Match every impression with the channel likely to garner the most revenue – seems like the stuff of operational daydreams, but I’m not going to tell you to snap out of it. Such dynamic inventory allocation is real, oh-so-real, and it’s referred to as holistic yield management. I know that sounds like one more piece of empty industry jargon, but it’s actually a pretty appropriate name for what goes on.
Fortunately I had Vijay Balan, Head of Client Services at LiveRail, give me the lowdown on holistic yield management. In addition to defining the term, we deliberated on the revenue opportunities that should encourage publishers to forage beyond the direct/indirect divide and the compensation and organizational hurdles to dynamic inventory allocation.
GD: When I did a little...read full post
I feel like I've been eating, breathing and sleeping programmatic video over the past year. But have no complaints as this has to be one of the most exciting areas in advertising technology. Oh, you think I'm joking? Why don't you download our new playbook on private marketplaces and advanced studies in programmatic video and see who's clowning?
First, consider the money – according to eMarketer, programmatic channels will account for 28% ($2.8 billion) of all U.S. digital video ad spending in 2015. But you shouldn’t just be excited by revenue figures – a hefty percentage of those billions will be transacted through private marketplaces, which...read full post
Call me a borrower, a copycat or even a thief. Many years ago, Adrian D’Souza led the first AdMonsters session that had a large impact on me, and the outline of his operational process at CNET became the model for building out my department at Advance Digital. To this day I have no regrets about snatching his ideas for my own processes.
Following his tenure as VP of Ad Operations at CNET, Adrian headed up Media Revenue Operations at YouTube and the Google Display Network for several years before moving to Quantcast. Through his hard work with the IAB and AdMonsters, Adrian has helped raise the status of operations within the industry, which was why two years ago we recognized his accomplishments with a Digital Media...read full post
With additional advertiser budgets pouring into the digital media and advertising technology advancing at a clip, operations’ profile has increased dramatically over the past several years. So now is prime time for publisher revenue specialists to make their voices heard – not just on one issue, but all of them.
The State of Ad Ops has been a popular segment at Publisher Forums for as long as I can remember. Normally derived from the Sunday night workgroups, we decided to up the ante and hear from the entire publisher operations community about where they’re seeing success, where they’re challenged, and what’s keeping them up at night. In partnership with Sizmek, we’re excited to launch State of Ad...read full post
Location, location, location is not just the mantra of real estate agents anymore. The ability to reach your audience where you want to reach them – and hopefully when they want to be reached – has long been a top perk for advertising on mobile. Of course, hyper-localized targeting sounds grand in theory, but bringing it to life and scale has been a long slog. This slog has become easier to manage thanks to programmatic’s spread throughout the mobile ecosystem.
Localization has been a cornerstone in mobile DSP Avazu’s strategy since it refocused completely to mobile. And what a proving ground the company has had to develop its strategy: the burgeoning smartphone wonderland of the Asia-Pacific region, where hyper-local targeting is a necessity for advertisers...read full post