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Four Reasons Why Agencies Are Working With Fewer DSPs

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As media agencies become more skilled at programmatic buying, they’re working with fewer demand-side platforms (DSPs) than ever before. According to Pathmatics, advertisers have cut the number of DSPs they work with by 40% over the past two years, to about four per month on average. In part, that’s because the market is consolidating. Big-name… Continue reading »

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Ad ID Consortium Joins Forces With DigiTrust

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You know stuff is getting real when the consortiums start forming consortiums. Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies. One is Advertising ID Consortium, led… Continue reading »

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Schibsted Boosts Revenue By Making Its Ad Server Smarter

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Ad servers’ primary goal is to deliver direct-sold campaigns in full, so a publisher earns all revenue promised by the advertiser. But ad servers are dumb. They can deliver direct-sold campaigns too quickly, leaving an advertiser without active ads toward the end of the month. Or to ensure that direct campaigns deliver in full, they… Continue reading »

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AB InBev Gets Its Buzz On With A Blockchain-Enabled Mobile Campaign

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Anheuser-Busch InBev isn’t crying in its beer over the sorry state of transparency in the supply chain – it’s taking action with a mobile campaign built on the blockchain. It may sound like a stunt, but this is a serious experiment, said Andy Chang, AB InBev’s global head of media and content. “There are a… Continue reading »

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Unilever Pulls Back On Influencers; Amazon Kills It With Twitch

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Weed Whacks Influencers Influencer marketing has a fraud problem, and Unilever CMO Keith Weed has had enough of it. At the Cannes Lions festival, Weed said Unilever will no longer work with influencers who buy followers to inflate audience and engagement metrics. Unilever will… Continue reading »

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Cannes 2018: At MDC Partners, Autonomy Is The Key To Success

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MDC Partners CEO Scott Kauffman runs his agency network a bit differently than his peers. While the agency founders’ culture has come under fire recently, Kauffman, who has been CEO at MDC since 2006, actively facilitates it. MDC takes a majority stake in agencies and lets its entrepreneurs drive their own growth rather than acquiring… Continue reading »

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Exchanges Are Under Pressure To Pony Up For Guaranteed Viewability

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Advertisers are sick of paying for unviewed impressions, and some programmatic exchanges are appeasing them by eating the cost of anything that wasn’t viewed. Viewability guarantees aren’t new. For advertisers that demand it, ad tech companies can optimize toward viewability on open exchanges or run viewable deals in private marketplaces. The problem is, those options… Continue reading »

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Salesforce Marketing Cloud CEO Stutz On Data, Paid Media And The “Passing Fad” Of The CDP

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The marketing cloud landscape has taken big steps into advertising technology and media buying, as with Oracle’s recent acquisitions of Moat and Grapeshot or Adobe’s deal for the video DSP TubeMogul. But Salesforce defies that trend. The company has deferred to partners to provide online advertising. And while rival clouds contend for new data sources,… Continue reading »

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Magna: Global Ad Spend Is Set For Monster Growth In 2018 (Google, Facebook: ‘We’ll Take That, Thanks’)

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The global ad market is set to grow even faster than forecasted. Why? It’s the duopoly, folks. In a report released Monday, IPG-owned Magna Global significantly revised its global ad market growth projection from 5.2% to 6.4%, which translates to $551 billion in global ad spend. In Q1, Google and Facebook’s collective ad revenue increased… Continue reading »

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Data Ethics: Permission Is Not The Problem

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“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. The recent uproar caused by the Facebook-Cambridge Analytica scandal has made the ethical use of data one of the… Continue reading »

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