PMP

Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.

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.

Prohaska Consulting debuted the ProNews Collective, a private marketplace of premium news publishers whose ad inventory will be exclusively available via Index Exchange.

Chrome Privacy Sandbox adds support for deal IDs and extends Protected Audiences’ lifespan to 90 days; Google’s ad tech antitrust trial could open YouTube to DSPs other than DV360; and former Kubient CEO charged in accounting fraud scheme.

Two of the EU’s biggest Big Tech antagonists are set to resign; a GAM breakup could usher in post-ad-server programmatic; and how Google kept Prebid separate from the IAB Tech Lab.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.

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.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Late last year, Morning Brew hired Sara Badler, a longtime programmatic advertising executive, as CCO. But the publisher, which built its business on direct, isn’t planning to change its approach to monetization.