Programmatic Ads News & Updates for January 2025

Amazon Ads Introduces Dynamic Traffic Engine to Optimize Programmatic Ad Buying

1 months ago

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

2 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.

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Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

2 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

2 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

3 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

5 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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Outbrain Acquires Teads for $1 Billion in Major Ad Tech Deal

5 months ago

CTV Programmatic Ads

Outbrain is acquiring Teads from Altice for $1 billion. Altice, which bought Teads in 2017 for $307 million, is selling to offset its debt. Outbrain will pay $725 million in cash, $25 million deferred, and issue 35 million shares to Altice. Outbrain CEO David Kostman will lead the new company, with Teads co-CEOs as co-presidents. The acquisition aims to expand Outbrain's reach into TV and video, enhancing its advertising capabilities.

IAS Expands Quality Attention to Mobile In-App, Enhances Accuracy and Coverage

5 months ago

Programmatic Ads

Integral Ad Science (IAS) has expanded its Quality Attention™ measurement product to mobile in-app environments. This product unifies media quality and eye tracking with machine learning to improve the accuracy of attention scores and their correlation with business results. The enhancement aims to help advertisers achieve better outcomes in mobile ad campaigns, with higher attention scores leading to improved conversion rates and brand consideration.

IAS Expands Measurement Solutions for Microsoft Advertising Network

6 months ago

Microsoft Ads Programmatic Ads

Integral Ad Science (IAS) has expanded its measurement solutions for the Microsoft Advertising Network, offering advertisers independent verification and deeper insights into campaign performance. The integration includes tools for Viewability, Invalid Traffic, and Brand Safety & Suitability Measurement across Microsoft Audience Ads and Microsoft Invest. This collaboration provides transparency and actionable insights, helping advertisers validate campaigns and maximize engagement.

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