Category: AdTech Processes

February 26, 2023 by Martyna Oświecimska, Michael Sweeney

With the video-streaming business expanding at a rapid pace and the streaming wars heating up — currently, the six leading video streaming service providers gather 777.6 million subscribers between them — it’s important to come up with brand new content, as well as make necessary improvements to ensure that the viewing experience is as seamless […]

March 10, 2023 by Natalia Figas, Michael Sweeney

For the first time since 2009, the IAB Tech Lab, IAB and MRC have released an updated version to the Intrinsic In-Game (IIG) Measurement Standards.

January 30, 2023 by Paulina Zawiślak, Michael Sweeney

The past few years in programmatic advertising have been dominated by the various privacy changes introduced by governments and tech giants like Google, Apple and Mozilla. At the center of this are third-party cookies and their demise in popular web browsers.

March 9, 2023 by Natalia Figas, Michael Sweeney

The Internet is flooded with advertisements, which is why advertisers implement a number of strategies, tactics, and tools with which they can tailor communication to an individual customer. Dynamic creative optimization (DCO) technology can increase conversions by using customer data you have and creating a hyper-relevant creative in real-time based on it.

December 7, 2022 by Natalia Figas, Michael Sweeney

Ever since Google Chrome announced that it would be shutting off support for third-party cookies, the race to find new solutions has been on. One such alternative to third-party cookies comes the IAB Tech Lab in the form of its Seller Defined Audiences (SDA) standard.

October 10, 2022 by Natalia Figas, Michael Sweeney

Companies operating in the programmatic advertising and digital marketing industries are used to the European Union introducing new laws to try and regulate certain areas of their businesses.

September 12, 2022 by Natalia Figas

Before your ad can reach the site where it is supposed to show, it has to travel a certain path. It starts with the advertiser’s server, going through DSP, SSP, ad exchanges to the right target. All subsequent links in this chain are an essential part of the supply (advertiser activity) and demand (publisher activity) […]

March 1, 2022 by Natalia Figas, Michael Sweeney

Supply-path optimization (SPO) can be compared to a courier service. In the same way a courier has to find the best path to its destination to deliver a package while saving time and money — both its own and the recipient’s — SPO aims to help advertisers find the best route to their desired inventory.

July 6, 2022 by Natalia Figas

Programmatic advertising has completely revolutionized many digital channels, such as web and in-app mobile. Now, programmatic advertising is making its way into emerging digital channels like connected TV (CTV). But not many people know that the underlying infrastructure of CTV advertising is powered by hybrid broadcast broadband TV (HbbTV).

March 10, 2023 by Natalia Figas

Although video games may seem to be disconnected from reality, in-game advertising (IGA) often isn’t a far cry from the ads we see in our everyday lives. Billboards, posters, and logos displayed on boards at sporting events are the most popular types of ads we see outdoors, but the rise of in-game advertising is bringing […]