Horizon Media

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.

As third-party cookies disappear, advertisers can rely on retail data to target consumers, said The Trade Desk’s Ben Sylvan at Night Market’s eCommFronts event in New York City last week.

Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.

It may look as if there hasn’t been much progress with alternative currencies – at least not commensurate with the hype. Just because alt currencies didn’t take over the upfronts this year doesn’t mean there hasn’t been movement.