CTV spending is flattening, performance is plateauing and buyers are hesitant to push budgets further. The reason is not complicated. When buyers cannot see what they are buying, they cannot commit their spend with conviction.
Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.
Viant is on an M&A tear, with two acquisitions – IRIS.TV followed by lockr – in less than six months. Although the rationale behind these deals might be obvious to ad tech insiders, Wall Street investors speak a different language, one that Viant CEO Tim Vanderhook has become fluent in as the leader of a publicly traded company.
What happens if the TikTok ban comes to pass; Netflix’s live sports Hail Mary play; and Channel Factory surfs for buyers.
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.
In today’s newsletter: IAB Europe’s Transparency & Consent Framework operates under threat; DSPs frown upon ID bridging; and Google Ads is getting into marketing mix modeling.
Integral Ad Science (IAS) beat its earnings and revenue estimates for the second quarter despite belt-tightening among advertisers and fallout from the recent TrueView scandal.
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.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The InfoSum Of Its Parts The data onboarding startup InfoSum raised $65 million at a valuation of $300 million, up from a $100 million tag a year ago when the company landed a $15 million investment. Ad tech companies have been capitalizing in investor […]
