Leading Operations Online

“Digital Is Dead” read the first slide of Larry Allen’s keynote for Programmania on June 5, 2017. 

I don’t know if it elicited the gasps Larry was hoping for, but I could detect a certain sense of puzzlement flowing throughout the room of 200-plus programmatic specialists. Wait—isn’t this supposed to be a conference about digital advertising? Isn’t Larry Allen VP of Programmatic?

AND Ad Innovation. Yet he was kicking off a day of programmatic discussion talking about innovations in linear. Is digital truly dead? No, but the idea was it’s a mess—clogged with too many intermediaries, a lack of transparency, and an abundance of fraud for starters. 

The programmatic space has long desired to grab brand TV budgets by extending pipes into the boob tube, but if that’s going to work, our digital model needs to transform drastically. There’s a lot to learn from the simplicity of TV transactions and executions, as well as progress like Open AP (featuring Turner and its...

The Folio: Best Places to Work in Media program recognizes the media companies, agencies, and partners cultivating the best places to work in digital, TV, and magazine media. We know that at the heart of any successful company is its people—their ideas, energy and accomplishments. And that's why we want to hear from you!

The Best Places to Work in Media program is a great opportunity for organization heads to learn what employees and teammates are really thinking, in order to improve day-to-day operations and workplace environment.

All Best Places to Work winners are determined exclusively on the basis of their employees' responses to the Best Places to Work Survey, conducted by our partners at Quantum Workplace.

The best part? Whether your make the winners list or not, you’ll receive a full Engagement Report on your company’s responses featuring critical insights and comparisons to industry benchmarks (a $5,000 value).

Nominations are due on Friday, June 23. Questions? Please contact Jessica Coonan...

Through header bidding, publishers aren’t just seeing more revenue from their demand partners--they’re also seeing seeing huge amounts of data. The problem is, that data isn’t always clearly understandable, and isn’t always easy to take action on it. At times, it’s not even clear where pubs should look to find data insights they need in order to improve their bottom line.  

Publishers need to access and process data in order to optimize their header bidding strategies. To understand the challenges at hand, and to get a sense of how pubs can find some relief, I called up Shareably Cofounder Peter Kim and Roxot Marketing Director Alex Kharitoshin. Peter’s background gives him a compelling perspective with these issues--he’s running Shareably’s ad ops efforts now, but prior to the company’s founding, he had been an engineer. Throughout this conversation, we talked about the engineering issues in acting...

Earlier in 2017, savvy publishers and platforms started noticing a gnarly new breed of mobile redirects, one that’s particularly evasive to common-practice malware prevention methods. It’s a new page in the standard playbook malvertisers long ago developed to skirt around the watchdogs in the ad ecosystem, one that allows them to easily slide through the gaps in the armor shielding the publisher and, by extension, the user.

Here’s how it plays out: The ad comes through the pipes looking like any ad, but this one is hyper-aware of its environment, actively analyzing every data point it can access at every stage, actively hiding while you let it do its thing. When it’s scanned by an ad security vendor, the ad loads a nondescript domain pretending to belong to one of the name-brand measurement platforms we all know. But then, when that smart piece of Javascript built into the ad picks up characteristics of a mobile device that it knows the scanners can’t spoof, then that “A-OK” measurement script morphs into a user’s worst nightmare: a...

Let’s admit that the majority of headaches when it comes to viewability revolve around the fact that in campaigns it’s measured ex post facto. The ad is served and then the viewability pixels start counting—but the buy and sell side pixels load at different times, causing discrepancies aplenty. 

Doesn’t that seem backwards? Sovrn CMO and OnScroll Co-founder Andy Evans certainly thinks so. At the same time, dynamically serving ads in-view opens up measurement possibilities well beyond simple viewability—it creates the opportunity to record that most elusive of metrics, attention.

“The next evolution in viewability is Viewable Engagement Time,” he explains. “Once we understand the ad is in view in real time, we then start counting—not just time, but what we call engagement time. Is the user...

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