Equativ Acquires Sharethrough; Programmatic: The Next TV Currency Battleground
Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.
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Yahoo DSP
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The Evolution Of Yahoo Backstage One Year After Its Debut
Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.
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2023: The Year SPO Went Mainstream
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
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Yahoo’s New DSP Feature Relies On A Mix Of AI And First-Party Data
Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.
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Gannett vs. Google Gets Going; Nielsen Tries Honey Instead Of Vinegar
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Voyage Of Discovery Newspaper publisher Gannett is suing Google for alleged ad tech monopolization. Google, of course, disputes the charge. Dan Taylor, VP of Google Ads, tells The Wall Street Journal Google will “show the court how our advertising products benefit publishers […]