Programmatic Revenue
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Mattel Moves All Global Media Buying to Spark Foundry
A major shift in Mattel's media strategy puts Spark Foundry in charge worldwide. The company spent $522 million on advertising and promotion last year. No details were given on the reasons for the consolidation.
European Media Marketplace Launches to Unify Ad Buying Across Borders
A coalition of major European media and tech firms has launched the European Media Marketplace. The new initiative aims to streamline access to premium inventory, first-party data, and AI-powered campaign tools for advertisers.
Why Publishers Still Lose Revenue in Programmatic Advertising
Years after The Guardian exposed programmatic revenue loss, publishers remain squeezed by hidden fees and opaque trading. Limelight’s James Macdonald explains why transparency is still out of reach.
World Cup Becomes Key Test for Retail Media Networks
Retail media networks are using the World Cup to showcase their campaign capabilities. The event's extended timeline offers more chances to engage brands. Industry players see this as a proving ground for future activations.
PubMatic Shifts Web Wrapper to Playwire, Doubles Down on SDK
A major ad-tech provider is moving its Prebid web wrapper to Playwire. The company will keep supporting its OpenWrap SDK for mobile apps. This signals a sharper focus on mobile app monetization.
Open Internet Narrows the Ad Spend Gap With Walled Gardens
Advertisers are shifting focus from reach to measurable outcomes. The open internet is gaining ground on walled gardens with improved data, AI, and credible measurement. Market consolidation is accelerating this change.
Google’s Buyer Direct Challenges Agentic AI in Ad Sales
A new direct booking tool for agencies is in beta with Google Ad Manager publishers. It could disrupt agentic AI ad sales by removing DSP and SSP fees. The move leverages Google's dominant ad server position.
GumGum Launches AI Tool for Custom Audience Segments
A new AI-powered tool from GumGum turns campaign briefs into tailored audience segments. The solution is now available for activation within The Trade Desk. Early adopters include major brands.
Stagwell Unveils Curated AI Marketplace for Premium Media Buys
A new platform will let brands access handpicked ad inventory across CTV, video, display, and audio. Stagwell aims to cut out traditional ad-tech middlemen and boost transparency for clients.
Why Retail Media and DOOH Remain Siloed Despite Industry Consensus
Advertisers see strong potential in combining Digital Out of Home and Retail Media. Yet most campaigns are still planned separately. Strategic and technical barriers persist.
Children’s Privacy Laws Force Ad Tech to Rethink Compliance
New rules are making it harder for ad tech companies to ignore children’s privacy. OpenX’s Julie Rooney explains how shifting regulations and state laws are changing compliance strategies. The industry faces stricter enforcement and new operational hurdles.
Retail Media Faces New Demands as Programmatic Matures
Retail Media’s infrastructure is ready, but advertisers now want proof of impact. Industry leaders say the next phase requires better data, smarter campaigns, and clear evidence for non-endemic brands.
Why Ad-Tech Needs a Transparent SSP Layer for LLMs
As users turn to AI models for recommendations, ad-tech faces new demands for transparency and value attribution. Franklin Rios says the industry must build infrastructure for LLM-driven discovery.
Ad Tech Moves From Audience Targeting to Real-Time Context
Digital advertising is shifting from static audience data to dynamic context systems. New AI-powered tools now interpret real-time signals for more relevant ad delivery. This change is reshaping how publishers and brands reach users.
PubMatic and Zynga Launch Direct Ad Pathway for Mobile Games
A new alliance aims to help advertisers reach mobile gamers more directly. PubMatic and Zynga are rolling out tools for in-game promotions and programmatic ad buying. The move targets a gap in gaming ad investment.
Adobe Advertising Unveils Custom Algorithms by First-Party Data
A new product from Adobe Advertising lets brands use their own analytics data to train AI for campaign optimization. Marketers gain more control and transparency over ad performance.
Programmatic Pause Ads Await Standardization
Brands want to use programmatic pause ads, but technical hurdles remain. Standardized buying and measurement are still in development. Agencies and platforms are preparing for broader rollout.
CTV Advertisers Gain Access to Near-Complete Show-Level Performance Data
Advertisers on connected TV can now see detailed show-level ad performance. New integrations enable live optimization and greater transparency. This shift could reshape how brands allocate CTV budgets.
Agentic Media Buying Reshapes Programmatic CPMs and Fill Rates
New data reveals how agentic media buying is changing programmatic ad performance. Analysts compare CPMs, fill rates, and auction strategies to traditional methods. Publishers see shifts in user engagement and revenue metrics.
Equativ’s Michael Lehman Sees AI as a Boost for Open Web and Programmatic
AI is stirring debate in digital advertising, but Equativ’s Michael Lehman offers a rare optimistic view. He discusses transparency, publisher prospects, and why halting marketing spend could backfire.
UK Publishers Unite to Launch Atria, Curating Premium Ad Inventory
Six major UK publishers have formed Atria, a collective to control and curate their own ad inventory. The move aims to offer advertisers high-quality, scalable options while addressing challenges from programmatic advertising and changing web standards.
Agentic Advertising Risks Repeating Programmatic’s Intermediary Problem
Automation in digital ad sales is supposed to cut out middlemen. But agentic advertising may simply rebuild the same layers of complexity and bias that publishers faced before.
Intent IQ’s Fabrice Beer-Gabel on Monetizing Identity-Less Ad Environments
Publishers are turning signal loss into new revenue streams. AI is helping advertisers reach millions of iOS users without major tech changes. Intent IQ’s Fabrice Beer-Gabel explains how the industry is rethinking identity-less environments.
IAB Tech Lab Unveils Major Supply Chain Transparency Update
A proposed update to the OpenRTB SupplyChain object could reshape how advertisers track programmatic transactions. The change aims to give buyers deeper insight into both technical and payment participants. Public comment is open until August 2026.
Goodway Group Cuts SSP Partners After Supply-Path Optimization Push
An independent agency has slashed its SSP partners to single digits. Goodway Group’s supply-path optimization efforts now focus on direct supply and quality media, aiming to boost efficiency and cut costs.
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