MFA

Coming off of a strong 2023, DoubleVerify is betting that its products for social media will fuel its revenue growth for years to come.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

In today’s newsletter: Buyers are relatively blasé about made-for-advertising sites; Meta is riding high, having fully adapted to ATT, while Google’s search dominance is under threat; and Publicis Groupe reports strong growth.

DEI is increasingly coming under scrutiny from activists and politicians. But some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.

Native advertising needs a redefinition, not just for the sake of advertisers and publishers but also for consumers. Here’s how recent advancements in AI can help native advertising meet its potential.

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.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Marketers are wasting 25% of their ad spend on made-for-advertising websites and inefficiencies. And the ANA thinks consolidation and education are the solutions. Plus: 2024 ad spend will grow, but at a slower rate. And streamers will grapple with CTV’s rising ad spend and linear TV’s accelerating decline.

Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results.  “To me, this seems like some sort of warning […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The ‘Post-Social’ Web The writing is on the wall: Big Tech is breaking up with news, and the traffic publishers used to rely on from search and social media isn’t coming back any time soon. Last week, Google cut about 40 positions from […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rare Wares TV inventory is on track to become an even scarcer resource. US television (linear and streaming combined) will likely lose almost a quarter of its ad inventory volume over the next four years, according to media prognosticator Brian Wieser, writing at […]

While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.

For both premium publishers and MFA, monetization boils down to an endless quest for scale and shallow insights into their audiences that can be turned into ad revenue.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Clean Bill Of Health? Everyone knows the infamous anecdote of a young woman’s early pregnancy being spotted and outed by a Target circular back in the early days of advertising-oriented predictive analytics. But big retailers still casually profile customers using a mix of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Is Free Social A ZIRP? Social media is free. Well, it’s supposed to be, anyway. That’s the point. All your friends join, it’s free fun, and rather than paying money you get served with ads.  But that could change. On Monday, Android Authority […]

By the middle of this year, MFA sites were gobbling up 30% of ad auctions, and this “gradual boil” now has the entire industry in a state of emergency, says Chris Kane, president and founder of Jounce Media.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Buy, Build Or Borrow? When should brands in-house their media and when should they turn to an agency? Marketing consultant Alex Greifeld posts about this conundrum in her newsletter, No Best Practices. While practically every major brand needs advertising services in some way, […]

The industry is too focused on quantity over quality. Unfortunately, it seems there are many people still chasing scale due to a lack of understanding. 

Looking for unvarnished, sharp views on transparency, the lack thereof, defining ad quality and the industry’s new obsession with made-for-advertising websites? Then this is the episode for you, with guest Tom Triscari, CEO and founder of programmatic advisory firm Lemonade Projects.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Results Are In YouTube told clients earlier this month about plans to start billing some of its video inventory based on its own co-viewing numbers starting in January. Now the buy-side backlash is rolling in, Ad Age reports. This plan “contradicts the […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Skipping The Basics Canada is Netflix’s testing ground for tinkering. Netflix has not only been diligent about cracking down on Canadian password sharers; it rather quietly removed its Basic plan (which allows viewing on one screen at a time) in Canada this week, […]