Category: AdTech Platforms

April 7, 2022 by Natalia Figas, Michael Sweeney

Third-party cookies were the main mechanism for identifying individuals across different websites for the purpose of showing them personalized ads, running frequency capping, measuring the performance of campaigns, and performing attribution.

April 7, 2022 by Michael Sweeney

Ever since the beginning of digital advertising and marketing, data has played a key role in the creation and optimization of campaigns.

February 22, 2022 by Natalia Figas

Customer requests, campaign creation and management, billing reconciliation — when it comes to selling ad space, all these elements matter. Advertisers want quick responses with accurate offers and sales representatives want to close deals fast. An order management system (OMS) for publishers handles the whole sales process to meet their customers’ demands and grow their […]

April 7, 2022 by Michael Sweeney, Łukasz Małecki

Data platforms have been a key part of the programmatic advertising and digital marketing industries for well over a decade. Platforms like customer data platforms (CDPs) and data management platforms (DMPs) are crucial for helping advertisers and publishers run targeting advertising campaigns, generate detailed analytics reports, run attribution, and help them better understand their audiences.Another key […]

May 4, 2022 by Paulina Zawiślak, Michael Sweeney

The ad server is often regarded as the first piece of advertising technology, which emerged during the 1990s. Even though many other types of advertising technology (AdTech) have since been released, ad servers still play a key role in the programmatic advertising process.

May 5, 2022 by Paulina Zawiślak, Michael Sweeney

Over the past few years, more and more consumers are turning their attention away from traditional broadcast TV towards streaming services. This shift in consumer behavior has opened up new opportunities for AdTech companies and given birth to connected TV (CTV) over-the-top (OTT) advertising.

January 14, 2022 by Paulina Zawiślak, Michael Sweeney

Ad networks were one of the first pieces of advertising technology (AdTech) introduced in the mid-1990s. They helped publishers sell their available ad space to multiple advertisers, who would be able to purchase this ad space from many different sites via one platform instead of having to deal with each publisher directly.

January 14, 2022 by Paulina Zawiślak, Michael Sweeney

Ever since the first ad was displayed in 1994, the programmatic industry has enjoyed a rapid increase in new tech and processes to help publishers monetize their websites and mobile apps.The first tools publishers used to sell their available ad space were ad networks. Then, supply-side platforms (SSPs) came along. Then came ad exchanges and […]

January 10, 2022 by Paulina Zawiślak, Michael Sweeney

Data has played a key role in programmatic advertising and digital marketing ever since the Internet moved online back in the mid 1990s, helping advertisers and marketers show their messages to the right audience and learn more about their online behaviour.

March 23, 2022 by Paulina Zawiślak, Michael Sweeney

Demand-side platforms (DSPs) first emerged in the late 2000s when real-time bidding (RTB) started to take flight, with the first DSPs on the market being MediaMath and Rocket Fuel.