ross benes

  • LittleThings boosted ad rates by 20 percent with video header bidding

    Although header bidding has a video problem, feel-good publisher LittleThings is getting unified auctions for its video inventory to pay off. Adopting video header bidding helped LittleThings increase its programmatic video ad rates by about 20 percent over the past 12 months, said Justin Festa, chief digital officer at LittleThings, declining to share raw numbers.

    Digiday- 7 readers -
  • The Financial Times got 24 ad exchanges to stop spoofing its site

    The Financial Times’ fight against domain spoofing is paying off. After catching 25 ad exchanges misrepresenting access to its inventory in September, the business news publisher took its fraud-fighting test a step further by purchasing counterfeit inventory that purported to be the FT’s to see which vendors were still selling fake FT impressions.

    Digiday- 16 readers -
  • DSPs are under pressure to adopt ads.txt

    Publishers aren’t the only ones under pressure to adopt ads.txt. On Nov. 15, The Trade Desk will start using ads.txt to block unauthorized vendors from selling impressions, which is a feature that Google’s demand-side platform recently implemented, too. Now that another major DSP is filtering inventory with ads.

    Digiday- 17 readers -
  • Snapchat’s programmatic ads fetch $3-$8 CPMs

    Snapchat’s ad rates have taken a hit since it started selling ads programmatically. CPMs for Snapchat inventory that’s sold in open auctions run between $3 and $8, according to three ad buyers requesting anonymity. Those rates are similar to what’s found on Facebook, but the difference with Facebook is that it has much more scale.

    Digiday- 25 readers -
  • ‘The beginning of a giant industry’: An oral history of the first banner ad

    On Oct. 27, 1994, Wired magazine’s digital affiliate HotWired ran what later became known as the web’s first banner ad. And the internet has not been the same since. Despite how much people complain about online ads, the business models of most websites still revolve around advertising. Advertisers will spend $16 billion on banner ads in the U.S. this year, according to eMarketer.

    Digiday- 9 readers -
  • How publishers are getting fooled by ads.txt fraud

    Now that ads.txt is gaining traction, it is inevitably running into kerfuffles. Publishers say that third-party sellers like Thrive+, Ludius Media and SelectMedia asked to be listed on their ads.txt files, even though the publishers did not have direct relationships with these companies. These vendors say they were merely trying to form direct relationships with the publishers ...

    Digidayin How To's- 17 readers -
  • The state of video ad fraud

    This is the second article in an occasional series on ad fraud. The first entry examined why old fraud tactics won’t die. Fraudsters are pivoting to video, which is bad news for publishers looking to siphon cash from the growing pot of video ad spend. The ad industry’s massive growth in video ad spend has simply created a strong incentive for fraud.

    Digiday- 13 readers -
  • ‘It can be good to have a big stick’: Thanks to Google, ads.txt is taking off

    The Digiday Programmatic Media Summit is taking place in New Orleans November 13-15. For information on how to attend or sponsor the summit, click here. After a slow start out of the gate, adoption of ads.txt is taking off with some help from Google. Only 13 percent of the 10,000 most popular domains that sell digital ads adopted ads.

    Digidayin Google- 12 readers -
  • Blast from the past: Why old ad fraud tactics won’t die

    This is the first article in an occasional series on ad fraud. Like a toenail fungus, ad fraud proprietors are deceptively difficult to kill off. Old ad fraud tactics like domain spoofing, sending traffic to garbage sites and disguising display inventory as video remain in vogue. In fact, in some ways, current industry trends like brand-safety mandates and the rise in header ...

    Digiday- 12 readers -
  • To deal with native ad pains, Vox Media brings distribution in-house

    Buying traffic on social media is a common way for publishers to make good on clients’ branded content campaigns, but it eats into profits. Vox Media has shifted its branded content distribution on its own sites with the help of a tool it built in-house. Vox Media started using the tool called Creative Intelligence to A/B test ads about a year ago.

    Digiday- 16 readers -
  • Outside Magazine increased pageviews per visit 13 percent after ditching Google AMP

    Publishers have grown weary of platforms’ power over them but worry about the risk of opting out. Outside Magazine has managed to pull back without hurting its own properties. Outside, an independent title for outdoorsy types that’s owned by Mariah Media, ditched Google’s Accelerated Mobile Pages three months ago, and since then, it has seen a 13 percent increase in pageviews ...

    Digiday- 15 readers -
  • Why political ads on Facebook will still slip by human reviewers

    Facebook faces an uphill battle in cleaning up political advertising on its platform. Facebook is making adjustments to how political advertisers buy ads on its platform. It’ll still be hard for the social media giant to identify all of the political ads running through its system, though. Facebook can detect a political ad in two main ways.

    Digiday- 9 readers -
  • Wired is launching a Progressive Web App to boost page speed

    Tech publisher Wired is revamping its mobile site in an effort to improve page speed. Today, Wired is introducing a so-called Progressive Web App, which is a Google-backed protocol that lets web developers build mobile sites that load quickly like an app. Wired plans to make it available to a small number of users for about a month before rolling it out to all of its users, sa ...

    Digiday- 19 readers -
  • ‘Doing more with fewer’: Why Turner cut its SSPs from 30 to 6

    Turner is getting stricter about what ad tech vendors it works with. In the course of about a year, Turner went from using 30 supply-side platforms, ad exchanges and ad networks to sell its inventory to just six. Turner reduced its vendors to make it easier for advertisers to string together user data to run cross-device campaigns across Turner’s brands, said Amit Chaturvedi, ...

    Digiday- 29 readers -
  • ‘They think I’m the boogeyman’: Confessions of a programmatic exec at a publisher

    One constant struggle for large media organizations is getting the incentives of different departments to align. For the latest installment of our anonymous Confessions series, we talked to a programmatic specialist at a legacy media company. The source said the direct-sales and programmatic departments butt heads because sales reps don’t understand ad tech, so they worry that ...

    Digiday- 24 readers -
  • ‘Our president is often not brand-safe’: Why publishers struggle to monetize the Trump bump

    Viral stories about Donald Trump are great for comScore bragging rights, but they can be difficult for publishers to monetize. It’s a sign of the times that advertiser demands of brand safety sweep up news relating to our current politics. On average, the 10 largest buy-side platforms are placing ads on 11 percent fewer sites this year compared to last year, according to MediaRadar.

    Digiday- 13 readers -
  • Publishers are already feeling pain from Apple’s move against ad tracking

    Apple is cracking down on ad tracking through Safari, and the first publishers to feel the pain are those who rely heavily on programmatic advertising. Programmatic publishers’ ad rates have taken a hit since Apple updated its Safari browser last month to prevent third parties from tracking users for more than 24 hours after a user visited a website.

    Digiday- 26 readers -