Research

January 17, 2017 Connect Connect dynamic allocation header bidding header integrations pulsepoint server-to-server Gavin Dunaway

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...

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December 12, 2016 bot traffic Connect malware quality assurance trustworthy accountability group Brian LaRue

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...

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December 7, 2016 Connect header bidding header tag header wrapper pre-fetch single-request architecture Gavin Dunaway

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...

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November 30, 2016 ad blocking ad specs Connect COPPA LEAN malvertising malware T&Cs third-party tag scanning user experience Gavin Dunaway

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...

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November 29, 2016 3rd-party measurement C3 C7 Connect Connect grp linear video Gavin Dunaway

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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