As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights should have passed the “premium” test remained undiscovered by buyers wary of the unknown mid-to-long tail.
To get the best value programmatically for their video inventory while encouraging buyers to spend heartily through programmatic video channels, publishers need to take control over their goods. Making more video...read full post
This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development.
But such development rarely occurs in the digital advertising space – its sordid history is filled with hacks, whether it was hard-coding display ads or the early days of real-time bidding (i.e., pre-OpenRTB).
In both of those cases, the hack was merely a bridge across the muck into a greener pasture. So the best answer to that oft-repeated question is, “Yes, but a lot of great developments in...read full post
Viva la header revolution! Header tags have been a blessing for virtually every player in digital advertising. As publishers note a boom in CPMs, advertisers are finally getting better ideas of available inventory and getting smarter about valuation. Header tags have given new life to display and video private exchanges and are paving the way forward for programmatic guaranteed, in which upfront deals are executed through programmatic channels.
Beyond the cheerleading, it seems everyone and their grandmother is introducing a header integration of late. No the market can’t sustain so many demand sources – especially when new ones seem to appear by the day – but consolidation still seems further down the road. More publishers are also embracing the header – with the...read full post
Header bidding is so immensely popular among publishers at this point, there's a call to adapt its core principles to as many environments as possible. Naturally, vendor companies have been hustling to bring products to market to sate publishers’ appetite for demand that header bidding has piqued.
Some of these new implementations push the limits of what we’d normally consider header bidding, per se—server-to-server implementations, header for video, bidding for apps. In the app, there isn’t even a header.
But of course, major industry players wouldn’t let something so trivial as the absence of a page header get in the way of applying...read full post
The combination of private marketplace deals and a native ad strategy together sounds like a clear winner for publishers. It’s the digital media equivalent of a Scrabble double word score, or dropping the chocolate in the peanut butter, or the falafel burrito on the menu at a little Mexican/Middle Eastern restaurant I know.
Pubs know the value of PMPs and of native—but to layer those two together can take some finesse. These are two niches that publishers often struggle to implement effectively on their own.
But some publishers have led the way, with support from their vendor partners, and over the past year we’ve been able to observe how those vanguard pubs have handled native PMPs. About two months ago, CafeMedia jumped into the fray, with an assist from...read full post