#programmatic-advertising

#programmatic-advertising

The definition of TV has never been broader. From video on demand to subscription services to platforms like YouTube on connected TVs, audiences are watching more and in more places than ever - but with shifting viewership behaviors, achieving your brand's reach goals requires a new approach to planning and measuring media effectiveness. Instead of treating each streaming service as a silo, a unified CTV

In January, Index Exchange CEO Andrew Casale forecasted a "tsunami of supply" heading for programmatic ad market as more major sports and other live events become available to stream. That raised the question: How would the programmatic supply chain handle this inventory influx? That's a big question. And like many big questions, the best way to tackle it is to break it down into smaller problems and address those in turn.

"Index Marketplaces has truly revolutionised the industry by enabling startups like inPowered AI to innovate directly on the sell side," said Pirouz Nilforoush, co-founder and president, inPowered AI. "With the launch of the Data Vendor Ecosystem, startups will be able to take that innovation even further, creating faster, smarter solutions that deliver real outcomes for advertisers and publishers. We're proud to be a part of this movement with Index Exchange."

So much of the recent shift from curating deals via DSP data markets to curating via SSPs instead has hinged on SSPs' proximity to publisher data. SSPs are betting that their close relationships with publishers make them a more appealing place to conduct data sales, rather than upstream marketplace operators like The Trade Desk and LiveRamp. Which is why SSPs are building their own DSP-like data marketplaces with data from third-party brokers.

BRAVE, the radically human SSP built for precision, performance, and transparency, today (6th October, 2025) announced a wave of new direct integrations with leading global app publishers across lifestyle, weather, sports, utilities, and news. This move reflects BRAVE's strategic shift toward simplified, partner-first infrastructure that empowers publishers to scale revenue faster and with less friction. Newly integrated publishers include WeatherBug, Cleverside, Refinery89, Way2News, and more, collectively reaching hundreds of millions of daily users across North America, Europe, LATAM, and India.

Meet Rewarded Interest, a company launched last year by Scott Spencer and Thede Loder. Spencer was a long-time Google ad tech product leader who joined with the DoubleClick acquisition and Loder was most recently an engineering leader at Microsoft via the acquisition of RiskIQ. Spencer and Loder are attempting an idea that has been tested many times, but never brought to life successfully - although there's a new twist this time. Rewarded Interest has a Chrome browser extension that promises users a cut of the revenue they generate from online tracking data.

Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today (16th September, 2025) released the United Kingdom August 2025 Top Mobile Gaming Apps Rankings for Programmatic Advertising Traffic Quality on the Apple App Store and the Google Play Store. The report ranks mobile apps in the 'Video Gaming' IAB app category based on their programmatic advertising traffic quality, as measured by Pixalate's Publisher Trust Index (PTI). Pixalate has also released a United States ( US) version of the report.

Transaction IDs (TIDs) have been the topic du jour on LinkedIn and Twitter - and for good reason. These OpenRTB identifiers let buyers deduplicate the cluttered bidstream. The entire TID debate has a clear subtitle: "Duplication is waste." However, legitimate auction duplication provides benefits for publishers. And the use of TIDs drives publishers' fears around data leakage and buy-side power aggregation.

Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called "programmatic" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.

When The Trade Desk reclassified SSPs as "resellers" several weeks ago, it wasn't just a semantic shift - it was a signal. Under its media buying platform Kokai, those resellers are scored as less efficient, meaning they'll see fewer ad dollars. Instead. The Trade Desk is rerouting more of those dollars through its own curated version of the open market of programmatic auctions and direct publisher deals.

Now, artificial intelligence (AI) is emerging as both a tailwind and a potential risk for The Trade Desk. On the one hand, the company has invested heavily in AI to enhance its platform. On the other hand, AI-powered search and content shifts could shrink the very pool of ad inventory that The Trade Desk depends on. For investors, the key question is whether AI ultimately tilts toward being an opportunity or a threat.

The Information recently dropped a juicy scoop about GAM representatives hosting a dinner for top ad agencies in New York City in July to discuss ways that GAM could work directly with buyers. An anonymous source who attended the gathering told The Information that the GAM team brought up tech that would allow agencies to buy ads directly through GAM.

Highlights From the Q3 2025 PPB Report: Buy Type: Audience buys (e.g. Run of Network (RON)) and programmatic) grew nearly 2.5x in 10 months, now making up almost one-third of impressions. Digital audio scale: Podcasts and streaming audio combined can reach 85% of U.S. listeners, with only ~20% audience overlap between the two channels. Device + app performance: iPhone users convert 30% better than Android users, with Apple Podcasts on iPhone leading both visitor and conversion rates.

I don't think we've necessarily seen a material change in the cadence of budget flow ... There's definitely shifts and changes - tariffs impact auto, tariffs impact everything. So as macro changes happen, that definitely has an impact on individual marketing plans. But I don't think it's materially - year-over-year - vastly different from where it was before.

PrimeAudience, the global custom audience provider, announces its partnership with Index Exchange Inc., one of the world's largest independent supply-side platforms (SSPs), to deliver more efficient media buying through premium, privacy-conscious channels. By launching a marketplace on Index Exchange, PrimeAudience will leverage sell-side decisioning closer to the point of impression to optimise supply and performance before the bid request is sent to the DSP.

On Tuesday, the advertising platform announced the introduction of pause ads into its SSP. This inventory can be bought through the company's direct-to-buyer product, ClearLine, as well as a number of third-party DSPs like MNTN, Kerv.ai and Yahoo DSP. Magnite's pause ads will be available on a programmatic basis across several streaming partners, including DirecTV, Dish Media and Fubo.

Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today (26th August, 2025) released the Q2 2025 Supply-Side Platform (SSP) Market Share Reports for Latin America (LATAM), North America, Asia-Pacific (APAC), and Europe, the Middle East, and Africa (EMEA). The reports reveal SSP market share across connected TV (CTV), mobile apps, and websites. The report rankings incorporate sellers within the supply chain object (SCO), meaning all sellers involved in the sale of an impression receive market share credit (i.e., in the case of reselling).

Many consider supply-path consolidation a yardstick for the maturation of ad tech; indeed, it has been a buzzword for the sector since the late 2010s, as programmatic advertising became the default means of allocating digital ad budgets. But recent findings demonstrate that actual effectiveness requires sustained pressure. The Association of National Advertisers released its Q2 2025 Programmatic Transparency Benchmark earlier this month, highlighting ongoing inefficiencies in the digital advertising supply chain despite some progress. According to the report, approximately $26.8 billion in global programmatic media value is still lost annually due to factors such as redundant supply paths, measurement gaps, and low-quality inventory.

"The rendering actually happens on the supply side, [because] no one's sending through anything fully baked. Those assets then have to be delivered to the SSP..."

Curation has become a vital aspect of digital advertising strategies, significantly performing well for both buy-side and sell-side segments.

Zillow, a large real estate listings platform, sought to enhance its media mix by focusing on higher-quality online ad placements and increasing programmatic ads.

Omnichannel planning and activation benefit from fragmentation by maximizing advertising budget through reaching audiences across diverse screens, platforms, and media channels.