Advertising Perspectives

Laura Martin, a media and tech analyst at investment bank Needham & Company, opened her presentation at AdExchanger’s Programmatic I/O in Las Vegas this week by singing her own walk-on music. “I came in like ... read more

Although TikTok gets lumped in with Facebook, Instagram and Snap, et al., it doesn’t consider itself to be a social media platform. And that’s because its users are typically there to binge short-form video content ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Andrew Casale, president and CEO of Index Exchange. The programmatic market continues to boom ... read more

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…   The post Comic: Media Planning “Research” appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Since You Asked … When the Federal Telecommunications and Information Administration (FTIA) asked what tech companies thought of Apple, Meta happily chimed in.  ... read more

Programmatic can be a force for good. Procter & Gamble is using programmatic to reach multicultural audiences and support diverse publishers. Although some of the largest brands in the world have pledged to spend more ... read more

There will be no silver-bullet solution when it comes to advertising signal loss, but instead a patchwork quilt. These mixed (but apt) metaphors were invoked by Paul Bannister, chief strategy officer for CafeMedia, at AdExchanger’s ... read more

The NewFronts are old news. Now it’s all about the upfronts, which are old. But don’t forget about the podcast upfronts, which are newer than the NewFronts but named after the TV oldfronts … or ... read more

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Yahoo Chief Business Officer Iván Markman.  As the 2022 midterm elections approach, political advertising is ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. PET Lovers Privacy-enhancing technologies (PETs) are the industry’s latest attempt to program privacy compliance into data-driven advertising. But it’s not enough to just hire ... read more

The word “cookieless” crops up in virtually every conversation about the future of online identity. But what exactly do people mean when they say “cookieless”? Although the definition seems simple enough – the absence of ... read more

Real estate franchise Coldwell Banker, like the rest of the housing biz, has been targeting buyers who might be in the market for a new abode. But due to various macroeconomic factors, the company launched ... read more

“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 Marilois Snowman, CEO and founder of Mediastruction. Let’s be honest: ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Michael Jaconi, CEO & co-founder of Button.  Customer acquisition rates are up and ROAS ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Oh, Snap Snap warned investors this week that it will miss its one-month-old revenue target, tumbling shares by more than 40% in what may ... read more

Google announced the latest updates to its shopping ad products at Google Marketing Live on Tuesday, with changes on the backend to how advertisers use its tech and on the consumer side. These changes are ... read more

Mobile ad platform LifeStreet released a new version of its DSP on Tuesday that shows developers what’s happening behind the scenes when they make a programmatic buy. “Supply transparency is table stakes,” said CEO Levi ... read more

Probabilistic attribution is just a “stopgap,” says Simon “Bobby” Dussart, newly appointed CEO of AppLovin-owned mobile measurement and attribution company Adjust. Depending on who you ask, “probabilistic” could simply be a synonym for “fingerprinting,” but ... read more

“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 Marc Rossen, SVP investment and activation analytics at Omnicom Media ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game On TikTok is testing in-app games in Vietnam and plans to push further into gaming, starting with Southeast Asia, sources tell Reuters. People ... read more

The IAB’s Podcast Upfronts in May touted advancements in dynamic ad insertion, measurement and attribution and brand safety and suitability, as well as the rise of podcast networks. The three-day event felt like a victory ... read more

Netflix plans to introduce ads … and ad tech vet (and mayor of ad tech Twitter) Ari Paparo is rolling out an SVOD service of sorts. Weird world. On Monday, Paparo, who sold his last ... read more

By Mark Mitchell, VP, Business Development, Xandr As audiences across all demographics continue to shift from linear viewing toward long- and short-form digital video, the continued growth of streaming was front and center during this ... read more

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Michele Madaris, media director at Boathouse.  TV is not dead, nor is it dying. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Retail Media Mania  Feels like everyone and their Marriott – I mean, their mother – is or has a media network now. At its ... read more

Third-party cookies will soon be off the menu. But even if 3P cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss online, said Chip Overstreet, CEO of Spiceology, a ... read more

Behind the scenes, the TV industry continues to grapple with the splintering of content consumption across channels and questions about how to effectively measure it. But hey, let’s party. If the NewFronts is where buyers ... read more

“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 Elise Stieferman, director of marketing and business strategy at Coegi. ... read more

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… The post Comic: Programmatic’s Next Bet? appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Break The Chain A new antitrust bill on the Hill is going straight for Google’s jugular. On Thursday, a group of mainly GOP senators ... read more

Digital media has always had great attribution – great last-click attribution, that is. Despite lots of time, effort and money spent convincing marketers to embrace multitouch attribution (MTA), the tactic was doomed. Its Achilles’ heel ... read more

Edgemesh Server, a commerce-based site and server operator, launched its first solution targeted at the ad industry this month to help commerce companies identify and root out bots and automated traffic that trigger valueless ad ... read more

Even the experts at companies whose future depends on explaining the value exchange of personalized advertising to consumers struggle to make a convincing argument. “It’s amazing that an industry that creates messaging to sell things ... read more

