programmatic advertising

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

Programmatic media buying is expected to account for the majority of growth in the CTV market in 2026. This year alone, over 90% of CTV ad dollars were transacted through programmatic pipes. That data isn’t surprising. Programmatic has solved a real problem by helping brands reach TV viewers with targeted precision at much lower costs.

Bringing programmatic ads to AI chatbots marks a shift in the business model for AI search, while traditional publishers must find new ways to monetize.

Fizz, a new discussion and news feed app that targets college campuses, is helping marketers reach college students authentically.

Every conversation about addressability eventually lands on the same word: fragmentation. But the real symptom of that fragmentation isn’t just operational complexity; it’s also declining match rates. That single number explains why marketers are struggling to make their data work.

Most of what’s sold as “contextual” today still runs on the same keyword logic we used a decade ago. The industry didn’t reinvent contextual targeting; it simply replaced one keyword with a cluster.

Google recently settled a class-action lawsuit by agreeing to create an off-switch for data sharing in bid requests. Huge deal, right? So why isn’t anyone talking about it?

CTV has become a powerful full-funnel channel, attracting advertisers of all sizes – and the momentum isn’t slowing.

CTV ad spend is projected to rise another 16% this year to $26.6 billion, according to the IAB. But with rapid growth comes complexity. Advertisers now face a maze of platforms, apps and channels, each with different buying models, audience access and inconsistent measurement. For SMBs without large teams or budgets, this fragmentation is especially challenging to navigate.

On Tuesday, game engine Unity, which has a growing advertising business, announced the appointment of Chris Feo as its new SVP of programmatic.

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

Today’s developers face mounting challenges: heavier workloads, complex tech stacks and an increasingly fragmented advertising landscape demanding automation at scale. This complexity limits their ability to adopt new products and innovate.

As the advertising industry races forward, core technology providers – particularly ad servers, dynamic creative platforms and attribution or measurement companies – play an increasingly critical role in powering the infrastructure that enables targeted, data-driven and performance-optimized campaigns at scale. But one outdated pricing model is becoming an obstacle to innovation, efficiency and effectiveness: CPM-based pricing.

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

With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.

TV audiences are rallying around CTV, and advertisers are following suit . But with this shift comes a persistent challenge: How can advertisers ensure brand safety, campaign efficiency and audience relevance in a fragmented, opaque streaming ecosystem?

Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.

In an omnichannel environment, managing and selling ads is becoming too complex for humans to handle alone. That’s why many are turning to AI tools to maximize ad inventory

In this timely conversation at Cannes 2025, Allison Schiff sits down with Eddie Ishak, Head of User Experience at Yieldmo, to unpack the challenges and future of programmatic advertising. They explore how the disconnect between media and creative impacts performance and why alignment is more critical than ever. Eddie explains how managed services can deliver […]

Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.

Programmatic promised clarity: automation, efficiency and measurable outcomes. What we got instead is complexity dressed up as optimization: a stack of acronyms performing trust theater.

AI isn’t something a marketer “does.” It’s not a singular action or task, and there is no AI easy button. And so AI researcher and consultant Cecilia Dones tries to “get underneath” the reasons behind why marketers want to integrate AI into their businesses.

After six months of pilot testing with The Trade Desk, Spotify launched its ad exchange on Wednesday and added new supply and demand partners to the mix.

Why should browsers get to control publisher monetization? That’s the question the Tech Lab is aiming to answer with the release of an open-source framework for server-side ad management.

Bacardi doesn’t have a digital marketing strategy, per se – because it’s all digital, says Laila Mignoni, the brand’s global VP of marketing and creative excellence.

AdExchanger caught up with Joy Robins, NYT’s global chief advertising officer, in Cannes for real talk on the top issues facing publishers, from overzealous keyword blocking to balancing subscriptions with ad monetization.

SSP, meet PET. TrustX has been spun out of Digital Content Next and is now housed within a newly formed company called Symitri, which is developing privacy-enhancing technologies for programmatic advertising.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

State Farm has spent tens of billions of dollars on TV advertising and brand marketing. But programmatic media buying also has a big role to play in helping nurture leads, says Alyson Griffin, State Farm’s head of marketing.

According to the ANA, brands could save at least $20 billion a year by cutting out low-quality programmatic inventory on the open web.

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.