Anthony Vargas, Author at AdExchanger https://www.adexchanger.com/author/anthony-vargas/ News and Views on Data-Driven Digital Advertising and Marketing Thu, 29 Jan 2026 17:20:48 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.1 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png Anthony Vargas, Author at AdExchanger https://www.adexchanger.com/author/anthony-vargas/ 32 32 Prebid Takes Over AdCP’s Code For Creating Sell-Side AI Agents https://www.adexchanger.com/publishers/prebid-takes-over-adcps-code-for-creating-sell-side-ai-agents/ https://www.adexchanger.com/publishers/prebid-takes-over-adcps-code-for-creating-sell-side-ai-agents/#respond Thu, 29 Jan 2026 14:00:28 +0000 https://www.adexchanger.com/?p=450967 The ad industry is racing toward a not-too-distant future where AI agents negotiate programmatic deals on their own – and Prebid doesn’t want publishers to get left behind. The group that turned header bidding software into an open-source standard announced on Thursday that it’s taking ownership of code developed using Ad Context Protocol (AdCP) that will […]

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]]> https://www.adexchanger.com/publishers/prebid-takes-over-adcps-code-for-creating-sell-side-ai-agents/feed/ 0 Gamera Raises $1.6 Million To Protect The Open Web’s Media Quality https://www.adexchanger.com/publishers/gamera-raises-1-6-million-to-protect-the-open-webs-media-quality/ https://www.adexchanger.com/publishers/gamera-raises-1-6-million-to-protect-the-open-webs-media-quality/#respond Tue, 20 Jan 2026 15:53:52 +0000 https://www.adexchanger.com/?p=450499 Advertising performance and media quality are top of mind for buyers. But open web publishers lack tools for signaling their high-performing media in programmatic bid requests. So there is a surfeit of vendors and data suppliers looking to fill the need. Gamera, a media quality measurement startup for publishers founded in 2022, announced on Tuesday […]

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]]> https://www.adexchanger.com/publishers/gamera-raises-1-6-million-to-protect-the-open-webs-media-quality/feed/ 0 CES 2026: What’s Real – And What’s BS – When It Comes To AI https://www.adexchanger.com/ai/ces-2026-whats-real-and-whats-bs-when-it-comes-to-ai/ Fri, 16 Jan 2026 16:55:41 +0000 https://www.adexchanger.com/?p=450406 At CES 2026 in Las Vegas, AdExchanger and the Chief Marketer Network asked digital advertising insiders for their perspective on where the industry stands as we kick off the new year. We got their takes on trends to watch in 2026, as well as what the industry got wrong last year and how it can […]

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]]> Amazon Ads Shares Interactive Video Best Practices At CES 2026 https://www.adexchanger.com/tv/amazon-ads-shares-interactive-video-best-practices-at-ces-2026/ Fri, 09 Jan 2026 21:55:29 +0000 https://www.adexchanger.com/?p=450062 Interactive video ads make more of an impact than you might expect, according to new research by Amazon Ads and Publicis Media. But when it comes to interactivity, “Simplicity is key,” said Maggie Zhang, head of global video measurement GTM at Amazon Ads, during a chat with AdExchanger at CES 2026. Viewers overwhelmingly prefer straightforward […]

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]]> AI Agents Are Taking Over NBCU’s Linear TV Buys https://www.adexchanger.com/tv-2/ai-agents-are-taking-over-nbcus-linear-tv-buys/ Tue, 06 Jan 2026 16:00:49 +0000 https://www.adexchanger.com/?p=449863 Linear TV’s direct-sold era may be nearing its end. NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports programming on linear TV and streaming video. The initiative, in collaboration with indie agency RPA and AI analytics vendor Newton Research, uses ad server FreeWheel to execute the […]

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]]> The AI Search Reckoning Is Dismantling Open Web Traffic – And Publishers May Never Recover https://www.adexchanger.com/publishers/the-ai-search-reckoning-is-dismantling-open-web-traffic-and-publishers-may-never-recover/ Tue, 06 Jan 2026 05:45:46 +0000 https://www.adexchanger.com/?p=449830 Generative AI didn’t just transform search results this past year; it upended how monetization works on the open web. So how have digital publishers been faring in this new era of content discovery? Uh, let’s just say things aren’t looking great. As expected, the rise of zero-click AI chatbots and answer engines caused massive drop-offs […]

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]]> From AI To SPO: The Top 10 AdExchanger Guest Columns Of 2025 https://www.adexchanger.com/opinion/from-ai-to-spo-the-top-10-adexchanger-guest-columns-of-2025/ Mon, 29 Dec 2025 05:45:38 +0000 https://www.adexchanger.com/?p=449499 Competition between DSPs and SSPs was extra spicy this year. The Trade Desk’s aggressive posture against SSPs – which it branded as “resellers” contributing little to the programmatic supply chain – sparked countless hot takes on ad industry social media channels and in AdExchanger columns. Thought leaders also had plenty to say about increased competition […]

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]]> Broadcast Radio Is Now Available Through DSPs https://www.adexchanger.com/audio/broadcast-radio-is-now-available-through-dsps/ Thu, 18 Dec 2025 14:00:24 +0000 https://www.adexchanger.com/?p=448865 Broadcast radio inventory is coming to programmatic. Viant struck a deal with iHeartMedia and its Triton Digital advertising platform that will make iHeart’s broadcast radio inventory available through Viant’s DSP, the companies announced Thursday. Viant’s direct integration with iHeartMedia also allows both companies to match their data graphs and create shared IDs for targeting audiences […]

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]]> Turning The Comment Section Into A Gold Mine https://www.adexchanger.com/publishers/turning-the-comment-section-into-a-gold-mine/ Wed, 10 Dec 2025 14:50:03 +0000 https://www.adexchanger.com/?p=448087 These days, every dollar counts for publishers. And the comments section offers one more way for publishers to monetize their engagement. Kelly Andresen, the former president of national sales at USA Today, recently jumped to the ad tech side. Since September, she’s served as EVP of demand sales for publisher monetization platform OpenWeb. OpenWeb specializes […]

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]]> The Trade Desk Loses Jud Spencer, Its Longtime Engineering Lead https://www.adexchanger.com/platforms/the-trade-desk-loses-jud-spencer-its-longtime-engineering-lead/ Wed, 03 Dec 2025 05:45:25 +0000 https://www.adexchanger.com/?p=447767 One of The Trade Desk’s longest-tenured leaders on the engineering side has left the company. Jud Spencer, who served as one of TTD’s lead engineers for the past 12-plus years, confirmed to AdExchanger that his last day at the DSP was Nov. 21. Spencer declined to elaborate on the reason for his departure or to […]

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