SSP 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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Mastering Floor Pricing: The Key To Optimizing Your Programmatic Ad Revenue

Wed, 26 Jun 2024 04:35:55 +0000

Setting price floors in programmatic, open-market auctions is necessary to properly signal the fair market value of a given impression. But the variety of approaches and lack of clear best practices makes choosing or developing a solution difficult. Many vendors in the marketplace offer standalone flooring-as-a-service products. The most widely used flooring tool is likely […]

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SSPs Are Taking Over The CTV Market, And Buyers Are Paying The Price

Thu, 20 Jun 2024 04:45:43 +0000

SSPs are coming for streaming media. The average CTV platform now authorizes 30 SSPs to sell its inventory, doubling the number of SSPs streamers worked with last year, according to Jounce Media. SSPs are packaging CTV inventory into curated, omnichannel deals. But sometimes that CTV inventory is attached to less desirable content or has been […]

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PilotDesk’s New President Dishes On Its Strategy In Ad Ops

Thu, 13 Jun 2024 12:30:30 +0000

PilotDesk, an ad ops automation startup founded by the same team that launched the SpringServe ad server, has named its first president. The company will name ad industry veteran Frans Vermeulen to the role, according to an announcement on Thursday. Vermeulen served as advisor to PilotDesk for the past several months as it raised a […]

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The Good, Bad And Overblown About The Trade Desk’s Top 100 List

Mon, 10 Jun 2024 09:00:02 +0000

The Trade Desk’s decision to release a list of the top 100 publishers on the open web has been the talk of the digital advertising industry for the past week. Calling out the cream of the crop among media owners feels like a crystallization of The Trade Desk’s apparent pivot from champion of the open […]

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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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Will The Trade Desk Become An Ad Net?; And Can Netflix Become An Ad Net?

Wed, 29 May 2024 04:03:40 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tricks Of The Trade Desk Anxiety has been brewing among publishers since The Trade Desk’s most recent earnings report. CEO Jeff Green used the call as an opportunity to reframe TTD’s focus away from championing “the open web” writ large toward support of […]

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Political Advertisers Promoted Polarization. Now We Need To Help Fix It

Thu, 23 May 2024 04:35:04 +0000

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media. These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not […]

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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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