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Why streaming TV might adopt the cloud-usage model for content; MAGNA projects strongest ad market in two decades; and “go woke, go broke” gets proven wrong, again.

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

The TV newsletter Lowpass is back with another barn burner. Plus, some more proof that social media can impact your health.

In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.

TV and video measurement provider iSpot is fielding a lot of election season concerns from buyers as political ad spend increases in the weeks leading up to the 2024 presidential election.

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

Is advertising to kids on social media as bad as advertising cigarettes to kids? Plus, DuckDuckGo doesn’t want Google’s scale to go away.

Index Exchange CEO Andrew Casale, fresh off the witness stand for US v. Google, and AdExchanger’s courtroom reporter, Allison Schiff, join us to analyze the ad tech trial of the century.

OMD Worldwide Chief Media Officer Ben Hovaness, thinks the advertising world might be thinking about the open internet wrong way, right down to the terminology we use to describe it.

Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.

If your marketing strategy isn’t data-driven, you’re not alone. Data has played a role in advertising for decades, going back to market research focus-grouping to understand feedback on branding. In the health care space, however, data is often underutilized due to fragmented systems and a lack of integration between marketing and clinical data. With over 97% of health care data still untapped, vast opportunities for creative, targeted solutions remain undiscovered.

Day three of the Google ad tech-focused antitrust trial in Virginia was like a guided tour of arcane auction mechanics.

In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.

Is there a secret society of socialists within programmatic? Probably not. Plus, rumor has it that The Trade Desk is building its own smart TV OS.

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

Many marketers are eager to learn what generative artificial intelligence products can do for their brands. But before everyone gets too preoccupied with “could,” the Brandtech Group believes it’s time to consider the “should.”

Day Two of the Google antitrust trial in Alexandria, Virginia on Tuesday was just as intensely focused on the intricacies of ad tech as on Day One.

Google and the DOJ are currently questioning witnesses regarding how particular ad channels are established as defined markets. Plus, a wave of freelance advertising consultants has arrived.

It’s not often one gets to hear sworn witnesses in federal court explain the intricacies of header bidding under oath. But that’s what happened during the first day of the Google ad tech-focused antitrust case in Virginia on Monday.

Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal’s president of advertising and partnerships, on this week’s episode of AdExchanger Talks.

The inspiration for creating Actionable is right there in the company’s name. Its aim is to help companies predict whether their customers are satisfied and then take action on that information.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

Oracle’s growth rate will increase without its declining ad business. Plus, Ad-supported news no longer brings home the bacon.

Pacvue has promoted COO Rahul Choraria to chief executive.

The ad tech antitrust trial against Google begins today in Alexandria, Virginia. Who’s on the stand and what will Google argue?

It might be surprising to learn the government fights against monopolies the same way now as it did in the late 19th century – partly because the laws haven’t needed to change all that much.

The discovery process in the lead-up to Google’s ad tech antitrust trial has unearthed nuggets of information that aren’t directly related to the case, yet are no less fascinating.