Publishers

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

What does a bloody third-person shooter game about robbing banks at gunpoint have in common with a hyper-casual game that involves flipping a strip of cartoon bacon from a skillet to try and make it land on random objects? The answer: Not much, but both are classified as “action” games, according to Apple and Google in their respective app stores.

Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.

A lot of ink has been spilled about the value of a publisher’s first-party data, but publishers can’t effectively monetize their data programmatically if they don’t have a standardized way to categorize it. On Monday, ArcSpan released Contextual APP, a data processing tool that enables publishers to structure their first-party contextual data into salable audience segments, including seller-defined audiences, using the IAB Tech Lab’s content and audience taxonomies.

The Health Insurance Portability and Accountability Act (HIPAA) is the most mature and comprehensive health data protection law in the US. (It passed in 1996.) But does this patient data protection law apply to data-driven advertising and online data collection? The answer is yes and no.

Roku’s total Q2 revenue was $764 million, up 18% year-over-year, but was relatively flat compared with last quarter, when revenue clocked in at $734 million. CFO Steve Louden was probably referring to that plateau when he warned of a TV ad spend hiatus. US advertisers are pulling back in reaction to inflation and supply chain shortages.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Googling Through The Headlines Google flooded the zone with news and interviews this week.  On the transparency front, one announcement that will impact ad tech is Google Ad Manager’s new “Revenue Verification Report.” GAM, the Google SSP, will look into buy-side gross revenue […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pronounced She-In, As In “Ooh … She In Trouble Now” The fast-fashion company Shein, a gigantic but secretive Chinese manufacturer of fast fashion, is getting a lot of attention. Which Shein both does and does not want.  On the plus side, Shein has […]

Netflix shocked the ad tech world with its selection of Microsoft to run its AVOD business. But the deal actually makes sense, and it’s helped calm nerves on Wall Street to boot. Plus: Why the IAB Tech Lab’s seller-defined audiences is slow to take off.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game-Changer The NFL has a history of media and marketing innovation. If we’re keeping score, it was the first sports league to reach every TV in America, the first to invest in studio-style production and the first to mic players on the field. […]