"OpenAds" is described by the company as sort of a prebid wrapper designed to give ad buyers direct access to ad impressions from publishers. The Trade Desk frames its initiatives, like OpenAds, as a way to combat market opaqueness and put more of the ad dollar into the hands of publishers.

The Brand as Performance framework gives marketers a tool to "stop defending their budgets - and start demonstrating their real-world impact," according to a white paper released Thursday by TransUnion.

Reality got an upgrade this week. In the OpenAI Sora 2 demo, a character was generated by AI, although modeled after a real person. This leads me to Tilly Norwood, an AI-generated character.

The marketing mix modeling platform now allows marketers to include non-media variables like pricing and promos to measure their impact on sales via a new channel-level contribution feature.

Google had a difficult day Friday in its monopoly case, as the DOJ's witnesses - some focused on engineering - suggested it is feasible to carry out its structural remedies.

President Trump said China approved the deal and signed an executive order Thursday outlining the terms to transfer ownership of TikTok U.S., now valued at approximately $14 billion.

Google DeepMind on Thursday unveiled two new AI models that think before taking action. At least one former Google exec believes everything will tie into internet search in the future.

Loyalty has its place in performance advertising and marketing, but this is what happened when Albertsons Companies and its Media Collective retail ad network partnered with Experian to turn grocery loyalty points into travel.

Advertisers attempting to measure a campaign see clicks and impressions, but have no idea which companies engage with the ads. Traditional attribution models fall short - especially for B2B, which has complex buying journeys and multiple people making decisions.

Marketers are challenged with putting data insights together piecemeal to prove performance, as the picture of what truly drives growth is blurred by privacy changes and fragmented user journeys. Companies expect AI to solve it all.