A quarter of all Connected TV (CTV) bid requests can’t be trusted.
That doesn’t mean fraud every time. Sometimes, it’s incomplete data. Sometimes, it’s oversimplified or mislabeled content. And sometimes, it’s more intentional misrepresentation. But the effect is the same: Advertisers don’t know if they’re getting what they paid for and publishers can’t be sure they’re getting fair value for their inventory.
Contextual targeting vendor Peer39 is capitalizing on the craze for all things cookieless with the rollout of a contextual data marketplace that aggregates data from atypical sources to apply against programmatic buys. The marketplace, which came out of beta on Tuesday after more than a year, includes cookie-free data sets from suppliers such as Hotspex […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Alex White, COO at Peer39. While conversations around connected TV tend to center on the leading streaming services, there are more than 200 CTV providers. A complex, fragmented ecosystem has created a lot of […]
Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]
