programmatic guaranteed 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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Morning Brew On Why It’s Sticking With Direct

Anthony Vargas — 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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Vizio’s Vision For Programmatic And Home Screen Monetization

Alyssa Boyle — Fri, 12 Apr 2024 04:55:14 +0000

Vizio has undergone a metamorphosis, transitioning from a hardware company to primarily a connected TV ad platform. Now, its biggest growth opportunities lie in programmatic ad sales and home screen monetization to sell more supply.

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

Anthony Vargas — 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

Anthony Vargas — 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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Programmatic CTV Will Hit Puberty In 2024

Alyssa Boyle — Thu, 04 Jan 2024 06:05:40 +0000

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

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Overheard At The Prebid Summit

Anthony Vargas — Wed, 25 Oct 2023 20:02:09 +0000

Publisher frustrations about changes to the digital advertising ecosystem are starting to boil over – and there were plenty of grievances aired at the Prebid Summit earlier this week in New York City. The event was the first-ever gathering of its type hosted by Prebid, which is the organization behind the widely used open-source header bidding […]

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The Rules Of Header Bidding Don’t Apply To CTV. Here’s Why

AdExchanger Guest Columnist — Wed, 27 Sep 2023 04:35:11 +0000

In the Connected TV (CTV) landscape, it can be tempting to fall back on display advertising’s strategies and nomenclature. But CTV is entirely its own thing. Doggedly following display practices can cost you time and money. A good example of this is header bidding, a term that’s found its way to CTV even though CTV […]

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Programmatic CTV Still Has A Lot Of Growing Up To Do

Alyssa Boyle — Tue, 05 Sep 2023 10:00:04 +0000

CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.

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Four Ways The WGA And SAG-AFTRA Strikes Will Affect Media Buyers

AdExchanger Guest Columnist — Tue, 01 Aug 2023 04:35:24 +0000

We’re well into the Hollywood writers’ strike with no end in sight. And now that SAG-AFTRA has joined, Hollywood has ground to a halt. The fundamental economics powering video are broken, and all sides continue to search for common ground in a world upended by new distribution models, industry contraction and low-cost content. These strikes […]

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