AdExchanger

It’s hard to set a strategy for AI adoption without getting a little hands-on experience first, says Betty Louie, a partner and general counsel at The Brandtech Group. You have to play around with the different tools before you even know where the guardrails are, she says.

Advertising measurement consultant Andrew Covato discusses the limitations of last-click attribution and the need for smarter measurement practices in the industry. Topics include incrementality in ad tech, challenges of trust in platform reporting, the failure of Apple's SKAD network, and the evolution of affiliate marketing with Awin.

Andy Monfried, CEO of Lotame, discusses the reinvention of Lotame as a data collaboration platform. Topics include DMP vs. CDP, the shift to first-party data, adaptation to the post-third-party cookies era, and fostering data collaboration and independence at Lotame.

Navah Hopkins, an SEO and SEM expert, discusses the evolving world of search marketing. Topics include the rise of generative AI, the role of SAS in digital marketing, data privacy, AI, Reddit's influence, user data in ads, audience targeting on social media platforms, and strategies for effective campaign management.

Samantha Jacobson, Chief Strategy Officer at The Trade Desk, discusses Google's Chrome privacy sandbox, Unified ID 2.0, Open Pass, and industry challenges. They explore the rise of UID 2.0, partnerships with Roku, and the future of Waldgarden's adoption. From traveling light to promoting women in the industry, they reflect on altering ad tech evolution through time travel.

Alternative TV currencies are ready for prime time from a technology standpoint. But media buyers aren’t quite there yet when it comes to adoption, says Josh Chasin, VideoAmp’s former chief measurability officer.

Roblox’s head of immersive media Ashley McCollum explains how the online gaming giant built its ad platform with demand for programmatic video in mind. And she previews Roblox’s ambitions to grow an ecommerce platform for real-world purchases.

Quad Media President Joshua Lowcock asks all ad tech partners for log files as a matter of course. And if a company isn’t willing to hand them over, that’s a sign it’s probably hiding something. Plus: The fallacy of scale and pondering the true role of a third-party verification partner.

Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann, CEO of Verve Group’s parent company, MGI.

Jeromy Sonne, Founder of Daypart.AI, discusses the evolution of ad tech, challenges in targeting and analytics post-cookie tracking, the importance of trust in platforms, and insights on startup growth and funding in the ad tech industry.