As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…
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“Is header bidding a hack?” This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development. But such development rarely occurs in the digital advertising…
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Viva la header revolution! Header tags have been a blessing for virtually every player in digital advertising. As publishers note a boom in CPMs, advertisers are finally getting better ideas of available inventory and getting smarter about valuation. Header tags have given new life to display and video private exchanges…
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Header bidding is so immensely popular among publishers at this point, there's a call to adapt its core principles to as many environments as possible. Naturally, vendor companies have been hustling to bring products to market to sate publishers’ appetite for demand that header bidding has piqued. Some of these…
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The combination of private marketplace deals and a native ad strategy together sounds like a clear winner for publishers. It’s the digital media equivalent of a Scrabble double word score, or dropping the chocolate in the peanut butter, or the falafel burrito on the menu at a little Mexican/Middle Eastern…
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Should we be surprised that some of the most valuable inventory in digital advertising is taken up by what many consumers consider the most annoying advertising? Smacking users with pre-roll after pre-roll (many times the same ad) when they watch shorter videos on a site is not only bad for…
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While it once seemed the domain of the demand side, publishers are increasingly feeling more empowered when it comes to programmatic channels – in their wallets as well as their minds. Recent evolutions in programmatic have improved publisher relationships with demand partners and succeeded in bumping up CPMs and overall…
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Here at AdMonsters, we often think of ourselves as the TMZ of the digital advertising world. No, we don’t stealthily follow around the digital directors of media companies to catch them in compromising positions (and if we did, you couldn’t prove it), but we are on top of every trend…
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One of the key mantras of digital media has long been “the right ad to the right person at the right time.” Frequently promised, it’s debatable how well that goal has been delivered upon. Data is essential in transacting on programmatic deals, and while the transparency and depth of insights…
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It’s been a busy few months for Index Exchange. In April, Google announced the exchange as a launch partner as it opened up its Dynamic Allocation server-to-server connection within Doubleclick for Publishers to third-party demand. Then in May, Index and AppNexus announced seamless integrations with each other’s wrappers, pointing toward…
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