As third-party cookies disappear from the digital advertising scene, publishers are waking up to a harsh reality: it’s time to rethink how they do business. For years, the industry has buzzed about data transformation, revenue diversification, and the importance of privacy regulations. But one key element is often overlooked — how to build a solid identity strategy that can reliably function within both the company and with external partners.

Here’s the bottom line: if publishers don’t focus on building a strong identity graph now, they’re going to fall behind. With so much change in the ecosystem, revenues shifting or diminishing,  it’s not just about survival — it’s about thriving in a privacy-safe, data-driven future.

Identity Plays A Key Role In The Future Of Programmatic Demand

Without third-party cookies, the ecosystem that once drove programmatic advertising is fading. Revenue is dropping, and many publishers are looking to rebuild addressability, opting to rely on rented identity solutions — those that pool data from other companies just to stay afloat. These solutions inject a quick fix, but in the long run, lack the required transparency and revenue models to make this a sustainable solution.

Publishers need their own robust identity architecture to not only bring in more money but also to reduce the total cost of ownership and increase margins.

More and more PII-based identifiers are emerging, but deploying multiple IDs can become complex. Additionally, it’s difficult to evaluate if and when hashed emails should be exposed on the page. Whether a publisher chooses a client-side or server-side deployment comes down to one question: how much risk are you willing to take when it comes to privacy?

The latest version of IAB Tech Labs’ OpenRTB enables to inject identifiers directly into the bidstream, adding transparency to the process. By collaborating with third-party data partners or industry solutions like ID5, publishers can inject their own identity signals into the bidstream, enhancing their ability to target users effectively and increase revenue, all while staying on the right side of data privacy.

Breaking Down the Data Silos

First-party data is gold for publishers right now but it’s difficult to mine. Many publishers are collecting a vast amount of data, including identity,  across different platforms — whether through ads, subscriptions, or events — which has led to a huge problem: fragmented data. This is amplified when there are multiple business units that all have different systems and policies. With no underlying identity architecture and different systems for managing content, consent, and customer data, many publishers find themselves staring at disconnected pieces of the puzzle.

That’s why the conversation around identity is so critical. If you’re not connecting the dots, you’re only looking at small pieces of the puzzle, effectively making decisions in silos. A unified identity framework tied to a data foundation, lets publishers see the bigger picture with an opportunity for cleaner data sets – how users engage, how that ties to revenue, and where there are opportunities to grow.

Creating a True Single Customer View

A single customer view is no longer a “nice to have” – it’s a must. This is the flip side of eliminating data silos, but it also connects to greater actionability concerning users. To maximize engagement and performance, publishers must track users across every device and environment they interact with. It’s about understanding your logged-in users and anonymous users, as both are crucial for monetization.

Building a persistent identity graph that updates in real-time helps publishers make informed decisions. This isn’t just about driving ad revenue; it’s about understanding every user touchpoint, from what content they consume to how they interact with your brand.

Getting Ready for What’s Next

The value of data is skyrocketing. To tap into that potential, publishers need more than just a surface-level understanding of their audience – they need a solid identity strategy & architecture. Identity sits at the center of every monetization and engagement opportunity for a publisher. As more advanced data analysis rolls out, these data foundations are critical to leverage newer approaches like AI, predictive analytics, and new data collaboration models. If you don’t have your foundation set, you’ll be left scrambling when the next big opportunity comes knocking.

Many publishers have under-invested in building a comprehensive identity strategy because of the level of cross-functional thought, effort, and collaboration required. However, waiting longer creates an even bigger risk to their business. If publishers don’t invest in data and identity now, they’ll be left out of emerging revenue streams.

The reality is clear: we’re entering a new era of advertising, and identity is at the center of it all. Those who get it right will have the upper hand in a cookieless world. The time to act is now.

The post Owning Identity in a Post-Cookie World: Why Publishers Need to Get Real About Data appeared first on AdMonsters.

Media measurement is at a critical juncture, with the industry racing to adapt to new technologies, shifting consumer behaviors, and evolving regulatory frameworks. 

As TV and video consumption splinters across devices and platforms, the need for consistent, reliable identity resolution (IDR) has become increasingly urgent. The complexities of audience fragmentation and data loss have forced companies to rethink how they approach identity and measurement at scale.

To that end, CIMM, in collaboration with OpenAP, launched a strategic review of the identity resolution ecosystem to address the challenges of stitching together data across disparate identity spines. 

David Levy, CEO of OpenAP, has been at the forefront of these efforts, emphasizing the importance of durable, privacy-safe identity solutions that can serve both buyers and sellers in the advanced TV landscape. OpenAP’s commitment to this project reflects its broader goal of establishing a more transparent and interoperable marketplace, ensuring that IDR evolves to meet the growing demands of advertisers and consumers alike.

Dennis Buchheim, Managing Director of ThinkMedium, shared that while identity resolution has made strides, the current environment is “fragmented and inconsistent,” calling for data quality and interoperability improvements. He emphasized the need for more transparency, saying, “The industry must work together to create an adaptable, privacy-safe identity ecosystem that can evolve with changing regulations and consumer expectations.”

At the recent CIMM Summit, sessions provided a look at the industry today with a roadmap for what lies ahead as data quality, transparency, and interoperability dominate the conversation.

5 Big Ideas We Took Away From CIMM Summit

Insight 1: Identity Resolution Is Still Fragmented — But Progress Is Being Made

The complexity of identity resolution continues to challenge the TV and video marketplace, but significant advancements are being made.

• Fragmentation Issues: The TV identity ecosystem is fragmented, with different identity spines and providers offering disparate solutions, making it difficult to track audiences across multiple screens and devices.
• Comcast’s Solution: Comcast’s deterministic signal authentication offers a promising privacy-safe solution to unify fragmented audience data, yet broader industry standardization remains elusive.
• Data Quality Challenges: The lack of data quality in some identity resolution practices is a consistent concern, with many speakers calling for more transparency and better labeling of data sources.
• Need for Buyer Education: As identity solutions evolve, marketers need more education around data quality and transparency, ensuring that they understand the signals they are working with and how those signals influence campaign outcomes.

Insight 2: Fragmentation of Media is Both a Blessing and a Curse

The rise of programmatic buying and connected TV (CTV) is transforming how media is bought and sold, but the growing complexity is a double-edged sword for buyers.

• Opportunities for Personalization: In the session Building the TV Ad Market of the Future, speakers like Freewheel’s Mark McKee and LG Ad Solutions’ Michael Hudes pointed to opportunities that media fragmentation offers. McKee described how personalization across fragmented content creates new touchpoints for audience engagement.

