DSP Archives | AdExchanger

Political Advertisers Promoted Polarization. Now We Need To Help Fix It

AdExchanger Guest Columnist — Thu, 23 May 2024 04:35:04 +0000

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media. These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not […]

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AdExplainer: The Rise Of Sell-Side Curation

Anthony Vargas — Tue, 21 May 2024 04:35:03 +0000

Audience curation is a manifestation of what the online ad industry has long been calling for: closer collaboration between partners that isn’t built on unreliable third-party signals. To curate custom ad inventory, buyers have started working more closely with the sell side. Publishers have strong insights into user browsing behavior that advertisers can use for […]

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How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain

Anthony Vargas — Mon, 20 May 2024 04:45:40 +0000

The impending deprecation of third-party cookies (any day now, really, we mean it) is changing how ad tech companies build audiences for media buyers. Sell-side curation is emerging as a post-cookie trend. It involves matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs). To be clear, deal […]

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It’s Time For Buyers To Ditch Vanity Metrics And Start Collaborating With The Sell Side

Anthony Vargas — Mon, 13 May 2024 04:45:03 +0000

Andrea Kwiatek will be presenting at Programmatic I/O, taking place May 20-22 in Las Vegas. Get your tickets here. If marketers weren’t so obsessed with vanity metrics like viewability and click-through rate (CTR), the open internet would have less of a media quality problem. Buyers could solve many of the issues they have with the […]

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Fixing CTV Ad Repetition Means Understanding How Ad Tech Enables It

AdExchanger Guest Columnist — Mon, 06 May 2024 04:35:59 +0000

CTV is a growth medium with a frequency problem. Ad repetition is one of the most talked-about CTV topics at trade shows. But it still hasn’t been fixed. Ad frequency is a problem at the campaign level, where CTV viewers can be exposed to the same ad creative across different media channels/streaming platforms well beyond […]

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Why SSPs And DSPs Are Breaking The Barrier Between Supply And Demand

AdExchanger Guest Columnist — Thu, 02 May 2024 04:35:55 +0000

Most of the companies in the digital marketing ecosystem have traditionally serviced either the supply or the demand side. But in the last few years, this trend has started to change. Google and Meta have always served both sides of the advertising ecosystem, and other examples are emerging as well. In 2022, leading demand-side […]

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The Trade Desk’s OpenPass Adds Rewards As It Pursues Wider Adoption

Anthony Vargas — Thu, 25 Apr 2024 11:00:58 +0000

Publishers looking to grow their addressable audience just got a new way to entice users to share an email address. The rewarded single sign-on (SSO) provider Bonbon announced on Thursday that it’s integrating with The Trade Desk’s (TTD) OpenPass SSO. Bonbon gives users rewards – such as discounts or chances to win merchandise – for […]

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DV360 Accepts The IAB Tech Lab’s New Video Guidelines. How Will That Impact Buyer Demand For Video Ads?

Anthony Vargas — Fri, 22 Mar 2024 15:37:36 +0000

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. Google confirmed to AdExchanger that DV360, its demand-side platform, has already adopted the IAB Tech Lab’s new video.plcmt field in OpenRTB bid requests. This field is where publishers and SSPs categorize their inventory based on the Tech Lab’s new video […]

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New York’s MTA Enables Programmatic Across Its Entire DOOH Network

Anthony Vargas — Tue, 19 Mar 2024 12:00:06 +0000

Programmatic DOOH is now available across the entirety of New York’s mass-transit system. OUTFRONT and the Metropolitan Transit Authority (MTA) announced Tuesday that 3,800 digital out-of-home (DOOH) screens across the MTA’s network are now enabled for programmatic open auction. These screens are installed on train platforms in 484 stations throughout the New York City subway, […]

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Don’t Generate The Player, Generate The Game; Who’ll Play In The Sandbox?

AdExchanger — Tue, 05 Mar 2024 05:03:37 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Next Gen AI Virtually every industry is experimenting with generative AI applications. But there’s an especially strong early use case for advertising technology. For one, generative AI can enrich an ad file’s metadata. (“Describe in detail whatever is depicted in this ad.”) Humans, […]

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