Anthony Vargas ( [email protected] ) covers publisher news and sell-side technology, with a particular focus on the rise of alternative datasets to replace those derived from third-party cookies. His previous B2B publishing experience includes covering the commercial audiovisual and music retail industries. He also has a background in literary publishing.
Future is expanding its in-house measurement stack to entice more spend from existing clients and get more US brands to advertise across its portfolio.
Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.
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.
Publisher frustrations with the algorithm-driven internet are boiling over – and the rise of generative AI-powered search, which rarely links to the stories it scrapes, will cause irreparable damage.
From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.
Since programmatic is all about advertisers looking for low-cost impressions, Likewise gets more revenue from direct deals that rely on its first-party audience data.
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.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.
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.
