Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
An Adalytics report released Friday details numerous instances of brands serving ads to known bots that appear on the IAB Tech Lab’s International Spiders and Bots list and TAG’s Data Center IP List.
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.
Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue.
Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.
How much did advertisers consider the carbon footprint of their digital advertising during the Super Bowl this year?
DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.
Sharethrough will cover the costs of emissions measurement for participants in its Net Zero Publisher Program for one year. In addition, Sharethrough is promising better access to sustainability-minded buyers through its new Path to Net-Zero Marketplace and its Green PMPs.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Split Decision The European Commission, the executive arm of the European Union, charged Google’s digital ad business with antitrust violations on Wednesday, CNBC reports. After a nearly two-year investigation, the commission found that Google’s end-to-end ad platform violates EU antitrust law. It pointed […]
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
The media industry has a junk food problem.
Marketers and their agency and DSP partners have grown so focused on vanity media metrics, such as clickthrough rate (CTR), cost-per-click (CPC) and video watches, that roughly half of all ad supply is made-for-advertising (MFA) inventory – sites and pages that use clickbait headlines and filler content to generate traffic and cluttered layouts with awful user experiences to cram more display and video ads onto the page.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. SP-Oh, It’s On Call it supply-path optimization, transparency or premium publisher marketplaces. Whichever you choose, Digiday writes, it “amounts to disintermediation.” In recent years, DSPs have leapfrogged SSPs to establish direct connections with media companies. The marketers are interested in media, after all, […]
The SSP Sharethrough partnered with attention metrics provider Adelaide to curate ad inventory packages based on attention.
Tying ad spend to conversions by making ads actionable is one sure way to measure ROAS more effectively. To that end, many brands are turning to solutions like shoppable TV ads.
Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.
Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.
After two years of lost revenues, travel-focused publishers are eager to maximize a post-pandemic recovery. BoardingArea, a publisher network that includes more than 60 travel blogs, isn’t just banking on a return to normal, said its founder Randy Petersen. After weathering the pandemic, BoardingArea is betting on revenue diversification and a revamped programmatic tech stack for its future growth.
Without an easy interface for clicking through to purchase, audio and video ads have, until recently, been best suited to upper-funnel brand-awareness campaigns rather than direct response. But now, tried-and-true technologies like retargeted display ads and QR codes are making audio and video formats more actionable.
This week’s episode of The Big Story is brought to you by the letters M and A. Because if you haven’t heard, Magnite bought SpotX for $1.17 billion, and then District M and Sharethrough merged to form a giant exchange. So what’s going on? The team takes a look at both acquisitions, and digs into […]
District M and Sharethrough will merge to form a single exchange covering native, display, mobile, instream and video. Their combined scale serves a dual purpose. First, it puts them in a better position with buyers, who are working with fewer, but larger exchanges. Second, the two companies will double their revenue, putting them in a […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Curt Larson, vice president of product at Sharethrough. At Apple’s developer conference in early June, the company unveiled its new “Intelligent Tracking Prevention” initiative. The move will launch on Safari […]
The native advertising technology platform Sharethrough parted ways with company president Patrick Keane and CRO Mike Gaffney last week as it focuses on its programmatic exchange. Christopher Schreiber, who had been Sharethrough’s VP of marketing and communications for the past five years, also left the company. The executive departures are not part of broader layoffs, […]
Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]
Outstream video is one way publishers can bypass the pre-roll shortage, but the format doesn’t always fly for pubs with heavy ad-blocking audiences. Ziff Davis, the publisher of tech, gaming and lifestyle properties like PCMag, IGN and AskMen, found that certain titles – IGN audiences in particular, which amasses a cult following among gamers – […]
A year after launching a dedicated media unit, Dow Jones Media Group is doubling down on video and augmenting more native and outstream formats to combat a perennial problem: pre-roll scarcity. “Like many publishers, we see huge demand for video and wish we had more inventory we could sell,” said David Minkin, who joined Dow […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Melinda Staros, senior manager of research and insights at Sharethrough. Facebook made major headlines recently when it came clean about its “serious” miscalculation of a key video metric. For two years when calculating the […]
For many in the native space, the always-on-the-horizon prospect of the Promised Land has been a hard sell to other digital stakeholders. And though the industry has grown at a rapid clip, there’s still deep confusion over questions as basic and crucial as “What is native?” Native is “a broad term that lacks definition,” said […]
