website visits, CRM lists, and 3rd-party data providers). This data creates detailed user profiles that allow advertisers to segment, target, and deliver more relevant ads to audiences, ultimately improving campaign performance and conversion rates.\n\n\n\nTypes of programmatic advertising deals\n\n\n\nWhen it comes to buying inventory through programmatic advertising, there are four main types of deals that advertisers use for facilitating transactions:\n\n\n\nReal-time bidding (RTB)\n\n\n\nThe most common method for facilitating programmatic advertising transactions, RTB is a media buying method in which advertisers bid on ad impressions through open auctions (​​sometimes referred to as open marketplaces) facilitated by ad exchanges in real time. \n\n\n\nIn RTB, multiple advertisers compete simultaneously for the same ad slots, with the highest bidder winning the ad placement (and ultimately determining the final cost of the ad based on the amount of competition involved).\n\n\n\nOpen auctions provide advertisers access to a wide range of inventory, often at a lower cost than other types of programmatic deals (depending on the campaign goals, competition, and inventory quality involved).\n\n\n\nPrivate marketplace (PMP)\n\n\n\nUnlike open auctions, where a wide range of advertisers can be involved, PMPs are invite-only, with only a select number of advertisers allowed to bid on inventory. Due to its exclusive nature, inventory is often limited and seen as more desirable than in the open marketplace.\n\n\n\nProgrammatic guaranteed\n\n\n\nSimilar to traditional direct buy methods, programmatic guaranteed deals are a type of programmatic direct advertising where advertisers and publishers negotiate a fixed price for inventory, with the publisher guaranteeing delivery of a specific number of ad impressions. These deals are negotiated directly between advertisers and publishers and executed through programmatic platforms.\n\n\n\nUnlike auction-based methods, programmatic guaranteed deals provide advertisers with predictable delivery and access to premium inventory, making them ideal for campaigns that require high-quality placements and guaranteed outcomes.\n\n\n\nPreferred deals\n\n\n\nA form of programmatic direct, preferred deals (also known as programmatic non-guaranteed) allow advertisers to negotiate a fixed price with publishers for premium inventory. Unlike programmatic guaranteed deals, preferred deals provide flexibility by letting advertisers decide whether to purchase the available ad space. If an advertiser declines, the inventory is offered to other advertisers through open auctions or private marketplace deals.\n\n\n\nHow does programmatic advertising work?\n\n\n\nTo understand how programmatic advertising works, let’s explore a basic example you’ve probably experienced countless times in your day-to-day life: seeing a display ad while visiting a website.\n\n\n\nHere’s a step-by-step breakdown of how the whole process works:\n\n\n\nStep 1: Campaign setup\n\n\n\nLet’s say an advertiser wants to promote a new product or service using programmatic advertising. First, they choose a specific goal for their campaign—such as increasing brand awareness, driving website traffic, or maximizing conversions—and use a DSP to create and manage the ad campaign, setting the targeting criteria and budget.\n\n\n\nStep 2: Initial user interaction\n\n\n\nThe whole process starts when a user visits a website—for example, a news site or blog—with available ad space. The website’s SSP identifies the opportunity and notifies an ad exchange that an impression is available for auction.\n\n\n\nStep 3: The auction initiates\n\n\n\nThe ad exchange acts as a digital marketplace, sending bid requests to DSPs like StackAdapt. This request includes pseudonymized details about the user and information on the ad space (such as the type of content on the page and dimensions of the ad).\n\n\n\nStep 4: The bidding process begins\n\n\n\nThe DSP uses machine learning to evaluate the impression’s value and places a bid. It considers factors like the advertiser’s target audience, budget, and goals, determining how much the DSP is willing to bid for the impression. For example, if the user fits the advertiser’s ideal customer profile and the website aligns with the campaign’s overall objectives, the DSP may bid higher.\n\n\n\nStep 5: Bid selection\n\n\n\nAfter that, the ad exchange collects bids from connected DSPs and determines the highest bidder in real time. The winning DSP is notified, and the ad creative gets displayed to the user on the publisher’s website.\n\n\n\nStep 6: The ad is served\n\n\n\nThe selected ad is instantly displayed to the user on the website, all within a fraction of a second—faster than the page can even fully load.\n\n\n\nStep 7: Campaign optimization\n\n\n\nAfter the ad gets served, marketers can track metrics like impressions, clicks, conversions, viewability, and engagement rates to understand the impact of their campaigns. They can use this data to adjust targeting, budget allocations, and creative elements for future campaigns.\n\n\n\nAlthough the process may differ slightly for other channels like CTV, DOOH, or programmatic video, much of it remains the same—namely, the use of automation and data-driven targeting to deliver ads to the right audience at the right time and place.\n\n\n\nBenefits of programmatic advertising\n\n\n\nUnlike traditional forms of digital advertising, programmatic advertising provides advertisers with access to broader inventory, targeting options, and insights that can help them optimize campaigns and reach their ideal audience with more precision.\n\n\n\nHere are seven of the major benefits of programmatic advertising:\n\n\n\n1. Efficiency\n\n\n\nInstead of manually managing placements or setting up campaigns on multiple platforms, advertisers can automate the ad-buying process across various channels, devices, and formats from a single platform.\n\n\n\n2. Cost-effectiveness\n\n\n\nAlthough DSPs like StackAdapt provide access to premium inventory, advertisers don’t have to break the bank to access it. Even mid-market brands and agencies can compete with major companies and access unique, hard-to-reach audiences with the right budgeting, bid strategies, and targeting criteria.\n\n\n\n3. Flexibility\n\n\n\nUnlike other forms of advertising, most programmatic campaigns aren’t set in stone. Advertisers can easily adjust targeting parameters, swap out creatives, and scale their campaigns up and down based on campaign goals and performance, all in real time.\n\n\n\n4. Reach\n\n\n\nProgrammatic advertising allows advertisers to reach a massive audience by serving ads on thousands of different websites, apps, and streaming services—from globally recognized platforms to national media companies—all over the world. \n\n\n\n5. Targeting\n\n\n\nAlthough the audience you can reach with programmatic advertising may be huge, you don’t have to cast a wide net. Advertisers can get super granular with their campaigns and target users based on their demographics, interests, behaviours, and even what they’re reading about online, helping them reach the right audience at the right time.\n\n\n\n6. Transparency\n\n\n\nWith programmatic advertising, there’s little second-guessing. Advertisers can choose where their ads get placed, see how they’ll appear, track how much they’re spending, and know who’s viewing their ads, helping them optimize their campaigns and rest easy knowing their ads appear in brand-safe environments.\n\n\n\n7. Real-time measurement\n\n\n\nRather than waiting weeks to see the results of ad campaigns, advertisers can access detailed insights on reporting in real time, helping them pivot their programmatic strategy and make adjustments—even while campaigns are running—to maximize performance.\n\n\n\nImplementing a programmatic advertising strategy\n\n\n\nIf you’re new to programmatic advertising, here’s a high-level overview of everything you need to do to get started running programmatic campaigns.\n\n\n\nStep 1: Define your goals and overall objectives\n\n\n\nAsk yourself what you’re looking to achieve with your campaign. Is it building brand awareness? Generating new leads? Boosting sales by retargeting past customers? Increasing foot traffic? Knowing your overall goals and objectives will help you set up your campaign for success and understand if you’re hitting the mark.\n\n\n\nStep 2: Know your target audience\n\n\n\nCasting a wide net can lead to wasted ad spend. Analyze your existing customer data to identify key demographics, interests, and behaviours, and segment your audience, so you can tailor messaging, creatives, and targeting to make the biggest impact.\n\n\n\nStep 3: Choose the right platform\n\n\n\nResearch and evaluate the various DSPs on the market to find one that fits your brand or agency’s needs. Before making a decision, consider important factors like ease of use, access to inventory, targeting options, and reporting capabilities. \n\n\n\nUse peer-to-peer review sites like G2 to see what users at brands and agencies think of specific programmatic platforms. (Fun fact: StackAdapt is consistently ranked the #1 DSP by G2. See how we stack up to other DSPs.)\n\n\n\nStep 4: Account setup\n\n\n\nOnce you’ve signed up with a DSP and gone through onboarding, make sure any tracking mechanisms—like pixels or tags—are set up correctly, so you can successfully monitor any user interactions with your ads and track performance.\n\n\n\nStep 5: Build your creative assets\n\n\n\nDesign creative assets based on the specifications of each channel. Test different messaging, visuals, and calls to action to see which ones perform the best with your target audience. \n\n\n\nNeed help? Learn about the StackAdapt Creative Studio or download our guide on creative best practices.\n\n\n\nStep 6: Set up your campaign\n\n\n\nChoose the programmatic deal that suits your goals, determine your overall budget, select a bidding strategy, and set your targeting parameters.\n\n\n\nStep 7: Launch your campaign\n\n\n\nIt’s time for your campaign to take flight. Double-check all your campaign settings, and get ready to monitor the results as they roll in, just in case you need to make any adjustments.\n\n\n\nStep 8: Analyze the results\n\n\n\nUse the reporting tools provided by your DSP to track campaign performance and see how you’re performing against your goals. Use these insights to make adjustments, optimize your campaign, and inform the strategy for your future campaigns.\n\n\n\nSetting KPIs and measuring the effectiveness of your programmatic advertising\n\n\n\nOnce your campaign is launched, it’s time to measure the results to know if you’re achieving your goals. Here are some programmatic advertising KPIs and metrics you can use to monitor and evaluate your campaign performance.\n\n\n\n\nImpressions: Impressions measure the total number of times an ad is served during a campaign. An impression is counted each time a creative is loaded on a webpage, app, or screen and displayed to a user.\n\n\n\nClicks: Clicks measure how many times users interact with your ad by clicking on it. This metric helps you gauge how effectively your target audience is engaging with your ads.\n\n\n\nClick-through rate (CTR): The CTR is the percentage of users who click on your ad after seeing it. It’s calculated by dividing the number of clicks by the number of impressions and multiplying by 100. The higher the CTR, the more effective your ad engages your target audience.\n\n\n\nConversions: A conversion occurs when a user completes a specific action you’re tracking—for example, making a purchase, booking a demo, or signing up for a newsletter—after interacting with your ad, helping you evaluate the success of your campaigns. \n\n\n\nCost per acquisition (CPA): CPA measures how much it costs to achieve a specific campaign goal, like making a sale, generating a lead, or driving an app install. The total campaign spend gets divided by the number of conversions attributed to the campaign to calculate the CPA, helping you evaluate the efficiency and profitability of your programmatic campaigns.\n\n\n\nCost per completed view (CPCV): CPCV measures the cost of getting a user to watch your video or CTV ad to completion. It’s calculated by dividing the total campaign spend by the number of completed views.\n\n\n\n\nThe future of programmatic advertising\n\n\n\nProgrammatic advertising is constantly evolving, thanks to emerging channels, changing privacy legislation, and new technologies.\n\n\n\nLike almost any other industry, the rise of AI and machine learning is fuelling this change, providing new opportunities in programmatic advertising for targeting and personalization.\n\n\n\nAs programmatic advertising continues to evolve in the coming years, expect generative AI and AI-driven algorithms to play a larger role in how advertisers create and serve ads, with programmatic platforms using AI to analyze webpage content, dynamically adjust creatives, and optimize bids to place ads with more precision. To learn more, read StackAdapt’s guide to leveraging AI for programmatic. \n\n\n\nReady to get started with programmatic advertising? Request a demo of StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nProgrammatic advertising FAQs\n\n\n\n\n\n\n\nDigital advertising encompasses all forms of online advertising, including display, social media, and search engine marketing. Programmatic advertising is a subset of digital advertising that uses automated technology and data-driven algorithms to buy and place ads in real-time, often across multiple platforms.\n\n\n\n\n\n\n\n\n\nIt’s called programmatic because the ad buying process is automated. Programmatic advertising uses data-driven technology and algorithms to streamline ad placement, targeting, and optimization, making the process faster and more efficient than traditional advertising methods.\n\n\n\n\n\n\n\n\n\nIf you want to get started with programmatic advertising but don’t know where to start, visit the StackAdapt Academy to enroll in free programmatic advertising courses and certifications.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-8de4fe98-f531-416c-b595-55496e744459","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-8de4fe98-f531-416c-b595-55496e744459","name":"What is the difference between digital advertising and programmatic advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Digital advertising encompasses all forms of online advertising, including display, social media, and search engine marketing. Programmatic advertising is a subset of digital advertising that uses automated technology and data-driven algorithms to buy and place ads in real-time, often across multiple platforms.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-80ae7e41-5492-4397-9ec9-b6b47dbcc6e8","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-80ae7e41-5492-4397-9ec9-b6b47dbcc6e8","name":"Why is it called programmatic?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"It’s called programmatic because the ad buying process is automated. Programmatic advertising uses data-driven technology and algorithms to streamline ad placement, targeting, and optimization, making the process faster and more efficient than traditional advertising methods.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-f2fcfa0c-e910-4695-bf20-de44fe2acd77","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-programmatic-advertising#faq-question-f2fcfa0c-e910-4695-bf20-de44fe2acd77","name":"How do you learn programmatic advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"If you want to get started with programmatic advertising but don’t know where to start, visit the StackAdapt Academy to enroll in free programmatic advertising courses and certifications.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Making a difference: How StackAdapt drove positive change with our community partners in 2024","datePublished":"2024-12-09T18:55:40+00:00","dateModified":"2026-09-08T21:44:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024"},"wordCount":875,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241208154000/20241204_Community-Involvement_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"As 2024 comes to a close, we’re excited to reflect on a year defined by meaningful community partnerships and continued progress toward StackAdapt’s Diversity, Equity, Inclusion, and Belonging (DEIB) goals. \n\n\n\nWith every initiative, our goal remains clear: to drive positive change through collaborative, inclusive efforts while supporting the communities we operate in. \n\n\n\nThis year, we focused on creating and further building meaningful connections with a variety of local and international organizations, each contributing uniquely to our commitment to global inclusion and community support. We sponsored inspiring events, supported educational programs, and engaged with organizations that align with our mission of fostering a more equitable world.\n\n\n\nThese partnerships are more than one-time engagements. They represent our ongoing commitment to making an impact in the communities that we live and work in globally.\n\n\n\nThe get REAL movement\n\n\n\nThroughout 2024, we grew our existing partnership with The Get REAL Movement. As a sponsor for their career conference, StackAdapt was thrilled to support a platform that empowers young people to embrace diversity and pursue inclusive workplaces. \n\n\n\nIn addition to the conference, we proudly backed their Pride on a Boat event—a unique celebration of LGBTQ+ identities—and the Rainbow Road 5k run. These events allowed us to connect with diverse communities across the Greater Toronto Area and celebrate inclusivity on a meaningful scale.\n\n\n\nStack the future\n\n\n\nOur annual Stack the Future initiative continues to be a highlight of our community engagement, providing scholarship funding to post-secondary institutions. \n\n\n\nThis year, we focused on supporting women in engineering by establishing the StackAdapt Entrance Bursary for Women in Engineering and offering financial assistance to students from lower-income families or those facing financial hardship through the StackAdapt Engineering Entrance Bursary at the University of Waterloo.\n\n\n\nThrough these bursaries, StackAdapt aims to make a lasting impact by reducing financial barriers for students from disadvantaged backgrounds and underrepresented groups, promoting equal access to education, and fostering a diverse and inclusive learning environment.\n\n\n\nTechnovation world summit\n\n\n\nStackAdapt also had the honour of sponsoring 15 girls to attend the Technovation World Summit in Santa Clara, California, this year. This global event empowers young women to create solutions to real-world problems using technology. By supporting their attendance, we solidified our dedication to empowering the next generation of female innovators and connected them with a network that will help shape their futures in tech. \n\n\n\nDanny’s music\n\n\n\nThis past October, we joined and sponsored Danny’s Music’s annual awards ceremony, where we celebrated the achievements of young musicians. This partnership highlights StackAdapt’s commitment to supporting the arts and promoting inclusive access to creative outlets.\n\n\n\nMargaret fuller neighborhood house\n\n\n\nOur work with Margaret Fuller Neighborhood House exemplifies our support for community-driven programs in the US. Margaret House provides essential services to underprivileged families, and StackAdapt is honoured to be part of their mission. Our contributions have helped them expand their outreach and offer support to even more families in need.\n\n\n\nDriving environmental change for a sustainable future\n\n\n\nThis year, StackAdapt took steps to strengthen its global impact. From organizing an Earth Day digital cleanup with employees across NA, EMEA, and APAC, where staff worked together to reduce unused files and minimize the company’s digital footprint, to enhancing our commitment to environmental responsibility, we focused on making a meaningful difference and supporting sustainability efforts worldwide. For each staff member who joined the digital cleanup event, StackAdapt donated a tree to One Tree Planted, a non-profit organization focused on global reforestation, contributing over 45 trees.\n\n\n\nScarborough health network named stack cares program recipient\n\n\n\nThis year, the Scarborough Health Network (SHN), which provides essential healthcare services to 850,000 residents in the eastern Greater Toronto Area, was the recipient of our Stack Cares initiative. Through this partnership, StackAdapt helped SHN extend its reach for the “Love, Scarborough” campaign by launching programmatic ad campaigns on its behalf, boosting engagement and raising awareness for its initiatives.\n\n\n\nMaking a difference in local communities\n\n\n\nThroughout the year, StackAdapt also spotlighted organizations making a difference in their own unique ways. \n\n\n\nFrom Holiday Helpers to the Wolverines Hockey Team and Boston ShoeBox, we’ve been inspired by the dedication of these groups and are thrilled to support their missions. Each represents a different facet of community care, whether it’s providing holiday gifts to those in need, empowering youth in sports, or assisting underserved families.\n\n\n\nOur goals for 2025 and how to get involved\n\n\n\nIn 2025, we plan to broaden our community partnerships across the EMEA, APAC, and NA regions. We actively seek new collaborations, especially with local schools, non-profits focused on tech education, and organizations supporting mental and physical well-being. We believe in the power of mentorship and look forward to working with partners who can help expand our impact into underserved communities that we operate within.\n\n\n\nIf you or your organization want to join and help us on this journey, we invite you to connect with us. Please email communitypartnerships@stackadapt.com to explore partnership opportunities.\n\n\n\nAs we reflect on our community-driven efforts in 2024, we look forward to building on our impact and fostering a more inclusive future for all in 2025 and beyond.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024","url":"https://www.stackadapt.com/resources/blog/community-partnerships-2024","name":"StackAdapt Community Partnerships: 2024 Year in Review","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/community-partnerships-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241208154000/20241204_Community-Involvement_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2024-12-09T18:55:40+00:00","dateModified":"2026-09-08T21:44:00+00:00","description":"Learn how StackAdapt is creating positive change through our partnerships and impacting the communities that we live and work in.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt ranked top Australian digital partner in IMAA’s annual survey","datePublished":"2024-12-06T15:26:31+00:00","dateModified":"2026-09-08T21:44:01+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024"},"wordCount":370,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241213102044/20241129_IMAA-Awards_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024","url":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024","name":"StackAdapt Ranked Top Australian Digital Partner of 2024","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/imaa-digital-partner-of-the-year-2024#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241213102044/20241129_IMAA-Awards_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2024-12-06T15:26:31+00:00","dateModified":"2026-09-08T21:44:01+00:00","description":"StackAdapt has been recognized by the Independent Media Agencies of Australia (IMAA) as Digital Partner of the Year in their annual survey. ","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Why live sports streaming is a major opportunity for marketers","datePublished":"2025-01-02T12:24:46+00:00","dateModified":"2026-09-08T21:43:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity"},"wordCount":1951,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241219074520/20241212_Live-Sports_Header.webp?fit=1201%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"The way we watch sports is evolving rapidly. While fans still love tuning into live games, where and how they watch has changed dramatically. \n\n\n\nThe games that once aired exclusively on cable or satellite are increasingly moving to streaming platforms. Thursday Night Football on Amazon Prime is a prime example of this shift, signalling a broader trend reshaping the sports broadcasting landscape.\n\n\n\nFor marketers, this evolution presents both a challenge and a golden opportunity. Live sports have always attracted massive, engaged audiences, and that hasn’t changed. In fact, according to EMARKETER, the percentage of the population watching live sports has remained steady—rising only slightly from 46.9% in 2018 to 47.6% in 2024. \n\n\n\nBut how fans are accessing sports is transforming. Traditional linear TV viewership is declining, while digital live sports audiences are growing. In 2024 alone, there were 105.3 million digital live sports viewers, and that number is projected to hit 127.4 million by 2027.\n\n\n\nFor advertisers, these shifts demand a new playbook. Tapping into the potential of live sports streaming requires agility and forward-thinking strategies. The good news? This shift toward digital opens doors to cost-efficient, highly flexible, and competitively advantageous ways to engage with consumers. \n\n\n\nIn this article, we’ll discuss the key considerations and strategies for thriving in this exciting new era of sports advertising.\n\n\n\nThe evolution of sports streaming\n\n\n\nNo longer confined to traditional TV, live sports have become a cornerstone of connected TV (CTV) and over-the-top (OTT) platforms, creating new opportunities for fans and advertisers.\n\n\n\nLeading streaming services are investing heavily in sports programming. Netflix, a newcomer to live sports, took its first steps with an NFL game for Christmas 2024 and plans to air WWE content in 2025. Prime Video, already the exclusive home of Thursday Night Football, added NBA and WNBA games to its sports lineup, featuring select MLB and NHL content. Peacock is expanding its portfolio with NBA games alongside existing offerings like NFL matchups, college sports, soccer, NASCAR, and the Olympics. Meanwhile, The Roku Channel brings Sunday morning MLB games to fans, blending traditional sports experiences with digital convenience.\n\n\n\nEven traditional TV networks are embracing digital. Platforms like Hulu with Live TV and YouTube TV offer streaming access to live broadcasts from networks such as CBS, NBC, TNT, and TBS. Services like Paramount+, Peacock, and Max simulcast live sports events, giving cord-cutters access to everything from college football to March Madness. Notably, YouTube TV now houses the NFL’s Sunday Ticket, solidifying its place in the live sports ecosystem, while ESPN is preparing to launch a flagship streaming service in 2025.\n\n\n\nStreaming isn’t just for mainstream leagues. Services like DAZN and ESPN+ cater to niche audiences, offering everything from boxing to second-tier college football games. These platforms expand the accessibility of live sports programming, capturing audiences beyond the reach of traditional TV.\n\n\n\nBeyond the content, emerging technologies and trends are accelerating this shift. The widespread rollout of 5G has enhanced the reliability of streaming, ensuring that fans can enjoy live events on the go without buffering or lag. Meanwhile, social media platforms play a bigger role in live sports, with second-screen experiences—like live tweets, highlight reels, and behind-the-scenes coverage—becoming integral to how fans consume and interact with games.\n\n\n\nAs streaming becomes the default destination for live sports, it offers marketers a powerful way to reach engaged audiences. With platforms offering precision targeting, dynamic ad insertion, and real-time analytics, sports streaming redefines what’s possible in live sports advertising. The shift is here, and the opportunities are endless for brands ready to embrace it.\n\n\n\nWhy live sports advertising matters\n\n\n\nLive sports have always held a special place in advertising, allowing brands to connect with audiences during high-energy, emotionally charged moments. But as the shift to streaming accelerates, the advantages of live sports advertising are becoming even more pronounced, particularly on digital platforms. \n\n\n\nHere’s why investing in live sports advertising matters more than ever:\n\n\n\nHigher viewer engagement\n\n\n\nSports fans don’t just watch—they immerse themselves in the game. Unlike other types of programming, live sports capture undivided attention. Fans tune in to watch the action unfold in real time, meaning they’re less likely to skip ads or multitask during games. \n\n\n\nThe shared excitement of a last-minute goal, a buzzer-beater, or a record-breaking play makes live sports a unique environment where ads are viewed as part of the overall experience. For brands, this translates into unparalleled levels of engagement, as fans remain highly receptive to messaging that aligns with the thrill of the game.\n\n\n\nLoyal and diverse audience\n\n\n\nLive sports bring together a uniquely loyal and broad audience. Fans follow their favourite teams and leagues year-round, creating consistent touchpoints for advertisers. Moreover, the audience is becoming more diverse and inclusive. \n\n\n\nStreaming platforms play a key role in this expansion, making live sports accessible to younger, tech-savvy viewers and underserved demographics who might have skipped cable TV altogether. \n\n\n\nReal-time adjustability\n\n\n\nOne of the most significant advantages of advertising on digital sports streaming platforms is real-time flexibility. Unlike traditional TV ads, which are locked in well in advance, digital ads can be adjusted on the fly. \n\n\n\nBrands can respond to unexpected game moments, breaking news, or even competitor activity with timely and relevant messaging. This agility allows advertisers to maximize impact and relevance, aligning their campaigns with the emotions and energy of live sports in real time.\n\n\n\nPrecision targeting\n\n\n\nThe shift to streaming has unlocked a new era of data-driven advertising. Unlike the broad targeting of traditional TV, digital platforms enable advertisers to reach specific audiences with surgical precision. \n\n\n\nStreaming platforms leverage viewer data—such as demographics, location, interests, and viewing habits—to deliver ads tailored to the right audience at the right time. This level of personalization boosts effectiveness, ensuring that brands connect with fans who are most likely to engage with their message.\n\n\n\nConnecting with the modern sports fan: Audience insights\n\n\n\nUnderstanding the behaviours and preferences of sports fans is key to crafting impactful campaigns that resonate. Let’s look closer at who’s watching, how they’re engaging, and why they represent such a powerful advertising opportunity.\n\n\n\nDiverse and dynamic demographics\n\n\n\nThe modern sports audience is as varied as the games they watch. Streaming platforms have made sports more accessible to younger viewers, who are often digital natives. Millennials and Gen Z make up a significant portion of the growing digital sports audience, with many opting for streaming over traditional TV.\n\n\n\nDiversity is another hallmark of today’s sports fans. Women’s sports are gaining prominence, with more women tuning in to live sports than ever before. Additionally, international leagues and events—often showcased on streaming platforms—attract viewers from different cultural and geographical backgrounds, further broadening the audience for sports advertising.\n\n\n\nTime spent watching\n\n\n\nSports fans are deeply engaged, often watching games from start to finish. Whether it’s a casual weekday match or a major event like the Super Bowl or World Cup, live sports hold audience attention in a way few other types of content can. This “appointment viewing” nature of live sports makes them a premium environment for advertisers, ensuring their messaging lands in front of highly engaged eyes.\n\n\n\nAverage time spent per week watching live sports vs highlights by adults worldwideBy Age, September 2024EMARKETER\n\n\n\n\n\n\n\nStreaming also extends viewing time with pre- and post-game coverage, highlights, and behind-the-scenes content that fans consume on demand. Social media amplifies this engagement as fans discuss games, share clips, and interact with their favourite teams and players long after the final whistle.\n\n\n\nThe growth of sports betting interest\n\n\n\nOne of the fastest-growing trends among sports fans is the rise of sports betting. With legalization expanding in many markets, sports betting has become a major driver of engagement. \n\n\n\nFans who bet on games are more likely to watch the events live and remain engaged throughout, tracking every play with heightened intensity. For advertisers, this creates an audience that is highly attentive and more likely to interact with ads that enhance their viewing and betting experience.\n\n\n\nA premium audience for advertisers\n\n\n\nDiversity, loyalty, and engagement make modern sports fans an incredibly valuable audience. They’re not just passive viewers but active participants eager to connect with content that complements their passion for the game. \n\n\n\nStreaming platforms amplify this value, offering brands the tools to deliver personalized, interactive ads that align with the unique preferences of today’s fans.\n\n\n\nFor marketers ready to embrace the evolution of live sports advertising, the modern sports fan represents a golden opportunity to build brand loyalty, drive engagement, and achieve measurable results.\n\n\n\nStrategies for successful live sports advertising campaigns\n\n\n\nAdvertisers must approach their campaigns with precision and adaptability to capitalize on the unique opportunities presented by live sports streaming. Here are some strategies and best practices to help you succeed in this competitive yet rewarding space.\n\n\n\n1. Leverage Quality Audience Data\n\n\n\nThe key to effective advertising in live sports lies in understanding your audience. Streaming platforms offer a wealth of 1st-party and behavioural data, allowing brands to identify key demographics, preferences, and viewing habits. Use this data to craft personalized messages that resonate with your target audience and maximize ROI.\n\n\n\n2. Use Interactive and Engaging Ad Formats\n\n\n\nInteractive ads, such as clickable overlays, polls, or gamified content, can transform a standard commercial break into an engaging experience. These formats align well with the energy of live sports, encouraging fans to actively engage with your brand without pulling them away from the game.\n\n\n\n3. Optimize Frequency and Timing\n\n\n\nFinding the right balance in ad frequency is crucial. Overexposure can lead to ad fatigue, while too few impressions might fail to make an impact. Strategically time your ads during high-attention moments—such as pre-game, halftime, or post-game—to ensure maximum visibility without overwhelming your audience.\n\n\n\n4. Buy Event Packages\n\n\n\nInstead of purchasing ads for individual games, invest in event or season-long packages. This approach secures consistent visibility across multiple high-profile games and positions your brand as a key player throughout the sports calendar. \n\n\n\n5. Send Creatives Ahead of Time\n\n\n\nSend your ads well in advance of the event. Publishers typically require creative assets to be submitted early for approval and technical processing. Planning ahead avoids last-minute delays and ensures your campaign launches without a hitch.\n\n\n\n6. Be Device Agnostic\n\n\n\nSports fans consume content across various devices—from TVs and laptops to smartphones and tablets. Your campaigns should be optimized for seamless delivery across all screen sizes and resolutions.\n\n\n\nThe future of sports broadcasting and advertising\n\n\n\nThe future of sports broadcasting is undeniably digital, with streaming platforms leading the charge into a new era of engagement, innovation, and opportunity. As live sports continue migrating to CTV and OTT platforms, the traditional model of sports broadcasting is being reimagined to meet the demands of a tech-savvy, diverse, and global audience.\n\n\n\nFor marketers, the rise of programmatic advertising will be at the heart of this evolution. Programmatic technology allows brands to use streaming platforms’ flexibility and precision. \n\n\n\nWith real-time data and automation, advertisers can dynamically adjust their campaigns to respond to game developments, audience behaviours, and contextual relevance—all while optimizing for ROI. Imagine delivering a celebratory ad seconds after a game-winning play or targeting niche fan groups with hyper-personalized messaging during specific matchups.\n\n\n\nFor brands willing to embrace innovation and adapt to this shifting landscape, the future of sports broadcasting offers unprecedented opportunities to connect with audiences, drive engagement, and build lasting loyalty. \n\n\n\nThe game is changing—don’t get left on the sidelines. \n\n\n\nBook a demo today to learn about available live sports streaming ad opportunities in StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity","url":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity","name":"Live Sports Advertising: Tapping Into Streaming Opportunities","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/live-sports-streaming-marketing-opportunity#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20241219074520/20241212_Live-Sports_Header.webp?fit=1201%2C600&ssl=1","datePublished":"2025-01-02T12:24:46+00:00","dateModified":"2026-09-08T21:43:56+00:00","description":"The fundamentals of live sports advertising are changing as viewer habits evolve. Learn how to reach and engage this valuable audience.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"CTV inventory: A guide for advertisers and brands","datePublished":"2025-01-27T17:24:09+00:00","dateModified":"2026-09-08T21:43:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory"},"wordCount":1087,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250122163016/20250116_CTV-Inventory.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv","inventory","programmatic advertising"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"In the early days of streaming television, connected TV (CTV) stood apart from traditional linear TV not just for delivering shows and movies on demand, but for being ad-free. Users paid a monthly subscription fee, usually less than the cost of two lattes, and could watch endless hours of content without a single commercial interruption.\n\n\n\nSince then, as streaming platforms sought to diversify their revenue and viewers searched for more affordable options, nearly every major service—Netflix, Disney+, Max and Prime Video included—has launched a lower-cost, ad-supported tier.\n\n\n\nThe result: ad-supported streaming has not only helped reduce cancellations and lower subscription costs for viewers (56% of new streaming service subscribers chose a lower-priced ad tier in Q1 2024, a 39% increase from the year prior), but it opened up new ways for advertisers to connect with audiences through premium CTV inventory.\n\n\n\nWith its growing audience (over 75% of US homes have at least one ad-supported subscription), CTV has become one of the fastest-growing channels in programmatic advertising. Nine streaming services are projected to generate over $1 billion USD in ad revenue by 2026, and CTV ad spending is on track to officially surpass traditional TV ad spend, reaching $46.89 billion USD in 2028.\n\n\n\nIf you’re new to CTV advertising, here’s everything you need to know about CTV inventory.\n\n\n\nWhat is CTV inventory?\n\n\n\nCTV inventory refers to the advertising spaces available through platforms and devices that stream online content, such as smart TVs, streaming devices, and gaming consoles. CTV inventory typically consists of 15 or 30-second ad slots that appear before, during, or after programming that advertisers bid on or purchase directly through programmatic deals or private marketplaces.\n\n\n\nTypes of CTV inventory\n\n\n\nCTV inventory is typically separated into two main categories: premium and non-premium.\n\n\n\n\nPremium CTV inventory is ad space generally associated with reputable publishers—think household names like Disney, Netflix, and Max—known for their high-quality content and prestige programming. \n\n\n\nNon-premium CTV inventory generally refers to ad placements in streaming services that typically have a lower reach or may provide content for more niche audiences.\n\n\n\n\nBecause of its association with top-tier publishers, premium CTV inventory is synonymous with performance. But, depending on the goals of your campaign and who you want to reach, even lesser-known publishers and niche platforms can drive substantial engagement and results.\n\n\n\n\n\n\n\n\n\nHow to buy CTV inventory\n\n\n\nThere are two primary methods marketers use to purchase CTV inventory: programmatically and non-programmatically (also known as direct).\n\n\n\nDirect vs. programmatic\n\n\n\nIn a direct buy, advertisers purchase ad slots directly from publishers or streaming platforms through negotiated agreements or upfront deals. \n\n\n\nAlthough purchasing CTV inventory directly from publishers can provide access to premium inventory that may not be accessible through programmatic channels, it also usually requires a higher minimum spend and can reduce the scale of your campaign reach because publishers typically only provide inventory on their own streaming services.\n\n\n\nProgrammatic buying, on the other hand, automates the process, allowing advertisers to bid on or negotiate available ad space through open auctions, private marketplaces or programmatic guaranteed deals. This allows advertisers to streamline their media buying and expand their reach, acquiring ad space across multiple publishers—often from a single platform—while reducing overall costs.\n\n\n\nCTV inventory sources and providers\n\n\n\nWhen it comes to buying CTV inventory, advertisers usually acquire it through three main sources:\n\n\n\n\nDirect Deals with Publishers: Advertisers negotiate directly with streaming platforms or publishers like Netflix and Prime Video to secure ad space. This often involves upfront commitments.\n\n\n\nDemand-Side Platforms (DSPs): Programmatic platforms like StackAdapt allow advertisers to purchase CTV inventory programmatically, providing access to multiple publishers and platforms through a single interface. For example, through StackAdapt, advertisers can bid on or negotiate CTV inventory—nationally and internationally—through Disney+, Bell Media, Channel 4, NBCUniversal, and more.\n\n\n\nCTV Devices and Operating Systems: Companies like Roku and LG offer ad inventory through their proprietary platforms and operating systems. These ecosystems host apps for streaming services and serve their own ads, such as banner ads on home screens or ads within free content and channels.\n\n\n\n\nCTV inventory formats\n\n\n\nCTV inventory comes in various formats to suit your CTV advertising strategy or the goals of your campaign:\n\n\n\n\nPre-roll ads play before a video plays.\n\n\n\nMid-roll ads appear in the middle of or during content.\n\n\n\nPost-roll ads play at the end of content.\n\n\n\nNon-linear ads (or overlay ads) are displayed alongside or on top of content without pausing or interrupting it.\n\n\n\nCompanion ads appear alongside the video player, typically on the same screen, providing additional messaging without disrupting the viewing experience.\n\n\n\n\nAs technology advances, CTV inventory continues to evolve, with adtech companies and CTV publishers experimenting with different formats—such as QR codes, split-screen ads, and shoppable ads—that can increase engagement, tie ad views to conversions, and shorten the customer journey.\n\n\n\nHow much does CTV inventory cost?\n\n\n\nThe cost of CTV inventory can vary greatly depending on the streaming service, target audience, and type of content involved. Premium CTV inventory often carries higher CPMs, while the number of ads shown per hour can also impact the pricing (for example, top-tier publishers with premium inventory—like prestige TV shows and movies—generally have less ad space available than a free ad-supported streaming channel, which often shows 9 minutes of ads per hour).\n\n\n\nThat said, CTV inventory is getting more accessible.\n\n\n\nAt the start of 2024, Prime Video's ad-supported tier flooded the market with inventory, undercutting other streaming services and forcing them to lower their CPMs to stay competitive.\n\n\n\nIn doing so, it lowered the barrier to entry, especially for smaller and niche agencies and brands. By Q2 2025, EMARKETER predicts that Netflix will be one of only two streaming platforms with CPMs higher than $30 USD.\n\n\n\nThe future of CTV inventory\n\n\n\nCTV is evolving. Despite predictions that linear TV and streaming TV could lose up to a quarter of their combined ad volume by 2027, opportunities for advertisers are increasing thanks to lower operational costs, shifting consumer behaviour, and new avenues like live sports advertising.\n\n\n\nIf you want to learn more about CTV advertising and how to prepare for the future, download StackAdapt’s Ultimate Guide to CTV Advertising or speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory","url":"https://www.stackadapt.com/resources/blog/connected-tv-inventory","name":"Connected TV Inventory: A Guide for Advertisers and Brands","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250122163016/20250116_CTV-Inventory.webp?fit=1200%2C600&ssl=1","datePublished":"2025-01-27T17:24:09+00:00","dateModified":"2026-09-08T21:43:54+00:00","description":"Learn all about CTV inventory, why it’s in high demand, and how to make sure your brand gets in on the action.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-inventory#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250122163016/20250116_CTV-Inventory.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250122163016/20250116_CTV-Inventory.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of connected TV publishers with CTV inventory on a CTV device home screen emerging out of a box"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI meets creativity: How generative AI is reshaping ad creative workflows","datePublished":"2025-01-28T11:00:00+00:00","dateModified":"2026-09-08T21:43:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives"},"wordCount":2012,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250127114949/20250124_AI-for-Ad-Generation_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 201","creative"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Generative AI is changing how ad creatives are created. Instead of replacing human creativity, it is a powerful tool that helps creative teams work faster, smarter, and more effectively. Tasks that once took hours, such as writing headlines or searching for the perfect image, can now be completed in minutes with AI tools.\n\n\n\nAt the same time, AI-generated ads have sparked debate. Some campaigns, like those from Coca-Cola and Toys “R” Us, faced backlash for lacking a “human touch.” Critics argue that AI can’t produce personal or emotionally resonant work. However, experts agree that AI works best as a support system, not a replacement for human judgment.\n\n\n\nThis article explores the use of generative AI for ad creatives and its impact on workflows. It also highlights the practical ways marketers can use AI to produce better, more tailored ad campaigns.\n\n\n\nWhy generative AI matters in ad creative\n\n\n\nGenerative AI is helping creative teams overcome some of their biggest challenges: tight deadlines, limited budgets, and the constant demand for fresh, innovative ideas. Instead of replacing human creativity, it acts as a tool that enables creative professionals to work faster and focus on the parts of their job that add the most value.\n\n\n\nFor many creatives, repetitive tasks like brainstorming multiple headlines or searching through stock images consume significant time and energy. Generative AI simplifies these tasks. For example, tools like ChatGPT can generate dozens of ad headlines in seconds, saving hours of effort. Creative professionals can then curate, refine, and add the human touch that ensures the final output resonates with audiences.\n\n\n\nThe ability to scale content creation is another significant benefit. AI allows teams to produce far more work in less time. \n\n\n\n“We can produce 50 headlines as quickly as we could historically produce one,” says James Targett, Creative Project Manager at StackAdapt. “That’s really beneficial, but we always want a human involved to curate and refine the best ones.” \n\n\n\nThis combination of AI efficiency and human oversight can help teams meet deadlines without sacrificing quality.\n\n\n\nGenerative AI doesn’t just make creative work faster; it also opens new possibilities for innovation. AI can suggest ideas and concepts that might not have occurred to a human team, sparking fresh approaches to ad campaigns. For example, AI-assisted personalization allows marketers to tailor messages to niche audiences, creating more relevant and impactful ads.\n\n\n\nIn short, generative AI matters because it gives creative professionals the tools to work more efficiently, meet growing demands, and focus on strategic, high-value work.\n\n\n\n\n\n\n\n\n\nKey use cases for AI-powered ad creatives\n\n\n\nHere are the key ways marketers and agencies use AI to elevate their campaigns.\n\n\n\nCopy generation and personalization\n\n\n\nPersonalized messaging resonates better with target audiences. AI enables creative teams to craft specific messages for different audience segments, making campaigns more effective.\n\n\n\nCreating high-quality, personalized ad copy has always been a time-intensive task. AI tools like ChatGPT and Jasper simplify this process, generating tailored headlines and text quickly and at scale.\n\n\n\nTargett explains how AI-assisted copy has proven successful: “We’ve tracked performance metrics like click-through rates (CTR), and AI-generated copy often outperforms client-supplied and internally written content. It’s about using AI to generate volume quickly, then refining the best outputs with a human touch.”\n\n\n\nFor example, a massage device company used AI to create tailored headlines for different audiences:\n\n\n\n\nAthletes: “Recover faster after a tough practice.”\n\n\n\nElderly users: “Soothe hard-to-reach aches and pains.”\n\n\n\n\nThis level of customization speaks directly to each segment, driving higher engagement and conversions.\n\n\n\nImage generation for visual impact\n\n\n\nVisuals play a critical role in ad performance. AI-generated images enable rapid iteration, support A/B testing, and provide a cost-effective solution for brands with high creative demands.\n\n\n\nAI tools like MidJourney, Adobe Firefly, and DALL·E allow marketers to generate custom, brand-aligned visuals in minutes. Instead of spending hours searching for the perfect stock photo, teams can create precisely what they need.\n\n\n\nFor A/B testing campaigns, AI can quickly create variations of a single visual. Teams can test different backgrounds, subjects, or styles to identify which image performs best.\n\n\n\nVideo creation: A controversial opportunity\n\n\n\nVideo is increasingly essential for engaging audiences, but producing high-quality video can be time-consuming and expensive. AI reduces these barriers by automating aspects of video creation, from storyboarding to rendering.\n\n\n\nAI video tools like Runway push creative boundaries by enabling teams to produce dynamic video content faster and with fewer resources. For example, static images can now be transformed into short animations, saving time spent searching for stock video.\n\n\n\nTe’Shawn Dwyer, one of the managers on the Creative Studio team at StackAdapt, emphasizes that AI works best when paired with human oversight: “AI can help in the ideation phase, like storyboarding multiple concepts quickly. But when brands skip human curation, the results can feel cold and impersonal—something we saw in campaigns that sparked backlash.”\n\n\n\nFor example, Runway allows teams to describe a scene in text and generate a video. This capability simplifies content production, but the output still requires human refinement to align with the brand’s creative standards.\n\n\n\nWorkflow automation for efficiency\n\n\n\nEfficiency in workflow automation allows teams to deliver multi-platform campaigns quickly without manual bottlenecks.\n\n\n\nAI streamlines repetitive tasks like resizing ads for different platforms, adapting visuals for multi-channel use, and automating copy adjustments for various formats.\n\n\n\nBrands can use AI to instantly resize and adapt creatives for social media, web banners, and video ads, ensuring consistency across channels while speeding up production.\n\n\n\nTips for marketers: How to get started with AI\n\n\n\nGenerative AI offers immense potential, but for marketers just starting to explore its capabilities, the key is to approach it strategically. Implementing AI doesn’t require an immediate overhaul of existing workflows.\n\n\n\n1. Start small\n\n\n\nThe best way to integrate AI into your creative process is to focus on small, repetitive tasks that are easy to automate. Instead of jumping into full-scale AI-generated campaigns, begin with manageable projects like:\n\n\n\n\nGenerating multiple headlines or ad copy variations.\n\n\n\nUsing AI tools to replace stock photo searches with custom-generated images.\n\n\n\nAutomating the resizing and reformatting of creatives for different platforms.\n\n\n\n\n2. Treat AI prompts like creative briefs\n\n\n\nAI tools produce better outputs when they’re provided with clear, detailed instructions. Think of your AI prompt as a creative brief you would give to a designer or copywriter. A generic input will result in generic outputs, while a well-structured prompt can deliver results that align closely with your brand’s goals.\n\n\n\nFor example, instead of saying, “Generate an ad for a new coffee machine,” a stronger prompt would be: “Generate a social media ad for a coffee machine targeted at busy professionals. Use an energetic, persuasive tone focusing on saving time during hectic mornings.”\n\n\n\n3. Test, iterate, and improve\n\n\n\nGenerative AI thrives on experimentation. Start by running A/B tests with AI-generated content and compare its performance against traditional creative outputs. Track metrics such as:\n\n\n\n\nCTR\n\n\n\nEngagement levels\n\n\n\nConversion rates\n\n\n\n\n\n\n\n\nRefine your prompts and processes based on these insights. Over time, you’ll develop a system for creating high-performing AI-assisted content that aligns with your goals.\n\n\n\n4. Don’t skip human oversight\n\n\n\nAI is a powerful tool, but it’s not perfect. Always review AI-generated content for:\n\n\n\n\nBrand tone and messaging alignment.\n\n\n\nAccuracy of facts and character counts.\n\n\n\nEthical considerations, such as avoiding bias or inappropriate outputs.\n\n\n\n\nAI works best as a collaborator, not a replacement. Creative professionals provide the human judgment and emotional intelligence that AI lacks.\n\n\n\n5. Focus on efficiency, not replacement\n\n\n\nMarketers should view AI as a tool to enhance creativity, not replace human talent. Use it to:\n\n\n\n\nSave time on repetitive tasks.\n\n\n\nSpark fresh ideas during brainstorming.\n\n\n\nScale creative production for campaigns without sacrificing quality.\n\n\n\n\n“AI is like a paintbrush or Photoshop,” Targett says. “It’s not about replacing creatives but helping them do better work, faster.”\n\n\n\nMarketers who approach AI thoughtfully—starting small, refining prompts, and maintaining human oversight—will see the greatest benefits. Generative AI enables faster content creation, deeper personalization, and more efficient workflows, but success depends on balancing AI’s speed and scale with human creativity.\n\n\n\nHuman oversight is critical to ensure AI-generated content aligns with a brand’s voice, values, and goals. Creatives act as curators, using their judgment to:\n\n\n\n\nRefine AI outputs for tone, context, and emotional appeal.\n\n\n\nEnsure content is accurate, on-brand, and free from bias.\n\n\n\nAdd nuance and storytelling that AI alone cannot achieve.\n\n\n\n\nThe future of creativity lies in this partnership: humans provide the strategy, intuition, and emotional depth, while AI handles the heavy lifting of ideation, iteration, and production. Together, they enable more efficient, innovative, and impactful campaigns.\n\n\n\n\n\n\nOvercoming challenges when using AI for ad creatives\n\n\n\nGenerative AI offers significant advantages for ad creatives, but like any tool, it comes with challenges that require careful management. Brands and agencies can get the most out of AI by anticipating these issues and addressing them with human oversight, transparent processes, and ethical considerations.\n\n\n\n1. Address hallucinations and inaccuracies\n\n\n\nAI can sometimes generate factually incorrect or nonsensical content, mainly when producing text or data-driven outputs. For example, headlines or copy may contain misleading information if left unchecked.\n\n\n\n\nAlways fact-check AI-generated content, particularly any numbers, claims, or statistics.\n\n\n\nUse AI as a starting point and refine outputs with human oversight to ensure accuracy.\n\n\n\n\n2. Maintain brand safety and tone\n\n\n\nWhile AI is excellent at generating content quickly, it may not always align with a brand’s voice or values. Without proper inputs and oversight, AI-generated ads risk being off-brand or inappropriate.\n\n\n\n\nTreat AI prompts as detailed creative briefs, including instructions for tone, messaging, and audience.\n\n\n\nReview all AI-generated content to ensure it meets brand guidelines and cultural sensitivities.\n\n\n\n\n3. Mitigate bias in AI outputs\n\n\n\nAI models are trained on vast datasets that may contain biases, which can unintentionally appear in creative outputs. These biases can alienate audiences and damage brand trust.\n\n\n\n\nMonitor AI outputs for biases related to gender, race, and cultural representation.\n\n\n\nDiversify data inputs when possible to ensure balanced and inclusive content.\n\n\n\nUse human judgment to identify and correct biases that AI may miss.\n\n\n\n\n4. Avoid over-reliance on AI\n\n\n\nWhile AI can save time and spark new ideas, relying too heavily on AI can strip campaigns of human creativity and emotional resonance that connect with audiences.\n\n\n\n\nUse AI to handle repetitive tasks, ideation, and testing, but let human teams provide the final layer of refinement.\n\n\n\nBalance efficiency with emotional storytelling to create campaigns that feel authentic and meaningful.\n\n\n\n\n5. Use AI ethically\n\n\n\nAI-generated content introduces ethical considerations, particularly when recreating people’s likenesses, handling user-generated content, or producing sensitive material. Missteps in this area can result in backlash or reputational damage.\n\n\n\n\nImplement strong review processes to prevent inappropriate or harmful content.\n\n\n\nAvoid using AI to recreate individuals (e.g., voices, likenesses) without proper consent.\n\n\n\nDevelop internal guidelines for ethical AI use to ensure transparency and responsibility.\n\n\n\n\n6. Refine processes through testing\n\n\n\nGenerative AI works best when teams continuously refine their workflows and prompts. Testing variations and analyzing performance data will help marketers identify what works and improve over time.\n\n\n\n\nRun A/B tests to compare AI-generated content with human-created versions.\n\n\n\nMonitor performance metrics like CTR and engagement to inform prompt adjustments.\n\n\n\nTreat AI as an evolving tool, improving processes as technology advances.\n\n\n\n\nGet started using AI in advertising\n\n\n\nGenerative AI is transforming the way ad creatives are developed, offering marketers the tools to work faster, smarter, and at a greater scale than ever before. While AI excels at streamlining repetitive tasks, generating fresh ideas, and enabling personalization, its true power lies in how it enhances—not replaces—human creativity.\n\n\n\nThe most effective campaigns blend AI’s speed and efficiency with human oversight and strategic thinking. Creative professionals remain essential for guiding AI outputs, ensuring accuracy, maintaining brand voice, and delivering emotionally resonant messaging that connects with audiences.\n\n\n\nIn the end, generative AI isn’t about removing the human touch—it’s about empowering creatives to do their best work, faster and with greater impact.\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives","url":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives","name":"How to Use AI for Ad Creatives | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250127114949/20250124_AI-for-Ad-Generation_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-01-28T11:00:00+00:00","dateModified":"2026-09-08T21:43:53+00:00","description":"Generative AI enhances ad creatives, streamlines workflows, and empowers you to produce faster, smarter, and more impactful campaigns.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/generative-ai-ad-creatives#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250127114949/20250124_AI-for-Ad-Generation_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250127114949/20250124_AI-for-Ad-Generation_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of AI prompts and actions."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Bringing clarity to Connected TV attribution: Techniques and innovations","datePublished":"2025-02-06T11:00:00+00:00","dateModified":"2026-09-08T21:43:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution"},"wordCount":2442,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250206025138/20250203_CTV-Attribution_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv","measurement"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"As connected TV (CTV) continues to grow as a dominant force in advertising, it offers brands unparalleled opportunities to engage audiences in more targeted and impactful ways. Yet, one critical question lingers: How do we measure the real impact of CTV campaigns?\n\n\n\nMeasurement and attribution are among the most crucial—and challenging—frontiers in unlocking the full potential of CTV advertising. According to recent data, advertisers are aware of this, with 86% prioritizing reach and frequency and 85% emphasizing brand lift as important reporting metrics. However, metrics like sales lift (84%) and website visit attribution (77%) illustrate a growing focus on connecting campaign performance to tangible business outcomes.\n\n\n\nThis article explores how new tools and techniques tackle these challenges head-on. From tracking cross-device activity to connecting online impressions with offline actions, we’ll unpack the strategies that will help you prove the value of your campaigns and optimize them for greater impact.\n\n\n\nUnderstanding CTV attribution\n\n\n\nCTV attribution refers to the process of determining how CTV advertising campaigns influence consumer actions and contribute to business outcomes. It bridges the gap between ad exposure and measurable results, such as website visits, app downloads, or in-store purchases. \n\n\n\nUnlike traditional TV advertising, which often relies on broad audience metrics, CTV attribution allows advertisers to track more specific behaviours, connecting the dots between an ad and its impact on the bottom line.\n\n\n\nCTV attribution typically involves collecting data from various sources to create a clear picture of viewer interactions. This includes tracking ad impressions on CTV devices, integrating 1st- and 3rd-party data, and analyzing user actions across multiple channels and devices.\n\n\n\nFor example, if a consumer sees a CTV ad and later visits the advertiser’s website or completes a purchase, attribution models can link those actions back to the original ad exposure. \n\n\n\nAdvanced tools often use household-level data, cross-device tracking, and machine learning to refine the accuracy of these insights.\n\n\n\nFocusing on attribution is essential because it helps advertisers understand the actual value of their campaigns. CTV’s ability to target specific audiences makes it a highly efficient advertising channel, but without proper attribution, businesses may struggle to justify their investments. \n\n\n\nDemonstrating a clear connection between ad exposure and key performance indicators (KPIs) such as sales or engagement builds confidence in the channel’s effectiveness. Additionally, robust attribution allows advertisers to optimize their CTV strategies by identifying which campaigns, creatives, or placements drive the most impact, leading to more informed decisions and better returns on ad spend.\n\n\n\nAttribution models for Connected TV\n\n\n\nUnderstanding the different attribution models used in CTV advertising is key to evaluating campaign performance and making data-driven decisions. Each model approaches the question of “what led to the conversion?” differently, offering distinct benefits and limitations.\n\n\n\nFirst-touch attribution\n\n\n\nThis model gives 100% credit to a viewer's first interaction with a CTV ad or campaign. For example, if a consumer sees a brand’s CTV ad and later visits its website after other touchpoints like social media or email, the CTV ad is considered solely responsible for driving the conversion.\n\n\n\n\nStrengths: Ideal for understanding which campaigns generate initial interest and awareness. It’s simple to implement and provides clear insights into top-of-funnel performance.\n\n\n\nWeaknesses: Ignores the influence of subsequent interactions that may have contributed to the final conversion, leading to an incomplete picture of the customer journey.\n\n\n\n\nLast-touch attribution\n\n\n\nThis model attributes 100% of the credit to the final interaction before the conversion. For instance, if a consumer sees a CTV ad, clicks on a paid search ad days later, and completes a purchase, the search ad would receive full credit.\n\n\n\n\nStrengths: Highlights the last step in the conversion funnel, helping advertisers understand which touchpoint directly drives actions like purchases or sign-ups.\n\n\n\nWeaknesses: Oversimplifies the journey by disregarding earlier touchpoints, potentially undervaluing the role of CTV in building awareness and nurturing interest.\n\n\n\n\nMulti-touch attribution\n\n\n\nMulti-touch attribution spreads credit across all touchpoints in a consumer’s journey. For example, if a viewer sees a CTV ad, clicks on a social media ad, and finally receives an email prompting the purchase, each interaction is assigned a proportionate share of credit.\n\n\n\n\nStrengths: Provides a holistic view of how various touchpoints work together, making it easier to optimize cross-channel campaigns. It’s particularly useful in complex, multi-channel advertising strategies.\n\n\n\nWeaknesses: It can be challenging to implement due to its reliance on robust data collection and sophisticated modelling. Assigning weights to each touchpoint can also be subjective.\n\n\n\n\nView-through attribution\n\n\n\nThis model credits a conversion to a CTV ad even if the consumer did not click on it, as long as they were exposed to it and later completed the desired action. For example, if someone sees a CTV ad for a fitness brand and buys a product online days later without clicking a direct link, the view-through model credits the ad exposure.\n\n\n\n\nStrengths: Captures the impact of passive exposure, which is critical for CTV campaigns that don’t rely on direct clicks. It reflects how top-of-funnel activity influences conversions.\n\n\n\nWeaknesses: Correlation doesn’t always mean causation; unrelated factors could have influenced the conversion, making it harder to prove a direct connection.\n\n\n\n\nThe micro-conversion revolution\n\n\n\nWhile traditional attribution focuses on the final conversion (e.g., a purchase), the micro-conversion revolution emphasizes smaller, incremental actions that indicate progress along the customer journey. Micro-conversions include visiting a landing page, adding a product to a cart, or signing up for a newsletter after viewing a CTV ad. These micro-actions provide richer insights into consumer behaviour and how CTV ads move prospects closer to the ultimate conversion.\n\n\n\nThis approach is gaining traction because it enables advertisers to optimize campaigns in real time by identifying and focusing on high-value touchpoints earlier in the funnel.\n\n\n\nSelecting the right attribution model often depends on the campaign’s goals and the available data. A combination of models tailored to specific objectives can help advertisers get the most comprehensive view of their CTV campaign performance.\n\n\n\nBenefits and advantages of CTV attribution\n\n\n\nCTV attribution provides advertisers the tools to bridge the gap between ad exposure and measurable business outcomes. Below are the key advantages of implementing a robust CTV attribution approach.\n\n\n\nAccurate attribution for performance clarity\n\n\n\nAttribution frameworks help establish a clear link between CTV ad exposure and online engagement. Rather than relying on traditional TV metrics, advertisers can track how CTV influences website visits, conversions, and other key actions. This level of accuracy ensures a more precise understanding of campaign impact.\n\n\n\nEnhanced tracking across devices\n\n\n\nWith consumers engaging across multiple screens, cross-device tracking is essential. Advanced identity resolution technology connects CTV impressions to user actions across mobile, desktop, and other devices. This ensures a more complete and unified view of the customer journey.\n\n\n\nOptimized campaign performance\n\n\n\nComprehensive attribution insights enable advertisers to refine their targeting strategies, allocate budgets more effectively, and maximize return on investment (ROI). By identifying which audiences and placements drive the highest engagement and conversions, campaigns can be continuously optimized for better results.\n\n\n\nExpanded performance metrics and reporting enhancements\n\n\n\nTraditional CTV reporting often lacks granular performance data. A more advanced attribution framework introduces key enhancements:\n\n\n\n\nVisit metrics: Tracks website visits influenced by CTV exposure, filling a critical measurement gap.\n\n\n\nDetailed conversion reporting: Captures direct (certified) and indirect (assisted) conversions for a more nuanced understanding of performance.\n\n\n\nExpanded KPIs: Incorporates visit rate, conversion rate, cost per visit, and cost per conversion to provide deeper insights into campaign efficiency.\n\n\n\nData deduplication: Improves data accuracy by ensuring that conversions are properly attributed at the campaign level rather than within campaign groups.\n\n\n\n\nMulti-channel campaign insights for strategic optimization\n\n\n\nCTV does not operate in isolation, and understanding its role within a broader marketing mix is crucial. Incrementality reporting allows advertisers to assess the impact of adding or removing CTV from their strategy. This helps brands determine how CTV influences overall media performance and guides data-driven decisions for future investments.\n\n\n\nOvercoming challenges and limitations of CTV attribution\n\n\n\nComplex user behaviours, evolving privacy regulations, and technological hurdles complicate the measurement process. However, innovative solutions are emerging to address these limitations and improve attribution accuracy. Below, we explore some of the most prevalent challenges and how they are being overcome.\n\n\n\nCross-device tracking\n\n\n\nAs consumers move across multiple screens, tracking their journey from mobile devices to CTV and beyond remains a significant challenge. Advertisers must account for how viewers interact with campaigns across various platforms and devices to create a comprehensive attribution model.\n\n\n\n\nMobile to CTV attribution: Linking actions on mobile devices to ad exposure on CTV can be difficult due to fragmented data sources and limited direct tracking capabilities. Device graph technology, which maps relationships between devices within a household, provides a solution by connecting mobile activity to CTV impressions.\n\n\n\nCross-screen measurement: Measuring campaign performance across screens requires integrating data from multiple channels into a single view. Tools that enable unified reporting and real-time insights are helping advertisers track how each screen contributes to the overall user journey.\n\n\n\nDevice graph technology: Device graphs leverage anonymized data to identify relationships between devices, allowing advertisers to connect touchpoints across smartphones, tablets, smart TVs, and other devices. This technology ensures a more complete understanding of cross-device behaviours.\n\n\n\nUser journey tracking: Sophisticated attribution models now follow users’ journeys across screens, linking CTV ad exposures to actions on other platforms. This enables advertisers to understand better how each interaction contributes to conversions.\n\n\n\n\nAdvances in AI-driven analytics and cross-device technologies are improving attribution accuracy. Combining deterministic and probabilistic data allows advertisers to link cross-device interactions and optimize campaigns more effectively.\n\n\n\nData privacy implications\n\n\n\nThe increasing focus on data privacy presents another major hurdle for CTV attribution. Regulations like GDPR and CCPA have tightened restrictions on data collection, creating barriers for tracking and measurement. At the same time, consumers are demanding greater control over their data.\n\n\n\n\nEmerging regulations: Laws such as GDPR and CCPA limit the types of data advertisers can collect and how to use it. These restrictions complicate attribution efforts by reducing the availability of granular, user-specific information.\n\n\n\nConsent management: Ensuring proper consent is critical. Advertisers are adopting tools that facilitate transparent data collection while giving consumers control over their preferences.\n\n\n\nShift to cohort-based measurement: With the decline of individual-level tracking, cohort-based approaches group users with similar behaviours while preserving privacy. This allows for insights without relying on personal identifiers.\n\n\n\nModelling and probabilistic attribution: Advertisers increasingly use models and probabilistic methods instead of relying solely on deterministic data to infer user behaviours. These approaches compensate for gaps in data caused by privacy regulations.\n\n\n\n\nPrivacy-first measurement tools, cohort-based methodologies, and machine learning models enable advertisers to navigate evolving regulations while maintaining actionable insights.\n\n\n\nIdentity resolution time bomb\n\n\n\nThe phasing out of cookies and other tracking mechanisms has created what some call an “identity resolution time bomb.” Advertisers face the urgent challenge of adapting their strategies to a world where traditional identifiers are disappearing.\n\n\n\n\nImpact of cookie deprecation: With 3rd-party cookies and other identifiers becoming obsolete, advertisers can no longer rely on these tools for accurate user tracking. This disrupts established attribution models and limits campaign optimization.\n\n\n\nIdentity graphs and alternative solutions: Identity graphs, which map anonymized user profiles across devices and platforms, fill the gap. These graphs rely on 1st-party data and privacy-compliant techniques to maintain accurate attribution.\n\n\n\nEmerging standards: Industry-wide initiatives like Unified ID 2.0 are working to create standardized, privacy-first frameworks for identity resolution. These solutions ensure that advertisers can continue to track performance without violating consumer privacy.\n\n\n\nFuture-proofing strategies: As the identity landscape evolves, businesses increasingly invest in 1st-party data strategies and partnerships with publishers to maintain reliable attribution frameworks.\n\n\n\n\nAdopting identity graph technologies, building robust first-party data ecosystems, and embracing new industry standards are key to overcoming identity resolution challenges and future-proofing attribution efforts.\n\n\n\nBest practices for implementing CTV attribution\n\n\n\nImplementing a robust CTV attribution strategy is essential for accurately measuring the impact of campaigns and driving better results. Below is a step-by-step guide to ensure successful implementation, along with key best practices to help you maximize the potential of CTV attribution.\n\n\n\nStep-by-step guide for implementing CTV attribution\n\n\n\n\nDefine campaign objectives and KPIsStart by identifying what success looks like for your campaign. Whether it’s driving website traffic, app downloads, or in-store purchases, clearly defined objectives and KPIs will guide your attribution strategy.\n\n\n\nIntegrate cross-device tracking toolsLeverage cross-device tracking technologies like device graphs to connect consumer interactions across smart TVs, mobile devices, and desktops. This integration provides a unified view of the customer journey.\n\n\n\nIncorporate 1st-party dataBuild a robust 1st-party data collection framework to enrich attribution models while maintaining privacy compliance. This data tracks user behaviours and ties actions to specific ad exposures.\n\n\n\nAdopt a suitable attribution modelChoose the attribution model (first-touch, last-touch, multi-touch, or view-through) that aligns with your campaign goals and audience behaviours. Consider combining multiple models for a more comprehensive analysis.\n\n\n\nLeverage privacy-compliant solutionsEnsure compliance with data privacy regulations like GDPR and CCPA using cohort-based measurement, probabilistic modelling, and consent management tools.\n\n\n\nMonitor and optimize in real timeUse real-time reporting tools to track campaign performance and adjust strategies on the fly. Focus on high-performing creatives, placements, or audience segments to maximize ROI.\n\n\n\n\nKey best practices for success\n\n\n\n\nAlign attribution with business goals: Ensure your attribution strategy ties directly to business outcomes like revenue growth, customer acquisition, or brand awareness. This alignment ensures actionable insights.\n\n\n\nFocus on incremental conversions: Analyze micro-conversions (e.g., adding items to a cart, visiting a landing page) and final conversions to understand how CTV ads contribute at every stage of the funnel.\n\n\n\nCollaborate across channels: Integrate CTV attribution with your broader marketing efforts to understand how it interacts with social media, paid search, and email channels.\n\n\n\nInvest in scalable technology: Use advanced attribution platforms that can scale with your campaigns. Solutions offering AI-driven insights, cross-device tracking, and real-time optimization are critical for ongoing success.\n\n\n\nTest and iterate: Continuously test different attribution models, creatives, and targeting strategies to identify what works best for your campaigns.\n\n\n\n\nInnovative solutions in CTV attribution\n\n\n\nLeading technology providers like StackAdapt are revolutionizing CTV attribution by addressing critical gaps in measurement. For example, StackAdapt’s partnership with Adsquare introduces an in-platform footfall attribution solution that connects digital ad exposures to physical store visits. This innovative approach allows advertisers to link CTV campaigns to offline behaviours, providing a clearer picture of campaign performance across the digital-to-physical spectrum.\n\n\n\nFollow these best practices and leverage cutting-edge tools like StackAdapt’s footfall solution to confidently measure the impact of your CTV campaigns and optimize strategies for success in today’s multi-screen world.\n\n\n\nRequest a demo today to find out more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution","url":"https://www.stackadapt.com/resources/blog/connected-tv-attribution","name":"Connected TV Attribution: Techniques and Innovations | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250206025138/20250203_CTV-Attribution_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-06T11:00:00+00:00","dateModified":"2026-09-08T21:43:51+00:00","description":"Connected TV attribution represents one of the most pivotal frontiers for data-driven advertisers. Learn how to solve key challenges.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-attribution#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250206025138/20250203_CTV-Attribution_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250206025138/20250203_CTV-Attribution_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of an icon representing CTV with lines connecting to other marketing channels."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"These are the 6 main benefits of programmatic advertising","datePublished":"2025-02-05T19:45:29+00:00","dateModified":"2026-09-08T21:43:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits"},"wordCount":2064,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250205111206/20250203_Benefits-of-Programmatic.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Although digital advertising has existed since the early ‘90s, programmatic advertising—the automated buying and selling of digital ad space—unofficially began in 2013 with the introduction of Google AdSense. \n\n\n\nBack then, options were limited, with advertisers primarily relying on display advertising and basic keyword targeting to reach the right audience and drive campaign performance.\n\n\n\nWithin a few short years, other programmatic platforms would enter the mix, allowing advertisers and publishers to buy and sell ad inventory across multiple channels, including video, native, connected TV (CTV), audio, in-game, digital out-of-home (DOOH)—transforming programmatic advertising from a niche solution to the go-to method marketers use for delivering targeted multi-channel campaigns across digital and offline touch points like direct mail at scale. \n\n\n\nAs a result, interest in programmatic advertising continues rising. In 2024, global programmatic ad spend reached an estimated $595 billion USD, with the US leading the way in spending, followed by China ($157.5 billion) and the UK ($41.7 billion). And it’s set to go even higher, with global programmatic ad spend—propelled by emerging channels like CTV and retail media—projected to reach an estimated $800 billion USD by 2028.\n\n\n\nIf you’re new to the programmatic space, read on to learn the benefits of programmatic advertising, why it’s an essential tool in modern marketing, and how to use it to build brand awareness and convert customers.\n\n\n\nHow does programmatic advertising fit into your digital marketing strategy\n\n\n\nBefore we get into the benefits of programmatic advertising, let’s briefly go over how it fits into the modern marketing strategy. \n\n\n\nThese days, marketers rely on an increasing number of strategies and channels—from SEO and content marketing to social media and email marketing—to engage audiences and drive results. But doing it effectively and at scale has never been more difficult.\n\n\n\nThat’s where programmatic advertising comes in. \n\n\n\nProgrammatic advertising provides unparalleled precision, scalability, and efficiency—allowing marketers to target the right audience on the right platform at the right time—and it complements and enhances other marketing efforts. \n\n\n\nProgrammatic advertising can boost traffic through highly targeted paid campaigns, distribute content to the most relevant audiences, and retarget users who have previously engaged with your brand. It ensures consistent messaging across multiple touchpoints and enhances marketing efforts throughout the customer journey, from awareness to conversion.\n\n\n\n\n\n\n\n\n\nHow programmatic advertising works\n\n\n\nTo understand the benefits of programmatic advertising, it helps to know how it works. Here’s a basic step-by-step overview of the whole process—from planning to delivery—in a programmatic auction:\n\n\n\nStep 1: Campaign setup\n\n\n\nLet’s say an advertiser wants to promote a new product or service. First, they choose a specific goal for their programmatic campaign—such as increasing brand awareness, driving traffic, or maximizing conversions—and use a demand-side platform (DSP) to create and manage the ad campaign.\n\n\n\nStep 2: Initial user interaction\n\n\n\nAlthough the process differs depending on the channel, let’s use programmatic display advertising as an example. First, a user visits a website. Then, a supply-side platform (SSP) that manages ad inventory for the website identifies the opportunity and notifies an ad exchange that an impression is available for auction.\n\n\n\nStep 3: The auction initiates\n\n\n\nThe ad exchange acts as a digital marketplace, sending bid requests to DSPs like StackAdapt. This request includes pseudonymized details about the user and information on the available ad space (such as the type of content that appears on the page and the ad’s dimensions).\n\n\n\nStep 4: The bidding process begins\n\n\n\nThe DSP uses machine learning to evaluate the impression’s value based on the campaign parameters and places a bid. It considers factors like the advertiser’s target audience, budget, and campaign goals to determine how much to bid for the impression.\n\n\n\nStep 5: The ad is served\n\n\n\nAfter that, the ad exchange collects all the bids and determines the highest bidder. The winning DSP gets notified, and the ad creative gets displayed to the user on the publisher’s website. The whole process happens within a fraction of a second.\n\n\n\nMain benefits of programmatic advertising\n\n\n\nProgrammatic advertising gives advertisers access to more inventory, targeting options, and insights than traditional forms of digital advertising, helping advertisers optimize campaigns and get a better return on investment (ROI) for their ad spend.\n\n\n\nHere are six of the major benefits of programmatic advertising:\n\n\n\n\nEfficiency: Instead of manually negotiating ad placements or setting up campaigns on multiple platforms, advertisers can automate the ad-buying process across various channels, devices, and formats, often from a single platform.\n\n\n\nCost-effectiveness: With programmatic advertising, advertisers don’t have to break the bank to access premium inventory. Even small to mid-sized businesses and brands can compete with major companies.\n\n\n\nFlexibility: Unlike other forms of traditional advertising, advertisers can easily adjust targeting parameters, swap out creatives, and scale their campaigns up and down based on how campaigns are performing or make any changes, even if campaigns are in flight.\n\n\n\nReach: Programmatic advertising allows advertisers to reach a massive audience by serving ads on thousands of websites, apps, and streaming services. For example, with StackAdapt, advertisers can access premium CTV inventory and target users watching content across a variety of streaming platforms. \n\n\n\nTargeting: You don’t have to cast a wide net to get results with programmatic. Advertisers can get super granular with their campaigns and target users based on their demographics, interests, behaviours, and even what they’re reading about online, helping you or your client reach users who are more likely to care about your offering and convert.\n\n\n\nTransparency: Advertisers can choose where their ads get placed, see how they’ll appear online, track how much they’re spending, and know who’s viewing their ads, helping them optimize their campaigns to deliver better results.\n\n\n\n\nAdvantages of real-time bidding and automation\n\n\n\nOne of the benefits of programmatic advertising is how ad space is purchased.\n\n\n\nThere are two main ways that advertisers purchase programmatic ad inventory: programmatic direct and real-time bidding (RTB).\n\n\n\nWith programmatic direct, inventory is negotiated between a buyer and a seller, but ad placement and delivery remain automated through programmatic technology. Advertisers secure inventory either by purchasing a fixed number of guaranteed impressions at a set price (programmatic guaranteed) or by gaining priority access to premium inventory at a negotiated price (preferred deal).\n\n\n\nWith RTB, advertisers bid on ad space in real time through an auction system, either through a private marketplace (PMP), where select advertisers can bid on curated premium inventory from specific publishers, or an open exchange, where ad space is available to all buyers in a competitive auction.\n\n\n\nBoth have their benefits. While programmatic direct typically provides guaranteed ad placements, access to premium inventory, and greater control over where ads appear, RTB offers more scalability, cost efficiency, and dynamic pricing based on real-time market demand, making it ideal for advertisers looking to scale campaigns across a wide range of inventory at a competitive price.\n\n\n\nMeasuring performance and ROI with programmatic advertising\n\n\n\nData is at the core of programmatic advertising. Unlike traditional forms of advertising, which often rely on panel-based metrics and vague estimates, brands and agencies can track performance with more precision and make real-time, data-informed optimizations that improve ROI.\n\n\n\nWith programmatic, every impression, click, and conversion gets recorded, giving advertisers full visibility into their campaigns’ performance. Instead of waiting until the end of a campaign to analyze results, advertisers can use up-to-date insights to adjust bids, targeting parameters, and creative variations mid-flight, helping brands allocate their budgets more effectively and ensuring they reach the right audience while minimizing wasted ad spend.\n\n\n\nBut it doesn’t only apply to online sales. Advertisers can use brand lift studies to gauge brand awareness, ad recall, and consumer sentiment more accurately or use footfall attribution to understand their digital ads’ impact on driving customers in-store.\n\n\n\nThe emergence of AI and machine learning in programmatic advertising\n\n\n\nAlthough AI and machine learning may seem like relatively new advancements to the average person, they’ve been core components of programmatic advertising since its early days, automating everything from bid optimization and pacing to audience segmentation and fraud detection.\n\n\n\nAs we’ve previously written, AI’s biggest strength lies in its ability to analyze vast amounts of data, uncovering patterns and insights previously difficult to detect. For example, StackAdapt’s AI-powered algorithm makes 143 billion decisions per second to determine which impressions get bid on.\n\n\n\nHowever, two areas in which AI and machine learning have the biggest impact on programmatic advertising are targeting and personalization.\n\n\n\nWith AI, not only can advertisers target audiences who are more likely to convert based on personal preferences, previous consumer behaviour (like past purchases or website interactions), historical campaign performance, and predictive analytics, but also use contextual targeting—like StackAdapt’s Page Context AI—to identify the best ad placements based on the content their ideal audience is probably consuming.\n\n\n\nMeanwhile, tools like dynamic creative optimization are helping to hyper-personalize messages to the end user at scale. \n\n\n\nIn the past, agencies would A/B test ad creatives and rely on gut instinct and historical performance to try and determine which ads would perform the best. \n\n\n\nNow, as AdExchanger reports, machine learning can use behavioural, demographic, psychographic, and other consumer data to generate and test hundreds (if not thousands) of creative variations—using generative AI to create countless headlines, images, and even videos—that are personalized to individual users, allowing marketers to test creatives quickly and iterate based on performance.\n\n\n\nExamples of programmatic advertising in action\n\n\n\nNow that we’ve gone over the benefits of programmatic advertising, here are some real-world examples of how StackAdapt clients have used programmatic advertising to drive success for their businesses or brands.\n\n\n\n\nEko—a healthcare technology company—used native and display advertising to boost brand awareness and conversions, generating 26M+ impressions and achieving a 290% return on ad spend.\n\n\n\nAllianz, an international financial services company specializing in car insurance, used programmatic advertising to optimize lead generation, reducing customer acquisition costs by 83%.\n\n\n\nUK agency Digital Willow used DOOH at some of Europe’s busiest airports to grow awareness about the Isle of Man, increasing click volume for a search term related to the travel destination by 263%.\n\n\n\nLedger Bennett leveraged ABM targeting, the StackAdapt Creative Studio, and a multi-channel retargeting strategy as part of a B2B campaign for their client, General Electric, increasing engagement 107% above the industry average.\n\n\n\nAdd3Connect used CTV to boost ad recall by 18.7% for their client, the health-focused CPG brand Nuun, and used an in-platform brand lift study to prove their campaign results.\n\n\n\nOPR media worked with StackAdapt to ​​drive 15K+ customers in-store and increase conversions online and offline for a world-renowned perfume brand.\n\n\n\n\nHow to level up your programmatic advertising\n\n\n\nBefore you start launching campaigns, here are some best practices to keep in mind that will help you get the most out of your ad budget:\n\n\n\n\nSet clear campaign goals: Know your objectives—whether it’s increasing brand awareness, generating leads, or driving sales—and set clear KPIs to measure your success.\n\n\n\nTarget the right audience: Define your target audience based on their demographics, interests, and behaviours, and continuously refine your audience segments to ensure you reach the most relevant users.\n\n\n\nTest your creatives: Experiment with different ad formats, visuals, messages, and calls to action to find which ones perform the best. Use AI to speed up the process and test different variations.\n\n\n\nUse a multi-channel approach: Use a variety of channels to connect with potential customers across different touchpoints and help move them through the funnel toward conversion.\n\n\n\nMonitor and optimize your campaigns: Keep track of results and make adjustments—even while campaigns are running—to maximize performance.\n\n\n\n\nHow programmatic advertising primes your business for the future\n\n\n\nDespite existing for over a decade, programmatic advertising continues to experience double-digit growth thanks to innovations and emerging categories like retail media and CTV. \n\n\n\nWith EMARKETER reporting that $9.56 billion USD ad dollars are expected to migrate from traditional ad spending channels in 2025 and 2026 to programmatic advertising, it’s clear that programmatic platforms like StackAdapt are lowering the barrier to entry by providing access to premium inventory, advanced targeting capabilities, and real-time performance insights, all from a single platform.\n\n\n\nIf you want to learn more about the power of programmatic advertising, download our guide or speak with our team.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits","url":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits","name":"6 major benefits of programmatic advertising (w/ examples)","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250205111206/20250203_Benefits-of-Programmatic.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-05T19:45:29+00:00","dateModified":"2026-09-08T21:43:52+00:00","description":"Is programmatic advertising part of your media mix? Learn about the advantages of programmatic and why you need to add it to your marketing strategy.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-advertising-benefits#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250205111206/20250203_Benefits-of-Programmatic.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250205111206/20250203_Benefits-of-Programmatic.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration showing different advertising channels depicting the benefits of programmatic advertising"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Addressable TV vs. Connected TV: Where should you invest advertising dollars?","datePublished":"2025-02-12T13:00:00+00:00","dateModified":"2026-09-08T21:43:50+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv"},"wordCount":1383,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250211171731/20250211_Addressable-TV-vs.-CTV.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 101"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Marketers have long prized traditional linear TV advertising for its broad reach and high viewability. However, shifting viewer habits and technological advancements are changing that.\n\n\n\nIn 2020, linear TV accounted for 72.2% of the total daily viewing time in the US. In 2024, that number dropped to 56.5%, and EMARKETER predicts it will fall an additional 21.3% by 2026.\n\n\n\nMeanwhile, time spent with connected TV (CTV) is increasing, driven by the rise of ad-supported streaming services and improved targeting capabilities.\n\n\n\nBoth addressable TV and CTV are supplanting traditional linear TV advertising, allowing advertisers to reach the right target audience and measure campaign performance with more precision. But which one is the right fit for your media plan?\n\n\n\nIn this article, we’ll explore the differences between addressable TV and CTV advertising, when to use both, and how to decide where to invest your advertising spend.\n\n\n\nAddressable TV vs. Connected TV: Definitions and distinctions\n\n\n\nFirst, let’s clarify what addressable TV and CTV are, how they work, and their key differences. \n\n\n\nWhat is addressable TV?\n\n\n\nAddressable TV advertising allows advertisers to target specific ads to individual households watching television through set-top boxes or satellite TV providers that support addressable advertising. \n\n\n\nUnlike traditional linear TV advertising, where viewers see the same ads while watching scheduled programming on broadcast or cable networks, addressable TV advertising uses data about household demographics, viewer behaviours, and geographic locations to segment audiences and deliver more relevant ads to viewers.\n\n\n\nFor example, travel and tourism marketers could serve different ads to different households watching the same scheduled program—showing a luxury resort ad to a high-income household or a budget-friendly package to a young family—based on the data that’s available.\n\n\n\nHow addressable TV advertising works\n\n\n\nFirst, service providers collect viewership data from their own subscribers or use audience insights from 3rd-party data providers to segment audiences based on specific characteristics. Ads get inserted into standard commercial breaks during TV programming based on the campaign’s goals and the ideal audience the advertiser wants to target. Campaign performance is then analyzed to improve targeting and optimize future ad placements.\n\n\n\nWhat is Connected TV?\n\n\n\nCTV advertising is a type of digital advertising where ads appear within or alongside streaming content on connected TV devices. This includes in-stream video ads that play before, during, or after a TV show, movie, or other streamed content, as well as interactive or overlay ads that appear on-screen while the content is playing.\n\n\n\nUnlike addressable TV advertising, which delivers ads to specific households watching scheduled programming, CTV advertising uses data-driven targeting to deliver ads to viewers streaming content—whether live or on-demand—through platforms like Disney, Max, Peacock, and Pluto TV.\n\n\n\nHow Connected TV advertising works\n\n\n\nUnlike traditional linear TV advertising, which typically targets broad demographics, CTV advertising, similar to addressable TV advertising, allows advertisers to reach specific audiences based on their behaviour, location, and other demographic data. When a viewer watches content on a streaming service, it sends a bid request to a supply-side platform (SSP) that includes information about the viewer, such as their device type and general location. An ad exchange connects the SSP with demand-side platforms like StackAdapt, which either bid on inventory through programmatic auctions or help negotiate direct deals with publishers, which provide access to more exclusive inventory and greater control over where ads get placed.\n\n\n\nKey differences\n\n\n\nAlthough addressable TV advertising and CTV advertising share many similarities, here are a few of the key differences:\n\n\n\nAddressable TVCTVAd DeliveryAds appear while viewers watch TV through cable set-top boxes or satellite TV.Ads appear during internet-based streaming.DevicesCable and satellite-connected TVs.Smart TVs, gaming consoles, and streaming sticks.TargetingHousehold-level targeting through cable/satellite provider data.User, device, and IP-based targeting.ContentScheduled programming on broadcast or cable networks.Streaming video, including live and on-demand content.Ad Buying ProcessMostly done directly through cable or satellite TV providers.Purchased programmatically or via direct deals with streaming platforms and publishers.\n\n\n\nAdvantages and disadvantages\n\n\n\nAddressable TV advertising and CTV advertising share many of the same benefits, especially compared to traditional linear TV advertising, including improved targeting, measurement, and attribution.\n\n\n\nBut what separates addressable TV advertising from CTV advertising is ultimately their scale and reach.\n\n\n\nBetween 2020 and 2024, the number of US households with a subscription to a traditional paid TV service or set-top box that allowed for addressable TV advertising shrank from 68.5 million to 48.9 million, a 28.61% decrease.\n\n\n\nMeanwhile, the number of US households streaming content through CTV continues to rise. It will grow from 115.1 million in 2024 to 123.3 million by 2028, reaching 89.4% of US households.\n\n\n\nPart of that has to do with the increased number of low-cost streaming services available, but also shifting consumer habits. \n\n\n\nFor years, one of the main things that prevented people from cutting the cord with traditional cable and satellite TV providers was exclusive access to live programming—namely, live sports. However, with live sports shifting to streaming, more households are cutting ties with traditional pay-TV subscriptions.\n\n\n\nAs a result, CTV ad spending is surging. In 2026, $37.7 billion USD is projected to be spent on CTV advertising, compared to $1.85 billion USD for linear addressable TV. \n\n\n\nAlthough CTV is often perceived as having lower ad loads per hour, streaming loads can vary significantly, often ranging from one to nine minutes per hour, depending on the publisher. Similarly, although once dominated by ad-free subscriptions, ad-supported streaming continues growing in popularity, with 56% of viewers choosing a lower-priced ad tier in Q1 2024 alone.\n\n\n\nUltimately, deciding between addressable TV advertising and CTV advertising, or how much of your budget you want to allocate to each advertising channel, depends on who you want to reach. \n\n\n\nStats on CTV often suggest that younger audiences (millennials and Gen Zers) are more likely to stream content through CTV than older audiences (Baby Boomers and Gen Xers), who are more likely to watch TV through a set-top box or satellite subscription. That said, a recent study found that both CTV and addressable TV play complementary roles in reaching adults aged 18-49, making addressable TV advertising a valuable strategy for gaining incremental reach.\n\n\n\nEvaluating impacts and cost considerations of addressable TV vs. Connected TV\n\n\n\nNow that we’ve gone over what addressable TV and CTV advertising are, how they work, and the benefits of each, let’s recap what to keep in mind when deciding where to put your advertising budget:\n\n\n\n\nCost Efficiency: Although addressable TV can have lower CPMs than traditional linear TV, CTV is usually the most affordable, with CPMs ranging from $15 to $30 USD. This makes it easier for brands of all sizes to kickstart their CTV marketing strategy and secure premium inventory at a fair price.