2018, Ad Server and Ad Tech

Building the Modern Ad Ops Team: Meet Disney’s VP of Ad Ops, Bobby Noble

Ad Monsters

APRIL 8, 2025

Many ad tech professionals fell into this industry by chance. But Bobby Noble, now Disneys VP of ad operations, says that, for him, it felt like a natural evolution. By the time Noble left Uproxx for Hulu in 2018, he was in charge of overseeing revenue management, including pricing, planning, ad operations and product.

Ad Ops

Ad Ops Ad Server Audience Education

30. Dave Zinman – on the first ad server, BlueLithium and beyond

Paleo AdTech

DECEMBER 10, 2023

Dave co-founded a company while at Stanford Business School that built the first demand-side ad server, and he later went on to develop products at pioneering powerhouses such as BlueLithium, Yahoo, InfoLinks and Drawbridge. Before joining Deputy, Dave was COO of Drawbridge from 2018 to 2020, through its acquisition by Microsoft.

Ad Server

Ad Server Retargeting Ad network Ad Tech

30. Dave Zinman – on the first ad server, BlueLithium and beyond

Paleo AdTech

JANUARY 25, 2022

Dave co-founded a company while at Stanford Business School that built the first demand-side ad server, and he later went on to develop products at pioneering powerhouses such as BlueLithium, Yahoo, InfoLinks and Drawbridge. Mango, the tropically-named motherboard for FocaLink’s proto-ad server. ”

Ad Server

Ad Server Retargeting Ad network Ad Tech

UK finally opens antitrust probe of Google’s role in the adtech stack

TechCrunch Ads

MAY 26, 2022

“The CMA is assessing whether Google’s practices in these parts of the ad tech stack may distort competition. “The CMA is also concerned that Google may have used its publisher ad server and its DSPs to illegally favour its own ad exchange services, while taking steps to exclude the services offered by rivals.”

Ad Server

Ad Server Ad Exchange Demand Side Platform Ad Targeting

Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit

Digiday

JANUARY 29, 2023

The DoJ is demanding divestiture of Google’s sell-side advertising assets, or the Google Ad Manager suite, including both Google’s publisher ad server (DFP) and its ad exchange (Adx). Here’s the short version: Google’s sell-side tools are the target. In some cases, they’ve even acted on those concerns.

Marketing

Marketing Ad Tech Ad Server Ad Exchange

60. Katrin Ribant – giving us the data on Datorama

Paleo AdTech

DECEMBER 10, 2023

Katrin was a co-founder of Datorama in 2012, and the platform was acquired by Salesforce in 2018 for a reported $800 million. A moment of reckoning came when Google acquired Havas’ favored ad server, DoubleClick, and the team began to wonder what might happen if Mountain View restricted access to ad serving log-files.

Ad Server

Ad Server Rich Media Agency Ad Tech

60. Katrin Ribant – giving us the data on Datorama

Paleo AdTech

MAY 9, 2023

Katrin was a co-founder of Datorama in 2012, and the platform was acquired by Salesforce in 2018 for a reported $800 million. A moment of reckoning came when Google acquired Havas’ favored ad server, DoubleClick, and the team began to wonder what might happen if Mountain View restricted access to ad serving log-files.

Ad Server

Ad Server Rich Media Agency Ad Tech

5. Paul Bannister – gamer turned prophet for the publisher

Paleo AdTech

DECEMBER 10, 2023

CafeMom was ad-supported from the beginning, and from his perch at the ever-growing network Bannister saw the development of ad servers, ad networks, SSPs, DSPs and header bidding. Today he is Chief Strategy Officer for CafeMedia , a company based largely on the acquisition of AdThrive in 2018.

Header Bidding

Header Bidding Ad Server Ad network Cookies

Programmatically Speaking: Understanding VAST, VPAID, MRAID and SIMID

InMobi

APRIL 30, 2019

If you’re new to the world of mobile ad tech, it’s likely you’ve found yourself at the receiving end of a steady stream of jargon. The Video Ad Serving Template, more commonly referred to as VAST, was first established by the Interactive Advertising Bureau (IAB) to standardize communication between an ad server and a video player.

Ad Server

Ad Server Fill rate Rich Media Viewability

2019 Trends: Header Bidding, Mobile Apps and The Future of In-App Ad Monetization

InMobi

DECEMBER 13, 2018

Even though it seems at times like everyone from the world’s biggest ad platforms down to tiny ad networks was talking about in-app header bidding in 2018, actual adoption of unified auctions among mobile publishers, app developers and their programmatic demand sources was low. But, expect all that to change in 2019.

