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.
Auction duplication is the new normal, and it is getting worse, not better.
We're 50 days into 2019, and the year in advertising is starting to come into focus. In short, the walled gardens are eating programmatic, which is eating digital, which is eating traditional.
The IAB’s ads.txt initiative has gained rapid adoption from the biggest ad-supported websites, protecting buyers and sellers from a major source of fraud. But those same publishers appear to be leaving the door open to fraudsters by not implementing the newly-released app-ads.txt spec for their mobile apps.
We’re thrilled to announce that over 10,000 Little Black Books have been downloaded. Advertising professionals from hundreds of companies trust Jounce to bring clarity to the often confusing advertising technology landscape.
Advertiser Perceptions recently published a report reflecting publishers’ self-stated adoption of programmatic selling platforms. It is a case study in the misinformation that marketers confront when working with their sell-side counterparts.
Last week marked the end of Q3 earnings season, so this week marks an update to our 2018 global ad spend forecast. In short, the walled gardens continue to outpace the open internet. We’re revising up our estimates of ad spend on Google Ads, Twitter, and Snapchat, and we’re revising down our estimate of ad spend on Criteo.
We were thrilled to be invited back to the AdExchanger studio for a discussion about supply path optimization. In this 45 minute podcast, Jounce Media Founder Chris Kane and AdExchanger Executive Editor Zach Rodgers discuss techniques marketers can use to gain an information advantage and exploit pricing inefficiencies in the RTB market.
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.