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August 1, 2019 |
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Jeremy Lockhorn: Advertising From i-Frontier to His Own Frontier |
| “You can’t deny the impact of disruptive technologies in the advertising landscape,” says Jeremy Lockhorn, former Mobile Lead at Razorfish. “The Internet, the smartphone, social media, AR/VR/MR, artificial intelligence, and soon 5G. Each of these new technologies (among others) has fundamentally changed consumer behavior and offered an entirely new set of capabilities for brands that necessitates changes to advertising, marketing and overall business strategies." Lockhorn will address what adoption of 5G means for ad tech and publisher revenue at his Publisher Forum Vancouver Keynote, "5G and the Golden Age of Interconnectivity," on Tuesday, August 20. Read more. |
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A Future Bright and Cookieless |
| Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution. Read more. |
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Publisher Forum Vancouver—Agenda Updates Announced |
| Join AdMonsters and your fellow ad ops, revenue and digital media peers in Vancouver for an immersive 3.5 days conference experience, featuring idea-sharing, learning, networking, and more. We've added a cornucopia of content filled with actionable takeaways that you can share with your team. Take a deep dive into the world of first-price and unified auctions with Jason Terry, Director of Revenue Operations, Topix, or learn how OOH is being revolutionized with Ruth Facer, VP of Revenue Operations, Firefly, or gain deep insight into the future of CTV with Katya Shkolnik, Head of Partnerships, Future Today, plus a whole lot more. Read more. |
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| Top Stories |
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Early on in my tenure reporting on the digital advertising space, I was fascinated by the concept of audience futures—enabling publishers to guarantee sales of audience segments that could be transacted programmatically. This seemed to be an evolution of both digital direct guaranteed sales and TV-buying, but unfortunately, the market hasn't been ready for it—namely, publishers cited forecasting challenges and advertisers bemoaned the inability to optimize to different audiences as campaigns went on. I caught up with AFOX President John Humiston to understand why now is the moment for advertising futures, and why blockchain is essential to power smart contracts. Read more. |
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Times are changing as publishers cull demand partners in the hunt for unique demand. Increased supply path optimization (SPO) on both the buy and sell sides means that SSPs must better cater to premium publishers to ensure they’re part of the preferred supply chains. To become better strategic partners with premium publishers, SSPs are investing in more aggressive ad quality controls, including real-time creative blocking. Read more. |
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While it may come as no surprise that Google AdExchange generates the most programmatic revenue for U.S. publishers, when it comes to the battle between how much revenue is generated from client-side vs. server-side, we can pretty much call it even-Steven, according to a new report from Roxot called US Publisher Programmatic Revenues 2019. Read more. |
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