Opinion

With screens omnipresent in modern life, the digital out-of-home (DOOH) advertising channel continues to see growth.

One reason for this: We’ve modernized workflows such as conventional insertion order (IO)-based transactions and streamlined much of the manual process through the advent of advertising technology. Today, there are programmatic capabilities, real-time bidding (RTB) and streamlined automation of ad serving and delivery of campaigns.

The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line.  Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]

While an SSP’s primary function as the technological connection to advertising demand for publishers remains, the strategic value an SSP provides has changed. So it might be time for SSPs to abandon revenue sharing with publishers in favor of a software-as-a-service (SaaS) model.

Advertisers have been chasing cord cutters for the last 10 years. But the story in 2023 is viewers cutting streaming subscriptions – and most advertisers aren’t keeping up with this behavior change.

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

While a number of companies have already made a name for themselves in the data clean room category, it has become clear that no single solution, or even a single data clean room model, will emerge as the industry standard.

A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.

After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.

Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.

The growth of ad-supported CTV is completely upending our thinking on what an open marketplace or open ad exchange can deliver. Combined with new programmatic protocols and ad serving technology that’s finally delivering the transparency, control and security digital advertisers have come to expect, the open CTV ad exchange is about to democratize TV advertising in an exciting way.