Leading Operations Online

Single-request architecture is a setup where, in a header bidding framework, the bidder sends one call to the ad server for multiple ad slots, and the server returns bids for all of those ad slots at the same time.

To explain why single-request might be advantageous to the publisher, and to the buyer/bidder, we should put it in context and explain multi-request architecture briefly. When header bidding adoption was on the rise, multi-request architecture was pretty common. With the multi-request arrangement, when the user loads the page, there’s essentially one auction that fires off for each of the ad slots on the page. As Andrew Casale from Index Exchange explained to AdMonsters in an interview at the end of 2016, this means that if you have four slots, the page initiates four requests (simple enough). But if there are five header bidders integrated on the site, each of those bidders will make an individual call for each of those...

Is true programmatic reporting a pipe dream, or is it within reach? Tough question--we can lay out a road map to a programmatic reporting ideal, but it's easy to see how there might be a lot of twists and turns along that road. For a publisher, getting all the data from all your demand sources is a challenge in itself. Once the data is through the door, you're still facing the process of normalizing it so you can take meaningful action.

No reason to fear, though--Peter Yang, COO of Ad-Juster, is willing to offer some driving tips to publishers winding down the road to programmatic reporting. He and AdMonsters' Gavin Dunaway spoke recently about how publishers can manage the data disparity they see--and about the need for transparency on all sides, the role of technological toolsets in collecting and normalizing data, and the importance of knowing your own goals well enough to take action on those data insights.

GAVIN...

With Oracle’s recent purchase of Moat, one of the more widely-integrated third-party measurement companies out there, the term "Intersection Observer" has been thrown around a lot lately. To some, the Intersection Observer has been put forward as the possible driver of the next generation of viewability measurement, and as the tool that may pull the industry away from reliance on third-party measurement companies. The discrepancies between measurement vendors are a common industry-wide pain point, a key part of why the discussion about viewability seems to have reached a standstill (at least from some perspectives).

So what is the Interesction Observer, anyway? It’s an API native to the browser, currently available in Chrome and Edge, with Firefox and Safari reportedly developing their own. From a development...

For years, we’ve joked that brands don’t care how the digital advertising sausage is made. Their modus operandi seemed along the lines of: Let the agencies and publishers deal with the frustrating minutiae involved in making digital media transactions work.

Funny how quickly things change. As increased spend hits digital channels and the people holding the purse strings don’t feel they’re getting their money’s worth, brands have upped their interest in the mysterious workings of digital advertising. 

Yes, they seek the grail! I mean... transparency!

The biggest sign of movement is the now infamous, gauntlet-laying IAB Annual Leadership Meeting speech by P&G’s Marc Pritchard. In a nuanced talk where he admitted brands don’t have the greatest understanding about how digital media executions work, Pritchard set a rigid...

Read Part I of this two-parter here.

If you recall from Part I of this series, we'd been talking about how arbitraged video impressions are bad. There are a number of reasons why arbitraged video impressions suck from the buy-side perspective:

1. Most obviously, they make the same ads cost more than they ordinarily would. If you’re a buyer or trader, you're buying a $7 ad for $10. You're getting ripped off.

2. Arbitraged impressions are often bought and resold a few times before an actual ad gets served. This takes a long time in the digital advertising world and makes the user sit and wait while an ad loads, which makes the user less receptive to a marketing message.

3. The most premium ad slots—those on good sites, going to unique users or users that haven't seen many ads—are usually purchased in advance and are running 100% fill tags from legitimate agencies and advertisers. The ads that can be arbitraged in the...

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