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Subscribe Sign In Agencies Brands Creativity Media TV Commerce Tech Creators AdTech Industry News Lyft Taps DoubleVerify to Vet Ad Performance and Safety The partnership comes amid growing scrutiny of the adtech company’s methodologies Lyft is partnering with DoubleVerify for ad verification across its platforms.
DV introduces an industry-leading viewability verification offering, letting global brands set a consistent benchmark for media quality across digital environments, including CTV New solution helps advertisers understand if ads play even after a TV is turned off NEW YORK — DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital (..)
In digital advertising , a hidden threat is silently draining marketing budgets and undermining the value of online content. Made for advertising” or “made for arbitrage” (MFA) sites, designed purely to attract ad dollars rather than serve users, are proliferating at an alarming rate. going to ad-tech fees and $0.35
The product emerged from conversations with publishers like the Daily Mail that were eager to move beyond traditional metrics like viewability and surface the deeper signals driving advertising performance. Its not just about taking ads off the page; its about building a new performance baseline and asking what metrics matter now.
In this week’s Week in Review: Netflix evolves its ad offering, BILD launched BILDplay, and brands plan a move away from time and materials. Netflix entered the ad world two years ago via a partnership with Microsoft, but has since been growing the number of buy-side tools available to advertisers. million households, up from 2.78
Supply-side platform (SSP) PubMatic and attention vendor Playground xyz have struck a commercial partnership, offering marketers easier access to high-attention ads. It's the latest in the industry's lunge toward transacting on attention, a potentially more viable success metric compared with measures like viewability.
In the fast-evolving world of adtech and AI advertising, cross-channel programmatic advertising has emerged as a powerful strategy to optimize ad performance and leverage AI for marketing insights. Comprehensive Funnel Coverage: Cross-channel campaigns cover the entire marketing funnel, from awareness to conversion.
While video advertising is one of the major revenue drivers for publishers, maximizing earnings requires more than just embedding ads into content. Follow Us Strategic Positioning: Optimize Your Ad Placements Adviewability significantly impacts your ad revenue the higher the viewability, the more you can earn.
Julia Li, Director of Sustainability at Mediavine, shares strategies for a sustainable future for the planet and adtech industry. Digital adtech is a carbon-intensive industry. Brands and marketers will demand more sustainable inventory. Take reaching net zero. How does one get their head around it?
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. Daily Dive M-F Mobile Weekly Every Thursday Agencies Weekly Every Monday By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy.
In case you were wondering what’s next for OTT subscriptions, CTV monetization, and linear advertising, we spoke to seven adtech professionals to get their points of view on trends for 2023 and beyond. . CTV ad spend is expected to grow by 14.4% Ad spend growth is one of many development areas we can expect.
The medium is set to continue its trajectory in 2025, with projections estimating over $67 billion in ad spend, representing around 20% of total digital ad spending. Simply put, retail media is the marketing of retail goods to consumers at the point of purchase. Like with all marketing, measurement is essential.
Microsoft’s recent announcement to sunset the Xandr DSP is a stark reminder of how quickly the adtech landscape can shift. They’re selective in what they make available to ensure brand safety, viewability, and audience alignment remain uncompromised.
By working alongside a media buyer who supplies ample measurement capabilities, marketers can fully take advantage of this exceptional growth. First-party data is a viable solution for marketers wishing to distance themselves from third-party cookies and retail media is a reliable and secure source of first-party data.
Sustainability and attention in advertising go hand in hand – cutting out ads which don’t attract consumers’ attention both cuts down wasted spend, and cuts out unnecessary emissions that results from those wasted impressions. Invest in quality journalists and content creators: they are the golden geese.
Through this collaboration, IAS provides advertisers with Invalid Traffic (IVT) measurement and reports on Viewability through the IAS Signal platform. “This integration sets the platform for quality standards within ad-supported gaming and allows advertisers to better understand and control the quality of their media on Anzu.”
By now, we are all well aware of the drastic effects that mounting privacy regulations have on the adtech industry. Thankfully, Emodo Institute took a deep dive into the wonderful world of marketer KPIs to showcase just how dramatically they were affected by cookie and ID loss. ID Loss’s Impact on KPIs.
These are publishers whose growth strategies rely heavily on driving and monetizing traffic outside of their home markets. As the event progressed and I spoke with our partners, one theme came through clearly and it was echoed in the market data shared throughout the event: the mobile app publishing industry is evolving.
For both established marketing options like in-app advertising and for more nascent platforms like native in-game advertising, ensuring ads are viewable is crucial. Top Quotes From Janelle Viewability Defined: “Viewability is a measure of whether or not an ad had a chance to be seen by a user.
. “Put simply, over 90 percent of ads on GVP are visible to people across the web – and advertisers are only paying for ads when they are viewed.” ” He added that all GVP publishers must comply with its standards, and viewability is monitored by third-party verification partners.
Of the $88 billion spent on open web programmatic ads, $22 billion is wasteful or unproductive, a study by the Association of National Advertisers (ANA) found. The ANA’s Programmatic Media Supply Chain Transparency Study focused on the open web admarket and did not address the opportunity of walled gardens. Where does it go?
