online video

Maggie Zhang from Amazon Ads talks interactive video strategy, including opportunities on Amazon Prime Video and which genres drive the most engagement.

Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse.

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.

The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.

CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.

The return of in-banner video has resulted in a deluge of cheap video supply flooding the open web, driving down CPM rates for dedicated video inventory and creating user experience and ad quality concerns.

CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.

YouTube is winning the CTV race by not just focusing on TV; ads threaten the gen AI user experience; and sports still brings brands incremental reach.

PubMatic’s new AI curation features are helping it forge closer relationships with ad agencies like GroupM that are ramping up their use of AI.

While advertisers’ interest in gaming may be growing, their spending commitments seem stuck on pause, judging by Tuesday’s IAB PlayFronts event.

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.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

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.

On Wednesday, video monetization platforms Connatix and JW Player announced plans to merge into a new entity called JWP Connatix. The deal was first rumored in July.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

TTD confirmed to AdExchanger that, as of June 17, it had removed support for at least some of the online video inventory sold by Yahoo as a publisher.

In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.

Advertising accounted for $222.7 million, up 39% YOY. CEO Steve Huffman attributed this growth to a boost in search traffic from Google.

Roblox’s head of immersive media Ashley McCollum explains how the online gaming giant built its ad platform with demand for programmatic video in mind. And she previews Roblox’s ambitions to grow an ecommerce platform for real-world purchases.

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

Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.

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.

Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.

PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.

In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.

Magnite’s revenue grew 69% YoY to $82 million in Q4 2020. Not including its merger with Telaria, revenue grew 20% YoY. The company will nearly double in size once the acquisition of SpotX closes in Q2. In Q4 2020, SpotX had $71.6 million in revenue. Here are the seven highlights you need to know from […]

Years ago, TV buyers didn’t bother with connected TV (CTV) because it offered little benefit for a lot of hassle. “Digital players were the earliest adopters. Because it was TV-like, everyone wanted to get into the video game.” said Gibbs Haljun, total US investment lead at Mindshare. But young viewers leaving linear TV changes that […]

Video delivered over the internet to a smart television or connected TV could have a brand safety problem. We’re talking specifically about user-generated digital video streaming to a big screen and the niche OTT channels and streaming services that seem be springing up on a near-weekly basis. That type of video shouldn’t be confused with […]