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December 19, 2019 |
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2020 May Be the Year That Ad Tech Runs Out of Easy Answers |
| One of ad tech’s chief promises was that it would finally fix advertising. The advent of real-time bidding (RTB) in the late aughts ushered in ad tech’s “Age of Easy Answers” where the frustrating ambiguities of marketing and advertising would steadily be rooted out and obliterated by data and algorithms. However, as 2020 dawns and digital privacy is increasingly prioritized over the needs of the ad industry, tech-and data-driven solutions face a messier future and fewer easy answers. Read more. |
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The Persistence of Client-Side Header Bidding: A Conversation With Smart |
| The third-party cookie’s accelerating fade makes us ponder the future of client-side header bidding, even if troubles with ID-matching and a lack of transparency and flexibility continue to mar the adoption of server-side bidding. AdMonsters Editorial Director Gavin Dunaway chats up Smart's Lucie Laurendon about the future of the header and the cookie crackdown; whether publishers still need header partners on the page; how publishers should evaluate their client-side to server-side demand ratio; and much more. Read more. |
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AdMonsters Playbook: Fill Rate Survey |
| On the surface, fill rate may seem like a simple enough metric—divide the number of impressions filled by the total number that were potentially available. But in reality, it’s a very difficult calculation to make, particularly with an ever-widening pool of monetization channels. To better understand the role fill rate plays in publisher revenue efforts and what factors have the greatest effect on the metric, AdMonsters surveyed around 60 publisher revenue specialists from a variety of publishers during the month of September 2019. Read more. |
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| Top Stories |
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Decoder is an explainer series that makes sense of digital media and advertising's alphabet soup. We take a deep dive into the technical aspects of ad tech but also bring clarity to the challenges facing ad ops, as well as the strategical solutions that help to propel ad ops, rev ops, data, programmatic and marketing forward. Here's a look back on the ad tech acronyms and specifications that AdMonster's readers most cared about this year. You know cookies and privacy are gonna be a leading theme here, right? Read more. |
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It's been a turbulent year for digital media and advertising. But this industry is a resilient one. As each new issue comes lobbing toward us, we manage to smash that sucker over the net. This year has been no different. But of course, some things are still up in the air—like the future of RTB (cough, cough). Read more. |
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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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