Leading Operations Online

A while ago (OK, years ago), I wrote an article that was intended to demystify VAST. Things have evolved in those last five years, and it's probably time to revisit and update this topic to reflect where we are now with VAST.

For those of you just starting out in the industry, if you are not sure what the VAST standard is, or want a deeper understanding of how it works, let’s start again from the beginning. VAST, or Video Ad Serving Template, was developed by the IAB. The VAST files are available on their website. VAST is part of a Digital Video Suite of guidelines and standards intended to make running video ads more interoperable. We will get to why this is important later.

At a high level, VAST is data about your video pre-roll. That data is structured using XML. If you don’t know what XML is, worry not. It’s just a way of...

July 27, 2015 Rachel Feldman

Rachel Feldman
Marketing Manager

BrianLaRueNEW YORK (July 27, 2015) – AdMonsters, the leader in strategic insight on the future of digital media and advertising technology, announces that Brian LaRue has been hired as the organization’s staff writer. As a staff writer, LaRue will be tasked with reporting on the advertising operations industry, fulfilling sponsored content, and assisting with content for AdMonsters’ events and conferences.

A onetime alt-weekly guy turned ad tech reporter (via digital trade publication Adotas), LaRue joins AdMonsters following three years of extensive content development on the vendor side. With the recent changes within the ad operations and technology industry, including the steady decline of Flash...

Earlier this year, Will Spann was volunteered as a speaker on a panel I was leading about HTML5 creative and responsive site issues. We had chatted before, but as we prepped for the discussion and he described the Creative Lab at The Weather Company, I was blown away. 

Publisher creative offerings have been high on my mind for the last few years, and the rise of the Weather Creative Labits meager beginnings to central monetization role stood out as quite the achievement. At the time I said, we must do something bigger with this – we must tell more people! Fortunately, the stars have aligned for the August Publisher Forum in Charleston, SC – in a session titled, “Getting In Touch With Your Creative Side,” Will will not only describe the evolution of his scrappy group, but also offer advice and best practices for publishers building up their own programs or studios...

Quick update: although Flash-based creatives are greyed out on Firefox, they are still registering as impressions. Also, some agencies are asking advertisers to disinclude Firefox browsers from their campaigns. According to NetMarketShare, Firefox has a12% share of desktop browsers. 

 Facebook head of security Alex Stamos grabbed a lot of attention this weekend and maybe even riled up some oppressed developers when he demanded on Twitter that Adobe set an “end-of-life date for Flash and to ask the browsers to set killbits on the same date.” 

Location, location, location is not just the mantra of real estate agents anymore. The ability to reach your audience where you want to reach them – and hopefully when they want to be reached – has long been a top perk for advertising on mobile. Of course, hyper-localized targeting sounds grand in theory, but bringing it to life and scale has been a long slog. This slog has become easier to manage thanks to programmatic’s spread throughout the mobile ecosystem.

Localization has been a cornerstone in mobile DSP Avazu’s strategy since it refocused completely to mobile. And what a proving ground the company has had to develop its strategy: the burgeoning smartphone wonderland of the Asia-Pacific region, where hyper-local targeting is a necessity for advertisers both large and small.

Recently named one of the top 5 DSPs in revenue share on mobile exchange Smaato for the second quarter...

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