What's the benefit of using separate ad servers for video and display?
Many third party video serving solutions are built specifically for video and that can be very advantageous. But wouldn't it be better to have a single ad serving platform that can handle any sort of format from display to video to mobile and beyond? Why doesn't such a system exist and would publishers use such a system? Or is it better to have them separate?
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The game has changed: publishers are mastering the tools of private marketplaces and open RTB to push out holistic programmatic programs. At the same time, native advertising programs are driving interest and revenue from advertisers, but present new challenges in terms of bridging technologies and workflow. How do publishers strap these programs together to maximize their revenue potential?
WhitePages’ Eric Meixner and Jeff Mayer will share their experiences in this fast-changing environment and discuss what’s required for next-generation stack optimization and management.