\n\n\n\nTargeting Capabilities: Both addressable TV and CTV provide more granular targeting options than traditional linear TV. While addressable TV enables household-level targeting, CTV offers even greater precision by targeting individual users who may be streaming separately within the same household.\n\n\n\nAd Measurement and Attribution: Both addressable TV and CTV provide better measurement capabilities than traditional linear TV, allowing advertisers to track metrics and KPIs like impressions, view-through rates, conversion rates, and return on ad spend.\n\n\n\nAudience Reach: While addressable TV allows advertisers to target specific households, its reach is limited due to the shrinking number of cable and satellite subscribers. CTV, on the other hand, continues to expand as more households shift to streaming, with nearly 90% of US households expected to stream content through CTV by 2028.\n\n\n\n\nThe future of addressable TV and Connected TV\n\n\n\nIn a 2024 survey from Go Addressable and Advertiser Perceptions, when advertisers were asked why they used addressable TV advertising, they cited targeting, personalization, and incremental reach as the main reasons.\n\n\n\nThose benefits also apply to CTV. Aside from scale, the major difference between addressable and CTV is that CTV inventory can be purchased programmatically.\n\n\n\nBut the industry is changing. Traditional TV providers are increasingly making their inventory available to programmatic partners, allowing advertisers to add high-quality addressable linear TV to their multi-channel campaigns to improve their reach and streamline their media buys.\n\n\n\nTo learn more about how to use CTV and addressable TV in your media strategy, download our guide to CTV advertising or speak with our team.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv","url":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv","name":"Addressable TV vs. Connected TV: Where to Advertise","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250211171731/20250211_Addressable-TV-vs.-CTV.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-12T13:00:00+00:00","dateModified":"2026-09-08T21:43:50+00:00","description":"Addressable TV and connected TV both can fill valuable roles in an advertising strategy. Learn about the advantages and limitations of each.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/addressable-tv-vs-connected-tv#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250211171731/20250211_Addressable-TV-vs.-CTV.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250211171731/20250211_Addressable-TV-vs.-CTV.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a connected TV and linear TV."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Why are viewability rates on Connected TV so high?","datePublished":"2025-02-18T14:08:01+00:00","dateModified":"2026-09-08T21:43:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability"},"wordCount":2050,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250217033201/20250213_CTV-Viewability-Rates.webp?fit=1200%2C600&ssl=1","keywords":["blog","connected tv","Content Level : 201","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Connected TV (CTV) is no longer just an emerging trend—it’s the new standard for television consumption. Roughly 88% of US households now own at least one internet-connected TV device, and CTV accounts for over one-third of total TV usage. CTV has surpassed linear TV’s total viewership, making it a dominant force in advertising.\n\n\n\nFor advertisers, this shift isn’t just about audience reach but quality engagement. Unlike traditional digital video ads, which can play unnoticed in the background, CTV ads run full-screen in premium, brand-safe environments. This naturally leads to exceptional viewability rates, often close to 100%. But what makes CTV so effective, and how does it compare to other digital ad channels?\n\n\n\nThis article explains why CTV viewability rates are so high, how they’re measured, and why advertisers are shifting their budgets to this channel.\n\n\n\nWhat is CTV viewability?\n\n\n\nCTV viewability refers to whether an ad served on a CTV device is actually visible to viewers. Unlike traditional digital video ads that might play in the background or be scrolled past, CTV ads run in a full-screen, immersive environment where the content is front and center. This means that CTV inherently achieves higher viewability rates than other digital advertising channels.\n\n\n\nViewability is a critical metric for advertisers because it determines if their ads are being seen—not just delivered. As CTV usage continues to grow, ensuring high viewability standards is essential for advertisers looking to maximize engagement and return on investment (ROI).\n\n\n\nCTV ad delivery\n\n\n\nCTV ads are delivered to viewers through internet-connected devices, including smart TVs, streaming devices (e.g., Roku, Amazon Fire TV, Apple TV), gaming consoles, and set-top boxes. Unlike traditional linear TV, which relies on scheduled programming, CTV enables advertisers to reach audiences through programmatic ad buying and real-time targeting.\n\n\n\nHere’s how the ad delivery process typically works:\n\n\n\n\nA viewer selects content on a streaming service or app (e.g., Disney+, Hulu, or Peacock).\n\n\n\nAn ad request is triggered before or during the content (pre-roll, mid-roll, or post-roll).\n\n\n\nThe ad is served through an ad server or supply-side platform, ensuring it meets targeting and bidding criteria.\n\n\n\nThe ad plays in a full-screen format, ensuring maximum visibility and engagement.\n\n\n\n\nUnlike traditional display or web-based video ads, CTV ads do not compete with multiple on-screen elements, making them far more likely to be seen in their entirety.\n\n\n\n\n\n\n\n\n\nHow CTV viewability is measured\n\n\n\nMeasuring viewability in CTV differs from traditional digital environments due to CTV’s full-screen nature and the lack of traditional viewability tracking tools like viewable impressions on web pages. However, 3rd-party verification partners and ad request protocols ensure advertisers can confidently track and validate ad visibility. \n\n\n\nBelow are some key measurement techniques.\n\n\n\nAd request protocols (VAST & SSAI)\n\n\n\n\nThe Video Ad Serving Template (VAST) ensures standardized ad serving across different platforms.\n\n\n\nServer-Side Ad Insertion (SSAI) stitches ads directly into content streams, improving the ad experience but historically making measurement more challenging. Efforts are ongoing to address SSAI-based fraud and improve transparency.\n\n\n\n\nPixel-based tracking\n\n\n\n\nVerification companies like DoubleVerify and Integral Ad Science place tracking pixels on ads to confirm delivery and measure engagement.\n\n\n\nStackAdapt and other platforms work directly with publishers to verify ad placement and engagement metrics.\n\n\n\n\nChallenges in CTV viewability measurement\n\n\n\n\nIn traditional web video, an ad might be playing but not fully in view (e.g., a video running in a minimized tab).\n\n\n\nCTV eliminates this issue but faces challenges in standardizing SSAI-based ad tracking.\n\n\n\nIndustry initiatives, like GroupM’s CTV Viewability Standard, are addressing measurement inconsistencies.\n\n\n\n\nIndustry standards and accreditations\n\n\n\nTo ensure advertisers only pay for truly viewable impressions, industry standards and accreditations play a crucial role in CTV ad measurement. For example, these are some key industry bodies and standards:\n\n\n\n\nMedia Rating Council (MRC): The MRC sets minimum standards for what counts as a viewable impression in digital advertising. While CTV viewability is typically close to 100%, having an MRC-accredited provider ensures accuracy and fraud prevention.\n\n\n\nDoubleVerify and Integral Ad Science Both independently verify viewability and ad placement across CTV platforms. They also track invalid traffic (IVT) and ad fraud risks, especially concerning SSAI transparency.\n\n\n\nThe Interactive Advertising Bureau’s (IAB) CTV Measurement Guidelines: The IAB provides frameworks for CTV ad tracking, fraud prevention, and standardized measurement practices. Helps advertisers differentiate genuine viewability from fraudulent or misleading metrics.\n\n\n\n\nAs CTV continues to dominate digital advertising, adherence to these standards and accreditations ensures advertisers can trust their investments are reaching real, engaged audiences with CTV marketing strategies that work.\n\n\n\nCTV viewability statistics\n\n\n\nCTV continues to set the gold standard for ad viewability across digital platforms. In the first half of 2022, the global viewability rate of CTV ads reached 93.2%, meaning nearly all video ads displayed on internet-connected TV devices were fully visible to viewers. This outperforms all other digital formats, reaffirming CTV’s dominance as an advertising channel.\n\n\n\nAccording to IAS, over 90% of CTV ad impressions meet the MRC viewability standards, with a measured viewability rate of 93.3%. These rates remain consistent year over year, reinforcing the reliability and effectiveness of CTV as a high-impact advertising medium.\n\n\n\nTo maintain high accuracy and transparency, leading industry organizations have established verification frameworks:\n\n\n\n\nMRC Accreditation: Ensures CTV ad viewability metrics meet industry standards.\n\n\n\nThird-Party Verification (e.g., DoubleVerify, Integral Ad Science): Tracks ad delivery, fraud prevention, and TV screen activity to reduce wasted impressions.\n\n\n\n\nCTV viewability vs. other channels\n\n\n\nCTV’s viewability significantly outperforms other digital ad formats, making it a preferred premium advertising channel. While CTV viewability remains in the low 90s, other platforms fall behind:\n\n\n\nPlatformViewability RateCTV93%+Mobile App VideoHigh 70sMobile Web VideoHigh 70sDesktop VideoHigh 70s\n\n\n\nCTV’s one-screen, full-screen ad experience eliminates distractions, ensuring higher engagement compared to mobile and desktop, where ads often play alongside other content. This distinction reinforces CTV’s value for advertisers aiming to maximize visibility and ROI.\n\n\n\nWhy CTV viewability rates are high\n\n\n\nCTV’s exceptionally high viewability rates aren’t a coincidence—they are the result of a unique combination of factors that make it one of the most effective digital advertising channels, including:\n\n\n\n\nA premium viewing experience that eliminates distractions.\n\n\n\nChanging audience behaviours that favour streaming over traditional TV.\n\n\n\nPlatform innovations designed to optimize ad delivery.\n\n\n\n\nThese elements work together to create a naturally high-viewability environment, making CTV an ideal channel for advertisers seeking guaranteed ad exposure.\n\n\n\nA favourable environment\n\n\n\nCTV creates a uniquely controlled advertising environment where ads benefit from technical advantages and user engagement factors that drive higher viewability rates than any other channel. Key factors contributing to CTV’s high viewability are:\n\n\n\n\nFull-screen, one-ad-at-a-time display: Unlike web-based video ads, which often compete for attention with other on-screen content, CTV ads play in full-screen mode, ensuring total visibility. There’s no scrolling, minimized tabs, or distractions, leading to maximum engagement.\n\n\n\nNo forced skipping or ad avoidance: Many streaming platforms do not allow skipping ads, ensuring that ads are fully viewed. Even on ad-supported streaming services (AVOD), the ad experience is designed to be less intrusive, making audiences more receptive.\n\n\n\nScreen size and quality: Ads on large TV screens naturally attract more attention than those on mobile or desktop. High-definition and 4K streaming capabilities enhance visual appeal, making CTV ads more immersive and impactful. \n\n\n\nStandardized ad delivery methods: Ad placements in pre-roll, mid-roll, or post-roll positions mean CTV ads are always front and center. Unlike desktop video, where ads can autoplay off-screen, CTV ensures ads are actually seen.\n\n\n\n\nThese built-in advantages make CTV the most reliable digital ad channel for viewability, without additional viewability enhancements or workarounds.\n\n\n\nEvolving audience behaviours\n\n\n\nThe way people consume television has fundamentally changed, and these shifts in viewer psychology and habits naturally contribute to CTV’s high viewability rates.\n\n\n\n\nThe living room experience: Unlike mobile or desktop video, where people often multitask, CTV is watched in a dedicated setting—typically the living room, on a large screen, and with minimal distractions. Viewers are more likely to stay engaged throughout an ad, especially when watching long-form content like TV shows, movies, or live sports.\n\n\n\nShared viewing and group engagement: CTV is often watched with family or friends, reinforcing the cultural expectation of paying attention to content, including ads. This contrasts with individual mobile and desktop viewing, where distractions and second-screening reduce ad impact.\n\n\n\nHigher tolerance for ads on streaming platforms: In exchange for free or lower-cost content, viewers are more accepting of ads on ad-supported streaming platforms (e.g., AVOD and FAST services like Hulu, Roku, and Pluto TV). Unlike traditional TV, where viewers could channel-surf during ad breaks, CTV ads are seamlessly integrated into the viewing experience, reducing avoidance.\n\n\n\n\nThese behavioural trends increase the likelihood that CTV ads will be watched in full, further solidifying its status as a high-viewability, high-engagement advertising channel.\n\n\n\nThe platform effect\n\n\n\nStreaming platforms have evolved beyond traditional TV by designing ad experiences that maximize viewability and minimize viewer frustration.\n\n\n\n\nIntelligent ad spacing and load management: Platforms carefully control ad frequency and duration to prevent ad fatigue while ensuring viewability. For example, Disney+ displays countdown timers on ads, helping viewers anticipate ad duration and stay engaged.\n\n\n\nData-driven ad placement strategies: Many platforms use viewer data to optimize when and how ads are shown to increase engagement. Ads are strategically placed at natural breaks in content, making them feel less disruptive than traditional TV ad breaks.\n\n\n\nUser experience enhancements: Streaming services prioritize a seamless ad experience, ensuring that ads load smoothly without buffering or technical issues. Unlike early digital video experiences, where ads often failed to load or played with poor resolution, today’s CTV platforms guarantee high-quality ad playback, improving retention and effectiveness.\n\n\n\n\n\n\n\n\nCTV platforms have optimized the ad experience for maximum impact by leveraging years of TV and digital advertising experience, leading to higher viewability rates, stronger brand recall, and better ROI for advertisers.\n\n\n\nMeasuring CTV success: Metrics and KPIs\n\n\n\nWhile viewability is a key strength of CTV advertising, measuring overall success requires a broader set of metrics that assess engagement, brand impact, and ROI. Unlike traditional TV, CTV provides advertisers with granular data, allowing for more precise performance tracking and optimization.\n\n\n\nHere’s a breakdown of the most important metrics and KPIs for measuring CTV ad success:\n\n\n\nKPIDefinitionWhy It MattersHow to Measure ItViewability RatePercentage of CTV ads confirmed as fully in view.Ensures ads are actually seen by viewers.Verified via DoubleVerify, IAS, Moat and MRC-accredited tracking.Video Completion Rate (VCR)Percentage of viewers who watch an ad to completion.High VCR = strong engagement and attention retention.Platforms like StackAdapt provide VCR insights.Engagement RatePercentage of viewers who interact with an ad (e.g., QR codes, site visits).Measures user action beyond passive viewing.Tracked via CTV platforms, demand-side platforms, post-ad behaviour analysis.Ad Completion & Dwell TimeHow long a viewer watches an ad before skipping or exiting.Indicates attention retention and ad effectiveness.Ad server reports and session-based tracking.Frequency & ReachReach = Total unique viewers. Frequency = Avg. times an ad is shown per user.Helps optimize ad exposure and prevents oversaturation.Tracked via CTV advertising platforms, StackAdapt, and cross-device tracking.Brand Lift & RecallIncrease in brand awareness, recall, or favourability post-ad exposure.Assesses how well an ad resonates with its audience.Measured through Nielsen, Kantar, StackAdapt Brand Lift surveys, A/B testing.Conversion Rate & AttributionPercentage of viewers who take a desired action (purchase, signup, download).Links CTV ad views to revenue & business impact.Multi-touch attribution models, QR codes, unique URLs, CTV-to-mobile retargeting.Cost Per Completed View (CPCV)Cost paid per fully viewed ad.Assesses cost efficiency of CTV ads.Formula: Ad spend / Number of completed views.\n\n\n\nGet seen by adding CTV to your multi-channel strategy\n\n\n\nCTV’s high viewability rates aren’t just a fluke—they result from technical design, evolving audience behaviours, and strategic platform improvements. Combining full-screen ad display, engaged audiences, and optimized ad placements make CTV the most reliable channel for ensuring ads are seen and remembered.\n\n\n\nFor advertisers looking for high-impact, high-visibility campaigns, CTV presents a unique opportunity to reach engaged audiences in a premium, brand-safe environment. Get started with CTV advertising through StackAdapt. Request a demo today to learn more.\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability","url":"https://www.stackadapt.com/resources/blog/connected-tv-viewability","name":"Why Are Viewability Rates on Connected TV So High? | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250217033201/20250213_CTV-Viewability-Rates.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-18T14:08:01+00:00","dateModified":"2026-09-08T21:43:49+00:00","description":"On connected TVs, a variety of factors come together to drive ad viewability rates that handily surpass other digital channels.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/connected-tv-viewability#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250217033201/20250213_CTV-Viewability-Rates.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250217033201/20250213_CTV-Viewability-Rates.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a TV screen and a laptop with viewability labels for each."}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards"},"author":[],"headline":"StackAdapt earns spot on G2’s 2025 Best Software Awards for 6th year in a row","datePublished":"2025-02-19T19:48:24+00:00","dateModified":"2026-09-08T21:43:48+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards"},"wordCount":592,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219110431/20250211_2025-G2-Best-Software-Awards_Blog-Header_1200x600.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards","url":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards","name":"StackAdapt Named Top Software by G2 For 6th Year in a Row","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219110431/20250211_2025-G2-Best-Software-Awards_Blog-Header_1200x600.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-19T19:48:24+00:00","dateModified":"2026-09-08T21:43:48+00:00","description":"For a 6th consecutive year, StackAdapt has been named to G2’s 2025 Best Software Awards, ranking 6th as the Best Software Company in Canada.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/g2-2025-best-software-awards#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219110431/20250211_2025-G2-Best-Software-Awards_Blog-Header_1200x600.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250219110431/20250211_2025-G2-Best-Software-Awards_Blog-Header_1200x600.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt's G2 2025 Best Software awards logo badge"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI-powered CTV advertising: Optimizing media buying, measurement, and creative execution","datePublished":"2025-02-25T15:56:44+00:00","dateModified":"2026-09-08T21:43:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv"},"wordCount":1954,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250225053118/20250224_CTV-and-AI_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","connected tv","Content Level : 201","ctv"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Artificial intelligence (AI) is reshaping connected TV (CTV) advertising, making it more data-driven, efficient, and measurable than ever before. Traditionally, TV advertising was a static process—advertisers bought large blocks of impressions without knowing how well their ads performed. \n\n\n\nToday, AI is changing that by enabling real-time targeting, automated media buying, and advanced measurement, bringing CTV closer to digital performance marketing channels like search and social.\n\n\n\nAI-powered programmatic ad buying allows advertisers to adjust campaigns in real time, ensuring that ads reach the most relevant audiences at the right moments. Machine learning algorithms continuously analyze viewer behaviour, engagement signals, and contextual data, optimizing ad placements for better performance. AI also enhances attribution and measurement, helping advertisers connect CTV exposure to real-world actions like website visits and in-store purchases.\n\n\n\nAs CTV shifts from a brand awareness medium to a performance-driven advertising channel, AI is at the forefront of this transformation.\n\n\n\nThe role of AI in CTV advertising\n\n\n\nAI is revolutionizing CTV advertising by making media buying, audience targeting, and performance measurement more data-driven and automated. Let’s look at each of these in more detail.\n\n\n\nAI-driven programmatic buying and optimization\n\n\n\nThe shift from traditional TV buying to AI-powered programmatic advertising has transformed how advertisers approach CTV. \n\n\n\nIn the past, television ad buying involved bulk purchases, where advertisers committed to a large number of impressions without the ability to adjust placements or targeting in real time. If an ad underperformed, changes could only be made in the next campaign cycle, limiting flexibility and efficiency.\n\n\n\nAI has introduced real-time bidding and dynamic optimization, allowing continuous adjustments based on engagement signals and performance metrics. Unlike traditional methods, AI-driven programmatic platforms analyze data instantly, making automatic optimizations that prevent performance plateaus. A strategy that initially works well may lose effectiveness over time, but AI detects these shifts and adapts campaigns accordingly.\n\n\n\nAutomation is a major advantage, eliminating the need for manual bid adjustments, audience segmentation, and placement decisions. While human buyers require days or weeks to analyze performance and refine strategies, AI processes these decisions within milliseconds. Instead of relying on broad assumptions, AI refines ad placements based on real-time engagement data, ensuring maximum efficiency.\n\n\n\nFor example, an NFL game may have moments when viewer engagement peaks. AI can identify these high-attention periods and adjust bidding strategies in real time, prioritizing ad placements when audiences are most engaged. The ability to make immediate adjustments ensures advertisers maximize return on investment without being locked into static, pre-planned media buys.\n\n\n\nAI for audience targeting and segmentation\n\n\n\nAI has revolutionized audience targeting by leveraging real-time signals across multiple devices and platforms. \n\n\n\nTraditional TV advertising relied on broad demographic data, offering limited precision in reaching the most relevant viewers. AI enhances targeting by analyzing viewing habits, online activity, and in-store behaviour to create a more accurate audience profile.\n\n\n\nA fitness enthusiast, for instance, might watch health-related content on CTV while also browsing gym memberships on their mobile device. AI connects these behaviours to deliver highly relevant ads at the right moment, increasing the likelihood of conversion. \n\n\n\nThis shift from assumption-based to deterministic targeting ensures decisions are made based on actual user behaviour rather than generalized predictions.\n\n\n\nTraditional targeting often grouped audiences based on characteristics like age or household income, which did not always translate into engagement. AI-driven targeting, however, considers contextual and behavioural data, predicting audience intent with greater accuracy.\n\n\n\nFor example, a viewer who frequently watches fitness content is likely to respond to health-related ads. AI can identify this trend and adjust targeting strategies accordingly, ensuring that ads reach individuals with a higher probability of engagement. \n\n\n\nInstead of delivering generic messaging, advertisers can tailor their campaigns to users who are most receptive, making campaigns more efficient and impactful.\n\n\n\nRefining audience segmentation through AI-driven insights improves both campaign performance and the overall viewing experience. Ads feel more relevant, reducing intrusiveness and making content consumption more seamless for viewers.\n\n\n\n\n\n\n\n\n\nAI’s role in improving measurement and attribution\n\n\n\nUnlike traditional television, where advertisers had limited visibility into campaign performance, CTV allows for more granular tracking. However, measuring ad success across multiple streaming platforms remains complex. Each platform operates within its own ecosystem, making it difficult to obtain a unified view of audience behaviour and ad effectiveness.\n\n\n\nAI plays a crucial role in bridging these gaps by linking ad exposure to real-world actions such as website visits and in-store purchases. \n\n\n\n\nTraditional TV relied on broad assumptions about audience reach and effectiveness, often requiring 3rd-party reports that provided directional insights rather than precise measurements. \n\n\n\nAI eliminates this reliance on assumption-based reporting by leveraging real-time data to track incrementality—the direct impact an ad has on driving user actions.\n\n\n\n\nThis shift to AI-driven measurement allows advertisers to better understand how their CTV campaigns contribute to conversions. Instead of estimating impact based on historical trends, AI tracks user behaviour across devices, offering clear attribution models that connect ad views to measurable outcomes.\n\n\n\nAI-powered metrics and performance analytics\n\n\n\nAI enhances measurement by enabling cross-channel attribution, allowing advertisers to connect CTV exposure to both digital and offline actions. As consumers interact with brands across multiple devices, AI analyzes these touchpoints to build a more complete picture of user engagement. This helps advertisers assess not just whether an ad was viewed but whether it influenced a consumer’s decision to take action.\n\n\n\nReal-time insights into audience engagement and campaign performance provide another key advantage. AI continuously evaluates how audiences interact with ads, identifying patterns that would be difficult for human analysts to detect at scale. Instead of waiting for post-campaign reports, advertisers can make adjustments mid-flight to improve performance.\n\n\n\nFor example, AI helps advertisers detect and mitigate ad fatigue by analyzing how frequently an ad is shown to the same viewer. When an audience reaches a saturation point, AI automatically adjusts ad frequency or introduces creative variations to maintain engagement. This level of optimization ensures that campaigns remain effective without overwhelming viewers with repetitive messaging.\n\n\n\nAI in creative optimization and dynamic content\n\n\n\nAI is transforming creative production in CTV advertising by automating ad variations based on audience preferences, location, and behaviour. Rather than relying on static ad creatives, AI-driven dynamic creative optimization generates multiple versions of an ad in real time, ensuring the most relevant version is delivered to each viewer.\n\n\n\nAI assists in the creative process by analyzing data on audience demographics, past interactions, and contextual relevance. It helps with storyboarding, ad placement, and real-time creative adjustments, making it easier for advertisers to test different approaches without manually creating multiple versions of an ad.\n\n\n\nGenerative AI is playing an increasing role in video production by dynamically assembling video content. Traditional A/B testing, which required separate creative assets for different segments, is being replaced by AI-driven automation that optimizes creative elements on the fly. AI can adjust visuals, messaging, and even the tone of an ad based on real-time insights, making campaigns more efficient and personalized.\n\n\n\nFor example, AI can overlay branded elements into live sports broadcasts or streaming content, eliminating the need for traditional commercial breaks. A brand could have its logo appear digitally on the court during an NBA game or subtly integrate a product into a scene within a TV show. This method enhances engagement while reducing the disruptions associated with traditional ad breaks.\n\n\n\nAI’s role in contextual advertising\n\n\n\nBeyond creative production, AI enhances contextual advertising by scanning streaming content in real time to determine the most relevant ads for specific scenes. Rather than placing ads solely based on audience demographics, AI identifies themes, objects, and topics within video content to ensure brand messages align naturally with what viewers are watching.\n\n\n\nThis technology enables intelligent ad placements within in-content advertising, allowing brands to integrate products or logos directly into a scene rather than relying on conventional ad slots. Unlike traditional commercials that interrupt viewing, AI-powered contextual ads blend seamlessly into content, making them feel more organic and engaging.\n\n\n\nFor example, AI can recognize a dining scene in a TV show and dynamically place a soft drink brand’s product on the table. Instead of a disruptive ad break, the brand gains visibility within the viewer’s experience, leading to higher recall and engagement.\n\n\n\nThe future of AI in CTV advertising\n\n\n\nAI is rapidly advancing, bringing new levels of automation, efficiency, and intelligence to CTV advertising. One of its most promising developments is in predictive analytics, where AI forecasts ad performance based on historical engagement patterns. \n\n\n\nAI analyzes past data to predict which ads are likely to perform best with specific audience segments, allowing advertisers to optimize their strategies before a campaign even begins.\n\n\n\nThe next phase of AI adoption in CTV could see AI-driven campaign planning, where advertisers simply input their objectives—such as increasing brand awareness, driving conversions, or maximizing engagement—and AI autonomously builds and executes the campaign. This level of automation would significantly reduce the time and effort required for campaign setup, allowing brands to focus more on strategy and less on manual optimizations.\n\n\n\nAI will also play a key role in cross-channel orchestration, ensuring that CTV works seamlessly with other advertising channels such as digital display, social media, and audio ads. Rather than managing each channel separately, AI can analyze consumer touchpoints across multiple platforms and adjust budget allocations, messaging, and frequency accordingly. \n\n\n\nThis integration allows advertisers to create more cohesive, data-driven marketing strategies that reach audiences at the right time and place, regardless of the platform they are using.\n\n\n\nThe role of human oversight\n\n\n\nDespite AI’s increasing automation, human expertise remains essential in CTV advertising. AI is not replacing marketers but rather enhancing their ability to make strategic decisions based on deeper, data-driven insights. \n\n\n\nWhile AI can process vast amounts of information and automate many tasks, marketers are still needed to interpret AI-generated insights, refine audience targeting strategies, and ensure brand messaging remains authentic.\n\n\n\nOne of the most critical areas where human oversight is required is in brand safety, compliance, and ethical considerations. AI can recommend an ad strategy based on data, but humans must ensure that it aligns with brand values, regulatory requirements, and cultural sensitivities. \n\n\n\nAI might suggest a hyper-targeted approach that maximizes engagement, but marketers must evaluate whether such tactics align with consumer privacy expectations and ethical advertising standards.\n\n\n\nFor example, AI may recommend specific ad placements and creative formats based on engagement metrics, but marketers are responsible for ensuring that the message resonates with the target audience and maintains the brand’s identity. Without human oversight, AI-generated campaigns risk becoming too data-driven, potentially losing the emotional and creative elements that make advertising effective.\n\n\n\nAs AI continues to evolve, its role in CTV advertising will expand, offering advertisers greater efficiency, precision, and automation. However, the most successful brands will be those that combine AI-driven insights with human creativity and strategic thinking, ensuring that their campaigns are both data-smart and audience-focused.\n\n\n\nThe road ahead for AI and CTV\n\n\n\nAI is making CTV advertising more efficient, measurable, and performance-driven. With real-time optimization, precise audience targeting, and automated creative execution, CTV is evolving into a powerful channel for both brand awareness and direct response advertising.\n\n\n\nAs AI advances, it will further improve campaign performance through predictive analytics and cross-channel integration. However, success will depend on balancing AI’s automation with human oversight. While AI enhances efficiency, human expertise remains essential for strategy, creativity, and ethical considerations.\n\n\n\nAdvertisers who embrace AI while maintaining a thoughtful, human-driven approach will be best positioned to maximize the potential of CTV advertising.\n\n\n\nFind out more about AI-powered CTV advertising with StackAdapt. Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv","url":"https://www.stackadapt.com/resources/blog/ai-impact-ctv","name":"The Role of AI in CTV Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250225053118/20250224_CTV-and-AI_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-02-25T15:56:44+00:00","dateModified":"2026-09-08T21:43:47+00:00","description":"AI is transforming CTV advertising with smarter targeting, real-time optimization, and better attribution for campaign performance.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ai-impact-ctv#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250225053118/20250224_CTV-and-AI_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250225053118/20250224_CTV-and-AI_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a TV screen divided in two: an ad on the left side and icons representing AI on the right."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Martech vs. AdTech: What’s the difference and why they’re converging","datePublished":"2025-03-04T14:00:00+00:00","dateModified":"2026-09-08T21:43:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech"},"wordCount":1767,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250303164238/20240305_Adtech-vs-Martech_Header.webp?fit=1201%2C601&ssl=1","keywords":["adtech","blog","Content Level : 101","martech","programmatic advertising"],"articleSection":["Martech"],"inLanguage":"en-US","description":"In 2011, when Scott Brinker—VP of Platform Ecosystem at HubSpot—published his first Marketing Technology Landscape Supergraphic, a visual representation of all the marketing technology (commonly known as martech) in the industry, only 150 solutions were on the chart.\n\n\n\nFast-forward 13 years, and there were over 14,106 listed in the 2024 edition, reflecting a 27.8% increase from the previous year and a 9,304% growth since its inception.\n\n\n\nLike nearly every tech sector, artificial intelligence (AI) is fueling much of martech’s recent expansion and innovation.\n\n\n\nBut there’s a more fundamental reason behind its growth: the increasing demand for more efficient, data-driven, and scalable marketing solutions.\n\n\n\nAs a result, business in martech—and, in turn, advertising technology, or adtech for short—is booming.\n\n\n\nAfter initially spiking in the early days of the pandemic, US B2B martech spending is expected to reach $10.11 billion USD in 2025, with 60% of respondents to a 2024 survey saying they either planned to increase or significantly increase their investment in martech.\n\n\n\nIn another survey, 28.8% of US ad agencies said they used six to seven adtech and martech tools as part of their tech stack, and 17.3% said they used more than 10. \n\n\n\nEven seasoned marketers who use these tools every day may wonder about the differences between martech and adtech, how they complement each other, and how they’re converging.\n\n\n\nThe lines between martech and adtech continue to blur. In this blog post, we’ll examine the key distinctions between the two and how recent advancements are bridging the gap and allowing marketers to execute more seamless, data-driven campaigns.\n\n\n\nUnderstanding the roles of martech and AdTech\n\n\n\nBefore we get into the differences between martech and adtech, their roles, and how they’re increasingly intersecting, let’s briefly go over their core functions.\n\n\n\nWhat is martech?\n\n\n\nMartech refers to software and tools marketers use to manage customer relationships, automate campaigns, measure performance, and analyze data. These solutions streamline operations, enable precise audience targeting and personalization, and optimize marketing efforts across channels to improve efficiency and increase conversions.\n\n\n\nMartech consists of various types of software and platforms that marketers use to nurture leads and customer relationships, including:\n\n\n\n\nCustomer Relationship Management (CRM) software: Stores and manages customer data, tracks interactions across touchpoints, and helps optimize sales and marketing efforts.\n\n\n\nMarketing automation tools: Automate multi-channel campaigns, lead nurturing, audience segmentation, and performance tracking.\n\n\n\nEmail marketing tools: Automate email workflows, personalize messaging, and track campaign performance.\n\n\n\nCustomer Data Platforms (CDP): Consolidate and activate customer data from multiple sources to enable more personalized and targeted marketing.\n\n\n\nSearch Engine Optimization (SEO) tools: Track rankings, analyze keywords, audit site performance, and provide competitive insights to improve search visibility.\n\n\n\nSocial media management tools: Schedule, analyze, and optimize social media posts, monitor engagement, and integrate with paid ad platforms.\n\n\n\nContent Management Systems (CMS): Facilitate content creation, management, and publishing on websites, supporting SEO and digital marketing efforts.\n\n\n\nAnalytics and Business Intelligence (BI) tools: Measure marketing performance, track KPIs, provide attribution insights, and help forecast trends.\n\n\n\n\nWhat is AdTech?\n\n\n\nAdtech refers to the software, tools, and systems that agencies, brands, and publishers use to automate and optimize the buying, selling, delivery, and measurement of digital advertising. It includes platforms for audience targeting, real-time bidding (RTB), ad serving, and performance measurement across digital channels like display, video, connected TV (CTV), and digital out-of-home (DOOH) (and, in the case of StackAdapt, offline marketing channels like direct mail).\n\n\n\nAdtech consists of various platforms and technologies that power digital advertising, including:\n\n\n\n\nDemand-Side Platforms (DSP): Centralized platforms that enable advertisers to buy digital ad inventory programmatically across multiple ad exchanges and supply sources in real time.\n\n\n\nSupply-Side Platforms (SSP): Enable publishers to manage, optimize, and sell their ad inventory.\n\n\n\nAd Exchanges: Digital marketplaces where advertisers and publishers buy and sell programmatic ad inventory through automated bidding and direct deals.\n\n\n\nAd Servers: Host, deliver, and track digital ad placements, optimizing performance and ensuring accurate reporting.\n\n\n\nData Management Platforms (DMP): Collect, segment, and activate audience data to enhance ad targeting and personalization.\n\n\n\nAd Verification Tools: Monitor ad placements for fraud, viewability, brand safety, and compliance with campaign requirements.\n\n\n\n\nHow martech and AdTech are different\n\n\n\nNow that we’ve broken down martech and adtech, let’s explore their key differences and the unique roles they play in customer relationship management, campaign execution, and media buying.\n\n\n\nTechnology and purpose\n\n\n\nThe primary goal of marketing is to attract, nurture, and retain customers. As such, martech centres around managing marketing processes, developing customer relationships, and building brand loyalty through software that helps execute, manage, personalize, and optimize marketing campaigns.\n\n\n\nAdtech, on the other hand, is focused on increasing brand visibility and driving conversions. It uses audience data to target and deliver ads across digital channels in real time through programmatic advertising and other automated media-buying methods.\n\n\n\nAnother way to think about it is how they fit within the marketing funnel. While some adtech solutions are primarily used for upper-funnel tactics like brand awareness and prospecting, more sophisticated ones (like StackAdapt) are built to activate and optimize campaigns across the entire funnel, playing a role in mid-funnel retargeting and lower-funnel performance advertising. Martech, on the other hand, supports mid- and lower-funnel engagement, conversion, and retention by managing customer relationships, automating campaigns, and optimizing personalized marketing efforts.\n\n\n\nData handling and processing\n\n\n\nMartech primarily leverages 1st-party data collected directly from customer interactions across various touchpoints, including websites, mobile apps, and point-of-sale systems. This data is typically stored in CRMs for managing customer interactions or in CDPs for unifying and activating audience data across marketing channels. This allows marketers to personalize campaign messaging and get a more holistic view of customer behaviour and preferences.\n\n\n\nHistorically, adtech has relied heavily on 3rd-party data for audience targeting and measurement. But with tightening privacy regulations and the ongoing (although often delayed) deprecation of 3rd-party cookies in many environments, there’s an increasing need for 1st-party data strategies and alternatives like contextual targeting to stay ahead of the curve. Innovative DSPs like StackAdapt have been working on solutions like this for a long time and are only getting more advanced, enabling privacy-compliant audience targeting, improving attribution modeling, and delivering better results in a cookieless environment.\n\n\n\n\n\n\n\n\n\nMeasurement and analytics\n\n\n\nMartech aims to provide a more comprehensive view of marketing efforts by tracking the entire customer journey—from awareness to conversion to post-conversion engagement. As such, martech metrics often focus on lead generation and attribution, customer engagement across channels, and retention and lifetime value.\n\n\n\nAdtech, in comparison, is more focused on optimizing ad delivery, audience reach, and media spend efficiency. Key adtech metrics include impressions and reach (for visibility) and click-through rates, conversions, and cost per acquisition for measuring performance. These insights help marketers refine bidding strategies, adjust audience segmentation, and optimize ad placements to improve overall campaign effectiveness.\n\n\n\nThe convergence of martech and AdTech\n\n\n\nAlthough martech and adtech often play similar and complementary roles, they’ve historically been associated with different stages of the marketing funnel, with adtech primarily focused on customer acquisition and brand awareness and martech driving engagement, conversion, and retention. \n\n\n\nEach has a role to play, and when martech and adtech aren’t aligned, it can lead to wasted time, effort, and ad spend. A 2023 Forrester study found that this disconnect can result in a 10-13% loss in resources.\n\n\n\nThankfully, the convergence of martech and adtech—sometimes referred to as “madtech”—is changing that, breaking down silos and enabling marketers to deliver more seamless cross-channel campaigns and get a more holistic, end-to-end view of customer interactions and performance.\n\n\n\nUnsurprisingly, data plays a central role in this convergence.\n\n\n\nOne of the biggest benefits of martech and adtech working together is the ability to centralize customer data in a unified platform. This approach offers a more holistic view of customer behaviour, informing ad targeting and campaign optimization strategies and allowing teams to deliver consistent and personalized messaging throughout the customer journey.\n\n\n\nFor example, a marketer working for an e-commerce brand could use a DSP to target high-intent shoppers with a display ad promoting a limited-time offer. Let’s say a shopper clicks the ad and browses the website but doesn’t complete a purchase. Their 1st-party data—such as their email address collected via a pop-up—is stored in a CDP. The brand can then use that data to trigger a personalized follow-up email with a discount or product recommendations based on the items they viewed during their session, encouraging them to complete their purchase.\n\n\n\nIn doing so, marketers can seamlessly connect adtech and martech, ensuring consistent messaging across channels, improving customer engagement, and optimizing ad spend while driving higher conversions.\n\n\n\nThe impact of AI on marketing and ad technology\n\n\n\nFor years, AI algorithms have been used in adtech to determine optimal ad placements, bid prices, and targeting parameters to help advertisers maximize conversions and ROI.\n\n\n\nNow, it’s reshaping both adtech and martech in profound ways, doing everything from automating repetitive and mundane tasks to more advanced applications like:\n\n\n\n\nUsing AI-powered predictive analytics tools to tailor campaigns by forecasting customer preferences based on past behaviours.\n\n\n\nAutomatically optimizing campaigns and execution by identifying the most effective audience segments and adjusting bidding strategies in real time based on engagement and conversion patterns.\n\n\n\nFine-tuning and personalizing ad creatives by using dynamic creative optimization, which automatically adapts messaging, visuals, and calls-to-action based on audience signals and performance data.\n\n\n\n\nAccording to a survey by Ascend2, 60% of marketers say AI and machine learning will have the biggest impact on marketing strategies over the next five years, with personalization and optimization being the most common use cases.\n\n\n\nMartech and adtech are at the forefront of this transformation, providing marketers with deeper insights into their customers and streamlining future targeting, personalization, and campaign optimization efforts.\n\n\n\nIn this article, we’ve only scratched the surface.\n\n\n\nTo see how AI and machine learning will impact martech and adtech in the years ahead, download our guide to the top martech trends in 2025 and beyond or watch our webinar with EMARKETER and U of Digital for even more insights from industry experts.\n\n\n\nIf you want to learn more about the convergence between martech and adtech or how to optimize your marketing strategy for better campaign performance, book a call to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech","url":"https://www.stackadapt.com/resources/blog/martech-vs-adtech","name":"Martech vs. Adtech: What's the Difference and Examples","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-vs-adtech#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250303164238/20240305_Adtech-vs-Martech_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-03-04T14:00:00+00:00","dateModified":"2026-09-08T21:43:46+00:00","description":"In the past, martech and adtech served distinct purposes. Now, they’re converging. Here’s what separates them and how they’re used together.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Women in tech share guidance for future generations","datePublished":"2025-03-07T19:00:49+00:00","dateModified":"2026-09-08T21:43:46+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025"},"wordCount":1607,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250307135840/20250307_Women-in-Tech_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","stackadapt culture"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"We all have a role to play in building a more inclusive and equitable world—now more than ever.\n\n\n\nEvery year on March 8, the world comes together to celebrate International Women’s Day, recognizing the social, economic, cultural, and political contributions of women.\n\n\n\nAs part of our annual tradition for International Women’s Day, StackAdapt is highlighting a few of the inspiring people in our organization who are shaping the future of tech and paving the way for future generations.\n\n\n\nRead on to learn how they advanced their careers and the guidance that shaped their journeys—and can inspire yours.\n\n\n\nHow do you personally challenge gender bias or inequality in your daily work life?\n\n\n\n\"I challenge gender bias by actively lifting other women and ensuring their voices are heard. If I notice a woman being talked over or her idea going unnoticed, I make a point to redirect the conversation back to her and give credit where it’s due. Success isn’t just about breaking barriers for myself—it’s about bringing others through the door with me.\"\n\n\n\nDeirdre Chew | Sales Director, Singapore\n\n\n\n\"I used to feel intimidated in my role of being the expert or running an agenda in my client and internal meetings. I recognized much of this was internalized, as I felt my voice wasn’t valued the same way.\"\n\n\n\nCassie Moreno | Senior Account Manager, Client Services, United States\n\n\n\n\"A key part of my role is building brand awareness through thought leadership, which includes selecting speakers for our events. I actively seek diverse voices, perspectives, and backgrounds to ensure balanced representation. I believe that true innovation comes from diverse viewpoints, and fostering critical thinking within businesses requires a mix of genders, functions, and experiences at all levels.\"\n\n\n\nAlexandra Pontikis Kennedy | Director, EMEA Marketing, Spain\n\n\n\nWhat’s a challenge you’ve faced that made you stronger as a professional?\n\n\n\n\"Being taken seriously as a young woman in sales. It was very difficult in the beginning to go to conferences and walk up to people who didn’t know me and didn’t seem willing to give me the time of day because I didn’t fit the typical sales mold at the time. But there will always be people who will give you a chance if you work for it, and once I proved myself, networking events felt easier since my personal brand and confidence grew.\"\n\n\n\nKatrina Moore | Sales Director, United States\n\n\n\n\"Overcoming imposter syndrome at various stages of my career has been a significant challenge. I’ve learned that confidence doesn’t come from being the loudest in the room but from being authentic and recognizing the value of my experience and contributions. Understanding that I belong at the table has made me a stronger professional.\"\n\n\n\nAlexandra Pontikis Kennedy | Director, EMEA Marketing, Spain\n\n\n\n\"One of the biggest challenges I’ve faced was working with a manager whose communication style was distinctly different from mine. At first, we struggled to see eye to eye, which made alignment difficult. However, we both wanted to do the right thing and drive the best outcomes, so we put in the effort to understand each other’s approaches. Over time, we found common ground and learned how to maximize the most value out of each other’s strengths. This experience made me a stronger collaborator and reinforced the power of adaptability in building successful partnerships.\"\n\n\n\nDeirdre Chew | Sales Director, Singapore\n\n\n\nWhat’s a risk you took in your career that paid off?\n\n\n\n\"The biggest risk I took was stepping away from my career to start my own business after becoming a mom. It pushed me to grow and gave me a fresh perspective on business beyond my previous roles. When I returned to the workforce full-time, I focused on finding a high-growth company where I could apply that mindset, leading me to opportunities that truly aligned with my professional aspirations.\"\n\n\n\nAlexandra Pontikis Kennedy | Director, EMEA Marketing, Spain\n\n\n\n\"I bet on myself! Nike’s recent female-focused Super Bowl ad is a great example of this: 'You can’t win. So win.' I wasn’t sure if I’d be good at sales when I first started, especially with male peers telling me to stay put in my current role. But I believed in my ability to compete, so I did.\"\n\n\n\nKatrina Moore | Sales Director, United States\n\n\n\nWhat’s one myth about women in leadership roles that you want to debunk?\n\n\n\n\"Women in managerial and leadership roles are more difficult to work with because they are more emotional.\"\n\n\n\nMel Martin | Sales Director, Canada\n\n\n\n\"That women don’t align with the traditional idea of an executive leader. Often, women are labelled as 'too aggressive,' 'too emotional,' or 'too quiet' based on outdated leadership stereotypes. The reality is that leadership comes in many forms, and it’s important to recognize that different styles, whether confident, empathetic, or thoughtful, are just as effective in driving success.\"\n\n\n\nAlexandra Pontikis Kennedy | Director, EMEA Marketing, Spain\n\n\n\n\"Women in leadership roles are quota hires.\"\n\n\n\nKim Nguyen | Senior Analyst, Solutions Advertising Technology, Canada\n\n\n\n\"That women in leadership roles are satisfying quotas or filling the room as tokens. The female leaders I work with are driven, intelligent, and hard-working; I have never doubted if they earned their roles.\"\n\n\n\nKatrina Moore | Sales Director, United States\n\n\n\nWhat’s one way both men and women can step up as allies and actively accelerate gender equality in the workplace?\n\n\n\n\"One way both men and women can step up as allies is by cultivating awareness of their own biases and how they shape workplace dynamics. True allyship starts with self-awareness—recognizing moments where unconscious bias might be impacting a situation and making a conscious effort to see, hear, and support colleagues equitably.\"\n\n\n\nDeirdre Chew | Sales Director, Singapore\n\n\n\n\"It’s important to recognize that your female coworkers will often accept tasks without question in an effort to not come off as resistant or reluctant to help. We should all think more consciously about the things we ask of women in the workplace versus our male colleagues.\"\n\n\n\nCassie Moreno | Senior Account Manager, Client Services, United States\n\n\n\nWhat policy or initiative should companies implement right now to accelerate gender equality?\n\n\n\n\"Pay transparency for males and females across similar roles.\"\n\n\n\nKim Nguyen | Senior Analyst, Solutions Advertising Technology, Canada\n\n\n\n\"Assess whether your female employees are compensated the same as male employees with the same title.\"\n\n\n\nKatrina Moore | Sales Director, United States\n\n\n\nHave you had a mentor or role model who helped accelerate your growth? Is there a particular piece of guidance they shared that had a major impact on you?\n\n\n\n\"I had a mentor who was an introvert just like me, and she said it was her superpower because it allowed her to notice things most people miss.\"\n\n\n\nKim Nguyen | Senior Analyst, Solutions Advertising Technology, Canada\n\n\n\n\"The best advice I got from a friend/mentor in my first year was: 'Stop comparing yourself to others. Worry about yourself and what you can control.' Once I focused on that, I began to accelerate within my role and grow within the company.\"\n\n\n\nMel Martin | Sales Director, Canada\n\n\n\nWhat advice would you give your younger self about advocating for yourself in the workplace?\n\n\n\n\"Your voice is a muscle, both figuratively and literally. The more you train it, the stronger it becomes. I was very uncomfortable talking about my successes early on, but this can hold you back from an endless amount of opportunities for growth. Being able to take ownership of your achievements and vocalize what you bring to the table is the first step to claiming that recognition.\"\n\n\n\nCassie Moreno | Senior Account Manager, Client Services, United States\n\n\n\n\"Don’t be afraid to speak up because no one else will do it for you. Things can’t get better or change by staying silent. Also, you never know who else is going through the same thing, and by saying something, it could give others the confidence to speak up, too.\"\n\n\n\nMel Martin | Sales Director, Canada\n\n\n\n\"Go for it even if you don’t feel 100% ready. Truthfully, there were many times I gave up opportunities because I didn’t feel completely ready or qualified. I would remind my younger self that the worst that can happen is a “no”—and that’s totally okay.\"\n\n\n\nKim Nguyen | Senior Analyst, Solutions Advertising Technology, Canada\n\n\n\nWhat’s one piece of advice you’d give to the next generation of women to help them succeed?\n\n\n\n\"Always advocate for yourself and your work. Oftentimes, as women, we can feel that being the best team player is the ultimate goal. While it’s a fundamental part of our jobs, our work can easily be brushed under the rug as part of a larger team effort instead of a significant individual-driven contribution. Recognize your own contributions and take pride in the work you do.\"\n\n\n\nCassie Moreno | Senior Account Manager, Client Services, United States\n\n\n\n\"Don’t just accept what is in front of you—always strive for more. Be confident to ask for the things that you want because no one will advocate for you better than you.\"\n\n\n\nMel Martin | Sales Director, Canada\n\n\n\n\"Stop apologizing when there’s nothing to be sorry for. Too often, women preface their ideas with 'Sorry to bother you,' or apologize for simply taking up space in a room. Confidence isn’t about being the loudest voice—it’s about owning your presence without feeling the need to diminish it. Your ideas, your time, and your contributions are valuable, so stand by them unapologetically.\"\n\n\n\nDeirdre Chew | Sales Director, Singapore\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025","url":"https://www.stackadapt.com/resources/blog/women-in-tech-2025","name":"Women in Tech Share Their Stories and Advice","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250307135840/20250307_Women-in-Tech_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-03-07T19:00:49+00:00","dateModified":"2026-09-08T21:43:46+00:00","description":"This International Women’s Day, we’re highlighting a few of the people in our organization who are shaping the future of tech and sharing their insights.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/women-in-tech-2025#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250307135840/20250307_Women-in-Tech_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250307135840/20250307_Women-in-Tech_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of colourful green, purple, and white flowers with the words \"Women in Tech\" in the centre"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/yang-han#person"}],"headline":"How to set up your organization for optimizing AI","datePublished":"2025-03-18T10:00:00+00:00","dateModified":"2026-09-08T21:43:44+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy"},"wordCount":2147,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250314111949/20250311_AI-Organization_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Strategy and leadership"],"inLanguage":"en-US","description":"Imagine a world where AI runs everything—making decisions, creating content, optimizing business strategies—without human input. \n\n\n\nWhile this might sound futuristic, it’s not entirely impossible. AI is advancing rapidly, automating tasks, analyzing vast amounts of data, and enhancing efficiency across industries. But does this mean humans are becoming obsolete? Not quite.\n\n\n\nThe real conversation isn’t AI vs. humans—it’s AI and humans working together. AI excels at data-driven tasks, automation, and predictive analytics, but it lacks human intuition, creativity, and ethical judgment. Organizations that strike the right balance between AI automation and human oversight will gain a competitive advantage.\n\n\n\nThis article explores how businesses can prepare for AI success. We’ll discuss where AI should take the lead, where human input remains crucial, and how to structure teams, processes, and data strategies to maximize AI’s potential while ensuring responsible and effective decision-making.\n\n\n\nUnderstanding AI’s strengths and limitations\n\n\n\nAI is transforming how businesses operate, making processes faster, smarter, and more efficient. But while AI can handle vast amounts of data and automate decision-making, it isn’t a silver bullet. To leverage AI effectively, organizations must understand where it thrives and where human expertise remains irreplaceable.\n\n\n\nAI’s strengths\n\n\n\nData processing at scale. AI can analyze and process massive datasets in real time, far beyond human capability. In marketing and advertising, AI sifts through millions of data points per second to detect patterns and provide actionable insights.\n\n\n\nPattern recognition and predictive analytics. AI can predict future outcomes by analyzing historical trends. Whether forecasting customer behaviour, optimizing ad spend, or detecting fraudulent transactions, AI helps advertisers make data-driven decisions with speed.\n\n\n\nAutomation of repetitive and data-driven tasks. AI eliminates the need for humans to handle time-consuming, manual tasks such as data entry, performance tracking, and basic customer support.\n\n\n\nOptimization in programmatic advertising. In digital advertising, AI is critical in real-time bidding (RTB), audience segmentation, and campaign optimization. AI can analyze engagement metrics, adjust bids, and refine targeting strategies within milliseconds, ensuring maximum ROI.\n\n\n\nAI’s limitations\n\n\n\nLack of contextual understanding and human intuition. AI can process data but often struggles to interpret context accurately. While AI models can generate content or recommend marketing strategies, they lack the emotional intelligence, nuance, and cultural awareness that human decision-makers bring.\n\n\n\nStruggles with creativity and decision-making in uncertain scenarios. Generative AI can assist in creative tasks, but it still requires human guidance to produce high-quality, original content. AI-generated ad copy or designs may be efficient, but human creativity ensures that messaging is compelling, brand-aligned, and emotionally resonant.\n\n\n\nThe “cold start” problem. AI learns by analyzing past data, meaning it struggles in new situations where no precedent exists. For example, if a company launches an entirely new product or enters an untapped market, AI has no prior data to base decisions on—requiring human strategists to fill the gap.\n\n\n\nEthical concerns. AI models can inherit biases from training data, leading to discriminatory outcomes in hiring, lending, and advertising. Additionally, over-relying on AI for decision-making without human oversight can result in misinformation, privacy violations, or poor judgment calls. Responsible AI implementation requires human review and ethical considerations.\n\n\n\nThe role of humans in AI optimization\n\n\n\nAI is only as effective as the humans guiding it. Human oversight, direction, and collaboration are the keys to AI success. Let’s break it down.\n\n\n\n1. Strategic thinking\n\n\n\nAI may process data and make recommendations, but humans define what success looks like. Organizations must determine:\n\n\n\n\nWhat are the key performance indicators (KPIs) that AI should optimize for?\n\n\n\nHow does AI fit into the company’s broader business strategy?\n\n\n\nWhat are the limitations of AI, and when should human intervention be required?\n\n\n\n\nFor example, in programmatic advertising, AI can automatically adjust bids and target audiences in real time, but marketing teams must set the overall strategy—whether that’s increasing brand awareness, improving conversions, or optimizing cost per acquisition. Without clear objectives, AI can operate efficiently but without strategic alignment.\n\n\n\n2. Ethical oversight\n\n\n\nAI is only as ethical as the data and guidelines it’s built upon. Without human oversight, AI can reinforce biases, make unethical decisions, or inadvertently violate regulations. Companies must ensure that AI aligns with their ethical standards and complies with global regulations like GDPR and CCPA.\n\n\n\nHuman responsibilities in AI ethics include:\n\n\n\n\nAuditing AI decisions to detect and correct biases.\n\n\n\nEnsuring transparency in AI-driven processes (e.g., explainable AI in hiring and lending decisions).\n\n\n\nAvoiding over-reliance on AI in sensitive areas like healthcare, finance, and law, where human judgment is critical.\n\n\n\n\nFor instance, AI-powered hiring tools have been known to exhibit biases against certain demographics due to skewed training data. Human oversight is necessary to review AI-generated recommendations and ensure fairness.\n\n\n\n3. Creativity and branding\n\n\n\nAI can generate content, but it lacks human creativity, emotional intelligence, and storytelling ability. Brands must balance AI-generated efficiency with human-led creativity to maintain authenticity.\n\n\n\nHere’s how AI and humans collaborate in creative tasks:\n\n\n\n\nAI can generate headlines, product descriptions, and ad copy, but humans refine and add personality.\n\n\n\nAI can analyze which content performs best, but marketers develop brand messaging and storytelling.\n\n\n\nAI can suggest visuals, but designers ensure they align with the brand’s identity.\n\n\n\n\nFor example, AI can optimize an e-commerce store’s product recommendations based on user behaviour, but it cannot craft an engaging brand narrative that builds long-term loyalty. AI assists with content creation, but human marketers shape the voice and story.\n\n\n\n4. Data curation\n\n\n\nAI is only as good as the data it learns from. If the data is incomplete, biased, or outdated, AI will produce flawed results. Humans play a crucial role in curating, cleaning, and updating data to ensure AI makes accurate and fair decisions.\n\n\n\nKey human-driven tasks in data curation include:\n\n\n\n\nIdentifying and removing biased or irrelevant data points.\n\n\n\nEnsuring AI models are trained on diverse and representative datasets.\n\n\n\nUpdating AI systems with new data to keep them relevant.\n\n\n\n\nFor example, in digital marketing, AI-driven audience segmentation relies on historical data. AI may exclude potential customers if the data is skewed toward a specific demographic, limiting campaign effectiveness. Marketers must regularly review and refine data inputs to ensure AI models remain accurate and inclusive.\n\n\n\nIdentifying the best use cases for AI in your organization\n\n\n\nOrganizations that strategically implement AI in the right areas can drive efficiency, improve decision-making, and enhance customer experiences. Below are the key areas where AI delivers the most impact.\n\n\n\nHigh-volume data analysis\n\n\n\nOne of AI’s greatest strengths is its ability to process and analyze large datasets in real time, making it invaluable for industries that rely on fast, data-driven decision-making.\n\n\n\nAI optimizes digital ad placements by analyzing user behaviour, market trends, and engagement metrics. It adjusts bids in programmatic advertising within milliseconds to maximize ROI.\n\n\n\nPredictive analytics\n\n\n\nAI’s ability to detect patterns in historical data makes it a valuable tool for predictive analytics. Businesses use AI to anticipate trends, mitigate risks, and tailor their strategies accordingly.\n\n\n\nFor example, AI analyzes purchase history, social media interactions, and web activity to predict what products or services customers will likely buy next and place the right ads at the right time.\n\n\n\nProcess automation\n\n\n\nAI automates time-consuming, repetitive tasks, allowing teams to focus on strategy, creativity, and campaign optimization.\n\n\n\nFor instance, AI automates bid adjustments, audience segmentation, and ad placements in real time. It analyzes performance data across multiple platforms to optimize budget allocation, ensuring ads reach the right audience at the right time.\n\n\n\nGenerative AI in marketing\n\n\n\nAI allows marketers to hyper-personalize content and automate campaigns. While human creativity remains essential, AI enhances marketing efficiency and effectiveness.\n\n\n\nAI generates variations of ad copy, images, and videos, optimizing content based on engagement metrics. It analyzes customer preferences and behaviour to deliver personalized recommendations, product suggestions, and tailored messaging. It also segments audiences, predicts the best time to send emails, and generates content based on customer interactions.\n\n\n\nStructuring your organization to prepare for AI\n\n\n\nOrganizations need more than just cutting-edge technology to fully capitalize on AI’s potential—they need a solid framework that integrates AI seamlessly into their workflows. Below are the key steps organizations should take to optimize AI implementation.\n\n\n\nAssessing your organization’s AI readiness\n\n\n\nBefore deploying AI solutions, organizations must assess their readiness by evaluating infrastructure, skills, and processes. An AI maturity assessment helps determine how extensively AI is already used, which processes can benefit from automation, and AI’s impact on decision-making. Identifying AI knowledge gaps within teams is also crucial—businesses should evaluate employee familiarity with AI tools, pinpoint areas needing training, and consider hiring AI specialists or working with AI-savvy agencies if internal expertise is limited.\n\n\n\nEqually important is ensuring a strong data infrastructure. High-quality, well-organized data is essential for AI training, and businesses must assess whether their CRM, ERP, and marketing platforms can integrate AI solutions. Investing in data management tools can enhance accessibility and security, ensuring AI operates effectively. \n\n\n\nFor example, a retail company using AI for personalized marketing must first establish a structured customer database with purchase history, preferences, and engagement metrics before deploying AI-powered recommendations.\n\n\n\nBuilding AI and human collaboration\n\n\n\nAI should complement human intelligence, not replace it. A “human-in-the-loop” approach ensures AI-driven decisions remain informed, ethical, and aligned with business goals. Rather than functioning as an autopilot, AI should act as a co-pilot, enhancing human expertise while allowing employees to oversee, interpret, and adjust AI outputs, particularly in high-stakes scenarios.\n\n\n\nSuccessful AI adoption requires upskilling teams and fostering collaboration. Organizations should provide AI literacy training, encourage cross-functional learning, and develop AI ambassadors to guide adoption. Cross-functional teams—combining AI specialists, marketers, and data scientists—help ensure AI is applied effectively. \n\n\n\nFor example, in digital marketing, data scientists fine-tune algorithms, marketers align campaigns with brand messaging, and AI specialists optimize automation, creating a balanced approach to AI-powered strategy.\n\n\n\nCreating AI governance frameworks\n\n\n\nAs AI plays a larger role in decision-making, organizations must establish governance policies to ensure transparency, ethics, and fairness. Clear AI ethics guidelines should define principles of accountability and compliance with regulations like GDPR and CCPA, particularly in handling sensitive data.\n\n\n\nRegular audits help detect biases and inaccuracies, ensuring AI remains fair and effective. AI decisions should be explainable, not “black boxes,” allowing employees and stakeholders to understand how conclusions are reached. \n\n\n\nFor example, advertisers using AI for audience targeting must regularly audit their models to prevent biased ad distribution and ensure transparency in how audiences are segmented and reached.\n\n\n\nMeasuring AI’s impact on business performance\n\n\n\nImplementing AI is not just about automation and efficiency—it’s about delivering measurable business value. Measuring AI’s impact provides insights into what’s working, what needs improvement, and how businesses can optimize AI for long-term success.\n\n\n\nThe table below shows some AI-specific KPIs you can measure.\n\n\n\nKPI CategoryMeasurement CriteriaMarketing/Advertising ExampleAccuracy and efficiencyReduction in manual effort, faster data processing, and fewer errors.AI-powered chatbots measured by resolution accuracy and reduced response time.Customer engagement and satisfactionAI-driven personalization, customer satisfaction (CSAT, NPS), retention and conversions.AI recommendation engines in e-commerce measured by click-through rates and average order value.Revenue and ROIIncreased revenue, cost savings, and higher marketing ROI.AI-driven programmatic advertising evaluated by cost-per-acquisition (CPA) and ad spend efficiency.Continuous testing and improvementA/B testing AI-generated vs. human-created content, pricing strategies, email campaigns.Testing AI-generated ad creatives against human-designed ads to measure engagement.Benchmarking against human-led methodsComparing AI-driven ad targeting, creative optimization, and campaign management to human-led approaches.Comparing AI-driven audience segmentation with manual audience targeting to assess performance.\n\n\n\nThe future of AI and human collaboration\n\n\n\nAI is no longer just a tool for data analysis—it’s increasingly making decisions in marketing and operations. Future AI systems will autonomously optimize ad campaigns, manage supply chains, and detect financial fraud with minimal human intervention. However, businesses must ensure AI remains transparent, ethical, and aligned with company goals.\n\n\n\nThe next wave of AI innovation includes:\n\n\n\n\nAI agents – Self-learning systems that take action without human intervention, such as autonomous chatbots handling complex customer inquiries.\n\n\n\nMultimodal AI – AI models combining text, images, video, and audio for more natural interactions, such as AI assistants analyzing voice and facial cues.\n\n\n\nAdvanced generative AI – More sophisticated AI-generated content, from hyper-personalized ads to lifelike AI video avatars.\n\n\n\n\nAI is a powerful tool, but its success depends on human oversight. Organizations that strike the right balance—leveraging AI for efficiency while maintaining human control over strategy, ethics, and creativity—will gain a competitive edge. \n\n\n\nThe key is not just adopting AI but integrating it thoughtfully, upskilling employees, and ensuring AI-driven decisions align with business goals and values. Organizations that proactively embrace this approach will be best positioned to innovate, grow, and lead in the AI-driven future.\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy","url":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy","name":"How to Prepare Your Organization For AI | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250314111949/20250311_AI-Organization_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-03-18T10:00:00+00:00","dateModified":"2026-09-08T21:43:44+00:00","description":"Prepare your organization for AI. Learn AI’s strengths, best use cases, and how to structure teams for AI-driven success.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250314111949/20250311_AI-Organization_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250314111949/20250311_AI-Organization_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of the concept of an AI Assistant."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"CTV retargeting: Everything marketers need to know","datePublished":"2025-03-19T18:11:27+00:00","dateModified":"2026-09-08T21:43:43+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting"},"wordCount":1498,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250319133536/20250313_CTV-Retargeting_Header.webp?fit=1201%2C601&ssl=1","keywords":["blog","connected tv","Content Level : 101","ctv","retargeting"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Connected TV (CTV) advertising has experienced significant growth in recent years thanks to its ability to combine the broad reach of traditional linear TV advertising with the precise audience targeting, real-time measurement, and attribution capabilities typically associated with modern digital advertising. But another area where CTV excels is in retargeting campaigns.\n\n\n\nWith CTV retargeting, the channel transforms from a top-of-funnel awareness tool into a powerful performance driver, allowing marketers to deliver sequential messaging and re-engage audiences across multiple channels and devices.\n\n\n\nIn this blog post, we’ll explain what CTV retargeting is, how it works, and the ways marketers can use it to move viewers further down the funnel and drive them toward conversion.\n\n\n\nWhat is Connected TV retargeting?\n\n\n\nCTV retargeting is a programmatic advertising strategy that allows brands to serve targeted ads to viewers who have previously interacted with them. It uses audience data to re-engage viewers while they watch content on streaming services like Disney, Max, and Peacock or across other digital advertising channels.\n\n\n\nHow CTV retargeting works\n\n\n\nIt all starts with an ad.\n\n\n\nIn the most common scenario, a viewer is at home watching TV on an ad-supported streaming service like Paramount+ or Pluto TV. When they reach an ad break, a bid request gets sent to a demand-side platform, such as StackAdapt, which processes it based on the advertiser’s campaign parameters and determines whether to bid on it.\n\n\n\nOnce the ad is delivered to the viewer, a cross-device or identity graph links their exposure to other digital touchpoints by matching residential IP addresses, device IDs, and other deterministic or probabilistic signals. This allows marketers to place them into an audience segment for retargeting and deliver follow-up ads on other devices across digital advertising channels like display, native, and video.\n\n\n\nUnlike CTV, where direct engagement usually isn’t possible, these channels provide opportunities for users to take a specific action, such as clicking a link, filling out a form, or making a purchase—moving them further down the conversion funnel.\n\n\n\nUltimately, though, there’s no defined sequence regarding what channels you use and in what order as part of your retargeting campaign.\n\n\n\nFor example, you could use native or display ads to drive initial engagement and then use a retargeting pixel, which identifies and pools users who either visited your site or completed a specific action into a retargeting audience, to re-engage site visitors on CTV devices by serving them ads while they’re streaming content. This allows you to make a greater visual impact on a bigger screen than a laptop or smartphone—perfect for brands with strong visuals and more of a story to tell.\n\n\n\n\n\n\n\n\n\nCTV vs. traditional TV\n\n\n\nAlthough traditional linear TV has long been prized for its broad reach and brand-building capabilities, things are changing.\n\n\n\nAfter peaking in 2018, linear TV ad spending is on a downward trend, with ad spend expected to decrease from $60.56 billion USD in 2024 to $56.83 billion USD in 2027. At the same time, CTV usage is increasing, with EMARKETER forecasting that US adults will spend 20% of their entire media time watching CTV by 2026.\n\n\n\nAs a result, EMARKETER reports that CTV ad spending will experience consistent double-digit annual growth between now and 2028 when it will officially surpass traditional linear TV ad spending for the first time.\n\n\n\nA big part of that is CTV’s precise targeting capabilities. \n\n\n\nAlthough addressable TV is helping to bridge the gap, an IAB survey found that 84% of marketers believe CTV delivers better audience targeting capabilities than traditional linear TV. CTV becomes even more effective when used as part of a multi-channel retargeting strategy, allowing marketers to run campaigns more efficiently and at a lower cost than relying on traditional TV alone.\n\n\n\nBenefits of CTV retargeting\n\n\n\nAlong with its growing audience and enhanced targeting capabilities, here are a few reasons why you should use CTV as part of your retargeting strategy:\n\n\n\nHigher viewability and completion rates\n\n\n\nUnlike traditional linear TV and other video advertising formats, viewers often can’t skip ads while streaming TV. That’s part of why viewability rates on CTV are so high, with CTV having an average viewability rate of 93.3% and a completion rate of 94.5%.\n\n\n\nAs a result, CTV ads offer greater ad exposure and higher engagement, making them a valuable tool for brand awareness and performance-driven campaigns.\n\n\n\nFor example, a marketer could retarget users who watched a CTV ad in full and serve follow-up ads encouraging users who are more likely to convert to click through and complete an action, such as a purchase, sign-up, or form fill.\n\n\n\nEnhanced engagement\n\n\n\nAlthough the exact number is often debated, the average person sees anywhere from a handful to hundreds of ads per day. \n\n\n\nHow sticky they are—or, to phrase it another way, how memorable they are—often depends on the channel.\n\n\n\nCTV—with its lean-back viewing experience and big-screen impact—is more immersive than other forms of digital advertising. It captures people’s attention, making it easier to build brand awareness, whether used as the first touchpoint in a campaign or to reinforce messaging when retargeting users.\n\n\n\nPremium ad placements\n\n\n\nOn a similar note, because CTV provides access to high-quality inventory in the form of ad breaks that air before, during, and after prestige programming, live sports, and popular TV shows—content that naturally drives high levels of engagement—it’s often easier for viewers to recall the brand message and associate it with premium content. \n\n\n\nThis is especially important in retargeting campaigns, where repeated exposure and consistent messaging across multiple touchpoints help reinforce brand recognition and increase the likelihood of conversion.\n\n\n\nIncremental reach\n\n\n\nLinear TV viewership continues to decline as more audiences shift to streaming platforms. Meanwhile, ad blockers can reduce the reach of traditional display and video ads on desktop and mobile. CTV fills this gap by engaging cord-cutters and streaming-first audiences who may be unreachable through traditional linear TV or digital display ads. When used in retargeting campaigns, it extends reach beyond desktop and mobile, ensuring brands stay top-of-mind across multiple screens.\n\n\n\nMulti-channel, cross-device targeting\n\n\n\nLast but certainly not least is the ability to use CTV as part of full-funnel, end-to-end campaigns. A platform like StackAdapt provides access to not just CTV but other channels—like native, display, video, and more—on devices like smartphones, tablets, and computers. This allows marketers to deliver a seamless brand experience across multiple screens, ensuring consistent messaging and better engagement throughout the customer journey.\n\n\n\n\n\n\n\n\n\nDeveloping a CTV retargeting strategy: Best practices\n\n\n\nNow that we’ve gone over what CTV retargeting is, how it works, and its benefits to marketers, here are a few tips and considerations to keep in mind as you start planning your campaigns:\n\n\n\nKeep creatives consistent\n\n\n\nWhether you design your CTV ads in-house or work with an external creative agency, you want to ensure that they match the look and feel of one another. This will help reinforce brand identity and create a cohesive user experience.\n\n\n\nFor example, you could repurpose your CTV ad creatives for an in-banner video ad that auto-plays in a display placement online to reinforce brand recognition and further drive engagement.\n\n\n\nAvoid going too granular\n\n\n\nThe goal of any retargeting campaign is to re-engage a user who’s shown interest in your brand to keep them engaged and move them closer to a conversion.\n\n\n\nAlthough you can use data to make informed targeting decisions, it’s hard to know what devices they’ll use, websites they’ll browse, or shows they’ll stream after seeing your ad.\n\n\n\nSo, instead of layering on overly restrictive targeting criteria, which can limit your scale, go broad with your choice of inventory and device types for your retargeting campaign to ensure you reach your audience wherever they are.\n\n\n\nTrack return on ad spend to understand campaign impact\n\n\n\nThere are a ton of metrics you can track. But any data analyst will tell you that it can get really fragmented once you go down the rabbit hole and start breaking down too many individual metrics.\n\n\n\nWith any marketing campaign, at the end of the day, you’re trying to prove how effectively your ad dollars are driving measurable results.\n\n\n\nThankfully, that’s easier in multi-channel campaigns, where CTV’s flexibility allows for real-time optimizations. Tweaking inventory types, adjusting audience segments, or optimizing ad placements based on engagement can provide immediate insights that help fine-tune campaign performance.\n\n\n\nTo get the full picture, marketers need to work with technology partners to track the entire customer journey—from the moment a user sees a CTV ad to when they visit a site, engage with follow-up messaging, and ultimately convert—to understand its effectiveness as part of an end-to-end, multi-touch strategy.\n\n\n\nWant to learn more about the power of CTV advertising? Download our latest guide or speak to someone on our team to learn more about what you can do with CTV retargeting in StackAdapt.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting","url":"https://www.stackadapt.com/resources/blog/ctv-retargeting","name":"CTV Retargeting: How It Works and Why You Should Use It","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-retargeting#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250319133536/20250313_CTV-Retargeting_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-03-19T18:11:27+00:00","dateModified":"2026-09-08T21:43:43+00:00","description":"Learn how CTV retargeting can help your brand re-engage high-intent viewers and drive conversions in today’s shifting TV landscape.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI and predictive analytics: Forecasting ad success with accuracy","datePublished":"2026-02-24T14:42:17+00:00","dateModified":"2026-09-08T21:42:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising"},"wordCount":2347,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250325093630/20250321_AI-Predictive-Analysis.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Brands can’t afford to treat performance like a rearview-mirror exercise anymore. Between volatile demand, shifting privacy constraints, and more fragmented media journeys, advertisers need to make decisions with incomplete signals and still defend every dollar.\n\n\n\nThat’s where predictive analytics and AI come in. Predictive models help marketers anticipate outcomes (like likelihood to click, convert, or churn) so they can prioritize high-value opportunities. \n\n\n\nBut the bar has moved: forecasting alone isn’t enough if you can’t prove what actually caused results.\n\n\n\nIn fact, the measurement systems many teams rely on today are under pressure. IAB’s latest research reports that up to 75% of marketers say that today’s leading advanced measurement approaches fall short of meeting core needs like rigor, timeliness, trust, and efficiency—even as pressure to “prove ROI” continues to grow.\n\n\n\nThat’s why predictive analytics is evolving into a three-part capability: \n\n\n\n\nPredict outcomes \n\n\n\nProve incrementality \n\n\n\nOptimize under uncertainty\n\n\n\n\nIncrementality testing—designed to isolate true causal lift—is already mainstream, with 52% of US brand and agency marketers using incrementality experiments to measure campaigns. \n\n\n\nAnd AI is increasingly positioned as the accelerator: IAB notes marketers expect it to increase measurement frequency by 2–3X and automate more strategic work over the next 1–2 years.\n\n\n\nIn this article, we’ll break down how AI-driven predictive analytics is reshaping advertising—from smarter targeting and bidding to stronger proof of impact—so marketers can make faster decisions with more confidence, even when the data isn’t perfect.\n\n\n\nThe role of machine learning in predictive advertising\n\n\n\nMachine learning (ML) allows you to make decisions in realtime, maximizing return on investment (ROI). It analyzes vast amounts of data to predict which ads are most likely to drive engagement, clicks, and conversions, helping advertisers allocate their budgets more effectively.\n\n\n\nAd auction predictions and bid-time decisions are at the core of AI-driven advertising platforms. Each time an ad impression becomes available, platforms such as StackAdapt must decide within milliseconds whether to bid on it and how much to pay. \n\n\n\nML models assess multiple factors, including the likelihood of a user clicking or converting, before making an informed bid decision. Optimizing bids in real time ensures that budgets are spent on high-value opportunities rather than wasted on low-impact impressions.\n\n\n\nBut as data becomes noisier and consumer journeys become more fragmented, predictive advertising is evolving beyond “who is likely to convert.” A high-propensity user may have converted anyway, even without seeing your ad. That’s why leading teams increasingly complement traditional propensity models with incrementality-aware approaches—systems designed to estimate who is persuadable and where spend creates true causal lift, not just attributed conversions.\n\n\n\nIn practice, this means ML is expanding into three additional areas:\n\n\n\n\nIncrementality-aware prediction: Models can be trained to prioritize users and contexts where advertising is more likely to change behavior (incremental conversions), rather than simply identifying users with high baseline intent.\n\n\n\nMarginal performance optimization: Instead of optimizing to blended return on ad spend (ROAS), ML can help approximate marginal returns—identifying when additional spend in a channel, audience, or creative variant is likely to produce diminishing returns and reallocating budget accordingly.\n\n\n\nOptimization under uncertainty: When signals are incomplete or delayed, models need guardrails (calibration, confidence estimates, and continuous monitoring) to avoid overreacting to short-term noise or shifting conditions.\n\n\n\n\nOne of the biggest challenges in predictive advertising is balancing speed and accuracy. ML models must make precise calculations almost instantaneously, as ad auctions operate on millisecond-level timeframes. \n\n\n\nPredictions that take too long result in lost bidding opportunities, while inaccurate predictions can lead to overpaying for ineffective impressions. \n\n\n\nContinuous refinement of these models allows AI-driven platforms to improve campaign performance and ensure that every advertising dollar is used efficiently.\n\n\n\nKey data sources for predictive analytics\n\n\n\nEffective predictive analytics in advertising relies on high-quality data. The accuracy of AI-driven forecasts depends on the sources and reliability of the data used to train models and inform decisions. \n\n\n\nThree primary data sources play a crucial role in predictive advertising: 1st-party data, 3rd-party data, and historical campaign data.\n\n\n\nFirst-party data serves as the foundation of predictive modeling. Every brand has unique customer interactions, purchase histories, and behavioral patterns that can be leveraged to optimize advertising strategies. \n\n\n\nThis data, collected directly from customer interactions on websites, apps, and CRM systems, offers the most accurate and relevant insights. Because it reflects actual consumer behavior, 1st-party data allows advertisers to create highly personalized campaigns and improve targeting precision.\n\n\n\nThird-party data provides additional layers of insight but comes with quality, accuracy, and integration challenges. Advertisers often rely on 3rd-party providers to supplement their data, gaining access to broader audience segments, demographic details, and interest-based targeting. \n\n\n\nHowever, not all 3rd-party data is equally reliable, and its effectiveness depends on the source’s credibility, the data’s freshness, and how well it aligns with 1st-party insights. Due diligence is necessary to ensure that 3rd-party data enhances, rather than distorts, predictive models.\n\n\n\nHistorical campaign data plays a key role in refining ad strategies. Past performance trends reveal patterns in user engagement, conversion rates, and ad effectiveness, helping advertisers fine-tune future campaigns. \n\n\n\nTo support a “predict + prove + optimize under uncertainty” approach, modern predictive analytics increasingly relies on inputs that go beyond standard campaign and audience signals. \n\n\n\nExperiment design data—including holdouts, geo tests, and PSA/control setups—provides the structure needed to estimate incremental lift and separate correlation from causation. These experimental datasets help validate what models are learning, reduce the risk of optimizing toward “easy wins” (people who would convert anyway), and improve confidence when shifting budgets across channels, audiences, or creatives.\n\n\n\nAt the same time, privacy-safe measurement inputs are becoming essential as user-level tracking becomes more constrained. Data clean rooms enable approved matching and analysis under strict privacy controls, while modeled conversions and aggregated signals help maintain continuity when deterministic measurement isn’t available. \n\n\n\nUnderpinning both is a “quality over quantity” mindset: predictive systems perform best when data has strong coverage, minimal bias, high freshness, and clear consent/governance. Together, these inputs help predictive analytics do more than forecast—they make it possible to prove impact, adapt when signals change, and optimize with greater confidence even when measurement is incomplete.\n\n\n\nAI-driven consumer behavior predictions\n\n\n\nPredicting consumer behavior in advertising is hard, but AI makes it easier to anticipate actions and adjust campaigns in real time. Traditionally, predictive analytics asked: Who’s most likely to convert—and when? That still matters, but the more useful question today is: Who is likely to be influenced by advertising?\n\n\n\nThe difference is that propensity isn’t incrementality. Someone can be very likely to convert even if your ads made no difference. If models optimize only for “most likely to convert,” budgets can drift toward people who would have converted anyway—boosting reported results without delivering much new growth. \n\n\n\nAI helps close that gap by combining behavior, context, and exposure patterns to estimate whether additional impressions are likely to change outcomes or just add frequency. It can also adapt to shifting timelines, personalize creative based on what actually moves performance, and improve cross-channel decision-making by separating correlation from true lift—so you’re not just finding converters, but investing where advertising changes behavior.\n\n\n\nUnderstanding incremental lift and cross-channel attribution is another critical aspect of AI-driven consumer behavior predictions: \n\n\n\n\nUse incremental lift to measure the actual impact of advertising by determining whether an ad influenced a consumer’s decision or if they would have converted regardless. AI can analyze performance across multiple channels, from display and search to social media and video, identifying which touchpoints contribute most to conversions. \n\n\n\nUse cross-channel attribution to make sure your advertising budget is allocated effectively by recognizing each channel’s role in guiding consumers toward a purchase.\n\n\n\nUse marketing mix modeling (MMM) for higher-level planning and budget allocation over time, especially when user-level tracking is limited. \n\n\n\nUse multi-touch attribution (MTA) for directional optimization insights, but treat it as less definitive on causality.\n\n\n\n\nAI helps scale all of this by making testing easier to run and faster to read—automating setup, monitoring, and analysis—then feeding results back into optimization so decisions prioritize incremental impact, not just attributed performance.\n\n\n\nOvercoming challenges in predictive advertising\n\n\n\nPredictive advertising offers powerful insights, but several challenges must be addressed to ensure effectiveness. Data accuracy, real-time processing, and privacy regulations are critical factors influencing how well MLmodels can predict consumer behavior and optimize ad performance.\n\n\n\nChallengeWhat it leads toWhat to doCorrelation ≠ causationOptimizing to likely converters, not true liftRun incrementality tests (holdouts/geo/PSA) and use results to guide bids, targeting, and budgets.Signal loss + gapsMissing/blurred conversion paths, higher uncertaintyUse 1st-party data, clean rooms, and modeled/aggregated measurement.Model drift + biasQuiet performance decay, skewed decisionsMonitor drift/bias, recalibrate, retrain, and validate against experiments.Speed vs. rigorOverreacting to short-term noise or waiting too longSet decision tiers: real-time guardrails + scheduled tests; use AI for faster readouts.Quality > quantity“More data” that misleadsPrioritize coverage, freshness, consistency, and consent; audit pipelines/definitions.Insight → action gapReports without coordinated optimizationBuild a loop—predict → test → learn → optimize—with clear owners and triggers.\n\n\n\nReal-world applications of predictive analytics in advertising\n\n\n\nFrom weather-driven ad targeting to automated budget allocation, AI is being used innovatively to improve ad performance and maximize ROI.\n\n\n\nAI-powered weather-based ad targeting has become a crucial tool for industries that rely on seasonal demand. \n\n\n\nFor example, in home services businesses, such as HVAC, roofing, and plumbing companies, predictive analytics can adjust advertising strategies based on weather patterns. AI-driven models analyze forecast data and trigger specific ad campaigns when certain conditions are met. If a cold front is expected, ads for heating services can be prioritized in affected regions. \n\n\n\nSimilarly, ads for flood prevention or emergency repairs can be dynamically adjusted in areas anticipating storms.\n\n\n\nAutomated ad spend allocation across multiple channels is another major advancement in AI-driven advertising. Predictive models continuously assess campaign performance across different platforms, such as display, search, and social media. \n\n\n\nInstead of relying on manual adjustments, AI dynamically shifts budgets toward the most effective channels in real time. If data shows that social media ads drive higher engagement for a particular audience segment, more funds can be allocated while reducing spending on underperforming channels.\n\n\n\nCase studies of brands successfully leveraging predictive analytics further demonstrate the impact of AI in advertising. Companies using in-house predictive models or AI-powered platforms like StackAdapt have been able to fine-tune their targeting and attribution strategies. \n\n\n\nSome brands run detailed A/B tests and incrementality studies to measure the true impact of their campaigns, ensuring that ad spend results in meaningful growth rather than wasted impressions. Others have integrated predictive analytics into their media mix modeling, identifying the best-performing ad formats and adjusting creatives in response to user engagement patterns.\n\n\n\nThe future of predictive analytics and AI in advertising\n\n\n\nAs brands refine their data strategies, AI-driven marketing platforms evolve to provide more integrated, automated, and intelligent solutions. The future of predictive analytics lies in seamless AI integration, enhanced personalization, and greater accessibility for businesses of all sizes.\n\n\n\nThe industry is moving toward continuous learning systems, not just integrated platforms. Instead of stitching together insights after the fact, advertisers are building loops that predict → test → update → optimize—where models inform decisions, experiments validate what’s truly driving lift, and those learnings feed back into targeting, bidding, creative, and budget allocation. This approach helps predictive analytics stay accurate as signals change and consumer behavior shifts.\n\n\n\nAt the same time, experimentation is becoming more automated and scalable. AI can reduce the effort and cost of testing by streamlining holdouts and geo tests, monitoring results as they come in, and accelerating readouts so teams can act faster. As measurement becomes less deterministic, predictive analytics will also lean more heavily on decisioning under uncertainty—using scenario planning and robust optimization to make resilient choices even when data is incomplete or delayed.\n\n\n\nPersonalization and performance measurement continue to evolve as AI technology advances. Advertising will move beyond basic audience segmentation, with AI models dynamically adjusting ad creatives, messaging, and delivery in real time based on individual user behaviors and preferences. \n\n\n\nPerformance measurement is also becoming more precise, shifting away from traditional last-click attribution models toward incrementality-based analytics that assess the true impact of advertising efforts. A deeper understanding of causation in consumer actions ensures that marketing decisions are based on real influence rather than surface-level correlations.\n\n\n\nSmall and medium-sized businesses (SMBs) are gaining the ability to leverage AI without requiring massive data sets. AI-driven advertising has traditionally favoured large brands with extensive data resources, making it difficult for smaller businesses to compete. But modern AI platforms can now operate effectively with smaller datasets, using pre-trained models and lookalike audience strategies to deliver accurate predictions. \n\n\n\nAdvertising platforms like StackAdapt offer built-in AI tools that SMBs can use immediately, reducing the need for expensive, custom-built data infrastructure. Even businesses with relatively low customer interaction volumes can benefit from AI-driven insights, optimizing ad spend, improving targeting, and enhancing campaign performance without requiring a dedicated data science team.\n\n\n\nGet started with predictive analytics in your advertising campaigns\n\n\n\nPredictive analytics and AI in advertising will continue advancing toward greater automation, deeper insights, and increased accessibility. As AI-powered tools evolve, businesses of all sizes will have the opportunity to adopt data-driven advertising strategies that improve efficiency, maximize ROI, and remain competitive in an increasingly AI-driven marketing landscape.\n\n\n\nAre you ready to use AI and predictive analytics in your next campaign? Talk to us about how StackAdapt can help you reach your goals.you reach your goals.