Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.
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.
Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
SSP, meet PET. TrustX has been spun out of Digital Content Next and is now housed within a newly formed company called Symitri, which is developing privacy-enhancing technologies for programmatic advertising.
Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.
Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.
In today’s newsletter: Google tries to buy its way out of a jury trial in the DOJ’s antitrust case against its ads business; Walmart sees some of its best margins on ad sales; and TikTok tests 60-minute videos.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
In today’s newsletter: How the Amazon-TripleLift deal illustrates retail media’s need for standardization; legacy publishing brands persist as investors extract value from their name recognition; and mortgage lenders get caught sharing data with Meta.
What is Google’s true motive in launching the Chrome Privacy Sandbox? An optimist might give Google credit for not dropping the hammer like Apple did. But it’s hard not to be a little cynical about Google’s goals, according to Samantha Jacobson, chief strategy officer at The Trade Desk.
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
In today’s newsletter: Google’s generative search experience launches in the US; kid-focused brands worry Instagram is serving their ads to predators; Fox hypes clean rooms and shoppable TV at the upfronts.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.
In today’s newsletter: Companies looking to sell data target the US market; which media companies to bet on at TV upfronts; and generative AI data licensing is the new publisher revenue stream.
Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Even so, frustration with the opacity of third-party brand safety and ad verification providers is increasingly bubbling to the surface.
Programmers are using their Q1 earnings reports as a dress rehearsal for their upfront pitches. Meanwhile, programmatic platforms, including Magnite and PubMatic, also had upfronts in mind during their Q1 earnings.
Roblox CEO David Baszucki said advertising “will not be material this year” during the company’s Q1 earnings call on Thursday.
The company’s total revenue was down 1% YOY due to a decline in ad revenue across its News Media and Dow Jones publishing groups.
The Trade Desk is focusing beyond the overall “open internet” and on what CEO Jeff Green calls the “premium internet.”
For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.
Dotdash Meredith previewed plans for how its OpenAI partnership could provide incremental traffic and scale its contextual targeting capabilities across a wider network of sites and media types.
PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.
In today’s newsletter: The “user agent” concept is dead; principal-based buying is just arbitrage by another name; and a deep dive into BuzzFeed’s doomed acquisition of Complex.
Advertising accounted for $222.7 million, up 39% YOY. CEO Steve Huffman attributed this growth to a boost in search traffic from Google.
Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet.
Google has said publicly that it will eventually (“soon”) adopt a national approach to privacy compliance in the US. That’s a big deal – but only if Google actually does it.
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
A week ago, HBO MAX had its verified Reddit account overrun by a hacker group, which eluded notice for two days while it ran 108 different ad permutations targeting an unknown number of Redditors.
Adapting other channels’ strategies might be what gaming platforms need to do to get advertisers comfortable spending more. Leaning into gaming’s differentiators will come later, after bigger budgets arrive.
Taboola has made an offer to buy Dianomi, a UK-based ad tech company that connects financial advertisers with premium business and finance publishers.
The court has unsealed Judge Leonie Brinkema’s full remedies opinion in US v. Google (ad tech edition). So, what’s in there?
Horizon is bringing Roku’s streaming-TV data into its homegrown intelligence platform to help advertisers act on viewing signals while campaigns are still in flight.
Chrome is introducing new metrics that give advertisers and publishers a more data-driven picture of what users actually experience on ad-heavy sites.
