Ad Tech

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  Data-Driven Thinking

  Principal Media Has Potential, But Only With Strong Quality Controls

  Over the last few months, the subject of principal media (PM), or principal-based buying, has entered the ad tech zeitgeist. Principal media is the process where media agencies purchase media in advance, in bulk, and then resell it to their clients, often at a price that is higher than they paid but lower than what […]

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  CTV Roundup

  The Chief Media Officer Of Dunkin’ And Sonic Makes An Appeal For More CTV Transparency

  As the chief media officer and SVP of demand generation at Inspire Brands, Travis Freeman controls hundreds of millions of dollars of media spend every year – and he has a little request for anyone buying CTV.

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  The Big Story

  Tariff Chaos And Yet More Ad Tech M&A

  Tariffs are taking effect in the US, and advertisers are shook. Our special guest, Madison and Wall’s Brian Wieser, weighs in on the “blindingly obvious” consequences of implementing tariffs, including supply-chain disruptions that lead to a pullback in ad spend. You can’t promote what you can’t produce. Plus: the rationale behind Publicis’ acquisition of Lotame.

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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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