“We look at the inbox as probably the most intimate place you can be on the web,” says Kerel Cooper, VP of Platform Development for LiveIntent. “When you’re looking at a piece of content in your inbox, there’s no other place where you’re more engaged.” He makes a good point…
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You don't have to be following the DMEXCO conference in Cologne, Germany, to have heard the biggest story/scandal. EyeO GmbH – the parent company of everyone's favorite ad blocker, AdBlock Plus (ABP) – decided the event was a prime time to announce the launch of its new exchange for replacing…
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Header integrations have made publishers think anew about what role the traditional ad server will have, going forward--if there’ll even be a role for it to play at all. Whatever happens, it seems the dynamic of the ad marketplace is pushing for a substantial change. (Gavin Dunaway published an article…
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As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…
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“Is header bidding a hack?” This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development. But such development rarely occurs in the digital advertising…
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Viva la header revolution! Header tags have been a blessing for virtually every player in digital advertising. As publishers note a boom in CPMs, advertisers are finally getting better ideas of available inventory and getting smarter about valuation. Header tags have given new life to display and video private exchanges…
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The AdMonsters crew is in force in Austin, TX, for our 39th Publisher Forum. We have a slightly larger group of attendees than we historically have had, the agenda has some longer session (with more group participation) than in the past--so there's a bit of a charge in the air…
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Header bidding is so immensely popular among publishers at this point, there's a call to adapt its core principles to as many environments as possible. Naturally, vendor companies have been hustling to bring products to market to sate publishers’ appetite for demand that header bidding has piqued. Some of these…
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Should we be surprised that some of the most valuable inventory in digital advertising is taken up by what many consumers consider the most annoying advertising? Smacking users with pre-roll after pre-roll (many times the same ad) when they watch shorter videos on a site is not only bad for…
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As header bidding has caught on, publishers just can’t get enough of that demand and revenue from header partners. But so far, a lot of pubs have hit a certain ceiling in header regardless. It takes time and effort to integrate header partners in-house. Integrating a wrapper solution can help…
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