AdExchanger Archives - Page 6 of 79

Are CAPIs The Next Phase Of Performance TV?

Netflix unveiled its own conversion API, which is meant to help marketers and media buyers prove their streaming campaigns are actually producing real business outcomes. The news is part of the rising trend of CAPIs becoming more popular in streaming advertising environments.

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Marketers

Viant Had A Good Q4, But Still Needs To Punch Up At Bigger Platforms

Viant reported its Q4 and full-year 2025 earnings on Wednesday evening, and investors appeared pleased. Net income last year was $24.1 million, almost double the total in 2024. Full-year 2025 revenue, meanwhile, grew by 22% to $110 million. CEO Tim Vanderhook told investors that revenue would have grown 28% without the affect of the prior […]

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The Big Story

The Year CTV Goes Full Funnel

2026 is the year CTV will bridge the gap between branding and performance. Fresh off the Convergent TV World event, our team discusses the rise of performance TV, shifting live sports rights and the impact of M&A on the streaming experience in this future-facing episode.

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Data-Driven Thinking

Beyond Automation: How AI Is Rewiring Control In The Ad Tech Stack

The advertising industry is full of noise about AI making buy-side and sell-side processes more efficient. That framing is convenient, but it misses a broader point. Speed and effectiveness are easy to celebrate. Power dynamics are harder to talk about. Most conversations about AI in ad tech focus on fewer manual steps, more dynamic creative, […]

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AI

How Realtor.com Is Using AI Creative To Expand Its Ad Footprint

Realtor.com is working with AI marketing startup BrandComms.AI to generate ad creative more quickly and across a wider array of channels.

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Marketers

How Molson Coors Keeps Creative Effectiveness On Tap

For Molson Coors, creative effectiveness is about more than just generating buzz; ad creative needs to boost sales and improve brand health. Who cares how funny or award-winning a piece of creative is if it’s not helping sell beer, said Sofia Colucci, North America CMO of Molson Coors, speaking at the Marketecture Live event in […]

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AdExchanger Talks

Healthy Growth In The Age Of AI

Mary Beech, chief growth officer at health-and-wellness brand Thorne, shares how she’s turning marketing into a growth engine amid AI-driven discovery and chatbots that get loose with the facts.

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AI

The Boring Infrastructure That Could Make Agentic AI Happen For Ad Tech

For all the talk about AI transforming marketing, many brands still wait weeks just to push a single audience from a CRM into paid media – a lag that’s hard to square with the rise of autonomous AI agents. “But that’s actually pretty normal in the industry,” said Rio Longacre, a partner and global ad […]

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Marketers

Behind NYT’s First Foray Into In-Game Advertising

Crossplay is NYT’s first two-player game, and marks the first time that users will see ads within the game experience itself.

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AdExplainer

Understanding MCP, The ‘Universal Adapter’ For AI In Advertising

If there are two things ad tech isn’t short on, it’s acronyms and, more recently, AI product demos. But MCP – short for Model Context Protocol – is more than another TLA (sorry, three-letter acronym) or AI buzzword. Metaphorically speaking, it’s plumbing for AI: the piping that lets large language models connect to other software […]

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