The Sell Sider Archives | AdExchanger

For News Media, Consumer Data Privacy Shouldn’t Be A Bad Thing

AdExchanger — Tue, 20 Aug 2024 04:35:37 +0000

Lobbyists representing media organizations – including giants like The New York Times, the Washington Post and CNN – are urging lawmakers to water down federal privacy bills like the recently stalled American Privacy Rights Act. The planned federal privacy law would crush publishers that rely on targeted advertising, the lobbyists argue, effectively dismantling the free […]

The post For News Media, Consumer Data Privacy Shouldn’t Be A Bad Thing appeared first on AdExchanger.

Don’t Cancel Brand Safety – Improve It

AdExchanger Guest Columnist — Mon, 19 Aug 2024 04:35:41 +0000

Although a relatively new development, brand safety has become a standard condition for digital advertising campaigns. These solutions are meant to protect advertisers from being associated with online content that might harm their reputation. However, the current technology for determining what counts as “brand safe” is one-dimensional, outdated and has not evolved with advancements in […]

The post Don’t Cancel Brand Safety – Improve It appeared first on AdExchanger.

Strap In, Publishers, It’s Election Season

AdExchanger Guest Columnist — Wed, 31 Jul 2024 04:35:18 +0000

Let’s cut to the chase: 2023 was a challenging year for publishers. Halfway through 2024, however, many publishers are feeling hopeful, especially as election season heats up and puts a focus on news – a category with an extremely engaged audience. Publishers’ first-party data can provide a window into engagement insights, user behavior patterns and […]

The post Strap In, Publishers, It’s Election Season appeared first on AdExchanger.

Mastering Floor Pricing: The Key To Optimizing Your Programmatic Ad Revenue

AdExchanger Guest Columnist — Wed, 26 Jun 2024 04:35:55 +0000

Setting price floors in programmatic, open-market auctions is necessary to properly signal the fair market value of a given impression. But the variety of approaches and lack of clear best practices makes choosing or developing a solution difficult. Many vendors in the marketplace offer standalone flooring-as-a-service products. The most widely used flooring tool is likely […]

The post Mastering Floor Pricing: The Key To Optimizing Your Programmatic Ad Revenue appeared first on AdExchanger.

Who Has The Right To Define The Premium Internet?

AdExchanger Guest Columnist — Mon, 10 Jun 2024 04:35:04 +0000

So, you found out you’re not a premium publisher. As everyone in digital advertising has heard by now, The Trade Desk recently ranked the top 100 publishers on the open web. The list followed the beta launch of a product called SP500+ (“SP” meaning sellers and publishers), which is a group of about 500 premium […]

The post Who Has The Right To Define The Premium Internet? appeared first on AdExchanger.

Don’t Be Distracted By Cookie Drama. Google’s Search Changes Are The Real Existential Threat

AdExchanger Guest Columnist — Mon, 20 May 2024 04:35:34 +0000

The long tail is fighting for its life. Thousands of independent web publishers are facing an existential crisis. Massive macro changes instituted by online platforms are transforming how people navigate the web and how content is produced and monetized, threatening the very existence of the open internet. Google has once again delayed Chrome’s third-party cookie […]

The post Don’t Be Distracted By Cookie Drama. Google’s Search Changes Are The Real Existential Threat appeared first on AdExchanger.

MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them

AdExchanger Guest Columnist — Wed, 24 Apr 2024 04:35:19 +0000

The past year has seen increased exposure, dialogue and scrutiny over made-for-advertising (MFA) sites. Most recently, Adalytics exposed Forbes’ MFA website, and Jounce Media’s supply chain reports have gathered overwhelming evidence around the prevalence of MFA as a major inventory source for buyers. The narrative of MFA being misleading to buyers, a suboptimal user experience […]

The post MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them appeared first on AdExchanger.

News Media Has To Save Itself Rather Than Seek Charity From Advertisers

AdExchanger Guest Columnist — Thu, 21 Mar 2024 04:35:20 +0000

It’s never been more necessary to make journalism self-sustainable and save news media from economic collapse. But it feels like advertisers often frame supporting the news as a charitable endeavor, rather than something that will positively impact their business. If advertisers feel like they need to go out of their way to support journalism, that […]

The post News Media Has To Save Itself Rather Than Seek Charity From Advertisers appeared first on AdExchanger.

Advertising Could Gobble Up The Grocery Business

AdExchanger Guest Columnist — Mon, 18 Mar 2024 04:35:49 +0000

Retail media is all the rage. But while industry dialogue around this market focuses on innovation (e.g., CTV/programmatic applications for retail data, measurement standardization), there is little talk about the high concentration of the market in national retailer platforms. Continued low concentration in the mid- and long-tail retailer segments could pose an existential threat to […]

The post Advertising Could Gobble Up The Grocery Business appeared first on AdExchanger.

Publishers Can Boost Their Value On The Open Exchange – Without Cookies

AdExchanger Guest Columnist — Tue, 12 Mar 2024 04:35:41 +0000

For those who closely monitor the divergence in value of addressable (Chrome) vs. non-addressable (Safari) inventory, the drumbeat of third-party cookie (3PC) deprecation drives a rhythmic anxiety against Chrome’s timeline. No one, including Google, knows how the Privacy Sandbox is going to perform at scale. Early data suggests Sandbox performance is likely to be better […]

The post Publishers Can Boost Their Value On The Open Exchange – Without Cookies appeared first on AdExchanger.