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»ad exchange

FreeWheel Launches Ad Product Suite, Boosts Competition With Roku

FreeWheel released the next generation of its ad exchange on Tuesday. The Comcast-owned ad server built off its legacy ad exchange, enhanced by technology from its acquisition of StickyAds in 2016, for its updated ad product suite, DRIVE. The new exchange is designed to let marketers more easily buy over-the-top (OTT), set-top box video on... Continue reading »
by Rae Paoletta // October 15th, 2018 //
»
Nasdaq-Based Ads Exchange Plans To Bring Wall St. Trading To Digital Media

Along with its eponymous New York stock exchange, Nasdaq Inc. powers more than 80 transactional markets around the world. Now, its blockchain technology powers a startup advertising exchange called the New York Interactive Ad Exchange (NYIAX), which plans eventually to create a market where digital media inventory could be bought and sold like stock on... Continue reading »
by James Hercher // March 14th, 2017 //
»
DMEXCO: Google And AppNexus Refuse To Work With Adblock Plus

Google has severed its relationship with ComboTag, the Israeli startup that sourced buyers for Adblock Plus’ recently launched Acceptable Ads Platform. “We were just as surprised as you were and certainly don’t want to be in a business relationship that [supports this],” Google’s SVP of ads and commerce, Sridhar Ramaswamy, told reporters at DMEXCO in... Continue reading »
by Kelly Liyakasa // September 14th, 2016 //
»
How Academia Is Shaping Ad Tech And Platform Business Models

Susan Athey will speak at AdExchanger's PROGRAMMATIC.IO conference in San Francisco on April 14. Academia has a unique role to play in supporting the digital economy, as its members bring a completely different perspective to studying ad auctions. The academic underpinning of ad auctions isn’t new – Hal Varian, Google chief economist and early AdWords designer,... Continue reading »
by James Hercher // April 6th, 2016 //
»
How The Trade Desk Cracked The DSP Market (Hint: It's All About The Agencies)

The Trade Desk has grown faster than probably any other DSP in recent years, as founder and CEO Jeff Green sought to capitalize on what he saw as strategic errors by rivals. “We saw that most of the DSPs had created channel conflicts for themselves,” said Green, a reference to some other DSPs’ media company... Continue reading »
by James Hercher // February 24th, 2016 //
»
Microsoft Gears Up For Programmatic Direct

Once upon a time, Microsoft seemed to be positioning itself as both a publisher, via its network of owned and operated sites, as well as an ad tech provider – sort of like where AOL is today. In 2007, it bought aQuantive for just north of $6 billion, which included major digital marketing players like... Continue reading »
by Ryan Joe // October 9th, 2014 //
»
$25 Million In Cash For Mobile Ad Exchange Smaato

After a $25 million Series E injection, mobile ad exchange Smaato — a play on the word “smart” in Japanese — plans to focus on mobile acquisition and building out the self-service side of its automation platform. Smaato began rolling out its self-serve functionality about a year and a half ago. “Too many players are... Continue reading »
by Allison Schiff // August 5th, 2014 //
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OpenX Takes A Stab At Mobile Native Ads With New Ad Exchange

OpenX Technologies on Wednesday rolled out a mobile native ad exchange called Native O/X. The “native” ad formats include in-stream display, rich media and video ad units that are inserted into an app's content. OpenX's launch partners for the exchange include IconApps, Tagged, Run, Mediasmart and Celtra. Presenting ads in a format that matches the... Continue reading »
by Judith Aquino // February 26th, 2014 //
»
Mobile Key To Future Of Programmatic In Emerging Markets

In emerging markets worldwide, where mobile-first internet users are more common, mobile programmatic has become an interesting space for ad tech companies and advertisers alike. Vserv, a mobile ad exchange working exclusively in emerging markets, launched its mobile RTB platform in December 2013. Dippak Khurana, the co-founder and CEO of Vserv, has been working in... Continue reading »
by Kimberly Maul // February 25th, 2014 //
»
Microsoft Injects More Transparency Into Ad Exchange, Stops Short Of Including Audience Targeting

Microsoft is providing more transparency into the inventory on the Microsoft Advertising Exchange. The inventory on the Exchange was previously sold in a “blind” manner using a masked URL. Ad buyers can now target the inventory by its top-level domain name and sub-domains, the company said Friday. “We want to give customers a clearer view... Continue reading »
by Judith Aquino // February 14th, 2014 //
»
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