Adelaide Raises $2 Million From Angel Backers To Develop Its Attention-Based Ad Metric

The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the viewer is engaged and will spend time on the page, said CEO Marc Guldimann. Last year, Adelaide spun out of the ad tech startup Parsec Media, which works with publishers to sell attention-based ad campaigns…

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Cloud Data Company Snowflake Gives Ad Tech A Boost By Joining UID2

The Unified ID 2.0 (UID2), the programmatic industry’s open web advertising identifier, has steadily added to its partnership roster of brands, agencies, ad tech vendors and publishers in the past couple years, becoming the most-used ID aside from walled garden platforms like Google, Facebook and Amazon. But UID2’s newest addition is perhaps its most interesting and ambitious yet – the cloud data service Snowflake. Typically, Snowflake operates on top of the company’s cloud infrastructure, namely Amazon Web Services (AWS), Microsoft Azure or the Google Cloud Platform (GCP), to layer in…

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The Trade Desk Launches Solimar, Its Pitch For The Open Internet Vs. The Walled Gardens

The Trade Desk introduced its latest DSP dashboard, Solimar, on Wednesday, as well as a venture capital arm called TD7. The company’s first startup investment is in the ad-bidding software company Chalice Custom Algorithms. Solimar consolidates The Trade Desk’s data marketplace for targeting and measurement into a single interface, with data onboarding and identity resolution built in as well. By bringing together data onboarding, targeting and measurement, The Trade Desk is trying to spur more brands to plan campaigns based on specific KPIs – for instance, Walmart or Home Depot…

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Google Still Dominates Advertiser Perceptions SSP Report, But The Field Has Toughened

The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site with at least three million unique monthly visitors and sells inventory using an SSP. One important trend is the steady growth in the average number of SSPs per publisher. A year ago, programmatic publishers used…

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Ecom Brands Are Connecting Their Warehouses To Ad Tech With Whitebox

The ecommerce marketplace management startup Whitebox launched an analytics product on Thursday that spans the world of ad tech and that of warehouse and delivery services. There is a boom crop of ecommerce tech companies that manage advertisements and product listings on Amazon and other online marketplaces (but mostly Amazon). Amazon ad agency Teikametrics acquired marketplace analytics company Adjusti.com, Jungle Scout acquired Amazon ad tech startup Downstream, and Tinuiti also acquired Amazon specialist outfit The Ortega Group, all in the past 18 months. A differentiator for Whitebox is that it…

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CEO Dennis Buchheim Exits The IAB Tech Lab At A Time Of Turmoil For Online Identity

AdExchanger has learned that the IAB Tech Lab’s CEO Dennis Buchheim is resigning. He assumed the CEO role in February, and his last day will be on May 21. But it sounds as if Buchheim, at least, may remain close to the debate. Although the exact nature of that what he’ll be doing is not yet clear, a blog post announcing his departure notes that his next move is “an opportunity to collaborate with the industry from a different, and important, perspective.” Before Buchheim’s four-month stint as chief exec, he…

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Microsoft Advertising Unleashes Ad Units And The Ability To Import Facebook Campaigns. What Else Is New?

Microsoft hosted its Elevate partner event earlier this week, when the advertising industry was still recovering from Apple’s roundabout announcement confirming the start of ATT enforcement. But there is news that isn’t Apple-related. Microsoft released a bunch of ad products at its event, including new formats such as video ads that appear in search results, coupon and price comparison units for people using Microsoft’s Edge browser and a verticalized ad units for auto sellers, travel and tourism brands and hotel companies. All of those industries have been hit hard by…

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IAB’s Randy Rothenberg, Author Tim Hwang, Spar Over Privacy And Digital Advertising

How to manage the tradeoff between personalized advertising and privacy is a familiar debate. Whether personalized advertising – or advertising, full stop – works is a less common direction. But in a debate organized by Facebook (surprise!) between IAB CEO Randall Rothenberg and “Subprime Attention Crisis” author Tim Hwang, Hwang challenged the widely accepted notion that data-driven advertising works. “We may be in an industry-wide situation where correlation is confused with causation,” Hwang said, a point-of-view influenced by researcher Nico Neumann. “For all this machine learning and AI-driven targeting we’re…

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IAB: Digital Ads Grew 29% In Q4 In Pandemic Rebound

Internet advertising made a huge rebound in Q4, growing 29% YoY to $45.6 billion, according to the 2020 IAB Internet Advertising Revenue Report. “Q4 was the best quarter we have ever seen in 20 years,” said David Cohen, president of the IAB. Overall online advertising in 2020 grew 12% YoY to $140 billion. “The fact that we’re still in double-digit growth for something that is so highly penetrated is still very impressive,” said Sue Hogan, SVP of research and analytics at the IAB. Digital advertising in Q4 performed so well…

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Parsing The Fog Of War That Is COVID-19 Misinformation Online

<!– –> There’s still no vaccine for COVID-19 misinformation. Ad networks, exchanges and demand-side platforms, including Google and Revcontent, are letting misinformation related to the virus slip through their systems. In a study examining the monetization of 1,000 questionable websites between January and February, Google was found to be responsible for 69% of ads placed against stories making false claims about COVID-19. That’s not surprising considering Google’s market share. The other ad platforms uncovered by the study, which was conducted by AdVerif.AI, an Israeli startup working to develop tools to counter…

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