• PROGRAMMATIC I/O Las Vegas//
  • Newsletter Sign-up
  • Log in
AdExchanger Homepage
  • Log in
  • Topics
    • News
    • AdExplainer
    • Advertisers
    • Publishers
    • Platforms
    • Mobile
    • Data
    • Commerce
    • TV and Video
  • Opinion
    • Data-Driven Thinking
    • The Sell Sider
    • On TV and Video
    • Content Studio
    • Comic Strip
  • Become A Member
    • Sign Up
  • Events & Awards
    • Programmatic I/O Las Vegas
    • Programmatic I/O New York
    • Industry Preview
    • AdExchanger Awards
    • Power Players
    • All Events
  • Podcasts
    • AdExchanger Talks
    • The Big Story
  • About Us
    • Advertise
    • About Us
    • Contact Us
    • Contributor Guidelines
  • Twitter
  • Facebook
  • LinkedIn
  • RSS
  • AdExchanger Homepage

  • AdExchanger.com

  • Menu
    • News
    • AdExplainer
    • Advertisers
    • Publishers
    • Platforms
    • Mobile
    • Data
    • Commerce
    • TV and Video
    • Data-Driven Thinking
    • The Sell Sider
    • On TV and Video
    • Content Studio
    • Comic Strip
    • Advertise
    • About Us
    • Contact Us
    • Contributor Guidelines
  • Events
    • PROGRAMMATIC I/O LV
    • PROGRAMMATIC I/O NY
    • Programmatic Power Players
    • AdExchanger Awards
    • Industry Preview
    • All Events
  • Podcasts
    • AdExchanger Talks
    • The Big Story
  • Membership
    • Member Exclusives
    • Sign Up
  • Search
Connect

Must Read

Streaming Was The Star Of This Year’s Upfronts Why This Server Company Launched Its First Ad Product – And Why It Won’t Be The Last Brands Lean On New Attribution Tech – Just Don’t Call It MTA – As Budgets Split To New Channels AdExplainer: The Difference Between AVOD and FAST The Pivot To AVOD Is Happening And The Trade Desk Is Here For It How TikTok’s Ad Platform Stands After A Half Year Of Whirlwind Growth And New Products Why Alternate Currencies Probably Won’t Take Center Stage At This Year’s Upfronts AdExplainer: The Evolution Of Retail Media Facebook Advertisers Are Itching For Change As Bugs Infest Its Attribution Tech
»

Latest

Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?

by Anthony Vargas  //  Posted on Monday, May 23rd, 2022 at 2:24 pm.

The IAB’s Podcast Upfronts in May touted advancements in dynamic ad insertion, measurement and attribution and brand safety and suitability, as well as the rise of podcast networks.

The three-day event felt like a victory lap celebrating the continued growth of the podcast ad market.

But ad agencies say the technology powering podcast-based marketing is not sufficiently developed to deliver what advertisers need to effectively target impressions and measure campaign effectiveness. And they believe the industry should do more to address brand safety concerns around podcast content, which is typically looser and more informal than content found in more traditional media channels like TV and radio.

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Ari Paparo Has A New Venture To Help Buyers Evaluate Tech Vendors (Minus The BS)

by Allison Schiff  //  Posted on Monday, May 23rd, 2022 at 9:00 am.

Let's cut the BS, please.

Netflix plans to introduce ads … and ad tech vet (and mayor of ad tech Twitter) Ari Paparo is rolling out an SVOD service of sorts. Weird world.

On Monday, Paparo, who sold his last company, Beeswax, to Comcast in early 2020, launched Marketecture.tv, a startup to help prospective technology buyers understand and evaluate the technology they buy before they buy it.

Marketecture.tv is a media company with a twist.

Rather than covering industry news, Paparo enlisted a handful of ad tech and mar tech experts to conduct roughly 45-minute video interviews with CEOs and product leaders that dig into the details of each vendor’s offering and ask what Paparo referred to as “the uncomfortable questions.”

