Home The Big Story The Big Story: Programmatic Purification
PODCAST: The Big Story

The Big Story: Programmatic Purification

By

SHARE:
The Big Story podcast

It’s almost become a cliché to say programmatic is so complex no one can follow an impression from start to finish.

Several years ago, when PwC, with ad trade body ISBA, attempted to audit programmatic ad budgets in the UK, it was a difficult and protracted process – and by the end of it the researchers were unable to attribute 17% of media investments.

In other words, nearly one-fifth of programmatic ad spend fell into what ISBA and PwC referred to as the “unknown delta.” It was untraceable.

The 2022 version of the ISBA-PwC study took half the time to complete – just nine months – and the unknown delta dropped from 17% to 3%, or just 1% within private marketplaces.

Senior Editor James Hercher spoke with ISBA and PwC about their latest findings.

But first, we talk through YouTube’s latest ammunition against TikTok. Starting on February 1, YouTube is retiring its creator fund for Shorts and .

YouTube will now offer most creators a better opportunity to earn money than TikTok, which only shares revenue with the top 4% of creators. Associate Editor Anthony Vargas digs in on why YouTube is opening its wallet to take on TikTok.

Must Read

Albert Thompson, Managing Director, Digital at Walton Isaacson
Agencies

To Cure What Ails Digital Advertising, Marketers And Publishers Must Get Back To Basics

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

A comic depiction of Google's ad machine sucking money out of a publisher.
Google antitrust trial

DOJ vs. Google, Day Five Rewind: Prebid Reality Check, Unfair Rev Share And Jedi Blue (Sorta)

Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

Comic: Alphabet Soup
Online Advertising

Buried DOJ Evidence Reveals How Google Dealt With The Trade Desk

In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: The Unified Auction
Google antitrust trial

DOJ vs. Google, Day Four: Behind The Scenes On The Fraught Rollout Of Unified Pricing Rules

On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.

Platforms

Google Ads Will Now Use A Trusted Execution Environment By Default

Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.

In 2019, Google moved to a first-price auction and also ceded its last look advantage in AdX, in part because it had to. Most exchanges had already moved to first price.
Programmatic

Unraveling The Mystery Of PubMatic’s $5 Million Loss From A “First-Price Auction Switch”

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

Popular

  1. A comic depiction of Google's ad machine sucking money out of a publisher.
    Google antitrust trial

    DOJ vs. Google, Day Five Rewind: Prebid Reality Check, Unfair Rev Share And Jedi Blue (Sorta)

    Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)

  2. Albert Thompson, Managing Director, Digital at Walton Isaacson
    Agencies

    To Cure What Ails Digital Advertising, Marketers And Publishers Must Get Back To Basics

    Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

  3. James Shears, VP, business development & client partnerships, XR Extreme Reach
    OPINION: On TV & Video

    Creative IDs Are Coming – Here’s What To Expect

    Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

  4. Comic: Alphabet Soup
    Online Advertising

    Buried DOJ Evidence Reveals How Google Dealt With The Trade Desk

    In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.

  5. Political Advertising

    Political Buyers Should Warm Up To CTV This Election Season

    While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.