The MRC’s auction transparency standards aren’t intended to force every programmatic platform to use the same auction playbook – but platforms do have to adopt some controversial OpenRTB specs to get certified.
Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.
CTV transparency remains a flashpoint between advertisers who want it and broadcasters who won’t provide it. Our special guest, Jounce Media’s Chris Kane, weighs in. Plus, we examine a persistent issue in ad tech: the chronic mislabeling of instream video.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
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.
TTD confirmed to AdExchanger that, as of June 17, it had removed support for at least some of the online video inventory sold by Yahoo as a publisher.
Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.
Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.
Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.
Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.
Ad industry veteran and event stage mainstay Amanda Martin is taking on a new role as Mediavine’s SVP of partnerships and business strategy. Martin will be moving from the buy side to the sell side after a nearly eight-year stint at ad agency Goodway Group.
With cookies (finally) cooling off, contextual targeting tech is starting to heat up. On Tuesday, ShowHeroes Group, a video and contextual targeting tech provider based in Europe, announced its acquisition of cross-screen ad platform smartclip LATAM (as in Latin America). The rationale behind the deal is to help ShowHeroes Group bring its solution to the […]
As Facebook grabs more mobile and video dollars from the ecosystem, premium publishers are looking for viable ways to compete. For storied publisher Time Inc., one solution is to bring its own mobile-optimized video solutions to market. Using Google’s native framework, Time created a mobile, in-feed video solution dubbed Adapt that is customized to its […]
Publishers are under pressure to scale and monetize, but those business realities can dampen audience experience. When Slate’s president, Keith Hernandez, called out janky links from content recommendation engines earlier this week, he noted that while they drive revenue, it’s often at the expense of quality. Hernandez, who started at Slate a year ago after […]
There’s no point in being a me-too solution. That notion is what prompted ConvertMedia to evolve itself from a display network to a supply-side platform focused on outstream video about two years ago. It was also a main driver behind ConvertMedia’s decision to sell to content rec engine Taboola this summer. Once the ink was […]
Upscale Las Vegas hotel Aria Resort & Casino wanted to draw a clearer correlation between viewability and video completions, two metrics sometimes at odds for advertisers. And as mobile video became more substantive in its media mix, it also needed to crack the creative demands of smaller screen sizes. When Aria set out two years […]
French video supply-side platform Teads has raised 43 million euros in debt financing – about $48 million – to continue pushing its outstream video ad formats. The financing came from several sources, including French multinational bank BNPP, Bank of China and HSBC. The company has raised $70 million in combined VC and debt, according to […]
Buyers have decidedly mixed feelings about outstream video. Outstream formats are generally billed as a highly viewable alternative to scarce pre-roll because they’re embedded natively within article text and only play with the sound on when a consumer scrolls over. But some say outstream formats are difficult to discover within the exchange environment and, unsurprisingly, […]
Premium video scarcity and the rise of in-feed mobile video have created the perfect storm for an explosion of outstream video – a format that, instead of running instream as pre-roll or mid-roll, is either embedded between article content or within a slideshow. Thus, these formats don’t need to be attached to publisher’s video content to […]
