“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 Ian Davidson, senior director of platform demand at OpenX. If we want the best-case scenario for programmatic media buying, we can’t hesitate addressing the challenges inherent to the ecosystem. One […]
Supply-side platforms (SSPs) such as OpenX, Rubicon Project and PubMatic are under heavy pressure to increase value for publishers who pay a premium to use their technologies. “The fact that SSPs are positioned on the sell side after much of the transaction value has been extracted by other intermediaries puts more pressure on their margins […]
Free ad serving might be bad business for all but the biggest players in ad tech. AdZerk, an ad-selling platform for publishers, sent a notice to its free and self-service customers that it’s shutting down that part of the business to focus on its enterprise clients. The company will complete its exit Aug. 31. The […]
Note: Story updated to point out Forrester analyst Susan Bidel, who authored the report, is a former PubMatic employee. Bidel tells AdExchanger she does not hold equity in the company. Forrester Research‘s Wave reports are harrowing events for tech startups, which find themselves labeled Leaders, Strong Performers, Contenders or – heaven forbid – Risky Bets. And those labels often stick. […]
The local search and advertising company YP has partnered with ad exchange OpenX, the companies said Tuesday. Under the agreement, OpenX allows advertisers to bid programmatically on mobile and Web display inventory on YP’s ad network. YP claims to have more than 300 publishers on its Local Ad Network, including AOL, Yahoo and Pandora. “With display, […]
OpenX Technologies on Wednesday rolled out a mobile native ad exchange called Native O/X. The “native” ad formats include in-stream display, rich media and video ad units that are inserted into an app’s content. OpenX’s launch partners for the exchange include IconApps, Tagged, Run, Mediasmart and Celtra. Presenting ads in a format that matches the […]
Ad exchange OpenX and the mobile ad network Airpush launched a mobile private exchange AirX on Monday. AirX combines OpenX’s real-time bidding (RTB) exchange with Airpush’s ad network. Approved advertisers receive a first look at the inventory of more than 120,000 Android apps, said Seth Socolow, SVP for strategic partnerships at Airpush. “One of the […]
Years after the major ad holding companies like Publicis, IPG, WPP, Havas and others created trading desks for accessing ad exchanges, Japan’s largest advertising company, Dentsu, finally launched on Dec. 19 its own real-time bidding (RTB) platform, called Dentsu Audience Network. Read the release. Dentsu has been active in developing a programmatic business since 2010, […]
Like a lot of midsize independent newspapers, the Milwaukee Journal Sentinel is starting to see some thaw in the economic downturn that hurt the print business at large. While the climate is better, the challenge of declining print ad revenues has been replaced by the challenge of developing a more mature online ad strategy. The […]
The rise of programmatic buying has been a boon for some unscrupulous publishers that have learned to game the system by unloading junk ad impressions on exchanges. Now the money grab may be ending as exchange operators respond to improvements in fraud detection and to buyer demands for legit inventory. At least one such player, […]
