June 12, 2019 by Michael Sweeney , Maciej Zawadziński

In the early days of online advertising, publishers used ad networks to sell their remnant inventory to advertisers. However, as publishers started using more and more ad networks, it became harder to identify which ad network would sell the most inventory at the best price.

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October 18, 2018 by ,

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 the bread and butter of digital media today.

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What Is a Supply-Side Platform (SSP) and How Does It Work?

October 16, 2018 by

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 Traditional TV is technologically outdated and long past its heyday in terms of viewability.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 or cord shavers.

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Challenges AdTech Companies and Advertisers Face With Advanced TV

September 20, 2018 by

Data is everywhere; the main challenge for marketers and advertisers is to know how to properly collect and leverage it. With MarTech platforms using data to display personalized messages in owned media, and AdTech platforms using it to display targeted messages in paid media, there is a strong push towards a single technology offering personalization across all media – MadTech.

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MadTech: 3 Use Cases for Marketers and Advertisers

September 19, 2018 by ,

Traditional terrestrial and cable TV are long past their heyday, trailing behind streaming media in reach, measurability and content quality. Video-ad views on OTT (over-the-top) devices grew 63% year over year in Q3 2016, and the trend is expected to continue, further crippling traditional TV advertising.

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The Different Types of TV Advertising

August 24, 2018 by

The demarcation line between AdTech and MarTech has become so faint, it’s more and more difficult to tell the difference between the two, thus MadTech was born. That’s not a spelling mistake either—the need to coin a completely new term for the resulting overlap is more urgent than ever.

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What is MadTech? The Convergence of AdTech and MarTech

April 20, 2018 by ,

Cable television is in decline, seriously losing to streaming media in terms of convenience and reach. Video ad views on OTT (over-the-top) devices grew 63% year over year in Q3 2016, and the trend is expected to continue.

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What is OTT Advertising and How Does It Work?

April 13, 2018 by

The online advertising industry is populated by an array of media-buying methods, making it increasingly difficult to comprehend, even for the most seasoned marketers. While terms like programmatic direct, real-time bidding (RTB), and private marketplace (PMP) all fall under the programmatic umbrella, it is worth remembering that they are quite different concepts.

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Understanding RTB, Programmatic Direct and Private Marketplace

March 7, 2018 by

Since the very beginning of online advertising over two decades ago, a number of technologies have been introduced to the AdTech ecosystem to solve the numerous problems advertisers and publishers face, and improve the entire media buying and selling process.

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What is an Ad Server and How Does It Work?

March 7, 2018 by

Back when print publishers first started moving online, they soon discovered they needed a way to generate some revenue, so they looked at the main revenue model they’d been using in print—advertising—and aimed to replicate that in the online world.

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What Is an Ad Network and How Does It Work?

February 1, 2018 by

Search advertising is a technique that involves displaying ads in search-engine results the moment someone searches for specific keywords so that the ads displayed perfectly match the query. Paid search ads are incredibly efficient and can offer benefits for almost any type of business. In this post, we will present some of the most important advantages of paid search advertising.

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The Advantages and Disadvantages of Search Ads

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