“Is header bidding a hack?” This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development. But such development rarely occurs in the digital advertising space – its sordid history […]| AdMonsters
Read Part I here and Part II here. So you want to set up a PMP. The conversation typically goes like this: 1. The Advertiser reaches out to a supply partner and says it wants to set up a PMP. Advertisers find supply partners in a variety of different ways—some use comScore, some use an […]| AdMonsters
Read Part I of this series here. There’s an old saying: If you take someone’s money, you have to do what they say. The big five agency holding companies control a significant portion of the world’s media spend, and if someone on the sell side wants to make money in the ad business, chances are […]| AdMonsters
The fact that publisher revenues are under siege from a number of sources isn’t exactly news. Users are abandoning desktop in droves, continuing the progression from print dollars to digital dimes to mobile pennies. Remaining desktop users are blocking ads with increasing regularity. Companies like Facebook, the dominant source of publisher traffic, is gently prodding […]| AdMonsters
“I hate the term header bidding,” a friend and industry resource told me over a cold beer. “It’s too catchy—it sounds like another piece of ad-tech buzzword BS.” I’d argue “tagless tech”—the first name I heard in reference to header-based executions—was far worse (and horribly untrue). But my friend’s dislike really stems from the ad […]| AdMonsters
A quick explanation of programmatic guaranteed, one attempt to improve on the private marketplace model that's often confused with others.| AdMonsters
Before we talk about server-to-server (or S2S, or server-side bidding, or whatever you want to call it), we have to talk about header bidding. Header bidding allows publishers to solicit bids on all their inventory from a select group of demand partners in a unified auction, just by putting the partner’s code in the pub’s […]| AdMonsters
