Ad security company Confiant claims it has identified an ongoing cookie-stuffing scheme allegedly perpetrated by Dataly Media, an affiliate marketing platform based in Ecuador. The purported cookie-stuffing practices date back to at least 2015 and underpin a large part of the company’s affiliate marketing business conducted since that time, according to Confiant.
In 2020, UK-based advertising trade org ISBA and PwC found that publishers receive just 51% of ad spend and that 15% of ad spend can’t be attributed at all. The ISBA and PwC’s second programmatic transparency study, fortunately, shows ad tech and agency buyers have gotten the message.
Signal loss calls for the use of, well, other signals. AdTheorent has a new tool that uses machine learning and seed data to score programmatic inventory based on the likelihood that an impression will lead to a conversion.
2023 is only a week in and antitrust scrutiny is already roiling the American big tech cadre. Important antitrust actions are looming, the line between antitrust regulation and privacy protection continues to blur – and large platforms with their own ad businesses are starting to feel the heat as regulators dig in.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.
Google Ad Manager (GAM) was out of commission for about three hours Thursday evening across web, app and video inventory. Any ad placement served through GAM, even ads monetized by a non-Google SSP, went dark, leading to lost revenue for publishers of all sizes at a time when they can least afford to lose out on revenue.
Recently, when The North Face ran an RFP for a programmatic buying agency, it went with WITHIN, which also happens to be the performance agency that won its creative services RFP earlier this year. The agency restructuring reflects a broader change for The North Face’s marketing, says media VP Bethany Evans.
Advertisers of all stripes are rethinking their ad measurement and attribution strategy. But the burst of new incrementality testing models, in-housing programs, multitouch attribution and media mix modeling efforts haven’t exactly led to a renaissance of understanding how measurement works.
Between Wednesday and Friday of last week, practically every independent ad tech company (The Trade Desk, Magnite, Criteo, Viant, System1, Tremor and PubMatic to name but a few) had a much-needed bump up in its share price. Can it last?
The Trade Desk’s revenue machine is still running strong. But with an economic downturn on the horizon, investors are pressing for TTD’s areas of optimism to translate into bottom line results.
