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»Online Advertising

Google Chrome Will Drop Third-Party Cookies In 2 Years

Third-party cookies – the backbone of programmatic advertising – are not long for this world. Google’s Chrome browser will phase them out in two years, according to a Tuesday blog post. Google Chrome is betting that its Privacy Sandbox – the privacy-preserving API first unveiled in August – will over the next two years build... Continue reading »
by Sarah Sluis // January 14th, 2020 //
»
Havas Tests Zeotap And InfoSum Data Partnership As Agencies Enter Onboarding

Brands are eager to onboard and match data sets, but don’t want first-party data to leave their own systems. They want user-level targeting, without the risk in trafficking actual consumer data. Zeotap and InfoSum are tackling this data paradox with an onboarding partnership, announced on Monday, that allows marketers and agencies to sync data from... Continue reading »
by James Hercher // January 13th, 2020 //
»
How Sperry Entered The World Of Athlete Influencers

It’s easy for a major advertiser like Allstate Insurance to pay up for a mega athlete like Aaron Rodgers. But if you’re a smaller brand, such as the shoe manufacturer Sperry, it can be difficult to find the right athletes who won’t break your budget, but who still have the cachet to boost your brand.... Continue reading »
by James Hercher // January 9th, 2020 //
»
Meredith Acquires Product Recommendation And Affiliate Network SwearBy

The women’s lifestyle media company Meredith is advancing its commerce strategy another step with the acquisition of SwearBy, an affiliate marketing platform used by women to save and recommend products. The deal, which will be announced Thursday morning at CES, is Meredith’s second affiliate-focused acquisition in the past year, following its purchase of Linfield Media,... Continue reading »
by James Hercher // January 8th, 2020 //
»
Watson’s Newest Tech Tool Uses AI To Optimize Ad Creatives

The right focal image, message and even background color can make one advertising creative shine above the rest. To help marketers improve the performance of their creatives, Watson Advertising built Advertising Accelerator, a tech tool that predicts the best ads and quickly tests versions during a campaign. The goal is to apply the same automation... Continue reading »
by Sarah Sluis // January 7th, 2020 //
»
The Year To Come In Online Data And Identity

2019 brought a tsunami of change to data-driven advertising. And those changes have overflowed into other part of businesses and the economy, as regulators scrutinize the world of digital advertising. Facebook gave the boot to third-party data suppliers. And in 2020, Google says it will make good on a long-held promise to revoke its advertising... Continue reading »
by James Hercher // December 31st, 2019 //
»
The 10 Game-Changing Ad Tech Exits Of The Decade

The advertising industry today is largely the product of tremendous M&A activity. AdExchanger looked at the acquisitions that made the biggest impact in the past decade. Impact can mean many things. Some of these startups flourished under their new owners, showing worth far more than their deal price. Others, purchased during their downfall, reflect the... Continue reading »
by Sarah Sluis // December 30th, 2019 //
»
The Top 10 Events That Shaped – And Rocked – The Digital Ad Industry Over The Past Decade

The programmatic ecosystem spent the last 10 years in a state of hyper growth, and programmatic spending surpassed $100 billion dollars globally for the first time in 2019. While the next 10 years will likely bring a slowdown due to market maturation and data regulations, it’s indisputable that programmatic buying and the rise of ad... Continue reading »
by Allison Schiff // December 26th, 2019 //
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The Year In M&A: Broadcasters And Brands Buy In, And Old-School Ad Tech Exits

This was a major year in ad tech deal making. Many deals were opportunistic or outright fire sales, as early programmatic players like Sizmek, Rocket Fuel and IgnitionOne reached the end of the line. Ad tech and data deals were helped by a surge among public company bellwethers The Trade Desk, Cardlytics, LiveRamp, Telaria and... Continue reading »
by James Hercher // December 23rd, 2019 //
»
The Top 10 AdExchanger Stories Of 2019

Whenever Google moves, people pay attention. Half of the 10 most-trafficked AdExchanger stories in 2019  feature Google, showing how any change Google makes ripples across the industry. Readers were also intrigued by stories of great success and … the opposite. On the former end of the spectrum was an examination of The Trade Desk’s massive... Continue reading »
by Sarah Sluis // December 23rd, 2019 //
»
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