Leading Operations Online

U.S. publishers find themselves wrestling with unfamiliar issues due to the coming implementation of GDPR (General Data Protection Regulation). Under GDPR, E.U. citizens are given the right to protect and control the way their data is collected and how it might be used anywhere in the world. This global reach is a new development, and U.S. publishers aren’t entirely sure what they need to actually do to comply.

What kind of issues? Take the right to erasure, for example. If a user can show consent to process their personal data was not given, or that the data is outdated or irrelevant for whatever purposes it was collected, that individual can force the data holder (e.g., website operator) to erase that offending data and prevent any third parties from processing it. In Europe, this is a tightening-up of an older...

Cookies are a foundational part of digital advertising, but their application is limited in a cross-device environment. Cookies are browser-specific, they aren’t supported in OTT, and they aren’t easily ported between mobile apps. Cookies, then, are just one type of identifier among several that go into targeting users across multiple screens.

Those types of identifiers can be sorted into two groups, deterministic and probabilistic identifiers.

Deterministic identifiers are based on some kind of identifiable data—you know who this specific user is. These identifiers include log-ins and other registration data, and sometimes offline customer data or IDs, information the user and data collector have shared with each other. It’s possible to determine with certainty that this data relates to a particular user. There are some privacy concerns here, potentially—there may be personally identifiable information contained in deterministic data—but to ensure...

The latest eMarketer estimates on US digital advertising are out and, yeah, there’s some stuff to grimace about. The infamous duopoly is expected to rake in more than 50% of US display spend (desktop and mobile) in 2017.

According to eMarketer, Facebook will grab 39.1% of the display market in 2017, or $16.33 billion of an estimated $41.74 billion (all net). That’s a 32% jump from the $12.37 billion Zuck and crew nabbed last year. (We should note eMarketer’s take on display includes video delivered to any Internet-connected device, though I wonder if some video served to connected TVs is not wrapped under the linear banner.)

In respect, Google looks almost modest at $5.24 billion in display revenue, or 12.5% of the total. Interesting enough, that’s only 8.4% more than 2016, which means Google’s growth curve in this channel is on the decline.

Never you Alphabet investors fear though: Google will...

Blockchain is commonly referred to as a ledger—a shared, decentralized database, made up of so-called “blocks,” which are just hashed records of transactions. In each block, which is permanent and can’t be altered after it’s logged, you have a timestamp and a link to an earlier block. That gives participants a straightforward audit trail—and because it’s decentralized, autonomous, and secured by cryptography, it’s not biased by design toward any particular participant or third party.

Blockchain was initially developed to serve as the common ledger for bitcoin, and as such it’s often associated with cryptocurrencies. But it has broader applications, including for digital advertising. In the ad ecosystem, the blockchain can be a ledger for logging all data related to an ad impression.

Blockchain is one possible solution for several related issues that allow fraudulent activity into the marketplace and complicate the detection and future prevention of ad fraud. As it stands, digital advertising at large functions via relationships between...

Page speed is never too far from the main stage of the ongoing show that is ad ops, and it’s enjoying another spotlight moment right now. On one side, publishers have Google and Facebook calling for compliance with their platform publishing guidelines--and with massive mobile traffic coming to them through those platforms, it’s hard to argue against compliance. On the other side, header bidders and programmatic waterfalls, set up by publishers to maximize revenue, are slowing down pages in their own way.

OAO recently issued an ebook on mobile page performance for publishers, which presented a fine opportunity to grab some insights from their team. AdMonsters sat down with OAO President Craig Leshen, Director Fairy Pardiwalla, and VP, Ad Operations Jennifer Hill to talk about page performance, the customer experience, and other hot and trending developments in the ad ops realm.

BRIAN LaRUE:  Let’s jump right in....

Rocket Fuel