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» Anthony Vargas

Anthony Vargas
Associate Editor

Anthony Vargas ( anthony@adexchnager.com ) covers publisher news and sell-side technology, with a particular focus on the rise of alternative datasets to replace those derived from third-party cookies. His previous B2B publishing experience includes covering the commercial audiovisual and music retail industries. He also has a background in literary publishing.

Articles by Anthony

Addressing Signal Loss At Programmatic I/O

There will be no silver-bullet solution when it comes to advertising signal loss, but instead a patchwork quilt. These mixed (but apt) metaphors were invoked by Paul Bannister, chief strategy officer for CafeMedia, at AdExchanger’s Programmatic I/O event in Las Vegas this week. Bannister and fellow panelist Nirish Parsad, emerging tech practice lead at Tinuiti,… Continue reading »
by Anthony Vargas // May 26th, 2022 //
»
Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?

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… Continue reading »
by Anthony Vargas // May 23rd, 2022 //
»
Indy Record Label EMPIRE Taps In-Game Ads To Promote Babyface Ray’s New Album

Although the gaming audience is a lot more diverse than many marketers give it credit for, games are still extremely popular with young people, particularly young men. Which is why advertisers looking to reach this often-elusive demo are turning to in-game ads. Video games are a valuable connection to these audiences at a time when… Continue reading »
by Anthony Vargas // May 18th, 2022 //
»
To Measure Hybrid Transactions, Opted-In Location Data Is Getting A Dose Of AI

Retracing the customer journey from impression to transaction is the holy grail of marketing attribution. But consumer behavior is messy. In today’s hybrid retail environment, customers can window shop in person or comparison shop online before completing their purchase in a store or on the internet. Or they partake in “buy online, pick up in… Continue reading »
by Anthony Vargas // May 18th, 2022 //
»
For The New York Times, Close (And Fewer) Partnerships Are The Key In A Changing Programmatic Landscape

Jay Glogovsky, vice president of revenue operations and analytics for The New York Times, will be speaking at Programmatic I/O in Las Vegas from May 23-25. Click here to register. In the post-cookie era, many in the industry anticipate power dynamics will shift to favor publishers, as first-party data becomes indispensable for targeting and media… Continue reading »
by Anthony Vargas // May 16th, 2022 //
»
How Charlotte Tilbury Used AI To Deepen Its Data Pool

Despite what you may have heard, artificial intelligence (AI) is not a magic solution for every problem facing the ad industry. But AI can help advertisers optimize the performance of their campaigns. Luxury beauty brand Charlotte Tilbury, for example, recently tested a custom integration with Scibids, a company that specializes in AI-based marketing solutions for… Continue reading »
by Anthony Vargas // May 12th, 2022 //
»
Dotdash Meredith Will Be IAC’s ‘Biggest Cashflow Contributor’

Less is more for Dotdash Meredith, IAC’s fastest-growing business unit. When Meredith’s Health.com site migrated to Dotdash’s digital platform last week, the impact was immediate. Although the site now hosts 30% fewer ads, its pages load five times faster, and the click-through rate on ads is up by 60%. “While we took a quick hit… Continue reading »
by Anthony Vargas // May 10th, 2022 //
»
Q1: PubMatic Chugs Along With Revenue Growth And SPO As A Top Priority

It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up a smidge, about .5%, in after-hours trading. CEO Rajeev Goel attributed the company’s consistent revenue growth to PubMatic’s fully in-house… Continue reading »
by Anthony Vargas // May 10th, 2022 //
»
Podcast Advertising Is Now A Billion-Dollar Business Driven By Dynamic Ad Insertion

Podcast ad revenue in the US cracked $1 billion for the first time last year, due in large part to the rise of dynamic ad insertion (DAI). At $1.4 billion – up 72% from roughly $840 million in 2020 – podcasting is now one of the fastest-growing digital media channels, and it’s growing twice as fast… Continue reading »
by Anthony Vargas // May 9th, 2022 //
»
From QR Codes To Audio Retargeting, New Creative Formats Aim For Performance Budgets

Without an easy interface for clicking through to purchase, audio and video ads have, until recently, been best suited to upper-funnel brand-awareness campaigns rather than direct response. But now, tried-and-true technologies like retargeted display ads and QR codes are making audio and video formats more actionable. The secret ingredient here is the personal mobile device,… Continue reading »
by Anthony Vargas // May 4th, 2022 //
»
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