Cloud computing has become an increasingly popular go to market strategy for both new and mature ad tech companies looking to streamline their infrastructure. I want to talk about safety and precautions, specifically as it pertains to cloud computing. While this is probably not the first thing that comes to mind when you think about… Continue reading »
A growing trend is brewing in the digital publishing world where brand new sites that no one has ever heard of are posting astronomically high numbers of unique visitors per month. Popping up in various exchanges on a seemingly daily basis, the sites appear to be running ads from major brands, but these sites are… Continue reading »
The cookie is the lynchpin of any successful display advertising campaign. The cookie allows marketers to collect data that they can in turn leverage to target their advertising to qualified prospects. Without the cookie, digital advertising just wouldn’t be as effective. We can say this with confidence because we see the problems inherent in mobile… Continue reading »
If you’ve been shopping online lately it’s probably safe to assume that while you surf the web you are being bombarded with online advertisements from retailers that you have either visited or made purchases from. With recent Cyber Monday sales pulling in nearly $1.5 billion, and RTB density doubling during this stretch, it’s likely that you’re seeing… Continue reading »
A longstanding industry issue has been the implications on privacy that cookie based targeting creates, and Do Not Track legislation is not going away. Forthcoming versions of Mozilla’s Firefox, Microsoft’s Internet Explorer, Apple’s Safari, and Google’s Chrome browsers have installed Do Not Track mechanisms that could potentially have a substantial impact on the digital advertising… Continue reading »
There’s a lot of talk about online ad creativity, and for good reason – the bulk of display dollars are still transacted within a set of ad sizes that haven’t changed much in 10 years. With AOL and the IAB pushing the boundaries of display ad units, these innovations could and should come to real-time… Continue reading »
What started as a fun discussion over lunch with an industry peer about the possibilities of RTB transformed into a ‘what if’ discussion about turning the ad buying concept upside down – and the potentially significant ramifications of this approach. What if algorithms were tweaked to purposely lose, and, pushing this further, lose at the… Continue reading »
At a recent industry conference, a controversial topic that crept up on panels and during networking portions was dynamic floors. For the uninitiated, dynamic floors is the practice of a supply side platform or ad exchange bumping up the clearing prices of auctioned-off RTB inventory to more closely match the highest placed bid. It is… Continue reading »
Despite RTB’s accelerated adoption in the past two years, it has yet to reach a point of universal benchmarking, and standards. There’s no comScore or Nielsen report for RTB activity – yet – perhaps we’ll start seeing the beginnings of that before the year is out (are you guys listening?). Most RTB industry discussions typically… Continue reading »
When evaluating and eventually buying private exchanges, there still seems to be considerable confusion from desks, and the DSPs powering buys about the practical usage of this channel. In my view the confusion is fueled by the lack of standards for the usage of the term ‘private exchange.’ There are several widely used tactics that… Continue reading »
