Leading Operations Online

An attendee asked why I didn’t throw ad blocking in my recent top themes of the Charleston Publisher Forum. Truth be told, I thought ad blocking needed a dedicated #OPSPOV, especially considering the fallout from Apple’s launch of iOS9 today. As all the Apple fanboys rub their palms together in anticipation for the latest toy from Cupertino, I imagine most ops people gritting their teeth and thinking, “All right, how are they going to screw me now?”

Indeed, ad blocking came up in many a PubForum session, with opening Keynote Mitch Weinstein of Magna Global saying it was an issue that brings supply and demand sides together (rivals schools united by… ABP?). We had to break up the excellent breakout session on ad blocking because hotel management demanded its space back… And I think other guests may have...

Digital media has lost a great talent with the passing of Curt Hecht, Global Chief Revenue Officer at The Weather Company, at the age of 47. A programmatic advertising pioneer, Hecht spent 24 years in a variety of roles Publicis Groupe before hopping the fence to the supply side. 

Before leaving Publicis, he served as CEO of the VivaKi Nerve Center and oversaw the creation of the Audience on Demand (AOD) agency trading desk. Even before that, he served as the Chief Digital Officer for StarcomMediaVest.

At Weather, he was part of the publisher’s major programmatic push that came in 2012 with new CEO David Kenny, another media agency veteran and former colleague of Hecht’s. In a letter to Weather Company staff, Kenny mentioned that Hecht had encouraged him to take stewardship of the company before jumping on board himself later that year.

“Curt and I both dream big, but he is the one who could turn the dream into a reality,” Kenny wrote. “When daily pressures created chaos and drama, Curt would prioritize and keep us focused on the most...

Somehow I, Sir Casper of the Pasty People, escaped the South Carolina sun with only the slightest of burns on my ears and neck (yes, my redneck is so bad that I have to hide it with a mullet).

Of course, I did spend the majority of the 36th American edition of the Publisher Forum in (heavily air-conditioned) conference rooms, moderating panels on programmatic and listening to the best and brightest in publisher ops lay out their biggest challenges. While I could probably write a few volumes on all the discourse, here are three issues that garnered a great deal of attention and conversation.

Header bidding. Also kind of nonsensically referred to as tagless tech. Ho boy, lots of talk on this one. Basically, altering a bit of your source code enables SSPs and other partners to look at all your inventory; a series of ascending price tags loaded in the ad server...

Match every impression with the channel likely to garner the most revenue – seems like the stuff of operational daydreams, but I’m not going to tell you to snap out of it. Such dynamic inventory allocation is real, oh-so-real, and it’s referred to as holistic yield management. I know that sounds like one more piece of empty industry jargon, but it’s actually a pretty appropriate name for what goes on.

Fortunately I had Vijay Balan, Head of Client Services at LiveRail, give me the lowdown on holistic yield management. In addition to defining the term, we deliberated on the revenue opportunities that should encourage publishers to forage beyond the direct/indirect divide and the compensation and organizational hurdles to dynamic inventory allocation.

GD: When I did a little research on holistic yield management, I was pleasantly surprised that it isn’t just a buzzword. This is a real thing, but it’s a little hard to describe. Is there a straightforward way you like to...

I feel like I've been eating, breathing and sleeping programmatic video over the past year. But have no complaints as this has to be one of the most exciting areas in advertising technology. Oh, you think I'm joking? Why don't you download our new playbook on private marketplaces and advanced studies in programmatic video and see who's clowning?

First, consider the money – according to eMarketer, programmatic channels will account for 28% ($2.8 billion) of all U.S. digital video ad spending in 2015. But you shouldn’t just be excited by revenue figures – a hefty percentage of those billions will be transacted through private marketplaces, which are paving the way to the future of digital video buying and selling… And likely TV transactions as well.

Kindly sponsored by the people at...

Rocket Fuel