Marketers

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

In 2023, supply-path optimization took off, brands took their scalpels to made-for-advertising websites and DSPs and SSPs launched SPO products to cut down on hops. Plus: lessons from the year in data privacy.

Three themes dominated our coverage this year: consolidation, transparency and measurement.

Google’s Performance Max and Meta’s Advantage+ often get tossed into the same bucket, but they’re different animals. And despite certain benefits, advertisers aren’t in love with all that these two have to offer, says Nii Ahene, chief strategy officer at Tinuiti, on this week’s episode of AdExchanger Talks (our last of 2023!).

Kepler Group, which launched Kepler Creative in October, wants to fix the disconnect between media and creative.

Nexxen announced an integration with out-of-home ad tech platform Taiv to extend its CTV ad campaigns to TV screens in restaurants and sports bars. Guess what’s old is new again when it comes to marketers using TV as a way to reach as many people as possible.

Arcane, a marketing workflow automation startup, announced $5 million in seed funding on Thursday. The VC firm Accel is leading the round.

A small bone is being thrown. AdExchanger has learned that Google is offering advertisers information on certain ad placements across its Search Partner Network in response to the most recent Adalytics report.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sandboxers In The Ring The Trade Desk is saying farewell to the Chrome Privacy Sandbox, and it’s firing parting shots on the way out. In its view, the APIs in the Privacy Sandbox will devalue open internet advertising, while Google’s ad tech business […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Second Chance Jezebel lives again. The snarky feminist digital pub relaunched Monday, and it is modeling its digital ad strategy on that of its new parent, indie publisher Paste Magazine, Adweek reports. About a quarter of Paste’s revenue stems from private marketplace deals […]

AI’s speed of innovation and deployment have raised concerns about risks and harm to people and businesses. Here are some tips for how to use it responsibly.

Marketers are wasting 25% of their ad spend on made-for-advertising websites and inefficiencies. And the ANA thinks consolidation and education are the solutions. Plus: 2024 ad spend will grow, but at a slower rate. And streamers will grapple with CTV’s rising ad spend and linear TV’s accelerating decline.

This week, the AdExchanger Commerce newsletter examined a microcosm of the affiliate marketing and ecommerce business in the form of CNN Underscored, the news company’s product-selling site and content marketing unit.

Women’s sexual wellness brands are still fighting an uphill battle against online censorship, limiting their opportunities for paid advertising and monetization. Even worse: Men’s sexual health brands have a much easier time with advertising.

Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

It isn’t fair to summarize a report that spans 125 pages and took three years to complete into a few brash words. But the ANA is coming for your ad tech margin.

Lowering efficiency in exchange for volume can build up a funnel of potential customers who are retargeted with deals on Black Friday.

“What frustrates me most about this situation is how easily it can be remedied in a way that will benefit all parties,” writes Lou Paskalis about the Google Search Partner network brand safety debacle.

Pathlabs, which refers to itself as a “media execution partner,” takes care of the mundane tasks and daily minutiae an agency shouldn’t be worrying about, like vetting the tools it’s using or overseeing its DSP or DMP partners.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.

Broadcasters and brands love the idea of applying digital targeting to CTV ad campaigns. But there are still roadblocks stopping CTV advertisers from fully embracing programmatic, including price and transparency (or the lack thereof).

Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

It’s not that brands don’t care about supporting the news and good journalism. But an overreliance on keyword blocklists has made it seem that way, says Zefr CEO Rich Raddon on this week’s episode of AdExchanger Talks.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Black Friday Indeed Black Friday is almost here. And while all advertisers are always nervous this time of year, ecommerce advertisers are really tweaking. First, there’s the macro-gloom. Credit is tight, prices are inflated and retailers warn of a consumer spending downturn. On […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Zero-Sum Game Strauss Zelnick, CEO of Take-Two Interactive, the video game developer that makes Grand Theft Auto, bemoaned the lack of pricing power for gaming properties during the company’s earnings report this week, eXputer reports. Zelnick believes video games should be priced […]

Therabody kept hearing from its core audience of performance athletes that they’d also like to see products their aging parents could use. This customer feedback prompted the company to push into a new area: wellness.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sweet Tooth In an alternate universe, perhaps, Chrome met its original deadline, and advertisers are 18 months beyond third-party cookies. But here we are, two can-kicks down the road, and some industry observers think Chrome won’t make its 2024 deadline either, Insider reports. […]