What was the buzz around the office last week? The IAB offers a subscription service to help advertisers with ads.txt, artificial intelligence still needs humans, and video header bidding takes off in JAPAC.
What was the buzz around the office last week? The benefits and possibilities of header bidding, how first-price auctions work, and how independent agencies keep programmatic advertising going.
Header bidding has revolutionized the way that programmatic advertising functions. Before the technology, only certain buyers had access to inventory while having no idea of what they were buying. With header bidding, transparency has been given within the ad tech ecosystem, allowing publishers to offer all of their inventory to buyers. eMarketer sat down with eBay’s director of product management to get his insights on the future of header bidding.
What was the buzz around the office last week? Facebook is offering more transparency and ad control, Apple is reducing their cookie window, and what it will take for programmatic tv to win.
Ad fraud has some CMOs skeptical about programmatic advertising. Instead, marketers are using platforms such as Facebook and Google over programmatic as they know where their dollars are going. Digiday explains how programmatic has it’s place in digital marketing however the technology alone cannot account for all branding and storytelling.
Despite Hurricane Irma passing through prior to the event, Digiday Publishing Summit Key Biscayne had an amazing turnout. Spirits were high amongst attendees as we came together as an industry to support Southern Florida and each other. Publishers, agencies, and brands openly discussed exciting advancements in ad formats, video, and creative ways journalists are enriching their content. Here a few of my takeaways.
Increasing Video Viewability
The focus of Digiday Key Biscayne was video. How publishers strategize their video content to target audiences across platforms was a hot topic. For instance, the same audience views video differently on Facebook than they do on Instagram or Snapchat. With so many users muting their video content, j ournalists are also finding creative ways of increasing viewability such as including phrases within video better ensures that content is absorbed.
Header Bidding For Video
Panelists suggested that “player bidding” should be the term for video header bidding because with video, the impressions go through the player and not the header of the page. While a majority of publishers mentioned seeing a lift in revenue after implementing header bidding display that same yield does not always transfer directly to video.
New Ad Formats
Publishers have been exploring new ad units; in particular the Interscroller, a mobile web unit that is revealed underneath the mobile web page content as the user scrolls down the page. Driven by the Better Ads Coalition and the IAB, the unit offers a rich media experience without being intrusive.
Overall, Digiday Publishing Summit Key Biscayne served as a wake up call to ad tech. In order to increase competition and drive higher CPMs and yield, publishers want to do away with the "duopoly" that is Google and Facebook. Industry guidelines and rules are being distributed by Google and Facebook and commanding the way publishers do business. To have a fair ecosystem, we need publishers to band together and become solution-driven.
What was the buzz around the office last week? Verizon's Oath business unit offers rewards, AppNexus and Index Exchange are at the top, and publishers find balance between user experience and ad units.
Verizon will soon feed its consumer’s web-browsing data, app use, and location data to its recently created business unit Oath. Customer’s who opt into sharing their data will earn credits for concert tickets, movie premiers phone upgrades, and more. MediaPost explains how Verizon added 600,000 new subscribers and generated nearly $90 billion in revenue the past quarter.
What was the buzz around the office last week? Google issues refunds from fake ad traffic, the FTC tells Amazon and Whole Foods to move forward, and mobile programmatic's expected rise.
As Google works towards offering marketers more transparency, they are issuing refunds for ads that ran on websites with fake traffic. These ads were brought using Google’s DoubleClick Bid Manager. Google has also offered to reimburse its “platform fee,” which typically accounts for up to 10% of a total ad buying purchase. While this may seem like a honorable move by Google, The Wall Street Journal details how some advertising advertising are unsatisfied with the gesture.
What was the buzz around the office last week? Mobile header bidding experiences 3-digit growth, Facebook offers new ad services, and Google explores subscription options with publishers.
Header bidding is seeing growth within mobile channels. According to a report published by PubMatic, mobile header bidding has grown 285% year-on-year Q2. The largest spike was seen among news publishers. The Drum breaks down the report including how the industry-wide focus on transparency and the use of PMPs is being credited for the rise.
Welcome to the first installment of The Friday Fives! Twice a month we will feature members of Team 33Across to discuss hot topics, industry trends, and a few interesting life facts. First up we have our Chief Operations Officer, David Jacobs. Below are his thoughts on the Duopololy, fake news, and more.
So, what was the buzz around the office last week? Google takes their talents to the silver screen, free measurement tools will soon be available to all, and the threat that header bidding is bringing to ad tech.