openRTB Archives | AdExchanger

Instream Or Out? Why It’s So Hard To Accurately Label Video Inventory

Anthony Vargas — Tue, 02 Jul 2024 16:15:34 +0000

Step aside, made-for-advertising sites. There’s another media quality controversy flaring up in the world of online video. Buy-side pressure is building over how publishers categorize their video inventory. The Trade Desk kicked off a reckoning when it removed support for Yahoo video inventory it claims the publisher mislabeled as instream. Now the industry is questioning […]

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Why Does Ad Tech Still Fail To Spot – And Stop – MFA-Fueled Schemes?

Anthony Vargas — Tue, 09 Apr 2024 12:42:05 +0000

Last week’s Adalytics report about Forbes operating a made-for-arbitrage (MFA) subdomain has the ad industry asking itself: How did no one catch this? According to Adalytics, the “www3.forbes.com” subdomain has existed since 2017. This subdomain received almost exclusively paid traffic to repurposed articles from “www.forbes.com” that were reconfigured into slideshows laden with auto-refreshing ad inventory. […]

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DV360 Accepts The IAB Tech Lab’s New Video Guidelines. How Will That Impact Buyer Demand For Video Ads?

Anthony Vargas — Fri, 22 Mar 2024 15:37:36 +0000

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. Google confirmed to AdExchanger that DV360, its demand-side platform, has already adopted the IAB Tech Lab’s new video.plcmt field in OpenRTB bid requests. This field is where publishers and SSPs categorize their inventory based on the Tech Lab’s new video […]

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Google’s Adoption Of New Instream/Outstream Standards Could Spell Disaster For Some Online Video Platforms

Anthony Vargas — Mon, 18 Mar 2024 04:45:36 +0000

Google AdX will update its video policy on April 1 – April Fools’ Day – to reflect new industry standard definitions for instream and outstream video. Some publishers and video ad platforms are wondering whether the joke is on them. A large chunk of previously premium inventory – as in inventory that sellers previously sold as “premium” […]

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The Trade Desk’s Challenge – Make UID2 Work; OpenRTB Survives One Suit

AdExchanger — Mon, 04 Mar 2024 05:03:03 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ply Your Trade The Trade Desk successfully rode many waves of programmatic trends. It cut out first-gen DSPs when they tried leapfrogging agencies to go straight to brands. It navigated migrations to cloud data and managed queries per second to defeat other DSPs […]

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Temu Trouble; How Audience Data Is Reshaping The Upfronts

AdExchanger — Tue, 27 Feb 2024 05:03:48 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Big Squeeze Temu will open its marketplace to US third-party sellers, which could spell trouble for struggling marketplaces like Etsy and Wayfair, The Wall Street Journal reports. Etsy and Wayfair aren’t known for quick shipping, like Amazon and Instacart, so they’re susceptible […]

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Six Critical Business Challenges The Privacy Sandbox Must Address

AdExchanger Guest Columnist — Tue, 20 Feb 2024 05:35:17 +0000

Google’s Chrome Privacy Sandbox aims to offer an alternative for a cookie-free future, built on privacy principles defined by the Chrome team, with browser capabilities to support digital advertising. However, it’s impossible to replace everything that has been developed over the past 20 years to support online advertising in one giant leap. And let’s face […]

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The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024

AdExchanger Guest Columnist — Thu, 11 Jan 2024 05:35:54 +0000

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain. Despite 2023’s turmoil, there’s […]

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AdExplainer: Client-Side vs. Server-Side Header Bidding: What’s The Difference?

Anthony Vargas — Fri, 01 Dec 2023 05:45:09 +0000

Header bidding has become the de facto approach to programmatic ad auctions since it was introduced in 2014. When a user visits a webpage, header-bidding auctions occur in real time as a page loads, which allows all exchanges to submit bids on an ad impression simultaneously. But running so many real-time auctions requires an immense […]

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Can Retail’s Long Tail Tie Together?; Don’t Text And Drive

AdExchanger — Fri, 10 Nov 2023 05:03:16 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Long-Tail Retail Walmart Connect and Target Roundel are the two retail media players with the biggest adoption outside of Amazon, according to a recent Digiday survey. But both lag far behind Amazon’s 76% adoption rate. Twenty-four percent of those surveyed used Walmart Connect’s […]

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