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TechBytes with Ryan Horn, SVP of Marketing at Simpli.fi

What is the current definition of Programmatic Advertising? I think this depends on who you are talking to, but the basic definition is an automated method for buying advertising impressions via RTB (real-time bidding). This is in contrast to traditional direct advertising buy with a publisher. How do Programmatic Advertisers treat branding and mobile advertising? Over the past few years, there has been a big shift toward mobile Programmatic Advertising. The saturation of smartphones and our growing use of them has made…

LiveRamp IdentityLink for RTB Sets New Benchmarks in Programmatic AdTech

This week, the leading provider of identity resolution service and data onboarding, LiveRamp, announced the availability of their IdentityLink for Real-Time Bidding (RTB). With the introduction of the IdentityLink for RTB, the Marketing Technology company could be leveraged to deliver free perpetual access to its scaled, people-based identifier. Here on, DSPs would leverage LiveRamp’s independent omnichannel identity graph to bid on digital advertising inventory. With this announcement, LiveRamp has opened its free access…

Facebook Audience Network Joins Fyber’s FairBid Beta, New In-App Header Bidding Technology 

The Partnership Enables Facebook Audience Network to Place Bids in Real-Time and Compete in a Unified Auction Fyber, a leading technology company creating solutions for smarter ad monetization, announced that Facebook Audience Network is partnering with Fyber FairBid, Fyber's new mechanism to achieve a state of header bidding in the mobile app environment, thus helping app developers and mobile publishers make the most of their content by delivering highly-targeted ads that engage the right audiences, in an efficient, and…

What Platforms Can Do To Increase Transparency For Publishers

It’s no secret that the ad tech space has become crowded, with the convoluted digital supply chain obstructing publishers’ views of where their revenue really comes from. Platforms say they’re addressing the issue, but how can publishers combat the growing problem themselves? In many ways, programmatic has failed publishers. Media companies are juggling a range of revenue streams, still trying to understand what will be core to the business. According to the Reuters Institute, most publishers think subscriptions will be…

AppNexus Sees Steep Rise in Video Business, with 230% Growth of RTB Video Spend

Leading Advertising Technology Company Reports Increase in Video Activity Across the Platform, Adding Innovative Formats, Data Offerings, and Premium Inventory AppNexus, the world's leading independent advertising technology company, announced the results of rapid growth of its video business. Since the launch of its video marketplace in late 2015, AppNexus has seen buyers, sellers, and impressions significantly increase across its platform, with a 230 percent compound annual growth rate (CAGR) of real-time bidding…

Feature Forward Releases Its Header Bidding Solution for Publishers

RTB Video Advertising Platform Feature Forward Continues Pursuit Of Technological Advancement For Publishers Feature Forward, one of the largest players in the programmatic space, announced the launch of their header bidding technology code, pushing the advancement of ad technology by releasing its Header bidding adaptor to all publishers. The code, already singular in its unique targeting and yield optimization abilities is now available for publishers worldwide for implementation. Partners can freely download and use…

Papyrus, A Blockchain-Supported Online Advertising Ecosystem, Launches in the US

The New Scalable Model for Transparency, Fraud Protection and Fair Play by Papyrus Will Optimize Digital Ad Spend and Save the Industry up to $110B Annually Papyrus, a decentralized ecosystem for advertisers, publishers, developers, and users supported by Ethereum blockchain and smart contracts, announced its launch in the US. The project, funded so far by private investors for $1 million, was first conceptualized in January 2017 and aims to develop a revolutionary digital advertising platform using a constellation of…