#programmatic

#programmatic

Yahoo advertising today (June 13th, 2023) announced an integration with Adelaide, a pioneer in attention metrics, to introduce high-attention pre-bid segments through the Yahoo DSP.This global solution, driven by Adelaide's market-leading attention metric, promises to simplify the application of attention metrics for advertisers, helping them achieve strong business outcomes.

Vistar Media, the world's leading end-to-end programmatic ecosystem for digital out-of-home, is pleased to announce its latest partnership with Adsquare, a renowned Location Intelligence Platform.This partnership provides Vistar's clients with advanced audience targeting capabilities to further enhance sophisticated programmatic out-of-home campaigns.

The SPO battle is hotting up.Ever since OpenPath was launched by The Trade Desk, both Magnite and Pubmatic have launched competing solutions (Clearline and Activate respectively).Breaking the chain
Why are we breaking the programmatic supply chain?The simple answer: margin and control.Online video and CTV are strong growth areas, attracting incremental digital and legacy TV money.

Outdoor advertising technology leadersAdkom,Blip, andBroadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP).Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities.

In the wake of a rough second half of 2022, Recurrent Ventures is prioritizing areas of its ad business where it sees the highest growth potential and return.That means ramping up its focus on programmatic direct and private marketplaces (PMPs) rather than open auctions, said Scott Mulqueen, Recurrent's VP of programmatic and yield.

Breaking news from celebritiesdeaths.com: the president is dead.At least that's what the highly reliable website informed its readers last month, under the no-nonsense headline Biden dead.Harris acting president, address 9am ET.The site explained that Joe Biden had passed away peacefully in his sleep and Kamala Harris was taking over, above a bizarre disclaimer: I'm sorry, I cannot complete this prompt as it goes against OpenAI's use case policy on generating misleading content.

The artificial intelligence revolution is motoring forward at such a pace that it's hard to keep up with the torrent of news stories about it, let alone the technology itself.In recent weeks we've had AI newsreaders on Kuwaiti TV, an AI-generated photograph winning a major prize, an AI-generated interview with Michael Schumacher that got an editor sacked and, of course, numerous warnings that this all might spell the end of humanity itself.

The supply-path optimization (SPO) trend is catching on with video publishers.Future Today, an ad-supported video on demand (AVOD) platform, credits SPO for the 336% increase in ad spend it's seen through Amobee's DSP within six months of Tremor International acquiring and integrating Amobee into its tech stack.

The way programmatic advertising is done is changing from an open marketplace, where everyone transacts with one another, to something more controlled.Publisher LADbible Group believes that moment can't come soon enough.It's probably not the first publisher many observers would tip to make such a claim.

Linear TV is taking a programmatic turn.Charter's full linear footprint is going programmatic, the result of a partnership announced Wednesday between Spectrum Reach, the ad sales division of Charter, and supply-side platform Beachfront.Spectrum's move is part of a trend of programming distributors setting their sights on addressable.

One in every 140 programmatic impressions has a serious security or ad quality violation, a growing threat to the quality of the programmatic ecosystem.To continue protecting the user experience of consumers, MediaMath, a leading demand-side platform (DSP), has selected the newly released Confiant DSP solution to improve ad security and ensure ad quality across their platform.

Microsoft's purchase of Xandr from AT&T in late 2021 might have looked like an embrace of third-party ad tech.But while parts of the Xandr tech are considered valuable by Microsoft, the future of Xandr as an SSP integrated with thousands of outside publishers is in doubt.Since completing the acquisition in June of last year, Microsoft Advertising has shifted its focus to first-party products and integrations to win and secure key accounts, such as Netflix, according to multiple sources with direct knowledge of recent changes within the group.

Magnite CRO Sean Buckley takes issue with the recent characterization of supply-side platforms (SSPs) in peril.The prevailing narrative is that SSPs are cutting out demand-side platforms (DSPs) in a desperate attempt to differentiate - and in response to ominous countervailing forces.Last year, The Trade Desk launched OpenPath, a product that allows buyers to circumvent their supply partners (especially Google) and buy inventory directly from publishers.

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Podcasting is still growing at a fast clip - two times faster than digital advertising overall.But it's in the midst of a slowdown, in part because programmatic podcast advertising technology is still in its infancy.The slump has led to a slew of layoffs and canceled podcasts from NPR, Spotify, iHeart Media, SiriusXM and Sony Music.