• Challenges in Measurement: As content spreads across different platforms, buyers face the growing challenge of managing reach and frequency. As Katie Klein noted, the difficulty lies in tracking audiences across a fragmented media landscape while delivering meaningful performance metrics.
• The Role of LG Ads Innovation Lab: Hudes emphasized that behavioral and emotional cues are critical to surfacing relevant content, making personalization even more integral to managing fragmented content across multiple devices.

Insight 3: The Shift to Multi-Currency Measurement is Gaining Momentum

Multi-currency measurement is quickly becoming necessary in advanced TV, but implementation is still in its early days.

• Enabling Optionality: During Ready or Not, The Advanced TV Ad Market Is Here, panelists like Paramount’s Michele Stone stressed that offering measurement flexibility — allowing buyers to transact based on the currency they’re comfortable with — is critical to the future of advertising. As agencies work with multiple measurement providers, they are increasingly focused on aligning these metrics to serve both buyers and sellers effectively.

• Growing Complexity: Publicis Media’s Sam Armando highlighted the complexity agencies face when dealing with multiple currencies during major events like the Super Bowl, where several measurement systems must work together. The challenge lies in ensuring consistency across these systems while maintaining accuracy.

Insight 4: AI’s Role in Measurement is Just Beginning

AI-driven media measurement is still in its infancy, but it has the potential to revolutionize how media is planned, bought, and measured.

• AI for Personalization and Automation: In the session Into the Future of Media Measurement, panelists discussed how AI will drive more personalized and immersive experiences by 2030. Automating content delivery and optimizing audience engagement is seen as a major benefit.

• Ongoing Challenges: AI also introduces challenges. As Sonata Insights’ Debra Aho Williamson pointed out in the AI-Driven Roadmap to 2030, questions around transparency, data ethics, and the accuracy of AI-driven insights remain unresolved. CIMM”s Tameka Kee stressed the importance of industry-wide collaboration to address these issues and ensure AI can deliver on its promises.

Insight 5: CTV’s Growing Influence on Performance Metrics

Connected TV (CTV) now plays a bigger role in performance-based advertising, offering brands opportunities to drive outcomes that were once difficult to measure with linear TV.

• Impact of Live Audiences: IPG Media Brands’ Maureen Bosetti noted that while linear TV still offers significant reach, CTV complements it with advanced performance metrics. Brands are increasingly using CTV’s flexible formats to deliver both brand-building and performance-driven campaigns.

• Cross-Screen Attribution: As highlighted by the panelists in Building the TV Ad Market of the Future, the ability to track audience behaviors across multiple screens is improving, with programmatic buying allowing advertisers to optimize reach and frequency in previously challenging ways.

Navigating these growing complexities — identity resolution, audience fragmentation, and measurement standardization — requires collaboration across the sell-side, buy-side, and tech platforms. 

The future of media measurement depends on the industry’s ability to adopt multi-currency frameworks, embrace AI-driven solutions, and improve the cross-screen attribution model to reflect today’s fragmented viewing habits. As AI integration advances and CTV continues its rise, the next steps will involve finding ways to unify fragmented data ecosystems and develop scalable solutions for cross-screen measurement.

Moving forward, the industry must keep pace with technological innovations and regulatory shifts to ensure that identity resolution and media measurement evolve together to support advertisers, publishers, and viewers alike.

The post 5 Big Ideas We Took Away From CIMM Summit — Identity Resolution Was the Biggest appeared first on AdMonsters.

Fresh out of college as a computer science student, Jon Schulz knew that he wanted to be a marketer, and from day one of his 12-year stint at Ford, he did just that. Throughout his career ups and downs, Jon strategically navigated climbing up the corporate ladder to achieve career success.

Fast-forward and Jon is now CMO at Viant Technology, a role he never expected to hold for 16 years. A background in information technology made the transition into ad tech smoother than expected, especially now with advertising completely reliant on technology.  

“It translated pretty well because it was pre-internet when I got all my training. So I took classes like DOS, D-Base, and Qobuz, which are archaic today. But coding languages tend to be pretty consistent,” Jon explained. 

Nowadays, he’s shifted his focus to sustainability. While some question whether digital advertising has a real environmental impact, the data says otherwise. Digital ads are an invisible yet significant polluter. The advertising industry accounts for 3.5% of global carbon emissions, a percentage destined to climb without changes.

Digital Ads Pack the Carbon Punch of Thousands of Global Flights

Yes, you read that right. Although that ~3.5% sounds small, there is more than meets the eye. When it comes to factories, airlines, and all other aspects that produce carbon, the waste digital advertising produces is not traditional. It’s like seeing a car driving down the road and emitting harmful fumes. It can be hard to understand.

Ad tech uses a lot of electricity, and much of that energy is fossil fuel-driven. 

“Everything’s shifting to digital, and digital requires electricity,” Jon explained. “That’s where the carbon comes from. The evolution of AI is even hungrier for processing and computing. It uses even more electricity.” 

A recent report by The Times entitled “Making AI Less Thirsty” reveals that the latest Big Tech sustainability reports show double-digit increases in water consumption by Google (17 percent), Microsoft (22.5 percent), and Meta (17 percent). What’s worse? ChatGPT and other Gen AI platforms need four times more water to respond to queries than previously presumed. You may be wondering how AI and water are connected, but the water is used to cool down the data centers. This demand is growing as AI is only getting more advanced. 

The environmental impact extends far beyond electricity. Production costs associated with the many events and conferences we attend also contribute to the carbon footprint. Giveaways also have an effect. 

“I was at a Detroit Lions game where they handed out electric wristbands to the crowd,” Jon says. “By the end, about 60,000 were discarded on the ground. That’s a lot of unnecessary waste.”

Signage and creative also play key roles in stifling sustainability. Production, travel, and logistics for advertising campaigns also contribute to the waste. “Every time we shoot an ad, whether in LA or Poland, the travel and resources add up,” Jon points out. “We can’t erase it overnight, but we can start being more mindful.”

The Road Ahead: Balancing Profit and Planet

Very few companies are acting on sustainability efforts, despite widespread interest. According to Viant research, 70% of advertisers express interest in sustainability, but only 10% take real steps to implement changes. Viant’s Adtricity initiative aims to shift this by rewarding advertisers with renewable energy credits for every dollar spent, helping decarbonize the entire programmatic supply chain.

“Green inventory is already a reality,” Jon explains. “Publishers have started adopting carbon-free practices, and we’re empowering the industry to make more sustainable choices.”

