Integral Ad Science is making some big claims about brand safety, touting a 200x return on investment by layering their media quality data on top of Mastercard's transaction records. Does the math add up?
The ad tech landscape of 2026 is a seismic shift from its past, moving beyond identity tracking to an AI-powered operating system. Yet, amidst the automation, a surprisingly human element is emerging as the ultimate driver of performance.
Google has thrown open the doors to Meridian, its sophisticated Marketing Mix Model (MMM), making it available to everyone. This move signals a profound shift in how marketers can understand and optimize their ad spend.
Forget the shiny new AI tools for a second. According to Horizon Media's Katy Ferguson, the real power in AI for advertising lies not in the tech itself, but in the people who wield it.