The ad tech industry has undergone an identity transformation. With 2024 around the corner, the end of the once-reliable cookie is finally at hand. But signal loss doesn’t stop with cookies.
Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.
With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.
While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Yah Or Nah? Can Yahoo be saved? That’s a question you probably thought you’d never hear again. But it’s relevant once more with Yahoo’s re-re-rebirth under private equity firm Apollo and Yahoo CEO Jim Lanzone, former chief of Tinder and CBS Interactive, reports […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Search And Discovery The Department of Justice’s antitrust suit against Google began in earnest this week, with Google economist Hal Varian taking the stand and both sides presenting their opening arguments. The case could have major repercussions, just like the government’s 1990s antitrust […]
Taboola CEO Adam Singolda bristles at the terms “clickbait” and “chumbox.” Quality is subjective, he says. Also: Inside Taboola’s exclusive 30-year native advertising sales deal with Yahoo.
In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.
Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).
In its Q4 earnings report Tuesday, PubMatic highlighted how SSP consolidation is an opportunity for the company to pursue its goal of capturing a fifth of the SSP market.
