Technology

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

In 2023, supply-path optimization took off, brands took their scalpels to made-for-advertising websites and DSPs and SSPs launched SPO products to cut down on hops. Plus: lessons from the year in data privacy.

Three themes dominated our coverage this year: consolidation, transparency and measurement.

Publisher frustrations with the algorithm-driven internet are boiling over – and the rise of generative AI-powered search, which rarely links to the stories it scrapes, will cause irreparable damage.

Welcome to Scandi-Land, where the cookieless future has been our online media reality for the last five years. Here are three lessons for media planners, buyers, sellers and platforms who are going to have a tough time navigating the thicket of change.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bean Counter A split between two state privacy laws in Maine shows how more data-driven businesses – not just Silicon Valley giants – are invested in the nuances of privacy standards and how consumer data can be used (or not). Lobbyists at the […]

Snowflake has acquired Samooha, a startup that develops software to make clean room technology accessible to marketers who aren’t necessarily SQL wizards or data scientists.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Volatile Mosaic One week ago, AdExchanger Daily noted an update to Google Search rankings based on open hours where stores or local services plummet from search result pages when they’re closed. But it isn’t just local businesses or happening during open hours. Google […]

Kepler Group, which launched Kepler Creative in October, wants to fix the disconnect between media and creative.

Google has had to rely on vectors other than an increase in search volume for growth. Without proper protective legislation in place, however, the result could be a dangerous one. 

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Hear Me Now? Consumers wary about targeted ads are convinced their devices are eavesdropping on their conversations. Most marketers insist that’s not the case, and their use of other targeting signals has gotten so sophisticated that it just feels like your […]

Nexxen announced an integration with out-of-home ad tech platform Taiv to extend its CTV ad campaigns to TV screens in restaurants and sports bars. Guess what’s old is new again when it comes to marketers using TV as a way to reach as many people as possible.

How would you describe the state of privacy in the ad tech industry? “In one word: fragmented,” says Tony Katsur, CEO of the IAB Tech Lab.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Ad Dependence Is Independence Buried in a worthwhile Economist longread about mainstream news and The New York Times struggling to balance revenue needs with journalistic standards is an interesting nugget about the value of an ad-based business versus one that relies on […]

Mark your calendars for Jan. 4, 2024 all you deprecation skeptics. On Jan. 4, Google will begin cutting off third-party cookie access for 1% of a randomly selected group of Chrome users globally.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Watch Party Advertisers and creators have dinged Netflix in the past for its lack of transparency into streaming ratings. Netflix answered critics this week with a surprise data dump – its first real viewership report. The report, which Netflix will release twice a […]

A small bone is being thrown. AdExchanger has learned that Google is offering advertisers information on certain ad placements across its Search Partner Network in response to the most recent Adalytics report.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers. 

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sandboxers In The Ring The Trade Desk is saying farewell to the Chrome Privacy Sandbox, and it’s firing parting shots on the way out. In its view, the APIs in the Privacy Sandbox will devalue open internet advertising, while Google’s ad tech business […]

The need to expand beyond first-party identifiers fundamentally changes how companies think about building out a future-ready mar tech stack – with some big implications for how many companies have designed their customer data platforms (CDPs) today.

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. After-Hours FOMO When Google updates its search algorithm, as it did in November, the SEO world scrambles to reverse engineer the changes and discover which levers Google pulled in the background. Which is the context behind a recent discovery by SEO expert Joy […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. More Like Fixalate, Amiright? Pixalate just published its October made-for-advertising (MFA) report. And it isn’t pulling punches. Most MFA reports don’t detail revenue contributions by specific media companies or SSPs. Or, if they do, it’s just to pick on Google. Pixalate does pick […]

When La Colombe wanted to drive site traffic from new audiences, it turned to video – and predictive AI models.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Maxxed Out Google will temporarily allow opt-outs for its search partner network, GSP, which serves ads for searches on non-Google sites, Adweek reports. Google is responding to a report last week by Adalytics, an ad tech auditing outfit. Adalytics demonstrated how Google advertisers […]

Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Win Is A Win? Blue-chip accounts are coveted on Madison Ave, but it’s impossible to tell which clients are really the key wins for the agencies involved.  Winning the McDonald’s or Coca-Cola account comes with cachet and solid earned media, but the […]

Under The Hood When Gary Numan sang, “Here in my car, I feel safest of all,” he didn’t know about the rapacious data collection practices of modern-day automakers. Ars Technica reports that, late last week, Sen. Ed Markey (D-Mass.) sent letters to 14 car companies, including Ford, GM, Honda and Hyundai, asking pointed questions about […]

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.