Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
Remember last quarter when PubMatic projected a $5 million revenue dip from a large DSP buyer having switched to a first-price auction?
PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.
Starting last week and into this week, hundreds of court-filed documents have been unsealed in the lead-up to the Google ad tech antitrust trial – and it’s a bonanza.
The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.
Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kean Wang, VP, Product & Strategy, Intowow Innovation. When Google Ad Exchange completed the last mile of the industry’s transition from second-price auctions to first-price auctions in September 2019, publishers were enthusiastic about the […]
Whenever Google changes how its ad server works, publishers fear that Google will wrest control over how they run their digital advertising. Those concerns often have merit. So when Google added rules about how publishers could prioritize different ad exchanges earlier this week – and buried those changes in a confusing help center document instead […]
The programmatic ecosystem spent the last 10 years in a state of hyper growth, and programmatic spending surpassed $100 billion dollars globally for the first time in 2019. While the next 10 years will likely bring a slowdown due to market maturation and data regulations, it’s indisputable that programmatic buying and the rise of ad […]
Hulu will switch to a first-price auction for its programmatic private marketplace next week. The streaming service told advertisers and tech partners of the shift in an email sent on Monday. All the DSP partners in Hulu’s invite-only private marketplace will be certified to bid under the new auction terms. Not all of Hulu’s inventory […]
