AdProfs

Keeping up with ad tech is a full-time job. To save you the time, we share our research notes every Sunday: adprofs.co/this-week-in-a…

Results from the last question, "What is the biggest opportunity in ad tech?"

Results from the last question, "How would you characterize the practice of bid request duplication by SSPs?"

here we go! Inaugural Prebid Summit. This open source code runs on nearly every ad supported website, and helps publishers create a fair, open and common marketplace of advertising. #prebidsummit

This episode is a must-listen.

A few thoughts about this article from @OSchiffey, as telemetry data from Sincera’s synthetic users was used to identify the issue. adexchanger.com/publishers/pub…

@joe_zappa That’s right. They are closely linked. Lots of behavioral data is rooted in contextual signals. The big difference is in the activation: one revolves around the user and the other around the content.

@adprofs That way, you don't need to follow a specific person around the internet with an ID. You can probabilistically determine what content your audience will be engaging with and target them on that basis. I'm open to arguments against. But this is the thesis per a contextual founder

The contextual ad resurgence is often discussed as if the future of digital ads is contextual OR behavioral This is false... right? You can target me for tennis tickets because I follow tennis pages, and you can also target me for tickets while I'm reading about the US Open

@digi_chad42069 RFP outta nowhere → RKO outta nowhere

T-Mobile reports earnings tomorrow. Some ad tech questions: - How much of “Other Revenues” is from Advertising Solutions? - What sort of CPMs do they get for their ride-sharing tablets? - Was the App Insights product (launched last year) affected by Android’s security update?

The best explanation of the latest ITP update in Safari.

More synonyms: twitter.com/bwinkl3r/statu…

How to name your disintermediation product:

@adprofs I will split the royalties with you on this

New pod with @ratko, the original Ad Prof and "This Week in Ad Tech" newsletter king. We talk AI, carbon, privacy, and @aripap rants about why behavioral ads are good for everyone. Spotify: open.spotify.com/episode/0xJJD2… Apple: podcasts.apple.com/us/podcast/epi…

Not often you see charts like this from eMarketer. Actually, you never see them. Twitter's ad revenue decline is historically bad. via @jasmineaenberg

@santidarman That’s true, good point.

@adprofs Pretty aggressive divide there. Results might be more spread out if provided with a “Not sure, but don’t feel right” option.

Results from the last poll on contextual targeting vendors:

Ok, network of media & adtech experts… question for you: Besides the obvious players (The Trade Desk, Magnite, TripleLift, Innovid, Samba TV, etc) - who has an interesting tech or service offering in the CTV/OTT space(s)? (please DM if you don’t want to share publicly)

More adtech companies need to share screenshots of their products. This is a great example.

@The_OxKing @Therran There could be privacy and/or antitrust concerns on Google's part if they leveraged those identity assets from other areas of their company. They may also want to maintain a degree of neutrality with their cloud business to encourage more overall participation and integrations.

Re: Google's BQ DCR announcement, curious as to why they're using LiveRamp for identity resolution. Would think Google's device graph would be more than sufficient as a match key. @adprofs @Therran thoughts or theories?