Programmatic advertising ins and outs; AI for marketing productivity

Plus: How can B2B marketers respond to generative AI’s opportunities and challenges? [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis FEBRUARY 15, 2024 Would you eat a 1,700 year old egg? Yeah, neither would we. But [one was found]( in the UK that appears to still have liquid inside. That’s quite a nest egg. Was this email forwarded to you? Sign up [here](. TOP STORY [Guide to programmatic advertising: Market, types, and buying process explained]( Programmatic advertising has been a mainstay of digital advertising and marketing for much of the internet era. But the advertising approach, which comprises over 90% of US digital display advertising, continues to evolve. Once dominated by desktop computer-based impressions, programmatic today is moving to mobile formats and has branched into connected TV. In this guide, we discuss key definitions related to programmatic advertising and explore the ins and outs of the ad buying process, first- and third-party identifiers, ad targeting, and more. [Read our new guide]( NEWS AND VIEWS [While AI’s creative future is uncertain, marketers are adopting it for productivity]( Our view: As AI’s creative applications face mounting resistance, productivity and data analysis may be where the tech finds its groove in advertising. [TikTok launches a ‘reimagined’ app for the Apple Vision Pro]( Our view: The app offers immersive viewing, allowing users to watch TikToks while seemingly on the moon, but the revamped app may be solving a problem that never existed, as people were still watching TikToks before they felt like they were on the moon. [OpenAI reportedly has Google in its sights with a new online search product]( Our view: OpenAI is a noteworthy competitor for Google Search, especially with its Microsoft partnership. But with Google still accounting for 55.6% of search ad revenues worldwide this year, per our forecast, OpenAI and Bing have a ways to go before dethroning Google. ANALYSIS [How can B2B marketers respond to generative AI’s opportunities and challenges?]( Key stat: 57% of B2B marketers said creating the right content is a challenge. Recognize generative AI’s (genAI’s) creative benefits. B2B content marketers are already jump-starting their content campaigns using genAI. Marketers worldwide said they use genAI for brainstorming, researching, and writing drafts—all ways that support the content creation process, according to CMI and MarketingProfs. [How can B2B marketers respond to generative AI's opportunities and challenges?]( [Keep reading]( THINGS TO KNOW 🏈 [How brands justify the expense of a Super Bowl spot]( 🧷 [Google Ads launches email series delivering tailored optimization advice]( 📝 [Most B2B content marketers have trouble creating the right content for their audience]( 🧵 [As Threads deprioritizes politics, Bluesky touts custom feeds and user choice in social media]( PODCAST [Behind the Numbers: The Daily]( Why Snap’s decent numbers failed to impress and if Snapchat+ growth is proving folks will pay for social media. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by StackAdapt. [Listen in]( THE BIG QUESTION Slacking off: Slack was originally intended to be what? A) Streaming platform B) Payments interface C) Video game D) Email client [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](