While many companies are eager to adopt sustainability practices, the challenge lies in maintaining them when revenue metrics start to dip. “The real test comes when sustainability efforts impact the bottom line,” shares Jon. “Will companies stick with it?”

There may never be a perfect solution, but the industry is moving in the right direction. The push for greener practices in ad tech is just beginning, and while it may be a slow process, progress is being made.

“We can’t change everything overnight, but small, conscious steps will drive us toward a more sustainable future,” Jon explains.

The post The Unseen Environmental Cost of Digital Advertising and the Push for Sustainability appeared first on AdMonsters.

Publishers and advertisers work with treasure troves of data that require working in the weeds. But sometimes, working too deep can give you tunnel vision and cause people to miss the bigger picture.  

This is especially true when working with diverse audience data. Some miss out on multicultural audiences with massive opportunity and spending power. According to the Nielsen-Univision ROI of Inclusivity Study, experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023. 

Still, some brands are seeing the potential in Spanish-language media. “I’ve seen a major shift in how AVOD is serving Hispanic audiences, with brands growing recognition of the incredible potential within this demographic,” shared Isabel Rafferty Zavala, CEO of Canela Media. 

In fact, EDO just released a study  analyzing every national TV ad that ran on Spanish-language TV and the data shows that ads that run on these channels have been 31% more effective than those on English-language TV. Spanish-language streaming’s growth presents a unique opportunity for publishers to engage a vibrant audience and optimize revenue streams, while allowing advertisers to improve targeting and capitalize on innovative ad technologies. However, it’s crucial to represent these communities authentically.

The Surge in Spanish-Language Streaming

With a large and growing Hispanic population in the U.S. and abroad, streaming platforms are ramping up their offerings of Spanish-language content, creating fertile ground for publishers looking to reach Hispanic audiences through targeted advertising and cutting-edge ad operations.

Key Players and Market Growth:

Televisa-Univision’s ViX+ launched in 2022 after a major merger combining Mexican multimedia company (Televisa) and the largest provider of Spanish-language content in the US (Univision). Starting with an ambitious goal, they offer over 10,000 hours of Spanish-language entertainment, ranging from telenovelas to original productions. 

They now offer ad-supported and subscription-based models with TelevisaUnivision’s flagship streaming service, Vix, amassing 50 million monthly active users, up 70% over last year.

They also acquired a free, ad-supported streaming service — Univision’s PrendeTV — to complement their Univision NOw subscription service. 

Latino-owned Canela Media has capitalized on the surge of Hispanic viewers by offering free, ad-supported content across multiple genres. Reportedly the fastest-growing Hispanic media company in the U.S., the CEO Isabel Rafferty Zavala launched the streaming service to celebrate the U.S. Hispanic community by delivering culturally relevant high-quality entertainment.

“My role has been to push for innovation — whether through our content offerings or the technology we use,” said Zavala. And this is not just lip service. Canela Media offers a wealth of first-party data through Canela Audience Solutions, reaching 76M unique devices. The OTT-first data product accurately identifies Hispanic audiences across English and Spanish content.

Other players:

Netflix, Hulu, and HBO Max are all embracing this trend, significantly expanding their Spanish-language libraries to cater to Hispanic viewers and international markets. 

Other players include fuboTV Latino, providing 65 Spanish-language channels, including Zona Fútbol and FOX Deportes. Then there’s Peacock’s Tplus, in partnership with Telemundo, offering telenovelas, news, and sports. Comcast’s NOW TV Latino provides over 25 live Spanish-language channels featuring a mix of movies, shows, sports, and news for diverse viewing preferences. 

Crafting Culturally Resonant Campaigns in a Multilingual Market

The rise of Spanish-language streaming opens new doors for publishers and advertisers. With bilingual and bicultural audiences, they can leverage advanced technologies to create practical and dynamic ad experiences explicitly tailored to Hispanic demographics.

Programmatic Advertising: Programmatic solutions allow for precise audience targeting based on language preferences, cultural nuances, and consumption habits to deliver highly relevant messaging to  maximize engagement.

For instance, Macarta used Amazon’s Spanish Language Targeting Program for geo-targeting Spanish-speaking consumers and delivering tailored messaging to increase traffic and sales. 

Dynamic Ad Insertion:  Spanish-language streaming platforms leverage real-time dynamic ad insertion to seamlessly integrate ads into content. Advertisers can adjust creative messaging based on viewer data, location, or even cultural events. By delivering ads at the perfect moment, this technology enhances viewer experience while boosting ad effectiveness. 

With Akta’s Cloud Video Platform, TelevisaUnivision’s ViX streaming service leverages DAI, replacing broadcast ads with digital ads on their streaming platform, according to Michael Cerda, CPO for Streaming at TelevisaUnivision.

Cross-Platform Campaigns: Advertisers can also explore cross-platform advertising strategies ensuring  consistent messaging by tying campaigns across ViX+, Canela, Pantaya, and mainstream services like Netflix and HBO Max to amplify reach.

Unlocking Revenue Potential Through Targeted, Authentic Engagement

Maximizing revenue in the Spanish-language streaming segment requires deeply understanding Hispanic audiences, who show strong loyalty to platforms offering authentic, culturally relevant content.

To capitalize on this, publishers should focus on audience segmentation by developing detailed viewer profiles based on region, language preferences (Spanish, English, or bilingual), and content consumption habits. 

“Targeted, personalized, culturally relevant ads will only increase in importance as time goes on. Audience data can help advertisers understand where their target audiences are consuming content and learn behavioral insights about them,” according to App Science.

AVOD platforms, such as Canela, offer a clear path to monetizing content through targeted ads, while SVOD caters to audiences willing to pay for premium, ad-free experiences. Hybrid models, like TelevisaUnivision, offer a combination of ad-supported and ad-free tiers and are also gaining traction, providing publishers with diverse revenue streams.

As EDO outlined in their study, Spanish-language TV’s impact is even greater when combined with a highly engaging streaming environment. For instance, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than Convergent TV.

According to Zavala, Canela Media owes its AVOD  success “to focusing its monetization strategies by connecting brands with content that reflects the values, diversity, and interests of our community, ensuring that advertising feels both organic and impactful.” 

Additionally, partnering with Hispanic-focused brands presents another lucrative opportunity. For instance, TelevisaUnivision’s partnered with United Airlines’ Kinective Media to integrate ViX streaming content into in-flight entertainment. The collaboration merged data assets, enhancing Kinective’s platform for targeted advertising, allowing TelevisaUnivision to drive ViX subscriptions and deliver ads to Spanish-speaking travelers.

