AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created […]
The accuracy of Facebook’s reporting is under the microscope again courtesy of Pivotal analyst Brian Wieser and an Australian trade pub called AdNews. In a note to investors on Tuesday, Wieser called attention to Facebook’s claims that it reaches more people than exist within certain age groups, based on US Census data. Wieser was tipped […]
Before Yieldbot CEO Jonathan Mendez laid off one-third of the company’s employees in mid-July, the company had suffered a series of setbacks. With $10 million in funding last year, Yieldbot bet on a header bidding wrapper that didn’t pay off. Instead, AppNexus won the header bidding wrapper wars with Prebid. Then it had a bad […]
The second-price auction is crumbling. All the major exchanges/SSPs – with the exception of Google AdX – are rolling out or are deep in experiments with first-price header bidding auctions. The tests vary in aggressiveness and scope from exchange to exchange, with AppNexus, Index Exchange and OpenX leading the charge, and with visions of much […]
Google’s latest anti-fraud measure aims to stamp out ad fraud by clawing back money from the exchanges where its DSP purchased fraudulent inventory. In Q4, DoubleClick Bid Manager will give advertisers the option to buy only from exchanges that will refund media spend for fraudulent inventory. Over the past month, Google’s DSP has issued advertisers […]
The MRC kicked off the second phase of its three-part Facebook audit at the beginning of August: an assessment of the quality of Facebook and Instagram viewability metrics as reported by viewability partners like Moat, Integral Ad Science, comScore and DoubleVerify. Specifically, the MRC is examining if Facebook’s API accurately transmits what’s happening on Facebook […]
Facebook is giving advertisers a bit more control over how they buy in-stream video ads within the news feed, through Audience Network and on Watch, its newly launched video tab. In the past, advertisers that wanted to purchase in-stream placements delivered into ad breaks were required to run them in the news feed. Starting Thursday, […]
Snap again came in below analysts’ expectations for its Q2 earnings announced on Thursday. Year-over-year, revenue grew 153% to $181.7 million in Q2 and 200% to $331 million for the half year. Quarter-over-quarter, revenue was up roughly 21%. Analysts expected Q2 revenue to clock in at $186 million. Daily active users (DAUs) grew 21% year-over-year […]
As its sell-side business takes off due to the success of its Prebid open source wrapper, AppNexus’ buy-side operation is treading water relative to rivals such as The Trade Desk. Now the company is considering downplaying it further. In recent months, AppNexus executives have pondered using parts of its buy-side business as a bargaining chip […]
Ever click on an ad by mistake? You and the rest of internet-connected humanity. On Tuesday, Facebook said it’s going to stop counting those errant clicks in its reporting for ads served through Audience Network and start barring publishers from including clickable white space in the background of their native ads. Beginning next week, if […]
Lorne Brown, former CEO of Operative and president of SintecMedia, will ascend to the CEO position at Sintec Media. Outgoing CEO Amotz Yarden will assume a seat on the board. As CEO, Brown plans to continue executing the vision he and Yarden laid out last November when SintecMedia acquired Operative for $200 million, about six […]
AT&T just hired an ad platform whiz kid to take charge of its new TV and video ad business – but that’s the easy part. On Friday, AT&T revealed that Brian Lesser, GroupM’s CEO of North America, will helm a new business unit so the telco can attempt to realize the potential of its vast deterministic […]
Rubicon Project has been steadily lowering its take rate over the past year to make its tech more appealing to publishers and buyers, who have pushed back against hidden fees. During its earnings call Tuesday, the company revealed that the declining take rates are one part of its strategy to offer the most value for […]
Twitter’s revenue and user growth story – especially US user growth – is grounded in a harsh reality. Overall revenue for the quarter came in at $574 million, down 5% year over year. Ad revenue was also down 8% on a YoY basis, clocking in at $489 million. This is the third quarter in a […]
Sovrn CEO Walter Knapp sat down in a conference room on June 27 and told 27 staffers it would be their last day. Knapp told AdExchanger the layoffs were proactive. Before the layoffs, the company had grown from 50 people to more than 250 staffers in two years. It raised $18 million in August 2015, […]
Ask Facebook for access to its data and the official answer is going to be, “Nope.” But under certain circumstances, a limited number of advertisers and agencies are tapping into impression-level Facebook campaign delivery data, AdExchanger has learned. The data-sharing arrangements are euphemistically referred to as “clean rooms.” These clean rooms are safe spaces where […]
