Publishers that pack their ad servers with hundreds of thousands of line items can go ahead and clear them out: Google Ad Manager is building a connection to Prebid to better support header bidding
Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?
We analyze the WTF moments from BuzzFeed’s first earnings report – including the negative effect of Facebook’s audience declines. Plus: We dive into Google Ad Manager’s acronym soup and share an audio TL;DR on Google’s publisher-focused signals, including PPIDs and ESPs.
Earlier this month, ESP, not to be confused with PPIDs, entered open beta in GAM, so feel free to rev up your UID2s. In English: Google is moving forward with its solution, called encrypted signals from publishers (ESP), that allows publishers to share encrypted first-party signals, including Unified ID 2.0 identifiers, with buy-side platforms of their choosing via Ad Manager. Here’s the DL on all things ESP.
Google Ad Manager is still the dominant supply-side platform – but the race for second place is tighter than ever. Forty-six percent of publishers say they use Amazon Publisher Services, Amazon’s supply-side platform, according to Advertiser Perceptions’ SSP report for the second half of 2021, which was enough for Amazon to maintain its grip on the No. 2 spot.
First-price auctions are coming to Google AdSense. The change will go into effect later this year, Google shared in a blog post on Thursday. Google Ad Manager and AdMob have already switched to a first-price auction. Though not nearly as momentous as when Google flipped the switch for Ad Manager, the AdSense change signals that […]
Another shoe has dropped. On Tuesday, the European Commission, which is the main executive body of the EU, opened a formal investigation into whether Google unfairly advantages its own ad tech services. The Commission, which was rumored late last week to be on the verge of launching an official probe, will focus on display advertising, […]
The recent Advertiser Perceptions survey of the SSP market shows that (drumroll ….) Google is still the dominant gateway for online advertising, though publishers are testing and adding other SSPs more than ever. The survey was fielded in February and March of this year, and encompasses 151 publishing execs, each of whom represents a site […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. French Connection Google is close to settling an antitrust case in France. The company stands accused of, wait for it, abusing its power in online advertising. The settlement will likely include a fine and require Google to make some operational changes, The Wall Street […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. CTV Winning Google Ad Manager’s second annual Advanced TV Inventory Report is out, and surprise! Connected TV was a big winner during the pandemic last year. The report analyzed 35 global advanced TV partners. In Q2 2020 — at the height of the downturn […]
Google drew a line in the sand on March 3rd, when it said it wouldn’t build or support cross-site identifiers. But single-site identifiers, specific to an individual publisher, are fair game – and something Google wants to encourage. To that end, Google is dusting off an old/new ID type: the publisher provided identifier (PPID) in […]
Google Ad Manager remains on the top perch across almost every category in the latest Advertiser Perceptions report. Though the pandemic transformed the buy side of the advertising business, giving Amazon Publisher Services a huge boost, the sell side saw more of the same. Publishers leaned into the partners they already used and were comfortable […]
Despite a global pandemic, Google still managed to dominate the top three most trafficked AdExchanger stories in 2020. In December, Google faced its third government antitrust lawsuit in less than two months, and since the start of the year, readers were keeping eyes on the tech giant when it announced that it would eliminate third-party cookies […]
After a disappointing debut in June, Google released an updated version of its sellers.json file Thursday afternoon. Sellers.json is a mechanism developed by the IAB Tech Lab that buyers can use to verify which exchanges and SSPs are authorized to sell a publisher’s inventory. Google’s expanded file now includes information for 1.2 million publishers, and […]
When Google’s DSP DV360 stopped buying on the tech site XDA Developers, revenue dropped 30% overnight. The site soon realized it was on a “shadow blocklist,” where buyers don’t reveal why they stop bidding on a site, to prevent nefarious publishers from skirting the rules. It took almost six months of guesswork and methodical changes […]
Google’s tech fees have long been a source of speculation in an ad industry where hidden fees are common. Google attempted to put to rest questions about its fees in a pair of blog posts Tuesday that shared the take rates for its buying portals, Google Ads and Display & Video 360, as well as […]
Google released a beta version of its sellers.json file last week, just before the Q2 deadline it promised at the beginning of this year. Sellers.json is a transparency tool to help buyers distinguish between direct sellers versus intermediaries and resellers. Yet, only 5% of Google’s sellers.json files are complete, according to data from programmatic consultancy […]
Although Google Ad Manager’s policy changes make it a frequent subject of criticism among some publishers, in practice publishers don’t cite these changes as negatively impacting their businesses, according to Advertiser Perceptions’ latest survey of the SSP market. The report polled 150 digital ad sales and operations professionals at sites with more than 3 million […]
For the next five months, Google is waiving its Ad Manager ad serving fees for news publishers around the globe, which have been hit hard by the coronavirus pandemic. Read the blog post. Many have seen ad revenue fall as national and local advertisers pull back, and as coronavirus-related keyword blocking makes it difficult to […]
Whenever Google changes how its ad server works, publishers fear that Google will wrest control over how they run their digital advertising. Those concerns often have merit. So when Google added rules about how publishers could prioritize different ad exchanges earlier this week – and buried those changes in a confusing help center document instead […]
Ad industry, you can get off your tenterhooks: Google is going to adopt the IAB Tech Lab’s technical specs for compliance with the California Consumer Privacy Act (CCPA). The specs, which create a US privacy string not dissimilar to the Transparency and Consent Framework (TCF) developed by IAB Europe in the run up to GDPR, […]
Amazon Publisher Services shot up in the rankings in the 2019 Advertiser Perceptions supply-side platform (SSP) report, emerging as a challenger to Google. The survey evaluated 18 exchanges via a poll of 155 sales and ops staffers from sites with at least 3 million monthly uniques. Amazon’s sell-side ad tech business rose from eighth last […]
Jason Bigler, who has headed up Google’s sell-side business since April following Jonathan Bellack’s exit, wants publishers to know that Google Ad Manager isn’t going to be a black box anymore. Bigler will prioritize sharing more information with publishers about the Google Ad Manager team’s decision-making process. “With every change we make, we are providing […]
Television advertising is getting smarter. And the smartest companies in digital advertising are coming for TV. That means a royal rumble is playing out over who controls the ad serving for data-driven TV campaigns. AdExchanger looked at the TV and video ad serving landscape, where broadcasters and digital ad platforms like Google and Amazon fiercely […]
Google is kicking many of its product names and acronyms to the curb – including the 22-year-old DoubleClick brand. Google is rebranding its products into three groups: Google Marketing Platform for enterprises, Google Ads for small and medium-sized businesses and Google Ad Manager for large publishers. The transition will begin in mid-July. This transition will […]
