Programmatic Advertising

Eliminating Vendor Risk Is a Critical Step to Win Back Consumer Trust
June 19, 2019 at 9:39 am

You don’t have to work in ad tech (or even advertising at all) to know that there’s a growing sense of distrust around how people’s personal information is being collected, used, or misused by the various content, commerce, and online service providers they interact with every day. But publishers have a front-row seat to the…

2019 to 2022: The Evolution of Consumer Consent & How Publishers Must Adapt
June 6, 2019 at 5:02 pm

The EU’s General Data Protection Regulation (GDPR) laid the foundation for privacy legislation in 2018. One of its key aims was to give consumers more control over their personal information and make users understand they have a choice when it comes to providing consent to data collection and processing. In the US, initial responses to…

What Google’s Switch to First-Price Auctions Means for Publishers
May 30, 2019 at 11:55 am

The second-price auction played a starring role in making programmatic a $48 billion industry, but Google’s first-price switch means the model could be facing its final curtain call. After years of issues caused by header bidding and sequential auctions, Google has moved away from second-price auctions to increase transparency. Here is what publishers need to…

Press Release: Meredith and Hearst Among First Publishers to Commit to Adopting IAB Tech Lab Transparency Label
May 3, 2019 at 12:21 pm

This week Meredith Corporation and Hearst Magazines pledged to adopt the IAB Tech Lab’s proposed industry standard Data Transparency Label. The label will provide advertisers and buyers with four key sets of data: data solution provider information, audience snapshot, audience construction, and source information. The details of each data set can be found in the…

B2B Programmatic Ad Sales & the BPA Media Exchange
December 17, 2018 at 12:53 pm

Programmatic advertising accounts for more than 80% of digital advertising sales today, and rising, according to all reports. Yet only a virtual handful of B2B publishers have been making or accepting programmatic sales. Is this a giant missed opportunity hiding in plain sight? Programmatic is an inevitability, whether or not an unqualified opportunity. The overwhelming…

As Programmatic Ad Revenue Grows, Publishers Adapt Sales Team Structures
December 5, 2018 at 10:46 am

A publisher’s direct salesperson convinces an advertiser to include a programmatic buy as part of a larger package. After that campaign is completed, the advertiser agrees to a separate private marketplace deal that is managed by one of the publisher’s programmatic specialists. For the latter deal, should…

How Publishers Can Achieve an Ideal Revenue Mix
October 29, 2018 at 1:11 pm

Some alternative revenue plays are unlikely to get traction outside their own, very specific, audience. But others are becoming staples of the modern publishing portfolio and should be considered by every publisher looking to establish a healthy revenue mix.