Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.
When La Colombe wanted to drive site traffic from new audiences, it turned to video – and predictive AI models.
Pathlabs, which refers to itself as a “media execution partner,” takes care of the mundane tasks and daily minutiae an agency shouldn’t be worrying about, like vetting the tools it’s using or overseeing its DSP or DMP partners.
Most programmatic ad campaigns targeted to Latinos focus narrowly on Spanish-language content. MundoNow and Infinity Partnerships announced a new audience extension initiative to connect advertisers with bilingual US Latinos.
MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.
The DMP is helping BDG target users it couldn’t reach before, in addition to packaging its audiences into more granular intent-based segments.
ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.
Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.
When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.
