Programmatic had an eventful year, what with ad fraud, blind-buys’ brand-risk, courtroom battles over hidden vendor fees, targeting mishaps, and more dogging the industry throughout 2017. Despite all that, programmatic spending is at an all-time high, especially on PMPs. PMPs — private marketplaces — are popular for reasons that range from brand safety to better transparency. On publishers’ end, private marketplaces mean autonomy over who to trade inventory with and how. In this post, we take a look at how well the PMPs did this year, with data from multiple sources. Note: Private Marketplaces (or as Google calls it: Programmatic Direct) is simply a ‘private environment’ within an exchange that allows for three distinct transaction types: Private auctions, one-on-one preferred and guaranteed deals. The terms are used multiple times throughout the post. We recommend checking out the programmatic deal types explainer to keep distinctions … [Read more...] about The Rise of Private Marketplaces
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 Ad Revenue With Programmatic Private Exchanges
Not all impressions are created equal. So why trade them wholesale without distinction? It’s a good and democratic way to trade all your impressions in open RTB environment (akin to AdSense)—all publishers get the same data and price floor, the highest bidder wins, end of story. But that sort of “throw it to the market and let them decide” approach severely limits yield and barely scratches the surface of all the capabilities of programmatic selling. In this primer, we are discussing all four of programmatic deal types, along with their potential merits and disadvantages for media sellers. Also known as: Open exchange, Open marketplace, RTB Participation: All (eligible) buyers on a platform Ad Server Priority: Lowest (just above in-house ads) An Open Auction is the Wild West of auctions. — IAB It’s a lot like plug-and-play trading on AdSense: Every advertiser on an exchange/SSP/ad network gets the impression call, they all bid, and the highest … [Read more...] about Explainer: The Four Types of Programmatic Deals
Google Analytics made headlines earlier this year when the team behind it announced their enterprise grade solution—the Google Analytics 360 Suite. Native integration with Google products, particularly DFP, enables publishers to serve ads more effectively and monetize better by providing enhanced display ad metrics. Last month, GA360 and DFP integration hit another milestone with the release of the Audience Sharing feature. The team released a case study about AccuWeather to demo the product and generate buzz. Steve Mummey, Director of Ad Strategy & Audience Development, AccuWeather, sums it up: Now that two somewhat different worlds have merged ― ad sales with ops and product analytics ― it’s important that both sides understand the metrics in each platform. That’s what this integration does—bring content and audience data from Google Analytics 360 and DFP metrics on a single table to allow for deeper, more accurate reporting and … [Read more...] about Audience Sharing in Google Analytics 360 Brings New Insights for Publishers
Google’s DoubleClick for Publishers is the go-to ad serving platform that major publishers gravitate to. With 30% of the market share, Doubleclick for publishers or DFP as it is known in common parlance is considered the best ad serving technology out there, be it for web, mobile, or video. Launched in 1996 as an independent, and then revolutionary, ad serving agency for the web, DoubleClick Inc. was later purchased by Google and redressed as DFP. One of the major reasons why DFP remains the most used ad-serving technology is their ability to unleash innovative and vertical focused solutions, guides and knowledge throughout the year. Take look at the innovation of DFP in 2014 and you’ll see why publishers, big and small, love DFP. So we decided that since we have already spoken quite a bit about DoubleClick for Publishers and its pros and cons, how about we take real world examples and success stories of major publishers who scaled their publications with … [Read more...] about 6 DoubleClick for Publishers Case Studies to Learn From
Testing button colours is a starting point in any growth marketer’s career. I’m not saying it doesn’t work; it has worked great for many (case in point: Mitt Romney’s election campaign). I’m sure you’ve done other A/B tests like these, but I’m also quite sure you learned nothing much from testing a small change. Kaiser Fung estimates that 80-90% tests yield insignificant results. That’s a lot of time and effort down the drain; not to mention the dawning realization that you have no idea what you’re doing when it comes to conversion rate optimization. The way I see it is: Meaningless tests have been talked about so often that they seem like the magic solution to getting great conversions for everyone. We don’t want to come up with new hypotheses because that’s like, so exhausting. Who has the time to look at behavioral data, find a problem area, do the necessary research, and make some … [Read more...] about Don’t Know What to A/B Test on Your Website? Here Are a Few Ideas
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
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?
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?
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