AdExchanger Content Studio
Articles By AdExchanger
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Countdown to Cookieless: Five Criteria to Evaluate Today’s Identity Solutions
This article is sponsored by LiveRamp. After an unprecedented 2020, this year has already seen a series of announcements around the impending end of third-party cookies, restrictions on mobile IDs and potential solutions. As the ad ecosystem evolves rapidly, it’s clear there is an immediate need for identity solutions that restore consumer trust, are durable […]
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IDFA Is Going Away, So What Should Mobile App Publishers Do To Prepare?
This article is sponsored by the Post-IDFA Alliance including Chartboost, Fyber, InMobi, Liftoff, Singular, Adcolony and Vungle. Last June, Apple announced the beginning of the end for the Identifier for Advertisers (IDFA) at the app level. Starting with the upcoming iOS 14.5 update, app publishers, DSPs and mobile measurement partners will no longer have default […]
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Why The CTV Industry Must Focus On Infrastructure This Year
This article is sponsored by Publica. Traditional analog TV relied upon broadcast signals such as amplitude, phase and frequency to scale in the early days of television. It was this infrastructure, coupled with programming schedules, that enabled marketers to invest in TV media for the first time in 1941. Now, 80 years later, the TV […]
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3 Lingering Myths About the Streaming Ad Opportunity
This article is sponsored by Tubi. Over the last few years, streaming has become a cultural force – changing the way entire segments of the population navigate and consume TV. Seventy-nine percent of people now report using streaming services to watch TV, according to a recent MRI Simmons Cord Evolution Study. Another study by eMarketer […]
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3 Ways To Make OTT And CTV More Accessible
This article is sponsored by Verizon Media. The future of television is here, and it’s evolving by the day. That’s the narrative you’ve likely heard if you’re following the emerging market for over-the-top video (OTT) and connected television (CTV). Both have seen meteoric growth in 2020, with CTV advertising spend in the United States up […]
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4 Reasons Buyers Should Feel Confident Turning To Programmatic Platforms In 2021 And Beyond
This article is sponsored by Xandr. In today’s resource-constrained world, marketers and agencies are paying more attention to how far their digital investment goes. While each buy-side customer will have a slightly different mix of goals for their digital campaigns, three overarching areas of focus are emerging: Supply path advantage: First, marketers and agencies need […]
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The Year Of The Pivot: How Agencies Adapted Their Strategies In 2020
This article is sponsored by Criteo. As brands have reevaluated how they communicate in unprecedented times, agencies have spent the better part of 2020 adapting their strategies to fit into this new reality. Understanding changes in consumer behavior, improving the consumer experience and fostering industrywide collaboration have each emerged as key initiatives in service of […]
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Is The Media Industry Doing Enough To Protect Kids While Streaming?
This article is sponsored by Kidoodle.TV The majority of the world’s children are still not back in classrooms. They stream videos and connect with teachers on platforms designed for adults. With kids accessing an increasing amount of content on desktop, mobile, CTV and gaming consoles, it is essential that the ad industry collaborate with regulators […]
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With Prebid At The Foundation, Industry Collaboration Is Key To Unlock The Future Of CTV
This article is sponsored by Xandr. In about a year, more than 56 million US households will be cord cutters or cord nevers, making CTV and OTT a must-have medium for advertisers to tell their stories at scale. Coupling this with programmatic’s ease of transacting and flexibility, CTV and OTT programmatic ad spend is on […]
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As Shoppers Move Online, It’s Time To Double Down On Retail Media
This article is sponsored by Criteo Retail Media. Ecommerce was on the rise long before COVID-19 upended the traditional brick-and-mortar retail experience. Even as shopping restrictions loosen in some parts of the country, many retailers and brands have watched online shopping behaviors continue to accelerate. According to an August report from McKinsey, most consumers […]
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Why Your Native Partner Should Have A Publisher Mindset
This article is sponsored by Verizon Media. Right now, the digital publishing industry is under intense pressure. A rapidly evolving digital ad market, combined with the unique challenges created by a global pandemic, have changed the way many digital publishers are thinking about their businesses. While media consumption continues to increase, it’s no longer enough […]
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How Does Audience Attention Impact Your Cross-Platform Reach?
