Programmatic advertising
MarTech is your source for programmatic advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Programmatic advertising allows advertisers to access inventory across increasingly all media in real-time and to be able to measure audience engagement and campaign performance. Today’s marketer is orchestrating omnichannel campaigns and constantly optimizing placement and creative assets. The loss of 3rd party cookies encourages more data partnerships between publishers and other non-traditional 3rd party sources like financial companies, for example.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Yahoo and Taboola sign “30-year” exclusive ad agreement
Taboola will be the exclusive ad provider for Yahoo. The two companies will split ad revenues..
How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
SponsorPulse expands data-driven sponsorships for brands
A new partnership with Dynata and MiQ enables scalable audience insights for sports and entertainment sponsors.
Soundrise connects advertisers to podcast creators with shared values
Soundrise is using technology to scale sponsorships while prioritizing creator independence and listener privacy.
Survey finds gamers prefer native ads
A new gamer study from Frameplay shows the top ad formats in the $196.8 billion videogame industry.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
Digital out-of-home branches out with programmatic
The DPAA Global Summit showcased how DOOH plugs into the larger adtech world to connect omnichannel campaigns.
Lowe’s and Yahoo team up for retail media partnership
Yahoo’s DSP and ConnectID will support off-site media experiences through Lowe’s One Roof Media Network.
FuboTV reports big ad gains from Unified ID 2.0
The streamer is the first CTV partner for open-source Unified ID 2.0, and uses it through The Trade Desk for programmatic ads.
DoubleVerify announces measurement tools for retail media networks
Advertisers, will have access to pre-campaign activation, measure and post-bid filtering tools.
CTV added to Kroger’s retail media business
Kroger Precision Marketing expands its private programmatic marketplace to include video and CTV.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
Updates finalized for IAB intrinsic in-game ad measurement guidelines
The updated guidelines aim at making in-game ad measurement on par with other digital media.
Clean rooms expand for advertisers with Neustar and InfoSum collaboration
The partnership allows InfoSum clients access to Neustar Unified Identity.
Simpli.fi introduces CTV reach for linear TV advertisers
The new capabilities provide 100% incremental reach on CTV for linear TV campaigns.
What new ad-supported streaming TV announcements mean for digital marketers
Most viewers don't mind ads on streaming services, according to a recent Gartner study. This should be good news for Netflix and Disney+.
Netflix partners with Microsoft to launch ad-supported subscription tier
And Trade Desk is developing an adtech platform for Disney+.
Tough-to-reach console gamers watch more TV on streaming than linear
As total pool of gamers grows to 3 billion, marketers need to pursue the right channels to avoid letting gamers fall through the cracks.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.