IndexExchange Responds to Magnite's "ClearLine" with Clarity As Magnite unveils its new ClearLine offering, IndexExchange sends a clear message to DSP partners: "We're not here to
steal your thunder, we're here to maximize yield for publishers." While ClearLine represents a significant shift in the ad tech landscape, IndexExchange is confident that their targeted approach will deliver exceptional value and strong collaborations. So, DSPs, fear not, IndexExchange is still your best friend in the ad tech world.
IndexExchange has responded to Magnite's announcement of providing direct inventory to advertisers and cutting out DSPs with a clear reaffirmation of its commitment to its DSP partners and its focus on enhancing publisher
revenue. Magnite's announcement of ClearLine, an offering that provides media buyers with access to premium video inventory without the need for a demand-side platform, marks a significant deviation from its traditional route to market. While Magnite maintains that DSPs are still its primary trading partners, the launch of ClearLine has the potential to create competition with
DSPs. In response to this development, Andrew Casale, President & CEO of IndexExchange, reached out to DSP partners to reinforce their unwavering dedication to their success and to emphasize the importance of strong, reliable partnerships. Casale acknowledged the significance of maintaining such partnerships in light of recent industry developments and stated that IndexExchange's primary
focus remains on serving its publisher customers by optimizing their ad spend and fill rates and collaborating with DSPs to provide media buyers access to and control over premium supply. IndexExchange believes that by concentrating its efforts on enhancing publisher revenue and empowering DSPs to excel on the buy side, it will deliver exceptional value to the end customer, far surpassing
any organization attempting to represent both sides of the market. The company maintains that its mission does not involve bypassing DSPs, buy-side platforms, or engaging in dual-sided operations. Instead, it sees its role as maximizing yield for publishers while DSPs focus on driving outcomes for marketers. This approach creates healthy tension in the marketplace, but IndexExchange believes that it is vital to a thriving ecosystem where platforms prioritize the mutual needs of their respective customers. The company is convinced that this dynamic fosters innovation, bolsters trust, streamlines the market, and ultimately results in specialized platforms
emerging as leaders through the value they create. IndexExchange is committed to working collaboratively with its publisher partners and DSPs to achieve their goals and ensure that they feel equally equipped to accomplish the same with their buyers. As they adapt to shifts in the market across the needs and investments of all of their customers, IndexExchange's primary focus will always
center on the needs of its publishers. The announcement of ClearLine by Magnite comes at a time when the ad tech sector is undergoing significant changes. The increasing focus on privacy and data protection has led to a shift away from traditional means of programmatic
trading. With privacy laws increasingly prohibiting the use of cookies and other tracking technologies, the need for alternative methods of targeting and reaching desired audiences has become more pressing. In response to these changes, many ad tech companies are exploring new ways
of providing value to their customers. For example, IndexExchange recently announced its collaboration with LiveRamp to offer publishers access to people-based identifiers, enabling them to maintain audience identity in a privacy-first world. The development of new technologies and approaches is essential to the continued growth and success of the ad tech sector. However, it is important
that companies do not lose sight of the needs and interests of their customers. By maintaining a targeted approach that prioritizes the needs of its publisher partners, IndexExchange is demonstrating its commitment to delivering exceptional value and ensuring that it remains a trusted and reliable partner in the evolving ad tech landscape. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
In the first quarter of 2023, funding to VC-backed Web3 startups hit its lowest point in years, dropping 82% from the previous year. The decline in funding was accompanied by a pronounced drop in deal flow, with only 333 deals completed in the quarter. The number of big deals also fell dramatically, with only
two rounds hitting the nine-figure mark compared to 29 in the same period last year. Despite the downturn, there are still positive signs in the space, with some subsectors seeing renewed interest and bitcoin and ether showing impressive resilience. Only time will tell whether more venture dollars will return to the Web3 space. The Ozone
Project, Local Media Consortium, and the Association of Online Publishers, representing publishers such as The Guardian, Vice, and the BBC, have raised concerns that ad-tech firms may have scraped and sold publisher data unfairly, potentially infringing on a publisher's intellectual property. Adtech companies argue that scraping is legal, but publishers argue that they are defending their right to determine the value of their own intellectual property. Additionally, adtech companies'
use of publishers' content to create services such as brand safety detection is harming the publishers, as these services can inadvertently demonetize pages due to inaccurate contextual labeling. Furthermore, allowing third-party adtech companies to run tracking tags or cookie-sync pixels on publishers' sites can divert ad revenue away from the publishers, leading to declines in revenue over the last decade. To turn this around, publishers can review and remove as much third-party adtech as
