Data + Privacy

The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data.  However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]

SPO is moving from efficiency to curation to ranking the top 500 publishers. We talk through industry reactions to The Trade Desk’s SP500+ product. Plus: Seedtag acquired Beachfront, a deal that’s emblematic of multiple trends in CTV, privacy and the rise of contextual.

The open web is getting smaller, with the squeeze happening in two directions: Curated deals are skimming the cream off the open web, and exposed made-for-advertising websites are shuttering.

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor of bigger-picture analysis of marketing performance and a multi-methodology approach. Relying solely on MTA and MMM is not enough. There’s also a third method: incrementality. This […]

First-party data has long been in a marketer’s toolkit as a critical instrument to personalize the customer experience across media touch points. But it has yet to influence how most companies use generative AI technology.  However, proprietary data sets have the potential to play an important role in several key marketing applications for generative AI […]

Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media.  These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not […]

Like any addiction, buying cheap impressions on made-for-arbitrage (MFA) content is a vicious cycle that feeds itself. If our industry doesn’t stop the cycle at the source, it will continue indefinitely.  The need for a solution is growing as junk publishers tarnish the reputation of the open internet. We’ve even reached the point where The […]

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

Much has been said and written in recent months on the made-for-advertising (MFA) phenomenon, or the diversion of ad dollars from legitimate publishers to sites that exist purely to sell ads at a higher cost than the traffic they acquire.  We know MFAs are a big problem on the open web. But what about mobile, […]