Leading Operations Online

Ernier Cormier Nexage

Nexage, the leading mobile advertising real-time bidding (RTB) provider, announced last week that it has been selected by Rovio, the makers of Angry Birds™, to monetize and enhance advertising relevance for Rovio’s popular game on Android™ and Apple® iPhone® . AdMonsters spoke with Ernie Cormier, CEO & President of Nexage, regarding what this partnership means for both parties.

 

 

Q. What challenges will Nexage face in helping Rovio drive ad revenue performance on their games?

We will face two primary challenges; both of which we are solving and believe we can continue to solve as...

Meghan Brown

How does online ad spend surge to $50 billion in 2015 when there are so many acronyms?

9 months ago I transitioned from marketing a SaaS BtoB company in the digital advertising ecosystem, to marketing the leading online BtoB data engine. I was exposed to acronyms completely foreign to me. SSP, DSP, PII, RTB, JSON, ATD- I was swimming in the alphabet soup of innovations that continue to propel the digital media space. After compiling a revised list of acronyms (see below) and incorporating them into my already expansive vocabulary of industry-specific lexicons, I quickly observed the following: We are an industry obsessed with 'platforms'. Maybe it stems from the...

Dean Jenkins OperativeOperative announced this morning their expansion into the Australian market with the appointment of Dean Jenkins, the new General Manager for Operative Australia. AdMonsters spoke with him regarding what this move means for Operative and ad operations in the region.

 

Q. How do you see the current state of the display market in the Australia / Asia Pacific region?
 
The entire market is seeing an estimated 16-18% YOY growth rate with more and more publishers coming to market.  According to several sources including the IAB, Price Waterhouse Coopers and Frost & Sullivan, this trend is set to continue over the coming years.  Specifically, Frost & Sullivan predicts that the value of Australia’s online advertising market will increase to $877 million by 2015, at a compound annual growth rate of nearly 10% percent.  Market growth will be...

Part 2 of 3: Exploring the technical approaches to self-serve advertising

In the first part of this series I addressed the problem and opportunity that online publishers face in servicing smaller ad orders. In summary, a self-serve advertising platform is a very effective solution for processing ad orders under $5000. In part 2 of this 3 part series, I will identify to the two primary types of solutions available to publishers today.

 

Self-serve via JavaScript

This type of solution is integrated into the publisher's ad server via JavaScript and will require a bit more human involvement. Publisher's ad ops team will have to set up a campaign for the self-serve solution similar to how they set up an ad network in the ad server. Therefore a specific amount of inventory must be allocated and will need to be monitored on an on-going basis.

 

Self-serve via API

This type of solution is integrated...

With the purchase of AdMeld, Google has effectively upped the ante in the online advertising space. One of the largest media companies in the space is coming ever closer to assembling the elusive technology “stack” that everyone seems to be whispering about these days – myself included.

But there are still questions surrounding what kind of stack Google is actually assembling, and whether or not it will serve publisher’s needs in an easy-to-use fashion.

First, let’s look at what stack really means in this sense. By definition, a technology stack is a set of components or layers in a software offering that provides broad functionality. Microsoft Office is an easy example. The combination of Word, Excel, PowerPoint and Exchange improves personal productivity for billions of people.

In our industry, the stack is usually defined as the collection of tools publishers or advertisers need to drive efficiency. For a publisher, this suite could include sales order management, inventory forecasting, data management, rich media tools, an ad serving engine (for display, mobile and video), yield management, remnant optimization and analysis tools, all rolled...

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