Anthony Vargas
AdExchanger
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Past articles by Anthony:
Brand Lift Matters, Even For PepsiCo
PepsiCo is adjusting its brand awareness campaigns in response to shifting consumer behavior, as well as pivoting to keep up with evolutions in ad tech. → Read More
IBM Sets Its Sights On Cookieless Retargeting
IBM recently ran a test campaign focused on retargeting B2B prospects across Safari and iOS in partnership with MediaMath and ID5. → Read More
Vice Media And WebMD Among Publishers Calling For Transparency Into Blocklists
Frustration with brand safety solutions is boiling over, leading some publishers to call for marketers to block the blocklist and throw away the keywords. → Read More
Podcast Advertising Is Now A Billion-Dollar Business Driven By Dynamic Ad Insertion
Podcast ad revenue in the US cracked $1 billion for the first time last year due in large part to the rise of dynamic ad insertion (DAI). → Read More
From QR Codes To Audio Retargeting, New Creative Formats Aim For Performance Budgets
Tried-and-true technologies like retargeted display ads and QR codes are making audio and video formats more actionable for direct-response campaigns. → Read More
Programmatic Tech Is A Front For Psychological Warfare
Programmatic technology continues to be used by parties on both sides of the Russia/Ukraine conflict as a platform to conduct psychological warfare. → Read More
How AccuWeather Shored Up Revenue By Monetizing Its Ad-Blocking Audience
Publishers may write off ad-blocker users as a lost cause, but AccuWeather found success monetizing this part of its audience through bypass solutions. → Read More
Daily Mail Boosts Its Cookieless Ad Business With A Probabilistic ID Solution
Roughly 65% of the Daily Mail’s programmatic ad inventory is currently cookieless, so it has been testing cookieless ID solutions like Lexicon by 33Across. → Read More
How FT’s Investment In Brand Lift Measurement Is Maximizing Its Branded Content Strategy
The Financial Times is investing more in brand lift measurement as part of its strategy to better monetize branded content. → Read More
Weather Company And IBM Watson Top Exec Sheri Bachstein On The Nuances Of Building A Subscription Model
The Weather Company is cutting down on in-app ads and, with the help of IBM Watson, it's also using AI technology to mitigate bias. → Read More
NBCU Adds In-Game Ads To Its Sales Roster Through Partnership With Anzu
A partnership between in-game ad tech company Anzu and NBCUniversal aims to build out the infrastructure for serving in-game ads using programmatic tech. → Read More
Future CRO Jason Webby On Selling A New Ad Unit, Ecommerce Growth And First-Party Data –
Future’s chief revenue officer for North America intros the Horizon ad unit and offers some insight into the state of the UK-based publisher’s revenue mix. → Read More