Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.
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 […]
You didn’t think 2020 would end without at least one more Unified ID 2.0 announcement, did you? IRIS.TV, a video data platform with its own contextual video marketplace, is joining the Unified ID 2.0 initiative, the company said on Wednesday. UID 2.0 is an open source identifier based on email addresses that’s part of the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Apple Vs. Facebook Although maybe not as exciting as the upcoming Mike Tyson fight against Roy Jones Jr., Apple and Facebook have been trading blows this week over which one of them exploits their users more. Business Insider reports that Apple landed the first […]
Facebook Watch, the social giant’s video hub that went live for select users on Wednesday, already has a roster of digital video launch partners – like Time Inc., Hearst, Brit & Co., Tastemade, Quartz and McClatchy. But Facebook also wants to broker content deals with the likes of big TV companies like Univision, Major League […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Richie Hyden, co-founder and chief operating officer at IRIS TV. In the fast-changing TV business, data will be the currency that pays for everything. It will allow for better ad targeting, smarter decision-making and […]
