Leading Operations Online
It’s a weird time for the cookie. Villainized by privacy advocates and the media, the itty bitty sticky bits of data seem to be more popular than ever when it comes to digital ad targeting and tracking.
Publishers are increasingly meeting cookie-obsessed advertisers on the programmatic playing field via private exchanges, themselves fueled by DealIDs. Advertisers are joining them there as public exchanges are plagued by scab sites propped up via botnet traffic. Advertisers also want to push their audience data into their video spend, and publishers are enabling private exchanges in this channel as well.
For publishers, the value of matching third-party data to cookies is...
At some point in the history of the Internet, someone placed code on their website that called an external third party to help it deliver content or provide functionality for that website. A digital miracle? Well, perhaps that’s taking it too far, but still imagine for a second how liberating that must have felt for web developers who no longer had to build everything themselves but could share code back and forth.
Third-party code helped the Internet develop into the invaluable and ingrained asset that it is today. But, as third-party codes proliferated, so did a plethora of issues as website owners began to relinquish some control of their sites. Many complications can arise because of third-party code, including failure of the site to load, malware, data leakage and more.
While third-party codes can be a boon for publishers and their bottom lines, failure to mitigate against their inherent risks can pose myriad consequences. That's why we bring you our...
When I was invited to attend the amazing MaiTai event in Cabarete, Dominican Republic (serious #humblebrag going on right there), the organizers of the event established that Voxer would be the communication platform of choice for all the attendees. Very quickly the group started “voxing,” illuminating the potential of this app: people were leaving voice messages, texts and photos.
Information about the event was delivered as needed and questions answered in close to real time. From kiting weather reports to random queries like “Has anyone seen my eye patch?”, people were able to communicate to the group and at the same time not be overwhelmed with the volume. Very cool.
Voxer could be a very useful tool for communicating with an ad operations team. Instead of having to interrupt everyone with conference calls, I can vox out my message (text or voice depending on what...
I recently participated in a panel at AdMonster’s OPS TV discussing the future of cross platform measurement with Nielsen, TubeMogul, and Magna Global. We covered a lot of ground during our conversation, from addressing how to get digital measurement out of the toddler years to the need for content becoming a part of every ad conversation. However, there was one particularly interesting side topic that I would have loved to spend more time on. Janice Finkel-Greene from Magna Global, a division of Interpublic Group (IPG) that manages forecasts, insights and negotiations, said something very important. Her statement was effectively that this industry is driven by salespeople and desperately in need of more technologists.
As she stated for this article, “the difference between PowerPivot [Microsoft Excel data capability] and PowerPoint is the difference between Science and Science Fiction.” The pivot table that gleans real conclusions from data is far different than the conceptual bullet points on a slide, and we have too much of the latter...
But onto the meat – Derek Metz of Acceleration details early results from our Publisher Maturity Index survey – it's not too late to add your insight into the process. But here are the interesting figures from what we have so far:
- 74% of publishers are in the programmatic pool.
- 49% are employing audience extension
- 52% dig some third-party data
- 64% use audience-based targeting
- 56% rated their ad tech ROI 4+ out of a...