Ad software provider Viant Technology Inc. filed an S-1 on Friday with the US Securities and Exchange Commission ahead of an initial public offering as the company positions itself for future growth. The company anticipates a boom in the growing programmatic advertising market, particularly across linear TV, CTV and mobile. Viant, which was founded in... Continue reading » The post Viant Technology Files S-1 Ahead Of IPO appeared first on AdExchanger. ... read more

Could addressable ads for live nationally broadcast linear TV be coming soon? Incremental progress in that direction happened Thursday when ViacomCBS and DISH Media each said that they have successfully tested the first addressable campaign within a live national broadcast through an MVPD set-top box. The companies partnered with TV ad tech company Adcuratio to... Continue reading » The post ViacomCBS And Dish Media Deliver Addressable Ads In Live National Broadcast TV appeared first on AdExchanger. ... read more

As of Thursday, all campaigns on YouTube are required to enable Ads Data Hub linking in order to be eligible for third-party measurement. Any campaign that doesn’t could experience disruptions to their third-party measurement going forward. In line with Google’s planned timeline for ADH migration and pixel deprecation on YouTube, Google helped a crop of... Continue reading » The post It’s Official: YouTube No Longer Accepts Third-Party Pixels appeared first on AdExchanger. ... read more

For the past decade, marketers have been fixated on delivering one-to-one marketing solutions heavily relying on cookies and personal identifiers to retarget and, ultimately, drive strong performance. This modern take has been built on the back of massive data sets of personal information flowing through the ecosystem, allowing marketers to track people across their entire online life. However, we are facing an impending data drought, beginning within the next few weeks and accelerating over the coming years, that will change everything. Evolving privacy legislation and platform changes by the likes of Google, Facebook and Apple means that very soon there ... read more

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re exploring Channel 4’s latest lockdown message to viewers. Channel 4 is to put audiences into a lather by reaching out directly to people's homes with an airborne package of comedy and light entertainment – all without bursting anyone's lockdown 'bubble'. 'Bubble Up with Channel Four' seeks to wash away frets and fears with a lighthearted entertainment package centred on new content such as The Great Pottery ... read more

Influencer marketing has proven to be a powerful tool throughout the pandemic. However, the engagement rates that marketers use are often misleading. Sway Group chief exec Danielle Wiley explains why and offers suggestions for stronger outcomes. When it comes to tracking engagement, the math seems simple enough: likes + shares + comments = success. And it can be, for starters. Prioritizing engagement is the right move for any business looking to drive action with its influencer marketing, but be wary of keeping your focus too narrow. Brands that reject potential influencer partners based on past engagement rates may be missing the ... read more

As we run from the turbulent year that was 2020, the world’s attention has turned to what we can expect in 2021. If last year is anything to go by, expecting the unexpected is probably our safest bet. In terms of the social media landscape, 2020 had just as many twists and turns as the government's daily briefings, so the opportunities to speculate on what lies in store are endless. From activism on social media to platforms on the rise for 2021, I looked at a few of the most interesting trends and how they could play out for brands ... read more

In this weekly segment, ExchangeWire sums up key industry updates in ad tech from around the globe. In this edition: Roku forges a deal to rescue Quibi’s content; OpenAp launches an SSP for TV; Google admits to carrying out an ‘experiment’ in Australia that saw some media sites omitted from its search results; and mobile apps saw 218 billion downloads over 2020, the highest number on record.   Roku buys rights to Quibi content Roku has reached a deal to take exclusive ownership [...] The post Roku Rescues Quibi’s Content; OpenAP Launches SSP for TV appeared first on ExchangeWire.com. ... read more

At the tail end of last year I profiled 17 European ad tech companies that I expect to do big things in 2021. With the exception of one or two, these companies are very much at the start of their journey. In this post I am going to focus on four mature, scaled European ad tech companies that, in the year ahead, will be looking at various financial options.  Criteo Criteo is the undisputed king of European ad tech. It has successfully [...] The post SPAC, PE or IPO: 2021 Outlook for Europe’s Big Ad Tech appeared first on ExchangeWire.com. ... read more

Panasonic has tapped Singapore-based super app Grab for an interactive campaign to promote its air purifier. The Japanese electronic giant will turn 5,500 GrabCar Premium vehicles across four countries into mini-showrooms to showcase its nanoeTM X generator, an air purifier that it claims cleans the air and improves air circulation. When Grab users book a GrabCar Premium car, they will be able to see the nanoeTM X generator in action, as it can be fitted into a car cup-holder.   Loading... “Our partnership with Panasonic reflects our belief that advertising is ... read more

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and Chief Strategy Officer at CafeMedia. Just under a year ago, Google announced the deprecation of third-party cookies (3PC) in Chrome in early 2022. To replace 3PC, Google pointed to the Privacy... Continue reading » The post The Big Questions For Digital Advertising In 2021 appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Oh Snap! As crazy as it might be to imagine President Trump on Snapchat (although has anything about his four years in office made sense?) Donald does indeed have an account – with about 1.9 million subscribers – but not for long. Business Insider... Continue reading » The post Snap Permanently Bans Trump's Account; IAS Acquires Amino Payments appeared first on AdExchanger. ... read more

Times of uncertainty tend to be times of opportunity for private equity investors, so it makes sense they’re looking at the ad industry  Specifically, the agency holding groups.  Publicis may have denied a report from Campaign that it has held talks with a private equity investor about a possible deal but conversations like this are par for the course right now.  “These conversations are an ordinary course of business for big companies that find themselves in the positions the holding groups do now,” said Jim Houghton, partner at M&A advisors Waypoint. They may be hulking, legacy businesses, but the ... read more

Escaping urban areas was a common lifestyle choice for many city dwellers at the onset of the coronavirus pandemic in mid-March. It was done in an attempt to outrun the virus, as well as to give themselves more space in a new remote working world, trading cityscapes for the suburbs. Initially, these plans were seen as two- to three-week long excursions, but for many, these trips home turned into months-long stays with their families. “I was feeling claustrophobic in the city and went upstate for two weeks. That turned into five months,” said Austen Radcliff, who does corporate ... read more

Escaping urban areas was a common lifestyle choice for many city dwellers at the onset of the coronavirus pandemic in mid-March. It was done in an attempt to outrun the virus, as well as to give themselves more space in a new remote working world, trading cityscapes for the suburbs. Initially, these plans were seen as two- to three-week long excursions, but for many, these trips home turned into months-long stays with their families. “I was feeling claustrophobic in the city and went upstate for two weeks. That turned into five months,” said Austen Radcliff, who does corporate ... read more