Lytics Launches Interest Engine for Interest-Based Ad Targeting

Lytics has introduced an ad targeting tool, Interest Engine, that defines a set of topics for each advertiser, uses the Google Protected Audiences API to store the topics relevant to each individual within their browser, and matches the topics against available advertisements.  Like all Protected Audiences applications, this approach enables creation of (relatively) large audiences without tracking known individuals.

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Yahoo Blueprint Recommends Improvements in Active Ad Campaigns

December 7, 2023

Blueprint is a new Yahoo product that combines two sets of its own data: first-party behavioral data from Yahoo’s own sites and purchase and location data from logged-in users with a Yahoo email address.  The goal here isn’t to build audiences, but to help advertisers optimize their campaigns as they execute.  There’s AI involved but it’s not autonomous: the system only offers recommendations on how to meet specified targets.

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Strategus Teams with IntentIQ and PubMatic to Connect CTV Audiences with Mobile Devices

December 6, 2023

Trying to replace the targeting capabilities lost to new privacy rules is arguably a new national sport.  The team of Strategus, Intent IQ, and PubMatic has entered the game with a Connected TV-to-mobile retargeting play that matches a brand’s first-party data with audiences in IntentIQ’s DMP, and then buys ads through PubMatic.  The key is IntentIQ’s ability to cross-reference Connected TV households with mobile devices without using personal or device identifiers.

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Ad Fontes Media Partners with The Trade Desk to Support Brand Safe Advertising

February 23, 2024

Ad Fontes Media, a company that rates news sites for reliability and bias, has announced the integration of its rating data with The Trade Desk’s programmatic advertising platform. This will allow the screening out of highly partisan, AI-generated and clickbait sites, preferentially serving ads to sites containing quality journalism. Directing ad spend to low quality sites not only wastes dollars and threatens brand safety but de-monetizes quality news operations.

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