Marketers

With the lines blurring between traditional TV content and streaming media, YouTube made its upfronts debut this year. YouTube VP Debbie Weinstein explains why.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Since You Asked … When the National Telecommunications and Information Administration (NTIA) asked what tech companies thought of Apple, Meta happily chimed in.  Meta, which has lost billions of dollars due to Apple’s new tracking prompt, says its ability to innovate has been […]

The NewFronts are old news. Now it’s all about the upfronts, which are old. But don’t forget about the podcast upfronts, which are newer than the NewFronts but named after the TV oldfronts … or upfronts. Okay. Now that we’ve cleared that up, tune in for frontline reporting from the upfronts (TV and podcast varieties).

The advertising industry is taking a few hits these days. Legislators are looking hard at treating ad platforms like utilities. Nefarious state actors have hacked our political discourse and even our understanding of facts. But this isn’t the first time the ad industry is facing choppy waters. The ad world is in desperate need of a new position: the Chief Morality Officer, writes Marilois Snowman, CEO and founder of Mediastruction.

In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.

It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up a smidge, about .5%, in after-hours trading.

If you were at the Twitter NewFronts presentation on Wednesday evening in New York City and played a drinking game that required you to take a sip every time a Twitter executive said “Elon” or “Musk” … then you would have been stone-cold sober by the end of it.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Improved Transparency (Sure … ) The Digital Advertising Alliance (DAA) has launched a certification program for addressable media identifiers (AMIs), which have become super important since ATT.  If you haven’t heard of AMIs, don’t worry. It’s not a common term, at least not […]

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.

On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Put A Price On … Price? Google is testing “Higher price” and “Lower price” indicators for shopping searches. Brian Freiesleben, an SEO industry observer and practitioner, spotted the badge in the wild on a $760 fireplace from Home Depot. It was […]

Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Tech And Privacy Theater The ad industry, particularly publishers, need programmatic ways to convey signals of trust. There’s the IAB Europe’s Transparency and Consent Framework. But that was ruled illegal by the Belgian data privacy regulator and is being overhauled.  The regulators say […]

A few immutable truths about living in New York City: Almost everyone takes the subway, the weather is volatile, and most people are too busy (or lazy?) to plan what to make for dinner. FreshDirect, a grocery delivery service based in NYC, was inspired by these realities of city life to launch a digital-out-of-home (DOOH) campaign promoting different recipes to commuters depending on the current weather.

Brand advertisers want the chance to engage with consumers in the metaverse. But platforms and publisher reactions are more … “meh.” The media industry should be cleaning up our current digital environments before “mucking up the metaverse,” writes Gavin Dunaway, product marketing lead at The Media Trust.

Meta announced plans on Thursday to create content-based controls for Feed (formerly News Feed) on Facebook and Instagram. The question is, why did it take so long for Meta to start bringing third-party brand suitability to Feed? After all, the News Feed was one of Facebook’s first products, launched during the long-ago year of 2006.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Courting Disaster A California district court judge has scathingly reprimanded Google’s legal team. Google requested to withhold 6,232 of 6,322 documents in a privacy suit brought by Chrome users.  Google “cavalierly” claimed the review was justified but had no justification to support its claim, […]

Brands and their agencies have been declaring their DEI pledges from the rooftops. But how much of that money is actually going to BIPOC (Black, indigenous, people of color) influencers and creators?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad-Unsupported Video On Demand Disney confirmed it will launch an ad-supported tier of Disney Plus, following in the footsteps of other studios, including previously ad-free legends like HBO that now sell ads.  But Wall Street isn’t buying the hype. CTV remains unchartered waters. But […]

TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for Google’s Open Bidding.

Pharma’s digital transformation has accelerated media spending on video across devices. And media buyers in the pharma space have ways to overcome the additional challenge of needing to adhere to numerous regulations, writes Kelly McAloon, Associate Media Director of Programmatic at Good Apple.

On Thursday, iSpot.tv announced its acquisition of Tunity, an app that helps users watch TVs in public spaces, to add out-of-home screens to its TV data set. Out-of-home represents a substantial missing piece from cross-screen TV measurement, but it’s a challenge to measure OOH viewers the same way you measure screens in living rooms.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Blown AMP Publishers are pulling the plug on Google AMP. Vox and BuzzFeed (and other titles within their portfolios) are testing or considering testing their own mobile optimization pages, which they expect to generate at least 20% more revenue than Google AMP pages […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Working Their Retails Off Retail media is in growth-stage limbo. Retailers have flooded the category with no guarantee advertising will pay off.  The latest is the craft store Michaels, which launched a retail media platform on Wednesday in partnership with Criteo. Amazon sets the […]

The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.

Roku’s revenue for the fourth quarter was up 33% YOY, thanks to streaming and ad sales – but it’s losing money on its signature player devices. It’s also losing money licensing its operating system to manufacturers using it to create Roku TV models. Roku was the top streaming platform across the US, Canada and Mexico in terms of hours streamed – but investors still aren’t impressed.

It’s nearly impossible to say “women’s sexual health” and “brand-safe” in the same sentence. Achieving brand safety on social platforms through algorithmic decisioning has been a focus for platforms, who face pressure from advertiser clients and, increasingly, lawmakers who see algorithms amplifying misinformation. But Facebook’s algorithmic blocking of ad creative is similarly askew, creating “false […]

There are many business questions that publishers need to ask as they try to optimize viewing in an increasingly complex distribution ecosystem. Answering these questions requires transforming the metrics that owned apps and distribution partners provide into equivalized minutes and demographics, writes Joan FitzGerald, founder of Data ImpacX.