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Upfronts Show Advertisers Need To Lean Into Digital – Without Turning Their Backs on Linear

by AdExchanger Content Studio  //  Posted on Monday, May 23rd, 2022 at 8:00 am.

By Mark Mitchell, VP, Business Development, Xandr

As audiences across all demographics continue to shift from linear viewing toward long- and short-form digital video, the continued growth of streaming was front and center during this year’s upfront presentations. And major subscription-based platforms announced their plans to add an AVOD version to their offering.

But it can’t be ignored that the majority of TV spend will remain in linear for the 2022-2023 broadcast year.

For advertisers, this stark contrast between viewing behavior and ad-buying behavior emphasizes the importance of using both digital and TV in order to reach consumers where they engage with media.

Follow the viewers  

Consumers are moving more quickly to connected TV than marketers – eMarketer forecasts that 82.4% of the population will have a connected TV device in their home by the end of the year.

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

The Death Of Linear TV Is Being Greatly Exaggerated

by AdExchanger Guest Columnist  //  Posted on Monday, May 23rd, 2022 at 12:35 am.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. 

Today’s column is written by Michele Madaris, media director at Boathouse. 

TV is not dead, nor is it dying. It is in an evolutionary state. Gone are the days of the family gathering in the living room, huddled around the one TV in the household, to watch NBC’s primetime lineup. What we have now is a fragmented viewing experience across multiple devices (TV, desktop, mobile, tablet) and services (linear TV, OTT, CTV). And they’re all fighting for viewers’ attention.

The pandemic was a watershed moment. Stay-at-home orders changed media consumption behaviors across all channels. Nielsen reported that video viewership increased by 60% thanks to CTV. And 44% of households have cut the cord or have never had traditional cable or satellite services.  

Choice in programming has grown, too. There are more than 817,000 unique program titles across US linear TV and streaming services, up from 646,000 in December 2019. 

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Retail Media Rookies Want Theirs; L’Oréal Pays To Take Down Paywalls In Brazil

by AdExchanger  //  Posted on Monday, May 23rd, 2022 at 12:03 am.

Comic: Alternative Currencies

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Retail Media Mania 

Feels like everyone and their Marriott – I mean, their mother – is or has a media network now. At its Digital Media Summit last week, LUMA Partners projected that retail media alone will be a $60 billion market by 2024, poised to rival TV ad spend.

Why the boom? It’s all about attribution.

Retail media networks are like mini walled gardens compared with the open web, where last-click attribution still reigns (even though everyone hates it), according to Mike Shields in a recent Substack.

Although consumers spend as much as 60% of their online time on the open web, purchases usually happen elsewhere. That’s why Google gets credit for ad clicks even when those clicks were driven by a CTV ad, for example. Great for Google … not so great for everyone else.

The challenge for everyone else is how to track users throughout the purchase journey. “You need a huge footprint and a huge amount of data,” Shields writes. 

Barring that, the open web can only hope that retail media networks, brands and publishers share their wealth and work together. “The more reasons you can give them to share,” Criteo CEO Megan Clarken said at LUMA’s event, “the more access you have to first-party data.”

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Spiceology Is Using Safari And Firefox As Its Cookieless Test Kitchens

by Allison Schiff  //  Posted on Friday, May 20th, 2022 at 11:02 am.

Third-party cookies will soon be off the menu.

Third-party cookies will soon be off the menu.

But even if 3P cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss online, said Chip Overstreet, CEO of Spiceology, a DTC company that sells spices, rubs, flavoring and condiments primarily online.

“Even in a world where third-party cookies exist, there’s still a huge swath of consumers who have already blocked them,” Overstreet said. “The problem is here today – it’s not a future challenge; it just gets more challenging in the future.”

Spiceology is used to rolling with the macro punches.

When the pandemic hit and restaurants shut down, for example, Spiceology pivoted from selling primarily to professional chefs to focusing on home cooks.

