With the protocols that AdCP has in mind, an advertiser might be able to begin an agentic campaign with the prompt like, "I want to find women who are interested in rock climbing in the UK," Coghlan told reporters. That request would go to publisher and platform agents (the agents of sales agents), which could respond with the types of inventory packages and audiences that fit the bill.
What we've learned about retail signals is that they tell us so much more about a consumer around their interests and their lifestyle than any other signal can," says Molly Ryan, agency partnership director, Kroger Precision Marketing. Retail data has become a key ingredient in building precise, performant audiences - but for many brands, the complexity of programmatic activation has been a barrier. KPM's new managed-service offering is designed to make programmatic channels like CTV and streaming audio more accessible, particularly for mid-tier advertisers.
The definition of TV has never been broader. From video on demand to subscription services to platforms like YouTube on connected TVs, audiences are watching more and in more places than ever - but with shifting viewership behaviors, achieving your brand's reach goals requires a new approach to planning and measuring media effectiveness. Instead of treating each streaming service as a silo, a unified CTV
In January, Index Exchange CEO Andrew Casale forecasted a "tsunami of supply" heading for programmatic ad market as more major sports and other live events become available to stream. That raised the question: How would the programmatic supply chain handle this inventory influx? That's a big question. And like many big questions, the best way to tackle it is to break it down into smaller problems and address those in turn.
"Index Marketplaces has truly revolutionised the industry by enabling startups like inPowered AI to innovate directly on the sell side," said Pirouz Nilforoush, co-founder and president, inPowered AI. "With the launch of the Data Vendor Ecosystem, startups will be able to take that innovation even further, creating faster, smarter solutions that deliver real outcomes for advertisers and publishers. We're proud to be a part of this movement with Index Exchange."
So much of the recent shift from curating deals via DSP data markets to curating via SSPs instead has hinged on SSPs' proximity to publisher data. SSPs are betting that their close relationships with publishers make them a more appealing place to conduct data sales, rather than upstream marketplace operators like The Trade Desk and LiveRamp. Which is why SSPs are building their own DSP-like data marketplaces with data from third-party brokers.
Every marketing budget should have waste in it. If there's zero waste, the company isn't trying anything new - not experimenting with new channels, formats, measurement, tech or audiences. The team isn't creating the conditions where something new and valuable can emerge. The kind of growth that only shows up once outside of comfort zones, where things feel unfamiliar, risky, even a little scary.
Transaction IDs (TIDs) have been the topic du jour on LinkedIn and Twitter - and for good reason. These OpenRTB identifiers let buyers deduplicate the cluttered bidstream. The entire TID debate has a clear subtitle: "Duplication is waste." However, legitimate auction duplication provides benefits for publishers. And the use of TIDs drives publishers' fears around data leakage and buy-side power aggregation.
Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called "programmatic" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.
The Information recently dropped a juicy scoop about GAM representatives hosting a dinner for top ad agencies in New York City in July to discuss ways that GAM could work directly with buyers. An anonymous source who attended the gathering told The Information that the GAM team brought up tech that would allow agencies to buy ads directly through GAM.
I don't think we've necessarily seen a material change in the cadence of budget flow ... There's definitely shifts and changes - tariffs impact auto, tariffs impact everything. So as macro changes happen, that definitely has an impact on individual marketing plans. But I don't think it's materially - year-over-year - vastly different from where it was before.
On Tuesday, the advertising platform announced the introduction of pause ads into its SSP. This inventory can be bought through the company's direct-to-buyer product, ClearLine, as well as a number of third-party DSPs like MNTN, Kerv.ai and Yahoo DSP. Magnite's pause ads will be available on a programmatic basis across several streaming partners, including DirecTV, Dish Media and Fubo.
Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today (26th August, 2025) released the Q2 2025 Supply-Side Platform (SSP) Market Share Reports for Latin America (LATAM), North America, Asia-Pacific (APAC), and Europe, the Middle East, and Africa (EMEA). The reports reveal SSP market share across connected TV (CTV), mobile apps, and websites. The report rankings incorporate sellers within the supply chain object (SCO), meaning all sellers involved in the sale of an impression receive market share credit (i.e., in the case of reselling).
