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»addressability

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 //
»
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 //
»
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 //
»
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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