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Predicting The Future Will Matter More In CTV Ads Than Optimizing In Real Time

Predicting The Future Will Matter More In CTV Ads Than Optimizing In Real Time
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Why made-for-advertising websites are harmful to advertisers and how to avoid using them | Analysis

A desire for low-cost advertising gave birth to made-for-advertising (MFA) websites and continues to fuel them despite efforts by agencies and verification firms to clean up automated ad platforms and curate for quality.

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TVSquared Appoints Debbie Wogan as CRO & Jessica Hindlian as SVP, Identity & Partnerships

Amazon TransUnion Alums Join as Demand for Independent, Identity-Enabled, Cross-Platform TV Measurement Grows TVSquared, the global leader in converged TV ad measurement and attribution, today announced

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Did 2020 predictions for adtech come true? | Analysis

Video header bidding New measurement approaches Greater power for big tech Several of the predictions were interlinked: data-privacy regulation requires consent-management frameworks that render tracking and targeting tools such as third-party cookies noncompliant and ineffective. The depreciation of the cookie would in turn lead to a rise in contextual targeting and collaborative identity solutions, and place greater power with the walled gardens and their treasure troves of data. Elsewhere, the growing demand for supply-chain transparency would lead to consolidation of adtech partners, and the continuing growth of mobile adoption in Asia-Pacific would boost both in-app and OTT video supply. The demand for more addressable solutions would rise, as would the need for cross-platform measurement, requiring agencies to restructure to facilitate the convergence of TV and digital. Such were the predictions for 2020.

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