Rather than allowing an ecosystem in which all media is interchangeable to remain the default, media owners must differentiate themselves to maximize their value to readers and advertisers.
Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.
Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.
Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.
Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?
With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company.
If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.
Success in the first-party web is based first and foremost on relationships, quality and trust, neither of which are improved by most content currently provided by recommendation engines, writes audience and data strategy consultant Alessandro De Zanche.
Podcaster adoption of dynamic ad insertion (DAI) increased from less than 50% in 2019 to a whopping 84% in 2021. But for podcasters to get the most value out of DAI, they need an open environment. Using DAI within a walled garden makes it harder to get the full benefit of great innovation, writes Jon Stephenson, Founder and CEO of SoundStack.
Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.
