If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Etsy’s Unwinnable Hand Etsy, the handmade and vintage product marketplace, is in a bind. Chinese manufacturers of super-cheap plastic and clothes (namely, Temu and Shein) are hoovering up paid media shopping traffic across the major online funnels (namely, Meta, Google and Apple). So it’s […]
Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.
Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.
Being able to share information about a group of people without compromising any individual person’s privacy kinda sounds like a form of wizardry. But it’s not. It’s just math.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Programmatic Standoff Agencies sing the praises of open marketplace bidding. But clients aren’t listening. Neither company stakeholders nor advertiser clients are fully convinced that bidding on the open marketplace is effective enough to justify all the expenses, Digiday reports. Transparency – rather, the […]
Imagine you’re deep into streaming game five of the NBA playoffs. After enduring the same car commercial countless times, frustration sets in: “Not that truck ad again. I’m not in the market for a car, but even if I were, I’d never buy this now because they practically ruined the game for me.”
The open web is getting smaller, with the squeeze happening in two directions: Curated deals are skimming the cream off the open web, and exposed made-for-advertising websites are shuttering.
While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.
