Marketers

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

Between 2019 and 2021, two-thirds of advertisers bought ads on sites flagged for repeatedly publishing false or misleading content, a recent study found.

The New York Times and Instacart are partnering for shoppable recipe videos.

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.

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 […]

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.

In today’s newsletter: Ampla suspends loans to DTC brands, putting their ad budgets at risk; why Sony is investing in IP rather than a streaming platform; and Netflix will move on from Microsoft in favor of in-house ad tech by 2025.

If you’re a brand that wants to in-house its programmatic media buying, the best thing you can do is to make friends with the IT guys.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

Views of Shorts on CTV devices more than doubled last year, people watch more than 1 billion hours of YouTube daily on their TVs – and other fun facts from YouTube’s Brandcast event.

Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.

Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Even so, frustration with the opacity of third-party brand safety and ad verification providers is increasingly bubbling to the surface.

Programmers are using their Q1 earnings reports as a dress rehearsal for their upfront pitches. Meanwhile, programmatic platforms, including Magnite and PubMatic, also had upfronts in mind during their Q1 earnings.

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

Will data dazzle media buyers at this year’s TV upfronts? Plus: Why recent changes to Google search results have decimated traffic for some digital publishers – and rewarded others.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

GSTV is trying to win a larger share of spend earmarked for TV. In GSTV’s case, it wants to reach a broad and captive audience – while they’re at the fuel pump.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

Ibotta’s evolution since it was founded 13 years ago – it went public last week – is emblematic of the industry’s overall transition from third-party data marketplaces to first-party and retail media data.

Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.

One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.

Despite forceful calls for a shakeup of the digital ad business from the main stage at the Possible conference in Miami this week, the online ad industry remains locked in a harmful holding pattern.

Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.