Programmatic Ads News & Updates for February 2025

Display & Video 360 Receives Disney's Live Advertising Certification

10 days ago

isney Advertising has certified Google Display & Video 360 for live sports and entertainment advertising, marking a significant advancement in streaming technology. The certification includes Google, The Trade Desk, and Yahoo DSP, with Magnite as a supply-side partner. Platforms must meet standards for real-time bid responses and adapt to viewership spikes. This enables advertisers to adjust strategies during key moments in live events, improving sports advertising.

Google Enhances IMA DAI SDK with Network Code Parameter Support

24 days ago

Programmatic Ads Google Ad Manager

The IMA DAI SDK now supports passing the network code parameter for full-service stream requests, specifically for LiveStreamRequest and VODStreamRequest classes. This change allows IMA DAI to respect Ad Manager settings. Providing the network code ensures that programmatic limited ads are applied correctly. The network code can be passed on platforms like HTML5, Android, iOS, tvOS, Chromecast, and Roku. For more details, refer to the Ad Manager documentation.

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Google Extends Deprecation Timeline for Authorized Buyers Real-time Bidding Protocol

25 days ago

Programmatic Ads

Google has extended the deprecation of its Authorized Buyers Real-time Bidding protocol to April 30th, 2025, from February 15th, 2025. The company is assisting partners in migrating to OpenRTB, with many reporting improved bidding performance. After the new date, only OpenRTB will be supported for Authorized Buyers, Open Bidding, and SDK Bidding. Google provides resources to help partners understand the transition and ensure a smooth process.

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Amazon Ads Introduces Dynamic Traffic Engine to Optimize Programmatic Ad Buying

2 months ago

Amazon Ads Amazon DSP +1 more

Amazon Ads has introduced Dynamic Traffic Engine (beta) to optimize programmatic ad buying by improving communication between DSPs and SSPs. It allows DSPs to send advance demand signals, optimize traffic flow, and reduce unnecessary bid requests. Initial testing shows a 40% reduction in low-demand ad requests and a 7% improvement in fill rate. Available globally, it enhances inventory management, signal transparency, and monetization.

Google Ad Manager Launches New Sellside Audience Curation Capabilities for Agencies

3 months ago

Programmatic Ads Agencies

Google Ad Manager is launching new sellside audience curation capabilities, allowing agencies to buy curated audiences and inventory packages. Benefits include greater transparency, improved targeting, higher match rates, and clearer forecasting. Launching in North America with a global rollout next year, these tools help agencies optimize workflows and manage direct deals. Curation simplifies discovering and activating inventory and supports multiple data providers.

Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

3 months ago

Programmatic Ads

Google Ad Manager's November 4, 2024 release includes updates. The PPS bulk category mapping tab helps identify unmapped key-value pairs and audience segments. Customizable workspaces allow up to five personalized workspaces for better workflow management. A new permission, "View data transfer buckets," simplifies Data Transfer access management. Publishers who submitted W-8 tax forms in 2021 need to resubmit by December 31, 2024.

Spotify Partners with Trade Desk to Launch New Ad Exchange for Video Ads

3 months ago

Spotify Programmatic Ads

Spotify is piloting an ad exchange to scale its automated ad offerings, focusing initially on video. This will enable Spotify to capture more ad revenue from small- and medium-sized businesses and compete with bigger platforms like Meta and Google. The new exchange, called Spotify Ad Exchange (SAX), will connect advertisers directly to their inventory through demand-side platforms (DSPs), with The Trade Desk as the first partner.

Taboola Launches Abby, AI Assistant to Simplify and Speed Up Advertising Campaigns

4 months ago

Programmatic Ads

Taboola introduced Abby, a generative AI assistant for advertisers to manage campaigns. Abby simplifies campaign creation, budgeting, targeting, and optimization through a conversational interface. Built on extensive data, Abby enables quick campaign launches on premium sites, reaching 600 million users daily. It offers advanced creative features without needing image editing skills, aiming to democratize advertising for all.

Google Announces Deprecation of Real-time Bidding Protocol and Transition to OpenRTB

6 months ago

Programmatic Ads

The Google Real-time Bidding protocol will be deprecated on February 15th, 2025, and will enter maintenance mode on September 1st, 2023. Google advises users to migrate to JSON or Protobuf OpenRTB implementations to avoid service interruptions. The OpenRTB protocol uses IAB Content 1.0 taxonomy for blocked categories. Users can refer to the OpenRTB migration guide and contact Authorized Buyers support for assistance.

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