freewheel

Omnicom unveils the latest version of its ID and analytics tool; there’s a new Google Search update in town; and Omnicom Media addresses CTV ad frequency.

NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports on linear.

The film and TV studio Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to help manage and sell the growing volume of ad inventory Lionsgate creates with new FAST channels.

On Thursday, Comcast Advertising announced that the cable provider’s linear TV inventory will now be available on a targetable, biddable basis for advertisers that want to transact programmatically.

Pub tech SaaS startup Swivel wants to make ad ops much less manual and time-consuming with an AI-driven yield optimization tool designed by people who used to build ad servers.

FreeWheel thinks the best way to simplify streaming video is by fostering more direct connections between buyers and sellers.

Firsthand is a startup founded by two OG ad tech entrepreneurs that describes itself as an “AI-powered brand agent platform.” But what the heck is an “AI-powered brand agent platform?”

A lot of F-bombs got dropped on stage at the Coalition for Innovative Media Measurement’s (CIMM) summit in New York City earlier this week. And no, probably not the F-bomb you’re thinking of.

The biggest cloud tech companies, – namely AWS, Snowflake, Databricks and the Google Cloud Platform – are investing heavily in their own ad tech and marketing verticals. But, funnily enough, ad tech vendors themselves tend to avoid the big public clouds.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Retracing DPG Media’s journey to disentangle itself from the influence of Google’s ad platform and compete for direct ad budgets.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

Third-party cookies weren’t getting the job done for Indeed. So, two years ago, Indeed began working closely with LiveRamp to create a new audience engagement strategy that isn’t as vulnerable to third-party cookie deprecation.

PilotDesk offers AI- and machine-learning-based workflow software for ad buyers and sellers. These solutions are based on the company’s experience with how ad servers like SpringServe function.

In today’s newsletter: European news companies are suing Google; the TV industry reevaluates IP addresses; Sridhar Ramaswamy will be Snowflake’s new CEO.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […]

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Addressable Auspices Traditional TV advertisers are hesitant to try addressable products because they’re expensive and hard to scale. But programmatic TV ad buying is making addressable more accessible, said Sara Wallace, FreeWheel’s senior director of product management, speaking at an event on Wednesday […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Amazon Wins Again Last week, ecommerce market research company Marketplace Pulse disclosed that Amazon advertisers can serve ads directly on Facebook and Instagram using Amazon in-app checkout.  This week, The Information reports Amazon has landed a similar partnership with Snapchat. Oh, and Amazon […]

FreeWheel unveiled a sell-side product called Audience Manager to help CTV programmers tie granular audience segments to their inventory at the speed of programmatic advertising.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results.  “To me, this seems like some sort of warning […]

Paramount unveiled a new ad product called Conduit, a direct integration layer between SSPs and EyeQ, Paramount’s CTV ad selling platform that aggregates Paramount+ and Pluto TV inventory.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Another Cookie Delay? The third-party cookie might receive another stay of execution – and this time it wouldn’t be Google pushing the deadline. The UK’s Competition and Markets Authority (CMA) reiterated that Google won’t be allowed to kill cookies next year unless the […]

While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.

Magnite’s still enamored of CTV. CTV’s contribution to Magnite’s revenue was up 8% YOY, from $52 million to $56 million.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Looking For ADvice No one likes cruddy TV ads. But how much of a problem are they, really? Enough for Comcast-owned FreeWheel to unveil The Viewer Experience Lab at Cannes in partnership with research company MediaScience. The lab will test consumer responses to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. SP-Oh, It’s On Call it supply-path optimization, transparency or premium publisher marketplaces. Whichever you choose, Digiday writes, it “amounts to disintermediation.” In recent years, DSPs have leapfrogged SSPs to establish direct connections with media companies. The marketers are interested in media, after all, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tubi Or Not Tubi Fox-owned Tubi recently made its first ping on Nielsen’s radar with 1% of US TV viewership – just in time for Tubi’s first-ever advertiser conference ahead of upfront season on Thursday, where it showcased glitzy new data partnerships. And […]