Meanwhile, DSPs could potentially integrate closely with the sell-side as seen with Criteo, Amazon, The Trade Desk and Yahoo.
The technology investment alone can reach $10 million per company, according to the IAB.
Industry experts question validity and ability to generalize study.
The EU's antitrust team will review the proposal from Vodafone, Deutsche Telekom, Orange and Telefonica.
In its most recent quarter, Bloomberg Media reported a 25% increase in total advertising revenue.
The ad-tech giant is unveiling Galileo at CES as first-party data is poised to become more popular in 2023.
To combat slumping social traffic and revenue, publishers have retooled their strategies.
The IAB is working on creating standards for digital retail media buying in 2023.
Paul Wright has been appointed head of Uber Advertising for the U.K. and Ireland.
The deal presents a new playbook for dealmaking as the economy enters a potential recession.
Joining a group like the IAB can help the industry reach its potential.
Nearly $3.6 billion was spent in political and issue ads this midterm cycle.
Azerion currently works with over 19,000 gaming titles and the world’s largest digital media platforms.
Behind every "click me" button is an email marketer looking for proof of engagement.
By leaning away from the open market and into direct, publishers can regain control over the advertisers with whom they do business, resolve privacy concerns and protect the user experience.