33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? An ad tech company gets bought out, publishers accounting for 3rd party viewability measurement, and how to combat against disruptors. 

1. RocketFuel gets acquired by Sizemek  

Last week it was announced that Sizmek is acquiring RocketFuel. With a valuation once at $2 billion and $66 per share, RocketFuel’s stock has recently dropped to just below $3 per share. Planning to combine their technologies, they will serve over 20,000 advertisers and 3,600 ad agencies. The Wall Street Journal explains how the newly formed company is looking to compete with both Google and Facebook.

What was the buzz around the office last week? Who's really using ad blockers, no longer rewarding viewability, and publishers preferring Instagram over SnapChat. 

1. The truth behind ad blockers  

Ever wonder who’s really blocking ads? A recent report by GlobalWeb Index reveals details on US digital consumers who use ad blockers. Some of the findings include that only 22% of users are blocking ads on their smartphones, and also that the lack of ad relevancy is why 49% of total consumers block ads. MediaPost breaks down the finding of this study.

What was the buzz around the office last week? Investments in blockchain technology, tips for advertisers to increase transparency, and publishers using data to better their relationships with brands. 

1. Google invests in blockchain technology for publishers  

Publishers are standing up for themselves in brand new ways. In an effort to increase transparency in digital ad trading publishers are investing more in blockchain technology. Digiday explains how publishers have received funding from Google and are looking to reduce fraud within the ad tech ecosystem. 

Today we celebrate Foster Day! You may ask yourself, “What’s that?” Foster Day marks the anniversary of our longest employee Mike Foster, our Principal Engineer. This edition of Friday Fives (as well as the entire day here at 33Across) is in celebration of Mike’s service and commitment to the company. Learn more about how 33Across has grown, Mike's views on artificial intelligence, and the multiple instruments he plays.

How has engineering changed since you’ve been in the industry?
The industry has changed immensely. Software engineers now have access to a number of packages that can be integrated to form larger systems. This has influenced the way engineers think about software development. Computers and the way that they are manufactured have also advanced. Much more can be done now with less hardware and for less money.

What engineering project proved to be your most challenging?
During the early years of 33Across, everything was a challenge because we had very few people and we were starting from scratch. More recently we replaced Chukwa with Flume. We’re also upgrading our Hadoop application software to CDH5. All of these have been challenging projects.

What was the buzz around the office last week? Google Attribution, net neutrality predictions, and Apple helping publishers monetize

1. How pubs can really win with Google Attribution  

With its new attribution tool, Google plans to measure credit card transactions post-ad impression. While this breakthrough will new great for buyers, this could also be a game-changer for publishers as well. With that, AdExchanger explains how publishers need to become good “two-way players.” Aligning content with advertiser interest and developing yield-optimizing insights are just a few of the ways publishers will be able to benefit from Google Attribution.

What was the buzz around the office last week? It's time for the traffic verification process to improve, walled gardens may get a little sunlight, and programmatic industry stats for 2017.

1. Better lanes for ad tech traffic  

Traffic verification processes need to improve in order for advertisers to combat fraud. Advertisers must access how they’re currently using 3rd party services on both the buy and the sell-side. With so much non-human traffic within ad tech, AdAge recommends a few steps to improve fraudulent activity including shifting ad budget as well as adopting new metrics and buying models.

When was the last time you logged into your publisher dashboard? Don't worry, we'll wait. Similar to gym memberships, the more you log into your dashboard the better your monetization results could be. The 33Across dashboard allows publishers to not only proactively earn revenue but also increase traffic. Just in case you need some motivation to log-in, check out some of the dashboard uses below.

Pull Your Own Tags
Seeing how users share your content just got easier.  Even better, you don't have to rely on an account manager to get your tags. Our dashboard gives publishers more control over their monetization strategies by creating an environment accessible for you to create your own tags.  No worries, we offer a ton of instructions and a walk-thru of our entire tag optimization process.

Pivot Delivery Reports
The Pivot Delivery Reports within the dashboard shows you which ad units yield the most revenue. Respectively, the dashboard also reveals your ad units with the least performance. The report also offers geo-targeting and allows publishers to track and compare traffic by device.  We know that insights are everything for publishers, so we have you covered.

Easy Data Export
We offer reporting at the granular level on KPIs that matter to you most including fill rate, revenue, and eCPMs. Our dashboard breaks down these metrics with ease. We also encourage you to export our reports and couple our data along with any internal tools you may already have. Take your CSV file and place it in your own applications will usually do the trick.

Now that monetizing just got easier, log into your publisher dashboard now to increase your revenue even more.

Here at 33Across we pride ourselves on providing publishers with groundbreaking publisher technology products. The products we create would be impossible to manage without the efforts of our product management team. For this Friday Fives the spotlight is on Bageshri Lagu, our Director of Product Management. She spilling the tea on what excites her about working for 33Across as well as her specialty dish!

How did you get your start in product management? What advice do you have for someone entering the field?
I started my career in product management defining software features for Motorola phones. Anyone looking to transition into product management should look into certificate courses. They should also join meet ups,check out product management-focused blogs, and attend webinars to learn more about the field.

What excites you about working at 33Across?
33Across' culture of collaboration, innovation, and excellence motivates and excites me everyday. I know everyone brings their best and we work really well together as a team. 

In comparison to other industries, what makes being a product manager within ad tech different?
Compared to my experience in mobile software, apps, and content; I find Ad Tech to be faster moving. This industry is complex and ever-changing with many players. With so much competition, you really have to think about what will make your product stand out from others and also anticipate industry trends. 

What are a few personality traits that make for a successful career in product management?
Being a good listener, an influencer, a problem solver, and having a business mindset are all top personality traits of a great product manager.

Do you cook? If so what is your specialty dish?
I would call my style of cooking as somewhat traditional Indian cuisine. My specialty dish is Goan coconut chicken curry.

What was the buzz around the office last week? Ad blocking companies may be the new 'Napster,' marketers are working smarter, and expansion moves from us here at 33Across.

1. Is there a 'Napster' of Ad Tech?  

We all remember the days of music-sharing site Napster and how the platform revolutionized the way we receive music and hindered profits from recording companies. The same is happening now within ad tech and Adblock Plus is Napster’s equivalent- preventing sales. There are a few outcomes that can come from the use of ad blockers such as Adblock Plus, AdExchanger lays out a few scenarios.

What was the buzz around the office last week? Buyers and publishers are putting quality first, ad fraud concerns may also end domain spoofing, and how publishers plan to monetize over-the-top video.

1. What happens when pubs and buyers choose quality  

Looks like ad tech is rooting for the premium publisher. Thanks to 3rd party verification tools; viewability and audience metrics have improved the relationship between buyers and publishers. Premium publishers have also nurtured their relationship with users by providing them a positive experience. According to AdExchanger, advertisers are moving further away from scale and going towards quality instead.