Leading Operations Online

For a lot of publishers right now, the only thing better than one header bidding partner is nine or 10 header partners. If they’re getting demand, and if there’s some differentiation between demand sources, there’s no reason to stop plugging in header partners, right?

Well, there are a few reasons. One of the biggies is that each integration requires work, and every time you want to onboard another partner in the header, you’ll have to go to your dev team and ask for their help. It adds up, and for many publishers, the strain on internal resources is considerable, if not straight-up prohibitive. That’s why header wrappers are such a hot ticket right now. The promise of the wrapper is that you can onboard the one wrapper partner, which can in turn plug in any number of demand sources with no additional strain to your developers.

Not really surprising for ad tech, though—as vendors have stepped into...

Since the tech world can’t get enough of the Pokemon Go phenomenon – it seems a nice distraction from a lot of the other dire news this summer – it was about time for some backlash: safety concerns (maybe catching Squirtle in the middle of the highway during rush hour isn’t a good idea), criminals targeting users and of course my old favorite: privacy implications.

My Facebook feed has been filled with paranoia about the app’s...

As header bidding becomes increasingly commonplace, the initial thrill of ramped-up revenue has started to drop off a bit. That’s not to imply anyone who’s really seeing positive results via header is going to take those results for granted—in fact, almost as soon as header bidding itself became commonplace, so did the practice of onboarding as many demand partners as you have the dev resources to manage.

Basically, if header is going to work for your particular publisher business, there’s a good chance you’re or near a point where you know for sure that it’s working.

So the next step, big surprise, is to start optimizing, looking closely at the performance of your header partners and trying to figure out some kind of strategy to allow the best-performing partners to maximize results. And what that ends up looking like is a re-thinking of yield optimization strategy.

Among publishers who have...

While it once seemed the domain of the demand side, publishers are increasingly feeling more empowered when it comes to programmatic channels – in their wallets as well as their minds.

Recent evolutions in programmatic have improved publisher relationships with demand partners and succeeded in bumping up CPMs and overall revenue. The adoption of multiple SSPs and implementation of header bidding partners has become increasingly the norm for publishers, which has given them a clearer view of what all their inventory is worth. 

These developments also pull sales and ops teams out of their old silos so they can work more closely together on effective yield management. In particular, header bidding facilitates deeper business relationships between publishers and their preferred buyers. People who should have been talking to each other for years are finally locked in conversation, and transparency can only be a positive...

In a recent column about the creative slump, I commented: “At Cannes, the talk of the town was virtual reality; yet remember when augmented reality via smartphones was supposed to be the next big thing? It was a neat gimmick, but not one that scales (or keeps consumer interest). How long do you think it will take for the novelty of VR creative to wear off?”

That was a week before Pokémon Go came out, and now I’m feeling a bit like Grandpa Simpson: “I used to be with it, but then they changed what it was. Now what I'm with isn't it, and what's it seems weird and scary to me….”

For anyone puzzled as to why many people are glued to their smartphone screens throwing virtual red and white balls to attack imaginary creatures,...

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