Leading Operations Online

With 2012 elections rapidly approaching, new digital advertising regulatory threats are appearing almost daily. Considering that browser cookies today are used for most measurement and targeting technologies, any drastic changes could mean an effective collapse of today's digital ad ecosystem as we know it.


In a seminal but prescient study, Norm Proselytizers Create a Privacy Entitlement in Cyberspace, Professor Steven A. Hetcher described digital media's current predicament most presciently. In short, years of social entrepreneurs moralizing data collection have made self-regulation attempts by industry trade groups (IABOPA,...

May 27, 2011 video Sean Crawford

Video AdsAfter years of speculation, the vision for Connected TV is finally becoming a reality, as entrepreneurs take Web TV beyond the browser and give consumers more ways than ever to watch their favorite video content. For publishers, though, “more ways than ever” can be a double-edged sword. Yes, you now have unprecedented and constantly expanding opportunities to monetize your video. But to do so effectively, you’ve got to come up to speed on a complex new landscape of platforms, devices, technologies, and viewer habits. Otherwise, it’s all too easy to make choices that lock you into a specific approach or platform and make it impossible to capture the full revenue potential of your video content.


Here are a few things to consider as you develop the ideal Connected TV monetization strategy for your business.


It’s a jungle out there

Forget about the comfortable, familiar world of Web TV, where you could run and monetize your video easily across the full spectrum of...

It seems like every week or so, we get to read another headline about a publisher launching a private exchange on someone’s real-time bidding (RTB) platform.  Some would have you believe that private exchanges are a technological marvel; the greatest thing for publishers since the printing press.  I want to take a moment to deconstruct this mythology a bit. But before I do, and to provide a point of reference (or maybe a full disclosure); the Rubicon Project has launched over 14 private exchanges (we call them “private marketplaces”) with premium publishers. Private marketplaces are a terrific new development for premium publishers in the digital display ecosystem, but let’s clarify what they really are and why they matter.


To begin, what is a private marketplace or exchange and how does it work for premium publishers? The “exchange” aspect is nothing more than the use of an existing RTB platform. Would you expect every DSP and buy-side platform to go out and do an independent integration with each new private exchange?  No – these are simply more restricted trading relationships facilitated within an existing RTB platform, wherein the...

Editor's note: In April at our OPS London event, Tim Faircliff, General Manager, Thomson Reuters, gave a session on Best Practices in Multi-platform Digital Media. The transcript from that session is now available below.

Session Overview:

The role of Ad Operations is rapidly evolving as it acts as the “Engine Room” in terms of revenue delivery and optimization. Ad operations is not just about trafficking advertisements but about helping execution, customer service and business direction. Data drives our understanding of business operations and it is the ad operations teams that are holding those important data sets to inform business strategy. Aligning Ad Operations with other areas of a business, such as finance to exact operational excellence will enhance the performance of the business.  For businesses to benefit they need to re-evaluate the importance of the roles and functions involved in ad...

GhostWriter lets you prioritize when and how you load third-party content, like ads. Your users see what they’re looking for sooner which increases engagement and improves your search engine rankings.

One of the ways it does this is by introducing a smarter replacement for the standard document.write method. Couple this intelligent proxy with GhostWriter’s hooking mechanisms and you can measure the performance of individual components from the end-user perspective and send this data to a system like Google Analytics.

The reports lets you see a list of all third-party resources.


Our post last week talked about the startOffset and loadTime events; however, we’ve now added the componentLoad and componentTimeout events to this page. Here’s an overview of what each one means:

  • startOffset — The...
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