programmatic guaranteed

To close the gap between digital audio ad spend and audience engagement, audio platforms want to get more deeply embedded in omnichannel campaign planning tools.

CTV never fit cleanly into campaign execution models built for RTB-based trading. Whether agentic AI solutions can simplify the complicated CTV landscape for publishers will be their first real test case.

If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO).

In pursuit of ad revenue, Dow Jones is betting on a tried-and-true strategy: direct relationships, first‑party audiences and a disciplined approach to using data to enrich ad campaigns.

Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?

Over the past year, music video network Vevo has brought on more than 15 new SSP and DSP partners to help manage its growing inventory supply, including Yahoo DSP, FreeWheel, Magnite, Index Exchange and Nexxen.

Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

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.

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.

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.

In recent years, Vizio has undergone a metamorphosis, transitioning from a hardware company to primarily a connected TV ad platform. Now, its biggest growth opportunities lie in programmatic ad sales and home screen monetization to sell more supply.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.

CTV is entirely its own thing. Doggedly following display practices can cost you time and money.

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

Programmatic can be a mixed bag for Black-owned media companies. Some are compromising with programmatic guaranteed, which is like a digitized version of an insertion order.

Automation is also making its way onto TV advertising with a heavier focus on programmatic buying and better content recommendation algorithms.

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.

Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.

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.

Transparency is the keystone that will bring together the best of linear advertising with the best of programmatic. Brands should be able to get more transparency on programmatic CTV, but, just as importantly, publishers should get something in return for sharing this information, writes Nicole Scaglione, global VP of OTT and CTV at PubMatic.

TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.

At Tuesday’s ONE22 conference, NBCUniversal shared its second update on its ad tech stack One Platform’s developments for its clients. “Identity will be the new currency,” said NBCU’s chief data officer, John Lee, which means One Platform will focus on three key areas of growth this year: first-party data, automation and measurement.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Dos Va Donya IPONWEB founder and CEO Boris Mouzykantskii published an open letter and update on the company’s actions since the start of the war in Ukraine.  There was theoretical concern the war would be a wrench in the $380 million acquisition of IPONWEB […]

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Felix Zeng, head of programmatic at IBM Watson Advertising. The downward-sliding scale of third-party identifiers is leaving publishers and marketers scrambling to figure out what will replace the digital currencies that we’ve relied on […]