DMP

Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.

Curation is amazing – for SSPs. The question publishers continually ask is, “Is curation good for us?” That’s the wrong question. 

Yahoo’s endorsement could drive further adoption of the IAB Tech Lab’s data transparency labels throughout the programmatic ecosystem after years of inaction.

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.

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.

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

When La Colombe wanted to drive site traffic from new audiences, it turned to video – and predictive AI models.

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.

Most programmatic ad campaigns targeted to Latinos focus narrowly on Spanish-language content. MundoNow and Infinity Partnerships announced a new audience extension initiative to connect advertisers with bilingual US Latinos.

MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.

The DMP is helping BDG target users it couldn’t reach before, in addition to packaging its audiences into more granular intent-based segments.

ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.

When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.

In recent months, the IAB Tech Lab’s seller-defined audiences (SDA) have rapidly emerged as a strong contender for privacy-compliant audience classification. But many publishers still rely on time-consuming, manual processes to assign categories to their content, writes Oleksii Borysov, VP of product at MGID.

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.

The impending Google customer force-shift from Universal Analytics (UA) to Google Analytics 4 (GA4) represents a major change to how advertising ROI will be measured via Google’s services going forward. But publishers that spoke to AdExchanger about their migration plans aren’t feeling the same pressure as with, say, preparation for third-party cookie deprecation, Google’s other major upheaval scheduled for next year.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Deadlines, Give Or Take Google Chrome has updated the timeline for its Privacy Sandbox proposals, its developer test kit for identity and measurement products meant to replace the purposes served by third-party cookies. The deadlines are quarterly benchmarks, not set dates à la GDPR. […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by  Sara Badler, SVP of advertising and partnerships at Dotdash. Digital identity has to remain key to any innovative publisher’s strategy. But as we approach the post-cookie era (even if it happens later than originally planned), […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Kaganovsky, Global Chief Technology Officer, Wavemaker Global As the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive […]

Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, launched a first-party data solution called “In-GeNuity” earlier this month in response to the coming disappearance of third-party cookies. The product matches brands with users based on content preferences – such as  bringing together pizza lovers and a pizza delivery service. “We can […]

Zeta Global filed its S-1 paperwork Monday. Zeta has not yet determined the number of shares it will offer or the price. Zeta – whose offering combines marketing tech, ad tech and data services – reported $368.1 million in 2020 revenue, a 20.3% increase from the year before. Adjusted EBITDA was $39.6 million, up 62.7% […]

In 2016, Heineken USA embarked on a customer data strategy to understand more about its consumers and to help drive brand awareness. Since that time, privacy regulations in Europe, California, Virginia and elsewhere have rolled out, and Apple will soon make IDFA opt-in, likely limiting its use for advertisers. The world’s second-largest beer maker was […]

The end of the third-party cookie won’t happen for nearly a year, but thanks to GDPR, Axel Springer was prepared for the shift: the publisher hasn’t used third-party data in the ad campaigns it sells since the end of 2018. Instead, it’s shored up its technology, working to create scalable first-party data. The German news […]

Food52 is taking the lid off its first-party data platform. The hybrid publisher-retailer concluded it needed to improve ad buyers’ access to its data, said Matt Greenberg, SVP of brand partnerships at Food52.  Advertisers were asking Food52 about its data, so the demand was already there. And publishers are building first-party data solutions left and […]