Publishers

Vizio went public Thursday after filing an S-1 with the Securities and Exchange Commission earlier this month. The television manufacturing industry is hypercompetitive, with little differentiation between the devices and perpetually low margins. So it’s no surprise that one of the key drivers of Vizio’s growth will be its fledgling advertising business. After all, it’s […]

Fox said on Thursday that it’s struck a deal with Comcast-owned FreeWheel to enable programmatic sales of its set-top box inventory. That inventory can now be purchased through, guess who: The Trade Desk. However, Comcast VP and GM of addressable Larry Allen said the company does have the other “big five” DSPs on the roadmap […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mountain Of Money When ViacomCBS promoted Paramount Plus ahead of its launch, subscribers were promised “a mountain of entertainment.” And the company is continuing to put a mountain of money behind that tagline. The company said Monday that it’s looking to raise $3 billion […]

There’s still no vaccine for COVID-19 misinformation. Ad networks, exchanges and demand-side platforms, including Google and Revcontent, are letting misinformation related to the virus slip through their systems. In a study examining the monetization of 1,000 questionable websites between January and February, Google was found to be responsible for 69% of ads placed against stories making […]

NBCUniversal’s new data and technology offerings includes the ability to buy programmatically on Peacock for the first time and an NBCU identifier that brings together first-party data across its entertainment brands — including its parks and resorts businesses.  At its ONE21 event on Monday, NBCU mapped out its plan to bolster One Platform — launched […]

Even though The Weather Channel’s advertising business remained strong during the pandemic, relying on advertising alone is risky for a media company, even one that specializes in unique data and tech. “We’re at an inflection point. With all the changes happening in advertising with privacy, and identifiers and cookies being eliminated by the big tech […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as […]

When BuzzFeed ramped up its affiliate business recently, one group of products consistently popped up in its top ten: sex toys. Though some might blush, BuzzFeed was proud of its nuanced, sex-positive coverage of sex toy product recommendations. BuzzFeed wasn’t trying to sensationalize, but to be inclusive of all sexual orientations and body types in […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. As we look ahead to life after third-party cookies, publishers and advertisers alike are on the hunt for solutions. To date, most of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Group Think New rule! Facebook will begin telling users who are about to join a group whether said group has ever violated its Community Standards. Facebook is trying to get its act together when it comes to flagging hate speech and misinformation, especially after […]

Food52 is taking the lid off its first-party data platform. The hybrid publisher-retailer concluded it needed to improve ad buyers’ access to its data, said Matt Greenberg, SVP of brand partnerships at Food52.  Advertisers were asking Food52 about its data, so the demand was already there. And publishers are building first-party data solutions left and […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Breaking The Rules Some big tech companies in China are apparently taking that old adage “rules are meant to be broken” to heart. According to the Financial Times, ByteDance and Tencent are testing a tool to bypass Apple’s new privacy rules and continue tracking […]

EDO expanded its Ad EnGage measurement solution Tuesday so it can cover streaming environments and give brands insight into their competitors’ activity in AVOD platforms, traditionally a blind spot for marketers. The data and analytics company, co-founded by actor Edward Norton in 2015, uses data science and machine learning to measure how TV ads drive […]

A week before ViacomCBS rebranded CBS All Access as Paramount Plus on March 4, George Cheeks, president and CEO of CBS Entertainment Group, noted that NFL football in particular will be fundamental to the platform’s growth.  “It drives more subscriptions than any other program, and significant engagement too,” Cheeks said during the company’s Feb. 24 […]

Programmatic advertising used to be an afterthought for The Associated Press. AP, the largest and oldest newswire service in the US, makes the majority of its revenue through a subscription fee that news organizations pay for to access vetted content. But there’s no reason why an entity founded in 1846 can’t also optimize its supply […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Podcast Pie Entercom Communications is throwing its hat into the booming podcast space that is expected to generate more than a $1 billion in advertising revenue this year. The company is set to acquire podcast ad network Podcorn in a deal aimed at helping […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vive La Privacy Will the IDFA have its day in court? As developers scramble to prepare for Apple’s iOS 14 privacy changes, which could roll out any day now, a French lobbying group is taking a different tack. France Digitale, which represents startups in […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Guns And Misinformation Facebook is in the line of fire, with House Democrats demanding answers over how the company targeted gun accessory ads next to misinformation about the election as well as news about the Jan. 6 US Capitol riot. CNBC reports that 23 […]

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“The Sell Sider” is a column written for the sell side and contains fresh ideas on the digital revolution in media.  Today’s column is written by Tom Kershaw, CTO of Magnite and Chairman of Prebid.org. For the second time in the past 13 months, Google managed to plunge the world of ad tech into complete chaos […]

Big news week from three heavy hitters. On Wednesday, Google sent shockwaves through the industry with its declaration that it wouldn’t use cross-site browsing data to sell ads, and that it really disapproved of the industry’s attempts to develop email-based identifiers as a substitute for third-party cookies. Arguably, this is a development the world should […]

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. […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Disney’s Streaming Win In yet another sign that streaming is where it’s at, advertising at Disney’s online channels are on pace to overtake the company’s ABC broadcast network as marketers shift spending to more targeted audiences. Per Ad Age, ad sales at Disney’s direct-to-consumer […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tracey Scheppach, CEO at Matter More Media. Disclosure: Nielsen is a client of the author. Change in cross media measurement and addressable TV is messy and slow coming, lagging behind vastly accelerated consumer behaviors. But the […]

Disney laid out an aggressive plan to unify all of its screens, automate more than half of its business and make the majority of its inventory – both linear and digital – addressable within five years. As part of that plan, it created a programmatic exchange, DRAX, which will allow programmatic buyers to compete for […]

WarnerMedia’s advertising and analytics unit Xandr has partnered with healthcare marketing and analytics platform Lasso to deliver programmatic advertising to the pharma and healthcare industries across CTV, social and email.  Mike DiNorscio, Lasso co-founder and chief revenue officer, told AdExchanger that the partnership, formally announced on Monday, had been underway since Lasso launched in December […]

Two significant steps in advanced TV happened Monday – one around advancing dynamic ad insertion (DAI) on linear TV and the second around Nielsen’s attempt to overhaul the currency around which all TV ads are transacted. Roku said it will acquire Nielsen’s Advanced Video Advertising business, inheriting capabilities in automatic content recognition (ACR) and dynamic […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hyperlocal Hyperdrive TV advertising was hit hard by the COVID-19 pandemic. According to market and media research firm Kantar, TV advertising experienced a 9% drop to $66.8 billion in 2020. Only spot TV advertising witnessed an uptick in ad dollars last year. Cable TV, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Tech Taken To Task Big Tech was in a familiar yet uncomfortable role Thursday: Another tongue-lashing from Congressional members alarmed by its outsize market power. MarketWatch reports that the House Judiciary Subcommittee on Antitrust, Commercial, and Administrative Law held the first in a […]

ViacomCBS attempted to set itself apart in the streaming wars during a three-hour virtual investor event on Wednesday ahead of the launch of Paramount Plus next week. The company is making a deep push into an already crowded streaming space with Paramount Plus while also bolstering its AVOD Pluto TV service, as it looks to […]