DMP

Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.

Curation is amazing – for SSPs. The question publishers continually ask is, “Is curation good for us?” That’s the wrong question. 

Yahoo’s endorsement could drive further adoption of the IAB Tech Lab’s data transparency labels throughout the programmatic ecosystem after years of inaction.

A new storyline is emerging around curation, one in which publishers feel they’ve lost out to middlemen on yet another opportunity to monetize their audiences.

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

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.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.