CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The words we use matter. Last month, for example, the Media Rating Council recategorized the term “over-the-top” as “connected TV,” which is what most people in the industry mean when they refer to streaming. The distinction is important, because it helps buyers […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Mike Chowla, Sr. Director of Product Management at PubMatic and video chair for Prebid. The retirement of VPAID has been announced several times, including in 2017 and 2019. However, as of May 2021, VPAID is still widely used. If VPAID could talk, it would surely use the Mark Twain quip, “The report […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joseph Ranzenbach, director of product management, mobile and video, at Integral Ad Science. The Open Measurement initiative was created to solve for an industry-level challenge: Consumer attention had gone mobile […]
On Tuesday, the IAB Tech Lab explained how it would start phasing out the decade-old Video Player Ad-Serving Interface (VPAID) spec in favor of a new specification – snappily dubbed Secure Interactive Media Interface Definition (SIMID) – that specifically supports interactive video ads. The IAB Tech Lab, which has been working on a VPAID replacement since 2017, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adapting Accenture Interactive will acquire Adaptly, an ad tech and programmatic services company. Terms of the deal were not disclosed, but Adaptly has 150 employees and has raised $13 million in funding. Adaptly should help Accenture Interactive “enable workflow, improve quality assurance and really […]
