Magnite

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.

On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.

The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.

Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.

Ranker saw a 5% increase in demand from a new fully automated Prebid wrapper optimization feature in Magnite’s Demand Manager.

Investor, industry veteran and former SpotX CEO Mike Shehan returns from the ad tech sidelines to join the C-suite at Telly, a startup that gives away free TVs in exchange for viewer data.

In today’s newsletter: SSPs lead the way on ad tech’s M&A resurgence; Disney rolls back CPMs to court more streaming ad demand; and why dating apps struggle to grow and monetize their audiences.

United Airlines really wanted everyone who traveled to Cannes this year for the Lions festival to know it has a media network now. Before takeoff on the 7:50 p.m. overnight Saturday flight from Newark Airport to Nice, France, an ad for Kinective Media, which is the name for United’s new media network, played on every […]

PilotDesk offers AI- and machine-learning-based workflow software for ad buyers and sellers. These solutions are based on the company’s experience with how ad servers like SpringServe function.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

For companies testing the Chrome Privacy Sandbox, another delay was starting to feel inevitable, even before Google shifted its deprecation deadline.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

The past decade has been tumultuous for supply-side platforms. But SSPs will be fine, according to SSPs. They’re simply evolving.

In today’s newsletter: Sensor Tower acquires mobile marketing analytics and benchmarking rival Data.ai; Minute Media will distribute Sports Illustrated; Apple fields questions at a DMA compliance workshop.

New contextual targeting tools use generative pre-trained transformers (GPTs) to analyze websites and and build contextual audience segments. The companies behind them believe that GPTs can address some of the problems that plague contextual targeting.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

Meet Greenbids, a Paris-based startup that helps intermediaries reduce carbon in the bid stream using predictive machine learning.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

In today’s newsletter: The Trade Desk opens up OpenPath to CTV inventory; subscriptions remain an important revenue source for news publishers; and a class-action lawsuit alleges PHE violated the California Invasion of Privacy Act.

Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. More Like Fixalate, Amiright? Pixalate just published its October made-for-advertising (MFA) report. And it isn’t pulling punches. Most MFA reports don’t detail revenue contributions by specific media companies or SSPs. Or, if they do, it’s just to pick on Google. Pixalate does pick […]

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

CTV contributed $52.5 million to Magnite’s Q3 earnings, actually declining 6% from $56 million at the same time last year. CTV comprised 39% of overall revenue this quarter, compared to 41% for mobile ads and 20% for desktop ads.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Help Me, Help Me Amazon announced ad platform upgrades at its annual UnBoxed conference, just ahead of quarterly earnings today. Like Google, Amazon is now a content fortress with its own cloud, which means that when it makes ad tech updates, the result […]