Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All In Context Integral Ad Science acquired European contextual targeting company ADmantX for an undisclosed amount. Using natural language processing and machine learning, ADmantX identifies the context of an article and whether a piece of content is positive or negative, The Wall Street Journal […]
Contextual targeting is all the rage – and no, it’s not 1998. It’s 2019, and the industry is anxiously casting around for an alternative to third-party cookies as the browsers clamp down on cross-site tracking and regulatory pressure ratchets up in the United States and around the world. A shift away from audience-based buying is […]
Does behavioral advertising actually bring in significantly more revenue for publishers than contextual advertising? That question, hotly debated by privacy advocates, academics, publishers and advertisers, was a central theme at the Federal Trade Commission’s day-long workshop about the Children’s Online Privacy Protection Act held Monday in Washington, DC. The workshop explored whether it’s time to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Lightning Strikes The Washington Post introed a first-party data ad targeting tool called Zeus Insights that can work without third-party cookies and target across display, video and native ads, reports Digiday. Zeus, which can be used in both direct deals and programmatically, looks at […]
The amount of online media with audience data attached is shrinking, thanks to Apple, which now blocks third-party cookies in Safari, and GDPR, which requires user consent to show personalized ads. But when advertising cookies are missing, marketers have limited, costly alternatives. Some demand-side platforms (DSPs) don’t offer any contextual buying. Or buyers must pay […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. Today’s increasingly enhanced privacy era requires a closer collaboration between media companies and their audiences, based on a true value exchange, trust and transparency. Users who […]
Oracle has acquired Grapeshot, a UK-based contextual targeting startup, the companies announced Tuesday. Grapeshot provides pre-bid insights based on the media being considered. Terms of the deal were not disclosed. Grapeshot will join the Oracle Data Cloud, where it will be combined with Moat to strengthen the company’s brand safety service. The company initially focused […]
Pixability, a platform that originated as a tool for identifying high-performing YouTube channels, is putting its money where its mouth is. The company will refund advertisers for views that run on YouTube inventory that is not brand-safe or fails to meet an advertiser’s agreed-upon brand safety terms, either through cash or TV-like “make-goods.” Although Pixability […]