Addressing addressability (or the lack thereof) requires a similarly flexible approach.

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Streaming Was The Star Of This Year’s Upfronts

by Alyssa Boyle  //  Posted on Friday, May 20th, 2022 at 8:45 am.

Behind the scenes, the TV industry continues to grapple with the splintering of content consumption across channels and questions about how to effectively measure it.

But hey, let’s party.

If the NewFronts is where buyers flirt with newer media channels and, increasingly, streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it.

But this year, pretty much all of the major programmers (other than Warner Bros. Discovery) had streaming on the brain. NBCUniversal, Disney and Paramount made streaming a central theme of their upfronts pitch – and they’ve got their work cut out.

The competition for upfront dollars is getting fiercer.

YouTube, for example, made its upfronts debut this year – on the same day as Disney’s presentation – which was a cheeky move. While YouTube TV does distribute linear programming, the company’s roots are in streaming video, not linear.

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Higher CPMs Are Worth It – Here’s Why

by AdExchanger Guest Columnist  //  Posted on Friday, May 20th, 2022 at 12:35 am.

Elise Stieferman, director of marketing and business strategy at Coegi.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Elise Stieferman, director of marketing and business strategy at Coegi.

You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results. 

But efficiency, while important, does not equate to effectiveness. 

So how can marketers change the narrative around programmatic CPMs?

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment

Comic: Programmatic’s Next Bet?

by Nate Neal  //  Posted on Friday, May 20th, 2022 at 12:15 am.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Comic: Programmatic's Next Bet?
  • Talk about it:
  • No comments
  • Add a comment

Senate Bill Seeks To Break Up Google; Yahoo Sues Data Scientist Hired Away By The Trade Desk

by AdExchanger  //  Posted on Friday, May 20th, 2022 at 12:03 am.

Comic: What Else?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Break The Chain

A new antitrust bill on the Hill is going straight for Google’s jugular.

On Thursday, a group of mainly GOP senators led by Mike Lee (R-UT), with some Democrat support, introduced the Competition and Transparency in Digital Advertising Act, which aims to prevent businesses from owning more than one part of the digital ad ecosystem if they process more than $20 billion in digital ad transactions. If a company processes $20 billion or more through a DSP service, for example, it can’t also operate an SSP.

(The senators may as well have called this the “Google, We’re Coming for You” Act.)

Although Google has been playing both sides against the middle(men) for years, it reacted to the bill by, as usual, claiming to be the hero.

Google’s tools across the internet “help protect users from privacy risks and misleading ads,” a spokeswoman told The Wall Street Journal. Breaking up those tools, Google argues, could cause security issues, embolden low-quality data brokers and “handicap small businesses” during a time of heightened inflation.

Google’s claim sounds a lot like Tim Cook’s pushback against the Open App Markets Act, which would force Apple to allow sideloading from third-party app stores. Cook claims that it’ll be a security nightmare, while advocates say it will give startups and small fries a fighting chance.

But the line needs to be drawn somewhere. As much as Big Tech touts cooperation and “co-opetition,” a slew of secret deals suggest otherwise.

Continue reading »

  • Talk about it:
  • No comments
  • Add a comment
See more articles
 

Popular today on AdExchanger

  • Popular
  • Today Week Month All
  • Ari Paparo Has A New Venture To Help Buyers Evaluate Tech Vendors (Minus The BS)
  • Streaming Was The Star Of This Year’s Upfronts
  • Higher CPMs Are Worth It – Here’s Why
  • Spiceology Is Using Safari And Firefox As Its Cookieless Test Kitchens
  • Retail Media Rookies Want Theirs; L’Oréal Pays To Take Down Paywalls In Brazil
Ajax spinner
AdExchanger Homepage
  • Privacy Policy //
  • Subscribe //
  • Advertise //
  • Contact Us //
  • Diversity Inclusion & Equity
© 2022 Access Intelligence, LLC - All Rights Reserved