AdExchanger Archives - Page 25 of 28

Hidden MFA

When Adalytics broke the news that Forbes operated the subdomain www3.forbes.com, it exposed a different kind of made-for-advertising (MFA) site. The URLs behind MFAs are often bland and unrecognizable, while Forbes’ hosted slideshow versions of its content crammed with ads, and most of the eyeballs came from paid traffic. Also, in some bid requests, Adalytics […]

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Data-Driven Thinking

Will Clean Room Consolidation Actually Make Collaboration Easier?

Clean rooms are one of the buzziest technologies in the advertising industry. Sparked by a need to activate first-party data in a privacy-compliant fashion, many brands are eager to adopt this solution. Amid any industry boom comes the eventual consolidation, and it looks like that day has come for the clean room space. Snowflake kicked […]

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Marketers

Check It Out: Arielle Garcia Is The New Director Of Intelligence At Check My Ads

In moves-that-just-make-sense news, Arielle Garcia has joined digital advertising watchdog Check My Ads as director of intelligence. Garcia made waves last year when she publicly resigned her role as UM Worldwide’s chief privacy and responsibility officer. She was brutally honest about her struggles to reconcile her values with the imperatives of the large agency holding […]

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Data-Driven Thinking

The Ad Industry Urgently Needs Consistent Privacy Standards

Last week, I had the opportunity to speak at the 2024 IAB Public Policy and Legal Summit in Washington, DC, about the importance of standardization in privacy compliance, discuss the IAB Diligence Platform and hear directly from regulators about what they are looking for. Standardization is an urgent issue for three reasons. Advertising is now […]

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AdExplainer

The Rise Of Ecommerce Ad Metrics

Ecommerce isn’t just a new category for online advertising. It’s changing how online advertising works. The first generation of online ad metrics was all about measuring the impact of the ad itself: click-through rate, app installs, video views and the like tied to a standard CPM. Those metrics were an attempt to prove that online […]

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The Big Story

Ad Tech’s Performance Review

TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

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CTV Roundup

How To Measure TV And Video Viewership When Every Currency Is Different

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

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Data-Driven Thinking

Blocking Domains Isn’t Enough To Stop MFA

Recent reporting from Adalytics and the Wall Street Journal exposed that Forbes, a publisher with more than a century’s worth of brand equity, was running a parallel made-for-advertising site in the shadows. One of the most trusted brand names in business reporting was using tactics advertisers usually associate with bot farms or clickbait content. This […]

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Marketers

Media Disco Launches Self-Serve Ad-Buying Platform For SMBs

Publishers are eager to work with big agency holding companies, but small and midsize brands (SMBs) get less publisher love, despite having great cumulative dollars to spend. And that’s partially due to access. SMBs lack the resources – the ad tech tools, time, money and people – to assume the media-buying operation across so many […]

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AdExplainer

What Is The Future Of Dynamic Creative Optimization (DCO)?

Once upon a time, ads didn’t change. They didn’t consider data inputs like a customer’s location, device, day of the week and time of day, weather conditions, search history and prior website interactions. Then dynamic creative optimization (DCO) came along. Easily paired with programmatic advertising technology, it automatically creates, iterates on and optimizes personalized ads […]

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