deal IDs

Future’s new Helix ad optimization solution adds AI-powered data science and predictive modeling to its in-house audience platform.

The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

The Trade Desk currently has no concrete plans to deprecate its legacy Solimar user interface in order to push adoption of its new UI, Kokai.

Over the past few years, sell-side curation has gained popularity as a way for advertisers to target high-quality publishers. Companies like OpenX are expanding their toolkits to support advertisers as well as publishers.

AGI is Meta’s latest pipe dream; the Nerds Gummy Clusters blueprint for ROAS; and how the gen AI vibe shift could pave the way for “vibe targeting.”

For The Trade Desk, about 90% of campaigns using structured deal IDs via private marketplaces don’t scale at all. Fixing this frustrating deal ID failure rate was the impetus for a new product called Deal Desk.

Classify is entering a crowded space of AI-powered contextual curation offerings. But the company is already teasing some high-profile integrations thanks to its network of well-connected advisors.

PubMatic’s new AI curation features are helping it forge closer relationships with ad agencies like GroupM that are ramping up their use of AI.

A new storyline is emerging around curation, one in which publishers feel they’ve lost out to middlemen on yet another opportunity to monetize their audiences.

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

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.

Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

Curation is the new hot topic, but it’s just another incarnation of bundling. Plus, Google is playing the long game with its US-based antitrust trials.

Chrome Privacy Sandbox adds support for deal IDs and extends Protected Audiences’ lifespan to 90 days; Google’s ad tech antitrust trial could open YouTube to DSPs other than DV360; and former Kubient CEO charged in accounting fraud scheme.

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

Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.

Television has long been one of the most transparent advertising channels. Likewise, programmatic advertising has always offered buyers incredible detail about the audience and context of their ads. Now, advertisers are rightfully frustrated that they have so little transparency into where their ads run when buying television programmatically.

PubMatic unveiled a product Tuesday called Audience Encore, designed to let ad buyers use a publisher’s first-party data across the entire PubMatic exchange. PubMatic Audience Encore lets publishers set up a private marketplace (deal ID) with buyers that includes their audience data. Buyers can then target the audience segment both on that publisher’s site and […]