Marketing

Nielsen wants to make it easier for media buyers and sellers to tell when multiple viewers are watching something together. The measurement firm announced on Tuesday that it is piloting a new measurement approach during the Super Bowl. The pilot is designed to more accurately account for co-viewing during the Super Bowl by better incorporating […]

Sell-side platforms have mostly either applauded or downplayed the recent crackdown on CTV resellers. But for smaller, independent CTV publishers, these efforts look less like a clean-up and more like yet another revenue squeeze. The post Resellers Crackdowns Are A Good Thing, Right? Well, Maybe Not For Indie CTV Publishers appeared first on AdExchanger.

We are on the brink of an exciting top-to-bottom structural transformation of our industry, with agentic AI reshaping everything from how media is discovered to how it’s planned, bought and measured. But this transformation won’t happen instantly and without effort.  Agentic AI needs schemas and standards to work. They provide invaluable, referenceable context, so the

Q4 earnings reports are heating up; Private equity firms get squeamish; and AI data centers are harder to build than ever. The post Hold My Holdco; When Growth Goes Down appeared first on AdExchanger.

Social media has now been around long enough to know it can be an extremely powerful marketing channel, notably for lower-funnel advertisers. Even in the face of eroded signals on what gets them to click. So the timing is right to understand social platforms from a 2.0 point of view — at least that’s the

Amazon is laying the plumbing for agentic advertising with the launch of its MCP server in open beta, opening up its ad stack to AI agents. The development was the subject of its flagship announcement at this year’s IAB leadership meeting, which provides a standards-based translation layer that converts natural-language prompts into structured API calls.

The U.S. Justice Department’s ruling against Google for monopolizing digital advertising markets has opened the door for publishers to seek compensation for claimed lost revenue. Last April, the court ruled that Google violated U.S. antitrust laws by monopolizing the markets for publisher ad servers – with DoubleClick for Publishers (rebranded to Google Ad Manager in

As the industry gears up for agentic shopping, platforms like OpenAI and Google have been laying the groundwork to begin to make it possible. Most recently, Google launched its Universal Commerce Protocol (UCP) — a foundational layer which looks to enable agentic shopping in the tech giant’s ecosystem. So what actually is Google’s Universal Commerce Protocol

Traditional TV — let alone a live NFL playoff game — might be the last ad inventory type you’d think to test trying out AI agents against. And yet that’s exactly what NBCUniversal did last month. The media conglomerate ran a test with ad agency RPA, marketing analytics firm Newton Research and Comcast-owned ad tech