Leading Operations Online

Longtime readers (‘cause I’m sure I have so many) will know a fascination of mine over the years has been the true transformation of data into an actively used currency, particularly in terms of buying access to media. Heady stuff, I know, so let me break it down.

Whenever anyone calls Internet content free (still happens), I’m quick to respond, no, you’re allowing advertisers the chance to reach you and giving parties (because usually there are several) access to your user data. Call the latter the unspoken agreement, though publishers across the world are increasingly informing users of their cookie policies on first visit.

As far as the consumer is concerned, this is a passive transference of data – they have no granular control over sharing, just the ability to enable private browsing or ward off third-party cookies. But as cross-device campaigning pushes the digital advertising industry to lean...

April 7, 2014 viewability Gavin Dunaway

I returned to NYC from ad:tech San Francisco with a lot of story ideas and a nasty case of bronchitis. What a week to get stuck on the sidelines (i.e., in bed, wheezing): first, Rubicon Project, which kindly sponsored our San Francisco Meetup and a good majority of my coughing spells, went public (I saw them open the stock market on the TV in my doctor’s office!), jumped 33% and was sitting at a comfortable $19.01 at Monday, April 7’s opening.

Does Rubicon’s performance validate ad tech as a business model? Come on, Google did that years ago. But Rubicon will be scrutinized to determine wider investor interest in multi-functional platforms, especially as the company makes great entreaties to the demand side. Is there also demand for some AppNexus stock? My guess would be yes…

Pub ops...

March 17, 2014 mobile video Gavin Dunaway

Hark my words, publishers, and let them set you free: Pre-roll is not the be-all and end-all of digital video advertising. 

Sure, there’s post-roll and mid-roll, but let’s get past the rolls. In fact, let’s get past the video stream – in-stream video ad inventory is limited namely because premium video content is limited. Yet other types of inventory are vast, so vast that they may be able to satisfy advertisers’ seemingly limitless thirst for video.

Mobile stands out due to its unsellable nature – or rather, it’s a bitch for a direct sales force to peddle as advertiser interest is limited. But as I explained in a recent tome ("How Video Becomes the Champion of Mobile Revenue"), even publishers lacking video content can cash in on advertiser video budgets with mobile video interstitials. These units seem especially prime for mobile gaming apps, which account for a large amount of potential mobile inventory. 

However, mobile...

March 7, 2014 native Gavin Dunaway

No surprise that viewability was high on the minds of the revenue specialists that headed to New Orleans for the 32nd AdMonsters Publisher Forum, but another trend threaded its way throughout the three days of presentations and discourse: native.

The most high-profile examples were an insightful keynote from Quartz Publisher Jay Lauf detailing that site’s best practices in developing native content and a smart attendee session led by WetPaint Director of Revenue and Ad Ops Melissa LaCaille detailing opportunities in native and other revenue channels that don’t lean on the ad server.

A question that’s seemingly been on repeat since native took the scene is, “What is ad ops role in native advertising?” Lauf was kind enough to map out how sales, ops and marketing work together to bring the product...

Half of the publishers surveyed in a recent Audience Accelerator-Digiday report, Audience Extension Industry Overview, currently offer audience extension. About 29% of that group began offering extension in the past year— according to the report, these were mostly publishers with under 20 million monthly uniques. Extension is rapidly gaining supply-side adopters, and a host of technology providers have entered the landscape with flexible offerings that can meet a variety of needs.

According to the Audience Extension Industry Overview, 54% of advertisers planned to increase revenue flowing into audience extension in 2014, and about half of that group said it would be shifting budgets from broad or niche networks. 

While audience extension does drive additional revenue into publisher pockets—64% of pubs surveyed by Audience Accelerator and Digiday reported extension accounted for 1-10% of their revenue—it also assists in deepening...

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