AdExchanger Archives - Page 35 of 37

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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Data-Driven Thinking

Advertisers Take Note: State Laws Zero In On Protecting Kids’ Digital Privacy Rights

US state comprehensive privacy laws like the California Consumer Privacy Act (CCPA) have been garnering much attention over the past year. However, new requirements with respect to the processing of children’s data are occurring at the US state level and seemingly flying below the radar. Participants in the ad tech ecosystem should take note. These […]

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Marketers

The UK’s CMA Wants Ad Tech To Spill All The Tea On Their Privacy Sandbox Concerns

The Competition and Markets Authority (CMA), the UK’s antitrust regulator, might as well be called Uncle CMA, because they have a message for the ad tech industry: “I want you!” (to submit your opinion on the Chrome Privacy Sandbox proposals). The CMA is tasked with assessing whether the Privacy Sandbox – and Google’s planned deprecation […]

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CTV Roundup

How Streamers Are Fighting The Plight Of Shrinking TV Ad Inventory

US TV ad inventory – including streaming – is eroding. Which means streaming platforms are tasked with pulling off the very difficult feat of appeasing viewers while also growing ad revenue enough to placate Wall Street.

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The Big Story

Bot Or Not?

Inside the Nubai Ventures lawsuit against Outbrain over alleged bot traffic. Plus: The broadcaster-backed Joint Industry Committee and the Media Rating Council clarify their complementary roles.

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Online Advertising

Streaming, Politics Star In Magna 2024 US Ad Forecast

If you’re sick of hearing about the volatile macroeconomic environment, Magna has some decent news. The US ad market is set to grow this year. US ad revenues are expected to increase by 6.7% to $360 billion, excluding cyclical spending, according to a Magna forecast released Thursday. And when you add political campaigns and international […]

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Data-Driven Thinking

Sins Of The Cookie: How Third-Party Cookies Set The Industry Back

Google Chrome’s third-party cookie deprecation plan is in effect, and the industry continues to await the fallout from the death of the cookie. However, it’s worth recognizing that the third-party cookie actually stymied the development of digital advertising. Sure, that little http text file was key to the evolution and dominance of programmatic advertising – […]

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