Premium programmatic is a hot concept, and it’s catching on. The ad industry’s top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too. OpenX, an ad tech platform for buyers and sellers, is working on a programmatic direct model where the advertisers have certainty and control.
Several major players in the online advertising ecosystem have very publicly declared their war on fraud. Marketers have spoken up against paying for traffic coming from non-human “bots” or ads that are so tiny they aren’t viewable. Now, there is yet another fraudulent tactic for them to worry about.
URL Masking Is Another Type Fraud Plaguing Automated Ad Buying Marketplaces
Though lucrative bot fraud gets much of the digital advertising industry’s attention, so-called URL masking, where publishers misrepresent their URLs to buyers, is another growing problem. “We see it as a major threat to the validity and the integrity of the exchanges out there,” said John Murphy, who leads traffic quality efforts at ad-tech company OpenX and is charged with fighting URL masking.
The best companies, much like people, grow up over time. One of the clearest signals of this maturation is hiring the kind of experienced leadership capable of operating a business at meaningful scale, both in terms of employee headcount and revenue or customer count.
For OpenX, the seven-year-old, Pasadena-based programmatic advertising platform, this maturation meant in part taking the challenge of telling its story more seriously, according to co-founder and CEO Tim Cadogan. Thus, the company today announced the addition of Deborah Roth as its first ever Chief Communications Officer.
How does an old-fashioned print-era company — formerly known as the Yellow Pages — attract top Westside talent to its offices in Glendale as it tries to remake itself as an online local search company? For those who live in hip parts L.A., the company now called YP has an answer it borrowed from Silicon Valley: the luxury bus.
Big Bay Area companies are well-known for busing workers from San Francisco to Silicon Valley. At advertising technology provider OpenX in Pasadena, President John Gentry said benefits at his company, such as a masseuse, are important though are peripheral.
L.A.’s start-up scene is booming. Just consider some of these stats recently released by Built in LA, an online start-up community. In the first half of 2013, 94 new companies launched, more than $500 million total in capital went to 92 companies, and eight companies exited for a collective $153 million. Here’s a look at the top 10 start-ups in the area, based on the size of their most recent transactions:
With programmatic gaining massive traction, industry participants are justifiably taking a hard look at whether it is delivering on its significant promise. Recent commentary has attempted to call into question the very efficiency of the process. Admittedly, there are issues, and while we can fix them, we have to first agree that it’s time, and that we’re willing to act.
Coming of age, as I did, in the early 1970s, Bruce Lee became one of my personal heroes — for many reasons — but until recently, none of them had to do with the way I think about the media marketplace. Lately, I’ve been thinking a lot about Bruce Lee and how he might have approached real-time media-buying.
It’s always nice to get a pat on the back, and OpenX Technologies Inc. just got six of them. The Pasadena-based company, one of the world’s leading providers of digital and mobile advertising technology, just snagged six top awards in the Los Angeles News Group’s Winning Workplaces poll. Four of the wins – Best Overall Company to Work For, Best Overall Leadership, Best Workplace Culture, and Best Benefits Program – were in the category of large businesses with 200 employees or more.
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The type of “scale” most often referred to in the digital ad industry revolves around size. But what about “scale” in terms of comparison?
“The overall ecosystem is teetering dangerously [in favor] on the side of the buyer,” said Jason Fairchild, co-founder of OpenX. Fairchild was speaking on the “Revenge of the SSP” panel at the RTB Insider Summit on Friday.