That was Ari Paparo’s first question for Trade Desk CEO Jeff Green during the closing fireside at Marketecture Live in New York City on Wednesday. “I’m too busy,” Green said, taking a sip of water.

OOH platforms are building sales infrastructure that interoperates with agency workflows. And it's another example of DSPs going direct to publishers.

The ad industry is full of noise about AI making programmatic more efficient. That framing is convenient, but it misses a broader point.

TV advertising has traditionally been about brand awareness, with success measured in reach. As TV has transformed into a digital asset, it’s become easier for marketers to measure short-term impacts ...