It’s been nearly one year since digital advertising heralded the emergence of header bidding. The practice promised to end of the traditional waterfall setup with reverberating effects across the entire ecosystem.
Excellent customer service is no longer just associated with B2C business models. Business clients are increasingly comparing their professional customer service interactions with their personal consumer experiences and expectations and want a similar experience. One industry that illustrates the issues and opportunities for B2B client experiences is programmatic advertising.
Programmatic marketplace OpenX on Thursday announced it has grabbed the top spot in Pixalate’s Global Seller Trust Index for April 2016. The designation means that it was ranked by Pixalate as having the highest quality and most trusted marketplace for digital inventory in the U.S. The April 2016 Index ranked OpenX as No. 1 for U.S. Web inventory — and for the first time, No. 1 in mobile app inventory. OpenX also placed in the top three sources of quality supply in international markets.
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.
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