Supply-side platforms have a flair for reinvention. The ad tech vendors that rebuilt themselves as transparent businesses after the ad industry’s infatuation with ad tech fees in 2018 have recently reinvented themselves as companies for marketers, not just publishers. “We’re participating in a great set of secular tailwinds that are growing the digital ad advertising opportunity, and frankly that fed into our decision on when to go public," said Rajeev Goel, CEO of Pubmatic. Read more below. Other things to know about | | |
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| Top Stories |  | | Ivy Liu |
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| The Programmatic Publisher | | | | Pubmatic rode a rising tide in the ad tech sector throughout 2020 that saw it hit the crest of the wave at the end of the year when it floated on the stock market. | | |
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howdy! | Life Beyond the Cookie | | | | Legacy brands used to maintaining their advantage through media spending are being forced to get serious about first-party data. | | |
| Sponsored by Yieldbird | | | | Header bidding is an advanced programmatic ad buying tool, but the changing digital advertising ecosystem will affect how publishers implement the strategy. This white paper explains the nuances and challenges surrounding header bidding. | | |
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howdy! | Marketing on Facebook | | | | Feelings toward Facebook’s anti-Apple messaging among small business owners might depend on how tethered they are to the Facebook machine. | | |
| Sponsored by YouGov | | | | As the pandemic continues, media planners and buyers are settling into the new normal — and the new necessary. This new report explores how media consumption has changed over the past year, featuring key industry findings that highlight future challenges and opportunities. | | |
howdy! | Beyond Ads | | | | NFTs are the media industry’s latest shiny new toy, and some media companies are minting more than a few pretty pennies by experimenting with the internet collectibles. | | |
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| Sponsored by InMobi | | | | In-app OTT content syndication and outsourced yield management are powerful next steps for media buyers. Download this guide to learn about the ROI they can drive. | | |
howdy! | Life Beyond the Cookie | | | | Deterministic and probabilistic data provide two means of establishing identity for ad targeting and measurement in a cookieless world. | | |
howdy! | Marketing on Platforms | | | | Ad agency executives say updates to Yahoo’s website — which allow users to personalize and self-curate the page — could lead to better ad performance and increases in engagement. | | |
| Publishing in the Platform Era | | | | March Madness and NBA All Stars mark the perfect occasions for Turner Sports to try and engage both younger- and female-skewing audiences. |
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