Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.
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.
In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.
The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.
Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.
Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
TVision and Playground XYZ announced a partnership to measure attention on YouTube’s CTV app and fill in some data blanks for advertisers.
Playground XYZ announced today that its Attention Intelligence Platform is now compatible with YouTube ads.
