The fact that publisher revenues are under siege from a number of sources isn’t exactly news. Users are abandoning desktop in droves, continuing the progression from print dollars to digital dimes to mobile pennies. Remaining desktop users are blocking ads with increasing regularity. Companies like Facebook, the dominant source of publisher…
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When the Trustworthy Accountability Group (TAG) released its best practices for malware scanning in October, anyone seeking a more secure advertising supply chain would have been eager to read through the first-of-its kind, 16-page document. In a quest to outline basic malware scanning processes,TAG delivered plenty of suggestions about when…
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“If you had asked me 10 years ago if millions of people would pay $10 a month for their music, I’d have said that’s a suspect proposition,” comments Dan Rua, CEO of Admiral. “But over time user expectations, platforms and many other things have changed so now it’s a very…
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Despite the wonders of screen proliferation, everyone—advertisers and publishers alike—wants to be on the TV screen. It’s big and captivating—the TV screen sucks people in and demands their attention in a way that no desktop or mobile device can. The rise of Connected TV (CTV) and over-the-top (OTT) devices are…
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In front of us, the PubForum main room dais. To our right, a palm-tree-lined waterway where someone else’s yachts are docked just beyond arm’s reach. Must be AdMonsters Publisher Forum in Miami, at the luxurious Eden Roc resort! If you’re here with us, hopefully you brought your most outrageously casual…
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More than ever, media companies offering video campaigns straddle both sides of the traditional/digital divide. In some cases, we see ad budgets shifting from TV to digital. In others, we see the opposite pattern. While that’s opened up all kinds of new opportunities for both broadcasters and publishers, the lack…
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Although audience extension campaigns are really about creating inventory by accessing third-party sites, they tend to have multiple purposes.The advertiser may be trying to reach a highly granular segment with limited on-site presence. The publisher may have limited pre-roll video inventory, so they will hunt down their audiences in third-party streams. The…
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Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers…
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As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…
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“Is header bidding a hack?” This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development. But such development rarely occurs in the digital advertising…
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