Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.
Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.
Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.
In today’s newsletter: Big Tech may be best positioned to take advantage of generative AI’s ad tech uses; ad tech leaders waffle on investing in Chrome’s Privacy Sandbox; Google faces an innovator’s dilemma.
The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.
In today’s newsletter: could an open-source website template fix programmatic advertising?; The Trade Desk’s new tool for targeting only the top 500 sites; and some of Apple and Microsoft’s services won’t fall under DMA regulation.
Viant announced AI updates to its existing data platform, including the rollout of its Chat with Data tool. The tool delivers data reports and analysis directly to marketers, nixing the need for business intelligence analysts, data scientists or SQL knowledge.
