Many of the ads you see online are bought auction-style, with countless brands and agencies bidding against one another for the right to serve their ads in front of your eyeballs. This ad-delivery system can be dizzyingly complex, however, which is why we've assembled this handy guide about how ad auctions work, why they've been in the news lately and why the ad auction market could be fundamentally changed by a recent antitrust court case. #advertising #digitaladvertising #antitrust
About us
The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.
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Updates
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According to research from LG Ad Solutions, 64% of U.S. connected TV (CTV) viewers say they're likely to pay attention to ads while watching live sports — an attractive metric for marketers interested in growing their brands. #connectedTV #livesports #advertising
64% of U.S. CTV viewers say they pay attention to ads while watching live sports | The Current
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Inside this edition of The Current: - Political advertisers aiming to reach swing voters could consider the power of audio channels to cut through the noise of TV ads. - Adam Heimlich, founder and CEO of Chalice Custom Algorithms examines Google’s strategy around privacy in light of the Google ad tech antitrust trial. - As live sports streaming viewership in the U.S. steadily rises, new research reveals why marketers may have better odds reaching sports fans. - On this special edition of The Current Report, Marketecture Media's Ari Paparo dives into why he thinks the Google trial judge will rule in favor of the government and what the next steps could be for the digital advertising industry. #adtech #advertising #antitrust
Life after the Google trial
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Audio is attracting more political ads, according to experts we spoke with. But there's room for growth. Several factors may be holding it back from its full potential, but the benefits — from reaching engaged consumers to complementing other channels — are undeniable. #programmatic #digitaladvertising #advertising
Unpacking the potential for political advertising in audio | The Current
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Now that the Google antitrust trial focused around digital advertising has ended, the next move will be the Department of Justice and Google coming back to the courtroom November 25 for closing arguments. Marketecture Media's Ari Paparo, who has covered the entire trial, dives into what he thought of Google's defense, what the ruling might be and what the next steps could be for the digital advertising industry on this edition of The Current Report: https://bit.ly/3XMXtMB #adtech #advertising #antitrust
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“It’s time for industry leaders to assert the truth that measurement is not a privacy issue —Google is wrong." In a recent op-ed, Chalice Custom Algorithms 's Adam Heimlich states that measurement is where Google has arguably hit competitors hardest, and explains why ad measurement alone is not invasive in terms of privacy concerns. #advertising #adtech #digitaladvertising
Google never cared about privacy | The Current
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In a climate where the daily news cycle is turbulent and brand safety is a prominent issue for brands, it’s important that advertiser and publisher partnerships are on strong footings. Thomson Reuters' Josef Najm and SAS' Mibbie Plouvier join The Current Podcast to describe how their partnership has evolved and how trust plays a vital part as they navigate topics that range from new identity solutions to ad monitoring: https://bit.ly/3ZN5Ha0 #programmatic #advertising #digitaladvertising
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84.51˚ Kroger Precision Marketing’s Cara Pratt has a reputation as one of the key innovators of retail media. She dives into how she stays current on what's coming next in the retail media industry, what piece of innovation she has her eye on, the importance of cultivating sustainable media through emission tracking, and why performance signals have to be at the forefront of measuring the impact of advertising with our Editor-In-Chief Stephanie Paterik: https://bit.ly/4eLFPPY #retailmedia #advertising #retaildata
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"True transparency and efficiency via header bidding can only be achieved when all programmatic demand competes with equal privilege," according to Snopes.com's chief revenue officer, Justin Wohl. He makes the case for unlocking the full potential of the open market for publishers and marketers alike, and creating a more equitable and prosperous open web for all in a recent op-ed. #advertising #programmatic #adtech
Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding | The Current
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Our own Ilyse Liffreing is sitting down with Under Armour's Brian Boring, Director Wes Walker, and Tool of North America's Dustin Callif at Advertising Week New York to discuss the importance of brands, agencies, directors, and production companies finding ways to incorporate new technologies into their process. Register to attend: https://bit.ly/3XZc0G9 #AWNewYork24 #AI #advertising