Measurement

Ad verification and measurement provider DoubleVerify is set to acquire Berlin-based ad tech company Meetrics, a deal that will help fuel the newly minted public company’s global expansion. The all-cash purchase is expected to close in the third quarter of 2021. DoubleVerify CEO Mark Zagorski declined to disclose the sale price. Meetrics was founded in […]

The “big two” in brand safety both went public this year. Over the next two weeks, AdExchanger will publish podcast interviews with both companies’ CEOs: Lisa Utzschneider of Integral Ad Science and Mark Zagorski of DoubleVerify. Utzschneider is up first. We kick off with a discussion of IAS’s acquisition of Publica, an ad server and […]

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

Ad measurement and verification company Method Media Intelligence uncovered a connected TV fraud scheme that it says rakes in $10 million a month in ad revenue. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI) […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Shot Across The Bows Comscore is capitalizing on Nielsen’s latest stumble. The company told AdExchanger in an email that it asked to be audited by the MRC for both national and local TV measurement accreditation – a clear dig at Nielsen’s MRC disaccreditation […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Under Pressure NBCUniversal is turning the screws on Nielsen as the MRC considers stripping its National TV rating. Nielsen has long dominated TV ratings but is under fire for underreporting viewers and missing visibility into streaming, mobile and desktop. The Olympics on NBC underwhelmed […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]

It must be sweeps week, because TV drama is through the roof. Nielsen lost its Media Ratings Council accreditation for National TV Ratings. The TV currency company calls the loss of the MRC seal of approval a hiatus while it focuses instead on Nielsen ONE, the cross-channel metric expected to launch late next year. Broadcasters […]

Erik Huberman, CEO and founder of marketing consultancy Hawke Media, has some pretty strong – if not outright harsh – words for most media agencies out there: “They’re full of [expletive].” Before founding the Los Angeles-based company in 2014, Huberman launched and sold two commerce companies – Swag of the Month and Ellie – and […]

The past few months have been wild for online advertising. Apple has implemented its AppTrackingTransparency (ATT) framework, and Google announced it would delay the phase-out of third-party cookies in Chrome. A tumultuous ride to be sure. What will be the real impact of these moves on ad tech? AdExchanger examined the Q2 earnings reports of […]

Nielsen’s potential loss of its accreditation by the Media Rating Council as early as this week could fuel greater adoption of alternative measurement currencies that use advanced data and analytics rather than the traditional panel-based surveys the measurement giant is known for. Nielsen has long been accused of undercounting TV viewership. Recently, networks have expressed […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Reddit, Set, Go That plucky startup Reddit picked up $410 million in new venture funding from Fidelity, and may raise as much as $700 million in a new round valuing the company at $10 billion, The Wall Street Journal reports. The company raised about […]

Ad verification company DoubleVerify recently shut down a new type of scheme in connected TV that uses screensavers to hijack streaming devices in order to generate fake ad impressions – even when the screen is off. DoubleVerify estimates that the scam, dubbed “SmokeScreen,” is bilking advertisers out of more than $6 million a month and […]

TV measurement company VideoAmp is bringing on Tony Fagan, a former Google VP of ads data science and engineering, as its first chief technology officer. Fagan joins a number of other C-level hires over the past year, as VideoAmp plots an expansion after a $75 million funding round in May. Since 2020, former Comscore COO […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pour One Out For The Insta-Brands Facebook surprised most analysts with a powerhouse Q2, despite the rollout of Apple’s AppTrackingTransparency (ATT) framework and new IDFA rules. But Facebook’s diminished targeting and attribution capabilities are having concrete effects on advertisers. A few years ago, many […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Agency Revival “Broad-based recovery” is the term of the week, repeated in quarterly earnings calls by ad giants like Alphabet, Amazon and Facebook, as well as the publicly traded agency holding companies, which capped off unexpectedly strong years with additional growth in Q2 […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics. When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Discovery Fresh off the news that it will merge with WarnerMedia next year to create a media behemoth, Discovery Inc. reported powerhouse earnings in Q2. Discovery ended Q2 with 17 million direct-to-consumer subscribers, up from 11 million last quarter, netting the company $400 […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Video Killed The TV Star Comcast’s and Google’s earnings calls last week mark two converging trends in brand advertising and the decline of linear TV. NBC is haggling with advertisers of the Olympics because ratings are down – 42% down – at the halfway […]

Facebook’s Q2 advertising revenue soared 56% to $28.5 billion year-over-year, though the company warned investors it expects a revenue slowdown beginning in Q3 – the same time it will feel the full impact of Apple’s recent AppTrackingTransparency changes. The total number of ad impressions served across Facebook increased 6%, while the average price per ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook Your Goose Apple shattered Q2 revenue records for practically all of its products when it reported earnings yesterday. And its services revenue, Apple’s fees from in-app sales and subscriptions, broke an all-time quarterly record – which is ridiculous, because the lazy summer months […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ionut Ciobotaru, Chief Product Officer at Verve Group. The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nancy Smith, President and CEO of Analytic Partners. While Google’s delayed plan to end the third-party cookie gives advertisers a sense of relief, data deprecation will still continue. The Google […]

“The Sell Sider” is a column written by the sell side of the digital media community. Common Sense Networks, the for-profit arm of news media watchdog group Common Sense Media, launched its free ad-supported streaming service Sensical for children less than a month ago, touting higher standards around child safety and learning compared to algorithm-driven platforms, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. ATT Impact Deferred Anyone looking for evidence of harm to mobile app giants by Apple’s AppTrackingTransparency move last quarter may well come up empty. Digital advertising is outgrowing other media channels and will likely continue doing so. “The permeable advantage of digital ads should […]

The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Boom Or Bust?  New forecasts from Dentsu, WARC and others indicate the ad business is in for a boom year in 2021. GroupM projects the US ad market to grow by 15%, and global growth forecasts range from 6.4% (Magna) up to 10.4% (Dentsu). […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. W3C Meets Ad Tech Drama The W3C is negotiating a tricky influx of members and attention as it becomes an increasingly important stakeholder in online advertising. That’s because browser operators like Chrome, Apple’s Safari WebKit group, Microsoft Edge and Mozilla are the W3C natives, […]

Ad fraud in connected TV saw a 12% drop this year to .4%, a sign that ad buyers have been proactive following a number of high-profile schemes over the past several years that bilked them out of millions. A new report by ad verification provider DoubleVerify looked at post-bid data and more than a trillion […]

“The Sell Sider” is a column written by the sell side of the digital media community. Google announced last week that it was delaying the phaseout of third-party cookies by nearly two years. But instead of dragging their feet to prepare for the inevitable, there’s another reason why advertisers should move away from third-party cookies […]