Leading Operations Online

With Oracle’s recent purchase of Moat, one of the more widely-integrated third-party measurement companies out there, the term "Intersection Observer" has been thrown around a lot lately. To some, the Intersection Observer has been put forward as the possible driver of the next generation of viewability measurement, and as the tool that may pull the industry away from reliance on third-party measurement companies. The discrepancies between measurement vendors are a common industry-wide pain point, a key part of why the discussion about viewability seems to have reached a standstill (at least from some perspectives).

So what is the Interesction Observer, anyway? It’s an API native to the browser, currently available in Chrome and Edge, with Firefox and Safari reportedly developing their own. From a development...

For years, we’ve joked that brands don’t care how the digital advertising sausage is made. Their modus operandi seemed along the lines of: Let the agencies and publishers deal with the frustrating minutiae involved in making digital media transactions work.

Funny how quickly things change. As increased spend hits digital channels and the people holding the purse strings don’t feel they’re getting their money’s worth, brands have upped their interest in the mysterious workings of digital advertising. 

Yes, they seek the grail! I mean... transparency!

The biggest sign of movement is the now infamous, gauntlet-laying IAB Annual Leadership Meeting speech by P&G’s Marc Pritchard. In a nuanced talk where he admitted brands don’t have the greatest understanding about how digital media executions work, Pritchard set a rigid...

Read Part I of this two-parter here.

If you recall from Part I of this series, we'd been talking about how arbitraged video impressions are bad. There are a number of reasons why arbitraged video impressions suck from the buy-side perspective:

1. Most obviously, they make the same ads cost more than they ordinarily would. If you’re a buyer or trader, you're buying a $7 ad for $10. You're getting ripped off.

2. Arbitraged impressions are often bought and resold a few times before an actual ad gets served. This takes a long time in the digital advertising world and makes the user sit and wait while an ad loads, which makes the user less receptive to a marketing message.

3. The most premium ad slots—those on good sites, going to unique users or users that haven't seen many ads—are usually purchased in advance and are running 100% fill tags from legitimate agencies and advertisers. The ads that can be arbitraged in the...

A private marketplace is an invite-only programmatic auction. A publisher sets aside certain inventory, or a group of publishers pool inventory they’ve set aside, and grants approval to certain buyers who can bid on it.

In theory, PMPs were created to combine the most appealing elements of direct sales and the programmatic marketplace. The promise of programmatic is that it allowed advertisers to buy audience rather than buy into specific sites. On the one hand, that allowed for a degree of discovery on both the buy and the sell side—brands could find their audiences where perhaps they wouldn’t expect to look, publishers could understand the value of their audience to buyers they didn’t have prior relationships with. On the other hand, there are a lot of unknowns in the open exchange, including brand safety concerns for both advertisers and publishers. So with a PMP, advertisers could be certain they were bidding on inventory in what they would consider premium environments, and publishers could be certain they were getting demand from...

There are a couple new players in town, quietly but dramatically changing the way the marketing/advertising ecosystem uses big data. Marketing technology and system integrators have been rapidly expanding first-party offline data sets, based on the business intelligence data sets that have powered brands for years.

These massive data pools are now being used to power digital ads and all other cross-channel marketing tactics, TV included. Likewise, these same data pools are now fueling MarTech dashboards, evaluating inter-campaign marketing and media mix model effectiveness, tying back to offline sales. Yes, my friends—the train has left the last-click station.

The Perfect Data Storm

The pools of first-party data for both targeting and measurement are expanding as CRM and ERP (enterprise resource planning) systems are on-boarded, along...

Rocket Fuel