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»contextual advertising

Rich Calkins OpenX
First-Party Data Is More Than Just Emails

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Rich Calkins, Director of Product Management, OpenX. For ad tech wonks who spend countless hours in industry working groups, getting deep in the weeds to solve problems is all but required. But when it... Continue reading »
by AdExchanger Guest Columnist // September 17th, 2021 //
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How The Secret Service Tapped An Ad Tech Startup To Drive Recruitment

In October, the United States Secret Service launched a recruitment drive to more than double the number of its special agents and uniformed officers between the ages of 24 and 37. The organization tapped its media agency, Atlanta-based JacobsEye, to run the campaign, which included pre-roll and mid-roll video ads on YouTube as well as... Continue reading »
by Tony Rifilato // July 19th, 2021 //
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Michael Schwalb JW Player
Why Contextual Targeting Is The Most Inclusive Ad Targeting Tactic

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Michael Schwalb, GM of Data and Advertising at JW Player. For the most part, the internet has made advertising more inclusive. Social media brought attention to stereotypes and discrimination in advertising, and in response, brands... Continue reading »
by AdExchanger Guest Columnist // July 14th, 2021 //
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Comic: A Modern Cinderella Story

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem...
by Nate Neal // July 9th, 2021 //
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IAS Goes Public In Bid To Retain Competitive Edge

Ad verification and measurement provider Integral Ad Science went public Wednesday after filing an S-1 with the Securities and Exchange Commission earlier this month. The New York-based company began trading on the Nasdaq at $18 per share – above the initial $15 to $17 price range – raising $270 million through the sale of 15 million... Continue reading »
by Tony Rifilato // June 30th, 2021 //
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Alexander Knudsen
3 Contextual Targeting Myths in a Data-Deprecated World

"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 Alexander Knudsen, VP of solutions engineering at Amobee. As marketers confront a data-deprecated world, contextual targeting is seeing a renaissance. But despite the fact that using content signals as proxies... Continue reading »
by AdExchanger Guest Columnist // June 24th, 2021 //
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Vox Media Extends Its First-Party Data Platform Across Concert

To make it easier for publishers to use its first-party data across a wide network of sites, Vox Media on Tuesday announced a new suite of tools for Concert, its publisher monetization tech, that come from the digital media company’s internal first-party data platform Forte. The new products address brand safety, targeting and optimization. Brands... Continue reading »
by James Hercher // June 8th, 2021 //
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TikTok Intros Shopping And Retargeting Ads; DoubleVerify Seeks $4.2B Valuation

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TikTocking Dollars TikTok wants in on the ecommerce action that has skyrocketed during the COVID-19 pandemic. It's introducing new ad formats designed for purchase conversions on the platform. Business Insider reports that the Chinese video app plans to roll out new tools l that... Continue reading »
by Monica Bhalla // April 14th, 2021 //
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The Crawl, Walk, Run Guide To Contextual Targeting

Contextual targeting online dates back more than a decade. But the technique is having a renaissance as marketers test out strategies that work in a cookie-free world. In contextual targeting, a machine scans page content and places a digital ad relevant to that context. Natural language processing allows contextual tech providers to understand nuances of... Continue reading »
by Sarah Sluis // February 10th, 2021 //
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LiveRamp And Media.Net Combine First-Party Data With Contextual Targeting

Marketers looking for their customers in contextually relevant environments will be able to do so via a new partnership between Media.net and LiveRamp. Media.net is connecting its contextually-focused exchange to LiveRamp’s Authenticated Traffic Solution. The combo enables private marketplace buys that have been curated to include both a marketer’s own customers and the contexts they... Continue reading »
by Sarah Sluis // February 10th, 2021 //
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