peer39

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.

NewsGuard created a whitelist of publishers based in Ukraine, where the news media market has been in decline since the Russian invasion began in February 2022.

Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.

Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

Ad agencies are understaffed and their clients – small businesses in particular – often don’t have the time or the technical background to sift through reams of campaign data. And so, increasingly, they’re turning to automation to cut down on the more tedious and time-consuming aspects of account management. Tag, an independent agency based in Iowa, uses a suite of automated reporting tools, including from Basis Technologies, to communicate cross-platform campaign metrics to its clients.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Peer39 CEO Mario Diez. CTV remains one of the brightest spots in the advertising landscape. As with all emerging media, advertisers are eager to follow consumers wherever they go. And because CTV combines the time-tested […]

Contextual targeting vendor Peer39 is capitalizing on the craze for all things cookieless with the rollout of a contextual data marketplace that aggregates data from atypical sources to apply against programmatic buys. The marketplace, which came out of beta on Tuesday after more than a year, includes cookie-free data sets from suppliers such as Hotspex […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Alex White, COO at Peer39. While conversations around connected TV tend to center on the leading streaming services, there are more than 200 CTV providers. A complex, fragmented ecosystem has created a lot of […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mario Diez, CEO at Peer39. Programmatic spending has slouched as a result of the COVID-19 crisis, and with more than half of global brands planning to freeze ad spend for the next […]