Roku Will Pass More Data In The Bidstream
Roku unveils what it’s calling the Roku Exchange, a more direct path between Roku’s ad supply and programmatic demand.
Topic
CTV
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Madhive Acquires Frequence In A Push For Local Omnichannel Budgets
TV-focused demand side platform Madhive acquires Frequence, an omnichannel marketing platform with roots in broadcast TV. Both companies have a foothold with local advertisers.
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E.W. Scripps Is The First CTV Publisher To Adopt The Trade Desk’s OpenPass
E.W. Scripps becomes the first CTV publisher to adopt OpenPass, The Trade Desk’s single sign-on product for user authentication.
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The Good, Bad And Overblown About The Trade Desk’s Top 100 List
How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.
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Show-Level Transparency Could Be A Differentiator For FAST Channels
The more new FAST channels there are, the harder it is for them to stand out to advertisers that have long perceived them as the bargain bin of streaming. One way to grab the attention of advertisers is to provide the data and transparency they’ve long been asking for from CTV partners.
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The Evolution Of Yahoo Backstage One Year After Its Debut
Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.
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Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off?
In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.
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OPINION: On TV & VideoWith TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Frequency
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
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Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming
Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.
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The Debate Over Premium Content Is Holding Back Programmatic CTV Growth
While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.
Must Read
Why Vodafone Is Giving Out Grades For Its Creative
One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.
Inside The Fall Of Oracle’s Advertising Business
By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?
Criteo: The Privacy Sandbox Is NOT Ready Yet, But Could Be If Google Makes Certain Changes Soon
If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.
Platforms Are Autogenerating Creative – And It’s Going To Be Terrible
This week, we’re diving into the most important thing in advertising – the actual creative – and how major ad platforms are well on their way to an era of creative innovation. Actually, strike that. I meant creative desolation.
Disney Expands Its Audience Graph And Clean Room Tech Beyond The US
Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.
Advertible Makes Its Case To SSPs For Running Native Channel Extensions
Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.