Category: Ad Tech Processes

Featured article

Insider’s View: Ad Tech & MarTech Q&A with Greg Blackman
[Part 14]

2017-08-10 13:22:27 by Michael Sweeney

For many in the Ad Tech industry, 2016 will go down as the year of header bidding. But despite the hype, popularity, and wide-scale adoption, there are still a number of questions that linger.

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What is Video Header Bidding and How Does it Work?

August 3, 2017 by

Innovation can arise in many different ways. Sometimes it comes about as a result of years of research, and sometimes it evolves from a simple hack to solve a common problem. Header bidding is one example of the latter.

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What Are VAST, VPAID, VMAP, and MRAID?

May 9, 2017 by

Have you ever watched a video online and seen a banner ad displayed on top of the video? Or watched a video and seen an ad appear halfway through? How about a rich media ad take over the screen when using a mobile app? All of these situations are examples of video ad-serving protocols known as VAST, VPAID, VMAP, and MRAID.

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What is Look-alike Modeling and How Does it Work?

February 15, 2017 by

“Where is Everybody?” This somewhat famous question was asked by Enrico Fermi, a physicist known for the Fermi paradox, when pondering why no alien lifeform has ever contacted planet Earth, given that there are about 100 Earth-like planets in the universe for every grain of sand in the world.

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How An OpenRTB Integration Makes AdTech Platforms More Valuable

January 17, 2017 by

Why should you care about OpenRTB – the open-source protocol developed in conjunction with a consortium of demand- and supply-side platforms and adopted by the IAB?

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AdTech Targeting Methods: The Ultimate Guide

December 19, 2016 by

Ready, aim…advertise. Okay, maybe that’s not how you usually say it, but you understand.

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Deterministic and Probabilistic Matching: How Do They Work?

December 15, 2016 by

Regardless of whether you are an advertiser, marketer, or publisher, there’s one thing that’s true: identifying and tracking visitors across devices is difficult, to say the least.

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Advantages and Disadvantages of Programmatic Direct for Publishers

December 5, 2016 by

You may know it by many different names…”automated guaranteed,” “automated direct,” “automated reserved”…or “programmatic direct.”

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How to Boost Display Ad CTR With Content Personalization

November 17, 2016 by

Answer this question truthfully: When was the last time you clicked on a display ad?

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Game Theory Attribution: The Model You’ve Probably Never Heard Of

November 16, 2016 by

As an online marketer, how do you attribute conversions and assign credit to the different channels in your conversion paths?

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What Is Cross-Device Attribution And What’s So Hard About It?

November 14, 2016 by

The role of an online marketer is not just to launch campaigns, it’s also to find out which channels are working the best and which one’s aren’t so as to optimize budgets and drive more conversions.

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