Prebid hired Mike Racic as the industry group’s first president. Prebid’s growing membership numbers and the expanded scope of projects taken on by its committees necessitated hiring a leader who could focus full time on running Prebid as a company, Racic said.
The Trade Desk and Adobe Experience Cloud announced a partnership on Thursday to sync emails stored in the Adobe CDP product with The Trade Desk, which converts the emails into Unified ID 2.0 (UID2) IDs that can be traded programmatically. Advertisers and publishers have moved away from DMPs and other cookie-based advertising ID solutions in […]
Major changes are coming to Google Analytics as the company navigates higher consumer privacy standards and increasingly complex international privacy laws. The most consequential change: Google Analytics will no longer log or store IP address information.
Wine Access has evolved in lockstep with the internet and changing consumer habits. In 2006, it started operating ecommerce domains for wine publications and vineyards. Because it sends email follow-ups on behalf of wine sellers, Wine Access became an early email database with daily newsletter content and special offers. The company also started producing stories and content about its vineyard customers and wines, which generated cookies and publisher data. In 2017, it launched its own online store. Over the past two years, the company has been surfing the next major wave of the digital economy: the great subscription boom.
Microsoft is the multitrillion-dollar advertising company that nobody saw coming. There’s a reason for that. Until recent, Microsoft was a distant and relatively uninvested competitor in the advertising sector. The company didn’t have ad tech, exactly, and its own properties – MSN, the Bing search engine and the Edge browser – never gained marketer mindshare. But that’s going to change, said Rob Wilk, who took over as head of Microsoft Advertising in January.
Integral Ad Science is chasing two shiny trends – contextual targeting and connected TV – as the company charts a course in digital measurement and ad verification. The growth plan has generated, well, growth. IAS earned $323.5 million last year, up by more than a third from 2020, the company reported in its quarterly earnings report on Thursday. Though Integral’s net loss grew year-over-year as well, from $32 million to $52 million.
Who’s going to serve as the administrator for Unified ID 2.0? Not the IAB Tech Lab. Earlier this week, CEO Anthony Katsur noted in a blog post (almost offhandedly) that the Tech Lab has decided not to take on the technical admin role for UID 2.0 “at this point.”
The ad tech industry has been held back for years over what Trade Desk CEO and Founder Jeff Green called “infighting” between independent programmatic companies, rather than a spirit of open collaboration. Green made his remarks on Monday, speaking at LiveRamp’s RampUp conference in San Francisco. “There’s always been a fear among the open internet and what was once called the Lumascape, where everyone’s afraid of the other logos on the screen.”
A focus on profitability to the exclusion of all else cheapens the great potential of technology to foster human innovation. It’s why modern media companies risk losing their biggest value proposition unless they reorganize and reprioritize, said media theorist and professor Douglas Rushkoff on stage at AdExchanger’s Industry Preview.
The Trade Desk started flexing its scale muscles around two years ago, leaving other independent DSPs behind in terms of what it invests in QPS data (queries per second, which become a major cost factor when a company bids on billions of impressions) and pushing back on IAB solutions that gave preferential treatment to Google products. Now a billion-dollar annual business, The Trade Desk has become an even more assertive player in the media landscape.
