With a projected global ad spend of over $170 billion in 2016, online advertising is a vast industry with thousands of small and big players engaged in business; and developers, ad ops managers, designers, data scientists, marketers, and support teams working overtime to keep the juggernaut of internet ads running. Equally vast is the jargon that surrounds the ad tech industry; not only are outsiders confused by it, if you were to survey industry professionals, the results would surprise no one — there is a big chasm between how much we think we know and how much we actually do. Ad-tech is a super nerdy community. They want to speak their own language and it makes them feel smarter, so they teach themselves to speak Klingon, a language that’s a mystery, and nobody’s willing to ask questions as to what they mean. — Nick Dujnic, LiveIntent’s director of demand generation SSP? DSP? RTB? CPM? CPC? CPI? Programmatic? Waterfall? Daisychaining? … [Read more...] about The Best Blogs, Podcasts, and Resources for Ad Tech and Ad Ops Professionals
Dynamic Allocation, a popular DFP feature, lets Google AdX bid on inventory marked as guaranteed or remnant. The feature also gave AdX last-look privilege, letting AdX check out other bids and use the highest as price floor for its own auction to win most of the impressions for its exchange. (ICYMI: We’ve previously covered AdX and dynamic allocation in some detail here.) This has caused resentment in the ad tech industry because of the unfair advantage that it provides to Google; few, such as AppNexus, have point black refused to work with Google on new technologies and collaborations. But now, in a show of good faith to the ad tech ecosystem and to compete with header bidding on its own terms, Google is dropping this last-look privilege in Exchange Bidding in Dynamic Allocation (EBDA) beta, released on March 31, 2017. Here’s what you need to know about this feature: Auction dynamics: Exchanges, including AdX, receive a single bid request, conduct their own auctions, and … [Read more...] about Google Removes “Last-Look” Privilege in DFP for Fairer Ad Auctions
For the last few years, AdTech has been one of the most frequently discussed buzzwords in the digital media industry. Discussions have typically revolved around ad delivery, revenue optimization, new technologies such as header bidding, challenges such as ad blocking and ad fraud, market fragmentation, scope for consolidation, venture capital, mergers and acquisitions… but now AdTech has a new contender. Enter MarTech, short for Marketing Technology. In this post, we look at this hardly new but increasing popular trend, the difference and similarities between MarTech and AdTech, and the possibility of convergence in the future. So, What is MarTech? The email that landed in your inbox today from a brand was enabled by MarTech, so is the customer support you receive on social media channels, as well as most form of product promotion that is not paid advertising—for instance, a blog post created using a content management system and promoted using a social media scheduling … [Read more...] about The Rise of MarTech and What It Means for AdTech
Earlier this month, we published a simpler guide to header bidding technology. A programmatic technique that works from within the user’s browsers and gives unprecedented uplift in yield; header bidding is a game changer in programmatic buying and selling. Years ago, people used to say the same thing about RTB. RTB is like online shopping… at once a mere convenience and also a game changer. Did we shop before the internet? Yes. And yet now we have more options, shop more efficiently, can personalize our experiences, and yes – often find better prices. As a result, we shop more and the total commerce pie has expanded. — Josh MacFarland, CEO, TellApart (Source) In this short post, we compare header bidding vs RTB and see how the two programmatic techniques differ. What is RTB? It stands for Real Time Bidding. Simply put: RTB is an impression-level auction happening in real-time (in the time between the user requesting a web page and the page load completion). … [Read more...] about Header Bidding vs RTB: What’s the Difference?
