The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.
Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.
Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rare Wares TV inventory is on track to become an even scarcer resource. US television (linear and streaming combined) will likely lose almost a quarter of its ad inventory volume over the next four years, according to media prognosticator Brian Wieser, writing at […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Is Free Social A ZIRP? Social media is free. Well, it’s supposed to be, anyway. That’s the point. All your friends join, it’s free fun, and rather than paying money you get served with ads. But that could change. On Monday, Android Authority […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Buy, Build Or Borrow? When should brands in-house their media and when should they turn to an agency? Marketing consultant Alex Greifeld posts about this conundrum in her newsletter, No Best Practices. While practically every major brand needs advertising services in some way, […]
DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Lost And Found If you’re wondering what happened to all the titles HBO Max just cut, they were rehomed across two other streaming platforms. On Tuesday, Warner Bros. Discovery announced that it’s making more than 220 canceled titles available on Roku and Tubi […]
While programmatic advertising has its faults, it is still evolving. And as it has matured it has become a powerful, efficient and effective tool for brands to surgically disseminate their commercial messages to highly targeted consumers. But that doesn’t mean there’s no work to be done, writes Eric Warburton, SVP of technical account management and platform partnership success at Horizon Media.
Marketers who are curious about the bias in their campaign targeting can put their media plans to the test by running them through a free open-source toolkit built by IBM. The idea behind using the tool, dubbed the Advertising Toolkit for AI Fairness 360, is to stay a step ahead of regulation by making sure the ad industry roots out bias in campaign planning, especially the invisible kind that can be amplified by a reliance on data segments (even a marketer’s first-party data) and black box algorithms.
