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Twitter’s ad prospects just got even more dicey with news that Elon Musk will buy the platform. Plus, quantifying ad tech’s carbon footprint.

Well, here’s the most ad techy thing ever: Clean room platform InfoSum is integrating with Unified ID 2.0 to expand how advertisers can use their first-party data in the bidstream. Omnicom Media Group is one of the first buy-side partners planning to take advantage of the integration.

There’s no time to stop and shop when there’s so much to test and learn. Unless, of course, you’re Stop & Shop. The northeastern US grocery chain is four years into a program to expand its ecommerce marketing and first-party data capabilities. But it still feels like early innings, considering how much change has happened […]

Amid the reeling following cookie deprecation, industry pundits are also sounding the alarm over the viability of IP addresses as an actionable identifier. But when it comes to streaming media advertising and monetization, which is largely underpinned by IPs, there’s still more good news than bad, writes Andre Swanston, SVP of Media & Entertainment Vertical at TransUnion.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. An Influx Of In-Ear Influencer Inventory Outside of hard news and true crime, podcasting has come to be dominated by influencers. Advertisers are increasingly trying to capitalize on internet celebrities’ and reality TV stars’ massive followings through the tried-and-true podcast marketing method of […]

Signal loss – and dealing with it – was a big theme during Meta’s first quarter earnings call on Wednesday. Mark Zuckerberg referred to signal loss due to Apple’s privacy changes as a “meaningful headwind.”

Publishers that pack their ad servers with hundreds of thousands of line items can go ahead and clear them out: Google Ad Manager is building a connection to Prebid to better support header bidding

On Wednesday, iSpot.tv announced a $325 million investment from Goldman Sachs – a hefty chunk of change considering the company had previously raised a total of $58 million since it was founded in 2012. The company has a roadmap to enhance its TV measurement currency offerings (as well as attribution capabilities) with the new influx of funding.

Walmart has The Trade Desk. Target’s Roundel uses Index Exchange as an SSP and taps Criteo and CitrusAds on the demand side. Quotient lost the grocery chain Albertson’s but signed exclusive contracts with AutoZone and Hy-Vee. CitrusAds picked up part of the Albertson’s ad tech business. The new varieties of retailer walled gardens are built on a foundation of open ad tech.

Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take It To The Max Google has introduced a new targeting parameter for Performance Max campaigns. Soon, all advertisers will be able to use “customer acquisition goals” to guide their campaigns.  Performance Max is less than two years old, but it’s already taking […]

On Tuesday, Warner Bros. Discovery held its first quarterly earnings report as Warner Media and Discovery newlyweds. The merger has only been closed for hardly two weeks, but the combined company is revving up for this year’s upfronts. Discovery, for one, reported a 5% YOY increase in ad revenue and 13% YOY growth in total revenue. The duo hopes to keep up the momentum by leaning into streaming with original content production.

Every article I read about the “cookieless future” leaves me envisioning a desolate world where the dream of 1:1 marketing has died, and we’re all back to Wanamaker’s infamous cliché (Which half of my spend is wasted?).

But that dream is not dead. It’s just lost amid an increasingly fragmented landscape of first-party IDs – and clouded by the limited transparency and control offered by the Big Tech players.

You’ve heard of bring-your-own-beer (BYOB). But are you down with bringing your own media (BYOM)? On Tuesday, Samsung Ads announced a new product, Total Media Solution, to help more marketers manage their connected TV buys holistically. It’s dubbing its strategy BYOM to help emphasize the tool’s managed-service component.

Does IAB Tech Lab CEO Tony Katsur have the toughest gig in ad tech? That’s an “accurate description,” Katsur says on this week’s episode. It’s his job, among many other things, to spearhead and speed up Project Rearc, an ambitious industry effort to press reset on how personalized advertising works online.

In today’s world, it’s almost impossible for global brands to craft an effective development strategy without China. The Chinese digital advertising market is undoubtedly different and perhaps daunting to those unfamiliar with it, but the opportunity is unprecedented, writes Alex Deats, EVP for China at MiQ.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. RIP, DTC. LUV, ATT. The Q1 earnings reports for 2022 are starting to trickle in, and young DTC brands are still suffering under the weight of their marketing costs following the hit from Apple’s ad policy changes. Manscaped, the men’s grooming brand, grew revenue […]

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.

Ad blockers are still a thing, even if you haven’t heard much about them in the past few years. And they still see widespread use among ad-weary audiences. But while some publishers may write off ad-blocker users as a lost cause, some like AccuWeather are finding success monetizing this part of their audience through bypass solutions.

Half of the $200 billiion ad market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. But despite representing such a massive chunk of the marketplace, mid-market advertisers face many constraints with few tools to answer the most basic existential questions in advertising, writes Marilois Snowman, CEO & Founder of Mediastruction.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. ’Flix Flex Netflix plans to add ads. The question is, should it? And how? Whether Netflix’s plan is to woo shareholders or build back revenue (or both), company execs “didn’t have much conviction” when they announced the idea on Tuesday’s earnings call, Mike Shields […]

As data-driven advertising undergoes an unwanted rebrand by privacy advocates to “surveillance advertising,” we take the pulse of privacy professionals and talk about how they talked about ad tech at a recent privacy conference in Washington, DC. Plus: The rise of in-game advertising and what it needs to do in order to level up.

The term “sustainable marketing” calls to mind disposable bamboo razor handles from Schick, the promise McDonald’s made last year that by 2025 all Happy Meal toys will be made from environmentally friendly material and Coca-Cola’s plan to launch a new bottle made from 100% recycled plastic. But digital media has a carbon footprint, too. A big one.

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. Shape Up Or Shop Out Parallel news items reinforce the massive relative advantage for Amazon and its ad business compared with Facebook and Shopify in the wake of Apple’s data privacy overhaul. For years, rumors flew that Facebook was angling to acquire Shopify, The […]

The day has finally come – Netflix is considering ads after it lost 200,000 subscribers in Q1, the streamer’s first subscriber loss in a decade. It won’t be easy, but Netflix will need to find a way to keep customers (and their wallets) satisfied. Ads will be a slow rollout that Netflix hopes to phase in within a year or two, CEO Reed Hastings said on Tuesday’s earnings call.

On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.

The Roku Channel was born in 2017 as a licensed third-party content hub to woo audiences toward streaming. Then, the channel began courting original content in 2021. The wider the content distribution, “the more engagement we can drive with our advertisers and the more we can monetize and invest in content,” said Katina Papas Wachter, head of ad sales and strategy at The Roku Channel.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sharpening Their Tools Privacy and antitrust enforcement is thorny enough. But coverage often misses the most important fact: Some companies are more popular targets, and others are not. A $75 billion Google or Amazon acquisition of Activision Blizzard would be challenged. Microsoft’s deal for […]

TikTok doesn’t compete with Facebook or Instagram. Neither does Twitter, Pinterest or LinkedIn. Really. At least not according to the Federal Trade Commission in its antitrust complaint against Meta. But excluding TikTok is like a gift for Meta’s lawyers.