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»groupm

AdExplainer: Can Contextual Targeting Work On Streaming TV?

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

by Alyssa Boyle // August 8th, 2022 //
»
Industry Reaction To Google’s Third-Party Cookie Delay: ‘Depends How You Feel About Purgatory’

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. This second delay drew “maybe half an eyebrow raise,” said Peter Barry, VP of addressability at PubMatic. The longer runway will give advertisers and publishers more… Continue reading »

by Anthony Vargas // July 29th, 2022 //
»
To Understand Where TV Is Going, Track The NFL; Ad Buyers Grapple With Real Data Emissions

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game-Changer The NFL has a history of media and marketing innovation. If we’re keeping score, it was the first sports league to reach every TV in America, the first to invest in studio-style production and the first to mic players on the field.… Continue reading »

by AdExchanger // July 20th, 2022 //
»
Marketers Shouldn’t Fear The Recession, According To GroupM And Zenith’s Latest Forecasts

Rising inflation, flagging consumer confidence and uncertainty due to ongoing supply-chain issues have economists predicting a recession. But, based on GroupM’s and Zenith’s midyear forecasts of the global ad market, the recession fears may be unfounded. Still, after the record highs of 2021, ad spending will see a deceleration in 2022, due to the return… Continue reading »

by Anthony Vargas // June 13th, 2022 //
»
Q1: PubMatic Chugs Along With Revenue Growth And SPO As A Top Priority

It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up a smidge, about .5%, in after-hours trading. CEO Rajeev Goel attributed the company’s consistent revenue growth to PubMatic’s fully in-house… Continue reading »

by Anthony Vargas // May 10th, 2022 //
»
How Frank’s Redhot Gets Slam-Dunk Viewability Measurement For In-Game Ads

With the in-game ad market heating up, tools for measuring the effectiveness of ad placements in gaming environments are increasingly important. How much attention, for example, did a placement for Frank’s Redhot in a sports video game attract? Recently, McCormick brand Frank’s Redhot placed banner ads inside Basketball Battle, a free-to-play 2D basketball game developed… Continue reading »

by Anthony Vargas // April 15th, 2022 //
»
When TV Manufacturers Do Ads: State Of The CTV Advertising And OEM Union

It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.

by Alyssa Boyle // April 11th, 2022 //
»
Is The Trade Desk Encroaching On SSP Turf With OpenPath?

The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for… Continue reading »

by Anthony Vargas // March 3rd, 2022 //
»
The ongoing Russian invasion of Ukraine is yet another example that content moderation will never be perfect.
Russia’s Invasion Of Ukraine Highlights Big Tech’s Struggle To Moderate Content At Scale

All of the large social platforms have content moderation policies. No belly fat ads, no ads that discriminate based on race, color or sexual orientation, no ads that include claims debunked by third-party fact-checkers – no ads that exploit crises or controversial political issues. No graphic content or glorification of violence, no doxxing, no threats,… Continue reading »

by Allison Schiff // March 1st, 2022 //
»
Criteo is all about agencies now.
Criteo On Why Retail Media’s TAM Means Investors Should Stop Caring About Take Rate

Criteo is all about agencies now. On Wednesday, during its full-year 2021 earnings call, the company announced the start of a three-year global partnership with GroupM to help grow Criteo’s retail media business. Agencies are a conduit to brands that Criteo can introduce to its existing retailer clients, including Walmart, Best Buy, Target, Staples and… Continue reading »

by Allison Schiff // February 10th, 2022 //
»
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