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Integral Ad Science (IAS) is withstanding the macroeconomic headwinds by homing in on video ad measurement.

It ain’t easy being a broadcaster these days. Or a TV tech company. TV budgets are getting cut, the streaming wars are raging, and the axe of supply-path optimization is hovering.

Notice and choice just got dragged at a House subcommittee hearing on privacy. Rep. Frank Pallone called it “coercive.”

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.

The German skin care company Beiersdorf, whose brands include Nivea and Eucerin, is using AI to test different elements of a brand’s creative assets to improve media performance.

It’s not hard to understand why Meta is prioritizing ecommerce advertising with Advantage+ Shopping campaigns, Shops and Checkout on Facebook and Instagram. Meta must reignite its overall advertising business.

Publishers, such as The Arena Group, are now partnering directly with brand safety solution providers to lower their block rates for direct-sold inventory.

American City Business Journals earns about 90% of its revenue from direct sales. So it is looking to invest in technology that can streamline its direct business as much as possible.

In its Q4 earnings report Tuesday, PubMatic highlighted how SSP consolidation is an opportunity for the company to pursue its goal of capturing a fifth of the SSP market.

Virginia is for lovers – and privacy lawyers. Although California has attracted most of the attention as the first US state to pass and enact comprehensive data privacy legislation, other states, including Virginia, have been swiftly following suit with regulations of their own.

Vizio reported flat revenue growth for Q4. And it’s banking on its ads business – and the viewing data behind it – to help turn things around.

Generative AI is the talk of the town. At creative and media agencies, everyone from designers to copywriters to marketing leaders are giving generative AI programs like ChatGPT and DALL-E a try.

“This year is going to be a big one for the ad tech industry from a privacy perspective,” says Joe Jones, director of research and insights at the International Association of Privacy Professionals.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trade Desk Trade-Offs The investment bank Needham has both the bullish and bearish takes on The Trade Desk after the DSP reported earnings this month. And there is a compelling case in both directions.

Typeface, an enterprise-focused generative AI company, launched on Monday. Generative AI is a buzzy topic right now. But large B2B and B2C companies are struggling to figure out how to adopt the technology in their day-to-day business and workflows, said Abhay Parasnis, CEO and founder of Typeface and Adobe’s former chief technology and product officer.

The data clean room category can be split into walled garden giants – Google, Amazon and Meta – and independent operators, such as Habu, InfoSum and Optable. But that simple distinction misses an important player in the clean room market: Snowflake.

Companies are relying on AI to help them treat their current and prospective employees more like their customers. Despite layoffs in some sectors, there is still a labor shortage, and employers continue to feel the aftershocks of the pandemic and the Great Resignation.

Innovid confirmed plans to lay off 10% of its global staff this year. But considering the external pressures, the numbers it reported for Q4 could’ve been worse.

Warner Bros. and Discovery insist their marriage is working. Although they’ve had to go through a little, shall we say, counseling.

The TV term du jour is supply-path optimization. And SSPs in particular are under intense pressure to carve out competitive edges.

The ad agency holding company WPP is on the up and up and remains confident in its clients’ continued investment in marketing projects despite a challenging macroeconomic environment. WPP is “well positioned to deliver sustainable, long-term growth” after seeing broad-based growth in 2022, said CEO Mark Read during the company’s earnings report on Thursday.

The retail media boom isn’t just for Amazon and brick-and-mortar chains. Online marketplaces are also investing heavily in ad platform businesses, albeit for different reasons. Etsy and eBay, two of the most prominent non-Amazon online marketplaces, both reported 2022 year-end earnings on Wednesday – and both framed advertising as a fast-growing revenue pillar with important implications […]

The supply-path optimization trend is catching on with video publishers, including the AVOD platform Future Today.

Supply-side platforms are under intense pressure to prove unique value or hit the chopping block. And Magnite is using connected TV as its competitive edge.

This week, we dive into Shopify, and its potential as a uniquely positioned purchase data supplier to the advertising industry with a product called Shopify Audiences.

Advertisers need to do their due diligence on potential clean room partners before working together, including (and especially) finding out how secure the platform is.

TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.

There was hot ad tech legal drama in the Gem State this week.

A judge in Idaho intends to rule that the Federal Trade Commission’s case against Kochava can proceed. But the FTC may have to make some changes to its complaint before moving forward.

Walmart had a mixed day with investors following its earnings call. But the Walmart Connect advertising business was a bright spot, with growth of 30% YoY to $.7 billion in 2022.

Emily Essner, CMO of Saks explains why Saks Fifth Avenue made an unusual move to split its ecommerce business and physical stores into two separate companies.