Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse.
The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.
The fate of the open web will be decided on who controls the data that drives monetization and the AI that determines distribution. Google controls both, and proposed remedies to its ad tech monopoly do not address this imbalance.
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
On Monday, PubMatic became the second sell-side platform to file a follow-on antitrust lawsuit against Google.
Google’s SSP tries to cut out its DSP ahead of a possible ad tech breakup; Perplexity’s head of ads skips town; and Amazon’s search ad pause flooded the market with big spenders.
The IAB Tech Lab video classification updates introduced much-needed clarity. But valuable inventory, now categorized differently, is being deprioritized or rejected, even though its performance hasn’t changed.
The Trade Desk has won the battle for supremacy on the open internet, says Needham & Company’s Laura Martin. But it might just be losing the war for the future of the web to walled gardens and AI search.
Over the past few years, sell-side curation has gained popularity as a way for advertisers to target high-quality publishers. Companies like OpenX are expanding their toolkits to support advertisers as well as publishers.
Classify is entering a crowded space of AI-powered contextual curation offerings. But the company is already teasing some high-profile integrations thanks to its network of well-connected advisors.
