Leading Operations Online

Consolidation in the tech vendor space has been a favorite industry prediction for so long, there’s almost something surprising about how it’s apparently right on top of us now. After years of what looked like constant growth and flourishing for the most reputable of all tech vendors, the client dollars are a little harder to come by these days. We’re going to be seeing some changes in the landscape between buyers and sellers, and it’ll be interesting to see who ends up re-aligning themselves where.

We’ve been hearing for a long time now about this trend of major brand advertisers taking programmatic efforts in-house. No doubt the financial pinch vendors are feeling is a symptom of all that. It’s certainly not that advertisers are spending less in programmatic. They’re just taking more processes under their own roofs… and keeping the cursed “vendor tax” in their pockets while they’re at it. Publishers have been watching the in-house trend, thinking, “Oh, sure, it must be nice when you have the bandwidth to buy some tech, maybe an entire...

The Video Ad Serving Template (VAST) standard was created to allow ad servers to communicate with video players. Before VAST was on the scene, ad creative had to be coded specifically to work with each proprietary player the advertiser wanted it to work with. The VAST Decoder explains more fully what that standard facilitated.

VAST, then, brought unforeseen scale to the digital video marketplace. The Video Player Ad-Serving Interface Definition (VPAID) was in turn created to enhance the functionality of the video ad unit—more interactivity (for the user) with the unit and player, more detailed reporting capabilities, and other advantages for both publisher and buyer.

VPAID is simply an interface and an application, which is layered onto VAST. Through VPAID, the ad unit itself communicates with the video player, which gives the ad a...

After a term or two as the buzzword du jour, Big Data is no longer quite the cause celebre in digital advertising. Rather than gracefully gliding through the oceans of data created every day, industry players—particularly publishers—have realized they are swamped with far more data than they could ever know what to do with.

However, partners like OpenX are coming to the aid of publishers with insights drawn from a wide variety of data analyses. We sat down with VP of Product Management Andy Negrin to talk about macro trends eluding publishers, what kind of toolset publishers need to get the most out of their data, services the company is offering to assist publisher analysis efforts and much more.

GAVIN DUNAWAY: One of the drawbacks with big data is that there’s often too much of it, and it’s hard to figure out the data that’s most relevant. What do publishers tend to get distracted by?

ANDY NEGRIN: There are a couple areas...

If you’re working on executing a preferred deal in the programmatic market, there’s a pretty strong chance a Deal ID will play a big part in making it happen. Without Deal IDs, it’s hard to imagine private marketplaces being able to scale the way they have. With a PMP, you know who’s allowed in the auction and who’s not, and you can set price floors. Deal IDs allow buyers and sellers a lot more customization.

The Deal ID is a series of numerals shared by the buyer and the seller so that when the bid request comes in, it and the impression say to each other, “Here’s a particular buyer, here’s a particular seller, the two of them have an existing deal together, and this bid is about that deal.”

Not every preferred deal in programmatic uses Deal IDs. There’s an alternative—just tags—that preceded Deal IDs in PMPs and are still used in some cases (for example, if the buyer’s SSP and the seller’s DSP aren’t integrated). But Deal IDs have achieved widespread adoption, if not universal praise, in the last few years, especially over the course...

Back in August of 2016, the Google Webmaster Blog announced that come Jan. 10, 2017, “pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

A little cryptic, no? Google was really taking aim at a variety of mobile interstitial units. The dominant mobile search engine is threatening to lower the mobile rankings of pages that immediately serve pop-up or standalone interstitial ads when a user clicks.

This fate also would seem to apply to large units that push content below the fold on initial page load, a format that’s grown popular across desktop websites to meet rigid viewability requirements.

Taken along with the IAB’s proposed line of new standard ads that would abandon support for mobile interstitials as well as the once highly prominent Rising Stars...

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