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»header bidding

Freestar Acquires Chocolate’s App Mediation Tech And Expands Into The App World

Ad management firm Freestar said Tuesday it has acquired Chocolate’s app mediation platform so it can serve more mobile app publishers. Terms were not disclosed. Freestar is largely a services company that performs tasks such as setting up header bidding and optimizing yield for about 400 desktop and mobile web publishers. But the fast-growing company... Continue reading »
by Sarah Sluis // July 28th, 2020 //
»
The Big Story: Dream A Little (Bid) Stream

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... Continue reading »
by Allison Schiff // November 21st, 2019 //
»
Rubicon Project Buys Header Bidding Tech Startup RTK.io For $11 Million

Rubicon Project acquired header bidding management and analytics platform RTK.io for $11 million in cash on Monday. The plan is to integrate RTK.io’s tech and analytics functionality into Rubicon Project’s Demand Manager product by the first half of next year. “This will accelerate our vision to be a leader in the Prebid managed service business,”... Continue reading »
by Sarah Sluis // October 21st, 2019 //
»
Wise Publishing Gets Wise To Latency Reduction

Slow-loading ads are still a perennial problem for publishers. Wise Publishing, a Toronto-based publisher of personal finance content with around 5 million monthly unique visitors, acquires a significant portion of its traffic through paid channels. But if an ad loads slowly and a visitor leaves, so does that monetization opportunity. “Dealing with latency is incredibly... Continue reading »
by Allison Schiff // July 23rd, 2019 //
»
Rubicon Project Built Demand Manager To Give Publishers More Control Over Open Web

Publishers want to control their header bidding – especially in light of Google Ad Manager’s changing rules and proprietary header bidding wrappers giving preference to their own demand. To serve this need, Rubicon Project built Demand Manager, tech that sits on top of the open-source wrapper Prebid. In addition to analytics and a rich UI... Continue reading »
by Sarah Sluis // May 9th, 2019 //
»
Google’s Move To First-Price Auctions Will Likely Put A Dent In Header Bidding

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jean-François Bernard, co-founder and chief product officer at Adomik. Google’s move to a first-price auction will change the dynamics of the publisher stack and redistribute revenue for publishers across all the channels they use.... Continue reading »
by AdExchanger // May 1st, 2019 //
»
Why 2018 Was The Year Header Bidding Realized Its Potential

This article is sponsored by Prebid.org. 2018 wasn’t the year header bidding first began disrupting how exchanges and publishers thought about monetizing their inventory, but it may be remembered as the year it reached an inflection point. According to the ServerBid Header Bidding Industry Index, nearly 75% of the U.S.’s top 1,000 websites had adopted header... Continue reading »
by AdExchanger Content Studio // February 20th, 2019 //
»
AppLovin Acquires MAX In A Bid To Spur In-App Header Bidding Adoption

The in-app header bidding space is gathering momentum – but not fast enough for AppLovin. The mobile ad network has acquired MAX, a startup that came out of beta just over four months ago with a solution that helps app publishers get a fair shake on the open exchange, the company announced Wednesday. “There are... Continue reading »
by Allison Schiff // September 5th, 2018 //
»
Rubicon Project Executes On Turnaround Plan In Q2

Rubicon Project beat its Q2 revenue expectations, sending the stock up 15% in after-hours trading Wednesday. Rubicon Project is still in the middle of steering a huge ship out of danger: It’s burning cash faster than it can increase ad spend on its platform, the result of cutting buyer fees from the platform in November.... Continue reading »
by Sarah Sluis // August 1st, 2018 //
»
Header Bidding Will Force Positive Changes On Private Marketplaces

“The Sell Sider” is a column written for the sell side of the digital media community.  Today’s column is written by Michael Lehman, vice president of supply at TripleLift. The original promise of PMPs was impossibly compelling: Marry the high CPMs, large revenues and control of direct sales with the efficiency and data of programmatic... Continue reading »
by AdExchanger // August 1st, 2018 //
»
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