Header Bidding

Header Bidding Ad Server Ad Exchange Mobile Ads

34. Andrew Casale – from Casale Media to Index Exchange

Paleo AdTech

DECEMBER 10, 2023

As he tells Marty in this wide-ranging look-back, he developed relationships with editors at platforms like Yahoo and got links for breaking stories, which drove traffic to his sites — traffic he was learning how to monetize via early ad networks, such as ValueClick and Advertising.com. We [will] outlive the cookie.”

Media

Media Header Bidding Ad network Cookies

34. Andrew Casale – from Casale Media to Index Exchange

Paleo AdTech

MARCH 8, 2022

As he tells Marty in this wide-ranging look-back, he developed relationships with editors at platforms like Yahoo and got links for breaking stories, which drove traffic to his sites — traffic he was learning how to monetize via early ad networks, such as ValueClick and Advertising.com. We [will] outlive the cookie.”

Media

Media Header Bidding Ad network Cookies

28. Bill Wise – accounting for the rise of Right Media and more

Paleo AdTech

DECEMBER 10, 2023

Bill Wise is co-founder and CEO of Mediaocean — and a man who was at ground zero for pretty much the entire arc of ad tech. And for an oral history of the company assembled by Marty on the occasion of Google’s retiring the DoubleClick name in 2018, check this out.) Unlike some of his colleagues, Wise stayed at Yahoo!

Media

Media Demand Side Platform Ad Tech Ad Server

28. Bill Wise – accounting for the rise of Right Media and more

Paleo AdTech

DECEMBER 22, 2021

Bill Wise is co-founder and CEO of Mediaocean — and a man who was at ground zero for pretty much the entire arc of ad tech. And for an oral history of the company assembled by Marty on the occasion of Google’s retiring the DoubleClick name in 2018, check this out.). Although not overawed by Yahoo!

Media

Media Demand Side Platform Ad Tech Ad Server

The WIR: Netflix’s Ad Strategy Begins Paying Off, Human Securities Uncovers a Massive Ad Fraud Operation, and Google and Magnite Announce Layoffs

VideoWeek

JANUARY 20, 2023

Samba TV Offloads Media Sales Business to MIQ Samba TV has offloaded its media sales to ad tech firm MiQ, in order to focus on its data and measurement business. The company will also support the group’s drive to establish Ad Net Zero in the US this year. . Advertisers want proof their measurement is precise and error-free.”

Ad Tech

Ad Tech Media Cookies Audience

5. Paul Bannister – gamer turned prophet for the publisher

Paleo AdTech

JUNE 8, 2021

CafeMom was ad-supported from the beginning, and from his perch at the ever-growing network Bannister saw the development of ad servers, ad networks, SSPs, DSPs and header bidding. Today he is Chief Strategy Officer for CafeMedia , a company based largely on the acquisition of AdThrive in 2018.

Header Bidding

Header Bidding Ad Server Ad network Cookies

40. Brian O’Kelley (part 2) – the Right Media experience

Paleo AdTech

DECEMBER 10, 2023

Part 2 of an ongoing conversation with Brian O’Kelley , one of the most influential people in the last two decades of ad tech. He led the technology team at Right Media that launched the first real exchange for ad networks. billion in 2018. The company grew over 11 years to 1,000 employees and was sold to AT&T for $1.6

Media

Media Ad Server Ad network CPA

40. Brian O’Kelley (part 2) – the Right Media experience

Paleo AdTech

MAY 10, 2022

Part 2 of an ongoing conversation with Brian O’Kelley , one of the most influential people in the last two decades of ad tech. He led the technology team at Right Media that launched the first real exchange for ad networks. billion in 2018. The company grew over 11 years to 1,000 employees and was sold to AT&T for $1.6

Media

Media Ad Server Ad network CPA

43. Matt Spiegel – making a Resolution (Media) for search

Paleo AdTech

JULY 6, 2022

Leaving Omnicom in 2011, he joined gaming ad tech startup Tap.Me Since 2018, Matt has led a team at TransUnion , where he is currently EVP Media & Entertainment Vertical. as CEO for a brief stint before guiding its 11 employees over to MediaMath and #PaleoAdTech’s old friend Joe Zawadzki.

Media

Media Ad network Ad Server Entertainment

“It Wasn’t a Job, It Was a Cult!”

