Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
If advertisers feel like they need to go out of their way to support journalism, that is proof the programmatic open marketplace is broken. Yet we can’t place all the responsibility on the buy-side; media owners need to develop effective strategies to support themselves.
Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.
Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.
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.
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.
Native advertising needs a redefinition, not just for the sake of advertisers and publishers but also for consumers. Here’s how recent advancements in AI can help native advertising meet its potential.
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.
Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
For both premium publishers and MFA, monetization boils down to an endless quest for scale and shallow insights into their audiences that can be turned into ad revenue.
Market pressures are forcing retailers and online marketplaces to bolster their profitability with added services.
With 43% of Roblox’s users under 13 and about 70% 18 and under, Roblox must pay attention to legislation and policy around advertising to children. But it would be a total head-scratcher for Roblox to pivot its ad business to focus on over-18 audiences.
Here are some key challenges preventing retail media from reaching its full potential, with some ideas for how to overcome them.
If ad tech were a medical patient, a doctor would diagnose it with, among its other ailments, a bloat problem – specifically, bidstream bloat.
The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.
How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.
The Washington Post is looking to capitalize on a resurgence in advertiser interest in news content, and the AI trend, to create new opportunities for brand collaborations.
Publishers who have strong first-party relationships with loyal user bases are at an advantage – and the homepage is where that relationship thrives.
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
Among the most frequent benefits touted with SPO is improved efficiency. When costs are reduced while maintaining effectiveness, greater return on ad spend is achieved. But, asks InMarket’s Joshua Koran, is it really that simple?
While an SSP’s primary function as the technological connection to advertising demand for publishers remains, the strategic value an SSP provides has changed. So it might be time for SSPs to abandon revenue sharing with publishers in favor of a software-as-a-service (SaaS) model.
Blind emphasis on brand safety drives a blunt approach to blocking, creating an immense waste of quality impressions and lost opportunities.
Rather than allowing an ecosystem in which all media is interchangeable to remain the default, media owners must differentiate themselves to maximize their value to readers and advertisers.
Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.
Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.
Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.
Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?
With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company.
If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.
