While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.
Why streaming TV might adopt the cloud-usage model for content; MAGNA projects strongest ad market in two decades; and “go woke, go broke” gets proven wrong, again.
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.
In today’s newsletter: Google Demand Gen is the industry’s latest over-attribution controversy; data from third-party brokers might not be worth it; and The Trade Desk launches a CTV operating system.
In today’s newsletter: Amazon stands out among Upfronts CTV rookies; Google reveals how much revenue its ad tech divisions make; and women hold more marketing leadership positions than men, but churn is worse for women.
With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
Remember back when Netflix was anti-advertising? Plus, CTV is still struggling with low programmatic fill rates.
Ecommerce tech has had a rough couple of years. Plus, VP Kamala Harris’ presidential campaign will spend $370 million on ads.
In today’s newsletter: Digital twins are marketers’ cool new AI tool; Netflix pulls a Prime Video and defaults lapsed subscribers to the ad-supported tier; and California compromises with Big Tech on two journalism bills.
The partnership makes MFA-blocking tools more accessible to mid-size buyers. Plus, AdLib can block MFA regardless of whether a DSP is willing to proactively filter it.
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.
The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.
Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.
In today’s newsletter: Netflix drops its ad prices to slightly less outrageous levels; X sues GARM, alleging it led an ad boycott for ideological reasons, not brand safety concerns; and how TV manufacturers have laid the groundwork to take ad dollars from streamers and cable.
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform.
Business outcomes are now the most important KPI for determining success with digital video, according to the IAB’s annual report.
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.
In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.
The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.
The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.
Pandora can match the email addresses of its logged-in users to UID2 tokens, which can then be passed through AdsWizz, The Trade Desk and other ad platforms that integrate with UID2.
In today’s newsletter: What the surge in political ad spend on CTV looks like for the end user; Mars Wrigley tries to make gum stick online; and Google neglects Fitbit after mining it for data.
How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.
Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.
In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
