News + Resources

Gawker, Inverse, Input and Mic are just the beginning by Mark Sternberg (AdAge) – July 30, 2021 As Bustle Digital Group expands, the publisher once known for its lifestyle brands has developed a particular taste for a different kind of coverage. Beginning in late 2018 when it acquired Mic, BDG has built out what it…

Substantial growth helping clients in Identity, M&A, other services leads to scaling  July 20, 2021 – New York – Prohaska Consulting, the most-experienced and award-winning global data transformation consultancy, is proud to announce the expansion of its global team with the addition of four veterans in digital marketing and media to full-time senior roles., along with several key promotions.  Dayna Moon is VP, Client Strategy and Earned…

The industry, once shunned by investors, has regained its mojo, fueled in part by a rise in digital ad spending by Alexandra Bruell (Wall Street Journal) – July 2, 2021 6:00 am ET Deal activity and public offerings in the advertising and marketing technology industry are rising as the sector gets a boost from a…

Today, the media industry faces multidimensional fragmentation, heightened media competition, limited measurement, and rapidly decreasing TV ad supply. Networks have pivoted toward streaming, and the buying community has followed, resulting in TV networks aggressively packaging hybrid offerings this Upfronts season. These changes mean looming liabilities and risk management will guide this year’s Upfronts. Ad buyers…

The third-party cookie may be going away, 80 identity solutions are vying to fill that void, according to analysis by marketing trade group MMA Global and Prohaska Consulting.

Marketers still reeling from Google’s rebuke of user-level identifiers are scrambling for answers as the ground shifts beneath them. To get a foothold, they are focusing on what little detail they do have: they will only be able to use technologies from Google’s Privacy Sandbox like FloC — cohorts of browsing patterns of a group of people…

By Patience Haggin, March 4, 2021 3:50 pm ET Alphabet Inc.’s Google has crushed almost all its competitors in the world of digital advertising technology. But one rival is emerging as the best hope to challenge the tech giant—if it manages to keep up its momentum. The Trade Desk Inc., which specializes in helping companies…

Matt Prohaska quoted in the recent AdExchanger article on contextual targeting, “Brands are going to need a cocktail of deterministic, probabilistic, and contextual targeting.” Contextual targeting online dates back more than a decade. But the technique is having a renaissance as marketers test out strategies that work in a cookie-free world. Context can also signal…

Google yesterday threw its weight behind the Federated Learning of Cohorts (FLoC) API, a tool developed within its Privacy Sandbox designed to replace third-party cookies. Google is bullish on FLoC, saying it’s 95 percent as effective as third-party cookies when used for interest-based targeting. But is the wider industry ready to embrace FLoC in place of third-party…

News on one of our clients, The Trade Desk, posted in AdExchanger The Trade Desk is looking for the industry’s stamp of approval for the open source Unified ID 2.0 framework. On Thursday, in response to a recent call from the Partnership for Responsible Addressable Media (PRAM) for input on potential new technologies to replace…