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
An open auction
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
Header bidding was supposed to solve the problem of complexity in ad operations. As the adoption picked up pace however, SSPs (short for supply-side platforms, software used by publishers to sell ads) began altering their algorithms and employing aggressive auction tactics to increase yield. This works out well for the SSPs and even publishers, at least in the short term. But in the long run, everyone loses. Gaming the Auctions Most larger publishers now use multiple SSPs to manage their ad inventory, and as with middlemen in most other businesses, SSPs will try to prioritise their own personal gains over anyone else's-including other SSPs, advertisers, even publishers. How are they gaming the system? Second-price auction has long been the default standard for RTB auctions, in it, every bidder is asked to submit the maximum amount of money that they're willing to pay for an impression, the winner then pays the second-highest bid that was collected plus a minimum increment. What are the … [Read more...] about Explainer: What is Supply-Path Optimization?
Dynamic Allocation, a popular DFP feature, lets Google AdX bid on inventory marked as guaranteed or remnant. The feature also gave AdX last-look privilege, letting AdX check out other bids and use the highest as price floor for its own auction to win most of the impressions for its exchange. (ICYMI: We’ve previously covered AdX and dynamic allocation in some detail here.) This has caused resentment in the ad tech industry because of the unfair advantage that it provides to Google; few, such as AppNexus, have point black refused to work with Google on new technologies and collaborations. But now, in a show of good faith to the ad tech ecosystem and to compete with header bidding on its own terms, Google is dropping this last-look privilege in Exchange Bidding in Dynamic Allocation (EBDA) beta, released on March 31, 2017. Here’s what you need to know about this feature: Auction dynamics: Exchanges, including AdX, receive a single bid request, conduct their own auctions, and … [Read more...] about Google Removes “Last-Look” Privilege in DFP for Fairer Ad Auctions
Consumers are not interested in ads. They want uninterrupted experiences. The fact that there are 225 million consumers who are active users of ad block[ers] tells you that they’re saying: ‘No. I don’t want your ads.’ — Raja Rajamannar, MasterCard’s Global CMO If you wrote about financial services, Raja is the type of potential advertiser who might have bid for your impressions. Your impressions are a proxy for your audience—advertisers aren’t paying to stick their ads on all corners of the internet. They’re paying for their message to be seen, and the ability to reach and influence a specific set of audience. But why would your audience actively choose to be irritated by intrusive advertising, when they can just enable adblock and save their bandwidth? Mostly, they won’t. And this means you lose ad revenue. If you have an audience, giving them a clean browsing experience is key to monetizing effectively without sending them … [Read more...] about How to Recover Ad Revenue Lost to Ad Blocking and New Viewability Metrics
Earlier this month, we published a simpler guide to header bidding technology. A programmatic technique that works from within the user’s browsers and gives unprecedented uplift in yield; header bidding is a game changer in programmatic buying and selling. Years ago, people used to say the same thing about RTB. RTB is like online shopping… at once a mere convenience and also a game changer. Did we shop before the internet? Yes. And yet now we have more options, shop more efficiently, can personalize our experiences, and yes – often find better prices. As a result, we shop more and the total commerce pie has expanded. — Josh MacFarland, CEO, TellApart (Source) In this short post, we compare header bidding vs RTB and see how the two programmatic techniques differ. What is RTB? It stands for Real Time Bidding. Simply put: RTB is an impression-level auction happening in real-time (in the time between the user requesting a web page and the page load completion). … [Read more...] about Header Bidding vs RTB: What’s the Difference?
Note: We provide header bidding optimization services, if you use header bidding and are looking to optimize your stack, please write to us at [email protected] Over the past year or so, Header Bidding has gone from being an industry buzzword thrown around in the conference rooms of ad tech startups to a tool that most medium and large publishers are actively using or at least experimenting with. In two previous posts, we’ve already discussed what header bidding means, how it works, and how to implement it; along with a few helpful header bidding tips for higher CPMs. As with any kind of bidding, all things being equal—header bidding yield is directly proportional to the number of demand partners you have because each additional partner means more competition for the ad space. However, all things are never equal: Since header bidding happens on the client side, low network speeds can increase ad latency beyond the point of diminishing returns. Consequently, … [Read more...] about Header Bidding Companies for Optimizing Your Ad Campaigns
Are you interested in buying expired domains? Do you want to grab the best domains with high PR and get all the information such as PageRank, domain age, backlinks about the expired domains? Well, you are in the right page. In this detailed guide, I’m going to talk about all the necessary information about buying expired domains and I’ll also show you top 10 sites to buy expired domains. Let’s talk about the most basic stuff first. What are Expired Domains? Everyday thousands of domain names get expired. The reasons can include any of the following. Some people just may forget to renew their domains Some people who are not interested in renewing their domains Some people who don’t want to pay more for their domains etc Most SEO enthusiasts love to pay for expired domains because few expired domains are like golden nuggets in terms of SEO and money. Here are 5 simple reasons you should consider buying expired domains over new domain names. Expired domains … [Read more...] about Top 10 Marketplaces To Find And Buy Expired Domains
22 WordPress is the World’s best CMS for Blogging. It is used by 25% of all websites in the World. Initially, it was used only for blogging. But with the passage of time it became the number one web publishing platform. From a personal blog to an eCommerce site, you can create any site with WordPress. So what makes it so GOOD? WordPress is an open source tool, and thousands of developers work for it. It has thousands of themes and hundreds of theme providers’ clubs. Every day we get new themes with latest trend and updates of old themes. Some of the themes are free, and the rest of them are premium. When it comes to getting updates, supports and compatibility with the latest technology, then Premium WordPress Themes should be number one choice. There are hundreds of WordPress theme companies that provide well-designed themes yet it’s difficult to choose one. In this post, I will be sharing 15 best WordPress Premium Theme Providers which are reliable and affordable. … [Read more...] about 15+ Sites to Find the Best Premium WordPress Themes In 2017
PMPs? Ain’t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn. Okay, so the skeptics are out and rightly so: PMPs (private marketplace or programmatic private exchanges; I’ll use the terms interchangeably throughout the post — just a heads up) have a reputation to be difficult to set up and scale. Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher’s ad inventory waterfall. — Eyal Katz, Adngin Someone without an experienced ad-ops guy (or a whole team of them) may not be able to cope with the sheer effort of adding/removing line items, getting advertisers, creating better inventory packages, customizing campaigns, and other tasks that are necessary to create a private haven for your impressions. “Exactly! Let’s just keep it democratic and go back to open marketplace.” That would be great in principle. But online advertising is in a … [Read more...] about How to Increase Your Revenue With Programmatic Private Exchanges