A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Comic: Barrett Leaves
By Nate Neal
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The Rise Of Principal Media And The End Of The Agencies As We Knew Them
Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly.
How One Agency Startup Uses Real-Time Data To Develop Real-Time Ads
Audience preferences are constantly evolving. So why not ads that evolve in real time, too? No, really.
MyFitnessPal Wants To Start The Health And Wellness Subsector Of Retail Media
MyFitnessPal has just announced the launch of a data-driven advertising business that draws on its wealth of user-provided meal planning, fitness and nutrition data.
Smartly Is Planning To Acquire INCRMNTAL Within The Next Few Weeks
Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.
Viant Had A Good Q4, But Still Needs To Punch Up At Bigger Platforms
Viant reported its Q4 and full-year 2025 earnings on Wednesday evening and investors appeared pleased.
The Boring Infrastructure That Could Make Agentic AI Happen For Ad Tech
AI agents are moving fast, but MadConnect says ad tech’s slow, messy plumbing still needs an overhaul before agentic marketing can really work.
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The Rise Of Principal Media And The End Of The Agencies As We Knew Them
Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly.
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What Does A Beta Test Of A Sell-Side Agent Look Like?
Now, publishers are exploring automation and optimization through agentic AI. Many publishers have identified a similar use case: sales agents who actively make decisions in the auction on behalf of the publisher.
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Smartly Is Planning To Acquire INCRMNTAL Within The Next Few Weeks
Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.
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OPINION: Data-Driven ThinkingWhy Programmatic Quality Control Needs To Focus On The Bid Request, Not Domains
If a buyer wants real control, “domain rationalization” alone will never be enough. Buyers need “bid rationalization,” shaping the supply at the bid-request level so they see fewer, better, more outcome-relevant opportunities.
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The Memo Heard Round The World; The Limits Of Unlimited ChatGPT
Publicis recommends some clients ditch The Trade Desk; ChatGPT reconsiders its “unlimited” enterprise subscription; and how NYC’s Washington Square Park became an influencer hub.