News – Page 23 – Attention Media

Hightouch streamlines the ad ecosystem with data partnerships

Hightouch announced today direct data onboarding integrations with The Trade Desk and Yahoo DSP. The integrations will allow media networks to list and monetize audiences in self-service ad marketplaces without paying secondary marketplace fees. Hightouch said this will roughly halve total marketplace fees compared to traditional onboarding options. Those traditional onboarding solutions require media networks …

Why digital audio is a must-have for your retail media plan

Until recently, digital audio was treated as a nice-to-have line item, layered in after TV, social and search were funded, often left in the background. That mindset no longer reflects how people spend their time or how media platforms have evolved. According to eMarketer, nearly 240 million people in the U.S. will listen to digital …

Building an AI competitive edge through strategy and governance

Imagine handing a supercar to a driver with no map, no sense of direction and a GPS that only speaks in generalities. They can certainly move fast, but they’re just as likely to end up in a ditch as they are at the finish line. While much of the talk surrounding generative AI focuses on …

Is the era of ‘rip and replace’ over for martech stacks?

The 2025 MarTech Replacement Survey, which offers a look at the application marketing teams replaced in 2025 and why, found a level of stability never before seen in its history. For the past five years, the survey found marketing automation platforms (MAPs) were the most-replaced tool in the martech. But in 2025, the survey found …

The truth about martech in 2026

Last year, I wrote about the gap between martech promises and results. The questions I raised about revenue attribution, process dysfunction and team readiness have gotten sharper. Because now there’s an expensive new variable: AI that promises to fix everything yet struggles to prove it fixes anything. Agentic AI is the buzzword of the moment. …

What happens when ad spend goes wrong

If you Google “should agencies own ad accounts,” you’ll find plenty of advice saying agencies should never own client accounts. These arguments typically frame agencies as gatekeepers trying to lock clients in. In some cases, that may be true. But account ownership is not just about control. It is primarily a question of financial logistics, …

The hidden tradeoffs in moving to a composable martech stack

In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: What are the specific ‘hidden costs’ of moving from a monolithic marketing cloud (like Adobe or Salesforce) to a best-of-breed composable stack, …

Context engineering is the real AI advantage in marketing

The AI conversation in marketing has been dominated by two things: which tools to buy and how to write better prompts. Both are real skills. Neither one determines whether a marketing team gets genuine value from AI or just produces polished outputs that nobody trusts. What determines value is context. Specifically, who builds it, who …

3 new email metrics that you need in 2026

For years, email performance has been measured with a familiar set of metrics: opens, clicks and conversions. But those numbers are becoming less useful — not just because of privacy changes, but because mailbox providers (MBPs) are now judging emails the way users do: based on engagement, trust and intent. That shift is forcing marketers …

The email metrics marketers are likely to get wrong

Open rate. Click-through rate. Ask most marketing teams how their email program is performing, and those are the numbers they’ll show you. But here’s the problem: Open and click metrics don’t tell you whether your email program is actually working. They tell you how people interacted with the email message, not whether the email generated …