AdExchanger
Articles By AdExchanger
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OPINION: The Sell SiderHeader Bidding Increases Yield Through Algorithm Arbitrage
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Eric Berry, CEO at TripleLift. Header bidding increases yield. This dogma is unquestioned and largely unassailable as the revenue increases are quantitative and provable. But despite the tangible gains, questions linger about why, beyond […]
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Apple Falls Behind In AI; Publishers Feel The Pressure To Play Nice With Platforms
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Siri’s Lament When Apple shipped Siri on iPhones in 2011, it became the first company with any meaningful AI product adoption. “Six years later, the technology giant is struggling to find its voice in AI,” reports The Washington Post. “AI programming demands a level of data […]
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OPINION: Data-Driven ThinkingFile Size: A Common Mistake That Could Be Killing Your Display Ad Effectiveness
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ian Hewetson, vice president of client services at Eyereturn Marketing. Fraud and viewability get all the attention when marketers question their display ad effectiveness. But there’s a more common issue […]
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Snapchat Buys Placed; Arthur Sadoun Takes The Reins As Publicis CEO
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Well Placed Snapchat snapped up the mobile location analytics startup Placed, which has an opt-in panel of smartphone users who allow it to track their location in return for small cash payments. “Still working independently, Placed’s goal continues to be the adoption of a common yardstick […]
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OPINION: Data-Driven ThinkingKnowing Where To Focus And Compromise When Hiring Senior-Level Programmatic Talent
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kristian Schwartz, founder and partner at The Montgomery Group. It’s no secret that demand for programmatic talent exceeds supply. Adding to the complexity is the varying and opaque level of […]
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OPINION: On TV & VideoIf Advanced TV Is All The Rage, Why Aren’t More Marketers Flocking To It?
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sandie Milberg, chief revenue officer at Varick Media Management. This year, we decided as a family that it was time to do a major overhaul on our home. This entailed knocking walls down, building […]
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NBC News Is Rolling Out Viewability-Focused Ad Units; On-Site Agencies Grow In Popularity
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pay Attention NBC News is rolling out two ad units developed in-house to better meet viewability standards. Mach is a custom display unit and Better is a unit that scrolls through images as the user moves down the page. Both surpass the IAB’s standard of one […]
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Long Game: Optimizing Yield Is a Two-Year Commitment
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Neil Glass, SVP of data strategy at IDG. You’ve heard it before: “Slow and steady wins the race.” The moral to Aesop’s famous fable is also a mantra that publishers should adopt when it comes to both short-term and […]
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Snapchat Falls Victim To Garish DR Ads; Tencent Is A Force To Be Reckoned With
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Gate Crashers It happened: Snapchat’s self-serve function has opened the floodgates to garish DR ads, Digiday reports. Think Lowermybills.com. Control over creative production is a common concession for platforms seeking scale, and it’s also necessary for Snap if it wants revenue growth on the scale of […]
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OPINION: On TV & VideoThe FANGs Of The World Are Transforming TV
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Richie Hyden, co-founder and chief operating officer at IRIS TV. In the fast-changing TV business, data will be the currency that pays for everything. It will allow for better ad targeting, smarter decision-making and […]
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Health-Care Advertisers Find A Way; Mary Meeker's Latest Internet Trends Report Is Out
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Doctor Is In A health-care marketing startup that offers in-hospital media solutions – TV screens and tablets that stream educational clips and medical info (and, uh, ads) – is raising $600 million at a multibillion-dollar valuation. Outcome Health, the Chicago-based startup, acquired direct competitor AccentHealth […]
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OPINION: Data-Driven ThinkingTrue Brand Safety Requires More Than Lip Service From Walled Gardens
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Greene, vice president of product strategy at AudienceScience. The current fervor surrounding brand safety has brought a great deal of finger pointing as the industry tries to assess the blame. […]
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Snapchat Faces Brand Safety Issues; Oath's CMO Discusses Verizon's Broader Strategy
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap Safety Snapchat might be shiny, but it isn’t immune to the brand safety landmines plaguing the digital ad ecosystem. GroupM recently sent a memo to clients warning that their ads could be running adjacent to “explicit adult content” on Snapchat Stories. Turns out a porn […]
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OPINION: Data-Driven ThinkingThe EU’s General Data Protection Regulation Could Favor Digital Ad Giants
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Raab, principal at Raab Associates. When online marketers get tired of worrying about Google and Facebook taking over their world, they may instead fret over whether the EU’s upcoming […]
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OPINION: On TV & VideoA Viewability Reality Check
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Todd Tran, chief strategy officer at Teads. Although viewability has been a big topic for the past couple of years, the standard for viewability of video ads is still hotly debated. Most of the […]
