Butler/Till

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.