The co-founders of Rocket Yield sit down to discuss some of the challenges facing publishers and how the Rocket Yield technology focuses on helping publishers.
There has been some good investigative reporting recently within the digital media industry uncovering schemes of publishers buying sketchy traffic to increase page views, the layers of opaque fees charged to advertisers by their DSPs and the limits being pushed by otherwise good publishers to deliver on ad budgets. The standard industry reaction to these stories have ranged from “truly alarming” to “unbelievable” even though it should not be all that surprising these things are happening. It’s good to see some light shed to expose schemes and bad players, but it’s even more alarming that these practices are truly “alarming” at all. Continue reading on LinkedIn.com
Outstream video (native video or in-read video, take your pick) has become an easy way for publishers to generate video ad revenue without actually having video content, but not without challenges. The number of premium publishers utilizing this ad format has grown exponentially over the last two years and has become a go-to video strategy for creating more available video inventory to sell. And it’s selling more and more. The IABUK reportsthat the unit now accounts for 43% of all video ad spend. Read the rest of the article on LinkedIn
It’s generally accepted across the industry that Ads.txt is a great solution for publishers to protect their inventory and for advertisers to access inventory they expect to buy. However, great solutions often times come with great sacrifices, many of which fall squarely on advertisers in the case of ads.txt. A recent study from Google, Amobee and Quantcast that examined Ads.txt data, indicated there were 57 times more video ad callouts from publishers across three participating DSPs compared to the actual, legitimate inventory. Continue reading on LinkedIn.com
The word “premium” is bandied about all of the time in digital programmatic circles. Like much of the jargon that populates ad tech, it has been applied in various ways, depending on the context, so that it has come to mean different things to different people. Read the entire post on AdExchanger.
For those of us who came of age in the modern internet era, one of the common points of pride has been the democratic nature of the web. Unlike in traditional media, where vertically integrated conglomerates have historically controlled most of the distribution channels, the internet offered the promise of a more fragmented media landscape and greater choice for consumers. Read the entire article at TheDrum.com
Recently, AppNexus and LiveRail made headlines announcing they were excluding ad networks and resellers from their platforms. The surprise was not that these two platforms, among others, had made this decision. Instead, I was taken aback at how vociferously industry veterans applauded all ad networks as unnecessary middlemen. Read the entire article at MediaPost.com
After years of working with both advertisers and publishers, I’ve witnessed the often inharmonious relationships of the two sides. Advertisers want guaranteed viewability, low CPMs and high user engagement. Publishers want guaranteed fill rates, regardless of viewability, high CPMs…Read the entire article at AdExchanger.com
Don’t worry. This isn’t yet another pile-on piece about the unfair walled-garden tactics of the major digital advertising players. There has been no shortage of viewpoints, published articles and even attack campaigns about how the big guys, namely Google and Facebook, have taken the industry hostage by not allowing brands and publishers to integrate their first-party data. Read the entire article on AdExchanger.
When reading headlines about digital ad fraud, you’d have to conclude the sky is falling. But the reality? Advertisers aren’t really freaking out about digital ad fraud to the tune of $7bn, or not nearly as much as the echo chamber would have you believe. Of course nonhuman traffic and other forms of deception are shameful, but are key industry stakeholders really that bothered about it? The dirty little secret is that there are too many stakeholders in the digital ecosystem making money for it to significantly improve anytime soon. Continue reading at thedrum.com