Online Advertising

This week, Experian launched its own marketplace for third-party data vendors at the Consumer Electronics Show in Las Vegas.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

Forget cookieless. Now it’s time for ID-less solutions. No doubt you’ve heard someone drop that buzzword in a conversation recently. But what are they, exactly?

Integral Ad Science shares dropped more than 10% on Wednesday, after the company reported lackluster revenue growth and softened its guidance for the Q4 season.

“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.

LiveRamp reported an unexpected boost to Q3 revenue, from $160 million last year to $185 million in 2024, during its quarterly call with investors on Wednesday.

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

Data platform Quorum wants to serve publishers and advertisers at the same level as walled gardens can, but without all the walls.

Open programmatic ad spend has only grown 3% since 2021, according to Wolfe Research – but there’s hope for the open internet.

For fashion company Perry Ellis, the development of a strong first-party data strategy has also meant a ground-up rethinking of the company’s email marketing.

The ad industry continues to grapple with inconsistent measurement and reporting, according to Hyun Lee-Miller, chief media officer at the independent media and measurement agency Good Apple.

In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

More than one antitrust regulator is circling around Google. On Friday, the UK’s Competition and Markets Authority published a statement of objection to Google’s ad tech practices.

The Trade Desk delivered another smash earnings report. Meanwhile, Unified ID 2.0, the open-source identity initiative, has “reached a critical mass of adoption,” CEO Jeff Green told investors.

A major Google glitch caused unencrypted customer and product info to be shared between Google Merchant Center accounts for at least two weeks.

The rumors are true: Outbrain will acquire Teads, the SSP and video monetization company owned by European telco Altice. The acquisition ends advanced talks, first reported in July, between the two companies.

TV measurement platform Innovid has a new frequency management product that manages frequency caps across connected TV, mobile and desktop, including display and audio.

Google is still figuring out what a cookie opt-in or opt-out model would look like — and how it would affect development and adoption for the Chrome Privacy Sandbox.

Alphabet is so big that, even when it’s growing slowly – YouTube, for example, disappointed with a lower-than-expected growth rate – it’s still outpacing competitors.

Google appears to have thrown regulators for a loop with its surprise announcement on Monday that it no longer plans to deprecate third-party cookies in Chrome.

You read that headline right: Google is seriously considering scrapping its plans to deprecate third-party cookies in Chrome. Instead, it’s proposing some kind of TBD opt-out tool for third-party cookies.

After more than two years leading ad sales at Group Black, Kerel Cooper has left to take on the CMO role at contextual intelligence platform GumGum.

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

TransUnion is proposing advertisers target what it calls the “movable middles,” or category buyers who are not loyal to a particular brand.

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

It’s been a tough couple of years for people working in media and marketing, including mass layoffs and uncertainty about the future of ad tech. But while these changes have been difficult for those involved, they’ve also created fertile territory for individual consultants with in-demand expertise.

Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.