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.
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IAB Tech Lab announces ads.txt updates
New values for “ownerdomain” and “managerdomain” should clear up some key areas of the digital ad ecosphere.
Brightcom partners with Intent IQ
Brightcom's SSP and DSP IDs aim to aggregate using Intent IQ's graph.
MiQ announces post-cookie programmatic package
The package includes addressable cohorts based on connecting multiple identities as well as a contextual offering.
Ad-supported video-on-demand, cookieless identity resolution, give CTV advertisers more options
AVOD accounts for over half of U.S. video viewers and global market is projected to climb to $47 billion by the end of 2023.
IAB Tech Lab ad format updates include digital video and CTV
The update accounts for higher resolution, wider screens and new interactivity in the evolving ad landscape.
Edison Interactive teams up with Vistar Media to bring programmatic DOOH advertising to golf carts
Marketers will now have in-cart access to a unique audience of thousands of golfers across the U.S.
The Trade Desk announces Adobe CDP integration
The independent DSP will allow advertisers to activate their first-party data, using Adobe’s Real-Time CDP, for campaigns across all channels including CTV.
CTV’s ticket to March Madness advertising
With all the network inventory sold out, dynamic multichannel viewer behavior leads to more opportunities for marketers.
Gannett ad mishap highlights concerns about programmatic advertising
Ads ran on the wrong websites for nine months before being caught by researchers
Comscore and WideOrbit expand linear TV and radio partnership
Automated buying and measurement open up linear TV and radio for marketers, publishers, agencies and DSPs.
Video ad platform SpringServe partners with SXSW
The collaboration aims at boosting the ad experience for SXSW online and CTV content.
NBCUniversal partners with Anzu.io to provide in-game ads for marketers
Advertisers will have access to cross-platform gaming inventory across mobile, streaming, PCs and consoles.
What does the metaverse mean to consumers and marketers?
And where can marketers implement a Metaverse strategy?
Roku introduces Advertising Watermark
Roku’s Advertising Watermark is a free technology helping advertisers and publishers validate the authenticity of CTV ads.
Spotify acquires Podsights and Chartable
More precision and proof for brands will lead to better revenue on this growing audio channel.
How to use QR codes to leverage CTV and cross-channel campaigns
Marketers are using QR codes to make CTV campaigns actionable and to engage consumers on all devices.
iHeartMedia partners with Sounder to provide intelligence for creators, audiences and brands
Sounder’s Audio Data Cloud aims to support discovery for iHeartMedia creators and listeners while improving targeting for brands.
The Trade Desk launches OpenPath
The new adtech product will connect advertisers with premium publishers, sidestepping Google Open Bidding.
Innovid will acquire TVSquared, bridging CTV and linear TV measurement and attribution
The deal aims at providing a single independent scalable standard for campaigns across traditional and digital TV.
How Instacart’s new ad products disrupt grocers while strengthening brand relationships
Instacart Ads for CPGs brings customers closer to brands, but grocers could get left in the dust.
Roku’s OneView launches Nielsen’s Digital Ad Ratings for streaming advertisers
OneView becomes the first ad buying platform to provide Nielsen guarantees on ad impressions.
DistroTV announces Spanish-language ad-supported free streaming bundle
DistroTV's free ad-supported streaming television (FAST) service expands to Latin America.
New AR advertising experience from Emodo’s partnership with 8th Wall
Embeddable AR ad types offered to marketers and agencies without additional apps.
Is demand for ads on streaming services declining?
A modest drop in the recent GroupM survey suggests so, down to 73% at the end of last year from 76% in the previous year.
Acxiom teams up with TransUnion to deliver intelligence to streaming advertisers
Data collaborations continue to evolve the CTV landscape.
T-Mobile acquires Octopus Interactive rideshare adtech platform
Adtech evolves in car services like Uber and Lyft as ridesharing rebounds.
2022 Predictions: CTV and cross-channel advertising
What marketers in the new year are looking to gain from increased programmatic investments.
Microsoft to acquire Xandr, delivering a global ad solution to digital advertisers
This deal, along with a partnership with open RTB platform Taboola, provides more options for marketers to run effective digital campaigns in the post-cookie world.
Digital out-of-home advertisers seek hyper-local, contextual targeting
New findings shared by the DPAA tell us about the role DOOH plays in marketers’ omnichannel strategies.
Samsung Ads rolls out data partnership with major marketing platforms
Samsung Onboarding Partner Program will become available in early 2022 and allows advertisers to bring in their own audience data and preferred segments.
Uber OOH selects Vistar Media as SSP programmatic partner
Marketers will have access to over 3,000 cartop screens in major U.S. markets.
Mediavine boosts programmatic ad spend on minority-owned inventory
The ad management platform partnered with Colossus SSP which delivers a highly diverse marketplace.
Ethical advertising: How Quaker Oats helped feed America
Good-Loop's ethical ad wrapper promoted charitable donations and an uplift in brand perception.
Vistar Media integrates audio OOH to reach in-store shoppers programmatically
The Trade Desk becomes the first DSP to offer omnichannel programmatic access to this emerging audio in-store channel.
The MarTech Minute: Programmatic ad spend, Google recruits PayPal’s COO and Iterable gets $60 million
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Social now dominates $57.3 billion U.S. programmatic display market
In-app targeting that doesn't rely on third-party cookies has helped social (namely, Facebook) leap over open web programmatic buying.
The adtech trends rounding out 2019: Programmatic growth, measurement standards, privacy implications
Looking to 2020, adtech players can expect new capabilities driven by a customer-first approach grounded in privacy, brand experience, and standardization.
Irish GDPR investigation of Google could impact entire programmatic ecosystem
The complaint that triggered the investigation argues the programmatic RTB exposes sensitive, personal data without sufficient protection.
Video ad spend soaring in 2019, favoring original content, programmatic buys
Advertisers expected to dedicate more than half of video budgets to original content while increasing investment in programmatic video inventory, according to reports from the IAB and eMarketer.
Debunking the top 5 stereotypes of programmatic traders
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really do.