Leading Operations Online

Yield strategists… Are they actually sorcerers? Because bringing together a slew of seemingly disparate revenue channels while also breaking them into functional units in order to optimize revenue sounds like some kind wizardry beyond the realms of science.

Impossible, you say? No, it’s not magic, Operative CEO Lorne Brown explains in this preview for a June 7 OPS NYC panel examining the yield curve and how time-based transactions fit into its ever-shifting arc. Brown argues that bridling the yield curve requires not just a refined toolset, but also a gathering of strategic minds.

GAVIN DUNAWAY: In the simplest terms, what is the yield curve and why do I want to embrace it?

LORNE BROWN: A publisher’s greatest asset is their ability to sell one audience across multiple channels. The “...

When they first hit the scene, private marketplaces were heralded as a promising next step in the evolution of programmatic: a way for buyers and sellers to transact efficiently in a trusted and highly valued environment.

Unfortunately, that’s not how PMPs have panned out for publishers, at least not across the board. Talking to publishers, you’ll hear a lot of frustration: PMP deals are next-to-impossible to plan thanks to audience forecasting woes, difficult to scale and generally labor- and time-intensive. Publishers are aware or the value PMPs are supposed to offer, but often suspect there are other channels where they could better invest their efforts and see greater returns.

At the same time, PMPs certainly haven’t gone away and there’s enough interest on both the buy and the sell side to try to improve PMPs, rather than abandon them for something else. To that end, Sonobi released a whitepaper this week called Evolution of a Market –...

If you're a brand that wants to push out a native advertising campaign that consumers find genuine and meaningful -- as "native" as it gets, really, on a premium publisher property of inimitable quality -- one of the best things you could do is to have the publisher develop the content themselves. If you're a publisher that wants to rope in some dollars from brands hungry for native, it certainly wouldn't hurt to start up an in-house creative studio to work on it. That effort could turn into an auxiliary revenue stream in itself, even.

The New York Times has received much praise in recent years for its work in native on behalf of advertisers, courtesy of its Brand T Studio, a creative shop focused on developing sponsored content that adheres to the look, narrative style and general standard of quality of non-sponsored Times content. More recently, the Times has been taking a sledgehammer to the negative...

May 17, 2016 OPS Gavin Dunaway

OPS approaches! Our yearly one-day gathering in NYC of more than 700 digital strategists from publishers, brands and agencies is merely a few weeks away (June 7!). If you’ve given a gander to the agenda lately, you may have noticed… There’s a lot going on. Yes, at times we are going to have six concurrent sessions on four floors covering the hottest happenings in digital media and marketing. 

In the past, I’ve had people complain to me that there was just too much content to take in at OPS, to which I replied, “You think it’s hard to attend this event? You try assembling all these damn sessions and wrangling these prima donna speakers and then we’ll talk, you whiny miscreant!” before slipping away to my hidey spot behind the bar and crying between swigs off a bottle of Maker’s Mark.

What was I talking about again?

Oh yeah – there’s a reason why we offer group discounts...

Of course the mainstreaming of header bidding has rocked the broader digital landscape, for reasons that ought to be familiar to most AdMonsters readers. But for all its merits, there’s been this widespread suspicion that maybe the header isn’t the end game here: What if the header is just a way station on the road to a better way of transacting?   

That said, there’s a lot of uncertainty about what the next step might be. We’re starting to hear some suggestions, some theoretical and a few already in play. One of those suggestions is that server-to-server connections, not the header, are a more appropriate place for publishers to manage demand. Sonobi is one of the companies that’s gung ho about making a go of server-to-server solutions right now, and they’ve just released a whitepaper, “Evolution of a Market—Impressions to People,”...

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