Opinion

Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before they get worse.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to be sustainable for the long haul.

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.

There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.

There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

Habits are easy to form and hard to break. But occasionally, the world helps you out with a giant push toward a better path. With Google (finally) phasing out third-party cookies this year, digital marketers have the chance for a fresh start: It’s time to go beyond surface-level demographics and psychographics to move toward location-based targeting that not just understands interest but predicts intent.

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.