Tapping Into Cultural Relevance for Lasting Impact

As the surge in Spanish-language streaming continues, publishers and advertisers have a unique opportunity to deepen their connection with a dynamic and growing audience. By embracing cultural relevance, leveraging innovative technologies, and fostering authentic partnerships, they can unlock new revenue streams while serving the diverse needs of Hispanic viewers. Success lies in understanding the nuances of diverse demographics, respecting cultural values, and delivering personalized experiences.

The post What the Surge in Spanish-Language Streaming Means for Advertisers and Publishers appeared first on AdMonsters.

Header bidding has revolutionized programmatic advertising by allowing multiple demand sources to bid on ad inventory simultaneously, rather than sequentially as in traditional waterfall auctions. This competition results in higher CPMs, better ad quality, and greater control for publishers. 

Today, header bidding is an essential strategy for maximizing revenue and improving the user experience. 

In addition, the auction enables publishers to present their ad inventory to several SSPs, ad networks, and exchanges simultaneously before involving the ad server. This creates a more competitive and transparent auction, as demand sources bid in real-time for the same inventory.

But let’s dive headfirst into this bidding auction. All puns intended. 

How Header Bidding Works

Header bidding enables multiple advertisers to bid on a single ad impression simultaneously. This process begins when a user loads a webpage, triggering the header bidding script to send ad requests to various demand sources like Supply-Side Platforms (SSPs), Ad Exchanges, and Demand-Side Platforms (DSPs). Each demand source responds with a bid and ad creative in real-time, after which the highest bid is selected and displayed to the user.

The real-time bidding (RTB) process enables advertisers to bid on ad impressions within milliseconds, helping publishers secure the best price for their inventory while allowing advertisers to reach their target audiences effectively.

Behind-the-Scenes Mechanics

Header bidding operates on a system that involves creating HTTP requests, handling bid responses, and leveraging user data for efficient targeting.

HTTP Request Generation and Processing

When a user visits a webpage, the header bidding script sends HTTP requests to demand sources. These requests, typically formatted in JSON or XML, contain parameters such as ad unit size, placement ID, and user data. Demand sources process these requests and return bid responses with a bid amount and ad creative.

Pre-bid and Post-bid Phases

• Pre-bid Phase: The header bidding script sends bid requests to demand sources, collects bids, and runs an auction to determine the highest bid.
• Post-bid Phase: The winning bid is sent to the ad server. Ad Server then updates the winning bid in the analytics and displays the ad on the ad slot using its ad-serving logic.

The Role of User Data

The user data is part of the bidding process, allowing selection of certain audiences based on their characteristics: age, interests, and behavior. Through cookies and pixels, the bid of demand sources can be adjusted according to the relevancy and the revenue. However, acts like GDPR and CCPA permit data and personal information to be handled responsibly and only with permission, data anonymization.

Key Components of Header Bidding

1. Header Bidding Wrappers

Header bidding wrappers are JavaScript libraries that sit on publisher websites and enable them to connect with demand sources like SSPs, DSPs, Ad Networks, etc. They help in orchestrating the entire auction using the below steps.

• Manage the setup
• Bids collection
• Ads creative placement

Popular wrappers like Prebid.js and Amazon TAM are used to standardize and simplify the integration of multiple demand partners.

These wrappers streamline bid requests and ensure that all the demand sources can participate in the auction. By connecting all the demand sources wrappers improve transparency and competition in the auction process.

2. Ad Exchanges and Ad Networks

Nowadays in adtech, it’s hard to differentiate between Ad Exchanges, Ad Networks, DSPs, and SSPs as companies are doing all types of activities. Some differences in the process are still there. Ad Exchanges & Ad Networks aggregate demand and connect to supply.

• They connect various advertisers and DSPs.
• They aggregate the demand and help in facilitating real-time bidding b/w publishers and advertisers.
• The real-time bidding ensures everybody gets the benefits 
  • Advertisers get the best-performing slot for their ads. 
  • Publishers get the best rates for their ad slots.

Ad exchanges and ad networks work hand-in-hand with wrappers to process bids quickly and efficiently.

3. JavaScript Implementation

Header Bidding relies heavily on JavaScript implementation, it executes bid requests and collects responses within the user’s browser. It’s crucial to implement JavaScript to ensure maximum profit.

• Proper optimization of JavaScript ensures more demand sources can participate, maximizing revenue for publishers
• To ensure a seamless auction, enable faster page load time & reduce latency.

Each component of header bidding like wrappers, ad exchanges, and networks interacts through this JavaScript infrastructure, to drive efficient and competitive auctions.

Header Bidding Architectures

Header bidding can be implemented through two primary architectures: client-side and server-side.

Client-Side Header Bidding: In client-side header bidding, the bidding process happens within the user’s browser. It is executed by a JavaScript wrapper. It sends bid requests to demand partners, then collects bids, and auction the ad slot based on bids and predefined configuration using RTB. While this method provides transparency and control, it may cause latency and scalability issues, as multiple requests must be processed by the browser.

Server-Side Header Bidding: Provided the Client Side Header Bidding issues, server-side header bidding was introduced. It uses a server to perform the bidding. The browser sends one request to the server, which then handles bid requests to demand partners and returns the highest bid to the browser. This reduces latency and improves scalability but can reduce transparency and control over the bidding data.

Tools to Check Behind the Scenes of Header Bidding

Developer Tools

• Chrome DevTools: Chrome DevTools is a fundamental yet crucial tool for monitoring and troubleshooting header bidding processes. It allows tracking of bid requests and responses in the Network tab, identification of JavaScript errors in the Console tab, and performance analysis in the Performance tab.
• Requestly: A browser extension that simplifies ad operations troubleshooting. Requestly intercepts and modifies HTTP/HTTPS requests, allowing you to fix malfunctioning ads, simulate geo-targeted campaigns, and test custom ad experiences. It also supports testing Prebid.js configurations in staging environments to catch issues early.
• Charles Proxy: A desktop-based application that works similarly to Requestly. It can monitor and debug HTTP/HTTPS traffic. It includes features like bandwidth throttling, session recording, and request/response inspection.

Analytics and Reporting Tools

• Prebid Analytics Adapter: Built into Prebid.js, this tool sends auction data to analytics platforms and tracks key metrics such as bid responses and win rates. It helps publishers optimize their header bidding strategies in real time.
• Professor Prebid: A specialized tool for Prebid users, providing detailed insights into header bidding performance metrics like win rates and revenue impact.
• Google Ad Manager: Google Ad Manager is widely used by publishers for tracking ad performance, impression data, and auction outcomes, offering a comprehensive view of header bidding activities.

