Tag: AdTech

Magnite Earnings

In Q3, Magnite’s CTV revenue fell 6% YOY to $52.5 million. CEO Michael Barrett believes CTV revenue will grow in 2024, despite a soft start for Q4. Travel was the strongest category, while retail, financial services and media/entertainment suffered due to actor strikes. SpringServe video ad server and ClearLine features should help boost CTV ad spend next year. Prime Video’s ad-support tier and live sports events are also expected to drive growth.

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Ad Tech Companies Are Getting Graded on Log-File Transparency

Kenvue used TAG TrustNet’s program to reduce the number of SSP contracts from 40 to 4 in 18 months and saw CPM reductions of up to 30%. Advertisers can gain more control and transparency through log-file data, which allows for better measurement of ad spend. This could result in future cost savings for advertisers.Kenvue used TAG TrustNet’s program to reduce the number of SSP contracts from 40 to 4 in 18 months and saw CPM reductions of up to 30%. Advertisers can gain more control and transparency through log-file data, which allows for better measurement of ad spend. This could result in future cost savings for advertisers.

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The Case for and Against Netflix’s Premature Venture into Programmatic Advertising

Netflix’s programmatic ad efforts are hindered by limited user numbers, expensive costs and an lack of proper measurement tools. It has partnered with Microsoft Advertising, but this adds a data fee which makes it cost-inefficient. In order to maximize its potential rewards, better tools need to be implemented soon.Netflix’s programmatic ad efforts are hindered by limited user numbers, expensive costs and an lack of proper measurement tools. It has partnered with Microsoft Advertising, but this adds a data fee which makes it cost-inefficient. In order to maximize its potential rewards, better tools need to be implemented soon.

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Yet Another Programmatic Problem, Bid Duplication, Gets Fresh Attention

FreeWheel’s Smart Bidding project aims to reduce bid duplication, an issue for the programmatic ad ecosystem. Companies are taking measures such as reducing SSPs/resellers and using tools to cut middlemen. However, economic incentives slow progress and blog posts accusing FreeWheel persist. This solution seeks to address the problem.FreeWheel’s Smart Bidding project aims to reduce bid duplication, an issue for the programmatic ad ecosystem. Companies are taking measures such as reducing SSPs/resellers and using tools to cut middlemen. However, economic incentives slow progress and blog posts accusing FreeWheel persist. This solution seeks to address the problem.

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AMC Networks Brings Programmatic Ad Buying to Linear

AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.

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Amazon to Shutter Ad Server in 4Q 2024

Amazon will shut down its ad-serving business in 2024, giving brands and agencies extra time to adapt. Other advertising services, like DSP and Amazon Marketing Cloud, are still running. It’s possible the closure is due to regulatory requirements, lack of traction or to focus on AI/ML tech. Amazon recently updated its privacy policy for ad serving.Amazon will shut down its ad-serving business in 2024, giving brands and agencies extra time to adapt. Other advertising services, like DSP and Amazon Marketing Cloud, are still running. It’s possible the closure is due to regulatory requirements, lack of traction or to focus on AI/ML tech. Amazon recently updated its privacy policy for ad serving.

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Is CTV Hitting Maturity?

Insider Intelligence projects that Netflix CPMs will be $47 by the end of this year, far less than the $60 Netflix was asking for when it launched ads in November. Disney+ is due for a less extreme dip, down from $50 CPMs at launch in December to just under $47 by later this year. By contrast, more established AVOD services have gradually bumped up prices to take on the competition.Insider Intelligence projects that Netflix CPMs will be $47 by the end of this year, far less than the $60 Netflix was asking for when it launched ads in November. Disney+ is due for a less extreme dip, down from $50 CPMs at launch in December to just under $47 by later this year. By contrast, more established AVOD services have gradually bumped up prices to take on the competition.

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The Rules of Header Bidding Don’t Apply to CTV. Here’s Why

First off, avoid onboarding too many SSPs without a clear reason. While bringing on five, 10 or more SSPs is relatively common in the world of display header bidding (and of increasingly debatable value there), doing so in CTV can come with some serious pitfalls:First off, avoid onboarding too many SSPs without a clear reason. While bringing on five, 10 or more SSPs is relatively common in the world of display header bidding (and of increasingly debatable value there), doing so in CTV can come with some serious pitfalls:

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Apple’s Expanding Ad Ambitions: a Closer Look At Its Journey Toward a Comprehensive Ad Tech Stack

Apple is looking to grow its ad tech business by developing a DSP, SSP and ad exchange, hiring 40 senior roles for this purpose. Privacy policies will be a priority, with Apple partnering only with companies that meet its criteria. The project is still in the works but could create more revenue for the company.Apple is looking to grow its ad tech business by developing a DSP, SSP and ad exchange, hiring 40 senior roles for this purpose. Privacy policies will be a priority, with Apple partnering only with companies that meet its criteria. The project is still in the works but could create more revenue for the company.

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