Programmatic advertising involves real-time bidding on advertising inventory to help with targeted ads. This trend has grown into a major element in today’s advertising sphere. Publishers face increasing demands to make things easy and efficient for advertisers. Buyers of advertising inventory have come to rely on open marketplaces to find what they need. The problem with this is that publishers are left wondering how to leverage their private marketplaces (PMPs). In this article, I explore the solutions that different publishers …
Kategorie: Publishing
The media landscape experienced tectonic shifts in the last decade or so, and that affected how businesses operate. Technologies such as social media proliferated the market and gave rise to the platform economy, which fueled great changes in media buying and planning. Modern-day consumers rely increasingly on platforms like Amazon, Facebook and Google to make their buying decisions. I find myself doing it too. Before I buy a product, I will look at its reviews on Amazon or Facebook to …
In recent years, browsers have inundated users with updates to block ad-tracking. Apple is the most visible crusader against tracking and other forms of data harvesting, but others such as Firefox and Chrome are not far behind. Indeed, there are reports that Google is developing a tracking proof version of Chrome. Risk of losing clients Readers can understand why publishers have been rattled by the relentless onslaught on one of their leading sources of revenue. Some of the concerns are …
Ad vendors responded to the shift from second-price to first-price bidding by introducing bid shading. The rationale was that this strategy would save buyers money while maximizing the return on their advertising budget. However, bid shading continues to confound both advertisers and publishers who cannot figure out its role and the value it adds to the process of buying programmatic ads. This post seeks to clarify some of the misconceptions about bid shading. Bid shading is an old technique Bid …
Unified ad auctions have been around for as long as programmatic advertising has existed. However, a recent decision by Google to add them to its ad server is likely to make them mainstream. The change was accompanied by the decision to shift from second to first-price bidding for impressions. What are unified ad auctions? Unified ad action is a system where several ad exchanges access a publisher’s inventory and bid at the same. The unified system replaces the hierarchical waterfall …
Creators of Social interactive platforms often have had time controlling online harassment, hate speech and overall cyber bullying that are constantly growing rampant. The anonymity associated with these social platforms have prompted people who hold grudges towards particular groups of interests or individual persons to spew out hateful content aimed at psychological and morally degrading them. The recent rise of hateful utterances, comments and content in the social platforms forced the European regulators to crack the whip and Germany was …
The digital revolution has changed how marketers carry out campaigns. Now, advertisers have access to the technology ecosystem that makes it possible to buy targeted online ads. This concept is what defines programmatic advertising. The success of a marketing campaign depends on the ability to deliver the correct message to the right audience using the correct channel. A programmatic ecosystem allows marketers to accomplish this. In this piece, I will analyse some of the main players of a programmatic ecosystem: …
Publisher und Anbieter von Werbetechnologien versuchen, die Auswirkungen der neuesten Google-Änderungen zu verstehen, die letzten Donnerstag in einem Treffen mit US-amerikanischen Verlagen erörtert wurden. Einzelheiten zu den Änderungen gingen diese Woche an die britischen Verlage zurück, wobei die Unklarheiten mehr Unruhe brachten, als es Google wohl beabsichtigt hatte. In der Folge hat das Treffen am Donnerstag ernsthafte Besorgnis ausgelöst: Google entzieht den Anbietern die Kontrolle über die Bewertung ihrer Inhalte. Ferner verlieren die Anbieter die Möglichkeit, ihre Floorpreise zu kontrollieren. …
We are Heading Towards a Transitional Period for Advertising Anyone who has ever attended a Martech event will know that advertising is now in a state of transition. With these events as hubs of marketing technology, they’re where to find the latest information. The rules of advertising/marketing have changed, with the onset of digital technology. What were facts of the advertising world a decade back, are history today. We’re living in a time of change and innovation. In the words …
We all deserve access to real news and information. Writers, publishers and users all have an expectation that the information they get online is accurate and reliable. In order to make informed decisions and have intelligent discussions, you need to trust the stuff you read online. Social media platforms and publishers have a duty to provide users with a better experience when it comes to getting online information. There is so much fake news being circulated today, that a lot …
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