openRTB

DSPs have been slow to adopt the Tech Lab’s new signal for classifying online video, causing confusion about which placement signal should be prioritized.

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.

The IAB Tech Lab is officially rebranding its Seller Defined Audiences spec as “Curated Audiences” to spur adoption in response to this year’s sell-side curation trend.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

It’s a wrap on the US v. Google antitrust case, at least for now. Then, behind the IP infringement claim on the OpenRTB spec that ruffled feathers at the IAB Tech Lab.

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

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

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

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.