contextual advertising

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

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 […]

“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 […]

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 […]

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 […]

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 […]

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 […]

You didn’t think 2020 would end without at least one more Unified ID 2.0 announcement, did you? IRIS.TV, a video data platform with its own contextual video marketplace, is joining the Unified ID 2.0 initiative, the company said on Wednesday. UID 2.0 is an open source identifier based on email addresses that’s part of the […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. The slow progress toward a solution to the cookie problem is partly due to “too many cooks in the kitchen,” says Hugo Loriot, a partner at You & Mr Jones-owned data agency fifty-five. “There are too many stakeholders […]

And that’s a wrap. Thanks to everyone who attended AdExchanger’s Programmatic IO digital conference this month. Over six days in October, more than 45 speakers took to the virtual stage (ahem, their sofas and kitchen tables) to drop knowledge bombs, including deep dives on the future of identity in addressable advertising. Here’s your rundown. Focus […]