Jounce Media Blog
Making Sense of Ad Tech
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.
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.
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.
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.
We were thrilled to participate in this week’s AdExchanger Programmatic I/O conference in New York City. Catch the replay of our “Programmatic Atlas” presentation here. In this 20 minute discussion, we introduce the complexities of RTB supply paths and suggest three strategies buyers can take to overcome this complexity and exploit programmatic pricing inefficiencies.
The average publisher on the internet sells its inventory through 15 supply paths. Our research shows that those paths create a pricing inefficiency that savvy buyers can exploit.
RTB bid caching ended on August 14th. Here’s the data that shows it.
Since we published our 2018 digital spend forecast, we've gotten some great feedback from our readers and have also seen surprising earnings announcements. Some of this new information confirmed our projections, but some made us rethink our assumptions. And so we're making three downward revisions to our 2018 forecast.
Display ad spend is extraordinarily fragmented, and we’ve never seen anyone add up the spending power of those fragmented buying platforms to square with the total market size. So we gave it a shot.
We were thrilled to participate in AdExchanger's Programmatic I/O conference in San Francisco this week. Catch the replay of our How To Train Your DSP presentation here
Your DSP does what you tell it to do, so tell it to do what you want it to do. Download Jounce's whitepaper on techniques for customizing DSP bidding algorithms to achieve your business goals.
Marketers who measure website traffic, online sales, app installs or even offline sales all take a fundamentally similar approach to attribution.
Catch the replay of Jounce's 30 minute Server-Side Attribution talk at AdExchanger's Programmatic I/O event.
The growing power of walled gardens isn’t all bad for the rest of the media world. Facebook, YouTube and their walled-garden peers are paving a path toward a pixel-free internet. Their obsession with user experience has made them allergic to third-party tracking pixels, and they are pioneering new methods of server-side measurement.
Take our survey about the fast-changing state of RTB auctions. We'll be posting the results in October.
We were thrilled to participate in MediaMath's New Marketing Institute Podcast. In this episode Jounce's Chris Kane talks with MediaMath's Michelle Said about the current state of digital marketing attribution and key considerations for marketers looking to invest in attribution solutions.
Walled gardens have set themselves apart from thousands of publishers across the open internet by restricting their integrations with principal programmatic technologies. Learn about the unique solutions walled gardens have adopted to meet the needs of advertisers while maintaining their high walls.
The industry made a collective misstep by building on top of a loophole. When a powerful company like Apple controls foundational advertising technology, the rest of the industry is subject to unpredictable shifts.
We are pleased to introduce the latest title in Jounce Media's Little Black Book series: The Little Black Book of Search Engine Marketing.
The second price auction is widely viewed to be the fairest mechanism for price discovery, but its implementation in most programmatic advertising environments creates price distortion that hurts both buyers and sellers.
We were thrilled to participate in AdExchanger's Programmatic I/O event in San Francisco last week. Catch the replay of our Little Black Book of Attribution workshop here.
Data half-life says a lot about the degree to which publishers can tolerate a culture of experimentation. Publishers with fast-burning data can test emerging programmatic sales channels, allow new third-party trackers on their pages and even explore direct data-licensing agreements without fear of long-term consequences.
We're excited to introduce the next edition of our Little Black Book series: The Little Black Book of Programmatic Video.
In the tug-of-war between CMO and CFO, the CFO is winning. Advancements in measurement and attribution have made it possible for the CFO to demand proven returns from media investments. Like any other business investment, marketing is now being held accountable to achieving financial returns.
Clever applications of private marketplace technology allow publishers to move from reactively protecting data leakage to proactively monetizing their data assets.
Today we're excited to publicly release 6 new deep dive titles in the Little Black Book series.
Common wisdom says that header bidding provides better inventory access to programmatic buyers. Common wisdom is wrong.
On July 19th, we participated in Sovrn's "Header Bidding Hacks" webinar. Catch the replay here.
So far, we've been communicating our perspective primarily through the Jounce Media blog, but we've been on the lookout for new ways to connect. We're eager to start a dialogue on the biggest and fastest moving challenges facing the industry and the actions our partners can take to stay ahead of the innovation curve. So today, we're excited to announce the Jounce Media Webinar Series!
Jounce Media is thrilled to be recognized by LUMA Partners as a leading programmatic consultancy.
FBX was the first mass market example of real time bidding’s applications beyond banner ads, and its closure is a signal of the growing power of walled gardens in the face of an open advertising ecosystem. But most publishers aren’t Facebook, and they are eagerly adopting the programmatic selling of native ad units.
Comcast's acquisition of StickyAds signals that the company may be trying to follow Google's playbook of building a fully integrated monetization solution for publishers. The strategy is sound, but Comcast should learn from Google's tactical stumbles and embrace unified yield management before header bidding infiltrates the video advertising world.
Programmatic advertising is dead. So says its self-proclaimed inventor, Mr . Brian O’Kelley, CEO of App Nexus. The new era is all about the core ad tech buyers — the advertisers and publishers. The winning technologies of the new age will be those that see customers as equals, that teach customers how to use the powerful tools they are buying.
Header bidding's adoption by premium publishers has been rapid and sweeping. In the past 12 months, header bidding has gone from a curiosity to a must-have for major digital publishers. So it surprised us to find that 45 of the 100 biggest US publishers haven't yet adopted header bidding.