By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.
Ad quality issues are widespread, even on legitimate websites. But today, advertisers have more control over what goes into programmatic’s mixed bag.
Quad Media President Joshua Lowcock asks all ad tech partners for log files as a matter of course. And if a company isn’t willing to hand them over, that’s a sign it’s probably hiding something. Plus: The fallacy of scale and pondering the true role of a third-party verification partner.
URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.
Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.
The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.
According to the ANA, brands could save at least $20 billion a year by cutting out low-quality programmatic inventory on the open web.
Goodway Group’s performance soared after it fed log-level data from PubMatic’s exchange into its DSP algorithm. By connecting to the supply-side platform, the agency’s algorithm could analyze more granular data, like why a client lost an ad auction and the price of the winning bid. And when it won an auction, the exchange shared information […]
OpenX has turned the growing number of log-level data requests from buyers into a product that simplifies the process, called Bidding Intelligence Data Set (BIDS). “Our intent was to make what used to be a wonky and difficult process into as streamlined, productized and standardized a process as possible, to make our customers’ lives easier,” […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tom Triscari, co-founder and managing partner at Labmatik. Programmatic often feels like a Churchillian riddle, wrapped in a data mystery, inside a $100 billion enigma. Perhaps this is why log data […]
Buyers increasingly want transparency into their programmatic buying. But undertaking the project of requesting log-level data from exchanges themselves requires resources many brands don’t have. Lucidity wants to be the tech solution to demystify and audit the programmatic supply chain. Lucidity stitches together information from the buyer’s ad server (where it inserts its own pixel), […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Nardone, CEO at Flashtalking. There is increasing demand from large brands and agencies for log-level data directly from publishers and exchanges. The original impetus was to audit the auction […]
As marketers seek more transparency into their programmatic buys, they’re bypassing their demand-side platforms and going straight to exchanges and publishers to ask for log-level data about the bids they’ve won and lost. More than a dozen of the most hands-on, sophisticated marketers – including P&G, L’Oréal, T-Mobile and Bayer – are leading the charge. […]
