CTV

By guest artist Lila Ash A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Connected TV may be online advertising’s go-to golden child – but buyers beware. CTV buys can be risky, says Chris Kane, founder of Jounce Media.

Where does ad tech see future growth? And where do expanding areas like retail media, privacy tech and connected TV need a reality check? Listen in to hear both cases as the editorial team recaps the Programmatic IO conference.

As broadcasters do their best razzle dazzle routines at the upfronts, streamers and MVPDs alike, including Roku and DirecTV, are busy building programmatic ad tech stacks.

Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).

Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?

In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.

Historically, AppLovin made most of its revenue from its portfolio of apps. Now the company appears to be nearly finished with the bloodletting necessary to transform itself into a primarily software-focused business.

CEO Jeff Green pushed back against the idea that DSPs are increasingly competing with SSPs and vice versa, saying it was a fabrication of the trade press.

On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.

PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.

Cadent will integrate EMX’s SSP tech into its TV buying and selling platform. Some EMX employees who worked on the SSP will be hired by Cadent as part of the deal.

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.

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Black And Blue Twitter has removed blue checkmarks from legacy verified accounts as promised, as in accounts that don’t subscribe to the new $8-per-month Twitter Blue program. The rollout has, of course, been a botched job.  Some celeb accounts, including Lebron James, Stephen […]

A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.

One-third of Publicis Group’s revenue comes from its data and tech business, which includes Epsilon and Publicis Sapient. Maintaining a differentiated revenue mix is one reason why Publicis is growing faster than the global economy, particularly since the pandemic, chairman and CEO Arthur Sadoun told investors on Thursday.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Missing Link Instagram now lets users link to multiple external sites from their bio page.  Sounds minor, but it’s a concession creators have begged for from virtually every social platform for years. In fact, TechCrunch reports, Instagram is only loosening the policy […]

Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Aim At The Heart, Hit The Stomach When New York added digital screens to subway cars, Seamless and other food delivery services were natural advertisers, often showcasing food-related content or recipes. But those were actual recipes. The new digital out-of-home subway trend is […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tightening The Net Netflix’s 15- or 30-second ads between TV-quality content is what CTV advertisers want from streaming media.  Peter Naylor, Netflix’s first-ever ad sales leader, touted differentiators in its pitch to ad buyers.  For one, some broadcasters mix streaming and linear, Naylor […]

Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. General Admission Dollar General is one of many retail chains to launch an ad platform business. And the Dollar General Media Network (DGMN), as it’s known, just added a new partner last week: Meta. The Meta ad platform can now attribute sales to […]

Given industrywide pushback, the IAB Tech Lab has amended its previous update to its guidelines for in-stream and out-stream video.

The corporate drama continues at LG Ads. Alphonso’s founders – including several who were unceremoniously booted from the company in December –  along with a group of minority shareholders are suing South Korean electronics manufacturer LG and Zenith, its US R&D subsidiary, over alleged board malfeasance. LG acquired TV data measurement provider Alphonso in January […]

Sebastian Tomich, The Athletic’s chief commercial officer and a longtime fixture in the Times’ ad tech division, believes the Times can use its blueprint for building a publishing business on The Athletic. And he’s also betting that advertising is an easier sell for sports fans than news readers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Palm Readers Panera is an early adopter of a palm-scanning biometric data collection product created by Amazon that allows customers to “sign in” with their palms. Doing so links their purchases to Panera’s loyalty program so they can collect rewards. Privacy advocates have […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Snapped For Cash  Snap is beta testing an ad revenue-sharing program with creators, Insider reports. Since competing creator programs on social media platforms have been falling flat, Snap’s got a fresh influx of influencer demand on its hands. For example, creators complain that […]

Ask most industry experts about the advantage of advertising on streaming platforms, and chances are they will tell you “better targeting.” It’s true that streaming TV offers much better targeting than traditional linear. The only problem is that most major TV advertisers don’t want better targeting; they want massive reach and frequency – and an effective […]

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.