AdExchanger Archives - Page 6 of 87

Let’s Be Upfront About Performance

During upfronts, publishers flexed their ad performance muscles at media buyers all week long in an effort to appeal to the biggest demands media buyers have during their upfront negotiations: flexibility and results.

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The Big Story

To Sell TV, The New ‘Premium’ Is ‘Fandom’

This year’s TV Upfronts buzzwords are in: performance, dynamic, AI and fandom We explain why this quartet of phrases wove their way through the presentations.

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AI

CMOs Have To Be More Tech-Enabled Than Ever – And So Do Their Agencies

Advertising agencies have invested millions of dollars into their own AI-powered platforms to handle all kinds of tasks, from creative testing to audience targeting and campaign planning. An outsider to Ad Land might be forgiven for assuming all these AI tools are, essentially, the same as one another. (It probably doesn’t help that so many […]

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Data-Driven Thinking

The AI Chat Ad Frontier: What LLMs Change About Brand Safety And Control

ChatGPT ads are here, and brands are testing the waters. This marks the true start of LLMs as a new advertising channel, reshaping the customer journey and introducing a new surface for brand safety and suitability. It’s a real inflection point for advertising. Impressions, searches and even transactions that once traveled through websites will increasingly […]

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AdExchanger Talks

Zoom’s Next Act

Zoom CMO Kim Storin has one of the rarer jobs in marketing: She’s responsible for promoting and evolving a brand that’s also become a verb.

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Marketers

Viant Sees A Growth Wave Coming, But First Marketers Must Really Ditch Walled Garden Ad Tech

Viant reported Q1 2026 earnings on Monday, with its DSP revenue growing by 18% to $50.3 million. The company’s total net loss in the quarter shrank from $3.3 million a year ago to $2.2 million. Viant prefers a metric for net income that excludes some costs, such as stock-based compensation, and which would count the […]

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Marketers

Are Ad Networks Cool Again?; Oil Costs Are Seeping Into Grocery Aisles

Agents of Confusion Marketers and publishers are testing agentic solutions for media buying. But it’s unclear whether agents will simplify or further obscure the programmatic supply chain. Omnicom CEO John Wren told investors last week that the holdco is testing agent-to-agent campaigns without ad tech fees, Digiday reports. Stagwell, Butler/Till and others are pursuing similar […]

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Data-Driven Thinking

On Neutral Ground: Why Content Licensing Needs Independent Settlement And Verifiable Payments

The content licensing economy has arrived faster than anyone expected. Microsoft and Amazon have both entered the marketplace business. Venture-backed startups like TollBit and ProRata have built infrastructure for publishers to license their content to LLMs. And, in 2025, AI companies committed an estimated $2.9 billion in licensing fees to a relatively small number of […]

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Marketers

Is Agentic Commerce An Oasis Or Mirage?

This week, I’m ruminating on the word mirage. It is a useful term for the ongoing debate over if and when agentic shopping – as in, people assigning agents the latitude and payment info to make purchases on their behalf – will actually happen. Unlike “illusion,” say, or a term like “potential” or “promise,” the […]

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The Big Story

Identity Without Oversight

If a tree falls in a forest, does it make a sound? And if a UID2 doesn’t work — does anyone notice? Inside a UID2 mix-up that has a publisher questioning the value of alt IDs. Then, what Kochava’s settlement with the FTC means for any ad tech company that handles location data.

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