The third-party cookie is halfway out the door, so CafeMedia is already ushering in its replacement: email-based IDs. The ad management firm started working with LiveRamp ATS (Authenticated Traffic Solution) eight months ago. ATS scrambles an email address and puts the user’s identity in a secure envelope for SSPs to open and resolve. Buyers then […]
When the ad tech company Minute Media acquired the publication Players’ Tribune in 2019, the deal underscored how consolidation is creating unlikely portfolios. “For years, we thought it would be difficult long term to be a standalone publisher, which was why we focused on being a standalone tech platform,” said Asaf Peled, CEO of Minute […]
The Gist co-founder Ellen Hyslop believes women care about sports news – they just don’t care for the way it’s presented. When Hyslop captivated her friends with her account of the Toronto Maple Leafs making it to the NHL playoffs, they all realized they had stumbled onto a winning idea. More women deserved to hear […]
Consider 2021 the age of consent. The end of third-party cookies is pushing nearly everyone in the supply chain to try to figure out how to get consumers to opt in – including a growing number of ad tech companies that are attempting to create their own consumer-facing consent mechanisms. It’s a new and largely […]
The end of the third-party cookie won’t happen for nearly a year, but thanks to GDPR, Axel Springer was prepared for the shift: the publisher hasn’t used third-party data in the ad campaigns it sells since the end of 2018. Instead, it’s shored up its technology, working to create scalable first-party data. The German news […]
Even though The Weather Channel’s advertising business remained strong during the pandemic, relying on advertising alone is risky for a media company, even one that specializes in unique data and tech. “We’re at an inflection point. With all the changes happening in advertising with privacy, and identifiers and cookies being eliminated by the big tech […]
When BuzzFeed ramped up its affiliate business recently, one group of products consistently popped up in its top ten: sex toys. Though some might blush, BuzzFeed was proud of its nuanced, sex-positive coverage of sex toy product recommendations. BuzzFeed wasn’t trying to sensationalize, but to be inclusive of all sexual orientations and body types in […]
Food52 is taking the lid off its first-party data platform. The hybrid publisher-retailer concluded it needed to improve ad buyers’ access to its data, said Matt Greenberg, SVP of brand partnerships at Food52. Advertisers were asking Food52 about its data, so the demand was already there. And publishers are building first-party data solutions left and […]
The majority of BuzzFeed’s ad deals – 65% – now use its first-party data to target ads. And the publisher also provides data matching, insights and optimization powered by data from its 104 million monthly users. To make these data capabilities easier for advertisers to access, BuzzFeed is collecting them into one product, dubbed Lighthouse. […]
Digital ads that use The New York Times’ first-party data accounted more than 20% of the Times’ core ad revenue in Q4 of 2020. The year before, revenue from ads with first-party data totaled just 7%. Overall, digital ad revenue fell 2% from the year before, to $90.1 million. Q4 revenue overall rose .2% to […]
After Microsoft determined that using the Verizon Media supply-side platform (SSP) for its display inventory increased CPMs in September, it officially switched – the companies said Thursday – making Verizon Media its primary SSP for MSN and Outlook inventory across nine markets, including the United States. The switch validates the work Verizon Media has done […]
SHE Media is seeing an uptick in programmatic buyers interested in showing their ads in places with niche appeal. Instead of showing ads on health-related content, they’re contextually targeting articles about colds and flus, seasonal allergies or diabetes. But the infrastructure to set up these deals has traditionally been lacking. “That data is passed through […]
The Washington Post said Wednesday that it will adopt the Unified ID 2.0 framework – the first publisher to do so after a string of ad tech companies have tossed their hats into the ring over the past few months. The Post will allow advertisers to transact using the ID on its own site and will […]
Ad verification company DoubleVerify has been busy. It followed up its $350 million investment deal last month with a new tool designed to help advertisers take a more nuanced approach to brand suitability. And last week, DoubleVerify – long associated with the buy side – launched the DV Publisher Suite, which aggregates data on one […]
It’s supply-side platform week for Unified ID 2.0. On Tuesday, PubMatic signed onto the initiative, one day after Magnite and Index Exchange signaled their support for the open source project. The goal of Unified ID 2.0 is to create a standard identifier for the ad industry using hashed emails as a replacement for third-party cookies. […]