The YouTube advertising company Channel Factory invited PwC to perform verification procedures over their proprietary platform ViewIQ, ensuring that it delivers efficiency to brands and agencies, and saves money as a result of quality ad placement.PwC's testing found Channel Factory's technology reduces media wastage by 23% leading to a 12% cost savings which is increasingly significant as a result of the economic downturn.

Hivestack, the world's leading, independent programmatic digital out-of-home (DOOH) ad tech company announced an exclusive partnership with Focus Media Hong Kong Limited, a major DOOH media company in Hong Kong.As part of this partnership, both local and global buyers will have exclusive access to Focus Media Hong Kong's network of digital panels and billboards.

Linear is a dish best served programmatically.On Wednesday, Dish Network announced Dish Connected, which is a way to package linear and streaming inventory programmatically.Dish already sold some linear inventory programmatically, but targeting was still done on a one-to-many basis.Now, advertisers can buy linear ads as one-to-one addressable spots alongside Sling TV, Dish's streaming service.

Has anyone noticed the transition to streaming has woken up the TV programmers?From the streaming wars to the constant talk of data, programmatic and targeting at this year's TV upfronts, the industry is sounding more and more like it's part of the digital world.After years of slowly resisting the inevitable decline in lucrative linear viewing, the TV is finally running.

Instagram now has ads in its search results.In March, Meta rolled out "reminder ads" that let advertisers notify Instagram users about upcoming events.Meta also slapped ads into Instagram Reels and the Explore tab last year in an effort to increase ad revenue.But will the turnabout last?A platform with too many ads is a less-than-ideal user experience, which ultimately drives people away.

Programmatic and data solution experts Crimtan has announced a partnership with Autovia and Haymarket to give car sellers in-depth access to customer car buying intent signals from 2 out of 3 prospective car buyers.This collaboration comes as the 2023 car market continues its dramatic recovery, with data from the partnership showing a remarkable 73% increase in intent-to-buy from March alone within the industry.

Programmers that held upfronts came bearing gifts for advertisers, most of which were packaged as improvements to ad targeting and/or buying.Netflix, Disney and Warner Bros. Discovery (WBD) all touted better ad targeting capabilities for streaming in response to a heightened focus on programmatic buying.

With the growth of commerce media, there is growing pressure for brands to spend directly with retailers - sometimes leaving agencies in an uncertain position.With the increasing competition of retail media networks (RMNs), some marketers are feeling pressure to spend advertising dollars with retailers in order to access valuable store real estate and first-party data.

Supply-path optimization (SPO) conjures an image of supply- and demand-side platforms dueling it out to each render the other obsolete.But it's actually not that dramatic.Publishers and buyers don't need to nix as many intermediaries as possible - just a select few, said Amanda Martin, SVP of partnerships and business strategy at Mediavine, speaking at AdExchanger's Programmatic IO conference in Las Vegas on Tuesday.

Ad tech company, Adnami, has been approved by Schibsted and Amedia, the largest media group in the Nordics, to deliver its high-impact formats which cut through a fragmented media landscape, delivering high-performance campaigns for a range of businesses.Peter Østrem, Adnami's Nordic market director, explains: "We are delighted to be able to offer Adnami's formats across the market-leading networks of Schibsted and Amedia.

Sharethrough, one of the top global independent omni-channel ad exchanges, today (March 14th, 2023) announced the 2023 Green Media Summit, a one-day event that empowers attendees to understand the impact of media on sustainability and how the digital advertising industry can build a greener media ecosystem.

As broadcasters do their best razzle dazzle routines at the upfronts, streamers and MVPDs alike, including Roku and DirecTV, are busy building programmatic ad tech stacks.Because, eventually, TV buyers and sellers are going to embrace programmatic more fully - and not just for the scatter market."Our philosophy is that every ad impression on TV, at some point, will be streaming," said Adam Markey, director of product management for Roku's ad platform, speaking at AdExchanger's Programmatic IO event in Las Vegas earlier this week.

Programmatic and data agency Crimtan has partnered with Dubai Media Incorporated (DMI) to launch an exclusive and exciting initiative this month.In this exclusive partnership, the two media specialists will combine their datasets, offering their clients the ability to target 1 in 4 adults in the UAE.

Here's today's AdExchanger.comnews round-up... Want it by email?Sign up Video Jockeys here.The Trade Desk publicly adopted the IAB Tech Lab's new video protocols, which create more specificity around the type of online video ads being bought, Adweek reports.The news worried some publishers who run low-quality videos, like easily ignored spots or units despised by users (think full-screen takeovers that interrupt the browsing experience).

