OpenX, which operates a programmatic platform that includes an ad exchange and supply-side platform, reported Tuesday that more than 50 percent of global ad volume on the exchange came from mobile in Q1 2016, up 180 percent from a year ago.
Programmatic marketplace provider OpenX on Monday said it’s now a certified Accelerated Mobile Pages (AMP) Project partner. AMP, an open-source framework launched by Google and based on standard HTML5, aims to improve the mobile Web for everyone, making it as fast as possible.
Advertising technology isn’t static. It’s continually evolving and on the move. In ad tech, you can typically count on fairly regular improvements in speed, data and targeting capabilities, reporting, analysis and integration.
Header-bidding is among the most novel mechanisms to allow for the integration of programmatic demand into a publisher’s ad server, so it’s critical to get it right. For publishers, the benefits of obtaining full and fair value for all ad inventory through a competitive programmatic marketplace is clear.
More publishers are getting religion with respect to header bidding, which gives them the ability to allow exchange partners to see all of their available inventory and compete in real time for every single impression. Still, they need to know how to do this properly and avoid pitfalls.
OpenX is hoping to tidy up the multiple header partner playing field with its Meta solution, according to Qasim Saifee, the company’s SVP, Monetization Platform. The main problem is that most solutions are on the client side, meaning a user’s browser is sending signals to all header partners.
To help publishers manage multiple header bidding partners, OpenX created a server-to-server wrapper dubbed OpenX Meta. The advantage of OpenX Meta is that it moves all the action – long, slow bid requests – off a publisher’s page and onto its server. From there, it can quickly ping all the other partners. As a result, OpenX projects that publishers that implement its solution would see a faster ad call process.
It’s easy to forget now but, when credit cards first came on to the scene, they suffered a bad reputation, as poor security measures allowed nefarious clerks and larger-scale operators to clone and defraud accounts.
Nowadays, however, credit card fraud is declining year on year. For ad industry types still wringing their hands at ad fraud, there is a salutary lesson, says the boss of ad-tech vendor OpenX.
The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield.
Ad-tech vendor OpenX is amongst the pioneers in the space. And now its recently announced Real-Time Guaranteed (RTG) system is connecting with header bidding technology to do more.
Best practices and policies to deal with fraud and botnets are emerging, but ad tech companies aren’t sharing them with each other – partially because they don’t want their secrets to slip out to fraudsters, and partially because ad fraud detection is a competitive differentiator.
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