sharethrough

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

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.

It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

How much did advertisers consider the carbon footprint of their digital advertising during the Super Bowl this year?

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

Sharethrough will cover the costs of emissions measurement for participants in its Net Zero Publisher Program for one year. In addition, Sharethrough is promising better access to sustainability-minded buyers through its new Path to Net-Zero Marketplace and its Green PMPs.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Split Decision The European Commission, the executive arm of the European Union, charged Google’s digital ad business with antitrust violations on Wednesday, CNBC reports. After a nearly two-year investigation, the commission found that Google’s end-to-end ad platform violates EU antitrust law. It pointed […]

It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.

The media industry has a junk food problem.

Marketers and their agency and DSP partners have grown so focused on vanity media metrics, such as clickthrough rate (CTR), cost-per-click (CPC) and video watches, that roughly half of all ad supply is made-for-advertising (MFA) inventory – sites and pages that use clickbait headlines and filler content to generate traffic and cluttered layouts with awful user experiences to cram more display and video ads onto the page.