Maximizing Revenue Through Optimized Header Bidding Strategies

Header bidding is crucial when it comes to generating maximum revenue with the help of better ad placements. Knowing how it works, how to make it faster and more efficient, and which tools to use, ad ops professionals can reach its full potential. Staying updated on best practices will be key to maintaining a competitive edge in the evolving ad tech landscape.

The post Behind-The-Scenes of Header Bidding and How It Creates Better Ad Quality for Publishers appeared first on AdMonsters.

The open web is on life support, or so they say. But is it really dying, or are we just not giving it the oxygen it needs to survive? 

That was the big message during Programmatic IO’s session, “The Future of the Open Internet Is…?” featuring industry minds Cavel Khan, Chief Growth Officer, Group Black; Ari Paparo, CEO & Contributor, Marketecture Media; and Ben Hovaness, Chief Media Officer, OMD, with AdExchanger’s Allison Schiff moderating.

And if we’re honest, the conversation revealed a hard truth: the open web’s struggles go beyond the cookies crumbling — the question is: Are publishers ready to hustle for their piece of the pie?

So, What Exactly Do We Mean by the Open Web These Days?

Let’s cut through the noise — everyone’s got their own take on what the “open web” even means anymore. Is it about accessibility, privacy, innovation, or free speech? It depends on who you ask. 

Some say it’s the accessible, ad-friendly corner of the internet, free from the constraints of walled gardens. The last bastion of free, accessible content that isn’t fenced off behind a paywall or login screen. The digital playground where ads can be bought programmatically without a giant tech overlord controlling every move.

But, sadly, the truth is the open web’s territory is shrinking fast, with Google, Meta, and other walled gardens gobbling up a good 80% of ad spend. 

How did we get here? It’s easy to point fingers at Big Tech, but let’s talk about the industry’s own missteps that got us here.

The Blame Game: Did We Let the Open Web Slip Away?

“The industry is partially to blame,” said Khan, laying out how publishers lost resources as ad dollars poured into walled gardens. And he’s not wrong.

The ad tech ecosystem poured money into the platforms and watched them grow, thinking it was all just market dynamics at play. Meanwhile, independent publishers lost their funding, their communities, and, eventually, their place in the game. Publishers didn’t just roll over one day and lose; they were out-resourced, outspent, and ultimately outperformed in the battle for consumer attention. 

“Independent publishers lost their ability to sustain in the marketplace. That’s why we’re seeing the decline,” he added. It wasn’t like consumers suddenly stopped caring about quality content. Publishers couldn’t maintain what they built because ad dollars flowed elsewhere. Publishers ultimately handed the power over to the walled gardens.

“The big miss on the media side was that they let go of their distribution,” said Paparo. Publishers got too comfortable, relying on third-party tech and platforms for distribution, only to realize they became too dependent on these gatekeepers. For example, news publishers, in particular, put too much faith in platforms and aggregators like Google News.

Now they’re playing catch-up, scrambling to recapture those direct consumer relationships they should’ve built from the start — trying to regain what they gave up: their audience, data, and autonomy.

Signal Loss Ain’t the Only Problem Here

But, we can’t ignore the hard reality of signal loss draining value from the ecosystem. “If you suck signal out of an ecosystem, you reduce its value,” explained Hovaness.

Apple’s cookie crackdown in Safari sent shockwaves through the industry, leading to a split in ad pricing between Safari and Chrome, with Chrome’s value only shooting up simply because it still relied on third-party cookies.

Now, with Google flirting with its own version of App Tracking Transparency in Chrome, the industry is bracing for an even bigger hit. It’s the stuff that still gives publishers sleepless nights. But here’s where the conversation often hits a wall: What now? 

Sure, contextual is part of the solution, but let’s keep it 100 — it’s not a magic bullet. As Khan noted, consumers want more than just context. They crave hyper-personalized, relevant content, and right now, the algorithms in walled gardens are fumbling that bag too. 

The missing piece? True multi-touch attribution across platforms. As Khan put it, “We need to leverage technology in a different way, one that doesn’t create a new set of winners while leaving everyone else starving.”

Programmatic advertising might be good at identifying who you are, but it’s failing at figuring out when you’re actually ready to engage. This is where the open web has a shot to differentiate itself, but it’ll take more than business-as-usual tactics.

The Creator Economy: A Blueprint for Publishers?

Here’s where we can flip the script a bit. It’s not just about surviving the ad wars against walled gardens. It’s about publishers learning to think more like creators to reclaim their power. 

The creator economy is booming — worth $250 billion in 2023 and climbing. This economy is out here thriving, projected to double to nearly $480 billion by 2027. Why? Because creators aren’t waiting for consumers to come to them — they’re meeting their audience where they are. Newsletters, podcasts, social — you name it, they’re on it. Consumers are looking to creators for content that feels real, honest, and transparent

Paparo’s excitement around tools like Substack, beehiiv, and Ghost is spot-on. Even WordPress offers tools allowing creators to monetize through commerce and ad placements. This is also where companies like Group Black, Raptive, and MediaVine are ahead of the game, helping content creators secure and optimize ad revenue.

And you know what? Publishers need to pay attention. 

Some are. Think of Architectural Digest’s AD PRO members-only community for design professionals. Or how about Vox and SB Nation launching Top Secret Base, featuring exclusive content for subscribers on Patreon?

We can even look at publishers like Ranker, leveraging first-party data and building community-driven engagement to realize a 4x boost in revenue. That’s not magic; that’s strategy.

It’s time for publishers to rethink revenue streams, diversify content formats, harness first-party data to build meaningful relationships and stop expecting users to just stumble back to their websites out of habit. Meet them on social, in their inboxes, or through niche community hubs — whatever it takes. It’s time to carve out a new space

What’s most important is that you own that relationship with your audience.

The Path Forward: Reinvent or Get Left Behind

Now, let’s be clear: the open web isn’t going to resurrect magically. We shouldn’t try to turn back the clock lamenting the loss of signals or blame the platforms for hoarding ad spend. This isn’t about nostalgia; it’s about redefining the open web for what it can be.

The future of the open web isn’t in wistful “what ifs.” It’s in publishers getting their hands dirty, owning their distribution, and thinking beyond traditional models. It means building the tech stack to capture first-party data, finding new ways to engage, and creating a user experience that doesn’t just compete — it sets the standard.

