IAB

Retracing DPG Media’s journey to disentangle itself from the influence of Google’s ad platform and compete for direct ad budgets.

Adelaide may become the first vendor to receive accreditation for an attention metric. Plus, the IAB is leading a lawsuit against the FTC.

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.

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.

For two days, retail media luminaries gathered to discuss how best to expand the category’s effectiveness (and budgets) for brands and advertisers – without, of course, overlooking how the end goal consumer will react.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

The IAB’s annual advertising outlook has mostly rosy news. Plus, can sludge videos be wielded for good – or, at least, for effective political organizing?

The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.