basis technologies

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

Sports sponsorships can play well for small brands; Perplexity was first to AI search ads, but advertisers waited for Google; and GroupM officially rebrands to WPP Media.

Agency leaders cite inefficient processes as the biggest challenge currently facing their organizations, ahead of all other pain points, according to a recent survey. Clunky planning workflows, scattered data sources, bloated tech stacks and siloed platforms are just a few of the symptoms.

After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.

Basis Technologies introduced Unify, a new feature in its DSP that facilitates data access and campaign planning across a brand’s in-house departments and external teams.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

DSPs have been slow to adopt the Tech Lab’s new signal for classifying online video, causing confusion about which placement signal should be prioritized.

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.