MFA

Lesser-known browser Brave comes out of the woodwork; agentic chatbots require new ad practices; and private equity can endanger both brands and publishers.

The real challenge is drawing a clear line between the AI-generated content that adds value and the kind that erodes trust and leads to significantly lower ad effectiveness.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Mike Hauptman, co-founder of AdLib, discusses the company’s evolution and how AI is changing the future of both AdLib and ad tech as a whole.

Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.

Equativ is now blocking made-for-advertising content from all exchange activity, marking a larger trend of pushing to eliminate MFA sites.

The Brand Safety Institute is expanding its publisher transparency initiative to include new media quality assessments, including data compliance.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.