Category: In the News

In ad tech, labels aren’t just cosmetic. They define how the market sees itself. The Trade Desk’s latest turn shows just how much weight a name can carry. 

For years, SSPs were cast as the critical pipes carrying publisher inventory into demand platforms. Now, The Trade Desk has decided those pipes are just resellers — middlemen moving ad inventory at arm’s length rather than direct conduits between buyers and sellers.

Earlier this month, it made that reclassification official. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

This State of the Industry Report, in partnership with Marigold, shares how publishers and media companies are growing their subscriber bases, from the strategies they use and the challenges they face to how teams successfully overcome them.

Publishers have a wealth of data from their audience and subscribers, but as advertising models shift with economic uncertainty and the rise of AI, the challenge of turning that data into sustainable revenue is forcing them to rethink how they operate and achieve long-term growth.

From email strategies and personalization tools to cross-channel experiences and retention campaigns, publishers are experimenting with new ways to build and monetize their audiences. As the market evolves, so do the tactics, technologies and teams driving results. However, challenges also proliferate. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More