We decided now was a perfect time to survey publishers to understand their current header (and Open Bidding) setups while seeing what they were plotting for an ambiguous future. We asked 35 publishers of various sizes and content verticals to fill out an intense questionnaire, and the results were extremely…
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Mobile monetization strategies are about the bigger picture—a coordinated effort around several distinct digital publishing areas that ensure both better user experience and optimal monetization. Better site performance means increased pageviews, equaling more impressions and ultimately higher revenue. This playbook, created in partnership with Marfeel, will dive into the nuances…
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As the sunset of the third-party tracking cookie approaches, one of the most promising options—enabling publishers to monetize their audiences and advertisers to address audiences with confidence—is identity or people-based marketing. This playbook, created in partnership with Lotame, dives into identity as a concept and explains the wealth of advantages…
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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…
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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…
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In this playbook, developed in partnership with GeoEdge, we'll dive into why the mobile app space is due for an uptick, and why bad actors and malvetisers are likely to become even more of a threat.
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This playbook is for publishers, brands, and marketers who are looking for a snapshot of how location and programmatic fit together to create market-changing, consumer-forward approaches. In addition to helping publishers and advertisers understand the nuances of location data, this playbook represents a guide to the workings of private marketplaces…
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If digital media monetization was as easy as hooking up a slew of page placements to programmatic demand sources and just watching the revenue roll in, all of our lives would be far less stressful. We also probably wouldn’t have jobs. No, there is a nuance to digital media monetization—dare…
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Over the last few years, technological developments in the ad ecosystem have evolved to allow more publishers of varying sizes to add more demand partners into their stacks. What’s more, the economic realities digital ad marketplace have brought us to a point where integrating with more than just a few…
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As broadband connectivity and processor speeds have rapidly accelerated, consumer behavior online has gradually shifted from reading to viewing hours and hours of video. Call it the “TV-ification” of the web—the internet has become a video-centric experience. The “Show Me, Don’t Tell Me” revolution in consumer behavior online is fully…
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