Horizon Media

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.

As third-party cookies disappear, advertisers can rely on retail data to target consumers, said The Trade Desk’s Ben Sylvan at Night Market’s eCommFronts event in New York City last week.

Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.

It may look as if there hasn’t been much progress with alternative currencies – at least not commensurate with the hype. Just because alt currencies didn’t take over the upfronts this year doesn’t mean there hasn’t been movement.

Claritas acquired AI-driven marketing automation platform ArtsAI to strengthen its personalization, measurement and AI capabilities.

Magnite’s still enamored of CTV. CTV’s contribution to Magnite’s revenue was up 8% YOY, from $52 million to $56 million.

In its Q4 earnings report Tuesday, PubMatic highlighted how SSP consolidation is an opportunity for the company to pursue its goal of capturing a fifth of the SSP market.

The integration is the latest sign that agencies are getting serious about supply-path optimization (SPO) by forging direct relationships with SSPs. It also illustrates the need for SSPs to differentiate themselves from their peers by providing publishers and broadcasters with unique connections to demand sources.