IAS Adds Another Shade Of Gray To The MFA Debate
IAS is expanding its anti-MFA solution to identify what it calls “Ad Clutter” sites, which mimic MFA ad loads but don’t operate with an ad arbitrage model.
Topic
Technology
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Don’t Generate The Player, Generate The Game; Who’ll Play In The Sandbox?
In today’s newsletter: Big Tech may be best positioned to take advantage of generative AI’s ad tech uses; ad tech leaders waffle on investing in Chrome’s Privacy Sandbox; Google faces an innovator’s dilemma.
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Greenbids Is Making A Bid To Reduce Carbon Across The Programmatic Supply Chain
Meet Greenbids, a Paris-based startup that helps intermediaries reduce carbon in the bid stream using predictive machine learning.
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OPINION: The Sell SiderPrivacy Sandbox’s Latency Issues Will Cost Publishers
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.
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The Trade Desk’s Challenge – Make UID2 Work; OpenRTB Survives One Suit
In today’s newsletter: Can The Trade Desk make UID2 happen?; IAB Tech Lab weathers a European legal challenge to OpenRTB, but the TCF’s fate remains undecided; and Meta removes the Facebook News tab in the US and Australia.
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Comic: ChatDSP
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
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The News In Europe Sues Google; Are IP Addresses Worth Saving?
In today’s newsletter: European news companies are suing Google; the TV industry reevaluates IP addresses; Sridhar Ramaswamy will be Snowflake’s new CEO.
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Magnite’s CTV Spend Swelled By 20% In 2023
Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.
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How Government Agencies Use Ad Tech; Can Reddit Get Out Of The Red?
In today’s newsletter: Ad tech data can compromise Americans; Reddit has a hard road ahead revenue wise; CTV ad-buying startup tvScientific raises a funding round.
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How Atlanta’s Tourism Bureau Targeted Fans Of Black Culture
Orange142 focused on reaching people with an interest in the Black community in its recent campaign for ATL Unguided, Atlanta’s Black travel guide from the Atlanta Convention & Visitors Bureau.
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Advertisers Are On Edge, But IAS Is In Fine Fettle
Misinformation, MFA sites, third-party cookie deprecation – no wonder advertisers are stressed. And as its 2023 results show, IAS reaps the benefits, with brands seeking brand safety and suitability and contextual advertising solutions.
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Google Gives An Inch On Search Network Transparency; The Consumer Adpocalypse
In today’s newsletter: Google agrees to placement-level reporting across its Google Search Partners network; how an explosion of ads is ruining the internet; and Google pays publishers to test an unreleased generative AI tool.
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SCUTI Raises $10 Million To Grow In-Game Ecommerce
SCUTI, a rewards-based “g-commerce” platform that aims to replicate an Amazon-like online shopping experience inside of gaming apps, announced its $10 million Series A on Tuesday.
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Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%
Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.
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Temu Trouble; How Audience Data Is Reshaping The Upfronts
In today’s newsletter: Can Etsy and Wayfair compete against Temu?; audience data dominates the TV upfronts; the FTC sues to block the Kroger/Albertsons deal.
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A Marketer’s Guide To Generative AI Startups
AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.
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OPINION: Data-Driven ThinkingPrepare For the Worst, But Don’t Expect Cookie Deprecation To Stick
When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.
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Meta’s “Other” Business; For Google, It’s Reddit, Set, Go!
In today’s newsletter: Meta’s growing “other” revenue; charting the depths of Reddit and Google’s new partnership; and TikTok’s ecommerce biz doubles down on influencers.
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What Reddit’s IPO Filing Reveals About Its Ads Business
Reddit generates “substantially” all of its revenue through advertising, and its S-1 filing reveals its strategy for licensing data and becoming “the leader in contextual advertising.”
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Criteo Investors Push For A Strategic Acquirer; The FTC Fines Avast
In today’s newsletter: Criteo’s investors clamor for a sale; the FTC fines VPN provider Avast for deceptive data practices; air quality-focused site HouseFresh laments the state of online search.
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Haleon Says Attention Is A Good Measure Of Media Quality, But It’s Too Soon To Make It A Buying Standard
The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.
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CDPs Are In The Gartner Hype Cycle’s “Trough Of Disillusionment”
Last week, Gartner released its first-ever Magic Quadrant report for CDPs. The hot new tech five years ago, CDPs face increased scrutiny and significant headwinds.
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Is The News Business A Viable, Well, Business?; Farewell, Freevee (Maybe)
In today’s newsletter: Dotdash Meredith CEO Neil Vogel dishes on the news biz; Freevee might soon exit stage left; Fubo sues Disney, Fox and Warner Bros. Discovery to block their planned sports streaming service.
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NYT Is Developing Generative AI Ad Tools; Can Meta Give SKAN The Boost It Needs?
In today’s newsletter: The New York Times is rolling out a generative AI ad product; the current state of adoption of Apple’s SKAdNetwork 4; Google seeks explicit consent for retargeting and personalization in the EU.
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DTC Brands Are Trying Email, Since Social Alone Won’t Cut It
Due to declining paid social traffic, Wildgrain, a subscription box company that built its brand on Facebook, has ramped up its email marketing efforts through a partnership with LiveIntent.
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OPINION: Data-Driven ThinkingSix Critical Business Challenges The Privacy Sandbox Must Address
As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.
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How Facebook Profits From Overspending Errors; And, Speaking Of … (Hi, Google)
In today’s newsletter: Meta’s black box optimization features gobble ad budgets once again; Google’s DV360 also overcharges for impressions; and Apple disables progressive web apps in Europe.
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The Trade Desk’s Revenue Is High – But Its Opinion Of The Privacy Sandbox Remains Low
“I know you’re going to ask me specifically about Privacy Sandbox, because nearly everyone else does,” The Trade Desk CEO Jeff Green said on the company’s Q4 earnings call.
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A (Tiny) Peek Inside The Black-Box Algorithm Driving AppLovin’s Business
How does AppLovin’s AI-powered targeting software work? Who knows. And other musings on AppLovin’s Q4 earnings.
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Comic: Roadworthy?
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Must Read
Carl’s Jr. And Hardee’s Marketing Goes Regional With Amazon Ads’ Streaming Media
The age-old question for streaming TV advertisers is, how to target the viewers they want while reaching the scale their businesses need. The quick-serve restaurant operator CKE, which owns Carl’s Jr. and Hardee’s, sought an answer in a case study with Attain and Amazon Ads.
America’s Test Kitchen Puts Direct And Programmatic Access On Its Menu
America’s Test Kitchen introduced direct and programmatic buying for its free ad-supported TV channels – marking the first time it’s selling ad inventory as a standalone package.
The Rise Of Principal Media And The End Of The Agencies As We Knew Them
Ad agency holding companies are among the most adaptable businesses out there. In recent years holdcos like Publicis, WPP and Omnicom-IPG have stretched our notions of what an agency business even is exactly.
How One Agency Startup Uses Real-Time Data To Develop Real-Time Ads
Audience preferences are constantly evolving. So why not ads that evolve in real time, too? No, really.
MyFitnessPal Wants To Start The Health And Wellness Subsector Of Retail Media
MyFitnessPal has just announced the launch of a data-driven advertising business that draws on its wealth of user-provided meal planning, fitness and nutrition data.
Smartly Is Planning To Acquire INCRMNTAL Within The Next Few Weeks
Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.