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising","url":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising","name":"AI and Predictive Analytics in Advertising: Key Insights","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-predictive-analytics-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250325093630/20250321_AI-Predictive-Analysis.webp?fit=1200%2C600&ssl=1","datePublished":"2026-02-24T14:42:17+00:00","dateModified":"2026-09-08T21:42:51+00:00","description":"Learn how AI-driven predictive analytics helps advertisers predict outcomes, prove incrementality, and optimize budgets under uncertainty.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/sky-media-germany","url":"https://www.stackadapt.com/resources/blog/sky-media-germany","name":"StackAdapt and Sky Media GmbH Announce Partnership","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/sky-media-germany#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250324133344/20250321_PR-Sky-Germany_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-03-25T12:00:00+00:00","dateModified":"2026-09-08T21:43:42+00:00","description":"StackAdapt and Sky Media Germany have partnered to give advertisers seamless programmatic access to Sky Deutschland’s premium CTV inventory.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/full-funnel-conversion-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-conversion-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/ryan-nelsen#person"}],"headline":"The evolution of advertising: Building a full-funnel conversion strategy","datePublished":"2025-04-08T10:00:00+00:00","dateModified":"2026-09-08T21:43:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-conversion-strategy"},"wordCount":1534,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/full-funnel-conversion-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250403073440/20250402_Conversion-Funnel-Strategy_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 201","conversion"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Unlock the power of a full-funnel conversion strategy by combining brand marketing, performance tactics, and AI-driven personalization."}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/data-breakthrough-awards-2025","url":"https://www.stackadapt.com/resources/blog/data-breakthrough-awards-2025","name":"StackAdapt Named \"Overall Data Technology Solution of the Year”","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/data-breakthrough-awards-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250401091910/20250331_Data-Breakthrough-Award_Blog-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-04-03T13:00:00+00:00","dateModified":"2026-09-08T21:43:41+00:00","description":"StackAdapt received the award at the 6th annual Data Breakthrough Awards, which highlights top companies driving innovation in data.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Conversion marketing: What to know, best practices, and strategies","datePublished":"2025-04-02T21:52:10+00:00","dateModified":"2026-09-08T21:43:42+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing"},"wordCount":1882,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250402103705/20250402_Conversion-Marketing-101_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","martech","programmatic advertising"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Every marketing campaign ultimately has one goal in mind: conversions.\n\n\n\nArriving at one often involves a combination of brand marketing and performance marketing to build interest, drive action, and deliver results.\n\n\n\nHistorically, both strategies have existed at opposite ends of the marketing funnel, with brand marketers focused on building awareness and long-term brand equity and performance marketers focused on driving lead generation, customer acquisition, and revenue.\n\n\n\nConversion marketing emphasizes the need to do both.\n\n\n\nAlthough most commonly associated with optimizing websites, landing pages, and user experiences to increase conversion rates, conversion marketing is increasingly used to describe a holistic, end-to-end approach that bridges brand and performance marketing to move prospects seamlessly across the entire customer journey from awareness to conversion.\n\n\n\nIn this article, we’ll explore what conversion marketing is, how it’s evolving, and how to use it to increase customer engagement and drive growth through every stage of the marketing funnel.\n\n\n\nWhat is conversion marketing?\n\n\n\nConversion marketing is a digital marketing strategy focused on getting users to perform a specific action. What that action is depends on the goal of your campaign, whether that’s encouraging users to click on an ad, sign up for a webinar, download a guide, request a demo, or purchase a product or service.\n\n\n\nUltimately, the purpose of conversion marketing is to grow the percentage of users who perform these actions by optimizing your marketing efforts at each stage of the buyer’s journey.\n\n\n\nFor example, in long, more nuanced sales cycles, like B2B, users may encounter and complete various touchpoints and conversions—both early on and late in the sales process—as they move through the funnel. Conversion marketing ensures each interaction is optimized to guide users toward the next step, ultimately leading to a final conversion.\n\n\n\nTypes of marketing conversions\n\n\n\nHere’s a quick breakdown of the two different types of conversions you may find across marketing campaigns:\n\n\n\nPerformance marketing conversions\n\n\n\nAt its core, performance marketing focuses on achieving specific, measurable outcomes such as sales, leads, or clicks. As such, performance marketing conversions are typically associated with purchases, form submissions, downloads, or any other action that directly contributes to pipeline growth or new revenue.\n\n\n\nBrand marketing conversions\n\n\n\nMany marketers overlook the role brand marketing plays in driving conversions, but recognizing this connection can help you rethink and build more effective marketing campaigns. \n\n\n\nThe goal of brand marketing is to build awareness, recall, and affinity by capturing an audience’s attention and forming a connection, with conversions often taking the form of direct engagement, increased traffic, and other interactions that signal brand interest. \n\n\n\nWhile performance marketing conversions are often quantifiable and directly tied to revenue, brand marketing conversions can be more subjective and focused on brand recognition and recall. \n\n\n\nConversion marketing bridges the gap, generating awareness, engagement, and long-term growth.\n\n\n\nHow to optimize your conversion funnel\n\n\n\nNow that we’ve broken down the different types of conversions, let’s look at how to use conversion marketing to attract, nurture, and convert customers through each stage of the marketing funnel.\n\n\n\nFunnel StageObjectiveActionAwarenessBuild brand recognition and reach new audiences.Use programmatic display, video, and other upper-funnel channels—like social media advertising, connected TV (CTV), and digital out-of-home—to capture attention and increase visibility.ConsiderationNurture and move users toward conversion.Utilize retargeting, dynamic creative optimization (DCO), and contextual targeting to deliver relevant messaging, reinforce brand credibility, and increase engagement.DecisionDrive conversions and maximize efficiency.Personalize content based on user behaviour, offer limited-time deals, and optimize landing pages to remove friction and improve conversion rates.RetentionBuild loyalty and increase customer lifetime value (CLV).Use 1st-party data, loyalty programs, and automated re-engagement campaigns to encourage repeat purchases, reduce churn, and strengthen brand affinity.\n\n\n\n\n\n\n\nKey metrics and KPIs for measuring conversion marketing\n\n\n\nMeasuring conversion marketing involves tracking a variety of metrics and KPIs across different stages of the marketing funnel. Here are some key metrics you should monitor to understand the effectiveness of your campaigns:\n\n\n\n\nReach: The number of people exposed to your ad.\n\n\n\nImpressions: The number of times your ads or content are viewed by users.\n\n\n\nLead volume: The amount of new leads generated by your campaign.\n\n\n\nCost per lead: The cost of acquiring each lead.\n\n\n\nClick-through rate: Measures the overall effectiveness of your ads or content in driving clicks.\n\n\n\nCost per click: The cost of each click on your ads.\n\n\n\nConversion rate: Measures the percentage of visitors who take a desired action (for example, signing up for a newsletter or requesting a demo).\n\n\n\nCustomer acquisition cost: The cost of acquiring each customer.\n\n\n\nReturn on ad spend: Measures how much revenue is earned for every dollar spent on advertising.\n\n\n\nCLV: The total amount of money a customer is likely to spend with your business or brand over time.\n\n\n\n\nAdditionally, marketers can track landing page bounce rates to identify friction points, which traffic sources (for example, organic search, digital advertising, and email marketing) drive the highest-quality conversions, and churn rate to assess retention and long-term customer value.\n\n\n\nEssential technologies for conversion marketing\n\n\n\nTo succeed in conversion marketing, marketers must rely on a mix of adtech and martech tools that focus on both brand and performance efforts to enhance targeting, personalization, and optimization across the entire customer journey.\n\n\n\nHere are some key tools and technologies that can help:\n\n\n\n\nProgrammatic advertising platforms: Software like StackAdapt provides multi-channel advertising capabilities and advanced targeting that can help brands reach audiences across various touchpoints, improving marketing efficiency and increasing the likelihood of a conversion.\n\n\n\nMarketing automation platforms: Automation tools allow marketers to streamline lead nurturing, trigger personalized messaging based on user behaviour, and optimize campaigns to deliver higher conversion rates.\n\n\n\nAnalytics and reporting tools: Data and analytics platforms help marketers gain insights into website traffic, audience engagement, and conversion rates, which marketers can leverage to refine audience segmentation and improve campaign performance.\n\n\n\nEmail marketing tools: Email marketing platforms let marketers automate, segment, and personalize campaigns with tailored messaging and creatives to improve engagement and conversion rates.\n\n\n\n\nThe ongoing convergence of martech and adtech is especially beneficial for conversion marketing.\n\n\n\nFor example, a B2B marketer promoting enterprise software could use a demand-side platform to serve programmatic display ads to decision-makers at a company that is actively researching solutions. \n\n\n\nLet’s say a prospect clicks on an ad and submits their contact information to download an industry report but never schedules a demo. An email marketing platform could then trigger a personalized follow-up sequence that shares additional resources—such as case studies or a webinar invite—that would be relevant to their use case, nudging them toward the next step. \n\n\n\nMeanwhile, marketers could use retargeting campaigns on different programmatic channels, such as CTV or programmatic direct mail, to keep the brand top of mind as the prospect moves through the buying process.\n\n\n\nIn doing so, marketers can ensure consistent, personalized messaging across touchpoints, guiding prospects from initial interest to conversion.\n\n\n\nConversion marketing best practices\n\n\n\nTo run successful conversion marketing campaigns, marketers must strategically use data, creativity, and customer insights to optimize the user experience across the entire funnel. \n\n\n\nHere are a few best practices that can help you attract the right audiences, remove friction, and improve performance at every stage of their buying journey:\n\n\n\nUse data to segment and personalize\n\n\n\nKnowing what resonates with your audience is key to any successful marketing campaign. Create detailed buyer personas based on your audience’s demographics, psychographics, and online behaviour to help tailor your conversion marketing efforts. \n\n\n\nCraft compelling content and messaging\n\n\n\nDevelop messaging that clearly communicates your brand’s unique value and encourages immediate action. Use direct, concise copy and clear calls-to-action in your ad creatives and on your website to capture attention and encourage customers to take the next step.\n\n\n\nUse AI to generate and test creatives at scale\n\n\n\nGenerative AI is reshaping ad creation and can do everything from adjusting messaging based on user intent to tailoring visuals for different audience segments. Use AI to quickly produce creative variants and DCO to test which combinations drive the strongest response at scale.\n\n\n\nOffer a seamless user experience on websites and landing pages\n\n\n\nIf the final step of your marketing campaign involves directing users to a landing page or website before they convert, that experience should reinforce your key value propositions and make it easy to act. Ensure your website and landing pages are streamlined with minimal distractions by using tools like heatmaps and other usability testing platforms to optimize the user experience and remove friction.\n\n\n\nNurture and retarget prospective customers\n\n\n\nWith most marketing campaigns, it’s unlikely that prospective customers will convert after a single interaction. Use email marketing and retargeting campaigns to re-engage users who have shown interest in your brand, nurture them with relevant content, and guide them toward conversion.\n\n\n\nTest and continuously improve\n\n\n\nLet data guide your decision-making. Regularly conduct A/B testing on ad creatives, landing pages, and messaging to identify what works best for your audience. Monitor campaign performance and make adjustments that help nudge prospects closer to conversion.\n\n\n\nPutting conversion marketing in motion\n\n\n\nIt’s never been easier for marketers to reach audiences and yet harder to get them to convert.\n\n\n\nAccording to a 2024 study, brands spent 13.2% more on digital advertising in 2024 than they did the year prior but still experienced a 6.1% year-over-year decline in conversions—underscoring the increasing need for a more connected, end-to-end approach to teams’ marketing strategies.\n\n\n\nThe software you use and the partners you work with play a major role in closing that gap.\n\n\n\nWant to learn how we’re helping marketers deliver results throughout the entire customer journey? Reach out to learn more about StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nConversion marketing FAQS\n\n\n\n\n\n\n\nA conversion strategy is a marketing strategy that’s focused on increasing the percentage of users who complete a desired action, such as making a purchase or signing up for a service. It involves optimizing ad creatives, landing pages, CTAs, and the overall user experience to guide prospects through the conversion funnel and improve campaign performance.\n\n\n\n\n\n\n\n\n\nA conversion path is the series of steps a user takes to complete a desired action. It typically includes touchpoints like clicking on a programmatic display ad, arriving on a landing page with a product overview, and submitting a lead capture form to learn more about a product or service.\n\n\n\n\n\n\n\n\n\nA conversion rate is the percentage of users who complete a desired action on a website or marketing campaign. It’s calculated by dividing the number of conversions by the total number of visitors, then multiplying by 100.\n\n\n\n\n\n\n\n\n\nConversion rate optimization is the process of improving a website, landing page, or ad experience to increase the percentage of users who take a specific action. It involves running A/B tests, analyzing user behaviour, and refining specific messaging and creative elements—like headlines, CTAs, page layouts, and load speed—to reduce friction and boost conversion rates.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250402103705/20250402_Conversion-Marketing-101_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250402103705/20250402_Conversion-Marketing-101_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of a CTV ad, CTA in a display ad, and green credit card representing the funnel in a conversion marketing campaign"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-97be43fa-5e12-47fb-96a9-abba3bd2a748","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-97be43fa-5e12-47fb-96a9-abba3bd2a748","name":"What is a conversion strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A conversion strategy is a marketing strategy that’s focused on increasing the percentage of users who complete a desired action, such as making a purchase or signing up for a service. It involves optimizing ad creatives, landing pages, CTAs, and the overall user experience to guide prospects through the conversion funnel and improve campaign performance.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-d80ad2ae-e59f-4ddb-a292-e565e53f4ad3","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-d80ad2ae-e59f-4ddb-a292-e565e53f4ad3","name":"What is a conversion path in marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A conversion path is the series of steps a user takes to complete a desired action. It typically includes touchpoints like clicking on a programmatic display ad, arriving on a landing page with a product overview, and submitting a lead capture form to learn more about a product or service.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-9c02cfd5-528c-4e5d-83bb-aa5fc83e0de3","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-9c02cfd5-528c-4e5d-83bb-aa5fc83e0de3","name":"What is a conversion rate?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A conversion rate is the percentage of users who complete a desired action on a website or marketing campaign. It’s calculated by dividing the number of conversions by the total number of visitors, then multiplying by 100.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-121a33f4-f338-48dd-80dd-b66eeb616865","position":4,"url":"https://www.stackadapt.com/resources/blog/what-is-conversion-marketing#faq-question-121a33f4-f338-48dd-80dd-b66eeb616865","name":"What is conversion rate optimization?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Conversion rate optimization is the process of improving a website, landing page, or ad experience to increase the percentage of users who take a specific action. It involves running A/B tests, analyzing user behaviour, and refining specific messaging and creative elements—like headlines, CTAs, page layouts, and load speed—to reduce friction and boost conversion rates.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Why 1st-party data is the future of AI-driven advertising","datePublished":"2025-04-17T10:00:00+00:00","dateModified":"2026-09-08T21:43:37+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising"},"wordCount":1482,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250409040733/20250407_First-Party-Data-and-AI_Header.webp?fit=1200%2C600&ssl=1","keywords":["1st-party data","AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Artificial intelligence is rapidly reshaping the world of digital advertising, offering marketers the ability to personalize experiences, automate decision-making, and drive better campaign performance. But without the right data, even the most advanced AI can’t deliver meaningful results.\n\n\n\nFirst-party data—collected directly from customers through owned channels—has become a strategic asset, critical for sustainable, future-ready growth.\n\n\n\nAs 3rd-party cookies face an uncertain future, advertisers are shifting focus. In February 2022, 58.3% of CMOs said their companies had created stronger data strategies to capture better information—yet by September 2024, that number dropped to just 41.9%. \n\n\n\nThe conversation is no longer just about gathering more data—it’s about using the data you already have in smarter, more strategic ways.\n\n\n\nThis article explores why 1st-party data is the key to AI success, how to operationalize it at scale, and what marketing leaders must prioritize to protect brand reputation and drive sustainable growth.\n\n\n\nWhy 1st-party data is critical for AI in advertising\n\n\n\nAI thrives on accurate, relevant, and timely data. In advertising, 1st-party data reflects real customer behaviour and intent—fueling AI with high-quality inputs that unlock smarter targeting, personalization, and predictive modeling.\n\n\n\nUnlike 3rd-party data, which often lacks transparency and consent, 1st-party data is collected through direct interactions like website visits, app usage, loyalty programs, and customer surveys. It’s tied to your audience, governed by your brand’s standards, and increasingly demanded by regulators and consumers alike.\n\n\n\nWhen activated with AI, 1st-party data powers:\n\n\n\n\nHyper-relevant audience segmentation\n\n\n\nPersonalized creative optimization\n\n\n\nPredictive modeling for next-best offers\n\n\n\n\nFor example, a retailer analyzing browsing and purchase histories with AI can automatically trigger dynamic retargeting ads that showcase recently viewed or complementary products, creating highly individualized experiences that drive engagement and conversions.\n\n\n\nOperationalizing 1st-party data for scalable AI performance\n\n\n\nCreating value from 1st-party data takes more than just collection. It demands a structured, scalable system that continuously feeds AI with actionable insights. A strong 1st-party data strategy involves direct collection, intelligent centralization, and real-time activation.\n\n\n\nDirect customer data collection for targeting\n\n\n\nThe first step is to capture customer behaviour across owned digital channels. Every click, scroll, and purchase provides valuable signals that AI can use to build a more accurate picture of your audience. Website interactions, app usage, email opens, and loyalty program activity are all rich sources of 1st-party data.\n\n\n\nTo encourage users to share their data, advertisers can offer value in exchange, such as personalized discounts, exclusive content, or loyalty rewards. Gated content or early access promotions are also effective for building permission-based data sets.\n\n\n\nFor example, an e-commerce brand tracks browsing and purchase behaviour, then uses that data to offer returning visitors tailored discounts on products they previously viewed or added to their cart.\n\n\n\nCRM and customer data platforms (CDPs) for AI optimization\n\n\n\nOnce 1st-party data is collected, it must be unified across all channels. Customer Relationship Management (CRM) systems and CDPs play a vital role here, aggregating data from email, social media, search, and websites into a single, structured profile.\n\n\n\nAI can then use this centralized data to segment audiences based on behaviours like purchase frequency, engagement levels, or intent signals. This allows advertisers to create more targeted campaigns that speak directly to where a customer is in their journey.\n\n\n\nAn example could be a travel brand using CRM data to identify customers who frequently search for flights during long weekends, then serving AI-personalized ads for travel deals aligned with those patterns.\n\n\n\nReal-time AI enhancements in digital ad campaigns\n\n\n\nAI thrives on real-time input. When connected to live user interactions, AI can adjust campaigns instantly, optimizing creative formats, messaging, and ad placements based on what’s resonating in the moment.\n\n\n\nDynamic creative optimization is one of the most impactful applications here. AI can automatically test variations of headlines, images, and calls to action, serving the best-performing combination to each viewer.\n\n\n\nFor instance, a streaming platform can analyze a user’s viewing history in real time and serve personalized previews or promotional banners for shows they’re likely to enjoy, increasing the chances of conversion.\n\n\n\nTogether, these strategies allow advertisers to continuously feed AI with high-quality, actionable data—turning ad campaigns into smart, responsive systems that grow more effective over time.\n\n\n\nOvercoming data gaps: Partnering with external sources\n\n\n\nNot every brand has massive 1st-party data reserves—especially newer entrants or companies with limited digital footprints. Forward-thinking organizations bridge this gap by strategically partnering to accelerate data maturity, not just fill short-term needs.\n\n\n\nWhen 1st-party data is lacking, advertisers can:\n\n\n\n\nPartner through 2nd-party data arrangements: Collaborate with trusted publishers, platforms, or industry peers with high-quality, consent-based data. This data is typically shared directly between two parties and is more reliable and privacy-compliant than 3rd-party alternatives. For example, a retail brand might partner with a lifestyle publisher to gain insight into reader preferences and shopping habits.\n\n\n\nIntegrate AI-trained models based on industry-wide datasets: Use pre-trained AI models developed from larger, anonymized datasets relevant to your sector. These models can provide a strong starting point for audience segmentation and predictive targeting, especially when layered with even a small amount of your own data.\n\n\n\n\nFor example, a direct-to-consumer beauty brand with limited customer history partners with a fashion website that shares anonymized audience data. This collaboration allows the brand to train its AI to better understand user preferences, enabling more accurate targeting and creative messaging in their ad campaigns.\n\n\n\nStrategic partnerships are no longer tactical—they are core to organizational agility and long-term competitiveness.\n\n\n\nStewarding trust: Ethical AI and risk management in marketing\n\n\n\nToday’s CMOs are not just brand builders—they’re stewards of consumer trust. Ethical AI use and data transparency have become board-level conversations, with the potential to directly impact brand equity, risk exposure, and long-term market positioning.\n\n\n\nKey pillars for protecting reputation and driving responsible growth:\n\n\n\n\nTransparency: Plain-language communication about data practices builds credibility.\n\n\n\nConsent: Active, specific, revocable consent is foundational to trust.\n\n\n\nData Security: Strong encryption, access controls, and ongoing security audits are non-negotiable.\n\n\n\nUser Control: Giving users clear, easy options to manage or delete their data strengthens brand loyalty.\n\n\n\nAI Auditing: Regular reviews are conducted to detect and correct bias and prevent reputational damage and regulatory breaches.\n\n\n\n\nAnticipating regulatory changes is just as important as compliance today. Proposed frameworks like the EU’s AI Act and updates to US privacy laws signal a future where responsible AI deployment will be a competitive differentiator.\n\n\n\nA financial services company that proactively audits its AI ad models for bias today positions itself as a leader—not just a follower—when new laws tighten tomorrow.\n\n\n\nThe future of AI and 1st-party data in digital advertising\n\n\n\nAs 3rd-party cookies disappear, the brands that succeed will be those that reimagine advertising through the lens of consented, high-quality data.\n\n\n\nIn this post-cookie landscape, AI will drive advertising performance using:\n\n\n\n\nContextual AI Targeting: Instead of following users across the web, AI will analyze on-page content and user engagement to predict intent. For example, if someone reads an article about sustainable travel, AI can serve ads related to eco-friendly luggage or travel deals without needing personal identifiers.\n\n\n\nPredictive Personalization: AI will move from reacting to past behaviour to anticipating future needs. Based on historical 1st-party data, AI can identify patterns and predict what users are likely to want next—serving personalized offers even before they begin searching.\n\n\n\n\nFor example, a retail brand can analyze seasonal buying patterns and browsing trends using AI. In the lead-up to holiday shopping, the brand automatically launches hyper-personalized ad campaigns featuring products users are statistically likely to buy, increasing conversions during peak demand.\n\n\n\nAs AI capabilities grow, the role of 1st-party data will only become more important. The brands that invest in building strong, consent-based data foundations today will be best positioned to thrive in the evolving world of digital advertising tomorrow.\n\n\n\n\n\n \n\n\n\nPower up your AI-driven advertising\n\n\n\nFirst-party data has become the cornerstone of AI-driven digital advertising. As privacy regulations tighten and 3rd-party cookies disappear, advertisers must focus on collecting data directly from their audiences, using AI to unlock deeper insights and deliver more relevant, personalized campaigns.\n\n\n\nSuccess in this new landscape depends on three things: capturing high-quality data through trusted channels, applying AI to segment and activate that data intelligently, and staying compliant with evolving privacy laws. \n\n\n\nBrands that get this right will not only improve targeting and boost ROI—they’ll build more sustainable, future-ready advertising strategies in a world where trust and relevance matter more than ever.\n\n\n\nLooking to make the most of your 1st-party data? Partnering with an AI-powered advertising platform like StackAdapt can help you turn that data into high-performing, privacy-compliant campaigns. \n\n\n\nWith advanced machine learning and real-time optimization, StackAdapt empowers you to scale your advertising while staying ahead of industry shifts. Talk to our team today to learn more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising","url":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising","name":"Why 1st-Party Data and AI are the Future of Advertising","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250409040733/20250407_First-Party-Data-and-AI_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-04-17T10:00:00+00:00","dateModified":"2026-09-08T21:43:37+00:00","description":"Learn how to use 1st-party data and AI to improve ad targeting, boost ROI, and thrive in a post-cookie digital advertising world.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/1st-party-data-ai-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250409040733/20250407_First-Party-Data-and-AI_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250409040733/20250407_First-Party-Data-and-AI_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of data points interconnected with AI"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"How programmatic guaranteed works and when to use it","datePublished":"2025-04-15T12:19:12+00:00","dateModified":"2026-09-08T21:43:39+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed"},"wordCount":1534,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414084303/20250407_Programmatic-Guarantee_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","inventory","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"The way digital ad inventory is bought and sold has undergone a major shift over the past decade.\n\n\n\nPreviously, advertisers had to secure inventory through direct deals with publishers that often involved manual insertion orders, spreadsheets, and back-and-forth emails or phone calls. While effective, the process was time-consuming, leaving teams little room to optimize campaigns, test creatives, and improve performance.\n\n\n\nProgrammatic guaranteed streamlines the process. It provides advertisers with the efficiency of programmatic buying—automating workflows and offering greater control and transparency by allowing media buyers to secure premium, brand-safe inventory and guaranteed impressions without the hassle of manual negotiations.\n\n\n\nIn this article, we’ll explain what programmatic guaranteed is, when to use it, and how to get the most out of it with your media buying strategy.\n\n\n\nWhat is programmatic guaranteed?\n\n\n\nProgrammatic guaranteed is a type of direct deal in which a publisher agrees to sell a fixed number of impressions to an advertiser at a pre-negotiated price. Unlike open auctions, this media buying method offers predictable ad delivery and greater transparency, making it ideal for high-impact campaigns requiring higher brand safety and guaranteed reach.\n\n\n\nProgrammatic guaranteed is particularly valuable for advertisers who need strict control over ad placements due to short campaign flights, industry-specific regulatory or compliance requirements, or the need to secure specific inventory to reach a defined audience.\n\n\n\nFor example, a political campaign promoting a candidate running for office could leverage programmatic guaranteed deals to ensure ads appear in pre-approved, brand-safe news outlets—allowing them to adhere to election advertising regulations and reach a specific audience without the risk of appearing alongside unsuitable content. It can also be used during periods of high competition when guaranteed inventory is particularly sought after, like in the final days before an election.\n\n\n\nAnother example would be a major retailer doing a homepage takeover on a popular review site in the week leading up to a major shopping holiday like Black Friday. Using programmatic guaranteed, the retailer could lock in premium display inventory in advance to ensure their Black Friday promotions reach tech-savvy shoppers when consumer interest is at its peak and inventory doesn’t run out due to increased competition from other brands.\n\n\n\nThis, coupled with its efficiency, has driven the widespread adoption of programmatic guaranteed, with an oft-cited report from Boston Consulting Group finding that agencies and advertisers save 29% more time when using programmatic guaranteed deals compared to traditional direct buying methods.\n\n\n\nAlthough programmatic guaranteed is typically viewed as a complement to your overall media plan rather than a replacement for open auctions or other programmatic buying methods, it continues to gain popularity. This is especially true for emerging channels like connected TV (CTV), which offer access to premium inventory. According to a recent report, programmatic guaranteed helped make up a quarter of all CTV ad buys in 2024.\n\n\n\n\n\n\n\n\n\nProgrammatic guaranteed vs. other ad buying models\n\n\n\nThere are multiple ways to purchase ad space programmatically, all of which have distinct advantages. Here are the main differences between programmatic guaranteed and three popular media buying methods:\n\n\n\nProgrammatic guaranteed vs. private marketplace (PMP)\n\n\n\nA PMP is an invite-only auction in which a select number of advertisers are invited to bid on premium inventory.\n\n\n\nUnlike programmatic guaranteed deals, inventory isn’t exclusively reserved for advertisers, nor are they obligated to buy ad space. Instead, PMP deals provide preferred access, allowing advertisers to access inventory before it becomes available in the open exchange. But it comes at a cost—inventory isn’t guaranteed, and competition with other buyers can drive up prices.\n\n\n\nProgrammatic guaranteed vs. preferred deals\n\n\n\nAlthough both fall under the umbrella of programmatic direct, the main difference between programmatic guaranteed and preferred deals is that preferred deals give advertisers the first opportunity to purchase inventory from a publisher at a pre-negotiated price. \n\n\n\nUnlike programmatic guaranteed, the buyer doesn’t have to commit to purchasing a fixed number of impressions. If an advertiser passes on the opportunity, the publisher can offer the inventory to other buyers, typically through a private marketplace or open auction.\n\n\n\nProgrammatic guaranteed vs. open auction\n\n\n\nAn open auction—often called real-time bidding—is an auction in which any advertiser can bid on the available inventory in real time. Unlike programmatic guaranteed, there’s no upfront commitment or pre-negotiated price. Instead, inventory is sold impression by impression, with advertisers competing for each ad opportunity.\n\n\n\nWhile open auctions offer the most flexibility of all previously mentioned buying options, unlike programmatic guaranteed, they provide no guarantees about inventory availability, impression volume, or the ultimate price of ad placements, making them better suited for campaigns prioritizing reach and flexibility over guaranteed ad delivery and predictability.\n\n\n\nHere’s a table summarizing the key differences between each buying method:\n\n\n\nFeatureProgrammatic GuaranteedPrivate MarketplacePreferred DealOpen AuctionInventoryFixed and guaranteed; exclusive inventory.Non-guaranteed; exclusive inventory.Non-guaranteed; exclusive inventory.Non-guaranteed; open exchange inventory.PricingPre-negotiated CPM.Dynamic based on bids.Pre-negotiated CPM.Dynamic based on bids.ProcessDirect negotiation with publishers.Invite-only auction among select advertisers.Direct negotiation with publishers.Open auction with multiple advertisers bidding on inventory.Use CaseBrand campaigns requiring guaranteed inventory.Priority access to premium inventory.Premium access, without commitments.Broad reach and scale at variable pricing.\n\n\n\nBenefits of programmatic guaranteed\n\n\n\nProgrammatic guaranteed offers several benefits for advertisers—namely transparency, efficiency, and control—compared to other programmatic buying methods. Here are a few of the key advantages:\n\n\n\nGuaranteed access to premium inventory\n\n\n\nOne of the biggest benefits of programmatic guaranteed deals is that they provide advertisers access to highly sought-after inventory that is typically difficult or impossible to secure through open auctions or other programmatic media buying methods.\n\n\n\nFor example, if an advertiser runs a short campaign or wants inventory that’s usually scarce, like during live sporting events, they can leverage programmatic guaranteed deals to lock in a guaranteed number of impressions, helping them compete at a higher level.\n\n\n\nExtended audience reach\n\n\n\nWith programmatic guaranteed deals, advertisers gain access to a publisher’s 1st-party data. This allows them to reach specific or niche audiences by using unique publisher data, significantly extending their audience reach and providing access to segments that might otherwise be unavailable through traditional programmatic buying methods.\n\n\n\nEnhanced transparency and control\n\n\n\nProgrammatic guaranteed deals also provide advertisers with complete transparency into exactly where and when their ads appear, eliminating the uncertainty that’s usually associated with less direct buying methods.\n\n\n\nFor example, advertisers operating in regulated industries, such as healthcare or finance, can use programmatic guaranteed deals to verify that their ads run only in compliant, brand-safe environments—helping them protect their brand reputation while ensuring alignment with campaign goals.\n\n\n\nImplementing a programmatic guaranteed deal\n\n\n\nThere are two main ways to set up a programmatic guaranteed deal within a programmatic advertising platform.\n\n\n\nIn the first scenario, known as a client-assisted deal, a client identifies specific inventory they want to secure—such as placements during Sunday Night Football or throughout live-streamed football games during a specific time frame. A sales or account manager then contacts the publisher directly to confirm availability and facilitate negotiations, using the client’s campaign parameters and the publisher’s rate card to help determine the overall cost and terms of the deal.\n\n\n\nIn the second scenario, clients negotiate their deals directly with publishers and then bring these deals into an adtech platform, such as a demand-side platform. The platform uses a unique deal ID provided by the publisher to execute the agreed-upon terms and manage the campaign—essentially using the underlying technology to automate ad delivery and pacing while tracking performance against predefined goals.\n\n\n\n\n\n\n\nBoth approaches have advantages. With client-assisted deals, advertisers benefit from dedicated support during negotiations and troubleshooting, including assistance with pricing, inventory availability, and creative specifications. When clients bring their own deals, they retain greater direct control over negotiations and publisher relationships, though they may receive less immediate support when troubleshooting issues like incorrect creative formats or file sizes.\n\n\n\nThe future of programmatic guaranteed\n\n\n\nWhile open auctions remain the most common buying method, programmatic guaranteed is gaining momentum as advertisers look for ways to reach specific and niche audiences, particularly as emerging channels like CTV provide access to premium inventory that was previously unavailable outside of programmatic channels.\n\n\n\nAccording to EMARKETER, ad buyers are increasingly turning to PMPs and programmatic direct methods like programmatic guaranteed, which both rely heavily on 1st-party data and offer access to premium inventory, to personalize campaigns, improve audience targeting, and ultimately drive better return on investment, with 76.2% of US programmatic digital display ad spending expected to be transacted through programmatic direct channels by 2026.\n\n\n\nLooking to improve how you plan and execute media buys? Download our guide to programmatic advertising or speak with our team to see how StackAdapt can help you secure premium inventory, streamline campaigns, and drive measurable results for your brand.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed","url":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed","name":"Programmatic Guaranteed: How It Works and When to Use It","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414084303/20250407_Programmatic-Guarantee_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-04-15T12:19:12+00:00","dateModified":"2026-09-08T21:43:39+00:00","description":"Learn what programmatic guaranteed is, how it compares to other programmatic media buying methods, and when to use it to secure ad inventory.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/programmatic-guaranteed#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414084303/20250407_Programmatic-Guarantee_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414084303/20250407_Programmatic-Guarantee_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Display ad overlaying a webpage with a “Shop Now” button"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt strengthens CTV transparency and cross-screen measurement","datePublished":"2025-04-15T13:27:03+00:00","dateModified":"2026-09-08T21:43:38+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement"},"wordCount":557,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414135327/20250414_Samba-CTV-v2_Header.webp?fit=1201%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement","url":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement","name":"StackAdapt Strengthens CTV Transparency and Measurement","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414135327/20250414_Samba-CTV-v2_Header.webp?fit=1201%2C601&ssl=1","datePublished":"2025-04-15T13:27:03+00:00","dateModified":"2026-09-08T21:43:38+00:00","description":"StackAdapt is improving its CTV offering by providing greater transparency, measurement accuracy, and access to premium inventory.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ctv-transparency-cross-screen-measurement#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414135327/20250414_Samba-CTV-v2_Header.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250414135327/20250414_Samba-CTV-v2_Header.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"CTV ad overlaid on top of a CTV device"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The future of AI and personalization: The rise of orchestration","datePublished":"2026-03-26T10:11:21+00:00","dateModified":"2026-09-08T21:42:43+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising"},"wordCount":2091,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250422063539/20250417_Personalization-and-AI_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","Content Level : 201","contextual targeting","page context ai"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Key takeaways on AI and personalization in advertising\n\n\n\n\nAI is reshaping personalization beyond targeting by improving creative production, contextual understanding, measurement, and cross-channel orchestration.\n\n\n\nPrivacy has become both a trust issue and an operational requirement, pushing marketers toward more transparent, privacy-safe personalization strategies.\n\n\n\nContextual targeting solutions like StackAdapt’s Page Context AI offer a scalable alternative to identity-based targeting by aligning ads with content and intent rather than personal identifiers.\n\n\n\nThe biggest opportunity now isn’t just adopting AI, but integrating it across channels to deliver more connected customer experiences.\n\n\n\n\n\nThe rules of digital advertising are being rewritten—and fast.\n\n\n\nMarketers are under growing pressure to make personalization in advertising useful, scalable, and privacy-safe across every channel. \n\n\n\nAI has moved beyond improving targeting and is now reshaping how marketers generate creative, interpret context, connect signals, measure outcomes, and orchestrate customer journeys in real time.\n\n\n\nConsumers and regulators are also raising the bar. Privacy has evolved beyond a compliance concern and now functions as both a trust issue and an operating requirement for AI-driven marketing. \n\n\n\nCisco’s 2026 Data Privacy Benchmark Study found that:\n\n\n\n\n90% of organizations say AI has expanded the scope of their privacy programs.\n\n\n\n43% of organizations increased privacy spending in the last year.\n\n\n\n93% plan to invest more in privacy and data governance over the next two years.\n\n\n\n\nThe path forward calls for smarter personalization: more contextual, more transparent, more connected across channels, and less dependent on identity-based tracking. \n\n\n\nThat shift is already underway. In StackAdapt’s latest personalization research, 93% of brands and 94% of agencies say AI is improving personalization, yet only about one in five say AI is fully integrated across channels today.\n\n\n\nWhy traditional personalization is losing ground\n\n\n\nTraditional personalization is losing ground not simply because 3rd-party cookies are fading, but because the old model depends too heavily on fragmented identifiers, inconsistent consent, and siloed measurement. \n\n\n\nThe issue is bigger than any one signal. Consumers move fluidly across devices, channels, and environments, while marketers are still trying to stitch journeys together with incomplete data and outdated infrastructure.\n\n\n\nThe market is feeling that strain. In StackAdapt’s report, limited integration across platforms, difficulty unifying data into a single customer profile, and high data-management costs ranked among the top barriers to scaling personalization. Roughly one-third of both brands and agencies also cite limited attribution tracking as a top obstacle to accurate measurement.\n\n\n\nPrivacy expectations are compounding the pressure. Cisco found that transparency is now the biggest driver of customer trust, while stronger privacy laws make consumers more comfortable engaging with AI applications.\n\n\n\nIn other words, the future of personalization will depend not just on relevance, but on whether brands can clearly justify how and why personalization is happening.\n\n\n\nContextual personalization: Smarter, privacy-respecting ads\n\n\n\nHow can you maintain relevance without invading privacy?\n\n\n\nContextual personalization offers a modern answer. Instead of using personal identifiers or browsing history, this approach focuses on the environment in which an ad appears. It aligns your brand message with the content a user is actively engaging with—making relevance a matter of context, not identity.\n\n\n\nContextual personalization is one layer in a broader AI system that helps marketers align messaging, creative, placement, and timing without depending on invasive tracking.\n\n\n\nThat matters because contextual relevance is becoming more dynamic. AI can interpret page meaning, detect nuance, adapt creative, and qualify placements at scale, giving marketers a way to stay relevant in the moment while respecting privacy by design. This is especially important as personalization expands beyond owned channels and into paid social, video, connected TV (CTV), audio, and commerce media. StackAdapt’s report shows that brands are already extending personalization beyond email into websites and apps, paid social, and paid search, while future investment is shifting toward display, native, and video advertising, CTV and over-the-top (OTT) advertising, retail media, and digital audio.\n\n\n\nStackAdapt’s Page Context AI reflects what contextual advertising can do. Instead of relying on user identity, it helps advertisers define the kinds of content environments most relevant to their message and then uses natural language processing to find pages where that topic is truly central. The value is not just safer targeting. It’s better alignment between content, intent, and creative relevance.\n\n\n\nFor example, a footwear brand can choose a topic like “running shoes,” and Page Context AI will find webpages genuinely centered on that theme. This approach doesn’t depend on user tracking—it relies on what users are reading and engaging with at the moment.\n\n\n\nUnlike older techniques like keyword matching or publisher-assigned categories, Page Context AI uses natural language processing to understand the true focus of a page. It evaluates whether the topic is central to the article or just mentioned in passing, leading to far more accurate placements.\n\n\n\nWhile contextual ads typically have lower click-through rates, that doesn’t mean they underperform. Users are often deeply engaged with content and less likely to click immediately. But the alignment between content and brand message increases the chance that your brand stays top of mind, driving conversions later through view-through impact.\n\n\n\nAI’s role in modern personalization\n\n\n\nIf you want to scale personalization without crossing privacy lines, AI must be part of your strategy.\n\n\n\nAI is reshaping how contextual personalization works—not just improving accuracy but making it scalable, dynamic, and privacy-conscious. It replaces older, limited targeting methods with intelligent systems that can interpret content the way a human would—only faster and across millions of webpages.\n\n\n\nBut AI’s role in personalization has become much bigger than targeting. It now touches the full workflow: creative production, content understanding, channel orchestration, optimization, and measurement.\n\n\n\nHere’s how AI addresses the pitfalls of traditional contextual targeting:\n\n\n\nPersonalization challengeWhat the old model didWhat AI enables nowRelevanceMatched keywords or audiences using narrow signals.Understands semantic context, content meaning, and intent.ScaleRequired manual setup, direct deals, and channel-by-channel execution.Qualifies pages, adapts creative, and activates across channels faster.MeasurementRelied on fragmented attribution and siloed reports.Improves analysis across attribution, incrementality, and marketing mix modeling workflows.CreativeReused static assets with limited variation.Supports creative automation, dynamic optimization, and faster testing.PrivacyOften depended on identity-based tracking.Shifts toward contextual, cohort, and privacy-conscious orchestration.\n\n\n\nLeading brands already use AI to personalize faster, and more ethically. You have the opportunity to do the same.\n\n\n\nAI personalization within legal boundaries\n\n\n\nHow do you deliver personalization without putting your brand at risk?\n\n\n\nAs privacy regulations tighten, personalization strategies must be built with compliance in mind. That doesn’t just mean checking legal boxes—it means choosing tools and workflows that align with ethical data practices while still delivering actionable insights.\n\n\n\nCarole Lawson, a data scientist featured in The AI Advertising Podcast, shared how her team approaches this challenge. Instead of using Google Analytics, which can require collecting more data than clients are comfortable with, they use Netrix, based on Matomo, to maintain full data ownership and control. Her advice is clear: “You can’t report on what you can’t collect.”\n\n\n\nUnderstanding where your data lives and how it’s controlled is now a leadership issue, not just a technical detail.\n\n\n\nCompliance is also not universal. Privacy rules vary by industry and region. Sectors like healthcare face stricter requirements around data handling and consent. StackAdapt’s platform, for example, automatically adjusts based on vertical and geography, guiding advertisers through these complexities.\n\n\n\nIn March 2026, the IAB announced one of the most significant updates in years to its Multi-State Privacy Agreement, aimed at simplifying state privacy compliance and reducing time-to-market for advertisers.\n\n\n\nAs a senior marketer, your job is to navigate these nuances and select partners and platforms that make compliance part of the strategy, not an afterthought.\n\n\n\nThe ethics of AI and personalization\n\n\n\nFollowing the law is only the baseline. Building lasting brand trust means thinking ethically about how you collect, use, and protect consumer data.\n\n\n\nLawson’s team, for example, avoids working in sectors where privacy protection can’t be guaranteed. Walking away from business opportunities shows leadership—not weakness—and sends a clear message about their values.\n\n\n\nInvading consumer privacy is bad business. Customers who feel watched or manipulated will abandon your brand, and winning them back is expensive, if not impossible.\n\n\n\nSenior marketing leaders must champion a shift from data collection to data stewardship. Responsible personalization, built on transparency and real user choice, is a competitive advantage.\n\n\n\nStrategic recommendations for senior marketers\n\n\n\nWhat strategic moves will set you apart in a privacy-first economy?\n\n\n\nHere’s your playbook:\n\n\n\n1. Adopt Contextual AI tools to maintain personalization without invading privacy. Contextual AI solutions like StackAdapt’s Page Context AI allow you to deliver relevant ads based on content, not personal data. It’s one of the most effective ways to maintain personalization without compromising trust.\n\n\n\n2. Map compliance requirements to verticals and geographies. Privacy isn’t consistent across industries or regions. Understand the specific compliance needs for every market and vertical you operate in. Leading platforms can help guide these adjustments automatically.\n\n\n\n3. Prioritize opt-in mechanisms—invite participation, don’t just comply. Give users control over their data. Clear, engaging opt-in processes build trust and create better opportunities for personalized engagement.\n\n\n\n4. Audit your analytics tools—know where your data lives and who controls it. Data transparency starts with knowing who owns it. Regularly review the tools you rely on and switch to platforms that offer full control and compliance.\n\n\n\n5. Align internal policies with external expectations. Your internal privacy standards should match the public promises you make. Treat data ethics as a brand pillar, not just a compliance box.\n\n\n\n6. Move from channel personalization to orchestration. Personalization is no longer just about optimizing email or display in isolation. Our research shows that marketers increasingly see cross-channel orchestration as the biggest AI opportunity over the next two to three years. \n\n\n\n7. Treat creative automation as a growth lever. Creative automation and generative AI are among the top forces expected to shape personalization next. \n\n\n\nPrivacy is the new brand differentiator\n\n\n\nAI-powered personalization is entering a new phase, where marketers are expected to personalize at scale, responsibly, across channels, with connected data, measurable outcomes, and clear value for consumers.\n\n\n\nThe next generation of personalization will be shaped by AI orchestration, creative automation, stronger measurement, and privacy-by-design governance. \n\n\n\nStackAdapt’s latest research shows marketers understand the opportunity: most agree AI is improving personalization, but only a minority have fully operationalized it across channels. The competitive edge now belongs to brands that can close that gap.\n\n\n\nPrivacy doesn’t have to be the limit on personalization. Increasingly, it’s the condition that makes better personalization possible. \n\n\n\nThe brands that lead next won’t be the ones that know the most about people. They’ll be the ones that use AI to deliver relevance with greater restraint, clarity, and trust.\n\n\n\nReady to lead the shift? Explore how StackAdapt’s AI-powered marketing platform can help you deliver privacy-conscious, performance-driven advertising that actually connects. Request a demo to learn more.\n\n\n\nFAQs on AI and personalization in advertising\n\n\n\n\n\n\n\n\n\nAI enhances personalization and interactivity by helping marketers respond more dynamically to customer signals, content context, and channel behavior in real time. Instead of relying on static rules or broad segments, AI can tailor messaging, creative, product recommendations, and timing based on patterns in data, making experiences feel more relevant and responsive while also improving efficiency.\n\n\n\n\n\n\n\n\n\nCompanies use hyper-personalization and AI to deliver more relevant experiences across email, websites, paid media, customer service, and e-commerce. AI helps brands analyze customer data, predict preferences, automate content variations, and optimize messaging for different audiences, allowing them to move beyond one-size-fits-all campaigns and create more tailored interactions throughout the customer journey. For example, Global Industrial personalized their ads with dynamic creative optimization and increased their CTR by 60%.\n\n\n\n\n\n\n\n\n\nAI decisioning improves personalization and targeting by helping marketers determine the best message, audience, channel, and timing for each interaction. To use it effectively, start with strong data inputs, clear business goals, and defined customer signals, then apply AI to identify patterns, automate choices, and optimize performance in real time while continuously measuring results and refining the model.\n\n\n\n\n\n\n\n\n\nMarketers can combine CRM data and AI by using 1st-party customer information such as purchase history, engagement patterns, lifecycle stage, and preferences to inform smarter campaign decisions. AI can help segment audiences, predict next-best actions, personalize creative and offers, and coordinate outreach across channels, making CRM data more actionable without depending solely on 3rd-party identifiers.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising","url":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising","name":"AI and Personalization: How It’s Transforming Advertising","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250422063539/20250417_Personalization-and-AI_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-03-26T10:11:21+00:00","dateModified":"2026-09-08T21:42:43+00:00","description":"Learn how AI-powered personalization is evolving through contextual relevance, cross-channel orchestration, and privacy-first strategies.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f2191b51-8d11-4671-be6a-cf535121321d"},{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-79bd1b3a-d6dd-4d83-be49-4d2155183e3e"},{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f910181c-efd3-47bd-a158-f79c08bb08c8"},{"@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-80edcced-c798-488f-8c26-3121bd2bfd3a"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f2191b51-8d11-4671-be6a-cf535121321d","position":1,"url":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f2191b51-8d11-4671-be6a-cf535121321d","name":"How does AI enhance personalization and interactivity?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"AI enhances personalization and interactivity by helping marketers respond more dynamically to customer signals, content context, and channel behavior in real time. Instead of relying on static rules or broad segments, AI can tailor messaging, creative, product recommendations, and timing based on patterns in data, making experiences feel more relevant and responsive while also improving efficiency.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-79bd1b3a-d6dd-4d83-be49-4d2155183e3e","position":2,"url":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-79bd1b3a-d6dd-4d83-be49-4d2155183e3e","name":"How do companies use hyper-personalization and AI?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Companies use hyper-personalization and AI to deliver more relevant experiences across email, websites, paid media, customer service, and e-commerce. AI helps brands analyze customer data, predict preferences, automate content variations, and optimize messaging for different audiences, allowing them to move beyond one-size-fits-all campaigns and create more tailored interactions throughout the customer journey. For example, Global Industrial personalized their ads with dynamic creative optimization and increased their CTR by 60%.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f910181c-efd3-47bd-a158-f79c08bb08c8","position":3,"url":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-f910181c-efd3-47bd-a158-f79c08bb08c8","name":"How do I use AI decisioning to improve personalization and targeting?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"AI decisioning improves personalization and targeting by helping marketers determine the best message, audience, channel, and timing for each interaction. To use it effectively, start with strong data inputs, clear business goals, and defined customer signals, then apply AI to identify patterns, automate choices, and optimize performance in real time while continuously measuring results and refining the model.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-80edcced-c798-488f-8c26-3121bd2bfd3a","position":4,"url":"https://www.stackadapt.com/resources/blog/ai-personalization-advertising#faq-question-80edcced-c798-488f-8c26-3121bd2bfd3a","name":"How can marketers combine CRM data and AI for personalized campaigns?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketers can combine CRM data and AI by using 1st-party customer information such as purchase history, engagement patterns, lifecycle stage, and preferences to inform smarter campaign decisions. AI can help segment audiences, predict next-best actions, personalize creative and offers, and coordinate outreach across channels, making CRM data more actionable without depending solely on 3rd-party identifiers.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"From the strip to the sphere: Making an impact with outdoor advertising in Las Vegas","datePublished":"2025-04-28T20:01:40+00:00","dateModified":"2026-09-08T21:43:36+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas"},"wordCount":1424,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250424164101/20250325_Las-Vegas_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","digital out-of-home","dooh"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"Nearly 42 million people visit Las Vegas annually, and 3 million people call the area home—making it not only a top tourist destination for families, business travellers, and the corporate elite but also one of the fastest-growing metropolitan areas in the US.\n\n\n\nThat, coupled with its extensive network of billboards, digital displays, and other outdoor advertising options, has transformed Las Vegas into a prime location for brands looking to build awareness and engage potential customers on a massive scale. \n\n\n\nWhether you’re launching a major product and want to make a big splash, trying to grab the attention of senior-level decision-makers as they attend an annual conference, or looking to deliver an immersive experience to tourists exploring the city, digital out-of-home (DOOH) advertising allows you to reach the right audience through practically every step of their journey. \n\n\n\nRead on to learn more about the unique benefits of outdoor advertising in Las Vegas and how you can use it to connect with your ideal audience at the right time and place.\n\n\n\nWhat makes Las Vegas the perfect fit for DOOH campaigns\n\n\n\nDue to its advanced programmatic capabilities, improved measurement, and dynamic flexibility, EMARKETER reports that DOOH is evolving from a pure awareness play into a powerful performance marketing channel that’s increasingly becoming an attractive option for major brands compared to traditional static billboards.\n\n\n\nRecent research supports this, with a report from the Out of Home Advertising Association of America finding that 76% of consumers reported taking an action after seeing an OOH ad, with 73% preferring DOOH formats over traditional ones.\n\n\n\nWith its iconic venues and nonstop foot traffic, Las Vegas amplifies the power of DOOH even further—after all, everything is bigger and bolder in Las Vegas, and the types of DOOH inventory available to advertisers are no exception.\n\n\n\nHere are a few of the unique benefits of DOOH advertising in Las Vegas, especially when compared to other major cities:\n\n\n\nUnmatched visibility\n\n\n\nLas Vegas is known for its massive, high-impact digital displays that capture the attention of millions of annual visitors, both day and night, with screens strategically placed in high-traffic areas that are visible to pedestrians, drivers, and even visitors flying into the city’s nearby airports.\n\n\n\nLet’s say you’re a media buyer tasked with launching a client’s latest tech product at CES. You could leverage large-scale digital billboards along the Las Vegas Strip and near the convention center to dramatically increase brand visibility and reinforce your digital campaigns at key moments throughout an attendee’s journey.\n\n\n\nDiverse audiences\n\n\n\nSin City attracts a global audience. Although roughly 32% of annual visitors come from nearby California, Las Vegas attracts 12% of visitors from international destinations. Plus, with hundreds of concerts, comedy shows, and sporting events, Las Vegas draws an incredibly diverse demographic year-round.\n\n\n\nIf you’re expanding your DOOH strategy, activating targeted screens around major sporting events, concerts, or popular attractions could help you capture the attention of your ideal audience, no matter where they are or what they’re doing during their stay.\n\n\n\n\n\n\n\n\n\nPremier conference destination\n\n\n\nLas Vegas is one of the top cities for conferences, hosting thousands of meetings, trade shows, and conventions—and nearly 6 million attendees—annually, making it a great place to grab the attention of senior-level decision-makers who influence major business decisions.\n\n\n\nBy strategically placing DOOH ads in commuter areas, convention halls, and nearby hotels, you can reinforce your brand message and influence buyers during moments of downtime in between meetings or networking events.\n\n\n\nEndless inventory opportunities\n\n\n\nAdvertisers can tap into a wide range of inventory in Las Vegas, including digital displays inside or on the exterior of hotels, airports, rideshares, taxis, bars, restaurants, malls, elevators, street furniture, and entertainment venues.\n\n\n\nA brand entering or expanding into the Las Vegas market might mistakenly focus only on traditional billboards along major roads, overlooking other high-traffic, high-engagement areas like hotel lobbies, restaurants, or airport baggage claims. But it’s these locations where DOOH campaigns can help brands reach an even more receptive audience.\n\n\n\n\n\n\n\n\n\nHow to reach visitors with outdoor advertising in Las Vegas\n\n\n\nNow that we’ve covered the benefits, let’s look at how you could use DOOH advertising to reach senior-level decision-makers across multiple touch points throughout the day.\n\n\n\n\n\n\n\n2:00 p.m. – Arriving at the Airport: Digital displays in the baggage claim area offer high visibility while travellers wait for their luggage, making it a great moment to introduce your brand.\n\n\n\n2:30 p.m. – Taking a Taxi or Rideshare to the Hotel: Screens inside the vehicle keep your message front and centre during the ride to accommodations, making them ideal for short, punchy creatives that build on your earlier exposure.\n\n\n\n3:00 p.m. – Getting Settled in the Hotel Room: Many hotel rooms now feature welcome screens with rotating ads, bridging the gap between DOOH and connected TV and providing a quiet, focused moment to connect with high-intent business travellers.\n\n\n\n4:00 p.m. – Exploring the Strip: Large-format digital billboards wrap the sides of buildings and tower above retail spaces—perfect for reinforcing your message in one of the most heavily trafficked pedestrian areas in the country.\n\n\n\n5:30 p.m. – Walking to Dinner: Smaller screens on street furniture and digital kiosks extend your reach and capture attention at eye level, turning a short trip into another brand touch point.\n\n\n\n6:00 p.m. – Having Dinner: Screens in restaurants and bars offer more relaxed, ambient exposure. This is where softer messaging, like encouraging a call to learn more, can land without feeling overly intrusive.\n\n\n\n8:30 p.m. – Walking to the Sphere: High-res digital signage lines the walkways between casinos and venues. Catching attention here gives you an opportunity for one last nudge before the night’s main event.\n\n\n\n9:30 pm – Attending a Show at the Sphere: Since opening in 2023, the Sphere has become one of the most iconic landmarks in Las Vegas and is visible from thousands of hotel rooms, the Strip, the Las Vegas Monorail, and even the sky.\n\n\n\nAs EMARKETER reports, ads on the Sphere tend to go viral, delivering millions of organic views on social media—making it an ideal location for brands looking to maximize in-person visibility and online reach.\n\n\n\nSee for yourself:\n\n\n\n\n\n\n\nFun facts about advertising on the sphere in Las Vegas:\n\n\n\n\nThe Las Vegas Sphere is the world’s largest spherical building. It measures 366 feet high and is 516 feet wide.\n\n\n\nThe exterior of the Sphere is covered in 1.2 million LEDs. Each one is the size of a hockey puck.\n\n\n\nThe inside of the Sphere boasts a 160,000-square-foot wraparound screen with 16K resolution.\n\n\n\nThe Sphere doubles as a concert venue and has hosted residencies from bands like U2, Phish, Dead & Company, and the Eagles, among others (sources: EMARKETER).\n\n\n\n\nHow to measure your DOOH campaigns and drive continued performance\n\n\n\nThe party doesn’t stop once your DOOH campaign comes to a close. Here are three ways you can use StackAdapt to connect upper-funnel awareness with lower-funnel results and drive further performance.\n\n\n\nLink offline exposure to in-store visits\n\n\n\nUsing footfall attribution, you can measure how many people saw your DOOH ads in Las Vegas and later visited your store or a location of interest, giving you a clearer picture of campaign impact and helping validate your media investment with real-world results.\n\n\n\nMeasure shifts in brand perception\n\n\n\nBrand lift studies can be used in StackAdapt to assess the impact of your DOOH campaign on awareness, consideration, and purchase intent. By surveying users exposed to your ads, you can get a clearer sense of how your messaging is landing and whether it’s influencing key brand metrics. Results are available in real time, and audience segments can be created based on responses for future targeting.\n\n\n\n\n\n\n\n\n\nRetarget your audience on other channels\n\n\n\nWith StackAdapt, you can leverage location data and our in-house identity graph to match users who were exposed to your DOOH ads and retarget them on other programmatic advertising channels like native, display, video, and more—reinforcing your message long after they’ve returned home and helping move prospects further down the funnel.\n\n\n\nReach audiences in Las Vegas and beyond\n\n\n\nWhat happens in Vegas doesn’t have to stay there. With DOOH advertising, brands can make a lasting impression and extend their reach, whether it’s on the Strip, the Sphere, or long after their audience has gone home.\n\n\n\nWant to learn more? Get in touch to learn how using DOOH advertising can support your campaign goals and put your brand centre stage.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas","url":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas","name":"Outdoor Advertising in Las Vegas: A Strategic Guide","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250424164101/20250325_Las-Vegas_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-04-28T20:01:40+00:00","dateModified":"2026-09-08T21:43:36+00:00","description":"Learn how to reach senior-level decision-makers and deliver an immersive experience throughout someone’s entire stay in Las Vegas with DOOH advertising.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/outdoor-advertising-las-vegas#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250424164101/20250325_Las-Vegas_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250424164101/20250325_Las-Vegas_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration representing outdoor advertising on the Sphere in Las Vegas"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Top AI tools for advertising: A guide for marketing leaders","datePublished":"2025-07-10T13:14:55+00:00","dateModified":"2026-09-08T21:43:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising"},"wordCount":1434,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250430030620/20250428_Tools-for-AI-Advertising_Header.webp?fit=1200%2C600&ssl=1","keywords":["adtech","AI","blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"AI is quickly becoming a core driver of brand growth, operational efficiency, and competitive edge. In fact, three-quarters of CMOs now use AI to optimize campaigns, personalize experiences, and improve efficiency across marketing operations. And a research report by StackAdapt, shows that 40% of agencies are using Generative AI for content creation.\n\n\n\nAt the same time, AI-generated content is stirring up controversy. Ads like Coca-Cola’s AI video commercial have faced backlash for feeling cold and disconnected—highlighting the risk of losing the human touch when machines drive creativity.\n\n\n\nStill, the reality is moving at a breakneck pace. The gap between AI hype and its real-world capabilities is closing faster than ever. Innovations that sounded far-fetched a few months ago are already being used in production today.\n\n\n\nFor senior marketers willing to lead the charge, the opportunity is massive. AI can free up creative teams, compress time-to-market, automate tedious workflows, and unlock new levels of personalized brand storytelling. Mastering the right AI tools now is necessary to drive long-term competitive advantage.\n\n\n\nAI in action: How marketing leaders can apply the right tools for the right jobs\n\n\n\nAI tools aren’t just for experimentation anymore; they’re fast becoming part of the day-to-day workflow for marketing teams. But instead of asking, “Which tool should we try?”, senior marketers should be asking, “Where can AI unlock the most value for our team?”\n\n\n\nHere’s how to think about it by use case and which AI marketing tools to test first.\n\n\n\n1. Speed up copywriting and campaign ideation\n\n\n\nNeed a faster turnaround on copy without compromising tone or clarity? AI can help generate headlines, social captions, long-form drafts, or repurposed content from existing materials.\n\n\n\nUse it for:\n\n\n\n\nWriting ad copy, landing page CTAs, or campaign slogans.\n\n\n\nBrainstorming campaign themes and variations.\n\n\n\nTranslating copy for different regions or audience segments.\n\n\n\n\nTools to try:\n\n\n\n\nChatGPT Pro for short-form copy, idea prompts, and tone variations.\n\n\n\nCustom GPTs for brand-specific messaging and internal briefs.\n\n\n\nClaude for longer-form narratives like email sequences or thought leadership.\n\n\n\nGemini (Google AI) for teams working in Google Workspace (Docs, Gmail, Ads).\n\n\n\nMicrosoft Copilot for marketing teams using Microsoft 365 (Word, Excel, Outlook, Teams).\n\n\n\n\n2. Scale visual asset production\n\n\n\nCreative bottlenecks slow down growth campaigns. AI design tools can help marketers ideate, test visual concepts, and build mockups with no designer backlog required.\n\n\n\nUse it for:\n\n\n\n\nRapid creation of campaign visuals, thumbnails, and product imagery.\n\n\n\nTesting different visual directions before committing design resources.\n\n\n\nIdeating social content without relying on stock photo platforms.\n\n\n\n\nTools to try:\n\n\n\n\nMidJourney for high-quality, stylized concept art and branded visuals.\n\n\n\nAdobe Firefly to extend image backgrounds and apply visual consistency.\n\n\n\nCanva Magic Studio for quick, AI-powered content layouts.\n\n\n\n\n\n\n\n\n\n\n3. Accelerate multi-channel creative workflows\n\n\n\nAI helps teams adapt one asset across multiple formats and placements—a huge win for global campaigns or paid media testing.\n\n\n\nUse it for:\n\n\n\n\nResizing and reformatting creative for display, social, and video.\n\n\n\nLocalizing content for different regions or audience segments.\n\n\n\nKeeping brand consistency across dozens of ad variations.\n\n\n\n\nTools to try:\n\n\n\n\nAdobe Firefly integrated into Photoshop/Illustrator for creative scaling.\n\n\n\nRunway for creating short motion assets from stills.\n\n\n\n\n4. Automate post-creation workflows\n\n\n\nAfter the asset is made, AI can help automate what comes next, turning long-form content into digestible formats or pushing assets across publishing platforms.\n\n\n\nUse it for:\n\n\n\n\nTurning podcasts or webinars into social clips, blog posts, and newsletters.\n\n\n\nStreamlining content repurposing across email, social, and blog.\n\n\n\nAutomating publishing tasks and internal approvals.\n\n\n\n\nTools to try:\n\n\n\n\nZapier + ChatGPT/Claude for content workflow automation.\n\n\n\nDescript for podcast-to-video and blog conversion.\n\n\n\nCastmagic for auto-generating episode notes, summaries, and clips.\n\n\n\n\nComparative table: AI tools by use case\n\n\n\nUse CaseRecommended ToolsBusiness ImpactCopywriting & Campaign IdeationChatGPT, Custom GPTs, Claude, GeminiAccelerates content production to support more campaign launches, A/B testing, and faster GTM execution. Drives pipeline velocity and marketing-influenced revenue.Visual Asset ProductionMidJourney, Adobe Firefly, Canva Magic StudioExpands creative capacity without additional headcount. Enables rapid content scaling for product launches and brand campaigns.Multi-Channel Creative ScalingAdobe Firefly, RunwayIncreases consistency and efficiency across formats and regions. Supports global campaign delivery while reducing production costs.Post-Creation AutomationZapier + GPTs, Descript, CastmagicReduces operational burden by automating repurposing and publishing workflows. Frees up team bandwidth to focus on strategy, planning, and innovation.\n\n\n\nAI in programmatic advertising: Smarter campaigns with less lift\n\n\n\nAI is reshaping more than just creative workflows. It’s also transforming how advertisers approach programmatic media buying, helping teams make faster, data-driven decisions while reducing manual work. For marketing leaders, this means more control, better outcomes, and more time to focus on strategic goals.\n\n\n\nOne example is Ivy™, the AI assistant built directly into StackAdapt’s platform. Ivy™ helps marketers interact with campaign data and platform features using natural language. Instead of navigating multiple reporting tabs or dashboards, users can simply ask questions like “What’s the CTR on my best-performing campaign?” or “How’s my video pacing this week?” Ivy™ responds with clear, actionable answers.\n\n\n\nIt’s designed to support both newcomers and experienced digital marketers by simplifying performance insights and streamlining campaign optimization.\n\n\n\nHere’s what Ivy™ can help with:\n\n\n\n\nCampaign performance: Ask plain-language questions about metrics like CTR, eCPM, or pacing.\n\n\n\nStrategy support: Get tailored recommendations for channels, tactics, and campaign types based on goals or industry.\n\n\n\nCreative guidance: Explore ideas for full-funnel strategies, messaging, and formats for verticals like e-commerce or B2B.\n\n\n\nPlatform navigation: Find setup guidance for pixels, macros, conversion tracking, and more.\n\n\n\n\nWhile many platforms are adding AI layers onto legacy systems, StackAdapt was built for the modern marketer. Our AI capabilities like Ivy™ are deeply integrated, intuitive, and tailored for fast-moving campaign teams. That’s what sets us apart.\n\n\n\nIvy™ is built to reduce the time marketers spend on manual tasks like pulling reports or re-learning platform workflows. It serves as a practical AI co-pilot, making it easier to launch and manage programmatic campaigns with confidence and speed.\n\n\n\nFor busy marketing teams, especially those managing multiple campaigns or limited resources, Ivy™ supports smarter execution without adding complexity.\n\n\n\n\n\n\n\n\n\nHow AI tools for advertising are powering the entire creative process\n\n\n\nAI today acts more like a creative business partner, helping advertisers reduce production timelines, explore new formats, and drive faster iteration cycles. About 80% of CMOs worldwide say AI has improved productivity across their marketing teams, especially in content creation, social media engagement, and ad copywriting.\n\n\n\nInstead of just generating headlines, AI is helping teams rewrite long-form content for different personas, create A/B image variations to test creative hypotheses, and generate short-form videos from static assets using tools like Runway.\n\n\n\nThe biggest advantage? AI removes bottlenecks across the creative process, allowing senior marketers to reallocate resources toward brand strategy, audience insights, and innovation.\n\n\n\nWhat advertisers should NOT automate\n\n\n\nAI excels at execution, but real relationships, original thinking, and strategic leadership remain human domains. And although AI may evolve, these are some key risks for senior marketers:\n\n\n\n\nRelationship building: It’s tempting to automate engagement on social media to save time, but it usually backfires. Automated engagement on LinkedIn feels inauthentic​.\n\n\n\nOriginal thinking: Over-relying on AI can produce safe, repetitive creative output​. Without human creativity guiding the prompts and shaping the final work, AI tends to repackage what’s already out there, not create something new.\n\n\n\nCreative strategy: Vision, brand positioning, and campaign architecture require nuanced human judgment​. AI is a tool to accelerate execution, not a substitute for vision.\n\n\n\n\nMaintaining human oversight protects brand equity, voice, and public trust.\n\n\n\nThe future of AI in advertising\n\n\n\nCMOs’ optimism about AI’s role is growing fast. The next wave of AI innovation is poised to shift marketing from efficiency to strategic enablement through:\n\n\n\n\nHyper-personalization: Real-time content and creative localization​.\n\n\n\nCreative optimization through data: AI suggesting adjustments mid-campaign​.\n\n\n\nAI agents: Autonomous tools managing backend media buying​.\n\n\n\nDemocratization: High-quality production and insights are accessible to smaller brands​.\n\n\n\nNew martech dynamics: Agile, open ecosystems will be essential to stay competitive​.\n\n\n\n\nSenior marketers who design flexible, AI-ready marketing ecosystems today will set the pace for the next decade of growth.\n\n\n\nGet started with the best AI-powered marketing platform\n\n\n\nAI is reshaping advertising—from creative workflows to full-funnel campaign execution. Brands that lean into AI thoughtfully while keeping human creativity and strategic leadership at the centre will define the future of marketing.\n\n\n\nReady to turn AI into your marketing advantage? Explore how StackAdapt helps modern leaders drive stronger channel execution with AI-powered campaign planning and optimization. Request a demo today to learn more.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising","url":"https://www.stackadapt.com/resources/blog/ai-tools-advertising","name":"Top AI Tools for Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250430030620/20250428_Tools-for-AI-Advertising_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-07-10T13:14:55+00:00","dateModified":"2026-09-08T21:43:21+00:00","description":"Learn how top AI tools for advertising help senior marketers scale creative output, boost efficiency, and sharpen strategic execution.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/ai-tools-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250430030620/20250428_Tools-for-AI-Advertising_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250430030620/20250428_Tools-for-AI-Advertising_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of an AI chatbot asking, \"How can I assist you?\""}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt named AdExchanger 2025 programmatic impact award winner for best use of AI in a campaign","datePublished":"2025-05-05T21:07:50+00:00","dateModified":"2026-09-08T21:43:35+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner"},"wordCount":307,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250505170630/20250505_Programmatic-Impact-Awards_Blog-Header.webp?fit=1200%2C600&ssl=1","articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner","url":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner","name":"StackAdapt Wins AdExchanger Award for Best Use of AI in Campaign","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250505170630/20250505_Programmatic-Impact-Awards_Blog-Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-05-05T21:07:50+00:00","dateModified":"2026-09-08T21:43:35+00:00","description":"StackAdapt’s award-winning entry leveraged Page Context AI to launch a privacy-safe, highly-targeted campaign with Popeyes UK.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/adexchanger-2025-programmatic-impact-award-winner#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250505170630/20250505_Programmatic-Impact-Awards_Blog-Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250505170630/20250505_Programmatic-Impact-Awards_Blog-Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-programmatic-advertising-bidding#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-programmatic-advertising-bidding"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The role of AI in programmatic advertising real-time bidding","datePublished":"2025-05-07T10:00:00+00:00","dateModified":"2026-09-08T21:43:34+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-programmatic-advertising-bidding"},"wordCount":1446,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-programmatic-advertising-bidding#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250506083626/20250501_AI-and-Real-Time-Biding_Header.webp?fit=1201%2C601&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"Programmatic advertising is redefining how brands compete for attention. For senior marketers, the question is no longer whether to invest in programmatic, but how to make it a smarter, more strategic part of the media mix. \n\n\n\nWith media dollars under pressure and customer journeys growing more fragmented, efficiency in programmatic advertising real-time bidding (RTB) has become a priority at the executive level. Precision bidding now drives revenue growth, brand visibility, and competitive advantage, not just campaign performance.\n\n\n\nSo, what is real-time bidding in programmatic advertising? RTB is the automated process through which ad impressions are bought and sold in real time. Each time a user visits a website or opens an app, an instantaneous auction occurs. Advertisers place bids to show their ad to that individual user, and the highest bid wins. This all happens in the time it takes a page to load—usually within one-tenth of a second.\n\n\n\nAutomated programmatic channels are expected to account for 89.3% of global display ad spend this year, with 96.8% of new ad dollars flowing into these channels. At the center of this evolution is artificial intelligence. \n\n\n\nAnalyzing millions of data points in real time, AI turns programmatic bidding from a reactive process into a predictive one. This allows brands to identify high-value opportunities, make more efficient use of their budgets, and improve overall campaign effectiveness.\n\n\n\nProgrammatic advertising real time bidding: A strategic opportunity\n\n\n\nReal-time bidding sits at the heart of programmatic advertising, influencing not just who sees an ad, but how effectively every media dollar is spent. Each auction is a chance to connect with the right audience, but without intelligent bidding, those moments can slip away, taking potential conversions and revenue with them. \n\n\n\nInefficient bidding leads to wasted impressions, inflated costs, and inconsistent performance across channels, which can quietly erode the impact of even the most well-funded campaigns.\n\n\n\nFor marketing leaders, this presents both a challenge and an opportunity. The pace and complexity of real-time auctions make it nearly impossible for human teams to optimize bids at scale. \n\n\n\nThis is where AI steps in. Through smarter data interpretation and faster decision-making, AI helps brands move from reacting to auctions to strategically managing them. For leaders, this means more defensible marketing budgets, better forecast accuracy, and scalable performance without increasing headcount.\n\n\n\nWhy AI is a game changer in programmatic bidding\n\n\n\nProgrammatic advertising moves far faster than any human team can manage alone. Every impression, user signal, and inventory shift adds a layer of complexity. AI brings structure to this chaos, turning high-volume data into actionable insights that improve outcomes across the board.\n\n\n\nAt the core of AI’s value is its ability to focus on what matters most: results. Rather than treating all impressions equally, AI predicts which ones are most likely to drive meaningful actions, whether that’s a purchase, a sign-up, or long-term customer engagement. This outcome-focused approach ensures that bids are placed where they’re most likely to deliver business value.\n\n\n\nAI also introduces a level of agility that manual processes can’t replicate. It reacts instantly to changes in user behaviour, fluctuating auction prices, and shifting inventory conditions, adjusting bids in real time to maintain performance.\n\n\n\nSome of the key advantages of AI are:\n\n\n\n\nOutcome-focused optimization: Predicts and prioritizes high-value impressions based on the likelihood of conversion or business impact.\n\n\n\nReal-time responsiveness: Adjusts bids on the fly as user behaviour, inventory, or competition shifts.\n\n\n\nSmarter budget allocation: Redirects spend automatically to the audiences, formats, or channels performing best.\n\n\n\nScalability and speed: Makes split-second decisions across thousands of auctions simultaneously—something manual teams simply can’t match.\n\n\n\n\nFor marketers responsible for performance and profit, AI brings tangible financial advantages. It reduces wasted ad spend, improves marginal ROAS, and supports more efficient customer acquisition costs. These improvements compound over time, helping teams meet performance targets with leaner budgets and higher confidence.\n\n\n\nHow AI transforms programmatic advertising real-time bidding outcomes\n\n\n\nIn programmatic auctions, success depends on placing the right bid at the right time, striking a balance between competitiveness and cost efficiency. AI supports this process by evaluating millions of variables in real time, helping advertisers make decisions that lead to stronger performance and smarter use of budget.\n\n\n\nHere’s where you can see the impact:\n\n\n\n\nMore efficient spending: AI models assess historical and real-time auction data to estimate the clearing price of each impression. This allows advertisers to stay competitive without overpaying, leading to better margin control and media efficiency.\n\n\n\nStronger customer targeting: Bids are shaped by behavioural, contextual, and environmental signals—everything from browsing history and device type to location and time of day. This enables campaigns to focus spend on audiences with a higher likelihood of converting.\n\n\n\nUnified channel strategy: AI manages bids across display, video, connected TV, audio,  digital out-of-home, and other channels in a cohesive framework. This gives marketers a centralized view of performance and allows spend to shift dynamically toward the formats delivering the greatest impact.\n\n\n\n\nGoogle reports that AI-powered bidding strategies can reduce cost-per-acquisition by up to 30%. With AI-powered bidding, brands gain tighter control over media economics. Smarter bidding leads to better unit economics—lower cost-per-acquisition, higher value per impression, and more stable performance across the campaign lifecycle. For CMOs and media budget owners, this means more predictable ROI, stronger campaign margins, and faster feedback loops that improve forecasting and attribution.\n\n\n\n\n\n\n\n\n\nFuture-proofing your bidding strategy in a post-cookie era\n\n\n\nThe move towards cookieless solutions is reshaping how brands approach audience targeting and bid strategy. As traditional signals disappear, AI offers a sustainable path forward, helping advertisers maintain performance while aligning with evolving privacy expectations.\n\n\n\nOne of the most important shifts involves contextual, privacy-safe targeting. AI can evaluate the content, tone, and relevance of a webpage to match ads with user intent, without relying on personal identifiers. This allows for meaningful engagement while respecting user privacy.\n\n\n\nAI also supports the expansion of 1st-party data strategies. When CRM data, website behaviour, and app interactions are fed into machine learning models, brands gain a more complete picture of their audience. These insights help drive more relevant bidding decisions and uncover new opportunities for reach and conversion.\n\n\n\nIn addition, AI integrates with identity solutions and adjusts to new privacy standards, helping advertisers remain compliant across regions and platforms. It can respond dynamically to changes in consent signals, audience availability, and attribution models.\n\n\n\nBrands that approach data use responsibly and combine it with an AI-driven strategy will have a clear advantage. This balance of privacy and performance is becoming the new standard for programmatic success.\n\n\n\nBuilding a future-ready programmatic team\n\n\n\nAs AI becomes a core component of programmatic advertising, marketing teams need more than just technical upgrades—they need a mindset shift. Success depends on building teams that understand how to work with AI, not around it. This requires a focus on upskilling and cross-functional collaboration, where data analysts, media planners, and creatives speak a shared performance language.\n\n\n\nTraining teams to interpret AI insights and apply them to real-world campaigns can unlock stronger results. Rather than replacing human judgment, AI augments it, giving marketers faster, deeper visibility into what’s working and where to adjust. Strategic thinking and creative direction remain essential, but AI helps those efforts scale with speed and precision.\n\n\n\nChoosing the right partners is another key step. Demand-side platforms and data providers should offer more than automation—they should provide transparency, adaptability, and proven results. Unlike platforms that layer AI as a 3rd-party add-on, StackAdapt’s machine learning is deeply embedded—an always-on engine optimizing bids in real time based on your goals, creatives, and live campaign performance.\n\n\n\nFinally, internal feedback loops are essential. AI models improve when they’re aligned with actual campaign outcomes and business goals. Feeding real performance data—conversions, customer value, engagement quality—back into the system helps refine future bidding strategies and audience insights.\n\n\n\nEquipping your team to harness AI is not about replacing human expertise; it’s about multiplying its reach, improving efficiency, and accelerating the path from idea to impact.\n\n\n\n\n\n\n\n\n\nLeading the next era of programmatic advertising\n\n\n\nAI is reshaping programmatic advertising real-time bidding into a smarter, faster, and more strategic engine for growth. From improving bidding precision to future-proofing against privacy shifts, the brands that move early will be the ones setting the pace, not catching up. Now is the time to invest in the systems and thinking that will define the next generation of media leadership. \n\n\n\nTo see how an AI-powered platform can support your goals, explore what StackAdapt has to offer and start building a more intelligent programmatic strategy today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-mental-wellness-2025","url":"https://www.stackadapt.com/resources/blog/best-workplaces-mental-wellness-2025","name":"StackAdapt Named Best Workplaces for Mental Wellness in 2025","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-mental-wellness-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250509105649/20250505_Best-Workplace-for-Mental-Health.webp?fit=1200%2C600&ssl=1","datePublished":"2025-05-13T17:55:27+00:00","dateModified":"2026-09-08T21:43:34+00:00","description":"StackAdapt earns recognition for prioritizing employee mental health through supportive benefits, resources, and a culture of wellness.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ad-agencies-and-ai#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ad-agencies-and-ai"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"How Ad Agencies can use AI to win clients and protect margins","datePublished":"2025-05-15T10:00:00+00:00","dateModified":"2026-09-08T21:43:33+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ad-agencies-and-ai"},"wordCount":1666,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ad-agencies-and-ai#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250515154135/20250513_AI-for-Agencies-1.webp?fit=%2C&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"If you’re leading an ad agency today, you’re almost certainly using AI. According to Forrester, 91% of agencies in the US are actively using or exploring generative AI tools, and 90% of advertising professionals rely on them at least once a week. \n\n\n\nMost agencies are putting AI to work for brainstorming (86%) and content drafting (61.4%), helping teams move faster and push out more work than ever before. But speed alone isn’t a strategy.\n\n\n\n“The problem with brainstorming is that everyone else will get the same answer with AI,” says Yang Han, CTO at StackAdapt. “It’s important to know where AI is truly strong and can create real value—otherwise you’re just accelerating sameness.”\n\n\n\nRight now, most agencies are using AI to get better at doing what everyone else is doing, faster. That efficiency boost might feel good in the short term, but it’s creating a deeper threat: creative sameness. When everyone’s feeding the same prompts into the same engines, the outputs blur together. And that’s a problem for your margins, your client relationships, and your agency’s long-term relevance.\n\n\n\nMargins are already getting squeezed. Clients are increasingly asking why they should pay premium fees when DIY tools promise “good enough” creative. Meanwhile, top talent—the strategists, creators, and innovators you rely on—is drifting toward shops that feel more cutting-edge.\n\n\n\nAd agencies today can’t afford to treat AI like a shortcut. They need to use it to build defensible advantages with proprietary tools, systems, and insights that win new business, protect profits, and make them indispensable in a crowded, AI-powered market.\n\n\n\nWhy surface-level AI use is a trap\n\n\n\nRight now, a silent threat is creeping across the agency world—and it’s dressed up as progress. Generative AI, for all its speed and convenience, is trained on the same massive pile of internet content. When everyone pulls from the same data well and feeds similar prompts into similar tools, the result is predictable: creative homogenization.\n\n\n\nIf your agency’s creative output looks and sounds like what clients are seeing from five other shops—or worse, from their own internal teams using ChatGPT—you’re already caught in the trap.\n\n\n\nThe stakes are real and growing:\n\n\n\n\nRFP losses are stacking up because agencies are offering “me-too” ideas that feel safe, familiar, and ultimately interchangeable.\n\n\n\nClients are questioning agency fees when they believe they can generate content in-house with a few AI prompts and a marketing intern.\n\n\n\nYour agency’s unique value proposition erodes when strategic thinking starts to look like templated outputs dressed in different colours.\n\n\n\n\nAnd when everything sounds the same, there’s only one lever left to pull: price. Competing on price leads to thinner margins, lower morale, and a slower death spiral of cost-cutting over innovation. It’s a race to the bottom, and no agency wins at that game.\n\n\n\nIf you want to stay competitive, your AI strategy must go deeper. Surface-level AI use won’t save you—it will slowly make you invisible.\n\n\n\nThe opportunity: Build proprietary IP that your Ad Agency’s clients can’t get anywhere else\n\n\n\nIf commoditization is the trap, proprietary IP is the way out.\n\n\n\nWhen we talk about IP in the context of agencies today, we’re not talking about patents or traditional intellectual property. We’re talking about custom-built AI models, frameworks, and tools—assets that no other agency can offer, and that clients can’t easily replicate in-house.\n\n\n\nThis is how you shift AI from a shortcut into a strategic advantage.\n\n\n\nImagine the difference it would make if your agency could offer:\n\n\n\n\nProprietary trend forecasting models that predict cultural shifts faster and more accurately than public tools.\n\n\n\nInternal LLMs trained on your clients’ niche audiences, delivering campaign ideas and copy that actually feel human and hyper-relevant, not one-size-fits-all.\n\n\n\nBrand voice and sentiment engines that safeguard client tone and emotional resonance across every piece of content.\n\n\n\nSEO and paid media optimization systems built on 1st-party insights, helping clients win not just today’s clicks, but tomorrow’s loyal audiences.\n\n\n\n\nHan says that “building true IP with AI is rare because it often requires engineering resources that most agencies don’t have. But for those who do invest, it creates a powerful differentiator.”\n\n\n\nWhen you invest in building proprietary AI capabilities like these, you create a value moat around your agency:\n\n\n\n\nHigher client retention rates, because clients know they can’t just “DIY” what you offer.\n\n\n\nPremium pricing, because you’re delivering differentiated value that free tools or freelancers can’t match.\n\n\n\nIncreased pitch win rates, because you show up not just with ideas, but with proprietary systems that make results more predictable and success more scalable.\n\n\n\n\nIn a landscape where most agencies will sound the same and offer the same, your unique IP becomes your shield, your sword, and your brand story.\n\n\n\nThe agencies that recognize this opportunity—and move now—will not only survive the AI era, they’ll dominate it.\n\n\n\nUnderutilized AI plays that protect your Ad Agency’s margins\n\n\n\nMost agencies are just scratching the surface of what AI can actually do—the majority are still missing some of the biggest opportunities to protect margins and grow strategic value. Here are three areas where smart agencies can leap ahead.\n\n\n\n1. SEO optimization: A wide-open lane (only 31% adoption)\n\n\n\nWhile nearly every agency is playing with AI for content, only 31% are using it to fuel SEO strategies (and that’s a missed opportunity). \n\n\n\nAI excels at processing massive volumes of search data, spotting visibility gaps, clustering keywords, and identifying emerging topics at a scale human teams can’t match. The real power comes when agencies layer in revenue potential, product priorities, and customer pain points to turn those insights into search roadmaps that clients can use.