Leading Operations Online

April 17, 2015 viewability Gavin Dunaway

Ad ops and hacking have long ridden side by side (check out this oral history of ad ops for more tales), so it's no surprise that the rise of viewability has ops pros reaching for their inner Macgyvers. Come on, you can even hear the theme song as you read this.

We put a call out to the AdMonsters community for home-made tools and resources that make dealing with viewability less of a bear and got some great responses that we'll be sharing with you. But we're still looking for more – if you've got a nifty hack that could benefit your peers, share it with us at content@admonsters.com. Yes, you could be known as a viewability Macgyver! (But I'd suggest you leave the mullet in the 80s, where it belongs.)

This week's viewability hack, an easy-to-download Chrome...

At a Publisher Forum several years ago, I distinctly remember the collective groan emitted when the topic of programmatic and video came up.

The last thing anyone wanted to do was put their incredibly valuable video inventory into an exchange. Many publishers were sold out and/or commanding top CPMs for video. Video is also more complicated as you not only have browser issues but player issues. At the time, the idea that buyers would provide video ads with the right specifications through an automated system seemed far-fetched.

I agreed, chiming in, “Video is not display.” 

I stand by my statement, but over time the logic behind it has certainly proven to be wrong. Programmatic has grown up to be more than RTB, and programmatic video is more than a flavor of display advertising automation. In fact, eMarketer forecasts that...

At the beginning of 2015, 90% of U.S. households boasted three or more Internet-connected devices according to Ericsson, with an average of 5.2 devices per house. 

These are households we’re talking about, not specific people with their own devices. However, Cisco predicts that by 2017 the majority of U.S. individuals will have five Internet-connected devices on average. Is it that far-fetched to imagine a nuclear home where parents and children all have their own primary laptops, tablets, smartphones, and OTT devices? 

Oh yeah, let’s not forget about wearables – iWatches and Pebbles for everyone! Next up, Internet-connected mobiles for newborns that stream Blue’s Clues on command! ...

It’s been a bit of a crazy time in AdMonsters-land – besides merging with Access Intelligence, I’ve been heavy into programming the upcoming OPS conference, June 9 in NYC. However, I just received a bunch of video clips back from our most recent Publisher Forum in Sonoma and it made me reflect on those three and a half days in early March. 

It usually takes a few weeks to process all that I learn at a PubForum, and this was no exception – sad thing is the digital advertising industry moves at a pace that doesn’t allow for much rumination about the past. But as we wanted to share these interviews from the Sonoma PubForum, I thought I’d reminisce about my learnings – and not just those related to the quality of cabernet…

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The promise of private marketplaces is both alluring and straightforward. For brands, there’s the opportunity to reach engaged audiences of premium publishers with the efficiency of programmatic. For those premium publishers, there’s an opportunity to move inventory via programmatic, but at significantly higher CPMs than they can net in the open exchanges.

PMP proponents are quick to read off their advantages beyond the financial gain: they provide an avenue for buyers to transact with more intimacy and less friction than the open exchanges. In addition, creating a DealID is much easier than setting up a direct-sold campaign, says Jeff Mayer, Senior Analyst of Inventory and Programmatic Advertising at Whitepages, whose company has seen dramatic revenue growth from PMPs specifically.

In addition, a big benefit for publishers is enhanced control – they can tinker with inventory pools and floors to help sellers meet their goals, comments Phil Bohn, Director of Programmatic Media at...

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