Header Bidding
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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 -
Header Bidding for Video Makes Sense: Q&A with Eric Hoffert, AppNexus
Header bidding adoption has ramped up quickly over the last few years, but has yet to spread significantly to formats other than web display. AppNexus is one of the companies pushing to change that, having recently released a guide for publishers on using header bidding for one of their highest-performing formats: video. In this Q&A, ExchangeWire asks Eric Hoffert (pictured below), SVP video technology, AppNexus, for more insights.
ExchangeWire: Why does header bidding make sense for video?Eric Hoffert: Advertisers know that video is [...]
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APAC Publishers Gain Control with Header Bidding, but Must Mind the Pitfalls
Header bidding offers publishers in Asia-Pacific the ability to regain control over ad-decisioning and enables them to provide access to scaled programmatic inventory. There are, however, challenges unique to certain markets in the region that publishers need to look out for. In this industry byliner, PubMatic’s Asia-Pacific director of marketing, Nigel Kwan (pictured below), explains what these are.
Whilst it may seem to lurch from one existential crisis to another – spanning ad fraud, viewability, and walled gardens, to name a [...]
TagsAd TechAd ViewabilityAdvertiserAPACAustraliaHeader BiddingIndiaMarketerMedia BuyingMobileProgrammaticPublisher
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How Server-to-Server Header Bidding Builds a Better Marketplace
In the age of ad fraud and fake news, trust and transparency in the marketplace are more important than ever. Nigel Gilbert, VP Strategic Development EMEA, AppNexus (pictured below) argues for moving header bidding server-side, as it helps building trustful relationships between buyers and sellers.
The News Media Association (NMA) recently called on Google to take action to combat the spread of fake news and the “chronic lack of transparency” in digital advertising. The move by the NMA reflects the growing [...]
TagsHeader Bidding
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Browser-Side Vs Server-Side Header Bidding: How Does a Publisher Decide?
In the latest column from the IAB’s Display Trading Council, Michelle Raubenheimer (pictured below), director, business development, PulsePoint, along with co-authors James Prudhomme, managing director EMEA, Index Exchange, and Emma Newman, country manager, UK, PubMatic, clarifies the difference between client-side and server-side auctions and how publishers can decide which header bidding option is right for them, once they’re committed to it.
Despite recent industry coverage on server-to-server integrations, exemplified by the news of collaboration between AppNexus and Index Exchange, many unexplained questions [...]
TagsHeader Bidding
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Getting Ahead of the Game: Why & How Publishers Should Use Header Bidding
The top priority for publishers today is maximising revenue from their ad inventory. Techniques such as header bidding are making this possible; and while the concept itself isn’t brand new, adoption is on the rise as more publishers begin to realise its monetary potential and value, writes Nilesh Dhawale, senior product manager, RhythmOne.
Take The Telegraph as an example. The publisher has recently announced plans to quadruple their programmatic staff count, thanks to the success of header [...]
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The Future of Video: Working Towards Ubiquitous Programmatic TV
With 2016 gone, it’s time to look ahead. In our industry, that is as fast moving as it is, it’s worthwhile to pause and consider what’s coming our way this year, particularly regarding video. As Rene Plug, chief strategy officer, Improve Digital explains to ExchangeWire, it’s no surprise that video will be the most important growth driver of programmatic ad revenue in 2017. And three segments in programmatic video will be the key drivers to this growth: in-stream and out-stream [...]
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