For most consumer brands, acquiring their own first-party data would be a major distraction and involve considerable investments in new capabilities that could drag profitability for many years.| AdExchanger
The IAB Tech Lab is still on the fence as to whether it should take on the administrator role for Unified ID 2.0. It's complicated.| AdExchanger
The Trade Desk is having trouble lining up an administrator to govern and police the use of UID2 in territories where GDPR is the law of the land.| AdExchanger
The Trade Desk has committed the full open source code base for Unified ID 2.0 to the PRAM Technical Working Group, which is run by the IAB Tech Lab.| AdExchanger
It’s a bird! It’s a plane? It’s … another industry advertising ID. The European Unified ID (EUID) was launched on Monday as a joint effort between LiveRamp and The Trade Desk. As the name suggests, the EUID is essentially a UK and EU-focused version of Unified ID 2.0, The Trade Desk-backed open-source identifier that’s been […]| AdExchanger
How Walmart's AI shopping partnership with ChatGPT could threaten Walmart’s other big bet on retail media.| AdExchanger
The programmatic industry just took the toughest body blow it’s felt since the GDPR became law in 2018. The Belgian Data Protection Authority (DPA) announced on Wednesday that IAB Europe’s Transparency and Consent Framework (TCF), the industry solution for conveying consent data in the programmatic auction, is illegal in its current form. The DPA also […]| AdExchanger
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Stephanie Layser, vice president of advertising technology and operations at News Corp. On an overcast day in April at Google’s New York headquarters, the tech giant’s product managers presented their vision for the latest innovation […]| AdExchanger
What do Hercule Poirot, Ben Bernanke, Star Wars and C.S. Lewis have in common? If you’re an ad tech nerd, you’ll know the answer immediately.| AdExchanger
Hundreds of emails, depositions and other documents have been unsealed in the lead-up to the Google antitrust trial – and it’s a bonanza.| AdExchanger
This article is based on interviews conducted with early DoubleClick employees and a co-founder. It was written by an external contributor who prefers not to be identified. Suddenly, last summer, Google announced it was erasing the DoubleClick name from its product portfolio. So ends 23 years of ad tech myth and legend that coincides with […]| AdExchanger
Cloudflare restricts how bots can scrape content; TiVo's customer base stays loyal; and Nestlé announces a stark reduction in headcount.| AdExchanger
When Google Ad Manager tested the switch to unified first-price auctions this summer, it saw a handful of ad tech players start to win a greater share of ad impressions. “First-price auctions have created a more competitive market,” director of product management Jason Bigler wrote in a blog post Thursday. DSPs, non-AdWords ad networks and […]| AdExchanger
With no-click generative AI search gaining steam, here's how publishers can thrive when search traffic disappears.| AdExchanger
Have agency holdcos put too many eggs in the AI basket?; Temu has come back to us now at the turn of the tariff tide.| AdExchanger
SSPs are looking pretty ripe for acquisition; agencies want real man-on-the-street content from actual human men; and AI slop is taking over the internet.| AdExchanger
AdExchanger provides news, analysis and events dedicated to the data-driven marketing space.| AdExchanger
CleanTap wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.| AdExchanger
An Adalytics report released Friday details numerous instances of brands serving ads to known bots, despite using pre-bid bot detection.| AdExchanger
TiVo has officially halted the sale and manufacture of its once-revolutionary DVR products. Which raises the question: What does TiVo even do anymore, anyway?| AdExchanger
The Viant-Tubi integration offers new data insights; advertisers can buy sponsored product ads on Gopuff; and publishers continue to face traffic woes.| AdExchanger
CleanTap claims 100% of the invalid traffic it spoofed was accepted into live programmatic auctions and was successfully bid on by advertisers.| AdExchanger
Looking for sharp views on transparency, the lack thereof and the industry’s new obsession with made-for-advertising websites?| AdExchanger
WPP has bought InfoSum, a data clean room and collaboration startup. Terms of the deal, announced on Thursday, were not disclosed. This acquisition reunites InfoSum with Brian Lesser, its former CEO. InfoSum will sit within GroupM, now led by Lesser, who was chairman and CEO of InfoSum until he joined WPP in September. This is […]| AdExchanger
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. While the cookie bonfire rages on for the next two years, there’s another spark igniting change in the ecosystem: supply-chain transparency. It may […]| AdExchanger
Commerce media is booming, and everyone wants a piece of it. For commerce media networks, servicing the growing pool of media buyers brings many new opportunities and new challenges. In the short history of commerce media, hundreds of networks have emerged. Yet most premium on-site and in-store inventory remains in walled gardens. Media buyers are […]| AdExchanger
