The Big Story Archives | AdExchanger https://www.adexchanger.com/category/the-big-story/ News and Views on Data-Driven Digital Advertising and Marketing Fri, 24 May 2024 18:25:33 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png The Big Story Archives | AdExchanger https://www.adexchanger.com/category/the-big-story/ 32 32 ‘Incrementality’ Is The Buzzword That Stole Prog IO https://www.adexchanger.com/the-big-story/incrementality-is-the-buzzword-that-stole-prog-io/ https://www.adexchanger.com/the-big-story/incrementality-is-the-buzzword-that-stole-prog-io/#respond Fri, 24 May 2024 11:00:53 +0000 https://www.adexchanger.com/?p=404410 Well, that's a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go "a-ha" this week, including observations on commerce media, CTV and generative AI.

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]]> https://www.adexchanger.com/the-big-story/incrementality-is-the-buzzword-that-stole-prog-io/feed/ 0 Measuring Muck https://www.adexchanger.com/the-big-story/measuring-muck/ https://www.adexchanger.com/the-big-story/measuring-muck/#respond Thu, 16 May 2024 17:18:03 +0000 https://www.adexchanger.com/?p=403823 Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

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]]> https://www.adexchanger.com/the-big-story/measuring-muck/feed/ 0 Data Dazzles Ahead Of The TV Upfronts https://www.adexchanger.com/the-big-story/data-dazzles-ahead-of-the-tv-upfronts/ Thu, 09 May 2024 16:37:53 +0000 https://www.adexchanger.com/?p=402882 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.

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]]> Privacy Sandbox Yellow Flags https://www.adexchanger.com/the-big-story/privacy-sandbox-yellow-flags/ Thu, 02 May 2024 14:13:28 +0000 https://www.adexchanger.com/?p=401930 Debrief on the CMA’s biggest issues with the Privacy Sandbox highlighted in its latest report. Then, a vibe check on the Newfronts.

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]]> The Third Delay For Third-Party Cookies Leaves Ad Tech In Limbo https://www.adexchanger.com/the-big-story/the-third-delay-for-third-party-cookie-leaves-ad-tech-in-limbo/ Thu, 25 Apr 2024 14:27:31 +0000 https://www.adexchanger.com/?p=401067 Cookies aren’t going anywhere. Behind Google’s third missed deadline to remove third-party cookies from Chrome. And what it means for ad tech.

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]]> Retreat To MMM https://www.adexchanger.com/the-big-story/retreat-to-mmm/ Thu, 18 Apr 2024 16:31:15 +0000 https://www.adexchanger.com/?p=400460 The latest trend in measurement is a classic. MMM, or media mix modeling, has been embraced by startups, brands and all the leading ad platforms: Meta, Amazon and now Google, which dubbed its program Meridian. This week on the podcast, our senior editor James Hercher tells us why he’s paying attention to Google’s Meridian MMM […]

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]]> Hidden MFA https://www.adexchanger.com/the-big-story/hidden-mfa/ Thu, 11 Apr 2024 16:09:29 +0000 https://www.adexchanger.com/?p=399725 When Adalytics broke the news that Forbes operated the subdomain www3.forbes.com, it exposed a different kind of made-for-advertising (MFA) site. The URLs behind MFAs are often bland and unrecognizable, while Forbes’ hosted slideshow versions of its content crammed with ads, and most of the eyeballs came from paid traffic. Also, in some bid requests, Adalytics […]

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]]> Ad Tech’s Performance Review https://www.adexchanger.com/the-big-story/ad-techs-performance-review/ Fri, 05 Apr 2024 05:15:51 +0000 https://www.adexchanger.com/?p=399077 TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

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]]> Bot Or Not? https://www.adexchanger.com/the-big-story/bot-or-not/ Fri, 29 Mar 2024 04:35:18 +0000 https://www.adexchanger.com/?p=398533 Inside the Nubai Ventures lawsuit against Outbrain over alleged bot traffic. Plus: The broadcaster-backed Joint Industry Committee and the Media Rating Council clarify their complementary roles.

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]]> Goodbye, Outstream: The Digital Video Classification Shakeup https://www.adexchanger.com/the-big-story/goodbye-outstream-the-digital-video-classification-shakeup/ Fri, 22 Mar 2024 15:42:30 +0000 https://www.adexchanger.com/?p=398097 More granular video classifications are replacing outstream video, but the move may devalue some inventory. Plus: GPTs are coming for contextual.

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