CTV

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.

In her last week at AdExchanger, Senior Editor Alyssa Boyle reflects on three years of change, and stasis, in the CTV space. Then, how Ozempic is changing the marketing world.

Making TripleLift stand out among the pack is one of Helmreich’s top priorities, as is ensuring supply chain health. And, he said, the company has no plans to shy away from its commitment to diversity, equity and inclusion.

US judge rules generative AI has no fair use claim; Snap sets its sights on SMBs; MMM comes to CTV; and Disney introduces ads in live TV, even for paid users.

The Google Chrome team is getting closer to deciding on its cookie consent mechanism. And  Paramount resolves its four-month standoff with Nielsen, as the mechanics behind currency change forever.

Criteo’s Brian Gleason shared how it is working with agencies to capitalize on curation and measurement opportunities in retail media and CTV.

The IAB predicts what privacy laws might be passed by the new congress; AI-generated newsletters are competing with local news; and the IAB Tech Lab ramps up production of new OpenRTB specs.

Jeff Green, CEO of The Trade Desk, calls it like he sees it. And he doesn’t see a future for Google monetizing the open internet via its SSP and ad server business.

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.

Tom Pachys, Co-founder and CEO of EX.CO, discusses the company’s new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.

Starting on February 16, Google said it will no longer prohibit fingerprinting for companies that use its advertising products. Oh, how times have changed.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

The advertising industry is abuzz with the potential of shoppable television. But the concept of buying something directly from your television isn’t new; it began back in the ’80s with channels like QVC and HSN.

Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term.

IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.

Threads will introduce ads to capitalize on users fleeing X; Perplexity tests ads and sponsored queries; and Amazon pulls the plug on Freevee.

The deal is a “platform investment,” in which Inverness Graham sees Alliant as a foundation to build on, potentially through further acquisitions.

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

Trump won the 2024 election. To recap why Trump won, and how paid media played a role (and didn’t) in his victory, we bring on guest Jordan Lieberman, CEO of Power Interactive. The programmatic buying company handled more than 1,000 digital campaigns across the political spectrum this election cycle.

To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.

The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.

With the growing number of social media users paying for a premium and often ad-free service, how can marketers engage these audiences?

A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.

Airbnb gets one step closer to launching a retail media biz; Google shakes up its ad tech executive team; and streamers struggle to balance ad and subscriber revenues.