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TV-focused demand side platform Madhive acquires Frequence, an omnichannel marketing platform with roots in broadcast TV. Both companies have a foothold with local advertisers.

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Apple has released developer documentation for “AdAttributionKit,” the framework that will now house all its privacy-focused ad attribution technology.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Pub Trawl With generative AI tech, publishers are speeding through decades’ worth of web monetization cycles, which is a fancy way to say publishers are making the same mistakes.  Last month, Jessica Lessin, founder and CEO of The Information, published a column for […]

E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?

In today’s newsletter United Airlines gets into retail media; why AI fails to catch AI-generated content; and political advertisers flock to X for cheap impressions.

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

The more new FAST channels there are, the harder it is for them to stand out to advertisers that have long perceived them as the bargain bin of streaming. One way to grab the attention of advertisers is to provide the data and transparency they’ve long been asking for from CTV partners.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

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

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Guinea Pig Farm Google rushed generative AI search responses before the product was ready for primetime. In a recent blog post, Google announced a series of hasty updates after the rollout resulted in some glaring errors. (Would you like some glue in your […]

SPO is moving from efficiency to curation to ranking the top 500 publishers. We talk through industry reactions to The Trade Desk’s SP500+ product. Plus: Seedtag acquired Beachfront, a deal that’s emblematic of multiple trends in CTV, privacy and the rise of contextual.

A new startup called BranchLab, which was launched earlier this year by three ad tech vets, wants to help pharma brands and health care providers apply more targeting to their TV ad campaigns – but without using actual identifiers. On Thursday, BranchLab announced the completion of a seed funding round.

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled We all know what supply-path optimization (SPO) means and why it’s useful. Except, wait, what does SPO mean? “‘SPO’ – perhaps already a bigger buzzword than MFA. Every definition of SPO is different,” tweets Jud Spencer, engineering leader at The […]

LegalZoom has been beta testing new tools from communications API provider Twilio that allow marketers to access data from the cloud without needing to call in the engineers.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

It’s been a tough couple of years for people working in media and marketing, including mass layoffs and uncertainty about the future of ad tech. But while these changes have been difficult for those involved, they’ve also created fertile territory for individual consultants with in-demand expertise.

In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.

A growing number of retail media networks are partnering with ad tech intermediaries and each other to manufacture national scale. And you can add regional grocery chains Wegmans and Giant Eagle to that list.

In today’s evolving digital landscape, the absence of third-party cookies presents new opportunities, and harnessing AI has become indispensable for marketers striving to maximize their budget and performance.

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.

The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Etsy’s Unwinnable Hand Etsy, the handmade and vintage product marketplace, is in a bind. Chinese manufacturers of super-cheap plastic and clothes (namely, Temu and Shein) are hoovering up paid media shopping traffic across the major online funnels (namely, Meta, Google and Apple). So it’s […]

Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.

Being able to share information about a group of people without compromising any individual person’s privacy kinda sounds like a form of wizardry. But it’s not. It’s just math.