Garrett McGrath

McGrath left Prebid in June following five years as board chairman after stepping down as SVP of product management at Magnite. But now, overseeing Prebid will be his full-time job.

TTD confirmed that this CTV publisher’s errors would have made its UID2s useless for ad targeting. But TTD also said it wouldn’t have had enough information to flag the issue.

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

Prebid changes its mind on universal TIDs; streaming media takes advantage of live events; and short-form video clips are (still) all the rage.

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

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rules Of The Game In September 2021, Google Ads switched from last-click attribution as its default measurement mode to “data-driven attribution.” The latter is Google’s term for modeled attribution without preset rules, like that a brand’s first ad exposure or the last click […]

Prebid has decided not to serve as public operator for Unified ID 2.0, a decision it made quietly last year. Meanwhile, The Trade Desk is prioritizing private operators as the way forward for UID2.

There’s an industry-wide scramble to replace third-party cookies – but it’s unreasonable to expect that just one solution will become a silver bullet, writes Garrett McGrath, SVP of product at Magnite. Solving for identity will require a range of solutions and more involvement on the sell side.