Category: AdTech Processes

July 16, 2018 by Michal Wlosik

For years, in order to increase the relevance and effectiveness of ads and marketing messages displayed to online audiences, publishers and advertisers have taken advantage of behavioral data for both advertising and personalization.

July 11, 2018 by Michal Wlosik

In the age of ad fraud, an increasing amount of advertisers’ money is wasted on ad impressions that appear on fraudulent sites, don’t reach the desired audiences, or are not properly displayed in the user’s browser.

May 23, 2018 by Michal Wlosik, Maciej Zawadziński

In a post-GDPR world, with the introduction of many new rules and requirements governing personal data and user consent, advertisers will have a tough nut to crack. On top of that comes the user’s right to be forgotten, the right of data portability, and numerous other complications. The new EU law will put a spanner in the works for advertisers, making the traditional behavioral targeting of ads a real challenge.

May 16, 2018 by Michal Wlosik

The world of programmatic ad buying is increasingly threatened by ad fraud. This includes fraudulent representation of ad impressions and clicks, or manipulation of bid requests for monetary gain. Ads.txt came as a way to partly curtail the phenomenon, and the recent addition of ads.cert makes a robust countermeasure to fraud.

May 10, 2018 by Maciej Zawadziński

Despite all the advancements in the online advertising industry over the past few years—header bidding and the increase in programmatic ad spend, for example—there are still a number of fundamental issues plaguing the industry. Two of the main problems are the constant battle to reduce ad fraud and a growing need for transparency.

May 2, 2018 by Maciej Zawadziński, Michal Wlosik

Since May 25, 2018, all companies that collect, use, process, and share data about EU citizens are required to comply with the General Data-Protection Regulation (GDPR) and implement new data-protection and security measures. The regulation does not apply to EU companies alone. Regardless of whether an organization is based in the EU, it must comply with the regulation when processing EU/EEA-citizen data, or face severe financial penalties.

April 20, 2018 by Maciej Zawadziński, Michal Wlosik

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.

April 13, 2018 by Maciej Zawadziński

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.

March 7, 2018 by Maciej Zawadziński

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.

March 7, 2018 by Maciej Zawadziński

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.