SSP

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

The acquisition should help Aditude expand its footprint in the gaming vertical. But the main rationale, from Aditude’s perspective, was CPMStar’s already-established direct sales business.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

In today’s newsletter: could an open-source website template fix programmatic advertising?; The Trade Desk’s new tool for targeting only the top 500 sites; and some of Apple and Microsoft’s services won’t fall under DMA regulation.

Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.

Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.

Raptive and others aren’t convinced that the insights gleaned from Chrome’s current state, with some 30 million users sans cookies, will reflect the final state of targeted advertising on the web.

Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.

Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.

With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.

First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.

Alex Cone, product manager for the Google Privacy Sandbox, addressed some of the industry’s burning questions during AdExchanger’s Programmatic IO event in New York City last week.

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

AdExchanger is taking the day off for Labor Day! The daily news round-up will return September 5. Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Perverse Incentives In March, the IAB Tech Lab issued updated video ad inventory classifications and urged the ad industry to follow them. But so far, only […]