The Big Story: The Quest For Quality

The Big Story is a breezy new podcast featuring a roundtable of AdExchanger editors talking about the biggest stories from the past week. It is available wherever you subscribe to podcasts. So you’ve made it to the final day of Advertising Week in New York City. Congratulations. This year, the annual shindig crammed its attendeesContinue reading »

The post The Big Story: The Quest For Quality appeared first on AdExchanger.

Read more

Wrapper Wars: Exchanges And Publishers Question Fairness Of Index Exchange’s Wrapper

Six exchanges and a handful of top publishers who work with Index Exchange’s wrapper say they consistently notice anomalies indicating the exchange prioritizes itself. At least two of those exchanges are composing a letter to Index Exchange CEO Andrew Casale threatening to withdraw from its wrapper unless it takes steps to ensure neutrality, AdExchanger hasContinue reading »

The post Wrapper Wars: Exchanges And Publishers Question Fairness Of Index Exchange’s Wrapper appeared first on AdExchanger.

Read more

Index Exchange Halts Bid Caching, Used Auction Game For 50% Of Impressions

Following outcry over how it changed programmatic auction rules, Index Exchange has paused bid caching, said CEO Andrew Casale in a letter to clients Monday. The practice accounted for half of all impressions filled by Index Exchange, according to research conducted by Jounce Media and published Monday evening. The fallout from the buy side has been ferociousContinue reading »

The post Index Exchange Halts Bid Caching, Used Auction Game For 50% Of Impressions appeared first on AdExchanger.

Read more

Index Exchange Called Out For Tweaking Its Auction

Index Exchange has for more than a year been doing bid caching, where if its buyer loses a programmatic auction, it holds onto the bid to see if it can serve an ad on the next piece of content the consumer views. Bid caching has enabled Index Exchange to gain market share against rival exchangesContinue reading »

The post Index Exchange Called Out For Tweaking Its Auction appeared first on AdExchanger.

Read more

Ad ID Consortium Joins Forces With DigiTrust

You know stuff is getting real when the consortiums start forming consortiums. Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies. One is Advertising ID Consortium, ledContinue reading »

The post Ad ID Consortium Joins Forces With DigiTrust appeared first on AdExchanger.

Read more

Dentsu Aegis Network Taps Index Exchange To Power M1

Dentsu Aegis Network said Tuesday it has added Index Exchange as a tech partner for its people-based marketing initiative, M1. M1 typically targets precise audiences. The Index Exchange wrapper will find more of those needles in the haystack. Publishers already using the Index Exchange wrapper must sign a contract with Dentsu Aegis Network before tappingContinue reading »

The post Dentsu Aegis Network Taps Index Exchange To Power M1 appeared first on AdExchanger.

Read more

Who Wins And Loses As Brands Flee The Long Tail?

Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory. As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will beContinue reading »

The post Who Wins And Loses As Brands Flee The Long Tail? appeared first on AdExchanger.

Read more

Blaming Programmatic: Snapchat Goes To An Old Publisher Script

AdExchanger |

When Snap reported disappointing earnings on Tuesday, it said revenue was constrained by its shift from a direct sales model to a programmatic, auction-based model. Snap’s excuse mimics one that publishers used in the early days of programmatic to explain their revenue shortfalls, and it doesn’t fully take into account immaturities and nuances in Snap’sContinue reading »

The post Blaming Programmatic: Snapchat Goes To An Old Publisher Script appeared first on AdExchanger.

Read more

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

AdExchanger |

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 »

The post Is Reliance On LiveRamp Scaring Ad Tech Vendors Out Of The Cross-Device Consortium? appeared first on AdExchanger.

Read more

With Rubicon Project For Sale, Its Competitors Weigh In

AdExchanger |

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 »

The post With Rubicon Project For Sale, Its Competitors Weigh In appeared first on AdExchanger.

Read more