TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.
Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.
Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.
Starting last week and into this week, hundreds of court-filed documents have been unsealed in the lead-up to the Google ad tech antitrust trial – and it’s a bonanza.
Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.
Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.
Google announced it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers. The idea is to protect the value of publisher inventory by preventing buyers from purchasing it for less than what it’s worth, writes Kean Wang, VP of product and strategy at Intowow. But how will Google determine inventory worth when it provides services for both publishers and buyers?
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Whoop Deduped Open Bidding, Google’s alternative to header bidding that maintains its high take rate, has been in the hot seat since last year, after a state-led antitrust suit revealed the lengths to which Google went to stymie header-bidding adoption. The Trade Desk cranked […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled More publishers have signed up for OpenPath, The Trade Desk’s direct buy-to-sell-side integration. Since launching in February, TTD says it’s “registered interest” (interesting turn of phrase) in OpenPath from more than 100 publishers. The latest crop to, uh, register […]
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)?
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sharpening Their Tools Privacy and antitrust enforcement is thorny enough. But coverage often misses the most important fact: Some companies are more popular targets, and others are not. A $75 billion Google or Amazon acquisition of Activision Blizzard would be challenged. Microsoft’s deal for […]
The Trade Desk recently made waves with the rollout of OpenPath, its direct-to-publisher offering, and its plan to turn off Google Open Bidding, a one-two punch in supply path optimization (SPO). Both of these SPO moves could reshuffle the ad buying ecosystem, making publishers less reliant on SSPs and cutting off a revenue source for Google’s Open Bidding.
Programmatic auction dynamics can be arcane, even for the most technical among us. Google has Open Bidding (nee Exchange Bidding), Amazon’s got Transparent Ad Marketplace (TAM) and Prebid predates them both, not to mention a host of other wrappers on the scene. But what do buyers, exchanges and publishers have to say – and, more […]
Three auction clearinghouses have come to dominate digital advertising: Prebid, Google open bidding (formerly known as exchange bidding) and Amazon Publisher Services’ Transparent Ad Marketplace (TAM). With the rise of header bidding, publishers needed a way to have multiple exchanges bid against each other in real time. Prebid launched in 2015 as an independent and […]
