DMP

When La Colombe wanted to drive site traffic from new audiences, it turned to video – and predictive AI models.

Pathlabs, which refers to itself as a “media execution partner,” takes care of the mundane tasks and daily minutiae an agency shouldn’t be worrying about, like vetting the tools it’s using or overseeing its DSP or DMP partners.

Most programmatic ad campaigns targeted to Latinos focus narrowly on Spanish-language content. MundoNow and Infinity Partnerships announced a new audience extension initiative to connect advertisers with bilingual US Latinos.

MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.

The DMP is helping BDG target users it couldn’t reach before, in addition to packaging its audiences into more granular intent-based segments.

ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.

Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.

When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.

In recent months, the IAB Tech Lab’s seller-defined audiences (SDA) have rapidly emerged as a strong contender for privacy-compliant audience classification. But many publishers still rely on time-consuming, manual processes to assign categories to their content, writes Oleksii Borysov, VP of product at MGID.

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.