\n\n\n\nInstead of just offering blog posts, you could be offering:\n\n\n\n\nContent gap analyses delivered in minutes, not days.\n\n\n\nKeyword-to-conversion prioritization that aligns with business goals.\n\n\n\nStrategic content calendars grounded in real demand signals.\n\n\n\n\nWhen agencies offer AI-fueled SEO strategies they make it easier to justify premium retainers and longer-term partnerships with clients.\n\n\n\n2. Process streamlining: Profitability hiding in plain sight (only 44.4% adoption)\n\n\n\nOnly 44.4% of agencies use AI to automate and optimize internal workflows. If you streamline briefing, versioning, QA, or reporting with smart automations, you reduce project delivery costs without touching quality.  \n\n\n\nThat means better margins without raising client fees—a rare win-win that makes the agency more profitable and more scalable.\n\n\n\n3. Data optimization: The untapped goldmine (only 25.7% adoption) \n\n\n\nJust 25.7% of agencies use AI to optimize data. That’s a huge miss, considering AI’s native strength is spotting patterns humans can’t. If you can turn a client’s messy CRM exports, ad campaign data, or even social listening feeds into predictive insights—like identifying emerging audiences or surfacing high-LTV customer segments—you immediately move from “vendor” to strategic growth partner.\n\n\n\n“Agencies exist to help brands grow,” Han says. “Providing deep insights into what’s working and accelerating processes to service clients across the board drives better results and long-term retention.”\n\n\n\nEach of these plays is a low-competition move right now. They build an agency model that’s more resilient, more profitable, and more valuable to clients who want more than pretty ads—they want real outcomes.\n\n\n\nLeadership moves: How you can shift today\n\n\n\nLeadership MoveWhat to DoWhy It MattersAudit your current AI useReview where and how your teams are using AI. Ask: Is this just making us faster, or is it making us smarter and more strategic?Identify gaps where AI can move from tactical support to strategic advantage.Create an AI innovation task forceForm a small, cross-disciplinary team (strategy, creative, data, tech) focused on building proprietary AI assets and frameworks.Drive IP development and future-proof the agency’s service offering.Invest in AI training and partnershipsGo beyond prompt training. Upskill teams on AI model customization, data optimization, and product thinking. Collaborate with AI experts when needed.Build real capabilities, not just surface-level AI usage, to stand out in a competitive market.Package your IPTurn internal tools and systems into branded solutions. Create go-to-market narratives that show clients how these assets drive better results.Position your agency as irreplaceable and justify premium pricing.Champion AI-powered creativityLead a cultural shift where human intuition directs AI work. Celebrate bold thinking, strategic insights, and AI as a creative ally, not a replacement.Keep top talent inspired and differentiate your creative output from generic AI-driven content.\n\n\n\nNow’s the time for Ad Agencies to act\n\n\n\nThe window to treat AI as a competitive advantage is closing fast. If you stick with surface-level AI use—just faster brainstorming and copywriting—you’re not future-proofing your agency. You’re leaving it vulnerable.\n\n\n\nHere’s what’s already happening to agencies that don’t evolve:\n\n\n\n\nLosing RFPs to faster, smarter, more AI-native competitors who show up with proprietary tools and more strategic insights.\n\n\n\nClients building in-house AI teams, cutting agencies out of the picture altogether because they no longer see external partners as offering unique value.\n\n\n\nMargins shrinking as agencies are forced to compete on price when their services feel commoditized and easily replicated.\n\n\n\nTop talent walking out the door, lured by agencies that have a real vision for using AI as a creative and strategic superpower.\n\n\n\n\nAccording to Han, process acceleration is probably the biggest advantage AI brings: “It amplifies the human workforce agencies already have, which is critical in a business that’s historically been heavily human-dependent.”\n\n\n\nIf you’re leading an agency today, standing still is the most dangerous move you can make. Treat AI as your agency’s strategic advantage, not a shortcut. \n\n\n\nThe months ahead will separate the shops that adapt—and the ones that vanish.\n\n\n\nTalk to us to learn how we can help you leverage AI today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt expands partnership with Samba TV to power smarter CTV and digital advertising in Australia","datePublished":"2025-05-21T22:00:00+00:00","dateModified":"2026-09-08T21:43:31+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia"},"wordCount":660,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520170441/20250318_CTV-V2_Samba_Header.webp?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia","url":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia","name":"StackAdapt Expands CTV Partnership With Samba TV in Australia","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520170441/20250318_CTV-V2_Samba_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-05-21T22:00:00+00:00","dateModified":"2026-09-08T21:43:31+00:00","description":"Australian advertisers can now leverage the power of Samba TV to drive smarter CTV campaigns with clearer insights, targeting, and reporting.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/samba-tv-ctv-australia#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520170441/20250318_CTV-V2_Samba_Header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250520170441/20250318_CTV-V2_Samba_Header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"StackAdapt and Samba TV logo"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Marketing strategy for advertising agency teams: 4 shifts to watch in 2025","datePublished":"2025-07-03T10:00:00+00:00","dateModified":"2026-09-08T21:43:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency"},"wordCount":972,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626081402/20250528_High-Performing-Agencies_header-1.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 201","performance"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"Marketing leaders today are operating in one of the most demanding environments the industry has seen. Campaigns span more platforms, data lives in more places, and expectations for results haven’t eased. \n\n\n\nYet, amid this pressure, a subset of agencies is outperforming the rest, thanks to smarter, more connected marketing strategies that prioritize integration, measurement, and adaptability over sheer volume.\n\n\n\nA new research report—conducted by Ascend2 and commissioned by StackAdapt—surfaces what sets these teams apart. It examines how the most effective agencies are approaching everything from brand and performance integration to AI, measurement, and channel strategy.\n\n\n\nThis blog post pulls out a few of the most useful shifts marketers should be paying attention to right now. For the full analysis—and the data behind the decisions—download the complete report.\n\n\n\nShift #1: Balancing brand and performance in your marketing strategy for advertising agency growth\n\n\n\nThe divide between brand and performance is shrinking—and that’s a good thing. According to the report, 41% of agencies now lean more heavily into brand-building. But high-performing teams aren’t making that shift at the expense of performance. Instead, they’re building strategies that connect the two.\n\n\n\nTop agencies are tying brand and performance efforts to shared KPIs, aligning teams around unified messaging, and using tools like incrementality testing to measure how brand investment drives bottom-line results. These aren’t siloed strategies but mutually reinforcing systems.\n\n\n\nIn fact, agencies that align brand and performance goals are 20% more likely to report satisfaction with campaign outcomes. They’re proving that long-term brand equity and short-term lead generation don’t need to compete—they can work in sync.\n\n\n\nThe full report takes this further, detailing which KPIs leading agencies use to evaluate brand impact, how they integrate creative across the funnel, and what tools they rely on to close the loop between awareness and action. \n\n\n\nIf your team still treats brand and performance as separate playbooks, it may be time to update the strategy.\n\n\n\nShift #2: Multi-channel alone isn’t enough—orchestrated strategy wins\n\n\n\nTop-performing agencies aren’t simply active on more channels—they’re building strategies where those channels work together. The data shows that 48% of high performers run campaigns across five or more programmatic channels, compared to just 33% of others. \n\n\n\nMulti-channel execution brings real challenges: maintaining consistent messaging, integrating data across platforms, and managing resources across a growing number of formats. These friction points often lead to fragmented campaigns and missed opportunities.\n\n\n\nWhat sets high performers apart is their ability to orchestrate. They align creative and messaging across platforms, tie brand and performance to shared objectives, and use tools that allow for cross-channel tracking and optimization. Instead of building isolated campaigns by platform, they’re building systems that compound value with every touch point.\n\n\n\nThe full report goes deeper into how these agencies structure their multi-channel mixes, including which platforms they rely on most and where they see the next wave of opportunity. From connected TV to shoppable ads and AR, the future of media is connected.\n\n\n\nShift #3: Why AI belongs at the core of your advertising agency marketing strategy\n\n\n\nAI is moving from experiment to infrastructure. According to the report, 39% of agencies say AI is now a core part of their workflow, and those with deeper integration report significantly higher satisfaction with their tech stacks and stronger campaign performance overall.\n\n\n\nThe most common applications include audience targeting, creative optimization, performance tracking, and predictive analytics. Agencies are using AI to analyze data faster, personalize messaging at scale, and adapt media strategies in real time.\n\n\n\nBut automation isn’t replacing human insight. It’s reinforcing it. High-performing teams are reshaping how creative, analytics, and strategy roles collaborate, allowing AI to handle the repetitive or analytical tasks while people focus on the decisions that require nuance, context, and brand voice.\n\n\n\nThe report offers a detailed look at where AI is making the biggest impact and where human oversight still plays a critical role. It also compares how AI is being used across high- versus low-performing agencies, offering benchmarks and ideas for teams that are just beginning to operationalize it. \n\n\n\nFor marketing leaders, the takeaway is clear: AI is becoming the foundation for how modern campaigns are planned and optimized.\n\n\n\nShift #4: Turning 1st-party data into personalized, cross-channel advantage\n\n\n\nThe report shows that top-performing agencies are applying 1st-party data across a range of use cases, from personalization and targeting to predictive modelling and attribution. It’s this breadth of application that separates leaders from the rest.\n\n\n\nHaving clean, owned data is valuable, but the impact comes from how it’s used across the campaign lifecycle. High performers are building systems that allow them to act on insights quickly—adapting creatives, refining audience segments, and measuring results with greater accuracy.\n\n\n\nThe full report breaks down which data types agencies find most valuable for optimization, and how the most effective teams are evolving their tech stacks to reduce lag between insight and execution. \n\n\n\nFor marketers looking to future-proof their strategy, operationalizing 1st-party data is the next competitive edge.\n\n\n\nBuilding a smarter marketing strategy for advertising agency teams starts here\n\n\n\nThe agencies leading in today’s landscape aren’t necessarily spending more or launching bigger campaigns—they’re building smarter systems. What sets them apart is how they integrate tools, align brand and performance, activate data, and adapt quickly using AI and cross-channel insights.\n\n\n\nThis article scratches the surface of what the research uncovered. The full report dives deeper into the benchmarks, strategies, and decision-making frameworks top agencies are using to navigate complexity and outperform their peers.\n\n\n\nDownload the full report here to explore the data, compare your approach, and identify where your team can gain a competitive advantage this year.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency","url":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency","name":"Marketing Strategy for Advertising Agency Teams | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketing-strategy-advertising-agency#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250626081402/20250528_High-Performing-Agencies_header-1.webp?fit=1200%2C600&ssl=1","datePublished":"2025-07-03T10:00:00+00:00","dateModified":"2026-09-08T21:43:23+00:00","description":"Discover four key shifts shaping the marketing strategy for advertising agency teams and how top performers are staying ahead.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Dynamic creative optimization: What is DCO and how it works","datePublished":"2025-06-04T19:12:50+00:00","dateModified":"2026-09-08T21:43:30+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization"},"wordCount":1478,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250603165407/20250527_dynamic-creative-optimization_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"Every day, the average person encounters thousands of ads, each desperately fighting for their attention. \n\n\n\nMany are irrelevant and filled with generic messages that fail to resonate, resulting in increased ad fatigue and diminishing returns on ad spend.\n\n\n\nAt the same time, consumers increasingly expect brands to understand their unique interests and deliver relevant, personalized experiences. Those that don’t risk being ignored—or worse, forgotten.\n\n\n\nIn response to this shift, personalization has evolved from a nice-to-have to a must-have in digital marketing. Marketing Geeks reports that enhancing personalization efforts is one of the top two priorities for marketing leaders worldwide in 2025. \n\n\n\nMost marketers understand the benefits of personalization—from lower customer acquisition costs to increased revenue lift. However, achieving personalization at scale remains a key challenge due to limited creative resources and complex audience segmentation.\n\n\n\nThat’s where dynamic creative optimization (DCO) comes in.\n\n\n\nPowered by AI and machine learning, DCO allows advertisers to use real-time insights and audience data to automate the creation of hundreds of ad variations, each customized to a customer’s interests and behaviours, delivered at the right time and place.\n\n\n\nIn this post, we’ll break down what DCO is, how it works, and how you can use it to deliver more personalized, performance-driven campaigns at scale.\n\n\n\nWhat is dynamic creative optimization?\n\n\n\nDCO is a type of advertising technology that allows advertisers to automatically generate multiple ad variations in real time. It adapts each ad’s creative elements and messaging based on audience data, contextual signals, and past performance to deliver more relevant, personalized ads that drive higher engagement and conversion rates.\n\n\n\nAlthough DCO has existed as a marketing technology since the early 2010s, its adoption has surged in recent years thanks to AI and machine learning advancements. A 2024 study found that 82% of advertisers reported using DCO as part of their digital advertising strategy (up from 60% in 2015), and a third planned to increase their use.\n\n\n\nHow does dynamic creative optimization work?\n\n\n\nTo fully understand the potential of DCO, it’s helpful to understand exactly how it works.\n\n\n\n\n\n\n\nHere’s a detailed, step-by-step breakdown of the whole process from campaign setup to ad delivery:\n\n\n\n1. Template creation\n\n\n\nFirst, advertisers design a base ad template containing dynamic placeholders. These placeholders automatically adapt elements such as product images, messaging, pricing, calls to action, and URLs, enabling the rapid creation of multiple ad variations from a single core design. Templates can also incorporate brand elements such as logos, colours, and fonts, ensuring every ad variation remains visually consistent and aligned with brand guidelines.\n\n\n\n2. Data collection and product feed integration\n\n\n\nNext, the platform collects critical data that powers DCO’s personalized ad delivery from two primary data sources:\n\n\n\n\nUser Activity (Pixel Data): A tracking pixel on an advertiser’s website captures user interactions, including product views, items added to carts, and previous purchases. Each interaction records a unique product identifier for accurate tracking and segmentation.\n\n\n\nProduct Feed: Advertisers provide a regularly updated feed containing detailed information about their products, including unique identifiers (like SKU numbers), images, titles, prices, product descriptions, and URLs. This feed is typically refreshed regularly to ensure the platform always has the most up-to-date data on the current available inventory.\n\n\n\n\n3. Matching user activity with products\n\n\n\nThe platform then matches user activity captured through the pixel with corresponding product details from the product feed by using consistent, unique product identifiers.\n\n\n\nFor example, if a user views a specific product, the platform identifies this interaction through pixel data and retrieves the relevant product details from the product feed.\n\n\n\n4. Optimization and personalization\n\n\n\nLeveraging the matched data, DCO delivers highly personalized ads to individual users through various optimization strategies, such as:\n\n\n\n\nRetargeting last-seen products: Showing products users recently viewed on the advertiser’s site.\n\n\n\nProducts in cart: Reminding users about products they recently added to their cart and abandoned.\n\n\n\nAI-based product recommendations: Suggesting related, popular, or recommended products based on user behaviour and online browsing activities.\n\n\n\n\nAs each variation is served, AI continuously tests and optimizes creative combinations, gathering insights advertisers can use to refine future campaigns and improve performance.\n\n\n\n5. Ad assembly and delivery\n\n\n\nWhen a user sees an ad online, the DCO platform dynamically assembles and populates the creative template, delivering personalized content tailored to the individual user, all within a fraction of a second. This ensures that each ad impression is relevant, timely, and engaging, increasing the likelihood of a conversion.\n\n\n\nWhy is dynamic creative optimization important?\n\n\n\nWith marketers facing reduced budgets and fewer resources for scaling creative production and campaign management, DCO provides many benefits to marketing and creative teams, including:\n\n\n\n\nIncreased ad relevancy and performance: DCO tailors ads to each user, creating more targeted and relevant campaigns that are more likely to convert.\n\n\n\nReal-time optimization: Ads are dynamically adjusted in real time, freeing up marketing teams to focus more on strategic planning and other creative tasks.\n\n\n\nEnhanced cost efficiency: Studies show that personalized campaigns can help increase marketing ROI by 10-30%.\n\n\n\nScalable creative production: Advertisers can automatically produce hundreds or thousands of personalized ad variations efficiently and cost-effectively.\n\n\n\nData-driven decision-making: Rather than relying on gut intuition, DCO uses machine learning to optimize ads based on the best-performing creative variations and user engagement.\n\n\n\n\nExamples of dynamic creative optimization in action\n\n\n\nUnsurprisingly, the agencies and brands that benefit the most from DCO are in industries like retail, e-commerce, CPG, and automotive—verticals that typically manage large volumes of fluctuating inventory (in terms of pricing and stock levels) and rely on conversion-focused advertising to drive sales.\n\n\n\nHere are some examples designed by the StackAdapt Creative Studio team and specific use cases of DCO for each of these industries:\n\n\n\nRetail\n\n\n\nDynamically showing home furniture items based on user browsing behaviour, such as sofas or tables the user previously viewed alongside similar products in complementary styles and colours, to increase ad relevance and conversions.\n\n\n\n\n\n\n\nE-commerce\n\n\n\nRetargeting pet owners with ads showcasing recently viewed pet products, like specific dog treats or toys, along with current prices and a bold CTA to encourage shoppers to complete their purchase.\n\n\n\n\n\n\n\nCPG\n\n\n\nPersonalizing beauty and skincare product recommendations based on previous purchases or browsing behaviour. For example, DCO can be used to highlight a specific shade of lipstick or skincare product that's aligned with a user’s historic shopping preferences.\n\n\n\n\n\n\n\nAutomotive\n\n\n\nServing dynamic ads featuring car models that users previously viewed or interacted with, alongside localized pricing or dealership offers, to motivate users toward scheduling a test drive or visit to a local dealership.\n\n\n\n\n\n\n\nThe future of dynamic creative optimization\n\n\n\nAccording to a recent Yahoo! Survey, 56% of marketers said that running DCO across multiple channels or formats was an important part of their strategy.\n\n\n\nSo far, DCO has mostly been limited to performance-driven channels like native and display advertising. But the landscape is shifting and will soon allow advertisers to expand into premium formats like programmatic video and connected TV—channels that were previously too costly for most brands and agencies to personalize and optimize at scale.\n\n\n\nThis evolution will also open doors for higher-consideration verticals, such as B2B, finance, and travel, allowing marketers to efficiently personalize ads promoting specific travel destinations, financial products, and services that often have a longer buyer journey than traditional retail products.\n\n\n\nReady to take your personalization strategy to the next level? With StackAdapt’s self-serve, AI-powered DCO, you can deliver the most relevant product recommendations to each user, driving more conversions, stronger ROI, and faster campaign launches. \n\n\n\nSpeak with our team to learn more.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nDynamic creative optimization FAQs\n\n\n\n\n\n\n\nDCO has traditionally used 3rd-party cookies to track user behaviour and personalize ads. However, due to rising privacy regulations and the ongoing phase-out of 3rd-party cookies, DCO is evolving to rely more heavily on 1st-party data gathered directly from users through explicit consent to build audience segments and dynamically personalize ad creatives with even greater precision. \n\n\n\nFurther aligning with privacy-friendly advertising practices, DCO increasingly leverages contextual targeting, serving relevant ads based on webpage context and other contextual triggers rather than individual user data.\n\n\n\n\n\n\n\n\n\nDCO and programmatic advertising work hand in hand, but they serve different functions. Programmatic refers to the automated buying and placement of digital ads. DCO, on the other hand, focuses on the creative side—automatically assembling and personalizing ad content in real time based on user data, behaviour, and contextual signals. While programmatic advertising ensures your ad reaches the right person at the right time, DCO ensures the message they see is the most relevant and compelling.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#faq-question-34f8f254-7b32-40aa-9e23-cb7e285e3d51","position":1,"url":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#faq-question-34f8f254-7b32-40aa-9e23-cb7e285e3d51","name":"Does dynamic creative optimization use cookies?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DCO has traditionally used 3rd-party cookies to track user behaviour and personalize ads. However, due to rising privacy regulations and the ongoing phase-out of 3rd-party cookies, DCO is evolving to rely more heavily on 1st-party data gathered directly from users through explicit consent to build audience segments and dynamically personalize ad creatives with even greater precision. Further aligning with privacy-friendly advertising practices, DCO increasingly leverages contextual targeting, serving relevant ads based on webpage context and other contextual triggers rather than individual user data.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#faq-question-7754a17a-26e6-4fab-9940-4441ddc4a576","position":2,"url":"https://www.stackadapt.com/resources/blog/dynamic-creative-optimization#faq-question-7754a17a-26e6-4fab-9940-4441ddc4a576","name":"What is the difference between DCO and programmatic?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DCO and programmatic advertising work hand in hand, but they serve different functions. Programmatic refers to the automated buying and placement of digital ads. DCO, on the other hand, focuses on the creative side—automatically assembling and personalizing ad content in real time based on user data, behaviour, and contextual signals. While programmatic advertising ensures your ad reaches the right person at the right time, DCO ensures the message they see is the most relevant and compelling.","inLanguage":"en-US"},"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/2025-best-workplaces-advertising-marketing","url":"https://www.stackadapt.com/resources/blog/2025-best-workplaces-advertising-marketing","name":"StackAdapt Named Top Workplace in Advertising & Marketing","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/2025-best-workplaces-advertising-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250609133532/20250609_PR-Best-Place-to-Work_Header.webp?fit=1201%2C600&ssl=1","datePublished":"2025-06-10T14:01:57+00:00","dateModified":"2026-09-08T21:43:29+00:00","description":"StackAdapt has been named one of the 2025 Best Workplaces in Advertising and Marketing by Great Place to Work®. Learn more.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI and brand safety in advertising: Risks, tools, and what comes next","datePublished":"2025-06-12T09:45:43+00:00","dateModified":"2026-09-08T21:43:28+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising"},"wordCount":2682,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250610054251/20250506_AI-and-Brand-Safety.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201","programmatic advertising"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"Brand safety is no longer a technical detail—it’s a strategic risk. In 2025, the stakes have climbed well beyond bad placements or awkward adjacencies. One misstep in a volatile digital environment can erode brand equity, trigger backlash, and drag down media ROI. And with 53% of US marketers now naming social media as the top threat to their brand’s reputation, the concern is no longer theoretical.\n\n\n\nThe speed and scale of content today, amplified by artificial intelligence, have outpaced traditional safeguards. AI now plays both roles: a tool for real-time screening and a generator of risk through synthetic content, deepfakes, and misinformation.\n\n\n\nFor marketing leaders, the real question is: Are your brand controls evolving as fast as your media strategy? Teams need adaptive systems that combine intelligent automation with human oversight.\n\n\n\nThis article discusses what’s at stake, how AI is deployed to manage brand safety, and why leading brands are shifting toward a hybrid model that protects performance without sacrificing control.\n\n\n\nWhat brand safety means today\n\n\n\nAt its core, brand safety protects a brand’s reputation by avoiding ad placements next to harmful or inappropriate content. This includes obvious threats like hate speech, graphic violence, misinformation, and sexually explicit material. But it also extends to content that simply feels off-brand—topics or tones that may not align with a company’s values or audience expectations.\n\n\n\nHowever, the conversation has evolved. Brand safety has expanded into brand suitability. It’s no longer just about keeping ads away from dangerous content. It's also about finding the right environments that reflect a brand’s voice, tone, and purpose. For example, a bold sports brand may welcome placement next to edgy commentary or action-heavy videos, while a healthcare brand might avoid anything that even hints at controversy.\n\n\n\nThis shift requires advertisers to move from a simple checklist of “block this content” to a more nuanced approach. Suitability focuses on positive alignment, choosing contexts that reinforce the brand message rather than just avoiding risk. As media environments get more complex, this shift is becoming critical for building trust and staying relevant.\n\n\n\nFor leadership, this raises a larger question: What policies and governance structures should guide decisions around what is suitable or off-brand? Teams need clarity not just on what to block, but on what reinforces brand equity across every channel.\n\n\n\nThe risks brands are facing\n\n\n\nFor marketing leaders, the challenge is managing risks across fragmented teams, multiple agencies, and fast-moving environments. One reputational misstep can quickly become a governance issue, especially when boards or clients demand answers.\n\n\n\nThe digital ad landscape has become a patchwork of platforms, formats, and content sources, each with its own set of challenges. From unmoderated social posts to opaque connected TV (CTV) inventory and real-world placements with limited oversight, brand safety risks are no longer confined to a single channel. At the same time, broader cultural and technological shifts—like the rise of generative AI—are introducing new threats at scale.\n\n\n\nHere’s a breakdown of the key risks brands face today:\n\n\n\nChannel / ThreatMain Risk FactorsWhy It MattersSocial MediaUser-generated content. Viral, fast-moving trends.High likelihood of unpredictable, brand-damaging associations.CTVLimited transparency.Sparse content-level metadata.Sometimes hard to verify ad placements, increasing the risk of appearing in unsafe content.Digital Out-of-Home (DOOH)Minimal real-time control.Weak contextual targeting.Difficult to react to current events or control message relevance.MisinformationFalse or misleading narratives.Politically or socially charged content.Can damage credibility and misalign with brand values.Generative AI ContentDeepfakes.AI-written articles and manipulated media.Synthetic content can appear legitimate, spreading disinformation at scale.Cultural ShiftsRapidly changing norms.Global differences in tone, humour, and values.Increases the chance of unintentional offence or reputational harm.\n\n\n\nAs complexity grows, so does the need for clear internal accountability. Who owns these risks? Who decides what level of risk is acceptable? The answers often aren’t documented—and that’s the gap AI alone can’t close.\n\n\n\nEven with the most advanced filters, context and nuance often slip through the cracks. That’s why many marketers are now shifting from a rigid “avoid at all costs” mindset to a dynamic approach that blends technology with human judgment. Knowing where the risks lie is the first step toward building a smarter, safer media strategy.\n\n\n\nHow AI is used to support brand safety in advertising\n\n\n\nAI has become central to how marketing teams manage risk, reduce inefficiencies, and scale media investments with confidence. The real value for decision-makers lies not in how the technology works, but in what business problems it helps solve. Each AI capability addresses a core concern at the leadership level—ensuring that campaigns are not just efficient, but also aligned with brand values and public trust.\n\n\n\nNatural language processing (NLP) and large language models (LLMs)\n\n\n\nModern NLP tools, powered by LLMs, can:\n\n\n\n\nAnalyze not just the presence of keywords, but the tone, context, intent, and sentiment of content.\n\n\n\nDetect sarcasm, hate speech, or misinformation, even when it’s subtle or implied.\n\n\n\nAdapt to evolving language patterns, including slang or coded speech.\n\n\n\n\nThis makes them far more effective than traditional systems that rely solely on static word lists.\n\n\n\nOne of the key challenges leaders face is maintaining brand protection without sacrificing performance. NLP and LLMs help solve this by analyzing context, tone, and sentiment across text-based environments. Instead of simply blocking pages based on keywords, these models understand the meaning behind the language. They help teams filter out subtle threats like sarcasm, coded language, or misinformation, while preserving access to high-quality, brand-appropriate inventory. This improves targeting precision and reduces unnecessary media loss.\n\n\n\nComputer vision\n\n\n\nVisual content is equally risky, and AI-powered computer vision helps by:\n\n\n\n\nScanning images and video frames for explicit, violent, or unsafe visuals.\n\n\n\nIdentifying logos, symbols, or scenes that may be inappropriate or off-brand.\n\n\n\nFlagging content that may not be captured by text-based analysis.\n\n\n\n\nAs advertising shifts toward video-first platforms such as CTV, Instagram, and YouTube, visual risk becomes harder to manage through text-based analysis alone. Computer vision allows platforms to scan video frames and images for unsafe visuals, such as violence, nudity, or controversial symbols, and block placements that might damage brand perception. For leaders concerned about where their brand shows up, especially in high-visibility channels, this adds a crucial layer of visual intelligence to their safety strategy.\n\n\n\nMachine learning\n\n\n\nMachine learning acts as the glue that holds everything together:\n\n\n\n\nIt recognizes patterns across content types, platforms, and campaigns.\n\n\n\nContinuously improves over time through feedback loops and user input.\n\n\n\nEnables systems to become more accurate and less reliant on rigid rules.\n\n\n\n\nThe more campaigns run through the system, the better it gets at anticipating risk.\n\n\n\nThe ability to scale media without losing control is a constant concern. Machine learning helps by identifying patterns in campaign performance, placement quality, and flagged risks. Over time, these systems learn from feedback, post-campaign audits, and advertiser input, improving their accuracy and reducing false positives or negatives. This means fewer surprises, less media waste, and a tighter feedback loop that improves campaign results across the board.\n\n\n\nApplication in programmatic advertising\n\n\n\nAI tools are now deeply embedded into programmatic workflows:\n\n\n\n\nPre-bid Filtering: Before an ad is placed, AI can evaluate the content of the page, app, or stream. If the environment looks safe, the demand-side platform (DSP) proceeds. If it’s flagged as risky, the bid is skipped. This happens in milliseconds.\n\n\n\nPost-bid Audits: After the ad is delivered, AI systems review where the placement landed. Any issues are logged and fed back into the model to improve future targeting and avoid repeat mistakes.\n\n\n\n\nTogether, these systems create a more adaptive and scalable approach to brand safety—one that can keep pace with the speed and complexity of modern media environments.\n\n\n\nBrand safety technology has to fit into real workflows, not operate on the sidelines. AI is now integrated into programmatic buying at two critical stages. Pre-bid filtering evaluates content before the bid is placed, helping teams avoid risky placements without delay. Post-bid auditing looks at where ads landed and feeds that insight back into the system to inform future decisions. This helps marketers respond quickly, adapt their strategy, and maintain brand alignment across increasingly fragmented media environments.\n\n\n\nFor marketing leadership, AI is becoming an operational necessity. It supports faster decisions, sharper targeting, and more consistent brand outcomes—even in a media landscape defined by constant change.\n\n\n\nThe limits of AI in brand safety\n\n\n\nNo executive wants to explain a brand safety failure by blaming the algorithm. The reality is that even the best AI systems require human governance—review, escalation paths, and a culture of accountability. The tools are only as strong as the judgment behind them.\n\n\n\nWhile AI has transformed brand safety practices, it remains far from infallible. One of the most persistent challenges is the interpretation of satire and cultural references. Even human moderators can struggle to distinguish between irony, parody, and genuine harm, so it’s no surprise that AI models, which lack lived experience and contextual understanding, often misread these cues. The result can be misclassification or overcorrection, especially in global campaigns where cultural nuance varies widely.\n\n\n\nAnother issue is timeliness. AI systems aren’t always equipped to respond to fast-evolving content. News cycles shift hourly, memes change overnight, and what’s considered acceptable or relevant one day can become problematic the next. Without frequent updates and human oversight, AI can lag behind, missing the contextual shifts that define modern media environments.\n\n\n\nThe rise of deepfakes and hyperreal synthetic content also pushes AI to its limits. As generative tools become more sophisticated, harmful or misleading content becomes harder to detect, even for trained eyes. AI needs to catch up not only in recognition but in verifying authenticity across formats like video, audio, and manipulated text.\n\n\n\nThere’s also the persistent trade-off between false positives and false negatives. When AI systems are too cautious, they may block safe, high-quality content, limiting campaign reach and performance. On the flip side, if filters are too loose, harmful or inappropriate material can slip through. Striking the right balance requires more than just automation. It depends on well-designed feedback loops, ongoing audits, and collaboration between advertisers, DSPs, and brand safety experts.\n\n\n\nIn short, AI brings power and precision, but it still requires human intelligence to manage complexity, interpret context, and make the final call.\n\n\n\nWhy human oversight still matters\n\n\n\nThis is not just a staffing conversation. It’s a leadership one. If AI makes the wrong call, who is accountable? Without a clear operating model for human review and escalation, brands risk confusing automation with absolution.\n\n\n\nThat’s why despite all the advancements in AI, StackAdapt continues to rely on a hybrid model where human expertise remains central. AI may power the scale and speed needed to process today’s media environments, but it doesn’t replace human judgment. It simply supports it.\n\n\n\nFrom the start, StackAdapt’s approach to brand safety was rooted in manual verification. Eight years ago, the platform relied entirely on human reviewers to assess whether content was safe for advertisers. That same principle holds true today, even as AI tools have been layered in to streamline and scale the process. The role of AI is to flag potential risks, not to decide on its own what crosses the line.\n\n\n\nThat decision still rests with trained professionals. Human reviewers handle edge cases that automation can’t parse, such as ambiguous satire, subtle misinformation, or regional sensitivities. They also bring in brand-specific context, understanding that what’s acceptable for one advertiser may be entirely inappropriate for another. For example, a sports clothing brand might welcome edgier content, while a nonprofit may require a more conservative filter. These nuances are rarely captured by algorithms alone.\n\n\n\nCrucially, humans make the final call on controversial or borderline content, especially when reputational risk is on the line. AI can suggest, but it can’t truly understand tone, cultural dynamics, or the long-term brand impact of being associated with certain topics.\n\n\n\nAs generative content and synthetic media grow more sophisticated, this human layer becomes even more important, not less. AI may be fast and scalable, but human oversight is still the gatekeeper of trust.\n\n\n\nBrand suitability: A moving target\n\n\n\nWhile brand safety focuses on keeping ads away from harmful content, brand suitability is about strategic alignment. It asks not just “Is this safe?” but “Is this the right environment for this brand?” That distinction matters more than ever in today’s nuanced media landscape.\n\n\n\nSuitability thresholds aren’t universal. Even within the same organization, tolerance levels might vary by campaign or audience segment. This variability means that rigid, one-size-fits-all filters often do more harm than good, either by blocking valuable inventory or by allowing content that feels off-brand.\n\n\n\nInstead of relying solely on binary rules, many advertisers are now adopting suitability tiers. These offer a more flexible framework where content can be graded by level of risk or alignment. This allows marketers to fine-tune their campaigns, adjusting thresholds based on brand values, messaging tone, or context.\n\n\n\nCustomization is essential. Advertisers should be able to dial safety settings up or down, not just across industries, but across specific activations. A product launch aimed at Gen Z may embrace more irreverent content than a brand awareness campaign targeting older professionals. AI tools can support this flexibility by offering content scores or categories, but they still require human calibration.\n\n\n\nIn this sense, brand suitability is a moving target. It evolves with the brand, the audience, and the cultural moment. The advertisers who manage this best are the ones treating suitability not as a constraint, but as a strategic input that helps amplify the message, not mute it.\n\n\n\nSuitability decisions often get made in the moment—by agencies, media buyers, or platform filters. But without documented policies at the leadership level, brands risk inconsistency across campaigns. The brands that succeed treat suitability as a strategic governance function, not an ad ops setting.\n\n\n\nFuture outlook: What’s next for AI and brand safety in advertising\n\n\n\nThe next phase of AI in brand safety is already taking shape, and it’s not just about better algorithms, but smarter application. As technology evolves, we can expect tools with deeper cultural literacy, capable of interpreting nuance, context, and tone with far more precision. These systems won’t just flag problematic content; they’ll begin to understand why it’s problematic within specific cultural or brand contexts.\n\n\n\nWe’ll also see the rise of platforms that help advertisers define their own safety frameworks. Instead of relying on pre-set filters, brands will be able to codify their values, tone preferences, and risk thresholds directly into AI-driven tools. This means fewer generic settings and more tailored protection that evolves alongside the brand.\n\n\n\nBut the biggest challenge ahead is operationalizing these capabilities. It’s one thing to build sophisticated AI systems and another to integrate them into the daily workflow of programmatic buying. Advertisers will need to align teams, set clear policies, and train both machines and humans to work together. And that process takes more than flipping a switch.\n\n\n\nThere’s also the ongoing tension between transparency, control, and scale. Advertisers want to know where their ads appear, but they also want to reach broad audiences efficiently. AI can help balance these demands, but only if it’s guided by real-world data and reinforced by thoughtful oversight.\n\n\n\nThe bottom line: AI won’t solve brand safety alone. It’s a powerful tool, not a self-driving solution. Ongoing training, regular audits, and strategic input are still required to make sure it delivers not just accuracy, but trust. The future belongs to those who treat AI as a partner, not a shortcut.\n\n\n\nYour brand’s reputation deserves more than a one-size-fits-all solution. Let’s talk about how StackAdapt can help you navigate brand safety with confidence—tailored to your values, channels, and growth goals. Connect with our team to start the conversation.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising","url":"https://www.stackadapt.com/resources/blog/brand-safety-advertising","name":"AI and Brand Safety in Advertising | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250610054251/20250506_AI-and-Brand-Safety.webp?fit=1200%2C600&ssl=1","datePublished":"2025-06-12T09:45:43+00:00","dateModified":"2026-09-08T21:43:28+00:00","description":"Explore how AI is reshaping brand safety in advertising: its promises, pitfalls, and the hybrid model marketers need to thrive.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/brand-safety-advertising#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250610054251/20250506_AI-and-Brand-Safety.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250610054251/20250506_AI-and-Brand-Safety.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of an AI shield protecting a mobile ad."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Cannes Lions lessons: Effective marketing unites brand and performance","datePublished":"2025-06-24T12:58:16+00:00","dateModified":"2026-09-08T21:43:27+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons"},"wordCount":2221,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250624070219/20250723_Cannes-Recap.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","conversion","performance"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"The long-standing divide between brand and performance is outdated. Brand marketing has traditionally owned storytelling, emotion, and long-term equity, while performance has been tasked with precision targeting and near-term ROI. \n\n\n\nBut this binary has created inefficiencies: fractured budgets, siloed teams, and campaigns that prioritize function over cohesion.\n\n\n\nAt Cannes Lions 2025, that model was firmly challenged. Leading brands showed how integrating brand and performance within a unified creative framework can unlock compounding returns. These companies are proving that long-term brand value and short-term business results are not competing forces, but interdependent levers when managed with strategic clarity.\n\n\n\nCannes Lions 2025 wasn’t just about inspiration—it was about domination. Brands showed up to outshine, outspend, and outsmart the competition in what could only be described as the Battle of the Brands. The takeaway? Playing it safe means getting left behind.\n\n\n\nThis article distills key takeaways from some of the festival’s most forward-thinking sessions, offering practical guidance on structuring teams, campaigns, and measurement models to build a more integrated and resilient marketing strategy.\n\n\n\nThe case for integration of brand and performance\n\n\n\nFor decades, brand and performance marketing have operated in parallel, often with separate budgets, distinct KPIs, and siloed teams. Brand marketing focused on long-term equity through storytelling and awareness, while performance marketing targeted short-term conversions through measurable tactics like clicks and sales. This division created a rigid framework that no longer fits how people engage with media or make decisions.\n\n\n\nThe session “How to Give Your Brand the X Factor” offered a clear call to move beyond this split. Speakers argued that brand and performance should not be seen as separate or opposing forces. When thoughtfully combined, they can amplify each other and drive more sustainable growth.\n\n\n\nOne of the most compelling points centred on economic downturns. Instead of pulling back on brand investment during tough times, marketers should lean into it. Consumers may not spend as much during a recession, but strong brand-building during these periods leads to a stronger rebound when demand returns. This idea challenges the default reliance on ROAS, which tends to favour short-term returns and ignores the value of future demand.\n\n\n\nA more holistic approach, portfolio ROAS, allows business leaders to evaluate how different investments work together across the funnel. This method supports longer-term thinking and recognizes the role brand-building plays in driving future performance.\n\n\n\nRather than treating brand and performance as separate tracks, marketers now have the opportunity to build a single, flexible strategy. In a media environment defined by complexity and fragmentation, integration creates clarity, consistency, and results.\n\n\n\nCreative platforms as the bridge between brand and performance\n\n\n\nCreative platforms serve as the connective tissue between brand and performance. A creative platform is more than a single campaign—it’s a durable, idea-driven framework that can evolve across channels, formats, and objectives. It provides a clear creative direction that supports both storytelling and sales, making it easier to maintain a unified voice while tailoring messages to different parts of the funnel.\n\n\n\nInstacart’s “The World Is Your Cart” is a strong example of how a creative platform can bring efficiency and cohesion to modern marketing. Born from the insight that shopping is a reflection of who we are and what we care about, the campaign reimagined the shopping cart as a window into individual lifestyles and moments. This concept provided a flexible foundation for messaging across brand channels and performance placements alike.\n\n\n\nWhat made this platform especially effective was its ability to do double duty. The brand team could use it to communicate emotional benefits and build affinity, while the performance team could adapt the same creative assets to drive measurable outcomes like clicks and conversions. \n\n\n\nWith a limited budget, Instacart merged brand and performance funding to invest in a single platform that served the entire funnel. This eliminated creative redundancy and ensured that every impression contributed to both awareness and action.\n\n\n\nThe platform also proved culturally relevant and versatile. It showed up across social media, digital video, and even a Super Bowl spot (“We’re Here”), adapting to each medium without losing coherence. \n\n\n\n\nhttps://youtu.be/nVUPazjaHl8\n\n\n\n\n\n\n\n\nCreative teams were able to develop content that resonated with different audiences, but always felt distinctly “Instacart.” This kind of flexibility is essential in a fragmented media world, where marketers must engage users in varied contexts while maintaining a strong identity. The ad aligned brand storytelling with performance goals, achieving a 72% increase in website traffic and a 14% lift in sales.\n\n\n\nAt its best, a creative platform delivers consistency without rigidity. It gives marketers a structure that can stretch, evolve, and scale. For brands looking to align their messaging across the funnel, creative platforms are not just a tool—they are a strategy. They make it possible to build equity and drive conversions at the same time, turning the old divide between brand and performance into a unified, modern approach.\n\n\n\nMicro-engagements and fragmented channels\n\n\n\nAs consumer attention continues to splinter across platforms, marketers are facing a new reality: audiences no longer gather in a few predictable places. Instead, they move fluidly across streaming apps, niche communities, social platforms, podcasts, and games. \n\n\n\nThe session “How Can You Build a Big Brand from Lots of Littles?” reframed this shift not as a limitation but as an opportunity. Fragmentation, rather than being a challenge to overcome, can be a powerful asset when marketers lean into it with the right strategy.\n\n\n\nThe key is to think about micro-engagements—small, targeted interactions that, when delivered consistently and creatively, add up to meaningful brand impact. Instead of relying solely on large-scale, high-production moments, brands can build equity through a steady rhythm of smaller, platform-native content. This approach reflects how people experience media today: in short bursts, different formats, and highly personalized environments.\n\n\n\nImaginative repetition is the technique that allows this to work. Brands that adapt their message creatively to fit the format and tone of each channel, while staying rooted in a clear brand idea, see stronger results. The repetition is not mechanical; it’s inventive. And it pays off. According to the session, appearing in the right micro-contexts can increase ROI by 20–150%. Even brief exposures, under two seconds, can contribute to sales when accumulated thoughtfully across the media mix.\n\n\n\nThis strategy challenges the old model of relying on a few big campaigns yearly. In today’s landscape, small, fast, and frequent often beats big, slow, and rare. A consistent stream of creative assets, optimized for the platforms people use, ensures the brand stays visible and relevant without overwhelming attention spans.\n\n\n\nInstead of trying to recreate the mass-reach media moments of the past, brands now have the chance to engage audiences through presence, persistence, and precision. Micro-engagements allow for both agility and consistency, helping marketers meet people where they are and build brands that grow with culture, not apart from it.\n\n\n\nPerformance metrics with a long-term lens\n\n\n\nModern marketing has become deeply focused on immediate results. Metrics like ROAS, CTR, and CPA dominate dashboards and drive decisions. While these indicators are useful for measuring current demand, they often fall short when it comes to capturing long-term brand value. This obsession with short-term performance can create blind spots, leading brands to underinvest in the very activities that generate future demand.\n\n\n\nTo build enduring growth, marketers need to balance immediate outcomes with long-term brand development. This means evolving the way success is measured. Alongside short-term metrics, businesses should adopt frameworks that track how well the brand is building memory, trust, and preference over time.\n\n\n\nP&G offers a compelling example through its concept of mental availability. Rather than chasing attention in the moment, the goal is to build consistent, memorable impressions that live in consumers’ minds and can be recalled at the time of need. Attention of 30 seconds or more is often required to make an impression stick. But more than just duration, it’s the frequency, consistency, and emotional impact of the message that builds brand memory.\n\n\n\nThis approach has guided campaigns like Head & Shoulders’ “I don’t have dandruff” series. The brand ran the campaign across Europe for three consecutive years. The messaging didn’t just focus on product benefit—it embedded a confident, repeatable idea into the culture. That repetition and consistency helped solidify Head & Shoulders in the minds of consumers as the go-to solution in its category.\n\n\n\n\nhttps://www.youtube.com/watch?v=xd9gJ4sfkug\n\n\n\n\n\n\n\n\nThe takeaway is that brand marketing builds the mental shortcuts that performance marketing later activates. When future demand is ignored, the well of performance dries up. Marketers should be measuring how many people know their brand, remember it, and associate it with a specific benefit, not just who clicked today. \n\n\n\nA full-funnel strategy needs a full-funnel measurement model, one that respects both the urgency of today’s results and the importance of tomorrow’s relevance.\n\n\n\nEmbedding your brand into culture\n\n\n\nCultural relevance has long been considered the domain of brand marketing, valuable for building affinity and awareness, but rarely tied directly to sales. That thinking is quickly changing. \n\n\n\nAt Cannes 2025, multiple sessions reinforced the idea that when brands embed themselves in culture authentically, they can drive both emotional connection and commercial impact. \n\n\n\nCulture is a performance lever. Few brands illustrate this better than McDonald’s. Over the past five years, McDonald’s has refined its approach to marketing by tapping into fan behaviours and cultural trends, creating a system where brand love and measurable outcomes go hand in hand. Rather than chasing mass appeal through traditional celebrity endorsements, the company has leaned into subcultures and fan-led creativity.\n\n\n\nOne standout example is the anime-inspired WcNuggets campaign. McDonald’s recognized that anime fans were already integrating the brand into their own content, so the company leaned in. It partnered with Japanese creators to produce four distinct manga narratives tied to its menu items, unlocked through QR codes printed on packaging. This bridged the offline and online experience, turning everyday purchases into content access points. The campaign respected fan culture, used its own language and aesthetic, and, as a result, drove engagement that felt earned, not engineered.\n\n\n\n\nhttps://youtu.be/25Ut8d2dM-w\n\n\n\n\n\n\n\n\nAnother example is McDonald’s collaboration with the upcoming Minecraft movie. The company saw that fans were already building McDonald’s restaurants inside the game world. Instead of ignoring this grassroots behaviour, they embraced it. The result was a multi-platform activation including in-game content, physical toys, and exclusive digital skins, all accessed through meal purchases. It blurred the line between entertainment and transaction, between fandom and commerce.\n\n\n\n\nhttps://youtu.be/lXGoJqft8tQ?si=p4hvuyb2mr8xioAt\n\n\n\n\n\n\n\n\nWhat made both campaigns work was the balance. McDonald’s didn’t just insert itself into culture; it let fans shape the experience. The creative was co-developed, the narrative felt organic, and the performance outcomes were strong. Sales increased, engagement spiked, and the brand’s cultural cachet deepened.\n\n\n\nWhen approached with authenticity and imagination, cultural relevance can drive both brand equity and business outcomes. It invites fans into the process, transforming them from passive consumers into active participants. That sense of shared ownership builds love and drives action.\n\n\n\nWhat marketing leaders must do\n\n\n\nFor senior marketing leaders, the message from Cannes Lions 2025 was both clear and urgent: the most effective brands are no longer choosing between brand and performance—they’re building systems where both thrive together.\n\n\n\nTo lead in this new era, start with a full-funnel strategy anchored by a creative platform. This means developing a unifying idea that can flex across channels, adapt to audience needs, and deliver value at every stage, from awareness to conversion. The days of separating brand campaigns from performance assets are over. Instead, look for ideas that can inspire at the top of the funnel and drive action at the bottom.\n\n\n\nRecognize that brand is not a cost center but a multiplier. The data is increasingly clear: strong brands reduce acquisition costs, improve conversion rates, and hold pricing power. When brand-building is done well, performance marketing becomes more efficient and sustainable.\n\n\n\nReframe micro-engagements as long-term investments. Brief, frequent, and relevant creative touchpoints may not always register as major media moments, but together, they build familiarity and trust. This approach requires agility, consistent storytelling, and a deep understanding of audience behaviour—but it delivers compounding results over time.\n\n\n\nAbove all, make brand building everyone’s job. It should not sit solely with marketing. Brand strategy must be embedded at the leadership level, informing decisions across product, talent, sales, and culture. It’s the thread that weaves together how your company behaves, communicates, and grows.\n\n\n\nAnd finally, commit to bold creativity. The highest-performing brands are those that take risks, play with cultural context, and give their audiences something to feel, remember, and act on. \n\n\n\nIn an environment where everyone is trying to one-up each other, blending in is the real risk. Whether it's a branded gelato flavour or a hot air balloon on the beach (yes, we're serious), the brands that win are the ones willing to take creative swings that make people look twice. As Ryan Nelsen, our CMO, put it best: it's not just marketing—it's Survivor. Outwit, outlast, outplay.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons","url":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons","name":"Cannes Lions 2025 Lessons | StackAdapt","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250624070219/20250723_Cannes-Recap.webp?fit=1200%2C600&ssl=1","datePublished":"2025-06-24T12:58:16+00:00","dateModified":"2026-09-08T21:43:27+00:00","description":"Missed Cannes Lions 2025? This article distills key takeaways from some of the festival’s most forward-thinking sessions.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/cannes-lions-lessons#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250624070219/20250723_Cannes-Recap.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250624070219/20250723_Cannes-Recap.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Cannes Lions text and logo"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Navigating the future of digital marketing: Key trends to know in 2025 and beyond","datePublished":"2025-06-30T10:00:00+00:00","dateModified":"2026-09-08T21:43:24+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing"},"wordCount":1849,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250629174924/20250617_The-Future-of-Digital-Marketing.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","martech"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"If one thing’s for certain in digital marketing, it’s that change is the only constant.\n\n\n\nBut these days, the digital marketing landscape is changing more rapidly than ever, with evolving consumer behaviours, technological advancements, and increased privacy regulations impacting everything from ad targeting to performance measurement.\n\n\n\nAt the same time, marketers are increasingly expected to do more with less. A Gartner study found that marketing budgets fell 15% in 2024, down from 9.1% of overall company revenue in 2023. In 2025, it’s only expected to worsen, with budgets continuing to shrink amid economic uncertainty and heightened pressure from the C-suite for even greater efficiency.\n\n\n\nTo succeed, marketers need to know what’s shaping the future of digital marketing and adapt their strategies to stay ahead.\n\n\n\nIn this article, we’ll dive into key areas transforming digital marketing, now and in the future, offering insights on how to balance short-term performance with long-term brand growth, unify fragmented marketing technologies, effectively activate 1st-party data, leverage AI for advanced personalization, and measure campaign success beyond traditional metrics.\n\n\n\nHere are eight key trends shaping the future of digital marketing and what they mean for you and your marketing strategy moving forward.\n\n\n\nThe lines between brand and performance marketing will continue to blur\n\n\n\nBringing in high-quality leads and driving conversions are top priorities for any marketing team. But today’s marketers are under increasing pressure to show quick wins while building a strong brand for the long haul, and that’s easier said than done.\n\n\n\nAccording to a recent report from Ascend2 commissioned by StackAdapt, 36% of agencies struggle to align brand and performance goals.\n\n\n\nWith tighter budgets, there’s a growing need to make every dollar work harder. But most teams can’t afford to wait months for results.\n\n\n\nMarketers can no longer afford to choose between brand building and performance marketing. The future demands a balance—one that prioritizes both short-term ROI and long-term growth.\n\n\n\n\n\n\n\n\n\nIncreasingly, high-performing agencies no longer treat brand and performance as separate efforts that operate independently. They’re using technology to build connected strategies that align teams, data, and messaging across the funnel—leveraging customer data platforms (CDPs), dynamic creative optimization (DCO), and cross-channel attribution in tandem to deliver campaigns that are both measurable and meaningful across the entire customer journey.\n\n\n\nTo stay ahead, marketers should prioritize integrating their brand and performance efforts, focusing on executing strategies that drive short-term wins while supporting sustained growth.\n\n\n\nThe future of martech and AdTech is convergence\n\n\n\nIn 2011, when Scott Brinker, VP of Platform Ecosystem at HubSpot, published his first Marketing Technology Landscape Supergraphic, a visual representation of all the marketing technology solutions in the industry, only 150 existed.\n\n\n\nThirteen years later, 14,106 were included in his 2024 edition—marking a 27.8% increase from the year before. This not only represents 9,304% growth since its inception, but also highlights the increasing complexity—and fragmentation—of the entire martech ecosystem.\n\n\n\n\n\n\n\n\n\n\n\n\n\nWith 28.8% of US ad agencies saying they use six to seven adtech and martech tools as part of their tech stack, it’s clear that fragmentation has become a significant barrier to overall efficiency and effectiveness in the marketing industry.\n\n\n\nDisconnected tools lead to inconsistent messaging, inefficient operations, and missed opportunities. Integrated platforms that bridge the gap between martech and adtech by seamlessly connecting paid and owned media channels under a single unified platform allow marketers to orchestrate campaigns more effectively, reducing costs, enhancing performance, and delivering consistent, personalized customer experiences at every touch point.\n\n\n\nIn the future, marketers who embrace integrated platforms to streamline their tech stacks will gain a clear competitive advantage, enabling them to react faster, spend smarter, and deliver more impactful results over the long term.\n\n\n\nFull-funnel marketing becomes a strategic imperative\n\n\n\nMarketing teams are moving beyond disconnected tactics. Real results come when paid and owned media work together—connecting upper-funnel brand awareness with lower-funnel conversion strategies to engage audiences across the entire customer journey.\n\n\n\nBut alignment isn’t always easy. Many marketers still grapple with fragmented tools and siloed data, making it difficult to deliver cohesive messaging and measure campaign performance across every stage of the funnel.\n\n\n\nAdopting a full-funnel approach not only helps break down barriers but maximizes marketing efficiency. By consolidating technologies and aligning strategies, teams can reduce duplicated efforts, streamline communication, and deliver more consistent and personalized customer experiences at scale.\n\n\n\nIntegrated platforms play a critical role here, allowing marketers to unify their tech stacks and build cohesive, multi-channel strategies that seamlessly move prospects from awareness to conversion. When campaign data flows freely between upper- and lower-funnel tactics, marketers gain clearer insights into what’s working and what’s not, helping them optimize campaigns faster and allocate budgets more effectively.\n\n\n\nGoing forward, marketers who embrace full-funnel alignment will find themselves better positioned to cut through the complexity, improve collaboration across teams, and drive stronger results over time, turning fragmented funnels into streamlined pathways to growth.\n\n\n\nFirst-party data will define marketing success\n\n\n\nYou’ve probably heard this countless times before: As 3rd-party cookies slowly disappear and privacy laws tighten, 1st-party data has become the most valuable asset in any marketer’s arsenal.\n\n\n\nAccording to EMARKETER, 1st-party data—alongside contextual targeting—is one of the top strategies US advertisers plan to use moving forward to maintain targeting effectiveness, with brands that build direct consumer relationships and strong identity frameworks best positioned for long-term success. Those who don’t risk being left behind.\n\n\n\nA 2024 study commissioned by Deloitte and the American Marketing Association found that 32.6% of CMOs were increasingly investing in CDPs that offered better information about the customer journey, 29.1% were forming strategic partnerships with agencies and partners to centralize data around customer touch points, and 29.1% planned to reduce internal data silos to strengthen their 1st-party data strategy.\n\n\n\nTo stay competitive, marketers must proactively shift their focus from relying on 3rd-party cookies and invest in technologies and partnerships that help them activate 1st-party data effectively across every channel and touch point to build resilient, privacy-friendly relationships with their customers at scale.\n\n\n\nAI and personalization will drive the future of customer experiences\n\n\n\nAI is a practical tool reshaping how marketers plan, execute, and optimize campaigns.\n\n\n\nStill, while Ascend2’s survey found that 82% of agencies have either significantly or moderately integrated AI into their workflows, 18% said they had little or no AI adoption at all.\n\n\n\nThe potential for AI in digital marketing is high, and not just for automating routine tasks and improving efficiencies.\n\n\n\nFrom audience targeting and DCO to campaign recommendations via AI-powered assistants, AI will continue to define the next era of digital marketing beyond surface-level generative AI applications, allowing marketers to deliver truly personalized and predictive customer journeys at scale.\n\n\n\nWith 81.3% of agency professionals saying that AI will be the biggest trend to shape the next decade of digital advertising, it’s clear that the question is no longer about whether you should use AI but how you can use it to drive deeper insights, build stronger relationships, and enhance overall campaign performance.\n\n\n\nAdvanced data attribution and measurement will set marketers apart\n\n\n\nMarketers need to prove ROI more than ever. But success today and in the future will be measured beyond immediate clicks or conversions.\n\n\n\nAccording to the Ascend2 survey, while most agencies track common brand KPIs like social media engagement (58%) and website traffic (50%), the highest performers go further—shifting away from surface-level metrics toward indicators of sustainable growth, such as SQLs (56%) and customer lifetime value (54%).\n\n\n\nAdditionally, the IAB reports that 64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025 to gain deeper insights into customer journeys and marketing effectiveness across channels.\n\n\n\nCross-channel attribution, incremental lift analysis, and engagement lift studies can help measure campaign impact beyond clicks, providing actionable insights for reinvestment and optimization.\n\n\n\nLooking ahead, marketers who prioritize advanced attribution and measurement will be better equipped to justify budgets, enhance campaign performance, and drive long-term business growth amid ongoing economic uncertainty.\n\n\n\nCTV and DOOH are becoming performance marketing channels\n\n\n\nConnected TV (CTV) and digital out-of-home (DOOH) advertising have traditionally been seen as awareness plays. However, technological innovations like shoppable ads, dynamic creatives, and enhanced measurement capabilities are increasingly transforming them into bona fide performance marketing channels.\n\n\n\nAccording to EMARKETER, more sophisticated approaches to attribution, such as multitouch attribution and advanced measurement methods like incrementality testing and media mix modelling, are helping advertisers demonstrate the value of CTV investment relative to other channels, unlocking greater budget allocation.\n\n\n\nMeanwhile, DOOH is becoming increasingly measurable and proving itself to be a powerful performance channel, with research finding that 76% of consumers take an action after seeing an OOH ad and 73% favour DOOH formats compared to traditional static OOH ads.\n\n\n\nAs a result, EMARKETER predicts that more ad dollars will be directed to CTV than linear TV by 2027, and programmatic DOOH ad spend is expected to grow 23.7% in 2025 and reach $1.23 billion by 2026.\n\n\n\nBrands utilizing CTV and DOOH strategically can achieve significant performance gains, capturing valuable leads and driving measurable results alongside traditional brand-building benefits.\n\n\n\nEmail is the new performance marketing powerhouse\n\n\n\nDespite its longstanding presence in marketers’ toolkits, email continues to be a high-performing channel in today’s digital landscape.\n\n\n\nPart of that has to do with its sheer scale and reach. According to Statista, there are over 4.37 billion email users globally, with nearly 10 billion emails being sent per day in the US alone. But it also remains highly effective, with 69% of consumers worldwide citing email as their preferred communication channel with brands, and a study finding that 52% of marketing professionals saw double the ROI from their email marketing campaigns in 2023 compared to the year prior.\n\n\n\nEmail and programmatic no longer need to operate in separate silos. Platforms like StackAdapt support cross-channel orchestration so marketers can manage and optimize both email campaigns and programmatic media buys within a single workflow, triggering the right message at the right moment, whether it’s in the inbox or on the open web.\n\n\n\nPrepare today for the future of digital marketing\n\n\n\nIn an environment where constant change is the only certainty, staying ahead requires marketers to proactively embrace new tools, strategies, and mindsets. \n\n\n\nThe convergence of martech and adtech, the blending of brand and performance marketing, and the shift toward unified, privacy-friendly approaches driven by 1st-party data are essential to achieving long-term success.\n\n\n\nMarketers who successfully integrate their technology stacks, align their brand and performance goals, and tap into email’s unparalleled potential for connection and conversion will position themselves to thrive amidst tomorrow’s uncertainties.\n\n\n\nThe time to adapt and evolve is now.\n\n\n\nWant to see how these trends are playing out in practice and gain actionable insights for your digital marketing strategy? Download Cracking the Code of Conversions: How Marketers Win the Battle for Attention.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing","url":"https://www.stackadapt.com/resources/blog/future-digital-marketing","name":"The Future of Digital Marketing: Trends to Know in 2025","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250629174924/20250617_The-Future-of-Digital-Marketing.webp?fit=1200%2C600&ssl=1","datePublished":"2025-06-30T10:00:00+00:00","dateModified":"2026-09-08T21:43:24+00:00","description":"Find out what’s shaping digital marketing in 2025 and beyond—from the convergence of adtech and martech to email becoming a performance powerhouse.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/future-digital-marketing#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250629174924/20250617_The-Future-of-Digital-Marketing.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250629174924/20250617_The-Future-of-Digital-Marketing.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Illustration of AI, email, and first-party data tools converging to represent the future of digital marketing"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"Unlocking martech maturity: A strategic framework for modern growth","datePublished":"2025-07-07T13:34:33+00:00","dateModified":"2026-09-09T16:12:26+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model"},"wordCount":2508,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250707114341/20250708_Martech-Maturity-Model_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"TL;DR – unlocking martech maturity\n\n\n\n\nMost martech maturity models fall short by focusing on tools rather than outcomes, resulting in bloated stacks and operational inefficiencies.\n\n\n\nMarTech Maturity Debt is the hidden cost of inefficient systems, bad data, manual workflows, and redundant tools. It quietly stifles growth.\n\n\n\nThere are four key types of maturity debt to watch for: integration, data, process, and vendor. Each one drains ROI and slows down execution.\n\n\n\nReal maturity is characterized by balance, not tool count: integrated systems, clean data, automation, clear ownership, and measurable performance.\n\n\n\nTo reduce debt, leaders should audit their stack, prioritize fixes based on impact versus effort, align technology with strategy, and track business-driven KPIs.\n\n\n\nPeople power the process—strong team structure, ownership, and strategic support matter more than platform features alone.\n\n\n\nThe goal isn’t more tools—it’s better outcomes. Simplify, streamline, and focus on velocity, clarity, and growth.\n\n\n\n\nMartech maturity models are ubiquitous, yet most still focus on tools rather than what drives real growth. Increasing stack complexity is eroding ROI and muddying operations. In fact, the martech landscape has ballooned to over 15,000 tools in 2025. But more choice doesn’t necessarily translate to better results.\n\n\n\nHidden beneath this avalanche of platforms lies what’s called martech maturity debt. It’s the accumulated drag, from duplicated tools and messy data to manual processes and weak governance, that noticeably restricts revenue and agility. By targeting this debt, leaders can turn scattered investments into meaningful, measurable returns.\n\n\n\nThis article will walk you through:\n\n\n\n\nA fresh, outcome-driven lens for evaluating maturity.\n\n\n\nThe key maturity challenges many organizations face.\n\n\n\nA practical, four-step playbook for reducing debt and accelerating growth.\n\n\n\n\nAhead is a guide for taking stock of your current state, identifying what holds you back, and building a platform that delivers velocity, clarity, and measurable impact, without drowning in complexity.\n\n\n\nWhy the old martech maturity models Fall short\n\n\n\nMost traditional martech maturity frameworks rely on static “checklist” thinking; they measure success by how many tools you own or which features you use. The problem: they treat stacks like trophies rather than dynamic engines. That’s why frameworks often miss operational drag and the costs tied to poor decision-making.\n\n\n\nModels rarely explore how duplicative tools or half-baked integrations slow down teams and increase error rates. KPMG reports that organizations only leverage around 42% of their martech capabilities while continuing to invest in more platforms. This choice often results in overlapping functions and inconsistent customer data, yet rarely triggers a pause to re-evaluate.\n\n\n\nThese frameworks miss the cumulative impact of slow campaigns, manual workaround cycles, and decision fatigue. Without factoring in “maturity debt,” companies can end up with sprawling, underutilized ecosystems that demand support, training, and coordination, without delivering ROI.\n\n\n\nWinning businesses don’t thrive by stacking tool upon tool, but reduce friction instead. That means solving for integration, data quality, and operational efficiency first. Only then can new capabilities drive velocity and scale, rather than create complexity for complexity’s sake.\n\n\n\n\n\n\n\n\n\nWhat is martech maturity debt?\n\n\n\nMartech maturity debt refers to the hidden costs and friction that accumulate in a marketing technology setup over time. It’s a lens to quantify the real price of inefficiencies, so you can target strategic fixes, recover wasted spend, and steer clear of future impediments. Martech maturity debt includes:\n\n\n\n\nManual workarounds: Teams stitching systems together with Excel or scripts because integrations fall flat.\n\n\n\nBad data: Inaccurate or siloed data that misleads decision-makers and undermines personalization efforts.\n\n\n\nTool overlap: Multiple platforms covering the same capability, confusing workflows and inflating licensing costs.\n\n\n\n\nIn fact, Gartner reports that marketing teams only leverage 33% of martech capabilities, while up to 25% of the budget goes to tools that are underused or redundant.\n\n\n\nIn practice, this is what martech maturity debt looks like:\n\n\n\nHidden frictionWhat it costsBusiness impactDuplicate audience segmentsExtra fees + confusion among teamsCampaigns overspent, budget wastedManual reportingAnalyst hours lost to brute workSlower decisions, more missed windowsPatchwork integrationsEngineering support ballooningFrequent breakdowns, delayed launches\n\n\n\nThese issues quietly erode ROI. Most organizations underutilize their stacks while racking up duplication and poor integrations. That’s maturity debt at work: leakage that stifles velocity and undermines performance.\n\n\n\nApplying the maturity debt framework lets you see where tools are causing drag, weigh the cost of fixes versus continued pain, and target improvements where they’ll deliver the biggest ROI. It becomes less about buying more, and more about making your stack faster, smarter, and better aligned with real business outcomes.\n\n\n\nThe 4 types of martech debt to watch for\n\n\n\nModern martech stacks hide four silent drains that limit agility, waste money, and block growth. Spotting and addressing each one is key to advancing maturity.\n\n\n\n1. Integration debt\n\n\n\nWhen connections between tools are brittle or improvised, they become a liability. These manual, fragile integrations demand constant fixes and custom scripting. For instance, teams forced to build dual integrations—first directly from an email service provider (ESP) and then a customer data platform (CDP)—end up paying double in labour and incurring delays. Integration debt increases downtime, slows launches, and eats into development capacity.\n\n\n\n2. Data debt\n\n\n\nBad or siloed data undermines trust and decision-making. Fragmented customer profiles, semantic inconsistencies across teams, or outdated records lead to poor personalization and inefficient campaigns. According to a recent analysis, inconsistent definitions of customer metrics, like “active customer,” can sabotage AI and automation efforts. Data debt not only erodes ROI but also puts the business at risk of misleading leaders with flawed insights.\n\n\n\n3. Process debt\n\n\n\nManual workflows slow progress and introduce errors. Without reliable automation, teams rely on spreadsheets and piecemeal workarounds. This holds back marketers, making campaigns slower, less accurate, and more frustrating. Excess process debt means every launch costs more time, team bandwidth, and opportunity.\n\n\n\n4. Vendor debt\n\n\n\nLicensing unused tools or running overlapping platforms inflates costs and fracturing workflows. Adobe research highlights this: 20%–40% of IT budgets get consumed by managing neglected tools, and 44% of SaaS licenses go unused. Vendor debt slows teams by forcing them to navigate a maze of dashboards, contracts, and support channels, while generating little real value.\n\n\n\nWhy these matter strategically\n\n\n\nEach type of martech debt chips away at business performance—and more importantly, growth potential.\n\n\n\n\nMissed launch windows mean fragile systems or manual approvals slow your speed to market, allowing competitors to move first.\n\n\n\nWasted budget from redundant tools drains resources that could be used for innovation or scaling proven channels.\n\n\n\nRevenue leakage from poor data quality leads to generic targeting, missed personalization, and ultimately lower lifetime value (LTV).\n\n\n\n\nUnchecked, these issues compound. But tackling them head-on opens the door to faster execution, sharper decision-making, and stronger customer relationships—all of which fuel sustainable growth and ROI.\n\n\n\nWhat martech maturity really looks like\n\n\n\nMoving past a checklist mentality requires embracing balance across five strategic dimensions. This is what true mature martech looks like:\n\n\n\n1. Integrated stack\n\n\n\nA mature stack features seamless connections among platforms (CDPs, CRMs, DSPs, analytics systems), eliminating fragile point-to-point setups. Organizations with deeply integrated systems launch campaigns three times faster and realize ROI within weeks rather than months.\n\n\n\n2. Actionable customer data\n\n\n\nIt’s not enough to gather data—you need trust and usability. Mature organizations unify customer signals into consistent profiles, keeping data clean and current. Tools like CDPs that consolidate multi-channel interactions help reveal predictive insights and drive performance across channels.\n\n\n\n3. Agile, automated workflows\n\n\n\nHigh-maturity teams automate manual tasks, minimizing errors and reducing time-to-market. AI-powered automations like dynamic creative optimization, real-time bidding, and predictive optimization take over repetitive tasks, freeing marketers to focus on strategy.\n\n\n\n4. Clear team ownership\n\n\n\nStructures matter. Success requires defining responsibility across roles, from technical leads to marketing ops and data stewards. Leadership alignment and cross-functional accountability are essential to avoid internal bottlenecks that stall progress.\n\n\n\n5. Campaign velocity + ROI\n\n\n\nUltimately, maturity shows in results. High-performing stacks deliver fast campaign launches, smarter media ROI, and continuous learning loops. Richer automation and better data translate into measurable business outcomes, more conversions at lower acquisition cost and shorter time between insight and activation.\n\n\n\nA 2024 report by Userpilot found that martech tools have an average time-to‑value of 1 day, 20 hours, 47 minutes, highlighting how inefficient integrations and manual onboarding can significantly delay impact.\n\n\n\nStackAdapt’s platform exemplifies this modern lens on maturity:\n\n\n\n\nBuilt-in integrations across data, DSP, and CDP systems create a unified stack that reduces fragile touchpoints.\n\n\n\nAI-driven optimization automates creative testing, bidding, and audience targeting, delivering speed without sacrifice.\n\n\n\nRobust governance and ownership let technical and marketing teams work in tandem, from data planning to campaign execution.\n\n\n\n\nBy aligning tools, teams, and data around outcomes, not just features, StackAdapt enables leaders to track maturity through velocity metrics and ROI benchmarks. \n\n\n\nA process for paying down martech debt\n\n\n\nReducing martech maturity debt calls for a clear and repeatable four-step playbook. This approach helps businesses move intentionally, rather than slashing tools or processes haphazardly.\n\n\n\nStep 1: Commission a strategic audit\n\n\n\nDirect your teams to inventory every platform, integration, workflow, and owner, then map them to their supported business outcomes. Senior leaders should sponsor this with a clear mandate: measure the value contribution of each element, not just its existence.\n\n\n\nPush teams to ask:\n\n\n\n\nWhich tools directly drive revenue or efficiency gains?\n\n\n\nWhich systems could be shut down tomorrow with minimal disruption?\n\n\n\nWhich integrations represent risk exposure?\n\n\n\n\nYour role is to ensure audits happen routinely (tied to renewal or budgeting cycles) to guard against silent tech bloat.\n\n\n\nStep 2: Prioritize by business impact vs. effort\n\n\n\nEvery fix requires time, budget, and focus, so leaders should insist on an impact-versus-effort analysis to guide the allocation of resources.\n\n\n\nStart with quick wins, such as retiring redundant tools that add complexity without providing value. Bigger, high-impact moves might include unifying fragmented data sources into a single CDP.\n\n\n\nThe key is to keep teams aligned by tying each priority to a clear business outcome, whether that’s faster time-to-market, better margins, or deeper customer loyalty.\n\n\n\nStep 3: Tie technology to business strategy\n\n\n\nAs a senior leader, push your teams to align technology decisions with business growth priorities. Strategy should drive tool selection, not the other way around.\n\n\n\nIf speed is the goal, prioritize platforms that support rapid testing and iteration. If the focus is on personalization, invest in improving data quality and accessibility.\n\n\n\nDon’t get distracted by flashy vendor demos. Ask for clear business cases tied to metrics that matter, like revenue per customer, campaign ROI, or time-to-value.\n\n\n\nStep 4: Measure maturity using business metrics\n\n\n\nTraditional maturity “scores” are too abstract for the boardroom. Insist on KPIs that translate to shareholder value, such as:\n\n\n\n\nTime-to-market improvements\n\n\n\nReduction in manual tasks through automation\n\n\n\nROI lift or customer acquisition cost reduction\n\n\n\n\nThis way, progress is tangible, defensible, and aligns directly with executive dashboards.\n\n\n\nKPIWhat it measuresWhy it mattersSpeed of ExperimentationTime from test idea to actionable resultAccelerates learning loops and campaign innovationAI-Training ReadinessQuality and volume of clean, tagged 1st-party dataFuels effective AI models and personalization strategiesPercentage of Automated TouchpointsProportion of marketing actions handled by automationIndicates process maturity, reduces time-to-launch and manual effortTool Adoption RatePercentage of purchased tool features actively used by teamsFlags underutilized platforms and potential cost savingsCLV:CAC RatioCustomer lifetime value divided by acquisition costReveals the efficiency and profitability of data-driven targeting and retention\n\n\n\nWhy people still power martech\n\n\n\nEven the most advanced platform can’t fix fractured teams or missing accountability. That’s why team structure and shared ownership remain vital:\n\n\n\n\nCross-functional teams bring together marketing ops, analytics, IT, and creative under a unified objective. Without this collaboration, new tools exacerbate silos and data confusion.\n\n\n\nClear role definitions—from data stewards to campaign owners—help avoid drop-offs. When everyone knows who owns integrations, data, or reporting, progress doesn’t stall on “that thing that no one owns.”\n\n\n\nContinuous alignment ensures your stack evolves alongside priorities, not in isolation. Martech maturity is a practice, not a milestone.\n\n\n\n\nStackAdapt supports this people-first approach. Beyond its technically robust platform, clients benefit from expert guidance, from strategic planning to hands-on implementation. That human-led support shepherds teams through change, helping them think ahead and tie martech decisions to business objectives.\n\n\n\nLeaders who treat martech maturity as an ongoing, team-powered journey, anchored by clear governance and strategic insight, make faster progress. Technology amplifies performance. But people drive it.\n\n\n\nMartech maturity isn’t about more. it’s about better.\n\n\n\nThe leaders breaking away from the pack aren’t those who accumulate the most tools—they are the ones who simplify, streamline, and focus relentlessly on metrics that matter.\n\n\n\n\nSimplicity trumps complexity. Fewer tools, thoughtfully connected, reduce cognitive load and management overhead. Maturity means trimming redundancy and plugging quality gaps—not buying more tools.\n\n\n\nStreamlined workflows = faster time‑to‑market.  When your stack is lean and integrations hold, teams move swiftly from concept to launch. Measurable campaign velocity becomes your competitive edge.\n\n\n\nMeasure what matters. Track true value: launch speed, percent of automated tasks, ROI per campaign. These indicate progress in maturity and give leaders actionable insights, rather than vague, tool-based checkboxes.\n\n\n\n\nStackAdapt delivers a full maturity framework aligned with strategic outcomes:\n\n\n\n\nPurpose-built stack integrations, including real-time Shopify integrations and unified data across CDP and analytics.\n\n\n\nAI-fueled workflow automation, from creative optimization to bidding and targeting.\n\n\n\nExpert guidance, offering strategic planning and operational support—because no transformation succeeds without team alignment and human insight.\n\n\n\n\nIf you’re ready to transform maturity from a static goal into a dynamic practice—one that consistently pushes velocity, clarity, and ROI—explore StackAdapt’s maturity framework and tools. Get in touch today.\n\n\n\nExecutive FAQs on martech maturity\n\n\n\n\n\n\n\nUnchecked stack complexity siphons up to two‑thirds of martech budgets into underutilized tools, fractured workflows, and duplicated efforts, leaving executives with wasted spend and sluggish campaigns.\n\n\n\n\n\n\n\n\n\nLow maturity stalls time‑to‑market and personalization, both essential to customer loyalty and LTV. Worse, poor data quality reduces targeting accuracy, resulting in missed sales and weakened ROI.\n\n\n\n\n\n\n\n\n\nBecause inertia in your tech stack amplifies opportunity cost: every day without streamlining is a day competitors may launch ahead, while your organization overpays for redundant systems that don’t deliver value.\n\n\n\n\n\n\n\n\n\nNearly all organizations carry some debt—60% of martech projects miss ROI expectations, and tool utilization hovers around 33%. Applying an impact‑effort prioritization and automating recurring tasks can yield measurable ROI in as little as one quarter.\n\n\n\n\n\n\n\n\n\nTrack these business‑forward KPIs: Time‑to‑launch (speed from plan to live campaign); percentage of automated workflows (versus manual hand‑offs); and campaign ROI or revenue per customer. Seeing improvements in these numbers offers clear proof of martech maturity.\n\n\n\n\n\n\n\n\n\nTechnology can offer potential, but maturity needs governance, team alignment, and strategy. That’s why platforms like StackAdapt pair tech with domain expert support—planning, execution and refinement—with real business lens at every step.\n\n\n\n\n\n\n\n\n\nActually, no. A BCG study shows marketing maturity declined 8% from 2021 to 2024, largely due to increased complexity and rising expectations. The bar is higher, and debt is harder to ignore.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model","url":"https://www.stackadapt.com/resources/blog/martech-maturity-model","name":"The Martech Maturity Model Is Broken. Here's How to Fix It.","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250707114341/20250708_Martech-Maturity-Model_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-07-07T13:34:33+00:00","dateModified":"2026-09-09T16:12:26+00:00","description":"Learn where most existing martech maturity models get it wrong, and how to meaningfully evaluate your own standing.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-147d6ea7-7470-4152-8640-fd98ffcd7fe6"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-b81efc61-bfe2-4f48-96e5-81936171222a"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-3af02167-c845-4a6a-8f80-00025559c8aa"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-5174785f-4165-421a-95d2-87eda4c42b30"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-26d2241e-8d58-4c7e-80c8-5b336cf2d2cc"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-dc7c9b5d-6e1e-40d3-a0cd-31f2ca946f58"},{"@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-2514d889-c0ab-43d3-8c24-cc28ab7fd4ef"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-147d6ea7-7470-4152-8640-fd98ffcd7fe6","position":1,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-147d6ea7-7470-4152-8640-fd98ffcd7fe6","name":"What are the risks of ignoring martech maturity?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Unchecked stack complexity siphons up to two‑thirds of martech budgets into underutilized tools, fractured workflows, and duplicated efforts, leaving executives with wasted spend and sluggish campaigns.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-b81efc61-bfe2-4f48-96e5-81936171222a","position":2,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-b81efc61-bfe2-4f48-96e5-81936171222a","name":"How does maturity or the lack of it impact growth?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Low maturity stalls time‑to‑market and personalization, both essential to customer loyalty and LTV. Worse, poor data quality reduces targeting accuracy, resulting in missed sales and weakened ROI.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-3af02167-c845-4a6a-8f80-00025559c8aa","position":3,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-3af02167-c845-4a6a-8f80-00025559c8aa","name":"Why is martech debt a board‑level concern?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Because inertia in your tech stack amplifies opportunity cost: every day without streamlining is a day competitors may launch ahead, while your organization overpays for redundant systems that don’t deliver value.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-5174785f-4165-421a-95d2-87eda4c42b30","position":4,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-5174785f-4165-421a-95d2-87eda4c42b30","name":"How much martech debt is normal, and how fast can we pay it down?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Nearly all organizations carry some debt—60% of martech projects miss ROI expectations, and tool utilization hovers around 33%. Applying an impact‑effort prioritization and automating recurring tasks can yield measurable ROI in as little as one quarter.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-26d2241e-8d58-4c7e-80c8-5b336cf2d2cc","position":5,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-26d2241e-8d58-4c7e-80c8-5b336cf2d2cc","name":"What metrics should executives monitor?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Track these business‑forward KPIs: Time‑to‑launch (speed from plan to live campaign); percentage of automated workflows (versus manual hand‑offs); and campaign ROI or revenue per customer. Seeing improvements in these numbers offers clear proof of martech maturity.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-dc7c9b5d-6e1e-40d3-a0cd-31f2ca946f58","position":6,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-dc7c9b5d-6e1e-40d3-a0cd-31f2ca946f58","name":"Isn’t tool modernization enough?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Technology can offer potential, but maturity needs governance, team alignment, and strategy. That’s why platforms like StackAdapt pair tech with domain expert support—planning, execution and refinement—with real business lens at every step.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-2514d889-c0ab-43d3-8c24-cc28ab7fd4ef","position":7,"url":"https://www.stackadapt.com/resources/blog/martech-maturity-model#faq-question-2514d889-c0ab-43d3-8c24-cc28ab7fd4ef","name":"Isn’t marketing maturity improving industry-wide?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Actually, no. A BCG study shows marketing maturity declined 8% from 2021 to 2024, largely due to increased complexity and rising expectations. The bar is higher, and debt is harder to ignore.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt has been recognized on the 2025 Best Workplaces for inclusion","datePublished":"2025-07-15T14:36:19+00:00","dateModified":"2026-09-08T21:43:19+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025"},"wordCount":435,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250714091302/20250710_Best-Place-to-Work-Inclusion_Header.webp?fit=1201%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025","url":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025","name":"StackAdapt Named a 2025 Best Workplace for Inclusion","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250714091302/20250710_Best-Place-to-Work-Inclusion_Header.webp?fit=1201%2C600&ssl=1","datePublished":"2025-07-15T14:36:19+00:00","dateModified":"2026-09-08T21:43:19+00:00","description":"The recognition highlights StackAdapt's ongoing commitment to trust, well-being, and building a culture where everyone can thrive.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/best-workplaces-inclusion-2025#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250714091302/20250710_Best-Place-to-Work-Inclusion_Header.webp?fit=1201%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250714091302/20250710_Best-Place-to-Work-Inclusion_Header.webp?fit=1201%2C600&ssl=1","width":1201,"height":600,"caption":"Badge graphic reading 'Best Workplaces for Inclusion – Great Place to Work Canada 2025'"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"B2B marketing automation: Driving real revenue with scalable strategies","datePublished":"2025-07-22T13:53:39+00:00","dateModified":"2026-09-09T16:12:23+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics"},"wordCount":1535,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250721041859/20250718_B2B-Marketing-Automation_Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"B2B buyers demand smarter, smoother digital experiences, making B2B marketing automation a strategic centrepiece. \n\n\n\nCompanies generate an average return of $5.44 for every $1 invested and see ROI in under six months. Almost all (98%) B2B marketers now see automation as critical, and 91% of decision-makers report rising demand from teams to scale these efforts.\n\n\n\nLeadership teams appreciate what automation delivers: rapid lead generation, fewer manual bottlenecks, and measurable revenue gains, all while keeping a personalized touch at scale. \n\n\n\nThis article explores how to choose the right platform, build lead-first workflows, measure impact meaningfully, and solve the notorious attribution gap. \n\n\n\n\nTL;DR: B2B marketing automation\n\n\n\n\nB2B marketing automation is now a growth engine, not just an efficiency tool, leading to more qualified leads, faster pipeline velocity, and measurable ROI.\n\n\n\nWhen choosing the right platform, leaders should focus on integration, lead scoring, personalization, analytics, and long-term scalability.\n\n\n\nLead generation and nurturing require strategy—automation must connect landing pages, forms, and content to multi-stage workflows guided by behaviour and fit.\n\n\n\nEmail remains core to B2B automation, but success depends on smart segmentation, timely sequences, and continuous testing tied to business outcomes.\n\n\n\nTraditional metrics fall short—sophisticated dashboards and attribution models are key to tying marketing activity to revenue and justifying budget.\n\n\n\n\n\nWhat is B2B marketing automation?\n\n\n\nB2B marketing automation refers to software—often integrated with CRM or CDP platforms—that marketers use to streamline repetitive tasks, such as sending emails, building landing pages, scoring leads, and reporting on campaigns. \n\n\n\nIt orchestrates multi-channel workflows and tracks prospects across touchpoints, turning anonymous visitors into scored leads ready for sales.\n\n\n\nIn short, B2B marketing automation acts like a well-oiled machine in your marketing mix. It processes signals, personalizes engagement, hands off qualified leads, and saves time. \n\n\n\nFor senior leaders, it translates into better resource allocation, cleaner pipelines, and more predictable revenue growth, all while keeping personalization intact at scale.\n\n\n\nChoosing the right B2B marketing automation platform\n\n\n\nPlatform selection becomes a make-or-break decision in scaling B2B marketing efforts. A misaligned platform slows team adoption, creates data silos, and delivers poor ROI. \n\n\n\nOn the other hand, the right choice solves critical pain points for senior leadership, unifying systems, increasing efficiency, and providing revenue clarity.