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Why This Marketing Measurement Company Just Open-Sourced Its Forecasting Engine

<p>Marketing measurement is really about answering two questions: What happened? And what should I do about it? Most marketing mix models are built to answer the first one, but the second is where things get harder and also more interesting. On Friday, Lifesight – a marketing measurement platform that combines MMM, incrementality testing and attribution [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/measurement/this-marketing-measurement-company-just-open-sourced-its-forecasting-engine/" data-wpel-link="internal">Why This Marketing Measurement Company Just Open-Sourced Its Forecasting Engine</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/25
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Buying CTV In The WarnerMount World

<p>Let's talk acquisitions! The WarnerMount merger is close to being in the clear, after California and 11 other states settled their antitrust lawsuit against the merger. Plus: Taboola bought Dianomi. Infillion bought Foursquare. We get into what all three of these companies will look like post-acquisition.</p> <p>The post <a href="https://www.adexchanger.com/the-big-story/buying-ctv-in-the-warnermount-world/" data-wpel-link="internal">Buying CTV In The WarnerMount World</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/25
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Take A Break, Compliance Nerds. Privacy Is A Research Problem Now

<p>The California legislature has passed the compromise version of SB-690, leaving most of the private right of action provisions of the California Invasion of Privacy Act (CIPA) in place. Thanks to massive lobbying efforts by Big Tech, other states have lost out on their own opportunities for privacy laws enforceable by individuals via civil lawsuits. [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/data-driven-thinking/take-a-break-compliance-nerds-privacy-is-a-research-problem-now/" data-wpel-link="internal">Take A Break, Compliance Nerds. Privacy Is A Research Problem Now</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/25
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Higgsfield’s $1 Billion Run Rate Comes With An Asterisk; It’s Hard To Find A Good Partner(ship)

<p>How legit is "annualized revenue run rate" as a metric?; YouTube discusses new creator marketplace tools; and AI agents keep bypassing safeguards.</p> <p>The post <a href="https://www.adexchanger.com/daily-news-roundup/friday-25092026/" data-wpel-link="internal">Higgsfield’s $1 Billion Run Rate Comes With An Asterisk; It’s Hard To Find A Good Partner(ship)</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/25
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Podcasts Are Becoming More Programmatic. But Now Advertisers Have To Keep The Ad Load In Check

<p>The digital audio market is becoming more programmatic, with dynamically inserted podcast ads leading the way. But, as programmatic buying becomes more common in audio, marketers and audio platforms are falling into the same habits that have long been decried in programmatic display advertising – namely, the temptation to cram in as many placements as [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/audio/podcasts-are-becoming-more-programmatic-but-now-advertisers-have-to-keep-the-ad-load-in-check/" data-wpel-link="internal">Podcasts Are Becoming More Programmatic. But Now Advertisers Have To Keep The Ad Load In Check</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/24
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PubMatic Jumps On The Show-Level CTV Targeting Bandwagon

<p>Connected TV advertisers are still pining after show-level control. And PubMatic announced contextual targeting at the episode level is available to media buyers accessing CTV inventory through its platform.</p> <p>The post <a href="https://www.adexchanger.com/tv/pubmatic-jumps-on-the-show-level-ctv-targeting-bandwagon/" data-wpel-link="internal">PubMatic Jumps On The Show-Level CTV Targeting Bandwagon</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/24
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Everyone Has Joined The Chat; Meanwhile, McDonald’s Joins The Ad Industry

<p>Prompt Partners There&#8217;s a well-worn playbook for big media owners entering programmatic. First, they pick one exclusive or preferred platform partner. Think Walmart and The Trade Desk or Netflix and Microsoft Advertising (née AppNexus). Then, they branch out and add partners, sometimes whole partner programs for creative, measurement, media buying and analytics. Once they’re sophisticated [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/daily-news-roundup/thursday-24092026/" data-wpel-link="internal">Everyone Has Joined The Chat; Meanwhile, McDonald’s Joins The Ad Industry</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/24
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SQREEM Touts The Large Behavioral Model – Not The LLM – As The Winning Predictive Engine

<p>Rather than relying on machine learning, SQREEM uses a mathematical AI model to track how systems change over time and predict audience behavior.</p> <p>The post <a href="https://www.adexchanger.com/ai/sqreem-touts-the-large-behavioral-model-not-the-llm-as-the-winning-predictive-engine/" data-wpel-link="internal">SQREEM Touts The Large Behavioral Model – Not The LLM – As The Winning Predictive Engine</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/23
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The Hybrid Advantage: Getting Value Out Of Agentic AI Means Knowing When Not To Use It

<p>Everybody wants to make the most of agentic AI in advertising. The winners will do it with purpose. Here’s how to make a plan, step by step. Get specific Pick a clear goal. A media buying agency might aim to reduce the cost of producing an approved campaign plan by 25% within 90 days, while [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/data-driven-thinking/the-hybrid-advantage-getting-value-out-of-agentic-ai-means-knowing-when-not-to-use-it/" data-wpel-link="internal">The Hybrid Advantage: Getting Value Out Of Agentic AI Means Knowing When Not To Use It</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/23
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More Alt IDs, More Problems; No Game Discs? Here, Have Some Ads Instead

<p>ID, Please You know what the world needs more of? Advertising IDs.  That’s why this is a great week. Just yesterday, Taboola launched Realize ID, which CEO Adam Singolda says is “helping performance marketers capture and act on open web intent before it disappears.” And then 51Degrees, a data services company affiliated with online ad [&#8230;]</p> <p>The post <a href="https://www.adexchanger.com/daily-news-roundup/wednesday-23092026/" data-wpel-link="internal">More Alt IDs, More Problems; No Game Discs? Here, Have Some Ads Instead</a> appeared first on <a href="https://www.adexchanger.com" data-wpel-link="internal">AdExchanger</a>.</p>

2026/9/23
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