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»IAB Tech Lab

Anthony Katsur, CEO, IAB Tech Lab
Wishful Thinking, Meet Pragmatic Planning: A Portfolio Approach To Addressability

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Anthony Katsur, CEO of the IAB Tech Lab. Is anyone tired of articles claiming to know the key to the post third-party cookie future? Is it first-party data? Contextual? Is... Continue reading »
by AdExchanger Guest Columnist // January 11th, 2022 //
»
Why The IAB Tech Lab Still Hasn’t Taken On The Administrator Role For Unified ID 2.0

Nothing in ad tech is ever easy. Despite previously signaling interest in serving as an administrator for Unified ID 2.0 earlier this year, the IAB Tech Lab is still on the fence about taking on this role for the open-source initiative to replace third-party cookies with email-based IDs. During a Tech Lab board meeting last... Continue reading »
by Allison Schiff // December 16th, 2021 //
»
John Sabella, CTO, PubMatic
Google Can Save “FLoC2” By Working With The IAB

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by John Sabella, CTO at PubMatic. With international scrutiny and stories about opaque pricing, Google could use some positive PR. Federated Learning of Cohorts 2.0 (what I’m dubbing FLoC2) presents a unique opportunity for Google to prove... Continue reading »
by AdExchanger Guest Columnist // November 10th, 2021 //
»
App-Based Businesses Juggle Ad Platform Perils; IAB Tech Lab’s Latest Standard

Platform Peril Seemingly every grocery chain now has a programmatic platform, not to mention Lowe’s, Home Depot, Instacart, GoPuff and buy-now-pay-later companies like Afterpay and Klarna, to be joined soon by Uber, perhaps Shopify and who knows who else. Many of these companies – the BNPLs and all the mobile app-based businesses – got into... Continue reading »
by AdExchanger // October 14th, 2021 //
»
The Dirty Little Secret About Media’s Digital Supply Chain (And What You Can Do About It)

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Lior Shvo, Managing Director at Sellers.guide. It’s not rocket science: Advertisers want to reach the right audience, at the right time, at the right price. Here’s the thing, though: Doing that is waaaay too... Continue reading »
by AdExchanger Guest Columnist // October 8th, 2021 //
»
Why The Open Marketplace Will Provide Value To Both Buy & Sell Sides In CTV

"On TV & Video" is a column exploring opportunities and challenges in advanced TV and video.  Today's column is by Paul Gubbins, VP, CTV Strategy, Publica. While definitions of what actually constitutes a connected TV (CTV) impression are still being widely debated, brand safety companies discover new cases of fraud in streaming on a regular... Continue reading »
by AdExchanger Guest Columnist // October 4th, 2021 //
»
Macy's Sues Landlord Over Amazon Billboard; YouTube Bans Anti-Vaxxers

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The OOH F.U. ROI Macy’s is suing its landlord, the Kaufman Organization, to prevent the building owner from placing an Amazon billboard above the department chain’s flagship Herald Square location in New York City. Macy’s has had its own brand on the billboard for... Continue reading »
by AdExchanger // September 30th, 2021 //
»
Wall Street Bullish On ViacomCBS’s Streaming Ambitions; New CEO Gives IAB Tech Lab A Push

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Swimming Up-Stream Wall Street is coming around to streaming revenue as a long-term priority. Or, rather, as a source of heavy immediate investment. ViacomCBS has done well enough out of the gate with its Paramount+ streaming service to inspire Wells Fargo to “move from... Continue reading »
by AdExchanger // September 23rd, 2021 //
»
IAB Tech Lab Rolling Out Two New Measurement Tools For CTV

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The words we use matter. Last month, for example, the Media Rating Council recategorized the term “over-the-top” as “connected TV,” which is what most people in the industry mean when they refer to streaming. The distinction is important, because it helps buyers... Continue reading »
by Tony Rifilato // September 16th, 2021 //
»
MMI Says It Uncovered CTV Fraud Costing Advertisers $20 Million Per Month

Ad measurement and verification company Method Media Intelligence uncovered a connected TV fraud scheme that it says rakes in $10 million a month in ad revenue. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI)... Continue reading »
by Tony Rifilato // August 27th, 2021 //
»
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