CTV

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Don’t Look For Me The FTC isn’t slowing its crackdown on location data brokers. On Thursday, it issued a complaint against InMarket for failing to obtain informed consent from users on its own apps and third-party apps that use InMarket’s SDK before collecting […]

Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tough Cookies Some industry observers (including AdExchanger) have deliberated on The Trade Desk’s apparent withdrawal from – and direct antagonism with – the Chrome Privacy Sandbox. Bill Simmons, TTD’s VP of product, penned a column in December for The Current, which is The […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take Initiative Meet yet another TV ad standards initiative. GroupM announced the Ad Innovation Accelerator on Thursday, which it hopes could lead to more nonstandard streaming ad formats – and technical standards for those formats to make sure they can run on any […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. In Services To Who? Apple’s Services revenue – made up of its subscription businesses and the triple-tithe fee on iOS developer earnings – is at risk in 2024, writes the Financial Times. Apple’s Services biz kept overall growth pumping despite a slowdown in […]

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Primed For Interruption Amazon is finalizing details for Prime Video ads. Commercials come to Prime in the US on January 29, followed by the UK, Germany and Canada in February, Deadline reports. “Prime Video movies and TV shows will include limited advertisements,” reads […]

if programmatic audio keeps chugging along in its growth, it could make up a sizable share of audio in a few years’ time.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Watch Party Advertisers and creators have dinged Netflix in the past for its lack of transparency into streaming ratings. Netflix answered critics this week with a surprise data dump – its first real viewership report. The report, which Netflix will release twice a […]

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers. 

The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.

GroupM and Magna release their global year-end industry growth forecasts, sharing their 2024 outlook for CTV, retail media and the advertising industry overall.

Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.

Pathlabs, which refers to itself as a “media execution partner,” takes care of the mundane tasks and daily minutiae an agency shouldn’t be worrying about, like vetting the tools it’s using or overseeing its DSP or DMP partners.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.

Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media. 

During a quarter when many companies are playing Pin the Blame on the Macroenvironment, DoubleVerify’s Q3 revenue rose 28% to $144 million YOY.

Last quarter, The Trade Desk reported revenue growth of 25% YOY at $493 million and profit up from $16 million in Q3 2022 to $39 million this year. But the good topline results were washed out as investors reacted to The Trade Desk’s pessimistic guidance for Q4.

DSPs and SSPs are being graded by TAG TrustNet on whether they comply with a key transparency initiative: sharing log-file data. Find out who’s passing and who’s failing. Then, we count the ways CTV suppliers are embracing programmatic buying.

CTV contributed $52.5 million to Magnite’s Q3 earnings, actually declining 6% from $56 million at the same time last year. CTV comprised 39% of overall revenue this quarter, compared to 41% for mobile ads and 20% for desktop ads.

Skip4, a new gaming-focused ad agency led by women who proudly wear the “gamer” label, is leaning in to grow the channel’s share of media budgets.

With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.