Anthony Vargas

4 days ago | adexchanger.com | Anthony Vargas

There’s a new contextual curation platform in town, and it has the backing of some industry heavy hitters. The startup, called Classify, aims to evolve contextual and semantic targeting beyond keyword-based taxonomies. It offers buy-side deal curation tools, as well as a sell-side product for publishers to package their inventory into curated deals. Classify is entering a crowded space of AI-powered contextual curation and sentiment analysis offerings.

1 week ago | admonsters.com | Anthony Vargas

Greetings Monsters,The disappearance of once reliable search traffic is an existential threat to publishers. And Google is in a mad dash to make no-click generative AI search the new normal. The Google strategy, as media strategist Eric Seufert describes it, is for AI-enabled search to keep audience engagement locked within its ecosystem and to continually monetize that increased engagement and attention with increasingly personalized ads.

2 weeks ago | adexchanger.com | Anthony Vargas

The number of alternative IDs in the market is daunting. But OMD has a philosophy for determining which IDs will work best for brands’ needs. Emily Proctor, the ad agency’s executive director of data and technology solutions, shared that philosophy at AdExchanger’s Programmatic IO in Las Vegas on Tuesday.

2 weeks ago | adexchanger.com | Anthony Vargas

The line separating SSPs and DSPs is all but disappearing. And SSPs are building AI-based easy buttons to get closer to buy-side demand. PubMatic, an SSP, announced during NewFronts earlier this month that it’s expanding its Activate self-serve solution for buyers. The move solidifies PubMatic’s new strategy of building an end-to-end programmatic platform as it outgrows its SSP roots. PubMatic is also rolling out new AI optimization features to help buyers curate deals.

2 weeks ago | adexchanger.com | Anthony Vargas

Could Google’s embrace of attention metrics help the industry evolve past easily manipulated viewability measurement? Danny Zhu, director of digital and performance marketing at Jaguar Land Rover (JLR) North America, thinks so. “Google DV360 adding Adelaide’s Attention Unit (AU) metric as an optimization signal is “going to be a game changer for us,” Zhu told AdExchanger.