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While there’s debate over how to pronounce ads.txt, there’s no arguing that among ad tech folk it’s more popular than Tide Pods are with teens. Launched by the Interactive Advertising Bureau Tech Lab in May, ads.txt is a text file that publishers host on their web servers that lists all the companies authorized to sell their inventory. Because ads.
With the General Data Protection Regulation being enforced in May, demand-side platforms need to figure out how to target users without relying on personal data. DSPs that are unable to adapt to the new rules are likely to lose market share and suffer a similar fate as the programmatic platforms that were late to adopt header bidding.
Cloud storage isn’t sexy, but it’s often cost-efficient. In September, IAC — the parent company of publishers including Dotdash, Investopedia and The Daily Beast — finished a 12-month project of moving the data storage and back-end tech infrastructure of its 50 digital media sites to the cloud. No longer having to maintain 400 servers across eight different physical locations ...
Ad tech is getting a linguistic makeover. With vendors across the complicated ad supply chain using their own terminology (one platform will use the term “anonymized ID” while another uses “identifier” to describe the concept of identifying a user through a unique code), analysts at media-buying agencies are spending the majority of their workday formatting and relabeling data ...
One unintended consequence of Facebook’s feed purge is that it may make publishers more vulnerable to ad fraud. With Facebook favoring user content and deprioritizing publishers’ posts in its news feed, publishers will turn to traffic resellers to make up for the clicks they’re losing from Facebook, said independent ad fraud consultant Augustine Fou.
With Facebook deprioritizing publishers’ content in its news feed again, publishers are casting about for other places to diversify their traffic, including Apple News. But so far, most of the benefits of that platform appear limited to news publishers. About 25 percent of the 4.5 million who read Michael Wolff’s buzzy New York magazine article about Donald Trump did so on Apple News.
Data leakage is becoming a huge problem for publishers as ad dollars shift toward programmatic. For the latest installment of our anonymous Confessions series, in which we exchange anonymity for honesty, we talked to a programmatic buyer at an independent ad agency about publishers’ data ineptitude.
Publishers are finding that ads.txt has several indirect applications beyond combating domain spoofing and unauthorized reselling. Publishers are also using these Interactive Advertising Bureau-backed text files to organize inventory reports they share with advertisers, drive programmatic direct deals and shop for vendors.
Desperate times call for desperate in-browser messages. With Apple already making moves against ad tracking in its Safari browser and the General Data Protection Regulation being enforced in May, ad retargeters are desperately trying to get consent from users to track their digital browsing behavior.
Most ad tech platforms blindly chase scale when growing their business, but Vox Media is taking a more careful approach in expanding its programmatic marketplace. After announcing in September that it would start selling ads programmatically for its ad platform Concert, Vox Media signed on six clients for the product in the fourth quarter of 2017, and it plans to add a dozen m ...
Google’s ad-blocking version of Chrome is going live next month, whether publishers are ready for it or not. Publishers initially expressed fear when news of Chrome’s ad blocker broke last April. Premium publishers now publicly embrace the initiative because they think it will pressure competitors with a bad user experience to clean up their sites. But privately, it’s a different story.
Header bidding isn’t getting left behind anytime soon. Although publishers are increasingly adopting server-to-server connections, the presumed successor to header bidding, very few go all-in on this method of programmatic selling. However, publishers are increasingly using both techniques to sell their inventory, as the number of publishers using on-page header bidding and se ...
With publishers realizing that they can no longer be wholly dependent on ads for their revenue, Purch is getting more serious about selling proprietary technology to other publishers. Purch — a commerce-focused publisher that owns tech and product review sites such as Tom’s Guide, Top Ten Reviews and Live Science — is profitable.
Ads.txt became 2017’s hottest ad tech buzzword, despite its awkward name. The IAB-backed tool helps ad buyers avoid arbitraged inventory and spoofed domains, and ad tech die-hards can’t stop talking about it. Here are five things we learned about ads.txt in 2017. Adoption was initially slow In the first 100 days of ads.
Thanks to digital skullduggery, brand safety remains hotter than the devil’s anvil. From the stump speeches of Procter & Gamble’s Marc Pritchard to the role of ad tech in funding misleading content to YouTube’s multiple ad scandals, the perils of digital media buying were on full display throughout 2017. Here are five charts that summarize the state of brand safety.
People aren’t just subscribing to The New York Times in greater numbers; they’re also spending more time on its site. In 2017, people spent about five minutes per visit on the Times’ site, which is up 35 percent from 2016, according to comScore reports pulled by an ad buyer. For the Times, getting users to spend more time on the site is part of a broader effort to drive subscr ...
Publishers are bending to the will of advertisers to make their ads more viewable, but some publishers are finding the payoff isn’t as great as they anticipated. Over the past year and a half, advertisers have continually pounded their fists, demanding that they’ll only buy ads that are guaranteed to be seen by a user.
Fraudsters are constantly coming up with new tactics to siphon money from legitimate sites. The latest tactic in this never-ending arms race is called cryptojacking. Since techies have become obsessed with cryptocurrencies like bitcoin, it was only a matter of time before fraudsters would exploit the complexity of distributed ledgers. Here’s an explainer on how cryptojacking works.
On its earnings call last week, retargeting firm Criteo revealed that Apple’s crackdown on ad tracking hurt its business more than expected. In the wake of the announcement, the performance of Criteo’s stock resembled its downward swooping logo as its shares tumbled 26 percent within hours. Since Criteo’s entire business is driven by retargeting and they are the most recogniza ...
The past two months have been a whirlwind of change for Forbes. The 100-year-old business magazine reduced its number of print issues from 14 to 10, the New York Post reported, and it let go 20 staffers. Longtime chief product officer Lewis D’Vorkin left the company and CEO Mike Perlis left his position, replaced by editor Randall Lane and president and COO Mike Federle, respectively.