Ensuring quality inventory and mitigating ad fraud have become key components of executing any marketing campaign. No wonder: up to 28% of tablet app video ad impressions and 23% of smartphone app display ad impressions are estimated to be invalid.1 And only 55% of programmatic video ad impressions are estimated to be viewable.2 Ad fraud …
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Product & Tech
How We Delivered 40% Programmatic Revenue Increase for Publishers Using Exchange Bidding
As you might recall, a few months back I announced in this blog that we were ramping up in “private mode” as one of Google’s DoubleClick Exchange Bidding partners. Soon after that announcement we did move from “private mode” to “public mode” – which enabled us to offer DFP publishers the ability to access RhythmOne’s …
Will LEAN Ads Help Solve Poor Advertising Experiences?
Back in June as I wrote about obstacles with VPAID standardizations and commented briefly on LEAN ad concepts and why they were important to RhythmOne, our clients and our publishers. This month as we are all knee deep in Q4 budgets and 2018 planning, we wanted to circle back and explore deeper into LEAN concepts …
Will Ads.txt Help Solve the Digital Advertising Trust Problem?
With the rise of programmatic buying, the process of ad buying and selling has lost some of its transparency. One of the manifestations of this transparency loss is the misrepresentation of supply in the marketplace. Today, top-selling sites are seemingly available at remarkably low prices and being offered through channels other than the original publisher. …
Building a Better Anti-Fraud Mousetrap
P&G’s Pritchard challenges ad vendors: Clean up media supply chain or we’ll invest elsewhere (link) MRC’s YouTube Audit Takes Aim at Brand Safety Woes (link) Online ad fraud is a ‘widespread’ problem, Google and other big ad platforms admit (link) With recent headlines like these, there’s no denying that ad fraud is top of mind for …
Offering Demand Directly Through Google DoubleClick Exchange Bidding
We take our responsibility to the supply community very seriously and are committed to actively fostering a competitive digital advertising ecosystem that gives web publisher and app developers maximum monetization opportunities. We work to maximize partner revenue by: Developing a network of partners to offer unique demand and provide maximum yield Building and refining a …
A Tale of Two Header Bidders: Client vs. Server-to-Server
In a previous blog, I shared the top three ways publishers can get the most out of their header bidder. These tips highlighted the importance of working with a partner with the lowest response times and timeout rates, has direct access to demand, and can represent your supply. In this blog, I want to focus …
Why You Should Say “I Do” to the Marriage of Martech and Ad Tech
In a recent byline I discussed the virtues of integrating martech and ad tech stacks and why this should be a top level priority for CMOs. It’s a given that CMOs want a unified stack that provides a 360 ° view of their consumer. As a recent insight piece from McKinsey&Company noted “To drive revenue …
The Value of Viewable Impressions
Not all ad impressions are created equal. Increasingly, advertisers are asking to target viewable impressions rather than available impressions. The reason is simple: if an ad is viewed, it has a greater chance to engage a consumer and drive value for an advertiser. In this blog, I’m going to review the history of the viewable …
How and Why We’ve Built a Programmatic Supercomputer
With increasing broadband speeds and ubiquity of fiber deployment, it takes about one tenth of a second to deliver an ad. But a whole lot happens in that time period. Even small delays in this process can wreak havoc on winning bids and escalate ad costs. These delays can also contort and obscure efforts to …