Advertising Perspectives

Establishing a user's identity is an essential part of digital advertising. Advertisers rely on a mix of different identity signals to conduct audience targeting, measure the effectiveness of ads, or even frequency cap campaigns.Anybody who ... read more

The Trade Desk finally confirmed it is working on a CTV operating system following rumors and leaks that preceded the official announcement. The operating system, called Ventura, allegedly will solve some lofty goals:I wrote about ... read more

Sponsored by AzerionEvery couple of years, a new (or renewed) concept emerges in the ad tech space with the promise that it’s going to cure what ails modern-day advertisers and publishers. Some of these emergent ... read more

Managing programmatic video creatives presents countless challenges for publishers, advertisers, and the platforms that support them. More specifically, the lack of a universal creative identification standard makes managing, transcoding, or reporting on programmatic video creatives ... read more

Last week, Janko Roettgers dropped a massive scoop on the LowPass newsletter that The Trade Desk is secretly developing an operating system for smart TVs.While the revelation is yet to be confirmed by a traditional ... read more

According to executives from three large SSPs, the standard fill rate for SSPs is 1%. That means there is a 99% chance that an SSP's bid request will not see a bid from an advertiser.There ... read more

As most of you probably already know, Google announced that they no longer plan to deprecate third-party cookies in Chrome. The brief blog post was scant in detail but did provide a couple of nuggets ... read more

During The Trade Desk's Q1 earnings call, CEO Jeff Green slipped in the phrase "premium Internet" five times. Nobody from The Trade Desk mentioned the premium Internet once during its previous Q4 2023 earnings call. ... read more

If ChatGPT, Google Gemini, or other AI tools could eventually answer any ad tech question, many people will never discover this newsletter.Specialized AI answer engines already deliver users information ripped from Ad Tech Explained, as ... read more

For those who thought the conversation around third-party cookie deprecation couldn't get more complicated, in steps Microsoft Edge with their latest contribution: Ad Selection API.Ad Selection API is an alternative to Google's Protected Audience API, which ... read more

When I think about the next era of ad tech, I see a stage of innovation defined by existing and new solutions that create groups of users of varying value.The availability of deterministic identity, emerging ... read more

Speed is everything in programmatic advertising, and timeouts keep the ad platforms participating in a real-time auction on time.Publishers need to minimize the time between a user selecting content and receiving an ad. This seemingly ... read more

Boom and bust cycles are a natural part of technological development.During booms, entrepreneurs and enthusiasts make wild claims about how a radical new technology will reshape how we live and work. Sometimes, they are correct, ... read more

Walmart's decision to shell out $2.3 billion to purchase TV manufacturer and smart TV platform operator Vizio may be one of the biggest ad tech stories this year — but why did Walmart do it?The ... read more

If Google has its way, 2024 will be the year we can all finally stop talking about cookies. That is if their friends at the UK's Competition and Markets Authority (CMA) give them the green light to phase out ... read more

Advertisers want to know what you are watching. Unsatisfied with the heap of metadata already available in programmatic bid requests, buyers are becoming emboldened to ask publishers to share more content metadata — information that ... read more

Magnite, The Trade Desk, and GroupM are all vying to establish themselves as indispensable components of an evolving programmatic landscape.These companies have introduced new products and partnerships to develop their value, find more efficient supply ... read more

A few years ago, while working for a previous employer, I undertook an assignment to understand how IPv6 could impact our programmatic advertising business.We ran into several IPv6-related issues that affected monetization on our supply-side ... read more

Do you hear that? It's the sound of millions of individual video ad creatives flying around between ad servers, SSPs, and DSPs at any given moment. These carefully crafted marketing messages flitter in and out ... read more

PAIR is a new identity solution from Google that allows publishers and advertisers (using Google's buying platform, DV360) to match first-party data to deliver personalized ads. Google announced PAIR in a blog post outlining the ... read more

Last week, Google announced support for the IAB Tech Lab's Seller Defined Audiences. Google is beta testing a feature called "publisher provided signals" that will:"help you categorize your first-party data into consistent audience or contextual ... read more

Universal identifiers gained traction in the ad tech collective consciousness when Google decided to phase out third-party cookies from their ubiquitous Chrome web browser.Following that decision, ad platforms, publishers, and advertisers began searching for solutions ... read more

I'm sure many of you have experienced peak Elon Musk fatigue in the news cycle, but an old tweet of his caught my eye. The Tesla/SpaceX/maybe-Twitter CEO called out the insincerity behind the Washington Post ... read more

A bipartisan group of senators introduced a new bill to rein in Google and any other company aspiring to dominate all sides of the programmatic advertising ecosystem. If passed into law, the Competition and Transparency ... read more

Microsoft Edge Secure Network is a new free service offered in the Edge web browser that prevents online entities from gleaning a user's actual IP address. The new service from Microsoft offers similar privacy assurances ... read more

Volumetric video is an emerging media format that captures a subject in three dimensions but allows playback from any conceivable angle. Volumetric video is much different than 3D movies or 360-degree video in that a ... read more

If you recently bought an NFT, you may wonder where exactly that NFT is stored. Exchanges like OpenSea display the NFT image and other information about the NFT, like its name, ID, and attributes, but ... read more

So you want to buy your first NFT? Non-fungible tokens have ignited an exciting new era of technological evolution and artistic expression. Blockchain technology has granted everyone the ability to independently own a unique and ... read more

In a Q1 2022 earnings interview, Netflix Co-CEO Reed Hastings confirmed that the granddaddy of streaming video will now consider offering advertising-supported subscription plans.You can view the relevant portion of the interview below:16:47 Netflix CEO ... read more

The IAB Tech Lab finalized OpenRTB 2.6, and the specification contains new additions that will enhance programmatic connected TV buying. The additions focus on two areas that any company working with programmatic CTV has grappled ... read more

The concepts behind Web3 could radically alter our digital lives, but it is difficult to parse through the vague promises and fractal ideas behind the alluring technologies that coalesce to form Web3.Scouring for information about ... read more

A few months ago, Google released a proposal to start pushing the digital advertising industry to think about how it can make advertising on desktop and mobile web more transparent and provide users with more ... read more