So when the panel wrapped up with words like “bright,” “diverse” and “changing” to describe the open web’s future, I couldn’t help but add my own: resilient. But these words only mean something if publishers take action. The open web will survive. But it won’t be because we sat around and complained. It’ll be because we hustled, adapted, and fought for it.

The post The Open Internet’s Future: On Life Support or Ready for a Glow-Up? appeared first on AdMonsters.

 The AdMonsters team is back for another week of intense courtroom drama in the Google vs. DOJ trial. We’re now deep into week three, and let me tell you, the plot has thickened faster than a bowl of your grandma’s gumbo.

Week 3 Overview

If you’ve been keeping up with the trial, you know we’ve already had heavy hitters taking the stand, spilling the tea on Google’s iron grip over the ad tech ecosystem. But this week? It’s all about the tangled mess of “ad tech spaghetti.” Google came out swinging in its defense, but rather than clearing things up, they managed to tangle themselves up even more. It’s like watching someone try to detangle a pair of headphones — they’re only making it worse.

Check out the AdMonsters Team breaking down the highlights of week 3 of the DOJ vs Google trial in the video below and you can also catch their weekly updates on YouTube.

Key Testimonies

Andrew Byrd jumped into a few polarizing testimonies, particularly from witnesses like Mark Israel. Israel defended Google, claiming regulators focused too narrowly on open web display advertising. He waved off the allegations like, “Look over there! TikTok! Facebook! Amazon!” — and suggested that competition from social media platforms and e-commerce sites like Facebook, TikTok, and Amazon was being overlooked.  He was saying just anything to divert attention from the real issue.

His argument that Google’s share of the online ad market had dropped from 15% to 10% over a decade due to a shift toward mobile and app-based advertising was… let’s just say, an interesting flex. Critics like Ariel Garcia from Check My Ads quickly noted that this defense overlooked the publishers’ plight, focusing too heavily on advertisers.

Publisher Concerns

Andrew further elaborated on testimonies from Kenneth Bloom from BuzzFeed, who, despite some nervous energy, praised Google’s ad display business. The over-reliance on Google’s tools is real, and it’s leaving publishers in a tight spot. There’s a clear tension—while some publishers benefit from Google’s ad tech, it’s a double-edged sword.

A viral LinkedIn post from Ariel hit the nail on the head: publisher revenue losses weren’t fully addressed in Israel’s defense, leaving his argument feeling like Swiss cheese — full of holes.

Eyewitness Accounts

To make matters worse, Yakira talked about when a Google project manager called a prominent ad tech journalist “stupid.” Talk about drama. These actions only underscore the growing tension and contradictions in the testimonies that have been the hallmark of this trial.

Internal Google Emails

One of the most damning pieces of evidence has been internal Google emails, which disclosed strategic advantages gained through acquisitions like DoubleClick. The DOJ used these documents to argue that Google’s market power resulted from deliberate actions to stifle competition, not just from good business practices. Oh no, say it isn’t so. Say it wasn’t a well-orchestrated game of Monopoly with Google holding all the prime real estate.

Judge’s Stance

Judge Brinkema isn’t letting anyone slide either. She’s been giving some Google employees the side-eye, openly questioning their credibility. You know things are getting shaky when the judge looks at you like Hmm emoji. This added yet another layer of drama to the proceedings, leaving Google’s defense team scrambling to keep their narrative intact.

The Complexity of Ad Tech

To wrap up the week, it’s clear the ad tech ecosystem isn’t just complex—it’s like the ultimate Choose Your Own Adventure novel. And guess what? Google isn’t just a chapter; they’re the whole darn book. Their fingers are in every part of the ad tech supply chain, from publishers to ad buyers, and everything in between.

Transparency Issues

Of course, transparency (or the lack thereof) is an elephant in the room. Key testimonies are happening behind closed doors and some trial documents are sealed. It’s giving major “black box” vibes. The public and the industry are left speculating about what’s really at stake.

Implications for the Future

So, there you have it. Week three’s tangled mess of spaghetti — that none of us would want to eat — unveiled a web of power plays and serious courtroom drama. We’ve got Google’s defense team spinning its wheels while the DOJ tightens the net around Google’s ad empire.

At its heart, this trial isn’t just about Google; it’s setting the stage for the entire ad tech industry. You can bet competitors like The Trade Desk are watching this soap opera unfold, taking notes on what not to do. Will this end with a Google split-up, or will they find a way to wriggle out of this like Houdini? Only time will tell.

Got thoughts on the trial? Head over to our Slack community polls and spill the tea. 

The post Google vs DOJ Trial Week 3: Ad Tech Spaghetti and Courtroom Drama appeared first on AdMonsters.

Are advertisers afraid of the news? That’s the question Jana Meron, VP of Revenue Operations and Data at The Washington Post, asked at Programmatic IO. 

For many brands, the answer seems to be a resounding “yes,” especially during politically charged election cycles. But Meron had a different take. She argued that this fear-driven approach is outdated and costs advertisers big opportunities.

Just a few months earlier, she spoke to publishers at AdMonsters Publisher Forum in Boston, focusing on how publishers can balance brand safety with revenue using smarter, more nuanced solutions that respect journalistic integrity. 

Both advertisers and publishers should rethink what it means to be “brand safe” in the fast-evolving news world. So what lessons did we learn from Meron about why it’s high time to move beyond fear? 

A Tale of Two Audiences: Advertisers and Publishers
At Programmatic IO, Meron talked directly to advertisers, addressing their fears of placing ads near news content, especially political coverage. Armed with data, she made a compelling case for why this fear is misguided. 

For instance, she revealed that ads next to political and opinion pieces on The Washington Post see a 55% higher click-through rate than other parts of the site. That’s right—people are paying attention, and these are the valuable, engaged audiences that brands dream of reaching.

At AdMonsters Publisher Forum, Meron spoke to publishers about how they can proactively address brand safety concerns without sacrificing high-quality news content. She explained how The Washington Post uses AI and machine learning to analyze context, sentiment, and risk level of news content — creating a nuanced taxonomy allowing advertisers to set their omfort levels.

This move away from the old “sledgehammer” approach, towards a data-driven strategy, opens up more ad inventory without sacrificing journalistic integrity.

Why Are Advertisers Still Afraid?

Let’s get into the numbers. According to the 2024 Madison and Wall Ad Spend Forecast, 83% of US marketing executives expressed concern about advertising during elections. In fact, some advertisers blocked more than 40% of WaPo’s inventory this year to avoid “risky” content. This, Meron argues, is a shortsighted move.

