The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Split Decision The European Commission, the executive arm of the European Union, charged Google’s digital ad business with antitrust violations on Wednesday, CNBC reports. After a nearly two-year investigation, the commission found that Google’s end-to-end ad platform violates EU antitrust law. It pointed […]
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
Russia’s invasion of Ukraine is a test case for how ad tech can be used as an instrument of psychological warfare. But some ad tech companies are fighting back with their own AI-powered tools.
ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.
In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.
On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.
PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.
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.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Purity Test Independent ad tech companies – namely, The Trade Desk and Magnite – have taken their first awkward steps across the exchange with products that bridge directly to publishers (in TTD’s case) and right to agencies (in the case of Magnite). This […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Europe? More Like ‘You’re Out’ In 2018, a handful of American ad tech startups abandoned the EU when their services became (more likely than not) verboten. Drawbridge, for instance, left Europe when it became clear that regulators had cross-device graphs in their crosshairs. […]
Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rage Against The Machines Last week, Meta quietly rolled out Advantage+ Shopping Campaigns, the black box ad engine it previously parceled out to some advertisers upon request. Advantage+, like Google’s Performance Max, puts creative, targeting and optimization controls fully in the hands of […]
In its Q4 earnings report Tuesday, PubMatic highlighted how SSP consolidation is an opportunity for the company to pursue its goal of capturing a fifth of the SSP market.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. 230 Unhurty? The US Supreme Court held oral arguments on Tuesday in the case of Gonzalez v. Google, which challenges the Section 230 legal protections for companies that host user-generated content. In the suit is the family of a victim of the 2015 […]
The SSP category is facing some rough times. They’re either going bankrupt (EMX), undergoing layoffs (TripleLift, Magnite) or shuttering (Yahoo). Should we blame SPO?
Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Don’t Label Me Canada is coming for digital platforms like YouTube, TikTok, Spotify and Netflix with legislation that requires the services to feature Canadian content in country. The new law extends regulations already in place for domestic TV and radio stations to abide […]
Viant will offer advertisers renewable energy credits (RECs) for media purchased through its DSP. The company also announced a partnership with Ad Net Zero.
As part of a plan to consolidate its SSP partners, Horizon Media struck a deal with PubMatic Monday. Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s SPO products to automatically optimize their bidding depending on which KPIs they want to boost, whether the deal is open auction, programmatic guaranteed or a private marketplace.
PubMatic’s total Q3 revenue grew 11% to $64.5 million despite an industry-wide downturn, but the company doesn’t have high hopes for the rest of the year. It expects that ad spend will continue to trend down in Q4. But although spending is decelerating due to recession fears, PubMatic is planning to capitalize on the eventual rebound by focusing on video, retail media and particularly CTV, which continues to grow.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
Forget the post-cookie future. For Dailymotion, user-based targeting is already a thing of the past. Hamza Kourimate, VP and global head of sales marketing and data solutions at Dailymotion, spoke to AdExchanger on how the video platform is using its first-party data trove to build a contextual framework for video.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hope And Pr-AVOD Ad-supported video on demand (AVOD) is commanding a lot of interest right now. Practically every ad tech company is banking on CTV to outgrow web display. After all, the thinking goes, consumers can’t just keep shelling out for more and more […]
The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.
Ad measurement and verification company Method Media Intelligence uncovered a connected TV fraud scheme that it says rakes in $10 million a month in ad revenue. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI) […]
Sell-side platform Magnite acquired connected TV ad server SpringServe Thursday for $31 million, in a deal that will improve its access to all of a publisher’s CTV inventory. SpringServe’s video clients include Vizio, Univision, Tastemade and Pluto TV. SpringServe and Magnite work with many of the same clients, the company said. While SpotX (the video […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Staff Cuts Magnite is laying off about 6% of its staff following its $1.17 billion acquisition deal with video supply-side platform SpotX, Adweek reports. Buying SpotX is part of Magnite’s CTV growth plan, after already taking on Telaria. Though the acquisition nearly doubled […]
The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site […]
