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Ad Ops Decoder: What Is the Waterfall?

You may hear a lot these days (particularly on a header-cheerleading site like this one) about the ad-server waterfall being vanquished like some fairy-tale villain. Well, it’s not entirely gone, and similar to many foes in children’s stories, it wasn’t always such a bad thing—it was simply exploited.In the early…

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Improve Digital publishes first ‘market map’ of European online display advertising industry

Publishers struggling to tell their ad networks from their ad exchanges and their DSPs from their agency trading desks have a new tool to help them keep pace with the sub-sectors of the online advertising world.  In response to frequent customer requests, Improve Digital (the largest European sell side platform,…

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