CTV Archives | AdExchanger

The New Ad Tech Twinsies; Call It The Netflix Nudge

AdExchanger — Wed, 21 Aug 2024 04:03:29 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Twinning Marketing and ad tech companies are trying to make “digital twins” a thing, according to an Ad Age column. For instance, a brand might use its own first-party data about high-value customers as a seed audience to create a digital twin. A […]

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Jounce Partners With Self-Serve Buying Platform AdLib To Block MFA By Default

Anthony Vargas — Wed, 14 Aug 2024 12:00:02 +0000

Good news for the MFA averse: Buy-side platforms can block made-for-advertising sites by default – if they want to, that is. AdLib, a self-serve buying platform that connects to DSPs, announced a partnership on Wednesday with Jounce Media, which analyzes programmatic supply chains. The purpose is to ensure that supply purchased through AdLib’s platform is […]

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Forget Chrome’s Cookie Concerns: Solutions To Signal Loss Are Already Here

AdExchanger Guest Columnist — Tue, 13 Aug 2024 04:35:15 +0000

Just a few short weeks ago, the digital advertising industry stopped in its tracks for a moment when Google announced that it no longer plans to deprecate third-party cookies on Chrome. But that’s all the pause this announcement warrants—a moment. The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments […]

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Switch To First-Price Auctions Takes A Bite Out Of PubMatic’s Desktop Display Biz

Anthony Vargas — Fri, 09 Aug 2024 15:35:00 +0000

PubMatic is dialing back its expectations for the rest of 2024, and investors are taking note. The SSP revised its full-year revenue outlook down by $10 million in its earnings report on Thursday. Its stock price immediately dropped 35% in after-hours trading, before settling at about 30% down when the market opened this morning. The […]

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Magnite Continues Steady Growth Powered By Programmatic CTV

Anthony Vargas — Thu, 08 Aug 2024 13:14:39 +0000

CTV is where the action is for Magnite. Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal, which happened in May, “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors on Wednesday. “New and existing customers [are] asking us how […]

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Netflix Brings Its Sky-High Ad Prices Down (A Smidge); X Sues GARM Over Lost Ad Revenue

AdExchanger — Wed, 07 Aug 2024 04:03:12 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. C(heap) TV When Netflix introduced ads in 2022, the CPMs were set at an eye-popping $65. Some advertisers were willing to pony up that first year for the cachet of being among the first advertisers on the platform. But then rates dropped from […]

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CTV Providers Are Doing Their Own Thing – And That’s Great For The Industry

AdExchanger Guest Columnist — Tue, 06 Aug 2024 04:35:53 +0000

Today, media companies are at the inflection point where linear revenue is lower than digital and streaming revenue. That has major implications for what’s next. With more than a decade of experience at The Walt Disney Company, I experienced how digital and streaming upended standard foundational ad serving and operations, commercial formats and ad sales […]

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Omnichannel Marketers Have Outgrown Third-Party Cookies, Even If Google’s Still Holding On

AdExchanger Guest Columnist — Mon, 05 Aug 2024 04:35:36 +0000

Google has finally bitten the bullet and decided not to kill off third-party cookies in Chrome. No doubt it will go down as a pivotal moment in the history of digital advertising. But it isn’t a decisive one. With so many variables at play, including data regulation, user privacy concerns and technological advancements, Google’s update […]

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CTV Is One Of The Fastest-Growing Channels On Viant’s Platform – But There’s Still Value In Linear

Allison Schiff — Fri, 26 Jul 2024 05:00:07 +0000

I recently caught up with Viant co-founders Tim (CEO) and Chris (COO) Vanderhook – or, as I like to think of them, The Brothers Vanderhook – to get an update on their business. During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on […]

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75% Of All CTV Transactions Are Programmatic

Victoria McNally — Tue, 16 Jul 2024 13:21:38 +0000

Business outcomes are now the most important KPI for determining success with digital video, according to the IAB’s annual report.

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