Paleo AdTech

DECEMBER 10, 2023

The Paleo Ad Tech podcast was inspired in part by an ‘oral history’ project one of us (Marty) worked on for a couple of years while he was a Gartner analyst, covering ad tech. So ends 23 years of ad tech myth and legend that coincides with the ad-supported internet itself. They were clear.

Ad Tech

Ad Tech Ad Server Ad network Rich Media

43. Matt Spiegel – making a Resolution (Media) for search

Paleo AdTech

DECEMBER 10, 2023

Leaving Omnicom in 2011, he joined gaming ad tech startup Tap.Me Since 2018, Matt has led a team at TransUnion , where he is currently EVP Media & Entertainment Vertical. as CEO for a brief stint before guiding its 11 employees over to MediaMath and #PaleoAdTech’s old friend Joe Zawadzki.

Media

Media Ad network Ad Server Entertainment

Google Open Bidding Explained: What It Is and How It Works

Brid.tv

APRIL 13, 2023

Introduced by Google in 2018, Google Open Bidding is a programmatic advertising solution seen as an alternative to header bidding. It offers publishers access to multiple demand sources and ad exchanges , creating stiff competition for ad inventory between the buyers. What is Google Open Bidding?

Header Bidding

Header Bidding Ad Exchange Ad Ops Ad Inventory

“It Wasn’t a Job, It Was a Cult!”

Paleo AdTech

APRIL 29, 2021

The Paleo Ad Tech podcast was inspired in part by an ‘oral history’ project one of us (Marty) worked on for a couple of years while he was a Gartner analyst, covering ad tech. So ends 23 years of ad tech myth and legend that coincides with the ad-supported internet itself. They were clear.

Ad Tech

Ad Tech Ad Server Ad network Rich Media

Case Study: How we created Adblock Bypass and raised StarLightMedia’s programmatic ad sales by 50%

Adtelligent

JUNE 9, 2021

Together they have come up with and integrated more than 10 ad tech solutions that help StarLightMedia collaborate with premium advertising partners. Amongst their latest developments is the Adblock Bypass technology that allows showing video advertisements even for the users that installed ad blocking software.

Header Bidding

Header Bidding Demand Side Platform Impressions Video Ads

What if… Google parts ways with its ad stack?

Digiday

JULY 17, 2022

The Justice Department is likely to rebuff reported offers from Google-parent Alphabet to restructure its ad tech business with many now envisaging industry-wide changes. What I hear is whenever you use Google tech, you tend to buy more media from Google. Digiday probed the numbers and worked out potential outcomes.

Header Bidding

Header Bidding Ad Server Ad Tech Demand Side Platform

‘It’s a head scratcher’: The cases for and against Netflix picking Microsoft to power its advertising business

Digiday

JULY 14, 2022

Netflix caught the TV and streaming ad industry by surprise when the company announced on July 13 that it had picked Microsoft to be its global ad tech and sales partner to support its impending ad-supported tier. “It’s a head scratcher,” said one agency executive.

Ad Server

Ad Server Advertising Ad Tech Agency

The WIR: RTL Pulls M6 Sale, Xperi Completes its Split, and the Mail Gets Sued

VideoWeek

OCTOBER 7, 2022

Ad tech firm Permutive announced a partnership with SSP PubMatic to make first-party publisher data more accessible to advertisers. Of the campaign agencies surveyed, 80 percent considered CTV the most promising development for their digital campaigns, up from 63 percent in 2020 and 40 percent in 2018.

GDPR

GDPR Cookies Agency Ad Tech

The WIR: Publicis and Carrefour Launch a Retail Media JV, AVOD Companies Form a Streaming Alliance, and Uber Runs Video Ads

VideoWeek

JUNE 16, 2023

Google Could be Forced to Sell Ad Tech Business in EU Investigation The European Commission this week found that Google has potentially breached EU antitrust rules by distorting competition in the ad tech industry. If the charges are proven, Google could be forced to sell part of its ad tech business.

Video Ads

Video Ads Retail Media Ad Tech

The DOJ and Google Give Closing Arguments in Landmark Antitrust Case

Ad Monsters

NOVEMBER 26, 2024

The DOJ’s antitrust trial against Google’s ad tech business has reached its climax, with both sides delivering closing arguments in a case that could redefine the digital advertising landscape. But now their ad tech business is under the DOJ’s microscope. District Judge Leonie M. American Express case.

