OpenX Blog

The Case for Pushing the Envelope in Ad Creative’s

By Rachel Powney, Marketing Director EMEA

They say that necessity is the mother of all invention. The New York Times, is a case in point. Faced with long-term financial challenges, the Times staked its future on its website to attract advertising revenue:

“We hope and believe the website — whether by selling ads or by selling subscriptions — will make money. The long-range future of the New York Times and of quality journalism depends on that”     -Bill Keller, “Talk to the Newsroom,” April 10, 2006

TNativeAdvertisinghe Times has embraced a variety of creative advertising, including native, to do the job. On 19 November 2014, the publisher pushed the envelope again when it ran its first print native ad; Shell was the brand.

This was not your average Advertorial. The scheme was designed to grab the reader’s attention. It was eight pages long, with a top sheet of opaque vellum. And the ad was enhanced by “augmented reality, so that people using the Blippar app can initiate a video by holding their phone over the page.”

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URL Masking –The Lesser Known Fraud Plaguing Automated Ad Buying Marketplaces

Recently, Advertising Age published a story on URL masking, a new scourge plaguing the digital advertising industry. URL masking is when publishers misrepresent their URLs to inventory buyers, often to trick them into buying impressions on sites with illicit or stolen content. Technically, humans see these ads however OpenX still considers it to be ad fraud. The article quotes John Murphy, Head of Market Quality at OpenX, who explains some of OpenX’s strategies for combatting URL masking. One thing is certain: OpenX is taking action, John’s team fights URL masking with a crawler that monitors sites that are not qualified for the OpenX Exchange. It flags sites where the crawler sees an OpenX tag, indicating that the company placed an ad there nonetheless.

Read the full story here.

 

OpenX’s Jason Fairchild Explains How Various Demand Classes Can Be Merged Into One Complete Auction

How do you merge all demand classes – particularly real-time bidding and network demand – into one big cohesive auction? OpenX’s co-founder and CRO, Jason Fairchild, takes to the white board to explain OpenX’s Demand Fusion™ in full detail.

In this brief video on ExchangeWire, Jason explains why the OpenX approach to a supply-side platform is truly unique in the industry. He illustrates how traditional SSPs work, and then compares it to the OpenX SSP and the inner workings of Demand Fusion.

Demand Fusion, as Jason points out, solves the historical problem of the wildly divergent business models used by ad networks and real-time bidders. These models prevent publishers from getting the best possible prices for their inventory because it artificially segregates competition.

If you’re interested understanding how publishers can bundle various demands sources but running low on time, make sure to watch this short video.

Do Agencies Have a Role in a Programmatic Future?

Murray Phillipson, Platform Demand Director for EMEA

Digital-programmatic-RTBIn a recent MediaPost article, Sean Hargrave wondered if agencies will have a role in a programmatic future.

 On the one hand, the future does seem a bit shaky for agencies. After all, more and more brands are bringing programmatic in-house in order to reduce costs as well as keep all of the campaign data and learnings closer to home. But is programmatic self-serve for everybody?

To start, setting up a programmatic campaign requires a bit of skill. The trafficker must strike the right balance of flight time, frequency of changes in offers and promotions, complexity of targeting and frequency tactics used, as well as performance and pacing goals.

Ongoing optimization requires a whole other skillset. Programmatic campaigns need continuous time and attention in order to reap the strategic benefits of the tactic, such as audience discovery and other learnings.

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OpenX Continues to Invest in Europe

If you’ve wondered why OpenX continues to invest in offices and staff throughout Europe the answer is rather simple: Programmatic spending is experiencing a remarkable upward trajectory in that region. In 2013 alone, spending leapt an astounding 111%, according to a joint report by the IAB Europe and HIS Technology, accounting for 21.3% of all online display revenues.

Looking at the market as a whole, digital advertising is gaining in importance. In fact, the IAB Europe/IHS Technology study reports that online ad spend is “on course to surpass outlays on any other media platform by 2018.”

Looking at transactions across 26 European countries, the report identified three major growth areas in regional ad spending:

  • The expanding mobile market
  • Video formats
  • Programmatic buying

Why the rise in programmatic spending? Improved targeting, the ability to reach in real time, as well as significant reductions in impression waste were the top reasons cited by marketing professionals throughout Europe.

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Q&A from “Three Sides to Viewability” Webinar

Recently, OpenX hosted a webinar in partnership with Integral Ad Science and Quantcast titled, ‘Three Sides to Viewability.’ The 45-minute webinar covered the effects and challenges of viewability on the marketplace from the perspectives of three sides of the digital ad ecosystem: advertisers, publishers and third-party providers.

