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,…
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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.…
How does IPv6 impact digital advertising?
Should publishers, advertisers, and ad tech platforms worry about IPv6?…
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,…
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…
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.…
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…
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…
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…
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.…
Netflix and...advertise?
In a Q1 2022 earnings interview, Netflix Co-CEO Reed Hastings confirmed that the
granddaddy of streaming video will now consider…
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.…
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