SSPs break with the past as push comes to shove in ad tech

Also: Nintendo's ultimate content marketing play ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Magnite explores facilitating deals without DSPs while PubMatic moots charging publishers for demand.

April 12, 2023

SSPs break with the past as push comes to shove in ad tech Magnite explores facilitating deals without DSPs while PubMatic moots charging publishers for demand. In other words, competition in ad tech is ratcheting up, especially among SSPs. Additional coverage: As Mario double-jumped his way up the box office charts, his games also experienced a boost on Twitch. Here's a look at the content marketing strategy. This week's Digiday+ Future of TV Briefing looks at how fluidity is the new f-word heading into this year's TV advertising upfront cycle. Social media marketing has always been a roller coaster ride for agencies and brands, but they still see influencers as a worthwhile channel for marketing spend, according to a Digiday+ Research survey. Newsletter publishers are maturing into multi-platform media companies, and are outlining plans to invest in business lines like events and podcasts this year. ICYMI: Companies are setting their sights past OpenAI's free version of ChatGPT and integrating their own data sets for new ads, bots and idea generators. Other things to know about Innovative DSP solutions are connecting brands’ and retailers’ data to enhance the digital commerce experience. Produced in partnership with Marketecture. With an increasing focus on authentic and engaging ad formats and creative in 2023, marketers are creating innovative partnerships and structures to make the most of RMN developments. Sponsored by Best Buy Ads. Instead of publishers driving the media buying transaction with their preferred solutions, buyers are leading with their objectives. Sponsored by Al Jazeera Media Network. Top Stories Ivy Liu The Programmatic Publisher SSPs break with the past as push comes to shove in ad tech Magnite explores facilitating deals without DSPs while PubMatic moots charging publishers for demand. howdy! Gaming & Esports Why the Super Mario Bros. Movie might be Nintendo’s ultimate content marketing play As Mario double-jumped his way up the box office charts, his games also experienced a boost on Twitch. In the week before the film’s release, livestream viewers watched 252,000 hours of Mario game content the platform; after its release last week, that number spiked to 477,000 — an 89 percent increase, according to data shared by the gaming performance marketing platform Gamesight. Sponsored by Best Buy Ads Virtual event: Engaging with the new evolution of retail media Register for this webinar on May 4 at 2 p.m. EDT for a deep dive into retail media for brands and agencies and why the choice between managed and self-service is so important. Advertisement howdy! Business of TV Future of TV Briefing: TV upfront focus flexes to fluidity This week’s Future of TV Briefing looks at how fluidity is the new f-word heading into this year’s TV advertising upfront cycle. Sponsored by Mailchimp Report: The marketer’s guide to email optimization Download this guide to learn how marketers are using always-on email testing to create more engaging content. howdy! Marketing on Platforms Digiday+ Research: Brands, agencies say influencer marketing is still a worthwhile investment Social media marketing has always been a roller coaster ride for agencies and brands, but they still see influencers as a worthwhile channel for marketing spend. Advertisement Sponsored by Piano Survey: What types of data are your teams tasked with unifying? Publishers: What does the role of data management look like for your team today? Has your team found new potential revenue sources as the data sets being analyzed change? Let us know in this survey, and we’ll send you a $5 gift card. howdy! Beyond Ads How newsletter publishers are expanding and diversifying beyond inbox-based revenue Newsletter publishers are maturing into multi-platform media companies, and are outlining plans to invest in business lines like events and podcasts this year. howdy! The Programmatic Marketer The Trade Desk’s consolidation efforts are great for advertisers and publishers. Terrible for undifferentiated SSPs People’s expectations of the ad tech vendor have shifted, and they’re now more likely to expect the worst and hope for the best. All Latest Stories

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