audience extension

The OAAA’s new content taxonomy introduces new subcategories that OOH media owners can use to classify their inventory in OpenRTB bid requests.

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.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

In today’s newsletter: How the Amazon-TripleLift deal illustrates retail media’s need for standardization; legacy publishing brands persist as investors extract value from their name recognition; and mortgage lenders get caught sharing data with Meta.

BuzzFeed took another lap around its AI-related talking points as its advertising business took another lap around the drain.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

YouTube is very much in the hot seat. However, let’s zoom out and consider all of the different media companies and platforms that are doling out “grab bags” of video inventory.

How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.

After signing up 150 publishers for its self-service DSP, Centro officially launched the platform Thursday. The publishers managing reach extension internally come from opposite ends of the spectrum: McClatchy, a local media company with roots in more than two dozen markets, and PureWow, a small, national lifestyle publisher. They’ve come to the same decision. “It’s increasingly […]

Do open auctions have a future? It depends which publisher you ask. According to executives from Meredith, Yahoo and AOL, who spoke at the Programmatic I/O Conference on Wednesday, change is coming. “It won’t live on” in its current form, said Meredith’s VP of programmatic sales and strategy, Chip Schenck. “Because it’s used and thought […]

If your local advertisers have an advertising budget to spend but nowhere to spend it, why not do it for them? That’s part of the logic behind reach extension, a tactic that’s long been popular with media companies like newspapers that get much of their budget from local businesses too small to warrant hiring an […]

The Local Media Consortium, a 55-member-strong organization of local media startups, newspapers and local television news websites, signed a three-year contract with Yahoo on Tuesday enabling reach extension through the Yahoo platform. Members will also be able to take advantage of Yahoo’s targeting capabilities on behalf of their advertising clients. “If you take a local dry cleaning […]