Header tags and bidding have worked wonders for publisher revenue when it comes to display, so no surprise that pubs were eager to put the so-called “hack” to work on the video side. But news flash: video is a whole different world from display. While header integrations would be incredibly…
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All your standard units are LEAN now.That was the gist of the IAB’s unveiling of its new Standard Ad Unit Portfolio, now available for draft comment. Pretty much every standard display unit is being replaced by a flexible LEAN (Light, Encrypted, Ad-Choice Supported, Non-Invasive) unit, and the famous/infamous Rising Stars…
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Google made an announcement last month via a blog post: They’re taking a stand against (ostensibly) intrusive mobile interstitials. Starting Jan. 10, 2017, the post reads, “content that is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”In other words,…
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Facebook is catching heat right now from agencies about an apparent long-standing discrepancy in the way it reports video ad performance. It’s debatable how much of an impact this has had to date on either Facebook’s or agencies’ businesses. But a highly public flare-up like this sure looks like a…
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Value obviously can move the needle in any marketplace, but what really makes waves is the perception of value. That's been happening in header bidding. More and more companies have been trying to get into the header, offering their own integrations and their own idividual "twist" that would set them…
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“We look at the inbox as probably the most intimate place you can be on the web,” says Kerel Cooper, VP of Platform Development for LiveIntent. “When you’re looking at a piece of content in your inbox, there’s no other place where you’re more engaged.” He makes a good point…
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It’s been a good year for time-based transactions. This summer, The Guardian announced it had joined the time-based fray while Sled introduced a time-based transaction platform for mobile called Parsec, which uses a cost-per-second metric. Even AdMonsters has secured Financial Times’ Head of Campaign Management US to talk about the…
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You don't have to be following the DMEXCO conference in Cologne, Germany, to have heard the biggest story/scandal. EyeO GmbH – the parent company of everyone's favorite ad blocker, AdBlock Plus (ABP) – decided the event was a prime time to announce the launch of its new exchange for replacing…
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Read the latest developments in impression counting—the "begin-to-render" movement—here. (1/5/2017)Chatter about discrepancies can always be made out during a Publisher Forum, but for latest gathering in Austin this August, the talk was louder and more anxious. With good reason, though – some demand-side ad servers are reportedly counting when ads actually…
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Header integrations have made publishers think anew about what role the traditional ad server will have, going forward--if there’ll even be a role for it to play at all. Whatever happens, it seems the dynamic of the ad marketplace is pushing for a substantial change. (Gavin Dunaway published an article…
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