Category: AdTech Platforms

May 15, 2019 by Michael Sweeney, Maciej Zawadziński

Data-management platforms (DMP) are popular among advertisers, agencies, and publishers. They are complex pieces of software that incorporate many different components and features. Let’s take a look at what components make up a data-management platform (DMP) and how they are connected. Click on the infographic to enlarge it. What Is a Data-Management Platform (DMP)? A […]

April 26, 2019 by Michal Wlosik

With the rise of various self-service programmatic ad-buying platforms, brands have become increasingly independent of agencies and their managed services. Today, most online (and some offline) media purchases can be made in-house, at a lower cost, and with greater transparency and control over the purchased media. Does that make agency trading desks completely irrelevant by […]

April 24, 2019 by Michal Wlosik

The online advertising industry has faced various challenges in recent years – regulations like the GDPR, industry-wide problems like banner burn and banner blindness, as well as the increasing unreliability of cookies due to ad-blocking software and browser mechanisms like Intelligent Tracking Prevention (ITP). Despite these issues, targeting users based on their behavior is still […]

April 17, 2019 by Michal Wlosik

Understanding the concept of header bidding is central to understanding how programmatic ad buying works. The process originally emerged as a novel solution to remedy the inefficiency, and Google’s preference, of its own ad exchange (AdX), during the waterfall ad-buying process. However, it quickly gained traction and became a widely accepted and expected industry standard. […]

February 27, 2019 by Michael Sweeney

Demand-side platforms (DSPs) are one of the main tools used by advertisers to run online media campaigns. On the outside, they seem like a platform that’s used to simply buy ad space from publishers, but they are actually comprised of many different components that work behind the scenes, each playing a key role in the […]

January 23, 2019 by Michal Wlosik

With ongoing technological advancements and vast advertising opportunities, programmatic is slowly making its way to new areas of advertising – some of which not long ago seemed completely impervious to automation. Yet, we are witnessing a steady shift from manual media-buying processes towards automated (i.e. programmatic) processes in a number of different media: out-of-home advertising […]

January 9, 2019 by Michal Wlosik

With privacy-centered themes dominating the headlines, 2018 could easily be hailed the year of privacy. It was a really busy time for the AdTech and MarTech industry. GDPR and privacy issues sent ripples through the industry, and advertisers and publishers spent most of their time understanding and aligning with new privacy laws – not only […]

October 23, 2018 by Maciej Zawadziński, Michael Sweeney

When you hear most people in the online advertising world talk about integrating a demand-side platform (DSP) with an ad exchange or supply-side platform (SSP), they make it sound as if it’s a matter of connecting the platforms together via a cable. In reality, integrating a DSP with other AdTech platforms is a meticulous technological […]

October 18, 2018 by Maciej Zawadziński, Michal Wlosik

When publishers first began their exodus from print media towards digital, they started looking for new ways to generate revenue. The most intuitive revenue model was the one they had already been using in print – advertising. Display advertising came about to replicate printed ads in the online world and enable website monetization, which is […]

October 16, 2018 by Michal Wlosik

We are witnessing the grand exodus from traditional television. The surge in Advanced-TV audiences means the medium can no longer be ignored as an advertising platform. Traditional TV is technologically outdated and long past its heyday in terms of viewability. Not without reason are we increasingly referring to cable TV viewers as nevers, cord cutters […]