the trade desk

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.

Programmatic algorithms optimize for performance, which can leave digital media companies floundering. Inside programmatic’s pursuit of “premium.” Plus: an ad tech acquisition forged on matchmaking buy-side and sell-side IDs.

T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.

Streaming TV advertisers are still unsatisfied with the level of transparency from publishers in the ad buying process. So Rain the Growth Agency created its own way to get more transparency into CTV buys.

When The Trade Desk, the ad tech darling of Wall Street, missed its earnings forecast for the first time, ad tech insiders paid attention. Plus: Reddit, fueled by Google Search, sputters after an algorithmic adjustment.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

Publicis looks to capitalize on potential fallout from the Omnicom/IPG merger; Google Cloud is seeing an influx of ad sales talent; and Spotify advises investors to be patient with its growing programmatic ads biz.

Jeff Green, CEO of The Trade Desk, calls it like he sees it. And he doesn’t see a future for Google monetizing the open internet via its SSP and ad server business.

DSPs have been slow to adopt the Tech Lab’s new signal for classifying online video, causing confusion about which placement signal should be prioritized.

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

The Trade Desk has said it will buy Sincera, a startup that aggregates and supplies metadata to ad tech companies. This is TTD’s second-ever public acquisition.

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

As the ad industry awaits Judge Leonie Brinkema’s decision in US v. Google (ad tech edition), get up to speed quick with AdExchanger’s in-depth coverage.

For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this year’s most-read stories on AdExchanger.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

Meta’s privacy policies are uniquely impenetrable. Plus, Google once thought Apple would likely expand its ad business to third-party apps.

Despite CEO Jeff Green’s denials, the rumors turned out to be true: The Trade Desk has spent the last three years quietly building its streaming OS, called Ventura, to compete with the likes of Roku, Amazon’s Fire TV and Google’s Android.

Live video threw sports broadcasts for a loop – and the losses are only just being tallied. Plus, media buyers are dealing with a surge of AI-generated, made-for-advertising websites

The deal is a “platform investment,” in which Inverness Graham sees Alliant as a foundation to build on, potentially through further acquisitions.

“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.

If the DOJ wins its ad tech antitrust case against Google, it shouldn’t force a breakup, says Arete Research’s Richard Kramer, who proposes this novel solution instead: Google should spin out its network business into a public interest corporation with no hidden fees.

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

Ari Paparo’s Marketecture acquires another ad-tech publication; Spotify is launching an SSP; and CPG brands turn to “chaos packaging” to stand out among the crowd.

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

Google isn’t perfect. But it offers convenient, cost-effective advertising tools that millions of small businesses use to find customers, grow and succeed. If the DOJ breaks up the company, it will also break those tools.

The US v. Google antitrust trial is over, but nobody’s done with the drama. Plus, Charter just struck a deal with NBCUniversal.

Chrome Privacy Sandbox adds support for deal IDs and extends Protected Audiences’ lifespan to 90 days; Google’s ad tech antitrust trial could open YouTube to DSPs other than DV360; and former Kubient CEO charged in accounting fraud scheme.

The TV newsletter Lowpass is back with another barn burner. Plus, some more proof that social media can impact your health.