Locality vs Magnite

Locality's Tom Wolfe Advocates Data Path Optimization Over Short SPO Paths

In an AdExchanger podcast, Locality's SVP of Programmatic Strategy, Tom Wolfe, argues that the ad industry's focus on shortening supply paths is misguided. He contends that while reducing tech costs is important, an overemphasis on eliminating intermediaries can degrade signal quality and data fidelity. Wolfe advocates for 'data path optimization' to preserve rich signals alongside inventory. He also criticizes top-down national TV strategies that fail in local markets, highlighting the need for bottom-up market intelligence. Additionally, he dismisses AI hype, asserting that the competitive advantage lies in proprietary data feeding models, not the AI itself. The podcast covers local TV fragmentation and the evolving TV ecosystem.

• Tom Wolfe, SVP of Programmatic Strategy and Partnerships at Locality, argues that shorter supply paths are not inherently better.
• Wolfe advocates for 'data path optimization' to preserve data fidelity during programmatic ad delivery.
• Wolfe criticizes top-down national TV strategies, asserting that local markets require bottom-up intelligence.

Meet Kouros Esfahany, CTO

Kouros Esfahany is Chief Technology Officer of Locality, where he leads the ongoing evolution of the company’s technology platform, spanning …

OpenAI Ad Deals With Magnite, PubMatic; Google Search Budgets Scrutinized

OpenAI is expanding its ChatGPT advertising business by partnering with supply-side platforms Magnite and PubMatic to fill unused ad space, following its playbook of opening up inventory to third parties before potentially walling it off, as seen with YouTube, Facebook, and Amazon. The partnerships add to OpenAI's existing ad-tech partners including LiveRamp, Criteo, StackAdapt, and Amazon Ads. Meanwhile, prediction markets like Polymarket and Novig are courting celebrity endorsements despite public skepticism. Additionally, ad buyers are reallocating 10-30% of Google search budgets to other channels due to AI Overviews reducing ad performance and higher CPCs, following Alphabet's earnings report showing a slowdown in search ad growth. Publicis completed its acquisition of LiveRamp, and OpenX appointed Robert Horler as CEO.

• Magnite and PubMatic have signed deals with OpenAI to fill unused ChatGPT ad space.
• OpenAI's ad-tech partners include LiveRamp, Criteo, StackAdapt, and Amazon Ads.
• Polymarket launched a celebrity ad campaign featuring LeBron James, Derek Jeter, and others.

Pinterest Opens Inventory to Programmatic Buyers via Magnite

Pinterest has launched the general availability of Programmatic Deals for display and video inventory across North America, South America, and Asia-Pacific, enabling advertisers to transact via private marketplaces and preferred deals through Amazon Ads, Google Display & Video 360, and Yahoo DSP. This marks a shift from requiring custom-built campaigns, opening demand to a wider programmatic buyer base. Magnite serves as the primary supply-side platform, with Google Ad Manager supporting supply in Latin America and Asia-Pacific. The company reports 640 million monthly active users and over 80 billion monthly searches. A campaign for Moroccanoil achieved 15% incremental reach with only 1% audience overlap and a 63% increase in new customers. Pinterest also guided Q3 revenue growth of 13-15%, down from 18% in Q2, and is testing programmatic guaranteed deals.

• Pinterest announced general availability of Programmatic Deals in North America, South America, and Asia-Pacific.
• Advertisers can transact via Amazon Ads, Google Display & Video 360, and Yahoo DSP through private marketplaces and preferred deals.
• Magnite is the primary supply-side partner, with Google Ad Manager supporting supply in Latin America and Asia-Pacific.

Magnite Is Now Live as a Bidder on CloudX

Magnite announces it is now live as a bidder on CloudX, expanding its demand-side connectivity.