Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.
Just three months after Netflix surprised the world with the news that it plans to launch an ad-supported tier, the streaming leader has settled on its third-party vendor of choice: Microsoft. But why Microsoft? It wasn’t considered a serious programmatic contender until it acquired Xandr from AT&T (and that deal only closed last month). Still, something made Microsoft stand out from the crowd.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by James G. Brooks, founder and CEO at GlassView. Programmatic advertising started with the premise that advertisers were unnecessarily limiting themselves. As MediaMath founder Joe Zawadzki explained, “At the time, it […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by James Brooks, founder and CEO at GlassView. How many people are watching a brand’s video ads? And for how long? Those questions are perennial ones for advertisers, particularly after Google recently agreed to third-party […]
