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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Congratulations! Digital privacy policy made it to the general-interest news hole this week. Shame it’s not under better circumstances, but, well, at least it’s a reliable conversation-starter, that Congress voted to nix proposed changes to FCC policy to require a user’s opt-in before ISPs could be allowed to sell their…
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U.S. publishers find themselves wrestling with unfamiliar issues due to the coming implementation of GDPR (General Data Protection Regulation). Under GDPR, E.U. citizens are given the right to protect and control the way their data is collected and how it might be used anywhere in the world. This global reach…
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Page speed is never too far from the main stage of the ongoing show that is ad ops, and it’s enjoying another spotlight moment right now. On one side, publishers have Google and Facebook calling for compliance with their platform publishing guidelines--and with massive mobile traffic coming to them through…
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If you're in digital, you're more or less destined to be on Facebook and Google. The major platforms have unparalleled scale. But they're certainly not the be-all and end-all to digital--and publishers would love for advertisers to agree on this point. Publishers are sitting on valuable audience insights of their…
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“I hate the term header bidding,” a friend and industry resource told me over a cold beer. “It’s too catchy—it sounds like another piece of ad-tech buzzword BS.”I’d argue “tagless tech”—the first name I heard in reference to header-based executions—was far worse (and horribly untrue). But my friend’s dislike really…
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AdMonsters new and old have assembled for another heady three and a half days of ops education and commiseration at the 41st Publisher Forum. This time, we're in Palm Springs, CA, in palm tree-studded valley surrounded by beautiful but forbidding mountain ranges. In other words, it's a lot like ops,…
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When we split up the types of publishers out there in digital, we tend to group them broadly. You have your pubs originally from the traditional newspaper/magazine space, those that came out of broadcast media, your newer digital pure plays. We don’t tend to divide B2B pubs from B2C pubs—even…
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