Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.
Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.
What happens when you get a bunch of smart, technical, pissed off publishers and SSPs in one room? Here are some of the spicier things AdExchanger overheard at the inaugural Prebid Summit.
Axel Springer announced a multiyear partnership with video monetization platform Connatix to create new contextual video ad inventory on certain sites.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
After years of courting lower-funnel performance budgets – and charging on a cost-per-click basis – Outbrain foresees further growth in attracting upper-funnel spend. It’s doing so by giving brands a way to measure their return on investment in awareness campaigns by tracking whether people are actually paying attention to their ads.
Dotdash Meredith bet on contextual with its launch of D/Cipher, but it remains to be seen whether it can turn its revenue numbers around.
2022 was a record-breaking year for US digital advertising revenues, which cracked the $200 billion mark for the first time, according to the IAB/PwC Internet Advertising Revenue Report released Wednesday.
UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities. But the social-first publisher has yet to be convinced that any of these alternatives will be a truly viable replacement for the much-maligned – and yet still widely used – third-party cookie.
Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.
