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Digiday's History of Ad Tech: In the beginning …

A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash.
December 04, 2023

Digiday's History of Ad Tech: In the beginning …

A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash. And listen to this corresponding podcast with one of the godfathers of ad tech on creating an industry, competing with Big Tech, and exactly why he didn’t join AT&T, plus much more.

Additional coverage:

  • Several small waves of layoffs have hit across Mediabrands’ various media agencies (mostly UM) in recent months, on top of several high-level executive departures that have had an impact on operations there.
  • All the AI hype has made its way into the app stores.
  • Less competition for ad inventory means lower prices, but at the cost of associating with a platform facing ethical challenges.
  • FLEDGE stands for 'First Locally-Executed Decision over Groups Experiment' and makes ad auction decisions in the browser, rather than at ad server level. Watch this video explainer.
  • Even with more than 20 agencies and 3,000 employees under its umbrella, parent Plus Company doesn’t position itself as the typical holding company.
Other things to know about
  • Enter this year's Digiday Media Buying and Planning Awards to recognize your team's efforts in modernizing the media landscape and have the chance to join the list of past winners from Hearts & Science, E.LF. Cosmetics, Prime Video and more.
  • Recent research shows nearly 90% of moms are gaming across mobile, tablet, console and PC platforms. In response, advertisers are increasing their focus on gamer moms. Sponsored by Activision Blizzard Media.
  • In a new survey from Digiday and Clinch, 99% of agency respondents said DCO is a significant factor in their work, including 45% that reported that DCO is “very significant.” Sponsored by Clinch.

Top Stories
Ivy Liu
A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash.

howdy!
Several small waves of layoffs have hit across Mediabrands’ various media agencies (mostly UM) in recent months, on top of several high-level executive departures that have had an impact on operations there.

SPONSORED BY

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How mobile app marketing is shifting from reach to results to meet performance needs

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As YouTube viewing habits shift from mobile to TV, so have advertisers’ media strategies.

howdy!
One of the Godfathers of ad tech on creating an industry, competing with Big Tech, and exactly why he didn’t join AT&T, plus much more.

According to research from Bango, 78% of U.S. consumers want a single platform for all their subscriptions.

howdy!
Honored apps include ChatGPT, Canva, Picsart, Character AI, Pinterest and Artifact.

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As the world shifts to a digital-first — and digital-only — mindset, some long-established brands are still playing catch up, fine-tuning strategies and data collaboration investments.

howdy!
Less competition for ad inventory means lower prices, but at the cost of associating with a platform facing ethical challenges.

howdy!
FLEDGE stands for ‘First Locally-Executed Decision over Groups Experiment’ and makes ad auction decisions in the browser, rather than at ad server level.

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