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It’s hard to make the wonkiest areas of ad tech sexy, so there is a tendency to trumpet the rise of server-side products as signaling a death knell of header bidding. On-page bidding will stick around for awhile. While more publishers continue to adopt server-to-server connections, few go all in. With server-side bidding in its infancy, publishers use a mixed model because the ...
In the old days, pop-under ads were a scourge of the web. Now, since fraud fighters have improved their ability to detect bots, some sites are turning back to pop-unders to show ads to unsuspecting humans. By inserting separate browser windows behind what users are viewing, these websites display ads that are often unseen even though they are registered to a human user.
As it turns out, there’s more than one way to use header bidding. Header bidding gets a lot of publicity for its ability to increase revenue for publishers. But a less-heralded aspect of header bidding is that publishers use it to prioritize certain advertisers in the auction. Publishers said that doing so encourages marketers to work consistently with them and make big budget commitments.
Programmatic has been extolled for its efficiency, but for the latest in our anonymous Confessions series, we talked to a skeptical digital industry vet who has helped build and manage tech stacks. The source said publisher-reported impressions are misleading, industry groups are self-interested and the supply chain continues to be maligned by bad incentives.
A publishing executive, speaking under the condition of anonymity, recently told a story that has industrywide implications. Despite putting only 20,000 daily video impressions in the open market, this executive said, some advertising partners had purchased over 100,000 daily video impressions that they had believed belong to the publisher.
Programmatic integrations rarely die swiftly. Last April, Google sparked a wave of “header bidding is dead” headlines after it was revealed by AdExchanger that the company was developing a server-side product. But since then, the marketplace for server-side products has become more competitive and more publishers have continued to adopt header bidding.
The bewildering digital ad supply chain is said to benefit vendors, but for the latest in our anonymous Confessions series, we talked to an ad tech executive who views the complex chain as an elaborate lie. Here are the excerpts, edited for clarity. What irritates you the most in ad tech? Omission of how agencies and their ad tech vendors are taking media dollars off the tabl ...
Pinterest is making a big bet that it isn’t too late for it to become a go-to platform for marketers. After a slow entry into advertising, Pinterest released a slew of new features last year. And it hasn’t slowed down in 2017. Last week, Pinterest rolled out search ads, and yesterday it announced more search tools that could broaden the platform’s e-commerce capabilities.
Programmatic buying is quickly evolving, but each new integration has its own set of drawbacks. Waterfalling helped publishers sell more of their inventory, but it wasn’t the best way to make sure publishers were making the most money. Header bidding has increased yield, but it slowed down page loads.
Ad tech might move fast, but technology has a tendency to linger. Since header bidding and server-to-server connections have made it easier for publishers to cut out supply-side platforms and connect directly to demand-side platforms, the SSP has been declared “dead” by more than one industry observer.
Ad blocking has been a growing headache for publishers, and recent reports indicate that its reach will only increase around the world. Although the growth of ad blocking overall in the U.S. is expected to slow down, researchers predict that ad blocking on mobile devices will continue to rise, particularly in Asia.
The TV industry might seem stodgy, but it’s still profitable enough that social platforms try to mimic it. Since running out of places to stick ads in the news feed, Facebook has expanded its video offerings in an effort to tap into TV ad dollars. But it’ll face challenges. Longer videos could be a boon for marketers, but the news feed will be a difficult place to implement th ...
Ad tech companies constantly tout their innovation bona fides, but for the latest in our anonymous Confessions series, we talked to an ad tech software developer who doesn’t buy the hype. Here are the excerpts, edited for clarity. What do you think people get most wrong about ad tech? People act like the technology is always innovative.
One publisher’s gain doesn’t have to be another publisher’s loss. With politics — and specifically President Donald Trump — commanding so much attention, it is reasonable to expect that publishers who don’t focus on hard news would see a drop in traffic. But data indicates that non-hard news publishers haven’t suffered from the public’s intensified interest in political news.
Online video may offer convenient access for most programs, but you still can’t always get what you want. Despite the growth of OTT and TV Everywhere, many movies and TV shows are still not legally streamable — and are unlikely to be so anytime soon. These programs are left in the digital dust due to a lack of foresight around digital rights, in-fighting at media conglomerates ...
Digitization has made ad operations a crucial part of advertising, but the field remains murky to many people. Sure, ad ops still deal in trafficking ads and killing intrusive malware and pops ups. Increasingly, though, they have also become involved with researching and implementing new ad services, such as header bidding and solutions that run custom videos.
What’s in a URL name? Apparently a potential way to increase click throughs. When posting on Facebook, several content mills use multiple domains for the same article. Regardless of the URL structure, these domains then reroute to the publisher’s website. The publishers who use this tactic claim they are A/B testing URL names.
It has been an interesting start to the new year. Donald Trump is president, and fake news is a widely discussed phenomenon. Although the exact definition of “fake news” has been severely distorted as people (including Trump himself) have hurled the term as an insult toward anyone they simply disagree with, data show that it remains a popular topic internationally.
Just because an ad product makes a lot of sense, it doesn’t mean it won’t fail. Twitter squashed its buy button this week. Facebook had previously killed its own buy button and Instagram and Pinterest have struggled with theirs as well. Sources told Digiday that buy buttons have struggled on social platforms because transactions have been clunky, inventory has been mismanaged ...
Programmatic is prone to complexity. So too is Big Pharma. So when the pharmaceutical industry deploys programmatic technology, routine business can get especially complicated. Because the pharma industry is regulated more than most, pharma brands and their vendors must tread carefully when they set up automated campaigns.