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Chris Keune, Kargo VP of data science and product.  Netflix has suffered from flat subscriber ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Vibe Wars TikTok has launched an ad product called Branded Mission, which identifies potential influencers and puts paid media behind content even ... read more

Although the gaming audience is a lot more diverse than many marketers give it credit for, games are still extremely popular with young people, particularly young men. Which is why advertisers looking to reach this ... read more

Retracing the customer journey from impression to transaction is the holy grail of marketing attribution. But consumer behavior is messy. In today’s hybrid retail environment, customers can window shop in person before completing a purchase ... read more

Children’s toys are simple. But advertising them? Not so simple. WowWee is a large-scale, family-owned children’s toy manufacturer with clients including Walmart and Target. The company also advertises through multiple video channels – linear TV, ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Keith Petri, CEO and founder of lockr. After this exclusive first look for subscribers, ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Four-Minute Mile Details of the new Disney+ ad-supported tier are leaking as Disney lays the groundwork for its upfronts sales pitch.  For ... read more

When Google announced the Android Privacy Sandbox in February – and subtly heralded the coming end of the Google ad ID – Google gave developers loads of lead time to prepare. Google is putting out proposals ... read more

A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Marketers are trying to figure out how their ad budgets are actually working for them. Just ... read more

Pre-pandemic, Great Wolf Lodge devoted the majority of its media strategy to performance-based marketing and programmatic buying. But as the family resort rebuilds after the pandemic, it’s turning back to its upper-funnel roots with an ... read more

“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 Neej Gore, chief data officer of Zeta Global. The potential ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The 1% (No, Not That 1%) Hotel and travel companies are following in the footsteps of others that have embraced advertising revenue, including buy-now-pay-later ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Jay Glogovsky, vice president of revenue operations and analytics for The New York Times, will be speaking at Programmatic ... read more

AVOD is the same thing as FAST … right? Not so fast. Despite dozens of streamers, programmers and publishers crowding the space, AVOD and FAST are the only two ways to watch ad-supported TV beyond ... read more

Programmatic buying is a mainstay of digital advertising, but its role in the TV ecosystem is relatively new – and very different. To make programmatic work for TV, digital-native marketers will need a much broader ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pub Crawl Some ad tech and publisher software companies operate their own media outlets, sometimes as a useful data collection pipeline or as a ... read more

“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 Nancy Marzouk, CEO of MediaWallah. Marzouk will be speaking at ... read more

Chasing ad performance is a never-ending process. “There’s no chill in the performance world,” said John Sheldon, CMO of SmileDirectClub, a DTC startup and recently public company that sells customized transparent teeth aligners as an ... read more

By Rémi Lemonnier, co-founder and president, Scibids The apocalyptic headlines about cookie deprecation and the shift toward privacy have slowed somewhat ­– but don’t get too comfortable. Regulators around the world remain emphatic about privacy, ... read more

The newest billion-strong social platform, TikTok, is taking on the OG walled gardens. But its ad platform still can’t match Meta or Google. For one, TikTok under-attributes conversions compared to the other platforms, mainly because ... read more

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… The post Comic: Domino Effect appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Titans Are Tired So many entertainment hubs – Netflix, Amazon Prime and Freevee, Paramount+ and sister app Pluto TV, Apple TV+, HBO ... read more

AppLovin is looking at software as its main cash cow. Going forward, the company plans to prioritize its software platform and focus less on its apps business. During its Q1 earnings call on Wednesday, AppLovin ... read more

Despite what you may have heard, artificial intelligence (AI) is not a magic solution for every problem facing the ad industry. But AI can help advertisers optimize the performance of their campaigns. Luxury beauty brand ... read more

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Marcella Milliet Sciorra, CMO of DeepIntent.  Linear TV has long dominated the marketing mix for ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Disconnecticut Connecticut has become the fifth state to pass a data privacy law. The Connecticut Data Privacy Act (CTDPA), effective July 2023, follows in ... read more

Google is launching a new preference center so people can more easily manage their privacy settings, opt out of personalized advertising and specify whether they want to see fewer (or more, ha) ads on a ... read more

2020 was the year of CTV … and then 2021 was also supposed to be the year of CTV … … but this year is shaping up to be the real year of CTV. That ... read more

Connected TV isn’t always the superhero. Sometimes, it’s the sidekick. On Wednesday, AppLovin-owned mobile measurement platform Adjust launched a product called CTV AdVision that attributes cross-device app install conversions tied to CTV ads. Adjust’s measurement ... read more

Seven months ago, TikTok surpassed one billion worldwide users, breaking into a club that previously consisted only of Google and Facebook apps. Since then, TikTok has been on a massive ad platform expansion campaign as ... read more

“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 Anthony Katsur, CEO of the IAB Tech Lab. I recently ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Shipshape Shop Late last year, Shopify began testing a prospecting product called Shopify Audiences, and it just graduated to a general release.  The ... read more

Less is more for Dotdash Meredith, IAC’s fastest-growing business unit. When Meredith’s Health.com site migrated to Dotdash’s digital platform last week, the impact was immediate. Although the site now hosts 30% fewer ads, its pages ... read more

