Marketers

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.

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.