Behind NYT’s First Foray Into In-Game Advertising
Crossplay is NYT’s first two-player game, and marks the first time that users will see ads within the game experience itself.
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EDITOR’S CHOICE
Understanding MCP, The ‘Universal Adapter’ For AI In Advertising
Your TL;DR on MCP, the open standard that lets AI models connect to tools, remember context and run workflows across platforms.
Guest Column
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How One Agency Startup Uses Real-Time Data To Develop Real-Time Ads
Audience preferences are constantly evolving. So why not ads that evolve in real time, too? No, really.
MyFitnessPal Wants To Start The Health And Wellness Subsector Of Retail Media
MyFitnessPal has just announced the launch of a data-driven advertising business that draws on its wealth of user-provided meal planning, fitness and nutrition data.
Smartly Is Planning To Acquire INCRMNTAL Within The Next Few Weeks
Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.
Viant Had A Good Q4, But Still Needs To Punch Up At Bigger Platforms
Viant reported its Q4 and full-year 2025 earnings on Wednesday evening and investors appeared pleased.
Paramount Skydance Is Trying To Buy WBD. Now What?
Late last week, Netflix walked away from plans to acquire Warner Bros., clearing the way for Paramount Skydance to scoop up the whole company with its hostile takeover bid.
Sallie Has An Ad Business And Meta Is Declining Credit Cards
Sallie, the major issuer of US education loans, is getting into the retail media network business.
Writers
Podcasts
AdExchanger Talks
Perion Is So Over The AI Hype Cycle
Perion CEO Tal Jacobson is done with AI buzzwords. Instead, he’s betting big on agents, outcomes and letting machines handle the messy parts of media buying.
The Big Story
2026 is the year CTV will bridge the gap between branding and performance. Fresh off the Convergent TV World event, our team discusses the rise of performance TV, shifting live sports rights and the impact of M&A on the streaming experience in this future-facing episode.