Viewability

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new. 

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

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

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

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

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.