CPMs Are The Wrong Metrics To Prioritize In CTV Advertising
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
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 […]