Ad Tech
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The Big Story
Programmatic’s Pursuit of “Premium”
Programmatic algorithms optimize for performance, which can leave digital media companies floundering. Inside programmatic’s pursuit of “premium.” Plus: an ad tech acquisition forged on matchmaking buy-side and sell-side IDs.
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Data-Driven Thinking
Advertising’s ID-Less Future Depends On More Than DSP Adoption
Because DSPs manage programmatic ad spend, they can be seen as gatekeepers wielding influence over industry standards. DSPs select inventory to bid on, interpret SSP signals and prioritize bids based on historical performance and preferences. However, advertisers, agencies, media owners and technology providers also influence the rapidly evolving programmatic ecosystem. Advertisers and agencies set budgets, […]
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Data-Driven Thinking
American By Birth, European By Data Privacy Standards
As an American ad tech CEO working for a UK-founded company, I’ve heard countless stories from peers about the challenges of cracking the European market. But is the way we approach data-driven advertising in the US really better for anyone? There’s plenty about my hometown of Baltimore that I hold dear: “Hairspray,” “The Wire” and […]
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Online Advertising
Viant Acquires Lockr, And It’s All About Connecting IDs
Viant announced that it acquired Lockr, a consumer and business service for managing email inboxes and data opt-ins, during its Q4 earnings call on Monday. The goal is to connect the identity Lockr gets from its publisher tech with Viant’s identity graph. The company reported fast growth in its TV-focused DSP business in Q4, earning […]
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Data-Driven Thinking
The Surprising – And Important – Link Between Chevron And Ad Tech
As privacy regulations and enforcement grow more complex, companies must keep up with key developments and continue partnering with privacy experts to understand their practical impact. One notable development that flew under the radar in recent months is the Supreme Court’s decision to overturn the long-standing doctrine of Chevron deference, established by the Supreme Court’s […]
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Marketers
The Enslopification Of Pinterest; Stagwell Beats WPP On Growth
Pinterest is being overrun with low-effort generative AI slop. Plus, Stagwell partially credits its 14% growth last year to – you guessed it – AI.
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Online Advertising
IAS Outperforms Ad Tech’s Q4 Slump And Outgrows Its Verification Roots
Integral Ad Science broke a streak of punishing quarterly earnings reports for public ad tech companies when it announced better-than-expected Q4 results on Friday morning. The company’s total revenue of $153 million in Q4 was up 14% year over year. IAS earned $530 million in 2024 at a 12% growth rate. IAS shares jumped by […]
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CTV Roundup
Streamers Compete For Subscribers, Distribution And Programmatic Prowess
TV programmers and streamers are sharing their financial report cards for last quarter – and the results are quite a mixed bag.
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The Big Story
Connected TV’s Growth Spurt; How Ozempic Is Upending Marketing
In her last week at AdExchanger, Senior Editor Alyssa Boyle reflects on three years of change, and stasis, in the CTV space. Then, how Ozempic is changing the marketing world.
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Online Advertising
‘Is The Open Internet Healthy?’ Magnite Reports CPMs Dipped In Q4
Magnite ended up with a scrappy 4% year-over-year growth rate in Q4 2024, after a sudden, unexpected drop in display and online video CPMs during November and December, which caused the company to miss its revenue guidance. At least that’s the story from Magnite’s quarterly earnings report on Wednesday afternoon. Magnite, an independent SSP, earned […]
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