walled gardens

The NHL develops new revenue streams; malware makes its way into the programmatic ecosystem; and Target plans to open 30 new locations this year, along with revamping existing ones.

Ad verification used to be mostly about keeping brands away from the bad stuff. Now, verification providers have to prove that quality actually moves the needle, says Integral Ad Science CEO Lisa Utzschneider.

59A develops brand algorithms by looking at both online and offline data points to determine who to reach and where to target them.

Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of MMM platform Mutinex.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

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.

Some accuse The Trade Desk of becoming a walled garden; short form video clips are the only way to go viral; and a new startup touts “micro-dramas.”

For at least a year, Adalytics has observed creator accounts on YouTube eluding the platform’s IP and rights monitoring tech to distribute movies, shows and live sports that should be exclusive to streaming or cable subscriptions.

The past two decades have left publishers struggling to effectively compete with “easy buttons” from tech giants and UGC behemoths. The ad tech industry must proactively support publishers with solutions tailored to their needs.

Magnite’s SpringServe deal illustrates why SSPs need a video ad server; Google grapples with AI search’s impact on publisher traffic; and Anthropic’s AI assistant is a law enforcement snitch.

The open web is dead; long live the open web. It’s healthy; it’s full of opportunity; it’s doomed; it’s a mess. Also, what even is the open web, and do consumers care about the definition?

Despite programmatic tech adoption, this world of three-letter acronyms is as foreign to some digital marketers as reading a medical journal.

Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Mediaocean just spent $500 million to merge Innovid with Flashtalking and create an antidote to what it sees as the bias of walled garden buying platforms. (Ahem, Google.)

As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.

Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

Integral Ad Science CEO Lisa Utzschneider told investors during the company’s Q2 earnings call on Thursday that IAS is “in the thick of the Oracle opportunity, and we’re playing to win.”

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.

Data and ad tech experts at Programmatic IO in Las Vegas discuss how brands can make better use of their first-party data by working more closely with walled gardens – whether brands like it or not.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Attribution vs. Contribution Ad platform over-attribution is boiling over right now for frustrated marketers. Walled garden platforms aren’t new, but server-side data plugins by Google and Meta, plus the explosion of retail media walled gardens, mean brands might see a dozen platforms claim full […]

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

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.

It’s not that brands don’t care about supporting the news and good journalism. But an overreliance on keyword blocklists has made it seem that way, says Zefr CEO Rich Raddon on this week’s episode of AdExchanger Talks.

The aim of Samooha’s new integrations with Ads Data Hub and Amazon Marketing Cloud is to give more flexibility to the advertisers and publishers that use walled garden clean rooms.

Albertsons Media Collective, the retail media network (RMN) operated by food and drug retailer Albertsons, released a working draft of a retail media standardization framework on Thursday.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Flurry Of Activity Will retail media ever flourish beyond garden walls? On Monday, Snowflake inked a partnership with Affinity Solutions, a company that sells purchase data for targeted advertising, so advertisers can access this data directly through Snowflake’s platform. Until now, Snowflake clients […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Long Story Short Short-form video content is often thought of as tangentially competitive to traditional TV broadcasters and entertainment studios. That’s partly because short, user-generated social content (TikTok in particular) doesn’t compete directly with TV studios for ad budgets, writes Doug Shapiro, a broadcast […]