Netflix’s ad business is scaling its audience and inventory faster than its ability to monetize it, according to a recent earnings call. The post Netflix Predicts Ad Revenue Will Double Next Year appeared first on AdExchanger.

Setting pricing floors for programmatic auctions can help publishers raise the ceiling of their total ad revenue. Floors are critical tools for programmatic publishers. And as the Google ad tech antitrust trial showed, tweaking price floors can raise the ire of publishers. But many publishers don’t know how best to revamp their auction strategies to...

Data-driven shopper marketing, it’s bringing people together. And not just ad tech vendors. Consider a recent campaign collaboration test between Mondelez, the shopping rewards app Fetch and Albertsons Media Collective, the grocer’s retail media business. “I always said, I think we need to change our title, because it’s not the old school shopper marketing,”...

The cookie is already gone. The budgets have shifted. All the howlers screaming about Chrome’s road map for deprecation are akin to the last soldiers standing on the battlefield clinging to the flag of a fallen nation. In short, it’s over. But we can’t measure the downfall of cookies by looking at the bidstream. There […] The post The Industry Pullback...

Nobody likes social media bots… but what about users who act like bots? Plus, even telling someone to go vote might get your content flagged. The post AI-Powered Astroturfing; ‘Vote’ Is A Four-Letter Word appeared first on AdExchanger.

The advent of digital has transformed marketers’ ability to build segmented audiences and deliver highly targeted messages. Yet health care marketing has lagged far behind in data segmentation because of the complex requirements of HIPAA (Health Insurance Portability and Accountability Act). The issue isn’t a lack of data but the time and resources...