Ad Tech
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Data-Driven Thinking
To Compete With Walled Gardens, The Open Web Needs More Collaboration
It’s obvious that publishers and advertisers have a lot to offer each other. And yet, based on the way advertisers have dealt with publishers over the years, you’d think they were sworn enemies. This is far from how things play out with major walled gardens like Meta and Google. There, ingenuity and openness prevail. The […]
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Marketers
Meet The Free Gaming Platform – Founded By An Ad Tech Vet – That’s Putting CTV Ads In Video Games
It is a rare occurrence for successful ad tech entrepreneurs to venture out of the B2B software landscape and into the consumer-facing world. But the attempt is not unheard of. The latest example came last month when André Swanston, co-founder and former CEO of Tru Optik – which sold to TransUnion in 2020 – raised […]
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The Big Story
Programmatic’s Pursuit of “Premium”
Programmatic algorithms optimize for performance, which can leave digital media companies floundering. Inside programmatic’s pursuit of “premium.” Plus: an ad tech acquisition forged on matchmaking buy-side and sell-side IDs.
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Data-Driven Thinking
Advertising’s ID-Less Future Depends On More Than DSP Adoption
Because DSPs manage programmatic ad spend, they can be seen as gatekeepers wielding influence over industry standards. DSPs select inventory to bid on, interpret SSP signals and prioritize bids based on historical performance and preferences. However, advertisers, agencies, media owners and technology providers also influence the rapidly evolving programmatic ecosystem. Advertisers and agencies set budgets, […]
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Data-Driven Thinking
American By Birth, European By Data Privacy Standards
As an American ad tech CEO working for a UK-founded company, I’ve heard countless stories from peers about the challenges of cracking the European market. But is the way we approach data-driven advertising in the US really better for anyone? There’s plenty about my hometown of Baltimore that I hold dear: “Hairspray,” “The Wire” and […]
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Online Advertising
Viant Acquires Lockr, And It’s All About Connecting IDs
Viant announced that it acquired Lockr, a consumer and business service for managing email inboxes and data opt-ins, during its Q4 earnings call on Monday. The goal is to connect the identity Lockr gets from its publisher tech with Viant’s identity graph. The company reported fast growth in its TV-focused DSP business in Q4, earning […]
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Data-Driven Thinking
The Surprising – And Important – Link Between Chevron And Ad Tech
As privacy regulations and enforcement grow more complex, companies must keep up with key developments and continue partnering with privacy experts to understand their practical impact. One notable development that flew under the radar in recent months is the Supreme Court’s decision to overturn the long-standing doctrine of Chevron deference, established by the Supreme Court’s […]
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Marketers
The Enslopification Of Pinterest; Stagwell Beats WPP On Growth
Pinterest is being overrun with low-effort generative AI slop. Plus, Stagwell partially credits its 14% growth last year to – you guessed it – AI.
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Online Advertising
IAS Outperforms Ad Tech’s Q4 Slump And Outgrows Its Verification Roots
Integral Ad Science broke a streak of punishing quarterly earnings reports for public ad tech companies when it announced better-than-expected Q4 results on Friday morning. The company’s total revenue of $153 million in Q4 was up 14% year over year. IAS earned $530 million in 2024 at a 12% growth rate. IAS shares jumped by […]
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CTV Roundup
Streamers Compete For Subscribers, Distribution And Programmatic Prowess
TV programmers and streamers are sharing their financial report cards for last quarter – and the results are quite a mixed bag.
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