\n\n\n\nPlatformIdeal ForStrengthsLeadership ConsiderationSalesforce’s Marketing CloudEnterprise orgs requiring deep custom code integrationsCustomization at scale, robust CRM ecosystem, powerful APIsHigh complexity and cost; requires in-house dev or partnersAdobe Marketo EngageLarge orgs with omnichannel programs across productsAdvanced nurture, flexible segmentation, deep integration stackSteeper learning curve; CRM not includedHubSpot Marketing HubSMB to enterprise teams needing ease and integrationIntuitive UI, unified CRM, rich app ecosystem, quick time to valueMay lack depth for highly complex, multi-brand use casesAct-On / IterableMid-market orgs seeking agile, channel-agnostic toolsLightweight, focused lead scoring and workflowsLess suited for global scale or complex team hierarchiesStackAdaptB2B marketers seeking unified martech + adtech stackIntegrated CDP, email, programmatic, CTV in one platformBest for teams that want performance marketing + automation in sync\n\n\n\n\n\n\n\n\n\nWhen selecting a B2B marketing automation platform, senior leadership should evaluate not just foundational features, but also whether the platform is future-ready. The criteria below address both current pain points and the advanced capabilities required to compete in a fast-evolving marketing landscape:\n\n\n\n1. Integrations & data flow\n\n\n\nDisconnected systems slow down campaigns and lead to misalignment between marketing and sales. Top-performing platforms offer two-way integrations with CRMs, CDPs, analytics tools, and ad platforms, giving leaders real-time visibility into lead flow, campaign performance, and revenue impact. \n\n\n\nThis integration backbone also enables behavioural cohort targeting, allowing you to group and act on leads based on real-time engagement trends, not just static lists.\n\n\n\n2. Lead scoring & nurturing\n\n\n\nPredictable pipeline growth starts with intelligent qualification. The best platforms go beyond static scoring and offer predictive lead scoring powered by AI, ranking leads based on likelihood to convert using firmographics, intent signals, and engagement history. \n\n\n\nNurturing has evolved, too: modern platforms must be able to adapt workflows mid-journey based on behaviour, not just triggers. If a lead skips a product demo but downloads a case study, the next email can deliver ROI proof instead of another demo invite. Journeys now evolve in real time.\n\n\n\n3. Personalization & multichannel reach\n\n\n\nToday’s personalization spans far more than using a first name. Look for platforms that support adaptive content blocks, where the same email or landing page dynamically changes based on attributes like company size, region, or even weather conditions. \n\n\n\nLeading tools also support journey orchestration across channels, including email, display ads, SMS, and CTV, so the experience is consistent and coordinated wherever the buyer is.\n\n\n\n4. Analytics, attribution & ROI\n\n\n\nCMOs need clarity, not vanity metrics. Advanced platforms combine multi-touch attribution with AI-driven forecasting, allowing leaders to see what’s working, predict what’s next, and shift resources dynamically. \n\n\n\nReal-time dashboards surface both campaign impact and pipeline influence, supporting executive-level decisions and ongoing budget justification.\n\n\n\n5. Testing & optimization at scale\n\n\n\nModern tools now support A/B and multivariate testing far beyond subject lines. Teams can test full workflows, such as CTA timing, channel mix, or creative combinations, at scale. \n\n\n\nSophisticated testing frameworks reduce guesswork and drive continuous performance improvement across the buyer journey.\n\n\n\n6. Ease of use, adoption & governance\n\n\n\nInnovation only works when people use it. Intuitive platforms reduce onboarding time and boost adoption across teams. For enterprises, role-based access, compliance features, and audit trails are non-negotiable, ensuring marketing remains fast-moving but tightly controlled.\n\n\n\nEach of these capabilities addresses real business risks: fragmented data, declining engagement, missed revenue signals, and wasted spend. The right platform empowers teams to adapt, optimize, and scale with confidence.\n\n\n\nFor a CMO seeking to establish a high-impact growth engine, this means selecting a solution that delivers data integrity, dynamic personalization, predictive intelligence, and multi-channel agility, while being accessible, secure, and scalable in the long term.\n\n\n\nBuilding a scalable B2B automation strategy\n\n\n\nLaunching marketing automation without a clear strategy is like using a GPS without setting a destination. Here’s how to build a roadmap that delivers impact now and scales later.\n\n\n\n1. Start with objectives & buyer journey mapping\n\n\n\nBegin by defining top-level goals: are you aiming to boost pipeline, improve qualification rates, drive upsell, or accelerate deal velocity? When objectives are clear, tailored workflows flow naturally. \n\n\n\nMap the buyer journey end-to-end, from first contact to expansion, inclusive of sales, operations, and support touchpoints. This prevents gaps and ensures every stakeholder understands their role in the process .\n\n\n\n2. Assign tools & tactics by stage\n\n\n\nNot every tool suits every stage.\n\n\n\n\nAwareness: Use content syndication, ads, and webinars. Capture intents and feed them into your marketing automation platform.\n\n\n\nConsideration: Deploy personalized nurturing sequences, case-study delivery, and chatbots.\n\n\n\nDecision: Integrate demo-booking workflows and ROI calculators.\n\n\n\nExpansion: Roll out post-sale onboarding, renewal reminders, and upsell campaigns.\n\n\n\n\nEach tactic must map to your objectives and buyer journey for clarity and alignment.\n\n\n\n3. Prioritize cross-functional alignment\n\n\n\nTeams must collaborate closely. Sales, operations, IT, and data teams require shared dashboards, unified data access, and joint governance. Clearly define ownership using RACI or RAPID frameworks to ensure explicit roles, from campaign builder to data steward, fostering both speed and accountability.\n\n\n\n4. Build a phased roadmap: Quick wins + maturity\n\n\n\nLayer the rollout by phases:\n\n\n\nPhase 1: Quick Wins (Months 1–3)\n\n\n\n\nSet up basic capture and nurture flows with minimal friction (e.g., webinar follow-ups, email autoresponders).\n\n\n\nLaunch leaderboard dashboards to track conversions and MQLs—generate early alignment and excitement.\n\n\n\n\nPhase 2: Operational Foundation (Months 4–9)\n\n\n\n\nIntroduce lead scoring, targeted segmentation, and performance dashboards.\n\n\n\nIntegrate MAP with CRM and other tools to unify data and tighten qualification criteria.\n\n\n\n\nPhase 3: Strategic Scale (Months 10–18+)\n\n\n\n\nLayer on multi-channel personalization and content adaptive workflows.\n\n\n\nPlug in revenue attribution tools for real-time reporting and forecasting.\n\n\n\nBuild governance, audit processes, and compliance to support long-term reliability.\n\n\n\n\nThis strategic framework balances speed and scale, getting value visible early while laying foundations for greater sophistication. \n\n\n\nSenior leaders gain measurable outcomes quickly, with a clear roadmap for expanding automation’s scope, impact, and maturity across the organization.\n\n\n\nMarketing automation that moves the needle\n\n\n\nB2B marketing automation improves efficiency and accelerates revenue growth. When tools are thoughtfully chosen, impact-focused metrics are tracked, and attribution is clear, automation turns into a strategic asset.\n\n\n\nFor instance, StackAdapt's AI-powered marketing platform unifies martech and adtech. It supports this future-focused vision with:\n\n\n\n\nSeamless integration of 1st-party data and CRM systems, removing data silos and keeping marketing intelligence centralized.\n\n\n\nAI-powered orchestration—in-app messaging, chatbot integration, email marketing and programmatic advertising—in a single interface, with dynamic content tailored to user behaviour.\n\n\n\nReal-time analytics and forecasting across channels, surfacing attribution insights and optimizing spend mid-flight.\n\n\n\n\nStackAdapt’s platform delivers purpose-built capabilities for B2B advertisers—from integrated email and programmatic campaigns to real-time forecasting and data control. \n\n\n\nExplore the platform’s features like CRM integrations, unified channel workflows, dynamic creative, and live reporting dashboards.\n\n\n\nRequest a demo to see how StackAdapt brings scalable marketing automation to life, tying engagement back to structured revenue results.\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics","url":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics","name":"B2B Marketing Automation: Improving Your Tools & Tactics","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-marketing-automation-tools-tactics#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250721041859/20250718_B2B-Marketing-Automation_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-07-22T13:53:39+00:00","dateModified":"2026-09-09T16:12:23+00:00","description":"Boost efficiency and build pipeline with B2B marketing automation tips, tools, and strategies that deliver provable business impact.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/b2b-email-marketing-automation#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/b2b-email-marketing-automation"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"B2B email marketing automation: Strategy, technology & leadership impact","datePublished":"2025-08-05T10:00:00+00:00","dateModified":"2026-09-09T16:12:22+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/b2b-email-marketing-automation"},"wordCount":1689,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/b2b-email-marketing-automation#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250730033113/20250729_B2B-Marketing-Email-Automation_Header.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"TL;DR: B2B email marketing automation\n\n\n\n\nEmail is still the backbone of B2B engagement, but automation makes it smarter—enabling personalized, scalable, and revenue-focused outreach across channels.\n\n\n\nSenior marketers need more than open rates—dashboards should show pipeline velocity, influenced revenue, and real-time attribution insights.\n\n\n\nBest-in-class automation combines email with predictive segmentation, AI-driven testing, and content personalization tailored by journey stage and buyer intent.\n\n\n\nAttribution remains a challenge, especially in long, multi-stakeholder B2B cycles. Layered models and integrated data streams help connect email to revenue impact.\n\n\n\nPlatforms like StackAdapt now unify email and programmatic advertising, letting teams trigger cross-channel journeys from a single workflow using first-party data.\n\n\n\n\n\nEmail remains the most pervasive digital tool for B2B marketers. Nearly 87% of B2B marketers use email for content distribution. \n\n\n\nAt its core, B2B email marketing automation uses technology to trigger and tailor emails based on recipient behaviour or specific lifecycle stages, such as welcome sequences, re-engagement prompts, or follow-up reminders. \n\n\n\nThis enables the design of scalable, behaviour-driven workflows that nurture leads with precision and relevance, even across long and complex B2B cycles. Automated emails deliver 52% higher open rates, 332% higher click-through rates, and an astonishing 2,361% higher conversion rates compared to manual sends.\n\n\n\nThis article explores the full spectrum of B2B email marketing automation (from strategic planning and best practices to tech stack essentials and advanced attribution) while highlighting how senior teams can use automation.\n\n\n\nCore benefits of B2B email marketing automation\n\n\n\n“As AI accelerates how we communicate with prospects, one of the biggest challenges in B2B marketing is coordinating automation across marketing and sales touchpoints,” says Chris Bentley, Director, Marketing Operations and Analytics at StackAdapt. “It’s no longer about individual emails or ads. We need systems that can coordinate across channels and teams, while preserving a cohesive customer experience.”\n\n\n\nIn this context, B2B email marketing automation delivers three powerful advantages for senior leaders: personalization at scale, data-driven ROI, and executive-ready insights. \n\n\n\nFirst, it enables dynamic segmentation by firmographics, predictive scoring, or account intent, so teams can personalize outreach at scale—saving time while increasing relevance.\n\n\n\nSecond, automation boosts efficiency and yields measurable returns—email delivers between $36–$44 for every $1 spent, with automated campaigns generating 320% more revenue than manual sends. \n\n\n\nAutomated email marketing enables integrated campaigns across digital and offline channels: email engagement can trigger targeted advertising, while ad signals feed back into future email sequences—giving leadership clarity into metrics like MQL to SQL conversion, cost per lead, and pipeline velocity.\n\n\n\nFinally, executive-grade dashboards and real-time alerts turn campaign data into actionable revenue insights, shifting reporting from lagging scorecards to proactive decision tools.\n\n\n\nBest practices for leaders to oversee implementation\n\n\n\nSenior leaders can elevate B2B email marketing automation by emphasizing advanced, email-centric strategies:\n\n\n\n\nPredictive segmentation and data enrichment. Use AI-powered segmentation to group leads by conversion probability, technographics, and behaviour. Enrich contact profiles continuously to enable dynamic personalization and higher relevance in each email send.\n\n\n\nAI-driven testing and experimentation. Shift from manual A/B testing to multivariate, automated experimentation frameworks that optimize based on sales outcomes—not just clicks or opens. Emerging approaches include reinforcement-learning models that adapt content and format dynamically.\n\n\n\nScalable empathy through AI-personalization. Deploy generative AI with LLMs to generate content variations tailored to each persona, journey stage, and intent signal. Subtle tone shifts and content customizations improve engagement while retaining authenticity.\n\n\n\n\nThis email‑specific framework helps leaders scale personalization without sacrificing relevance or oversight. Each practice contributes to automation that’s both high-performing and empathetic, with clear alignment to business objectives and executive accountability.\n\n\n\n\n\n\n\n\n\nThe B2B email marketing automation stack\n\n\n\nA strong email automation stack empowers marketing teams to launch smarter campaigns and gives senior leaders visibility into impact. The essentials include:\n\n\n\n\nMAP: Tools like HubSpot, Marketo, or Customer.io serve as the foundation for building and scheduling automated email workflows. Choose platforms with dynamic segmentation, lead scoring, and AI-based recommendations.\n\n\n\nCRM Integration: Seamless connections between your MAP and CRM (e.g., Salesforce, Pipedrive) allow for real-time lead syncing, sales handoffs, and revenue attribution.\n\n\n\nCDP or Data Warehouse: These unify behavioural, demographic, and transactional data from multiple sources. A centralized view of each contact enables more personalized and timely emails.\n\n\n\nAnalytics and Reporting Tools: Dashboards that combine email engagement, pipeline metrics, and attribution data help translate campaign performance into business outcomes.\n\n\n\nPrivacy and Compliance Controls: GDPR, CAN-SPAM, and evolving privacy regulations require built-in consent management, unsubscribe logic, and data governance.\n\n\n\n\nThe right stack creates an automated system that is efficient, transparent, and accountable, aligning email marketing with revenue goals and executive priorities.\n\n\n\nThe attribution challenge in B2B email marketing automation\n\n\n\nB2B sales cycles often stretch for months or even years. There are multiple decision-makers, offline interactions, and untracked elements like peer recommendations. \n\n\n\nWhen attribution models overlook mid-funnel touchpoints like webinars or nurture emails, marketing risks being sidelined in revenue planning—losing budget and influence in executive discussions.\n\n\n\nTo resolve this, organizations need an attribution stack that links marketing platforms with CRM and revenue data in real time, while catering to long sales cycles and multi-stakeholder journeys. \n\n\n\nCritical components include:\n\n\n\n\nCRM–MA integration. Seamless ties between systems like Marketo or HubSpot and other CRMs ensure every click, form fill, email, and interaction links back to account-level records. \n\n\n\nExtended tracking windows. Unlike short 30-day consumer journeys, B2B needs months-long tracking so early-stage content still gets credit at close. \n\n\n\nOffline and multi-channel capture. Trade shows, direct calls, and sales conversations all must be stitched into the same data stream.\n\n\n\nCDP and Advanced Analytics. Centralizes and de-duplicates data, ensuring attribution reflects real accounts and revenue curves. \n\n\n\n\nThe 4‑Layer B2B Attribution Model mirrors the buying process and aligns attribution to each stage:\n\n\n\nAttribution LayerStage of the Buying ProcessExamplesAttribution ModelDiscoveryInitial awarenessAd, blog post, webinarFirst-touch attributionEngagementMid-funnel value reinforcementProduct demos, nurture emails, case studiesMulti-touch or weightedAccelerationLate-stage decision supportDemo follow-ups, ROI calculators, sales outreachLast-touch or time-decayExpansionPost-sale revenue growthOnboarding content, feature announcements, upsell emailsFull-funnel or custom attribution\n\n\n\nGiving thoughtfully weighted credit across these layers gives leaders a complete story, tracking how each phase built pipeline momentum. \n\n\n\nNext, marketers automate attribution so insights are real-time, not retrospective: \n\n\n\n\nLive dashboards dynamically blend engagement data, opportunity creation, and closed-won revenue. \n\n\n\nPipeline influence reports display contributions by campaign and channel. \n\n\n\nExecutive summaries tie everything back into budget metrics and ROI models. \n\n\n\n\nAutomation reduces reporting lag, increases confidence, and strengthens investment narratives. \n\n\n\nWhen attribution is automated and revenue-tied, leadership gains clarity and CMOs prove ROI. When marketing’s contribution is clear, sales and marketing move in step and executives can confidently scale what’s working and prune what isn’t. \n\n\n\nWith a robust attribution architecture, layered modelling, and dashboard automation, B2B leaders gain full visibility into how automation fuels revenue, turning the attribution crisis into a strategic strength.\n\n\n\nStackAdapt’s integrated B2B email marketing automation\n\n\n\nStackAdapt recently introduced a native email marketing solution and proprietary Data Hub, creating a unified platform that merges email with the programmatic channels senior marketers already use. \n\n\n\nThis integration breaks down traditional silos—enabling one workflow for everything from display and native ads to CTV, DOOH, and email. Here’s why this matters:\n\n\n\nFirst-party data activation and privacy-first design\n\n\n\nYou can securely upload and segment 1st-party data within the Data Hub, then trigger precise cross-channel campaigns—all while respecting privacy regulations and decreasing reliance on 3rd-party cookies. \n\n\n\nFor instance, a global agency could pilot StackAdapt’s integrated email and programmatic function to build multi-step outreach—starting with a display ad, followed by an email campaign and an orchestration flow, then retargeting ad—all using first-party data segments in one workflow. This setup could dramatically reduce time-to-launch.\n\n\n\nIn another scenario, an agency could connect its CRM to StackAdapt’s Data Hub, triggering industry‑specific case‑study emails when a target account engages with a CTV or display ad but doesn’t convert. This approach would scale personalization without adding manual campaign work.\n\n\n\nCross-channel orchestration in a single workflow \n\n\n\nWith email native to the platform, marketing teams can schedule triggered emails alongside ads within the same sequence. For example, a mid‑market cybersecurity firm could use StackAdapt’s unified programmatic and email platform to trigger content‑based nurture emails after viewing display ads on compliance topics. The orchestration might enable ramped demo requests and quicker sales handoffs.\n\n\n\nAI-driven optimization and real-time insights\n\n\n\nThe platform’s AI refines targeting and content dynamically. Real-time analytics offer both engagement and revenue metrics, closing the loop from campaign execution to conversion tracking. \n\n\n\nA B2B SaaS team might apply StackAdapt’s multi-channel attribution tools to reveal how mid‑funnel assets—like webinars or nurture streams—impact longer sales cycles. That kind of insight helps shift budget toward touchpoints that actually move deals.\n\n\n\nStackAdapt is the first programmatic platform to fully embed email in its stack. For senior teams, that means less tool fragmentation, more unified data, faster insight cycles, and stronger alignment between owned and paid channels.\n\n\n\n\n\n\n\n\n\nGet started with B2B email marketing automation\n\n\n\nB2B email marketing automation is a strategic engine for personalization, pipeline growth, and measurable ROI. Senior leaders who implement the right systems and processes can turn email from a manual touchpoint into a scalable, data-rich revenue channel.\n\n\n\nTo move forward:\n\n\n\n\nAudit your current automation setup: Review your goals, segmentation strategy, workflows, and reporting accuracy.\n\n\n\nPilot key improvements: Optimize core nurture flows, implement real-time dashboard alerts, and fine-tune your metrics.\n\n\n\nExplore StackAdapt integration: Test unified email and programmatic workflows for cross-channel coordination and efficiency.\n\n\n\nSummarize results for executive review: Package outcomes into dashboards that align with revenue, marketing influence, and strategic KPIs.\n\n\n\n\nThese steps not only improve email performance but also create alignment across teams and provide leadership with the insight needed to scale with confidence.\n\n\n\nTo learn more, request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI search optimization: How to win the future of advertising","datePublished":"2025-08-13T13:42:33+00:00","dateModified":"2026-09-09T16:12:21+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization"},"wordCount":2080,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250812051145/20250808_AI-Search-and-Advertising_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: AI search and the future of advertising\n\n\n\n\nAI search optimization is critical as tools like Google AI Overviews and ChatGPT reduce clicks and change the discovery journey.\n\n\n\nLLMs act as new gatekeepers, rewarding citation-worthy content from platforms like Reddit, YouTube, and Wikipedia.\n\n\n\nMeasurement models must evolve, replacing last-click with Marketing Mix Modelling (MMM) and incrementality testing to track influence without clicks.\n\n\n\nPaid opportunities are emerging in AI search optimization, but scale is small and ad formats are shifting to conversational flow.\n\n\n\nMarketers who experiment rapidly and align with AI search optimization best practices will win visibility and trust in the new era.\n\n\n\n\n\nOnly 8% of Google search sessions with an AI Overview result in any click to a website, compared to about 15% for searches without an AI Overview. \n\n\n\nAnd since AI Overviews now appear on about 18% of all Google searches, this zero‑click phenomenon affects nearly one in five queries.\n\n\n\nEven more alarming: users end their browsing session entirely 26% of the time after seeing an AI summary, compared to 16% when only traditional listings appear.\n\n\n\nFor a senior marketer juggling brand equity, lead pipelines, and ROI, these figures signal a seismic shift: AI‑powered search is rewriting the rules of discovery, and along with them, the playbook for online advertising budgets and performance metrics.\n\n\n\nAI search is becoming the first stop for discovery, answering questions before users ever visit websites, social platforms, or videos. It disrupts the traditional funnel by fulfilling intent earlier and with less visibility.\n\n\n\nIn some cases, visibility drops, leads slow, and attribution gets harder to track. Budgets based on old click models may no longer deliver the same results. It’s time to review search spend and adjust strategies, rather than assume past approaches will keep working.thin air.\n\n\n\nStill, it’s not too late to adapt. This article maps out the emerging AI search optimization stack for marketers: how to lean into formats AI cites, rethink measurement when clicks vanish, and re‑allocate ad spend toward platforms where visibility matters again.\n\n\n\nLLMs: The new gatekeepers of content discovery\n\n\n\nToday, the search bar behaves more like a chatbot than a directory, with ChatGPT, Claude, Gemini, and even Google’s Search Generative Experience leading the shift. \n\n\n\nUnlike traditional engines that display ranked links, these models generate concise, source‑cited summaries. The conversation ends in fewer clicks and often no clicks at all.\n\n\n\nAs Greg Boone, CEO of Walk West, observes, they’re not just surfacing content—they’re deciding what gets surfaced, which makes them the new editorial gatekeepers.\n\n\n\nMichael Shang, SVP of Advertising Technologies at StackAdapt, says that “LLMs are not search engines—they’re task engines that handle the journey from inquiry to conversion—pre‑empting clickt-throughs entirely.”\n\n\n\nThe vanishing click: What’s happening to search ads?\n\n\n\nSearch isn’t sending the same volume of traffic to websites. And when it does, ads aren’t cutting through like they used to.\n\n\n\nCTR for position #1 in Google (informational keywords)Based on an analysis of 150,000 keywordsSource: Ahrefs\n\n\n\n\n\n\n\nSenior marketers should see this as the beginning of what Boone calls a “lead flow crisis.” Search is no longer reliably funnelling traffic, and increasingly, paid search is being disrupted by language models that craft answers instead of steering clicks.\n\n\n\nThe upshot? Traditional SEO and SEM strategies, calibrated for clicks and driven by ranking, are losing their effectiveness. If visibility and ad impact vanish before prospects ever land on your site, what’s the point of pouring budget into ads no one sees or clicks?\n\n\n\nShang says the “pull” model (search ads) no longer delivers because LLMs answer queries natively, leaving fewer “click paths” for ads. Instead, “push” channels like programmatic, native, and CTV help compensate for the visibility loss in pull-based environments. \n\n\n\nThat insight aligns with broader industry momentum: Google is now embedding ads in AI Overviews and its new conversational “AI Mode,” and marketers are shifting ad dollars into placements where attention still lives, whether human or machine. Google itself predicts AI-driven search ad spend in the US will surge from just over $1 billion USD in 2025 to nearly $26 billion USD by 2029, as marketers chase visibility beyond vanished clicks.\n\n\n\nBuyer journey complexity in the age of AI search optimization\n\n\n\nThe challenge isn’t just fewer clicks. AI search optimization is unfolding in a landscape where buyer journeys have splintered into asynchronous, multi-platform touchpoints. \n\n\n\nA single research path might begin with an AI Overview, jump to a YouTube clip, continue in a private Slack or Discord thread, then conclude with a purchase via a mobile app—none of which shows up as a neat, linear funnel in analytics.\n\n\n\nTraditional attribution models fail here because much of this path is invisible to pixel-based tracking. Senior marketers must design strategies and KPIs that reflect a buyer journey that is not always visible, but can still be influenced at multiple high-intent moments.\n\n\n\nWhy AI search optimization still relies on traditional search foundations\n\n\n\nAI-powered tools like ChatGPT, Gemini, Perplexity and Google’s own AI Overviews are gaining traction. But rather than replacing traditional search, they exist alongside it, not at its expense. \n\n\n\nA recent survey found 79.8% of users continue to rely on Google or Bing for general information searches, while AI is mainly used for complex or exploratory queries (and just 14% use it daily). \n\n\n\nDespite growing use of AI Overviews, Google still commands roughly 92% of the global search market, making traditional search the default entry point for most users. \n\n\n\nMoreover, trust in AI summaries remains low—only 9% of users say they fully trust AI Overviews, and a mere 1% click through to the actual source links. \n\n\n\nFor senior marketers, that means the rise of AI search isn’t a death knell for search ads, but a new layer atop an old foundation. The challenge becomes: how do you optimize for both AI experiences and traditional query behaviour as use cases diverge?\n\n\n\nWhat should marketers do about AI search?\n\n\n\nIf the old playbooks aren’t changing, the path forward is controlled experimentation. \n\n\n\nAs Shang puts it, “no one has a crystal ball.” LLM algorithms are black boxes, so the only way to learn what works is to test, observe, and adapt. \n\n\n\nBoone takes it further, urging marketers to stop clinging to rigid processes and start thinking like growth architects: prioritizing speed, adaptability, and measurable outcomes over perfection. In this new search landscape, agility is the only strategic advantage left.\n\n\n\nLet’s look at three practical steps you can take.\n\n\n\n1. Look for alternative places for your content\n\n\n\nHigh-value content still matters, but where it’s published increasingly matters more.\n\n\n\nPew Research’s study shows that Wikipedia, YouTube, and Reddit collectively drive 15 % of all source citations in Google AI Overviews, proving LLMs heavily rely on trusted platforms—not your homepage or blog posts—to shape their answers. That’s why public relations is becoming more important than ever.\n\n\n\nMarketers must transition from publishing web content to getting cited by AI, shifting investment from owned reach toward visibility in venues AI considers authoritative.\n\n\n\nThat paradigm underpins the rise of generative engine optimization (AEO/GEO): structural content strategies designed so LLMs actually name‑check your content in their response streams.\n\n\n\nBoone recommends using the “Four P’s Framework” for modern visibility:\n\n\n\n\nPodcast. Drives personality-led growth. A personal voice matters more than ever.\n\n\n\nPartnerships. Fuels community-led growth. Build and borrow audiences through others’ trusted spaces.\n\n\n\nPaid Media. Still effective and trackable in an uncertain world.\n\n\n\nPublic Relations. Not just for crises. Use it to be “cited” across the web and increase machine discoverability.\n\n\n\n\n2. Rethink attribution and measurement\n\n\n\nIn the era of generative search, last-click and even multi‑touch attribution systems struggle—martech declares them increasingly unreliable, difficult to justify, and disconnected from real incremental lift. \n\n\n\nInstead, marketers are adopting a layered measurement stack: Marketing mix modelling (MMM) for cross-channel visibility; incrementality testing using geo holdouts or holdback experiments to isolate true ad lift; and real-time platform-level reporting. \n\n\n\nSenior marketing leaders should prepare for KPI architectures that go well beyond CTR. Future success will be measured by AI-native visibility metrics (think brand mentions in answer responses, AI citation counts, zero-click surface presence, embedding relevance, chunk‑retrieval frequency, and semantic density), not just impressions or link click volume. \n\n\n\nThis means growth measurement is shifting fast: workable attribution maps (what you know you can track) are giving way to causal estimation (what actually moved the needle).\n\n\n\n3. Test emerging paid opportunities\n\n\n\nAmong the early movers, Perplexity stands out for testing “sponsored follow‑up questions”—AI-generated prompts embedded beside answers (not brand-written copy) and priced on a CPM basis. \n\n\n\nDespite major brands testing these ads, Perplexity uses only about 0.1% of its revenue from ads and serves just ~22 million active users, creating reach and ROI constraints.\n\n\n\nGoogle, Microsoft’s Copilot, and other large platforms are integrating ads strategically into their AI search layers, such as AI Mode’s ads, AdSense inside chatbots, and sidebar placement next to AI Overviews.\n\n\n\nStill, these nascent formats have far less media inventory or performance data than traditional channels. For now, they’re best thought of as pilot gateways, not budget-ready highways: great for testing voice, prompts, and structure, but too early for heavy lower-funnel dollars.\n\n\n\nIn short, paid opportunities in AI search are here, but they’re experimental, low-scale, and risky without proven ROI. The smart move isn't to move dollars immediately, but to map conversational ad formats, experiment over controlled budgets, and test for what kind of prompt or placement earns user attention when no link exists.\n\n\n\nA strategic playbook for AI search optimization\n\n\n\nContenders in the AI-first search landscape benefit from proactive, platform-diverse strategies. Here’s what senior marketers need to do today:\n\n\n\nWhat to DoWhy It Matters1. Diversify ChannelsShift ad spend into programmatic, native, and CTV, where attention still lives.As AI Overviews reduce click volume across search, programmatic and conversational ads are growing crucial.2. Prioritize Citation-Worthy ContentSecure visibility on platforms LLMs love—Reddit, YouTube, Wikipedia—and aim to be “quoted” in AI answers.Analyses show Wikipedia, Reddit, and YouTube receive 15–21% of citation volume in AI Overviews, despite representing a small fraction of overall web content. Brands increasingly need to generate content that’s citable, not just clickable.3. Rethink Measurement MetricsMove beyond CTR to MMM and incrementality testing.Traditional last-click and platform-level attribution are unreliable when users vanish before clicking. MMM helps map value across channels statistically, while incrementality (via geo‑splits or holdbacks) measures true lift. These methods offer credible insights when clicks can’t be tracked directly.4. Test Early and OftenTreat each AI engine, content format, and distribution channel as an experiment.LLM algorithms are opaque and evolving. Low-cost, high-frequency testing enables brands to discover which query structures, voice styles, or placements generate AI citations.5. Align Content with AI Search BehaviourCreate content tailored for AI understanding: full‑query Q&As, FAQ schema, data tables, lists.LLMs favour structured, concise, factual content. AEO/GEO best practices involve targeting actual user queries, implementing schema markup, and structuring content so AI systems can directly synthesize it. That optimizes your chance of being included as an answer itself, especially in non‑click environments.\n\n\n\nFor those leading marketing functions, the shift is clear: stop optimizing primarily for clicks and rankings, and start optimizing for citability, influence, and edge-case targeting. \n\n\n\nThe brands that adapt fastest to this fragmented, citation-driven ecosystem will be the ones still setting the bar five years from now.\n\n\n\nMastering AI search optimization\n\n\n\nThe headwinds felt in search are only part of the story. They’re symptoms of a deeper shift: an intelligence-first discovery layer where being trusted and being surfaced by generative AI matters more than ever. \n\n\n\nFor senior marketers, the implication is stark: search isn’t going dark; it’s moving inside AI systems. \n\n\n\nMarketers who build voices that chatbots cite, test prompts at scale, and question every click signal stand to control the next decade of attention. \n\n\n\nThought leaders advise optimizing not just for search engines, but for LLMs, knowledge graphs, and direct answers. GEO, AEO, and AI‑friendly metadata must sit alongside zero‑click strategies by default.\n\n\n\nThe brands that thrive in this landscape won’t be the ones with the biggest search budget, but the ones learning fastest, iterating most aggressively, and adapting where AI tools look first.\n\n\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization","url":"https://www.stackadapt.com/resources/blog/ai-search-optimization","name":"AI Search Optimization & the Future of Advertising","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-search-optimization#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/2/20250812051145/20250808_AI-Search-and-Advertising_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2025-08-13T13:42:33+00:00","dateModified":"2026-09-09T16:12:21+00:00","description":"AI-powered search is transforming how users discover content and how brands advertise. Here’s what marketers need to know.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI in marketing automation: What leaders need to know next","datePublished":"2026-02-10T06:00:00+00:00","dateModified":"2026-09-08T21:42:55+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation"},"wordCount":1735,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260206092807/20260205_Ai-in-Automation_Header.webp?fit=1200%2C601&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201","martech"],"articleSection":["Martech"],"inLanguage":"en-US","description":"AI in marketing automation has reached an inflection point. Advanced capabilities are widely available, budgets are growing, and AI now supports everything from planning to personalization. \n\n\n\nYet results remain inconsistent—strong in single channels, weak across the full journey. \n\n\n\nStackAdapt research points to a structural problem: 66% of marketers say up to 30% of programmatic budget is wasted due to siloed or fragmented execution. Adoption has moved faster than coordination.\n\n\n\nThis disconnect stems from how automation is deployed. Many organizations run AI-powered systems across paid media and owned channels, but treat each as a separate workflow (separate teams, separate KPIs, separate data). \n\n\n\nWithout a coherent journey or shared intelligence, automation becomes harder to manage and less effective. Underused capabilities, redundant tools, and broken handoffs accumulate into automation debt, limiting AI’s ability to learn and improve outcomes over time.\n\n\n\nStackAdapt platform data reinforces this pattern. Advertisers that unify execution across channels consistently outperform those operating in silos, delivering stronger engagement and greater efficiency. The difference isn’t access to AI, but how intentionally it’s applied.\n\n\n\nIn this article, marketing automation refers to AI-driven orchestration across paid media and adjacent owned touchpoints, such as programmatic advertising coordinated with triggered email or on-site experiences. \n\n\n\nIn this model, AI acts as an intelligence layer beneath the workflow—helping teams identify what’s working, surface what isn’t, and guide smarter decisions—rather than attempting to run everything autonomously.\n\n\n\nThis article explores how AI in marketing automation is evolving, why fragmentation continues to erode returns, and what high-performing teams do differently.\n\n\n\nWhat AI-driven marketing automation looks like today\n\n\n\nAI-driven marketing automation today is less about full autonomy and more about guided execution. Despite rapid advances, most systems still require clear intent, human judgment, and well-defined goals to perform effectively. \n\n\n\nAI excels at recommending actions, identifying patterns, and accelerating setup, but it doesn’t replace the need for marketers to design coherent customer journeys.\n\n\n\nIn practice, modern automation resembles a decision-based flow rather than a static sequence. Teams use AI to help determine who to engage, which message to deliver, and when to deliver it across paid media and other owned channels. Instead of relying solely on rigid “if/then” logic, AI increasingly informs these decisions by evaluating past behavior, and performance signals.\n\n\n\nImportantly, AI’s strongest role today is diagnostic. It helps surface underperforming steps, highlight drop-offs across channels, and point marketers to where intervention is needed. This allows teams to be more intentional, focusing effort where it will have the greatest impact rather than expanding automation for its own sake.\n\n\n\nThe result is a shift away from isolated workflows toward orchestration: AI supporting smarter routing, sequencing, and coordination across systems, while humans remain responsible for strategy, messaging, and the overall narrative of the customer experience.\n\n\n\nWhy AI in marketing automation often underperforms\n\n\n\nAI in marketing automation most often underperforms not because the technology is lacking, but because of how it’s applied. As teams adopt more AI-powered tools, complexity increases faster than clarity. Automation expands, but intent doesn’t.\n\n\n\nThree patterns show up repeatedly:\n\n\n\nFragmented execution across systems \n\n\n\nPaid media, email, CRM, and on-site experiences are optimized independently. Signals generated in one channel rarely inform decisions in the next, breaking continuity across the customer journey and limiting AI’s ability to learn.\n\n\n\nFor example, a prospect clicks a high-intent programmatic ad and visits your pricing page, but your email platform only knows “new subscriber,” so it sends a generic welcome drip. Meanwhile, sales sees a low lead score in the CRM because the pricing-page visits never made it into the scoring model, so the follow-up is delayed or deprioritized.\n\n\n\nAutomation without orchestration \n\n\n\nWorkflows grow more complex (more rules, more variants, more outputs) without a unifying strategy. AI ends up accelerating activity rather than improving outcomes.\n\n\n\nFor example, your team adds more and more “smart” variants—10 audience segments, 6 email branches, 12 creative versions—without a clear journey strategy. The result: people get hit with a retargeting ad that says “Book a demo” after they already booked one, and then receive an email pushing a totally different CTA. Activity goes up, outcomes don’t.\n\n\n\nOverestimating AI autonomy \n\n\n\nToday’s AI is highly effective at surfacing insights and recommendations, but it still reflects the structure, data quality, and assumptions it’s given. Without clear goals and human oversight, it reinforces existing biases instead of correcting them.\n\n\n\nFor example, you ask an AI system to prioritize leads, but it’s trained mostly on historic wins from enterprise accounts. So it keeps favoring big-name logos—even when mid-market accounts are showing stronger buying signals—because the system is reinforcing the bias baked into your past data. Without explicit goals and a weekly “why did this convert?” review, the model optimizes for familiarity, not revenue.\n\n\n\nWhen these conditions exist, automation may look sophisticated on the surface but fail to compound intelligence over time. \n\n\n\nAI delivers the most value when it’s used to connect systems and guide decisions, not when it’s layered onto fragmented workflows as a set of disconnected features.\n\n\n\nAutomation debt: The hidden cost of AI in marketing automation\n\n\n\nAs AI adoption accelerates, many organizations accumulate a less visible liability: automation debt. This debt builds when automation expands without coordination, causing AI capabilities to lose effectiveness rather than compound value.\n\n\n\nAutomation debt typically shows up in three ways:\n\n\n\n\nUnderused AI capabilities: Teams pay for advanced features—predictive insights, optimization, orchestration—but only activate a fraction of them. AI exists in the stack, but not in the workflow.\n\n\n\nRedundant tools across paid and owned systems: Similar AI-driven functions are duplicated across platforms, each operating on partial data. Instead of reinforcing one another, systems compete or conflict.\n\n\n\nManual handoffs between “automated” platforms: Paid acquisition, email, and retention are managed by separate teams and tools, with limited visibility into how one action influences the next. Customers are effectively “thrown over the wall” mid-journey.\n\n\n\n\nThe performance impact is measurable in ROI and engagement: \n\n\n\n\nStackAdapt’s research reveals that 53% of top-performing teams say consolidated tools drive stronger ROI, compared to just 31% of others. \n\n\n\nStackAdapt platform data tells a similar story: multi-channel campaigns deliver 47% higher click-through rates than single-channel execution.\n\n\n\n\nWayne Coburn, Director of Product at StackAdapt, describes this as the point where automation becomes harder to manage than it is to improve. “Complexity increases, but outcomes don’t. Teams add logic, variants, and AI-generated outputs, yet conversions stagnate or decline—clear signals that automation has become disconnected from intent.”\n\n\n\nLeft unchecked, automation debt prevents AI from learning across the journey. Instead of functioning as an intelligence layer, AI is trapped inside individual systems—powerful in isolation, but unable to drive coordinated, end-to-end performance.\n\n\n\nThe AI marketing automation orchestration audit\n\n\n\nAI creates the most value in marketing automation when it operates beneath the workflow, not above it. \n\n\n\nToday, its strongest role is not running campaigns end to end, but helping teams understand what’s happening across complex systems—surfacing underperformance, highlighting disconnects, and guiding where to focus attention.\n\n\n\nCoburn describes this as AI reducing the cost of diagnosis. Instead of manually reviewing every workflow, channel, and handoff, AI can flag where outcomes diverge from expectations, where drop-offs occur, and which steps no longer contribute to the goal. This makes it possible to move from broad, continuous optimization to intentional, surgical improvement.\n\n\n\nFrom that perspective, AI-driven marketing automation maturity is less about adding features and more about knowing where orchestration is breaking down. That’s where a structured audit becomes essential.\n\n\n\nThe following framework reflects how Coburn recommends leaders evaluate whether AI is actually working as an intelligence layer across paid media and owned touchpoints:\n\n\n\nAudit StepWhat to EvaluateWhat AI Helps Reveal1. Goal ClarityWhat is each workflow meant to accomplish at this stage of the journey?Where outcomes don’t align with stated objectives2. Capability InventoryWhich AI-driven features exist across paid and owned systems?Which capabilities are unused or inconsistently applied3. Redundancy AnalysisWhere do multiple tools solve the same problem independently?Duplication that fragments data and decisioning4. Integration GapsHow do signals move between acquisition and retention?Where paid media insights stop informing owned activation5. Performance Drop-OffsWhere do engagement or conversion decline unexpectedly?Steps that require intervention or redesign6. Coherence CheckDo creative, CTAs, and sequencing tell a consistent story?Mismatches that confuse users and dilute intent\n\n\n\nRather than attempting to automate everything at once, this approach treats AI as a guide, helping teams identify where orchestration matters most and where change will have the greatest impact. \n\n\n\nThe outcome is not more automation, but better-connected automation: fewer handoffs, clearer intent, and systems that learn together instead of in isolation.\n\n\n\nWhen AI is used this way, it becomes an enabler of orchestration—turning marketing automation from a collection of tools into a coordinated system designed to improve over time.\n\n\n\nWhat high-performing teams do differently with AI automation\n\n\n\nStackAdapt research shows that top-performing organizations are far more likely to reduce the number of tools in their marketing stack by 25–50%, creating shared data, consistent decisioning, and clearer ownership across the customer journey. \n\n\n\nThis consolidation enables AI to function as an intelligence layer, learning across channels rather than optimizing in isolation.\n\n\n\nThis leads directly to a defining leadership decision. As AI capabilities proliferate, leaders must choose between two paths:\n\n\n\n\nAdd more AI tools, increasing complexity and coordination cost.\n\n\n\nConsolidate and orchestrate, allowing existing AI to drive measurable improvement.\n\n\n\n\nHigh performers choose the latter. They resist hype-driven adoption and focus on intentional execution—using AI to guide sequencing, prioritize effort, and connect acquisition with retention. \n\n\n\nThe teams pulling ahead aren’t automating more for its own sake. They’re reducing fragmentation, eliminating automation debt, and designing systems that learn across the customer journey. In this phase of AI in marketing automation, success is less about what AI can do and more about how well it works together.\n\n\n\nIf you’re ready to move from fragmented automation to connected orchestration, StackAdapt’s AI-powered marketing platform is built to help—bringing AI-driven planning, activation, and optimization into a unified system across channels. \n\n\n\nExplore how StackAdapt can help you simplify your stack, activate your data, and turn AI into a measurable performance advantage. Request a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation","url":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation","name":"AI in Marketing Automation: Trends & Innovations","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-in-marketing-automation#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260206092807/20260205_Ai-in-Automation_Header.webp?fit=1200%2C601&ssl=1","datePublished":"2026-02-10T06:00:00+00:00","dateModified":"2026-09-08T21:42:55+00:00","description":"AI marketing automation has hit an inflection point. Win with consolidation, integration, and AI as a shared intelligence layer.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt and Ascend2 release new research on the state of personalization in digital marketing","datePublished":"2026-02-11T09:00:00+00:00","dateModified":"2026-09-08T21:42:54+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026"},"wordCount":599,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260210214705/20260210_The-State-of-Personalization.webp?fit=1200%2C601&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026","url":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026","name":"Report: Key Trends Shaping Digital Marketing Personalization","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260210214705/20260210_The-State-of-Personalization.webp?fit=1200%2C601&ssl=1","datePublished":"2026-02-11T09:00:00+00:00","dateModified":"2026-09-08T21:42:54+00:00","description":"A study from StackAdapt and Ascend2 reveals a growing gap between personalization goals and execution as marketers struggle to scale across channels.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/personalization-trends-report-2026#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260210214705/20260210_The-State-of-Personalization.webp?fit=1200%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260210214705/20260210_The-State-of-Personalization.webp?fit=1200%2C601&ssl=1","width":1200,"height":601,"caption":"Illustration of a user profile connected to multiple data points, representing personalization trends in digital marketing."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-b2b-lead-gen#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-b2b-lead-gen"},"author":[{"@id":"https://www.stackadapt.com/resources/author/kenny-ginapp#person"}],"headline":"Why programmatic trumps traditional in B2B lead gen","datePublished":"2026-02-19T06:00:00+00:00","dateModified":"2026-09-08T21:42:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-b2b-lead-gen"},"wordCount":1990,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-b2b-lead-gen#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260217101033/20260205_Programmatic-Lead-Gen.webp?fit=1200%2C600&ssl=1","keywords":["b2b","blog","Content Level : 201"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"For years, B2B marketers have treated programmatic advertising as a narrow performance tactic, something reserved for retargeting buyers who already know the brand and are close to converting. \n\n\n\nThat framing might have worked when budgets were smaller and expectations were lower. It doesn’t work anymore.\n\n\n\nCEOs and CFOs are increasingly asking for clearer justification behind marketing spend, particularly brand investment, where outcomes are often harder to measure and connect to revenue. When a company is spending tens of millions on marketing, “awareness” without accountability is no longer an acceptable answer. \n\n\n\nThat shift is forcing a rethink of how demand is actually created and measured. \n\n\n\nProgrammatic, when treated as more than a retargeting tool, offers something most traditional B2B channels can’t: a system that connects brand investment to consideration, conversion, and ultimately customer acquisition. \n\n\n\nUsed correctly, programmatic can be a business lever for accountability across the entire funnel.\n\n\n\n\n\n\n\n\n\nWhat is programmatic advertising in B2B? (And what it’s not)\n\n\n\nProgrammatic advertising has changed more in the last 15 years than most B2B teams give it credit for. Early on, programmatic was often framed as a subset of digital advertising—separate from traditional media and far removed from brand strategy. That legacy perception is a big reason it’s still misunderstood today.\n\n\n\nIn reality, modern programmatic has evolved into a unifying layer across channels. It’s no longer about choosing between traditional and digital buys, or splitting teams between publisher-direct and performance media. \n\n\n\nToday, programmatic platforms can access the same premium inventory—connected TV (CTV), video, display, native, and more—that brands once had to buy exclusively through direct insertion orders. The difference is how those channels are managed and measured.\n\n\n\nAt its core, programmatic now offers three things enterprise B2B teams need:\n\n\n\n\nChannel consolidation: One platform to activate across formats and environments, instead of fragmented buys across teams and vendors.\n\n\n\nOne-to-one adjustability: The ability to adjust messaging, frequency, and investment at the audience level, not just at the channel level.\n\n\n\nStronger targeting, measurement, and insights across channels: Better signals, better attribution, and clearer connections between brand exposure and downstream outcomes.\n\n\n\n\nJust as important is understanding what programmatic is not: \n\n\n\n\nIt’s not synonymous with retargeting. \n\n\n\nIt’s not a bottom-of-funnel-only tactic. \n\n\n\nAnd it’s not a replacement for brand strategy. \n\n\n\n\nProgrammatic is the system that allows brand, consideration, and conversion to work together—something modern B2B marketers can no longer afford to manage in silos.\n\n\n\nWhy traditional B2B lead gen needs to evolve\n\n\n\nMost traditional B2B lead gen strategies are built to do one thing extremely well: capture demand once it already exists. And in that sense, they work. Demand gen teams are highly optimized to convert people who already know the brand, show intent, and are somewhere in the funnel.\n\n\n\nWhen success is measured by short-term conversions, it’s natural (and rational) to focus on tactics that perform best at the bottom of the funnel. That incentive structure is why retargeting dominates so many B2B programs. It’s efficient at moving known audiences closer to conversion and turning existing interest into pipeline.\n\n\n\nThe limitation is that this efficiency only applies to a portion of the market. A large share of the buying journey happens before demand gen teams ever see a signal. Buyers are researching, learning, and forming preferences long before they visit a pricing page or fill out a form. That entire top-of-funnel—often referred to as the “dark funnel”—remains invisible when lead gen is treated as a purely lower-funnel function.\n\n\n\nThis creates a structural disconnect. One group of marketers is responsible for creating demand, while another is responsible for capturing it. Each team is measured differently, operates in different tools, and optimizes for different outcomes. The result is a gap between demand creation and demand capture, where efficiency stalls and “ready demand” is left on the table.\n\n\n\nTraditional lead gen works, but only in isolation. It’s effective at capturing demand, but to drive more efficiency and increase ready demand, lead gen needs to evolve and connect demand creation with demand capture.\n\n\n\nProgrammatic as a full-funnel demand system\n\n\n\nBefore diving deeper into tactics, it helps to reframe programmatic the way mid-market and enterprise teams should actually be using it: as a connected system that supports the entire B2B buying journey. \n\n\n\nUnlike traditional lead gen, which isolates stages of the funnel, programmatic allows awareness, consideration, and conversion to inform each other—using data to improve efficiency at every step.\n\n\n\nBelow is how programmatic functions across the full funnel when it’s used correctly.\n\n\n\nFunnel StageHow Programmatic WorksKey Value for B2B TeamsAwarenessProgrammatic reaches buyers before they raise their hand using contextual, interest-based, and account-informed targeting. Upper-funnel formats like CTV, digital out-of-home (DOOH), video, and native allow brands to be present early without relying on forms or clicks. Brand impressions become the first measurable touchpoint rather than an isolated awareness metric.Brand is no longer wasteful when it’s measurable. Awareness generates 1st-party signals—engagement, audience lift, account-level interest—that can be used downstream to build demand, not assume it exists.ConsiderationUnified buying enables controlled frequency, sequencing, and message progression across channels for better marketing orchestration. Programmatic connects brand exposure to mid-funnel engagement, keeping brands present during long, multi-stakeholder evaluation cycles.Programmatic acts as the connector between brand and demand. Continuity is possible because teams aren’t buying in silos, improving consistency, measurement, and buyer experience.ConversionRetargeting is used selectively as part of a broader system. First-party intent signals and CRM data inform conversion efforts, allowing teams to apply pressure only where it’s warranted.Efficiency improves as the demand capture pool grows. Clearer attribution and controlled frequency create more at-bats and more conversions, without oversaturation.\n\n\n\nThis full-funnel approach is where programmatic outperforms traditional B2B lead gen by turning fragmented tactics into a measurable, accountable demand engine.\n\n\n\nProgrammatic vs. retargeting: The strategic difference\n\n\n\nIn most B2B organizations, retargeting dominates because of how teams are structured and incentivized: Demand gen teams are rewarded for short-term conversions, so they focus on the audiences they can see and measure most easily. Retargeting becomes the default because it’s the fastest way to show results, not because it’s the most effective way to grow demand.\n\n\n\nThe problem is that retargeting is reactive, narrow, and fragile. It depends on existing traffic, awareness, and intent. When those inputs dry up, performance drops. Retargeting can help close demand, but it can’t create or sustain it.\n\n\n\nProgrammatic, on the other hand, is proactive, scalable, and durable. It connects the dots across the entire funnel, turning brand impressions into measurable signals, those signals into 1st-party data, and that data into smarter activation across consideration and conversion.\n\n\n\nFor example, upper-funnel programmatic placements like CTV, video, or native don’t stop at awareness. Engagement from those exposures becomes 1st-party signals that inform which accounts and audiences receive more tailored messaging next, expanding the demand capture pool and making downstream retargeting more precise and efficient, rather than the sole driver of performance. \n\n\n\nInstead of waiting for buyers to reveal themselves, programmatic helps shape buyer perception over time. More signals earlier in the funnel mean greater insight, personalization, and speed to lead.\n\n\n\nA useful way to think about the difference is this:\n\n\n\n\nRetargeting is a closing tool for demand capture.\n\n\n\nProgrammatic advertising is the growth engine that builds and feeds that demand.\n\n\n\n\nWhen organizations rely too heavily on retargeting, it’s often a response to short-term pressure, not a lack of sophistication. Teams are tasked with driving leads now, even while recognizing that brand investment is what builds the funnel over time. The challenge is operating within siloed structures and measurement models that prioritize immediate results over long-term efficiency.\n\n\n\nProgrammatic solves for that by providing a system that aligns brand and demand, making growth more predictable and accountable.\n\n\n\nMarketers know brand and consideration influence outcomes, but without a way to quantify that influence, last-touch conversion becomes the default. Connecting demand creation to demand capture is what turns influence into something measurable, not theoretical.\n\n\n\nWhy enterprise B2B teams are re-evaluating DSPs\n\n\n\nEnterprise B2B teams are re-evaluating demand-side platforms (DSPs) as accountability expectations evolve and marketing is increasingly tied to business outcomes.\n\n\n\nPrivacy regulations, the decline of 3rd-party cookies, and increased scrutiny from finance teams have all raised the bar for how marketing performance is measured and defended. Leads alone are no longer enough. Marketing is being asked to prove its impact on pipeline, revenue, and customer acquisition.\n\n\n\nAt the same time, the data inputs that power marketing have shifted. First-party and contextual data are now the currency of effective activation, and DSPs are built to maximize that currency across every stage of the funnel at scale.\n\n\n\nUnlike point solutions, which often lack the scale needed for informed optimization, DSPs unify data, audiences, and measurement in one place.\n\n\n\nJust as important, inventory availability is no longer a constraint. Nearly all premium inventory (CTV, digital video, DOOH) is available programmatically. \n\n\n\nWhen linear TV investment outweighs CTV, or traditional media exceeds its digital equivalent, cost is often part of the equation. Linear can be efficient for broad reach. The challenge is that without the ability to measure and connect that exposure downstream, its overall value to the rest of the funnel is limited—something CTV and programmatic are better equipped to address.\n\n\n\nThat’s why this re-evaluation is less about which channels are cheaper and more about which investments generate measurable value across the funnel.\n\n\n\nDSPs offer more control over targeting, frequency, and sequencing, but their real advantage is visibility—and the insights about your funnel that visibility gives you—connecting brand exposure to downstream outcomes. \n\n\n\nIn an environment where every marketing dollar is under scrutiny, that level of accountability isn’t optional.\n\n\n\nDemand is an engine, not just capture\n\n\n\nThe biggest shift B2B leaders need to make is understanding that demand doesn’t appear on its own, but it’s built over time. \n\n\n\nProgrammatic works when it’s treated as a system that shapes buyer perception continuously, not a campaign that turns on and off based on quarterly targets.\n\n\n\nWhen executed properly, programmatic supports brand and demand at the same time. It creates reach early, maintains presence throughout long evaluation cycles, and applies precision at the point of conversion. Dollar for dollar, it delivers greater reach and frequency than single-channel or walled-garden approaches, which is why efficiency gains can be material—not incremental. \n\n\n\nWhen you’re able to reach the right audiences more consistently and with less waste, performance improves as a byproduct of better design.\n\n\n\nThis only works because of how programmatic has evolved. Modern platforms combine technology, data, and specialization in a way that allows teams to operate with accountability at scale. Measurement is stronger. Signals are clearer. And decisions are based on systems, not isolated tactics.\n\n\n\nThe future of B2B lead generation is always-on, data-driven, and multi-format. Instead of chasing demand at the bottom of the funnel, programmatic helps you build it in a way that’s measurable, efficient, and aligned with how B2B buyers actually behave.\n\n\n\nGet started with programmatic B2B lead generation\n\n\n\nIf your lead gen strategy is still optimized around isolated channels or last-touch conversions, it’s time to take a step back. \n\n\n\nAudit your current approach through a full-funnel lens: where are you creating demand, where are you only capturing it, and where are gaps forming between brand, consideration, and conversion? \n\n\n\nDon’t just generate leads, build demand systems that are accountable, efficient, and designed for how B2B buyers actually move.\n\n\n\nNeed help? Talk to StackAdapt’s team today to start building your programmatic strategy.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is a demand-side platform? An in-depth guide for beginners","datePublished":"2026-06-17T14:14:09+00:00","dateModified":"2026-09-09T16:11:56+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform"},"wordCount":4141,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260213134529/20260128_demand-side-platform_header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","programmatic advertising"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"TL;DR: What is a DSP?\n\n\n\n\nA demand-side platform (DSP) is automated software that helps advertisers buy, manage, and optimize digital ads in real time across websites, apps, and channels.\n\n\n\nDSPs connect to ad exchanges and supply-side platforms (SSPs) to execute programmatic advertising through audience targeting and automated campaign optimization.\n\n\n\nLeading DSPs like StackAdapt are evolving beyond traditional media buying, using AI, 1st-party data, and owned channels to orchestrate campaigns across the full customer journey.\n\n\n\n\n\nThe consumer journey is increasingly fragmented and only getting more complex.\n\n\n\nAlthough there’s no industry-wide consensus on how many touchpoints it takes to convert a customer, today’s consumers typically encounter brand messages across multiple channels—scrolling through apps, streaming TV, and passing by ads in the real world—multiple times before completing a purchase.\n\n\n\nAs a result, marketers continue to move away from the siloed, single-channel campaigns that once defined digital advertising and toward more connected, multi-channel strategies.\n\n\n\nTo do that, they’re turning to demand-side platforms (DSPs), which allow advertisers to purchase and manage digital ad inventory across multiple channels and media partners with more flexibility, precision, and control.\n\n\n\nBecause of this, programmatic advertising is quickly becoming the default way advertisers buy digital media: Not only is programmatic’s share of display advertising spending expected to account for nearly 93% of total US digital display ad spending by 2027, but even traditionally direct-buy channels like digital out-of-home (DOOH) are moving in the same direction, with over a third of DOOH ad spending projected to be transacted programmatically by then.\n\n\n\nBut what exactly is a DSP, and how do marketers use one to plan, activate, and measure programmatic campaigns across channels? \n\n\n\nUnderstanding how DSPs work—and how they’re evolving—is key to successfully navigating today’s programmatic landscape. \n\n\n\nHere’s what marketers need to know.\n\n\n\nWhat is a demand-side platform?\n\n\n\nA DSP is software that lets advertisers automate the buying, placement, optimization, and measurement of digital ads in real time across multiple websites, apps, and platforms.\n\n\n\nDSPs simplify the sometimes complex process of programmatic advertising by allowing marketers to set budgets, define audiences, upload creatives, and manage multiple campaigns simultaneously, all from a single platform.\n\n\n\nWhat is the difference between a demand side-platform vs. a supply-side platform?\n\n\n\nTo understand how programmatic advertising works and what role a DSP plays in the process, it helps to look at the programmatic ecosystem through a buyer-and-seller lens.\n\n\n\n\nA DSP sits on the advertiser side of the equation. It’s used by brands and agencies to buy ad space, with a focus on reaching the right audiences and optimizing spend against specific marketing goals.\n\n\n\nA supply-side platform (SSP) sits on the publisher side. It’s used by media owners, such as websites, apps, and screen networks, to sell their available ad space—all with the goal of maximizing revenue from each impression.\n\n\n\n\nAd exchanges sit between DSPs and SSPs, acting as the go-between marketplace where impressions are bought and sold, often through real-time bidding (RTB). Through these exchanges, SSPs make inventory available to multiple DSPs at once, giving advertisers access to a broad range of placements without needing to negotiate with individual publishers directly.\n\n\n\nWhen an opportunity becomes available, SSPs offer it into the exchange, DSPs bid based on the advertiser’s pre-determined criteria, and the winning ad is served. \n\n\n\nThe whole process takes less than a millisecond, faster than a page can fully load—making a DSP the perfect partner for purchasing multiple ad placements at scale without sacrificing control.\n\n\n\nHere’s a brief side-by-side comparison of the differences between a DSP vs. SSP:\n\n\n\nCategoryDSPSSPPrimary usersBrands and agenciesPublishers and media ownersCore purposeBuy ad space at scaleSell available ad spacePrimary focusReaching the right audiences and optimizing media spendMaximizing yield by monetizing inventoryKey prioritiesDriving results while maintaining control over budget, reach, and frequencyYield optimization, fill rates, and inventory pricing\n\n\n\nAlthough traditional DSPs focus on buying and optimizing paid media, platforms like StackAdapt are expanding beyond that: bringing together programmatic channels like connected TV (CTV), native, display, and audio with owned channels like email—powered by 1st-party data and real-time signals—to create more orchestrated customer journeys. More on that later.\n\n\n\nTypes of programmatic ad targeting\n\n\n\nUsing a DSP, advertisers can define who they want to reach, where, and under what conditions, then rely on automation to deliver ads to the right audiences—whether they’re browsing the web at work, playing a game on their smartphone, or streaming content from the comfort of their home.\n\n\n\nThese targeting capabilities include audience targeting, as well as contextual and device-based targeting—giving marketers flexibility over both who sees their ads and where they appear.\n\n\n\nHere are some of the most common types of programmatic ad targeting:\n\n\n\n\nDemographic targeting reaches audiences based on attributes like age, gender, or income brackets (where available).\n\n\n\nGeographic targeting allows advertisers to control where ads appear, from country and region down to city or zip/postal code, making it easier to support everything from national launches to hyper-local campaigns.\n\n\n\nBehavioral targeting focuses on past browsing activity and engagement signals, helping brands connect with users who’ve already shown interest in certain products or services based on their online behavior.\n\n\n\nInterest-based targeting reaches audiences based on inferred interests or affinities—such as fitness or travel—helping brands connect with consumers around what they care about.\n\n\n\nContextual targeting places ads alongside relevant content, ensuring creative and messaging align with the page, app, or environment where the ad appears.\n\n\n\nDevice targeting tailors delivery based on device type—such as mobile, desktop, tablet, or CTV device (like a smart TV or external device)—as well as operating system or browser, depending on campaign goals.\n\n\n\nRetargeting re-engages users who’ve previously visited a website, used an app, or taken a specific action, helping reinforce messaging and guide them further along the customer journey.\n\n\n\n\nWhen done intentionally, the right combination of targeting tactics can help make campaigns more relevant, efficient, and cost-effective.\n\n\n\nTypes of programmatic media buying\n\n\n\nWhen buying inventory through programmatic advertising, advertisers use DSPs to choose between two broad approaches: auction-based buying and programmatic direct deals. Each offers a different balance of scale, control, and predictability, depending on campaign goals.\n\n\n\nProgrammatic auctions\n\n\n\nProgrammatic auctions use RTB to buy inventory through auctions facilitated by ad exchanges. Pricing in these environments is dynamic, changing in real time based on demand, competition, and the value of each impression. This approach prioritizes scale and flexibility, allowing advertisers to evaluate and bid on impressions through a DSP as they become available, and typically takes place across one of two environments:\n\n\n\nOpen exchanges\n\n\n\nThe open exchange offers the largest scale, giving advertisers access to inventory from a wide range of publishers with minimal barriers to entry. This approach provides both broad scalability and the opportunity to reach new, highly relevant audiences across a wide range of publishers, streamers, and in-app environments.\n\n\n\nPrivate marketplaces (PMPs)\n\n\n\nPMPs are invitation-only auctions where a limited group of advertisers can bid on a publisher’s inventory. Because access is restricted, PMPs often feature more selective placements and provide advertisers with greater control over where their ads appear. This makes PMPs a common choice for brands seeking a balance between automation and publisher-curated inventory that may not be available through the open exchange.\n\n\n\nAs a result, PMP deals, at least for US digital display ad spending, are expected to grow at a CAGR of 16.7% over the next two years and account for nearly three-quarters of programmatic display ad spending by 2027.\n\n\n\nProgrammatic direct deals\n\n\n\nUnlike programmatic auctions, programmatic direct deals remove the auction from the equation, allowing advertisers to agree on pricing and terms in advance while still using programmatic advertising technology to execute, deliver, and measure campaigns.\n\n\n\nThere are two primary types of programmatic direct deals advertisers use:\n\n\n\nProgrammatic guaranteed\n\n\n\nProgrammatic guaranteed deals closely resemble traditional direct buys, but with campaign management, delivery, and reporting handled through a DSP rather than manual insertion orders (IOs). Advertisers and publishers negotiate a fixed price and a guaranteed number of impressions, with delivery committed in advance. These deals provide predictable reach and access to premium inventory, making them well-suited for campaigns that require more certainty around ad placement and how many people each ad will reach.\n\n\n\nPreferred deals\n\n\n\nPreferred deals (also known as programmatic non-guaranteed) also involve pre-negotiated pricing, but without a delivery guarantee. Advertisers receive priority access to a publisher’s inventory at a fixed rate and can choose whether to buy each available impression. If they pass on the opportunity, the inventory is made available through PMPs or open auctions.\n\n\n\nHow this differs from traditional direct buys\n\n\n\nBefore programmatic advertising, inventory was typically purchased through traditional IOs, which required manual negotiation, fixed commitments, and provided limited flexibility once campaigns were live. While IOs can still be useful in certain situations, they often lack the speed, transparency, and optimization capabilities that programmatic buying enables.\n\n\n\nProgrammatic deals—whether auction-based or direct—combine automation with control, allowing advertisers to choose the buying approach that best fits their goals without sacrificing efficiency.\n\n\n\nTypes of demand-side platform service models\n\n\n\nNot all DSPs are used the same way. While the underlying technology is similar, most platforms offer different service models—typically self-serve, managed, or, most commonly, a combination of both. \n\n\n\nIn practice, the difference isn’t the platform itself, but who’s running the campaigns and how involved your team wants to be in day-to-day execution.\n\n\n\nSelf-serve DSPs\n\n\n\nWith a self-serve DSP, advertisers or agencies manage campaigns directly in the platform themselves. That means setting up audience targeting, launching campaigns, adjusting budgets, testing creative, and optimizing performance on their own.\n\n\n\nSelf-serve DSPs offer the most control, speed, and flexibility, making it a strong fit for in-house teams and agencies with advanced programmatic expertise that want to iterate on campaigns quickly and monitor day-to-day performance more closely.\n\n\n\nFull-service DSPs\n\n\n\nIn a full-service or managed DSP model, campaigns are run by a dedicated team or partner on the advertiser’s behalf. The team handles aspects of planning, activation, optimization, and reporting on behalf of the client, allowing advertisers to stay more hands-off and focus instead on broader strategic planning.\n\n\n\nThis approach can be helpful for teams that lack in-house traders with media buying expertise or teams that need additional support navigating programmatic buying.\n\n\n\nBoth models can be effective. The right choice depends on your resources and how involved you want to be.\n\n\n\nHere’s a quick comparison chart explaining the core differences between self-serve and managed DSP service models:\n\n\n\nCategorySelf-serve DSPManaged DSPWho runs campaignsBrands or agencies directly in the platformA dedicated team or partner on behalf of the advertiserCampaign responsibilitiesAudience targeting, campaign setup, budgeting, creative testing, optimization, and day-to-day performance management are handled directly by the brand or agencyCampaign planning, activation, optimization, and reporting are handled by the brand or agency's account teamLevel of controlHigh (advertisers maintain direct control over campaign execution and changes)Lower (day-to-day execution is handled by the DSP team, with ongoing strategic collaboration with advertisers)Speed & flexibilityHigh (teams can make changes directly and iterate in real time)High (changes are executed through the managed team, often with coordinated support)Required expertiseRequires in-house programmatic knowledge and hands-on managementLess in-house expertise requiredBest fit forIn-house teams or agencies with advanced programmatic experience that want close oversightTeams without dedicated media buyers or those needing additional programmatic support\n\n\n\nStackAdapt offers both self-serve and managed services: teams can run campaigns independently through our intuitive platform, or partner with StackAdapt experts, who provide more strategic support, creative guidance, and help make ongoing optimizations—improving performance and ROI while reducing operational complexity. Learn more about our client services.\n\n\n\nHow do demand-side platforms work?\n\n\n\nTo understand how programmatic advertising and DSPs work, let’s look at a simple example you’ve probably experienced countless times: seeing a display ad while browsing a website.\n\n\n\nHere’s a step-by-step breakdown of the whole process:\n\n\n\nStep 1: Campaign setup\n\n\n\nLet’s say an advertiser wants to promote a new product or service using a DSP. First, they choose a specific goal for their campaign—such as improving brand awareness, driving demo sign-ups, or increasing sales—and use the DSP to create and manage the ad campaign, setting the targeting criteria and budget.\n\n\n\nStep 2: Initial user interaction\n\n\n\nThe process starts when a user visits a website—like a news site or blog—with available ad space. The website’s SSP identifies the opportunity and notifies an ad exchange that an impression is available for auction.\n\n\n\nStep 3: The auction begins\n\n\n\nThe ad exchange acts as a digital marketplace, sending bid requests to DSPs like StackAdapt. This request includes pseudonymized details about the user and information about the ad space, such as the type of content on the page and the size of the ad.\n\n\n\nStep 4: The bidding process begins\n\n\n\nThe DSP uses machine learning to evaluate whether the impression aligns with the campaign’s targeting criteria and performance goals. It then decides whether it’s worth bidding on. It considers factors like the advertiser’s target audience, budget, and campaign goals to determine how much to bid, or whether to bid at all.\n\n\n\nStep 5: A bid is selected\n\n\n\nThe ad exchange then collects bids from all the DSPs with eligible campaigns and determines the highest bidder in real time. The winning DSP is notified, and the ad creative gets displayed to the user on the publisher’s website. The selected ad is instantly displayed to the user on the website, all within a fraction of a second.\n\n\n\nStep 6: Campaign optimization\n\n\n\nAfter the ad gets served, marketers can track programmatic KPIs and metrics to understand the impact of their campaigns. They can then use this data to adjust targeting, budget allocations, channel selection, and creative elements—like messaging or imagery—to improve the performance of future campaigns.\n\n\n\nStill confused? Here’s a simplified visualization of how DSPs work:\n\n\n\n\n\n\n\nAlthough the process may differ slightly for other channels like CTV, DOOH, or programmatic video, much of it remains the same—namely, the use of automation and real-time decision-making to evaluate each opportunity and place ads where they’ll drive the strongest performance.\n\n\n\nWhat are the benefits of using a demand-side platform?\n\n\n\nDSPs give marketers a more efficient, flexible way to plan, activate, optimize, and centralize digital marketing campaigns at scale without sacrificing control or performance.\n\n\n\nHere are some of the key benefits of using a DSP:\n\n\n\nAutomated media buying\n\n\n\nDSPs automate the previously time-consuming practice of purchasing digital ad inventory. Instead of working publisher by publisher, marketers can launch campaigns faster and manage media spend and pacing from a single platform.\n\n\n\nGreater efficiency and less waste\n\n\n\nBecause DSPs buy impressions based on specific criteria, budgets go toward the opportunities that are most likely to reach their goals. This helps reduce wasted ad spend, streamlines campaign execution, and improves overall ROI.\n\n\n\nMore precise audience targeting\n\n\n\nDSPs make it easier to reach specific audiences using a mix of 1st-party data, 3rd-party audience segments, and contextual signals. Marketers can target potential customers based on their behaviors, interests, locations, and other demographic attributes—like age or household income—to deliver ads that are more relevant to consumers as they move across different devices, platforms, and channels.\n\n\n\n\n\n\n\n\n\nBroader inventory access\n\n\n\nA DSP gives advertisers access to a wide variety of inventory across websites, apps, and streaming environments (whether that’s free ad-supported streamers like Tubi or live sports broadcasts like the Super Bowl or Olympics). This makes it easier to gain incremental reach, maintain brand consistency, and run campaigns across multiple channels, which is proven to be one of the most effective ways to improve performance across the funnel. For example, internal StackAdapt data shows that expert-tier advertisers who run multi-channel campaigns often see 47% higher click-through rates than single-channel campaigns.\n\n\n\nHigher-quality media\n\n\n\nMany DSPs and AI advertising platforms like StackAdapt provide access to premium publishers and curated inventory that traditional buying methods or smaller advertisers don’t always have access to. This gives advertisers the ability to show up in trusted, high-quality environments, like iHeartMedia podcasts, to improve brand perception and overall impact.\n\n\n\nCentralized campaign management\n\n\n\nDSPs bring campaign planning and execution into one place. Marketers can set budgets, upload creatives, define their target audiences, and manage campaigns across multiple channels at once, reducing operational silos and making day-to-day execution more efficient.\n\n\n\nReal-time optimization\n\n\n\nBecause DSPs collect performance data as campaigns run, marketers can adjust bids, budgets, targeting, and delivery in real time. This makes it easier to improve results by tweaking campaigns while they’re in flight, rather than waiting until the end to learn what worked and (once it’s already too late) what didn’t.\n\n\n\nUnified reporting and measurement\n\n\n\nDSPs consolidate reporting across channels and placements, giving marketers clearer visibility into performance. With everything in one view, it’s easier to spot cross-channel performance trends, understand what’s driving results, and make more data-informed optimizations to improve campaign performance.\n\n\n\nAI-powered optimization\n\n\n\nDSPs use machine learning to support optimization, helping campaigns improve performance by automatically adjusting bids, budgets, and ad delivery in real time. \n\n\n\nAI can also play a role in creative optimization by testing multiple ad variations, identifying which messages resonate with different audiences, and scaling campaigns based on real-time performance signals. This reduces manual guesswork, making it easier to test and refine creative and messaging to deliver the strongest results.\n\n\n\n\n\n\n\n\n\nWhat are the top-rated demand-side platforms?\n\n\n\nChoosing the right DSP depends on a variety of factors and business priorities—from industry focus and feature depth to campaign optimization capabilities, integrations, reporting accuracy, and usability.\n\n\n\nG2—the world’s largest B2B software review marketplace—has been collecting professional reviews and providing comparative insights based on real user feedback for well over a decade.\n\n\n\nThe G2 team dug into hundreds of verified user reviews on its Grid Report for the best DSPs and spoke with people who manage programmatic advertising campaigns to understand what advertisers and agencies value most about the top-rated DSPs.\n\n\n\nThe results from their analysis in this article speak for themselves:\n\n\n\n1. StackAdapt\n\n\n\nStackAdapt has been consistently ranked #1 in G2’s best demand-side platform category. Based on G2’s current category rankings and verified user reviews at the time of writing, StackAdapt is also rated the easiest-to-use DSP by G2 reviewers. The platform is used by teams of all sizes, from enterprise advertisers to small and medium-sized businesses, with reviewers frequently highlighting its accessibility, intuitive interface, and flexibility.\n\n\n\nAlthough its roots are in native advertising, StackAdapt is widely used by agencies and in-house teams for programmatic campaigns across channels including CTV, DOOH, display, audio, email, and, more recently, ChatGPT and direct mail. \n\n\n\nOne of StackAdapt’s most frequently cited strengths in G2’s analysis is its targeting functionality, with strong reviewer ratings for demographic and behavioral targeting, retargeting, geotargeting, and contextual targeting. These capabilities can help advertisers build more tailored campaigns, whether they’re reconnecting with past website visitors, running localized ads, or aligning creative with relevant environments.\n\n\n\nG2 reviewers also frequently highlight StackAdapt’s intuitive interface, low barrier to entry, and customer support. The G2 article notes that StackAdapt doesn’t enforce minimum spend requirements, which can help teams launch, test, and scale without being locked into rigid budget commitments.\n\n\n\nAnother recurring theme in the G2 article is the level of partnership offered by StackAdapt’s account and client services teams. Reviewers describe the StackAdapt team as an extension of their media strategy, offering guidance on audience-building, optimization, and campaign adjustments when KPIs shift.\n\n\n\nStackAdapt is also noted for its focus on brand safety and inventory quality, with G2 reviewers cited in the article saying the platform helps advertisers deliver ads in brand-safe, relevant environments.\n\n\n\n2. Quantcast \n\n\n\nQuantcast is recognized in G2’s analysis for AI-powered audience targeting, ease of use, and an accessible campaign management experience. Reviewers frequently highlight its straightforward setup, clean interface, and campaign dashboard, making it a practical option for teams looking to activate and monitor programmatic campaigns without a steep learning curve.\n\n\n\nG2 also points to targeting accuracy as one of the strongest themes in user feedback, particularly for prospecting and retargeting use cases. Reviewers also note the platform’s responsive support team and optimization tools, which can help advertisers manage campaigns and make adjustments more efficiently.\n\n\n\n3. The Trade Desk\n\n\n\nIn G2’s analysis, The Trade Desk is recognized for omnichannel scale, data depth, premium inventory access, and precise audience targeting. G2 describes the platform as widely trusted by agencies and enterprise advertisers managing cross-channel campaigns across display, video, native, audio, and CTV. Reviewers frequently highlight its strong cross-device targeting capabilities, granular audience segmentation, and machine-learning-driven optimization tools, which can help advertisers manage complex campaigns across channels.\n\n\n\n4. Viant\n\n\n\nViant Technology is recognized for audience targeting, CTV advertising, and advanced TV/CTV campaign management. G2 describes the platform as widely trusted by media teams and agencies running omnichannel campaigns where deterministic audience matching and household-level targeting are important.\n\n\n\nReviewers frequently highlight the usability of the platform, noting that campaign setup and optimization are relatively straightforward, particularly when activating across CTV, video, and mobile. G2 reviewers also value Viant’s targeting flexibility, especially for campaigns that require household-level precision or cross-device matching.\n\n\n\n5. Simpli.fi\n\n\n\nSimpli.fi is recognized for hyper-local targeting, dynamic creative optimization, and hands-on customer support. G2 reviewers frequently highlight the platform’s ability to reach highly specific audiences, including ZIP-level and geo-fenced segments, which may make it a practical option for regional and localized campaigns. Its cross-channel capabilities across display, video, audio, mobile, and other digital formats are also commonly praised, helping advertisers manage multi-channel campaigns from a single platform while helping maintain consistency across channels.\n\n\n\nThe future of demand-side platforms is here\n\n\n\nProgrammatic advertising is at a turning point. Marketers are increasingly being forced to juggle multiple media buying platforms, channels, and data sources, while privacy regulations and ongoing signal loss continue to strain traditional targeting methods.\n\n\n\nStackAdapt is actively reshaping what the future of programmatic advertising—and the role of a DSP—can look like.\n\n\n\nInstead of managing disconnected tactics in isolation, teams can now plan and optimize campaigns with a more complete view of how people engage across channels—using AI-powered capabilities, 1st-party data, email, and direct mail to connect digital and offline touchpoints through a more connected approach to campaign orchestration.\n\n\n\nTo learn how StackAdapt is evolving to be more than a traditional DSP, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nSee why StackAdapt is consistently rated the best demand-side platform by G2 and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nDemand-side platform FAQs\n\n\n\n\n\n\n\nDSPs can show clicks on your ads, including total clicks and click-through rate. DSPs can also track sales or other conversions when conversion tracking is set up, such as through a pixel, tracking tag, or server-to-server integration. These conversions may include purchases, form fills, sign-ups, or other actions that happen after someone clicks on or views an ad. That said, conversion numbers in a DSP may not always match third-party analytics or measurement tools because each platform may use different attribution models, lookback windows, or tracking methods. Learn more about cross-channel attribution in StackAdapt.\n\n\n\n\n\n\n\n\n\nAgencies can benefit from using a DSP by managing media buying, targeting, optimization, and reporting from one place instead of working across multiple separate ad platforms. A DSP like StackAdapt helps agencies automate the buying process and reach audiences across multiple channels more efficiently. It can also give teams a more centralized view of performance, making it easier to compare results, adjust budgets, reduce wasted ad spend, and demonstrate how campaigns contribute to overall performance.\n\n\n\n\n\n\n\n\n\nThe top five DSPs, according to G2’s analysis of verified user reviews, are StackAdapt, Quantcast, The Trade Desk, Viant, and Simpli.fi.\n\n\n\n\n\n\n\n\n\nStackAdapt is the top-rated DSP for small and mid-sized businesses, according to G2. Reviewers highlight its ease of use, flexible budget requirements, strong targeting capabilities, and hands-on customer support.\n\n\n\n\n\n\n\n\n\nDSPs make money by helping advertisers buy digital ad inventory through programmatic buying methods such as automated bidding and guaranteed deals, usually by charging a fee or margin on the media spend that runs through the platform. Some DSPs may also generate revenue through managed services, platform access fees, data or analytics services, or licensing their technology to agencies and media buyers. In most cases, their revenue comes from providing the technology, inventory access, targeting, optimization, and reporting that advertisers use to run programmatic campaigns more efficiently.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform","url":"https://www.stackadapt.com/resources/blog/demand-side-platform","name":"What is a demand-side platform? A guide for beginners (2026)","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260213134529/20260128_demand-side-platform_header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-06-17T14:14:09+00:00","dateModified":"2026-09-09T16:11:56+00:00","description":"Learn what a demand-side platform is, how it works, and how DSPs like StackAdapt are evolving to orchestrate campaigns across entire customer journeys.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-5db92e3d-25c1-4959-9122-28515b05a007"},{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-cadc0d57-cdfd-4e5e-b2ec-06f757ea1923"},{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-87dffa16-f050-45cb-aa83-4882675788e0"},{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-b7821f21-cdfe-4d93-8543-cc4768989cce"},{"@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-7b7540f0-8aa9-4118-942c-9312051ec7bb"}],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260213134529/20260128_demand-side-platform_header.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260213134529/20260128_demand-side-platform_header.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"Abstract illustration of flowing digital ad inventory and data streams representing a demand-side platform in programmatic advertising."}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-5db92e3d-25c1-4959-9122-28515b05a007","position":1,"url":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-5db92e3d-25c1-4959-9122-28515b05a007","name":"Can you see clicks and sales in demand-side platforms?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DSPs can show clicks on your ads, including total clicks and click-through rate. DSPs can also track sales or other conversions when conversion tracking is set up, such as through a pixel, tracking tag, or server-to-server integration. These conversions may include purchases, form fills, sign-ups, or other actions that happen after someone clicks on or views an ad. That said, conversion numbers in a DSP may not always match third-party analytics or measurement tools because each platform may use different attribution models, lookback windows, or tracking methods. Learn more about cross-channel attribution in StackAdapt.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-cadc0d57-cdfd-4e5e-b2ec-06f757ea1923","position":2,"url":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-cadc0d57-cdfd-4e5e-b2ec-06f757ea1923","name":"How can agencies benefit from using a demand-side platform?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Agencies can benefit from using a DSP by managing media buying, targeting, optimization, and reporting from one place instead of working across multiple separate ad platforms. A DSP like StackAdapt helps agencies automate the buying process and reach audiences across multiple channels more efficiently. It can also give teams a more centralized view of performance, making it easier to compare results, adjust budgets, reduce wasted ad spend, and demonstrate how campaigns contribute to overall performance.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-87dffa16-f050-45cb-aa83-4882675788e0","position":3,"url":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-87dffa16-f050-45cb-aa83-4882675788e0","name":"What are the top 5 DSPs?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The top five DSPs, according to G2’s analysis of verified user reviews, are StackAdapt, Quantcast, The Trade Desk, Viant, and Simpli.fi.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-b7821f21-cdfe-4d93-8543-cc4768989cce","position":4,"url":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-b7821f21-cdfe-4d93-8543-cc4768989cce","name":"What is the best demand-side platform for small and small-to-medium-sized businesses?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"StackAdapt is the top-rated DSP for small and mid-sized businesses, according to G2. Reviewers highlight its ease of use, flexible budget requirements, strong targeting capabilities, and hands-on customer support.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-7b7540f0-8aa9-4118-942c-9312051ec7bb","position":5,"url":"https://www.stackadapt.com/resources/blog/demand-side-platform#faq-question-7b7540f0-8aa9-4118-942c-9312051ec7bb","name":"How do demand-side platforms make money?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"DSPs make money by helping advertisers buy digital ad inventory through programmatic buying methods such as automated bidding and guaranteed deals, usually by charging a fee or margin on the media spend that runs through the platform. Some DSPs may also generate revenue through managed services, platform access fees, data or analytics services, or licensing their technology to agencies and media buyers. In most cases, their revenue comes from providing the technology, inventory access, targeting, optimization, and reporting that advertisers use to run programmatic campaigns more efficiently.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"StackAdapt earns spot on G2’s 2026 Best Software Awards for 7th year in a row","datePublished":"2026-02-18T15:29:07+00:00","dateModified":"2026-09-08T21:42:53+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards"},"wordCount":660,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260217144641/StackAdapt_G2-Best-Software-Awards-2026_Blog-Header_1200x600.png?fit=1200%2C600&ssl=1","keywords":["company updates"],"articleSection":["Company updates"],"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards","url":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards","name":"StackAdapt Earns Spot on G2’s 2026 Best Software Awards","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260217144641/StackAdapt_G2-Best-Software-Awards-2026_Blog-Header_1200x600.png?fit=1200%2C600&ssl=1","datePublished":"2026-02-18T15:29:07+00:00","dateModified":"2026-09-08T21:42:53+00:00","description":"For the 7th year in a row, StackAdapt has been recognized by G2, placing 12th on the Best Marketing and Digital Advertising Software Products of 2026.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/g2-2026-best-software-awards#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260217144641/StackAdapt_G2-Best-Software-Awards-2026_Blog-Header_1200x600.png?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260217144641/StackAdapt_G2-Best-Software-Awards-2026_Blog-Header_1200x600.png?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"G2 Best Software Awards 2026 badge recognizing StackAdapt as one of the Top 50 Marketing and Digital Advertising Products."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/personalization-in-digital-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/personalization-in-digital-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is personalization in digital marketing? A 2026 guide","datePublished":"2026-02-25T15:32:09+00:00","dateModified":"2026-09-09T16:12:13+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/personalization-in-digital-marketing"},"wordCount":3309,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/personalization-in-digital-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260224211650/20260220_Personalization-in-Digital-Marketing.webp?fit=1200%2C601&ssl=1","keywords":["1st-party data","blog","Content Level : 101"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: Digital marketing personalization\n\n\n\n\nPersonalization in digital marketing uses 1st-party data, AI, and automation to deliver the right message to the right person at the right time.\n\n\n\n87% of brands plan to invest more in personalization over the next year to keep up with consumer expectations.\n\n\n\nWhen done well, personalization drives higher engagement, stronger loyalty, and up to 40% more revenue for fast-growing companies.\n\n\n\n\n\nThe one-size-fits-all approaches that once dominated digital advertising no longer cut it.\n\n\n\nThe internet is flooded with ads, and many fail to resonate. Ad fatigue often gets the blame, but a lack of relevance is what ultimately drives people to tune out altogether.\n\n\n\nThese days, consumers don’t just want brands to deliver ads and experiences tailored to their individual preferences and interests—they expect it.\n\n\n\nAccording to an oft-cited McKinsey study, 71% of consumers expect companies to deliver personalized interactions, and when that doesn’t happen, over three-quarters of them become frustrated.\n\n\n\nGet personalization in digital marketing right, and not only do consumers report higher levels of satisfaction, but organizations often see improvements in revenue and retention.\n\n\n\nGet it wrong, and brands risk wasted media spend, declining loyalty, and missed opportunities for further growth.\n\n\n\nIn response, brands are doubling down on 1st-party data strategies, investing in AI-driven decision-making, and adopting dynamic creative approaches that adapt messaging as audience behavior evolves.\n\n\n\nIn this research-backed article, we’ll break down what personalization in digital marketing really means, how it works, and the tools brands can use to deliver personalized campaigns at scale.\n\n\n\nWhat is personalization in digital marketing?\n\n\n\nPersonalization in digital marketing is defined as the practice of using customer data—such as browsing history, past purchases, and demographic information—to tailor ads and experiences to individual consumers based on their preferences, interests, and needs.\n\n\n\nInstead of delivering the same ad to everyone, brands can adapt creative, messaging, timing, and channel selection to reflect what matters most to each user in that moment.\n\n\n\nIn doing so, marketers can move away from broad, one-size-fits-all targeting and deliver on the long-standing promise of modern digital advertising, allowing brands to reach the right person with the right message at the right time.\n\n\n\nWhy is personalization important in digital marketing?\n\n\n\nPersonalization now plays a central role in how brands build attention, loyalty, and growth.\n\n\n\nAccording to StackAdapt’s report on The State of Personalization in Digital Marketing, 87% of brands plan to increase their investment in personalization over the next year.\n\n\n\nThe reason: increased engagement, stronger customer relationships, and more efficient media spend.