Anthony Vargas, Author at AdExchanger

Magnite Targets CTV, SMBs And Google’s SSP Market Share

Anthony Vargas — Thu, 07 Aug 2025 04:45:45 +0000

Advertisers want more curated inventory and programmatic deals, especially for CTV campaigns. And Magnite is reaping the benefits, but not to the extent that investors were hoping to see. The SSP beat its own Q2 revenue guidance thanks to growing demand for programmatic CTV activation and partnerships with big-name streamers, CEO Michael Barrett told investors […]

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People Inc. Has A New Name, But It Still Faces The Same Old Google Search Traffic Drought

Anthony Vargas — Tue, 05 Aug 2025 23:05:00 +0000

People Inc. – the former Dotdash Meredith – is fighting on multiple fronts to keep its business growing as Google Search declines precipitously as a source of referral traffic, and consumers move to agentic AI to find answers to their questions. People’s digital ad revenue increased 5% compared to Q2 2024. It’s a decent turnaround, […]

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CleanTap Filters Out ‘Sorta CTV’ Placements Before Buyers Can Bid On Them

Anthony Vargas — Mon, 04 Aug 2025 14:15:37 +0000

Many CTV advertisers are buying a lot of inventory that might not fit their personal definitions of CTV. Streaming ads that play on smart TV sets in living rooms are just part of the overall CTV media mix. These placements are sold alongside “sorta CTV” inventory, like streaming apps on phones and tablets, digital out-of-home […]

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Ad Automation Powers Reddit’s Most Profitable Quarter Yet

Anthony Vargas — Fri, 01 Aug 2025 01:39:31 +0000

Reddit is giving advertisers what they want: more easy buttons. Thanks, in part, to its investments in campaign automation, new ad products and white glove service for top advertiser clients, Reddit netted $465 million in ad revenue in Q2, an 84% year-over-year increase. Advertising accounted for the vast majority of Reddit’s $500 million in revenue […]

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TikTok’s Video Experience Is Taking Over Digital Out-Of-Home In Taxis

Anthony Vargas — Tue, 29 Jul 2025 14:00:34 +0000

The next time you’re riding in a taxi, you might not need your phone to watch TikTok videos. On Tuesday, ride-hailing app company Curb Mobility announced a partnership to bring TikTok user-generated content to Taxi TV, its network of more than 15,000 in-taxi screens across 65 US markets, primarily in major cities. Curb isn’t the […]

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Rumors Aside, The Trade Desk Isn’t Deprecating Solimar Any Time Soon

Anthony Vargas — Thu, 24 Jul 2025 17:27:30 +0000

The Trade Desk has been public about wanting all users to migrate to the new Kokai user interface for its DSP by the end of this year. It’s what CEO Jeff Green told investors in February. But yeah, that’s not gonna happen. Kokai adoption has been slower than the company expected, which means that its […]

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Seedtag’s New CEO Brian Gleason Says Contextual Will Be Bigger Than Retail Media

Anthony Vargas — Fri, 18 Jul 2025 13:30:34 +0000

When Brian Gleason was CRO and president of retail media at Criteo, he was all fired up about retail media. Now Gleason, who joined contextual ad platform Seedtag as CEO earlier this month, says he believes contextual ad targeting is “an even bigger opportunity.” Marketers, he said, are ready to reembrace advertising’s roots. “We’ve become […]

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Owning Ad Targeting Is Paying Off For Hearst

Anthony Vargas — Mon, 14 Jul 2025 04:45:56 +0000

The unreliability of third-party ad targeting signals spells opportunity for publishers offering their own first-party targeting tech. Hearst has dramatically improved ad targeting across its publisher network since it launched AURA, an AI-based targeting solution, last June, Mike Nuzzo, SVP and head of data at Hearst, told AdExchanger. The company has seen improvements in addressability […]

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Talking AI Risks And Rewards For Publishers With AWS’s Stephanie Layser

Anthony Vargas — Thu, 10 Jul 2025 20:09:07 +0000

AI is a double-edged sword for publishers. On the one hand, agentic AI tools are helping publishers streamline ad sales and operations, with the efficiency gains producing incremental revenue. But, on the other hand, publishers are losing monetizable traffic to generative AI-powered search. And internal optimizations may not be enough to offset those traffic losses. […]

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The FTC’s OMG/IPG Consent Order Is Putting Politics Ahead Of The Real Issues

Anthony Vargas — Thu, 03 Jul 2025 15:25:06 +0000

The FTC’s consent order for the impending OMG/IPG megamerger prohibits the two agency holding companies from blocking ad spend to publishers on the basis of politics and ideology. The order is part of a wider effort by Republicans to dismantle what the FTC and members of Congress say is an ad industry conspiracy to demonetize […]

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