Publishers

With the massive shift to streaming throughout the past year, connected TV (CTV) represents the next wave of growth in programmatic buying. In 2021, $9.5 billion of television advertising is going to be traded through programmatic auctions powered by DSPs and ad exchanges. The open internet, by contrast, will be a $56 billion category this […]

The upfronts kicked off this week with news of a megamerger between WarnerMedia and Discovery Communications. But Xandr isn’t coming along for the ride. AT&T’s ad tech acquisition remains with the telco. We can only speculate why, but one reason might be that AT&T is planning a second spinoff in light of the currently frothy […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Gijsbert Pols, Lead Product Strategist at Adjust. Connected TV (CTV) is largely associated with streaming services. It is not hard to see why. When people buy an Apple TV or a Roku box, a Samsung […]

WarnerMedia and Discovery held separate Upfront presentations this week, just days after AT&T announced it would combine the media assets of the two companies in a deal worth $43 billion. The move, which shocked the industry – and even the topmost executives at WarnerMedia – could position the new company as a major force in the […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rich Calkins, Director of Product Management for OpenX.  Publishers are right to be worried about the impact that third-party cookie deprecation in Chrome will have on their programmatic revenue. In 2019, Google ran a study […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Opening The Books Amazon is acquiescing to an audit by the Media Rating Council of the online retailer’s ad tech. Amazon’s demand-side platform saw tremendous growth in Q1 as ad revenue soared nearly 90% year over year. Sponsored Products – Amazon’s cost-per-click product listing […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tim’s Turn Apple CEO Tim Cook will soon testify in the company’s lawsuit with Epic Games. Epic sued after its hugely popular game Fortnite was kicked out of the App Store last year for flouting Apple’s 30% cut of in-game revenues. Epic claimed that […]

AT&T dropped a bombshell on Sunday when it announced it would combine the media assets of WarnerMedia with Discovery Inc. to create a new publicly traded company, unwinding the telco’s big bet on its acquisition of Time Warner in 2018. The deal, however, does not include the sale of Xandr, the ad tech division formerly […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeffrey Turner, director of digital ad operations at The Washington Post. Facebook, Twitter, and Snapchat are among the highest grossing companies in digital media, earning billions as users scroll through an endless feed of content. […]

“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 Marc Goldberg, CRO at Method Media Intelligence. Can prebid cure all that ails you? In a word … no. The RTB protocols were put into place so that sellers and buyers […]

The idea behind Ads.txt was simple: publishers create a public list containing the names of all the partners they work with, and buyers check that list before they buy. But even the simplest of ideas can get complicated when they go from paper to reality. Some publishers just said “yes” to every request to add […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Section Off Late last week, two House Democrats introduced a bill that would require social media platforms to share and implement content moderation policies and would revise Section 230 by allowing the Federal Trade Commission to bring enforcement actions against tech companies that fail […]

After a tough year for the out-of-home industry, the world is starting to open up – and so are advertiser budgets. Digital out-of-home (DOOH) alone is projected to grow 20% next year, according to MAGNA. There are an estimated 1.25 million digital screens in the US across billboards, street furniture, service kiosks, screens in bars, […]

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

This year’s NewFronts cemented streaming as a main vehicle to reach TV audiences following a massive shift in viewing behavior fueled by the ongoing COVID-19 pandemic. The theme of the IAB’s three-day event was “Living The Stream,” and this year’s presenters reflected the big changes in a programming market that has seen the launch of […]

Retargeting might be considered a legacy business, but it held strong for Criteo – and actually grew – during the first quarter of this year. On Criteo’s Q1 earnings call Wednesday, CEO Megan Clarken pointed to the resilience of retargeting as a driver of the company’s growth. Not that retargeting’s rebound wasn’t also somewhat of a surprise. […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing It Safe Who needs the razzle dazzle? There’s nothing sexier than safety and incremental reach, and Twitter touted both during its NewFronts presentation on Wednesday. “The TV-like quality of the content is clear,” said JP Maheu, Twitter’s VP of US client services. To […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Roku has a message for TV buyers: traditional linear’s decline continues, with a 39% loss in ratings and a median age creeping over 60. Sure, prices for traditional TV advertising haven’t dipped. But it’s fair to argue that old school programmers are surfing […]

The number of US-based subscribers of NBCUniversal’s premium ad-supported streaming service Peacock has leaped from 33 million in the fourth quarter of 2020 to 42 million in Q1 2021. During the Q1 earnings call of parent company Comcast on Thursday, NBCU attributed the increase – coming a year after Peacock’s launch – to the popularity […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Nielsen’s recent agreement with Roku is poised to accelerate the growth of addressable TV advertising. And with Disney’s recent announcement that it plans to automate more than half of its business and make the majority of its inventory – both linear and digital […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. #Fail The pervasiveness of fake ad schemes on Facebook and Google have left their users “worryingly exposed to scams,” especially because the two giants have failed to crack down on fraudulent activity, even after it has been reported. Or so says the British consumer […]

The third-party cookie is halfway out the door, so CafeMedia is already ushering in its replacement: email-based IDs. The ad management firm started working with LiveRamp ATS (Authenticated Traffic Solution) eight months ago. ATS scrambles an email address and puts the user’s identity in a secure envelope for SSPs to open and resolve. Buyers then […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. About six years ago, ad server Innovid introduced interactive ads in CTV. Now, about a third of Innovid’s clients are testing them, and the company is seeing 2% to 3% engagement rates that are four or five times higher compared to other ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Swimming With The Stream In an effort to change with the times, Nielsen is releasing a new ratings system that will measure streaming more like linear TV, Adweek reports. The system, called Nielsen Streaming Video Ratings, will track who is watching, when they’re watching, […]

WarnerMedia’s HBO Max and HBO gained nearly 3 million subscribers in the first quarter of 2021, and the company is bullish about launching an ad-supported version of the streaming service in June. During its Thursday earnings call, WarnerMedia parent company AT&T said that the total number of domestic HBO Max and HBO subscribers combined topped 44 […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Correction Streaming giant Netflix slipped a bit after riding high when demand surged at the start of the COVID-19 pandemic. CNBC reports that Netflix shares dropped more than 10% in after-hours trading on Tuesday night following an earnings report with fewer-than-expected subscribers. Netflix gained […]

Ad verification company DoubleVerify went public on Wednesday, a month after it filed an S-1, and a week after it set the terms for the IPO, which had it valued at $4.2 billion. However, the company’s stock opened at $35 a share ­– nearly 30% above its IPO price – valuing the company at more […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not So Safe Eighty percent of the more than 3.3 billion pieces of content removed from social media platforms – including Instagram, TikTok, Pinterest and Snapchat – is either spam, adult or explicit content, or hate speech, according to a new report from the […]

 When the ad tech company Minute Media acquired the publication Players’ Tribune in 2019, the deal underscored how consolidation is creating unlikely portfolios. “For years, we thought it would be difficult long term to be a standalone publisher, which was why we focused on being a standalone tech platform,” said Asaf Peled, CEO of Minute […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. FLoC Fears There’s no love lost for FLoC. In a blog post on Sunday entitled “Proposal: Treat FLoC As A Security Concern,” a WordPress developer called Carike suggested that users of the open source content management software block FLoC by default. If that happens, […]