Story updated at 1:40 p.m. Rubicon Project has acquired nToggle, a startup that builds infrastructure to streamline bid requests, for $38.5 million, the companies revealed Monday. NToggle’s technology uses machine learning to weed out impressions a DSP is better off not bidding on through a process known as “traffic shaping.” This capability is increasingly important […]
A new IAB Tech Lab standard will help publishers and platforms make their header bidding container setups as efficient as possible. The lab will accept public comment on the standard through July 28. The lab decided to create a baseline standard because header bidding has started to mature. “We don’t create standards until something has […]
SheKnows built its own header bidding wrapper, which is now used by the 1,500 blogger sites it represents as well as its flagship property, SheKnows.com. Most publishers don’t build their own tech, instead using wrappers built and maintained by their ad tech partners. But Phil Bohn, VP of programmatic sales at SheKnows Media, said having […]
With the dynamics of header bidding changing, Criteo created a new version of its header bidding product Direct Bidder with more controls and added transparency and flexibility. Direct Bidder, which Criteo first started developing in October, can be plugged directly into the ad server, or work within header bidding wrappers from Prebid or Index Exchange. […]
While header bidding can increase publisher CPMs and revenue, the growing complexity of the implementations makes it harder to differentiate vendor partners. Ancient History Encyclopedia, for instance, saw CPMs rise 75% after adding header bidding a year ago. The online encyclopedia operates as a nonprofit and relies on advertising for the majority of its revenue. […]
As header bidding grows, ad exchanges are sending more ad impressions per second and DSPs must evaluate more impressions than ever. The massive uptick in volume, which far outpaces programmatic revenue growth, is straining ad tech infrastructure. With more queries to sift through, it costs more to buy the same ads. And as a result, […]
The “last-look” advantage Google’s ad server gave to Google’s ad exchange so bothered publishers and exchanges that it gave rise to header bidding. As of this week, that advantage is no more, AdExchanger has learned. Google just reworked its auction so it no longer favors itself in the allocation of bids. A support document this […]
Facebook is taking the wraps off its header bidding solution, but it’s relying on partners to build the technology. On Wednesday, Facebook officially tossed its hat into the header bidding ring after a lengthy beta period by opening Audience Network as a demand source for mobile web publishers that work with a short list of […]
Spanish-language broadcaster Univision’s media sales arm has been busy the past six months. In addition to packaging Univision Digital inventory more holistically with sister portfolio properties like The Root, Fusion and The Onion, Univision has tweaked its programmatic stack on the back end. That overhaul is one of the agenda items for Dave Katz, who joined Univision […]
Criteo closed 2016 on a high note. FY 2016 revenue was up 37% to $730 million, excluding traffic acquisition costs. Criteo’s cash flow for the fiscal year also increased 16% to $159 million. The company credits two new products – Predictive Search and Criteo Sponsored Products (formerly Hooklogic, which Criteo acquired for $250 million in […]
