#programmatic-advertising

#programmatic-advertising

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).

Many consider supply-path consolidation a yardstick for the maturation of ad tech; indeed, it has been a buzzword for the sector since the late 2010s, as programmatic advertising became the default means of allocating digital ad budgets. But recent findings demonstrate that actual effectiveness requires sustained pressure. The Association of National Advertisers released its Q2 2025 Programmatic Transparency Benchmark earlier this month, highlighting ongoing inefficiencies in the digital advertising supply chain despite some progress. According to the report, approximately $26.8 billion in global programmatic media value is still lost annually due to factors such as redundant supply paths, measurement gaps, and low-quality inventory.

"The rendering actually happens on the supply side, [because] no one's sending through anything fully baked. Those assets then have to be delivered to the SSP..."

Zillow, a large real estate listings platform, sought to enhance its media mix by focusing on higher-quality online ad placements and increasing programmatic ads.

Omnichannel planning and activation benefit from fragmentation by maximizing advertising budget through reaching audiences across diverse screens, platforms, and media channels.

Part of moving biddable marketing channels in-house is having a deeper understanding of the brand. At an agency, the focus can often be diluted across various clients.

Over the past five years, advertisers have incorporated media quality into their measurement and buying practices, leading to a market growth for quality-based programmatic solutions.

"Joining IAB Europe's TCF v2.2 is a meaningful milestone for us. We believe in a transparent, user-first approach to advertising, and this step further reinforces our dedication to responsible data use and strong partnerships across the digital supply chain." - Ann Tarasewicz, CEO, Axis

We're actively pushing more of our spend to those four partners.

DPO isn't a universal fix, but it highlights key areas where publishers can improve outcomes, focusing on signal quality, transparency, and collaboration with SSPs.

"StackAdapt's new email marketing and Data Hub solutions empower marketers to unify their efforts, linking ad tech and martech for seamless execution and efficiency."