AdExchanger Archives - Page 11 of 32

Advertisers, Brace Yourselves: The Era Of Paid, Ad-Free Social Media Is Here

Ad-free subscriptions are coming to social media. Snapchat was actually one of the first social platforms to offer a monthly subscription, starting in 2022. Its $3.99 Snapchat+ plan provides subscribers with exclusive, experimental and prerelease features (but still features ads). Snapchat+ had 11 million subscribers in August 2024, an increase of 6 million since September […]

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Data-Driven Thinking

CAPI Isn’t A Band-Aid For Cookie Deprecation. It’s An Essential Solution

With Google’s recent U-turn around third-party cookie deprecation, it’s easy to think there’s no rush to adopt alternative data strategies like conversion API (CAPI). But that’s a dangerous assumption. CAPI is a tool developed by platforms such as Meta, LinkedIn and Snap to help businesses track customer interactions and conversions directly from their server, bypassing […]

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The Big Story

Unboxing Amazon Ads’ Ad Tech

From the Amazon Ads Unboxed conference, AdExchanger reports on the ad tech products it’s building. Plus, why brand safety and news publishers remain at odds with each other, and what each side is doing about it.

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CTV Roundup

What Would Local TV Broadcasters Do If It Weren’t For Political Advertising Revenue?

You probably didn’t need me to tell you that things aren’t looking super great for the local TV broadcast industry these days, financially speaking. But just in case you need quantitative proof, consider the fact that many of the largest broadcasting companies are considered a credit risk.

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Data-Driven Thinking

The Industry Pullback From Cookie-Based Tech Proves Cookies Are Already Dead

The cookie is already gone. The budgets have shifted. All the howlers screaming about Chrome’s road map for deprecation are akin to the last soldiers standing on the battlefield clinging to the flag of a fallen nation. In short, it’s over. But we can’t measure the downfall of cookies by looking at the bidstream. There […]

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Marketers

How GoGo squeeZ Is Widening Its Target Audience Beyond Toddlers

Picture this: There’s a mom sitting on a park bench. It’s a sunny day, and she’s watching her kids play ball on the grass. She takes a quick look around to confirm no one’s watching her. Then, when she’s sure she’s not being observed, she takes out of her bag … a GoGo squeeZ pouch […]

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Data-Driven Thinking

Google Antitrust Drama: Why YouTube Will Thrive No Matter The Verdict

In its antitrust suit against Google, the US Department of Justice is portraying the company as a monopolistic giant, but the reality of Google’s ad tech business – and its future – is far more complex and evolutionary. The courtroom drama is drawing attention away from the real changes already reshaping the industry. These shifts […]

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Marketers

Inside Hasbro’s Novel ‘Splitsies’ Approach To Brand And Performance Media

Brand media and performance are two separate job functions at toy and game brand Hasbro. But when they collaborate closely, going “splitsies” makes sense, said Jennifer Burch, Hasbro’s senior director of global media. Burch oversees all aspects of Hasbro’s media planning and execution. The work she and her team does helps fill the funnel through […]

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The Big Story

Is The Trade Desk A Hero Or Villain To Independent Ad Tech?

As The Trade Desk grows more powerful, it’s attracting more attention – and frustration – from independent ad tech. Plus: an update on Google Chrome’s user choice mechanism.

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CTV Roundup

Why The Paramount And Nielsen Spat Matters In TV Measurement Land

Despite their dependence on Nielsen, programmers love complaining about the TV ratings titan. But Paramount Global recently went beyond griping when it announced its contract with Nielsen had lapsed.

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