MFA

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.

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

In response to shifting ad industry trends, A360 Media abandoned its made-for-advertising model four years ago and streamlined its site design to court programmatic demand.

Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.

Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.

Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.

Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.

Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.