programmatic guaranteed

Programmatic can be a mixed bag for Black-owned media companies. Some are compromising with programmatic guaranteed, which is like a digitized version of an insertion order.

Automation is also making its way onto TV advertising with a heavier focus on programmatic buying and better content recommendation algorithms.

Sebastian Tomich, The Athletic’s chief commercial officer and a longtime fixture in the Times’ ad tech division, believes the Times can use its blueprint for building a publishing business on The Athletic. And he’s also betting that advertising is an easier sell for sports fans than news readers.

Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.

Transparency is the keystone that will bring together the best of linear advertising with the best of programmatic. Brands should be able to get more transparency on programmatic CTV, but, just as importantly, publishers should get something in return for sharing this information, writes Nicole Scaglione, global VP of OTT and CTV at PubMatic.

TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.

At Tuesday’s ONE22 conference, NBCUniversal shared its second update on its ad tech stack One Platform’s developments for its clients. “Identity will be the new currency,” said NBCU’s chief data officer, John Lee, which means One Platform will focus on three key areas of growth this year: first-party data, automation and measurement.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Dos Va Donya IPONWEB founder and CEO Boris Mouzykantskii published an open letter and update on the company’s actions since the start of the war in Ukraine.  There was theoretical concern the war would be a wrench in the $380 million acquisition of IPONWEB […]

“The Sell Sider” is a column written by the sell side of the digital media community.  Today’s column is written by Clayton Tarics, VP of product management at FatTail. Increasing privacy regulations and anti-tracking measures are making it harder, riskier and more expensive for advertisers to reach target audiences. It’s also getting harder for publishers […]