Month: August 2021

The “big two” in brand safety both went public this year. Over the next two weeks, AdExchanger will publish podcast interviews with both companies’ CEOs: Lisa Utzschneider of Integral Ad Science and Mark Zagorski of DoubleVerify. Utzschneider is up first. We kick off with a discussion of IAS’s acquisition of Publica, an ad server and… Continue reading »

The post Bringing Brand Safety To Social And CTV appeared first on AdExchanger.

Apple has settled an antitrust lawsuit claiming it abused its market power by charging an “overly expensive” 30% commission, and promised to revise its App Store policies by allowing developers to
inform consumers by email or phone about outside payment options.

TikTok, which dominates short-form video, now plans to compete with long-form media. Five or 10-minute time limits will allow users to be more creative in posting longer cohesive narratives, with no
breaks in between.

The 7-38-55 rule, developed decades ago by UCLA psychology professor Albert Mehrabian, attempts to quantify the importance of nonverbal communication.

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

The post Comic: Tough Job appeared first on AdExchanger.

Plus: Ten years of Apple without Steve Jobs, thoughts on the Apple Watch, and a baby bird’s worst nightmare.

Brands can no longer afford to focus only on either brand marketing and performance marketing if they want to survive. Consumers are no longer willing to have a strictly transactional relationship with brands. They want a deeper connection with brands before they buy, especially in the age of digital marketing with consumers being bombarded with…

Breath mint brand Tic Tac has often relied on the portability of the product and the amount of calories in a mint as a marketing strategy and selling point. Since the brand’s inception in 1969, the mint has caught the eyes of consumers with slogans such as “The 1 1/2 Calorie Breath Mint” or “Refreshment…

A truly independent service would surely allude to what we have now, a third-party service.

Ad measurement and verification company Method Media Intelligence uncovered a connected TV fraud scheme that it says rakes in $10 million a month in ad revenue. The scheme, dubbed “RapidFire,” feeds counterfeit bid requests into ad exchanges running open auctions for CTV inventory. Like many multimillion video fraud scams, RapidFire targets server-side ad insertion (SSAI)… Continue reading »

The post MMI Says It Uncovered CTV Fraud Costing Advertisers $20 Million Per Month appeared first on AdExchanger.