Ad Tech

Ad Tech Ad Server Impressions Advertising

The Sell-Side View: Q&A with Axel Springer’s Miriam Zand

VideoWeek

NOVEMBER 28, 2024

Which ad tech vendors are delivering the most value to your business? Media Impact, which is the exclusive advertising sales house for Axel Springer’s German titles like BILD and WELT, chose Xandr [now Microsoft Advertising] as the core ad server and SSP. What does your identity strategy look like?

Fill rate

Fill rate Cookies Ad Server Audience

38. Brian Lesser – from 24/7 to Xaxis and Xandr

Paleo AdTech

APRIL 19, 2022

At the time, as Brian tells Marty in this panoramic episode, 24/7 had three business lines: an ad server (Open Adstream), ad network and search ads business. He joined in 2018 amidst a flurry of generally favorable media coverage, including this Superman-ish Ad Age cover: Sept. billion in 2018.

Ad network

Ad network Agency Ad Tech Ad Server

38. Brian Lesser – from 24/7 to Xaxis and Xandr

Paleo AdTech

DECEMBER 10, 2023

At the time, as Brian tells Marty in this panoramic episode, 24/7 had three business lines: an ad server (Open Adstream), ad network and search ads business. He joined in 2018 amidst a flurry of generally favorable media coverage, including this Superman-ish Ad Age cover: Sept. billion in 2018.

Ad network

Ad network Agency Ad Tech Ad Server

The WIR: Yahoo Closes its SSP, IPG Sees Slow Growth in Digital, and UK CTV Revenues Set for Steep Rise

VideoWeek

FEBRUARY 10, 2023

In this week’s Week in Review: Yahoo announces cuts to its ad tech division, IPG sees slow growth in its digital agencies, and IAB forecasts continued quick growth for CTV. The plans mark a pullback from Yahoo’s strategy of unifying its ad tech stack.

Ad Tech

Ad Tech Ad Server Media Agency

AdTech Trends

Building the Modern Ad Ops Team: Meet Disney’s VP of Ad Ops, Bobby Noble

30. Dave Zinman – on the first ad server, BlueLithium and beyond

Trending Sources

30. Dave Zinman – on the first ad server, BlueLithium and beyond

UK finally opens antitrust probe of Google’s role in the adtech stack

Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit

60. Katrin Ribant – giving us the data on Datorama

60. Katrin Ribant – giving us the data on Datorama

5. Paul Bannister – gamer turned prophet for the publisher

Programmatically Speaking: Understanding VAST, VPAID, MRAID and SIMID

2019 Trends: Header Bidding, Mobile Apps and The Future of In-App Ad Monetization

34. Andrew Casale – from Casale Media to Index Exchange

34. Andrew Casale – from Casale Media to Index Exchange

28. Bill Wise – accounting for the rise of Right Media and more

28. Bill Wise – accounting for the rise of Right Media and more

The WIR: Netflix’s Ad Strategy Begins Paying Off, Human Securities Uncovers a Massive Ad Fraud Operation, and Google and Magnite Announce Layoffs

5. Paul Bannister – gamer turned prophet for the publisher

40. Brian O’Kelley (part 2) – the Right Media experience

40. Brian O’Kelley (part 2) – the Right Media experience

43. Matt Spiegel – making a Resolution (Media) for search

“It Wasn’t a Job, It Was a Cult!”

43. Matt Spiegel – making a Resolution (Media) for search

Google Open Bidding Explained: What It Is and How It Works

“It Wasn’t a Job, It Was a Cult!”

Case Study: How we created Adblock Bypass and raised StarLightMedia’s programmatic ad sales by 50%

What if… Google parts ways with its ad stack?

‘It’s a head scratcher’: The cases for and against Netflix picking Microsoft to power its advertising business

The WIR: RTL Pulls M6 Sale, Xperi Completes its Split, and the Mail Gets Sued

The WIR: Publicis and Carrefour Launch a Retail Media JV, AVOD Companies Form a Streaming Alliance, and Uber Runs Video Ads

The DOJ and Google Give Closing Arguments in Landmark Antitrust Case

The Sell-Side View: Q&A with Axel Springer’s Miriam Zand

38. Brian Lesser – from 24/7 to Xaxis and Xandr

38. Brian Lesser – from 24/7 to Xaxis and Xandr

The WIR: Yahoo Closes its SSP, IPG Sees Slow Growth in Digital, and UK CTV Revenues Set for Steep Rise

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