DSP

If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.

To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.

Basis Technologies introduced Unify, a new feature in its DSP that facilitates data access and campaign planning across a brand’s in-house departments and external teams.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

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.

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.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.