The hotly anticipated keynote speech from Dr Boris Mouzykantskii, founder, CEO & chief scientist, IPONWEB, is here. At this year’s ATS London event, the keynote speech did not disappoint. Building from a complex start, [...]
In a special edition of TraderTalk TV coming from the Clear Channel Playground in Cannes, ExchangeWire CEO Ciaran O’Kane speaks with Kirk McDonald, president, PubMatic about the changing supply side.
– How publishers regain control of yield, inventory management, and ad decisioning
– How the supply side is tackling transparency and the ad tech tax
– PubMatic’s history and future with header bidding technology
– How header bidding technology has benefited publishers and their ability to optimise yield
– Why server-side header technology has [...]
In a special edition of TraderTalk TV, coming from the Cannes Lions festival, Martin Hill, director of solutions engineering, IPONWEB, talks about the challenges facing publishers and how the future is evolving for them.
– The key challenges facing publishers today
– How auction dynamics are impacting publishers
– The evolving role of the ad server and the SSP and how they will impact publishers’ future
– The support publishers need from the industry
– The dynamics of premium [...]
In this episode Jourdain-Alexander Casale, VP strategy, Index Exchange, explains video header bidding to Ciaran O’Kane, CEO, ExchangeWire, in the first-ever TraderTalk TV to be filmed outside!
Header bidding relied on open RTB protocol and leverages a website’s header to send bid requests which reduces latency and increases yield for publishers. The concept is broadly adopted and being engineered to include not just banner ads, but video ads too.
Video header bidding works largely the same way as conventional header bidding; the [...]
In this episode of TraderTalk TV, filmed aboard Adform’s boat at Cannes, ExchangeWire’s CEO, Ciaran O’Kane speaks to: Gustav Mellentin, co-founder and CEO at Adform; Oli Whitten, COO; and Jay Stevens, CRO.
O’Kane describes Adform as a ‘hidden gem’, citing their full-stack and their independence from media (meaning there is no conflict of interest) as reasons.The ad tech luminaries discuss other key factors that have led to such an accolade, including:
– Transfer of knowledge, specifically Stevens’ and Whitten’s transition from sell- (Rubicon) to buy-side
– Transition from [...]
Over the last two years the programmatic advertising ecosystem has multiplied many times over creating two distinct problems for programmatic technologists: Finding the resource and time required to integrate with all relevant vendor partners; and finding the best way to navigate the 107 billion ad impressions that flow through the ecosystem every day.
In this special edition of TraderTalk TV, filmed yesterday in Cannes, Barry Adams, VP Commercial Development at BidSwitch tells us how their “one to many points” integration solves [...]
Programmatic TV is a hot topic at the minute; particularly with recent announcements from big media owners like Sky and Channel 4 around their strategies to sell TV inventory programmatically.
But how does it work? And what are the challenges of making TV impressions RTB-enabled?
One of the more interesting moves has been from Dish Network, a US direct-broadcast satellite service provider with 13.93 million television and 595,000 broadband subscribers.
Dish Network decided to opt-out of using a third-party solution and instead partnered [...]
#TraderTalkTV: OpenX's Jason Fairchild Explains How Various Demand Classes Can Be Merged Into One Auction
How do you merge all demand classes – particularly RTB and network demand – into one big huge auction? OpenX is launching new functionality on its SSP solution to address this problem on the supply side.
Here Jason Fairchild gives us a deep dive on how the process works via the medium of the #TraderTalkTV whiteboard – and how publishers can now bundle all these demand sources into one buying channel.
#TraderTalkTV : Rubicon Project's Jordan Mitchell on Boosting Publisher Yield by Accounting for Scarcity
Jordan Mitchell, Rubicon Project, VP product, discusses how publishers can use algorithms to boost revenue, including real-time advertising solutions, and which targeting criteria to use to boost fill-rates. Rubicon’s Mitchell maps out his company’s approach to aggregating advertiser demand and matching this to publishers’ audiences. Namely, how awarding an impression to the highest bid does NOT always equate to the most revenue for publishers.
Scarcity of advertiser demand is a key consideration, he argues.
Dr Neal Richter, Chief Scientist at The Rubicon Project, breaks down the concept of Deal ID (a unique string token, passed on the bid call to various bidders). Richter describes the crucial role played by Deal ID in the private marketplace, and explains how Open RTB is addressing some of the key problems that existing current trading model.
#TraderTalk TV: Ego-System or Eco-System? Pubmatic's Gareth Holmes Calls for a New Publisher Approach
In this week’s #TraderTalkTV, Gareth Holmes, UK Publisher Director at PubMatic, discusses the evolution of the SSP model in today’s market into a “Strategic Selling Platform”, allowing the publisher to focus on content-creation to engage users. Gareth breaks down the current CPM-driven ‘ego-system’, based on old assumptions, and its untenable position as a forward-thinking proposition.