Month: April 2024

Archetype builds AI models that act as a translation layer between humans and complex sensors, using plain language to help people understand what’s happening in a building, car, or human body

TV ad buying platform Cadent acquires AdTheorent, setting its sights on omnichannel. Also in this episode: The less-than-kosher attribution game that retail media networks are playing with brands.

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Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

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Recent reporting from Adalytics and the Wall Street Journal exposed that Forbes, a publisher with more than a century’s worth of brand equity, was running a parallel made-for-advertising site in the shadows.  One of the most trusted brand names in business reporting was using tactics advertisers usually associate with bot farms or clickbait content. This […]

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Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. It’s Just A Little “3” Forbes and Media.net are in hot water after an Adalytics investigation revealed a shady MFA subdomain (www3.Forbes.com) being sold programmatically as the normal Forbes URL, The Wall Street Journal reports. The subdomain was shut down in late March, […]

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Early on this year, Digiday+ Research predicted that publishers would depend less on subscriptions as a revenue driver as they moved further into 2024. According to surveys conducted among publisher professionals every six months (including in the first quarter), that prediction might be coming true.

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You’ve been inundated with talk of M&A in ad tech. You’ve seen the headlines hyping up the next wave of deals. Now, let’s break down the key factors driving it all.

First, let’s set the stage: There’s a growing buzz about a resurgence in dealmaking activity. Banks are getting involved, rumors are flying left and right, and actual deals are being inked. All signs point to deals reaching a tipping point. However, the big question remains: When will this tipping point actually occur? No one wants to make a move too soon, given the uncertainties surrounding borrowing costs, industry dynamics and the political landscape.

But hold up — how long has this thaw been happening? On the surface, it seems like a relatively recent shift — since the turn of the year, with notable deals like Walmart’s $2.3 billion splurge on Vizio, Triton Digital nabbing AI brand safety startup Sounder and LiveRamp investing $200 million in Habu. However, dig a bit deeper, and some argue it dates back to last summer. Ad tech economist Tom Triscari, for instance, points to DoubleVerify’s acquisition of Scibids. The ad verification firm paid a 44% premium on enterprise value and 16x EBITDA — a move that seemed fair to many in the industry.

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Publishers are testing generative AI technology to update a rather boring function on their sites that hasn’t been updated in a while: search.

Forbes and the Financial Times have debuted their own AI chatbot search products over the past few months. Snopes will launch an AI-powered on-site search product by the end of this month, and Trusted Media Brands plans to debut a similar product for its video licensing platform later this spring. Meanwhile, The Guardian, Business Insider and another news publisher — which asked to remain anonymous — are also looking into improving their on-site search functions with generative AI technology, though they are in the early days of testing. 

“AI site search is an easy way for us to test AI in a low risk, low impact environment,” said a spokesperson from the anonymous news publisher, especially since on-site search is “not a widely-used function.”

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The retail media network landscape is burgeoning to say the least, with every retailer from Walmart to most recently Chase Bank as of this week, looking to cash in on their first-party data and ad opportunities. It’s a trend that’s not expected to slow anytime soon, especially as the fallout from Google’s third-party depreciation continues to escalate the importance of first-party data. 

Retail media is expected to make up one-fifth of worldwide digital ad spend this year, reaching $140 billion, according to eMarketer. That figure is significantly up from the forecasted $115 billion of last year. But as advertisers grapple with the influx, some say their ad dollars can only stretch so far. 

“There’s not enough money to go around for this to be sustainable,” said Ethan Goodman, evp of digital commerce at The Mars Agency. “Once you get past a certain point, the offerings start to blur together and the question becomes, why don’t I just invest in the [major players, like Amazon, Walmart, Target and Kroger].”

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