Programmatic Advertising & Media Buying

Google shares details on how first price auctions in Google Ad Manager will work

In March, Google announced it will shift to first price auctions for Google Ad Manager, its ad server and publisher exchange, by year end. On Friday, it issued an update with some additional details on the transition. How auctions on Ad Manager run now. Currently, there may be two different auctions run for a specific …

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IAB Tech Labs starts to replace VPAID with more interactive SIMID ad specs

IAB Tech Lab has begun the process of replacing VPAID (Video Player Ad Interface Definition) with SIMID (Secure Interactive Media Interface Definition) specifications to support interactive video ads and give publishers more control over their video ads offerings. Why we should care The new SIMID specifications will enable a “player-centric” model that gives playback control …

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Mobile app ad fraud scheme stuffed banner ads with multiple video players

DoubleVerify’s explanation of how bad actors resold in-banner ads as premium inventory. A mobile app ad fraud scheme involving banner ads being resold as premium video ad inventory on Android devices has turned up. How the scheme worked. Using a sophisticated process, the bad actors purchased banner impressions and resold them as premium in-stream video …

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Google Ad Manager adopting first price auctions for programmatic display, video

Image: Google With the aim of simplifying programmatic buying, Google Ad Manager will start transitioning publisher inventory to a first price auction format. As the market leader in programmatic, Google Ad Manager’s (formerly DoubleClick) move will have broad implications for the industry, which has been pushing toward first price auctions. Why you should care In …

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Verizon Media replaces Flurry Ads with new Verizon Ads SDK

Verizon Media is replacing Flurry Monetization and ONE Mobile SDK with a new Verizon Ads SDK.  The company says the new SDK has been designed to support “publisher SDK size and extensibility needs,” offering app developers a simplified way to access Verizon Media’s monetization opportunities. Why you should care The new Verizon Ads SDK aims …

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Retail manufacturers, Walmart wants your ad business

Walmart says its ready to start monetizing its shopper data and become a go-to ad network for retail manufacturers — both online and in-store. With Amazon’s rapid ad growth looming large, Walmart is bringing its ad sales in-house, bridging the divide between store and digital ad teams as part of a broader effort to build …

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Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’

This week a group of privacy advocates took a shot at the Interactive Advertising Bureau (IAB) Europe, claiming that the industry trade group knew in advance that real-time bidding (RTB) was not compatible with Europe’s General Data Protection Regulation (GDPR). IAB Europe vehemently denies the charges. IAB Europe is a non-profit membership organization that provides guidelines …

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What marketers should know about Hulu’s new ‘pause’ ads

A few weeks ago, media platform Hulu unveiled a new “non-intrusive, viewer-initiated” ad unit that plays when viewers pause the show they’re watching. Hulu is currently testing the ad with Coca-Cola and Charmin, and expects to make it generally available for select content by next quarter. The availability of this type of ad is the clearest …

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IAB names direct-to-consumer brand to board seat for first time

For the first time, a brand leader will sit on the Interactive Advertising Bureau (IAB) board of directors, the industry trade group announced Sunday at its annual leadership meeting. Jesse Horwitz, co-founder and co-CEO of contact lens subscription company Hubble, is the first representative of a brand to be elected to the board. Up to …

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Anti-fraud tool Ads.txt looks vulnerable in botnet scam revelation

Third-party measurement and authentication company DoubleVerify announced Thursday that it identified an exploit in Ads.txt, giving way to concern over the effectiveness of the industry-accepted fraud-fighting tool for programmatic ad buying and selling. DoubleVerify estimated that had the exploit not been detected, the scammers could have diverted between $70 million and $80 million of advertisers’ spending …

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Why ARF thinks marketers should reconsider their personalization strategy

At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this “Holy Grail” may not be all it’s cracked up to be. The Advertising Research Foundation (ARF) warns marketers that excessive targeting and retargeting can lead to lower-than-expected ROIs, a …

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Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV

Ad tech provider Taptica announced Monday that it will scoop up cross-channel solutions provider RhythmOne for $176 million, rounding out its programmatic offerings for video advertisers. Building on its purchase of Tremor Video DSP in August 2017, and RhythmOne’s own acquisition of video and CTV inventory provider YuMe in early 2018, Taptica’s expanded offering should provide advertisers …

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