The linear marketing funnel is no longer the guiding model for consumer behavior—at least not according to Google. At the 2025 NewFronts in New York City, Kristen O’Hara, Google’s VP of Agency, Platform and Client Solutions, unveiled a new paradigm: one where streaming, scrolling, searching,...
MarkApp, a leading independent adtech company with a global footprint in mobile app, connected TV (CTV), and web monetization, today announced a strategic partnership with Sovrn, the industry’s premier provider of commerce intelligence, audience targeting, and publisher monetization solutions. This collaboration marks a significant milestone...
MarkApp Media LTD, a prominent player in digital advertising and media technology solutions, proudly announces its successful registration as an approved vendor within the Transparency and Consent Framework (TCF) managed by IAB Europe. About IAB & IAB Europe The Interactive Advertising Bureau (IAB) is a...
As the landscape of the U.S. advertising agency business evolves, independent agencies are poised for significant growth and increased relevance in 2025 and beyond, based on comprehensive market analysis and industry insights. The following key factors highlight why independent agencies are favorably positioned: In conclusion,...
The publishing landscape has dramatically shifted, and traditional monetization methods have evolved significantly. Publishers today grapple with declining direct traffic, evolving social media dynamics, and increasingly fragmented audience attention. To thrive in this challenging digital ecosystem, publishers must embrace new strategies emphasizing quality content, innovative...
The retail media landscape is undergoing a seismic transformation, with digital commerce reshaping how brands, agencies, and retailers interact. As advertising spend continues to shift, retail media is emerging as one of the fastest-growing channels, redefining how brands connect with consumers and optimize their media...
In an era where the streaming landscape is increasingly competitive, Sprk: Watch Series and Movies emerges as a compelling Video on Demand (VOD) platform, offering users high-quality content for free. Unlike subscription-based models that require monthly payments, Sprk leverages an Advertising-Based Video on Demand (AVOD)...
Connected TV (CTV) has emerged as a powerful advertising channel, offering both broad reach and precision targeting. However, despite its growing prominence in media strategies, many marketers still perceive CTV primarily as a performance marketing tool rather than a long-term brand-building asset. A comprehensive analysis...
MarkApp is proud to announce its official membership in IAB Hellas, the Greek chapter of the Interactive Advertising Bureau (IAB), a globally recognized organization driving the advancement of digital marketing, advertising technology, and media innovation. This strategic move reflects MarkApp’s commitment to industry excellence, regulatory...
Mother’s Day is one of the most widely recognized holidays in the United States, ranking just behind Christmas and Thanksgiving in terms of celebration. This presents a major opportunity for brands to connect with their audiences. However, consumer behaviors are evolving, requiring businesses to rethink...
MarkApp Media Ltd is proud to announce a strategic partnership with Scripps Networks, one of the largest and most esteemed television networks in the United States. This collaboration represents a significant advancement in Connected TV (CTV) advertising, providing unparalleled access to premium Video on Demand...
The advertising technology ecosystem is complex, with multiple demand sources, bidding mechanisms, and monetization strategies available for publishers and app developers. Among the most effective solutions in programmatic advertising is Prebid, an open-source technology designed to optimize header bidding. Prebid.org, the governing body behind this...
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