Not all impressions are created equal. So why trade them wholesale without distinction? It’s a good and democratic way to trade all your impressions in open RTB environment (akin to AdSense)—all publishers get the same data and price floor, the highest bidder wins, end of story. But that sort of “throw it to the market and let them decide” approach severely limits yield and barely scratches the surface of all the capabilities of programmatic selling. In this primer, we are discussing all four of programmatic deal types, along with their potential merits and disadvantages for media sellers. Also known as: Open exchange, Open marketplace, RTB Participation: All (eligible) buyers on a platform Ad Server Priority: Lowest (just above in-house ads) An Open Auction is the Wild West of auctions. — IAB It’s a lot like plug-and-play trading on AdSense: Every advertiser on an exchange/SSP/ad network gets the impression call, they all bid, and the highest … [Read more...] about Explainer: The Four Types of Programmatic Deals
Bitcoin is back in news again after trading at a record high of $4483 per coin this month. Many cryptocurrencies including Bitcoin are powered by a technology known as blockchain, and its potential use cases extends far beyond just the financial world—it continues to find use in government, healthcare, real estate, security, and many other industries. At events and in publications that cover the advertising industry, blockchain has been a hot topic as a candidate for bringing in more transparency into ad tech and solving problems such as opaque supply chains and ad fraud, how much of it is hype and what are the facts? Before getting into how blockchain could help ad tech, let’s understand what it is and how it works. Each “block” in a blockchain typically contains a hash pointer to the previous block, timestamp, and transaction data. A blockchain is a growing list of records, or blocks, linked together and secured by cryptography. Stripped to the basics, … [Read more...] about Can Blockchain Fix the Problems of Digital Advertising Industry?
We have previously listed some header bidding demand partners to add in your wrapper. But there’s more to bidders than just their demand. The following list contains only the top tier demand partners currently in the header bidding game; the kind that require you have a hefty number of minimum monthly impressions just to get a quote; the kind that bring in considerable amounts of unique demand (we covered why that’s important in this post); the kind that are exclusive and why so. Anywho, here are the top 10 Tier 1 header bidding demand partners in the ad tech sphere today: Minimum monthly impressions: 50M Criteo doesn’t have a custom wrapper, but it’s the most popular header bidder among Alexa 1000 sites (according to this study by GetIntent). That’s because of Direct Bidder, which is how Criteo stays ahead of Amazon. Direct Bidder works without second price auctions – meaning that the final bid you receive from Criteo really is the highest … [Read more...] about Top 10 Header Bidding Demand Partners of 2017
Global publisher revenue from online ads grew by almost 22% in 2016 to reach a total of $72.5 billion. Yet, beneath those numbers, there’s a grim statistic: Ad block usage increased by 30% in 2016, hitting 615M devices blocking ads. While display advertising is growing (it surpassed search in ad spending in 2016), publishers need to take proactive measures to protect (and grow) their revenues. Even if it never happens, it doesn’t hurt to have a plan for growth in case your ad revenues fall because of ad block. I’ll show you 9 strategies to do this below. Your audience uses adblock not out of spite but out of necessity. They don’t want to see you out of business; they just want to have a better user-experience. 30% of people use ad block because of security concerns. Another 29% use it because of interruptive ads, according to a survey by PageFair: It stands to reason that if you can solve these security and user-experience issues, you can encourage users to … [Read more...] about 9 Ways to Recover the Ad Revenue You’re Losing to Ad Blockers
In a previous post, we talked to publishers about keeping both eyes peeled while shortlisting technology partners to sell inventory with. That being said, there are two sides to every coin. No demand source relies entirely on a metric-based benchmark to evaluate publisher’s ad inventory for sale on its platform. Why? Because numbers can be fraudulent. Also, relying entirely on automation could eliminate the possibility of cashing in on changing advertiser demands. It could mean missed business opportunities. While you are weighing pros and cons of demand platforms, they too are scrutinizing you. Here’s what demand sources usually want from publishers’ ad inventory: Marketers object to having their ads placed against objectionable content. Ever since Times Inc. shined a light on ad tech platforms ‘enabling’ the spread of hate content, every ad tech platform worth its salt is making a concentrated effort to follow brand-safety guidelines. For … [Read more...] about What Demand Partners Want from Publishers’ Ad Inventory