Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.
The co-founders of a new privacy tech startup called Precise.ai are two names you’ll probably recognize: Adam Helfgott and Jesse Redniss.
If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?
Roku and Comcast-owned FreeWheel expanded their partnership in the name of data interoperability. For starters, Roku is tapping into FreeWheel’s supply-side platform to get a fuller view of its programmers’ inventory.
On Tuesday, data collaboration and clean room platform Optable announced $20 million in Series A funding, with participation from Hearst Ventures, Brightspark Ventures, Desjardins Capital, Deloitte Ventures and asterX.
Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.
The giants of linear TV are fully aware of the power of streaming. Yet it’s difficult for linear budgets to shift to streaming the way things currently stand, writes Anthony Katsur, CEO of the IAB Tech Lab. The industry has a simple goal to pursue: to establish interoperability between legacy linear and connected television, which will streamline ad spend across both channels.
The future of TV is addressable, meaning one-to-one ad targeting to a device, across not just CTV but also linear inventory. Yet still, addressable TV remains a small piece of media buying, which the industry addressed at Paramount’s Addressable Now summit in New York City on Tuesday.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Clean Rooms Get Messy The point of clean room tech is to safeguard user data by limiting access to that data while still allowing it to be queried for analytics or ID matches. But does the proliferation of clean room services – and the […]
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
