first-party data

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Roughly three years ago, dairy and food manufacturer Land O’Lakes tested a customer data platform (CDP) to help with site optimization. People who visited pages about horse management, for example, or how to set up a home chicken coop, were targeted with relevant ads. Land O’Lakes sells farm feed and equipment, not just products you […]

Don’t apologize for having to monetize, according to Lisa Howard, global head of advertising and marketing solutions at The New York Times. “[We’re] unapologetic about ads,” she says. But when it comes to digital advertising, less is more.

Consolidation is a natural and necessary part of a maturing industry’s life cycle. But not all consolidation yields the same outcomes, particularly when it comes to mobile gaming, writes Itai Cohen, head of marketing and corporate strategy at Digital Turbine.

AppLovin is in the process of fully integrating MAX and MoPub, which AppLovin bought from Twitter in October for around $1 billion. Since the acquisition, the number of apps monetizing with MAX, AppLovin’s in-app bidding software is up by more than 60%,, according to CEO Adam Foroughi.

Snap Inc. reported strong growth in its revenue and user base during its Q4 2021 earnings report. Total revenue for 2021 was $4.1 billion, which was good for a 64% year-over-year growth rate, the highest rate of annual revenue growth in company history.

2021 brought unprecedented consolidation across ad tech. But there’s one particularly striking mini trend that’s emerging: Gaming studios are merging with ad tech platforms, writes Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile USA.

The “Big Tent” Backlash The IAB announced last week that advertising and media agencies will now be able to join the industry trade association as members. All the big agencies are already partners out of the gate.  The IAB makes the case that online advertising must span many categories to work effectively, and the industry […]

Samsung Ads is adding to its AVOD toolkit. To provide brands a way to buy media using their own first-party data sets, it set up the Samsung Onboarding Partner Program. Built with data management platform (DMP) partners, the program allows advertisers to plan and activate advanced TV campaigns based on these audience insights. The program is […]