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Digital Advertising

Authors: RTB House Editorial Team

Published:: 16 February 2026

Head-to-Head Testing vs. Incrementality Testing—Which Is Best?

Many of the world’s biggest brands choose to deploy a multiple retargeting strategy (using more than one retargeting vendor in combination) because it delivers a host of benefits like larger audiences, more efficient advertising, and a higher return on ad spend. Despite the advantages, or maybe because of them, it can be tempting for organizations to wonder exactly how much value, in isolation, each provider brings.

But is a straight comparison, as seen with head-to-head testing, a strategically sound approach, or should brands be focusing on the wider picture of true added value? Let’s investigate.

Published:
5 October 2021
What Makes Retargeters, and DMPs Best Prepared for the Cookieless Future?
The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.
Published:
21 September 2021
Improving Advertising Campaigns with Zero-, First-, Second- and Third-party Data
Over the years, http cookies have become an integral part of the Internet and are the most popular method of identifying users for personalizing a message. Due to their prevalence, the distinction between the types of computer cookies was not well known for a long time – cookies were simply cookies.
Published:
7 September 2021
Is Brand Safety in Digital Advertising in Danger without Cookies?
The scope of Brand Safety in digital advertising is broad and might be different for each brand. Find out how you should protect your brand against appearing next to undesirable content.
Published:
24 August 2021
What Is Contextual Targeting and How to Get the Most out of It?
Contextual targeting might not be a new, flashy approach, but with the shift towards privacy-friendly cookieless advertising, it’s about to become a crucial part of every advertiser’s outreach strategy. As Google retires third-party cookies, old methods of targeting will become ineffective, and the ability to target interested users through more subtle markets, like content context, will be one of the keys to marketing success.

Let’s learn more about contextual targeting, look at some contextual advertising examples, and learn how you can deploy it in your campaigns.
Published:
22 June 2021
Your Guide to Personalized Ads: What Are They, and How Do They Work?
Imagine a world without personalized ads. Brands would be forced to build generic messaging and throw it into the void, praying that it connected with someone. Customers would be less likely to find the products they actually want and forced to settle for whatever they happened upon online. Personalized ads help companies connect with people who actually want their products and save consumers from wasting their time on irrelevant content.

However, there’s a new challenge on the horizon. Consumers have become increasingly privacy conscious, and as an industry, we have had to find new ways to personalize our content to consumers while also respecting their privacy. This guide will walk you through personalized ads and how they will function as we move towards more privacy-friendly personalized ads.