Leading Operations Online

The tangle of channels that makes up programmatic TV is drawing a lot of attention right now -- and generating a lot of confusion. Traditional TV broadcasters are entering the digital space rapidly, and they're influencing the way digital media is transacted and measured. Meanwhile, broadcasters find digital distribution channels present a whole new set of issues for them. We sat down for a conversation with Randy Cooke, VP of Programmatic TV at SpotX, to help humanize some of the key issues in this growing space.

GAVIN DUNAWAY: Randy, I know you’ve been at SpotX since December. What does your role as VP of Programmatic TV entail?

RANDY COOKE: I have a lot of insight on the economics of audiences, how audiences flow across channels. My primary charge at SpotX is building out systems that are going to be used by broadcasters to maximize yield at a campaign level for advertisers wanting to buy audiences wherever they appear. How do you create a...

What if ad blockers are actually good for digital media and advertising?

Does it sound so weird, especially considering that people from all digital media walks believe viewability makes the space better? It ensures ads are actually seen and will eventually take revenue away from bad actors as it seeps through the programmatic channels.

But ad blockers? Our sworn enemy? Gavin, you been hitting the tech cocktail circuit a bit too hard lately?

Maybe, but listen: I don’t use ad blockers because I believe in the unspoken handshake – the moral agreement that I trade my data and attention for website content. Yes, if you use ad blockers while on an ad-supported site, you’re effectively stealing content – you’re denying the publisher the ability to monetize your visit. 

In an article on the ethics of ad...

Header bidding (also referred to as tagless bidding) might seem as mysterious as it is exciting. Sure, it’s driving mad revenue for all your publisher friends, but what are these whispers about editing source code, latency and bizarre implementations never seen before in digital advertising? Oh dear, oh my!

Not to fear – Qasim Saifee, OpenX SVP of Monetization Platform, is here to hold your hand through a comprehensive exploration of header bidding and how it enables publisher demand partners to evaluate inventory before the impression even hits the ad server and dynamically enter competitive bids. In addition to walking through the tech basics, Saifee expounds on the benefits for publishers, implementation challenges, where private marketplaces fit and how header bidding is paving a bold future for programmatic transactions.

G: So, is there a layman’s explanation for how header bidding works?

Q: The term can be daunting. Think about it this way: Traditionally, a...

The latest wave of advertising is giving me some chilling flashbacks to the age of endless animated MySpace banners, pop-unders and other horrors of the aughts. Instead of learning from that assault of awfulness, digital advertising has somehow grown more intrusive and annoying – in-feed units, auto-play video (with sound?!?!), auto-expanding banners, oh my. 

With an ever-increasing amount of Internet users consuming more digital content than ever on a plethora of devices, ire towards advertising is greater than ever. Not only are users irritated by the advertising, they’re worried that page bloat is affecting their mobile data usage and more concerned than ever about malware. Their response has been severe: an Adobe/...

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