It's been more than two months since Google said it would forego third-party cookie deprecation in favor of a user choice mechanism.| AdExchanger
Story updated at 1:40 p.m. Rubicon Project has acquired nToggle, a startup that builds infrastructure to streamline bid requests, for $38.5 million, the companies revealed Monday. NToggle’s technology uses machine learning to weed out impressions a DSP is better off not bidding on through a process known as “traffic shaping.” This capability is increasingly important […]| AdExchanger
Walmart had a rocky second quarter, but ad revenue was a bright spot, including Vizio’s data and ads business and the Walmart Connect DSP.| AdExchanger
IAB Tech Lab CEO Anthony Katsur didn't mince his words when declaring unauthorized generative AI scraping of publisher content "theft, full stop."| AdExchanger
AVOD streaming services must prioritize engagement first and foremost. But programmers and investors alike name engagement as a top challenge| AdExchanger
The BOMESI Collective, which includes 50 Black-owned publishers, is now integrated with Concert, Vox Media’s supply-side platform.| AdExchanger
Some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.| AdExchanger
Experts weigh in on how to effectively market to LGBTQ+ audiences and why it's important, despite a dearth of identifiable data.| AdExchanger
Perplexity didn’t just try to buy Chrome; product placement in TV and film is on the rise; and the FCC is on one again.| AdExchanger
The fragmented TV ecosystem uses a slew of acronyms to describe itself – and it’s important for buyers to understand the nuance in these definitions.| AdExchanger
Raptive and others aren’t convinced that the insights gleaned from Chrome’s current state will reflect the final state of targeted advertising on the web.| AdExchanger
When The Trade Desk sneezes, ad tech catches a cold. That’s been the case since TTD reported its Q2 earnings on Thursday and Wall Street investors, nonplussed by the DSP’s performance, seemingly downgraded the entire programmatic sector. DoubleVerify, Zeta and Magnite, for instance, each had a modest stock bump after reporting positive earnings earlier in […]| AdExchanger
The SSP is betting on the DOJ's antitrust remedies, plus relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.| AdExchanger
So much pressure is placed on efficiency, both in execution and cost, that marketers prioritize “added value” impressions over meaningful business results.| AdExchanger
Mark Ritson at Marketing Week claims society is largely where we would have been anyway if COVID had never happened. So why do marketers overstate change?| AdExchanger
Dotdash Meredith is People now; brands love influencers again; and Apple’s gonna finally help you with all those spam calls.| AdExchanger
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is losing its seat at the decision-making table.| AdExchanger
Who’s going to serve as the administrator for Unified ID 2.0? Not the IAB Tech Lab. Earlier this week, CEO Anthony Katsur said it's not happening.| AdExchanger
Day Two of the Google antitrust trial in Virginia on Tuesday was just as intensely focused on the intricacies of ad tech as on Day One.| AdExchanger
Day three of the Google ad tech-focused antitrust trial: former Googler Brad Bender and Trade Desk CRO Jed Dederick, on the stand.| AdExchanger
On Day Four of the Google ad tech antitrust trial in Virginia, we boarded a time machine that took us back to April 18, 2019: UPR day.| AdExchanger
The IAB Tech Lab's new initiative suggests regulations for how AI bots can access content, ensuring that publishers are fairly compensated.| AdExchanger
When Amazon opened its Fire TV video advertising supply to outside demand for the first time, with The Trade Desk and dataxu as inaugural DSP partners, it broke new ground in programmatic CTV. The partnerships enable buyers on The Trade Desk, dataxu and Amazon’s own DSP to access Fire TV impressions exclusively through a private […]| AdExchanger
The DOJ published the witness list for its upcoming Google antitrust trial, and it reads like the ad industry’s answer to the Social Register.| AdExchanger
The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers. At its worst, the model ignores pockets of high-value inventory and reduces competition, and thus artificially caps a publisher’s revenue. Publishers have by […]| AdExchanger
The recent history of digital advertising is full of ad networks that have pivoted, or are trying to pivot, away from the withering RFP trade. Some have become demand-side platforms or analytics tools geared to advertisers and agencies. Fewer have positioned around the publisher. Family run Casale Media is in that smaller group. Founded in […]| AdExchanger
Google held a meeting Thursday with its top publisher partners to discuss numerous new product changes, collectively called “unified pricing,” that could upend publisher strategy and leave them with less control over their ad inventory. It soon got heated. Multiple publishers in the group, whose attendees included The New York Times, News Corp, Dotdash, Watson […]| AdExchanger
Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.| AdExchanger
With its focus on scale and programmatic buying, the LGBTQ+ streamer Revry is in a better position to compete for minority-owned media.| AdExchanger
