These whitepapers are designed to educate all users of ad servers, from industry newcomers to seasoned professionals.

Ad Exchanges Are (not) All The Same

Programmatic ad exchanges have become an increasingly powerful revenue generator for online publishers and advertisers, and their role in online advertising continues to grow. Trillions of transactions now take place in programmatic exchanges each year, with ad revenues exceeding $14 billion in 2015 and expected to reach $36 billion by 2019.

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A Discussion Guide for Private Marketplaces: How to set up deals for success

Private marketplace deals offer benefits for publishers and sellers alike. With that said many deals break down due to unclear or differing expectations. A critical component to a successful deal is communicating expectations at every phase of a deal. To help set-up deals for success, OpenX created this discussion guide that helps provide a step-by-step path from negotiations to deal execution that will help keep both partners aligned and on the same page.

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Selling In A Programmatic World

Buying and selling digital media through programmatic channels is not a passing trend. It is quickly becoming a staple and it is only likely to grow as greater numbers of marketers pursue the efficiencies and transparency that programmatic offers. This Forrester report examines the attitudes and practices of publishers who actively sell their ad inventory through programmatic channels.

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A Publisher’s Guide to Growing Online Ad Revenue

For publishers to earn what their inventory is really worth, they need a platform that enhances their ability to develop a coherent revenue strategy, get the best price for their inventory, and increase efficiencies. This paper explores the changes publishers should implement to grow revenue and maximize yield.

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When Device Recognition and Programmatic Buying Intersect

For marketers to make the most of mobile they need to deal with a number of challenges: issues of addressability, attribution, ad format, how to recognize and reach audiences programmatically. This paper, written jointly with AdTruth, describes how mobile RTB – enabled by a new approach to device identification – addresses these challenges.

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Ad Exchange vs. Ad Network: How Do They Compare?

Web publishers have a wide choice of different ad networks to partner with to generate ad revenue. Recently, ad exchanges have emerged as an alternative channel to sell publishers’ online advertising space. This whitepaper explains what an ad exchange is, how it differs from an ad network, and explores the advantages that an ad exchange has over an ad network.

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Programmatic + Premium: Current Practices and Future Trends

Trading online advertising programmatically may either be the path to strategically applying technology to create a more perfect marketplace for both buyers and sellers – or a threat to publishers’ businesses. OpenX and Digiday analyze the current online advertising practice of programmatic trading and predict future trends.

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Data Equals Dollars

This whitepaper describes the steps publishers should take to develop targeted audience segments based on user data to drive up CPMs and sell-through rates.

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