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»Ranker

Ranker One Step Ahead Of A Cookieless Future With First-Party Data

“The Sell Sider” is a column written by the sell side of the digital media community. Google announced last week that it was delaying the phaseout of third-party cookies by nearly two years. But instead of dragging their feet to prepare for the inevitable, there’s another reason why advertisers should move away from third-party cookies… Continue reading »

by Tony Rifilato // July 2nd, 2021 //
»
What Should Replace The Third-Party Cookie? It Depends On Who You Ask.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Premesh Purayil, chief technology officer at Ranker. At the IAB’s recent annual leadership meeting, it seemed that advertisers and publishers were fond of saying, “first-party data is the new currency,” while all the vendors… Continue reading »

by AdExchanger // March 6th, 2020 //
»
Publishers Tap AppNexus’ Prebid Video To Pump Up Programmatic Yield

Although video header bidding is still nascent, early adopters are starting to see results. Social-heavy publisher Diply has been using AppNexus’ video header bidding solution Prebid Video since the end of last year to allow programmatic auctions to compete alongside its ad server –  Google’s DoubleClick for Publishers (DFP). Customizing its header bidding wrapper helps… Continue reading »

by Kelly Liyakasa // January 24th, 2018 //
»
Getting To The Holy Grail: How Publishers Measure The Incremental Value Of Ad Tech Partners

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… Continue reading »

by Sarah Sluis // August 23rd, 2017 //
»
 

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