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» Sarah Sluis

Sarah Sluis
Executive Editor

As Executive Editor, Sarah oversees AdExchanger's news and feature coverage and event content. Sarah has written extensively about publishers, sell-side technology and Google. Understanding and explaining the business implications of technically complex topics is her forte. Over her seven years at AdExchanger, she's documented the rise and maturity of programmatic tech, as data-driven advertising has spread far and wide in its marketing applications.

Articles by Sarah

The Big Story: TikTok’s Missing Attribution

The newest billion-strong social platform, TikTok, is taking on the OG walled gardens. But its ad platform still can’t match Meta or Google. For one, TikTok under-attributes conversions compared to the other platforms, mainly because its tracking abilities are so nascent (although adding third-party cookies to its pixel should help). On the flip side, although… Continue reading »

by Sarah Sluis // May 13th, 2022 //
»
The Big Story: Ad Tech’s Carbon Footprint And Elon’s Twitter Takeover

In its history, Twitter’s advertising business has experienced a few ups and numerous big downs. But now the platform is being bought by someone who is vocally hostile to advertising and who doesn’t run advertising to promote his own product. We’re talking about Elon Musk, of course, and his $44 billion bid to own Twitter.… Continue reading »

by Sarah Sluis // April 28th, 2022 //
»
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Google Ad Manager Builds A Bridge To Prebid – But Don’t Call It A Two-Way Street

It’s time for some spring cleaning. Publishers that pack their ad servers with hundreds of thousands of line items can go ahead and clear them out. Google Ad Manager is building a connection to Prebid to better support header bidding. The solution is in closed beta. Through this new bridge, publishers will be able to… Continue reading »

by Sarah Sluis // April 27th, 2022 //
»
The Big Story: Surveillance Advertising

What the ad tech industry calls personalization, academics, privacy advocates and folks on Capitol Hill have branded as “surveillance advertising.” That pesky pair of proverbial shoes that follows you around the internet have gone from being the butt of a joke – a technical example of retargeting gone wrong — to an indictment of programmatic.… Continue reading »

by Sarah Sluis // April 22nd, 2022 //
»
Outmaneuvering The Facebook Signal Crash, With Tuff CEO Ellen Jantsch

Apple’s privacy changes caused the ground to shift underfoot at Meta. But growth marketing agency Tuff says it didn’t see a single client pull back on either Facebook or Instagram after the release of Apple’s AppTrackingTransparency (ATT) framework last year. When Tuff saw these changes start to happen, it immediately prepared for conversations with partners… Continue reading »

by Sarah Sluis // April 19th, 2022 //
»
The Big Story: Concentrated CTV Supply

Now that the WarnerMedia-Discovery deal has closed, two top streaming apps will be under its roof: HBO Max and Discovery+. Eventually, the two apps will be combined. We’d mention a third app, except the early intel about CNN+ is not great. Three weeks in, the $300 million app (in terms of production and marketing costs)… Continue reading »

by Sarah Sluis // April 14th, 2022 //
»
The Big Story: Who Will Run The W3C?

The Privacy Sandbox proposals are moving forward in an organization whose governance is in a slow-motion crash and whose leadership is disengaged. The clock is ticking before the W3C, the web’s technical standards body, finds a new backer to replace MIT, which, at the end of the year, will no longer be host and administrator… Continue reading »

by Sarah Sluis // April 7th, 2022 //
»
The Big Story: Retail Media Rundown And Nielsen’s Buyer

Topics that data-driven advertisers care about are reaching the C-suite in retail earnings reports. From retail media revenue to first-party data projects, retailers are undergoing transformation for a more digital future. And when you compare Macy’s to Best Buy to Allbirds to Target to Express, it turns out retailers have a lot in common after… Continue reading »

by Sarah Sluis // March 31st, 2022 //
»
The Big Story: BuzzFeed’s First Earnings (OMG) And The DL On Google’s ESP

For years, venture-backed media was buzzy and seductive, with sky-high valuations based on the idea that savvy online publishers could crack the code of digital or develop a formula for going viral. Following a spate of rapid consolidation into just a few major players, BuzzFeed was the only one among them to go public, with… Continue reading »

by Sarah Sluis // March 24th, 2022 //
»
The Big Story: Cutting Out The IP Address

As Google Analytics prepares to excise the IP address from its product, it’s a sign of which way the privacy winds are blowing. Google Analytics is already reeling from the Schrems II ruling, which states European data can no longer cross borders, and the product is already banned in a handful of European countries. But… Continue reading »

by Sarah Sluis // March 17th, 2022 //
»
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