\n\n\n\nHere are some of the key benefits driving that shift:\n\n\n\nHigher engagement and attention\n\n\n\nConsumers encounter thousands of ads throughout each day. Personalization helps brands cut through that noise by being more relevant. \n\n\n\nWhen messaging reflects someone’s actual interests, behaviors, or actual purchase intent, it’s far more likely to earn their attention. In fact, EMARKETER says that 76% of consumers are more likely to pay attention to ads that are relevant to them.\n\n\n\nStronger revenue growth\n\n\n\nPersonalization isn’t just about optimizing campaigns for higher engagement. Ultimately, it’s about accelerating growth. Research from McKinsey found that fast-growing companies generate 40% more revenue from personalization than their slower-growing peers. \n\n\n\nSimilarly, our recent research, The State of Personalization in Digital Marketing, found that organizations see greater gains when activating personalization across more channels and deeper in the funnel. High-performing brands are also more than twice as likely to use personalization in emerging formats like connected TV (CTV), proving that broader, more integrated strategies drive stronger results and higher growth.\n\n\n\nSource: StackAdapt's The State of Personalization in Digital Marketing\n\n\n\nBetter ROI and marketing efficiency\n\n\n\nBroad targeting can lead to wasted impressions and underperforming campaigns. Personalization improves marketing campaign efficiency by directing budgets toward audiences and messages most likely to connect, helping marketers maximize performance while minimizing unnecessary ad exposure.\n\n\n\nMore understood and valued customers\n\n\n\nAt its core, personalization signals to a consumer that a brand is paying attention to their wants and needs. When messaging reflects real interests or behaviors, consumers are more likely to feel seen and understood, strengthening emotional connection and brand perception over time. \n\n\n\nIn fact, a study from the IAB found that 79% of consumers feel more positive toward brands and retailers that tailor ads to their personal preferences.\n\n\n\nIncreased loyalty and retention\n\n\n\nPersonalization extends beyond the first interaction. When brands consistently deliver experiences that feel thoughtful and tailored to each individual consumer throughout the entire customer journey, they’re more likely to return, engage, and build deeper relationships with a brand or business, translating into long-term loyalty.\n\n\n\nLess irrelevant noise and friction\n\n\n\nNot every message needs to reach every person. Personalization reduces unnecessary repetition and irrelevant creative, streamlining the customer journey and making ads feel more intentional rather than intrusive (although, as we’ll get into later, it’s important to strike the right balance).\n\n\n\nHow does personalization work in digital marketing?\n\n\n\nAt a high level, personalization in digital marketing follows a simple principle: use data to inform decisions about who sees what, when, and where.\n\n\n\nIn practice, especially within programmatic advertising, that process is powered by 1st-party data that captures real customer behaviors and intent signals, marketing automation that activates those insights in real time across channels, and continuous optimization that refines targeting and creative to improve performance.\n\n\n\nHere’s how it typically works:\n\n\n\n1. Data collection\n\n\n\nPersonalization starts with data. This can include 1st-party data such as demographic data (age, gender, or company details), website behavior, past purchases, CRM records, and in-app activity, along with contextual and environmental data like ZIP or postal code, time of day, device type, or the content someone is actively engaging with online.\n\n\n\nThese signals can be unified inside a centralized data layer or platform, where they’re activated in real time to inform targeting, bidding, and creative decisions across channels.\n\n\n\n2. Audience segmentation and modeling\n\n\n\nOnce data is collected, it’s used to define addressable audiences based on shared characteristics, behaviors, or intent signals.\n\n\n\nRather than targeting broad demographic groups alone, marketers can use 1st-party data to activate highly specific segments—such as recent site visitors, online cart or checkout abandoners, high-value customers, or users actively researching a particular product category. These audiences can be dynamically updated, ensuring campaigns reflect real-time behavior rather than static lists.\n\n\n\nMany demand-side platforms (DSPs), like StackAdapt, can also apply predictive modeling and machine learning to create lookalike audiences, helping brands scale personalization beyond known users while improving ad relevance through data-driven targeting.\n\n\n\n3. Message and ad delivery\n\n\n\nPersonalization doesn’t stop at audience targeting. It extends to the message itself. \n\n\n\nBrands can tailor creative, offers, and calls to action based on audience signals, ensuring that what someone sees aligns with their interests and stage in the buying journey. \n\n\n\nThrough technologies like dynamic creative optimization (DCO), marketers can take this a step further: automatically adjusting headlines, visuals, product recommendations, and offers based on audience attributes, context, or even real-time signals, without requiring constant manual updates.\n\n\n\n4. Cross-channel orchestration\n\n\n\nPersonalization doesn’t have to be confined to a single touchpoint, or even a single channel type, whether earned or owned.\n\n\n\nUsing AI-powered marketing platforms like StackAdapt, marketers can coordinate messaging across channels—retargeting users exposed to a CTV ad with display, following up with native placements, or triggering personalized email or direct mail sequences based on site behavior or engagement.\n\n\n\nRather than treating each channel as a silo, cross-channel orchestration creates a more cohesive experience, reinforcing messaging as users move from awareness to consideration to conversion.\n\n\n\n5. Measurement and optimization\n\n\n\nPersonalization is an ongoing process, not a one-time setup.\n\n\n\nThrough A/B testing, foot traffic studies, and cross-channel attribution, marketers can measure how personalized messaging influences engagement, conversions, and revenue.\n\n\n\nThose insights can be used to refine audience segments, creative variations, and bidding strategies over time, creating a feedback loop that continuously improves performance.\n\n\n\nCommon personalization challenges and pitfalls\n\n\n\nWhile the benefits of personalization in digital marketing are hopefully obvious by now, executing it effectively is far more complex. \n\n\n\nFrom disconnected systems to measurement gaps and creative demands, many teams struggle to operationalize personalized marketing campaigns in a way that is scalable, measurable, and sustainable.\n\n\n\nHere’s where the biggest challenges are:\n\n\n\nSiloed systems and fragmented data\n\n\n\nWhile brands are collecting more data than ever before, putting that data to work across channels is still easier said than done.\n\n\n\nCustomer information often lives in separate platforms, such as CRMs, adtech platforms, and analytics tools, making it difficult to connect signals and act on them in a coordinated way. \n\n\n\nAccording to our recent survey, 42% of brand marketers and 47% of agency marketers say fragmented systems and limited platform integrations are the biggest obstacles to effective personalization at scale.\n\n\n\nSource: StackAdapt's The State of Personalization in Digital Marketing\n\n\n\nStackAdapt’s Data Hub helps eliminate fragmentation by bringing 1st-party CRM, email, and behavioral data into one centralized environment, making it easier to activate audiences across both owned and paid channels. \n\n\n\nInstead of managing disconnected tools, marketers can segment audiences, personalize messaging, and measure performance across the full customer journey—all within a single platform. To learn more, speak with our team.\n\n\n\nGaps in measurement\n\n\n\nIn addition to fragmented systems and disconnected data, the results from our recent research found that brand and agency marketers face another common challenge in personalization: limited tracking and attribution.\n\n\n\nRoughly one-third of brands and agencies identify measurement as their biggest obstacle, followed closely by siloed systems. Without clear cross-channel visibility into performance, nearly three in four agency marketers (77%) say they struggle to demonstrate the impact of personalized campaigns to clients, making it harder to justify continued investment.\n\n\n\nThat’s beginning to change. As platforms evolve toward more unified and connected measurement capabilities, marketers are gaining the ability to tie engagement across channels back to real business outcomes—moving beyond last-click metrics and toward a more complete view of performance.\n\n\n\nScaling creative without sacrificing consistency\n\n\n\nAnother common challenge is scaling creative to match the level of personalization marketers aim to deliver.\n\n\n\nTailoring messaging for different audience segments, funnel stages, and channels can require multiple assets, copy, and creative variations, which is not only resource-intensive but also makes it harder to maintain consistency, quality, and brand voice across campaigns.\n\n\n\nAutomation helps manage that complexity, but it introduces a new tension: how to scale production without losing the human touch that makes personalization effective in the first place.\n\n\n\nIncreasingly, generative AI is addressing that challenge, helping teams produce and adapt creative more efficiently while still leaving room for the strategic oversight and nuance that personalization requires. More on that below.\n\n\n\nPrivacy concerns and personalization fatigue\n\n\n\nAs personalization becomes more sophisticated, it also raises important questions around privacy, transparency, and consumer comfort.\n\n\n\nAccording to EMARKETER, consumers increasingly find personalized ads invasive, regardless of the type of ad they’re seeing, with a study finding that 44% of Gen Z consumers aged 16–24 and 50% of Gen X consumers aged 45–54 view personalized ads negatively. (Interestingly, elder Gen Zers and millennials showed the highest levels of openness to personalized advertising, indicating that attitudes toward personalization often reflect the digital environments different generations have grown up in and their baseline expectations around data use.)\n\n\n\nIn some cases, hyper-personalization can cross a line. When messaging references highly specific behaviors or feels overly precise, it can feel intrusive instead of impactful, creating the sense that a brand knows more than it should.\n\n\n\nPart of the discomfort around personalized advertising stems from a lack of clarity. Many consumers still don’t fully understand what they’re agreeing to when they share their data, or how that information is ultimately being used to shape the ads they see.\n\n\n\nFor advertisers, the solution isn’t to abandon personalization, but to approach it more deliberately. That means being clear about data practices, where data is collected and how it’s activated, and reserving deeper forms of personalization for moments where it genuinely improves the experience, not simply because the technology makes it possible.\n\n\n\nHow is AI transforming personalization in digital marketing?\n\n\n\nAI is emerging as an essential tool for personalization. But our recent research shows that most marketers are still early in their journey, with nearly three-quarters of brands and agencies using AI on a limited or moderate scale. \n\n\n\nThat said, nearly all brands (93%) and agencies (94%) agree that AI is increasing the speed and efficiency of programmatic marketing workflows when it comes to personalization.\n\n\n\nTo do that, AI is primarily being used in two ways:\n\n\n\n\nAI-powered audience targeting and segmentation, where AI analyzes behavioral and engagement signals across touchpoints to refine audience segments and anticipate actions such as purchase intent.\n\n\n\nAI-assisted creative, where generative AI helps marketers produce and adapt copy, visuals, and offers at scale—making it possible to tailor messaging for different audience segments and funnel stages without adding significant production time or cost.\n\n\n\n\nBut using AI on its own isn’t a strategy. To improve performance, it ultimately comes down to how these capabilities are applied.\n\n\n\n\n\n\n\n\n\nWhat are some personalization strategies in digital marketing?\n\n\n\nHere are a few ways brands and agencies are putting personalization into practice across channels using StackAdapt:\n\n\n\nTarget users who abandoned carts or checkouts\n\n\n\nAccording to StackAdapt’s The State of Personalization in Digital Marketing, email remains the foundational channel of most personalization strategies, with 47% of brand marketers surveyed saying personalized email campaigns are their primary method for driving results.\n\n\n\nOne way to extend that strategy beyond the inbox, especially for retail and e-commerce brands, is through coordinated cart abandonment campaigns.\n\n\n\nStackAdapt’s cart abandonment marketing helps brands re-engage shoppers who added products to their cart but didn’t complete a purchase.\n\n\n\nUsing the StackAdapt Pixel (or a direct Shopify integration), key on-site interactions—such as product views, add-to-cart actions, and checkouts that were started but not completed—can be captured for audience building and retargeting.\n\n\n\nWhen a user abandons their cart, an audience segment can be built automatically and retargeted—not just over email, but programmatically across channels, such as display, native, CTV, audio, and more.\n\n\n\nThis approach can reinforce consideration and encourage shoppers to return and complete their purchases, with ads dynamically adjusting to show previously viewed products, updated pricing, and new offers.\n\n\n\nScale personalization through DCO\n\n\n\nRather than treating creative as a static asset, AI is increasingly being used to personalize campaigns by adapting creative through DCO.\n\n\n\nWith DCO, a single ad creative can generate hundreds or even thousands of variations, adjusting elements such as messaging, imagery, format, and product recommendations in real time to reflect audience signals and context.\n\n\n\nWithin StackAdapt, self-serve DCO allows brands and agencies to use AI to dynamically assemble creative using live product feeds and campaign inputs, ensuring that each impression aligns more closely with user behavior and intent.\n\n\n\nInstead of manually rotating versions and waiting for results, the platform continuously identifies what resonates with different audiences. It scales those variations automatically, making it possible to personalize creative while maintaining consistency across channels.\n\n\n\n\n\n\n\nTaken a step further, marketers can layer DCO into coordinated campaigns using cross-channel orchestration to personalize messaging in real time. \n\n\n\nFor example, after a defined time delay, a reminder email can be triggered while a programmatic campaign runs alongside it, reinforcing the message with updated offers or relevant product reminders on other channels. \n\n\n\nWith unified reporting and multi-touch attribution, teams can understand how these touchpoints work together to recover revenue and improve overall return on ad spend (ROAS).\n\n\n\nUse contextual targeting for privacy-first personalization\n\n\n\nNot all personalization strategies need to rely on user data.\n\n\n\nContextual targeting places ads based on the content someone is actively engaging with, aligning messaging with what they’re reading.\n\n\n\nInstead of depending on browsing history or personal identifiers, tools like StackAdapt’s PageContext AI analyze the language and themes of a page to determine whether a topic is genuinely the main focus of the article. It then prioritizes ad placements on pages that are actually about that subject—not just pages that briefly mention it—to ensure the ad appears where it’s most relevant to the reader.\n\n\n\nFor example, a running shoe brand can appear alongside detailed marathon training guides or shoe comparison reviews, rather than an article that casually references running.\n\n\n\nIn doing so, marketers can personalize ads based on the context of the content someone is consuming, rather than relying on historical user data to determine ad delivery.\n\n\n\nExamples of personalization in digital marketing\n\n\n\nPersonalization in digital marketing isn’t theoretical. Here are a few examples of how StackAdapt clients delivered more personalized, high-performing campaigns:\n\n\n\nPersonalized creative drives performance at scale\n\n\n\nRe-engaging high-intent shoppers is one of the most effective ways to improve campaign efficiency.\n\n\n\nGlobal Industrial, a leading distributor of industrial and commercial products, wanted to reconnect with users who had added items to their carts but never completed a purchase. Working with Vallo Media, the team used StackAdapt’s Dynamic Creative Optimization (DCO) solution to serve display ads tailored to each user’s browsing behavior, increasing click-through rates by 60%.\n\n\n\nAI-powered travel targeting improves efficiency\n\n\n\nReaching high-intent travelers at the right stage of their planning journey is critical for destination marketers looking to drive both awareness and visits.\n\n\n\nThe Hong Kong Tourism Board, in partnership with Dentsu, launched a programmatic campaign through StackAdapt to promote the Hong Kong Wine & Dine Festival to international audiences. \n\n\n\nUsing contextual targeting across sites like Expedia, Skyscanner, and Tripadvisor, the team delivered tailored messaging aligned with users’ travel intent, reducing cost-per-click by 80% while significantly increasing engagement.\n\n\n\nCreative-led personalization improves performance\n\n\n\nSilicon Valley Growth Agents partnered with Travelpro and SWISSGEAR to launch a programmatic campaign through StackAdapt designed to drive online sales among both luxury and value-focused audiences. \n\n\n\nCombining tailored creative built by StackAdapt’s Creative Studio team with 1st-party data and custom audience segments, the brands delivered more relevant messaging at scale, increasing ROAS by 89% and 93%, respectively.\n\n\n\nWhat’s the future of personalization?\n\n\n\nPersonalization in digital marketing is evolving rapidly. Unsurprisingly, AI is largely responsible for that shift.\n\n\n\nAccording to survey respondents in StackAdapt’s The State of Personalization in Digital Marketing, over the next two to three years:\n\n\n\n\n63% of agencies say AI will accelerate their creative production and optimization.\n\n\n\n56% of brands expect the greatest gains to come from improved measurement and attribution.\n\n\n\nNearly half of both agencies and brands expect cross-channel orchestration to play a critical role in driving more cohesive customer experiences.\n\n\n\n\nBut you don’t have to wait that long.\n\n\n\nTo see how StackAdapt can help you deliver more personalized campaigns and drive stronger performance across channels, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nPersonalization in digital marketing FAQs\n\n\n\n\n\n\n\nEffective personalization in digital marketing requires a unified view of the customer, combining zero-, 1st-, 2nd-, and 3rd-party data with contextual signals to understand who someone is, what they value, and what they may be interested in purchasing. This typically includes demographic and firmographic details, browsing and engagement behavior, transaction history, stated preferences, and live contextual signals, such as ZIP or postal code, device, and time of day. This data is then activated through CRMs, analytics tools, and programmatic advertising platforms to tailor creative, targeting, and delivery across channels.\n\n\n\n\n\n\n\n\n\nSegmentation in digital marketing divides a broad audience into smaller groups based on shared characteristics, such as demographics or location, while personalization tailors experiences, content, and products to individual users based on their specific behaviors and data signals. Segmentation helps marketers reach defined audiences at scale, whereas personalization focuses on delivering more relevant, one-to-one interactions with consumers.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ai-targeting-live-sports-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ai-targeting-live-sports-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"AI targeting for live sports advertising: Strategies & tips","datePublished":"2026-03-23T13:14:18+00:00","dateModified":"2026-09-09T16:12:11+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ai-targeting-live-sports-advertising"},"wordCount":2667,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ai-targeting-live-sports-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260320140051/20260317_Live-Sport-and-AI-Targeting_Header.webp?fit=1200%2C600&ssl=1","keywords":["AI","audience targeting","blog","Content Level : 201","contextual targeting"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: Live event advertising\n\n\n\n\nLive event advertising works best when you stop targeting “sports fans” and start targeting fan intent—separating hardcore viewers from cultural and moment audiences.\n\n\n\nAI targeting helps make omnichannel execution easier to scale by aligning ads with relevant content and key moments.\n\n\n\nWhen premium CTV inventory is limited, you can still capture attention and extend reach by using watch-party DOOH and measuring success through lift and incrementality, not just clicks.\n\n\n\n\n\n\n\n\n\nLive sports is one of the few places advertisers can still reliably buy mass attention in real time. But that attention is also messy: audiences splinter into different types of fans, emotions swing minute to minute, and “sports fans” quickly becomes a catch-all segment that’s too broad to be useful.\n\n\n\nThe opportunity is to stop targeting the event and start targeting the experience.\n\n\n\nWith AI targeting, brands can shift from generic sports audiences to intent- and moment-based activation, aligning creative to what fans care about (and when), then reinforcing it across channels like connected TV (CTV), mobile (display/native), and even digital out-of-home (DOOH). \n\n\n\nIn this article, we’ll use World Cup advertising as the blueprint, then show how the same omnichannel approach applies to other tentpoles like the Super Bowl and the Olympics.\n\n\n\nWhy “sports fans” is not one audience in world cup advertising\n\n\n\nAI targeting in live sports advertising starts with intent-based fan cohorts, not broad interest segments.\n\n\n\n“World Cup fans” sounds like a single audience, until you look at how people actually experience the event. \n\n\n\nSome fans follow every roster update, tactical breakdown, and pre-match press conference. Others tune in for the big moments: a watch party with friends, cheering for their national team, the group chat, the memes, and the cultural energy that comes with a global event.\n\n\n\nThat split isn’t unique to World Cup advertising. \n\n\n\n\nSuper Bowl viewers include die-hard football fans and people who show up mainly for the commercials, halftime show, and social buzz. \n\n\n\nOlympics audiences include sport-specific devotees and fans who mostly watch highlights, medal moments, and hometown stories. \n\n\n\n\nSame events, wildly different motivations. And those motivations drive what people watch, when they watch, and what messaging they respond to.\n\n\n\nA practical way to plan is to start with two main cohorts:\n\n\n\n\nHardcore fans who revel in the analysis, lineups, odds, fantasy, transfers, team news, and nonstop coverage before, during, and after matches.\n\n\n\nCultural/moment fans who participate in watch parties, social sharing, travel, celebrities, national pride, fashion, and the “you had to be there” moments that spill across social and mobile.\n\n\n\n\nIntent-based segmentation for live sports advertising\n\n\n\nOnce you segment by intent, your campaign stops treating the tournament like one long media buy and starts working like a timed series of opportunities.\n\n\n\nDifferent cohorts show up in different windows:\n\n\n\n\nPre-game: hype, predictions, analysis, pre-game watch parties.\n\n\n\nMatch day: second-screen behavior spikes; emotion is highest; decisions happen fast.\n\n\n\nPost-game: highlights, debates, recaps, next-match anticipation.\n\n\n\n\nEach window calls for different creative angles. Hardcore fans often respond better to messaging that’s specific and useful (performance, value, product benefits). Cultural and moment fans tend to respond to messaging that taps into identity, celebration, community, and the vibe of the event.\n\n\n\nThe rest of this article shows how AI targeting makes this segmentation actionable at scale, so you can align creative to fan intent and event moments, then extend that strategy across channels like CTV and mobile to drive stronger performance.\n\n\n\nHow AI targeting works in live sports advertising\n\n\n\nLive sports move fast. AI targeting helps brands stay relevant by using two kinds of signals: context (what the content means) and moments (what’s happening right now).\n\n\n\nKeyword targeting vs. AI contextual targeting\n\n\n\nKeyword targeting is literal: if a page or video mentions a team, player, or tournament, your ads can show up, regardless of why that name appears. \n\n\n\nContextual AI goes deeper. It interprets the meaning and intent of the content so you can align ads to the environments that match what fans care about.\n\n\n\nFor example, the same player or team name might appear in a tactical breakdown (hardcore intent) or a lifestyle piece about fashion, travel, or celebrity culture (moment-fan intent). \n\n\n\nAI contextual targeting, like Page Context AI from StackAdapt, helps distinguish those environments so your message lands in the right mindset.\n\n\n\nContextual AI targeting and audio\n\n\n\nAudio is often the companion channel around live sports, from pre-game hype and analysis shows to fan culture programming and the commute to a watch party. Those environments signal intent, too.\n\n\n\nThat makes programmatic audio advertising a powerful way to reach different cohorts with different messaging: speak to hardcore fans in analysis-heavy listening contexts, and lean into community, celebration, and event energy in culture-driven audio environments.\n\n\n\nMoment-based AI targeting during live sports events\n\n\n\nContext helps you pick the right environments. Moment targeting helps you pick the right timing—aligning ads to shifts in gameplay and emotional peaks like goals, late-game tension, halftime resets, or post-win celebration.\n\n\n\nHowever, true real-time activation depends on streaming latency and how quickly signals can be processed and acted on. But even near-real-time targeting can perform well by aligning creative and channel mix to game phases, match windows, and the conversation spikes that follow big moments.\n\n\n\nOmnichannel AI targeting strategy for world cup advertising\n\n\n\nThe World Cup is the ultimate attention magnet, but it’s also fragmented. Fans move between screens, locations, and mindsets throughout the day. An omnichannel strategy lets you stay present across those shifts, and AI targeting makes it scalable by aligning each channel to fan intent and match moments.\n\n\n\n\n\n\n\n\n\nHow US soccer fans plan to watch/listen to FIFA world cup matches% of respondentsNote: n=1,325; \"regular TV\" includes cable, satellite, and streaming; \"public events\" examples include bars and fan zones.Source: ThinkNow Research, \"International Soccer United States Expectations for 2026,\" Feb 12, 2026.\n\n\n\nA survey found 73% of U.S. soccer fans plan to watch World Cup matches on “regular TV” (cable, satellite, or streaming). But 31% also expect to watch in public places like bars or fan zones—underscoring soccer’s community-first viewing culture and signaling that fan zones in cities like New York, Dallas, and Los Angeles could become major World Cup hubs.\n\n\n\nAI targeting for live sports advertising beyond CTV\n\n\n\nPremium CTV inventory around major tentpole events can be harder to access when sponsorships and priority placements dominate. If your plan depends on “we’ll just buy more CTV,” you can end up boxed out or paying a premium for limited flexibility.\n\n\n\nThe better approach is to treat CTV advertising as a powerful signal, not the only placement. With live sports viewership data, you can build audiences of people who watched on linear or CTV and then retarget them across other channels—like mobile, audio, and DOOH advertising—without needing to run on those premium broadcasts yourself. \n\n\n\nThis is where partnerships and data sources matter, including providers like Genius Sports and Samba TV, as well as OEM data from platforms like LG and Roku. The result is an omnichannel plan that still captures in-the-moment fans—at scale—especially when CTV access is constrained.\n\n\n\nAI targeting across CTV, mobile, and audio\n\n\n\nThink of World Cup advertising as a synchronized system:\n\n\n\n\nCTV: When available, it delivers premium storytelling and emotional reach—perfect for big brand moments and top-of-funnel impact.\n\n\n\nMobile (Display/Native/Video): It captures real-time behavior during second-screen spikes when sports fans are searching, scrolling, group chatting, sharing highlights, and taking action in the moment.\n\n\n\nAudio: It’s the always-on companion channel—ideal for pre-game build-up, commutes, and between-game moments. Audio also tends to be frequency-efficient and “mindset-driven,” making it a strong way to reinforce messages while fans are already tuned into sports content.\n\n\n\n\nTogether, these channels let you reach fans when they’re watching, reacting, and moving through their day, not just when they’re sitting in front of a TV.\n\n\n\nProgrammatic DOOH for live sports advertising\n\n\n\nA huge share of World Cup viewing happens beyond the living room—at bars, restaurants, fan zones, and public venues. That’s where programmatic DOOH becomes a strategic advantage: it puts your brand in the physical environments where collective viewing and high emotion collide.\n\n\n\nDOOH shines in:\n\n\n\n\nBars/sports pubs and hospitality districts where watch parties happen.\n\n\n\nTransit routes and walkable corridors leading to venues and gathering spots.\n\n\n\nRetail and entertainment zones that spike around match windows.\n\n\n\n\nThis is also where StackAdapt can lean in: with access to over 1 million DOOH screens globally, you can build scalable watch-party reach, especially valuable when CTV access is constrained.\n\n\n\nOmnichannel world cup advertising strategy\n\n\n\nA tentpole campaign performs best when it’s planned as a sequence, not a single flight:\n\n\n\n\nPre-tournament: Build cohorts and contextual clusters across CTV-adjacent content, sports audio, and fan culture. Test creative angles by intent (hardcore vs. cultural) and lock in what drives lift.\n\n\n\nDuring the tournament: Align channel roles to match-day behavior—CTV for reach when available, mobile for reinforcement and action, audio for consistent presence, and DOOH to capture attention as fans heart to watch parties.\n\n\n\nPost-tournament: Extend into the long tail—highlights, analysis, and cultural recap cycles—so you keep momentum after the final whistle, when conversation (and intent) stays high.\n\n\n\n\nA practical AI targeting framework for sports fans in omnichannel campaigns\n\n\n\nThis is the operational blueprint for turning intent- and moment-based planning into an omnichannel media plan—so your World Cup (or Super Bowl/Olympics) campaign can scale without slipping into broad, generic “sports fan” targeting.\n\n\n\nBuild a contextual universe, then use first-party data to prioritize reach\n\n\n\nStep 1: Define the contextual universe. Map the content environments that signal intent—analysis, previews, odds/fantasy, highlights, fan culture, watch-party planning, travel, and adjacent lifestyle coverage tied to the event.\n\n\n\nStep 2: Layer 1st-party as prioritization (not a gate). Use 1st-party audiences to weight spend and bidding toward known value, without cutting off contextual reach.\n\n\n\nStep 3: Activate with tiers.\n\n\n\n\nTier 1 (Priority): 1st-party + contextual\n\n\n\nTier 2 (Scale): Contextual-only\n\n\n\n\nAssign channel roles: Reach, reinforce, surround\n\n\n\nGive each channel a job, then let AI targeting coordinate delivery by cohort + timing (pre-match, match window, post-match).\n\n\n\n\nReach: CTV (where available) and high-impact video for storytelling and scale.\n\n\n\nReinforce: Mobile + audio for context-aligned repetition and in-the-moment action.\n\n\n\nSurround: DOOH for watch parties, venue districts, and travel corridors where fans gather.\n\n\n\n\nScale AI targeting without losing relevance\n\n\n\n\nExpand by intent, not just volume: Grow into adjacent contexts that stay aligned (analysis vs. culture, plus brand-relevant signals like travel, food, retail, entertainment).\n\n\n\nControl wear-out: Use tight frequency caps and creative rotation by cohort, context, and game phase—so the campaign stays fresh across a long tournament window.\n\n\n\n\nMeasuring omnichannel world cup advertising results\n\n\n\nWorld Cup advertising is high-attention, high-frequency, and spread across screens and real-world venues, so measurement has to go beyond last-click. The goal is to prove impact at each stage of the funnel and use those signals to optimize while the tournament is still live.\n\n\n\nWhat to measure beyond clicks in live sports advertising\n\n\n\n\nBrand lift, attention, and engagement lift: Track whether exposure improved awareness, ad recall, consideration, search interest, site engagement, or other attention and engagement signals, which is especially important when CTV, audio, and DOOH are doing heavy lifting.\n\n\n\nConversion lift (where applicable): When you have a clear action goal (sign-ups, purchases, app installs), prioritize incremental conversion measurement over raw CPA alone—live sports campaigns can drive assisted conversions that don’t show up in a last-touch view.\n\n\n\nGeo-lift and incrementality testing for DOOH: For location-heavy tactics—like DOOH around bars, sports pubs, fan zones, and entertainment districts—use geo-based tests to measure incremental lift in outcomes (store visits, foot traffic proxies, site/app activity, or sales in exposed vs. control areas).\n\n\n\n\nPre, during, post measurement for AI targeting optimization\n\n\n\n\nPre-tournament: Establish baselines, validate your audience cohorts (hardcore vs. cultural/moment), and test creative angles and contextual clusters to see what drives lift before CPMs peak.\n\n\n\nDuring the tournament: Optimize in-flight using lift and engagement signals—shift budget toward the cohorts, contexts, match windows, and channel combinations that are actually moving outcomes.\n\n\n\nPost-tournament: Roll up learnings into a repeatable playbook—what cohorts performed, which contexts were strongest, where DOOH delivered incremental impact, and how audio and mobile sequencing influenced results.\n\n\n\n\nApplying the world cup advertising playbook to Super Bowl advertising and Olympics advertising\n\n\n\nThe same AI targeting principles that make World Cup advertising work—intent-based cohorts, contextual/moment alignment, and omnichannel sequencing—translate to other tentpole events.\n\n\n\nHere’s how to adapt the playbook for Super Bowl advertising and Olympics advertising based on audience intent, timing windows, and the best channel mix.\n\n\n\nTentpole EventKey Fan Cohorts for AI TargetingBest Timing WindowsOmnichannel Activation (CTV/Video + Mobile + Audio + DOOH)Super Bowl AdvertisingFootball-first fans vs. culture-first viewers (commercials/halftime, social buzz)Pre-game hype, in-game peaks, post-game recap• Video/CTV reach for big creative moments. • Mobile reinforcement for second-screen spikes and real-time actions. • Audio presence to sustain frequency in pre-game build-up and post-game chatter. • DOOH in sports bars, hospitality districts, and entertainment corridors where watch parties happen.Olympics AdvertisingSport-specific devotees vs. national-pride highlight viewersTime zone effects (live vs. delayed), catch-up viewing, daily medal moments• Streaming/video aligned to events and highlight environments. • Mobile for real-time updates, recaps, and action. • Audio around daily storylines, athlete narratives, and commute listening. • DOOH near public viewing areas, transit hubs, and city-center corridors that spike during key events.\n\n\n\n90/60/30-day omnichannel launch plan for AI targeting in live sports advertising\n\n\n\nTentpole events reward preparation. This 90/60/30 plan helps you build a campaign that’s ready for live moments—without over-relying on any single channel—by locking in cohorts, contexts, creative, and measurement before the first whistle.\n\n\n\n90 days out: Build the strategy\n\n\n\n\nDefine cohorts and the contextual universe across video/CTV content, sports audio environments, and fan-culture placements, so you’re targeting intent, not just “sports.”\n\n\n\nMap DOOH watch-party geos and venue-heavy locations (bars, hospitality districts, fan zones, transit corridors) where viewing shifts into the real world.\n\n\n\nSet the measurement plan upfront: decide how you’ll prove impact using lift (brand/attention/engagement) and incrementality (including geo-lift where DOOH is a major lever).\n\n\n\n\n60 days out: Pilot and learn\n\n\n\n\nTest cohort messaging in audio + mobile to validate which contexts and creative angles drive the strongest lift (hardcore vs. cultural/moment).\n\n\n\nRun a DOOH pilot in select markets around sports bar districts and high-traffic routes to benchmark incremental impact during match windows.\n\n\n\nConfirm the role of CTV based on availability and budget—treat it as a premium amplifier when accessible, not the foundation your whole plan depends on.\n\n\n\n\n30 days out: Lock “during event” execution\n\n\n\n\nFinalize match-window flighting with clear rules for frequency caps and creative rotation by cohort, context, and game phase to prevent wear-out.\n\n\n\nOperationalize brand safety monitoring so you can respond quickly to fast-moving storylines without over-blocking valuable inventory.\n\n\n\nAlign audio, mobile, and DOOH schedules to match times and watch-party peaks, so your campaign shows up consistently before, during, and after the moments that fans actually remember.\n\n\n\n\nThe future of live sports advertising is AI targeting and omnichannel orchestration\n\n\n\nLive sports are getting more fragmented. The winning playbook is clear: build around intent-based cohorts, use AI targeting for contextual and moment alignment, and orchestrate delivery across the channels fans actually use in real life—second-screen (mobile), audio, and DOOH on their way to the watch-party—then prove impact with lift-based measurement and incrementality, not just clicks.\n\n\n\nThe leadership takeaway: when premium CTV is constrained during tentpoles, the brands that win are the ones that can coordinate audio, mobile, and DOOH around live moments—keeping both scale and relevance without relying on a single channel.\n\n\n\nReady to put this into action for this year’s World Cup? Explore StackAdapt’s platform to plan, activate, and measure an omnichannel AI targeting strategy built for live sports moments. Talk to our team today.\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"How to create a first-party data strategy in digital marketing","datePublished":"2026-04-14T12:42:43+00:00","dateModified":"2026-09-09T16:12:07+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy"},"wordCount":3020,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260413140447/20260407_First-Party-Data-Strategy_Header.webp?fit=1200%2C600&ssl=1","keywords":["1st-party data","blog","Content Level : 101"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: First-party data strategies in digital marketing\n\n\n\n\nFirst-party data strategies help marketers collect, organize, and activate customer data to improve targeting, personalization, and campaign performance.\n\n\n\nBuilding an effective strategy involves setting clear objectives, auditing and unifying data, and ensuring compliance.\n\n\n\nOnce activated, first-party data can be used for retargeting, lookalike audiences, and dynamic creative to drive higher performance.\n\n\n\n\n\nFirst-party data has always been essential to personalization in digital marketing, but its importance is only growing.\n\n\n\nAccording to EMARKETER, 55.1% of marketers worldwide report that first-party data is much more important today than it was two years ago. Among B2B marketers, 70% say they’re increasing their investment in it.\n\n\n\nThe reason? Growing demand for more personalized and relevant customer experiences.\n\n\n\nA Deloitte study found that 80% of consumers prefer brands that offer personalized experiences, and those customers spend 50% more with them.\n\n\n\nBut meeting today’s consumer expectations is easier said than done. \n\n\n\nTo deliver more personalized interactions, marketers need customer data. Yet customers are cautious about how their data is collected and used, especially for marketing.\n\n\n\nThrow in the ongoing deprecation of third-party cookies, and marketers face increased pressure to find more reliable, privacy-compliant ways to reach and understand their audiences.\n\n\n\nThe solution? A strong first-party data strategy.\n\n\n\nIn this article, we’ll explain how to build a first-party data strategy—from collecting and organizing data to activating it across channels—all with the goal of improving targeting, personalization, and overall campaign performance.\n\n\n\nBut first, the basics. If you’re ready to build a first-party data strategy, skip ahead.\n\n\n\nWhat is first-party data in marketing?\n\n\n\nFirst-party data is information an organization collects directly from its audience based on explicit consent. This is done through interactions with customers and prospects on its own channels, such as its website, CRM systems, or online and in-store purchases. It’s gathered from engaged, consenting users who have a direct relationship with a brand, its products, or services.\n\n\n\nUnlike other types of data, first-party data is often considered more accurate and reliable because it comes from users who are already interacting with and know about your brand. This allows you to personalize campaigns more effectively, improve customer engagement, and ensure compliance with evolving privacy regulations.\n\n\n\nWhat is the difference between first-, second-, and third-party data?\n\n\n\nUnderstanding the differences between first-, second-, and third-party data can help you better evaluate the quality, reliability, and potential use cases of different data sources. Each type varies based on how it’s collected, who owns it, and how it can be applied in marketing campaigns.\n\n\n\n\nFirst-party data is data you collect directly through interactions on your owned channels. As previously mentioned, because first-party data comes from users who already engage with your brand, it’s often considered the most accurate and reliable for targeting and personalization.\n\n\n\nSecond-party data is another company’s first-party data that’s shared through a direct partnership. It allows marketers to expand their audience insights by accessing data from a trusted source with a similar or complementary audience.\n\n\n\nThird-party data is data collected and aggregated by external providers from multiple sources and then sold or licensed to agencies or brands. While third-party data can help scale reach, it may not align as closely with your target audience as first-party data because it’s collected indirectly.\n\n\n\n\nEven if you’re an agency or brand that doesn’t have extensive access to first-party data, you can still access and activate it through programmatic platforms and trusted data partners. \n\n\n\nFor example, with StackAdapt's integration with Permutive, publishers can seamlessly push unique, deterministic, privacy-conscious audience segments into StackAdapt's Data Hub, making it easier to activate first-party data in programmatic campaigns and reach their audiences across new inventory. This helps reduce operational complexity while giving advertisers access to publisher-curated audience segments for more precise targeting.\n\n\n\nSpeak with our team to learn more.\n\n\n\nWhat is a first-party data strategy?\n\n\n\nA first-party data strategy is a structured approach to collecting, managing, and activating customer data to improve marketing performance and customer engagement. It involves capturing data across owned channels, organizing it into a unified view through a centralized platform such as a CRM or customer data platform (CDP), and using it within programmatic and marketing platforms to inform more effective targeting, personalization, and measurement.\n\n\n\nA strong first-party data strategy also enforces transparency and consent, ensuring data is collected and used only in line with all applicable privacy regulations and customer expectations—more on that later.\n\n\n\n\n\n\n\n\n\nWhy should i use first-party data in marketing?\n\n\n\nAs privacy regulations evolve and third-party cookies slowly get phased out, first-party data provides a more reliable and privacy-compliant way to reach your ideal customer.\n\n\n\nHere are a few reasons why you should use first-party data in marketing:\n\n\n\n\nMore precise targeting and personalization: First-party data helps you deliver hyper-relevant ads, with 43% of B2C marketers citing improved targeting accuracy as the top benefit. That’s good news, because a recent study found that 65% of consumers say targeted promotions are a key factor in their purchase decisions.\n\n\n\nLower acquisition costs: Because first-party data improves targeting, it can reduce wasted ad spend. A McKinsey study found it can lower customer acquisition costs by up to 50%.\n\n\n\nHigher return on investment (ROI): According to a study by Google and the Boston Consulting Group (BCG), businesses that use first-party data in their marketing campaigns saw a 2.9X increase in revenue lift compared to those using other data sources, though individual results may vary based on strategy and execution.\n\n\n\nClearer attribution and measurement: First-party data lets you track customer interactions across channels and tie conversions back to specific ads, improving measurement and informing campaign optimizations.\n\n\n\nGreater control over privacy and consent: Because first-party data is collected directly from your audience, you have more control over how data is gathered, managed, and used than other types of data. This allows you to shape your consent experience, maintain transparency, and adapt data practices to align with evolving privacy regulations and customer expectations.\n\n\n\nStronger competitive differentiation: Unlike other types of data, first-party data is collected directly from interactions with your brand and can’t be accessed or easily replicated by competitors, helping you deliver more relevant marketing campaigns.\n\n\n\nSeamless cross-channel activation: First-party data can be activated seamlessly across multiple touch points and channels, from programmatic formats like display and connected TV to channels like email and direct mail, helping you reach audiences more consistently across the customer journey.\n\n\n\nMore effective retargeting and optimization: First-party data allows you to retarget users and trigger campaigns based on their interests or past behaviors. For example, with StackAdapt’s Dynamic Creative Optimization (DCO) solution, you can tailor creatives and messaging for users who abandoned their cart across other digital channels, like display, helping remind them of the products they abandoned or relevant offers to win them back.\n\n\n\n\nHow do you collect first-party data?\n\n\n\nAccording to a 2024 study commissioned by StackAdapt and conducted by Ad Age and Signet Research, 42% of marketers cited their lack of first-party data as the top reason for not using it.\n\n\n\nIf you’re looking to build or expand your first-party data strategy, here are a few ways you can collect more first-party data to improve the effectiveness of your campaigns:\n\n\n\n\nWebsite interactions, such as encouraging users to download gated content, register for webinars, or request a demo.\n\n\n\nEmail sign-ups and subscriptions, such as optimizing your website so users can subscribe to newsletters, register for email updates, or opt in to receive marketing communications.\n\n\n\nLoyalty programs, which provide exclusive rewards or discounts in exchange for customer insights. EMARKETER reports that 45% of US adults use a loyalty app with their primary grocery store, highlighting just how ubiquitous these programs are and consumers’ growing willingness to share data in exchange for the right benefits.\n\n\n\nAccount registrations, like when users create an account, subscribe to a service, or complete an online profile.\n\n\n\nOnline coupons and promotional offers, such as discounts or limited-time deals that require users to visit a landing page to redeem an offer. For example, tbk Creative client Jiffy Lube® Ontario used digital coupons in native ads to increase service bookings, decreasing their cost per acquisition by 80%.\n\n\n\nCustomer service and sales interactions, such as support tickets, call logs, or conversations with sales teams that provide insight into customer needs and intent.\n\n\n\nPurchase and transaction activity, including online or in-store purchases, subscription sign-ups, or previous orders.\n\n\n\nSurveys and feedback, such as responses to surveys, product reviews, or customer service forms that help you better understand customer preferences and experiences.\n\n\n\n\nAccording to a BCG study, 90% of consumers said they’re willing to share their personal information if they receive clear value in return, such as greater convenience or more personalized offers. But how consumers think their data will be used ultimately impacts their willingness to share it (and what they’ll share).\n\n\n\nFor example, consumers are more likely to share basic demographic and contact information, such as their age, gender, zip code, and email address, but are more hesitant about sharing their phone number, precise location, or online browsing activity. \n\n\n\nMeanwhile, 57% said they believe companies were selling their personal data, highlighting ongoing concerns around transparency and trust.\n\n\n\nAs a result, you should focus on collecting only the data you need and clearly communicating the lawful basis for collection and how it will be used, ensuring there is a clear value exchange in each interaction.\n\n\n\nHow is first-party data stored?\n\n\n\nFirst-party data is typically stored in centralized marketing and data management systems that allow marketers to organize, analyze, and activate it across channels.\n\n\n\nCommon systems include:\n\n\n\n\nCRM systems, such as HubSpot and Salesforce, which store customer data such as contact details, purchase history, and preferences in a structured database.\n\n\n\nCDPs, which combine data from multiple sources to create unified customer profiles that can be used for segmentation and personalization.\n\n\n\nMarketing data clouds, such as Snowflake, which provide scalable infrastructure for storing, managing, and analyzing large volumes of first-party data.\n\n\n\n\nAccording to Deloitte, many organizations are investing in CDPs and working to reduce internal data silos to improve data quality, enable cross-channel activation, and gain a clearer view of the customer journey.\n\n\n\nStackAdapt’s Data Hub centralizes first-party data from CRMs and other sources, allowing you to segment audiences, activate data across programmatic channels, and better understand performance—all within a single platform. To learn more, speak with our team.\n\n\n\nHow do you build a first-party data strategy?\n\n\n\nBuilding an effective first-party data strategy often requires a structured plan that connects your data collection efforts with your marketing and business goals. From defining your objectives to activating your data across channels, each step can help support a strategy that’s actionable, scalable, and measurable.\n\n\n\nHere are some key steps to consider when building a first-party data strategy:\n\n\n\nStep 1. set clear objectives\n\n\n\nBefore collecting or activating first-party data, it’s often helpful to define what you want to achieve, such as improving targeting, increasing retention, or driving better return on ad spend for your marketing campaigns (most likely, it’s all of the above). \n\n\n\nAs a best practice, goals can be tied to specific use cases and outcomes, which may help you identify what information is most relevant to your strategy and how it’ll be used. This can help ensure that data collection or activation efforts remain focused and aligned with your broader marketing and business priorities.\n\n\n\nStep 2. audit your existing data sources\n\n\n\nBefore collecting new data, consider assessing the first-party data available across your existing systems, such as your CRM, website, or past campaigns. This can help you understand what data you’re already capturing, how it can be used, and where gaps may still exist. By identifying what you currently have access to and what could help you build more complete customer profiles, you may be better positioned to focus your data collection efforts on the information that will have the greatest impact on your campaigns.\n\n\n\nStep 3. mandate compliance and transparency\n\n\n\nConsider establishing clear, applicable and auditable guidelines for collecting, managing, and using first-party data to ensure compliance with all relevant privacy regulations such as GDPR and CCPA. It’s also important to communicate to your audience what data you’re collecting, why you’re collecting it, and what they’ll receive by sharing that information in return—be it exclusive content, personalized offers, or loyalty rewards. This can be done through clear consent forms, updated privacy policies, or cookie banners on your website or app.\n\n\n\nAs previously touched upon, creating a transparent value exchange can help build trust and encourage users to share their data more willingly.\n\n\n\nStep 4. unify your customer data\n\n\n\nAccording to survey respondents in our recent report on The State of Personalization in Digital Marketing, 95% of brands say their first-party data is accurate and reliable enough to support personalization efforts, but 55% of agencies say they often run into issues with a brand’s first-party data.\n\n\n\nThe reason likely stems from common challenges such as disconnected systems, incomplete data, or inconsistencies across sources, which make it harder to deliver personalized, multi-channel campaigns.\n\n\n\nTo address this, you may consider consolidating your data into a centralized platform so teams can work from a unified, consistent, and protected view. This can make it easier to segment audiences, activate data across earned and owned channels, and deliver more cohesive customer experiences.\n\n\n\nStep 5. maintain data quality and governance\n\n\n\nTo ensure your data remains accurate, compliant, and actionable, it’s common practice to implement data governance processes. This includes regularly updating your data, standardizing formats across systems, and conducting audits—either internally or with a partner—to identify inconsistencies or gaps. \n\n\n\nMaintaining high-quality data can make it easier to segment audiences, measure performance, and make more informed marketing decisions.\n\n\n\nStep 6. activate and optimize your data\n\n\n\nOnce your data is unified, you’re in a better position to put it to work across your adtech and martech platforms to deliver more personalized experiences. \n\n\n\nContinue to monitor performance and use those insights to refine your campaign targeting, messaging, and channel mix. This closed-loop approach—where insights are continuously fed back into your strategy to inform future campaigns—can help your first-party data strategy evolve with your audience, boosting engagement, reducing wasted ad spend, and improving overall campaign performance.\n\n\n\nWhat are some first-party data advertising strategies?\n\n\n\nAccording to EMARKETER, 38% of marketers worldwide plan to invest in personalization, while 27% are focusing on using first-party data for paid advertising in 2026.\n\n\n\nHere are some first-party data strategies you can use to scale and improve the effectiveness of your ad campaigns:\n\n\n\nUse DCO to personalize ads at scale\n\n\n\nAccording to Acxiom’s 2024 CX trends report, 47% of consumers say they prefer it when brands recommend products based on their personal preferences.\n\n\n\nRather than relying on static creatives, DCO can help you automatically tailor messaging, visuals, and product recommendations based on real-time user behavior and context. This makes it easier to deliver more personalized ads without manually managing multiple variations, improving engagement and performance while reducing creative workload and production time.\n\n\n\nWith StackAdapt’s self-serve DCO capabilities, you can dynamically assemble and optimize creatives in real time, ensuring the right message is delivered to the right audience at the right moment.\n\n\n\n\n\n\n\n\n\nBuild lookalike audiences to expand your reach\n\n\n\nOne of the biggest benefits of first-party data is that it helps you identify your highest-value customers based on behaviors such as purchase frequency, engagement, or lifetime value. These insights can then inform lookalike audience targeting, helping you reach new prospects, in accordance with platform privacy standards, who share similar characteristics and are more likely to convert. This makes it easier to scale campaigns efficiently, expand your reach to high-intent audiences, and maintain relevance across channels without sacrificing targeting precision.\n\n\n\nUse first-party data for cross-channel retargeting\n\n\n\nFirst-party data lets you retarget users based on specific behaviors, such as browsing products, adding items to their cart without completing a purchase, or engaging with content.\n\n\n\nWith StackAdapt, you can use first-party data from platforms like Shopify to identify these high-intent users and activate them across programmatic channels, delivering personalized retargeting campaigns that reflect their on-site behavior and move them closer to conversion.\n\n\n\nThe future of first-party data advertising strategies\n\n\n\nBoth brands and agencies agree that AI will play the defining role in the next phase of personalization. \n\n\n\nBut according to survey respondents in our research report, The State of Personalization in Digital Marketing, 46% of agency marketers say improving their first-party data strategies will have the greatest impact on personalization and campaign performance over the next two to three years.\n\n\n\nTo learn more about first-party data and personalization strategies, read our guide to personalization in digital marketing. \n\n\n\nWhen you’re ready to put your data to work, speak with our team to learn how you can orchestrate campaigns more effectively across programmatic and owned channels in StackAdapt.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nFAQs about first-party data strategies\n\n\n\n\n\n\n\nFirst-party data helps you refine targeting, deliver more personalized experiences, and improve campaign performance. Because it’s collected directly from your customers, it also increases data accuracy, supports privacy compliance, and helps reduce wasted ad spend while driving higher ROI.\n\n\n\n\n\n\n\n\n\nTo get more first-party data, create a clear, transparent value exchange that encourages customers to share their information by offering incentives such as discounts, exclusive content, or personalized experiences, ensuring all incentives comply with local requirements. You can then collect that data through methods such as website tracking, email or SMS sign-ups, loyalty programs, and surveys that capture user behavior and preferences.\n\n\n\n\n\n\n\n\n\nBrands use first-party data to personalize marketing by analyzing customer behavior, purchase history, and preferences to deliver more relevant marketing campaigns. This includes tactics like targeted emails, personalized product recommendations, and dynamic retargeting, all of which can improve engagement and conversions.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy","url":"https://www.stackadapt.com/resources/blog/first-party-data-strategy","name":"First-party data strategy: An in-depth guide for marketers","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260413140447/20260407_First-Party-Data-Strategy_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-04-14T12:42:43+00:00","dateModified":"2026-09-09T16:12:07+00:00","description":"Turn your data into better campaign performance. Learn how to collect and activate first-party data to improve ad targeting and personalization in 2026.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-5b6d3103-2fa1-43fe-95af-8b46aa31a9d4"},{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-2983c0e2-e934-48c9-9908-0a5245376b25"},{"@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-a6be053c-3fa0-464a-a5fb-44b1fee69d38"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-5b6d3103-2fa1-43fe-95af-8b46aa31a9d4","position":1,"url":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-5b6d3103-2fa1-43fe-95af-8b46aa31a9d4","name":"How does first-party data help my marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"First-party data helps you refine targeting, deliver more personalized experiences, and improve campaign performance. Because it’s collected directly from your customers, it also increases data accuracy, supports privacy compliance, and helps reduce wasted ad spend while driving higher ROI.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-2983c0e2-e934-48c9-9908-0a5245376b25","position":2,"url":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-2983c0e2-e934-48c9-9908-0a5245376b25","name":"How do you get more first-party data?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To get more first-party data, create a clear, transparent value exchange that encourages customers to share their information by offering incentives such as discounts, exclusive content, or personalized experiences, ensuring all incentives comply with local requirements. You can then collect that data through methods such as website tracking, email or SMS sign-ups, loyalty programs, and surveys that capture user behavior and preferences.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-a6be053c-3fa0-464a-a5fb-44b1fee69d38","position":3,"url":"https://www.stackadapt.com/resources/blog/first-party-data-strategy#faq-question-a6be053c-3fa0-464a-a5fb-44b1fee69d38","name":"How can brands use first-party data for personalization?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Brands use first-party data to personalize marketing by analyzing customer behavior, purchase history, and preferences to deliver more relevant marketing campaigns. This includes tactics like targeted emails, personalized product recommendations, and dynamic retargeting, all of which can improve engagement and conversions.","inLanguage":"en-US"},"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/hermes-creative-award-2026-platinum-winner","url":"https://www.stackadapt.com/resources/blog/hermes-creative-award-2026-platinum-winner","name":"StackAdapt named Hermes Creative Awards 2026 winner","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/hermes-creative-award-2026-platinum-winner#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260420160403/20260420_Hermes-Award-2026_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-04-20T16:54:43+00:00","dateModified":"2026-09-08T21:42:38+00:00","description":"StackAdapt earned the award for its “Every Impression Builds Momentum” campaign, which was also recognized with Gold and Platinum honors at the Viddy Awards.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Display advertising: What it is, how it works, and best practices","datePublished":"2026-04-23T13:50:46+00:00","dateModified":"2026-09-09T16:12:06+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising"},"wordCount":5365,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260422202947/20260416_Display-Advertising_Header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","display"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: What is display advertising in digital marketing?\n\n\n\n\nDisplay advertising uses ads across websites and apps to reach users as they browse online, increasing awareness and conversions.\n\n\n\nMost display ads are now bought programmatically, allowing agencies and brands to target, optimize, and scale campaigns in real time.\n\n\n\nPerformance ultimately depends on how well creative, targeting, and the ad formats you use work together.\n\n\n\nAs AI, retail media, and privacy changes reshape the channel, display is becoming more measurable and easier to optimize across the full funnel.\n\n\n\n\n\nDisplay advertising has come a long way from its early days as the world’s first form of digital advertising.\n\n\n\nBack then, targeting didn’t exist, A/B testing wasn’t possible, traffic came with few guarantees, and advertisers didn’t even care to ask about campaign performance, because the entire medium was completely untested.\n\n\n\nNow, despite its everyday ubiquity, display advertising has become a central part of how brands reach, influence, and convert customers online.\n\n\n\nAccording to EMARKETER, 57.2% of total digital ad spending went to display in 2025—giving it the largest share overall—with most industries allocating between 54% and 66% of their total budgets to the channel.\n\n\n\nIf you’re new to display advertising or want to use it more effectively in your campaigns, you’ve come to the right place.\n\n\n\nIn this blog post, we’ll walk through how to plan, execute, and optimize display campaigns—from targeting and buying methods to strategies and creative best practices—so you can build banner ads that actually get clicked.\n\n\n\nWhat is display advertising?\n\n\n\nDisplay advertising is a form of online advertising that uses visual ads—such as images, text, animations, or video—across websites and apps. When clicked, these ads often direct users to a landing page or website where they can learn more, sign up, or make a purchase.\n\n\n\nAlthough it’s often easy to overlook due to how commonplace it’s become, display advertising is so widely used across digital channels that between 2026 and 2029, display ad spending in the US is expected to grow 31.9%, reaching $294.3 billion USD. \n\n\n\nAccording to internal StackAdapt platform data, display is the most widely used channel by both enterprise and SMB marketers as part of their multi-channel strategies.\n\n\n\nWhat is programmatic display advertising?\n\n\n\nProgrammatic display advertising is the automated process of buying and selling display ad inventory across websites and apps. Using real-time bidding (RTB) and machine learning, it helps advertisers reach relevant audiences more efficiently than traditional, manual buying methods.\n\n\n\nAs a result, programmatic buying has become the default way to purchase display inventory. In fact, nearly 90% of display advertising worldwide went through programmatic channels in 2025 and is expected to drive nearly all future growth.\n\n\n\nWhat is the difference between search and display ads?\n\n\n\nThe difference between search and display advertising is that search ads appear in response to user queries, capturing high intent at the moment someone is actively looking for information through search engines like Google or Bing. Display advertising, in contrast, uses visual ads to reach audiences as they browse websites and apps, building awareness and consideration based on their interests and behaviors beyond search results.\n\n\n\nThat difference is reflected in how advertisers are allocating their budgets. In fact, display’s share of total digital ad spending is expected to reach 62% by 2029, putting it far ahead of search as the gap continues to widen.\n\n\n\nWhere are display ads shown?\n\n\n\nDisplay ads can appear across a wide range of digital channels, allowing brands to reach audiences wherever they spend time online.\n\n\n\nCommon placements include:\n\n\n\n\nPublisher websites, such as news sites, blogs, and trade publications.\n\n\n\nMobile apps, including games, news apps, and streaming services, like Spotify.\n\n\n\nE-commerce marketplaces, where ads appear alongside product listings or search results.\n\n\n\nOther digital platforms with feed-based placements, where display-style ads appear alongside content.\n\n\n\n\nWithin these channels, ads can show up in familiar formats—like banner placements at the top, side, or bottom of a page—as well as within content, such as in-article placements or app screens.\n\n\n\nHow does display advertising work?\n\n\n\nDisplay advertising works by placing ads across websites and apps to reach people as they browse online. \n\n\n\nIn most cases, this happens programmatically, with ad space automatically bought and sold in real time.\n\n\n\nBehind the scenes, each impression is decided in milliseconds. \n\n\n\nWhen a user loads a page or opens an app, an auction takes place in which advertisers bid to show their ads based on their campaign goals.\n\n\n\nWhich ad gets shown depends on a variety of factors, including targeting, context, and the bid amount.\n\n\n\nIn doing so, this process helps ensure ads are shown to the right audience at the right time.\n\n\n\nThe display advertising ecosystem\n\n\n\nDisplay advertising operates within a connected ecosystem of advertisers, publishers, and advertising technology platforms that work together to deliver ads.\n\n\n\nHere’s a simplified explanation at a high level: \n\n\n\n\nAdvertisers create campaigns and define who they want to reach. \n\n\n\nPublishers make ad space available on their sites and apps. \n\n\n\nProgrammatic platforms sit between the two, helping match the right ad with the right opportunity in real time.\n\n\n\n\nThe ecosystem also includes ad networks and exchanges, which aggregate inventory and facilitate transactions between buyers and sellers, as well as demand-side platforms (DSPs), which allow advertisers to buy, manage, and optimize campaigns across multiple sources.\n\n\n\nWhen a user loads a page, these systems work together to run an automated auction in real time.\n\n\n\nRather than relying strictly on manual negotiations, advertisers can use programmatic advertising platforms like StackAdapt to reach their ideal audience across thousands of sites and apps through a single platform.\n\n\n\nDisplay advertising targeting\n\n\n\nTargeting with display works much like other digital channels, but often offers more ways to reach the right audiences. Here are some of the most common ways you can refine delivery and align your campaigns with specific goals:\n\n\n\n\nGeographic targeting reaches audiences based on location—down to the city, postal code, designated market area, or radius level—to ensure ads appear where they’re most relevant and support local, regional, or national campaigns.\n\n\n\nFirst-party targeting activates your own customer data—such as site visits, purchase history, app activity, or CRM lists—to reach and re-engage audiences. It can also be used for suppression or lookalike modeling to extend reach.\n\n\n\nThird-party targeting uses external data providers to reach audiences based on demographic attributes, interests, past behaviors, and modeled segments beyond your owned data.\n\n\n\nB2B and ABM targeting reaches users based on company, industry, job seniority, or technology stack to support account-based and B2B campaigns.\n\n\n\nDynamic retargeting automatically re-engages users who previously visited your site with personalized ads featuring the exact products or pages they viewed, helping drive return visits and conversions.\n\n\n\nContextual targeting places ads alongside relevant content so your message appears next to the topics people are already engaging with, while also allowing you to exclude content that doesn’t align with your campaign.\n\n\n\nDevice and supply targeting refines delivery based on device type, inventory source, and environment to better align placements with campaign goals.\n\n\n\nDomain targeting allows you to include or exclude specific websites to control where ads appear and maintain brand suitability.\n\n\n\nLanguage targeting serves ads based on site language or browser settings to ensure messaging matches the viewer’s preferred language.\n\n\n\n\nWhen used together, these targeting options help improve relevance, reduce wasted impressions, and make campaigns more efficient.\n\n\n\n\n\n\n\n\n\nWhat types of display advertising are there?\n\n\n\nDisplay advertising comes in several formats, each with its own strengths depending on campaign goals, creative assets, and where ads appear.\n\n\n\nChoosing the right display ad format depends on your campaign objective, the audience you’re trying to reach, and where your ads will appear. Some formats are better suited for broad awareness, while others are designed to drive engagement or conversions.\n\n\n\nFrom standard banner units to rich media and video, this table breaks down the main types of display ads and what makes them most effective.\n\n\n\nFormatWhat it isWhy it mattersBest forStill/animated adsStatic or animated display ads that appear on screen.Simple to produce and effective across standard placements.When you need a versatile format for prospecting or retargeting, depending on the messaging. It’s also a great format for storytelling.In-banner video adsDisplay banners that incorporate video within the ad unit.Adds motion and sound to display ads for extra engagement.When you want the impact of video in standard display placements; often at a lower cost than online video.Carousel adsAds that allow users to scroll through multiple images or products.Allows shoppers to browse without leaving the ad, aiding product discovery.When highlighting multiple products, features, or offers.Countdown adsAds featuring a live countdown tied to a deadline or event.Creates urgency and makes limited-time offers harder to ignore.When promoting launches, sales, or time-sensitive registrations.Testimonial adsAds built around customer quotes, reviews, or case study highlights.Builds credibility and reduces hesitation through social proof.When prospects are weighing options and need reassurance before making a decision.Interactive adsAds that include embedded elements like quizzes, polls, calculators, scratch-and-reveal features, or product selectors such as color palettes.Encourages active engagement rather than passive viewing.When you want users to engage with your ad and explore options before clicking through.Dynamic display adsAds that automatically adjust creative based on user behavior or location, such as previously viewed products, related items, or nearby stores.Delivers more relevant, personalized ads that reflect real user intent and proximity to physical locations.When retargeting shoppers, promoting nearby stores, or tailoring offers based on location or browsing behavior.Social display adsSocial-style posts adapted into display formats for programmatic campaigns through StackAdapt.Extends high-performing social ads and posts beyond social platforms.When extending social campaigns and testimonials across the open web.Disclaimer adsAds that include tailored legal or regulatory disclosures within the unit.Ensures compliance without sacrificing creative clarity.When advertising in regulated industries or markets like healthcare or gambling.Audio companion bannersVisual ads shown on streaming platforms alongside audio content.Extends display campaigns into streaming platforms.When you want to reach listeners streaming music and podcasts to maintain visibility across devices.\n\n\n\nFun fact: In 2026, US advertisers are expected to spend over 3X as much on rich media ads (which include video and interactive display formats) compared to traditional banner ads.\n\n\n\nWhat are common display ad sizes?\n\n\n\nDisplay ads come in a range of sizes, many of which were originally defined and standardized by the Interactive Advertising Bureau (IAB) to help advertisers run campaigns consistently across publishers. \n\n\n\nSome of the most common fixed sizes still used today include:\n\n\n\n\nmedium rectangle (300x250)\n\n\n\nleaderboard (728x90)\n\n\n\nskyscraper (160x600)\n\n\n\nlarge rectangle (300x600)\n\n\n\nbillboard (970x250)\n\n\n\nsmartphone banner (300x50 or 320x50)\n\n\n\n\nThat said, the IAB has also recommended a shift toward flexible ad units that are based on aspect ratio and size range, rather than a single fixed pixel size, to make display ads more adaptable across responsive websites and different screen sizes, particularly on mobile.\n\n\n\nIf you’re planning display ads today, it’s still useful to know the standard sizes. \n\n\n\nBut, as explored more in-depth below, it’s just as important to design with flexibility in mind—adapting layout, copy, and visual hierarchy for each format rather than simply resizing the same asset across placements.\n\n\n\nWhat are the benefits of display advertising?\n\n\n\nAs targeting capabilities have advanced and measurement has become more precise, display advertising has evolved into a flexible channel that can support both brand awareness and performance goals.\n\n\n\nHere are some of the main benefits of display advertising:\n\n\n\n\nPrecise targeting: Programmatic advertising platforms help you reach specific audiences based on demographics, interests, and online behaviors. By activating first-party data or layering in contextual and third-party data, campaigns can narrow in on users most likely to convert.\n\n\n\nCost-effective reach: Display advertising allows you to place ads across thousands of websites and apps at a fraction of the cost of traditional channels. With affordable pricing models and the ability to optimize campaigns mid-flight, you can expand reach while maintaining budget control.\n\n\n\nCross-channel integration: Display ads work alongside social, search, native, video, and connected TV (CTV) to keep your brand visible as customers move between platforms. Used within a broader multi-channel strategy, display can follow up on earlier engagement, support search intent, and help move buyers from interest to action.\n\n\n\nCreative flexibility: Display advertising makes it easy to test and adapt creative in real time. With dynamic creative optimization (DCO), you can tailor headlines, images, CTAs, and offers to different audiences, reducing production costs and wasted impressions.\n\n\n\nFull-funnel performance: With the right formats and bidding strategies, campaigns can drive clicks and unique reach at the top of the funnel, improve click-through rate (CTR) during the consideration phase, and drive sales and sign-ups at the bottom of the funnel.\n\n\n\nHigher conversions: By re-engaging people who have already visited your site or viewed a product, display campaigns can keep your brand top of mind and encourage return visits, increasing sales.\n\n\n\nMeasurable impact: Display advertising makes it easy to see what’s working. You can track impressions, clicks, conversions, and return on ad spend (ROAS), tying results back to specific decisions to inform future campaigns.\n\n\n\nStronger brand recall: Formats like rich media combine imagery, motion, and interactive elements to improve visual storytelling, allowing you to capture attention and leave a more lasting impression than text alone.\n\n\n\nGreater inventory variety: Programmatic platforms like StackAdapt provide access to hundreds of thousands of sites, including premium publishers. That means campaigns aren’t confined to just a few placements, which can help limit overexposure.\n\n\n\nEasy to create: Display ads don’t need tons of resources to design. Teams can quickly create ads—even using common design tools like Canva or in-platform tools from programmatic partners—lowering the barrier to entry for brands of all sizes.\n\n\n\n\nHow to get started with display advertising\n\n\n\nLaunching a display campaign doesn’t have to be difficult. Here are a few practical steps to guide your planning—from targeting and creative development to bidding strategy and performance measurement—for any industry you’re working in:\n\n\n\nStep 1: Choose the right platform and buying approach\n\n\n\nNot all programmatic platforms are created equal. When working with a DSP, ask about verification partners, inventory access, and platform features to ensure your campaigns can scale effectively.\n\n\n\nEvaluate supply quality, brand safety, and measurement capabilities to ensure your ads appear in the right places and deliver results, instead of on low-quality inventory—like made-for-advertising sites—where ads are crowded, and performance is often limited.\n\n\n\nStep 2: Define your audience\n\n\n\nStart by identifying who you want to reach and where they are in the buying journey. Go beyond basic demographics by layering:\n\n\n\n\nFirmographic data\n\n\n\nIntent signals\n\n\n\nPast engagement\n\n\n\n\nDoing so will help ensure your messaging matches your audience’s mindset.\n\n\n\nWhile adding layers can reduce scale, it often improves relevance. Forecasting tools within DSPs can also help you understand the trade-offs of different audience targeting combinations before launching.\n\n\n\nStep 3: Set clear campaign goals\n\n\n\nPrior to launching your ads, determine what success looks like. \n\n\n\nWhether your objective is reach, increasing site or in-store traffic, or conversions, your KPIs, budget, and bidding strategy should align with your overall goal.\n\n\n\nStep 4: Develop and size your creative properly\n\n\n\nStrong performance starts with strong creatives. \n\n\n\nDevelop clear, focused messaging aligned to your objective, and size assets correctly across desktop, mobile, and in-app placements to maintain consistency.\n\n\n\nStep 5: Launch across the right channels\n\n\n\nActivate your campaign across websites and apps where your audience already spends time, and apply frequency caps to avoid overexposure. \n\n\n\nConsider how display can complement social, search, or other programmatic channels—like CTV or digital audio—to maintain consistency across touch points.\n\n\n\nStep 6: Monitor and optimize performance\n\n\n\nTrack performance beyond surface-level metrics. Evaluate impressions, clicks, conversions, and post-click behavior to understand what’s driving results. Adjust creative, audiences, or bids based on what you learn.\n\n\n\nTaken together, these steps help ensure your display ads—whether used as a standalone channel or as part of a multi-channel strategy—are set up effectively from the start.\n\n\n\nWhat are some display advertising best practices and examples?\n\n\n\nDesign and messaging are ultimately what separate display ads that get ignored from those that drive results. \n\n\n\nBelow are some display advertising best practices from StackAdapt’s award-winning in-house Creative Studio team. \n\n\n\nFollow them to ensure your visuals, copy, and messaging are clear, consistent, and built to perform.\n\n\n\nKeep it simple\n\n\n\nDisplay ads appear in small spaces and compete for limited attention. If your message can’t be understood in two or three seconds, it’s likely too complex. \n\n\n\nFocus on one clear idea, relevant visuals, and concise copy. Think of it as a preview of your campaign, not a landing page.\n\n\n\nThis cloud security ad, designed by the Creative Studio, is effective because it centers on a single, clear message with minimal supporting copy and a high-contrast call to action (CTA), making the value proposition immediately understandable.\n\n\n\n\n\n\n\nDesign with the format in mind\n\n\n\nDisplay placements range from narrow portrait units to wide landscape formats, and each requires thoughtful composition. \n\n\n\nInstead of simply resizing assets, adjust layout, copy, and visual hierarchy so every ad feels intentional, and the elements have room to breathe—like in this interactive ad for an insurance company—not crowded or compressed.\n\n\n\n\n\n\n\nUse high-quality visuals\n\n\n\nClear images and well-formatted assets make your message easier to process at a glance: \n\n\n\n\nAvoid blurry, over-filtered, or poorly cropped visuals. \n\n\n\nKeep your product or service as the focal point. \n\n\n\nUse high-quality logos with proper sizing and formatting.\n\n\n\n\nThis ad works well because the vehicles are presented in sharp detail against a clean background, making them the clear focal point.\n\n\n\n\n\n\n\nShow your brand early\n\n\n\nIf you’re using animation or video, assume viewers may only see the first frame before scrolling past. \n\n\n\nMake sure your logo and message appear within the first two seconds, so your brand and value proposition—like this ad for a personal loan business—is recognizable immediately and easily understood, even if the rest of the ad goes unseen.\n\n\n\n\n\n\n\n\nMake the headline do the work\n\n\n\nMost viewers will read the headline before anything else. \n\n\n\nUse clear, specific language that communicates what you offer, and treat character limits as guardrails, not obstacles. \n\n\n\nRemember: If the headline isn’t strong on its own, the rest of the ad won’t be either.\n\n\n\nIn this office furniture ad, the headline takes a common workplace problem and positions the product as a tailored solution—making its value easy to understand at a glance.\n\n\n\n\n\n\n\nUse clear, direct CTAs\n\n\n\nAttention spans are shrinking. To capture attention, simple language is key. \n\n\n\nAvoid jargon and overly technical phrasing, and keep display ad copy concise and easy to understand.  \n\n\n\nYour CTA should be active and specific. “Shop now” or, in the case of this Creative Studio ad, “Schedule a call” is clearer than vague prompts like “Click here.”\n\n\n\n\n\n\n\nKeep animation intentional\n\n\n\nAnimation should reflect your brand and campaign objective. \n\n\n\nA premium brand may call for smooth, restrained motion, while a more energetic brand can use quicker, more dynamic transitions. \n\n\n\nLike this ad for a financial services company, the style and pacing should enhance the message, not distract from it.\n\n\n\n\n\n\n\n\nUse strong contrast\n\n\n\nContrast helps viewers process your message quickly. \n\n\n\nMake sure text stands out clearly against the background and that key elements—like your logo and headline—are easy to distinguish at a glance. \n\n\n\nUse size, weight, and color intentionally to guide attention.\n\n\n\nFor example, in this athletic footwear ad, the product name, vibrant image of the shoe, and cost stand out against the light background—guiding attention from brand to product to pricing to CTA in a clear visual sequence.\n\n\n\n\n\n\n\nKeep an eye on creative fatigue\n\n\n\nLast but not least, it’s important to remember that not every ad needs an immediate refresh. \n\n\n\nIf performance remains steady, there’s no reason to change things. \n\n\n\nThat said, don’t be afraid to keep testing: You can still continue trying new variations alongside your existing display ads. Just avoid making changes without a clear reason or hypothesis.\n\n\n\nWhen results begin to decline, experiment by adjusting headlines, imagery, or color and monitor the results in an A/B test before overhauling the entire campaign.\n\n\n\nWhether you’re launching a new campaign or refining an existing one, follow these best practices to improve performance over time without unnecessary rework.\n\n\n\nHow much does display advertising cost?\n\n\n\nThe cost of display advertising varies based on targeting, ad format, and inventory quality. Its value is ultimately determined by the goals you’re trying to achieve—whether it’s building awareness, driving site traffic, or generating conversions.\n\n\n\nHere are a few of the most common display advertising pricing models:\n\n\n\n\nCost per mille (CPM): One of the most common pricing models, advertisers pay a set price per 1,000 impressions served. The average CPM can range from $1.24 USD for standard display inventory bought via RTB on the open exchange to $4 USD and above for private marketplace deals with premium publishers. Using more advanced targeting can increase CPMs, but it also helps reduce wasted impressions and improve overall efficiency.\n\n\n\nCost per click (CPC): Advertisers pay each time a user clicks on their ad. This model is often used when the goal is to drive site traffic or engagement, particularly in mid- to lower-funnel campaigns, as clicks indicate a stronger level of interest than impressions.\n\n\n\nCost per lead (CPL): This model is commonly used in lead generation campaigns where the focus is on capturing qualified prospects rather than just driving traffic. Advertisers pay when a user completes a specific, predefined action, such as signing up for a newsletter, downloading content (like a guide or report), or registering for a webinar.\n\n\n\nCost per acquisition (CPA): Under this pricing model, advertisers pay when a user completes a conversion, such as making a purchase or booking a demo that can be attributed to the display ad. This model is typically used in performance-focused campaigns, where success is measured by specific results that impact revenue—and, in industries with long sales cycles like B2B, pipeline growth—rather than clicks or impressions alone. In many cases, stronger creative and more precise targeting can help lower CPA by improving engagement and conversion rates, even if CPMs are higher.\n\n\n\n\nWhat display advertising metrics can you use to measure performance?\n\n\n\nTo understand how your display campaigns are performing and optimize them more effectively, it’s important to track how users see, engage with, and respond to your ads. Here are some of the most commonly used display advertising metrics:\n\n\n\n\nImpressions count how many times your ad is served, giving you a sense of overall scale and visibility. An impression is counted each time your ad is displayed on a webpage or within an app.\n\n\n\nReach tracks the number of unique individuals who see your ads, helping you understand how many specific people your campaigns reach.\n\n\n\nFrequency shows the average number of times each user sees your ad, helping you balance visibility without overexposing users to the same ad—reducing wasted impressions and the risk of ad fatigue.\n\n\n\nCTR measures the percentage of users who click on your ad after seeing it, letting you gauge whether your creative and messaging are resonating with your target audience. CTR is calculated by dividing the number of clicks by the total impressions.\n\n\n\nView-through conversions track conversions that occur after a user sees—but doesn’t click—your ad, showing how display ads contribute alongside other channels across longer buying cycles and the full customer journey.\n\n\n\nROAS helps you evaluate overall campaign profitability by measuring how much revenue you generate for every ad dollar spent.\n\n\n\n\nTaken together, these metrics—along with other programmatic KPIs—can show you not just how many people see your ads, but how they engage with them and convert over time.\n\n\n\nBecause display often works alongside other channels, it’s also important to consider how it contributes to conversions across touch points, not just in isolation.\n\n\n\nIn addition to channel-level metrics, measurement frameworks like cross-channel attribution can provide a more complete view of performance—giving you a clearer understanding of how different parts of your media mix work together.\n\n\n\nCommon display advertising challenges (and how to solve them)\n\n\n\nEven with the right strategy, display campaigns don’t always perform as expected. Here are some common challenges and how they can be addressed to improve performance.\n\n\n\nEvolving data privacy regulations\n\n\n\nThe ongoing deprecation of third-party cookies has made it more difficult to rely on traditional audience targeting and measurement methods. Building a strong first-party data strategy—along with leveraging contextual, privacy-conscious solutions like StackAdapt’s Page Context AI—can help you maintain performance and measure campaign performance more accurately moving forward, no matter how privacy regulations and policies evolve.\n\n\n\nAd fraud and wasted spend\n\n\n\nMade-for-advertising sites siphon off ad spend and undermine campaign performance by mass-producing clickbait-style content that prioritizes ad volume over user experience.\n\n\n\nAs a result, without proper supply and inventory controls in place, ads may appear on low-quality sites, leading to wasted impressions, lower engagement, and weaker overall performance.\n\n\n\nPlatforms like StackAdapt help prevent this by partnering with providers and working with an internal Platform Quality team to continuously identify and block low-quality or suspicious inventory. By regularly vetting supply, ads will appear on high-quality sites and apps that deliver results, not just cheap impressions.\n\n\n\nAd fatigue\n\n\n\nWhen users see the same ads too often, studies have shown that they become easier to ignore—reducing engagement over time. Applying frequency caps—which limit how many times an individual user sees an ad within a specific period of time—can help control how often ads are served, making it easier to maintain visibility without overexposing users and annoying them.\n\n\n\nScaling creative production\n\n\n\nRunning effective display ad campaigns requires a steady stream of creative variations to keep messaging fresh and avoid ad fatigue. But producing and updating assets manually can quickly become a bottleneck for many teams.\n\n\n\nProgrammatic platforms like StackAdapt help solve this challenge by providing AI-powered tools like the Creative Builder, enhanced by Ivy™, alongside self-serve DCO solutions, which allow teams to generate, adapt, and personalize creative at scale. \n\n\n\nInstead of building each variation manually, campaigns can either use templates and AI to quickly create new assets or automatically adjust messaging, imagery, and formats in real time—reducing production costs while increasing ad performance.\n\n\n\n\n\n\n\n\n\nWhat is the future of display advertising?\n\n\n\nDisplay advertising continues to evolve in unique and practical ways as changes in technology, data, and buying methods reshape how campaigns are planned and executed. \n\n\n\nAs with most areas of digital marketing, understanding where it’s heading can help you make more informed decisions and adapt your strategy to stay competitive, even as those changes continue to accelerate.\n\n\n\nProgrammatic continues to dominate growth\n\n\n\nAccording to EMARKETER, programmatic’s share of display ad budgets grew from 51.7% in 2014 to nearly 97% in 2025—representing about $50 billion in new spend versus just $1.63 billion USD for non-programmatic.\n\n\n\nFor advertisers, this means programmatic is the primary way display campaigns are planned, bought, and scaled. Those who don’t adopt it risk limiting reach, becoming more inefficient, and falling behind competitors.\n\n\n\nRetail media expands display’s role in performance marketing\n\n\n\nIn 2026, retail media is expected to account for 11.7% of programmatic display spend, growing 23.6% year over year and at a rate faster than even programmatic social media ad spending.\n\n\n\nAs a result, retail media is quickly becoming a key driver of performance-focused spend within display advertising, especially for advertisers looking to improve lower-funnel performance.\n\n\n\nThat growth isn’t limited to retailer websites. Retail media networks are increasingly extending their inventory and targeting capabilities into off-site environments like CTV, social media, and the open web, with these placements projected to account for $15.89 billion USD in off-site display spend in 2026.\n\n\n\nFor advertisers, this shift creates new opportunities to use display for more targeted, conversion-focused campaigns, not just broad awareness.\n\n\n\nAI reshapes how display campaigns are executed\n\n\n\nAs programmatic advertising continues to evolve, AI is increasingly embedded across every stage of display advertising, from bidding and budget allocation to forecasting and creative optimization.\n\n\n\nProgrammatic platforms now use AI to analyze historical behavior, intent signals, and engagement to predict which impressions are most likely to convert and adjust bids accordingly.\n\n\n\nBut AI’s role extends beyond bidding and optimization.\n\n\n\nAccording to a recent study, 60% of advertisers are already using AI for content creation, 43% are using it for creative performance analysis, and 40% for creative optimization.\n\n\n\nBecause of this, display advertising is becoming more predictive and efficient—allowing campaigns to make smarter decisions and adapt in real time based on what’s most likely to drive performance.\n\n\n\nPutting it all into practice\n\n\n\nDespite being one of the earliest forms of digital advertising, display hasn’t faded as new channels have emerged. Instead, it’s been reshaped by programmatic buying, AI advancements, and more flexible creative innovations, making it easier to create more clickable and memorable campaigns.\n\n\n\nReady to take the next step? Learn more about StackAdapt's display advertising solutions and speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nDisplay advertising FAQS\n\n\n\n\n\n\n\nAn example of a display ad is a banner like this cloud security ad, which uses a clear headline, simple messaging, and a “Learn More” CTA to drive users to a landing page. These ads typically combine visuals and short-form messaging to capture attention and drive traffic as users browse online.\n\n\n\n\n\n\n\n\n\nDisplay advertising is typically bought through programmatic platforms, ad networks, or direct deals with publishers. In most cases, advertisers use DSPs like StackAdapt to set targeting, budgets, and goals, allowing them to streamline and automate the delivery of display ads across websites and apps in real time.\n\n\n\n\n\n\n\n\n\nA display ad is served when a user loads a webpage or app, triggering an ad request that’s sent to an ad server or exchange. From there, DSPs evaluate the opportunity and submit bids on behalf of advertisers in real time, with the winning ad displayed to the user within milliseconds. For a full step-by-step walkthrough, read this explanation of how programmatic advertising works.\n\n\n\n\n\n\n\n\n\nDisplay advertising campaigns allow advertisers to target users based on demographics, interests, location, and purchase intent. Advertisers can also refine audience targeting further by retargeting past site visitors, placing ads alongside relevant content, or using platform tools to identify new users with similar behaviors and intent.\n\n\n\n\n\n\n\n\n\nNo, display advertising isn’t dead. It continues to grow, not decline. In the US alone, display ad spending is projected to increase from $230.95 billion USD in 2026 to $343.10 billion USD by 2030, showing sustained investment in the channel over the next five years.\n\n\n\n\n\n\n\n\n\nDisplay advertising is effective in digital marketing when used strategically, particularly for brand building, retargeting, and supporting performance across multi-channel campaigns. Research from the IAB shows that display advertising can raise unaided brand awareness by up to 12% and increase purchase intent by up to 3%.\n\n\n\n\n\n\n\n\n\nThe average CTR for display advertising typically ranges from 0.1% to 0.3%, according to Search Engine Land, though performance can vary based on factors like targeting, creative, and ad placement. While this number may seem lower than other channels like search, which capture users actively looking for a product or service, display advertising campaigns often reach a much larger audience, which makes them effective for increasing awareness, consideration, and conversions.\n\n\n\n\n\n\n\n\n\nTo improve CTR, focus on clear, visually engaging creative with strong headlines and direct calls to action that stand out at a glance. Pair this with precise targeting and ongoing A/B testing to refine your messaging, visuals, and offers based on what drives the most engagement. To learn more, revisit our display advertising best practices.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":["WebPage","FAQPage"],"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising","url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising","name":"What is display advertising? A guide for marketers in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260422202947/20260416_Display-Advertising_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-04-23T13:50:46+00:00","dateModified":"2026-09-09T16:12:06+00:00","description":"Whether you’re new to display advertising or looking to improve your ads, here's everything you need to plan, launch, and optimize campaigns.","mainEntity":[{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-582a9508-6078-4827-9141-160761ef38cd"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-e2bb764e-11a8-4ecf-b61f-933b3f59a810"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-a52ca6d0-365d-4f2b-9fb9-9b9c7f7ccf85"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-473482b4-eecf-4c97-9c27-dcaeb81ecd4c"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-35069d3b-7f0d-4533-aa33-64e7f6fb17f6"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-4a23cf0e-7ad8-4541-9029-4c90c569da6d"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-b525963d-582d-418f-8f8f-70c453645251"},{"@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-51b48d36-27cf-4dc9-8160-b9e2af9df432"}],"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-582a9508-6078-4827-9141-160761ef38cd","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-582a9508-6078-4827-9141-160761ef38cd","name":"What is an example of display advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"An example of a display ad is a banner like this cloud security ad, which uses a clear headline, simple messaging, and a “Learn More” CTA to drive users to a landing page. These ads typically combine visuals and short-form messaging to capture attention and drive traffic as users browse online.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-e2bb764e-11a8-4ecf-b61f-933b3f59a810","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-e2bb764e-11a8-4ecf-b61f-933b3f59a810","name":"How do you buy display advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Display advertising is typically bought through programmatic platforms, ad networks, or direct deals with publishers. In most cases, advertisers use DSPs like StackAdapt to set targeting, budgets, and goals, allowing them to streamline and automate the delivery of display ads across websites and apps in real time.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-a52ca6d0-365d-4f2b-9fb9-9b9c7f7ccf85","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-a52ca6d0-365d-4f2b-9fb9-9b9c7f7ccf85","name":"How is a display ad served through an ad server?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A display ad is served when a user loads a webpage or app, triggering an ad request that’s sent to an ad server or exchange. From there, DSPs evaluate the opportunity and submit bids on behalf of advertisers in real time, with the winning ad displayed to the user within milliseconds. For a full step-by-step walkthrough, read this explanation of how programmatic advertising works.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-473482b4-eecf-4c97-9c27-dcaeb81ecd4c","position":4,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-473482b4-eecf-4c97-9c27-dcaeb81ecd4c","name":"When setting up display advertising campaigns, who can advertisers target?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Display advertising campaigns allow advertisers to target users based on demographics, interests, location, and purchase intent. Advertisers can also refine audience targeting further by retargeting past site visitors, placing ads alongside relevant content, or using platform tools to identify new users with similar behaviors and intent.