Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.
A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.
Viant creates a direct pipeline between its DSP and media companies; Google and TTD won’t renew their TAG accreditations; and OpenAI may lower the cost of tokens.
Advertisers can target high- and medium-attention ad inventory in Amazon DSP while filtering out low-attention placements and made-for-advertising sites.
Bending Spoons bets on the old web; more publishers start blocking bot scrapers by default; and Apple introduces app bundles.
Viant’s modest growth story took a backseat to a far louder claim: that fed-up advertisers are finally ready to ditch the rigged economics of Big Tech’s walled gardens.
One acquisition often begets another. Take Viant, which announced its plan to acquire TVision for $40 million on Wednesday.
Viant reported its Q4 and full-year 2025 earnings on Wednesday evening and investors appeared pleased.
Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.
argue the Outcomes Era is already fading, writes Joe Zappa. But the evidence suggests the opposite. The Outcomes Era isn’t receding; it’s accelerating.
Viant struck a deal with IHeartMedia and its Triton Digital advertising platform that will make IHeart’s broadcast radio inventory available through Viant’s DSP.
The Viant-Tubi integration offers new data insights; advertisers can buy sponsored product ads on Gopuff, thanks to TTD; and publishers continue to face traffic woes.
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.
Retroactive reinforcement won’t be enough to ensure a fairer and more innovative ad market going forward. The advertising industry needs proactive antitrust enforcement.
Viant is on an M&A tear, with two acquisitions – IRIS.TV followed by lockr – in less than six months. Although the rationale behind these deals might be obvious to ad tech insiders, Wall Street investors speak a different language, one that Viant CEO Tim Vanderhook has become fluent in as the leader of a publicly traded company.
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.
Viant announced that it acquired Lockr, a consumer and business service for managing email inboxes and data opt-ins, during its Q4 earnings call Monday.
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.
What happens if the TikTok ban comes to pass; Netflix’s live sports Hail Mary play; and Channel Factory surfs for buyers.
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform.
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: Viant sees double-digit CTV growth powered largely by direct deals; Target launches a new paid membership program; YouTube makes a bid to compete with TikTok on video editing.
Viant announced AI updates to its existing data platform, including the rollout of its Chat with Data tool. The tool delivers data reports and analysis directly to marketers, nixing the need for business intelligence analysts, data scientists or SQL knowledge.
The demand-side platform Viant announced an expansion of its supply-path optimization solution for connected TV ad buying.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Two Become One Viant may buy MediaMath, knitting together the pair of well-known DSPs, Digiday reports. MediaMath is an OG player that sprang up back in 2007 and was once valued at $1 billion. But it’s been on the market for a long […]
Viant will offer advertisers renewable energy credits (RECs) for media purchased through its DSP. The company also announced a partnership with Ad Net Zero.
The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]
