ross benes

  • Programmatic is finally figuring out a basic flaw in ad auctions

    Programmatic platforms are taking baby steps to clean up an ad tech snafu: knowing what the auction is. Since ad buyers remain perplexed by the seemingly simple issue of figuring out what type of auction they are bidding in, a group of supply-side platforms have independently stated that they will pass along data in the bid request that tells ad buyers what type of auction the ...

    Digiday- 25 readers -
  • Forget the duopoly, Apple’s anti-tracking moves rattle digital media

    Ad industry groups are pissed off at Apple, but there’s not much they can do about it. Apple is limiting ad tracking in its Safari browser, which will make it harder for ad buyers to target niche audiences. Although this move protects users’ data privacy, it’s likely to hurt advertiser conversions and reduce CPMs for publishers that rely heavily on third-party data.

    Digiday- 24 readers -
  • How Reader’s Digest cut its page-load time by 40 percent this year

    Your grandmother’s favorite magazine is getting a makeover to ready itself for the digital age. Trusted Media Brands, the publisher of titles including Reader’s Digest, Taste of Home and The Family Handyman, cut down the average time users have to wait before they can scroll on its webpages from 3.5 seconds a year ago to 2 seconds today, said Nick Contardo, vp of product and tech at TMB.

    Digidayin How To's- 10 readers -
  • How SSPs use deceptive price floors to squeeze ad buyers

    Header bidding is unloading a symphony of destruction on ad tech, and supply-side platforms are adjusting by jacking up their price floors in hidden ways. Rather than setting price floors as a flat fee upfront, some SSPs are setting high price floors after their bids come in as a way to squeeze out more money from ad buyers who believe they are bidding into a second-price auct ...

    Digidayin How To's- 13 readers -
  • ‘I just wanted to organize this mess’: An oral history of the Lumascape

    Whether they’re listening to a panel, chatting in the hallways or sitting in an airplane on their way to Cologne, Germany, Dmexco attendees will be bombarded by the Lumascape this week. The Lumascape is a series of charts that organize the madness of ad tech by grouping together similar companies on a single page.

    Digiday- 18 readers -
  • The GDPR will help or hurt publishers, depending on who you ask

    New European privacy and data regulations are looming. But the answer to whether they will help or hinder publishers depends on who you ask. The General Data Protection Regulation, which prevents brands from using a person’s data unless they have explicit permission to do so, could send more ad dollars to premium publishers that are more likely to obtain user consent than lowe ...

    Digiday- 14 readers -
  • How Russian trolls can slip ads past Facebook

    To Facebook’s dismay, Russia is trending. On the heels of a report that revealed Facebook overestimated its reach, the company admitted on Wednesday that a Russian “troll farm” spent $100,000 on ads on its platform between June 2015 and May 2017 to influence U.S. politics. Both of these blunders are minor given the scope of Facebook’s ad business, but the Russian operation in ...

    Digidayin Social How To's- 15 readers -
  • Ads.txt, created to help publishers fight fraud, isn’t being adopted by publishers

    Ads.txt is supposed to help clean up the industry’s ad fraud problem, but publishers are dragging their feet in adopting the initiative. Few publishers have adopted ads.txt because their tech teams are overcommitted to other projects, and they don’t understand how ads.txt will benefit them. Plus, some publishers want to avoid notifying ad buyers that they rely on unauthorized ...

    Digiday- 20 readers -
  • The pivot to slow page loads: Latency is a major headache for video-crazy publishers

    With publishers frantically chasing video ad dollars, the simple act of getting videos to load promptly is emerging as a thorny issue. Pages with a lot of clutter, heavy ad creative and multiple tracking tags have trouble loading their videos. Another issue is that publishers still rely on outdated technology when selling their video inventory.

    Digiday- 20 readers -
  • The state of supply-path optimization

    Header bidding is wreaking havoc on programmatic platforms that are trying to cut costs amid an explosion in bid requests. To cut infrastructure costs, demand-side platforms are turning to a new piece of ad tech jargon called “supply-path optimization,” which is a technology that uses algorithms to select bids that have the highest chance of winning auctions.

    Digiday- 19 readers -
  • USA Today’s Facebook-like mobile site increased time spent per article by 75 percent

    The USA Today Network is taking a page out of Facebook’s playbook by reformatting its digital properties to give users more personalized homepages. Since April, USA Today has tested a personalized site design on its mobile website that serves users different content depending on whether they regularly visit the site or not, landed on the homepage organically or via search, the ...

    Digidayin Social- 16 readers -
  • How big sporting events become magnets for ad fraud

    Ad fraud follows the money, and this past weekend, the money was on the fight between Floyd Mayweather Jr. and Conor McGregor. Such fights that are only legally accessible via pay-per-view are heavy targets for illegal watching. Pirated events are problematic for ad buyers because the illegal streaming sites users flock to are hotbeds for ad fraud.

    Digidayin How To's- 20 readers -
  • How The Meet Group battles header bidding’s mobile app problem

    Header bidding’s got a mobile app problem, but that hasn’t stopped The Meet Group from trying to bring together a unified auction within its apps. The Meet Group — a publicly traded company that owns social networking and dating apps MeetMe, Skout, Tagged and hi5 — started doing header bidding within its apps eight months ago using OpenX and AppNexus.

    Digidayin How To's- 22 readers -
  • ‘A grandiose idea’: Inside TrustX’s grind to gain adoption

    Following a slew of Facebook measurement errors, a bombshell ad fraud report by White Ops and an uproar over ads on YouTube appearing next to extremist content, many advertisers remain flummoxed by programmatic advertising. About a year ago, Digital Content Next, a trade association for premium publishers including News Corp, Hearst and The Washington Post, offered a solution ...

    Digiday- 17 readers -