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»addressability

AdExplainer: Defining (And Refining) The Meaning Of Cookieless

The word “cookieless” crops up in virtually every conversation about the future of online identity. But what exactly do people mean when they say “cookieless”? Although the definition seems simple enough – the absence of cookies – it lacks the nuance to encompass the true complexity of signal loss. It’s also a misnomer. Defining terms… Continue reading »
by Allison Schiff // May 25th, 2022 //
»
Can AVOD Catch Up To The Hype?; Ecommerce Is Priceless – No, Seriously

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hope And Pr-AVOD Ad-supported video on demand (AVOD) is commanding a lot of interest right now. Practically every ad tech company is banking on CTV to outgrow web display.  After all, the thinking goes, consumers can’t just keep shelling out for more and more… Continue reading »
by AdExchanger // March 1st, 2022 //
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Anthony Katsur, CEO, IAB Tech Lab
Wishful Thinking, Meet Pragmatic Planning: A Portfolio Approach To Addressability

“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 Anthony Katsur, CEO of the IAB Tech Lab. Is anyone tired of articles claiming to know the key to the post third-party cookie future? Is it first-party data? Contextual? Is… Continue reading »
by AdExchanger Guest Columnist // January 11th, 2022 //
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Project Rearc One Year In: IAB Tech Lab Proposes Specs For Accountability And Addressability

While Google is busy dismantling how the open web functions, the ad industry is busy trying to re-architect it. The IAB Tech Lab released several technical specifications for review on Tuesday in support of Project Rearc. The industry initiative began last year by developing a framework for online targeting without reliance on third-party cookies, including… Continue reading »
by Allison Schiff // March 9th, 2021 //
»
Nielsen Updates Its TV Currency To Measure Addressable Ads

Addressable TV advertising promises to deliver unique ads on a household-by-household or even individualized basis. The problem, however, is that the Nielsen ratings currency off which linear TV is transacted, isn’t designed to accommodate all that variability. And not being able to use the Nielsen rating on addressable ads keeps a lot of advertisers from… Continue reading »
by Ryan Joe // November 10th, 2020 //
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Is Linear Ad Replacement Finally Here? SpotX Bolsters Its Addressable TV Chops

The video ad server and SSP SpotX boosted its addressable TV capabilities Tuesday by upgrading its platform, which can now replace linear ads on smart TVs in real time. This function can be enabled by content owners working through Project OAR, an open standard led by TV manufacturer VIZIO and whose founding members include AMC… Continue reading »
by Ryan Joe // September 23rd, 2020 //
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Teamwork makes the dream work at the IAB Tech Lab’s Project Rearc. But where are Google and Apple?
IAB Tech Lab’s Project Rearc Chugs Along On Open Standards, But The Browser Makers Are Wildcards

Teamwork makes the dream work at the IAB Tech Lab’s Project Rearc. But where are Google and Apple? Sixteen ad tech companies and agencies pledged their support for Rearc on Tuesday, including GroupM, GumGum, Index Exchange, LiveRamp, MediaMath, Neustar, OpenX, Oracle Data Cloud, The Trade Desk and Xandr. The purpose of Project Rearc, which the… Continue reading »
by Allison Schiff // September 15th, 2020 //
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Why New Buyers Must Understand The Nuances In Advanced TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris LaHaise, director of TV solutions at dataxu. LUMA Partners CEO Terry Kawaja recently named advanced TV as the thing he was most bullish about in the coming year. “I am most excited about… Continue reading »
by AdExchanger // November 12th, 2018 //
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