Advertiser Perceptions

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signal, Please TV may not rely on third-party cookies, but that doesn’t mean the television industry isn’t feeling the impact of signal loss. The phaseout of third-party cookies is having a “trickle-down effect” on the TV world, says Lauren Fisher of Advertiser Perceptions, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Inside Track How can I track you? Let me count the … hundreds of thousands of ways. The Markup analyzed a spreadsheet linked to a public page on Microsoft-owned Xandr’s website, and it was quite the trove of audience data. The spreadsheet contains […]

This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.

When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.

Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.

The programmatic ecosystem is so complex and opaque that bad actors are able to game the system to fund hate and social harm. Now, advertisers are getting more concerned about funding harmful activity through ad fraud and high-velocity disinformation within social and programmatic ecosystems, writes Sarah Bolton, EVP of business intelligence at Advertiser Perceptions.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?