It's becoming more common to hear industry folks suggest that blockchain holds certain keys for tightening up security in the ad ecosystem--providing verification and reducing fraudulent bot activity. Regardless, it's still common for other media types to respond, with at least a whiff of doubt, "What's blockchain gotta do with…
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Since programmatic sales entered the video space a little over nine years ago, the market has continuously evolved. Originally, “programmatic” was all about the open marketplace, with scale and price efficiency the core focus.A few years later, we saw the introduction of private marketplaces—invite-only marketplaces where premium publishers offered their…
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I found it bizarre that the same day that the IAB released digital advertising revenue numbers for 2016 that point to Google and Facebook—the Duopoly!—vacuuming up about half of ad spend and almost all of growth, ESPN conducted layoffs of 100 mainly editorial employees. As several sites noted, most of those…
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Is true programmatic reporting a pipe dream, or is it within reach? Tough question--we can lay out a road map to a programmatic reporting ideal, but it's easy to see how there might be a lot of twists and turns along that road. For a publisher, getting all the data…
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For years, we’ve joked that brands don’t care how the digital advertising sausage is made. Their modus operandi seemed along the lines of: Let the agencies and publishers deal with the frustrating minutiae involved in making digital media transactions work.Funny how quickly things change. As increased spend hits digital channels…
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AdMonsters NYC Meetup - Reining in the Data FloodThanks to header bidding and other programmatic advances, the number of demand sources a typical publisher employs has skyrocketed. This means a lot more data coming back from a great deal of sources. Managing this inundation of data is only the beginning—getting…
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There are a couple new players in town, quietly but dramatically changing the way the marketing/advertising ecosystem uses big data. Marketing technology and system integrators have been rapidly expanding first-party offline data sets, based on the business intelligence data sets that have powered brands for years.These massive data pools are…
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If you’re a marketer looking to send the right ad to the right person in the right place, programmatically buying online video ads on the open exchange is a monumentally stupid move. If you’re a brand trying to advertise that way, you’re wasting much, if not most, of your ad…
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Before we talk about server-to-server (or S2S, or server-side bidding, or whatever you want to call it), we have to talk about header bidding. Header bidding allows publishers to solicit bids on all their inventory from a select group of demand partners in a unified auction, just by putting the…
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In an end-of-week post, AdExchanger reported this afternoon that Google had abandoned its “last-look” practice in exchange bidding. The old Google last-look advantage allows AdX the chance to outbid whichever demand source would have otherwise won in a programmatic auction, prior to sending a request to Google’s ad server. Famously,…
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