AdExchanger Archives - Page 6 of 28

The Culture Clash Underneath Creative Ad Tech

To explain Forrester’s latest creative ad tech wave, we bring on author, Senior Analyst Nikhil Lai. Then, the untold story of how Prebid.org became an independent industry organization.

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CTV Roundup

Exploring The Trenches Of CTV Buying – It’s Still Messy In There – With A 20-Year Agency Vet

Shelby Nichols was doing CTV before it was cool. And while CTV buying is a more complicated process than ever, it’s becoming easier for consumers to access more types of content – like live sports, for example.

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Online Advertising

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Alphabet, which reported its third quarter earnings on Tuesday, generated more than $88 billion in Q3 total revenue, up 15% from a year ago. Meanwhile, YouTube’s combined advertising and subscription businesses surpassed $50 billion over the past year. This is the first time YouTube has ever hit that milestone. Impressive numbers. But investors seemed to […]

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Data-Driven Thinking

Balancing Accuracy, Richness And Scale For Effective Audience Targeting

Digital advertisers should be able to agree that there are about 345 million people in the US, making up about 133 million households. But, historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments. More recently, advertisers have started to accept that there is a correlation […]

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Online Advertising

IAB Tech Lab Made Moves To Acquire Prebid In 2021 – And Prebid Said No

Seven years ago, as publishers were using header bidding to level the online auction with Google, Prebid was a bit of open-source header-bidding code developed by AppNexus. Fast-forward to today, and that code is now Prebid.org, a standalone industry standards body producing widely adopted open-source tech. The story of how Prebid.org came to be – […]

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CTV Roundup

How Expedia’s TV And Digital Teams Became Travel Buddies

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

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The Big Story

The Curation Debate

We discuss the rise of curation in programmatic buying and the current backlash. Is curation an ad network with new window dressing? And will it save or undermine the open web?

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Data-Driven Thinking

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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