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

Last week, Google cracked open its black box to divulge its take rates across its buying platforms DV360 and Google Ads, as well as for its publisher tech Google Ad Manager. This week on The Big Story, we’re going to take a look at those fees, including what they mean, what we know and, most […]

Publishers, tech vendors, marketers and investors have been forced to adapt to a roller-coaster year caused by the coronavirus pandemic and racial inequality protests. In the process, their business needs have also changed, according to Matt Prohaska, who leads one of the industry’s most well-known programmatic consultancies. From his home in Fairfield, Conn., Matt explains […]

What do people do when they’re mostly stuck at home? They stream, they game and they eat pizza. Papa John’s saw double-digit growth in June, with sales up 24% year over year in North America and 5% internationally amid the ongoing pandemic. In order to deliver that growth, Papa John’s had to, you know, literally […]

Ad tech vet Mark Zagorski will be the new CEO of ad verification company DoubleVerify starting July 21, the company said Thursday. Zagorski and DoubleVerify declined to comment. The CEO position at DoubleVerify opened up in early March, when its previous leader Wayne Gattinella resigned after The New York Post published a salacious article about […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Christian Polman, chief strategy officer at Ebiquity. Programmatic media buying and the vagaries of the digital media ecosystem hit the headlines again recently with the publication of PwC’s research report for ISBA. […]

The Stihl Timbersports series was already a case study on successful sports marketing. Now the chainsaw and outdoor equipment manufacturer hopes to set another example for how classic TV events will transition to online video and streaming. Stihl created the Timbersports Series in 1985. It was picked up by ESPN, then a plucky broadcast startup, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rose-Tinted Glasses CMOs may be overly optimistic about the pandemic’s long-term impact. Seventy-three percent expect the negative effects to be short-lived and hold a positive outlook for performance in the next two years, according to a survey of 430 CMOs by Gartner. With this […]

  Ad supported video on demand (AVOD) is growing, with more content – for instance, NBCUniversal’s Peacock launches this summer – as well as more viewers. Forty-five percent of people who regularly watch online video tune into ad-supported services, according to the IAB. Still, AVOD isn’t ubiquitous yet, so who can advertisers actually reach today? […]

Measurement is a major selling point for local TV advertisers as the economy starts to (sort of) reopen. Scale, however, has historically been a problem, and there hasn’t been enough data for broadcasters such as TEGNA to properly track user journeys to completion. On Wednesday, Alphonso, TEGNA’s long-time attribution and TV data partner, added TV […]

This is the seventh in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle, Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Lytics, Microsoft, Tealium, Optimove, Adobe, Treasure Data and BlueConic. Bluecore doesn’t identify as a customer data platform – but a lot of people see it as one. And that’s the category’s conundrum in a nutshell: Buyers are still trying […]

Folks, enforcement of the California Consumer Protection Act (CCPA) is here. Starting July 1, despite protestations from the business and advertising communities, the California attorney general can start investigating complaints, bringing actions, poking into privacy policies and issuing fines. Lobbying to postpone enforcement until Jan. 1, 2021, in light of the ongoing pandemic, was brushed […]

Marketers have become increasingly conservative in their quest for brand safety. They’ve gone from blocking ads next to content that supports terrorism – such as ISIS beheading videos in 2017 – to shying away from content that simply makes them feel uncomfortable. In recent months, that’s meant blocking essential news about the coronavirus pandemic and […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. I’m doing a lot of prepping lately. With increased demand and stressed supply chains, I’m ordering staples further in advance and stockpiling. We […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Facebook Unfriend How at-risk is Facebook, really, from the flurry of brands suspending ad campaigns? Facebook has weathered worse. Its market cap plummeted $43 billion in one day in 2018, after reports of the Cambridge Analytica data violations, but bounced back within two […]

Supply-path optimization (SPO) has become a selling point for agencies looking to bring value and savings to clients in programmatic. An SPO strategy allows buyers to cut out players in the programmatic supply chain that don’t add value, such as resellers or exchanges that sell only duplicative inventory, while simultaneously funneling more spend toward exchanges […]

The increase in time spent with games during the pandemic wasn’t an aberration. People are still gaming, even with the onset of nicer weather and the fitful reopening of the economy. French game studio Gameloft saw a significant uptick in new players throughout March and April, which continued steadily into May with the arrival of […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jim Helberg, executive vice president and chief media officer at RPA. The COVID-19 shelter-in-place dynamic has compromised many business categories and nearly toppled others. The world of commerce has been […]

The Rubicon Project and Telaria brands are no more. The two exchanges, which merged in December, have picked a new name to go to market with together: Magnite. “It felt descriptive of the brand mission,” said Magnite CEO Michael Barrett. Meant to evoke magnetism and the “-ite” of a mineral, Magnite will also change its […]

In the immortal words of former House speaker Tip O’Neill: “All politics is local.” And the same can be said for reopening the US economy as states and counties across the country attempt to ease their COVID-19 restrictions. As the largest local broadcast television group in the United States, Nexstar Media Group heavily relies on […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Hate Twitch and Reddit have joined Twitter and other social platforms in cracking down on President Trump for hate speech. Twitch temporarily banned Trump’s account for violating its hateful conduct policy. The first incident was via a re-broadcasted clip from 2016 in which […]

Amazon’s media businesses are worth far more than investors think – approximately $500 billion, or 38% of the company’s market cap, according to investment bank Needham & Company. This week on AdExchanger Talks, Needham Managing Director Laura Martin talks about why. In a June 16 research note, Needham estimates that the lion’s share of Amazon’s […]

The past week has seen a reckoning begin over the content policies – or lack thereof – governing the big media platforms. Major marketers, including Coca-Cola, Unilever and Diageo, are halting spend on social media at least through July. But there’s always the danger than these efforts end up being an exercise in virtue signaling once they’re […]

Cadillac was teed up for an exciting 2020. The company has a fleet of new vehicles, including a new Sedan line and a new Escalade, which debuted in February as part of a campaign with the Oscars. A few weeks later and, well, you know the story. But Cadillac isn’t doom and gloom about its […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allen Klosowski, senior vice president of advanced solutions at SpotX. The rise of cord cutting, new streaming services and advanced digital delivery have changed the face of TV advertising’s future. While traditional TV represents most […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Julian Baring, general manager, North America, at Adform. The COVID-19 pandemic and its economic implications are catapulting the tech-driven marketing world into a new phase of maturity: a long-overdue period of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ducks In A Row The US Justice Department’s antitrust investigation of Google is coming to a close. By the end of July, the DOJ seeks to have final documents and data from competitors that have allegedly been hurt by Google’s dominance in online advertising, […]

Gaming And Esports Make Their Pitch For Brand Bucks The gaming stats that get slung around are always eye-popping. And those cited Friday during the final day of this year’s NewFronts – a content block dedicated to esports and gaming – were no exception. In April, for example, time spent with games soared 75% year over year. […]

  The holding company MDC Partners was already struggling before COVID-19 decimated the US economy. But a proposed merger by Stagwell Group, first reported by AdAge late Thursday, demonstrates how the pandemic likely accelerated the end of MDC’s run as an independent public company. MDC Partners and Stagwell Group did not respond to requests for […]

More big names are joining the Facebook ad boycott, including Unilever, Verizon and Honda, and Mark Zuckerberg is doing damage control. On Friday, Zuck went live on his Facebook page to outline how Facebook is preparing for the 2020 presidential election, cracking down on voter suppression and trying to regulate hate speech on its platform. […]