Mike Racic

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

Supply-path optimization conjures an image of SSPs and DSPs dueling it out to each render the other obsolete. But it’s actually not that dramatic.

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using them to transact with sellers. The goal is to stop buying through inefficient or expensive paths to supply.

Prebid hired Mike Racic as the industry group’s first president. Prebid’s growing membership numbers and the expanded scope of projects taken on by its committees necessitated hiring a leader who could focus full time on running Prebid as a company, Racic said.

Clients want their agencies to operate in fluid, multidisciplinary teams. That’s hard to achieve for larger holding companies traditionally siloed into distinct arms. Disparate units working toward internal goals often find themselves competing instead of collaborating to meet client KPIs. Hearst-owned marketing agency iCrossing is challenging this model with a new structure that promotes omnichannel […]

A handful of ad tech employees who started out at agencies are now returning to senior-level agency roles. And they’re bringing a particularly valuable blend of skills with them. According to Accuen CEO Megan Pagliuca, that initial agency experience is key. “There’s a big con of hiring people from ad tech [without an agency background] […]