Marketing Technology News: MarTech Interview with Reeve Collins, Co-Founder at SmartMedia Technologies (SMT). Viewability is already a well-known and understood category, but the market has been calling out for evolution in the measurement of attention. Marketing Technology News: Modeling Success – VBB vs. Modeled VBB (mVBB).
This milestone is a signal of our commitment to our partners and the market: we’re not just keeping up, we’re building ahead. No MFA sites. No shortcuts. Just clean, high-quality supply, every time.
The real upfront market Connected TV’s adviewability issue Netflix seeks ads help, YouTube opens up, Disney drop its TV programming chief and more. The real upfront market. This year’s annual TV advertising upfront negotiations may be starting to wrap up, but the upfront market is far from over. “At
Every now and then, a new adtech term, acronym, or technology pops up, and we’re all fishing around trying to figure out what the hell they mean. That’s why we created our explainer series, so we can keep you up to date on the newest adtech trends and fads. This is the place for you.
As of July 27, DoubleVerify will support in-game advertising and offer its suite of measurement tools internationally to marketers to gauge the performance of their in-game ads. The move represents the adtech industry’s latest bid to increase marketers’ trust and confidence in this emerging channel.
As privacy ethics continue to take center stage, data compliance is crucial for every adtech stakeholder to monitor risk and maintain brand integrity. Just as there are viewability and brand safety standards, the industry should adopt a high-quality standard for data compliance. The post 90% of U.S.
Marketers need to use specific and relevant keywords to sell their brand. Marketers cannot afford to inadvertently advertise regulated substances to restricted demographics. Considering the full context of keywords helps marketers avoid unwanted pitfalls and keep their campaigns on track.
Given the ubiquity of data across the media and marketing landscape, it was only a matter of time before cannabis-related marketing, and the media that serve up cannabis content got their data house in order. And maybe they shouldn’t be seen just as “cannabis consumers.”. And QSR [buyers are] a huge consumer of this type of data.”.
In the ongoing quest to take more control of the available ad inventory in the programmatic market, SSP proprietors, like GroupM, have been cracking down on which domains they’re willing to sell. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
If you’re a marketer, chances are, it’s been a while since you thought of yourself as a ‘consumer’. When you demand more than two options when making important decisions as a consumer, why settle for less as a marketer? This kind of dominance in mobile adtech, as with any industry, creates a state of collective unconsciousness.
When the Association of National Advertisers (ANA) confirmed PricewaterhouseCoopers (PwC) as the lead agency in its planned adtech transparency study in December last year, those involved hoped to publish the results this week at the ANA’s flagship Masters of Marketing conference. And all of this is happening as U.S.
Attention advertising refers to a shift away from traditional performance markers like reach and impressions, and towards markers like viewability. This kind of advertising gives marketers a more comprehensive picture of their target audience and lets them understand who is seeing their ads and how those ads are consumed.
For this plan to work at scale, Schibsted needed adtech vendors — businesses that have access to programmatic ad dollars more readily than publishers ever will. From then, this will be the only way to buy those segments programmatically across most of its ad formats (save for some video and native.).
While Hulu was early to the ad-supported game, streaming heavy hitters like Netflix and Disney+ waited to join in. These offerings brought a noted change to the space—now, instead of simply marketing to potential subscribers, streaming services have to consider advertisers as customers as well.
We recently outlined what mobile marketers need to know about the Android Privacy Sandbox. Google’s Android Privacy Sandbox isn’t just another update — it’s a fundamental overhaul of mobile ad infrastructure enhancing user privacy, and impacting how ads are served and measured. Now, we turn our lens toward publishers.
The Interactive Advertising Bureau has released updated measurement guidelines for intrinsic in-game advertising — and in-game ad firms are rejoicing at the news. Although in-game adtech has improved at a rapid pace in recent years, measurement practices in this channel haven’t been updated since the late aughts.
The big question for many in the adtech space will be navigating the changes this new year brings — including new regulations and specifications — and optimizing for success. For publishers, monetization and user experience are critical; matching ad monetization with native content will be one way publishers can prioritize both.
Netflix’s commitment to BARB sends a clear signal that what we’re doing is valuable to new and established players in the market.” BARB would need Netflix’s further cooperation on that front, since only a yet-to-be-seen fraction of Netflix’s total viewing hours will feature ads. ” A step in the right direction.
Known for its influential role in the adtech ecosystem, The Trade Desk’s move to create this list has sparked a range of reactions from industry experts, publishers, and advertisers alike. Attention vs. Viewability In the age of TikTok and viral cat videos, capturing attention is the real MVP. automotive, beauty, finance).
Whoever ends up taking Netflix’s hand in adtech marriage may well be rewarded with a substantial dowry. The UK and Ireland are key strategic markets in the global rollout of Paramount+ given the broad distribution of our brands across the free-to-air and pay-TV landscape. TPA Digital Launches AdTech Accelerator.
The biggest of these came earlier this year, when Netflix acquired rights to wrestling brand WWE’s flagship show Raw in the US, and all of its content in international markets. X counts a view when at least two seconds of a video has played and at least 50 percent of the video player was viewable on screen.
This change impacted app installation marketers as it became extremely hard to attribute app installations to app marketing campaigns. The IAB’s OM (open measurement) SDK is pre-integrated, so advertisers can measure viewability of the impressions served via OpenWrap for Mobile App.
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