AdExchanger

Third-party cookies may have been given a reprieve by Chrome, perhaps even an indefinite lifeline. But, still, user-level data is running dry, to the point that last-click and multitouch attribution have lost their edge entirely.

What captured our readers’ attention this year was both a continuation of and a departure from years past.

Generative AI is quickly becoming the bedrock of the digital advertising landscape.

Honey, a free browser extension that automatically finds and applies discount codes, is being accused of defrauding its users and the online content creators who championed it.

When seemingly every industry is standing up its own version of a retail media network (RMN), grocery chains stand out with unique shopper data and insight into the real purchase behaviors of consumers.

There were noteworthy deals throughout the year, including LiveRamp’s acquisition of data clean room startup Habu in January and Experian’s acquisition of DMP and curation vendor Audigent in December.

Back in 1966, McKinsey astutely observed, “Change gets costlier every day, yet not changing can be costlier still.” This statement rings truer than ever in today’s rapidly evolving advertising landscape. As data proliferates across customer touch points, marketers face the challenge of delivering optimal experiences without comprehensive audience understanding. Those unprepared for these changes may face significant business challenges, including irrelevant audience outreach and opaque advertising measurement. As we navigate this new era, one thing is clear: First-party data strategies for marketing are no longer the future; they’re the present.

Dealmaking and AI (oh, and blackjack) are top of mind for marketers heading to CES in Las Vegas next week.

As the new year begins, expect CTV growth to continue blasting along with a vengeance.

The Consumer Electronics Show may be “the event that folks love to hate,” as IAB CEO David Cohen put it to AdExchanger – but it’s still the place to be at the start of every new year.