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-35069d3b-7f0d-4533-aa33-64e7f6fb17f6","position":5,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-35069d3b-7f0d-4533-aa33-64e7f6fb17f6","name":"Is display advertising dead?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"No, display advertising isn’t dead. It continues to grow, not decline. In the US alone, display ad spending is projected to increase from $230.95 billion USD in 2026 to $343.10 billion USD by 2030, showing sustained investment in the channel over the next five years.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-4a23cf0e-7ad8-4541-9029-4c90c569da6d","position":6,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-4a23cf0e-7ad8-4541-9029-4c90c569da6d","name":"Is display advertising effective in digital marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Display advertising is effective in digital marketing when used strategically, particularly for brand building, retargeting, and supporting performance across multi-channel campaigns. Research from the IAB shows that display advertising can raise unaided brand awareness by up to 12% and increase purchase intent by up to 3%.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-b525963d-582d-418f-8f8f-70c453645251","position":7,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-b525963d-582d-418f-8f8f-70c453645251","name":"What is the average click-through rate for display advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The average CTR for display advertising typically ranges from 0.1% to 0.3%, according to Search Engine Land, though performance can vary based on factors like targeting, creative, and ad placement. While this number may seem lower than other channels like search, which capture users actively looking for a product or service, display advertising campaigns often reach a much larger audience, which makes them effective for increasing awareness, consideration, and conversions.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-51b48d36-27cf-4dc9-8160-b9e2af9df432","position":8,"url":"https://www.stackadapt.com/resources/blog/what-is-display-advertising#faq-question-51b48d36-27cf-4dc9-8160-b9e2af9df432","name":"How can you improve the CTR of display ads?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To improve CTR, focus on clear, visually engaging creative with strong headlines and direct calls to action that stand out at a glance. Pair this with precise targeting and ongoing A/B testing to refine your messaging, visuals, and offers based on what drives the most engagement. To learn more, revisit our display advertising best practices.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/llm-advertising#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/llm-advertising"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"What is LLM advertising and why could it reshape digital marketing?","datePublished":"2026-05-07T09:53:10+00:00","dateModified":"2026-09-09T16:12:04+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/llm-advertising"},"wordCount":1790,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/llm-advertising#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260506122745/20260422_LMM.webp?fit=1200%2C600&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: LLM ads\n\n\n\n\nLLM advertising is the placement of ads inside large language model environments, such as conversational AI assistants, where users express intent through questions, context, and dialogue.\n\n\n\nLLM advertising opens a new opportunity for marketers by bringing ads into conversational environments where intent is expressed more richly than in traditional search.\n\n\n\nThe channel is promising but still early, with limited measurement, evolving infrastructure, and open questions around scale and programmatic access.\n\n\n\nThe long-term advantage will go to brands that connect LLM ads to broader strategy, including audience data, creative, measurement, and omnichannel execution.\n\n\n\n\n\nLLM advertising is the placement of ads inside large language model environments, where users ask questions, compare options, and work through decisions in natural language.\n\n\n\nChatGPT ads open a new opportunity for advertisers: the chance to reach consumers inside one of the fastest-growing AI environments on the web. That alone makes this important for marketers. \n\n\n\nAccording to an EMARKETER forecast, AI search ads will claim a double-digit share of search budgets by 2029.\n\n\n\nBut the bigger story is that advertising is entering a space where user intent is expressed through conversations—not just clicks, content consumption, or keyword searches.\n\n\n\nFor years, search has been the closest thing marketers had to a direct line into intent. But LLMs are introducing a more conversational and context-rich version of that signal, one that's reshaping how brands think about relevance, discovery, and performance.\n\n\n\nSo far, OpenAI has positioned ChatGPT ads cautiously. The company says ads are intended to support broader access to ChatGPT, while remaining clearly labeled, visually separated from answers, and governed by privacy, user-control, and safety guardrails. OpenAI has also emphasized that ads do not shape ChatGPT’s answers.\n\n\n\nRecently, StackAdapt announced it’s offering access to advertising within ChatGPT, giving advertisers a way to start testing this new format through our platform.\n\n\n\nThe rollout is still controlled and early.  Even so, it signals the start of something larger: the arrival of advertising in AI-native environments.\n\n\n\nThat’s the real reason marketers should pay attention. LLM ads are yet another sign—after AI search—of a broader shift in how digital advertising evolves as AI becomes a more central part of how people research, compare, and make decisions.\n\n\n\nHow does LLM advertising change the intent signal?\n\n\n\nLLM advertising changes the intent signal by adding conversational context to what users ask. Instead of relying only on a keyword, LLM ads can reflect the user’s question, prior context, decision stage, and stated need.\n\n\n\nFor years, digital advertising has treated keywords as one of the clearest signals of intent. Search became so valuable because it let brands respond to what people were actively looking for at high-interest moments.\n\n\n\nLLM advertising changes that model. Instead of capturing a single query, it captures the context around it. \n\n\n\n“AI has context and history and deeper concepts,” says Yang Han, StackAdapt’s Co-founder and CTO. “Usually, you have a conversation with an AI, whereas in search, you just enter a few words or keywords. With AI, it can go a lot deeper in terms of understanding intent.”\n\n\n\nThat’s what makes LLM ads different from traditional search ads: \n\n\n\n\nA keyword can show what someone wants in the moment. \n\n\n\nA conversation can reveal why they want it, how far along they are in the decision process, and what kind of response would actually be useful.\n\n\n\n\nThis doesn’t make search irrelevant. Search will remain valuable because it’s simple, proven, and highly actionable. But LLM advertising points to a more context-rich version of relevance, one based not just on matching terms, but on understanding need more deeply.\n\n\n\nFor advertisers, LLM ads suggest a future where marketing can respond to what people mean, not just what they type.\n\n\n\nHow could LLMs become a powerful marketing channel?\n\n\n\nLLMs could become a powerful marketing channel because people use them during high-intent moments: researching products, comparing options, narrowing choices, and working through decisions.\n\n\n\nThat makes them potentially valuable for marketers because they bring brands closer to high-intent moments.\n\n\n\n“With AI, there’s a lot more deterministic signals, but you have the history as well,” says Han. “So you kind of get the best of both worlds. When it comes to advertising and marketing, it has way greater potential than any other channel we’ve seen on the market.”\n\n\n\nRather than interrupting passive consumption, LLM ads have the potential to appear alongside active problem-solving. If done well, that could make them more relevant, more useful, and ultimately more effective.\n\n\n\nOver time, that opens up a much bigger opportunity. As these environments improve in relevance, personalization, and measurement, LLM advertising could become a meaningful layer across the customer journey, influencing not just discovery, but evaluation and decision-making, too.\n\n\n\nWhy the channel is still early\n\n\n\nMarketers should evaluate early tests around four questions: what inventory is available, how ads are targeted, how performance is measured, and how results connect to the broader media mix.\n\n\n\nThe opportunity is real, but the channel is still taking shape. OpenAI has begun rolling out capabilities like conversion tracking, giving advertisers a clearer way to start measuring performance. Even so, formats and controls are still evolving, and the buying infrastructure is not yet as mature as other digital channels.\n\n\n\nThat matters because early promise does not automatically translate into scalable performance. For now, LLM advertising is best understood as an emerging space with strong potential, where marketers can begin testing, measuring, and evaluating how it fits into their broader marketing and advertising strategy.\n\n\n\n\n\nWhen does LLM advertising become scalable?\n\n\n\nLLM advertising becomes scalable when advertisers can activate, measure, optimize, and govern LLM ad inventory through the same planning systems they use for the rest of their media mix.\n\n\n\nThat's where the programmatic question comes in.\n\n\n\nToday, LLM ads are still closer to an emerging access point than a fully operationalized buying channel. As long as execution remains limited, advertisers will have a harder time integrating this inventory into broader planning, measurement, and optimization workflows.\n\n\n\nScalability begins when LLM advertising becomes easier to activate, measure, and connect to audience, creative, and budget strategies across channels. That's what turns a promising environment into one that fits more naturally within modern media operations.\n\n\n\nIn that sense, programmatic infrastructure can play a major role in helping LLMs mature as an advertising channel. The more seamlessly LLM ads fit into the systems marketers already use to run omnichannel campaigns, the faster this moves from an interesting test to a more scalable opportunity.\n\n\n\nHow should marketers test LLM advertising now?\n\n\n\nMarketers should test LLM advertising with clear goals, realistic expectations, and a plan to connect early learnings to broader media strategy.\n\n\n\nThe channel is still early, but that doesn’t mean marketers should wait on the sidelines. \n\n\n\n\nStart testing early, but keep expectations realistic. Treat LLM advertising as a learning opportunity while the channel continues to evolve.\n\n\n\nFocus on use cases where intent is likely to be strongest. Prioritize categories, products, or moments where users are actively researching, comparing options, or working through a decision.\n\n\n\nDefine success before launch. Decide upfront what you’re measuring, whether that’s engagement, clicks, assisted conversions, or directional performance signals.\n\n\n\nUse new measurement capabilities to learn. As OpenAI introduces tools like conversion tracking, marketers can begin assessing how LLM ads contribute to performance and where they fit in the broader mix.\n\n\n\nUse these tests to build internal knowledge. Pay attention to what kinds of messaging, offers, and user needs seem to resonate in LLM environments.\n\n\n\nPrepare your data and creative strategy. The long-term value of LLM ads will depend on how well brands can connect intent signals to audience strategy, and more adaptive creative.\n\n\n\nThink beyond the channel itself. Plan for how insights from LLM advertising could inform search, social, display, and broader omnichannel planning.\n\n\n\nStay flexible. The market, product capabilities, and measurement standards are still evolving, so marketers should be ready to adjust quickly as the channel matures.\n\n\n\n\nWhy should LLM advertising be part of an omnichannel strategy?\n\n\n\nLLM advertising should be part of an omnichannel strategy because conversational intent is most valuable when it informs the rest of the media mix.\n\n\n\nEven if these environments become highly effective, they’ll still sit within a broader customer journey that spans search, social, display, video, and other touchpoints.\n\n\n\n“You don’t want to execute in isolation,” says Han. “You want to execute holistically.” \n\n\n\nBecause LLM ads can reveal richer intent in a conversational setting, marketers may be able to use those signals to better align messaging across channels, connect upper-funnel activity to lower-funnel outcomes, and make more informed budget decisions.\n\n\n\nIn that sense, LLMs belong inside an omnichannel strategy because they can add a clearer layer of intent to the rest of the media mix. \n\n\n\nUsed well, that can help brands decide which audiences to prioritize, what kind of message to deliver, and where different channels are contributing across the journey. \n\n\n\nRather than treating LLM advertising as a separate experiment, marketers should think about how it can improve cross-channel consistency, sequencing, and measurement.\n\n\n\n\n\nWhat will separate winners in the new intent economy\n\n\n\nIn the new intent economy, advantage will come from how well brands translate conversational signals into media decisions, creative strategy, and measurable outcomes.\n\n\n\nAdvertisers must build the ability to interpret conversational intent and apply it across media, creative, and measurement.\n\n\n\nThat means treating LLM ads as part of a broader marketing capability. \n\n\n\n\nBrands will need to connect these signals to creative strategy, measurement, and cross-channel execution. \n\n\n\nThey’ll need to understand the kind of need, question, or decision a user is working through, then respond with messaging and media strategies that match that moment.\n\n\n\n\nAdvertising in AI environments gives marketers access to a richer form of intent than they have typically had through keywords, clicks, or browsing behavior alone. Over time, that can reshape how brands define relevance, plan campaigns, and evaluate performance.\n\n\n\nLLM advertising points to the beginnings of a new intent economy. As intent becomes more directly expressed through conversation, the brands that succeed will be the ones that turn that signal into stronger messaging, better coordination across channels, and more informed marketing decisions.\n\n\n\nTalk to our team to learn how to start testing LLM advertising as part of your omnichannel campaigns.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is cross-channel attribution? An in-depth guide for marketers in 2026","datePublished":"2026-05-14T15:04:03+00:00","dateModified":"2026-09-09T16:12:03+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution"},"wordCount":2659,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260526204512/20260526_Cross-Channel-Attribution.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","measurement"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: Cross-channel marketing attribution\n\n\n\n\nCross-channel attribution measures how different channels contribute to conversions across the customer journey, instead of giving all the credit to the last ad clicked.\n\n\n\nIt works by connecting site activity, UTM data, media exposure, and conversions to show which touch points lead up to a conversion.\n\n\n\nUnderstanding which channels, combinations, and sequences influence conversions makes it easier for marketers to allocate budget to what’s actually driving results.\n\n\n\n\n\nThe buying journey is typically depicted in marketing as a linear path—a funnel moving customers from one stage to the next.\n\n\n\nIt’s not. Instead, customers scroll through social media, search for products online, and stream TV in their downtime, encountering ads across countless other channels along the way.\n\n\n\nWhen they finally decide to place an order, the credit often goes to the ad they last clicked. But each channel plays a role in driving conversions. The problem is that most measurement models capture only a sliver of their impact, making incomplete data look more reliable than it really is.\n\n\n\nMarketing leaders know it’s a problem—a 2026 survey found that 5 in 10 US decision-makers only measure “what’s easy, expected, or visible,” with 78% believing that up to 10% of media spend is wasted due to insufficient measurement methods—but don’t have a way to see the full picture.\n\n\n\nAs a result, budget is overspent on the channels that are easiest to measure and seen as more reliable (the Google Ads, TikToks, and Instagrams of the world), while the channels working behind the scenes to influence the path to conversion are undervalued and ultimately deprioritized. That means marketers can end up scaling what looks efficient, not necessarily what’s actually driving results—and over time, those decisions can limit growth.\n\n\n\nCross-channel attribution provides a more complete view of performance, connecting the dots across the entire customer journey so advertisers can see which channels are actually driving results.\n\n\n\nRead on to learn what cross-channel attribution is, how it works, and how it can help you make more informed decisions about where your budget should go.\n\n\n\nWhat is cross-channel attribution?\n\n\n\nCross-channel attribution is the method of measuring how different marketing channels contribute to conversions across the customer journey. Rather than giving all the credit to the last ad a customer clicked, it helps advertisers understand how touch points across channels like display, search, social, connected TV (CTV), and audio work together to influence results.\n\n\n\nBecause of this, it’s no surprise that in 2025, 47% of US brand and agency marketers said marketing attribution and measurement were their top investment priorities.\n\n\n\nHow does cross-channel attribution compare to other types of measurement?\n\n\n\nCross-channel attribution provides a more complete view than single-channel or last-click measurement because it accounts for the roles different channels play before a conversion.\n\n\n\nOf course, it’s not the only way advertisers should measure marketing performance.\n\n\n\nWhen measuring campaign performance, different methods often work together because they answer different questions. \n\n\n\nSome—like multi-touch attribution (MTA)—are more deterministic, helping advertisers connect observed touch points to conversions. \n\n\n\nOthers—like marketing mix modeling (MMM) and incrementality testing—are more predictive or probabilistic, using models and historical patterns to estimate impact when direct measurement isn’t possible.\n\n\n\nHere’s how some of the most common methods compare:\n\n\n\n\nMTA measures the role of individual touch points across the customer journey, helping advertisers understand which interactions influenced a conversion.\n\n\n\nMMM uses historical performance data to estimate how different channels, budgets, and external factors contributed to sales, revenue, or other performance goals.\n\n\n\nIncrementality measures whether a campaign or channel drove additional results that wouldn’t have happened without advertising in the first place—be it a click, conversion, or purchase.\n\n\n\n\nBut no measurement method is perfect on its own. Each one has limitations depending on the data available, the channels being measured, and the question advertisers are trying to answer.\n\n\n\nCross-channel attribution is most useful when advertisers want to understand how channels work together, rather than looking only at the final click or measuring each channel in a silo. That includes seeing how one touch point can influence the next and help move someone closer to conversion.\n\n\n\nUsed alongside other measurement methods, it can help teams build a clearer picture of what’s driving performance and where gaps or wasted spend remain.\n\n\n\nWhy is cross-channel attribution important?\n\n\n\nFor advertisers, the challenge isn’t always launching more campaigns. It’s understanding which ones are shaping the path to conversion.\n\n\n\nHere are some of the key benefits of using cross-channel attribution:\n\n\n\nProvides a clearer view of the customer journey\n\n\n\nCross-channel attribution helps advertisers understand how customers first discover a brand, learn more about it, and continue encountering it across different channels before clicking on an ad and converting.\n\n\n\nInstead of looking at each channel or platform separately, it shows how those interactions work together, so teams can better understand what’s actually influencing performance.\n\n\n\nIdentifies the not-so-obvious channels contributing to conversions\n\n\n\nSome channels play an important role long before a customer is ready to convert. A shopper may click a paid search ad before buying a pair of jeans, but a sponsored native ad they read earlier in the week about the “Best Jeans for Athletic Builds” may have been what first made the brand worth considering (and ultimately became the deciding factor in pulling out their credit card).\n\n\n\nCross-channel attribution helps identify the channels currently in your media mix that you might overlook or undervalue, ensuring you don’t cut any campaigns that are actually helping drive conversions on the down low.\n\n\n\nShows which channel combinations and sequences work best\n\n\n\nCross-channel attribution helps advertisers see which channels tend to work together before a customer converts.\n\n\n\nFor example, an in-platform analysis of ~5M StackAdapt-influenced conversion paths between January and March of this year found that:\n\n\n\n\n52.5% of conversion journeys span multiple channels.\n\n\n\n25% of conversions follow repeatable paths, such as a CTV ad followed by a display ad.\n\n\n\n1 in 4 conversions rely on cross-channel sequencing to drive results.\n\n\n\n\nThe takeaway: conversions are often shaped by the order in which channels appear, not just whether they appear at all.\n\n\n\nKnowing which paths are most likely to lead to conversion can help teams decide which channels to pair together, when to introduce them, and—through further analysis—what messaging should appear at each stage to not only improve performance but reduce the average time it takes to convert.\n\n\n\nHelps optimize media spend\n\n\n\nAccording to EMARKETER, over 20% of US advertisers adjust their ad budgets at least twice a month based on measurement data.\n\n\n\nTo make those decisions more confidently, cross-channel attribution can show which channels and paths are contributing most to conversions, making it easier to decide where budget should be increased, reduced, or rebalanced.\n\n\n\nIt can also help justify spend on upper- and mid-funnel channels that may not drive the final click, but still play an important role in moving customers closer to conversion.\n\n\n\nWhat are the biggest challenges of cross-channel attribution?\n\n\n\nCross-channel attribution can give advertisers a clearer view of performance, but only when the underlying data is reliable, connected, and interpreted correctly.\n\n\n\nAs customer journeys become more fragmented, teams also need to account for the systems, privacy changes, and measurement limitations that can make attribution more difficult.\n\n\n\nData silos often make it harder to connect the full customer journey\n\n\n\nSuccess in cross-channel attribution ultimately depends on being able to connect customer interactions across platforms. But campaign data often lives in separate systems, from adtech and analytics platforms to martech tools like CRMs and email platforms.\n\n\n\nThat disconnect is a common challenge, with a third of marketing leaders concerned about conflicting data and reliability in their measurement and reporting.\n\n\n\nWhen those systems don’t share data consistently, it becomes harder to see how someone moved from one touch point to the next—creating gaps in the customer journey that can lead to misleading reporting at best and poor budget decisions at worst.\n\n\n\nPrivacy changes can limit visibility\n\n\n\nPrivacy regulations—like GDPR and CCPA—and platform changes have made it harder to track users across the full customer journey, especially when campaigns span mobile apps, browsers, and other closed environments.\n\n\n\nAs a result, advertisers may lose visibility into key touch points, with 41% of mobile growth, marketing, and product leaders worldwide saying privacy measures online are leading to difficulties with cross-channel attribution.\n\n\n\nThat makes a privacy-conscious approach to cross-channel attribution even more important. Instead of relying on outdated tracking methods, advertisers need first-party data, consent-based tracking, and measurement tools that can connect the signals still available to them.\n\n\n\nMeasurement is only as strong as the setup behind it\n\n\n\nEven with more advanced measurement tools available, many advertisers still struggle to get a clear read on performance. \n\n\n\nAccording to the IAB’s State of Data 2026, up to 75% of US buy-side leaders say core ad measurement approaches—including attribution analysis, incrementality tests, and MMM—underperform, proving just how difficult it can be to measure performance accurately across today’s media mix.\n\n\n\nThat doesn’t mean these methods aren’t useful. It just means they need the right data, setup, and interpretation to help advertisers understand what’s working, where gaps remain, and how much confidence they should place in each result.\n\n\n\nWhat are examples of cross-channel attribution models?\n\n\n\nAt a high level, cross-channel attribution is the broader framework that connects performance data across channels to show how different touch points contributed to a conversion. Within that framework, attribution models are used to decide how credit is assigned.\n\n\n\nFor example, a last-touch (or last-click) model gives credit to the final channel or interaction before someone converts—useful for understanding what helped close the conversion, but only showing one part of the journey. \n\n\n\nThis can be limiting, especially for channels like CTV, audio, and digital out-of-home, which may influence performance, but don’t always drive the final click (because, with very few exceptions, they aren’t clickable in the first place).\n\n\n\nMTA looks at more of the journey by accounting for the channels and touch points that appeared before the conversion happened.\n\n\n\nIf someone visited a site, submitted a form, and converted after viewing or clicking an ad served through StackAdapt and clicking through ads from Google or Meta, each platform would receive a portion of the credit—helping advertisers understand not just who got the last click, but which channels showed up along the way.\n\n\n\nThe right model depends on what advertisers are trying to measure. But in each case, the goal is the same: to move beyond a single-channel view and better understand how different touch points contributed to a conversion.\n\n\n\nHow does cross-channel attribution work?\n\n\n\nAt a high level, the whole process of cross-channel attribution usually involves a few key steps. \n\n\n\nTo help illustrate the process, here’s how it typically works in StackAdapt:\n\n\n\nStep 1. site activity is collected\n\n\n\nOn-site pixels and UTM parameters record visits, page URLs, traffic sources, and conversions when users engage with a website.\n\n\n\nThose UTMs don’t have to—nor should they—be applied only to channels activated via programmatic platforms like StackAdapt. They can also be used across campaigns running on search and social platforms like Google Ads, LinkedIn, TikTok, X, Pinterest, Reddit, and other platforms. \n\n\n\nAs long as the pixel is properly set up on a brand or client’s site and UTMs are set up correctly and applied consistently across ads, cross-channel attribution can connect traffic and conversions back to the channels that drove them.\n\n\n\nAn important distinction to note when measuring cross-channel attribution in StackAdapt: in the platform, conversion paths are built from StackAdapt impression and click exposure, along with UTM-based click activity from other platforms. In other words, StackAdapt can show where its own ads influenced the path through views and clicks, while non-StackAdapt channels are represented through click-through activity captured by UTMs.\n\n\n\nStep 2: Media exposure is matched\n\n\n\nStackAdapt impression and click data are connected to site activity using shared identifiers, helping determine whether someone who converted was previously exposed to an ad.\n\n\n\nStep 3: Conversion paths are built\n\n\n\nThose data points are combined into a cross-channel journey that shows which StackAdapt views and clicks, along with UTM-tracked clicks from other channels, appeared before the conversion happened.\n\n\n\nStep 4: Insights are used to optimize campaigns further\n\n\n\nOnce advertisers can see how channels contributed to conversions, they can adjust budgets, creative, sequencing, and targeting based on what’s actually helping move customers closer to action.\n\n\n\nIn doing so, these steps help turn disconnected campaign data into a more useful view of performance, and deliver on the main promise of cross-channel attribution: showing not just where conversions happened, but which interactions helped lead up to them in the first place.\n\n\n\nAn example of cross-channel attribution in action\n\n\n\nStill trying to imagine what this looks like in practice? Here’s a simple example that helps illustrate the process and what cross-channel attribution is trying to solve:\n\n\n\nSomeone training for a marathon might first see a display ad for a pair of running shoes while reading product reviews online. A few days later, they may scroll past an ad from the brand on social media. Later on, they might see an ad for the same pair of running shoes while streaming live sports. Eventually, they Google the brand wanting to learn more, and end up clicking a sponsored result before making a purchase. \n\n\n\nWithout cross-channel attribution, that final search ad may get most—if not all—of the credit. \n\n\n\nBut in reality, the display, social, and CTV ads built brand awareness—keeping the product top of mind and moving the customer along the path to purchase before they ever searched for the brand directly.\n\n\n\nThat’s why giving all the credit to the final click can be misleading, and why cross-channel attribution is so useful.\n\n\n\nMuch like a relay race, the final runner may get the most attention, but the handoffs that happened earlier on played a critical role in getting across the finish line.\n\n\n\nMake cross-channel attribution easier with StackAdapt\n\n\n\nAlthough most demand-side platforms can report on view-through conversions and provide some level of insight, few offer transparent, configurable cross-channel attribution from the same platform where campaigns are planned, launched, and optimized.\n\n\n\nStackAdapt’s self-serve, cross-channel attribution solution gives marketers clearer visibility into conversion paths and programmatic’s influence directly in the platform—showing where view-through and click-through exposure from StackAdapt ads appeared alongside UTM-based click activity from paid and owned channels before a conversion.\n\n\n\nInstead of relying only on last-touch reporting or stitching together results across separate tools, marketers can see how StackAdapt campaigns influence site visits, revenue, and conversions.\n\n\n\nTo learn how cross-channel attribution works in StackAdapt, speak with our team.\n\n\n\nCross-channel attribution FAQs\n\n\n\nHow does cross-channel attribution improve campaign planning?\n\n\n\nCross-channel attribution improves campaign planning by proving how different channels work together before a customer converts, instead of leaving teams to make decisions based on each platform’s reporting alone. In doing so, advertisers can better decide which channels to pair together, where to adjust spend, and how to plan campaigns around the path customers actually take.\n\n\n\nWhat impact does AI have on cross-channel attribution?\n\n\n\nAI can accelerate cross-channel attribution and make it more accessible by helping teams analyze larger datasets, identify patterns across channels, and adjust campaigns through more frequent feedback loops. In fact, 56% of respondents in StackAdapt’s The State of Personalization in Digital Marketing report said they expect the greatest gains from using AI in advertising over the next two to three years to come from measurement and attribution.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution","url":"https://www.stackadapt.com/resources/blog/cross-channel-attribution","name":"Cross-channel attribution: A guide for marketers in 2026","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260526204512/20260526_Cross-Channel-Attribution.webp?fit=1201%2C601&ssl=1","datePublished":"2026-05-14T15:04:03+00:00","dateModified":"2026-09-09T16:12:03+00:00","description":"Many teams are making decisions without knowing what’s driving results. Learn how cross-channel attribution works and how it can improve your media spend.","inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/cross-channel-attribution#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260526204512/20260526_Cross-Channel-Attribution.webp?fit=1201%2C601&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260526204512/20260526_Cross-Channel-Attribution.webp?fit=1201%2C601&ssl=1","width":1201,"height":601,"caption":"Sponsored mobile ad, social post, search screen, and payment card layered in an abstract digital marketing interface representing cross-channel attribution."}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Everything you need to know about advertising on ChatGPT right now","datePublished":"2026-05-28T18:18:03+00:00","dateModified":"2026-09-09T16:12:02+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt"},"wordCount":2088,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260528174532/20260513_advertising-on-chatgpt.webp?fit=1200%2C600&ssl=1","keywords":["AI","blog","Content Level : 101"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: Advertising on ChatGPT\n\n\n\n\nIn February, OpenAI officially announced the introduction of ads in ChatGPT, initially launching a test in the United States. \n\n\n\nSince then, the rollout has expanded to Canada, Australia, New Zealand, the United Kingdom, Japan, South Korea, Mexico, and Brazil, with future launches planned for 31 European countries.\n\n\n\nAdvertisers can run ChatGPT ads through OpenAI’s self-serve Ads Manager Beta or access them through a technology partner like StackAdapt.\n\n\n\nAs AI tools like ChatGPT become a starting point for discovery, ads on ChatGPT give advertisers a new way to reach people as they research, compare, and make buying decisions.\n\n\n\n\n\nAccording to McKinsey, half of consumers use AI-powered search to research and discover products and services today, with 44% of users saying it’s their primary method for deciding what to buy.\n\n\n\nWhy? Although consumers used to scan through multiple search results, review sites, and online forums, they’re increasingly using AI tools like ChatGPT to ask questions, research products, compare options, and ask for recommendations—all within a single conversation.\n\n\n\nWith over 900 million weekly active users worldwide and a third of the US population expected to use it this year, ChatGPT is becoming an important part of how people find information and make decisions online—and brands are taking notice.\n\n\n\nAds in ChatGPT are a new way for brands to show up in these moments.\n\n\n\nLike most areas of AI in advertising, this space is evolving quickly. Here are the basics of advertising on ChatGPT and what you need to know to get started right now.\n\n\n\nDoes ChatGPT have ads?\n\n\n\nOn February 9, 2026, OpenAI officially announced that they were beginning to test ads in ChatGPT. The company described it as a deliberate, phased approach that will expand gradually based on real-world use and feedback, guided by principles around answer independence, conversation privacy, user control, and trust.\n\n\n\nWhy is OpenAI introducing advertising on ChatGPT?\n\n\n\nOpenAI is introducing advertising on ChatGPT to help support broader access to the platform.\n\n\n\nWith hundreds of millions of people using ChatGPT for learning, work, research, and everyday decisions, ensuring free and lower-cost tiers remain fast and reliable requires significant infrastructure and ongoing investment.\n\n\n\nAccording to OpenAI, opening up advertising on ChatGPT can help fund that work while allowing them to continue improving ChatGPT’s intelligence and capabilities.\n\n\n\nBut ads in ChatGPT aren’t just about funding the platform.\n\n\n\nBecause ChatGPT is built around conversations, ads could become more useful than static placements. People who use ChatGPT often ask follow-up questions, compare options, and discover relevant products or services as they work through a decision.\n\n\n\nFor marketers, including small businesses and emerging brands, ChatGPT ads create a new way to reach people as they move from early research into consideration, when they’re actively looking for guidance and open to considering new options.\n\n\n\nHow do you run ads on ChatGPT?\n\n\n\nAdvertisers can buy and manage ads on ChatGPT by signing up for OpenAI’s self-serve Ads Manager Beta or by working with a technology partner like StackAdapt. \n\n\n\nThrough partners like StackAdapt, advertisers can access ChatGPT ads through tools and processes they already use—helping them access, launch, manage, and learn from this emerging channel, while connecting it to a broader media strategy across programmatic channels. OpenAI, meanwhile, will handle ad delivery, relevance, placement, and the overall ChatGPT experience. \n\n\n\nWhich users see ads in ChatGPT?\n\n\n\nAds in ChatGPT may appear for logged-in users on Free and Go plans in the US, Canada, Australia, New Zealand, the UK, Japan, South Korea, Mexico, and Brazil. Plus, Pro, Business, Enterprise, and Education accounts will not have ads. OpenAI also doesn’t show ads to users who say they’re under the age of 18, or who OpenAI predicts are under 18.\n\n\n\nWhere do ads appear in ChatGPT?\n\n\n\nFor Free and Go plan users, ads in ChatGPT can appear below the end of a ChatGPT response, where they’re clearly labeled as sponsored and visually separated from the answer—making them easy to identify while still feeling like a natural part of the overall experience. During the current test, ads don’t appear in Temporary Chats, when users are logged out, after they generate an image, or in the ChatGPT Atlas browser.\n\n\n\nAds in ChatGPT can also appear after a single high-intent prompt, not only after a long back-and-forth conversation. For advertisers, that means ChatGPT ads may create opportunities to reach users as soon as their question signals clear intent, not just in extended conversations, making the format useful for connecting with people earlier in the research process.\n\n\n\nWhat do ChatGPT ads look like?\n\n\n\nEach ChatGPT ad includes the brand’s name, favicon for the brand’s logo, headline, description, and image asset, with the ad linking to the brand’s landing page.\n\n\n\nVisually and functionally, ChatGPT ads have more in common with native ads than traditional display ads. It’s designed to fit within the ChatGPT experience while still giving users enough information to understand who the brand is, what they’re offering, and where they’ll go if they choose to click.\n\n\n\nThe example below shows how ChatGPT ads can use the context of a user’s prompt to show an ad that better matches the conversation.\n\n\n\nFor example, someone might ask ChatGPT how to plan an outfit for an upcoming music festival and say they want something stylish and on-trend. That creates an opportunity for a fashion brand to show an ad focused on festival-ready clothing, instead of a more general apparel ad that doesn’t reflect what type of outfit the user is actually trying to put together.\n\n\n\n\n\n\n\nHow do ChatGPT ads work?\n\n\n\nChatGPT ads are selected based primarily on the context of a user’s conversation in ChatGPT.\n\n\n\nWhen someone enters a prompt, OpenAI’s ads system uses the conversation context to understand the topic someone is researching or asking about, runs a brand safety check, identifies ads that may be relevant based on the topic, landing page, headline, and ad copy, and then uses a relevance model to decide which ad is the best match.\n\n\n\nAccording to OpenAI, at the ad group level, advertisers can provide “context hints” that describe the topics, conversations, or keywords where their product or service may be useful. These “hints” help guide matching, but they don’t work like exact-match search keywords, similar to the kind advertisers may be used to in paid search campaigns, and don’t guarantee that an ad will appear in a specific conversation. OpenAI still decides final ad delivery based on the context of the full conversation and how relevant the ad is to the user’s request.\n\n\n\nTargeting is currently based on contextual relevance and the geographic areas marketers choose for their campaigns. Ads can be matched to conversations based on what someone is asking about, while geographic targeting helps control where those ads are eligible to appear. \n\n\n\nFor example, if someone asks ChatGPT about the best running vests for a marathon, they may see an ad from a running apparel brand or retailer with nearby stores or relevant product options. If multiple advertisers are eligible, OpenAI selects the ad most relevant to the chat to show first. \n\n\n\nCurrently, users may see a single ad unit below a ChatGPT response when there’s a relevant match, and that unit may include one or more items from the brand.\n\n\n\nIf ad personalization is turned on, OpenAI may also use past chats, memories, and previous ad interactions to make ads more relevant. Users can manage ad personalization and memory controls in settings, or use Temporary Chats to avoid using or updating memory.\n\n\n\nChatGPT advertising limitations and restrictions\n\n\n\nAds don’t influence the answers ChatGPT gives users. The ad system is separate from the chat model, which means advertisers can’t shape, rank, or alter ChatGPT’s responses. Advertisers also don’t receive users’ chats, chat history, memories, names, emails, precise location, IP address, or sensitive information.\n\n\n\nOpenAI also applies placement and content policies designed to prevent ads from appearing in sensitive user contexts or brand-unsafe environments. As a result, early access to ChatGPT ads is generally better suited for industries with fewer regulatory restrictions, while some categories may be limited or unavailable based on OpenAI’s current platform guidelines and ad policies.\n\n\n\nWhat are the creative best practices for ChatGPT ads?\n\n\n\nChatGPT currently supports one ad format. Each ad uses a square image asset with a 1:1 aspect ratio and 256x256 pixel resolution, along with a headline of up to 30 characters and body copy of up to 60 characters. Advertisers can also add UTMs to the target URL to support campaign tracking (more on that below).\n\n\n\nBecause the ad format is more compact compared to larger, highly visual channels like connected tv, display, or digital out-of-home, creative needs to be clear, specific, and closely aligned with the conversation where the ad may appear. \n\n\n\nHere are a few ChatGPT advertising best practices to keep in mind:\n\n\n\n\nAlign creative and messaging with the topic: ChatGPT ads are selected based on context, so the headline, description, image, and landing page should all connect clearly to the user’s prompt or query.\n\n\n\nFocus on user needs, not just keywords: Context hints help guide your ads to the types of conversations where they’re most relevant and may be eligible to appear. Instead of listing broad standalone keywords, describe the questions, needs, or situations someone might ask in ChatGPT. Keep each ad group focused on a single product category, theme, or use case to avoid matching against conversations that aren’t closely related to your ads.\n\n\n\nKeep the value proposition concise: With only 30 characters for the headline and 60 characters for the body copy, the ad needs to communicate the offer quickly. Avoid vague copy or messaging that requires too much explanation.\n\n\n\nSubmit multiple headlines and copy variations: Rather than relying on a small number of variants, advertisers should turn major themes, category terms, and product use cases into multiple headline and description combinations to provide more relevant options to match against the topics and context behind different conversations.\n\n\n\nDouble down on early traction: Once certain variants begin showing stronger performance, use those learnings to refine future creative and focus on the messages that are most closely aligned with user intent.\n\n\n\n\nIn doing so, advertisers can improve the chances that their ads feel relevant, useful, and aligned with the conversations where they appear.\n\n\n\n\n\nHow are ChatGPT ads measured?\n\n\n\nAdvertisers can currently access reporting either through ChatGPT Ads Manager if they buy directly through OpenAI, or with support from a partner like StackAdapt if they onboard through one. This includes core campaign metrics like impressions, clicks, click-through rate, average CPC, average CPM, amount spent, and conversions.\n\n\n\nAdvertisers can also add UTM parameters to their landing page URLs, allowing traffic from ChatGPT ads to be tracked in existing analytics tools. For conversion measurement, OpenAI supports pixel-based measurement and Conversions API, which helps marketers understand actions people take after engaging with an ad, such as a purchase or sign-up.\n\n\n\nAs measurement for ChatGPT ads continues to evolve, partners like StackAdapt can help marketers set up tracking, interpret results, and better understand how ChatGPT ads contribute to conversions alongside other channels, rather than measuring their impact in isolation.\n\n\n\nWhat does advertising on ChatGPT mean for advertisers?\n\n\n\nTo succeed in digital advertising today, advertisers need to connect with customers not just where they’re spending time online, but in the moments that shape what they do next.\n\n\n\nIncreasingly, those moments are happening inside AI tools like ChatGPT, with EMARKETER reporting that AI chatbots are expected to help 63.3 million US shoppers in 2026.\n\n\n\nChatGPT ads give advertisers a way to reach people during their everyday moments where they’re researching, comparing options, and making decisions. \n\n\n\nGiven the early-stage nature of the format and the ongoing evolution of the platform, advertisers will need to experiment and identify how this fits into their broader media strategy.\n\n\n\nStackAdapt helps advertisers navigate that learning curve with strategic guidance, creative support, and operational expertise, making it easier to test, learn, and scale confidently in an emerging channel.\n\n\n\nTo learn more, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt","url":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt","name":"How to advertise on ChatGPT: What you need to know right now","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/how-to-advertise-on-chatgpt#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260528174532/20260513_advertising-on-chatgpt.webp?fit=1200%2C600&ssl=1","datePublished":"2026-05-28T18:18:03+00:00","dateModified":"2026-09-09T16:12:02+00:00","description":"Learn how to advertise on ChatGPT, including how ChatGPT ads work, where they appear, what they cost, and how to get started with StackAdapt.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"E-commerce advertising strategies: How to drive sales, traffic, and growth","datePublished":"2026-06-02T17:06:37+00:00","dateModified":"2026-09-09T16:12:00+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies"},"wordCount":3826,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260717140816/20260310_E-Commerce-Advertising_refresh_Social-Image_compressed.webp?fit=1201%2C601&ssl=1","keywords":["blog","Content Level : 101","ecommerce"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: E-commerce advertising strategies and tips\n\n\n\n\nE-commerce advertising uses paid media across channels like search, social, display, video, and CTV to drive traffic, sales, and brand growth online.\n\n\n\nStrategies involving dynamic retargeting, personalization, and lookalike targeting can help brands improve relevance, reach, and conversions.\n\n\n\nAs AI adoption grows, e-commerce advertisers can use tools like StackAdapt’s Creative Builder to create ads more efficiently while maintaining brand consistency.\n\n\n\n\n\nFor over a decade, e-commerce advertising has been defined by two channels: search and social. \n\n\n\nAlthough both are often considered inexpensive lower-funnel tactics, with e-commerce accounting for over 23% of total retail sales worldwide in 2025 and expected to account for nearly a quarter of all retail sales by 2030, it’s arguably never been more difficult to capture attention and drive conversions online.\n\n\n\nTo stand out from the crowd, success today requires more than activating ads in one place—it requires connecting with customers across the entire buyer journey.\n\n\n\nTo do that, brands need to move beyond isolated tactics and connect media, data, and measurement to engage shoppers more effectively and understand what’s actually driving results.\n\n\n\nWhether you’re marketing for an emerging DTC company, a fast-growing e-commerce retailer, or an established enterprise brand, here are the e-commerce advertising strategies you need to know to reach the right customers and drive more sales.\n\n\n\nBut first, a few basics for beginners. Skip ahead if you want to go straight to the strategies.\n\n\n\nWhat is e-commerce advertising?\n\n\n\nE-commerce advertising is the use of paid digital ads to promote products and drive traffic to an online store or product page. It helps brands reach customers across digital advertising channels such as search, social, display, retail media, and connected TV (CTV) to increase visibility, generate conversions, and grow online sales.\n\n\n\nBy 2028, more than half of people worldwide ages 14 and older are expected to shop online, making e-commerce advertising essential for connecting with shoppers across nearly every generation.\n\n\n\nWhat are the benefits of e-commerce advertising?\n\n\n\nE-commerce advertising helps brands increase brand awareness, reach high-intent shoppers, and drive traffic and sales more quickly than organic tactics alone. With the right programmatic advertising platform, marketers can also access detailed performance data, allowing them to optimize campaigns and better understand what’s influencing conversions.\n\n\n\nWhat are the main advertising channels for e-commerce marketers?\n\n\n\nThe average person spends hours checking their inbox, scrolling through social media, reading articles online, and streaming TV, providing e-commerce marketers with countless opportunities to reach potential customers in different moments throughout the day.\n\n\n\nHere are a few of the most common advertising channels e-commerce marketers can use to connect with shoppers across the buyer journey.\n\n\n\nPaid search advertising\n\n\n\nA cornerstone of e-commerce advertising, paid search helps e-commerce marketers reach high-intent shoppers who are actively searching for specific products online.\n\n\n\nFor example, when someone searches Google or Bing for trail running shoes, a paid search ad can help put your brand in front of them at the moment they’re most likely to compare options and make a purchase.\n\n\n\nBest used for: Capturing existing demand and driving conversions from shoppers already searching online for the types of products you sell.\n\n\n\nDisplay advertising\n\n\n\nDisplay advertising uses banner ads across websites and apps to keep a brand visible as shoppers browse online. \n\n\n\nAlthough often seen as an upper-funnel channel, display ads can help build awareness, stay top-of-mind, and reconnect with potential customers throughout the path to purchase.\n\n\n\nBest used for: Building awareness, retargeting site visitors, and maintaining visibility across the buyer journey.\n\n\n\nVideo advertising\n\n\n\nVideo advertising helps brands use sight, sound, and motion to showcase products and build awareness in a more engaging way than static ads alone. \n\n\n\nFor e-commerce marketers, channels like YouTube and social media platforms are especially effective for demonstrating how a product works, highlighting its benefits, and influencing purchase consideration earlier in the buyer journey. \n\n\n\nMarketers can also extend that reach through programmatic video advertising placements on websites where shoppers are researching products, helping brands capture attention while potential customers are actively exploring what to buy.\n\n\n\nBest used for: Product education, building awareness, and influencing consideration earlier in the buying process.\n\n\n\nSocial media advertising\n\n\n\nSocial media advertising helps e-commerce brands reach shoppers based on their interests, behaviors, and previous interactions with a brand.\n\n\n\nUnlike more traditional channels like search, platforms like Facebook, Instagram, TikTok, and Pinterest give brands a more visual, interactive way to engage consumers as they browse content, discover trends, and explore products they might not know about.\n\n\n\nBest used for: Product discovery and driving demand through more visual, interactive ad experiences.\n\n\n\nEmail marketing\n\n\n\nAlthough not a paid advertising channel, email marketing is still an important part of many e-commerce marketing strategies. It gives e-commerce brands a direct, cost-effective, and reliable way to stay connected with shoppers. At the same time, brands can collect valuable first-party data on customer preferences and how they engage with content, which can inform future campaigns.\n\n\n\nEmail marketing is especially effective for reaching customers at key moments in the buyer journey, whether that means sending personalized product recommendations or reminding shoppers to return and complete a purchase after leaving items in their cart.\n\n\n\nBest used for: Increasing customer retention, cart recovery, and repeat purchases through personalized follow-ups.\n\n\n\nRecommended reading: Learn how to create a first-party data strategy\n\n\n\nCTV advertising\n\n\n\nE-commerce marketers can use CTV advertising to reach audiences with high-impact video ads in more premium, immersive environments—like popular streaming services or live sporting events—than many other digital channels.\n\n\n\nAlthough CTV advertising is often treated as an upper-funnel awareness play, CTV ads can also help influence lower-funnel performance by keeping brands visible throughout the buying journey. In fact, one-third of US viewers have used their CTV devices to complete a purchase after viewing a CTV ad.\n\n\n\nEach channel plays a different role throughout the buyer journey. But, as we’re about to get into, the strongest e-commerce advertising strategies ultimately connect channels, data, and measurement together to create more coordinated customer experiences and clearer visibility into performance.\n\n\n\nBest used for: Reaching new audiences in high-attention moments and supporting conversions by keeping your brand visible throughout the buyer journey.\n\n\n\nWhat are some effective e-commerce advertising strategies?\n\n\n\nWhether you’re looking to acquire new customers or upsell existing ones, here are some strategies you can use to reach more qualified shoppers and drive better results.\n\n\n\nPersonalize ads at scale with DCO\n\n\n\nServing the same ad to every shopper is rarely effective.\n\n\n\nDynamic creative optimization (DCO) helps you tailor product recommendations, messaging, images, and calls to action based on audience insights, real-time data, and campaign performance—making it easier to deliver more relevant ads without sacrificing scale.\n\n\n\nRather than manually building countless ad variations, you can use DCO tools—like StackAdapt’s self-serve DCO solution—to automate creative variations, automatically adjust pricing or inventory based on real-time product data, and improve overall campaign efficiency.\n\n\n\nA high-level overview of how DCO works within StackAdapt.\n\n\n\nCase in point: internal StackAdapt platform data shows that advertisers who used DCO saw a 32% higher click-through rate (CTR) and a 56% lower cost per click (CPC).\n\n\n\nRead StackAdapt’s The State of Programmatic Advertising 2026 to learn more.\n\n\n\nReconnect with shoppers using dynamic retargeting\n\n\n\nNot every shopper converts the first time they visit your site. In fact, many of them browse products, add them to their carts, and leave without making a purchase.\n\n\n\nAccording to Statista, worldwide cart abandonment rates have been steadily increasing since 2013, with 70.2% of online shopping carts being abandoned in 2026.\n\n\n\nThat’s a lot of missed opportunities.\n\n\n\nDynamic retargeting helps you re-engage customers who have already shown interest in your brand’s products by serving personalized ads based on the specific items they previously viewed, clicked, or added to their cart, but either forgot about or weren’t ready to buy.\n\n\n\nLeveraging first-party data from integrations through e-commerce platforms like Shopify, dynamic retargeting can be used in channels like native or display to reconnect with shoppers who have already shown interest in your products but need one last nudge to place an order, improving return on ad spend (ROAS) and customer lifetime value.\n\n\n\nUse personalization to make ads and offers more relevant\n\n\n\nShoppers are more likely to engage with your brand when your marketing reflects what they actually care about.\n\n\n\nBut many retailers still have room to improve when it comes to delivering the kinds of personalized experiences shoppers now expect. \n\n\n\nA 2025 study found that 41% of consumers said their favorite retailer treats them “like strangers” and 68% said ads only felt “somewhat relevant” to their needs and preferences.\n\n\n\nTo improve personalization, use behavioral data to tailor product recommendations, discounts, and messaging based on each customer’s interests, preferences, and stage in the buyer journey.\n\n\n\nThis can be especially effective when different shoppers respond to different incentives, whether that’s a loyalty-based offer or tailored ads based on the product categories they’re browsing.\n\n\n\nWhen used strategically, personalization can help you improve relevance, increase conversions, and build stronger customer relationships.\n\n\n\n\n\n\n\n\n\nExpand your reach with lookalike targeting\n\n\n\nIf you target the same customer segments over and over, you’ll eventually see diminishing returns.\n\n\n\nLookalike audience targeting helps you find new customers who behave similarly to your brand’s existing buyers, making it easier to scale beyond your current audience and reach new shoppers who are more likely to convert.\n\n\n\nLookalike targeting is especially effective when built from high-value actions—like completed purchases—captured via a pixel or from first-party customer data in a CRM, helping you scale campaigns using audiences that closely resemble your brand’s best customers.\n\n\n\nUse competitor conquesting to reach shoppers interested in similar products or brands\n\n\n\nCompetitor conquesting helps you get in front of shoppers who are already researching or buying from competing brands. \n\n\n\nCombining tactics like keyword rule targeting, third-party store visitation data, and category browsing behavior, you can narrow your audience targeting to reach people who are either actively comparing similar products or already engaging with competitor brands.\n\n\n\nFor example, a premium women’s swimwear brand could target shoppers who are browsing for one-pieces and also searching for competing brands in the same category. \n\n\n\nInstead of using broad audience targeting to tailor ads to potential customers based on generic demographics—like “women between the ages of 35 and 60”—competitor conquesting lets you reach the exact consumers who would be most interested in your (and similar) brands.\n\n\n\nNarrow in on high-intent shoppers with intersection audiences\n\n\n\nBroad audience targeting can help increase reach, but it often includes plenty of people who are unlikely to convert. \n\n\n\nA lesser-known strategy in the world of e-commerce advertising, intersection audiences allow you to combine multiple targeting criteria—such as browsing behavior and category interest—using first- and third-party data to focus your ad spend on a smaller group of more relevant shoppers.\n\n\n\nFor example, a luggage brand could target people who have recently booked hotel accommodations for an upcoming trip, are actively browsing luggage and travel accessories online, and have shown interest in premium travel products in the past. \n\n\n\nInstead of relying on a single audience segment, this strategy helps you narrow in on shoppers who are actually preparing for a trip and looking for the kinds of products your brand actually sells.\n\n\n\nAlthough it could potentially narrow down your audience from 10 million prospective customers to a few hundred thousand, by focusing on a smaller, more qualified group of shoppers, you can improve efficiency and increase the likelihood of conversion.\n\n\n\nWhat are the most important KPIs for e-commerce marketers?\n\n\n\nMeasuring performance in e-commerce advertising requires more than looking at clicks alone. \n\n\n\nTo understand what’s actually driving traffic, sales, and efficiencies, you need to track a mix of engagement, conversion, and revenue-focused KPIs.\n\n\n\nHere are some common e-commerce advertising metrics you should track:\n\n\n\nKPIWhat it measuresWhy it mattersConversionsThe total number of times a desired action—such as a purchase—takes place after someone interacts with your ad.Helps you understand which ads are driving engagement and sales.Click conversionsThe number of users who completed a conversion after clicking on an ad.Shows how effectively your ads and landing pages work together.Cost per acquisition (CPA)The average amount you spend to generate each conversion.Helps you evaluate how efficiently your strategy is driving purchases or other high-value actions, such as email signups or loyalty program registrations.CPCThe average amount you pay for each click generated by your campaign.Helps you assess how cost-efficient your ads are at driving traffic to a product page or online store.CTRThe percentage of impressions that resulted in a click.Indicates how compelling your creative, messaging, and targeting are to your audience.Conversion rate (CVR)The percentage of clicks that resulted in a conversion.Helps you understand how well post-click experiences—such as landing pages, product pages, or checkout flows—are turning traffic into customers.ROASThe amount of revenue your campaign generates for every dollar spent on advertising.Shows whether your campaigns are generating sales growth, not just clicks or conversions.\n\n\n\nHow do you measure the success of e-commerce advertising?\n\n\n\nMeasuring the success of e-commerce advertising campaigns involves more than tracking clicks, impressions, or ROAS. \n\n\n\nTo understand what’s actually driving conversions, revenue, and long-term growth, you need to understand how channels work together to influence customer decisions and shape brand perception.\n\n\n\nHere are four ways you can do that:\n\n\n\nUnderstand how each channel contributes to performance with cross-channel attribution\n\n\n\nCross-channel attribution helps you measure how different advertising channels work together to influence conversions and revenue. It does this by connecting campaign, site, and conversion data across channels to show how each touch point contributes throughout the customer journey.\n\n\n\nUnlike last-click attribution models, cross-channel attribution provides a more complete view of what’s driving results, making it easier to optimize campaigns, understand channel influence, and make more informed media buying decisions.\n\n\n\nUse incrementality testing to measure true campaign impact\n\n\n\nIncrementality testing helps you understand whether e-commerce marketing campaigns are driving net-new conversions, sales, or revenue beyond what would have occurred organically without ad exposure.\n\n\n\nIn StackAdapt, incrementality testing compares an exposed group that saw your ads with a similar control group that didn’t, making it possible to isolate the true sales lift and incremental ROAS generated by your ad campaigns. \n\n\n\nIn doing so, incrementality testing provides a clearer view of real business impact, helping you justify ad spend, improve budget allocation, and prove the real value of programmatic advertising in acquiring net-new customers to internal stakeholders or clients.\n\n\n\nGauge influence beyond clicks with view-through conversions\n\n\n\nView-through conversions measure when a shopper sees an ad, doesn’t click on it, but later completes a desired action—such as making a purchase—within a defined attribution window.\n\n\n\nThink of view-through conversions like a goal in a soccer match: the scorer may get the majority of the credit for the goal, but the play often depends on a series of passes from other players that made the goal possible in the first place.\n\n\n\nThe same is often true in e-commerce advertising. Although a shopper might click a search or social ad right before converting, that conversion often depends on many earlier touch points through other advertising channels, which help introduce your brand, build familiarity, and move the customer closer to a decision.\n\n\n\nWhen running cross-channel campaigns, view-through conversions provide a more complete picture of performance by showing you how ad exposure can influence sales beyond what last-click attribution can capture alone.\n\n\n\nMeasure shifts in awareness and perception with brand lift studies\n\n\n\nBrand lift studies help you understand whether your campaigns are changing how people think and feel about your e-commerce brand. They typically work by surveying people who were exposed to an ad and comparing their responses to those who weren’t, measuring metrics like awareness, ad recall, and brand favorability.\n\n\n\nIn StackAdapt, brand lift studies can be set up directly in platform through a self-serve workflow, making it easier to launch studies quickly, monitor results in real time, and evaluate the impact of upper-funnel campaigns.\n\n\n\nE-commerce advertising case studies\n\n\n\nNow that you know how to build an e-commerce advertising strategy and measure what’s actually driving results, here are some examples of how digital marketing agencies have partnered with StackAdapt to drive growth for the e-commerce brands they work with.\n\n\n\nGelpro grows national awareness with programmatic advertising\n\n\n\nGelpro, an e-commerce brand in the collagen and whole-food supplements space, wanted to grow its national presence in an increasingly competitive market. By partnering with Adcreators and using StackAdapt’s targeting capabilities, the brand achieved a 1,000% ROAS while reducing CPA to $13 USD. Read the full case study to learn more.\n\n\n\nLonbali lowers CPA by moving beyond social ads\n\n\n\nMaktagg had traditionally relied on social media to drive conversions. That changed when the agency tested programmatic advertising with StackAdapt for its e-commerce client, Lonbali. Using a multi-channel mix of native and display ads alongside the StackAdapt pixel, Maktagg was able to track the path to conversion, attribute revenue more clearly, and improve performance, reducing CPA by 53%.\n\n\n\nPit Viper increases CTR by 110% with custom native and display ads\n\n\n\nThe Stable wanted to reach new audiences in more engaging ways while hitting a 400% ROAS spend goal for its client, Pit Viper—a performance eyewear brand. Working with StackAdapt’s award-winning Creative Studio, they developed custom countdown display ads that helped build urgency around key promotions, increasing CTR by 110%. Learn The Stable’s full programmatic e-commerce advertising strategy.\n\n\n\nTUSHY turns multi-channel strategy into 65,000 conversions\n\n\n\nEffective Spend wanted to help its client, TUSHY—a modern bidet brand—increase awareness and grow sales through its e-commerce site. Using a multi-channel strategy with StackAdapt, the agency generated more than 65,000 unique conversions, achieved a 0.13% CTR, and delivered performance below its target CPA.\n\n\n\nThe future of e-commerce advertising in 2026 and beyond\n\n\n\nAs e-commerce advertising evolves, brands will have more ways to reach shoppers, streamline their workflows, and orchestrate campaigns across channels. \n\n\n\nHere are four trends shaping where e-commerce advertising is headed over the next few years:\n\n\n\nAI shopping assistants will reshape product discovery\n\n\n\nAI chat platforms are starting to play a larger role in how shoppers research and compare products online. OpenAI, for example, introduced shopping research features in ChatGPT last year and, more recently, new ways for advertisers to reach shoppers through ChatGPT ads via partners like StackAdapt.\n\n\n\nAs a result, EMARKETER projects that AI platforms could drive up to 13.7% of e-commerce sales by 2029 if adoption of AI-assisted shopping accelerates.\n\n\n\nThat growth ultimately depends on how comfortable shoppers become with AI playing a larger role in purchase decisions.\n\n\n\nOver time, as AI becomes more embedded in everyday life, AI shopping assistants could move online shopping from AI-assisted discovery toward more autonomous agents that help narrow choices, recommend products, and handle more aspects of the buying process.\n\n\n\nIn the meantime, because trust in fully autonomous agents is still evolving, e-commerce brands should focus on making product information easy for AI systems to crawl, interpret, and surface in AI-generated conversations and test emerging LLM advertising formats like ChatGPT ads to increase visibility as more shopping journeys begin inside AI chat tools.\n\n\n\nLearn more about how to run ads in ChatGPT with StackAdapt and get early access.\n\n\n\nCommerce media will expand reach for e-commerce brands\n\n\n\nAlthough retail media networks have grown quickly in recent years, they don’t always allow e-commerce brands to activate their data in retailer-owned environments, making it harder to extend reach beyond a single retailer’s ecosystem.\n\n\n\nCommerce media networks in the travel, last-mile delivery, and finance spaces are filling the gaps.\n\n\n\nBy leveraging first-party data from transactions, customer behavior, and loyalty programs, e-commerce brands can reach shoppers with more relevant ads based on what they browse, buy, and engage with elsewhere.\n\n\n\nAccording to McKinsey, commerce media is projected to grow at a compound annual growth rate of more than 21% from 2023 to 2027—outpacing display, CTV, and even search. By 2027, it’s expected to account for 20% of total advertising budgets. \n\n\n\nAs that growth continues, e-commerce advertisers will have more opportunities to activate commerce data across a wider range of channels, giving them more ways to reach shoppers than ever before.\n\n\n\nGenerative AI speeds up creative production\n\n\n\nCreating ads is typically time-consuming for most teams. But generative AI continues to speed up the process at record rates.\n\n\n\nAccording to the IAB, AI usage in advertising is increasing, with 83% of ad executives now saying their company has deployed AI in the creative process, up from 60% in 2024.\n\n\n\nThe main reason? Cost efficiency and time savings, with 64% of survey respondents citing lower production costs as the main benefit, followed by 60% who said AI helps their teams save time.\n\n\n\n\n\n\n\n\n\nFor e-commerce marketers, that means producing and updating ad creatives faster, testing more variations, and bringing campaigns to life more efficiently. \n\n\n\nFor example, tools like StackAdapt’s AI-powered Creative Builder can help teams generate, adapt, and resize assets more quickly, making it easier to keep creative fresh and maintain brand consistency across ad placements.\n\n\n\nE-commerce advertising will become more consolidated\n\n\n\nAs e-commerce advertising becomes more complex, many brands are finding that fragmented tools and channel-specific platforms make it harder to manage campaigns efficiently and understand what’s actually driving results.\n\n\n\nRunning CTV ads in one platform, retargeting site visitors through another, activating display ads somewhere else, and then measuring their performance across separate systems creates unnecessary silos and makes it difficult to connect media, data, and measurement across the full customer journey.\n\n\n\nThat’s why the future of e-commerce advertising is more consolidated.\n\n\n\nBy bringing channels, data, and measurement together, brands can streamline execution, activate first-party data more easily across channels, and make data-informed decisions to improve performance.\n\n\n\nTo learn how StackAdapt can help you orchestrate e-commerce marketing campaigns from a single platform, speak with our team.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\n\nE-commerce advertising FAQs\n\n\n\n\n\n\n\nE-commerce marketing is the broader strategy for promoting an online store, building customer relationships, and driving long-term growth across channels like SEO, email, organic social, and loyalty programs. E-commerce advertising, on the other hand, is one part of that broader strategy, using paid media tactics to drive traffic, conversions, and more immediate results.\n\n\n\n\n\n\n\n\n\nPixels work by tracking what shoppers do on a website after they interact with an ad, such as viewing a product, adding something to a cart, or completing a purchase. That data can then be used to measure performance, connect conversions back to ad campaigns, and power more personalized advertising by helping marketers understand which products a shopper engaged with and what they’re likely to buy next.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#faq-question-224a28b7-19f8-481f-bb4f-c85495b14373","position":1,"url":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#faq-question-224a28b7-19f8-481f-bb4f-c85495b14373","name":"What is the difference between e-commerce marketing and e-commerce advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"E-commerce marketing is the broader strategy for promoting an online store, building customer relationships, and driving long-term growth across channels like SEO, email, organic social, and loyalty programs. E-commerce advertising, on the other hand, is one part of that broader strategy, using paid media tactics to drive traffic, conversions, and more immediate results.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#faq-question-a6c1a323-a48a-44d9-b942-35603c473383","position":2,"url":"https://www.stackadapt.com/resources/blog/ecommerce-advertising-strategies#faq-question-a6c1a323-a48a-44d9-b942-35603c473383","name":"How do pixels work in e-commerce advertising?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Pixels work by tracking what shoppers do on a website after they interact with an ad, such as viewing a product, adding something to a cart, or completing a purchase. That data can then be used to measure performance, connect conversions back to ad campaigns, and power more personalized advertising by helping marketers understand which products a shopper engaged with and what they’re likely to buy next.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is programmatic direct mail? A beginner’s guide for marketers in 2026","datePublished":"2026-06-03T17:37:53+00:00","dateModified":"2026-09-09T16:11:59+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail"},"wordCount":2959,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260603160508/20260515_Direct-Mail.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","direct mail"],"articleSection":["Advertising channels"],"inLanguage":"en-US","description":"TL;DR: What you need to know about programmatic direct mail\n\n\n\n\nProgrammatic direct mail uses automation and customer data to send personalized physical mail based on actions like ad engagement or abandoned carts.\n\n\n\nUnlike traditional direct mail, programmatic direct mail can be planned and launched more like other digital advertising channels.\n\n\n\nProgrammatic direct mail can support campaigns across the funnel, from building awareness and nurturing prospects to driving conversions.\n\n\n\n\n\nWhen it comes to reaching customers, many marketers rely on the same digital channels, such as display, social media, and email. While these channels are effective at driving lower-funnel conversions, they’re also increasingly saturated, with advertisers competing for the same audiences.\n\n\n\nOver time, emails pile up in promotion tabs, social feeds become overcrowded with sponsored posts, and banner ads become harder to distinguish from one another.\n\n\n\nAs a result, even well-executed campaigns lose their effectiveness and become easier to ignore.\n\n\n\nDirect mail advertising offers a way to reach customers in a less crowded environment. Rather than competing for attention in a crowded inbox, brands can take things offline and reach customers through the physical mailbox instead.\n\n\n\nBut the value of direct mail isn’t just that it gives marketers another channel to add to their media mix. Its real power comes from how it fits into the broader customer journey. \n\n\n\nWhen direct mail is used alongside other digital channels instead of being managed as a separate offline tactic, marketers can connect offline outreach to real customer behavior and previous engagement to guide people toward the next step based on what they’ve already shown interest in.\n\n\n\nPair it with an AI-powered programmatic advertising platform like StackAdapt, and marketers can bridge physical and digital touch points, using data to trigger timely mailers, personalize outreach, and orchestrate campaigns across the full customer journey.\n\n\n\nRead on to learn what programmatic direct mail is, how it works, and how it can be used as part of an omnichannel strategy to make your campaigns stand out.\n\n\n\nWhat is programmatic direct mail advertising?\n\n\n\nProgrammatic direct mail advertising is the automated process of sending personalized physical mail—including postcards, letters, or catalogs—based on real-time interactions, such as ad engagement or items added to an abandoned cart.\n\n\n\nInstead of sending the same piece of mail to a broad list all at once, marketers can send more relevant pieces based on what someone has done or shown interest in, similar to how targeting works in other forms of programmatic advertising.\n\n\n\nBecause of this, it’s no surprise that among traditional advertising channels, 22% of US small businesses prefer direct mail advertising over traditional television, newspaper, and radio ads.\n\n\n\nWhat’s the difference between programmatic direct mail and traditional direct mail advertising?\n\n\n\nTraditional direct mail advertising typically relies on planned, single-send campaigns, where the same catalog, flyer, or postcard is mailed to a broad audience at a fixed point in time.\n\n\n\nProgrammatic direct mail, on the other hand, uses automation and data to trigger more personalized physical touch points—similar to how campaigns are activated in digital marketing—based on specific actions, interests, or stages in the customer journey.\n\n\n\nAlthough traditionally managed through a standalone platform or integration, rather than directly within a demand-side platform (DSP), direct mail can now be incorporated into a more connected programmatic strategy.\n\n\n\nFor example, with StackAdapt, direct mail can be managed alongside other programmatic channels—such as native, display, connected TV (CTV), and digital audio—and activated as part of broader campaign orchestration within a single platform.\n\n\n\nInstead of treating direct mail as a separate, offline tactic, marketers can trigger personalized, physical outreach based on digital ad engagement or other online and offline interactions—helping connect physical and digital touch points within the same campaign strategy.\n\n\n\nHow does programmatic direct mail marketing work?\n\n\n\nAt a high level, the process typically starts with first-party data. \n\n\n\nMarketers use information uploaded from a CRM, customer database, or other owned source to identify eligible recipients and confirm physical addresses. That data can then be paired with behavioral signals—such as ad engagement or cart abandonment—to determine who should receive a piece of direct mail, and when.\n\n\n\nThen, the creative is built and adapted for the audience. \n\n\n\nDepending on the campaign, this can include personalized fields like name, discounts, and offers, or other relevant information that makes the piece feel more specific to the person receiving it. \n\n\n\nMarketers can also add QR codes or custom URLs to drive traffic to landing pages and connect offline engagement back to site visits, conversions, or other actions. Skip ahead to learn how measurement works in direct mail advertising.\n\n\n\nFrom there, marketers can send a test through the mail to themselves to preview the final piece and confirm everything appears as intended before launch.\n\n\n\nOnce the campaign is set up, mail can be sent on a pre-determined schedule or automatically sent when a specific event is triggered. For example, someone who doesn’t complete a purchase could receive a follow-up postcard with a relevant offer.\n\n\n\nAfter the piece is sent, performance can be evaluated through delivery status, QR code scans, and other campaign-level metrics—giving marketers a clearer view of how direct mail contributes to performance alongside other programmatic channels, and where to adjust audience, creative, or timing to improve results.\n\n\n\nHow does direct mail fit into omnichannel marketing?\n\n\n\nDirect mail can play a unique role in omnichannel marketing because it adds a physical touch point to campaigns that are often built around digital interactions.\n\n\n\nWhile channels like display, native, CTV, and email help brands reach prospective customers across screens, direct mail gives marketers another way to stay visible—especially when someone has already shown interest but hasn’t taken the next step.\n\n\n\nBut what makes programmatic direct mail particularly useful is that it can be used across the full funnel, not just as a lower-funnel retargeting tactic:\n\n\n\n\nAt the top of the funnel, direct mail can introduce a brand, product, or offer in a format that feels more tangible than a traditional digital ad.\n\n\n\nIn the middle and lower funnel, direct mail can support retargeting by following up after someone engages with an ad, abandons a cart, or completes another action.\n\n\n\nFor existing customers, direct mail can encourage repeat purchases by promoting subscription renewals, loyalty offers, or seasonal promotions.\n\n\n\n\nCase in point: According to a 2025 study, 72% of US adults reported making a transaction after receiving a direct mail piece. Meanwhile, another study found that 55% of consumers visited a website and 43% searched for a brand online after receiving direct mail—helping move customers from the mailbox to the next step.\n\n\n\nFrom a marketing campaign orchestration standpoint, the value programmatic direct mail provides in particular comes from being able to coordinate it with the rest of your omnichannel marketing strategy.\n\n\n\nFor example, a user could see a native ad, click through to a product page, add an item to a cart but later abandon it at checkout, and then receive a postcard highlighting the same product or a relevant offer if they didn’t previously convert.\n\n\n\nInstead of managing that sequence across disconnected tools, marketers can use programmatic direct mail to make the physical mailbox part of the same campaign flow.\n\n\n\nWhat are the benefits of using programmatic direct mail?\n\n\n\nProgrammatic direct mail offers a way to reach audiences without adding a completely separate campaign process—bringing physical mail closer to how digital campaigns are planned, personalized, and measured.\n\n\n\nHere are some of the key benefits of using programmatic direct mail:\n\n\n\nCuts through the noise with a physical touch point\n\n\n\nAs more brands compete for attention across inboxes, social feeds, and other digital ad placements, it can be hard for even strong campaigns to stand out.\n\n\n\nDirect mail gives marketers a way to reach people through the physical mailbox, where a piece can be held, revisited, or shared with family members or colleagues. That staying power can help brands remain visible longer than a digital ad, email, or social post that may only be seen for a few seconds.\n\n\n\nImproves personalization\n\n\n\nProgrammatic direct mail allows marketers to personalize each piece based on the recipient’s name, designated market area (DMA), past purchases, or products they’ve shown interest in by taking an action online. This makes it possible to deliver more relevant messages without manually creating a separate mailer for every audience segment or customer.\n\n\n\nSupports full-funnel, omnichannel campaigns\n\n\n\nProgrammatic direct mail can support campaigns across the funnel, from introducing a brand or offer to re-engaging people who have already indicated interest in previous products by taking a specific action online. \n\n\n\nWhen coordinated with channels like display, email, paid social, or CTV, it gives marketers another way to keep messaging consistent as customers move between online and offline touch points.\n\n\n\nResonates with younger audiences\n\n\n\nDirect mail is often associated with older audiences, but even the chronically online seem to like receiving it.\n\n\n\nA 2025 survey found that 83% of US adults aged 18 to 24 reported feeling positive about receiving direct mail, compared to 75% of adults aged 25 to 39 and 50% of adults aged 75 and older.\n\n\n\nEasier to measure\n\n\n\nTraditional direct mail can be difficult to connect back to actual customer behavior, especially when marketers are trying to understand what happened after a piece of mail was delivered.\n\n\n\nWith programmatic direct mail, teams can use QR codes, custom URLs, cross-channel attribution, and lift studies to track responses, tie offline exposure to conversions, and understand how direct mail performs alongside digital channels.\n\n\n\nProgrammatic direct mail marketing strategies and use cases\n\n\n\nThe best programmatic direct mail campaigns usually start with a clear use case: who you want to reach, what action they’ve taken, and what you want them to do next.\n\n\n\nBelow are a few ways different industries can use direct mail to support prospecting, retargeting, and nurture campaigns.\n\n\n\nB2B\n\n\n\nFor B2B marketers, programmatic direct mail can help turn account-level intent and prospect engagement into more personalized follow-ups offline:\n\n\n\n\nUse intent data to identify companies showing interest in relevant products or services. Then, send personalized mailers to key stakeholders to build awareness within buying committees.\n\n\n\nSend promotional materials, case studies, or other relevant content after a prospect books a meeting or attends a webinar to keep your brand top of mind as they evaluate options.\n\n\n\nAutomatically send direct mailers to prospects who don’t convert to encourage them to take the next step.\n\n\n\n\nCommerce\n\n\n\nFor retail, e-commerce, restaurant, and CPG brands, programmatic direct mail can help connect browsing, buying, and loyalty moments across online and offline channels:\n\n\n\n\nReach new audiences by sending direct mail to lookalike segments that share traits with your best customers to increase consideration among people who are more likely to buy.\n\n\n\nDrive customers who are browsing products with relevant offers based on their DMA, ZIP code, or specific actions online.\n\n\n\nKeep VIP customers engaged after a purchase with thank-you messages, exclusive offers, or loyalty program updates to encourage repeat purchases and long-term loyalty.\n\n\n\nRe-engage customers who haven’t purchased in a while with personalized offers that give them a reason to come back.\n\n\n\n\nPolitical\n\n\n\nIn political campaigns, programmatic direct mail can help connect digital engagement with at-home voter outreach, giving teams another way to keep key issues, candidates, or ballot measures in front of prospective voters.\n\n\n\n\nIdentify prospective voters who engage with campaign ads or sign up for more info on campaign sites, then send educational mailers that explain the candidate, issue, or ballot measure in more detail.\n\n\n\nTrigger mail reminders to known supporters as election day approaches to encourage voter turnout and make the next steps easier to understand.\n\n\n\nSend personalized thank-you notes or fundraising appeals to supporters who donate, attend an event, or interact with digital fundraising efforts.\n\n\n\n\nHealthcare\n\n\n\nHealthcare marketers can use programmatic direct mail to make important patient or member communications easier to understand and access, especially when the information is tied to care decisions.\n\n\n\n\nSend personalized welcome materials to new patients with portal login instructions, provider information, or next steps to make onboarding easier.\n\n\n\nShare educational resources with patients managing chronic conditions to support treatment and ongoing care.\n\n\n\nFollow up on digital reminders with mailed materials that encourage patients or members to continue enrollment, renew coverage, or take the next step in their care journey.\n\n\n\n\nTravel\n\n\n\nFor travel and hospitality brands, programmatic direct mail can be used to turn destination research and booking intent into more personalized follow-ups that feel more relevant to the trip someone is already considering planning.\n\n\n\n\nSend custom mailers to travelers about specific destinations, packages, or properties to keep those options top of mind as they compare plans.\n\n\n\nFollow up after someone engages with premium travel content by sending a high-end brochure that reflects the quality of the experience being promoted.\n\n\n\nTrigger a personalized offer by mail when someone abandons a booking flow to give them a reason to return and complete their reservation.\n\n\n\n\nAutomotive\n\n\n\nFor automotive brands and dealerships, programmatic direct mail can help turn online vehicle research into more relevant follow-ups that encourage shoppers to take the next step offline.\n\n\n\n\nSend physical mail featuring the exact vehicle, model, or trim someone requested more info on to keep that option top of mind as they compare choices.\n\n\n\nTarget households near local dealerships that have engaged with digital ads to increase showroom visits.\n\n\n\nTrigger customized lease or finance offers for shoppers who sign up and use payment calculator pages to help move them closer to booking a test drive or speaking with a dealer.\n\n\n\n\nHow do you track and measure the impact of programmatic direct mail marketing?\n\n\n\nAlthough measuring programmatic direct mail works a little differently than measuring a digital ad, with the right platform, it can still give marketers a clear view of delivery, engagement, and performance.\n\n\n\nHere are a few of the ways direct mail performance can be measured using a mix of delivery, engagement, and conversion metrics:\n\n\n\n\nDelivery statuses track where each piece of mail is in the delivery process, including whether it’s been sent, is in transit, processed for delivery, delivered, rerouted, or returned to sender.\n\n\n\nQR code scans act as the direct mail equivalent of a clickable CTA, giving people an easy way to visit a landing page, redeem an offer, book an appointment (or demo), or take another action—helping marketers measure direct engagement.\n\n\n\nCustom URL visits make it easier to track who visited a specific landing page as part of a campaign or offer to understand when direct mail drives people back online.\n\n\n\nIncremental lift compares exposed and unexposed audiences to understand whether direct mail improved performance when used alongside other programmatic channels.\n\n\n\n\nStackAdapt also allows marketers to set up conversion attribution for direct mail campaigns natively in-platform, instead of relying on separate analytics tools, UTM workarounds, or offline reporting. \n\n\n\nMarketers can place a pixel on relevant site pages to track conversions and attribute those actions back to the campaign.\n\n\n\nBecause of that, marketers can measure view-through and click-through attribution in a way that more closely reflects how they already evaluate programmatic campaigns:\n\n\n\n\nView-through attribution is measured via conversions that happen after a piece of mail is delivered, similar to how view-through tracking works after a digital ad impression.\n\n\n\nClick-through attribution is measured via conversions that happen after someone scans a QR code or visits a custom URL, similar to how click-through tracking works after someone clicks a digital ad.\n\n\n\n\nThis gives marketers clear insights into how direct mail contributed to purchases, form fills, bookings, or other high-value actions—all in one platform.\n\n\n\nLaunch programmatic direct mail campaigns with StackAdapt\n\n\n\nAccording to a 2026 survey, 36% of senior marketing and operations professionals in the US and Canada said that integration with tech stacks was the biggest barrier to launching direct mail campaigns.\n\n\n\nStackAdapt helps solve that challenge by allowing marketers to activate direct mail alongside other programmatic channels, instead of managing it through a separate platform or disconnected workflow.\n\n\n\nAs the only advertising platform that brings programmatic, owned, and physical media channels like direct mail together in one place, StackAdapt makes it easier to extend campaign reach beyond digital channels, coordinate direct mail with the rest of your media strategy, and understand how each touch point contributes to overall performance.\n\n\n\nTo learn more, speak with our team.\n\n\n\nProgrammatic direct mail FAQs\n\n\n\n\n\n\n\nDirect mail marketing can be highly effective when it’s used to reach people at moments when a physical touch point can move them closer to action. This is especially true for high-value products, longer buying cycles, and subscription-based models, where a more tangible follow-up can support consideration and re-engagement. In fact, in a 2025 survey, 56% of senior-level marketers in the US said direct mail delivered the largest average order values compared to the rest of their omnichannel mix.\n\n\n\n\n\n\n\n\n\nDirect mail marketing costs vary based on format, postage class, and size. Standard postcards and letters generally range from about $0.85 to $1.25 USD per piece. Costs can increase for heavier formats, extra pages, or additional mailing options like certified, registered, or return receipt mailing, while larger-volume campaigns may lower the per-piece cost.\n\n\n\n\n\n\n\n\n\nDirect mail complements social media and email marketing by giving marketers another way to follow up after someone engages with an ad, email, or completes another action online. For example, a brand can use email or social media to introduce an offer, then use direct mail to follow up with a clear next step—guiding customers to a landing page, store location, booking flow, or other action. In other cases, a brand could start with direct mail and follow up with an email, social ad, or display retargeting campaign, depending on which channel the audience is most likely to respond to.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail#faq-question-1f1152eb-29d4-4bd0-8032-86d71d594453","position":3,"url":"https://www.stackadapt.com/resources/blog/programmatic-direct-mail#faq-question-1f1152eb-29d4-4bd0-8032-86d71d594453","name":"How does direct mail complement social media and email marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Direct mail complements social media and email marketing by giving marketers another way to follow up after someone engages with an ad, email, or completes another action online. For example, a brand can use email or social media to introduce an offer, then use direct mail to follow up with a clear next step—guiding customers to a landing page, store location, booking flow, or other action. In other cases, a brand could start with direct mail and follow up with an email, social ad, or display retargeting campaign, depending on which channel the audience is most likely to respond to.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"What last-touch attribution misses about modern performance marketing","datePublished":"2026-06-17T11:00:00+00:00","dateModified":"2026-09-09T16:11:58+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution"},"wordCount":1548,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260616132229/20260615_Last-Touch-Attribution_header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 201","measurement"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: What to know about last-touch attribution models\n\n\n\n\nLast-touch attribution gives credit to the final marketing touch point before conversion, making it simple to report but limited in what it reveals.\n\n\n\nBecause it focuses on the final interaction, last-touch attribution can undervalue earlier impressions, exposure, and cross-channel activity that helped create demand.\n\n\n\nBy over-crediting demand capture channels, last-touch attribution can lead to underinvestment in what influences customers.\n\n\n\nCross-channel attribution in StackAdapt helps marketers connect programmatic exposure to conversions, giving teams a fuller view of influence across the customer journey.\n\n\n\n\n\n\n\n\n\nPerformance teams rely on marketing attribution to prove ROI, compare channel performance, and decide where to invest next. But many marketers are still unsure whether their measurement systems are giving them the full picture. \n\n\n\nAccording to a recent survey, 78% of marketing decision-makers believe at least 10% of spend is wasted due to insufficient measurement.\n\n\n\nLast-touch attribution remains common because it’s simple, easy to report, and explain. But today’s customer journeys are rarely that straightforward. A conversion may be influenced by multiple channels before the final touch point ever happens.\n\n\n\nThat’s why last-touch attribution is under more scrutiny. This article explains how last-touch attribution works, where it helps, where it falls short, and why marketers need a fuller view of influence across the customer journey.\n\n\n\nWhat is last-touch attribution?\n\n\n\nLast-touch attribution is a marketing measurement model that assigns conversion credit to the final marketing touch point before a customer converts. Depending on how the model is set up, that touch point could be a paid search click, website visit, ad interaction, email engagement, or another tracked action.\n\n\n\nFor example, a customer might see a connected TV (CTV) ad, later see a display ad, read a native ad, search for the brand, click a paid search ad, and then convert. Under last-touch attribution, paid search receives the credit because it was the last tracked interaction before conversion.\n\n\n\nWhat’s the difference between first-touch attribution vs. last-touch attribution?\n\n\n\nFirst-touch and last-touch attribution differ in where they assign credit across the customer journey. First-touch attribution credits the interaction that introduced a customer to the brand, while last-touch attribution credits the interaction closest to conversion.\n\n\n\nUsing the same example, first-touch attribution would credit the CTV ad because it was the first tracked exposure. Last-touch attribution would credit paid search because it was the final tracked interaction. Both models are easy to understand, but both reduce a multi-step journey to a single credited moment—making it harder to see how the other touch points influenced the conversion and increasing the risk that budget shifts toward the channel that received credit rather than the channels that helped create demand.\n\n\n\nHow does the last-touch attribution model work?\n\n\n\nIn practice, the last-touch attribution model works by looking back from the conversion event and identifying the most recent tracked marketing interaction.\n\n\n\nA typical path looks like this:\n\n\n\n\nA customer interacts with one or more marketing touch points.\n\n\n\nThe customer takes a desired action, such as completing a purchase, submitting a form, or booking a demo.\n\n\n\nThe model looks back at the journey and identifies the most recent tracked touch point.\n\n\n\nReporting attributes the conversion to that touch point.\n\n\n\n\nEarlier interactions may still appear in reporting if the measurement system captures them, but they don't receive credit in a pure last-touch attribution model. That makes the model straightforward for reporting, while limiting its ability to show which channels influenced the customer before the final action.\n\n\n\nLast-touch attribution vs. last-click attribution\n\n\n\nLast-click attribution is a narrower version of last-touch attribution. It gives credit to the final clicked interaction before conversion, such as a paid search click, display click, or click within an email.\n\n\n\nLast-touch attribution can be broader, depending on what the measurement system tracks. The final touch point could be a click, website visit, ad interaction, email engagement, or another tracked event.\n\n\n\nThe distinction matters because not every meaningful marketing interaction produces a click. In programmatic advertising, many influential moments happen through impressions, repeated exposure, and cross-channel engagement before a customer takes action.\n\n\n\nThat is why last-touch attribution can be useful in some contexts, but incomplete when marketers need to understand the full path to conversion.\n\n\n\nWhat last-touch attribution gets right, and what it misses\n\n\n\nIn StackAdapt’s analysis of approximately 5 million StackAdapt-influenced conversion paths, 52.5% of conversion journeys spanned multiple channels. \n\n\n\nWhen a measurement model gives all credit to the final touch point, marketers may miss the influence that happened earlier in the journey.\n\n\n\nThe biggest risk of last-touch attribution is that it can lead to incomplete budget decisions.\n\n\n\nBecause last-touch attribution gives credit to the final interaction before conversion, it often favors demand capture channels. These are the channels that reach people when they’re already close to taking action, such as search.\n\n\n\nDemand creation channels can be harder to see in this model. Programmatic channels like display, native, CTV, audio, and digital out-of-home (DOOH) often influence customers earlier in the journey through cross-channel engagement. But when measurement relies too heavily on clicks or final-touch credit, that influence can disappear from the performance story.\n\n\n\nThis can create a misleading signal: demand capture looks like the main driver of results, while demand creation looks less efficient than it really is. Budget may then shift toward the channels that receive credit instead of the channels that helped create the demand in the first place.\n\n\n\nOn paper, performance may look more efficient. In reality, the media mix may be losing some of the channels that support future growth.\n\n\n\nThis creates a visibility problem for performance teams. The issue isn’t that programmatic lacks impact, but that traditional reporting can lack the visibility to show how programmatic contributes across the full customer journey.\n\n\n\nThe attribution blind spot test for marketing leaders\n\n\n\nThe Attribution Blind Spot Test can help marketing leaders assess whether their current measurement approach is overvaluing demand capture and undervaluing the channels that create demand.