Leading Operations Online
“What’s up with my fill rate? Why are the video ads loading so slow?”
Those are the two questions publishers really don’t want to be asking themselves when it comes to digital video – especially if they’re dabbling in programmatic waters.
High-value video inventory is the moneymaker of the moment for publishers as supply is barely keeping up with advertisers’ feverish demand. In addition to expanded content creation efforts, publishers are exploring video syndication as a path to drive even more revenue out of this channel.
So a low fill rate when demand is so high borders on inconceivable, and latency issues have the potential to drive away both consumers and advertisers.
But wait, Gavin, the big-time video publishers interject. Why would we bother with programmatic when we regularly and handily sell out our video inventory through direct sales teams?
Well, that sounds lovely for you big-time video publishers, but not...
In today's labyrinth ad operations world, it can be hard at times to gauge your company's efficiency and effectiveness in the ever-evolving landscape of digital advertising. AdMonsters, in conjunction with Acceleration, seeks to unmask key data points surrounding the operations of online publishing organizations with the Publisher Maturity Index. With the PMI, digital ad leaders can gain a leg up and evaluating their companies' own efficiency by comparing their organizations' technologies and processes to those of their peers.
Bowen Dwelle, AdMonsters Founder and CEO, said “AdMonsters is committed to serving the digital operations, media and ad technology community. Qualitative peer benchmarking has always been a key part of the AdMonsters experience. With this survey, members of the AdMonsters community will now be able to refine their understanding of how they compare to their peers with...
With the swift and continuing evolution of ad operations, the challenges publishers face when evaluating their capabilities abound. Informed decisions on how and where to invest time, money, resources and manpower are often overshadowed by 'gut-feeling' decisions as publishers feel the pressure to maintain a competitive stride.
The Publisher Maturity Index – a collaboration between AdMonsters and Acceleration – seeks to take the uncertainty out of ad ops management and investment by providing the first-ever quantitative overview of publisher operations and technologies. Publishers can take a brief 10-minute survey, from which we are compiling datapoints and measurements on several workplace elements, including staffing levels, sell-thru, technology use and adoption, and other common issues.
We introduced the ...
By Zeus, I declare this holiday Botsgiving!
Although bots have long been a menace to digital media (remember click fraud?), bot fever has been spreading like wildfire across the industry this year, probably in response to some dire statistics. The latest, from Integral Ad Science, suggests 14% of all impressions out there are fraudulent, and the company admits the number may be conservative. Estimates of wasted spend vary, but it’s definitely billions of dollars yearly.
But aren’t you curious about how bots accomplish this feat? After all, as ops pros, we’re always concerned with “how the sausage is made” – so how do bots go about their menacing ways?
Image from a sponsored Industry Panel session at this year's London Screens.
Last week I chaired my last AdMonsters conference for now. It was the conference looking at the second screen, omni-screen attribution, and the multi-channel aspect of advertising.
Luckily, I had a second moderator too, so the day was a little less stressful compared to previous conferences. Below you find my key take aways from the day:
Twitter had a presentation, and I am often wondering how they will make money, particularly that they are now a public-limited company. But they started to connect TV and social, the public conversation, through a little hashtag. The conversations around a product, a TV show or a topic can be scaled and brands or advertisers can engage and get communicating. Actually, this is a great way of utilising the second screen to TV, the mobile, from which 82% of all tweets are sent.
Often, I wonder what we did in the time before Twitter. I...