Marketing

With its wide adoption and independent membership, Prebid is powerful. We discuss Transaction IDs and the remedies phase of the antitrust trial with those inside and outside the org to better understand this open-source project. The post The Power of Prebid appeared first on AdExchanger.

For big ad platforms that command their own media environments, standard web measurement benchmarks can seem like an awkwardly low bar. A viewable ad, by the IAB’s accepted definition, is one in which 50% of the creative pixels are in view on the page for one continuous second. Enticing, no? Jokes aside, this dynamic is

Ignoring the fact that early pioneers in the space didn’t plan to have ads in the first place (looking at you, Netflix!), even with targeting and personalization, most major players are still thinking of national reach – not local reach – as their default. The post Locality Wants Every Ad To Hit Close to Home

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem …  The post Comic: It’s Coming For You appeared first on AdExchanger.

No More Rose-Tinted Glasses Cindy Rose joined WPP earlier this year with a turnaround plan for the world’s one-time biggest ad buyer and agency holdco. Easier said than done.  WPP’s like-for-like revenue less pass-through costs in Q3 (which Digiday describes as “roughly equivalent to net revenue”) was down by 5.9% from last year, with the

A senior marketer at a major WPP Media client told me recently they’re thinking about shopping around for a new agency. That, in itself, isn’t surprising, especially after WPP’s new CEO Cindy Rose, publicly admitted the company had “lost its way”. What stood out was why they’re considering the move. It’s not about chasing AI

Based on its recent earnings, WPP’s financial outlook (and perhaps the traditional agency model overall) looks glib. But the holding company is banking on its AI arsenal, including its newly launched self-service platform aimed at small-to-medium sized businesses, Open Pro, to turn things around. The trouble is that tech companies like Google and Canva seem

Amazon is leaning hard on a familiar message this holiday season: its ad tech isn’t just for buying its ad inventory. The company wants advertisers to see its demand-side platform as the backbone for buying across the open web.  A new pitch deck making the rounds at agencies drives that point home. This is a

This story was first published by Digiday sibling Modern Retail The corner office in retail has rarely felt so precarious. More than 1,500 chief executives have left their posts so far this year through August, up 4% from last year and the highest on record over that period since business and executive coaching firm Challenger,