#TFW you know tons of people are engaging with your video content on social media, but you have no way to measure deduplicated reach and minutes watched per unique viewer across platforms. On Tuesday, social video analytics platform Tubular Labs released an audience ratings product that helps publishers validate their digital video audiences using a […]
After a disappointing debut in June, Google released an updated version of its sellers.json file Thursday afternoon. Sellers.json is a mechanism developed by the IAB Tech Lab that buyers can use to verify which exchanges and SSPs are authorized to sell a publisher’s inventory. Google’s expanded file now includes information for 1.2 million publishers, and […]
Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, unveiled a direct response solution called G9 Direct on Monday at AdExchanger’s Programmatic.IO digital event. G9 Direct lets DTCs tap into Group Nine’s first-party data trove. Those clients can design their own ad creative or let the publisher’s branded content studio Brandshop design […]
“You’ll Never Guess Which Two Content Recommendation Engines Have Decided NOT To Merge!” No need to click, we’ll tell you. The Taboola/Outbrain merger will no longer happen. There are two primary reasons why the deal will not move forward, according to a source directly familiar with the matter but unable to speak publicly due to […]
Gameplay has been way up during the pandemic, with no sign of slowing down. But people aren’t just playing more games – they’re reading about them. Since January, Wired has seen a more than 84% year-over-year increase in traffic to its gaming coverage. The average number of visits to gaming-related content is 11% higher than the […]
Prebid, the industry’s open source header-bidding wrapper, is not easy to implement and configure. Publishers have to constantly update code, fiddle with it to make sure it works with all of their supply-side platforms (SSPs), create default settings and timeouts and then test that the whole shebang is functioning properly. While that’s doable for a […]
Meredith introduced its Data Studio Monday, a platform built out of its extensive first-party data set to help brands better understand their consumers both on and off Meredith’s properties. Data Studio is a way for Meredith to diversify its revenue away from advertising and monetize its massive first-party data set. And it is also available […]
Exchanges actually paid their publishers on time more often than not during the height of the pandemic. It’s counterintuitive, but true, said Hanna Kassis, CEO and founder of OAREX, a company that helps finance publishers by purchasing their digital media and advertising receivables. The economic environment is brutal. For example, hundreds of ad tech companies […]
The pandemic has made The New York Times even less reliant on advertising than it was before. The New York Times added a record 669,000 digital subscriptions in the second quarter as people sought news about the coronavirus pandemic and followed coverage of the protests after the killing of George Floyd. The 8.4% increase in […]
Meredith Kopit Levien will assume the role of CEO and president of The New York Times Sept. 8, the company said Wednesday. She will succeed Mark Thompson, who has served as CEO since 2012. Read the release. “I see a big opportunity to expand journalism’s role in the lives of millions more people around the […]
Media buyers often have a tough time finding diverse or minority-owned media companies on major supply-side platforms (SSPs), because those publishers often lack the resources or scale to set up programmatic sales. So diverse or minority-owned publishers get left out of the programmatic opportunity. Programmatic services firm Huddled Masses set out to fix that problem […]
When Google’s DSP DV360 stopped buying on the tech site XDA Developers, revenue dropped 30% overnight. The site soon realized it was on a “shadow blocklist,” where buyers don’t reveal why they stop bidding on a site, to prevent nefarious publishers from skirting the rules. It took almost six months of guesswork and methodical changes […]
The pandemic changed how people checked the weather – but the usefulness of a weather forecast never ceased. “Weather is still a part of our users’ lives, but it’s different,” said AccuWeather President Steven Smith. “We had to adapt, learn from what we’re seeing, and then adapt again.” Instead of checking a forecast before a […]
People just can’t get enough news during the coronavirus pandemic – and it’s not just national coverage. Local newsletters are experiencing record sign-up numbers. Advance Local, which operates local news sites including Syracuse.com, MassLive.com, OregonLive.com, LehighValleyLive.com and NJ.com, moved quickly to provide newsletters to people seeking frequent updates about the pandemic. Most of the publishers owned […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. YouTube Flexes YouTube represents a quarter of all AVOD and SVOD viewership in the United States, growing 80% year over year, per Comscore. Among ad-supported services, YouTube has the highest reach and streaming hours, the company said in a blog post. Time spent watching […]