Time Inc. knows that producing magazine content requires data – like seeing how many issues sell based on the cover story. But digital allows for an additional level of analysis the magazine-native publisher hadn’t fully embraced. Which is why Time Inc. pruned down its more than five dozen analytics tools and focused on just a […]
For smaller publishers or influencers, ad revenue isn’t always the strongest path to monetization. Many want direct relationships with consumers. They want to stake out their own URL to build on a social media presence. On their own site, they prefer to charge for subscriptions, accept donations or sell products in order to support their […]
Mobile creative is a Catch-22. While rich media units are engaging, they’re expensive to make and tougher to scale than programmatic banners. But banners look bad on mobile and get a bad rap for ruining the user experience. Shazam and Waze are two apps championing beautiful mobile creative, but they can do so by relying […]
As the marketing chief at a sprawling enterprise software company, SAP CMO Maggie Chan Jones has unique insight into marketer pain points. At the top of the list: fragmentation. “There are thousands of marketing technology providers across different marketing functions,” Jones said. “One of the biggest headaches a marketer has is trying to sell one […]
The public comment period for ads.txt, the initiative by IAB Tech Lab to cut down on domain-spoofed traffic, is now over. But are marketers, their agencies and DSPs ready to adopt? Yes and no. To be fair, it’s still quite early. Publishers are actively creating ads.txt files and DSPs are scanning them. The IAB Tech […]
For Snap, there are benefits to being a latecomer to ad tech. The app, which entered the programmatic playing field last year when it launched APIs and self-serve tools that allow marketers to place automated buys on its platform, is avoiding many mistakes made by a predecessor that it’s often compared to: Facebook. “Snap has been […]
Twitter’s ad tech fortunes haven’t been great. Most recently, it took its 479-million-dollar acquisition TellApart for a long walk behind the barn. However, Twitter isn’t giving up on ad tech, at least not as an investor, said co-founder and CEO Jack Dorsey at a Wednesday panel hosted by Omnicom’s OMD in Cannes. “We’re definitely not […]
Amazon’s Transparent Ad Marketplace (TAM) is the new kid on the block. But like with most of its endeavors, Amazon is readying itself to disrupt the existing paradigm. With TAM, Amazon is angling to take market share away from client-side header bidding wrapper Prebid and Google’s year-old exchange bidding product, which just entered open beta. […]
Oath is having its coming-out party in Cannes. On Monday, AOL executives officially launched Oath at the advertising festival in Cannes, following the close of Verizon’s $4.8 billion acquisition of Yahoo last week. The execs also clarified lingering questions about how it will integrate assets from AOL and Yahoo into Oath’s pending ad tech […]
The duopoly isn’t a duo when it comes to brand safety. The nuances of how their respective platforms operate mean that Facebook and Google face their own particular challenges to ensure brand safety. While the primary risk on YouTube is adjacency – ads appearing within or beside unsavory or questionable content – the personal nature of […]
McAfee uses account-based marketing to reach its target list of 788 companies in the Americas it wants to buy its software. McAfee made the switch to a more targeted B2B marketing approach last year. Because many IT buyers conduct research online before contacting a sales rep toward the end of the research process, the marketing […]
Facebook made several overtures to openness on Wednesday with tools designed to give advertisers more control over where and how their ads appear across in-stream video on Facebook, Instant Articles and the Audience Network. “Advertisers want separate controls for inside the news feed environment and outside the news feed environment where ads are more deeply […]
Advertisers buying on the open marketplace often sacrifice viewability, quality and transparency for cheaper prices and scale. But as more buyers decline to make that concession, the pendulum is swinging toward curated publisher lists. And many DSPs now offer to shoulder the burden of setting up private marketplace deals for their clients. Recently Centro, which […]
Don’t call the latest venture from ad vet James Heckman, Maven, an ad network. It’s a tech platform for niche publishers that also handles monetization and subscriptions. “We’ve tested this model several times over the past 20 years and it’s never not succeeded,” Heckman said. Heckman’s history goes back to the dot-com boom and includes […]
