Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.
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.
In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.
For companies testing the Chrome Privacy Sandbox, another delay was starting to feel inevitable, even before Google shifted its deprecation deadline.
Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.
First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Up For Sale Disney is considering selling ABC and its eight local stations. Nexstar Media Group is a possible buyer, Bloomberg reports. Disney CEO Bob Iger recently said he’s open to selling some of the company’s TV networks. Linear is a loss leader […]
SSPs including PubMatic, Magnite and Wunderkind are moving ahead with plans to recoup revenue paid to publishers from deals conducted on MediaMath’s DSP
The DMP is helping BDG target users it couldn’t reach before, in addition to packaging its audiences into more granular intent-based segments.
The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.
