Leading Operations Online

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....

A little over a month ago, Vizio settled for $2.2 million with the FTC after an investigation into its data collection practices. In the settlement, the TV-maker agreed to collect future data only when users opt in. However, Vizio is still facing a class action lawsuit based on VPPA (Video Privacy Protection Act).

The dispute is over Vizio’s ”Smart Interactivity” feature in its smart TVs, which enables content suggestions and offers for users. Vizio had collected data around users’ viewing habits and matched it to users’ demographic data (age, sex, income, marital status, education level and so on) without getting explicit user consent—then turned around and sold that data to data platforms, ad tech providers and agencies.

According to...

Call it a browser cookie, a web cookie, an HTTP cookie—it’s all the same thing, just a small text file, not even executable code. A cookie takes the form of a name-value pair (e.g. name=value). Originally designed to recall information like logins, form data and shopping cart contents, they’ve been a core component of digital advertising since the '90s. The industry has historically relied on cookies to do audience targeting, determine which creative to serve, handle frequency capping and perform many other functions.

When a user visits a website for the first time (or the first time since the user has cleared their browser history), the site sends a cookie to the user, and it’s stored on their device by the browser. As such, cookies are browser-specific, so if you’re running Chrome on one device and Firefox on another, you’re dealing with two different sets of cookies. When the user returns to that...

If you're in digital, you're more or less destined to be on Facebook and Google. The major platforms have unparalleled scale. But they're certainly not the be-all and end-all to digital--and publishers would love for advertisers to agree on this point. Publishers are sitting on valuable audience insights of their own, outside of the massive platforms' infamous walled gardens. Those publishers know they need make those insights scale, and then communicate to advertisers how much that scale and depth of data is worth.

We've spoken with LiveIntent fairly recently about how publishers can ply their audience data toward the kind of one-to-one, people-based marketing advertiers crave. Earlier in 2017, LiveIntent teamed up with self-styled "identity resolution provider...

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