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Articles by AdExchanger

App Targeting Isn’t Good Enough For Modern CTV Buying

Alex Chatfield, VP, Marketplace Development, Xandr  Once upon a time, desktop display advertising was the central way for brands to reach digital audiences. It was a simple process: “I want to appear in The New York Times. I will target nytimes.com. My ad is live on nytimes.com.” While desktop display still plays a prominent role in digital campaigns... Continue reading »
by AdExchanger Content Studio // September 24th, 2021 //
»
Every Visitor Is Different. Why Are You Giving Them All The Same Opt-In Prompts?

By Rob Armstrong, SVP of Product at Eyeota If you’re a publisher operating in today’s digital ecosystem, you’re probably pretty sick of hearing that you need to get better at capturing permission-based audience data. The future, everyone tells you, belongs to the publishers with the strongest first-party data strategies. While that’s true, it’s not helpful... Continue reading »
by AdExchanger Content Studio // September 20th, 2021 //
»
As CTV Viewership Soars, It’s Time For Advertisers To Prioritize Deeper Attention Measurement

This article is sponsored by Oracle Advertising. CTV is undoubtedly becoming a critical slice of the advertising pie. After months at home in lockdown, without restaurants, movie theaters or live events to attend, television – more specifically, CTV – was the real winner. Between Q3 2019 and Q3 2020, streaming adoption increased 11% among viewers... Continue reading »
by AdExchanger Content Studio // September 9th, 2021 //
»
Three Opportunities For Retailers That Have Maxed Out What They Can Do On The Biggest Platforms 

This article is sponsored by Connexity. The Google/Facebook/Amazon hegemony isn’t falling anytime soon, but the familiarity of ad offerings and constant swerves in consumer behavior are driving retailers to investigate new tactics. “Google, Facebook and Amazon are obviously still important to digital strategy, but they’re becoming increasingly crowded and challenging,” according to Bob Caputo, EVP,... Continue reading »
by AdExchanger Content Studio // August 25th, 2021 //
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Advertisers And Publishers Are Demanding Greater Data Accountability

This article is sponsored by GroundTruth. As consumers continue to evolve the way they shop and interact with brands, accuracy has become more critical than ever for advertisers and publishers. Relationships across the ad tech spectrum now strongly depend on truth in data, and increasingly this applies not only to online data but to location-based... Continue reading »
by AdExchanger Content Studio // August 11th, 2021 //
»
Google Quietly Drops New Privacy Sandbox Guidance, Clamps Down On Workarounds For Cross-Site Identity And Tracking

This article is sponsored by RTB House. Google’s recently updated timeline for phasing out third-party cookies in Chrome wasn’t the end of the story. Late on Friday, July 23, Google launched a dedicated website with a more detailed running timeline, which it plans to update every month. It announced the website’s launch via tweet rather... Continue reading »
by AdExchanger Content Studio // August 10th, 2021 //
»
How Converged Inventory Analysis Bridges OTT And Linear Viewing

By Aaron Martin, Director, Product Management, Forecasting and Inventory Management, Xandr This article is sponsored by Xandr. It’s a transformational time for television consumption. The entire industry is focused on finding the best ways to reach audiences across the different delivery platforms used by consumers. Success will require a technological bridge between digital and linear... Continue reading »
by AdExchanger Content Studio // August 5th, 2021 //
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Curation Unlocks First-Party Data’s Value for Everyone In The Ad Tech Ecosystem

By Harsh Jiandani, General Manager, Xandr Curate, Xandr This article is sponsored by Xandr. Until now, private marketplaces (PMPs) have been a popular tool for publishers to package their own data with their own inventory to sell to buyers. A new practice, however, is emerging in the industry and expanding the revenue potential in PMP... Continue reading »
by AdExchanger Content Studio // July 21st, 2021 //
»
Where’s Waldo? Your Ads Deserve More Attention

This article is sponsored by Adelaide Metrics. In the classic Where’s Waldo? books, Waldo was visible – but often well-hidden in a sea of other people. It often took several minutes before you could find him in the crowd – spotted only because of his famous red-and-white striped hat. Today, on many websites, ad placements... Continue reading »
by AdExchanger Content Studio // July 20th, 2021 //
»
Why Probabilistic Is a Better Foundation for Global Marketers

By Aaron Jackson, Chief Growth Officer at Eyeota This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing shifts in the privacy landscape – from Apple’s IDFA deprecation to Google’s third-party cookie shutdown and beyond... Continue reading »
by AdExchanger Content Studio // June 15th, 2021 //
»
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