Technology

There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Nauseam Launching an advertising business is almost always trickier than it might seem on the surface. Beyond the mechanics of ad serving, verification and measurement, introducing ads complicates a business model in unexpected ways.  Take Netflix, which launched ads, like, a minute […]

Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.

From the Federal Trade Commission’s plan to regulate privacy in the absence of a federal privacy law to Apple’s intimations about cracking down on fingerprinting, these are seven stories that sent ripples through the ad tech ecosystem in 2022 – and will keep on rippling in 2023.

While cookies are still in play, publishers are using first-party data products to draw business from advertisers eager to test cookie alternatives, even as ad spending retracts due to persistent fears of an upcoming recession. Here’s a snapshot of how Vox Media, The New York Times, The Washington Post and Trusted Media Brands evolved their first-party data strategy in 2022 and their plans for the coming year.

In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.

From the rise of alternative measurement currencies and retail media networks to the launch of Netflix’s AVOD tier, these are the stories that helped us animate the news in 2022.

The slow dismantling of cookie-based tech had its fingerprints all over our coverage in 2022 (if you’ll excuse the mixed metaphor). Data privacy supplied the drumbeat, from stories about clean rooms to new privacy-forward ad tech products to the rise of retail media (a data safe haven).

The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AdExchanger’s daily news round-up will return in 2023. Enjoy your holiday, and may we all resolve to make fewer cookie jokes in the new year. Of No Account A ProPublica report levels damning criticisms at the Google Display Network.  For one thing, accounts […]