CPM

It’s official: ChatGPT has launched ads and the test will expand in the coming weeks. But don’t ask the LLM for details, unless you’re looking for misinformation.

Advertisers are still figuring out what value ChatGPT’s ads may offer. Are LLMs the next frontier for search, or a new channel entirely?

What’s behind the drop in CTV CPMS; the UK CMA sets its antitrust sights on Google Search; and gen AI job cuts decimate another marketing department.

We’re seeing the worst possible outcomes with the CPM-based buying approach. And Google’s recent decision to hang on to cookies indefinitely risks perpetuating the worst parts of the digital ad business.

Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.

Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.

Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

In today’s newsletter: could an open-source website template fix programmatic advertising?; The Trade Desk’s new tool for targeting only the top 500 sites; and some of Apple and Microsoft’s services won’t fall under DMA regulation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Commerce Copycats The Wild Man Drinking Company (which makes a novelty item called the Krak’in used for shotgunning beers) filed a patent-infringement lawsuit against Temu last week (H/t @Sean Frank, CEO of the wallet brand Ridge). Why’s that interesting?   Temu frames itself as […]

Raptive and others aren’t convinced that the insights gleaned from Chrome’s current state, with some 30 million users sans cookies, will reflect the final state of targeted advertising on the web.

Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. UGC Meets AI-GC, And It’s Awkward In September, Google announced what it calls a “helpful content update” – aka a search algorithm change to favor sites with superior user experiences.  One part of the update was that Google will target AI-generated content, particularly […]

First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Making An Impression Starting early next year, Google AdSense publishers will see their payouts switch from a per click metric to per impression, the first change to its revenue sharing model in 20 years.  Paying per impression is the industry standard for how […]

By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.

To get more revenue out of Prebid, LADbible is testing a new automated optimization feature for Magnite’s Demand Manager.

Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.  

AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.

AI has many business applications, from automating manual processes and monitoring data in real time to targeting customers more accurately. And industry players are increasingly using AI in their day-to-day work.

You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results, writes Elise Stieferman, director of marketing and business strategy at Coegi.

With the looming threat of privacy crackdowns across the globe – and big platform changes coming – contextual advertising is starting to look pretty good again. And not just on the open web – on TV, too. On Wednesday, Precise TV, a kid-safe contextual advertising platform for YouTube, announced a partnership with video data platform […]

An IAB report on COVID-19’s impact on ad pricing, released Thursday, found that the impact of sell-side CPM declines vary across media channels and supply sources. On the buy side, advertisers might have paused spend, but it’s not totally turned off, and large companies developing contactless ways of doing business should inspire some optimism within […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rotem Shaul, CEO at Primis. Since the coronavirus pandemic started, the online advertising ecosystem has experienced two major trends: higher traffic and lower budgets. More supply and less demand has forced many publishers to […]