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Yes, Virginia: Blockchain Can Scale

I'm used to the eye rolls whenever I ask ad tech veterans their feelings on the potential of blockchain. I'll be the first to admit the term is sullied following an audacious hype cycle (even for ad tech!) and some scam-tastic initial coin offerings (ICOs). But the technology does seem…

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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…

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What Is Yield Management?

Yield management is a slippery topic to explain, and even more complicated in practice. Rather than explain how it works, it’s probably more helpful to explain what it does. Well… what it’s supposed to do, in theory. First, the problem that yield management aims to solve for publishers: The total…

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The Off-Site Plan: Segmenting Audiences For Extension

First-party data is oil of the digital media landscape. While all kinds of publishers can claim it, the refinement process, not the drilling, makes the big bucks. Fortunately, technology has improved publishers’ refining abilities, not just in driving revenue from first-party data through on-site advertising as well as selling data to…

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The Ad Ops Investment: An Interview With OAO

It’s hard enough overseeing the ad operations tech stack and processes of one publisher; imagine juggling multiple publishers. But that’s exactly the mission companies like Outsourced Ad Ops (OAO) have taken on – and they have to do it well enough to be profitable and grow as a company. While…

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When They’re Available, Cookies Score More Cash

It’s a weird time for the cookie. Villainized by privacy advocates and the media, the itty bitty sticky bits of data seem to be more popular than ever when it comes to digital ad targeting and tracking.Publishers are increasingly meeting cookie-obsessed advertisers on the programmatic playing field via private exchanges,…

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