The Washington Post reaches 10.9 million election-specific readers, 43% of whom are retail investors and many are decision-makers. These news consumers — particularly those engaging with political content — are some of the most valuable readers out there. These aren’t casual readers; they’re engaged, informed, and don’t mind ads.

The Brand Safety Double Standard

So, what’s the problem? Meron says it’s the old-school brand safety rules treating all news content the same way. The brand safety tools that once acted as a necessary shield against fraudulent or harmful content have morphed into blunt instruments, blocking swathes of legitimate news inventory.

The fear is that ads appearing next to controversial topics will hurt the brand’s image. But Meron pointed out that these worries don’t hold up. Most news consumers understand that ads don’t endorse the story next to them. In fact, they often see brands in news as more trustworthy.

Meron calls for a smarter approach. Instead of broad keyword blocklists, we need tech that can differentiate between high, medium, and low-risk content. The Washington Post uses AI to do just that, unlocking 15-25% more ad reach for advertisers. It’s proof that you don’t need to sacrifice quality for safety.

Tech Has the Answers—If We Use It Right

What’s the big takeaway from both of Meron’s talks? The tech is here to help us handle brand safety better. AI and machine learning can understand the context of news, including sentiment and bias. That means we can stop treating all news as risky and start making more informed choices.

“The fear that news is too risky is understandable but doesn’t make sense,” she said at Programmatic IO, emphasizing that modern tech can identify sentiment, bias, and context in ways that past tools could not.

At AdMonsters Publisher Forum, she pushed publishers to educate advertisers on this new reality. “It’s not the year of mobile or whatever,” she said. “It’s time to actually do something.” Publishers can use these tools to show advertisers that news content isn’t something to fear — it’s an opportunity.

Facing the Fear: Time to Rethink Brand Safety

It’s time for both advertisers and publishers to face facts and stop letting fear dictate brand safety strategies. Meron made it clear: advertisers are missing out by avoiding news content. Ads next to quality journalism have higher engagement and reach valuable audiences. Meanwhile, publishers should embrace advanced tools to offer nuanced brand safety solutions that align with their content’s integrity.

News Is Good News for Your Business

Brand safety in 2024 doesn’t mean avoiding news and risk entirely — it’s about understanding, navigating, and harnessing it to capture highly engaged, valuable audiences. And, publishers, for their part, must continue to advocate for smarter, more nuanced brand safety measures that respect the integrity of news.

The tools and strategies are there; it’s time for the industry to use them. The audience is waiting. As Meron said, “News is good news for your business.” The sooner we face the facts and acknowledge that, the better off the entire ad tech ecosystem will be.

The post Rethinking Brand Safety: Lessons from Jana Meron on News Advertising in 2024 appeared first on AdMonsters.

Technology is evolving faster than we can blink and it’s becoming clear that it’s time creativity and control were reclaimed. As monopolies and walled gardens dominate and limit access, the balance between innovation and content creation is more crucial than ever. In a rapidly changing ecosystem,  publishers are exploring strategies to navigate an open internet increasingly challenged by distribution obstacles and signal loss.

Once a beacon of free and open access, the open web faces an identity crisis. Media companies that once thrived on direct consumer connection are struggling with the rise of walled gardens. Marketers, for their part, acknowledge their role in building these silos as they increasingly funnel media budgets into tech giants. Reclaiming control of data, creative strategies, and audience engagement is critical to preserving the future for both sides.

Publishers should not look at these shifts as threats but as opportunities to develop new strategies that align with consumer behavior and market demands. 

From the rise of social-driven search and FAST channels to Google’s ongoing antitrust trial, ProgIO spoke to many of the challenges facing publishers today. As the industry continues to push for transparency, fairness, and a more open ecosystem, the path forward depends on innovating while maintaining trust with consumers and each other. 

Here are our top takeaways from Day 1.

Breaking Free: How Marketers Can Reclaim Creativity in a Tech-Driven World

Eoin Townsend, Chief Product Officer at Cadent, talking about convergence at programmatic IO. Photo by Donna Alberico.

Eoin Townsend, Chief Product Officer at Cadent, walked us through industry shifts driven by audience, inventory, optimality, and privacy. He says, “The technology we have today is not the technology we’ll have tomorrow.”

Let him tell it: marketers need more control to move away from monopolies and hone in on new technologies to transform their roles in the industry. Eoin emphasized that marketers spend too much time on tech rather than creative marketing. We are evolving from scale, automation, and walled gardens to a new phase focused on integration, alignment, and collaboration. 

More highlights from his talk:

• Let AI automate the hard stuff.
• Take advantage of multi-faceted solutions that integrate third-party data and work across walled gardens.
• Adopt new technology and legal frameworks to ensure compliance and consumer trust.

Eoin’s main argument is: “Let marketers be marketers” free them from technological constraints!

The Future of the Open Internet Is?

Allison Schiff, Managing Editor at AdExchanger, Ben Hovaness, CMO at OMD, Cavel Khan, Chief Growth Officer at Group Black, and Ari Paparo, CEO & Contributor of Marketecture Media discuss the future of the open internet. Photo by Donna Alberico.

What is the open web? The term has gotten lost in the mix, and AdExchanger’s Allison Schiff ensured the panelists revealed the definition from their perspectives early in the session. According to Ari Paparo, CEO & Contributor at Marketecture Media, if you can access a website for free and buy ads freely, it is part of the open web. 

Media companies are losing distribution channels and struggle to connect directly with consumers. What are the biggest challenges of the open web? Walled gardens and signal challenges. Can marketers blame consumers for this mess? Not exactly. Marketers helped create the walled gardens by continuing to invest in and work with them.

“The open internet lost the resources to create the content and do a lot of things that it did to keep the communities it had built,” revealed Cavel Khan, Chief Growth Officer at Group Black. “That’s why we are all seeing the decline over the last three years. Big publishers are going out of business or restructuring.”

More key points from this session:

• The cloudiness around Chrome’s plan for cookies makes it difficult for publishers to determine the best strategy to combat signal loss. 
• Publishers have great tools like WordPress, Beehiiv, and Ghost, along with podcasting, as new solutions for reaching people and monetizing those connections. 
• When asked what the future of the open internet was, the panelists responded bright, sleek, diverse, and changing. 

TikTok, The Latest to Step In the Search Game

AdExchanger’s Executive Editor Sarah Sluis sits down with Blake Chandlee, President of Global Business Solutions at TikTok, to talk about the platform entering the search business. Photo by Donna Alberico.

