Behind Headlines: 180 Seconds in Ad Tech — New Strategies For SSPs

3
at
3
minutes
Technical Level
July 16, 2021
Frank Maguire
VP, Insights & Strategy
Vanessa Purchio
Marketing Communications Specialist

This week in Behind Headlines: 180 Seconds in Ad Tech we’re covering Twitter’s upcoming brand safety audit, AT&T’s offloading of Xandr, talks of an upcoming partnership between Comcast & Viacom CBS, and the latest product launch of Sharethrough’s Dynamic Video Captions.

Hey there! This is Frank & Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of July 19th in ad tech, in 180 seconds. Let’s go! 

This week, Twitter announced they’ve signed a contract with the Media Rating Council towards evaluating its compliance with brand safety measures for advertisers. The commitment follows fellow platform Faecbook’s own audit which officially kicked off this Wednesday, following its delay in June of this year. (Source: Digiday)

It seems SSPs are changing their strategy once again. Instead of trying to be a preferred partner to advertisers in buying programmatic ads from pubs, SSPs are now focused on becoming the preferred way publishers scale their data to advertisers. This shift in perspective comes on the heels of third-party cookies being phased out, where first-party data will now be in the hands of publishers. Recognizing this shift, SSPs are hoping to carve out a role for themselves in the post-cookie landscape, by facilitating bringing data together for marketers to buy audience segments while adhering to privacy standards set forth. (Source: Digiday)

Latest reports from Axios indicate that AT&T is in a hurry to offload Xandr, formerly known as AppNexus, citing the loss of “ tens of millions” of dollars per year. The report also suggests that InMobi is closest to acquiring it in a deal for less than 1 billion dollars. (Source: AdExchanger)

The Wall Street journal reported that both Comcast and Viacom CBS are in talks of striking up a lucrative partnership together. Looking to expand their streaming services internationally, initial reports indicate a potential acquisition but not a merger between the two telecommunication companies. (Source: AdExchanger)

Big news! Last week, Sharethrough launched their new Dynamic Video Captions for video ads. As reported in MediaPost, the product aims to optimize ad recall and increase engagement. Following the rising trend of auto-caption accessibility, the feature capitalizes on Sharethrough’s commitment to help brands create meaningful engagement and enhance their campaigns by investing in technology that supports the evolution of human video consumption behaviour online. (Source: Mediapost)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa & Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we’re covering Twitter’s upcoming brand safety audit, AT&T’s offloading of Xandr, talks of an upcoming partnership between Comcast & Viacom CBS, and the latest product launch of Sharethrough’s Dynamic Video Captions.

Hey there! This is Frank & Vanessa at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of July 19th in ad tech, in 180 seconds. Let’s go! 

This week, Twitter announced they’ve signed a contract with the Media Rating Council towards evaluating its compliance with brand safety measures for advertisers. The commitment follows fellow platform Faecbook’s own audit which officially kicked off this Wednesday, following its delay in June of this year. (Source: Digiday)

It seems SSPs are changing their strategy once again. Instead of trying to be a preferred partner to advertisers in buying programmatic ads from pubs, SSPs are now focused on becoming the preferred way publishers scale their data to advertisers. This shift in perspective comes on the heels of third-party cookies being phased out, where first-party data will now be in the hands of publishers. Recognizing this shift, SSPs are hoping to carve out a role for themselves in the post-cookie landscape, by facilitating bringing data together for marketers to buy audience segments while adhering to privacy standards set forth. (Source: Digiday)

Latest reports from Axios indicate that AT&T is in a hurry to offload Xandr, formerly known as AppNexus, citing the loss of “ tens of millions” of dollars per year. The report also suggests that InMobi is closest to acquiring it in a deal for less than 1 billion dollars. (Source: AdExchanger)

The Wall Street journal reported that both Comcast and Viacom CBS are in talks of striking up a lucrative partnership together. Looking to expand their streaming services internationally, initial reports indicate a potential acquisition but not a merger between the two telecommunication companies. (Source: AdExchanger)

Big news! Last week, Sharethrough launched their new Dynamic Video Captions for video ads. As reported in MediaPost, the product aims to optimize ad recall and increase engagement. Following the rising trend of auto-caption accessibility, the feature capitalizes on Sharethrough’s commitment to help brands create meaningful engagement and enhance their campaigns by investing in technology that supports the evolution of human video consumption behaviour online. (Source: Mediapost)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa & Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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