Agencies

Between 2019 and 2021, two-thirds of advertisers bought ads on sites flagged for repeatedly publishing false or misleading content, a recent study found.

While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.

While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.

Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.

Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.

We asked the experts what marketers and media buyers should do to prepare for a possible ban of TikTok in the US.

In today’s newsletter: President Joe Biden signs the TikTok ban into law; upscale grocery and convenience store chain Foxtrot closes down; and IPG has a rough Q1.

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.

The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.

In today’s newsletter: The marketing data ecosystem is key for fin tech; media buyers acknowledge YouTube as part of their TV strategies; and Threads will launch ads later this year.

In March, Shirli Zelcer stepped in to lead Dentsu’s new data and technology group as the agency holding company’s first chief data and technology officer.

In today’s newsletter: The quantum entanglements of Google’s and Reddit’s contracts could come under scrutiny; Meta’s ad revenue growth is healthy, though its ad platform’s a mess; and TikTok’s developing AI-generated creators for advertising.

In today’s newsletter: Data broker Adstra sues IPG-owned Acxiom and Kinesso; Apple could strip the P address of its status as a useful identity signal; and Roblox will introduce video ads later this year, with SSP PubMatic as its programmatic vendor.

To help bridge the disconnect between SMBs and media platforms, Media Disco recently launched its self-serve ad-buying platform.

In today’s newsletter: Brands risk having their organic sales counted as paid conversion conversions on multiple platforms; Facebook’s Project Ghostbusters spied on Snap, YouTube and Amazon; and DTC brands bow out of brick-and-mortar.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

In today’s newsletter: Bidstack’s executive leadership buys the company back from investors; S4 Capital could be vulnerable to a hostile takeover; and Meta experiences yet another overspending glitch.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.

In today’s newsletter: Big Tech may be best positioned to take advantage of generative AI’s ad tech uses; ad tech leaders waffle on investing in Chrome’s Privacy Sandbox; Google faces an innovator’s dilemma.

In today’s newsletter: Ad tech data can compromise Americans; Reddit has a hard road ahead revenue wise; CTV ad-buying startup tvScientific raises a funding round.

AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.

In today’s newsletter: Criteo’s investors clamor for a sale; the FTC fines VPN provider Avast for deceptive data practices; air quality-focused site HouseFresh laments the state of online search.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

In today’s newsletter: Walled gardens are turning into an interconnected network of fortresses; Walmart eyes a Vizio acquisition; Dentsu stumbled in 2023.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

IPG struggled in 2023 as tech clients slashed their ad spend and its digital agencies underperformed.