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»openx

When It Comes To Header Bidding, Will Google Play Fair With FLEDGE?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Lukasz Wlodarczyk, VP of programmatic ecosystem growth and innovation at RTB House.  Google and Meta (formerly Facebook) have come under fire for a secret agreement known as Jedi Blue. Back in 2018, Google allegedly… Continue reading »
by AdExchanger Guest Columnist // April 27th, 2022 //
»
OpenPath To Offer DSPs A Direct Path To Publishers; Walgreens Launches Self-Serve Solution

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. OpenPath … To Cutting Out SSPs Wait, did The Trade Desk just disintermediate SSPs? A new product called OpenPath apparently allows advertisers to directly connect to a handful of enterprise publishers, effectively cutting out Google Open Bidding (and everyone else) in the process.… Continue reading »
by AdExchanger // February 16th, 2022 //
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Google Reigns Supreme In Latest Advertiser Perceptions SSP Report, But Competition Is Tight Among Everyone Else

Google Ad Manager is still the dominant supply-side platform – but the race for second place is tighter than ever. Forty-six percent of publishers say they use Amazon Publisher Services, Amazon’s supply-side platform, according to Advertiser Perceptions’ SSP report for the second half of 2021, which was enough for Amazon to maintain its grip on the… Continue reading »
by Anthony Vargas // February 4th, 2022 //
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OpenX CEO John Gentry Opens Up On Why An IPO Is Not In The Cards Right Now

If you’re waiting for OpenX to follow in the footsteps of Magnite, PubMatic and others and make a long-awaited debut on the public market in 2022 – well, it’s not happening. The earliest OpenX would kick off the process is between 18 and 24 months from now, says CEO John Gentry on this week’s episode of… Continue reading »
by Allison Schiff // January 18th, 2022 //
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Rich Calkins OpenX
First-Party Data Is More Than Just Emails

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rich Calkins, Director of Product Management, OpenX. For ad tech wonks who spend countless hours in industry working groups, getting deep in the weeds to solve problems is all but required. But when it… Continue reading »
by AdExchanger Guest Columnist // September 17th, 2021 //
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Rich Calkins OpenX
Prebid Is The Key To Unlocking The Cookieless Future For Publishers

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rich Calkins, Director of Product Management for OpenX.  Publishers are right to be worried about the impact that third-party cookie deprecation in Chrome will have on their programmatic revenue. In 2019, Google ran a study… Continue reading »
by AdExchanger Guest Columnist // May 19th, 2021 //
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Vista Buys Majority Share In TripleLift; Vivendi Denies Havas-Publicis Merger

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vista Acquires TripleLift Stop me if you heard this one: Vista Equity Partners has acquired a majority stake in an ad tech firm. This time, it’s TripleLift. Read the release. Ronan Shields of Adweek claims Vista invested $1.4 billion, and the deal is expected… Continue reading »
by AdExchanger // March 30th, 2021 //
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Firefox Cracks Down On Supercookies; Grindr Faces $11.7M Fine For Alleged GDPR Violation

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Supercookies Crumble The newest version of Mozilla’s browser, Firefox 85, includes protection against so called “supercookies.” What the heck are supercookies? According to Mozilla, they can be used in place of ordinary cookies to store user identifiers, but are much more difficult to delete… Continue reading »
by AdExchanger // January 27th, 2021 //
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The Two Approaches To Identity, And What They Mean For Pubs

“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 Joel Meyer, Chief Architect at OpenX.  While there’s no clear cut answer around what the future of audience targeting will look like, practically every proposal is supported by one of two… Continue reading »
by AdExchanger // January 21st, 2021 //
»
SSP OpenX said it plans to adopt the open source ID, the initial development of which was spearheaded by The Trade Desk.
OpenX Is Latest SSP To Join Unified ID 2.0

It’s getting cozy over in Unified ID 2.0 Land. SSP OpenX said on Tuesday it plans to adopt the open source ID, the initial development of which was spearheaded by The Trade Desk. Unified ID 2.0 proposes using hashed and encrypted email as the basis for identity and as a replacement for third-party cookies. Specifically,… Continue reading »
by Allison Schiff // December 16th, 2020 //
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