Many marketing professionals said external regulation is necessary to make the advertising marketplace more open to scrutiny.
With 75% of all consumers watching videos on mute throughout the day, captions have become an integral part of processing video content across all platforms -- TV, movies and mobile.
A study of the impact of ownership and control of consumer-generated data shows advertisers can be harmed by limited sharing of information. Giving consumers rights over their own data can improve
The traditional ad value exchange -- trading free, ad-supported content for consumer attention -- is no longer good enough, concludes a new IAB/PwC report being released today.
A fundamental paradox of the digital advertising marketplace is underscored in a new report from programmatic exchange OpenX and The Harris Poll, which shows consumers are far more prone to use the
so-called "open web" and to be influenced by advertising there than on "walled gardens" like Google, Facebook and Amazon. It's a paradox, because while the open web comprises an estimated 66% of the
time American consumers spend online, it reaps only 40% of digital ad budgets.
Ads.txt files list authorized digital sellers of programmatic ad inventory and the percentage of publishers using programmatic, and reveal direct and indirect deals as well as a host of other
information such as the market share of Amazon and Facebook.
Just prior to being exposed for quietly using the questionable practice of "bid-caching," digital ad exchange Index Exchange had been trending upward in all of the quality score and trust ratings
compiled by independent assessment firm Pixalate. Its June 2018 Global Seller Trust Index, which was published just prior to the bid-caching news breaking in August, shows Index Exchange moving up
three positions to rank as the eighth most trustworthy digital ad exchange. The ranking is a composite of key quality indicators -- including each exchange's reach, ads.txt, masking, invalid traffic
and ad viewability.
Four in 10 brands allow ads to serve on unsafe websites, and 64% find it challenging to implement an effective brand safety platform -- and 57% say the solution they use today is too expensive.
The good news is that adoption of ads.txt in programmatic audience exchanges is accelerating, according to a report released today by Pixalate. The bad news is that coverage is still spotty among
publishers and exchanges, as well as the embrace of agencies and brands. The second point comes from a survey of 220 ad execs released this morning by Oath, which found only a third of ad execs only
advertise on publishers utilizing ads.txt.
Through ingenuity, cunning and outright fraud, the 300x250 ad has become one of the most common video ad units sold via programmatic ad exchanges.