#programmatic-advertising

#programmatic-advertising

Transaction IDs (TIDs) have been the topic du jour on LinkedIn and Twitter - and for good reason. These OpenRTB identifiers let buyers deduplicate the cluttered bidstream. The entire TID debate has a clear subtitle: "Duplication is waste." However, legitimate auction duplication provides benefits for publishers. And the use of TIDs drives publishers' fears around data leakage and buy-side power aggregation.

Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called "programmatic" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.

When The Trade Desk reclassified SSPs as "resellers" several weeks ago, it wasn't just a semantic shift - it was a signal. Under its media buying platform Kokai, those resellers are scored as less efficient, meaning they'll see fewer ad dollars. Instead. The Trade Desk is rerouting more of those dollars through its own curated version of the open market of programmatic auctions and direct publisher deals.

Now, artificial intelligence (AI) is emerging as both a tailwind and a potential risk for The Trade Desk. On the one hand, the company has invested heavily in AI to enhance its platform. On the other hand, AI-powered search and content shifts could shrink the very pool of ad inventory that The Trade Desk depends on. For investors, the key question is whether AI ultimately tilts toward being an opportunity or a threat.

The Information recently dropped a juicy scoop about GAM representatives hosting a dinner for top ad agencies in New York City in July to discuss ways that GAM could work directly with buyers. An anonymous source who attended the gathering told The Information that the GAM team brought up tech that would allow agencies to buy ads directly through GAM.

Highlights From the Q3 2025 PPB Report: Buy Type: Audience buys (e.g. Run of Network (RON)) and programmatic) grew nearly 2.5x in 10 months, now making up almost one-third of impressions. Digital audio scale: Podcasts and streaming audio combined can reach 85% of U.S. listeners, with only ~20% audience overlap between the two channels. Device + app performance: iPhone users convert 30% better than Android users, with Apple Podcasts on iPhone leading both visitor and conversion rates.

I don't think we've necessarily seen a material change in the cadence of budget flow ... There's definitely shifts and changes - tariffs impact auto, tariffs impact everything. So as macro changes happen, that definitely has an impact on individual marketing plans. But I don't think it's materially - year-over-year - vastly different from where it was before.

Addressing the market's growing demand for unified programmatic solutions, Novicue has launched a future-focused supply-side platform (SSP) that combines CTV and audio advertising capabilities with premium inventory access. Novicue's SSP is a one-stop solution for brands, independent agencies, and publishers looking to harness the potential of CTV and audio advertising. Brands and agencies can partner with the SSP to access a wide pool of brand-safe, verified publishers and target their ads to the right audiences at the right time.

On Tuesday, the advertising platform announced the introduction of pause ads into its SSP. This inventory can be bought through the company's direct-to-buyer product, ClearLine, as well as a number of third-party DSPs like MNTN, Kerv.ai and Yahoo DSP. Magnite's pause ads will be available on a programmatic basis across several streaming partners, including DirecTV, Dish Media and Fubo.

Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today (26th August, 2025) released the Q2 2025 Supply-Side Platform (SSP) Market Share Reports for Latin America (LATAM), North America, Asia-Pacific (APAC), and Europe, the Middle East, and Africa (EMEA). The reports reveal SSP market share across connected TV (CTV), mobile apps, and websites. The report rankings incorporate sellers within the supply chain object (SCO), meaning all sellers involved in the sale of an impression receive market share credit (i.e., in the case of reselling).

Many consider supply-path consolidation a yardstick for the maturation of ad tech; indeed, it has been a buzzword for the sector since the late 2010s, as programmatic advertising became the default means of allocating digital ad budgets. But recent findings demonstrate that actual effectiveness requires sustained pressure. The Association of National Advertisers released its Q2 2025 Programmatic Transparency Benchmark earlier this month, highlighting ongoing inefficiencies in the digital advertising supply chain despite some progress. According to the report, approximately $26.8 billion in global programmatic media value is still lost annually due to factors such as redundant supply paths, measurement gaps, and low-quality inventory.

"The rendering actually happens on the supply side, [because] no one's sending through anything fully baked. Those assets then have to be delivered to the SSP..."

Zillow, a large real estate listings platform, sought to enhance its media mix by focusing on higher-quality online ad placements and increasing programmatic ads.

Omnichannel planning and activation benefit from fragmentation by maximizing advertising budget through reaching audiences across diverse screens, platforms, and media channels.

Part of moving biddable marketing channels in-house is having a deeper understanding of the brand. At an agency, the focus can often be diluted across various clients.

Over the past five years, advertisers have incorporated media quality into their measurement and buying practices, leading to a market growth for quality-based programmatic solutions.

"Joining IAB Europe's TCF v2.2 is a meaningful milestone for us. We believe in a transparent, user-first approach to advertising, and this step further reinforces our dedication to responsible data use and strong partnerships across the digital supply chain." - Ann Tarasewicz, CEO, Axis

We're actively pushing more of our spend to those four partners.

DPO isn't a universal fix, but it highlights key areas where publishers can improve outcomes, focusing on signal quality, transparency, and collaboration with SSPs.

"StackAdapt's new email marketing and Data Hub solutions empower marketers to unify their efforts, linking ad tech and martech for seamless execution and efficiency."