Principal-based buying is on the rise, and it’s causing conflict between agencies and ad tech partners. Plus: What are sell-side agents, and how could they help publishers?
Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.
Marketers are projected to have invested nearly $400 billion in US media in 2025, based on estimates from MAGNA and eMarketer. About half of that will go toward finding new customers. Yet, as ...
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