Explainers • 9 min read Content Metadata for Programmatic Video Advertising Explained Advertisers want to know what you are watching. Unsatisfied with the heap of metadata already available in programmatic bid requests,…
Business • 12 min read Programmatic Disintermediation — ClearLine, OpenPath, and The Premium Marketplace Magnite, The Trade Desk, and GroupM are all vying to establish themselves as indispensable components of an evolving programmatic landscape.…
Explainers • 10 min read How does IPv6 impact digital advertising? Should publishers, advertisers, and ad tech platforms worry about IPv6?…
Explainers • 14 min read Programmatic Video Creative Management Explained Do you hear that? It's the sound of millions of individual video ad creatives flying around between ad servers, SSPs,…
Google • 6 min read What is Google PAIR? A new first-party data solution PAIR is a new identity solution from Google that allows publishers and advertisers (using Google's buying platform, DV360) to match…
Audience • 6 min read Google embraces Seller Defined Audiences Google adopting Seller Defined Audiences invigorates the concept and puts it front and center as a solution that everyone needs to examine.…
Identity • 12 min read The benefits of universal identifiers on connected TV and mobile Do universal identifiers offer any value outside a web environment? Yes — their benefits extend to connected TV (CTV) and mobile in-app…
Business • 11 min read The ethics and economics of advertising vs. subscriptions Despite its additional complexity, advertising has powered an open web full of free information, and subscriptions limit access to information…
Business • 9 min read The bill that could break up Google and shake up ad tech A bipartisan group of senators introduced a new bill to rein in Google and any other company aspiring to dominate…
Identity • 6 min read The future of IP address as an advertising identifier The problem with IP address as an identifier is that users do not have the same privacy controls as cookies or device IDs.…
Business • 8 min read Netflix and...advertise? In a Q1 2022 earnings interview, Netflix Co-CEO Reed Hastings confirmed that the granddaddy of streaming video will now consider…
CTV • 8 min read OpenRTB 2.6, Pod Bidding, and CTV Context The IAB Tech Lab finalized OpenRTB 2.6, and the specification contains new additions that will enhance programmatic connected TV buying.…