CPMs

The Trade Desk is getting agentic; OpenAI pivots its ads business; and the line between SSPs and DSPs keeps on blurring.

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

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

A Google breakup could lead to a more fragmented market, with multiple smaller entities competing for ad space. This will almost certainly result in increased competition and higher ad rates for publishers.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

Bonbon, which officially launched on Monday – wants to reward people for their signups. The company, co-founded by two ad tech vets in July 2022, has a cross-site, single-sign-on service for the 30 publishers in its network.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The New Creative Controls Does “alt_copy_copy2_brand_red_hold” mean anything to you? That’s the way most creative units and product ads are titled, and any associated metadata would likely be the brand’s name and the banner ad size. Meh. But a generative AI bot could […]

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

On Thursday, iSpot.tv announced its acquisition of Tunity, an app that helps users watch TVs in public spaces, to add out-of-home screens to its TV data set. Out-of-home represents a substantial missing piece from cross-screen TV measurement, but it’s a challenge to measure OOH viewers the same way you measure screens in living rooms.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hope And Pr-AVOD Ad-supported video on demand (AVOD) is commanding a lot of interest right now. Practically every ad tech company is banking on CTV to outgrow web display.  After all, the thinking goes, consumers can’t just keep shelling out for more and more […]

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms. While the TV industry’s trust in Nielsen as a measurement system is at a low right […]

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Pam Zucker, SVP and head of marketing at Amobee.  In a recent interview, IAB CEO David Cohen challenged advertisers “to rethink how they buy television.” He highlighted the dramatic change in consumption since the onset […]

Historically, many industries and verticals have tended to overrepresent white men. Finance is one of them. Voya Financial, an investment company that helps its clients prep for retirement, is trying to bridge that gap by making the messaging in its ads more inclusive. On January 13, Voya launched two new commercials, both in thirty-second and […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Game Amazon CEO Andy Jessy (Jeff who?) issued a bold statement at the GeekWire Summit in Seattle this week. “In the case of games, we have a belief that that could end up being the largest category in entertainment over a long period […]

“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 Brian Bowman, CEO and founder of Consumer Acquisition. Apple killed the IDFA and Armageddon was upon us – or so we thought. IOS 14.5 was a landmark update that included Apple’s […]

It’s no surprise that premium video — commercially produced, long-form episodic video — commands much higher premiums than standard digital video, but recent research from Standard Media Index (SMI) showed just how much. SMI found that average premium video CPMs were nearly two times higher at 192% of the total digital video market, and accounted […]

This time last year, Facebook CPMs were a bargain. Well, they’re back to where they were and then some. The cost of Facebook advertising is up overall by 30% compared with mid-March 2020, according to data from digital agency Aisle Rocket. Rain the Growth Agency, a DTC-focused performance shop, is seeing Facebook CPMs of between […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. White Hot The Merchant Banking Division of Goldman Sachs is leading a deal to buy bot detection and anti-fraud company White Ops, Business Insider scoops. Goldman is being joined in the deal by VC firm ClearSky Security and investment firm NightDragon. The trio will […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Snap Is Back It’s been a loooong, dark year for publishers, but there has been at least one bright spot: Snapchat. Digiday reports that publishers are netting higher revenue for their Discover content within Snapchat, both year over year as well as quarter over […]

Too bad there isn’t a Black Friday deal on Facebook inventory – because it’s getting pricey. Following a massive 38% spike in CPMs on Facebook between September and the week before the election, prices dipped back to more normal levels during the first week in November before climbing back up again, according to digital agency […]

What goes down must go up. Now that the economy is slowly beginning to reopen, Facebook CPMs have bounced back and then some after dropping precipitously in March due to the pandemic. When COVID-19 hit, CPMs on Facebook dipped by as much as 50% in some cases, according to eMarketer. CPMs on social platforms were […]

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 […]

App publishers expect their inventory to fetch a pretty penny during the holiday season as marketers furiously funnel their remaining budget into hardcore user-acquisition efforts. “There’s an enormous amount of volatility during Q4, more than anything because of a desire to get up the charts,” said James Peng, head of mobile and social acquisition at […]

The industry appears to be inching slowly but surely toward advertising metrics and pricing models that better reflect reality. Twitter, for example, recently nixed timeline views – the number of times users refresh their feed – as a measure of engagement on its platform. Peter Stabler, senior analyst at Wells Fargo Securities, commended the decision […]

Facebook’s declining organic reach has plagued small- and medium-sized businesses (SMBs) since it tweaked its algorithm about eight months ago. A study by analytics platform SumAll, released in October, highlights exactly what that fallout looks like for smaller advertisers on Facebook. Because Facebook’s algorithm change reduces the reach of Facebook posts, it has made it […]

In the fight for more transparency in the online advertising world, new data released last week shows how advertisers still do not always know the ins and outs of online display advertising. According to SQAD, a media cost forecasting company, advertisers still understand television advertising more than they do online display ads. At the 2013 […]