Content tagged with Connect

Blog post

Videoplaza have launched the findings of their study into the world of connected devices exclusively at AdMonsters’ OPS TV in New York on July 11 2012. The report is titled A Future for TV: IP-delivered video advertising in a connected world

Connect

 

TEST TEXT 

 

 

Connect

It is not a new technique, but technological advances such as Real-Time Bidding (RTB), Data Management Platforms (DMPs) and innovative look-a-like algorithms have transformed audience extension into an impressive revenue opportunity.

As increasing spend flows through programmatic channels, the private exchange concept is considered a boon to both buyers and sellers through enhanced trading controls and inventory transparency. In particular, it’s a convenient way for publishers to better monetize inventory headed to programmatic channels while meeting and exceeding the demands of their top advertisers.

With the swift and continuing evolution of ad operations, the challenges publishers face when evaluating their capabilities abound. Informed decisions on how and where to invest time, money, resources and manpower are often overshadowed by 'gut-feeling' decisions as publishers feel the pressure to maintain a competitive stride.

“What’s up with my fill rate? Why are the video ads loading so slow?”

Those are the two questions publishers really don’t want to be asking themselves when it comes to digital video – especially if they’re dabbling in programmatic waters.

The 2013 edition of the AdMonsters Salary Survey is here! The survey explores over 30 data points on ad operations roles within publishers, agencies, networks and solutions companies from over 310 respondents around the world, and provides data on salaries by position, seniority, geographic area, number of reports, as well as historical trends and other key findings. 

Maybe it’s because I’ve been watching too much “Downton Abbey,” but I can’t shake the idea that if programmatic direct was a debutante, 2013 was the year it came out.

Like a leaky faucet drip-drip-dripping into a steel sink, mobile has long been that nagging concern keeping publishers up at night. The amount of inventory seems to multiply daily with little demand from buyers (especially when it comes buying guaranteed), so publishers are forced to turn to ad networks and programmatic channels for the pennies they can get.

Connect, mobile, video

Viewabilty has been a big topic at AdMonsters events since the term came onto the scene. When the MRC recently rescinded its advisory against transacting on a viewable basis, we wanted to know how much it would affect publishers right then—and in the future.

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.

Fifty percent of pixels in view on the in-focus browser tab for two continous seconds. It doesn’t seem like a giant barrier to cross for a video ad to be considered in-view – and that was the point.

For publishers, mobile is an itch spreading over greater sections of skin, tingling more ferociously every second. Scratching doesn’t make it worse, but certainly fails to relieve the symptoms. 

In the past, the acronym CPA had a simple connotation for publishers: low payout. Particularly in the post-bubble digital advertising world, CPA campaigns seemed a desperate alternative when CPMs had hit rock bottom. But more than a decade later, Epom Head of Sales Andrew Lebowski argues that in the age of programmatic and analytics, CPA isn’t yesterday’s “cost per acquisition.”

“This industry is literally 20 years old,” comments Michael Alania, EVP at Outsourced Ad Ops and witness to the at-times insanely rapid evolution of digital advertising and the operations role at its core. “You look at where we are now versus where we’ve come from, it’s pretty staggering. And with how quickly technology is developing and evolving, you have to wonder where we’ll be in another 20 years.” 

“There’s so much waste,” a publisher says with a sigh.

We’re speaking about guaranteeing digital video against panel-based metrics, and one can’t help but shake their head at the amount publishers have to over-deliver to hit demographics. It’s tough to watch a grown ops professional bawl over their lost margins as a result of serving an abundance of free impressions. 


AdMonsters Ad Operations Salary Survey


Workflow can be the bane of ops' existence. The order’s journey from sales to ops to inventory and other stops can be a perilous one full of treacherous platform crossings and other hazards – it can make Frodo Baggins’ excursion to Mount Doom look like a walk in the park. Teams are stuck entering the same data into multiple systems that simply don’t communicate with each other.

Connect, video


The promise of private marketplaces is both alluring and straightforward. For brands, there’s the opportunity to reach engaged audiences of premium publishers with the efficiency of programmatic. For those premium publishers, there’s an opportunity to move inventory via programmatic, but at significantly higher CPMs than they can net in the open exchanges.

At the beginning of 2015, 90% of U.S. households boasted three or more Internet-connected devices according to Ericsson, with an average of 5.2 devices per house. 

Upfront season seems like it never ends.

Connect, video

Recently the tech media was awash in panic over mobilegeddon – end times were nigh as Google was switching up its search algorithm to favor mobile-friendly responsive design sites.

With additional advertiser budgets pouring into the digital media and advertising technology advancing at a clip, operations’ profile has increased dramatically over the past several years. So now is prime time for publisher revenue specialists to make their voices heard – not just on one issue, but all of them.

Call me a borrower, a copycat or even a thief. Many years ago, Adrian D’Souza led the first AdMonsters session that had a large impact on me, and the outline of his operational process at CNET became the model for building out my department at Advance Digital. To this day I have no regrets about snatching his ideas for my own processes.

I feel like I've been eating, breathing and sleeping programmatic video over the past year. But have no complaints as this has to be one of the most exciting areas in advertising technology. Oh, you think I'm joking? Why don't you download our new playbook on private marketplaces and advanced studies in programmatic video and see who's clowning?

Match every impression with the channel likely to garner the most revenue – seems like the stuff of operational daydreams, but I’m not going to tell you to snap out of it. Such dynamic inventory allocation is real, oh-so-real, and it’s referred to as holistic yield management. I know that sounds like one more piece of empty industry jargon, but it’s actually a pretty appropriate name for what goes on.

Rocket Fuel