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Ad Ops Decoder: What Are Deterministic and Probabilistic IDs?

Cookies are a foundational part of digital advertising, but their application is limited in a cross-device environment. Cookies are browser-specific, they aren’t supported in OTT, and they aren’t easily ported between mobile apps. Cookies, then, are just one type of identifier among several that go into targeting users across multiple…

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Lift Tests Rising, Cross-Platform Addressable

Lift Tests: The Next Programmatic Trend? Among advertisers, especially performance advertisers, lift tests are on the rise, AdExchanger reports. Performance advertiser are feeling some heat to justify ROI for all their activities, which is why they’re looking at measuring incremental lift in whatever channels they’re spending in. One reason for…

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Getting Your House in Order: WideOrbit Talks About Order Management as Linear and Digital Converge

More than ever, media companies offering video campaigns straddle both sides of the traditional/digital divide. In some cases, we see ad budgets shifting from TV to digital. In others, we see the opposite pattern. While that’s opened up all kinds of new opportunities for both broadcasters and publishers, the lack…

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De-fragmenting RTB and the Challenges Facing Ad Servers in 2012: Q&A With OPS Markets Speaker Sean Harvey, Business Product Manager, Google DoubleClick

At OPS Markets London on Thursday, Feb. 9, Sean Harvey, Business Product Manager for Google DoubleClick, will speak toward the "Audience Opportunity," or how the sell-side can get a leg up in the bustling data trade. In this exclusive Q&A with AdMonsters, he tackles ad servers' biggest challenges at the moment,…

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