Ciaran O'Kane is back at his sketchpad, and this week he's focussing on how the retail media market could develop into a two-tier system.Retail media is going to be huge.All online grocery platforms are building a strategy around how they get their share of this new ad spend.Right now retail media is a mess of native ad environments, fragmented supply and disjointed ad tech.

MediaMath, a leading independent demand-side platform (DSP), announces two new VP business development appointments, Carole Dubourg, VP business development Southern Europe, based in Paris and Ben Phillips, VP business development, based in London.Based in MediaMath's London office, Ben will bring direct agency and brand experience to MediaMath's senior leadership team.

Broadsign andNumbat GmbH today (March 29th, 2023) announced that Numbat has selected theBroadsign digital-out-of-home (DOOH) advertising platform to build, power, and scale advertising capabilities for its growing network of sustainable, high-power electric vehicle (EV) charging stations.As Numbat rolls out 600 stations throughout 2023, each equipped with two advertising displays, the company is leveraging the Broadsign platform to manage and streamline advertising operations across its network.

Since competing creator programs on social media platforms have been falling flat, Snap's got a fresh influx of influencer demand on its hands.For example, creators complain that TikTok's influencer payout is paltry , while Meta decided to sunset its rewards program for Instagram Reels earlier this month.

At the Road to ATS Singapore 2023, ExchangeWire's Lindsay Rowntree caught up with Jason Scott, CEO APAC, and Gurman Hundal, co-founder, of MiQ to discuss the company's growth in APAC, the development of TV advertising is across the region, and how emerging technology is shaping the TV advertising industry.

Leading out-of-home (OOH) advertising technology developers Vistar Media and Broadsign today (March 21st, 2023) announced a mutual integration to their respective mediation layers.Enabling an open, fair-play auction regardless of which firm's mediation layer is used, the collaboration lowers the operational burden for media owners while facilitating easier advertiser access to OOH inventory.

The dynamic and fast evolving digital out of home (DOOH) industry is experiencing continued growth, with the current projection indicating a global annual growth rate of over 13%.As a result, both media owners and buyers are looking for more sophisticated and advanced solutions to power their existing strategies.

With so much uncertainty right now, one thing has remained constant: programmatic campaigns work.Programmatic is built for the open internet and provides a seamless cross-channel experience for consumers.Unparalleled targeting, customizable architecture, and advanced optimizations make programmatic an option you can rely on.

The programmatic market is moving from open to curated solutions, bringing access to 'premium' supply
The programmatic market could be moving from an open marketplace model, where everyone transacts with one another, to a more controlled, curated, environment.Curated marketplaces are seen as opening up 'premium' opportunities for publishers and advertisers, improving brand safety in in contextual environments for targeted audiences.

European omni-channel advertising platform Hawk and Captify, the leading search intelligence platform for the open web, have announced an exclusive partnership that will enable online search data to be used for digital out-of-home (DOOH) and audio media trading for the first time.The new collaboration introduces a unique dataset that allows online search behaviour to be integrated into the targeting and measurement capabilities of the traditionally offline channels.

* By Julia Tabisz


Interested in sharing your perspectives on the media and marketing industries?Join the Digiday research panel.Publishers aren't feeling their best about revenue or the economy overall.Digiday+ Research surveyed 112 publisher professionals to find out how this is affecting their revenue sources, if at all.

Fox News unveiled a redesign of its website yesterday to highlight more non-hard news and politics coverage to its audience coming to the homepage and provide more "brand safe" content to advertisers, said Porter Berry, evp and editor-in-chief of Fox News Digital.Three advertising agency executives who spoke with Digiday said these changes have the potential to draw in new advertisers and budgets.

While other ad platforms, including Google and Meta, saw spend declines, The Trade Desk beat the ad market again by growing 24% year over year in Q4.The Trade Desk earned $491 million in the quarter, up from $396 million during the 2021 holiday season, the company said on Wednesday.Revenue for the full year jumped from $1.2 billion to almost $1.6 billion, with company shares increasing 30% over the course of the day.

Can the digital ad industry's signal-loss pain be Experian's gain?Experian has two new identity-focused products that simplify its marketing offerings and aim to give digital marketers a more complete user ID graph.The products combine Experian's offline consumer data set (purchase behaviors, interests, lifestyle info) with online consumer data (media consumption habits and device usage).

