CPM Archives | AdExchanger

Instream Or Out? Why It’s So Hard To Accurately Label Video Inventory

Anthony Vargas — Tue, 02 Jul 2024 16:15:34 +0000

Step aside, made-for-advertising sites. There’s another media quality controversy flaring up in the world of online video. Buy-side pressure is building over how publishers categorize their video inventory. The Trade Desk kicked off a reckoning when it removed support for Yahoo video inventory it claims the publisher mislabeled as instream. Now the industry is questioning […]

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We All Have A Role To Play In Ending MFA

AdExchanger Guest Columnist — Wed, 22 May 2024 04:35:51 +0000

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 […]

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How Mobile’s Focus On Performance Helps It Avoid The MFA Problem

AdExchanger Guest Columnist — Wed, 15 May 2024 04:35:06 +0000

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, […]

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

AdExchanger Guest Columnist — Thu, 28 Mar 2024 04:35:44 +0000

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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DV360 Accepts The IAB Tech Lab’s New Video Guidelines. How Will That Impact Buyer Demand For Video Ads?

Anthony Vargas — Fri, 22 Mar 2024 15:37:36 +0000

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. Google confirmed to AdExchanger that DV360, its demand-side platform, has already adopted the IAB Tech Lab’s new video.plcmt field in OpenRTB bid requests. This field is where publishers and SSPs categorize their inventory based on the Tech Lab’s new video […]

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Privacy Sandbox’s Latency Issues Will Cost Publishers

AdExchanger Guest Columnist — Mon, 04 Mar 2024 05:35:17 +0000

The advertising industry has reached a critical juncture with cookie deprecation testing in Chrome. Google’s Privacy Sandbox aims to reduce cross-site and cross-app tracking while keeping online content and services free for all. Sounds idealistic – because it is. Google has invited players from across the ecosystem to test the Sandbox and its privacy-preserving APIs […]

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Haleon Says Attention Is A Good Measure Of Media Quality, But It’s Too Soon To Make It A Buying Standard

Anthony Vargas — Thu, 22 Feb 2024 14:00:18 +0000

Consumer health care company Haleon may be the first brand to use attention metrics to measure the quality of inventory bought through the Amazon DSP. Haleon, which owns Advil, Tums, Sensodyne and Flonase nasal spray, has been experimenting with attention measurement alongside its agency Publicis for the past 18 months, said Phil Jackson, Haleon’s director […]

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Can (And Should) Programmatic Be Fixed?; SP500+, It’s Not The S&P Or Another ‘Plus’

AdExchanger — Wed, 14 Feb 2024 05:03:57 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Tech’s So-Fixable, Unfixable Problems Gareth Glaser, a programmatic vet and former Prebid.js chair, offers some real talk in the latest edition of his newsletter, “Gareth Hates AdTech.” He takes the contrarian perspective. In Glaser’s view, open web programmatic is fundamentally good and, […]

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A Temu Patent Lawsuit That Isn’t A Novelty; Amazon Puts The Shine On Prime

AdExchanger — Mon, 22 Jan 2024 05:03:25 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Commerce Copycats The Wild Man Drinking Company (which makes a novelty item called the Krak’in used for shotgunning beers) filed a patent-infringement lawsuit against Temu last week (H/t @Sean Frank, CEO of the wallet brand Ridge). Why’s that interesting? Temu frames itself as […]

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Early Tests Of Cookieless Chrome Ads Are Encouraging, But Don’t Get Too Excited

Anthony Vargas — Thu, 18 Jan 2024 05:45:06 +0000

Google phased out third-party cookies for 1% of Chrome traffic all of two weeks ago. So, is everything different yet? Some early results are trickling in, with publisher ad network Raptive reporting findings from week-one test campaigns of the 1% cookieless audience. But these early results should be taken with a grain of salt. Raptive […]

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