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.
Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.
Google announced it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers. The idea is to protect the value of publisher inventory by preventing buyers from purchasing it for less than what it’s worth, writes Kean Wang, VP of product and strategy at Intowow. But how will Google determine inventory worth when it provides services for both publishers and buyers?
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Whoop Deduped Open Bidding, Google’s alternative to header bidding that maintains its high take rate, has been in the hot seat since last year, after a state-led antitrust suit revealed the lengths to which Google went to stymie header-bidding adoption. The Trade Desk cranked […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled More publishers have signed up for OpenPath, The Trade Desk’s direct buy-to-sell-side integration. Since launching in February, TTD says it’s “registered interest” (interesting turn of phrase) in OpenPath from more than 100 publishers. The latest crop to, uh, register […]
Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?
