Guide to Direct Response CTV Advertising
Connected TV advertising has matured from a brand awareness-only channel into a serious direct response (D/R) channel. Brands and agencies engaging in performance advertising that still treat CTV as a mere branding vehicle are missing out on an effective, measurable direct response channel. The supply is there, the targeting infrastructure has caught up, and the […]
When DSPs and SSPs Converge
The Rise Of Unified Advertising Platforms And The Reshaping Of The Programmatic Supply Chain The traditional separation between Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) has begun to dissolve. DSPs are building direct publisher integrations that bypass SSPs. SSPs are launching buying tools for advertisers that bypass DSPs. This analysis covers the drivers and scale […]
How AI Search Threatens Pubs And Vendors – And What To Do About It
Overview Search is undergoing its most profound transformation since the introduction of paid search advertising two decades ago. The rise of AI search overviews and conversational chatbots is reshaping how users interact with search engines, what kind of information they receive, and critically, how much of that traffic flows downstream to publisher websites and apps. […]
Whitepaper: When Bots Buy – What Happens To Advertising?
Ecommerce in the Age of AI Agents and How Adtech Vendors, Publishers, and Advertisers Can Adapt