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Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

Brands are turning to new ad formats for help moving down the funnel with their streaming campaigns to achieve outcomes beyond reach and frequency, said Matt McDonald, Google’s global head of connected TV and streaming. Matt McDonald will be speaking at CTV Connect on March 13-14 in New York.

Roku is making more space for brands on its home screen because it’s a good place to reach viewers with lower-funnel marketing messages.

GroupM’s integration with Google allows its Choreograph campaign planning and insights platform to compile data derived from Google – including signals from Search, YouTube and Google Analytics – in one interface.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take Initiative Meet yet another TV ad standards initiative. GroupM announced the Ad Innovation Accelerator on Thursday, which it hopes could lead to more nonstandard streaming ad formats – and technical standards for those formats to make sure they can run on any […]

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

Talking can produce a lot of hot air – and the time for just talking about sustainability has passed.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.