Google just made a policy change that is bound to make web publishers happy — they often don’t make announcements about product and policy changes and users are left to their own devices to eventually figure it out. This is the reason why there are hundreds of web publications dedicated to documenting changes and updates to Google search and ad products. Most of these publications depend on lucky breaks — accidental discoveries, word sent in by insiders, and tips by users. We recently found out about an important policy update in Google AdSense via one of the aforementioned means; these are important changes, and as far as we can tell, no one has or is covering them. You can view the exact changes that have been made to the ad serving policies by clicking on the two images below; the older image is a screenshot from 10/08/2016 and the other image contains the new policy. Old AdSense policy New … [Read more...] about Big AdSense Policy Update: Ad Limits Per Page Lifted, Valuable Inventory Introduced
Testing button colours is a starting point in any growth marketer’s career. I’m not saying it doesn’t work; it has worked great for many (case in point: Mitt Romney’s election campaign). I’m sure you’ve done other A/B tests like these, but I’m also quite sure you learned nothing much from testing a small change. Kaiser Fung estimates that 80-90% tests yield insignificant results. That’s a lot of time and effort down the drain; not to mention the dawning realization that you have no idea what you’re doing when it comes to conversion rate optimization. The way I see it is: Meaningless tests have been talked about so often that they seem like the magic solution to getting great conversions for everyone. We don’t want to come up with new hypotheses because that’s like, so exhausting. Who has the time to look at behavioral data, find a problem area, do the necessary research, and make some … [Read more...] about Don’t Know What to A/B Test on Your Website? Here Are a Few Ideas
Under fire for sending your readers’ Personally Identifiable Information to Google? Yeah, it’s been known to happen, quite often at that. “In the interests of protecting end-user privacy, Google ads product policies mandate that publishers must not pass any data to Google that Google could use or recognize as personally identifiable information (PII)” — Google Publisher Policy Google classifies names, email addresses, social security numbers, device identifiers (especially those that cannot be reset), and similar sensitive information as PII. And Google absolutely does NOT want you (accidentally or non-consensually) sending this info to it. Those who end up passing this info through ad requests made using Google DFP, AdX for DFP or AdSense receive a policy breach notice that has the potential to scare the pants off of the most seasoned publishers. If you have been on the receiving end of this particularly terrifying stick (partly … [Read more...] about What Google Wants You to Do About Personally Identifiable Information (PII)
Purch built itself a host of custom bidders to sell video inventory programmatically. SheKnows controls its auction dynamics through a header bidding wrapper of its own creation. Telegraph wants to overlay its data management platform on bid landscape to match its audiences more precisely with buyers. Washington Post created a 'customizable content unit' and chucked away several vendors that simply weren't good enough-all in a bid to replace ad tech with something they have control over. But even big league publishers can't entirely do away with ad tech vendors. The platforms publishers use to sell ad inventory put a strain on revenue, data security, and page speed. Publishers still rely on these platforms for the sake of access to demand at scale, sophisticated services, and, should something go wrong, "a neck to throttle". Even if a publisher has a strong internal tech team that is capable of building its own products to replace third parties, a lot of vendors stay … [Read more...] about How to Choose the Right Technology Partner to Sell Your Ad Space
With a projected global ad spend of over $170 billion in 2016, online advertising is a vast industry with thousands of small and big players engaged in business; and developers, ad ops managers, designers, data scientists, marketers, and support teams working overtime to keep the juggernaut of internet ads running. Equally vast is the jargon that surrounds the ad tech industry; not only are outsiders confused by it, if you were to survey industry professionals, the results would surprise no one — there is a big chasm between how much we think we know and how much we actually do. Ad-tech is a super nerdy community. They want to speak their own language and it makes them feel smarter, so they teach themselves to speak Klingon, a language that’s a mystery, and nobody’s willing to ask questions as to what they mean. — Nick Dujnic, LiveIntent’s director of demand generation SSP? DSP? RTB? CPM? CPC? CPI? Programmatic? Waterfall? Daisychaining? … [Read more...] about The Best Blogs, Podcasts, and Resources for Ad Tech and Ad Ops Professionals
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
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?
Despite the rising adoption of the technology, header bidding still remains somewhere between a buzzword and an enigma to people not directly involved in its implementation. In this post, we explain how it works in three parts: How header bidding technology emerged, how it works including its pros and cons, and what lies ahead in the future. The Origins of Header Bidding Medium and large publishers typically offer their inventory to multiple networks to increase their overall revenue — they do this by offering their impressions to the network that pays the most, pushing the unsold impressions to the next network in the value chain, and so on — this is called the publisher waterfall or daisy chaining. There can be direct deals before the waterfall starts and the remnant inventory towards the end can be used to serve house ads or ads from GDN (Google Display Network). High ad latency: All this shuffling around of inventory across multiple networks means that inefficiency … [Read more...] about A Simpler Guide to Header Bidding Technology
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] Despite the many leaps in ad technology in recent years such such as programmatic buying and real-time bidding, fact remains that digital advertising is still imperfect at best and inefficient and fragmented at worst. In the race to squeeze the last revenue dollar from their ad inventories, publishers are known to always be experimenting with new hacks, with varying levels of success. One such hack which has been around for some but is only recently gaining popularity is header bidding, also known as advanced bidding or pre-bidding. Should you implement header bidding too? If yes, how? Read on to find out. What is Header Bidding? Header bidding is an advanced programmatic technique which allows publishers to open their inventories to receive bids from multiple ad exchanges before making a call to their ad server … [Read more...] about Is Header Bidding The Next Big Revenue Optimization Hack?
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