Programmatic Archives | AdExchanger https://www.adexchanger.com/category/programmatic/ News and Views on Data-Driven Digital Advertising and Marketing Mon, 20 May 2024 20:22:00 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png Programmatic Archives | AdExchanger https://www.adexchanger.com/category/programmatic/ 32 32 How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain https://www.adexchanger.com/technology/how-sell-side-curation-is-reshaping-the-post-cookie-supply-chain/ https://www.adexchanger.com/technology/how-sell-side-curation-is-reshaping-the-post-cookie-supply-chain/#respond Mon, 20 May 2024 04:45:40 +0000 https://www.adexchanger.com/?p=404008 The impending deprecation of third-party cookies (any day now, really, we mean it) is changing how ad tech companies build audiences for media buyers. Sell-side curation is emerging as a post-cookie trend. It involves matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs). To be clear, deal […]

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]]> https://www.adexchanger.com/technology/how-sell-side-curation-is-reshaping-the-post-cookie-supply-chain/feed/ 0 Magnite Makes Its Case As A Differentiated SSP https://www.adexchanger.com/tv-2/magnite-makes-its-case-as-a-differentiated-ssp/ Thu, 09 May 2024 13:00:11 +0000 https://www.adexchanger.com/?p=402889 For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

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]]> PubMatic Is Betting On Two Ad Tech Acronyms: CTV And SPO https://www.adexchanger.com/tv/pubmatic-is-betting-on-two-ad-tech-acronyms-ctv-and-spo/ Wed, 08 May 2024 12:49:43 +0000 https://www.adexchanger.com/?p=402797 PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

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]]> Cadent Acquires AdTheorent For $324 Million, With Plans To Expand Beyond TV https://www.adexchanger.com/omnichannel-2/cadent-acquires-adtheorent-for-324-million-with-a-plan-for-performance-tv/ Mon, 01 Apr 2024 17:15:29 +0000 https://www.adexchanger.com/?p=398714 Advanced TV advertising company Cadent announced plans to drop $324 million to acquire the performance marketing company AdTheorent.

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]]> How Disney Juggles Direct Supply Paths Without Disintermediating SSPs https://www.adexchanger.com/tv/how-disney-juggles-direct-supply-paths-without-disintermediating-ssps/ Thu, 21 Mar 2024 04:55:13 +0000 https://www.adexchanger.com/?p=398001 Disney just took the next step on its journey to automate as much of its ad sales as possible by the end of this year. To help reach that goal, Disney announced DRAX Direct, an expansion of its real-time ad exchange. DRAX Direct, unveiled on Wednesday, gives advertisers a direct path to Disney+ and Hulu […]

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]]> Vibe.co Secures $22.5 Million In Series A Funding To Help SMBs Try CTV https://www.adexchanger.com/tv/vibe-co-secures-22-5-million-in-series-a-funding-to-help-smbs-try-ctv/ Thu, 29 Feb 2024 14:00:59 +0000 https://www.adexchanger.com/?p=396552 Self-serve CTV ad platform Vibe.co announced its $22.5 million Series A round, which it will use to bolster its machine learning and measurement chops to help SMBs give CTV a try.

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]]> This DSP Sees A Future With Local Streaming Advertisers https://www.adexchanger.com/ctv-roundup/this-dsp-sees-a-future-with-local-streaming-advertisers/ Fri, 26 Jan 2024 05:55:51 +0000 https://www.adexchanger.com/?p=394057 JamLoop is a specialized DSP that launched in 2018 with a focus on local CTV advertising. It pitches its in-house ad tech that specializes in pacing smaller campaign budgets as a way to win over independent agencies and smaller, local advertisers.

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]]> Disney Makes Its Case For Bigger Ad Budgets At CES https://www.adexchanger.com/tv/disney-makes-its-case-for-bigger-ad-budgets-at-ces/ Thu, 11 Jan 2024 13:00:27 +0000 https://www.adexchanger.com/?p=392944 Disney announced the availability of combined Disney+ and Hulu ad campaigns for brands in the US during its fourth annual (and first in-person) Tech and Data Showcase.

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]]> NBCUniversal Flexes Its Programmatic Prowess During CES https://www.adexchanger.com/tv/nbcuniversal-flexes-its-programmatic-prowess-during-ces/ Tue, 09 Jan 2024 14:00:46 +0000 https://www.adexchanger.com/?p=392587 NBCUniversal kicks off 2024 with a programmatic progress report during CES in Las Vegas.

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]]> Programmatic CTV Will Hit Puberty In 2024 https://www.adexchanger.com/programmatic/programmatic-ctv-will-hit-puberty-in-2024/ Thu, 04 Jan 2024 06:05:40 +0000 https://www.adexchanger.com/?p=391985 Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

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