PMP Archives | AdExchanger

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

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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The Evolution Of Yahoo Backstage One Year After Its Debut

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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Morning Brew On Why It’s Sticking With Direct

Wed, 29 May 2024 05:00:57 +0000

Late last year, Morning Brew hired Sara Badler, a longtime programmatic advertising executive, as its chief commercial officer. Badler previously led programmatic monetization for Dotdash Meredith and The New York Times. But this move doesn’t mean that Morning Brew, which built its business on direct, is planning to change its approach to monetization. Programmatic is […]

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AdExplainer: The Rise Of Sell-Side Curation

Tue, 21 May 2024 04:35:03 +0000

Audience curation is a manifestation of what the online ad industry has long been calling for: closer collaboration between partners that isn’t built on unreliable third-party signals. To curate custom ad inventory, buyers have started working more closely with the sell side. Publishers have strong insights into user browsing behavior that advertisers can use for […]

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How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain

Mon, 20 May 2024 04:45:40 +0000

The impending deprecation of third-party cookies (any day now, really, we mean it) is changing how ad tech companies build audiences for media buyers. Sell-side curation is emerging as a post-cookie trend. It involves matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs). To be clear, deal […]

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Business Insider Embraces Emotional Analysis To Boost Contextual Targeting

Fri, 03 May 2024 04:45:25 +0000

Tired: vanilla contextual targeting. Wired: contextual targeting that uses emotion-based signals. On Friday, Business Insider (BI) released a new targeting tool called SAGA reACT that analyzes the sentiment associated with its content alongside the emotional reactions the content produces to create actionable, emotion-driven audience segments. But you could argue that BI is a little late […]

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MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them

Wed, 24 Apr 2024 04:35:19 +0000

The past year has seen increased exposure, dialogue and scrutiny over made-for-advertising (MFA) sites. Most recently, Adalytics exposed Forbes’ MFA website, and Jounce Media’s supply chain reports have gathered overwhelming evidence around the prevalence of MFA as a major inventory source for buyers. The narrative of MFA being misleading to buyers, a suboptimal user experience […]

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The NY Post Is Turning First-Party Data Into Direct Deals, With A Little Help From Its Friends

Tue, 23 Apr 2024 16:36:28 +0000

Publishers have heard it countless times: First-party data will be the key to winning ad budgets as third-party cookies disappear. But data science is complicated, and publisher sales teams need help not only gathering first-party data, but using that data to build audiences that are attractive to advertisers. The NY Post has been around for […]

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Video Game Budgets Are Growing Up, But Ad Tech Still Needs To Catch Up

Thu, 28 Mar 2024 21:08:52 +0000

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. That’s the good news, according to joint research by the IAB and Advertiser Perceptions, released during this week’s third annual PlayFronts event. IAB’s study polled 300 advertising decision-makers who currently buy video game […]

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G/O Media Rides The Contextual Wave In Bid For Profitability

Thu, 29 Feb 2024 15:36:28 +0000

G/O Media knows all too well about the headwinds facing digital publishers. And it’s betting a contextual targeting offering will help it recover from a dismal ad market in 2023. The company embodied last year’s challenging media environment. It underwent two rounds of layoffs in June and November, shuttered Jezebel, sold Lifehacker to Ziff Davis […]

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