Through header bidding, publishers aren’t just seeing more revenue from their demand partners--they’re also seeing seeing huge amounts of data. The problem is, that data isn’t always clearly understandable, and isn’t always easy to take action on it. At times, it’s not even clear where pubs should look to find…
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On the East Coast, the lack of sunny skies and warmer temps make it hard to tell spring has arrived. One unmistakable sign, however, is our continuous stream of new speaker announcements for Ops. Can anyone else think of a better way to announce the beginning of a season than…
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Single-request architecture is a setup where, in a header bidding framework, the bidder sends one call to the ad server for multiple ad slots, and the server returns bids for all of those ad slots at the same time. To explain why single-request might be advantageous to the publisher, and…
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Is true programmatic reporting a pipe dream, or is it within reach? Tough question--we can lay out a road map to a programmatic reporting ideal, but it's easy to see how there might be a lot of twists and turns along that road. For a publisher, getting all the data…
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Before we talk about server-to-server (or S2S, or server-side bidding, or whatever you want to call it), we have to talk about header bidding. Header bidding allows publishers to solicit bids on all their inventory from a select group of demand partners in a unified auction, just by putting the…
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In an end-of-week post, AdExchanger reported this afternoon that Google had abandoned its “last-look” practice in exchange bidding. The old Google last-look advantage allows AdX the chance to outbid whichever demand source would have otherwise won in a programmatic auction, prior to sending a request to Google’s ad server. Famously,…
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The latest eMarketer estimates on US digital advertising are out and, yeah, there’s some stuff to grimace about. The infamous duopoly is expected to rake in more than 50% of US display spend (desktop and mobile) in 2017.According to eMarketer, Facebook will grab 39.1% of the display market in 2017,…
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Page speed is never too far from the main stage of the ongoing show that is ad ops, and it’s enjoying another spotlight moment right now. On one side, publishers have Google and Facebook calling for compliance with their platform publishing guidelines--and with massive mobile traffic coming to them through…
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“I hate the term header bidding,” a friend and industry resource told me over a cold beer. “It’s too catchy—it sounds like another piece of ad-tech buzzword BS.”I’d argue “tagless tech”—the first name I heard in reference to header-based executions—was far worse (and horribly untrue). But my friend’s dislike really…
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Header bidding is a way for publishers to solicit real-time bids from a multitude of programmatic partners on each and every piece of inventory by using the page header within a site's source code. Basically, it’s a convoluted way to bypass the ad server waterfall and ensure inventory is valued…
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