Header bidding (also referred to as tagless bidding) might seem as mysterious as it is exciting. Sure, it’s driving mad revenue for all your publisher friends, but what are these whispers about editing source code, latency and bizarre implementations never seen before in digital advertising? Oh dear, oh my!
Our “Be a Kid TODAY” series focusing on youthful activities for grown-ups continues with a look at why some companies are making play time at work a priority, believing it builds team spirit and morale. TODAY lifestyle and fitness correspondent Jenna Wolfe reports.
Advertising fraud, falling digital ad rates and Google’s shifting algorithms. What’s another headache to online publishers? Ad-blocking software.
Each month at OpenX, an advertising software start-up in Pasadena, a pair of top-performing employees are awarded a new office chair. The tradition started in the company’s early days when it rented a run-down office space abandoned by a mortgage firm. Left behind were a dozen Herman Miller chairs, which were quickly distributed to deserving employees. game tournaments.
The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers.
The New York Daily News on Monday announced it has partnered with OpenX, a supply-side platform (SSP) for programmatic trading, to sell digital ads on nydailynews.com through automation.
Grant Whitmore, executive vice president of digital at NYDN, claimed in a statement that the Web site has seen its aggregate yield jump over 25% after plugging into OpenX. He added that the partnership signifies another step “toward an increasingly automated future in advertising.”
For Patch.com publishers looking to open up inventory to programmatic buyers, “X” marks the spot.
Patch.com on Thursday partnered with OpenX, a supply-side platform (SSP) for programmatic trading. Patch will use OpenX as its first-look provider for ad serving and monetization across its 900-plus sites, per a release.
OpenX has overtaken Google as the most trusted inventory source, according to figures released this week, as the latter of the pairing aims to underline its leadership in the industry’s fight against dishonest players.
The claims were made in the latest update to Pixalate’s Global Seller Trust Index (GSTI), which ranks inventory quality and security risk, with the company further revealing that 70% of media inventory sources are exposed to malware-driven ad fraud, with one-in-20 internet users infected by it.
Overall, OpenX dethroned Google AdX as the most “trustworthy” RTB seller with a score of 96 last month. Google only fell one spot to No. 2 with a score of 95, tied with Rubicon Project.
The updated index — which looks at data from April 2015 — also includes several new features, including a malware score (measuring how much malware risk there is with each individual sellers) and an entirely new section that breaks down each seller by IAB-defined verticals.
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