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ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

M&A is still hot in ad tech this summer. Plus, Netflix’s upfront results may sound promising, but the streamer still needs to grasp the finer points of the advertising game.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

There’s a decent amount of overlap between many US state privacy laws – but there are also many significant differences. Take the Maryland Online Data Privacy Act.

Remember back when Netflix was anti-advertising? Plus, CTV is still struggling with low programmatic fill rates.

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.

An ex-Googler asks: Has the commitment to perfection over progress led to the current state of play for the Privacy Sandbox and harmed the industry’s opportunity to provide better consumer privacy?

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Ecommerce tech has had a rough couple of years. Plus, VP Kamala Harris’ presidential campaign will spend $370 million on ads.

Yahoo DSP has new partnerships with the Planet Fitness media network and Rippl, a co-op of regional grocery and convenience store chains, including Wegmans.

Mirriad is heading the Diverse Media Alliance to help create more ad opportunities and incremental revenue for diverse publishers. The initiative currently includes Canela Media, LatiNation, BOMESI, NTERTAIN’s NEON16 and The Shade Room as launch partners.

These days it seems like there’s an AI tool for everything. Now there’s even an AI tool to manage your AI tools.

In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.

The growth of Walmart’s ads business and third-party marketplace are separate, it says. Plus, Google and Meta’ve been targeting teens for a while.

Colgate-Palmolive redesigned all of its consumer-facing sites and apps to make it easier to collect opted-in first-party user data.

Admiral, a startup that first got its start with ad block recovery tools, announced the close of a $19 million growth equity and debt funding round on Wednesday.

The only way forward for the industry is to put consumer choice first. That means putting the cookie behind us and rebuilding our relationship with consumers.

In today’s newsletter: Digital twins are marketers’ cool new AI tool; Netflix pulls a Prime Video and defaults lapsed subscribers to the ad-supported tier; and California compromises with Big Tech on two journalism bills.

Netflix netted a 150% increase in ad sales during upfront negotiations this year compared to last year – a good sign for its programmatic ambitions.

Serial ad tech entrepreneur Kamakshi Sivaramakrishnan founded two startups roughly a decade apart, both for a similar reason: making data available across the enterprise in a way that’s also respectful of the consumer.

Adelaide used this latest cash injection to boost its valuation to $60 million ahead of an all-stock acquisition of Rita, an Amsterdam-based data marketplace with a focus on the EU.

Publishers are in the business of selling their readers’ attention to advertisers. But in response to consumer preferences and regulatory pressure, publishers should reposition themselves as champions of data dignity.

In today’s newsletter: Google gets hit with another glitch; influencers fight gen AI provisions in their advertising contracts; and political fundraising pivots as social media bars campaign ads.

Until last year, video was a largely untapped revenue opportunity for Advance Local, a media group that operates local news sites. And then 2023 happened.

History can be a burden for a brand, if it means that company is too set in its ways to pivot and try new things. Just consider e.l.f. Cosmetics, the digitial-first, social-native brand that made good.

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

Since introducing ads two years ago, Netflix’s ad team has clashed with streaming management and studio execs. Plus, “brat” summer is over; “demure” autumn might be next.

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads – it also wanted to optimize for attention.