\n\n\n\nQuestionWhat it revealsProof point1. Are we over-relying on the final touch point?If most credit goes to the channel closest to conversion, the model may be overvaluing demand capture.StackAdapt found that 93% of programmatic conversions captured by StackAdapt are missed by click-based models.2. Are impression-led channels being judged mainly by click-based metrics?If so, programmatic influence may be undercounted because many programmatic touch points happen before or without a click.Click-based models account for roughly 7% of StackAdapt interactions.3. Do we know which channels appear earlier in converting journeys?If not, the team may be missing the channels that create awareness, consideration, and intent.StackAdapt found that 52.5% of conversion journeys span multiple channels.4. Are budget increases going mainly to channels that receive credit?If yes, the team may be reinforcing attribution bias by shifting spend toward what is easiest to measure.A study found that 5 in 10 US decision-makers only measure “what’s easy, expected, or visible.”5. Can we see how channels work together?If channels are evaluated in isolation, the team may miss the combinations and sequences that actually drive results.StackAdapt found that 1 in 4 conversions rely on cross-channel sequencing to drive results.\n\n\n\nIf leaders can’t answer these questions, they may have a visibility problem, and not a channel performance problem. \n\n\n\nWhy is that important? Because a channel that looks inefficient in last-touch reporting may be influencing customers earlier in the journey. And a channel that looks highly efficient may be capturing demand that other media investments helped create. Without a complete view, budget can shift toward the channels that receive credit instead of the channels that are actually shaping outcomes.\n\n\n\nHow cross-channel attribution helps reveal the full journey\n\n\n\nMoving beyond last-touch attribution requires a shift from measuring credit to measuring influence. Instead of asking only which channel received the conversion credit, marketers need to understand which touch points helped create the conditions for that conversion to happen.\n\n\n\nCross-channel attribution supports that shift by connecting impression exposure, channel activity, and conversion outcomes across the customer journey. This helps marketers see how demand creation and demand capture work together: which channels introduced customers, which ones reinforced intent, and which ones helped close the conversion.\n\n\n\nTo put this into practice, marketers should work with partners that can connect programmatic exposure to downstream outcomes. That means looking for platform-level analysis that shows which channels appeared in converting journeys, how often those channels worked together, and which sequences were associated with stronger performance.\n\n\n\nThis type of analysis helps teams move from channel-by-channel reporting to journey-level decision-making. Instead of treating CTV, display, native, audio, search, and social as isolated tactics, marketers can evaluate how those channels work together to create demand, reinforce intent, and support conversion.\n\n\n\nFor leaders, the value is a clearer view of which media investments are influencing outcomes before the final credited touch point. With that visibility, teams can validate programmatic impact, protect channels that support future demand, and make budget decisions with more confidence.\n\n\n\nLast-touch reporting can still help teams understand the final interaction before conversion. Cross-channel attribution in StackAdapt complements that view by showing how customers engage across programmatic, search, social, and other channels before converting.\n\n\n\nTo see how StackAdapt helps marketers connect programmatic exposure to conversions, book a demo today.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution","url":"https://www.stackadapt.com/resources/blog/last-touch-attribution","name":"Last-touch attribution: What it is & the hidden cost","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/last-touch-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260616132229/20260615_Last-Touch-Attribution_header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-06-17T11:00:00+00:00","dateModified":"2026-09-09T16:11:58+00:00","description":"Learn why last-touch attribution can make demand capture channels look more efficient while undervaluing the channels that create demand.","inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/future-of-ai-in-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/future-of-ai-in-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/diego-pineda#person"}],"headline":"The future of AI in marketing: How AI is changing digital marketing","datePublished":"2026-08-04T13:08:41+00:00","dateModified":"2026-09-09T16:11:51+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/future-of-ai-in-marketing"},"wordCount":2862,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/future-of-ai-in-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260803084024/20260728_The-Future-of-AI-in-marketing.webp?fit=1201%2C601&ssl=1","keywords":["AI","artificial intelligence","blog","Content Level : 201"],"articleSection":["Digital advertising trends"],"inLanguage":"en-US","description":"TL;DR: AI and the future of digital marketing\n\n\n\n\nAI is becoming core to how marketers plan, create, analyze, optimize, and execute campaigns.\n\n\n\nStackAdapt’s research found that 91% of surveyed marketers use AI in marketing or advertising, and 88% report AI-driven performance improvements.\n\n\n\nGenerative AI, predictive analytics, automation, and AI agents are reshaping digital marketing workflows.\n\n\n\nThe future of AI in digital marketing is contextual, explainable, and human-controlled, where marketers will spend less time operating tools and more time applying strategy, creativity, and judgment.\n\n\n\n\n\nAI is now ingrained in the infrastructure marketers use to plan, analyze, create, optimize, and execute digital campaigns. From generative AI that accelerates creative development to predictive tools that help teams understand performance signals, AI is reshaping how marketing work gets done across the full campaign lifecycle.\n\n\n\nStackAdapt's global research found that 91% of surveyed brand marketers and agencies currently use AI tools in marketing or advertising, while 86% use AI regularly or for most tasks. AI is also delivering measurable value, with 88% reporting some form of AI-driven performance improvement.\n\n\n\nAs it stands, the future of AI in marketing will be defined by how deeply AI becomes part of workflows, roles, and decision-making. \n\n\n\nThis article explores how AI is changing digital marketing—and advertising—today, and where that change is headed next.\n\n\n\nGenerative AI is moving from content creation to creative systems\n\n\n\nGenerative AI is already changing how marketing teams approach content and creative production. It can help marketers brainstorm campaign ideas, draft ad copy, summarize research, adapt messaging for different audiences, localize assets, generate social media variations, support email marketing, and experiment with video concepts. \n\n\n\nThe impact extends beyond “AI writes copy” and into faster creative iteration across channels, formats, and audience contexts.\n\n\n\nSpeaking with The AI Advertising Podcast, James Targett, Creative Project Manager at StackAdapt’s Creative Studio, describes the scale advantage of AI-assisted creative work. \n\n\n\n“We can produce 50 headlines as quickly as we could historically produce one,” he said, adding  that the team still keeps humans involved to curate, refine, and improve the strongest options.\n\n\n\nThe current data shows how quickly this behavior is becoming part of advertising workflows:\n\n\n\n\nStackAdapt’s recent research found that 69% of advertisers use AI for creative development, making it one of the most common areas where AI is already being applied. \n\n\n\nMcKinsey estimates that organizations adopting AI-powered marketing capabilities can achieve two- to threefold productivity improvements while reducing execution-related work by 60% to 70%, underscoring that AI's value extends far beyond content generation.\n\n\n\n\nThe next stage of generative AI is less about producing individual assets and more about supporting connected creative workflows. Instead of generating a single ad or email, AI will help marketers build systems that create, adapt, test, and refine creative across audiences, channels, and campaign stages.\n\n\n\nRather than asking AI to write one headline or produce one image, marketers will increasingly use it to generate multiple creative directions, personalize messaging at scale, recommend new variations based on performance, and continuously optimize assets throughout a campaign.\n\n\n\nAs those systems become more capable, the marketer's role becomes even more valuable. Creative teams will spend less time producing every asset manually and more time shaping brand voice, setting creative direction, evaluating ideas, and ensuring that AI-generated work is distinctive, relevant, and aligned with business goals.\n\n\n\nPredictive AI will help marketers move from hindsight to foresight\n\n\n\nToday, many teams use AI to understand what happened in a campaign—such as which audiences engaged, which creatives performed, where spend was most efficient, and which channels contributed to results—faster. \n\n\n\nThat analysis is already becoming a core part of marketing workflows. \n\n\n\nIn our recent research, StackAdapt found that:\n\n\n\n\n77% of advertisers use AI for reporting and summaries.\n\n\n\n74% use it for performance analysis and insights. \n\n\n\n47% cited better audience targeting as an AI-driven performance improvement.\n\n\n\n\nThe next step is using AI to look further ahead. \n\n\n\nPredictive AI can help marketers forecast how audiences, creatives, channels, and budgets are likely to perform before changes are made. Instead of waiting for performance shifts to appear in reporting, marketers can identify opportunities such as high-value audiences, stronger creative combinations, or channels likely to deliver better returns, alongside possible risks earlier in the campaign planning and optimization process.\n\n\n\nThis has implications across digital marketing:\n\n\n\n\nIn audience discovery, predictive AI can help identify high-value segments that are more likely to engage or convert.\n\n\n\nIn campaign planning, it can support forecasts for reach, spend, conversion volume, and efficiency.\n\n\n\nIn creative strategy, it can help teams understand which messages or formats are more likely to resonate with different audiences.\n\n\n\nIn optimization, it can help marketers decide where to adjust budgets, bids, or targeting before performance issues become harder to correct.\n\n\n\n\nAs these capabilities mature, marketers will be able to forecast opportunities, anticipate risks, and understand which audiences, creatives, channels, and budgets are most likely to drive results.\n\n\n\n\n\nMarketing automation will become more intelligent, contextual, and human-controlled\n\n\n\nMarketing automation has traditionally focused on reducing repetitive work: generating reports, adjusting bids, managing budget pacing, segmenting audiences, optimizing campaigns, and speeding up campaign setup.\n\n\n\nThose capabilities will still matter, but AI is pushing automation into a more strategic role. As Mary O’Brien, Head of Programmatic at PMG, puts it, “Those more manual, repetitive execution-focused tasks… are the first things that we’re looking for AI to take over from us.”\n\n\n\nInstead of simply completing predefined tasks, automation is becoming more contextual, using campaign goals, performance signals, audience behavior, and platform intelligence to support better optimization. That shift gives marketers more space to focus on planning, strategy, and the decisions that require human judgment.\n\n\n\nThe data shows efficiency gains are already visible. \n\n\n\nIn StackAdapt’s research, advertisers pointed to AI-driven improvements across campaign workflows: \n\n\n\n\n62% cited reduced time spent on manual optimizations.\n\n\n\n56% cited faster campaign setup or launch.\n\n\n\n53% cited faster optimization cycles.\n\n\n\n\nThese findings show why AI-powered automation is gaining momentum: it helps teams move faster through the operational work of managing campaigns.\n\n\n\nHow comfortable are advertisers delegating control of campaigns to AI?Source: StackAdapt's AI Delegation Gap report, 2026\n\n\n\n\n\n\n\nBut the future of marketing automation will depend on more than speed. It’ll depend on whether marketers trust AI to act in ways that reflect their goals, constraints, and business priorities. \n\n\n\nStackAdapt’s recent research also found that advertisers are most comfortable with AI when humans remain involved in the decision process, with stronger support for AI recommending actions, preparing tasks for approval, or acting within human-defined rules than for fully autonomous operation.\n\n\n\nThat gap points that automation is headed toward controlled delegation: AI that can recommend optimizations, prepare campaign changes, and act within clearly defined boundaries. \n\n\n\nMarketers will still need to set the goals, define the guardrails, approve higher-risk changes, and stay accountable for outcomes. In that model, automation becomes less about replacing manual work and more about helping teams manage complexity with greater confidence.\n\n\n\nAI assistants and agents will change how marketers interact with platforms\n\n\n\nAI-powered assistants are changing the way marketers work inside digital advertising platforms. \n\n\n\nInstead of relying on menu-based workflows, marketers will increasingly use natural language to ask questions, explore performance, and take action.\n\n\n\nThis shift is part of a broader move toward agentic AI. \n\n\n\nGartner predicts that by 2028, 33% of enterprise software applications will include agentic AI, up from less than 1% in 2024, and that 15% of day-to-day work decisions will be made autonomously through agentic AI. \n\n\n\nIn marketing, that points toward a future where AI assistants do more than answer questions, and will instead help marketers:\n\n\n\n\nInterpret campaign performance.\n\n\n\nRecommend next steps.\n\n\n\nPrepare campaign changes.\n\n\n\nSupport decisions across planning, optimization, and reporting workflows.\n\n\n\n\nFor advertising, context will be critical. \n\n\n\nResearch on AI agents and online ads found that AI agents interact with ads differently than humans, favoring features like keywords and structured data over purely visual or emotional cues. \n\n\n\nThat’s why as AI becomes more involved in digital experiences, advertising systems will need to be structured, explainable, and connected to the signals AI can actually interpret.\n\n\n\nThe challenge is that recommendations alone aren’t enough. \n\n\n\nIn a survey of 687 marketers, StackAdapt found that only 6% of marketers said they act on in-platform AI recommendations almost always. Advertisers are more likely to act when recommendations include a clear explanation or rationale, or when they have a clear tie to a KPI they care about.\n\n\n\nThat’s where AI assistants and copilots will need to evolve. Generic AI tools may help with isolated tasks, but advertising teams need AI that understands:\n\n\n\n\nCampaign goals\n\n\n\nAudience strategy\n\n\n\nCreative assets\n\n\n\nForecasts\n\n\n\nPerformance trends\n\n\n\nBusiness context\n\n\n\n\nThe next stage will be more context-aware assistants that help marketers ask better questions, understand what matters, and take action with human judgment and control at the center. \n\n\n\nThis points toward the rise of AI-powered workspaces where marketers can ask questions, understand what matters, and act within the same workflow.\n\n\n\n\n\nPersonalization will move from audience segments to adaptive experiences\n\n\n\nAI is changing personalization from a channel-by-channel tactic into a more adaptive experience across the customer journey. \n\n\n\nStackAdapt's state of personalization research found that 76% of brand marketers use email for personalization, followed by web and app experiences at 65%, paid social at 52%, and paid search at 43%. The research also found that brands plan to expand personalization into more channels, like display, native, video, paid social, CTV, retail media, and digital audio, over the next year.\n\n\n\nThe challenge is that personalization in digital marketing has often been limited by fragmented data and disconnected workflows. And as privacy rules evolve and signal loss continues, marketers can’t rely on the same data flows to power personalized experiences across channels.\n\n\n\nIAB found that 95% of data and advertising decision-makers expect continued legislation and signal loss, while two-thirds expect state privacy laws to reduce their ability to personalize messaging.\n\n\n\nIAB also notes that budgets are shifting toward channels that use first-party data, but a lack of interoperability across platforms makes it harder to measure and optimize personalized experiences across the full journey.\n\n\n\nThat makes AI’s role more important, but only when it can work from the right signals. \n\n\n\nStackAdapt’s personalization research shows that marketers see AI having the greatest impact over the next two to three years in areas like targeting and segmentation, creative production and optimization, measurement and attribution, and cross-channel orchestration.\n\n\n\nThe future of personalization is more adaptive marketing that can connect who the customer is, what they’re doing, where they’re engaging, and how campaigns are performing. \n\n\n\nWith AI, marketers will be able to move beyond broad audience segments and deliver experiences that adjust based on context and intent.\n\n\n\nOmnichannel marketing will shift from fragmented execution to orchestration\n\n\n\nMarketers are often planning campaigns in one place, reviewing performance in another, adjusting budgets somewhere else, and trying to connect paid and owned media through separate reports, dashboards, and tools. \n\n\n\nIn traditional demand-side platform workflows, even a single campaign decision can require users to move across multiple views before they can understand what happened and respond accordingly.\n\n\n\nThis fragmentation is an industry-wide issue. McKinsey research found that 47% of martech decision-makers cite stack complexity, system integration, and data integration challenges as key blockers that prevent them from getting value from their martech tools. \n\n\n\nMcKinsey also argues that AI creates an opportunity to move away from disconnected platforms toward an integrated marketing operating model built for end-to-end journey orchestration.\n\n\n\nThe same challenge shows up in advertising workflows. StackAdapt’s AI delegation research found that: \n\n\n\n\nOnly 19% of respondents said their AI tools are fully integrated into marketing and advertising workflows. \n\n\n\n49% cite fragmented data pipelines as a barrier to AI delegation. \n\n\n\n41% cite CRM or first-party data not being integrated with buying platforms.\n\n\n\n\nThe future of AI in marketing will depend on reducing the distance between insight and action. AI will be most valuable when it can bring together:\n\n\n\n\nPlanning\n\n\n\nAudience discovery\n\n\n\nCreative context\n\n\n\nForecasting\n\n\n\nPerformance analysis\n\n\n\nOptimization\n\n\n\nExecution\n\n\n\n\nThis is where omnichannel marketing shifts from fragmented execution to orchestration: AI can help connect context, intelligence, and action in one workflow, so marketers spend less time moving across tools and more time making confident decisions across paid and owned channels.\n\n\n\nAI is also expanding the number of channels available. AI-native environments such as ChatGPT and other large language models (LLMs) are emerging as a new layer of digital discovery, where people research products, compare options, and make purchase decisions through conversations rather than traditional search. \n\n\n\nAs LLM advertising evolves, marketers will need to think about how these new AI-powered channels work alongside search, social, display, video, and email as part of a coordinated marketing strategy.\n\n\n\n\n\nReporting will become the starting point for action, not the end of the campaign\n\n\n\nReporting has traditionally been treated as a way to look back: what happened, which channels performed, where ad spend went, and whether the campaign met its goals. \n\n\n\nAI is changing that role. \n\n\n\nAs reporting becomes faster, more automated, and more interpretive, it can become an active part of campaign decision-making while campaigns are still in flight.\n\n\n\nThis shift is especially important in digital marketing, where performance can change quickly across audiences, creatives, channels, and budgets. \n\n\n\nAI-powered reporting can help summarize what’s happening, identify unusual performance patterns, surface risks, and recommend where marketers should focus their attention.\n\n\n\nStackAdapt’s research shows that advertisers are looking for this kind of proactive intelligence:\n\n\n\n\n41% want AI to flag risks before they escalate.\n\n\n\n41% want AI to summarize insights.\n\n\n\n39% want recommendations tied to campaign goals.\n\n\n\n35% want AI to explain why performance changed.\n\n\n\n\nThose findings point to a larger shift in how reporting will function. Marketers will still need dashboards and performance summaries, but the greater value will come from AI that can turn reporting into an always-on feedback loop.\n\n\n\nInstead of waiting until the end of a campaign to understand what worked, teams will be able to see what needs attention earlier, understand the likely cause, and decide what action to take next.\n\n\n\nIn that model, reporting becomes part of a continuous optimization loop. AI helps marketers move from monitoring performance to improving it in real time, while humans provide the judgment needed to evaluate recommendations, align changes with campaign goals, and decide when action is appropriate.\n\n\n\nMarketers will move from operating campaigns to guiding AI-assisted decisions\n\n\n\nAs AI becomes more embedded in marketing workflows, the marketer’s role will shift toward higher-value decision-making. \n\n\n\nInstead of spending as much time manually operating campaigns, navigating dashboards, pulling reports, or making every adjustment by hand, marketers will spend more time setting direction, evaluating opportunities, and deciding how AI should support the work.\n\n\n\nThat shift will change what campaign management looks like. Marketers will increasingly be responsible for:\n\n\n\n\nDefining campaign goals and success metrics.\n\n\n\nSetting rules, constraints, and approval paths.\n\n\n\nInterpreting AI-generated insights and recommendations.\n\n\n\nApplying brand, creative, and business judgment.\n\n\n\nDeciding when AI can act, when it should prepare an action, and when a human needs to approve the next step.\n\n\n\n\nStackAdapt’s research shows that advertisers are open to giving AI a larger role, but not without the right conditions. They need recommendations that are specific to the campaign, supported by clear rationale, connected to KPIs, and easy to review or control before AI earns more authority in the workflow.\n\n\n\nThe future of AI in marketing is still human-led\n\n\n\nAI is reshaping how teams create content, gain insights, automate workflows, personalize experiences, analyze performance, and manage omnichannel campaigns. \n\n\n\nBut AI’s value will depend on how well marketers direct it. \n\n\n\nStrategy, judgment, brand stewardship, governance, and accountability will become even more important as AI takes on a larger role in marketing decisions.\n\n\n\nAI can help surface what matters, recommend next steps, and reduce operational work, but marketers remain central to deciding what actions are right for the brand, the audience, and the business.\n\n\n\nAI won’t remove humans from the process, but it will give marketers the context, intelligence, and control to make better decisions faster.\n\n\n\nThat’s where Ivy StudioTM fits into the next phase of AI-powered advertising. \n\n\n\nIvy Studio is an AI-first advertising hub that brings planning, analysis, optimization, and execution into one unified experience. \n\n\n\nBuilt on StackAdapt platform intelligence and the live context of campaigns, audiences, creatives, forecasts, performance, and business goals, Ivy helps marketers move from intent to action through natural language.\n\n\n\nFor marketers, that means less time spent on operational work and more time focused on the work where human expertise creates the most value: evaluating opportunities, making confident decisions, guiding strategy, and applying creative and business judgment. \n\n\n\nRequest a demo today to find out how to use Ivy Studio to get the most of your marketing efforts.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nExplore StackAdapt’s AI-powered advertising and orchestration platform and sign up to start using it today.\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"ImageObject","inLanguage":"en-US","@id":"https://www.stackadapt.com/resources/blog/adweek-tech-stack-awards-2026#primaryimage","url":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260804210911/20260804_techstack-awards.webp?fit=1200%2C600&ssl=1","contentUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260804210911/20260804_techstack-awards.webp?fit=1200%2C600&ssl=1","width":1200,"height":600,"caption":"2026 ADWEEK Tech Stack Awards logo on a mint green background"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/advertising-intelligence#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/advertising-intelligence"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"What is advertising intelligence? A guide for digital marketers","datePublished":"2026-07-30T19:57:29+00:00","dateModified":"2026-09-09T16:11:52+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/advertising-intelligence"},"wordCount":1458,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/advertising-intelligence#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260730125042/20260724_Advertising-Intelligence_Header.webp?fit=1201%2C601&ssl=1","keywords":["AI","blog","Content Level : 101"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"TL;DR: What you need to know about digital advertising intelligence\n\n\n\n\nAdvertising intelligence uses campaign data, audience insights, creative performance, and AI-powered analysis to help marketers understand what drives results and how to improve them.\n\n\n\nAI-powered advertising intelligence tools can surface performance trends, flag potential issues, forecast results, and recommend changes to targeting, bids, budgets, creative, and channel placements.\n\n\n\nStackAdapt’s Ivy Studio brings campaign planning, analysis, forecasting, and recommendations into a single connected hub, helping marketers gain actionable insights.\n\n\n\n\n\nMost marketers have more tools than they know what to do with.\n\n\n\nAccording to EMARKETER, 17.3% of US ad agencies said they use ten or more adtech and martech tools as part of their daily workflows.\n\n\n\nInstead of making their jobs easier, these fragmented tech stacks mean marketers increasingly spend their days switching between tools, spreadsheets, and dashboards trying to find the insights they need and make decisions about their campaigns—limiting their productivity, creativity, and capacity to focus on higher-value work.\n\n\n\nThe growing adoption of AI is adding another layer to the problem, with a recent study from Optimizely finding that 19% of marketers work from a single, integrated AI platform.\n\n\n\nAs a result, 39% of marketers say they’re too busy managing daily tasks and competing demands to think strategically about their work or develop new ideas.\n\n\n\nAI-first tools, like StackAdapt’s Ivy Studio, are helping to address these issues by providing marketers with the insights needed to understand what’s happening across their campaigns, identify opportunities for improvement, and determine what to do next to achieve their goals—all from a single platform.\n\n\n\nRead on to learn what advertising intelligence is, how it works, and how to use it to make more informed decisions and improve your campaign performance.\n\n\n\nWhat is advertising intelligence?\n\n\n\nDigital advertising intelligence is the practice of using campaign data, audience insights, and AI-powered analysis to understand and improve paid advertising campaigns.\n\n\n\nWhile some advertising intelligence tools focus on tracking competitors’ ads, spend patterns, and market shifts, AI-first hubs like StackAdapt’s Ivy Studio turn fragmented information on how budgets are pacing, which audiences and ads are driving engagement, and which creative approaches are delivering results into practical guidance marketers can use to plan, optimize, and evaluate current and future programmatic campaigns.\n\n\n\nWhat’s the difference between advertising intelligence and marketing intelligence?\n\n\n\nUnlike advertising intelligence, marketing intelligence examines the broader market and business landscape, including customer needs, competitor activity, pricing, positioning, and growth opportunities.\n\n\n\nBasically, marketing intelligence provides the context needed to inform a team’s overall strategy, while advertising intelligence is used to determine where to invest, what creative to use, and how to fine-tune campaigns to improve results.\n\n\n\nWhy is advertising intelligence important?\n\n\n\nEven experienced marketers can struggle to see whether their media investments are performing well and which parts of their strategy are limiting returns:\n\n\n\n\n78% of marketing decision-makers think at least 10% of ad spend is wasted due to insufficient measurement methods.\n\n\n\nBrands sometimes direct disproportionate amounts of funding into particular channels based on perceived reach or importance, even when the evidence proves they’re overinvesting—EMARKETER reports that social media networks receive 27.7% of US ad spending but account for just 12.5% of total consumer media time.\n\n\n\nCreative presents another blind spot, with 89% of marketers saying it plays a critical role in campaign performance, but less than 5% actively optimizing it to its full potential.\n\n\n\n\nAdvertising intelligence helps marketers identify where ad spend is being wasted, where channel investment doesn’t align with audience behavior, and where creative could be better optimized. As a result, marketers have more time to focus on strategic thinking, relationship building, and driving growth for their brand or business.\n\n\n\nWhat are the benefits of advertising intelligence?\n\n\n\nAdvertising intelligence helps marketers plan, measure, and optimize campaigns more effectively by giving them easier-to-understand insights into what’s driving results and where there’s room for improvement.\n\n\n\nHere are a few of the key benefits:\n\n\n\n\nFaster, more confident decision-making: Advertising intelligence highlights important shifts in pacing, audience engagement, and campaign performance, helping marketers identify what requires immediate changes and make adjustments in real time without manually combing through data from multiple sources.\n\n\n\nBetter budget allocation: By knowing which channels, ad placements, audiences, and tactics are contributing to campaign goals, advertising intelligence helps marketers direct budget toward the strongest opportunities and reduce spend in areas that are underperforming.\n\n\n\nBetter-performing creative: Advertising intelligence can reveal which messages, formats, visuals, and calls to action resonate with different audiences and markets, giving marketers direction on what to refine, swap out, scale, or test further.\n\n\n\nMore precise audience targeting: By analyzing how different audience segments engage with different ads, advertising intelligence helps marketers narrow down their most responsive audiences, allowing them to tailor their targeting and creative strategies around the people most likely to engage or convert.\n\n\n\nClearer visibility across channels: Advertising intelligence tools can bring performance data from multiple programmatic channels, such as native, display, connected TV, and, in some cases, even emerging advertising environments like ChatGPT, into a more unified view, making it easier to compare results and understand how each part of a omnichannel campaign is contributing to objectives.\n\n\n\nActionable measurement: Rather than simply reporting surface-level metrics, advertising intelligence shows how media activity contributes to specific goals and which factors may be influencing results.\n\n\n\nMore proactive campaign planning: Predictive analysis can forecast how ads are likely to perform based on historical campaign data and current performance trends, helping marketers understand potential outcomes, test different scenarios, and refine their approach before launch or adjust their strategy mid-flight.\n\n\n\n\nHow do advertising intelligence tools and platforms work?\n\n\n\nAdvertising intelligence tools work by collecting campaign data, analyzing it, and translating those findings into useful recommendations marketers can apply to their campaign planning or in-flight optimizations.\n\n\n\nIt starts by connecting live and historical information across campaigns, including spend, bids, audiences, creative, channels, ad placements, and results. Examining these inputs together makes it easier to understand what influences performance instead of evaluating each metric, campaign, or channel tactic in isolation.\n\n\n\nAI and machine learning then analyze relationships across the data to surface trends, flag unusual shifts that may impact performance, and forecast how campaigns may perform under different conditions. For example, if a video ad has been running for a while and conversions start to drop, an AI-first advertising tool could point out the decline, recommend refreshing the creative, and provide performance data showing that a similar audience segment has been converting at a lower cost. These patterns can be difficult and time-consuming for the average person to uncover through manual analysis alone, but AI-powered advertising tools can make them easier to identify and act on.\n\n\n\nThe most useful advertising intelligence tools also help marketers interpret what those findings mean and apply them to their campaigns. That could involve: \n\n\n\n\nRefining audience targeting\n\n\n\nAdjusting bids\n\n\n\nReallocating budget\n\n\n\nRefreshing creative\n\n\n\nPausing an underperforming campaign\n\n\n\nRefining channel mix to reach the right audience\n\n\n\n\nMore advanced platforms can also help marketers review and make those changes within the same workflow.\n\n\n\nStackAdapt’s Ivy Studio brings this process into a single hub, streamlining campaign planning, analysis, and optimization. Marketers can use natural language to describe campaign goals, ask questions about performance, review top-performing creatives, compare forecast scenarios, receive data-backed recommendations, and make campaign changes in a single interface.\n\n\n\nAdvertising intelligence is evolving\n\n\n\nIn the past, marketers often had to pull reports manually—sometimes days or weeks after a campaign was already in-flight—to understand what drove results and where performance fell short.\n\n\n\nThese days, real-time reporting and cross-channel analytics tools let marketers monitor campaign performance through centralized dashboards, allowing them to make faster in-flight adjustments and use those insights to inform future campaigns.\n\n\n\nBut as tech stacks have expanded, marketers have been left with more platforms, metrics, and data to interpret on their own, making it harder to separate what’s important to know and act upon from what isn’t.\n\n\n\nSimplifying the tech stack is one part of the problem. Many marketers also struggle to turn AI-generated insights into advice they can actually trust to guide their campaign decisions.\n\n\n\nFor example, recent research from StackAdapt’s upcoming AI Delegation Gap report found that 6% of marketers act on in-platform AI recommendations to improve their campaign performance.\n\n\n\nStackAdapt’s Ivy Studio is designed to help close that gap.\n\n\n\nGrounded in your live campaigns and account context, it delivers recommendations based on your own campaign data rather than generic best practices—allowing you to understand what needs attention, decide which changes are most likely to improve performance, and implement them from a single connected hub.\n\n\n\nLearn more about Ivy Studio and request a demo to see it in action.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/cpg-marketing#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/cpg-marketing"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"CPG marketing and advertising strategies to boost sales in 2026","datePublished":"2026-08-07T17:20:35+00:00","dateModified":"2026-09-09T16:11:49+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/cpg-marketing"},"wordCount":3551,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/cpg-marketing#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260806143405/20260618_CPG-marketing-strategies_header.webp?fit=1200%2C600&ssl=1","keywords":["blog","Content Level : 101","cpg","retail"],"articleSection":["Digital marketing strategies"],"inLanguage":"en-US","description":"TL;DR: CPG marketing strategies\n\n\n\n\nCPG marketers are under pressure to perform amid rising competition, declining brand loyalty, and limited performance insights.\n\n\n\nBrands should use a mix of channels—including retail media, CTV, social, and display advertising—to build awareness and convert customers.\n\n\n\nTactics like personalization and contextual targeting can help brands make ads more relevant and shorten the path to purchase.\n\n\n\n\n\nCPG marketers are competing for a shrinking share of consumer attention as shoppers become more price-conscious, private label competition grows, and the buying journey becomes increasingly fragmented.\n\n\n\nAccording to the Boston Consulting Group (BCG), economic uncertainty and softening demand are putting greater pressure on brands as households cut back their spending.\n\n\n\nAt the same time, the growing number of touch points and paths to purchase—although giving advertisers more opportunities to connect with shoppers—have also made it harder for brands to reach consumers consistently throughout the buying journey and understand which interactions are contributing to sales\n\n\n\nWhether they’re promoting a $2 bottle of soda or a $25 bottle of facial serum, to succeed in today’s market, CPG marketers need to reach shoppers beyond retailer-owned platforms, connect upper-funnel awareness to downstream sales, and coordinate campaigns more efficiently to drive incremental growth.\n\n\n\nHere are a few ways CPG marketers can do that. But first, the basics (skip ahead if you want to go straight to the strategies).\n\n\n\nWhat is CPG marketing?\n\n\n\nCPG marketing is the practice of using advertising, branding, promotions, and other tactics to promote consumer packaged goods (CPG) such as food, beverages, cosmetics, toiletries, cleaning supplies, and over-the-counter medications. It helps brands reach shoppers across digital and traditional channels, build awareness and brand loyalty, differentiate their products from competitors, and, ultimately, drive sales.\n\n\n\nDue to the sheer number of options available in nearly every product category, marketers often turn to a mix of strategies, including traditional advertising, content marketing, SEO, social media marketing, and programmatic advertising, to attract and retain customers.\n\n\n\nBecause of this, it should come as no surprise that US CPG advertisers are predicted to spend nearly $59 billion USD on ads in 2026—making the industry the second-largest digital ad spender behind retail.\n\n\n\nWhat are the biggest challenges facing CPG marketers in 2026?\n\n\n\nCPG marketers need to capture attention, earn repeat purchases, and prove what’s driving sales—even when they don’t always have a direct link to the customers buying their products.\n\n\n\nHere are four of the main challenges:\n\n\n\nIntense competition for physical (and digital) shelf space\n\n\n\nWith so many brands offering similar items across product categories, competition in the CPG market is fierce. This can make it difficult for even legacy brands—not to mention smaller and emerging companies—to capture attention, protect market share, and convince shoppers to choose their products over the competition.\n\n\n\nChanging consumer preferences and behaviors\n\n\n\nConsumer tastes are fickle. Preferences and shopping habits can change quickly based on anything from cultural trends to how (and where) they spend their time online. CPG marketers must continually adapt their products, messaging, and channel strategies to meet evolving customer expectations and connect with shoppers wherever they are.\n\n\n\nWeakening brand loyalty\n\n\n\nWith so many options at their disposal, it doesn’t take much for consumers to switch brands due to something as simple as cost or convenience. This makes it more difficult to retain existing customers while forcing CPG marketers to continually attract new buyers in hopes of offsetting churn.\n\n\n\nLimited access to customer and purchase data\n\n\n\nBecause many CPG products are sold through physical retailers and e-commerce marketplaces instead of through direct sales channels, brands often have limited access to first-party data. Without a direct view of who’s buying their products and what influences those decisions, it can be harder to personalize digital marketing campaigns, understand customer behavior, and clearly connect specific channels to sales.\n\n\n\nRetailer dependency\n\n\n\nRetailers play a major role in how CPG products are discovered and purchased. But relying too heavily on retailer-owned platforms can limit a brand’s control over where and how it reaches consumers. \n\n\n\nCPG marketers need to balance investments in retail media networks (RMNs), which can help reach high-intent shoppers closer to purchase, with channels that build demand beyond retailer ecosystems and support longer-term brand growth.\n\n\n\nWhy is omnichannel advertising important to CPG marketing?\n\n\n\nToday’s shoppers don't follow a linear path to purchase. They might discover a product on social media, research it through an AI chatbot or by searching for online reviews, see an ad for it while streaming TV, and later decide to purchase it in-store or through a retailer’s website.\n\n\n\nFor CPG marketers, success isn’t about choosing just one channel. It’s about creating connected experiences across every touch point. \n\n\n\nAn omnichannel strategy helps build awareness, improve brand recognition throughout the buying journey, and better understand how media investments contribute to sales.\n\n\n\nBut to do that, first you need the right channels.\n\n\n\nWhat channels drive the highest impact for CPG brands?\n\n\n\nNo single channel can reach every shopper, let alone influence every stage of the buying journey. The best CPG campaigns combine channels based on the role each one plays, from creating demand and driving discovery to reaching high-intent audiences closer to purchase.\n\n\n\nHere are some of the channels that need to be part of your CPG marketing strategy:\n\n\n\nDisplay advertising\n\n\n\nSome people think display advertising is dead. It isn’t.\n\n\n\nWith its low CPMs and ability to direct consumers directly to websites or product pages to learn more information, display advertising is commonly seen as a cost-effective way to drive traffic and return on ad spend.\n\n\n\nWith display advertising, CPG brands can introduce new products to consumers, reach relevant audiences, and reconnect with customers who have previously shown interest in specific products or categories. It can also help brands stay visible between purchase cycles, keeping their products top of mind when consumers are ready to buy again.\n\n\n\nBest used for: Building awareness, supporting product launches, retargeting engaged audiences, and maintaining visibility throughout the buying journey.\n\n\n\nVideo advertising\n\n\n\nVideo advertising helps CPG brands use sight, sound, and motion to demonstrate products, communicate their benefits, and create stronger emotional connections with consumers. \n\n\n\nAds can run across social media, streaming video platforms like YouTube, and, in the case of programmatic video, websites where audiences are watching content or researching what to buy.\n\n\n\nIncreasingly, AI-powered creative tools—like StackAdapt’s AI Video Builder—are helping brands of all sizes create high-quality, on-brand videos in a fraction of the time it typically takes to brainstorm, film, and edit ads for campaigns. Learn more here. \n\n\n\nBest used for: Telling brand stories, showcasing products, and influencing awareness and consideration through engaging visual content.\n\n\n\nSocial media advertising\n\n\n\nIn 2025, 34.7% of CPG ad dollars were expected to go toward social media—a larger share than in any other industry.\n\n\n\nSocial media advertising helps CPG marketers reach consumers based on their interests, behaviors, and previous interactions with a brand.\n\n\n\nPlatforms like Facebook, Instagram, TikTok, and Pinterest are useful for introducing products, capitalizing on emerging trends, and reaching shoppers as they scroll through their feeds and are open to discovering new brands.\n\n\n\nBest used for: Product discovery, community building, and generating demand through visual and interactive ad experiences.\n\n\n\nRetail media advertising\n\n\n\nBy leveraging retailer-owned data, CPG marketers can use RMNs to reach shoppers through websites, apps, search results, and off-site media placements—helping them connect with customers closer to the point of purchase and better understand how specific campaigns contribute to sales.\n\n\n\nBest used for: Reaching high-intent shoppers, increasing product visibility, and using retailer data to target relevant audiences both on retailer-owned properties and across off-site channels.\n\n\n\nEmail marketing\n\n\n\nAlthough email marketing isn’t a paid advertising channel and is more closely associated with martech, it can give CPG brands a direct and cost-effective way to communicate with consumers who join loyalty programs, enter promotions, or purchase items through direct-to-consumer channels. \n\n\n\nThese interactions can also help brands collect information about customer preferences and behaviors as part of their first-party data strategy—allowing them to use those insights to deliver more personalized offers and product recommendations.\n\n\n\nBest used for: Strengthening customer relationships, encouraging repeat purchases, and activating first-party data to create more relevant customer experiences\n\n\n\nDOOH advertising\n\n\n\nDigital out-of-home (DOOH) advertising helps CPG brands reach consumers through screens in high-traffic locations like shopping centres, grocery stores, subway stations, gyms, and outside sports arenas.\n\n\n\nUnlike traditional out-of-home advertising, DOOH campaigns can be scheduled and tailored to align with their location, time of day, weather, and nearby events. This allows brands to promote products in more relevant moments, whether that means advertising cold beverages during a heatwave or reaching shoppers near stores where a product is available.\n\n\n\nBest used for: Building awareness in high-traffic environments, supporting product launches and seasonal campaigns, and influencing consumers closer to stores and other points of purchase.\n\n\n\n\n\nCTV advertising\n\n\n\nConnected TV (CTV) advertising helps CPG marketers reach audiences with high-impact video when viewers are most attentive, such as during live sports—like the FIFA World Cup or Super Bowl—and other premium viewing environments.\n\n\n\nCTV can support broad awareness while also using various attribution and measurement models to link ad exposure to specific actions, such as website visits, store visits, and product sales.\n\n\n\nBest used for: Reaching large or targeted audiences in high-attention viewing environments and connecting upper-funnel awareness to downstream results.\n\n\n\nChatGPT advertising\n\n\n\nProduct discovery is expanding beyond search engines, with consumers increasingly asking AI assistants for recommendations before they ever reach retailer websites. \n\n\n\nAccording to EMARKETER, 57.9% of consumers say they currently use AI tools to find the best price on products, while 49.2% said they use them to generate gift ideas.\n\n\n\nLLM advertising channels like ChatGPT give CPG brands a new way to influence purchase consideration earlier in the buying journey and reach shoppers as they use AI to research products, compare options, and ask for recommendations.\n\n\n\nBecause ads are matched primarily to the context of a conversation, marketers can introduce relevant products when someone is deciding what to buy—helping brands reach shoppers with more relevant messages when they’re actively considering their options.\n\n\n\nBest used for: Reaching shoppers during product discovery and consideration phases.\n\n\n\nWhat are some of the best CPG marketing strategies and tactics?\n\n\n\nIn CPG, the best marketing strategies do more than build awareness. They help brands show up where shoppers are already looking, keep products relevant across the journey, and make it easier to see what actually drove sales.\n\n\n\nHere are some of the best strategies and tactics:\n\n\n\nUse retail media to reach shoppers closer to purchase\n\n\n\nRetail media gives CPG marketers a direct way to reach shoppers while they’re actively browsing, comparing, or buying products.\n\n\n\nBy leveraging a retailer’s first-party data, brands can target audiences based on purchase history, search behavior, and category interest—either through the retailer’s own ecosystem, like sponsored product listings and onsite display ads, or off-site through programmatic channels like CTV, video, or native advertising.\n\n\n\nRetail media is especially useful for launching new products, running always-on marketing campaigns, and proving ROI across the customer journey—helping marketers drive incremental reach and sales, whether online or in-store.\n\n\n\nExpand beyond traditional media\n\n\n\nFor years, CPG brands leaned heavily on traditional advertising channels to build awareness and support in-store sales. \n\n\n\nBut over the past decade, budgets have steadily shifted away from channels like traditional linear TV, radio, and out-of-home advertising, with EMARKETER reporting that CPG ad spending on traditional media declined by 9.2% in 2025—a faster decline than nearly any other industry.\n\n\n\nProgrammatic channels like CTV, native, DOOH, and audio can offer more flexible, incremental reach than traditional advertising channels and walled gardens, allowing CPG marketers to connect with audiences as they go about their daily lives, both online and in the physical world.\n\n\n\nAlign campaigns with seasonal consumer moments\n\n\n\nCPG demand naturally rises and falls throughout the year as moments like back-to-school, Halloween, and holiday shopping dictate what consumers need and when they’re most likely to buy it.\n\n\n\nBut demand often starts forming well before these moments arrive.\n\n\n\nAccording to Forrester, nearly three-quarters of US adults online started their holiday shopping before December last year.\n\n\n\nRather than treating each shift in consumer demand as a standalone campaign, CPG marketers can use an always-on strategy that adapts creative, messaging, and channel mix as consumer intent changes—giving brands more time to build awareness, test creative, and reach shoppers before they’ve narrowed down their options.\n\n\n\nCombining channels like CTV, retail media, DOOH, display, and social can help brands stay relevant throughout the buying journey—and beyond—while making the most of the periods when demand is highest.\n\n\n\n\n\nPersonalize ad creative at scale with DCO\n\n\n\nDynamic creative optimization (DCO) helps CPG marketers tailor product imagery, messaging, offers, and calls to action based on audience insights, location, real-time data, and campaign performance.\n\n\n\nRather than manually creating separate ads for every product or audience, marketers can automate multiple creative variations and update elements like promotions or retailer information to direct customers to nearby stores.\n\n\n\nInternal StackAdapt platform data shows that advertisers using DCO saw a 32% higher click-through rate and a 56% lower cost per click than advertisers that didn’t use it. Read StackAdapt’s The State of Programmatic Advertising to learn more.\n\n\n\nUse personalization to make ads and offers more relevant\n\n\n\nNo two shoppers are exactly alike.\n\n\n\nCPG marketers can use first-party data, retailer insights, and campaign engagement signals to tailor messaging, offers, and product recommendations based on their interests, needs, and previous purchases.\n\n\n\nFor example, a premium skincare brand could promote a high-value anti-aging product to customers who regularly purchase related items or offer existing buyers a personalized discount when they should be ready to replenish their supply.\n\n\n\nWhen used strategically, personalization can improve relevance, encourage repeat purchases, and strengthen customer relationships.\n\n\n\nReach shoppers without relying on audience data alone\n\n\n\nContextual advertising helps CPG marketers reach consumers based on the topics and types of content they’re consuming.\n\n\n\nStackAdapt’s Page Context AI allows CPG marketers to input a few product-related phrases relevant to their brand and place ads alongside content that align with their product offering or category—even in regulated verticals, where other targeting options may be limited. \n\n\n\nCommerce AI Audiences add another layer to the strategy by identifying high-intent audiences who are most likely to convert by analyzing recent behavioral and transaction signals, such as the types of topics they recently read about or engaged with online.\n\n\n\nTogether, these tools can help marketers reach more relevant audiences and drive stronger campaign performance. Brands that combine their own customer data—from CRM lists, marketing tools like Shopify, or CDP segments—with retail purchase signals have a better chance of outperforming those still relying on third-party audiences alone.\n\n\n\nShorten the path to purchase\n\n\n\nTo increase sales, it’s not just about promoting your products—it’s also about reducing friction.\n\n\n\nFor CPG brands, much of that is left up to the merchandising, product placement, and the checkout experience.\n\n\n\nClick2Cart ads are the equivalent of a shortcut to the shopping cart, boosting conversions and reducing cart abandonment rates by allowing customers to click on a display ad and add items to their cart at specific retailers.\n\n\n\nIn doing so, brands can reduce the steps it takes to go from ad exposure to purchase—increasing basket size, reducing landing page drop-offs, and seamlessly moving customers from click to checkout.\n\n\n\n\n\nHow do you measure the impact of CPG marketing campaigns?\n\n\n\nAccording to EMARKETER, CPG brands are increasingly abandoning return on ad spend as the primary success metric they use to gauge the impact of campaigns.\n\n\n\nInstead, they’re increasingly prioritizing solutions that demonstrate incremental growth and connect media exposure to actual sales outcomes.\n\n\n\nSome of these methods include:\n\n\n\n\nSales lift studies that compare sales data before and after a campaign to determine the additional sales directly attributable to an ad, often using point-of-sale and loyalty card data to quantify the campaign’s impact on in-store purchases.\n\n\n\nIncrementality, which measures the sales generated by programmatic advertising by comparing groups who were exposed to a campaign to those who weren’t, isolating the true impact of your ads.\n\n\n\nBrand lift studies that assess changes in consumer awareness, perception, consideration, and purchase intent through surveys comparing results from exposed and control groups.\n\n\n\nCross-channel attribution, which tracks how different channels contribute to conversions, allowing marketers to see which touch points along a customer journey led to a sale.\n\n\n\nSKU-level reporting, which uses transaction and receipt data to help connect ad exposure to sales of specific products.\n\n\n\n\nTogether, these measurement methods—all of which are available either in-platform or through third-party partners with StackAdapt—can help CPG marketers understand the real impact of their campaigns beyond surface-level metrics.\n\n\n\nCPG advertising case studies\n\n\n\nNow that you know how to build a CPG marketing strategy and measure what’s actually driving results, here are a few examples of how digital marketing agencies and brands have partnered with StackAdapt in the past to increase sales for their businesses:\n\n\n\n\nOPR media used a full-funnel programmatic strategy to drive over 15K customers in-store for their client, Interparfums, Inc. (the world-renowned fragrance manufacturer and distributor of Guess Parfums)—reducing their cost per visit by 14% month-over-month.\n\n\n\nAdd3Connect used CTV advertising and StackAdapt’s in-platform brand lift solution to increase brand awareness and measure campaign impact for their client, the well-known sports nutrition and wellness brand Nuun—boosting ad recall by 18.7%.\n\n\n\nZeno Group used CTV and programmatic video advertising to help nurture awareness for their client, Scotts Miracle-Gro—driving over 7.6M impressions throughout the course of the campaign.\n\n\n\nMarketStorm AI teamed up with StackAdapt’s award-winning Creative Studio to create engaging HTML5 banner ads that helped generate $74,000 USD in new revenue for their client in the high-end food and beverage space.\n\n\n\nLast but not least, Matrixx Shopper Marketing used contextual advertising to build brand awareness for Challenge Butter during the busy holiday baking season, surpassing their click-through rate benchmarks by 21%.\n\n\n\n\nThe future of CPG marketing in 2026 and beyond\n\n\n\nLooking ahead, the CPG brands that stand out won’t be the ones with the largest budgets—they’ll be the ones that use AI where it actually helps, keep campaigns fresh for newer audiences, and give consumers a reason to care about the brand behind the ad.\n\n\n\nAI will become essential\n\n\n\nNearly all aspects of advertising are being reshaped by AI—even in the CPG space, where 70% of marketers expect efficiency gains in the years ahead.\n\n\n\nDespite the optimism, the present paints a different picture, with less than 15% of CPG marketers telling BCG that AI is fully embedded into their workflows.\n\n\n\nTo help close the gap, business leaders need to focus on upskilling and enablement, training their teams to understand where AI provides the most value—like image generation and personalization—and where human input remains important. \n\n\n\n\n\nGen Z will reshape creative for the better\n\n\n\nIn a recent survey, 43% of Gen Zers said they stopped buying from a brand because they got bored of them—talk about getting ghosted.\n\n\n\nAlthough that’s bad news for brands creating cheugy ad campaigns, those that boost their ad game from mid to memorable will surely earn more attention.\n\n\n\nTo win over Gen Z, marketers should focus on creating ad copy and creative that feels truly creative, fresh, and with a genuine point of view.\n\n\n\nCPG brands will stand for something\n\n\n\nAcclaimed author and humorist Mark Twain once said, “never discuss politics or religion in polite company.” But standing behind what you believe is an undeniable part of building a strong and honest relationship with others.\n\n\n\nFor brands, it’s no different. \n\n\n\nAccording to a survey by advertising and marketing agency Ogilvy, the average consumer isn’t moved by reward mechanics like discounts or loyalty points alone—it’s shared values that matter, with 75% of consumers saying they choose brands based on the belief that they improve their lives and understand their world.\n\n\n\nBuilding relationships with consumers is a two-way street. Like any relationship, it requires showing up consistently and standing behind what you believe in—even when it’s uncomfortable.\n\n\n\nGet started with CPG marketing in StackAdapt\n\n\n\nSuccess in the CPG industry depends on marketers’ ability to unify measurement, audience strategy, and activation across an expanding array of channels.\n\n\n\nStackAdapt brings those capabilities together in one platform—helping CPG marketers streamline their campaigns and connect media exposure to sales.\n\n\n\nTo learn more, speak with our team or get set up today.\n\n\n\n\nNext steps:\n\n\n\n\nLearn everything you need to know about AI in advertising and where it’s headed.\n\n\n\nWatch this webinar to get expert-backed tips on building a ChatGPT advertising strategy.\n\n\n\nBuild omnichannel campaigns that reach your target shoppers with StackAdapt’s retail advertising solutions.\n\n\n\n\n\n\n\n\n\nCPG marketing FAQs\n\n\n\n\n\n\n\nAccording to a 2025 study by Gartner, CPG brands often spend 9.7% of their total revenue on marketing budgets. \n\n\n\n\n\n\n\n\n\nCPG companies often use a combination of martech and adtech software to unify first-party data, automate content creation, and optimize their ad spend. Software like demand-side platforms (DSPs) can help brands target shoppers and scale personalization across channels. \n\n\n\nLearn why StackAdapt is ranked the best DSP year-after-year by G2 users.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/cpg-marketing#faq-question-3a936489-15e1-4def-85d0-092991060b60","position":1,"url":"https://www.stackadapt.com/resources/blog/cpg-marketing#faq-question-3a936489-15e1-4def-85d0-092991060b60","name":"How much do CPG companies spend on marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to a 2025 study by Gartner, CPG brands often spend 9.7% of their total revenue on marketing budgets.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/cpg-marketing#faq-question-58ff50e9-2031-4eda-a395-098d0765e0bd","position":2,"url":"https://www.stackadapt.com/resources/blog/cpg-marketing#faq-question-58ff50e9-2031-4eda-a395-098d0765e0bd","name":"How do CPG companies use marketing software to drive business growth?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"CPG companies often use a combination of martech and adtech software to unify first-party data, automate content creation, and optimize their ad spend. Software like demand-side platforms (DSPs) can help brands target shoppers and scale personalization across channels. Learn why StackAdapt is ranked the best DSP year-after-year by G2 users.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-science-team#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-science-team"},"author":[{"@id":"https://www.stackadapt.com/resources/author/stackadapt#organization"}],"headline":"Life in Adtech: A day in the life of StackAdapt’s data science team","datePublished":"2026-08-11T12:56:31+00:00","dateModified":"2026-09-08T21:42:17+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-science-team"},"wordCount":2020,"commentCount":0,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/life-in-adtech-data-science-team#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260807175332/20260727_Data-Science-Hiring_Blog-Header_compressed.webp?fit=1201%2C601&ssl=1","keywords":["adtech","blog"],"articleSection":["Life at StackAdapt"],"inLanguage":"en-US","description":"Right now, somewhere in our stack, a model is deciding what ad impression to bid on, and it has milliseconds to do it. \n\n\n\n\nIt doesn't get a logged-in user to identify. \n\n\n\nIt doesn't get an immediate ground-truth label telling it whether its last bid was the right call. \n\n\n\nIt doesn't get a held-out test set with the answers waiting. \n\n\n\n\nIt gets a partial, noisy picture assembled from signals across the open internet, and it has to commit before the auction closes. This is the environment our researchers and engineers work in every day.\n\n\n\nMeet StackAdapt’s data science team\n\n\n\nOver the past 12 years, our Data Science team has grown to roughly 62 people, split between machine learning engineers and applied machine learning scientists. \n\n\n\nWe asked three of them—Richard, Kuan, and Zeynep, who between them have spent almost two decades building at StackAdapt—to tell us what it's really like on the inside: the problems that keep them up at night, the wins that make all the hard work worth it, and the culture that turns a genuinely difficult technical space into a place where people stay and grow for years.\n\n\n\nWhat a real day in the life of the StackAdapt data science team looks like\n\n\n\nNo two days look quite the same, but here's how Zeynep, a technical manager, describes hers:\n\n\n\n\"I start most mornings by checking our deployed models and ongoing experiments. Part of my job is owning the portfolio of systems the team has shipped, which means continuously balancing new bets against maintaining the ones already running. After that, the day is a mix of people and technical problems—unblocking a cross-team dependency, working through where someone wants to grow in a one-on-one, or digging into a design doc or a set of experiment results.\"\n\n\n\nThat one description contains the two forces every data scientist at StackAdapt is constantly weighing: the pull to build something new, and the responsibility to keep what's already shipped healthy. \n\n\n\nShe also tries to keep an eye on where research and the industry are heading, so she can help prioritize the highest-impact problems rather than the loudest ones.\n\n\n\nContrary to popular belief, most of the job isn't training models \n\n\n\nRichard breaks down where the hours actually go into three buckets:\n\n\n\n\nDefining the problem: Pinning down what the problem actually is and checking whether a solution already exists before building a new one.\n\n\n\nPreparing the data: Acquiring it, understanding it, and cleaning it.\n\n\n\nPutting the model into production: Validating the output, building a reliable production pipeline, and monitoring performance as the underlying data drifts.\n\n\n\n\n\"The modeling is almost the easy part once all of that is in place,\" Richard says. \n\n\n\nIf you're coming from a role or program where 90% of your time went into tuning architectures, this is the biggest mental shift to prepare for.\n\n\n\nYou're never working alone\n\n\n\nWork here follows a pipeline, and Zeynep describes it cleanly:\n\n\n\nEngineering (data & infra)  →  Data Science (modeling)  →  Product (client needs)\n\n\n\n\n\n\n\n\nOn one end, engineering teams own the data pipelines and infrastructure—good ML depends entirely on high-quality, consistent data and reliable, efficient computing resources to experiment on. \n\n\n\nOn the other end, product teams help translate client needs into problems that can actually be modeled. \n\n\n\nIn the middle is the rest of the data science team—reviewing approaches, debating tradeoffs, and sharing ideas. \n\n\n\n\nKuan's favorite part of the job is exactly this: the deep-dive discussions with colleagues to map out new, cross-functional project ideas.\n\n\n\nThe clearest example of this pipeline in action is Richard's lookalikes project, which identifies users who resemble the customers who've already converted for a given advertiser. \n\n\n\nIt isn't powered by one hand-tuned model—it runs on an automated training pipeline that regularly retrains a model per advertiser. \n\n\n\nThe genuinely hard research problem isn't squeezing more accuracy out of any single model; it's building a pipeline robust enough to consistently produce high-quality models across a huge range of advertisers spanning different industries and different goals, all running simultaneously. \n\n\n\nThat's systems thinking layered on top of modeling—the kind of problem that rewards people who like building things that scale, not just things that work once.\n\n\n\nThe problems that actually keep us interested\n\n\n\nStackAdapt is an AI advertising and orchestration platform that spans both programmatic and owned channels. On the programmatic side, StackAdapt helps advertisers bid on and buy ad space across the open internet, rather than inside a walled garden, which shapes many of the interesting technical problems the team works on.\n\n\n\nWorking with sparse, noisy signals. As Richard explains it:\n\n\n\n\"We don't have a deterministic, logged-in identity for targeting, and it's harder to observe what our ads actually caused. So we have to extract signals from systematically incomplete observations. It's a great space to work in: few established solutions exist, and none is provably optimal, which means there's real room to push the frontier.\"\n\n\n\nFiguring out what \"good\" even means. Zeynep points to evaluation as the problem that's deceptively harder than it looks:\n\n\n\n\"From the outside, 'does the model work' sounds like a single number. In practice, the hardest part of most of our projects is assessing whether our models are actually better. Offline metrics don't always move the online ones, and a model can look great on average but fail in ways you care most about. Some of the most important work is figuring out the right thing to measure before we optimize anything.\"\n\n\n\nRigor and business impact aren't in tension, they're sequenced. Zeynep's framing: \"we use rigor to work out what is actually true, and business impact to decide what is worth building.\" \n\n\n\nThe failure mode she actively watches for is a team spending weeks polishing an elegant model that never ends up adding value. Rigor for truth, impact for prioritization—a useful distinction whether you're a new grad or ten years in.\n\n\n\nHow research actually makes it into production\n\n\n\nA lot of teams talk about \"staying current with research.\" Here, it's a practiced habit, not a slide in the onboarding deck.\n\n\n\nZeynep recently helped lead an overhaul of the team's performance prediction models, moving toward neural network architectures pulled directly from recommendation system literature. Her rule for borrowing outside ideas: \"the key is to understand why an idea works and adapt it to our data and constraints,\" not copy-paste an architecture because it worked on someone else's benchmark.\n\n\n\nRichard sees this as existential for a lean team:\n\n\n\n\"AI is accelerating the pace of research, [so] the useful lifespan of any given method is short. A lean data science team can't rebuild everything from first principles; tracking external work—papers, conferences, open source—is what lets us pull in new methods early and turn them into capabilities for our customers. It's a big part of how StackAdapt keeps its edge.\"\n\n\n\nThis is also why the team shows up in person at industry conferences. \n\n\n\nZeynep is especially drawn to workshops that bring together the types of people wrestling with the exact problems the StackAdapt Data Science team obsesses over day to day, and she's curious to see how the field is revisiting older problems, like user representation, now that AI has changed the toolkit available to solve them.\n\n\n\nShe also serves as a peer reviewer for WWW, ACL, and EMNLP, which keeps her close to what's coming next before it ever shows up on a roadmap.\n\n\n\nOn where the frontier is heading, Kuan and Richard are watching the same shift through different lenses. \n\n\n\n\nKuan is focused on agents moving from \"generating content\" to actually reasoning, planning, and executing complex workflows—the exact space his team is building in. \n\n\n\nRichard is watching architectural attempts to break two current limits of LLMs: that they can only \"think\" by emitting tokens, and that they can't fold what they learn back into their own weights. \n\n\n\n\nHe points to early work like Sakana's Continuous Thought Machine as a first gesture at internal deliberation, with continual learning—systems that genuinely internalize experience instead of just carrying more context around—as the bigger, still largely unsolved problem.\n\n\n\nThe culture, in their own words\n\n\n\nAsk Kuan to describe the team, and he'll give you five things without hesitating:\n\n\n\n\nContinuous learning: People are constantly learning from each other and exploring new ideas and technologies.\n\n\n\nWillingness to take on challenges: People step outside their comfort zone on purpose.\n\n\n\nWinning together: Collaboration isn't a value on a wall; people genuinely support each other's success.\n\n\n\nStrong ownership: Individuals are trusted to take responsibility and drive projects forward.\n\n\n\nComfortable making mistakes: Experimentation is encouraged, and mistakes are treated as learning, not failure.\n\n\n\n\nZeynep names the same underlying trait when asked what predicts success on the team: \"strong bias for ownership, intellectual curiosity, and humility to be wrong in an experiment and move on quickly.\" \n\n\n\nRichard describes how those values show up in practice: \"It's a low-ego, high-ownership team. When something breaks, the instinct is to jump on the problem together rather than figure out whose fault it was. And when something needs doing, no one has to assign it—someone just picks it up and owns it.\"\n\n\n\nWhat it takes to get in\n\n\n\nWe asked what separates a good candidate from an exceptional one, and the answers were consistent enough to be worth taking seriously if you're prepping to interview here:\n\n\n\n\nInterrogate the question, don't just answer it. Exceptional candidates notice the assumptions baked into a problem, ask what data they would actually have, and reason about tradeoffs rather than reaching for the fanciest method.\n\n\n\nUnderstand before you solve. One of the most common mistakes is jumping to a solution before fully understanding the problem, often paired with under-preparing on fundamentals.\n\n\n\nHandle disagreement well. Beyond technical correctness, strong candidates stay curious under disagreement and let the data drive the discussion when possible, because much of the work involves navigating ambiguous problems with no single right answer.\n\n\n\nBuild the dumbest model first. A strong first instinct is not to reach for the best model right away, but to start simple, understand where it works and where it doesn't, and improve from there.\n\n\n\n\nWhy people choose to stay\n\n\n\nWe asked why talented data scientists build long careers here, and the answers came back to the same themes: meaningful ownership, challenging problems, and the people around them.\n\n\n\nYou get real range. Kuan highlights the ability to move across projects and domains without switching teams. That variety broadens your technical judgment and keeps the work fresh.\n\n\n\nYou own meaningful work early. When asked how much ownership data scientists get, Richard's answer was simple: \"As much as they are capable of.\" New hires take on real projects and autonomy from the start—not months of shadow work.\n\n\n\nYour work directly shapes the product. The team owns the models, optimizations, and AI systems that form the foundation of StackAdapt's competitive advantage. You're not building around the product; your work is part of it.\n\n\n\nYou solve hard problems with thoughtful collaborators. Richard points to challenging, unsolved problems and a supportive team as major reasons people stay: smart colleagues, room to grow, and the opportunity to take on increasing responsibility as the company scales.\n\n\n\nThese aren't perks on a benefits page—they describe what the day-to-day experience actually feels like.\n\n\n\nReady to build together?\n\n\n\nOur Data Science team has grown to over 60 people—machine learning engineers and applied machine learning scientists working side by side on problems that don't have textbook answers yet. \n\n\n\nIf sparse data, messy evaluation questions, and owning something from framing to production sound energizing rather than daunting, we'd love to talk.\n\n\n\nCheck out our open Data Science roles on the StackAdapt careers page and come build with us.\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Article","@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#article","isPartOf":{"@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution"},"author":[{"@id":"https://www.stackadapt.com/resources/author/matthew-ritchie#person"}],"headline":"Marketing attribution in 2026: Overview and tips","datePublished":"2026-08-14T21:11:37+00:00","dateModified":"2026-09-09T16:11:47+00:00","mainEntityOfPage":{"@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution"},"wordCount":3401,"publisher":{"@id":"https://www.stackadapt.com/#organization"},"image":{"@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260814203407/20260626_Marketing-Attribution.webp?fit=1200%2C601&ssl=1","keywords":["blog","Content Level : 101","measurement"],"articleSection":["Programmatic advertising"],"inLanguage":"en-US","description":"TL;DR: Marketing attribution explained\n\n\n\n\nMarketing attribution helps marketers understand which channels and touch points contribute to conversions, helping them optimize campaigns and ad spend.\n\n\n\nThere’s no single attribution model that works for every campaign. The right approach depends on your goals, customer journey, sales cycle, channel mix, and available data.\n\n\n\nMarketing measurement is becoming more advanced, with AI, media mix modeling, incrementality testing, and measurement approaches like cross-channel attribution in StackAdapt helping marketers better understand conversion paths.\n\n\n\n\n\nMarketers are focused on proving ROI. But according to a 2026 study, 48% say they’re practically “guessing” about which efforts lead to conversions.\n\n\n\nThe reason? Fragmented data, channels, and buying journeys, with 47% of consumers saying their path to purchase is “random.”\n\n\n\nAs a result, marketers are left piecing together incomplete signals, leading them to optimize what’s measurable instead of what’s actually driving results.\n\n\n\nOver time, these measurement gaps can have a compounding effect, shifting budgets away from channels that are actually contributing to conversions towards ones that, although easier to measure, might not be having the same impact, stalling growth.\n\n\n\nMarketing attribution seeks to close these gaps by helping marketers better understand the role each touch point and channel played in moving customers from awareness to conversion.\n\n\n\nRead on to learn what marketing attribution is and which models, tools, and strategies you can use to understand better what’s making an impact and where to invest your marketing budget.\n\n\n\nWhat is marketing attribution?\n\n\n\nMarketing attribution is the process marketers use to understand how different touch points contribute to a conversion. It connects interactions, such as views, clicks, and landing page visits, to show which marketing efforts played a role in influencing a customer to complete a desired action.\n\n\n\nBecause the path to purchase is rarely linear and most customers don’t convert after a single ad exposure, attribution helps marketers look beyond individual interactions to understand how channels work together across the customer journey, assigning credit where credit is due. \n\n\n\nThese insights can help marketers evaluate performance, optimize campaigns, and make more informed decisions about where to invest their marketing budget.\n\n\n\nFor example, StackAdapt’s in-platform cross-channel attribution solution connects impressions, cross-channel activity, and conversions to help marketers understand which channels in their media mix are actually driving performance.\n\n\n\nLearn more about cross-channel attribution in StackAdapt.\n\n\n\nWhat are the benefits of attribution in marketing?\n\n\n\nA recent study found that 78% of US decision-makers think 10% of their marketing spend is wasted, at a minimum, due to insufficient measurement.\n\n\n\nAs a result, 66.3% of US brand and agency marketers say that connecting marketing performance to business results is their top priority over the next year.\n\n\n\nHere are a few of the benefits of marketing attribution and how it can help marketers measure and optimize performance:\n\n\n\n\nUnderstand what drives conversions: Rather than evaluating each tactic or interaction in isolation, which can make it difficult to see how they work together, attribution helps marketers understand how different channels, campaigns, and engagement contribute to conversions.\n\n\n\nOptimize campaigns: Attribution helps identify which marketing activities are contributing most to performance, giving marketers insights they can use to reduce wasted spend and shift budget towards higher-performing channels and tactics.\n\n\n\nImprove ROI: By providing better visibility into what’s contributing to results, marketers can optimize their media mix and allocate their budget more effectively to generate greater value from their ad spend.\n\n\n\nProve business impact: Attribution helps marketers connect campaign activity to conversions and other results, providing clearer evidence of marketing’s contribution to business goals.\n\n\n\nMake more informed decisions: Insights from marketing attribution can help marketers refine future campaigns by comparing channel performance, improving audience targeting strategies, and identifying where to invest their budget to drive even bigger gains.\n\n\n\n\nWhat are the challenges of marketing attribution?\n\n\n\nMarketing attribution can help advertisers understand which touch points contribute to conversions. But getting an accurate view of performance isn’t always straightforward.\n\n\n\nHere are a few of the biggest challenges:\n\n\n\nFragmented and siloed data\n\n\n\nCampaign data often lives in separate systems, from adtech and analytics platforms like Google Ads and Google Analytics to martech tools like CRMs and email platforms—making it difficult to understand campaign impact across the entire customer journey.\n\n\n\nCase in point: A 2025 Kantar study found that advertisers use nearly four measurement solutions on average, and 55% frequently encounter conflicting results across them.\n\n\n\nAs a result, teams often spend more time reconciling data than acting on it, and over time, confidence in reporting starts to erode.\n\n\n\nCentralized data solutions—like StackAdapt’s Data Hub—allow you to bring valuable first-party data into your audience segments from sources across your marketing stack, helping you target audiences more precisely and deliver more personalized experiences across your programmatic and email campaigns.\n\n\n\nIncomplete visibility into the customer journey\n\n\n\nBecause customer journeys can span multiple channels and marketing interactions, both online and offline, capturing every interaction can be difficult without the right measurement tools, giving marketers an incomplete picture of what’s actually influencing conversions.\n\n\n\nThis is especially challenging with walled gardens and other channels where interactions often happen through impressions rather than clicks, with nearly 50% of marketers identifying social media and connected TV (CTV) as two of their biggest measurement blind spots in reporting.\n\n\n\nMeasurement approaches like cross-channel attribution provide a more complete view of performance, connecting the dots across the entire customer journey so advertisers can see which channels are actually driving results and avoid cutting investment from channels that are contributing to conversions.\n\n\n\nPrivacy-driven signal loss\n\n\n\nThere’s no denying that privacy regulations like GDPR and CCPA have made it harder to track users across the full customer journey, especially when campaigns span mobile apps, browsers, and other closed environments.\n\n\n\nAs a result, advertisers often lose visibility into key touch points that may influence a conversion, with 41% of mobile growth, marketing, and product leaders worldwide saying privacy measures are leading to greater challenges with marketing attribution.\n\n\n\nTo fill these gaps, advertisers can rely more on first-party data, consent-based tracking, and measurement tools that help connect the customer signals they still have access to.\n\n\n\nWhat are the main marketing attribution models?\n\n\n\nMarketing attribution models generally fall into two categories: single-touch and multi-touch. \n\n\n\nHere are some of the most common models and the strengths and limitations of each:\n\n\n\nFirst-touch attribution\n\n\n\nTrue to its name, first-touch attribution is a single-touch model that gives all the credit to the first marketing interaction a customer has with your brand. This could be a display ad click, website visit, or social media interaction. \n\n\n\nFirst-touch attribution can help marketers understand which channels and campaigns are introducing customers to a brand at the top of the funnel, but it doesn’t account for all the moments that may influence them later on in the journey.\n\n\n\nLast-touch attribution\n\n\n\nOn the other end of the spectrum is last-touch attribution, which gives all the credit to the final marketing interaction a customer has before converting. While last-touch attribution can help marketers understand which touch points are most closely associated with conversions, it overlooks earlier interactions that may have helped move the customer along the journey.\n\n\n\nUnlike the single-touch models explained above, multi-touch attribution models account for multiple interactions a customer has with a brand across the path to conversion. The main difference between these models is how they determine how much credit each interaction along the customer journey receives:\n\n\n\nLinear attribution\n\n\n\nLinear attribution gives every touch point in the customer journey equal credit for a conversion. This makes it easier for marketers to get more of a holistic view of the path to conversion, but, realistically, not all moments are equal. By assuming every interaction has the same level of influence, linear attribution may not accurately reflect how customers are making purchasing decisions.\n\n\n\nTime-decay attribution\n\n\n\nThis multi-touch attribution model gives more credit to the interactions that occur closer to the conversion, while earlier interactions are weighted less heavily and receive less credit.\n\n\n\nTime-decay attribution can be useful for longer customer journeys—like in B2B or travel—where later interactions may play a stronger role in driving specific actions, but it can undervalue the upper-funnel touch points that created initial awareness or interest in the first place.\n\n\n\nPosition-based attribution\n\n\n\nPosition-based attribution (sometimes referred to as “U-shaped attribution,” “W-shaped attribution,” or “weighted multi-touch attribution,” depending on how credit is distributed across touch points) gives more weight to specific stages of the customer journey—namely, the first interactions at the top of the funnel and the last interactions before conversion, which typically receive the most credit—while distributing the remaining credit across each of the points in between.\n\n\n\nThis approach recognizes the importance of both introducing a customer to the brand and helping them convert, but the predefined weighting may not accurately reflect the influence each interaction has on the final decision.\n\n\n\nData-driven attribution\n\n\n\nAI and machine learning are transforming practically everything in advertising, and marketing attribution is no different.\n\n\n\nData-driven attribution uses algorithms and customer journey data to determine how much credit different marketing activities should receive for a conversion.\n\n\n\nUnlike rule-based models, such as linear or time-decay attribution, data-driven attribution doesn’t assign credit according to a predefined formula. Instead, it analyzes patterns across actual customer journeys to determine the relative influence of each touch point, providing a more tailored and nuanced understanding of what contributes to conversions.\n\n\n\nHow do you choose a marketing attribution model?\n\n\n\nThe right marketing attribution model depends on what you’re trying to measure and how your customers typically move from awareness to conversion. \n\n\n\nA simple model—like last-touch attribution—may be enough for a short, straightforward journey, while more complex paths with multiple channels may require a multi-touch or data-driven approach.\n\n\n\nA few factors to consider when choosing a marketing attribution model:\n\n\n\n\nYour campaign goals: Start with the question you want your marketing attribution model and tools to answer. For example, are you trying to understand which channels generate awareness, which touch points contribute to conversions, or how overall marketing activity influences revenue? Those answers will help guide your final decision.\n\n\n\nThe customer journey: Consider how many interactions customers typically have with your brand before converting and where those moments occur across the funnel. The more complex the journey, the less likely a single-touch model can capture the full picture.\n\n\n\nThe sales cycle: Longer sales cycles often involve more interactions over a greater period of time, making it important to account for interactions beyond the first or last interaction. For example, recent research shows that the average B2B customer journey now takes 272 days and involves 10 stakeholders and 88 touch points across four channels—that’s a lot of activity to account for.\n\n\n\nChannel mix and data availability: Think about where your campaigns run and how much visibility you have across those channels. If customer activity is fragmented across platforms, devices, or online and offline environments—such as traditional out-of-home or linear TV—your attribution model will only be as useful as the data it can connect.\n\n\n\n\nYour attribution model can also be one part of a broader measurement mix. Pairing attribution with complementary studies, such as brand lift or engagement lift, through a platform like StackAdapt can help marketers connect attribution data with other campaign signals to better understand overall impact.\n\n\n\nUltimately, there’s no single attribution model that works best for every marketer. The right choice depends on your goals, customer journey, and available data. But just as important is the approach you take.\n\n\n\nWhat are some marketing attribution best practices?\n\n\n\nAlthough the attribution model you choose matters, choosing the right model is only part of the process. \n\n\n\nTo get the most value from marketing attribution, marketers also need reliable data, consistent measurement across platforms, and a clear understanding of how different touch points contribute to performance.\n\n\n\nFollowing these marketing attribution best practices can help improve the accuracy of your reporting, giving you clearer visibility into what to optimize and where to invest next.\n\n\n\nBuild a strong foundation\n\n\n\nReliable and actionable marketing attribution starts with clean, consistent data. \n\n\n\nMake sure tracking pixels are set up correctly, UTM parameters are standardized, conversion events are clearly defined, and campaign data is collected consistently across platforms. \n\n\n\nIf the underlying data is incomplete or inaccurate, your attribution results will be, too.\n\n\n\nCentralize data across channels and platforms\n\n\n\nMarketing attribution is more effective when marketers can bring data from ad platforms, analytics tools, CRM systems, email platforms, and other sources into one place. In fact, 47% of marketers worldwide cite better measurement and reporting as one of the top benefits of integrating martech and adtech systems together.\n\n\n\nLook for tools that can centralize data from across your marketing stack, making it easier to compare campaign data without piecing together reports from separate platforms.\n\n\n\nAlign measurement across platforms\n\n\n\nDifferent platforms may use different attribution models, attribution windows, and methods for identifying users, which means they can report different results for the same campaign.\n\n\n\nRather than expecting every number to match, understand how each platform measures performance and account for those differences when interpreting your attribution data. This can help you avoid drawing conclusions based on reporting discrepancies rather than actual campaign performance.\n\n\n\nDefine which touch points and time periods matter most\n\n\n\nBefore analyzing any attribution data, decide which marketing interactions matter most to your campaign goals, whether that includes clicks, impressions, or other types of engagement. Doing so will help you focus your analysis on the touch points that are most relevant. \n\n\n\nYou’ll also want to choose a lookback window that reflects your typical sales or conversion cycle, so you’re giving credit to interactions that could realistically influence results.\n\n\n\nChoose attribution models based on your goals\n\n\n\nAs previously touched upon, there’s no one-size-fits-all attribution model. But there are ways to narrow down which approach makes the most sense based on what you want to measure. \n\n\n\nFor example, first-touch attribution can help you understand which channels are generating awareness, while multi-touch attribution can provide more context around longer or more complex customer journeys. Knowing which questions you want your attribution data to answer can help you choose the model that best supports your goals.\n\n\n\nComparing multiple models can also help you understand how different approaches affect the way performance is measured, giving you a more balanced view of which channels are contributing to results.\n\n\n\nUse insights to actually optimize performance\n\n\n\nMarketing attribution shouldn’t be a one-time exercise. \n\n\n\nAccording to EMARKETER, more than one-fifth of US advertisers update their ad spending at least twice a month based on measurement data.\n\n\n\nDepending on the campaign's goals and the level of investment, even more frequent adjustments may be necessary.\n\n\n\nRegularly review your attribution models, tracking setup, and performance data to ensure your reporting stays accurate, and use insights to adjust budgets, test new strategies, and improve campaign performance.\n\n\n\nMarketing attribution case studies\n\n\n\nHere are a few examples of how brands and agencies have used StackAdapt’s marketing attribution and reporting capabilities to connect campaign activity to results and improve performance:\n\n\n\n\nAn emerging pharmaceutical brand used brand lift studies and cross-channel attribution in StackAdapt to measure campaign impact across the funnel and understand how media exposure correlated with prescribing trends. Within six months, they were able to optimize the campaign and generate hundreds of prescriptions per week while reducing the cost per new prescription by 60%.\n\n\n\nDentsu and the Hong Kong Tourism Board used footfall attribution and destination visitation measurement to connect digital engagement with real-world visits to the Hong Kong Wine & Dine Festival. Using programmatic advertising as part of their digital marketing strategy, they increased attributed destination visits by 768% while reducing CPC by 80%.\n\n\n\nOPR media used audio and display advertising alongside footfall attribution to measure how its digital campaigns influenced in-store visits for Interparfums, Inc.—driving more than 15K customers in-store while reducing cost per visit by 14% month-over-month.\n\n\n\nRealtime Agency used account-based marketing targeting and real-time reporting to better understand performance and continuously optimize campaigns for its B2B client—reducing cost per click by 77% compared to its previous demand-side platform.\n\n\n\n\nWhat is the future of marketing attribution?\n\n\n\nRather than relying on a single model or platform to explain what drove a conversion, marketers are increasingly looking for ways to combine different data, technologies, and measurement approaches. \n\n\n\nHere are a few ways marketing attribution is expected to evolve and adapt to those needs in the future:\n\n\n\nAI will make advanced attribution more accessible\n\n\n\nMarketers have begun transitioning away from simplistic marketing attribution models like last-click attribution to more data-driven and complex ones.\n\n\n\nNow, AI and machine learning are accelerating that shift, with the Interactive Advertising Bureau projecting that the technology will unlock upwards of $26.3 billion USD in media investment, with 50% of buy-side marketers already scaling their investments in AI-powered measurement solutions.\n\n\n\nIn doing so, AI is making more advanced measurement approaches, like multi-touch attribution, easier for marketers to put into practice through automated analysis and advertising intelligence tools. \n\n\n\nInstead of relying on models that are updated only periodically, teams can increasingly analyze performance and adjust their approach on a weekly or even real-time basis, making attribution more responsive to changes in campaign performance and customer behavior.\n\n\n\nMedia mix modeling will become part of a broader measurement mix\n\n\n\nSuccessful measurement in digital marketing will no longer be due to a single system, method, or model, but a combination of complementary approaches.\n\n\n\nIn the past, analytics platforms like Google Analytics were often treated as a primary source of truth. Now, with signal loss and channel fragmentation making performance harder to measure, EMARKETER reports that marketers are moving toward triangulated, cross-channel measurement that combines media mix modeling (MMM) with incrementality testing and marketing attribution to build a complete picture.\n\n\n\nRather than treating these approaches as interchangeable, marketers can use them together to answer different questions. MMM can help guide cross-channel budget allocation and forecast the impact of spending changes, incrementality testing can show whether a campaign actually caused an outcome by quantifying the true lift in conversions attributable to the campaign, and attribution can surface shorter-term patterns that inform day-to-day campaign decisions.\n\n\n\nCross-channel attribution will become increasingly important\n\n\n\nAs customer journeys become more fragmented, marketers will need a clearer view of how different channels work together to influence conversions. In fact, 84% of marketers say getting a better understanding of how buying groups engage across channels is a top priority for the next year.\n\n\n\nThat’s where cross-channel attribution can help. \n\n\n\nBy connecting ad exposure, site visits, and conversions across the customer journey, cross-channel attribution helps advertisers see which touch points contributed to a conversion and what role each channel played along the way.\n\n\n\nStackAdapt’s self-serve cross-channel attribution solution brings those insights directly into the same platform where campaigns are planned, launched, and optimized, helping marketers better understand conversion paths and programmatic’s role within them. \n\n\n\nLearn more about cross-channel attribution in StackAdapt and how it can help you measure performance across the full customer journey.\n\n\n\n\nNext steps:\n\n\n\n\nLearn why focusing on one KPI—like return on ad spend—can have negative effects on brand performance.\n\n\n\nGet tips on how to measure performance and attribution for historically hard-to-measure channels like digital out-of-home and CTV.\n\n\n\nWatch this webinar to learn how brand lift studies and foot traffic attribution can help validate campaign impact with more accurate performance insights.\n\n\n\n\n\nMarketing attribution FAQs\n\n\n\n\n\n\n\nLast-click attribution has traditionally been one of the most widely used approaches in marketing, with a 2024 study commissioned by Snapchat finding that 78.4% used it to gauge media effectiveness. However, as previously touched upon, marketers are increasingly using multi-touch and data-driven attribution models to better account for the multiple interactions that happen throughout a customer journey that can influence a conversion.\n\n\n\n\n\n\n\n\n\nMarketing attribution can help answer questions about which channels, campaigns, and touch points are contributing to conversions, leads, and revenue. It can also show how customers move through the buying journey, which interactions are actually influencing results along the way, and where marketers may want to adjust their budget or strategy.\n\n\n\n\n\n\n\n\n\nOmnichannel attribution can improve marketing ROI by showing how different channels, devices, and touch points work together across the customer journey, helping marketers make more informed budget decisions. In one study, a unified measurement approach resulted in a 40% increase in expected uplift compared with multi-touch attribution alone.\n\n\n\n\n\n\n\n\n\n\nShare This Blog\n\n\n\n[jetpack_sharing]\n\n\n\n\n\n\n\nYou may also like"}
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{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-f9e07c8d-700b-47cf-88c2-4dfea0d0857d","position":1,"url":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-f9e07c8d-700b-47cf-88c2-4dfea0d0857d","name":"What attribution model approach is mainly used in marketing?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Last-click attribution has traditionally been one of the most widely used approaches in marketing, with a 2024 study commissioned by Snapchat finding that 78.4% used it to gauge media effectiveness. However, as previously touched upon, marketers are increasingly using multi-touch and data-driven attribution models to better account for the multiple interactions that happen throughout a customer journey that can influence a conversion.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-81ceae59-1da5-4ab8-a946-7b901e11eb4d","position":2,"url":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-81ceae59-1da5-4ab8-a946-7b901e11eb4d","name":"What types of questions can marketing attribution answer?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Marketing attribution can help answer questions about which channels, campaigns, and touch points are contributing to conversions, leads, and revenue. It can also show how customers move through the buying journey, which interactions are actually influencing results along the way, and where marketers may want to adjust their budget or strategy.","inLanguage":"en-US"},"inLanguage":"en-US"}
{"@context":"https://schema.org","@type":"Question","@id":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-118b7bf3-cfde-44e5-a9d1-817bb4ecc2b4","position":3,"url":"https://www.stackadapt.com/resources/blog/what-is-marketing-attribution#faq-question-118b7bf3-cfde-44e5-a9d1-817bb4ecc2b4","name":"How does omnichannel attribution improve marketing ROI?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Omnichannel attribution can improve marketing ROI by showing how different channels, devices, and touch points work together across the customer journey, helping marketers make more informed budget decisions. In one study, a unified measurement approach resulted in a 40% increase in expected uplift compared with multi-touch attribution alone.","inLanguage":"en-US"},"inLanguage":"en-US"}
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{"@context":"https://schema.org","@type":"WebPage","@id":"https://www.stackadapt.com/resources/blog/marketech-apac-awards-2026","url":"https://www.stackadapt.com/resources/blog/marketech-apac-awards-2026","name":"StackAdapt named top adtech team at Marketech APAC Awards","isPartOf":{"@id":"https://www.stackadapt.com/#website"},"image":{"@id":"https://www.stackadapt.com/resources/blog/marketech-apac-awards-2026#primaryimage"},"thumbnailUrl":"https://i0.wp.com/d343x6qscsp61h.cloudfront.net/sites/3/20260826132225/20260824_MARKETECH-APAC-Award_Header.webp?fit=1200%2C600&ssl=1","datePublished":"2026-08-26T13:37:32+00:00","dateModified":"2026-09-08T21:42:14+00:00","description":"StackAdapt won gold in the AdTech Team of the Year category. The win underpins a huge year of growth for StackAdapt’s expanding APAC team.","inLanguage":"en-US"}
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