Leading Operations Online
The other day, a publisher friend of mine tapped my shoulder about a release the Electronic Frontier Foundation put out fairly recently. This was a release calling for a radical tightening of security around user data.
The sense of urgency, as EFF’s argument goes, is that we’re in an increasingly charged political environment in the U.S.; and that with the way data is commonly shared, government agencies would be in a prime position to monitor and persecute common citizens through common user data. (That is, if those government agencies really wanted to.) The EFF was putting forward a plea to tech companies, then, to bring up their shields and heighten their default data security and privacy measures for users.
“Oh, hey, this is about ad platforms,” my friend told me as he forwarded me the link.
I should clarify this is a longtime editorial guy who works for a pure digital outlet, but who’s no great fan of the...
In the relatively brief amount of time since digital publishers have adopted header bidding en masse, the header has become jam-packed with demand partners. With new header solutions being built each day, publishers are now wondering how to manage—from who to let into their header to what criteria is available to evaluate performance to how to best maximize revenue.
Header bidding was originally meant, in part, to provide a means for preferred partners to have equal footing and to bypass the programmatic waterfall. However, now many header-happy publishers find themselves navigating a new waterfall within the header itself.
The success of header bidding has created the need to give publishers more insight and control so they can optimize their monetization. Enter PulsePoint Vision, a solution to give publishers a clear line of sight for all partner bids and across all...
Last June, a major revenue guy from Medium spoke at AdMonsters’ Ops conference, laying out a fascinating native advertising model transacted on a time-spent basis. It was a bold plan that sparked a great deal of conversation throughout the event.
So you can imagine I was disheartened when reading Ev Williams’ “Renewing Medium’s Focus” announcing that the nascent publishing platform was reconsidering its revenue strategy and laying off 50 people mainly in sales and other business functions. I’m a regular Medium reader and occasional contributor, and I’ve been rooting for the company to succeed, especially after I learned of its exciting advertising strategy.
“We are shifting our resources and attention to defining a new model for writers and creators to be rewarded, based on the value they’re creating for people,” Williams wrote. “And toward building a transformational product for curious humans who...
AdMonsters is proud to introduce the Decoder series, which aims to get past the ad tech jargon and opacity to explain how the industry works in terms the masses can understand. Look for new entries every week on a variety of topics. First up: VAST, the standard that continues to confuse to this day.
You’ve probably noticed that instream video advertising is quite different from display advertising—first and foremost, there’s another factor in involved in execution: the player. Instead of being sent from the page, the ad call goes through a video player.
There’s a wide variety of players out there, both third-party and home-built, so a standard needed to be developed to ensure that video ad servers could communicate with the majority of players. Before the introduction of the Video Ad Serving Template (VAST) by the IAB, advertisers had to code their creative to the specifications of each third-party and proprietary video player...
First, someone from GroupM says they want to set up a PMP. The PMP will be a non-guaranteed preferred deal, and will require the publisher to hit 100% viewability standards. That means that ads that aren't considered in-view by Moat will be considered a value add.
Because of this, publishers raise their CPMs to account for all of the impressions they're not getting paid for. So if PremiumPublisher.com charges an $8 CPM for a media sales campaign and typically has 50% viewability according to Moat, they'll raise their CPMs to $16.
GroupM of course knows this, so they push back on the CPMs, and...