Header bidding has been transforming the digital advertising industry as it replaces the legacy waterfall system, which has been dominating media trading since the dawn of programmatic. By allowing the publisher to connect inventory to multiple ad exchanges at the same time in a unified auction, header-bidding technology offers myriad opportunities for both the buy and sell sides.
In its early days, header bidding promised publishers fair and transparent competition for their inventory, resulting in increased revenue in the [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: JICWEBS opens new anti-ad-fraud certification; OpenX buys Mezzobit and PubNation; Adyoulike and The Trade Desk partner; Evania and Fraudlogix cooperate; Triton and OMS expand partnership; and New tools at Fyber.JICWEBS takes next step in fight against ad fraud
After introducing a scheme for ad tech companies to certify their compliance with anti-ad-fraud measures, UK industry body JICWEBS now introduces a certification scheme for companies [...]
Cedato, the programmatic operating system for video, today announces the expansion of its global footprint, with the opening of its new Berlin base of operations. ExchangeWire speaks exclusively with Cedato CMO, Dvir Doron, about the expansion and why Germany was the market of choice to base the company’s European operations.
The news comes off the back of the recent launch of Cedato’s Tech Stack for Publishers, which is a repackaging of its product offering to make it more friendly [...]
Header bidding is proof that, in the digital age, small code changes can make a big difference. By allowing multiple streams of demand to bid on the same inventory simultaneously, media buyers have increased access to inventory and publishers enjoy higher yields. With clear benefits for all, header bidding has made it to the mainstream. Writing exclusively for ExchangeWire, Ally Stuart (pictured below), regional director EMEA, Sharethrough, details what publishers must consider when opting to bring header bidding in-house versus partnering with [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]