Defining the GDPR Impact on Digital Advertising

whitePaper | May 17, 2021

Ads are a powerful and growing profit tool for marketplace operators. A Goldman Sachs Equity Research report noted in February 2021 that “in the US alone we believe retailers are positioned to generate $15-$20 billion of e-com oriented retail media revenue from CPG manufacturers by 2025; the figure should be substantially larger when we contemplate the potential to tap into media streams from electronic, apparel, sporting goods and other manufacturers for some retailers.” The scale here is massive, and marketplace operators are taking note.

whitePaper | August 10, 2022

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness.

whitePaper | November 7, 2022

The trend report explores the boundary between the digital and physical; how does a medium like out of home (OOH) relate to the metaverse? We discuss how OOH is developing and how brands can share sustainable and believable content within the traditional media space as well as in the emerging metaverses. Dentsu also predicts that omnichannel planning will be a key driver of the growth of (D)OOH.

whitePaper | December 29, 2019

Display advertising is an online form of advertising similar to billboards, television ads and print ads. The ad has a simple concept and instantly provides the viewer with upfront information about the product or service. A display ad is embedded into a web page and consists of images and text. It can include sounds, animation or video to attract more attention, or with the help of some programming, can be highly interactive. HTML code is used to instruct a web server to load the specified website when the display ad is clicked on. Revenue for display advertising is usually earned on a cost per click (CPC) basis.

whitePaper | May 27, 2022

Advertisers know that a well-placed plug can tug at the heartstrings, or that a nimble, witty retort can gain the upper hand on a busy press day. A company can have the finest business acumen, but without an empowered creative team—from a junior designer to the chief marketing officer—the messaging will fall short, or worse, alienate the very customers it’s trying to reach.

whitePaper | February 4, 2020

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