This article is sponsored by Moat by Oracle Data Cloud. When it comes to TV commercials, the difference between a successful ad and a failure can be difficult to pin down. Sometimes the timing was wrong, or the target demographic was off – and other times the message simply didn’t resonate. Whatever the reason, advertising […]
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9 Questions DSPs Need To Answer To Prepare For The Future Of Programmatic OTT
This article is sponsored by Xandr. As OTT continues to gain popularity, the industry is developing a road map of improvements that will need to be completed before advertisers and publishers can truly achieve programmatic success. Just as many SSPs have begun to make changes to support OTT, DSPs must also make substantial investments to […]
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As Ad Spending Falls, Savvy Marketers Turn Focus To Optimizing Cross-Platform Reach
This article is sponsored by Moat by Oracle Data Cloud. The global pandemic of 2020 has had far-reaching economic effects – with few industries spared from the need for quick adaptation. The television advertising market, for one, has already seen stay-at-home orders contribute to the first increase in traditional television viewership since 2012. Yet upfront […]
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A Checklist for Publishers Considering Programmatic OTT
This article is sponsored by Xandr. Nearly one-third of TV and streaming viewership now takes place through OTT platforms – an increase of 23% over last year according to Xandr’s 2020 Relevance Report and eMarketer. But capitalizing on this shift is about more than simply expanding OTT ad inventory. Publishers who wish to maximize OTT’s […]
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Riding The Streaming Wave To Reach Audiences At Scale
This article is sponsored by Verizon Media. We are living in a world few saw coming as recently as six months ago. In a climate where making long-term predictions is all but impossible, even the savviest marketers are being forced to rethink their media strategies around ever-changing consumer behaviors. With more to lose – and […]
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A Review Of Key Terms And Emerging Best Practices In Connected TV
This article is sponsored by Xandr. Recent growth in streaming video viewership around the world has been stunning, leading many advertisers to question how and where to reallocate or complement linear TV budgets, or extend digital display and video into streaming video. But the landscape is rife with confusing acronyms, layers of opaque content licensing […]
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Cast Away But Not Lost: How Publishers Can Navigate Their New Surroundings
This article is sponsored by Criteo. Consider being suddenly plunged into unfamiliar territory. Tom Hanks’ character surveying his island in “Castaway” comes to mind. Whether you’re alone on an island or are a publisher contemplating your next move, it’s essential to identify the elements for survival. Since we don’t yet have the full set of tools to face a future with […]
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Forget Your Cookie Nostalgia: We Have Bigger Problems To Solve
The reigning paradigm for media exchange – serving free content in exchange for relevant advertising – depends on cookies. With the depreciation of the third-party browser cookie, the infrastructure for the open web will lose its cornerstone, opening digital media to a new era. The opportunity to build a new infrastructure for media exchange has […]
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Leveraging Data To Address Consumers’ Most Pressing Needs
This article is sponsored by Experian. Identifying the right prospects has always been an important first step for any successful marketing campaign, but in the current COVID-19 landscape – and the new normal that will soon follow – it’s crucial to connect with the right audience. The pandemic has created a fluid situation for people, […]
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Data Activation Important To Stay Afloat In A Deluge Of Insights
This article is sponsored by TransUnion Connected consumers have an unprecedented ability to decide what content they consume and how it’s accessed. This empowerment has fueled a growing demand for personalized experiences, with 76% of consumers expecting companies to understand their needs, according to research from Salesforce. Brands are achieving that deeper understanding in part […]
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For Publishers, First-Party Data Is A Product Question
This article is sponsored by Publishers Clearing House. Now that Google has helped put a firm date on the death of the third-party cookie (within the next two years) many publishers are prioritizing the acquisition of new first-party data assets via logged-in users. At the heart of these efforts is the question of value exchange: […]
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What Does The Future Hold For First-Party Data Activation?
This article is sponsored by Verizon Media. Up until recently, brands looking to break through the heavily saturated digital advertising ecosystem adopted third-party cookies as the anchor for behavioral and interest-based targeting. Even two years ago, spend on third-party data was still rapidly increasing – by 17.5% to $19.2 billion, according to a 2018 study […]
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Surge In CTV Viewing Creates New Urgency To Solve Identity
This article is sponsored by Xandr. Given the events of the past month, few questions should remain about the importance of Connected TV (CTV) as an integral part of advertisers’ media plans. According to Nielsen, the AT&T TV Now streaming service saw an approximately 20% increase in total viewing time in the third week of […]
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How to Elevate Your Streaming TV Campaign with Higher Quality Impressions
This article is sponsored by Tatari. OTT viewing is on the rise. Once considered a supplementary source of TV content, streaming now accounts for nearly 30% of viewing – and growing. As publishers continue to move more of their content libraries to the advertising video on demand (AVOD) ecosystem, streaming ad impressions will become a […]
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Tips For The New Regulation Age: How To Curate And Ethically Use Data To Build Consumer Trust
The data, insights, technologies and communication channels that today’s marketers have at their disposal should make this the transformative age of marketing. But as new regulations such as the California Consumer Privacy Act (CCPA) go into effect, US marketers are finding that earning the trust of consumers while remaining compliant is increasingly complicated. Successful brands […]
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How to Overcome Fragmented TV Viewership to Achieve More Effective Campaigns
This article is sponsored by Experian. TV has long been considered one of the most powerful tools for marketers to tell brand stories in ways that engage and activate consumers. But changes in viewership habits over the last five-plus years and the inundation of marketing messages have ushered in new questions about how to best […]
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What to Watch For: 2020 Trends, Predicted by Video Advertising’s Leading Experts
This article is sponsored by SpotX. To learn more about the future of TV and cross-screen video, read “SpotX’s Guide to 2020 Trends in Video Advertising.” Spurred by a new wave of OTT content and subscription services, 2019 might be remembered as the year OTT and connected TV (CTV) finally achieved widespread consumer adoption. According […]
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In the CTV Era, Ad-Supported Content Has A Bright Future
This article is sponsored by Tremor Video. To learn more about the future of ad-supported CTV, read Tremor Video’s Evolving Living Room guide. TV viewership is on the move – driven by an influx of connected TV (CTV) subscription services that have redefined the way viewers consume and pay for content. While the early transition […]
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Drive More Informed Media Planning With Linear TV Attribution
This article is sponsored by the New York Interconnect. Attribution has long been the holy grail for TV advertising. Yet even without it, TV’s ability to reach audiences at scale and drive brand awareness has solidified it as one of the most powerful channels for advertisers. Advertising budgets continue to reinforce this value. In fact, […]