MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.
In today’s newsletter: The marketing data ecosystem is key for fin tech; media buyers acknowledge YouTube as part of their TV strategies; and Threads will launch ads later this year.
In March, Shirli Zelcer stepped in to lead Dentsu’s new data and technology group as the agency holding company’s first chief data and technology officer.
In today’s newsletter: The quantum entanglements of Google’s and Reddit’s contracts could come under scrutiny; Meta’s ad revenue growth is healthy, though its ad platform’s a mess; and TikTok’s developing AI-generated creators for advertising.
In today’s newsletter: Data broker Adstra sues IPG-owned Acxiom and Kinesso; Apple could strip the P address of its status as a useful identity signal; and Roblox will introduce video ads later this year, with SSP PubMatic as its programmatic vendor.
To help bridge the disconnect between SMBs and media platforms, Media Disco recently launched its self-serve ad-buying platform.
In today’s newsletter: Brands risk having their organic sales counted as paid conversion conversions on multiple platforms; Facebook’s Project Ghostbusters spied on Snap, YouTube and Amazon; and DTC brands bow out of brick-and-mortar.
To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.
In today’s newsletter: Bidstack’s executive leadership buys the company back from investors; S4 Capital could be vulnerable to a hostile takeover; and Meta experiences yet another overspending glitch.