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Marketers

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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Artificial Intelligence

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.

Marketers

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.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!
Measurement

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.

Marketers

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.

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AI

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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  1. Marketers

    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.

  2. A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!
    Measurement

    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.

  3. AdExchanger's Big Story podcast with journalistic insights on advertising, marketing and ad tech
    PODCAST: The Big Story

    Will The Trade Desk Right-Size Its Margins?

    Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its fees more transparent.

  4. Comic: CAPI-baras
    CTV

    Are CAPIs The Next Phase Of Performance TV?

    Netflix unveiled its own conversion API to help brands measure outcomes as CAPIs become increasingly popular in streaming advertising.

  5. Sara Sinclair, PhD, VP of Ad Platforms, TVIQ
    OPINION: On TV & Video

    Why Ads.txt Needs To Evolve For Connected TV

    Complexity hasn’t made the CTV supply chain difficult to trust. This is a transparency problem and, more specifically, an ads.txt problem.