Is Reliance On LiveRamp Scaring Ad Tech Vendors Out Of The Cross-Device Consortium?

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Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum,Continue reading »

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With Rubicon Project For Sale, Its Competitors Weigh In

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If Rubicon Project officially goes on the selling block, what are its prospects? The company, which has hired Morgan Stanley to explore a sale, according to The Wall Street Journal, has suffered from tanking stock, layoffs and leadership changes over the past year, and it apparently isn’t the only company of its kind in play.Continue reading »

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A Marketplace Correction Is Coming To Video CPMs

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jourdain-Alexander Casale, VP of strategy at Index Exchange. 2016 saw header bidding begin to move from display and mobile into video. On the buy side, the demand for premium content escalated, and publishers continued toContinue reading »

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