How Mobile’s Focus On Performance Helps It Avoid The MFA Problem
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
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.
MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.
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.
Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?
Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.
In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.
The acquisition should help Aditude expand its footprint in the gaming vertical. But the main rationale, from Aditude’s perspective, was CPMStar’s already-established direct sales business.
Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.
Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.