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»The Sell Sider

​​When the Old Guard Falls: TV Advertising Beyond Nielsen

"On TV & Video" is a column exploring opportunities and challenges in advanced TV and video.  Today's column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated... Continue reading »
by AdExchanger Guest Columnist // September 20th, 2021 //
»
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 //
»
Damian Benders GM B Code
Black Media Is An Untapped Goldmine, But Earning Trust Won’t Be Easy

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Damian Benders, general manager of B Code Media. The world’s commitment to addressing social injustice has been magnified and reinvigorated. After the movement gained massive momentum in the past year, more advertisers acknowledged the... Continue reading »
by AdExchanger Guest Columnist // September 8th, 2021 //
»
Mike Chowla PubMatic
It’s Time For Publishers To Embrace Server-to-Server

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Mike Chowla, Sr. Director of Product Management, PubMatic. Header bidding is now widespread and successful on the web, and Prebid.js is the most widely used solution. However, the majority of publishers using Prebid are... Continue reading »
by AdExchanger Guest Columnist // September 1st, 2021 //
»
Facing The Cruel Reality Of First-Price Auctions

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Kean Wang, VP, Product & Strategy, Intowow Innovation. When Google Ad Exchange completed the last mile of the industry’s transition from second-price auctions to first-price auctions in September 2019, publishers were enthusiastic about the... Continue reading »
by AdExchanger Guest Columnist // August 24th, 2021 //
»
Lara-OShea-Executive-Strategy-Director
Data Says No: In Defense Of The Right Brain

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Lara O’Shea, Executive Strategy Director, VMLY&R. Those who lived in noughties Britain will remember the scenes in Little Britain where David Walliams played customer service advisor Carol Beers; she lived behind her computer screen,... Continue reading »
by AdExchanger Guest Columnist // August 20th, 2021 //
»
Premesh Purayil Freestar
How Footer Bidding Can Be A Tool To Navigate Core Web Vitals

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Premesh Purayil, CTO, Freestar. As we all know, Google’s Core Web Vitals scores and related changes to search result prioritization have thrust site speed and user experience to the forefront for all publishers.  Ask... Continue reading »
by AdExchanger Guest Columnist // August 13th, 2021 //
»
​​Why The Delay In Cookie Demise Should Not Defer Publishers’ Return To Power

"The Sell Sider" is a column written by the sell side of the digital media community. Today’s column is written by Erik Matlick, CEO and co-founder, Bombora. Google’s decision to delay third-party cookie deprecation may feel like a life raft to many in the ad industry, but the longer timeline feels bittersweet to publishers. Endemic... Continue reading »
by AdExchanger Guest Columnist // August 11th, 2021 //
»
Felix Zeng IBM Watson Advertising
Programmatic Guaranteed's Shot To Solve For The Loss Of Identifiers

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Felix Zeng, head of programmatic at IBM Watson Advertising. The downward-sliding scale of third-party identifiers is leaving publishers and marketers scrambling to figure out what will replace the digital currencies that we’ve relied on... Continue reading »
by AdExchanger Guest Columnist // August 6th, 2021 //
»
Chris Shuptrine Kevel
Email Ad Monetization Will Get Harder With iOS 15

"The Sell Sider" is a column written by the sell side of the digital media community. Today’s column is written by Chris Shuptrine, VP of marketing for Kevel. Email ad monetization will forever change when Apple officially releases iOS 15 and Mail Privacy Protection (MPP) this fall.  This new feature will apparently send all emails opened... Continue reading »
by AdExchanger Guest Columnist // August 4th, 2021 //
»
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