To enable startups to seamlessly integrate with DSPs, ad servers, ad exchanges, measurement platforms and SSPs, a centralized ecosystem and industrywide support are urgently needed.
The proposal to transition ads.txt into ads.json comes with some major problems, and its benefits can be largely achieved in a far simpler way – by reformatting existing ads.txt files.
Of course, the misappropriation of a publisher’s audience data would be unethical. But this is not what contextual providers do.
While our ultimate and urgent goal is to reduce emissions, getting companies used to reporting even when they have higher emissions is a critical step in the process.
The rapid growth, nearly ubiquitous use, and public interest around generative AI – alongside a shifting social media landscape and divisive political issues – will present new challenges for voters, platforms, media and marketers.
Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.
MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.
To get the most out of SKAN 4 and prepare for future advancements, advertisers should focus on these four areas.
Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.
A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.
