As media agencies become more skilled at programmatic buying, they’re working with fewer demand-side platforms (DSPs) than ever before. According to Pathmatics, advertisers have cut the number of DSPs they work with by 40% over the past two years, to about four per month on average. In part, that’s because the market is consolidating. Big-name […]
You know stuff is getting real when the consortiums start forming consortiums. Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies. One is Advertising ID Consortium, led […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Weed Whacks Influencers Influencer marketing has a fraud problem, and Unilever CMO Keith Weed has had enough of it. At the Cannes Lions festival, Weed said Unilever will no longer work with influencers who buy followers to inflate audience and engagement metrics. Unilever will […]
Advertisers are sick of paying for unviewed impressions, and some programmatic exchanges are appeasing them by eating the cost of anything that wasn’t viewed. Viewability guarantees aren’t new. For advertisers that demand it, ad tech companies can optimize toward viewability on open exchanges or run viewable deals in private marketplaces. The problem is, those options […]
The marketing cloud landscape has taken big steps into advertising technology and media buying, as with Oracle’s recent acquisitions of Moat and Grapeshot or Adobe’s deal for the video DSP TubeMogul. But Salesforce defies that trend. The company has deferred to partners to provide online advertising. And while rival clouds contend for new data sources, […]
AT&T, which closed its acquisition of Time Warner on Thursday, will acquire more companies to support its Advertising and Analytics unit, CEO Randall Stephenson said Friday during a CNBC interview. Watch it here. Stephenson spoke of an upcoming ad-supported skinny bundle called AT&T Watch TV, featuring Turner content, that will be formally announced next week. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. How The Sausage Gets Made Facebook announced new requirements for businesses building Custom Audiences. Facebook wants to make it clearer to users how their names got on lists that are commonly used for ad targeting. Starting July 2, businesses using the tool will have […]
Teamwork makes the dream work. At least, that could be the new Salesforce mantra for a suite of cross-cloud integrations and partnerships launched this week as Salesforce tries to separate itself from other leading marketing cloud companies. With so much competition and jargon in the cloud marketing technology space, it can be hard to differentiate, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Census Incenses The ANA published a survey of advertisers who oppose a potential change to the US census that would undercut marketing spend and measurement. The Trump administration wants to include a question about citizenship in the 2020 census, which advertisers worry will […]
AT&T defended its acquisition of Time Warner in court by saying it needed to compete against digital giants like Facebook and Google. By creating a scaled addressable TV platform to secure brand advertising dollars as well as performance spend, the merged companies could help AT&T stave off Google and Facebook. The two digital giants largely […]
If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.
While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.
Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.
Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.
Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
