DoubleVerify purchased Ad-Juster for an undisclosed amount Thursday in an all-cash, all-stock offer. The analytics platform gives publishers a stitched-together view of their programmatic ad performance. “A lot of our work today is with advertisers to maximize their quality and performance,” said DoubleVerify CEO Wayne Gattinella. “Ad-Juster extends our platform to the supply side.” Ad-Juster […]
If a new ad tech partner generates $50,000 in revenue for a publisher, is it safe to assume that gross revenue will increase by the same amount? Publishers that unify their analytics and rigorously test those partners increasingly are finding that the answer is no. “There is no such thing as purely incremental revenue,” said […]
The rise of private marketplaces has transferred power to publishers, who can communicate information about fill rates, win rates and floor prices to buyers. “What makes programmatic successful is having insights to communicate to the trading desk,” said Sean Holzman, chief digital revenue officer for Bonnier, publisher of Popular Science, Saveur and Field & Stream, […]
