To explain Forrester’s latest creative ad tech wave, we bring on the report’s author, Senior Analyst Nikhil Lai. Then, the untold story of how Prebid.org became an independent industry organization.
The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.
By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.
We should welcome the opportunity to be part of identity’s path forward, now that we’ve released ourselves from the shackles of the cookie, writes Mark McEachran, SVP of product at Yieldmo.
Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
A lot has already been said and cited during the Google ad tech antitrust trial, with more to come. Here are a few of the most notable quotables from the first two weeks.
Two of the EU’s biggest Big Tech antagonists are set to resign; a GAM breakup could usher in post-ad-server programmatic; and how Google kept Prebid separate from the IAB Tech Lab.
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.
