DV360

Adswerve recently developed a custom bidding script to help Betterment generate more conversions from its leads.

Broadsign may actually be building a platform that will make an attractive acquisition target down the road. And one of the major cross-platform Big Tech players feels like the most likely buyer.

Principal-based buying isn’t inherently bad. When incentives are aligned, clients get more precision and speed than traditional agency models often allow. The issue isn’t the mechanism; it’s the incentives.

GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.

Google’s SSP tries to cut out its DSP ahead of a possible ad tech breakup; Perplexity’s head of ads skips town; and Amazon’s search ad pause flooded the market with big spenders.

The competitive set has shifted and it’s stacked against independent DSPs. But, instead of chasing what competitors already own, TTD can own what they can’t: trust.

A recent Google DV360 Help Center update had some advertisers panicking that invalid impressions served through Google’s ad platform would soon double. But now Google says that’s not really the case.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

DSPs have been slow to adopt the Tech Lab’s new signal for classifying online video, causing confusion about which placement signal should be prioritized.

Google asserts its position in the CTV ad ecosystem. Also: a change to its search ads biz may be inflating advertising costs for charities.

The catalyst for Google’s future success – regardless of any legal ruling – is its YouTube strategy. Opening YouTube’s ad inventory to outside demand will increase its value.

Chrome Privacy Sandbox adds support for deal IDs and extends Protected Audiences’ lifespan to 90 days; Google’s ad tech antitrust trial could open YouTube to DSPs other than DV360; and former Kubient CEO charged in accounting fraud scheme.

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

In today’s newsletter: Amazon stands out among Upfronts CTV rookies; Google reveals how much revenue its ad tech divisions make; and women hold more marketing leadership positions than men, but churn is worse for women.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

Google used its NewFronts stage to unveil updates to DV360 that should make it easier for advertisers to manage campaigns across Google and other connected TV publishers.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

In today’s newsletter: Meta’s black box optimization features gobble ad budgets once again; Google’s DV360 also overcharges for impressions; and Apple disables progressive web apps in Europe.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

Axel Springer announced a multiyear partnership with video monetization platform Connatix to create new contextual video ad inventory on certain sites.

For Joe & The Juice, the best marketing blend Includes AI, as it learned by partnering with Pixis for mobile app install campaigns.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Detective Work A pox on the ad tech tax. Google is promoting a new tool in its tech suite to help publishers and buyers track the hidden fees getting sucked up by middlemen in the bid stream. Google initially launched its tool, Confirming […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Layser Focused Stephanie Layser, former News Corp VP of ad tech, data and identity products, joined Amazon Web Services a year ago as global head of publisher ad tech solutions. And she just recorded a podcast with Marketecture about what she’s been up […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Safe Bet Which is “unsafe,” really: the tech or the media? Advertisers think of “brand safety” as an adjacency issue.  Is there a picture of a car crash? Maybe not Toyota.  Other brands avoid keywords like “gun control” and “abortion.” But there’s […]

Brands and publishers can add one more first-party data item to their cookieless testing to-do list. Google built a clean-room-style add-on so brands and publishers with their own customer email lists can match against each other’s audiences. Dubbed Publisher Advertiser Identity Reconciliation, or PAIR, the solution is available Tuesday via Google DV360, its DSP. The […]

How will the high-stakes game of antitrust chicken between Google and the US Department of Justice play out? It could be a first important proactive step toward true structural change – not just at Google but across many of the biggest players in the industry, writes Arnaud Créput, CEO of Equativ.