In the relatively brief amount of time since digital publishers have adopted header bidding en masse, the header has become jam-packed with demand partners. With new header solutions being built each day, publishers are now wondering how to manage—from who to let into their header to what criteria is available to evaluate performance to how to best maximize revenue.
Header bidding was originally meant, in part, to provide a means for preferred partners to have equal footing and to bypass the programmatic waterfall. However, now many header-happy publishers find themselves navigating a new waterfall within the header itself.
The success of header bidding has created the need to give publishers more insight and control so they can optimize their monetization. Enter...read full post
When the Trustworthy Accountability Group (TAG) released its best practices for malware scanning in October, anyone seeking a more secure advertising supply chain would have been eager to read through the first-of-its kind, 16-page document. In a quest to outline basic malware scanning processes,TAG delivered plenty of suggestions about when to scan, noting that in some environments publishers and their providers might want to scan more or less often—but it didn’t offer hard numbers or strict parameters.
Instead TAG lays out a number of scenarios and circumstances, and weighs them more or less relative to...read full post
It may sound like a joke, but Index Exchange has been coordinating trips to Toronto for numerous major publishers and DSPs to meet their squad of 200 engineers. Many a wiseacre would comment they’d rather avoid engineers entirely than travel long distances to meet them, but Index Index Exchange President and CEO Andrew Casale notes that these get-togethers have been essential in the development of the company’s header wrapper.
“People don’t realize what and who is behind the tech,” he comments over a drink at the Miami Publisher Forum. “When we’re building a wrapper, there are 10 engineers working on it. That’s easy to say, but it’s hard to appreciate.”
Index attributes its header success to efforts like this to...read full post
The prominence of revenue operations as a critical function within the digital media world has had its ups and downs.
While programmatic and other indirect channels have proven ops as a serious revenue center, it’s also forced the department into highly unfamiliar territory such as creative development and user experience. And this more prominent role attracts the interest of other groups across the organization such as legal, IT/security and privacy/risk.
AdMonsters has long noted that ops professionals are the gatekeepers at digital publishers when it comes to advertising—nothing gets on the page without their (sometimes forced) approval. However, the the digital advertising industry is at a unique intersection: publishers’ revenue teams are...read full post
Many digital people hear terms like C3 and C7 and instinctively roll their eyes—“What’s that linear talk got to do with delivering video impressions to target audiences?”
But this overlooks how the freshness of content—say, how many people viewed said content within three days or a week of its release—plays into advertiser measurements of reach and frequency, particularly when it comes to new, unique audiences.
If linear and digital truly are converging, there’s a fair deal the digital side can learn from linear, argues WideOrbit EVP of Engineering Will Offeman, starting off with the timeliness of the content ads are running with. Ultimately, this will pave the path toward a digital GRP and true unified campaign performance measurement between platforms.
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