Header Bidding
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Mobile Web Header Bidding Impressions Grew 285% YOY
Yesterday (15 August), PubMatic released its second Quarterly Mobile Index (QMI) report of 2017, providing insight into the mobile advertising industry for both publishers and advertisers in Q2 2017. The main highlight from the report was that header bidding in mobile channels is thriving, both in terms of monetised impression volume growth and mobile web header bidding eCPMs.
Six key trends were identified in the report, through analysis of the flow of digital impressions through PubMatic’s platform, SEVEN. As well [...]
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APAC Publishers Dragged Down by SSP Codes
Publishers in Asia-Pacific still are putting multiple codes from different SSPs, which drags down page loads and worsens ad latency. They need to move away from this and start embracing header bidding, urges Rammohan Sundaram, C1X’s Asia-Pacific Middle East Africa managing director and senior vice president. He notes that awareness of header bidding in the region remains nascent, but will continue to grow as it becomes the standard platform to connect with SSPs.
In this Q&A with ExchangeWire, Sundaram also discusses [...]
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Publishers Need a Tech Stack Built for Video: Q&A with Dvir Doron, Cedato
Out of the challenges publishers face, being technically prepared for the complexities video presents is at the top of the list for such a valuable revenue channel. Dvir Doron (pictured below), CMO, Cedato, speaks with ExchangeWire about the importance of tightly integrated technology and the advantages of video header bidding.
ExchangeWire: What are the key pain points for publishers in the video marketplace?Dvir Doron: Video definitely represents the most promising revenue opportunity for publishers these days, and is probably [...]
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ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access
Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.
Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.
Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]
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We Don’t Take 3rd-Party Fees from Publishers for Impressions We Buy: Q&A with Marc Grabowski, Criteo
Last month (23 May, 2016) Criteo announced the launch of its new header bidding platform for publishers, Criteo Direct Bidder. Marc Grabowski, executive vice president, global supply and business development, Criteo speaks exclusively with ExchangeWire about how the new platform works and how it aims to leverage the new platform to drive higher publisher revenue.
ExchangeWire: How does Criteo’s new header bidding platform work?Marc Grabowski: Criteo Direct Bidder enables Criteo to buy impressions directly and transparently from a publisher.
The solution is [...]
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APAC Agencies Must Be More Than Just Media Buyers
Instead of simply buying media for marketers, agencies must offer guidance on whether their clients are ready to adopt programmatic and, if not, provide help on how to do so.
This should include data strategy and operations setup, says Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, who warns that agencies that fail to offer these services will provide opportunities for consulting firms to jump in.
In this Q&A with ExchangeWire, Niou further explains how agencies can facilitate the development of [...]
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Hindsight is 20/20: Examining the Unintended Consequences of Containers
The proliferation of header bidding sparked a need among publishers to adopt new technology to ease the technical load of managing these partners, or risk losing control of their revenue optimisation. At least, writes Jason Fairchild, CRO and co-founder, OpenX, this is what most publishers were led to believe as they began integrating one variety of containers or another to manage their programmatic revenue. Given the problems containers promise to solve, this evolution seems logical on the surface.
But the [...]
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Surviving the Ad Tech Cull
In the face of the Google and Facebook duopoly and squeezed margins, which models will survive?
If you believe every ad tech naysayer in the industry, you will think ad tech is on its last legs. Many people see Facebook and Google growing disproportionately to the rest of the industry and, as a result, think they are ultimately unstoppable. It’s a fair point. Their growth cannot be denied, but on closer examination it’s [...]
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Now & Next: Mobile Gaming
Think you might be obsessed with gaming on your mobile? You’re not alone.
- In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day
- By 2020, it is predicted that 77% of the American mobile population will be mobile gamers
- This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily.
Whether it’s [...]
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Mobile Header Bidding eCPMs Jumped 55% YOY
Today (17 May), PubMatic have released their latest Quarterly Mobile Index (QMI) report, providing insight into the mobile advertising industry for both publishers and advertisers in Q1 2017. The report identified six key trends from activity in the last quarter, relating to header bidding; mobile video eCPMs; monetised mobile private marketplaces (PMPs); mobile web versus mobile app; Android share; and programmatic opportunity in mobile.
1. Mobile channels highly conducive for header bidding
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