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Marketing tech
fromExchangewire
2 days ago

Limelight Inc.'s Annual Report Charts Ad Networks' Move from Aggregation to Curation - ExchangeWire.com

Ad networks are shifting from volume-driven aggregation to curated, quality-focused inventory emphasizing transparency, contextual targeting, and data-driven audience segmentation to improve outcomes.
Marketing tech
fromDigiday
2 months ago

OpenX redraws the SSP-agency relationship

SSPs like OpenX shifted toward servicing buyers and agencies, growing buyer-sales over 200% to improve transparency and drive publisher value through deeper SSP-agency collaboration.
fromDigiday
3 months ago

The great TID controversy takes another turn as Prebid moves to clarify its position

The latest flashpoint bubbled to the surface this summer when Prebid issued a change that rendered TID non-unique across exchanges, effectively undermining its primary purpose of helping buyers detect duplicate bid requests. The change was initially rolled out with little public notice, but concerns about governance and influence in open-source standards were soon raised - it's fair to say that since the August update, there's been much (public) spirited debate on the matter.
Marketing tech
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