The widespread availability of location data has long been the central lure of the mobile advertising space, but to be successful in an increasingly competitive mobile space, advertisers and publishers need to be thinking beyond location to an array of data points, including uses, transactions, and patterns over time. Verve…
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"We think that CPM-based buying leveraging optimization on attention metrics... can drive significant positive changes for the industry without requiring massive upheaval for buyers." 33Across CEO and Cofounder Eric Wheeler explains the features of the just-launched AttentionX exchange, an open programmatic marketplace where all inventory is viewable.
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Say it ain't so, AT&T! Following its acquisition, AppNexus has pulled out of the Advertising ID Consortium. A founding member of the universal open ID collective, AppNexus' departure potentially leaves the consortium in peril. However, this might be an opportunity for the universal ID cause to make a beneficial pivot.
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We seem to be in that sweet moment where artificial intelligence (actually advanced machine learning, but who are we to split hairs?) is more than just buzz and potential, but before the machines have enslaved us and forced us to farm their massive energon cube plantations. That day is coming—I…
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Choose audience. Choose content. But wait—it's 2018, do media buyers really only get to pick one or the other? No, they shouldn't have to, writes Michael Hans. However, quality issues both in data and content have been holding us back from reaching the true potential of programmatic advertising; the time…
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NPR's Serial is widely considered where the podcast trend hit its stride. No surprise then that the NPR team are also on the forefront of podcast monetization. Senior Director of Ad Operations Brett Robinson dives into the challenges his team worked through in building up their program as well as…
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If you want to see veins pop in your mobile developer’s head, just tell him or her you’ve got five new SDKs to integrate stat. Many a programmatic mobile in-app deal has evaporated at the very mention of the dreaded SDK. But what if you could on-board a native demand…
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Particularly with the digital signature initiative Ads.cert, OpenRTB 3.0 is going to be a major leap forward for transparency and anti-fraud efforts in the programmatic space. But of course there's a catch—version 3.0 is not backwards compatible, meaning SSPs, DSPs, and other intermediaries have a lot of code re-writing on…
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Facebook reels from another tornado of scandals, yet their advertising business is going gangbusters. Seems weird, right? Well, no—the Duopoly thrives on small and mid-size advertisers that can't find viable alternatives in digital media. But Editorial Director Gavin Dunaway sees an opportunity to grab a slice of that pie at…
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We've been hearing at Publisher Forums for a while now that pubs are shedding demand partners rather than on-boarding them. Now we've got the data to back it up—and the drop is dramatic. Oh, and guess who else is doing a bit of culling? Advertisers are shaking loose DMPs fast.
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