To keep up with the growing popularity of B2B creator marketing, LinkedIn is expanding access to BrandLink, its video ad tool.| AdExchanger
Sincera's $4.2 million seed round was led by NextView Ventures with participation from AperiamVentures, LiveRamp Ventures and The Trade Desk.| AdExchanger
Just because an ID has been deployed by a publisher doesn’t mean it’s getting picked up in the bidstream, according to data from web crawler Sincera.| AdExchanger
Earlier this year, Pinterest conducted reviews of five potential ad tech acquisitions. Plus, what do LLMs think is the best retail media tech for retailers, and why?| AdExchanger
Judge Leonie Brinkema rules: Google has been found guilty in US v. Google of having monopolized two online advertising markets.| AdExchanger
Who needs enemies when you’ve got unvetted partners? On Tuesday afternoon, ad tech research firm Adalytics published a new transparency report digging into the Google Search Partners (GSP) program, a largely unknown and completely nontransparent search ad network. Adalytics estimates GSP generates roughly $10.5 billion annually, but alleges the program is chockablock with brand unsafe […]| AdExchanger
Judge Amit Mehta has ruled in favor of the Department of Justice and found that Google operates a monopoly over the search search.| AdExchanger
The narrative that lionized The Trade Desk as an untouchable titan of ad tech is shifting after the DSP missed its Q4 revenue guidance.| AdExchanger
It’s not often one gets to hear sworn witnesses in federal court explain the intricacies of header bidding under oath.| AdExchanger
The Google Chrome team is getting closer to deciding on its cookie consent mechanism. And Paramount resolves its four-month standoff with Nielsen, as the mechanics behind currency change forever.| AdExchanger
Meta advertisers have heard a lot about Advantage+ this year. Advantage+ is not a new streaming service, despite the “plus.” And it’s not a healthcare plan, though it sounds like one. It’s Meta’s version of a first-party data-based ad platform locked inside the blackest black box any Facebook advertiser has ever known, which it calls […]| AdExchanger
At long last, brands on Threads can buy ads. Plus, Meta is also trying to copy-and-paste an alternative to CapCut.| AdExchanger
AI-generated slop content is growing exponentially online. Plus, publishers and new organizations are strategizing for a post-TikTok future.| AdExchanger
In search of profitability, generative AI services launch new subscription models... but the first try is free.| AdExchanger
The Trade Desk announced its plan to buy Sincera, a startup that aggregates and supplies metadata to ad tech companies.| AdExchanger
T-Mobile buys Vistar Media, an ad platform that specializes in digital out-of-home, for approximately $600 million.| AdExchanger
There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to degrading multi-touch attribution (MTA) systems. However, as this moment unfolds, I’ve realized something critical: Understanding of marketing mix modeling solutions is woefully out […]| AdExchanger
Tom Pachys, Co-founder and CEO of EX.CO, discusses the company's new expanded ad server, and how it sets the offering sets them apart from other ad tech companies.| AdExchanger
Nielsen Chief Marketing Officer Alison Gensheimer discusses how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.| AdExchanger
The Google ad tech antitrust trial is over. The court will now take a break before closing arguments on November 25.| AdExchanger
If the TikTok ban goes into effect in January, Google and Apple will be barred from supporting updates or letting new users download the app.| AdExchanger
The Competition and Markets Authority (CMA), the UK’s antitrust regulator, might as well be called Uncle CMA, because they have a message for the ad tech industry: “I want you!” (to submit your opinion on the Chrome Privacy Sandbox proposals). The CMA is tasked with assessing whether the Privacy Sandbox – and Google’s planned deprecation […]| AdExchanger
Why the agency pivot to alternative payment models is good for M&A, and Zeta Global responds to a short-seller's explosive claims.| AdExchanger
Meta continues to tinker with its business model for the EU. Plus, government officials used location-tracking software as early as 2018.| AdExchanger
The Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield.| AdExchanger
You read that headline right: Google is seriously considering scrapping its plans to deprecate third-party cookies in Chrome.| AdExchanger
Everything that General Mills does online is designed to drive purchases, says Jeff Austin, senior mar tech manager at the CPG giant.| AdExchanger
Will gen-AI content resonate (or not) with consumers? That’s the big question, says Todd Hassenfelt, Colgate-Palmolive’s ecommerce director.| AdExchanger
Google is still figuring out what a cookie opt-out model would look like — and how it would affect development for the Privacy Sandbox.| AdExchanger
Most digital advertising use cases are not feasible using the Privacy Sandbox, according to the IAB Tech Lab’s Privacy Sandbox Task Force.| AdExchanger
Google announces it's delaying its self-imposed deadline to deprecate third-party cookies on Chrome for the third time.| AdExchanger
