CTV 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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Platforms Can’t Stem The Tide Of Political Ads; Black Boxes Inspire A Crop Of Analytics Startups

AdExchanger — Wed, 26 Jun 2024 04:03:56 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Poli-Ticking You Off 2024 is shaping up to be the worst year ever for political ad overload. Americans are already revolting against the deluge of text messages from political campaigns (and from scammers, too), The Wall Street Journal reports. But the flood of […]

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The Best Of Cannes 2024: Key Moments And Trends For The Year Ahead

AdExchanger Guest Columnist — Tue, 25 Jun 2024 04:35:07 +0000

Another Cannes Lions is in the books. If last year’s event felt like the best to date, this one felt even better. The challenges facing digital advertising feel bigger than ever, however. We’re still grappling with entrenched but unfounded fears that prevent marketers from supporting premium publishers. And media quality concerns threaten to turn partners […]

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SSPs Are Taking Over The CTV Market, And Buyers Are Paying The Price

Anthony Vargas — Thu, 20 Jun 2024 04:45:43 +0000

SSPs are coming for streaming media. The average CTV platform now authorizes 30 SSPs to sell its inventory, doubling the number of SSPs streamers worked with last year, according to Jounce Media. SSPs are packaging CTV inventory into curated, omnichannel deals. But sometimes that CTV inventory is attached to less desirable content or has been […]

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Pandora Integrates With UID2 To Raise The Volume On Programmatic Audio

Anthony Vargas — Mon, 17 Jun 2024 14:00:05 +0000

The Trade Desk is planting the UID2 flag in another emerging media channel. Pandora is the first digital audio platform to integrate The Trade Desk’s UID2 alternative ID, the companies announced today. The UID2 integration is also Pandora’s first partnership with a third-party ID. The integration adds more addressability for AdsWizz, the end-to-end programmatic platform […]

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Political Buyers Discover CTV; Mars Wrigley Chews On A Digital Ad Strategy

AdExchanger — Fri, 14 Jun 2024 04:03:34 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. From TV To Shining CTV Political campaigns may (finally) be all in on streaming TV, Notus reports. And it’s terrible news for viewers hoping for a respite. During the 2020 election, MiQ analyzed broadcast TV data in Arizona to identify 82,000 homes that […]

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The Good, Bad And Overblown About The Trade Desk’s Top 100 List

Anthony Vargas — Mon, 10 Jun 2024 09:00:02 +0000

The Trade Desk’s decision to release a list of the top 100 publishers on the open web has been the talk of the digital advertising industry for the past week. Calling out the cream of the crop among media owners feels like a crystallization of The Trade Desk’s apparent pivot from champion of the open […]

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The Evolution Of Yahoo Backstage One Year After Its Debut

Anthony Vargas — Wed, 05 Jun 2024 05:00:04 +0000

It’s been nearly a year since Yahoo DSP launched Backstage, its direct-to-publisher connection. It debuted at a time when DSPs and SSPs were launching solutions that bypass different parts of the programmatic supply chain. Yahoo and fellow DSP The Trade Desk introduced products that cut out SSPs, while SSPs PubMatic and Magnite launched solutions that circumvent DSPs […]

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Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off?

AdExchanger — Wed, 05 Jun 2024 04:03:14 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Price Of Being Upfront TV advertisers and publishers are in the throes of upfront negotiations. Buyers think they have the upper hand, and they’re using it to push publishers for more competitive pricing, Variety reports. With more competition than ever before – […]

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With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Frequency

AdExchanger Guest Columnist — Tue, 04 Jun 2024 04:35:17 +0000

Brian Wieser recently forecasted that, by 2027, linear and streaming TV will lose up to 25% of available impressions. To quote AdExchanger Associate Editor Alyssa Boyle’s reaction to this prediction: “Huh?” Frankly, the TV market’s vanishing impression problem is even more concerning than the numbers indicate. We know that viewing is rapidly migrating from linear […]

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