AdMonsters Meetup - Los AngelesHeader bidding has proven to be a revenue game-changer for many digital publishers. Through header bidding, publishers are able to gauge and transact on the true value of their inventory in programmatic channels. And for a lot of publishers, once they've gotten accustomed to life and…
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It’s been a busy few months for Index Exchange. In April, Google announced the exchange as a launch partner as it opened up its Dynamic Allocation server-to-server connection within Doubleclick for Publishers to third-party demand. Then in May, Index and AppNexus announced seamless integrations with each other’s wrappers, pointing toward…
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When they first hit the scene, private marketplaces were heralded as a promising next step in the evolution of programmatic: a way for buyers and sellers to transact efficiently in a trusted and highly valued environment.Unfortunately, that’s not how PMPs have panned out for publishers, at least not across the…
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OPS approaches! Our yearly one-day gathering in NYC of more than 700 digital strategists from publishers, brands and agencies is merely a few weeks away (June 7!). If you’ve given a gander to the agenda lately, you may have noticed… There’s a lot going on. Yes, at times we are…
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Of course the mainstreaming of header bidding has rocked the broader digital landscape, for reasons that ought to be familiar to most AdMonsters readers. But for all its merits, there’s been this widespread suspicion that maybe the header isn’t the end game here: What if the header is just a…
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The field of media buying, at one point the domain of influential agencies that specialized in that particular task, has been completely upended by the programmatic marketplace and other developments in transactional technology. In recent years, we've seen a great restructuring in who's involved in media buying and where they're…
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AdMonsters Meetup - New York City: Join us at The Weather Company for drinks and ad ops talk about managing multiple header bidding partners.
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All right, everyone – it was fun while it lasted, but it’s time to admit the party’s over. Like the cops shutting down a suburban rager, Google has shown up to end all of our header bidding fun by opening up Dynamic Allocation to those filthy third-party demand sources. So…
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If header bidding offers such a great boost for yield among its most vocal champions, why would a programmatically active publisher have reservations about implementing it? Well, there are a few things. But one of the top concerns making some publishers shy about header bidding is latency. Pre-bid calls are…
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Back in January, I posted “Header Bidding Trial by Fire: How Six Popular Header Bidders Perform.” Sortable ran an experiment to measure what happens when you increase the number of bidders, and how that impacts CPM. We found that there is a strong correlation between increasing bidders and increased average…
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