It’s chilly out there, but PubMatic had a decent quarter. Organic revenue for Q1 totaled $54.6 million, up 25% year-over-year, representing PubMatic’s seventh consecutive quarter of 20% revenue growth or more. PubMatic’s stock was up ... read more

The fact that online advertising has a carbon footprint is starting to take hold in the public consciousness. GroupM, Publicis and PHD, for example, have all signed a pledge to achieve net zero carbon costs ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mark Zagorski, CEO of DoubleVerify.  It’s been a brutal few years for brand advertisers. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Lost-Gen Apps A working paper submitted to the National Bureau of Economic Research this month lays out the mathematical case for a “Lost ... read more

Podcast ad revenue in the US cracked $1 billion for the first time last year due in large part to the rise of dynamic ad insertion (DAI). At $1.4 billion – up 72% from roughly ... read more

The TV industry has been waiting like a trapped princess for alternate measurement currencies to come and sweep it off its feet. But if you get a nickel for every time you hear “alternate currency” ... read more

Retail media is the hottest thing in online advertising and one of the most important categories for the future of programmatic growth. But it’s also not a well-understood category. For example, there are a number ... read more

Convergent TV isn’t just about marrying linear and streaming. Linear has its own fragmentation challenges, from local and national addressable to broadcast and cable. Ampersand is on a mission to patch the holes by corralling ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Long Live Linear On Friday, Innovid reported its second quarterly earnings since the company went public in December and its first since closing its ... read more

Criteo is preparing for the end of third-party cookies. That’s what you do. But third-party cookies aren’t dead yet. “Our ability to attract and retain customers for our clients does not have to rely on ... read more

“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 Rob Beeler, founder of Beeler.Tech. When we talk about streamlining ... read more

Amplitude wasted no time trying to poach customers after Google announced plans to shut down Universal Analytics (UA) and force an upgrade to Google Analytics 4 (GA4) this summer. The product analytics company, which was ... read more

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… The post Comic: Spring Cleaning appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled More publishers have signed up for OpenPath, The Trade Desk’s direct buy-to-sell-side integration. Since launching in February, TTD says ... read more

AdExchanger’s Alyssa Boyle reports back from the NewFronts trenches (which is to say, the red carpets and would-be galas). The event isn’t just about celebrities and dress-up, however. Big players like Amazon and NBCU also ... read more

If you were at the Twitter NewFronts presentation on Wednesday evening in New York City and played a drinking game that required you to take a sip every time a Twitter executive said “Elon” or ... read more

“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 Sarah Rose, the SVP of international digital advertising at IPG’s ... read more

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. After this exclusive first look ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ye Shall Not Password! Password sharing isn’t just a Netflix problem. Streaming platforms have largely held their tongues because account sharing does have its ... read more

Meta made its NewFronts debut in New York City on Tuesday with the expected fanfare of an evening designed to woo advertisers. (The event took place on the top floor of the Fotografiska Museum on ... read more

Without an easy interface for clicking through to purchase, audio and video ads have, until recently, been best suited to upper-funnel brand-awareness campaigns rather than direct response. But now, tried-and-true technologies like retargeted display ads ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Alon Rosenthal, CEO and founder of WhizzCo.  Content recommendation is trying to move up. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Improved Transparency (Sure … ) The Digital Advertising Alliance (DAA) has launched a certification program for addressable media identifiers (AMIs), which have become ... read more

Nielsen didn’t have a contingency plan for being unable to service its panel during the pandemic. In some ways, that’s understandable. Most companies weren’t ready for COVID-19. The problem was how Nielsen acted after its ... read more

TripleLift claims that it’s the world’s largest source of in-feed inventory. But can the same ad experience work for CTV? Native product placements in programming could be a viable alternative to interruptive ad experiences – and ... read more

“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 Rudy Grahn, attribution and measurement global strategy lead at Prohaska ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Squeaky-Clean Apple Apple was charged in the EU with boxing out wallet apps and payments, using its monopolistic power to force consumers to ... read more

Facebook marketer Rok Hladnik awoke last Thursday to discover that more than half of the 140 Facebook ad accounts he operates had been randomly turned off. The week before, the campaigns were overspending in the ... read more

“On TV & Video“ is a column exploring opportunities and challenges in advanced TV and video. Mike Richter, VP of global revenue operations for CTV and digital at Trusted Media Brands, will be speaking at ... read more

“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 Paige Leidig, CMO, NetBase Quid. Any business that advertises online ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Do Publishers Run The IAB Again? Publishers are “in a privileged position” in the new world of privacy-first advertising, Benjamin Dick, the IAB Tech ... read more

Following Russia’s invasion of Ukraine, the ad tech industry took steps to freeze Russian-owned media companies out of the advertising ecosystem. But programmatic technology continues to be used by parties on both sides of the ... read more

Amazon disappointed investors on Thursday with two alarming top-line figures: an $8.9 billion profit in Q1 2021 slipped to a $3.8 billion net loss in Q1 this year, its first quarterly loss in the past ... read more

Roku isn’t just dreaming of streaming. The company’s overall Q1 revenue for 2022 is up 28% year-over-year to $734 million, $647 million of which came from ad sales. That’s a staggering 88%, up from 80% ... read more