Content Studio Archives | AdExchanger

A New Standard For Transparency In CTV: What Advertisers Should Expect

AdExchanger Content Studio — Wed, 29 Apr 2026 12:00:36 +0000

As connected TV (CTV) matures, advertisers aren’t just raising expectations; they’re resetting them. And, increasingly, transparency isn’t a value-add; it’s the cost of entry. Our latest 2026 CTV/OTT advertiser survey makes that shift clear: 92% of advertisers say inventory quality and transparency are critical when selecting a streaming TV partner, while 90% prioritize reporting transparency […]

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An Audience So Nice You Bought It Twice (And That’s Not A Good Thing)

AdExchanger Content Studio — Fri, 24 Apr 2026 12:00:59 +0000

Brands have gotten adept at finding and following their audiences across the media landscape. Today, that means everywhere: linear TV, CTV, YouTube and the open web, often in the same evening. But while attention now flows seamlessly across screens, media plans remain siloed. Upfront and programmatic strategies (and the budgets behind them) each work to […]

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The Measurement Gap in B2B Advertising

AdExchanger Content Studio — Thu, 23 Apr 2026 13:26:02 +0000

The Measurement Gap in B2B Advertising Campaign Sophistication Is Increasing, but Performance Visibility Remains Limited B2B advertising is undergoing a major transformation. Campaigns now span multiple channels, target entire buying committees, and draw on richer audience data than ever before. Yet most marketers are still struggling to answer a fundamental question: are these investments actually […]

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How Mobile Became The Foundation Of Omnichannel Identity

AdExchanger Content Studio — Thu, 23 Apr 2026 12:00:19 +0000

When it comes to identity, most marketers moved past third-party cookie concerns a long time ago. Identity today is not about a single technology or solution; it is about learning how to combine different signals in ways that allow campaigns to reach real people across channels while respecting privacy and maintaining performance. In that environment, […]

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Going Global? Contextual AI Needs To Be Your Strategy

AdExchanger Content Studio — Tue, 21 Apr 2026 12:00:31 +0000

In the rush to scale globally, US brands are often content with “accidental attention.” But attention isn’t a lottery; it’s a strategy that requires a deep familiarity with context in real time. Let’s say a big brand or agency in the US or UK is launching campaigns across dozens of global markets. Exciting on paper. […]

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Curation Is Changing Programmatic — But Not Always For The Better

AdExchanger Content Studio — Tue, 14 Apr 2026 12:00:54 +0000

For years, programmatic advertising has operated on the assumption that most buyers didn’t really want to know how the system works. That’s changing. More advertisers are asking harder questions about where their media dollars actually go, and those questions increasingly come from mid-market agencies that would historically rely on DSPs to manage the complexity of […]

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AI Is Nothing Without Data Fidelity. Here’s A Four-Step Approach to Protect It

AdExchanger Content Studio — Mon, 13 Apr 2026 12:00:48 +0000

AI is only as good as the data that fuels it. In advertising, however, that foundation is often flawed. The industry talks a lot about targeting and measurement, but it rarely confronts the fidelity of the data behind those outcomes. This is akin to tuning up a car that’s running on the wrong fuel entirely […]

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5 Years Of ATT: What We’ve Learned, And What The Future Of iOS Performance Looks Like

AdExchanger Content Studio — Thu, 09 Apr 2026 12:00:08 +0000

When Apple launched AppTrackingTransparency (ATT) in 2021, access to deterministic identifiers fell sharply as roughly 80% of users opted out of tracking. User-level feedback loops became sparse and biased, and iOS performance marketing shifted into a different measurement environment under SKAdNetwork (SKAN). Apple’s AdAttributionKit (AAK) later delayed postbacks, compressed conversion values and set privacy thresholds […]

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Reclaiming The Original Promise Of Programmatic

AdExchanger Content Studio — Tue, 31 Mar 2026 12:00:28 +0000

No one in programmatic advertising needs another reminder about fragmentation. This complexity stands in sharp contrast to the original promise of the open internet. Programmatic was supposed to give marketers the freedom to reach audiences anywhere online by combining data, automation and inventory from across the web. Instead, the ecosystem has steadily moved in the […]

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Programmatic Video’s Waste Problem Is A Growth Lever – If We Choose To Pull It

AdExchanger Content Studio — Tue, 31 Mar 2026 12:00:14 +0000

It’s widely reported that anywhere from 20% to 30% of programmatic video spend is lost due to supply-side misrepresentation, invalid traffic and low-quality inventory. That’s billions in wasted ad spend – not to mention billions in ad revenue siphoned away from premium publishers – further eroding high-quality video inventory. If programmatic video is going to mature […]

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