UID2 Archives | AdExchanger

Don’t Pigeonhole CTV As A Performance Channel, Says Needham’s Laura Martin

Alyssa Boyle — Fri, 24 May 2024 04:50:26 +0000

To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham's Laura Martin.

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How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain

Anthony Vargas — Mon, 20 May 2024 04:45:40 +0000

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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Smart TV Makers Try Alt IDs; Podcast Ad Revenue Slumps

AdExchanger — Fri, 10 May 2024 04:03:49 +0000

Smart TV makers are starting to adopt The Trade Desk's UID 2.0. Plus: Podcast advertising revenue growth slows down.

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The Trade Desk’s OpenPass Adds Rewards As It Pursues Wider Adoption

Anthony Vargas — Thu, 25 Apr 2024 11:00:58 +0000

Publishers looking to grow their addressable audience just got a new way to entice users to share an email address. The rewarded single sign-on (SSO) provider Bonbon announced on Thursday that it’s integrating with The Trade Desk’s (TTD) OpenPass SSO. Bonbon gives users rewards – such as discounts or chances to win merchandise – for […]

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How This Kid-Focused Content Company Uses First-Party Data To Reach Households With Children

Alyssa Boyle — Thu, 04 Apr 2024 04:40:34 +0000

Driver Studios, a kid-focused content company with a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

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Stop Data Hoarding: Interoperability Is Key To A Strong Data Culture

AdExchanger Guest Columnist — Mon, 25 Mar 2024 04:35:29 +0000

In our ever-changing industry, staying quick on your feet is paramount to overcoming obstacles. But even by typical standards, this past year was particularly tumultuous. One of the most significant concerns has been the official onset of cookie deprecation, a long-anticipated development that has sent publishers scrambling. Between the alphabet soup of alternative IDs, addressability […]

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How Disney Juggles Direct Supply Paths Without Disintermediating SSPs

Alyssa Boyle — Thu, 21 Mar 2024 04:55:13 +0000

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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Razorfish’s Chief Data Officer On How Agencies Can Cope With Signal Loss

Alyssa Boyle — Mon, 18 Mar 2024 05:00:25 +0000

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

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NBCU And Google PAIR Up; Why Can’t Madison Avenue And Hollywood Get Along?

AdExchanger — Mon, 18 Mar 2024 04:03:28 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pairing Performance Google snagged its first major CTV publisher for PAIR last week when NBCUniversal announced that it’s integrating with the solution through DV360, Broadcasting+Cable reports. For the uninitiated, PAIR stands for Publisher Advertiser Identity Reconciliation, and it’s Google’s protocol for securely matching […]

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Publishers Can Boost Their Value On The Open Exchange – Without Cookies

AdExchanger Guest Columnist — Tue, 12 Mar 2024 04:35:41 +0000

For those who closely monitor the divergence in value of addressable (Chrome) vs. non-addressable (Safari) inventory, the drumbeat of third-party cookie (3PC) deprecation drives a rhythmic anxiety against Chrome’s timeline. No one, including Google, knows how the Privacy Sandbox is going to perform at scale. Early data suggests Sandbox performance is likely to be better […]

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