Leading Operations Online

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,”...

For years now, we've heard grumbling about how impressions and click-throughs, still in many ways the reigning metrics of digital advertising, are outmoded and insufficient means of measuring campaign performance. Sure, a click on an ad can be a meaningful action -- but, say the many agitators for change, there are lot of kinds of campaigns where clicks shouldn't rate, and the act of clicking on an ad doesn't represent the way users behave with digital media today.

Dissatisfaction with CTR and related metrics have given rise to a call for attention metrics, such those based around time spent with an ad, that many say should be implemented and acted upon in today's digital media environment. The interest may be there, but there's no consensus quite yet on which attention metrics should become standard practice. (Hey, there's an AdMonsters playbook about this, if you're in the mood for some background.) That hasn't stopped some key players...

The field of media buying, at one point the domain of influential agencies that specialized in that particular task, has been completely upended by the programmatic marketplace and other developments in transactional technology. In recent years, we've seen a great restructuring in who's involved in media buying and where they're transacting. Whether or not you want to call this effect democratizing, it's certain decentralizing, and it's changed the game, in no small part for entities that have the resources, the tech and the scratch to step in and take ownership of the media buying process.

Emmy Spahr is someone who can speak authoritatively on this, having spent over a decade working with a clutch of national and international brands on their digital strategy. Her career path has included five years with subsidiaries of Publicis Groupe -- four with MediaVest, until she was named the first Director of Programmatic...

Every major election cycle in the U.S. brings with it a volcanic eruption of media. With the presidential primaries popping off all around us, you don't need to be reminded of the sheer urgency with which campaigns have been pushing out their messages. But just so you know, political advertising is going to get even crazier very soon, as heated campaigns on the state and local level jump into the fray.

All of this media attention, and the volume of campaign messaging coming through ad channels, makes the political programmatic advertising space a really interesting one to watch right now. To get a fuller sense of the nuances of political programmatic, and both the complexities and the benefits of playing in that space, I reached out to Eli Kaplan. As a Founding Partner of digital ad agency Rising Tide Interactive, Kaplan works closely with political campaigns, nonprofits and advocacy groups. He's also the Chief...

Anyone can make a guess about why it's taken 20 years or so for the digital media industry to make standardizing data nomenclature a priority. Admittedly, "data nomenclature" doesn't really roll off the tongue, and if anyone thinks spreadsheets are sexy, they're probably a pretty niche group.

Yet data nomenclature is having a moment, thanks to some high-profile deals where data flow is a key factor. The IAB has launched the Data Nomenclature Initiative, aimed at creating standards around data field headers industry-wide, across publishers, agencies and buyers. Mediasmith CEO David L. Smith hatched the idea for the new initiative, and he spoke with AdMonsters about the challenges of ETL (extracting, transforming and loading data sets) when so many players in the space are using different terms for the same data, and about what he wants this initiative to accomplish now.

Smith will be talking more about this at our...

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