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TV Buyers And Sellers Are Still Haggling Over CPMs; Meta Is (Back) On The Hot Seat

AdExchanger — Tue, 02 Jul 2024 04:03:53 +0000

Upfront negotiations might take longer than normal this year. Plus, Meta is already in hot water with the EU's new digital regulations.

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How Future Plans To Elevate Publisher-Provided Ad Tech

Anthony Vargas — Mon, 03 Jun 2024 13:00:57 +0000

The track record of publishers branching out into ad tech is mixed. Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third parties. The UK-based media holding company – which counts over 200 pubs in its portfolio, including Tom’s Guide, Marie Claire, PC Gamer […]

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The Trade Desk’s OpenPass Adds Rewards As It Pursues Wider Adoption

Anthony Vargas — Thu, 25 Apr 2024 11:00:58 +0000

Publishers looking to grow their addressable audience just got a new way to entice users to share an email address. The rewarded single sign-on (SSO) provider Bonbon announced on Thursday that it’s integrating with The Trade Desk’s (TTD) OpenPass SSO. Bonbon gives users rewards – such as discounts or chances to win merchandise – for […]

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Will Clean Room Consolidation Actually Make Collaboration Easier?

AdExchanger Guest Columnist — Wed, 10 Apr 2024 04:35:17 +0000

Clean rooms are one of the buzziest technologies in the advertising industry. Sparked by a need to activate first-party data in a privacy-compliant fashion, many brands are eager to adopt this solution. Amid any industry boom comes the eventual consolidation, and it looks like that day has come for the clean room space. Snowflake kicked […]

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How This Kid-Focused Content Company Uses First-Party Data To Reach Households With Children

Alyssa Boyle — Thu, 04 Apr 2024 04:40:34 +0000

Driver Studios, a kid-focused content company with a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

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NBCU Wants CTV To Be A Performance Channel. Can Adobe Help It Get There?

Hana Yoo — Tue, 26 Mar 2024 16:00:58 +0000

Third-party cookies are out, first-party data is in, and CDPs are racing to make first-party data work harder, better, faster, stronger. Because while first-party data is valuable, it’s not enough on its own to fulfill advertisers’ needs. To fill in gaps left by the loss of so much third-party data, Adobe announced on Tuesday a […]

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NBCU And Google PAIR Up; Why Can’t Madison Avenue And Hollywood Get Along?

AdExchanger — Mon, 18 Mar 2024 04:03:28 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pairing Performance Google snagged its first major CTV publisher for PAIR last week when NBCUniversal announced that it’s integrating with the solution through DV360, Broadcasting+Cable reports. For the uninitiated, PAIR stands for Publisher Advertiser Identity Reconciliation, and it’s Google’s protocol for securely matching […]

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Publishers Can Boost Their Value On The Open Exchange – Without Cookies

AdExchanger Guest Columnist — Tue, 12 Mar 2024 04:35:41 +0000

For those who closely monitor the divergence in value of addressable (Chrome) vs. non-addressable (Safari) inventory, the drumbeat of third-party cookie (3PC) deprecation drives a rhythmic anxiety against Chrome’s timeline. No one, including Google, knows how the Privacy Sandbox is going to perform at scale. Early data suggests Sandbox performance is likely to be better […]

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Cloud-Based Collaboration Is Ad Tech’s Post-Cookie Lifeline – But Will It Last?

James Hercher — Thu, 07 Mar 2024 16:45:34 +0000

Cloud infrastructure vendors are insinuating themselves into data-driven advertising. Third-party ad tech vendors are becoming service providers that build their solutions using cloud infrastructure – namely Amazon Web Services (AWS), the Google Cloud Platform (GCP), Snowflake and Microsoft Azure. This trend has given rise to technologies such as data clean rooms and CDPs, and for […]

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The News In Europe Sues Google; Are IP Addresses Worth Saving?

AdExchanger — Fri, 01 Mar 2024 05:03:05 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The News Tab Google is being sued by a coalition of some of the largest European news companies, including Axel Springer and Schibsted Media, Reuters reports. The suit itself is in a Dutch court, because apparently they have a reputation for rewarding antitrust […]

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