Podcast Programmatic Pickup We see a new episode of Veritonic's podcast, The Sonic Truth, in which Kristin Charron (VP Marketing) talks with Tomas Rodrigues, Director of Emerging Channels at media buying company The Trade Desk.Rodrigues notes that music streaming services which are bundled into larger service packages (as with Amazon and Apple) are not contributing to programmatic audio.

DanAds, a leading ad tech firm, has partnered with McClatchy, one of the largest media companies in the US with over 80 million unique visitors, to unveil two exciting new features on the McClatchy Ad Manager platform.Advertisers now have access to next-level options via this self-service campaign platform, including the ability to purchase both email and programmatic inventory from McClatchy's one-stop shop.Peo Persson, co-founder and executive vice president of sales at DanAds, said: "The speed with which we have scaled up the technical capabilities of McClatchy Ad Manager is a testament to our team's deep expertise in self-serve advertising.

On today's MadTech Sketch, Ciaran O'Kane maps out the concept of the No Data Zone, or NDZ, and what it means for the ad tech ecosystem.Ad tech will have you believe that programmatic is putting the right message in front of the right person at the right time.This is currently not happening.Affluent Apple users, for instance, using iOS and Safari - the kind who spend lots of money on products and services - are being airbrushed from programmatic buys.

The TV term du jour is supply-path optimization (SPO).As more TV inventory goes programmatic, advertisers are demanding better transparency and doing whatever they can to reduce the much-despised ad tech tax.Sell-side platforms in particular are under intense pressure to prove their worth or be swept aside.

* By Seb Joseph



In an ad market mired in upheaval, the publisher alliance Ozone is an outlier.It's not having to make sweeping cuts to keep costs down, nor is it struggling any more than it normally would for ad dollars.In fact, it's pretty much business as usual for the alliance.Its ads business is in a good spot.

How do people in the industry really feel about privacy?Last month, I heard an interesting anecdote while I was interviewing Timur Yarnall, CEO and co-founder of data verification startup Neutronian.While we were chatting (about the company's new score for ranking publishers based on their approach to privacy), he told me about a meeting he had at CES in Las Vegas in January with the chief product officer at a large data provider and identity company that shall remain nameless.

GumGum today (February 28th, 2023) announces new hires in Germany, with Kalina Kehayova joining as digital executive and Larissa Jürges as programmatic solutions manager, as the contextual-first, global digital advertising platform continues to attract strong interest from advertisers across the DACH region.

JCDecaux UK has added programmatic buying capabilities to the advertising locations at Edinburgh Airport.The offering connects advertisers and media buyers to advertising inventory via VIOOH, the leading premium global digital out-of-home supply-side platform.First to market with this new programmatic ad inventory is StackAdapt, a self-serve programmatic advertising platform with their 'Visit Isle of Man' campaign.

The way agencies deliver performance metrics is shifting, as brands seek to expand in retail media and shift priorities following the pandemic.In some ways this was inevitable.As the continual digital transformation shapes advertising, clients are asking for different metrics to reflect trends ranging from immersive and social content to connected TV.

Hubvisor and Media.Figaro has announced the launch of DIRECT DEAL, the company's new SPO solution for increased transparency, value, and environmental responsibility.Built by Hubvisor, DIRECT DEAL allows Media.Figaro to offer deals via a disintermediated programmatic route, thus constituting a complementary offer to Media.Figaro's existing deals.

By the start of 2020, the Out of Home (OOH) advertising had experienced growth for 36 consecutive quarters.Despite being one of the oldest forms of advertising, OOH has seen tremendous development in tandem with technological advancements.This has been especially evident throughout the last two decades, wherein the global shift towards digitisation prompted a revolution in OOH advertising.

Connatix, the leading video technology company for premium publishers and advertisers, announced the appointment of Mike Caprio as SVP and GM of the Americas.In this role, Caprio will be responsible for driving the adoption of Connatix's innovative video technology solutions and the expansion of its publisher, agency, and brand partnerships across the Americas.

Disney's Lisa Valentino is speaking at AdExchanger's Industry Preview in New York City on February 7. Click here to register.In the years before streaming consumption overtook cable, planning for the TV upfronts in January would be like holiday shopping in July.But not so in the era of AVOD.This year, Disney bumped up its annual tech and data showcase from March to January so as to have an opportunity to show off its ad targeting and measurement chops in time for the upfronts.