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Networks Not Thrilled With P&G's Return To Linear TV; Agencies Spending Less On Cannes
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. We Rented Your Room It’s reasonable to assume that when the largest and perhaps most influential advertiser in the world says it will shift spend back from digital to linear TV, network executives would jump for joy. But Procter & Gamble did just that during the […]
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OPINION: Data-Driven ThinkingWhat Does ‘Attribution’ Mean?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Voda, CEO at OptiMine. At a recent attribution conference, I was surprised to see that the term “attribution” holds many different meanings to different people in the advertising industry. […]
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OPINION: The Sell SiderThe Perennial Struggle: Making Sense Of The Data Flow Of The Business
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Martellotti, co-founder at Wholetone Media. We are sitting in the middle of a giant shift, as advertisers and publishers navigate from the old seller-driven market to the programmatic-buyer driven market. Today, most sellers […]
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DSPs Have A Transparency Problem Too; Amazon's One-Click Shopping Patent Expires In September
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. TL;DR Supply-side companies have taken heat lately over nontransparent fees, but demand-side platforms (DSPs) aren’t off the hook either. DSPs squeeze ad buyers on extra fees in three ways: by defining their own clearing price, marking up additional audience segments and arbitraging inventory. As with previous […]
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OPINION: Data-Driven ThinkingCould We Use Virtual Reality To Design Better Products And Creatives?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by My N. Tran, chief product officer at ADVR. The most common use case for virtual reality (VR) today is showing our friends how cool it is, which, as a VR […]
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Ads.txt Inspires Cautious Optimism; Mediaocean And VideoAmp Automate Parts Of TV Buying
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Caution The IAB’s ads.txt initiative aims to help buyers avoid purchasing inventory on fake domains masquerading as premium pubs by letting those pubs publish an authorized list of resellers [AdExchanger coverage]. But its success depends on widespread adoption, argues George Slefo at AdAge. While many publishers […]
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OPINION: The Sell SiderVideo Is Not Display, So Publishers Should Stop Using Display CPM Strategies
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Yoav Naveh, vice president of video at Taboola. The concept of online advertising has long been associated with the standard banner ad – the square unit that consumers breeze past as they scroll down […]
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Programmatic Media Reinvigorates Commission-Based Fees; Facebook And Google Take Different Pieces Of The Web Pie
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Commish Among the trends the Association of National Advertisers (ANA) discovered in its 17th triennial study on agency compensation is that programmatic media buying has increased the popularity of commission-based fees. Commission-based models sharply declined from 1996 until 2010, when a mere 3% of survey […]
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Publishers Rely On Vendors To Fill Resource Gaps; China's Programmatic Supply Chain Is Rife With Rebate Schemes
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Dependency Issues While some publishers have the tech expertise to build products and replace ad tech vendors, they don’t have the bandwidth to continually update and monitor those products. When publishers decide to build something, it’s usually because it’s a product they use heavily that brings […]
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OPINION: On TV & VideoWhat Will The Future Of OTT Look Like? A Lot Like TV’s
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Tal Chalozin, co-founder and chief technology officer at Innovid. For years, some in the digital media industry have heralded the “death of TV” as an event nothing short of inevitable. For them, the steady […]
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OPINION: Data-Driven ThinkingThe ‘Shazam Of Targeting’
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lung Huang, head of strategic partnerships at 84.51°. As a fan of HBO’s “Silicon Valley,” there are always parallels to the digital advertising industry that make me laugh uncomfortably at […]
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Apple Continues To Dominate The App Store Market; Facebook Is Paying Make-Goods
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tip Of The Iceberg Apple has faced opposition in China, but it’s still the single biggest market for the App Store, passing the US last year. “Now, its effort to wring more revenue from Chinese iPhone users may be setting the company up for more trouble,” […]
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OPINION: The Sell SiderB2B Publishers Need More Of Their Own Ad Exchanges
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rob Rasko, founder and CEO at The 614 Group. Online publishers, now more than ever, must juggle the demands of creating great content while driving revenue. At the heart of this balancing act are […]
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Facebook Faces Roadblocks In Its Quest For TV Dollars; Google I/O Doesn't Impress
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Crossing Burnt Bridges Facebook is running into roadblocks on its quest for TV ad dollars, writes Mike Shields for Business Insider. Unlike Google and Amazon, who are either licensing programming or selling subscription over-the-top (OTT) services to gain TV market share, Facebook wants to use its […]
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OPINION: On TV & VideoOpen AP Emphasizes Audience Data, The First Leg Of The Stool
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lorne Brown, president at SintecMedia. Fox, Turner and Viacom recently announced an audience targeting alliance called Open AP just in time for the annual upfronts. Open AP is designed to allow buyers to define […]