Leading Operations Online
In front of us, the PubForum main room dais. To our right, a palm-tree-lined waterway where someone else’s yachts are docked just beyond arm’s reach. Must be AdMonsters Publisher Forum in Miami, at the luxurious Eden Roc resort! If you’re here with us, hopefully you brought your most outrageously casual tropical shirt—heck, Rob Beeler certainly has—and if you’re following along at home, get your shades ready.
We’ll be live blogging keynotes and select other sessions here in the main room at PubForum 40. Keep an eye on this space if you weren’t able to make it down (your loss—this place is pretty sweet, and so’s the weather), because we’ll be updating it intermittently throughout the day on both Monday and Tuesday.
First up, AdMonsters Chairman Rob Beeler will welcome the assembled crowd at 9 a.m. At 9:20, he’ll introduce our first keynote, Keith Grossman, Global Chief Revenue Officer at Bloomberg. Keith will be speaking on the topic of “Why Today, Tomorrow and the Next Day Are the Most Exciting in Digital Media.”
9:06 a.m.: Rob walks...
Look upon the pages of AdMonsters.com to see the woe mobile monetization has caused publishers. With 2016 likely marking the close of the mobile interstitial age, pubs are frantically searching for revenue opportunities. But prime ad inventory has been sitting, waiting to be discovered: images.
“We’re quickly becoming a mobile-first company in terms of revenue,” says Amir Bahkshaie, Head of Product for visual monetization specialist NetSeer. “On certain days this quarter we’re starting to see higher mobile revenue than desktop revenue.”
Whether complementing or serving as an alternative to display, mobile in-image advertising is providing publishers a serious bump in the channel. But just like with other formats, Bahkshaie warns that mobile is quite different from desktop on both the user side and the back-end. In this conversation...
Possibly the biggest reason header bidding is such a game-changer is because it gives demand sources insight into more—if not all—of a publisher’s inventory. This enables buyers to better evaluate inventory and bid more acutely in real-time buying environments. (If you feel a need to revisit the horrors of the waterfall, read here.)
This advancement has paved the way for real-time guaranteed (RTG), or what you might call the “hybrid option”: guaranteed display buys that are transacted in an RTB environment. It’s the best of both worlds: advertisers can target premium publisher inventory in real time based on data and publishers—and advertisers, honestly—know exactly how much spend is going through, which is something they can predict against.
At the last several AdMonsters events, we pondered what it would take to make RTG work at scale, but it turns out that OpenX already has an RTG product in beta that leverages buyer-seller data syncing. While we were in the Los Angeles...
Native advertising is no longer just the topic du jour or an interesting addition to a publisher’s revenue strategy. Native is the wave of the future, embraced by both advertisers and publishers in the quest for relevancy and engagement.
But diving into native can be trickier than it appears. The point of native is that it’s integrated into the overall appearance and tone of the page, and there’s a lot involved in doing that. The fact there are six distinct IAB-recognized categories or formats of native advertising complicates matters even further.
As native moves to the front of a publisher ad strategy, the prospect of building out solutions in-house can start to feel prohibitive of both engineering and monetization resources. As such, there’s increasing demand in the marketplace for the services of native-specific SSPs.
However, publishers need to look at a number of factors they didn’t have to consider with traditional SSPs. A native SSP needs to bring the demand for the formats the publisher supports, be it highly...
We sat down with Genesis CEO Mark Yackanich and CTO Rob Schwartzberg, as well as Smart AdServer US General Manager Romain Job, for an expansive talk on leveraging data for smarter outstream video placements, the potential for transacting against time (my pet topic), and overall how advanced infrastructure with server-side integrations and delivery could greatly improve the ad experience for buyers, sellers and users.
GAVIN DUNAWAY: So can you explain to me a bit what Genesis brings to...