MGID

Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.

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.

Following Russia’s invasion of Ukraine, the ad tech industry took steps to freeze Russian-owned media companies out of the advertising ecosystem. But programmatic technology continues to be used by parties on both sides of the conflict as a platform to conduct psychological warfare.

When the time comes to take up arms, the best weapons – or tools – are the ones you’re most familiar with. And in Ukraine, advertising is becoming a weapon of choice wielded against misinformation, explains MGID CEO Sergii Denisenko. He joins the podcast from western Ukraine to report on the situation, and how the ad community can help. Also in this episode: Black creators weigh in on equitable (and not so equitable) payment for influencers.

“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 Dmitri Kazanski, head of product for North America at MGID. Last click is the most commonly used attribution. Why? Because it’s very simple – but it’s also clearly flawed. A […]