OpenPath

Since advertisers now treat connected TV more like a digital performance channel, expect programmatic CTV demand to keep ramping up – including in the open exchange.

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.

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.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.

Publishers are facing enough headwinds to make their heads spin. These challenges mean opportunity for publisher tech companies like Freestar, which announced Wednesday that it hired Heather Carver as its first-ever chief revenue officer. Smaller publishers will need help navigating an uncertain future, Carver told AdExchanger. The deprecation of third-party cookies and other identifiers, the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pulling The Strings  Disney-owned TV channels went dark on Charter Spectrum last week when the two companies failed to reach an agreement on a new carriage pact, Variety reports. The blackout affected over 25 networks, including ESPN. It was particularly bad timing, too: […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Floor Plan The Trade Desk will start undercutting SSP price floors in its bids starting next month, Insider reports. Publishers often set minimum asking prices for their ad inventory. But their SSPs then typically tack on their own costs on top of these […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Voyage Of Discovery Newspaper publisher Gannett is suing Google for alleged ad tech monopolization. Google, of course, disputes the charge. Dan Taylor, VP of Google Ads, tells The Wall Street Journal Google will “show the court how our advertising products benefit publishers […]

The Kokai upgrade is the culmination of multiyear investments in AI-driven campaign optimization, measurement, reporting and data-sharing partnerships with publishers, CTV platforms and retail media networks.