You can't accomplish anything with marketing if no one is paying attention, yet most adtech companies operate as if this weren't true. You can drive attention with three simple steps. 

Adtech companies often miss the mark on clear, effective messaging, but earnings calls provide a rare opportunity to evaluate how well they communicate their strategy. Nexxen's recent Q2 call shows how it's done, positioning the company as a data-driven leader, but the real challenge is whether they can get that message out into the market.

CEOs have three core marketing responsibilities: signing off on messaging, endorsing a marketing philosophy, and evangelizing the company.

Many marketers shy away from provocative social content due to risk aversion and the fear that it can't be measured. But a content-driven approach to PR can be measured easily in three ways.

Viant’s launch of ViantAI, an autonomous advertising platform, quickly captured industry attention with 150,000 views in just a few days. Direct audience engagement, high production quality, and perfect timing played crucial roles in its success.

This blog lays out a simple way to think about marketing strategy and execution while challenging common misconceptions that make marketing execution harder than it needs to be.

Founder mode inspires founders while alienating marketers, who fear it will lead to micromanagement. But there are three ways the concept can benefit both parties.

Taboola's message lacks clarity and is bogged down by adtech clichés. They could more effectively stand out by focusing on a concrete and rare value proposition for both advertisers and publishers: It's the money.

Adtech companies, especially in the ad verification space, face a significant challenge in differentiating themselves from competitors. Despite being industry leaders, DV and IAS are often perceived as nearly identical, which complicates their marketing efforts. Differentiation isn't rocket science. It relies on a combination of vision, conviction, and action.

Most adtech and martech companies are held back by fear, leading to safe, uninspiring marketing that keeps them invisible in the marketplace. By moving past risk aversion, companies can develop bold messaging and effective evangelism, which are essential for building a strong reputation and driving growth.

Criteo's turnaround highlights the impact of focus on repositioning. Most companies try to be known for multiple things. By distilling their identity down to a commerce media platform, Criteo pulled off the rare trick of reinventing itself.

Why did The Trade Desk's stock soar while LiveRamp's tumbled despite strong earnings? It all comes down to the power of storytelling in shaping market perception and driving investor confidence.

PR is still effective, but adtech companies should also capitalize on direct communications channels to build their reputation and relationships.

Consider Nike’s recent marketing missteps. Despite significant investment in digital tactics, Nike neglected the power of brand building. This serves as a crucial lesson: marketing isn’t just about what’s easily measurable.

While some CEOs excel at marketing, hiring dedicated professionals becomes essential as the company scales. Here are five reasons why.

Marketers should heed Shaan Puri’s advice to "Work on the A+ problem." Instead of getting lost in daily tasks, they need to focus on strategic issues that drive business success, transforming marketing from a mere tactical role to a vital, strategic function.

Strategic marketing means tackling core business problems with clear messaging and smart distribution. It’s about defining your brand, differentiating from competitors, and consistently engaging your audience to drive meaningful results.

To assess whether you should bring on a marketing agency, compare it to the alternatives, not to lofty promises of 10x returns.

To earn a seat at the adult table, marketing needs to solve a CEO-level problem, not just deploy tactics to generate leads.

Marketing can’t reinvent a company alone. But it can amplify the champions who tell a company’s story to the market, shifting perception and facilitating a strategic shift.