The buzz around header bidding has focused on the implications for publishers. But what does header bidding mean for ad buyers? Is header bidding a good thing for advertisers? It is a good thing for DSPs?
How Many Ads Does It Take To Cut Your Cellphone Bill? A Whole Lot
Sprint's prepaid cell phone business, Boost Mobile, announced this week that customers can opt to receive a $5 monthly discount in exchange for seeing ads on their smartphone lockscreens. For Sprint to break even on this scheme, they either need to charge ultra-premium rates or sell a whole lot of impressions.
Data > UX: When Facebook Makes Compromises
No doubt Facebook is committed to a first class user experience. But some data is just too valuable to pass up. Facebook is choosing to interrupt its user experience in order to build its identity data assets.
Element Hiding: Ad Blocking’s Dirtiest Trick
KardBlock, the browser plugin that removes all references to the Kardashians, was met with great fanfare at its May launch. At its core, KardBlock is a customized ad blocker, and it provides a clean illustration of a technique that is rewriting the rules of ad blocking for the world’s biggest media companies.
The Beautiful Transparency of Header Bidding
Header bidding doesn’t just create improved price transparency for publishers… it also creates price transparency for consumers. So we whipped up a tool to give consumers a window into how advertisers are bidding for their ad space.
What Facebook Instant Articles Means for Ad Economics
After a bit of a sleepy start, Facebook is expanding the list of Instant Articles publishers and increasing the number of users who have access to Instant Articles content. Lots of people are going to start consuming content directly in the Facebook app rather than through embedded webpages, and that has some big implications for ad economics.
When Deterministic Identity Isn't Good Enough
Identity is the new battleground in digital marketing, and deterministic data is the gold standard. Companies like Facebook and Google have rich records of user logins that enable cross-screen ad targeting and measurement, and the prevailing wisdom is that these deterministic data sets paint a grim picture for probabilistic identity players. But deterministic data has significant blind spots, and savvy marketers are embracing a hybrid approach to identity management.
How Much Is Your Attention Worth?
Google’s Contributor product is an interesting experiment in how much I value my own attention. For $10 per month, I’m zapping a good portion of the banner ads that used to disrupt my daily web browsing. But it forces me to consider how much I really value an ad-free internet. More specifically, do advertisers value my attention more than I do?
One of the most common “detours” from a standard programmatic impression is a daisy chained auction in which multiple middlemen resell an impression to each other. Each of these middlemen takes a fee, reducing the portion of a marketer’s spend that is paid to the publisher. Ad agencies are starting to replace these middlemen, and that's a very good thing for the industry.
What's In A Name?
With the massive scale of open RTB markets comes significant brand safety risk for advertisers. During peak periods, advertisers must evaluate over 1 million programmatic ad buying opportunities every second. This firehose of bid requests contains an extremely diverse pool of inventory — everything from YouTube to YouPorn. Successful buying in the RTB market requires real-time decision making to identify which impressions are worthwhile investments and which could lead to a PR mess.
A Walk Across The Lumascape
More than $15 billion of ad spend will be transacted through programmatic channels this year, and that budget will flow through a famously fragmented set of technology systems. But what specifically are the steps behind a programmatic transaction? How does a single ad move across the Lumascape? In this post, we break down the 5 key steps of every programmatic impression.
Unscrambling The Eggs
In a recent AdExchanger article, Hagai Schechter delivered an ugly dose of reality to advertisers: "A campaign with a small but significant quantity of fake traffic would outperform on paper a campaign comprised entirely of real traffic." How could this be, and what’s an advertiser to do?
Digital Advertising's Napster Problem
Do you remember the first song you downloaded on Napster? And the thousands after that? 1999 was an mp3 free for all, and the record labels never quite recovered. Today’s digital advertising ecosystem feels a bit like the early days of Napster. With the press of a button, advertisers can steal consumer data from publishers. But it’s not too late for publishers to take control of their data and avoid the fate of record labels.
Transaction syncing is a simple way for advertisers to exchange custom data with ad tech vendors. Because the mechanics of transaction syncing are flexible, marketers can unlock lots of use cases to solve their brand’s specific marketing problems.
The Unintended Economics of Facebook's Unified Ad Auction
At last week’s F8 conference, LiveRail trumpeted the benefits of its unified ad auction, but DSPs will carry a heavy economic burden.
ID Syncing In Action
LiveRamp operates an ID syncing network that enables ad tech providers to exchange data with each other. In this post, I’ll outline how this ID syncing network functions and where you can see LiveRamp execute syncs on the web.
The Hidden Value of Acxiom's LiveRamp
Acxiom recently spent a hefty $310M to buy LiveRamp, a company best known for its offline-to-online “data onboarding” service. But the real value of LiveRamp is its ubiquitous ID syncing network. LiveRamp has positioned itself as the switchboard of digital advertising — the router of marketing data across a hyper-fragmented ad tech ecosystem.
It's Going To Be A Powder Day... A Banner Ad Told Me So
No need to check the snow report. It's coming to a banner ad near you.
Why Site Should Definitely Not Be A Mandatory Object In A Bid Request
The IAB’s goal should be to enforce the minimum possible level of standards that enable a functioning advertising marketplace. Free market economics should handle the rest. The decision to make site an optional bid request parameter maximizes marketplace freedom, while incentivizing behavior that benefits both buyers and sellers.
Audience Syndication: A Peek Behind The DMP Curtain
By adopting a single DMP and then syndicating audiences to each dealership’s preferred media buying partner, Jeep is able to execute local retargeting campaigns while preserving a seamless consumer experience on its national website.