TikTok is the app beating Google as the number one search engine. With data showing significant search activity on the app, we’re learning that rich, social media-driven search results are key for connecting with consumers and influencing their discovery and purchase intent. It’s no surprise the company is investing in bringing advertising to search. 

“There are two key data points that triggered this for us. One is that independent research proves that 55% of people get their search results from social media and video,” said Blake Chandlee, President of Global Business Solutions at TikTok. “It was just a very good box of rich examples. An example might be if you’re planning to travel to Singapore when you visit a traditional search engine, you’d find links to guide you through that process. On the other hand, you go on to TikTok or some other platforms where you’ll get really rich videos of people like you going through the same decision-making with their experience. It’s a very different experience in the back end of this.”

Ads have been part of TikTok’s monetization model for a while now, but the TikTok shop shook up the game when it came to fruition last year. Live-streaming allows creators to earn money by getting “tipped” from their audience, while the TikTok shop facilitates seamless transitions within the app. TikTok’s investment in logistics and the closed-loop shopping experience allows it to fully capitalize on the commerce generated by creators.

More interesting insights:

• The social media company’s motto: “Don’t make ads, make TikTok’s” works.
• TikTok caters to its users’ diverse interests, allowing brands to connect with highly engaged audiences.
• Ensuring that ads are native is key; don’t oversaturate because ad fatigue can be real.
• TikTok stands out because it is independent and doesn’t rely on partnerships or external links for e-commerce.

Why The Trade Desk is Winning According to Wall Street

Shweta Khajuria, Managing Director of Wolfe Research shared her predictions for the industry from an investor’s perspective. Photo by Donna Alberico.

With the ongoing regulatory scrutiny of Google and the pending cookie deprecation, scale and first-party data are both emerging as leaders in the industry.

Shweta Khajuria, Managing Director at Wolfe Research, dove deeply into The Trade Desk’s success. Partnering with agencies leads to higher retention rates. Product innovations like CTV and UID2 have kept The Trade Desk at the top of the industry. Also, their independence and omnichannel approach allow them to maintain objectivity and avoid conflicts of interest. 

“Trade Desk saw the potential of bidded programmatic and connected TV before most others in the industry,” said Shweta. “As a result, with the head start that they saw, they saw a step change in their growth rates and trajectory.”

Shweta also predicts that Google will spin off one of its ad tech businesses, which could level the playing field. 

Shweta’s other predictions:

• The Trade Desk’s Open Path and Magnite’s clear line anticipate the convergence of the demand and supply sides.
• Efficiency gains will be necessary, and pricing pressures might arise as DSPs and SSPs merge.
• Larger publishers may develop their yield management systems, leading to supply-side consolidation.
• The demand side might gain an upper hand due to its proximity to ad budgets.

Google on Trial: The Battle for Fairness, Transparency, and the Future

Allison Schiff talked to Claire Atkin, Co-founder & CEO of Check My Ads and Jason Kint CEO of Digital Content Next about the ongoing DOJ vs. Google antitrust trial. Photo by Donna Alberico.

Google’s monopolistic practices have heavily hindered the publishing industry, and we are all standing on our toes, waiting to see the outcome of this decision. Jason Kint, CEO of Digital Content Next, explained how Google is extracting value that should go to newsrooms and entertainment companies. 

Jason talked about “dynamic revenue sharing,’ where Google manipulates bid prices to maintain its margins, often behind publishers’ backs. With a press box seat at the trial in Virginia, he says Google’s defense strategy is to confuse the market and redefine it to include more competition, like TikTok or TV. Isn’t this what we’ve all been thinking? Isn’t this a weak defense?

It was great seeing Claire Atkin again doing her best: exposing the real. According to Claire, Google plays a huge role in monetizing misinformation and lacking transparency. Smaller businesses suffer since they don’t receive funds or adequate support from Google when campaign issues arise. Claire argues for log-level data transparency and know-your-customer laws to ensure fair practices. 

Other important highlights:

• Judge Leonie Brinkema is skeptical of Google due to evidence purging, which impacts the credibility of Google’s witnesses. 
• The trial is part of a broader antitrust movement against major tech companies, and breaking them up could lead to more opportunities and fairness in the industry. 
• Both speakers hope to see a future where advertisers can better track and verify their ad placements, leading to more accountability and fewer fraudulent practices.

FAST is Moving Fast

Katie Barrett, Head of Strategic Sales at LG Ad Solutions talks the future of FAST at AdExchanger’s Programmatic IO Day 1. Photo by Donna Alberico.

Several factors are contributing to the rise of FAST, such as subscription fatigue and evolving audience behavior. On a daily basis, consumers are shifting their mindset from avoiding ads to accepting them if they come with free content. 

“We see that 53% of our consumers are spending at least 2 hours a day in FAST, and the average time of the session is 73 minutes,” said Katie Barrett, Head of Strategic Sales at LG Ad Solutions. “Eighty-seven percent of FAST users have free streaming channels they watch regularly. This shows high levels of habitual viewing. Eighty-one percent believe that FAST streaming channels offer high-quality content. This is important because this perception of fast being low quality is being challenged here.”

Contrary to popular belief that FAST viewers are less engaged or loyal, Katie argues they are developing strong followings due to curated content. The stereotype that FAST viewers are solely budget-conscious is false, as the data shows a diverse and affluent audience.

Other Factors of FAST:

• The median income of FAST users is $85,000, with an average of $110,000, and 43% earning over $100,000 annually. 
• FAST is popular among family units, with a high percentage of users owning homes, being married, and having children, underlining its family-friendly nature.
• FAST is a valuable platform for brands aiming to reach key demographics.

On the Horizon: A New Era for Publishers and Marketers

Publishers and marketers are standing on the brink of significant change. With walled gardens tightening their grip and signal loss challenging traditional methods, publishers are redefining their approach to audience engagement, while marketers are pushing for more autonomy in how they reach and connect with consumers. 

From publishers exploring innovative content distribution methods to marketers reclaiming creative control, the next chapter is about pushing beyond the familiar and embracing new opportunities. 

The journey doesn’t stop here. Day 2 included more revelations and strategies, so stay tuned for our Programmatic IO Day 2 wrap-up on Monday. We’ll dig deeper into the discussions, highlighting key takeaways and what lies ahead for publishers and marketers in this fast-moving space. 

The post PROGIO Day 1: The Next Chapter for the Open Internet, Google vs. DOJ Face-Off, and More appeared first on AdMonsters.

Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech appeared first on AdMonsters.