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»Magnite

Publishers Want To Test Seller-Defined Audiences, But Buyers Aren’t Interested While Third-Party Cookies Are Still In Play

What’s the ETA on publishers testing SDA? The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. But it’s still early days for SDA, which was first made available for testing via… Continue reading »
by Anthony Vargas // July 18th, 2022 //
»
Salon’s 100% Programmatic Ad Business Is Betting Its Post-Cookie Chips On Subscriptions And Seller-Defined Audiences

“The Sell Sider” is a column written by the sell side of the digital media community. Google’s decision to delay third-party cookie deprecation in Chrome until 2023 came the day before Salon CRO Justin Wohl’s wedding. Salon had converted its ad business to an open-web programmatic model a few years earlier, so the brief reprieve… Continue reading »
by Anthony Vargas // June 29th, 2022 //
»
Ad Tech Covets Rosé With Netflix; Tremor Shakes Things Up

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Get Connected The coveted prizes in programmatic right now are exclusive CTV contracts.  In Cannes, the crème de la crème for handshakers and lunch-takers is Netflix. Google is meeting with Netflix there, Ad Age reports, and is an obvious choice as Netflix purportedly… Continue reading »
by AdExchanger // June 22nd, 2022 //
»
In A Cookieless World, Brands Need To Diversify Identity

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Garrett McGrath, senior vice president of product, Magnite. With the deprecation of third-party cookies, there’s a scramble to find a replacement.  While various alternative identifiers have emerged that can effectively reach audiences and measure… Continue reading »
by AdExchanger Guest Columnist // March 25th, 2022 //
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Comic: The Froth Cafe

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
by Nate Neal // March 18th, 2022 //
»
Is The Trade Desk Encroaching On SSP Turf With OpenPath?

The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for… Continue reading »
by Anthony Vargas // March 3rd, 2022 //
»
Can AVOD Catch Up To The Hype?; Ecommerce Is Priceless – No, Seriously

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hope And Pr-AVOD Ad-supported video on demand (AVOD) is commanding a lot of interest right now. Practically every ad tech company is banking on CTV to outgrow web display.  After all, the thinking goes, consumers can’t just keep shelling out for more and more… Continue reading »
by AdExchanger // March 1st, 2022 //
»
Three Ad Tech CEOs Take Stock: Lessons Learned From Going Public

With more than two dozen companies operating in the digital advertising space now listed on stock exchanges, what it means to be public has changed significantly in the past year. So what lessons have ad tech CEOs learned in their transition from private to public? Integral Ad Science CEO Lisa Utzschneider, Magnite CEO Michael Barrett… Continue reading »
by Anthony Vargas // February 25th, 2022 //
»
Google Reigns Supreme In Latest Advertiser Perceptions SSP Report, But Competition Is Tight Among Everyone Else

Google Ad Manager is still the dominant supply-side platform – but the race for second place is tighter than ever. Forty-six percent of publishers say they use Amazon Publisher Services, Amazon’s supply-side platform, according to Advertiser Perceptions’ SSP report for the second half of 2021, which was enough for Amazon to maintain its grip on the… Continue reading »
by Anthony Vargas // February 4th, 2022 //
»
Paige Bilins, VP of video product management, Magnite
What’s Holding Back Live CTV Advertising?

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Paige Bilins, VP of video product management at Magnite. Viewers have shifted a lot of their TV viewing to CTV for the convenience of an on-demand experience. Advertisers’ dollars have inevitably followed. But there’s still… Continue reading »
by AdExchanger Guest Columnist // January 6th, 2022 //
»
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