Marketers

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Will data dazzle media buyers at this year’s TV upfronts? Plus: Why recent changes to Google search results have decimated traffic for some digital publishers – and rewarded others.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

GSTV is trying to win a larger share of spend earmarked for TV. In GSTV’s case, it wants to reach a broad and captive audience – while they’re at the fuel pump.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

Ibotta’s evolution since it was founded 13 years ago – it went public last week – is emblematic of the industry’s overall transition from third-party data marketplaces to first-party and retail media data.