Measurement

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

It’s not that enterprise analytics is broken. The bigger issue, says Obele Brown-West, president of data intelligence platform Tracer, is that enterprise analytics was never all that functional to begin with.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

Programmatic advertising is rife with misinformation. Brands can protect themselves this election season without blocking the news.

Coming off of a strong 2023, DoubleVerify is betting that its products for social media will fuel its revenue growth for years to come.

Orange142 focused on reaching people with an interest in the Black community in its recent campaign for ATL Unguided, Atlanta’s Black travel guide from the Atlanta Convention & Visitors Bureau.

Misinformation, MFA sites, third-party cookie deprecation – no wonder advertisers are stressed. And as its 2023 results show, IAS reaps the benefits, with brands seeking brand safety and suitability and contextual advertising solutions.

Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

In today’s newsletter: The New York Times is rolling out a generative AI ad product; the current state of adoption of Apple’s SKAdNetwork 4; Google seeks explicit consent for retargeting and personalization in the EU.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

In today’s newsletter: The simmering tension between Apple and Meta keeps growing; Nielsen panels have staying power; Temu’s Super Bowl play probably won’t pay off.

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

Nielsen’s complaint against VideoAmp is the ninth patent infringement lawsuit it’s brought against rival companies in just three years.

HyphaMetrics is integrating its own data with viewing data from measurement provider Samba TV as part of a new panel offering later this year. But make no mistake: HyphaMetrics is not trying to become a currency.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

In today’s newsletter: Nielsen sues VideoAmp alleging patent infringement; Rembrand’s virtual product placements hit social media; and the MOW, CMA and publishers cry foul over the Chrome Privacy Sandbox’s Related Website Sets.

Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ring Airer Netflix is paying more than $5 billion for the rights to livestream “WWE Raw,” Variety reports. The 10-year deal is effective starting next January and represents Netflix’s biggest push into live content. Following a live sports debut with its “Netflix Cup” […]

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.

Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.

CES this year was a petri dish of news and gossip (and hopefully not COVID) among the CTV ad industry.

VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Panel Discussion Bad news for Nielsen: Another panel has entered the arena. Samba TV is teaming up with HyphaMetrics to launch a panel for measuring video viewership across linear, streaming and other digital formats, Ad Age reports. HyphaMetrics plans to use Samba TV’s […]

Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.

This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.