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Predicting The Future Will Matter More In CTV Ads Than Optimizing In Real Time mediapost.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from mediapost.com Daily Mail and Mail on Sunday newspapers.
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. ....
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 ....
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. ....