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CTV is a no-brainer for political advertising today – viewership is up, it costs less, there’s more ad inventory, it’s addressable and it allows incremental reach on top of linear spend, writes Iván Markman, Yahoo’s chief business officer. The sooner political campaigns get serious about CTV, the sooner they can gain valuable insights about what their video strategy needs to look like in the future.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. PET Lovers Privacy-enhancing technologies (PETs) are the industry’s latest attempt to program privacy compliance into data-driven advertising. But it’s not enough to just hire a vendor and check privacy off your to-do list. “Technology is not a silver bullet – internal governance needs to […]

The word “cookieless” crops up in virtually every conversation about the future of online identity. But what exactly do people mean when they say “cookieless”? Although the definition seems simple enough – the absence of cookies – it lacks the nuance to encompass the true complexity of signal loss. It’s also a misnomer.

Real estate franchise Coldwell Banker, like the rest of the housing biz, has been targeting buyers who might be in the market for a new abode. But due to various macroeconomic factors, the company launched a new campaign to shift gears and start talking directly to home sellers – which also means targeting an older audience across channels.

The advertising industry is taking a few hits these days. Legislators are looking hard at treating ad platforms like utilities. Nefarious state actors have hacked our political discourse and even our understanding of facts. But this isn’t the first time the ad industry is facing choppy waters. The ad world is in desperate need of a new position: the Chief Morality Officer, writes Marilois Snowman, CEO and founder of Mediastruction.

In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Oh, Snap Snap warned investors this week that it will miss its one-month-old revenue target, tumbling shares by more than 40% in what may be a harbinger for the industry, CNBC reports.  “Since we issued guidance on April 21, 2022, the macroeconomic environment has […]

Google announced the latest updates to its shopping ad products at Google Marketing Live on Tuesday, with changes on the backend to how advertisers use its tech and on the consumer side. These changes are becoming more necessary as the mobile Google Search feed evolves from primarily text-based responses to more visual elements on the […]

Mobile ad platform LifeStreet released a new version of its DSP on Tuesday that shows developers what’s happening behind the scenes when they make a programmatic buy. “Supply transparency is table stakes,” said CEO Levi Matkins. “The question isn’t just what are you bidding on; it’s why are you bidding on it?”

Probabilistic attribution is a “stopgap,” says newly appointed Adjust CEO Simon “Bobby” Dussart. Using it for now is fine, but SKAdNetwork is the future of measurement on iOS – take it or leave it. Also in this episode: Remaining independent under parent company AppLovin.

Taking the “room” metaphor literally, the current clean room system is akin to a collection of stand-alone rooms existing outside the form and function of a house. That’s why the next level must look beyond clean rooms. It’s time to build a clean house using a method called distributed analytics, writes Marc Rossen, SVP investment and activation analytics at Omnicom Media Group.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game On TikTok is testing in-app games in Vietnam and plans to push further into gaming, starting with Southeast Asia, sources tell Reuters. People can already share gameplay content on TikTok – like a video of them from Twitch, for example – but there are […]

The IAB’s Podcast Upfronts in May touted advancements in dynamic ad insertion, measurement and attribution and brand safety and suitability, as well as the rise of podcast networks. But ad agencies say the technology powering podcast-based marketing is not sufficiently developed to deliver what advertisers need to effectively target impressions and measure campaign effectiveness. And they believe the industry should do more to address brand safety concerns around podcast content.

Netflix plans to introduce ads … and ad tech vet (and mayor of ad tech Twitter) Ari Paparo is rolling out an SVOD service of sorts. Weird world. On Monday, Paparo, who sold his last company, Beeswax, to Comcast in early 2020, launched Marketecture.tv, a startup to help prospective technology buyers understand and evaluate the technology they buy before they buy it.

As audiences across all demographics continue to shift from linear viewing toward long- and short-form digital video, the continued growth of streaming was front and center during this year’s upfront presentations. And major subscription-based platforms announced their plans to add an AVOD version to their offering.

TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Retail Media Mania  Feels like everyone and their Marriott – I mean, their mother – is or has a media network now. At its Digital Media Summit last week, LUMA Partners projected that retail media alone will be a $60 billion market by 2024, […]

Even if third-party cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss, says Spiceology CEO Chip Overstreet. Spiceology is working with digital identity management company Parrable and MediaMath to retarget users in environments where third-party cookies aren’t available.

If the NewFronts is where buyers flirt with newer media channels and streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it – but this year, pretty much all of the major programmers had streaming on the brain.

You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results, writes Elise Stieferman, director of marketing and business strategy at Coegi.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Break The Chain A new antitrust bill on the Hill is going straight for Google’s jugular. On Thursday, a group of mainly GOP senators led by Mike Lee (R-UT), with some Democrat support, introduced the Competition and Transparency in Digital Advertising Act, which aims […]

We evaluate the new crop of attribution and analytics companies rising from the ashes of multitouch attribution. Plus, is Marriott’s entrance into the ads business a sign that we’ve reached peak media network – or is it just the beginning?

Edgemesh Server, a commerce-based site and server operator, launched its first solution targeted at the ad industry this month to help commerce companies identify and root out bots and automated traffic that trigger valueless ad clicks. Edgemesh is one of several new cloud and mar tech solutions that see programmatic advertising and commerce as a growth opportunity, but aren’t wading into ad tech themselves.

Even the experts at companies whose future depends on explaining the value exchange of personalized advertising to consumers struggle to make a convincing argument. Part of the problem is that the ad industry’s MO has been to “overcomplicate” matters, said Lauren Wetzel, chief operating officer at InfoSum, speaking at LUMA’s Digital Media Summit earlier this week.

Netflix is joining the AVOD squad at an industry-wide inflection point. Despite exploding consumer and ad revenue growth, CTV also still has growing pains (you know, like the ad overload plaguing the viewing experience). But with a strong market presence – and “extremely attractive first-party data” – Netflix could help CTV turn the corner, writes Chris Keune, VP of data science and product at Kargo.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Vibe Wars TikTok has launched an ad product called Branded Mission, which identifies potential influencers and puts paid media behind content even if it isn’t part of a campaign.  “Turn top-performing videos into ads,” is how TikTok puts it in a release. […]

Independent record label EMPIRE is well aware of the crossover appeal between video games and certain subgenres of music, including rap. So the label recently partnered with in-game ad platform Anzu to promote Babyface Ray’s new album, “FACE,” among young male rap fans in targeted geographic locations.

In today’s hybrid retail environment, customers can window shop in person or comparison shop online before completing their purchase in a store or on the internet. Or they partake in “buy online, pick up in store” (BOPIS). The need to capture the customer’s journey between online and offline behavior was the seed for Foursquare’s new Closed Loop feature, the location data platform’s latest addition to its attribution product

Under COPPA, businesses can’t target ads based on the data of children under 13 years old. Toy manufacturers like WowWee need other ways to get their products in market via advertising, and after testing a YouTube campaign with contextual ad platform Precise TV, the promising results allude to the potential of contextual in targeting ads effectively without audience data, profiles or cookies.