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The ad tech industry has been held back for years over what Trade Desk CEO and Founder Jeff Green called “infighting” between independent programmatic companies, rather than a spirit of open collaboration. Green made his remarks on Monday, speaking at LiveRamp’s RampUp conference in San Francisco. “There’s always been a fear among the open internet and what was once called the Lumascape, where everyone’s afraid of the other logos on the screen.”

Content moderation policies sound good on paper. But policies are tested in practice. The ongoing Russian invasion of Ukraine is yet another example that content moderation will never be perfect. Then again, that’s not a reason to let perfect get in the way of good.

Supply-path optimization (SPO) is one of three key growth strategies for PubMatic this year, Rajeev Goel, PubMatic’s CEO and co-founder, told investors during the company’s Q4 earnings call on Monday. Omnichannel and audience addressability are the other two top priorities.

When first-party data became the center of every marketing conversation, every CMO I talk to started asking the same questions: How do I achieve return on marketing investment in a cookieless world? How do I navigate evolving data governance and privacy concerns and meet customer expectations for hyper-personalized experiences?

Privacy and data security aren’t just legal issues – they are also customer experience issues. Consumers don’t like their data “changing hands under the table,” says ActionIQ CEO Tasso Argyros.

TV measurement is reaching an inflection point. But with all the saturation, there’s at least one thing most competing measurement providers can agree on: the importance of independent accreditation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hope And Pr-AVOD Ad-supported video on demand (AVOD) is commanding a lot of interest right now. Practically every ad tech company is banking on CTV to outgrow web display.  After all, the thinking goes, consumers can’t just keep shelling out for more and more […]

If you aren’t plugged into Amazon news, you may not know about Thrasio. But it’s one of the biggest Amazon brand aggregators. And it’s looking for more ways data sources and data vendors that can assemble a picture for new acquisitions or ways to grow the current portfolio through advertising and analytics.

A focus on profitability to the exclusion of all else cheapens the great potential of technology to foster human innovation. It’s why modern media companies risk losing their biggest value proposition unless they reorganize and reprioritize, said media theorist and professor Douglas Rushkoff on stage at AdExchanger’s Industry Preview.

As CTV grows, advertisers are looking to allocate more marketing dollars to the channel. But advertisers should be strategic about how they spread out their spend, writes John Hamilton, CEO of TVDataNow.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Sword, More Like The urgency is real to replace the EU-US Privacy Shield, the data-sharing accord brought down by the 2020 Schrems II decision.  EU competition commissioner Margrethe Vestager said a replacement is “high priority.” Lobbyists from San Francisco and Seattle are all […]

Integral Ad Science CEO Lisa Utzschneider, Magnite CEO Michael Barrett and DoubleVerify CEO Mark Zagorski talked about their experience heading public companies at AdExchanger’s Industry Preview Tuesday, in a panel moderated by LUMA CEO and founder Terence Kawaja.

Seller-defined audiences, the IAB Tech Lab’s spec to help publishers work together to monetize their first-party data on the open web, is ready for prime time. The idea behind seller-defined audiences is to make a publisher’s own data and site traffic transactable programmatically across multiple sites and sellers in a privacy-safe way.

Most of the time, advertising is reacting to a changing world. Brands have precious few tools to balance reach and brand safety, and keyword blocklists are at the top of that short list.

Spurred by the rapid global changes of the last two years, the use of keyword blocklists is at an all-time high. But as brand safety tools reached ubiquity in response to changing global conditions, they lost much of their elegance and with it their ability to help brands lead the way on important, salient topics.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, CEO, MadTech Advisors.  The future is cookieless. This we all know. But the industry faces a long road ahead before cookieless audience targeting becomes the norm. Sure, context and cohort targeting provide […]

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. Blown AMP Publishers are pulling the plug on Google AMP. Vox and BuzzFeed (and other titles within their portfolios) are testing or considering testing their own mobile optimization pages, which they expect to generate at least 20% more revenue than Google AMP pages […]

Innovid has always been a CTV ad server. But at the company’s earnings conference Thursday morning – its first since going public – it became clear that linear data is still needed in TV’s future. Innovid’s path will be determined by its acquisition of TVSquared, which it announced last week. TVSquared brings Innovid new agency clients, new global markets and what’ll make all that possible: linear TV data.

Everyone and their mother is becoming an advertising company. And that trend took another step forward on Thursday with the news that Verisk, a consumer data provider for insurance, lenders and financial services, acquired the identity resolution company Infutor for $225 million.

On Thursday, Comcast announced it’s licensing its first-party data to VideoAmp. New types of inventory have become more widely available, but measurement hasn’t kept up, said Claudio Marcus, VP of strategy at Comcast Advertising. But the goal is still all about optionality. In order to foster innovation, competition and choice, Comcast will be taking on other partners.

Magnite has always been an SSP. Now, it’s one-third CTV. But will SSPs continue to be disintermediated as ad tech companies cut down on the middlemen in the media buying timeline? Magnite thinks not. CEO Michael Barrett says The Trade Desk’s OpenPath bodes well for Magnite because it’ll create more demand in the header.

Ad tech companies are partnering up left and right to aggregate as much TV data as possible. But for media buyers, TV inventory also needs to be alike and accessible across channels – which is possible through an end-to-end platform, said Jessica La Rosa, VP of partnerships and data at Tremor International.

Signal loss is muddying Meta’s algorithms and causing short-term pain (and stock dives) for the company formerly known as Facebook. Its partners and advertisers are feeling it, too. But signal loss is also prompting digital transformation and creating strong tailwinds – depending on who you are in ad tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Working Their Retails Off Retail media is in growth-stage limbo. Retailers have flooded the category with no guarantee advertising will pay off.  The latest is the craft store Michaels, which launched a retail media platform on Wednesday in partnership with Criteo. Amazon sets the […]

The Great Resignation has hit digital and media agencies hard. But there are some things agencies can do to stop the not-so-virtuous cycle, said Ralph Pardo, US CEO of Omnicom agency Hearts & Science, speaking at AdExchanger’s Industry Preview event in New York City on Tuesday.

According to Canoe Ventures, ad efficiency comes down to one thing: scale. On Wednesday, the data and technology provider announced four major broadcasters that signed on to enable its national addressable TV solution.

The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tele-Come And Go The telco ad tech hypothesis has lost its shine.  Verizon ditched its ad tech assets, aka, AOL and Yahoo bundled as Oath and now back to Yahoo as a private equity-backed business. AT&T abandoned advertising as the third pillar of […]

This year is forecasted to see healthy growth in ad spend thanks to the continued surge in digital advertising. Case in point: eMarketer projects that $239.89 billion will be spent on digital advertising in 2022, a 13.6% increase from 2021. Some of the largest ad-holding groups recently posted strong Q4 and overall 2021 earnings fueled by growth in digital ad spend.

The concepts underpinning Google’s newly announced Android Privacy Sandbox are still only that – concepts. Google will gather feedback from the industry before releasing fleshed-out versions for initial developer testing coming soon, followed by a formal beta at the end of this year. But as sketchy as the specifics are at the moment, it’s clear there […]