Leading Operations Online

Updated Below. One of my first questions to AdMonsters Publisher Forum Keynote Mike Smith, General Manager of Core Audience and VP of Revenue Platforms and Digital , was, “What the hell is a supply-side trading desk?”

He smiled wryly, probably because what sounds like the latest industry buzzword is a pretty apt description of Hearst’s centralized programmatic platform that branches across the media giant’s portfolio of sites (as well as television stations). It’s less a queasy acronym (SSTD? Oh my…) than a trend rolling across the digital publisher landscape.

The team of around 50 at Core Audience optimizes programmatic buying against all of Hearst’s content across sites and devices. With PMPs it can transfer inventory from other sites to meet fill and increase the value of audiences, while it’s quite useful in driving revenue from hard-to-direct-sell mobile inventory. We see this SSTD (are we really going with that?) model in...

March 23, 2015 viewability Gavin Dunaway

Download the latest Publisher Viewability Litmus Test here. (Note: You must log in or register with AdMonsters to download the survey.) 

From the Executive Summary: 

In April 2014, shortly after the Media Rating Council lifted its embargo on transacting display inventory on a viewability basis, AdMonsters fired out a survey to its base of digital revenue specialists. The responses formed the basis of our inaugural Publisher Viewability Litmus Test (VLT), a report we planned on updating six months later, especially since all signs pointed to the fourth quarter of 2014 opening the floodgates of viewability RFPs.

In December that year, IAB piggybacked on an MRC assertion and declared that 100% viewability is “unreasonable” at the moment. Despite a...

March 20, 2015 Connect video Gavin Dunaway

It doesn’t take a savant to see that digital video advertising is hotter than an industrial forge. eMarketer estimated that digital video ad spend hit $6 billion in 2014, and spend for 2015 will run somewhere around $7.7 billion. And within that, programmatic video spend will hit $2.8 billion in 2015 (37% of total digital spend) and increase the next year to $3.8 billion (40%). A 2014 industry survey suggested that more than half of digital publishers are making their premium video inventory available for programmatic buying.

Yet, premium digital video is still considered a scarce resource, and it’s arguable that supply is not meeting demand. While many video publishers can sell out of inventory easily through direct sales efforts, any publisher monetizing video must have a programmatic strategy in place considering the serious cash injections the space is witnessing. Beyond that, digital publishers getting their video programs up and running will find that programmatic is a highly effective way to sell inventory, lure in new...

Consolidation in the digital ad technology industry has started a new trend: going full stack. 

For some time, publishers have had to choose between one unified tech stack (ahem, DoubleClick) or piecemeal point and multi-point solutions connected by duct tape (aka, integrations). But full stacks appear to be on the rise, particularly with AppNexus’ acquisition of Yieldex (after buying ad server OAS off of Xaxis last year). We also await news about a grand platform from Facebook and LiveRail with bated breath.

“The integration of Yieldex into the AppNexus platform will create the most comprehensive, open marketplace for programmatic direct and result in the delivery of a best-in-class, full-stack publisher platform,” said Yieldex Founder and CSO Tom Shields...

March 10, 2015 admonsters Bowen Dwelle

As the founder of AdMonsters, I’ve been to just about all of our conferences over the years. At this point I’m used to the fact that you all aren’t there to talk to me, but people do often ask me why and how I started the company.

The simple answer is that early on in my own career on the Web, I went to some ad tech-related conferences, and for me the experience was just miserable – not just boring, but also disorienting and depressing. Borrowing some of the basics from a group of Web CIOs and CTOs that I had been part of, I struck out on my own and created the event that I wanted to go to: a tightly focused, super high-quality conference built around an intimate community of professional peers.

This became AdMonsters, which grew from a first meeting in the summer of 1999 of less than 20 people to full-fledged conferences approaching 100 participants by the mid-2000s. As time went on, I hired some staff, firmed up the content and sponsorship model, and AdMonsters continued to grow and thrive while serving the constantly evolving and growing field...

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