Sebastian Tomich, The Athletic’s chief commercial officer and a longtime fixture in the Times’ ad tech division, believes the Times can use its blueprint for building a publishing business on The Athletic. And he’s also betting that advertising is an easier sell for sports fans than news readers.
Recurrent Ventures is ramping up its focus on programmatic direct and PMPs to make up for flagging open auction revenue. Marketers now have access to Recurrent’s 28 publisher brands through Audigent’s private marketplaces.
The SSP Sharethrough partnered with attention metrics provider Adelaide to curate ad inventory packages based on attention.
Advertisers are starting to gravitate toward attention as a way to measure a campaign’s impact on the lower funnel, including conversion rate. Luxury car manufacturer Audi recently experimented with using attention metrics to algorithmically adjust programmatic bidding on ad inventory based on the amount of attention those ad placements are likely to draw. Audi then measured the impact high-attention placements had on post-click conversions.
TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.
UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities. But the social-first publisher has yet to be convinced that any of these alternatives will be a truly viable replacement for the much-maligned – and yet still widely used – third-party cookie.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.
Investment firm North Equity has amassed a portfolio of established media brands like Popular Science, Field & Stream and Saveur with a few new media upstarts mixed in, including The Drive, Task & Purpose, Donut Media and MEL Magazine. In 2021, North Equity launched Recurrent Ventures as its media division. Its CRO, Matt Young, spoke with AdExchanger about Recurrent’s acquisition strategy, its ambitions in CTV and gaming and why the company is prioritizing its private marketplace business to reduce its reliance on open web programmatic.
Video games can support intrinsic or native in-game ads, as well as ads that are delivered alongside gameplay but exist outside the game itself, like pause-menu display ads and rewarded video. Marketers can also sponsor and advertise on channels related to gaming, such as at esports events and across online streaming platforms, particularly Twitch and YouTube. And we can’t forget about the metaverse.