Speakers included Ravi Patel, Product and Strategy manager for Integral Ad Science, David Grant, Director of Product for Quantcast, and John Murphy, VP of Market Quality for OpenX.

If you missed the webinar, or would like to view it again, just click here.

This blog post is dedicated to answering the questions we did not get to during the live Q&A. If you have any additional questions, please feel free to contact us directly.

If part of the viewability issue involves user behavior (scrolling below the fold, opening multiple browsers at the same time) then how is it possible to predict if an impression will be viewable?  Continue reading

Beyond Targeting: Why Buyers Need To Assess How Each Ad Exchange Performs to Drive Buying Efficiency

By Rohan Lala, Demand Sales Associate

Not too long ago, Josh Engroff wrote an article in AdExchanger calling for a Bloomberg terminal for RTB buyers who purchase inventory in open ad exchanges. In his article, Josh examines the reasons why RTB buyers can only access a tiny fraction of data, while publishers have plenty. The result is an asymmetry of information. He writes:

“As a buyer on the open RTB exchange, if I am unable to see any pricing data whatsoever prior to executing a trade, then the market isn’t truly open to me. It is partly obscured and the result is information asymmetry – publishers and SSPs see all price data, while buyers see relatively little.”

I work with all types of RTB buyers and constantly see this disparity at play. Publishers get detailed insights into who buys their inventory, the prices they pay, and how ads perform. But as Josh points out, buyers see only how their purchases perform in an exchange – which is typically less than 1% of the available information.

This raises an important question: Given the data disparity at play, what can buyers do to increase their buying efficiency? Continue reading

OpenX at Advertising Week 2014 (NYC) – Don’t miss out!

OpenX, a global leader in web and mobile advertising technology, has prepared an extraordinary lineup of speakers and agenda for Advertising Week 2014. If you’re heading to Advertising Week in New York next week, you’re not going to want to miss this.

OpenX will participate in a series of compelling sessions that will provide essential insights into unleashing the transformative power of programmatic advertising. This year, OpenX kicks off Advertising Week’s official Programmatic Day on Monday September 29th with two important morning sessions: the first features OpenX CEO Tim Cadogan and the second features Rob Kramer, GM of Mobile at OpenX. Continue reading

Conversion Data: A Key to Cutting Waste

This week AdExchanger’s “Data-Driven Thinking” column featured a compelling article written by Ian Davidson, Senior Director of Platform Demand at OpenX.

In “Conversion Data: A Key to Cutting Waste,” Ian Davidson addresses one of the key challenges inherent to the programmatic media buying ecosystem: waste.

Ian also connects waste with conversion data and how the industry is not doing enough with it. In fact, when the industry is not using conversion data as well as we should, we’re not doing enough about waste.

Meanwhile, some exchanges invest a lot of resources in eliminating fraud from programmatic but still hear from buyers that certain segments of inventory are not performing very well.

To address concerns of cutting waste while exchanges look for new ways to identify and eliminate underperforming traffic, an ambitious solution is proposed: sharing conversion data with exchanges in a trusted and controlled manner.

But many programmatic-media buyers view their conversion data as their own and keep this information top secret. So, you have buyers’ fears about sharing, and on the other hand, you have the desire to have a system that can provide greater returns. The key to this is aggregation. In the article, Ian suggests to combine all buyers’ data together in the exchange. Continue reading

Upcoming Webinar: Three Sides to Viewability – Wed. Sept. 24th 11:00 am PT

Screen Shot 2014-09-17 at 2.39.22 PMEarlier this year, the IAB issued its standard for measuring viewable display impressions: a minimum of 50 percent of pixels in view for a minimum of two seconds. But with the new guidelines, questions arise. What impact, if any, will this IAB guideline have on advertisers, publishers and the industry?

Join OpenX, Integral Ad Science and Quantcast as we explore the effects and challenges of viewability on the marketplace from the perspectives of three sides of the digital ad ecosystem: advertisers, publishers and third-party providers.

Topics covered include:

  • An overview of the current landscape including stats and trends
  • A discussion of the measurement methodologies including mobile and video
  • Helpful tips for advertisers and publishers to prepare to take advantage of viewability
  • Q&A with speakers:  John Murphy, VP of Marketplace Quality (OpenX), Ravi Patel, Product & Strategy (Integral Ad Science), David Grant, Director of Product, Quantcast

There’s still time to register for this free webinar!