What happened in ad tech this week?

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A weekly update from HeaderBidding.com that highlights industry news that happened in ad tech[3]

Mediavine Minority-Owned Sites See Significant Uptick in Programmatic Ad Sales Via New Partnership with Colossus SSP

Mediavine, the largest exclusive full-service ad management firm in the U.S., has partnered with Colossus SSP[1] to increase diversity in programmatic ad spend across Mediavine’s minority-owned inventory[4] from its network of 8,300+ independent publishers. Colossus SSP is operating on the Mediavine Exchange, the company’s proprietary server-to-server (S2S) technology. Since onboarding in July, Colossus SSP has quickly jumped into the top ten Mediavine monetization partners, and ranks the highest-performing partner tested in the last 18 months overall.

“By partnering with Colossus SSP, the largest multicultural media marketplace in the industry, we’re strengthening our commitment to diversity and providing long-overdue representation of diverse publishers and audiences in the advertising ecosystem,” said Mediavine Co-Founder and CEO Eric Hochberger. “We’ve only scratched the surface of capabilities between Mediavine and Colossus SSP, and we look forward to driving pivotal results ahead.”

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Frndly TV Taps Magnite to Monetize CTV Inventory, Grow Ad-Supported Revenue

Frndly TV, the leading national provider of affordable, live TV for the whole family, announced on November 16, 2021 that it has selected Magnite (Nasdaq: MGNI) as its ad server and primary SSP in a bid to grow its ad-supported revenue streams. The announcement comes as the vMVPD continues to expand its offerings following consistent month over month growth.

“As a company focused on delivering an affordable, feel good streaming experience, we’re pleased to be working with Magnite to further grow our advertising revenue as our business scales,” said Steve Sklar, Head of Advertising Sales for Frndly TV. “Magnite’s ability to deliver seamless ad experiences combined with the expertise of its teams have already added meaningful value to our bottom line and are helping us maximize our platform’s capabilities, which have translated to growth of our ad business.”

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Index Exchange builds ‘exchange of the future,’ scaling its omnichannel capabilities for new channels and creative formats

Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, announced today the rebuild of its entire exchange architecture, debuting a modern, scalable exchange that provides increased efficiency for the company’s customers, as well as an ability to scale and innovate in new channels and formats. The rebuild is one of the largest coordinated engineering efforts Index has embarked on and took place in its entirety throughout the COVID-19 pandemic. 

The updated exchange will allow the company to deploy features for Index’s customers faster than ever before and seamlessly handle the billions of transactions the exchange processes daily. Layered within the platform is a newly rebuilt predictive intelligence engine, enabling Index to better align supply with the right demand and minimize wasted volume to benefit media owners, buyers, and DSPs. The modernized exchange will also allow Index to accelerate the development of omnichannel solutions for its media owner and buyer customers. 

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Teads Ad Manager Becomes First Cookieless Platform on the Open Web

On November 19, Teads announced groundbreaking updates to Teads Ad Manager (TAM), creating the first open-web platform that can activate cookieless campaigns throughout the marketing cycle. TAM now has a dedicated ‘cookieless mode’ for planning, targeting[5], delivery and reporting, allowing advertisers to responsibly engage with all consumers who are using cookieless environments. This covers a range of digital marketing requirements, from advanced cookieless audience targeting solutions to simplified A/B testing functionality. Teads’ cookieless solutions have already delivered over 1bn impressions across 50 fully-cookieless campaigns with top clients around the world. Initial results show that campaigns using cookieless solutions deliver on average a 5.5% more points of brand lift[6] vs. cookie[7] based activations.

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The Trade Desk Advances Partnership with NBCUniversal

Global advertising technology leader, The Trade Desk, today announced that it is expanding its partnership with NBCUniversal. As part of this announcement, The Trade Desk will add NBCU’s Peacock service to its industry-leading CTV[2] platform. As a result, the world’s leading advertisers will have access to premium Peacock video on-demand inventory on The Trade Desk, including NBC Sports; NBC and Sky News; NBC Next-Day Prime; Peacock originals such as The Lost Symbol and GIRLS5EVA; and an extensive catalog that includes The Office and Parks and Recreation.

This announcement comes as more U.S. viewers shift to streaming platforms, and advertisers become increasingly eager to engage them there, applying data to improve the TV advertising experience. To meet this growing demand, industry leaders such as NBCU are pioneering new streaming platforms.

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1. Supply-Side Platform [SSP] ( SSP ) A technology platform that provides outsourced media selling and ad network management services for publishers. The business model resembles that of an ad network in that it aggregates ad inventory, however they serve publishers exclusively and do not provide services for advertisers (e.g., FreeWheel, SpotX).
2. Connected TV [CTV] ( CTV ) CTV refers to smart TVs only that are connected to the internet and not other mobile and desktop devices.
3. ad tech. Advertising Technology, or ad tech, refers to software built for the advertising industry that helps improve media effectiveness and increase operational efficiencies. Ad tech can refer to a number of platforms, including demand-side platforms (DSPs), data management platforms (DMPs), supply-side platforms (SSPs) and ad exchanges.
4. inventory. The number of advertisements, or amount of ad space, a publisher has available to sell to an advertiser. The term can refer to ads in print or other traditional media but is increasingly used to refer to online or mobile ads
5. targeting. Choosing to serve ads to a particular segment as well as when, where, and how often to serve ads.

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