Given the spate of recent cybersecurity incidents that exploited ad tech, and the unreliability of the industry’s own vendor lists, ad tech needs to evolve before we can blame Apple.
By all means, measure outcomes. Optimize toward sales. Make television more accountable. But if the product is basically a pixel, an attribution window and a CPA column, that doesn’t mean we’ve transformed TV into Google.
When a data or measurement provider is acquired by a company that sells media technology, talk of neutrality is cheap. The best way to reassure marketers is to make the measurement tech widely available.
The ad industry added two new alternative IDs this week; Sony and Microsoft file patents that hint at new gaming ad ambitions; and OpenAI says its cookies are for analytics, not targeting.
Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.
McGrath left Prebid in June following five years as board chairman after stepping down as SVP of product management at Magnite. But now, overseeing Prebid will be his full-time job.
Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
Instead of relying on rigid audience segments, modern systems can interpret a real-world moment in real time, combining layers of information to better predict what someone might actually care about right now.
Email targeting in CTV has a credibility problem as buyers and sellers question whether one-to-one identity even fits a channel built for broader reach.
TTD confirmed that this CTV publisher’s errors would have made its UID2s useless for ad targeting. But TTD also said it wouldn’t have had enough information to flag the issue.
The Trade Desk overhauls ID partner payments; investors downplay their software holdings; and Kalshi’s “we don’t do death markets” campaign may be backfiring.
An upcoming paper from CIMM doesn’t just demonstrate that differences in media quality can be measured. It also argues that tying media value to short-term outcomes has perpetuated longstanding industry challenges.
Alliant will integrate AnalyticsIQ’s audience modeling platform, which is based on user surveys and studies of health, wellness and cognitive psychology.
Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?
Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.
OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.
Political advertisers, by necessity, have built precise, privacy-conscious targeting strategies that work without relying exclusively on third-party data like cookies.
After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.
Many in the industry see Google’s fingerprinting reversal as an irresponsible move due to privacy concerns, particularly in regions with strict data regulations.
To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.
2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.
A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.
To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.
Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.
Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.
The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
In today’s newsletter: Amazon’s argument that advertisers should trust optimization algorithms over alternative IDs; Japan passes an app store antitrust law targeting Apple and Google; and Google Ads ends support for credit card payments.
Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
