Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.
Erez Levin, a former Googler and current outspoken consultant, on why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes and other flawed attribution models.
NBC, Fubo, Disney-owned ESPN and ad agency Mindshare weigh in on the creative flexibility offered on CTV and whether sports streamers really reach incremental audiences.
The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.
Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.
2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.
Rumors are swirling that DV is exploring an acquisition of Lumen Research to add eye-tracking capabilities to its attention measurement solution.
Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.
NCIS: Ad Tech takes off as Washington zeroes in on Adalytics reports; Kroger says attention has yet to prove correlation to performance; and inside California’s backroom deal with Google to fund journalism and AI.
