Contextual Targeting

This article aims to complete the round of quality tests performed on the sampled Seller-Defined Audiences signals we received from the sell side. While the previous article investigated contextual SDAs, this one will focus on user SDAs and verify how they reflect reality. The tests in this section varied from the ones performed on the contextual signals as the nature of the user type differs. The first test relied on a manual check of an assignment mechanism, while the second one was based on a survey campaign.

Despite their seemingly innocent name, cookies have found themselves at the heart of one of the internet’s biggest privacy revolutions. Specifically, third-party cookies have come under fire from privacy-advocacy groups, ultimately leading Google to work towards a cookieless future. This change will have significant implications for advertisers, as third-party cookies have been an essential targeting technology since their inception.

Let’s dive into the implications of Google’s decision and how you can prepare for the cookieless future.

2023 has been a year of big changes for marketers. Artificial Intelligence tools like ChatGPT have transformed how many of us do our jobs, third-party cookies are on the cusp of being retired, and consumers have become more privacy-conscious than ever before. Despite the enormity of these changes, in many ways they’ve just set the scene for the big things to come in 2024. To understand what’s going on, we’ll briefly review MarTech trends in 2023, and then dive into the top MarTech trends in 2024.

At present, the narrative surrounding AI is a strange cocktail of both dark prophecies and unbridled optimism. However, between these extremes is a growing number of people taking advantage of new Generative AI tools to eliminate dull repetitive tasks, improve their productivity, and ultimately focus more on strategic and creative work.
When used correctly, this growing toolkit of AI-powered products makes it possible for marketers to concentrate on what they do best and outsource repetitive or time-consuming tasks to AI.

Let's take a look at some of the top Generative AI tools for marketers and how you can implement them in your own workflow.

Digital media moves quickly, and consumer behavior moves with it. The businesses keeping pace are increasingly the ones working with an AdTech company, a specialist vendor that builds the technology behind modern online advertising. In this article, we look at what these companies actually do, how artificial intelligence and in particular, Deep Learning have reshaped the field, and what brands should consider when choosing a partner.

It’s that time of year again. The RTB House Team is closing the door on 2022, and our marketing team has been enthusiastically sharing their predictions about 2023. Fortunately, our writing team was there to take diligent notes and turn them into some useful marketing trend insights!

So grab yourself a warm beverage, and let’s take stock of where we ended up in 2022, and where marketing trends are going in 2023.