Leading Operations Online

Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers of all sorts and sizes (as well as advertisers and technology providers) to reap the rewards. 

So now that publishers are making audience extension work for their advertisers, why not also put that technology to work for internal initiatives? Pubs are already using on-site inventory and data targeting for their own marketing—think house ads and native content, for example. It’s easy to imagine pubs pushing house ads and content through existing programmatic pipes and across third-party digital properties, not just their own. 

In that sense, there’s an opportunity for ad ops to use the technology already at their disposal to discover and target users via the same...

We’ve written a bit in 2016 about visual monetization, and how much the marketplace has matured through smarter technology and growing interest and attention from publishers. There are factors we can discern anecdotally, or by looking at the broader digital market and extrapolating. But it’s more valuable to have fresh data around what’s driving these changes. 

To that end, NetSeer recently conducted a survey of publishers about the way they’re monetizing visual content, the challenges they’ve experienced, and what they want to do with it in the future. 

“We’re seeing a dramatic shift for publishers, acknowledging in-image as a viable way to enhance...

Programmatic TV is taking longer than we thought,” says Mitch Oscar as he gestures toward a cartoon featuring a group of confused cavemen, a favorite theme of his and probably an apt analogy for most advertising professionals.

The jam-packed boardroom in Turner’s offices at the Time Warner building shares a chuckle – these are all “members” of the “Secret Society,” an occasional gathering of TV and digital advertising specialists organized by Oscar, TV veteran of more than 40 years and thought leader in the linear programmatic space. 

The biggest secret about the society is that it’s not really secret at all, hence the room chock full of representatives from agencies, vendors and broadcasters. It's far from the witching hour (a lunch spread full of quite good sandwiches and wraps was looted at 12:30 pm sharp) and the attendees are not cloaked in dark robes (there are a surprising amount of suits as well as the "ad tech" uniform of jeans,...

You can dance around it, you can equivocate, you can point out there are other factors involved. But when you break it down, you have to concede: Running multiple header bidding partners tends to increase page latency. This is a significant concern for publishers, who find themselves in a position of figuring out how to implement more header partners (increasing overall revenue) without making a dent in page performance (threatening your ability to monetize the site to its fullest potential).

Server-to-server integrations can sound like a fine way to manage bids without increasing latency. But there are good reasons publishers are working with header instead of jumping right into server-side pipes: Server-side integrations require resources not every publisher (or tech vendor) can fully support, and...

Header tags and bidding have worked wonders for publisher revenue when it comes to display, so no surprise that pubs were eager to put the so-called “hack” to work on the video side.

But news flash: video is a whole different world from display. While header integrations would be incredibly useful in accurately valuing video inventory for both direct and programmatic purposes, working with players and video ad servers has proven challenging.

Still, Index Exchange has managed to find a way in, which VP of Strategy Jourdain-Alexander Casale was willing to detail for us. In addition to giving us the low-down on the tech side, he opened up about challenges with residual player and ad technology, what has slowed TV dollars from moving to programmatic...

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