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»Publishers

Cookie Fail? BuzzFeed Calls It A Win For Its Data Studio ‘Lighthouse’

The majority of BuzzFeed’s ad deals – 65% –  now use its first-party data to target ads. And the publisher also provides data matching, insights and optimization powered by data from its 104 million monthly users. To make these data capabilities easier for advertisers to access, BuzzFeed is collecting them into one product, dubbed Lighthouse.... Continue reading »
by Sarah Sluis // March 4th, 2021 //
»
New York Times first-party data
First-Party Data Delivers 20% Of New York Times’ Digital Ad Revenue

Digital ads that use The New York Times’ first-party data accounted more than 20% of the Times’ core ad revenue in Q4 of 2020. The year before, revenue from ads with first-party data totaled just 7%. Overall, digital ad revenue fell 2% from the year before, to $90.1 million. Q4 revenue overall rose .2% to... Continue reading »
by Sarah Sluis // February 4th, 2021 //
»
Verizon Media Wins Microsoft Display SSP Business From AppNexus

After Microsoft determined that using the Verizon Media supply-side platform (SSP) for its display inventory increased CPMs in September, it officially switched – the companies said Thursday – making Verizon Media its primary SSP for MSN and Outlook inventory across nine markets, including the United States. The switch validates the work Verizon Media has done... Continue reading »
by Sarah Sluis // January 22nd, 2021 //
»
SHE Media Steps Up Deals Powered By Niche Data

SHE Media is seeing an uptick in programmatic buyers interested in showing their ads in places with niche appeal. Instead of showing ads on health-related content, they’re contextually targeting articles about colds and flus, seasonal allergies or diabetes. But the infrastructure to set up these deals has traditionally been lacking. “That data is passed through... Continue reading »
by Sarah Sluis // January 13th, 2021 //
»
The Washington Post will adopt the Unified ID 2.0 framework, the first publisher to do so after a string of ad tech companies have joined in recent months.
WashPost Becomes The First Publisher To Join Unified ID 2.0

The Washington Post said Wednesday that it will adopt the Unified ID 2.0 framework – the first publisher to do so after a string of ad tech companies have tossed their hats into the ring over the past few months. The Post will allow advertisers to transact using the ID on its own site and will... Continue reading »
by Allison Schiff // December 17th, 2020 //
»
DoubleVerify Chief Mark Zagorski On The Expansion Into The Sell Side

Ad verification company DoubleVerify has been busy. It followed up its $350 million investment deal last month with a new tool designed to help advertisers take a more nuanced approach to brand suitability. And last week, DoubleVerify – long associated with the buy side – launched the DV Publisher Suite, which aggregates data on one... Continue reading »
by Tony Rifilato // December 9th, 2020 //
»
It’s supply-side platform week for Unified ID 2.0. PubMatic signed onto the initiative, one day after Magnite and Index Exchange signaled their support.
PubMatic Is The Latest Ad Tech Company To Join Unified ID 2.0

It’s supply-side platform week for Unified ID 2.0. On Tuesday, PubMatic signed onto the initiative, one day after Magnite and Index Exchange signaled their support for the open source project. The goal of Unified ID 2.0 is to create a standard identifier for the ad industry using hashed emails as a replacement for third-party cookies.... Continue reading »
by Allison Schiff // November 18th, 2020 //
»
Tubular Labs released an audience ratings product to help publishers validate their digital video audiences using a standardized metric across social media.
Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube

#TFW you know tons of people are engaging with your video content on social media, but you have no way to measure deduplicated reach and minutes watched per unique viewer across platforms. On Tuesday, social video analytics platform Tubular Labs released an audience ratings product that helps publishers validate their digital video audiences using a... Continue reading »
by Allison Schiff // October 21st, 2020 //
»
After a disappointing debut in June, Google released an updated version of its sellers.json file that now includes 1.2 million publishers.
Google Grows Its Sellers.json File To 1.2 Million Publishers

After a disappointing debut in June, Google released an updated version of its sellers.json file Thursday afternoon. Sellers.json is a mechanism developed by the IAB Tech Lab that buyers can use to verify which exchanges and SSPs are authorized to sell a publisher’s inventory. Google’s expanded file now includes information for 1.2 million publishers, and... Continue reading »
by Allison Schiff // October 16th, 2020 //
»
Group Nine Offers Its First-Party Data To Power DR Ads On Instagram, Facebook

Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, unveiled a direct response solution called G9 Direct on Monday at AdExchanger’s Programmatic.IO digital event. G9 Direct lets DTCs tap into Group Nine’s first-party data trove. Those clients can design their own ad creative or let the publisher's branded content studio Brandshop design... Continue reading »
by Ryan Joe // October 5th, 2020 //
»
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