premium inventory

While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Recent speeches by DOJ and FTC leaders share a common thread, each organization sees a need for more aggressive market intervention and action to deliver on its mission. Plus: Getting the industry to weigh in on the definition of “premium.”

Crackle Plus touted $2 billion worth of content and the launch of a new ad-supported network called “Chicken Soup for the Soul” during the NewFronts earlier this month. But as more ad dollars flow into connected TV (CTV), marketers are struggling to assess the impact of their spend. Crackle is advancing its measurement capabilities with […]

Trying to convince brands to advertise in games used to feel like talking into the wind. But sentiment is starting to change in favor of games, said Alexandre Tan, VP of advertising and brand partnerships at French mobile game studio Gameloft, where he runs a division that functions like a media agency. Gameloft Advertising Solutions […]

Brands want high-quality mobile inventory – but they don’t have a standard way to define it, they can’t effectively measure it and there’s no easy way to find it at scale. Which is why mobile ad tech company Sabio Mobile, whose clients include Toyota, Wells Fargo, McDonald’s, Viacom and Lowe’s, released a validated publisher tool […]

The New York Times has a solution to the bot fraud problem: “Buy quality.” So declared Michael Zimbalist, SVP of advertising products and R&D at the Times, speaking at OpenX’s session about trust in the supply chain at Advertising Week in New York City. “You get what you pay for,” Zimbalist said bluntly. “We need to collapse […]

Now that Right Media Exchange (RMX) has been officially sunsetted by the powers that be, the Yahoo Ad Exchange has become a private marketplace of sorts, where demand can plug into Yahoo-owned and -operated supply. Yahoo has made a concentrated effort to streamline its ad business in the past year. The company used CES 2014 as […]

Microsoft and Yahoo are loosening their stranglehold on their premium display inventory. MediaMath has set up a buying program that includes guaranteed direct buys in a programmatic environment. The program is enabled through partnerships with publishers Yahoo and Microsoft, along with technology partners Shiny Ads, iSocket and Yieldex. The partnership represents the latest industry attempt […]

Denise Colella joined sell-side pricing and inventory manager Maxifier two years ago and quickly climbed the ranks from CRO to president before taking on the CEO’s role in October. Colella replaced Anthony Katsur, who held the post for less than a year and is now an advisor for the programmatic direct marketplace iSocket and Involved […]