Programmatic retail media is stuck in a holding pattern until there are OpenRTB standards – the protocols for automated online advertising – that address sponsored listings.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Video Jockeys The Trade Desk publicly adopted the IAB Tech Lab’s new video protocols, which create more specificity around the type of online video ads being bought, Adweek reports. The news worried some publishers who run low-quality videos, like easily ignored spots or […]
Given industrywide pushback, the IAB Tech Lab has amended its previous update to its guidelines for in-stream and out-stream video.
Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.
Podcaster adoption of dynamic ad insertion (DAI) increased from less than 50% in 2019 to a whopping 84% in 2021. But for podcasters to get the most value out of DAI, they need an open environment. Using DAI within a walled garden makes it harder to get the full benefit of great innovation, writes Jon Stephenson, Founder and CEO of SoundStack.
Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.
The IAB Tech Lab has updated its OpenRTB standard to include objects specifically designed for DOOH. It also published new DOOH-specific guidelines and technical resources for real time bidding in collaboration with the Out of Home Advertising Association of America (OAAA) and Outsmart, the Out of Home Advertising Association for the UK.
You can’t have supply path optimization (SPO) without supply chain transparency. The ads.txt version 1.1 update released in April added OWNERDOMAIN and MANAGERDOMAIN variables that allow publishers to label a site’s parent company and the intermediary that is selling a site’s ad inventory. The IAB Tech Lab’s Jill Wittkopp spoke to AdExchanger about how these supply chain transparency tools relate to the industry’s pursuit of SPO.
The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. Some publishers are enthusiastic about testing SDA campaigns in the run-up to Google’s 2023 deadline for the phaseout of third-party cookies in Chrome. There is growing concern, however, about a marked lack of advertiser interest in doing the same.
While Topics API is a significant improvement from Google’s initial proposal, FLoC, there’s a more efficient and privacy-compliant window into interest-based advertising, says Stephanie Layser, News Corp’s VP of data, identity and ad tech. The answer? Seller-Defined Audiences (SDA).
