deal curation Archives | 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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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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Comic: No Scale For You!

Kevvo — Fri, 25 Jul 2025 04:15:53 +0000

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem …

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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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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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Scope3-Backed Contextual AI Platform Classify Aims To Disrupt Curation

Anthony Vargas — Tue, 03 Jun 2025 14:00:28 +0000

There’s a new contextual curation platform in town, and it has the backing of some industry heavy hitters. The startup, called Classify, aims to evolve contextual and semantic targeting beyond keyword-based taxonomies. It offers buy-side deal curation tools, as well as a sell-side product for publishers to package their inventory into curated deals. Classify is […]

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A ClearLine Of Sight; Finally, It’s Not The Year Of Mobile

AdExchanger — Wed, 28 May 2025 04:03:09 +0000

Spring Into Action Magnite’s acquisition of the SpringServe ad server in 2021 and its subsequent investments demonstrate the importance of merging an SSP with an ad server for streaming video. Trey Titone, NBCUniversal’s VP of product for programmatic demand, has a useful blog post on Ad Tech Explained documenting Magnite’s evolution. Take pause ads, which […]

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Google’s Move Toward Attention Metrics Could Be A Viewability Killer, Says Jaguar Land Rover

Anthony Vargas — Tue, 20 May 2025 04:35:08 +0000

Could Google’s embrace of attention metrics help the industry evolve past easily manipulated viewability measurement? Danny Zhu, director of digital and performance marketing at Jaguar Land Rover (JLR) North America, thinks so. Google DV360 adding Adelaide’s Attention Unit (AU) metric as an optimization signal is “going to be a game changer for us,” Zhu told […]

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Publishers: Don’t Fear Curation Fees, They’re Just The Same Old Ad Tech Tax

Anthony Vargas — Thu, 01 May 2025 04:45:19 +0000

Publishers worry that, as curation moves to the sell side, SSPs are taking an even larger cut of ad revenue than DSPs did. As it turns out, however, most sell-side curation deals appear in line with typical SSP take rates. In fact, some of these fee structures resemble how publishers have long done business with […]

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Publishers Now Have A Window Into How Buyers Score Their Data Practices

Anthony Vargas — Thu, 24 Apr 2025 12:00:08 +0000

Like kids at Christmas time, digital publishers dread ending up on the naughty list. Publishers can be flagged for any number of issues, including media quality, brand safety and keyword blocklisting. And vendors sell lists of made-for-advertising (MFA) sites or other sub-par domains based on factors like poor data hygiene or overlapping, constantly refreshing ad […]

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