Technology

The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.

The IAB Tech Lab has updated its OpenRTB standard to include objects specifically designed for DOOH. It also published new DOOH-specific guidelines and technical resources for real time bidding in collaboration with the Out of Home Advertising Association of America (OAAA) and Outsmart, the Out of Home Advertising Association for the UK.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. BuzzCuts BuzzFeed is laying off 12% of its workforce, Variety reports, based on an SEC filing. The reduction will apparently help BuzzFeed “weather an economic downturn that I believe will extend well into 2023,” writes CEO Jonah Peretti in a memo.  BuzzFeed’s revenue […]

Last week, the IAB’s multistate privacy agreement (MSPA) was made available for advertisers, publishers and ad tech partners to sign and begin using to track their data flows. But what is the MSPA?

Back in 2018, Tim Cook said, “The truth is, we could make a ton of money if we monetized our customer—if our customer was our product.” Fast-forward to 2022, and, to deliver the most relevant Apple Search Ads, the company uses “information a customer includes in their Apple ID account” for ad targeting purposes. If that isn’t monetizing your customers, what is, writes Uriah Av-Ron, partner and founder at Oasis Public Relations.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. That’s A Wrapped This week once again saw social timelines taken over by Spotify Wrapped, the audio service’s year-end user roundup of the most-played music and podcasts. In addition to highlighting Spotify’s first-party data, Wrapped has become the company’s most effective marketing tool, […]

Thanks to signal loss, recession fears and the “ad tech tax,” publishers of all sizes are seeing their ad revenue suffer. But the problem is more pronounced among local news publishers, many of which were barely getting by before platform privacy changes roiled the digital advertising industry. The Local Media Consortium (LMC) shares how it’s helping its members mitigate these headwinds.

The Thanksgiving to Cyber Monday online shopping bonanza was in full effect this year. But it’s hard to make judgements about whether this season is helping buoy retailers and brands as in years past

SKAdNetwork (SKAN) 4.0 was released last month and there’s a lot to be optimistic about. But there’s also complexity to unpack. While Apple has focused on bringing more measurement into their framework, it could further fragment the advertising ecosystem, too. Katie Madding, chief product officer at Adjust, offers five key changes to be aware of.

SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Yahoo? Yahoo has taken a 25% stake in Taboola as part of a 30-year exclusive ad deal (uhh … pardon?) that makes Taboola the primary native inventory seller for Yahoo’s media properties, The New York Times reports. The announcement leaves questions hanging. A […]

Brands are starting to look at video games as an inventory source, but there’s no scaled programmatic infrastructure to help aggregate supply in video games. And so that’s where in-game ad platform Bidstack is focusing its road map.  “We’re moving toward being a gaming SSP, a pure tech play,” Bidstack Founder and CEO James Draper told AdExchanger.

How should advertisers approach a wild-child platform like Twitter? David Cohen, CEO of the Interactive Advertising Bureau – who recently spoke with Elon Musk himself on that very topic – weighs in. Also in this episode: grappling with the term “commercial surveillance,” retail media real talk and marketing in the metaverse.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AdExchanger’s daily news round-up will return on Monday. Enjoy your holiday, and may all your online orders arrive on time. A Little Bit Lauder Now Estée Lauder wasn’t a first mover on TikTok – but it was a very fast follower.  The Estée Lauder […]

As part of a plan to consolidate its SSP partners, Horizon Media struck a deal with PubMatic Monday. Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s SPO products to automatically optimize their bidding depending on which KPIs they want to boost, whether the deal is open auction, programmatic guaranteed or a private marketplace.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Hasbros And The Have-Nots Companies like Netflix, Roku, Apple, Amazon and Paramount are thirsting for recognizable brands they can build a content universe around.  Media franchises provide a solution. Because, apparently, people will settle for only franchises and nothing new, ever again.  […]

Android has a Privacy Sandbox, too, and it’s going into open beta next year. Learn why this initiative isn’t generating the same ruckus as its close Chrome cousin, which is being hashed out at the W3C. Plus: a rundown on transparency (or the lack thereof) and the related data land grab in CTV.

After a five-year run as GM of Comcast-owned video ad tech platform FreeWheel, Dave Clark made the jump to programmatic ad platform TripleLift, which hired him as CEO in October. Clark spoke to AdExchanger about TripleLift’s IPO plans, how close its ambitious CTV ad formats are to market and more.

Between Amazon blocking beer ads during NFL Thursday Night Football and Meta’s newly introduced restrictions on pharmaceutical advertising, marketers are running into all sorts of unexpected (and perhaps anti-competitive) obstacles. Dan Meehan, Founder and CEO at PadSquad, offers suggestions for marketing around these restrictions.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Gaming The System Apple’s ATT has far-reaching ramifications not just for mobile game monetization but for how studios conceive and build games. Google and Facebook were so adept at funneling players to game developers because they matched people precisely based on gaming history. […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Has Lifetime Value Timed Out? It was the best of LTV, it was the worst of LTV. In mobile marketing, lifetime value (LTV) has long been considered a key metric for many data-savvy marketers. But times are changing, writes Eric Seufert at Mobile Dev […]

CTV advertisers still don’t know much about what content they’re running against, other than the fact it’s on the big screen. And they’ve had enough of it already. Buyers’ lack of visibility into which network, program or distribution channel their ads are served is almost enough to wish for the good old days of program guides.

What will data look like in a privacy-first world? Marketers will need to scale their data usage based on contextual privacy sensitivity and specific use cases. This sliding scale will consist of three classifications of data: features, services and adjacent data sources, writes Femi Taiwo, head of consultancy, Europe, at Assembly Global.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What’s For Sale? Amazon has started down the path of “Googlification.” Which is to say, its search engine has flipped from primarily serving up the best organic options to servicing advertisers with the best prospecting and conquesting opportunities.  There were turf wars in […]

Magnite’s quarterly revenue was up 11% year-over-year in Q3, with a large chunk of its growth coming from streaming. Growth guidance is conservative for next quarter, but Magnite expects AVOD inventory and retail media to become bigger growth drivers for its bottom line.

The Trade Desk’s revenue machine is still running strong. But with an economic downturn on the horizon, investors are pressing for TTD’s areas of optimism to translate into bottom line results.

PubMatic’s total Q3 revenue grew 11% to $64.5 million despite an industry-wide downturn, but the company doesn’t have high hopes for the rest of the year. It expects that ad spend will continue to trend down in Q4. But although spending is decelerating due to recession fears, PubMatic is planning to capitalize on the eventual rebound by focusing on video, retail media and particularly CTV, which continues to grow.

SmartNews uses the first-party data it gathers from its users to create more intelligent content recommendations and serve more relevant ads. It’s also investing in its own ad stack so it can activate its first-party data by creating contextual audience segments that it can sell programmatically on the open web and as part of its new direct sales offering.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Retail Wags The Dog CTV is a shiny object, but retail media is even shinier. Unlike CTV, which is a maturing channel, retail media is still floating down a river of optimism and the hype is swirling. Retail media prices, for example, are […]

Eyeo is known for ad blocking, but it’s got its eye on ad filtering. On Tuesday, eyeo, which is the parent company of AdBlock and Adblock Plus – two of the most-downloaded standalone ad blockers – acquired Blockthrough, a company for ad block revenue recovery.