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December 5, 2019 |
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SSP and DSP Value Is in the Eye of the Publisher |
| As the main feeder exchanges settles at three—GAM, Amazon's Transparent Ad Marketplace (TAM), and Prebid—there’s a great deal more murkiness in the middle; even more cross-pollination as SSPs pine for advertiser spend and DSPs tighten their bonds with premium publishers. The question of “how many intermediaries are actually necessary?” is ringing louder than ever, and to some extent, SSPs and DSPs are trying to usurp each other’s positions as there may not be room for both parties. The thing is, they should both squarely have their sights on pleasing publishers. Read more. Read more. |
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What Problems Does the IAB’s CCPA Compliance Framework Solve? |
| The IAB’s CCPA Compliance Framework provides a much-needed industry-standard to pass along crucial information about a consumer’s sold PI and the consumer’s journey with respect to what the CCPA requires. Its weaknesses and strengths come from the same source—it is not meant to provide a definitive answer on CCPA language and interpretation, and it is not meant to solve all CCPA compliance issues. Read more. |
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Ready Player Legends: Let's Make Ad Ops a Lot More Fun |
| Why aren’t the systems we use in ad ops a lot more like video games? Wouldn’t that make ad ops fun? As smart as we are in this industry, why do we settle for the same data entry screens that someone in banking or insurance might use? Here are some suggestions ad tech companies could use to redesign their systems. "Do this," says AdMonsters Chairman, Rob Beeler, "and I promise your company will win business." Read more. |
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Ops is sexy. Ops is people. Ops is community. If you ever attended an AdMonsters Publisher Forum, you know exactly what I'm talking about. If you haven't—sorry for ya 😢. Here's a photo gallery sampling some of the highlights of Pub Forum Scottsdale. Check it out. |
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The programmatic black box has opened. Ad platforms are beginning to make their log-level data available in the hopes of satiating industry hunger for transparency. Once considered the “data exhaust” of the industry, log-level data (LLD) has been positioned more recently as a remedy for many of programmatic’s woes. LLD contains many valuable, impression-level details. But that’s not all. There are a number of powerful use cases for LLD that can create value for all parts of the programmatic supply chain—not just buyers. Here's how LLD can be used to bring greater transparency, efficacy, and fairness to programmatic advertising. Read more. |
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Much of the contemporary Internet—and certainly digital advertising—has been built upon tools for data transference. While the cookie has been key in the development of digital advertising and programmatic transactions in particular, the architecture is not going to collapse without it. Understanding why the third-party cookie has gone out of favor—or really, outlived its usefulness—illuminates what will replace it. Read more. |
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