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The last decade saw television audiences steadily shift from linear toward streaming. The fact that advertising budgets followed isn’t too surprising. If more people are watching streaming, more TV advertising dollars should move there, too, right? But that logic rests on an oversimplification. “The largest share of viewing” and “the most valuable channel for a given […] The post TV Budgets Are Following The Wrong Scorecard appeared first on AdExchanger.

Shane Jackson didn’t set out to be a marketer. A former golf pro and All-American golfer, he bought PureOne Golf, a struggling golf training-aid company in Scottsdale, Arizona, in November 2024. What he got was less a business than a pile of parts: some inventory, a trademark and a website that, by his own estimation, […] The post How This Golf Training Brand Fixed Its Subpar Attribution appeared first on AdExchanger.

Infillion’s acquisition of Foursquare is the latest sign that the ad tech market is reorganizing around companies that can combine data, media execution and measurement within a single platform.  The strategic rationale is clear: Foursquare brings a substantial location intelligence business, while Infillion already owns MediaMath and has expanded its data capabilities through Gimbal and […] The post When Data Providers Get Acquired, Neutrality Has To Be Proven, Not Promised appeared first on Ad

Substack and behiiv are looking at programmatic; AI makes metadata more important than ever; and can Skydance compete with big tech? The post Newsletters Get Cozier With Advertising; Convoluted Creative File Names Are Kaput appeared first on AdExchanger.

Apple has a new block list for data brokers and ad tech vendors that do cross-site user tracking – which could expand to include a much broader slate of ad tech and martech vendors across the entire ecosystem. Plus: a few thoughts on Advertising Week New York. The post The Apple Bites Back appeared first on AdExchanger.

Prior to adopting Treasure AI, Nestlé Mexico had looked at data and targeting on a brand-by-brand basis. Now, its entire portfolio is unified in one system. The post Nestlé Mexico Had More Scale Than It Knew What To Do With – Until It Unified Its Data appeared first on AdExchanger.

Xbox gets into the TV biz; Meta is testing a new monetization model; and who wants to be a hold, anyway? The post Xbox Wants What TV Has (As In, Ads); Meta’s Link Toll appeared first on AdExchanger.

Against the backdrop of Advertising Week New York this week, the programmatic ecosystem has been buzzing madly like the inhabitants of an overturned beehive. That’s because Apple’s latest operating system update, iOS 27, which launched in mid-September, has been, without warning, unconditionally blocking data and identity vendors. The original list included LiveRamp, Permutive, Audigent (now […] The post How Data And Ad Tech Vendors Are Preparing For The iOS 27 Fallout appeared first on AdExchan

Given how much agentic AI pervades nearly every conversation these days, it’s easy to overlook how nascent the technology still is, particularly when it comes to buying ads on connected TV. The post How Does Agentic Buying Work In CTV? appeared first on AdExchanger.

Digital out-of-home (DOOH) is booming, which means programmatic’s share of the out-of-home (OOH) market is also growing. DOOH campaigns accounted for 38.4% of OOH spend in Q2 this year, according to research by the Out of Home Advertising Association of America (OAAA). That’s an 18.5% growth rate compared to last year. And it’s a good […] The post How The OAAA Is Guiding DOOH Through Its Next Stage Of Programmatic Evolution appeared first on AdExchanger.

Everyone at McKinsey is nervous, and agencies should be, too. Because the generalist pitch (“We’ve seen a bit of everything and here’s a deck about it”) is up against AI models that have read everything and don’t need to be staffed on retainer. “If you look at what Fable says versus what your, you know, […] The post Agencies Need A New Job Description, Not Just New Titles appeared first on AdExchanger.

An AI agent can stay inside its budget and still spend too much. It can buy on signals from known sources. It can act within the authority it was given. It can log every decision. But the evidence can still arrive after the money is committed. In three previous pieces, I argued that agents need […] The post Who Eats The Spending Gap When Agentic Spend Outpaces Proof Of Impact? appeared first on AdExchanger.

Agents, Agents Everywhere Agentic media buying is all the rage, including for streaming TV. A new joint effort announced Tuesday will use custom agents to help brand marketers get more from their streaming TV investments, including upfront commitments. The initiative brings together NBCUniversal, its SSP FreeWheel, Dentsu-owned agency Carat and research firm Newton. So, how […] The post AI Agents Are Coming For CTV; It’s Cheaper For Politicians To Buy National Ads Than To Target Texas appeared f

AI can build a marketing mix model in days. Whether you should believe it is another matter. On this episode of Inside the Stack, AdExchanger speaks with Madan Bharadwaj, Founder and CEO of M-Squared, about how marketers can decide whether an AI-built marketing mix model is reliable enough to act on. AI has cut the […] The post Want an AI-Built MMM You Can Trust? Start With a Thesis appeared first on AdExchanger.

Andrew Mole, the CEO and co-founder of UK-based agentic AI ad startup pubX, has a theory about why agentic ad tech has a tendency to hallucinate. In his view, it’s not the LLM’s fault. Hallucinations happen when a large language model queries a demand-side platform that doesn’t know how to talk to an agent. Legacy […] The post PubX Raises $5 Million And Buys Digital Governance Startup Compliant appeared first on AdExchanger.

Warner Bros. Discovery has a new white paper analyzing the data and methodologies of five top video measurement providers: VideoAmp, iSpot, Comscore, Innovid and Samba. The post New WBD Report Makes The Case For Getting The Measurement Basics Right appeared first on AdExchanger.

Most publishers add SSPs like insurance. More partners means more demand and more demand means more competition for every impression. Or so the thinking goes. But at The New York Times, every ad tech partner has to earn its place in the stack, says Courtney Glaze, VP of revenue operations, on this week’s episode of […] The post Value Over Volume, With NYT’s Courtney Glaze appeared first on AdExchanger.

Food and beverage brands have gone off the rails with choosing trendy social marketing terms over truthfulness. Plus: Horizon Global, the joint venture between Horizon Media and Havas, is not gaining too much traction. The post Social Media Food Marketing Collides With Reality; Horizon Global Struggles To Gain Traction appeared first on AdExchanger.

On Friday night at 10:15 p.m., Google and the Department of Justice filed the next round of paperwork that will determine what Google’s punishment will look like in the ad tech antitrust case – the latest move in a legal saga that’s been grinding through the courts since January 2023. The 41-page document, which outlines […] The post Google And The DOJ Filed Their Proposed Final Judgments In The Ad Tech Case – Here’s What They’re Still Arguing About appeared first on AdExchanger.

Mobile data is the lifeblood of the digital out of home (DOOH) ad market. And T-Mobile sees an opportunity to infuse the market with better targeting data and, eventually, new measurement capabilities. T-Mobile Advertising Solutions announced Monday that its mobile data is now exclusively available for out-of-home (OOH) campaign targeting via Vistar Media, the OOH […] The post T-Mobile Brings Its Mobile Data Exclusively To Vistar To Scale Up DOOH Targeting appeared first on AdExchanger.