possible from their sites. StabilityAI, the creator of popular generative art tool Stable Diffusion, has open-sourced its AI language model called StableLM, which can generate both code and text, putting it in competition with established models like OpenAI's ChatGPT and Google's LaMDA. StableAI has already seen success with a free,
open-source AI image generator, and this move could lead to further improvements and opportunities for marketers and developers. However, Reddit has announced new API changes that will require language models to pay for access to its data, potentially limiting the effectiveness of some AI output. This is something to keep in mind for those using AI to produce content. According to a study by Oracle and author Seth Stephens-Davidowitz, a majority of business leaders and individuals are so overwhelmed by the amount of data they receive that they prefer to have a robot make their decisions. The study found that 86% of those polled say the barrage of data is complicating decision-making in their personal and professional lives. As a result, 97% want more input from data to help them make better,
faster decisions and reduce risk. On the business side, 85% have suffered from decision distress, with 93% believing that having the right decision intelligence can make or break their company. This highlights the need for organizations to rethink their approach to data and decision-making. Klaviyo has
launched a new integration with Square Online that will enable B2C brands to offer more personalized experiences across email, SMS and other channels. The integration allows users to sync data from Square Online into Klaviyo, allowing for automatic messaging based on engagement, event data and predictive analytics. This will help users to work efficiently with unified online and offline customer information, increase customer lifetime value and retention, and target customers with
behavior-based automation and email segmentation. The TV ad market may not be as impacted by the talk of a potential recession as previously thought. According to a recent survey by iSpot, over 74% of brand and agency professionals surveyed plan to spend at least as much on TV advertising during the 2023 Upfronts as they did last
year. Of those respondents, 21% stated that they plan to spend "a bit more" or "much more" than they did during the 2022 Upfronts. The survey provides insights into TV spending plans for 2023-24 and suggests that TV ad buyers are still willing to invest in TV advertising despite economic concerns. Tripadvisor, the popular travel platform, has
released its third annual Review Transparency Report, which revealed that 4.4% of reviews on its platform in 2022 were fraudulent. The data also showed that 72% of fraudulent reviews were caught before being published, a rise from 67% in 2020. Additionally, more than 1.3 million reviews were identified as fake and removed. When fraudulent content is identified, the businesses in question receive content bans and ranking penalties. Tripadvisor removed 24,521 reviews associated with paid
review companies in 2022. The report found that reviews that reported a serious issue were 10 times more likely to be read than typical reviews, as the platform aims to warn travelers about safety concerns. |
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DON’T BE A COOKIE MONSTER: HOW FIRST-PARTY DATA IS ALREADY WINNING IN MARKETING Third-party cookies are like that clingy ex who just won't leave you alone. It's time to break up
and move on to something better. Enter first-party data: the reliable, trustworthy partner that actually understands you and your needs. Say goodbye to cookies and hello to a better, more fulfilling marketing relationship. READ ENTIRE
STORY
EPIC GAMES’ VISION OF THE METAVERSE: AN OPEN AND INTEROPERABLE ECOSYSTEM
The concept of the metaverse has been around for decades, but it wasn’t until recently that it gained mainstream attention. With the rise of multiplayer games, social networks, and virtual worlds, the metaverse has become a real possibility. Epic Games, the developer behind Fortnite, is one of the companies leading the charge towards this vision. In a recent interview
with GamesBeat, Tim Sweeney, CEO of Epic Games, talked about the company’s vision of the metaverse and how they plan to make it a reality. “The metaverse is the multiplayer aspect, the meaningful social play, the meaningful choices and meaningful participation,” said Sweeney. “It’s not owned by these institutions that make you play what they want you to play.”. READ MORE OF THIS STORY
LIES, DAMN LIES, AND ADVERTISEMENTS: FTC SENDS
WARNING TO GWYNETH PALTROWThe Federal Trade Commission (FTC) has issued a warning to advertisers, urging them to back up their product claims or face steep civil penalties. In notices sent to 670 companies, the FTC stated that companies are required to provide “reliable evidence” to back up their product claims, a requirement that has been in place for some time. However, many advertisers continue to make
unsupported statements and false claims about the evidence they have.. READ THE FULL ARTICLE
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA
STRATEGIES
The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD
LANDSCAPE
As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers,
long-form video content, and the advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge
commitments from advertisers, just modest commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE
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