Archive

Stop Buying Video on the Open Exchange: Part II

Read Part I of this two-parter here.If you recall from Part I of this series, we'd been talking about how arbitraged video impressions are bad. There are a number of reasons why arbitraged video impressions suck from the buy-side perspective:1. Most obviously, they make the same ads cost more than…

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Stop Buying Video on the Open Exchange: Part I

If you’re a marketer looking to send the right ad to the right person in the right place, programmatically buying online video ads on the open exchange is a monumentally stupid move. If you’re a brand trying to advertise that way, you’re wasting much, if not most, of your ad…

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How GroupM Executes 100% Viewable PMPs

In this addendum to his three-part series on private marketplaces (read parts I, II and III), Will Rand explains the quirky workings of GroupM's PMP deals that require 100% viewable inventory.First, someone from GroupM says they want to set up a PMP. The PMP will be a non-guaranteed preferred deal,…

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The ABCs of PMPs: Part III

Read Part I here and Part II here.So you want to set up a PMP. The conversation typically goes like this:1. The Advertiser reaches out to a supply partner and says it wants to set up a PMP. Advertisers find supply partners in a variety of different ways—some use comScore,…

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The ABCs of PMPs: Part II

Read Part I of this series here.There's an old saying: If you take someone's money, you have to do what they say.The big five agency holding companies control a significant portion of the world's media spend, and if someone on the sell side wants to make money in the ad…

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The ABCs of PMPs: Part I

The fact that publisher revenues are under siege from a number of sources isn’t exactly news. Users are abandoning desktop in droves, continuing the progression from print dollars to digital dimes to mobile pennies. Remaining desktop users are blocking ads with increasing regularity. Companies like Facebook, the dominant source of publisher…

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