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.
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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.
PepsiCo’s strategies for marketing via online games and esports
PepsiCo's head of gaming and esports shares his playbook for connecting with gamers and fans.
Yahoo and DIRECTV open up addressable TV and streaming inventory
The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
Why we care about advertising: A marketer’s guide
Here's our guide to adtech, digital advertising and keys to success in a transformed digital landscape.
Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses
One employee described Google’s ad business as being like "if Goldman or Citibank owned the NYSE."
IAS introduces new Control Panel for contextual targeting
Tools for the new panel include a catalog for targeting segments, a segment reach calculator and reportable insights.
Marriott launches its own media retail network
Ad buyers get anonymized data and access to a dedicated, interested audience.
Is there any incentive to crack down on programmatic ad fraud?
"Everyone wants it to continue because they're making money." Why people don't want the ad fraud problem solved.
Roku expands measurement program to boost streaming advertiser experience
Partner Program will include media mix modeling (MMM) to improve measurement of streaming ads’ impact.
Samsung Ads launches full-service offering Total Media Solution
Total Media Solution will manage and measure cross-platform campaigns through the Samsung DSP.
Tech companies flock to out-of-home during comeback year
Apple is second only to McDonald's in top OOH advertisers from 2021.
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.