Category: AdTech Processes

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.

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.

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.

December 20, 2018 by Maciej Zawadziński, Michal Wlosik

Over the years, cookies have been the lifeblood of online advertising, driving targeted digital marketing and attribution. They are currently the most common method of identifying users online and enabling a personalized browsing experience.

December 19, 2018 by Michal Wlosik

In 1993, an innocuous, simple banner was displayed on Wired.com, teasing unsuspecting visitors to click on it. These were the meager beginnings of display advertising, and programmatic quickly arose to automate the growing demand for this emerging ad-delivery process.

November 30, 2018 by Michal Wlosik

Since the early 2000s, brand advertisers and ad agencies have been moving their budgets online, spending big bucks on programmatic advertising – including display, video, native, and mobile – due to technological advancements and vast advertising opportunities.

November 2, 2018 by Michal Wlosik, Michael Sweeney

Cookies remember website configuration (e.g. language preferences), login details, and products added to the shopping cart, even after a user leaves the site, but because cookie files are widely used to collect certain pieces of information, they can also be used to carry out advertising processes like behavioral profiling and retargeting. Understanding the role of cookies in advertising technology is critical to getting a better hold on online advertising and privacy.

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.

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 the bread and butter of digital media today.