Marketers

On Thursday, TEGNA-owned CTV ad platform Premion announced the acquisition of Octillion Media, a DSP launched in 2019 to serve local CTV ad buyers. Premion declined to disclose the terms of the deal.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.

The industry is “at a critical inflection point in our digital evolution,” David Cohen told attendees at the 1,200-person-strong Annual Leadership Meeting in Florida on Monday.

Conagra-owned brand Birds Eye brings a new approach to online video, social shopping and first-party data.

Getting personalization right remains tricky, and AI will only make it trickier. Then, inside Privacy Sandbox testing and the rise of curation tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ring Airer Netflix is paying more than $5 billion for the rights to livestream “WWE Raw,” Variety reports. The 10-year deal is effective starting next January and represents Netflix’s biggest push into live content. Following a live sports debut with its “Netflix Cup” […]

DEI is increasingly coming under scrutiny from activists and politicians. But some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

Roku is making more space for brands on its home screen because it’s a good place to reach viewers with lower-funnel marketing messages.

With the encroaching reality of AI, marketing professionals should be included in strategic planning, given the roles we play in shaping public image and maintaining a brand.

Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pining For AI Google laid off nearly 1,000 employees last week – but the hits keep coming. It’s also scrapping hundreds of jobs in its ad sales division, Business Insider reports. The headcount reduction is a byproduct of restructuring its ad sales team, […]

Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.

CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.

Netflix shared another update on viewer numbers for its ad-supported tier, which currently stands at 23 million global montly active users, and announced plans to introduce pause ads in the next few months.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […]

Instacart is expanding its ad offerings with Caper Carts, the Instacart-owned shopping carts that scan items for self-checkout. But the rollout will be gradual while Instacart figures out how the ads are actually impacting shopper behavior.

Reaching a scaled audience is important for publishers, but scale at all costs is just a race to the bottom in disguise. When publishers have a deep and direct relationship with their readers, advertisers see stronger performance, says Semafor CRO Rachel Oppenheim.

NBCUniversal is kicking off the new year with a programmatic progress report during CES in Las Vegas this week.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Panel Discussion Bad news for Nielsen: Another panel has entered the arena. Samba TV is teaming up with HyphaMetrics to launch a panel for measuring video viewership across linear, streaming and other digital formats, Ad Age reports. HyphaMetrics plans to use Samba TV’s […]

The end of third-party cookies is upon us, and independent ad tech is diverging on the best approach for cookieless targeting. Meanwhile, agencies and marketers are zooming out from programmatic to a bigger picture that’s focused on first-party data.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take Initiative Meet yet another TV ad standards initiative. GroupM announced the Ad Innovation Accelerator on Thursday, which it hopes could lead to more nonstandard streaming ad formats – and technical standards for those formats to make sure they can run on any […]

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod One Out Podcast advertising is in a tough spot. Although ad sellers are cautiously optimistic about 2024, as more listeners tune in and programmatic audio grows (albeit slowly), podcast advertising overall has been stuck in first gear for years, Digiday reports. What […]

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

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.