December 8, 2017 by Maciej Zawadziński

In the early days of online advertising, the amount and type of data companies could collect about users was limited to the header information passed along with a HTTP call from the user’s browser, such as the language set on the user’s computer, URL of the page that the ad is being loaded onto, and […]

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November 14, 2017 by

If you have ever bought anything on eBay, you are probably no stranger to the concept of second-price auctions, the bidding process in which the winner pays the price offered by the second-highest bidder, rather than their own.

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How Do First-Price and Second-Price Auctions Work in Online Advertising?

November 9, 2017 by

Ad fraud has been a constant theme of online advertising and has often showed little sign of slowing down. Industry research reveals that it costs the digital ecosystem about $6 billion per year, with many online advertising companies completely unaware that it’s even happening.

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What is Ads.txt and How Does It Work?

October 4, 2017 by

In an ideal world, every client entering your website buys a product, signs up for your newsletter, downloads your ebook, or does whatever else you consider a goal, but the reality is hardly ever like that. Converting leads into satisfied customers is a long and winding path. Retargeting makes it a little easier.

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What is Ad Retargeting and How Does It Work?

August 3, 2017 by

Innovation can arise in many different ways. Sometimes it comes about as a result of years of research, and sometimes it evolves from a simple hack to solve a common problem. Header bidding is one example of the latter.

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What is Video Header Bidding and How Does it Work?

May 9, 2017 by

Have you ever watched a video online and seen a banner ad displayed on top of the video? Or watched a video and seen an ad appear halfway through? How about a rich media ad take over the screen when using a mobile app? All of these situations are examples of video ad-serving protocols known as VAST, VPAID, VMAP, and MRAID.

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What Are VAST, VPAID, VMAP, and MRAID?

February 15, 2017 by

“Where is Everybody?” This somewhat famous question was asked by Enrico Fermi, a physicist known for the Fermi paradox, when pondering why no alien lifeform has ever contacted planet Earth, given that there are about 100 Earth-like planets in the universe for every grain of sand in the world.

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What is Look-alike Modeling and How Does it Work?

January 17, 2017 by

Why should you care about OpenRTB – the open-source protocol developed in conjunction with a consortium of demand- and supply-side platforms and adopted by the IAB?

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How An OpenRTB Integration Makes AdTech Platforms More Valuable

December 19, 2016 by

Ready, aim…advertise. Okay, maybe that’s not how you usually say it, but you understand.

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AdTech Targeting Methods: The Ultimate Guide

December 15, 2016 by

Regardless of whether you are an advertiser, marketer, or publisher, there’s one thing that’s true: identifying and tracking visitors across devices is difficult, to say the least.

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Deterministic and Probabilistic Matching: How Do They Work?

December 5, 2016 by

You may know it by many different names…”automated guaranteed,” “automated direct,” “automated reserved”…or “programmatic direct.”

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Advantages and Disadvantages of Programmatic Direct for Publishers