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The proposed changes to video creative delivery and rendering require big changes across the ad ecosystem and if something isn’t done it will heavily impact publisher fillrates and revenue. Even Google Ad Manager itself bases its video off of Google’s IMA library which is a VAST rendering library and a requirement of AdX.
Website header bidding occurs via header bidding wrappers, which are JavaScript tags responsible for evaluating bids, adserver communication, & ad calls to the demand partner. Ultimately, it’s always the highest bidder winning the real-time auction with their ad popping up on the publisher’s page.
In ad buying and selling, the different components that work with ad exchanges are the publisher, advertiser, supply-side platform (SSP), demand-side platform (DSP), and adserver. The ad exchange compares and analyzes all the bids received against your requirements, such as floor price and line items.
Digital publishers face formidable obstacles like advanced ad-blocking and the impending demise of third-party cookies, compelling them to adapt and adopt alternative strategies to uphold or enhance their advertising earnings. Amidst this backdrop, one of the strategies has emerged as a captivating solution: ad refreshing.
Digital publishers face formidable obstacles like advanced ad-blocking and the impending demise of third-party cookies, compelling them to adapt and adopt alternative strategies to uphold or enhance their advertising earnings. Amidst this backdrop, one of the strategies has emerged as a captivating solution: ad refreshing.
Yield risk: With the traditional programmatic waterfall model, the publisher adserver picked partners to serve impressions based on their average historical yield. However, this variable is known to be a bad predictor of what an ad impression is worth. That information is passed directly to the publisher’s adserver.
When it comes to the monetisation of our video content, it’s very in-demand, and the fillrate is amazing, especially on in-stream. 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 adserver and SSP.
Client-Side Ad Insertion (CSAI) Server-Side Ad Insertion (SSAI) or Ad Stitching The OTT Advertising Ecosystem Explained Why Invest in OTT Advertising as a Publisher? Campaign Pushing — After that, the platform will match and distribute your ads to the appropriate audience.
What to Look for in a Video Ad Network? Most of these platforms are tailored toward publishers and offer multiple tools to help with video performance tracking , boosting fillrates, and increasing video revenue. This network lets publishers monetize videos with top-quality demand at premium rates.
Ad Analytics — To keep track of ad performance and optimize campaigns accordingly, publishers need reliable ad analytics with metrics such as fillrates , plays, impressions, CTR, and preferably real-time video analytics. There are also built-in comprehensive ad fraud protection tools and brand safety features.
For instance, you can offer a free, ad-supported version of the app, along with a premium, ad-free version for paying customers. It Allows for Better Targeting — Unlike websites, which use cookies to track user activities, apps use device IDs. Smaato is an ad platform with a proprietary adserver.
Since the ads are seen as part of the content and not the usual blinking banners, users share these images on social networking sites with the likes of Pinterest and Facebook. TripleLift is currently fully RTB compatible and is hosting real-time auctions, syncing cookies with the exchanges, SSPs, and data providers.
Header bidding runs on a user’s browser while Open Bidding runs on an adserver, making it easier for the user’s device to load the overall ad setup. However, Open Bidding also delivers a lower yield because cookie matching on this platform isn’t effective enough if you compare Ad RPMs to header bidding.
In case, there’s a low fillrate with many unfilled impressions, that represents lost ad revenue that should be taken into account when determining the demand partners that need to be prioritized. A publisher can view their rCPM metric statistics through their adserver’s data monitoring tools.
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