Let’s talk about the publishers for a change. Media sellers (aka publishers) are already losing massive chunks of revenue from ad blocking, both on desktop and mobile. Then they are supposed to be held accountable for, just, all of the fraud and pay for “cleaning up the mess” (like in this impassioned post). Even though the publishers who sold premium inventory on private ad exchanges to brand-consistent advertisers have also been victimized by fraud… Ten per cent of ad impressions from premium programmatic ad campaigns are fraudulent (triggered by bots). The surprise was the ubiquity of the fraud. It is not just no-name websites; it also affects premium publishers. — Bill Duggan, VP of Association of National Advertisers (Source) Meanwhile, growing emphasis on viewable impressions could open the doors to further trouble… (Often) Viewability as quality produces its opposite: viewability as clutter. There are threads of connection between the … [Read more...] about How Publishers Can Fight Ad Block, Fraud, and Viewability Problems
Note: We provide header bidding optimization services, if you use header bidding and are looking to optimize your stack, please write to us at [email protected] Despite the many leaps in ad technology in recent years such such as programmatic buying and real-time bidding, fact remains that digital advertising is still imperfect at best and inefficient and fragmented at worst. In the race to squeeze the last revenue dollar from their ad inventories, publishers are known to always be experimenting with new hacks, with varying levels of success. One such hack which has been around for some but is only recently gaining popularity is header bidding, also known as advanced bidding or pre-bidding. Should you implement header bidding too? If yes, how? Read on to find out. What is Header Bidding? Header bidding is an advanced programmatic technique which allows publishers to open their inventories to receive bids from multiple ad exchanges before making a call to their ad server … [Read more...] about Is Header Bidding The Next Big Revenue Optimization Hack?
We, Bloggers are well aware of importance of google Adsense in generating revenue from our blogs. Many bloggers are either solely dependent on AdSense revenue or it is the major source of their income. However, we all know the kind of hindrances and obstructions a new blogger faces for being approved by google. Infact it is becoming tougher with passing days due to new filters and criterias added by google, thereby, compelling newbies to end their career in blogging.. Not only newbies, but also the established bloggers has the fear of getting banned from Adsense for violating its policies. Sometimes the reasons given are legitimate and true and some times Google may even ban without giving satisfactory reasons, or the ban might be a mistake by them. Although, there is only one chance to appeal for this decision, but the outcome of this is unpredictable. Due to the resentment and discontentment of the publishers who are banned from adsense without violating any policies, google has come … [Read more...] about AdSense Certified Partnership Program – Everything You Need To Know
I was trying to identify some of the best Google Chrome extensions for Bloggers, Content Marketers, and SEOs. While it’s almost impossible to list all of them I’ve shortlisted some of the best extensions for Bloggers and SEOs. In this blog post I’ll feature 50 best extensions for bloggers and in the upcoming blog post I’ll focus only on SEO and will feature the best Chrome extension for SEOs, Link Builders and Marketers. Read: Top 25 Google Chrome Extensions I Can’t Live Without 50 Best Google Chrome Extensions I have tried my best to avoid duplicate extensions to make sure that no two extensions serve the same purpose. Instead of listing duplicate extensions as separate entries I added them as alternatives so that you can consider them. 1. Evernote Web Clipper Evernote is the hottest note-taker app and it’s the easiest way to share, bookmark and save online stuff. The Evernote Web Clipper allows you to capture anything – from full webpages to … [Read more...] about Top 50 Google Chrome Productivity Extensions For Bloggers
PMPs? Ain’t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn. Okay, so the skeptics are out and rightly so: PMPs (private marketplace or programmatic private exchanges; I’ll use the terms interchangeably throughout the post — just a heads up) have a reputation to be difficult to set up and scale. Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher’s ad inventory waterfall. — Eyal Katz, Adngin Someone without an experienced ad-ops guy (or a whole team of them) may not be able to cope with the sheer effort of adding/removing line items, getting advertisers, creating better inventory packages, customizing campaigns, and other tasks that are necessary to create a private haven for your impressions. “Exactly! Let’s just keep it democratic and go back to open marketplace.” That would be great in principle. But online advertising is in a … [Read more...] about How to Increase Your Revenue With Programmatic Private Exchanges
2016 was one eventful year for ad tech industry. Client side Header Bidding went mainstream. Publishers got heavy-handed with anti-ad block measures with varying successes and failures. Fake news registered on the radar of mainstream media and ad tech took the flack for it. Ad viewability adoption increased, creating panic among publishers. Then, the year wrapped up with a bang as WhiteOps uncovered a ubiquitous, million-dollar ad fraud ring called Methbot. That was the abridged version; barely enough information to start a workplace debate. This post gives a more holistic view of the developments in ad tech in 2016, focussed on subjects and perspectives that you, the enterprising publisher, ought to care about, or find interesting. 1. Header Bidding adoption continues to rise despite publisher skepticism about higher latency Header bidding is all the rage these days. A complete chronology of industry developments can even be found in a post on AdExchanger. Here’s a brief … [Read more...] about State of Ad Tech: 2016, Year In Review