Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. OurTube Neal Mohan published his annual letter this week – although, this time he’s chief of YouTube, following Susan Wojcicki’s exit last year. Mohan shares an interesting peek at YouTube’s long-term priorities. For example, although he talks about YouTube Shorts, the format isn’t as […]
Publishers are facing enough headwinds to make their heads spin. These challenges mean opportunity for publisher tech companies like Freestar, which announced Wednesday that it hired Heather Carver as its first-ever chief revenue officer. Smaller publishers will need help navigating an uncertain future, Carver told AdExchanger. The deprecation of third-party cookies and other identifiers, the […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kean Wang, VP, Product & Strategy, Intowow Innovation. When Google Ad Exchange completed the last mile of the industry’s transition from second-price auctions to first-price auctions in September 2019, publishers were enthusiastic about the […]
The recent shift away from second-price auctions toward a first-price model, spurred on by Google, has led to new methods for helping buyers optimize their pricing and avoid overpaying for impressions. Bid shading is one of the most popular techniques. But while bid shading can save buyers money, there are two interrelated complaints about it […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Danny Spears, chief operations officer at The Ozone Project. With better practices in programmatic advertising rapidly replacing the persistent problems of the past, we must call out and challenge things that stand in the way […]
Whenever Google moves, people pay attention. Half of the 10 most-trafficked AdExchanger stories in 2019 feature Google, showing how any change Google makes ripples across the industry. Readers were also intrigued by stories of great success and … the opposite. On the former end of the spectrum was an examination of The Trade Desk’s massive […]
Bid shading is a technique buyers use in first-price auctions to avoid paying too much, and its importance has increased as every major exchange has switched over to a first-price auction. “Bid shading uses an aggregated view of the market to avoid overpaying,” said Matthew McIntyre, head of programmatic EMEA for Essence. “DSPs or exchanges […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
The Trade Desk shocked many observers last May when shares jumped from around $50 to $90, and then again in August when the stock leapt to about $130. Now shares are trading at almost $200. But what’s behind The Trade Desk’s monumental growth in the past year? The company benefits from a smaller field of […]
The switch to first-price auctions last year is causing programmatic buyers to pay more, according to research from media agency Hearts & Science. In one test, a first-price auction drove CPMs up by more than 50%. The Omnicom agency wants programmatic to create “clean” second-price auctions to remove the premium that buyers pay. It doesn’t […]
