HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
In 2023, we saw significant changes in digital advertising. Retail media networks harnessed first-party data, increasing complexity in audience targeting and measurement. Clean rooms and heterogeneous IDs emerged to manage network connections and unify identities.
Additionally, Gen Zs and Millennials’ engagement evolved, blending TV, gaming, and user-generated content into more immersive experiences. This shift demanded media companies adapt to these diverse formats for effective engagement.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
Ad Scholars’ crowning achievement in 2023 was our Ad Scholars Creative Studio. We won two MMA S
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